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7 Deadly Mistakes In A Roofing Lead Generation Campaign

In any roofing lead generation campaign, you must overcome several objections before somebody decides to take action and contact you.

Whether they come from social media or search (paid or organic) a prospect has to believe certain things before they take action.

They have to believe you are credible.
They have to believe what you say.
And they have to believe you are capable of solving their problem.

In simple terms it’s these three things:

  • Credibility
  • Believability
  • Capability

The way to overcome these objections is by doing three things.

  • Claim- claim that you can fix their problem
  • Proof – provide proof of your claim by providing testimonials, case studies etc..
  • Benefit- explain the benefits of your work and how it would solve their problems/challenges

Let’s face it.

Nobody gives a crap about the roof on their buildings.

They only care about how a roofing company can help solve their problems with their building/home/claim/leak. etc…


These three things are the holy grail of marketing. If you have these three elements in your marketing you’ll overcome every objection.

Most people are skeptical online. Over 80% of advertising is ignored by consumers. People have been bombarded by advertising for so long that it takes more effort than ever before to overcome this skepticism.

In roofing, you have to overcome the stigma of storm chasers and fly by night contractors.

This is why when you make a claim you have to provide proof of your claim and then explain the benefits of this claim.

There are several things a roofing business can do to increase conversions and stand out in your market.

These strategies all have the elements of a Claim. Proof and Benefit.

Here are  7 Deadly Mistakes In A Roofing Lead Generation Campaign

1. Not having Testimonials

Testimonials are one of the easiest ways to prove your credibility. There are two types of testimonials. Written and video. Video testimonials are much better than written because it’s harder to fake a video testimonial than a written testimonial.

When creating a testimonial you should follow the star, story, solution formula. This is a copywriting formula that puts your prospect in the shoes of your client.

Here’s how it works…

      • Star- The story of your customer. Who they are, and what problem they had before meeting you.
      • Story- the challenge/problem they had before meeting you
      • Solution- the solution you provided them after working with you.

Ideally, a business should have several different types of testimonials one for each customer avatar.

In roofing, you have several customer avatars. Homeowners, property managers, commercial property owners, etc all have different needs and desires.

Depending on the market you are after your testimonial should reflect one of these avatars.

For a commercial roofing company, a well-written testimonial can be like this:

“We are a property management company and are very picky with who we work on our buildings. We have good contractors that we work with but they were too busy to take on our new projects. We had several ongoing repair projects for our buildings. Texas Commercial came recommend from an associate and we’ve had a tremendous experience. They did an inspection within 24 hours and provided a report and an estimate. We highly recommend their work and will continue to use them in our commercial projects.”

If you have real, written and video testimonials like this, you’ll see huge improvements on your marketing campaigns.

These types of written testimonials are exactly what these type of customers are looking for.

[video_page_section type=”youtube” position=”default” image=”” btn=”light” heading=”” subheading=”” cta=”” video_width=”1080″ hide_related=”false” hide_logo=”false” hide_controls=”false” hide_title=”false” hide_fullscreen=”false”]https://www.youtube.com/watch?v=lsyZLFtWqV4&t=2s[/video_page_section]

2. Not having Case Studies

A case study is defined as a process or record of research in which detailed consideration is given to the development of a particular person, group, or situation over a period of time.

A case study is one of the most powerful ways to provide proof of your expertise. The more case studies you have the better. A case study is like a more beefed up version of a testimonial.

A well-written case study will have the following elements:

      • About- history of the company or person you worked with
      • Problem/Challenge- the problem/challenge they had before working with you
      • Solution- the solution you provided and how you did it
      • Results- the results of your work

In roofing, these work very well on the commercial side. You’ll give a brief history of the company you worked with, the problem they had, the solution you provided, and then the results of your work with images and video.

Case studies will make your business stand out and be more credible.

3. Not having Drone Images

Drone images are far superior to any other type of image because it gives a wide parameter of the scope of the job.

Not many roofing companies have drone images of their work. By having these images you will stand out in a positive way.

Drone images can also speed up the claim cycle times.

roofing lead

4. Not having Online Reviews

Online reviews are like the new referrals of the digital age. One of the first things a person does after talking with you is to research your business online.

Over 88% of consumers are influenced by online reviews. Online reviews can be difficult to obtain but they provide social proof of your work.

Reviews will make your business more credible and believable.

One trick you can use is to include Google or Facebook reviews on your landing pages. These are hard to fake and will increase the conversion rates of your campaigns.

5. Not having a commercial Video

This one isn’t necessary but I would definitely recommend that you do it. A video commercial of your company can serve wonders in increasing the conversion rates of your campaigns.

Centimark did a great job with their video. You can check it out here:

roofing lead

Another example of a well made commercial is here:

[video_page_section type=”youtube” position=”default” image=”” btn=”light” heading=”Roofing Commercial ” subheading=”” cta=”” video_width=”1080″ hide_related=”false” hide_logo=”false” hide_controls=”false” hide_title=”false” hide_fullscreen=”false”]https://www.youtube.com/watch?v=PLytyTagH0U[/video_page_section]

These type of videos will increase the credibility of your company. On average, videos tend to convert better than the written word.

I highly recommend that you create a video like this and use it on all your web properties. This will make you stand out from every other roofing company in your market.

6. Not having Images of You and Your Business

You should include real images of you and your employees. Images of working on a roof or at a charity, or in the office all serve to provide a warm feeling of authenticity.

An image like Beldon has on their homepage is great:

roofing lead

These type of images will let prospects know that you are a real company. These things will help overcome the skepticism that people have online and increase conversion rates.

7. Not having Certifications & Associations

People want to work with experts. The more certifications you have the more credible you’ll look in the eyes of your prospects.

Things like HAAG, GAF, Owens Corning, Weather Stopper all can serve as proof of your expertise.

roofing lead

Being a member of different roofing associations like NRCA and others can also bolster your credibility.

Over to you.

What things have you used in your marketing campaigns to improve the conversion rate?

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