Category Archives for "Marketing"

Marketing For Roofing Contractors: 6 Mistakes To Avoid
Jun 03

Marketing for Roofing Contractors: 6 Mistakes to Avoid

By Mauricio Cardenal | Marketing

The ability to install a quality roof is an important part of building a profitable roofing business, but it’s only one part. Marketing for roofing contractors is nearly as important as the work itself.

Without marketing to promote and feature your work, all that skill and effort will be for nothing. That said, marketing is not a process to be handled carelessly. What follows are 6 common mistakes to avoid when building your marketing strategy.

Racing to the Bottom of a Price War

A roof is one of the most costly purchases any homeowner can face, and as such, a lot of thought – not to mention procrastination – goes into the decision to purchase a new roof or repair an existing one.

It’s easy to fall into the trap of undercutting your competition to attract cost-conscious customers. The trouble is, low-balling your pricing actually devalues your business.

Instead of focusing on how inexpensive you are, focus your marketing on the value for money. While you may not have the lowest price, you offer more value for the money. In other words, cost-effectiveness.

Not Having a Marketing Strategy

This is probably the biggest – and most common – mistake roofing contractors make in the marketing efforts. They haphazardly “market” without a clear idea of what they’re trying to achieve, or a timeline in which they want to achieve it. They treat it like a one-time thing, rather than a continuous process that never stops.

As a result, their marketing brings in few leads and ends up being a waste of time and money. Invest the time in mapping out exactly what you want to achieve with your marketing.

Plan out your content, such as blog and social media posts over an extended length of time, and allow some flexibility to make adjustments as necessary along the way.

Not Differentiating Your Business

The market gets more and more crowded every day, and the internet has opened up even more choices for consumers who are looking for a product or service. This increased competition makes it all the more essential that you clearly communicate why your roofing business is different.

As we’ve discussed, the price won’t do it.

Quality of work is not enough either. Finding that unique selling point (USP) is an often overlooked, but essential tool in building your roofing business. Maybe you specialize in energy efficient, “green” building techniques.

Perhaps you focus on a specific type of roof repair. Whatever it is, it has to be communicated clearly and consistently to your prospects to help you stand out.

Underestimating the Power of Word of Mouth (Referrals)

The explosion of rating and review sites has made “word of mouth” marketing incredibly powerful. These days, what customers tell each other about you is as important as what you say about you.

Too many roofing contractors fail to see the value in these referrals, or they fail to engage in the conversation, especially when there’s an issue.

Roofers don’t realize that many prospects will first check these review sites before even contacting them. Being proactive and engaging with customers (whether satisfied or not), goes a long way to improving your reputation.

Not Claiming Your Google Business Listing

Google My Business is a free tool that puts your business on Google Maps and helps your website rank higher in search results. Not claiming your listing means you’re missing out on a tool many, many prospects use to find local businesses. The fact is, prospective customers often contact businesses off the Google business listing. If you’re not there, you’re losing prospective customers.

Not Marketing When Leads Are Strong

This related to the lack of a marketing strategy. Many roofing contractors only market when leads are running dry. This “emergency marketing” rarely works effectively, and sometimes doesn’t work at all.

Marketing is a continuous process, not something you do only when you need the business. By constantly marketing, you’re able to take advantage of opportunities whenever they come up, not just when you need them.

These may be common mistakes in the world of marketing for roofing contractors, but with diligence and a solid marketing strategy, they’re easily avoided.

roofing ads
May 27

5 Roofing Ads You Can Try To Get More Jobs

By Mauricio Cardenal | Marketing

5 Roofing Ads You Can Try To Get More Jobs

How does a roofing company stand out in a crowded market? Roofing ads can no longer simply rely on offering the lowest price for a job.

Competing on price is a race to the bottom that ultimately no one wins. With so many choices available, consumers are looking more and more for the value provided by companies. Let’s explore 5 types of roofing ads designed to provide more value while helping you stand out from your competitors.

Weather Specific

Is your business located in an area that regularly encounters severe weather? Hail, hurricanes, and tornados can cause tremendous damage to roofs, and as a result, provide opportunities for roofing contractors. Promotions could be offered for repair work during hail or hurricane season. Alternatively, you could offer free assessments to determine the viability of a homeowners roof before the season begins.


Much like the weather specific ads, these ads are tied to the changing of the seasons, such as from fall to winter, or winter to spring.

Changing temperatures and increased snow/rain could cause serious issues such as leaks – issues that could be addressed or even prevented by a roofing contractor brought in at the right time. Obviously, these ads should be timed correctly to coincide with the appropriate season.

Green/Energy Efficient Roofing

If your business specializes in using green roofing materials or more energy efficient techniques, this can be a powerful unique selling proposition (USP) for ads. By focusing on the money homeowners could save by using your services, you provide value that makes the cost of a roof replacement much more cost-effective. Green construction techniques are also very popular at the moment, and that popularity can help generate extra attention for your business.

Show Don’t Tell: Portfolios

While an ad cannot show an entire portfolio of your past work, you could use ads to highlight high-profile projects or even to display the craftsmanship of your work through close up images.

If your business prides itself on providing a clean worksite, this imagery can be used in ads as well to give customers a good idea of what they can expect when you work for them.

Lead Magnets

This type of ad has been around for a while. The idea is that through the ad, you offer prospects a piece of valuable information, such as a checklist for preparing your roof for winter, tips on dealing with small leaks, or even a guide to choosing a reputable roofing company.

This piece of information is called a lead magnet, and it allows you to build credibility with prospective customers while giving you the opportunity to nurture the lead to eventually become a customer. These ads are simple and are focused entirely on the lead magnet itself.

These are just a few of the types of roofing ads that you can use to generate more leads, and ultimately, more business. Don’t be afraid to experiment with the different types, but remember: the key to marketing in the 21st century is to lead with value. The more value you offer your customers, the more likely they will come to you when the time comes to hire a roofing contractor.

marketing for roofing companies
May 23

Marketing For Roofing Companies: 4 Unique Strategies

By Mauricio Cardenal | Marketing

Marketing for roofing companies is absolutely essential, whether the business works with residential customers, commercial clients or a combination of both. While no amount of marketing will ever replace excellent workmanship, work of the highest quality won’t mean anything if customers don’t know the company exists.

Enter marketing, along with its partner, strategy.

Here are some tips for building a solid and effective marketing strategy for your roofing company. Many are “old school” in nature, but when used in conjunction with more modern online marketing techniques, they can provide the extra personal touch that helps a client choose your business over a competitor.

Know your Audience

One of the most fundamental rules of marketing in any industry is to know your target audience. Interestingly, residential customers tend to fall in one of two camps:

The Procrastinator

These are the people who wait until their roof is in very poor condition because they’ve put off getting a new roof or getting the existing one repaired. Marketing to the Procrastinator is all about education: The practical benefits of a new roof, such as leakage protection and energy savings.

Procrastinators often put off roof repairs due to the perceived cost, therefore your marketing should reflect the cost-effectiveness of your work and the value-for-dollar you offer.

The Beautifier

This customer is focused mainly on increasing the curb appeal and ultimately the value of their home. Marketing to the Beautifier should speak about the quality of your work and your ability to provide a selection of beautiful roofing materials that will add value and elegance to a home.

Establish a Consistent Visual Brand

Your roofing company should have a single logo that you use consistently on all materials seen by customers. This branding should be prominent on any vehicles you use, on all your documentation and on signs along the job site. It seems like a small thing, but it creates an image of professionalism and credibility in the eyes of prospects and can be an effective form of passive advertising.

Keep in mind that if you do use branding on the job site, it must be kept as clean as possible to avoid having your business name and brand associated with a messy site.

Learn from your Clients

When beginning a new job, ask clients how they found out about you. This information can be invaluable for determining which marketing methods are working well and which are not.

For example, if a lot of your clients seem to come from Facebook, it might be worth investing a little more in that area in future.

Keep in Touch

Keep a database of your customers and leads to whom you’ve provided estimates. Touch base with them once or twice a year with value-focused content, such as an information guide or checklist.

This helps keep you “top of mind” for those leads who may not have yet made a decision about hiring a roofing company.

Contacting your clients a week or two after you finish a job to make sure they’re satisfied is also a great way of reinforcing great service, showing you care about the quality of your work and increase the chances that they will refer you to others.

Partner with Related Businesses

Create and nurture relationships with local realtors, banks, and landscapers.

Set up mutually beneficial marketing efforts such as displays, business cards or brochures in your respective offices for the benefit of clients looking for information.

Creating a “collection” of services is a convenience for customers, and creates a sense of credibility. (If a bank they trust associates with your business, the client is more likely to extend that trust to your business, and vice versa.)

Whether you prefer “old school” or modern techniques, marketing for roofing companies is absolutely essential. Neglecting them will make it difficult, if not impossible, to grow your business. Just remember that marketing must be a continuous process, not an event. Making use of the techniques described above will give you happy customers, a continuous stream of business, and an edge over your competitors.

5 Roofing Advertising Strategies
May 22

5 Amazing Roofing Advertising Strategies

By Mauricio Cardenal | Marketing

For a roofer, a successful business starts by providing a quality service at a fair price. However, that alone won’t guarantee you success.

The market is more crowded than ever and prospective customers have far more options thanks to the internet. Roofing advertising strategies can take many forms, from online retargeting to simply following up on completed jobs to check on your customer’s satisfaction. We’re looking at 5 different strategies you can use to help grow your roofing business.

Create Unique Promotions

Community involvement can create a scenario where everyone wins. The community feels supported, and they, in turn, are more willing to support your business.

In the case of a roofing advertising strategy, try selecting a household every 1-2 months that needs a roof, but may not be in a financial position to afford such a renovation.

Applications or nominations can be created to decide who the recipient will be, which creates positive exposure. People will want to do business with you because you’re the company who is willing to help that struggling family get back on their feet, and you have the satisfaction of knowing you’ve supported a good cause. Win-win.

Make use of Retargeting Ads

The purchase of a new roof is a decision that many homeowners put off due to the costs involved. As a result, it can take months or more for a lead to finally become a customer.

Retargeting ads keep track of visitors to your website and offer up your ads to them as they explore the internet. While the lead may not click on the ads, they will see them, keeping your business “top of mind” until the moment when they finally choose a roofer. Retargeting increases the chances that the roofer they choose will be you.

Show your Work with a Portfolio

A comprehensive portfolio of past projects is a great way to demonstrate the quality of your work to prospective customers. Close up images of the craftsmanship that goes into your projects help build credibility and give customers an idea of what their roof will look like.

Also, if one of your value propositions is that you offer a tidy worksite, images of a project throughout its phases would also be great for demonstrating value to customers. All these images can be displayed on a portfolio page on your website, and used (with the client’s permission) as social media content as well.

Optimize your Search Advertising

Ranking as high as possible in local search results is essential to drive traffic to your website. There are three primary ways to ensure your business is as close as possible to that coveted top spot on search results: Pay-per-click advertising, Google My Business, and organic web listings.

Pay-per-click (PPC) ads are run through auction-based systems like Google Adwords and Bing Ads, allowing you to show in the top positions (reserved for paid ads) where you can control the ad copy and landing page.

Google My Business is a Google Maps listing and review platform that you can optimize your descriptions and customer reviews. Organic website listings are created by optimizing your website for keywords, gaining backlinks (links from other sites), maintaining an active social media presence and regularly updating your content (such as a blog).

Lead with Value

This is a primary tenet of marketing in the 21st century. By providing prospects with value (information, tips, etc.), you’re laying a foundation of trust and relevance that’s impossible to replicate any other way.

Provide tips on fixing a leak, or ensuring that their roof is ready for inclement weather, or even how to choose a roofing contractor.

When the time comes to purchase a new roof or repair an existing one, they’re more likely to come to you, mainly because you’ve provided so much value in the past, and because you’ve developed a relationship over time.

Standing out in a crowded market involves much more than just a low price. You need to provide real value for the dollar and be willing to nurture relationships over time to turn leads into customers.

How To Get Roofing Leads
May 21

How To Get Roofing Leads

By Mauricio Cardenal | Marketing

How To Get Roofing Leads

Online marketing is a powerful tool for roofing businesses looking to generate leads – but only when it’s used properly.

Quite often, roofers fail to get the most out of online marketing and end up with results that are hardly worth the time and money invested. What follows are tips and strategies showing you how to get roofing leads in your business.

Optimize your Website for Conversions

Your website is one of the most important parts of your lead-generating efforts. Even if prospective customers find out about you offline, they’ll likely visit your site to learn more.

Simply put, your website is often the first impression customers will have of you, so it’s important that it reflects well on you and your roofing business.

For a roofing business, a website is more than just an information source. It’s also a tool for converting visitors into leads. That means it has to provide value, make contacting you as painless as possible and use powerful calls to action to motivate prospective customers.

Dominate Search Advertising

Ranking as high as possible in local search results is essential to drive traffic to your website, traffic that could potentially become leads. There are three primary ways to ensure your business is as close as possible to that coveted top spot on search results: Pay-per-click advertising, Google My Business, and organic web listings.

Pay-per-click (PPC) ads are run through auction-based systems like Google Adwords and Bing Ads, allowing you to show in the top positions (reserved for paid ads) where you can control the ad copy and landing page.

Google My Business is a Google Maps listing and review platform that you can optimize your descriptions and customer reviews.

Organic website listings are created by optimizing your website for keywords, gaining backlinks (links from other sites), maintaining an active social media presence and regularly updating your content (such as a blog).

Invest in Video Marketing

It would be a mistake for any article designed to teach you how to get roofing leads to fail to mention one of the most popular methods for sharing information online: Video.

While it’s a powerful marketing tool, few roofing companies take full advantage of it. Whether you decide to invest in a professional production company to make a commercial video, or create lower-budget “how-to” videos to educate prospective customers (how to select a new roof, what to look for in a roofing contractor, etc.), this kind of content – when optimized for YouTube search – helps to build credibility and trust, encouraging visitors to become leads and eventually, customers.

Make use of Retargeting Ads

Purchasing a new roof or repairing an older one is a decision that many people will take their time making. Unless the roof is badly damaged, some leads can take months to make a final decision on a roofer. Retargeting keeps track of visitors to your site and offers up your ads to them as they explore the internet. While the lead may not click on the ads, they will see them, keeping your business “top of mind” until the moment when they finally choose a roofer. Retargeting increases the chances that the roofer they choose will be you.

Differentiate your Business

It’s an easy trap to fall into – to assume that as a roofer, you’re just like every other roofer. This kind of thinking makes winning customers a matter of luck. Roofers who dominate in their marketing do so primarily by developing a unique selling proposition (USP).

A USP identifies the specific and unique benefit you offer your clients, it clearly shows how you can solve a customer’s problem and it differentiates you from the competition by offering something they don’t/can’t. A USP is rarely ever related to price. It’s a benefit that makes a lead think, “These are the people I need.”

Manage your Reputation

At some point, most of us have asked friends or family who has worked with a local company what their experience was like. With the explosion of the internet and the creation of online review sites, this common act takes on a whole new level of importance.

What other customers have to say about your business is now as important as what you have to say yourself. More and more roofing companies are realizing how important online review sites are to local lead generation.

Many prospective leads will now check reviews made on HomeAdvisor, Facebook, and Google, and base their decision largely on the experiences of other customers.

Closely monitoring what’s being said online about your business and responding to negative reviews with suggestions for rectifying problems can go a long way to ensuring an error now doesn’t cost you later.

Be Willing to Play the Long Game

Marketing has always been, and will likely be a long-term enterprise. The companies who succeed in marketing understand that not only do campaigns need to be given time to work, they must be flexible as well. Not every effort will work. When some part of your marketing fails or doesn’t provide the desired results, see it as a learning opportunity and try to determine why it failed – and be willing to put something new in its place. This process of flexibility and persistence will help you generate leads – and business – over the long term, long after your competitors have thrown in the towel.

Break Even With Your Marketing Investment
May 19

Break Even With Your Marketing Investment

By Mauricio Cardenal | Marketing

Break even with your marketing

Russell Brunson of Clickfunnels fame states that the goal when creating a sales funnel is to break even with your advertising.

This means that for every dollar you spend you get $1 in return.

Depending on the type of business you are in this might take a few weeks or a few months to get there.

There are many businesses that actually lose money on the front end of their business but make money on the back end.

What this means is that they lose money when they acquire a new customer usually by giving something away for free but make money on the backend when they sell them their main products/services.

This is what Russell Brunson, Tony Robbins, and Brendon Burchard and others do when they give away their books for free.

They know they can do this because they know exactly how much they will make from the people that opt into their funnel.

In the roofing space, depending on the type of business and the type of customers you are going after this same principle applies.

Let’s break this down.

For most roofing contractors that focus on selling residential roofs, a small roof replacement is about $10K with about $2k in profit.

If you apply Russell Brunson’s principle what this means is that you can spend up to $2K in advertising to acquire that single customer.

I am simplifying these numbers to make an example.

The whole point of this is to make you aware of the mindset behind some of the most successful marketers and entrepreneurs in the world.

The numbers are not important. The mindset is.

How Much Is A Single Customer Worth To Your Business?

A number that you need to figure out is what % of new customers turn into a referral?

If you understand this number you can understand the true value of a single customer to your business.

In commercial roofing, a single customer can potentially generate millions in revenue for a business.

For example, a property manager can potentially refer you dozens of customers.

The commercial marketing game is not about volume but about quality.

Marketing as an investment

If you view marketing as an investment your mindset will change.

You will understand there will be wins and losses but the result won’t stop you from doing what have to do.

A roofing business is a marketing company that sells roofs.

If you believe this you will do whatever it takes to figure this out.

You won’t stop marketing because of a bad result.

You will learn digital marketing even though you are not “technical”

You won’t stop trying to understand what makes your customers say yes to you.

Have you ever conducted customer interviews and asked them why they bought your services?

This type of feedback is gold for your business.

Don’t stop advertising even in the Winter

In the U.S. recessions from 1980-1985, McGraw-Hill Research analyzed 600 companies. The businesses who continued advertising and outspent their competition during the 1981-1982 recession hit a 256 percent growth by 1985.

This stat shows you that the companies that are advertising and getting new customers, as a result, will always beat the business who stop advertising.

In simple terms, the company that is willing to spend the most to acquire a single customer wins in the long run.

Break even with your marketing

Let’s give over an example to illustrate this.

There are two roofing companies in Tulsa.

Company A and Company B.

Company B is much older than Company A.

They are both about the same size. They each do about 2 Million per year and about 150 roofs/year.

They each spend about $50,000 in advertising per year.

Company A decides to commit and invest heavily in their marketing the following year.

They spend $100,000 the next year and company B stays the same at $50,000.

Company A decides to take an iterative approach to their marketing. They experiment with many different channels to figure what works best.

They take the long-term view and understand that marketing is always changing.

They are trying to figure out what works best and provides the highest ROI.

Company A has a successful year and as a result of the increased advertising completes 175 roofs. Company B stays the same and does 150 roofs for the year.

Company A actually makes less profit than company B because it took them a few months to get their marketing to break even.

Even in the winter, they did not stop their advertising even though they couldn’t work on a roof.

The following year Company A decides to increase their advertising budget again to $150K but focus more on the channels that got results for their business.

They also decide to invest heavily in their brand.

They create videos, write articles, do interviews on podcasts, etc…

By the end of the year, they’ve doubled their business to 300 roofs and even increased their profit margins.

Company A is now double the size of Company B.

Company B is wondering how in 2 years they’ve lost so much ground to the competition.

Company B viewed marketing as a cost like an office rent or office supplies.

Company A viewed marketing as an investment.

They took the long term view of their business and visualized where they wanted to be in a couple of years.

One of the things that company B failed to understand is that they are a lot of hidden benefits to marketing as aggressively as company A did.

Besides the direct customers that you get from your advertising, you also get a lot of referrals as the result of these new customers.

Referrals are the holy grail of leads.

The main reason why you want to break even with your marketing investment is so you can generate more referrals from your new customers.

Referrals are always going to be the highest quality leads.

Referrals are the easiest to convert and pay you the most.

The whole goal is to create an online customer acquisition system that consistently generates new leads that will turn into new customers that will turn into more referrals.

Don’t Ignore Your Brand

Branding is more important than ever

Everything today has become a commodity.

Break even with your marketing investment

A consumer has literally thousands of choices with a few clicks on their phones.

A savvy consumer can immediately look at your reviews and get an idea of the type of company by just doing a few searches.

This is why it’s more important than ever to build a brand.

When you invest in your brand you will no longer be perceived as a commodity.

When you are seen as a commodity you wave the white flag and surrender to the momentum of the marketplace.

The construction industry is booming today which makes easy to overlook this critical factor.

Building a brand is about securing the long-term value of your business.

The benefits of good branding are enormous.

You can charge premium prices.

Your selling will be easier.

Referrals will be easier to generate.

It will be easier to recruit new employees.


If you are breaking even with your marketing you are fortunate.

The vast majority of marketing campaigns fail.

Once you’ve broken even with your market you can focus on optimizing the two main drives of your customer which are customer acquisition and customer lifetime value.

What do you think?

Are you breaking even with your marketing?

Know, like, and trust
May 17

15 Ways To Get People To Know, Like, And Trust You

By Mauricio Cardenal | Marketing

We live in a low-trust society.

People are skeptical of claims.

They have been bombarded with ads for so long it can be difficult to tell who is BSing vs. who is telling the truth.

One of the best ways to overcome this is to create the know, like, and trust factor in your business.

For years, smart salespeople have known that people buy from people they know, like, and trust.

A face to face meeting is one of the fastest ways to build the know, like, and trust factor.

However, a face to face meeting is not the only way to create the know, like, and trust factor.

You can do this online too.

The best way to incorporate this mindset into your business is through a mix of offline and online strategies.

According to Roofing Contractor Magazine, over 90% of roofing work begins with an online search.

Here are 15 strategies that you can use to build the Know, Like, and Trust Factor in your business.

Be clear on who your target market is and speak their language

Before we start you have to really understand who your target market is. Without a crystal clear understanding of your target, you will never reach your destination.

The best way to understand your destination is by creating a customer avatar for your business. Here some articles on how to help you do this for your business

5 Ways To Get Them To Know You


Networking is a great strategy for creating opportunities for your business. Most people do not know how to network.

They approach networking with a me-first attitude instead of a help you attitude. For years, I made this same mistake.

When networking with others remember to provide value for the person you are meeting. If you can connect people with each other you’ll be more valuable.

I would recommend that you read the book Never Eat Alone and How To Win Friends and Influence People to learn how to network.

know like trust


One of the best ways to position your company as an authority is to host seminars. Seminars are a great way educate your prospects and make more sales.

If you spend a few hours educating your prospects going over every objection it should be easy to close deals at the end of the seminar.

Facebook Videos

A great way to create awareness of your company and get people to know you is by doing videos

You can create a series of videos that educates homeowners on different aspects of a roof.

You can share things about your clean up process, an upgrading shingle product, what to do in the event of a hailstorm etc.

The opportunity for Facebook videos is immense. It is incredibly cheap to get people to watch your videos.

Door Knocking

The most popular way that roofing companies generate new opportunities is through door knocking.

A few of my clients generate leads through online marketing and use that opportunity to knock the other houses that are nearby.

This way a trip won’t get wasted and online leads will be more valuable.


You can sponsor popular events in your city to create awareness of your business. A person won’t do business with you unless they know who you are.

This is a great way to build relationships with your community.

5 Ways To Get them to like you

Build rapport

Building rapport is one of the fundamental ways that you can get people to like you. People like people who are like them.

I’m not going to go over all the different strategies you can use to build rapport but one thing you have to remember is to build commonalities with a person.

If they like football, talk about football.

I usually keep it simple and ask about the weather. The weather is a topic that is easy to relate to.

Be Authentic

People like people that are authentic. If you are perceived as real people will more likely forgive you for your faults

I would recommend that you invest in getting a photographer and having images of you and your team on all your marketing materials.

People will perceive as more authentic if you have real images of your business.

know like trust

Be Nice

I know it sounds obvious but if you are a dick then people won’t business with you. You should be nice and be upfront with your customers.

People will more likely trust and like you if you come across this way.

Reply To Your Leads As Soon As Possible

“The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times. The odds of qualifying a lead if called in 5 minutes versus 30 minutes drop 21 times.”

“The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.” source

There is nothing more unprofessional when a business does not pick up their phone during business hours.

People like doing business with professionals.

Commercial Video

A 30-60 second commercial video is a great way to build trustability in your business. People want to do business with real people.

When you make a commercial video and use it for your business it can lead to higher conversion rates

5 Ways To Get them to trust you

Give something away for free

How many contractors do you know have given something away for free?

When you give something away for free it gives people more reason to trust you.

The best things to give away for free are things that will position your company as the expert and authority while at the same providing valuable information that helps people.

This can be online in the form of guides or it can be offline in the form of seminars.


Testimonials are a great way to establish trust with your customers. Claims are much more believable from a neighbor than from a salesperson.

When it comes to testimonials you should follow the star, story, solution format.

This copywriting strategy will help you create a great testimonial.

Case studies

Case studies are beefed up testimonials. They are a great way to paint the picture of your expertise.

People want to do business with experts.

When you have documented proof of your work and it follows a case study format it will provide you with a rock-solid boost of trust.

Provide Your Opinion

Sometimes when you are inspecting a roof a customer might only need a repair vs. a replacement.

When you provide your real expert opinion this will establish trust in the relationship.

Even though you might lose a sale this will create goodwill in your community. You might even get a referral because of your feedback.

It’s important to always do what’s in the best interest of your customers.

Online Reviews

Online reviews are like the modern referrals. Over 88% of consumers trust online reviews.

Savvy consumers will check your reviews before they buy your services.

What do you think they will do if you have no reviews on your business?

It will hurt your business.

If you have hundreds of positive reviews it will get more people to trust you.





These three things are incredibly important to maximize your results. For years, this has been the domain of salespeople but know you can apply the same principles in your business online and offline.

Maximize your results by getting your customers to know, like, and trust you.

How To Double Your Sales With Value First Marketing
Apr 28

How To Use Value First Marketing To Double Your Sales

By Mauricio Cardenal | Marketing

How To Use Value First Marketing To Double Your Sales

Over the last few decades, consumers have been bombarded with so many ads that people have become extremely sophisticated and skeptical.

They can spot a sales-pitch a mile away.

Studies show that the average consumer is exposed to up to 10,000 brand messages a day.

They’ve become sophisticated consumers and know the ins and outs of most advertising. This assault of information has made capturing the attention of consumers one of the biggest challenges in the marketplace.

Today, most people have an attention less than 8 seconds which is less than a goldfish.

In the roofing space, not much has changed over the last few years when it comes to the service.

Consumers know what roofers do but they don’t know the ins and outs of the services you are selling.

This is a big opportunity.

If you seek to educate first and provide valuable information in an entertaining way you’ll immediately stand out from the competition.

Permission Marketing Seth Godin

Seth Godin wrote a book called Permission Marketing in which he defines the importance of permission.

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.”

When you treat your prospects with respect you’ll command more attention and get better results with your marketing.

Educate First, Sell Second

In today’s world, the best salespeople are the best educators.

When you take a value first educational approach to your sales and marketing you’ll build a brand that lasts forever.

Educating your prospects is the easiest way to sell your prospects. People are tired of seeing ads with no value being constantly shoved down their throat.

If you take an educational approach you will make selling easier but you will also get better customers.

How To Use Value First Marketing To Double Your Sales

Build Authority

People like doing business with authority figures.

If a prospect doesn’t see you as an expert they won’t do business with you.

There are so many contractors who have decades of experiences and are true masters in their crafts that still get beat by less inexperienced contractors with better marketing.

You might be the best roofer in town but you won’t get new business unless people know who you are.

Contractors already know that they need to get in front of new people.

Unfortunately, for many contractors when they do get in front of new people is to take a sales-first approach.

Instead of taking an educational approach which they showcase their expertise and build authority they take the tacky sales first approach that focuses on the company’s needs before the prospects.

Sure, you might get a few deals this way but you won’t be building a company that lasts forever.

You should be doing everything you can to build authority in your business. This means, hosting seminars, creating educational Youtube videos, and articles, and creating content.

There are so few contractors that create content that can be digested by the homeowner. Most contractors take a sales first approach.

By creating content you positioning your business as the expert and authority.

When you are expert and authority sales become easier.

When you are the expert and authority you can charge more.

All these things serve to build your authority.

This creates goodwill and trust and when the time comes for replacing their roof they will call you first.

When you are seen as authority figure you won’t need to compete on price. This is because you will no longer be seen as a commodity in a commodity-driven business.

Establish Credibility

We live in a skeptical world.

When you seek to educate first with your marketing you’ll establish credibility.

This is because you’ll stand out from your competitors which take a sales first approach to their marketing.

Sell More

We all want to sell more of our product/services. When you take a value first approach to your marketing you’ll eventually sell more of your product/services.


Educate first, sell second.

This should be your mantra in business.

Remember as a service based business you are there to serve your customers. When you educate your prospects you take a leadership position.

You become their guide.

You solve their problem.

You make their lives better.

You win more business.

Micro vs. Macro: The Consequences of Short Term Thinking
Apr 14

Micro vs. Macro: The Consequences Of Short Term Thinking

By Mauricio Cardenal | Marketing

Micro vs. Macro: The Consequences Of Short-Term Thinking

When you everything in your business on a micro vs. macro level you will start making different daily decisions.

Too many business owners think in micro terms vs. the macro.

When you look at things in your business on a macro level you will see the big picture and the consequences of not building an online customer acquisition system.

The failure to build an online customer acquisition system leaves your business vulnerable.

Too many contractors rely on stormy weather to generate new opportunities for their business.

When you rely on the storm you rely on the whims of mother nature to get sales.

As a roofing contractor, you will always be dependent on the weather but it should not be the defining lead generation strategy for your business.

The Consequences of a Sales First Attitude

When you approach your marketing with a sales-first attitude you neglect the needs and desires of your customers.

You might get some sales out of it by approaching your marketing this way, but in the long run, you will get fewer sales because of this approach.

It’s like dating.

You can’t just go straight for sex, you have to first get to know a person and build a relationship.

The Competition is not relevant

When I first started blogging for my site I knew that my audience wasn’t really that interested in online marketing.

Let’s face it, lead generation is not the biggest challenge that roofing contractors face in their business.

But I knew that the vast majority of roofing business owners were not building a business that is scalable and couldn’t survive without them.

Micro vs. Macro: The Consequences Of Short Term Thinking

When I first started working with contractors, I was shocked how far behind they were with online marketing.

My main objective in creating content is to change the attitude of roofing contractors while at the same time educating them.

I also wanted to build my authority so that our sales would be easier.

I want them to see marketing as an investment vs a cost.

If they view marketing as an investment then everything would change.

They would understand the value of what we do and how it can transform their business.

No matter how big our business grows, I can never serve everybody in this market.

It’s too big.

This is why I don’t really care about what the competition is doing.

I have an abundance mindset.

This mindset allows me to see the big picture and not worry about what a competitor is offering.

I want the audience I serve to see the importance of online marketing and the consequences they face if they don’t change things in their business.

There are still too many contractors that are left on the sidelines because of a negative past experience.

These negative experiences prevent contractors from changing things in their business and seeing the big picture of the coming storm.

This is why it’s my responsibility to create enough content and spread my message as far and wide as I can so I can change the attitudes of contractors everywhere.

Go the extra mile

I’m sure you have heard this cliche before. But, how many people actually go the extra the mile to serve and lead?

You should be obsessed with learning how you can serve your customers better.

This obsession will lead you to test what works and what doesn’t work in your business.

This an iterative process that will ultimately put you on a path to greatness.

The Strategy of Preeminence

Jay Abraham’s most powerful lesson provides a template that you should follow in building a legacy.

The Strategy of Preeminence is defined as being seen as the definitive expert and resource for your market and acting as your client’s fiduciary.

When you are acting as a fiduciary you are taking responsibility and putting your client’s best interests at heart.

In order to be seen as the definitive expert and resource in your market, you have to create valuable content and make sure that this content is seen by as many people as possible.

What this means is that it’s your responsibility to go exactly where your prospects are and promote your content in these channels.

For most businesses, especially with roofing, the two biggest channels in which your prospects hang out are Google and Facebook.

Google is where people search for information while Facebook is where people spend their time.

There are two separate forces that are trying to turn your business into a commodity, your competitors and your customers.

This is a great video from Jay Abraham that explains the strategy of Preeminence

When you are seen as preeminent in the marketplace you will never have to worry about being seen as a commodity.

When you approach your business thinking about your customer’s interest before your own you’ll be on your way to achieving preeminence.

There are many contractors who do amazing work for their customers but are not doing all they can in their business.

To achieve preeminence in the marketplace you have to do everything you can to serve as many customers as you can while increasing your bottom line.

This is counterintuitive but bear with me.

When you increase the average transaction value of your service you are delivering more value to your product and looking for the well being of your customers.

If a customer needs a better product that is more expensive it is your responsibility to educate your prospects so they understand why they need the superior product.

What is your Legacy?

When you think on a micro level you don’t really think about the consequences of your business if suddenly you leave or become incapacitated.

Micro vs. Macro: The Consequences Of Short Term Thinking

For me, I want to build a legacy for my business. I want it to survive and thrive even if I am not around.

When you think about your legacy you understand the importance of the daily decisions you make.

Everything you do is a reflection of your attitude.

Like Jim Rohn says “How you do anything is how you do everything” and “Everything matters” some things matter more and some things matter less but everything you do always matters.


Micro vs. Macro thinking

Short term vs. long term.

Your daily decisions will ultimately affect your future outcomes. When you take a sales first attitude you risk the long-term consequences for your business.

When you view marketing as a cost rather than an investment you are putting your company’s future at risk.

It can be years until you see the consequences of your actions.

Build a legacy and start educating yourself on what it takes to succeed with online marketing.

Are your roofing marketing campaigns performing?
Apr 08

Are Your Roofing Marketing Campaigns Performing?

By Mauricio Cardenal | Marketing

Are Your Roofing Marketing Campaigns Performing?

There are so many marketing numbers that it can be difficult to understand what you need to pay attention to.

There is CPC, CPL, CPM, CTR, and many others.

These numbers paint a picture and tell a story of how well your marketing campaigns are performing.

A challenge that a lot of businesses face is relating these numbers to the profitability of their business.

The main objective of a business is to increase the profitability while massive providing value in terms of products and services.

For the rest of the article, I am going to explore these different numbers in your business and how it relates to your company’s bottom line.

These numbers will help you paint a picture of how well your business is performing.

Cost Per Acquisition

This number will help you determine how much you are spending in order to acquire a customer. For many service-based businesses, this number is 0 because they rely on word of mouth.

Word of mouth and referrals are great but they will only grow your business up to a certain point.

Once you’ve reached that point then you have to advertise or grow a sales team to acquire new customers.

A lot of small business owners don’t understand that the biggest companies in the world invest huge amounts of capital to acquire customers.

Dan Kennedy the famous direct response marketer always says that the company that is willing to spend the most to acquire a single customer will always win.

What this means in the roofing space is, in the long run, the roofing company that spends the most money to acquire a customer will always win.

How does that make sense?

Are your roofing marketing campaigns performing?

Think about it.

If a company is spending a lot of money and they are getting SALES as a result then they will always beat the company and grow faster than the company that doesn’t.

A company that is getting sales is building a customer base.

A customer base is one of the most valuable assets in a business.

If you are providing great service to your customers those new customers will generate new referrals for your business.

Referrals are the single best type of leads.

This is why roofing companies that have been in business a long time have a big advantage over companies that are new.

They have a larger customer base and more opportunity for referrals than new companies.

A company that is aggressively pursuing new customers will win vs. the company that stops marketing.

It’s like a race with a never-ending finish line.

In order to understand how much your company can spend on advertising let’s do some math.

What is the average transaction value of your business?

For most roofing companies, a small residential roof replacement is about $10,000 in value and about $2,000 in net profit.

Is that single customer only worth $10,000 in value? How many referrals do you get from customers?

Do you sell them other products and services?

These are the questions that you need to answer to help you determine what each new customer is worth to your business.

Once you understand the value of each new customer then you can determine how much you can spend on advertising.

There are companies that go in the red for 18 months in marketing until they acquire a new customer.

If you are just starting a marketing campaign and are already breaking even then you are doing pretty well.

Are your roofing marketing campaigns performing?

How about commercial roofing?

What is the average transaction value of a commercial roof?

100K? 200K? 1 Million?

Commercial roofing leads are incredibly undervalued.

In a lot of markets, you can get commercial roofing leads for under $100.

I know clients of mine that have had a single commercial client generate millions for their business.

A certain type of commercial client, like a property manager, can be incredibly valuable to your business.

Net Profit Per Sale

Another important number to understand is what is the net profit per sale. We run businesses and we are in it to make money.

You should do everything you can to increase the net profit per sale without hurting the volume of sales.

This means that you should implement supplement strategies to increase the transaction value.

You can sell more on value more than being known as the lowest cost provider.

Opportunity Cost

“A benefit, profit, or value of something that must be given up to acquire or achieve something else” link

When you stop advertising you give up the opportunity to get in front of new customers.

This is an opportunity cost.

The fewer opportunities you have to get in front of more customers the fewer chances you have to make sales.

The fewer chances you have to make sales, the fewer sales you’ll make.

Fewer sales mean less opportunity to grow your customer base which means fewer referrals.

In the long run, the roofing company that stops advertising will lose vs. the company that doesn’t.

You should never stop advertising. In fact, you should increase your advertising in slow economic times and during the winter.

Conversion Rates

What are the conversion rates on your marketing campaigns? On Facebook? AdWords? Website? Etc…

Have you been tracking this information?

The only way to really to track this information is to use a CRM software that lets you track the leads from all your different sources.

Too many people get hung up on what the cost per lead is in a marketing campaign. The important thing is to understand how many of these leads you are actually converting into a sale.

A $200 lead that converts 50% of the time is more valuable than $50/leads that convert only 10% of the time.

Are You Increasing Your Conversion Rates?

What are some strategies you can implement to increase the conversion rates on your leads?

Are you following up with your leads? How many times?

Most leads do not close the first time. On average takes 5-12 touch points before someone takes the first meeting.

It can take a lot more follow-ups to actually close a deal.

Typically, the bigger deals take more follow-ups. This is why commercial deals can take many months of constant follow-up before you get the sale.

You have to be relentless in pursuing these deals. One or two follow-ups will not get you anywhere.


Are you using a CRM to track your leads? If you are not then why not?

CRMs like MarketSharpJob NimbusClaimsExpress, and Sales Rabbit have all been proven to work

There are way too many leads that fall through the cracks in a lead generation campaign. When you track every lead you’ll convert more which means more money in your pocket.


All these numbers will help you understand how well your campaigns are performing.

There are too many contractors that never take the time to understand what these numbers mean for their business.

When you understand these numbers you will make better and more informed decisions.

To succeed in business, you have to make good decisions.

Good decisions will lead to more positive outcomes for your business.