Category Archives for "online marketing"

How To Make A Digital Transformation in 2019
Dec 30

How To Make A Digital Transformation In 2019

By Mauricio Cardenal | online marketing

Do you want your roofing business to start making money online?

If the answer is yes, keep reading.

The internet has been around for decades, but despite this, the vast majority of roofing companies have yet to embrace digital marketing.

In terms of digital marketing, construction as a whole lags far behind other industries. The reality is, of the small businesses that do venture online, most fail to see a positive return on investment. There are several reasons for this:

  • They see digital marketing as too complex, and as a result are afraid to dive in too deep.
  • They fail to invest enough capital in digital marketing.
  • They don’t know how to close a sale.
  • They don’t answer the phone (No follow up strategy in place for leads.)
  • They are not tracking their results.
  • Their videos are boring and unengaging.

If you want to make a real digital transformation and get the most out of marketing online, you first must make a mental shift in your business. You have to be willing to invest resources in understanding the digital marketplace as it will exist in 2019.

I’m not just talking about pouring thousands of dollars into a online marketing campaign. I’m talking about investing BOTH your time in learning how this works, and investing your money strategically into online marketing campaigns to generate maximum ROI.

So now that we understand that it takes a financial and mental commitment to succeed in online marketing, here 10 strategies that will help you achieve this objective.

1. Your Website is Your Online Foundation

First, let’s get three important points out of the way:

Your website alone will not make your business any money.

A website without traffic is just an empty store front.

No traffic means no leads, and certainly no sales.

Your website is really the foundation of your online presence. Everything starts with, and extends from, the website.

Think of your website as a business card. It should contain general information about you and your business, however it won’t generate more business unless you get traffic – people arriving on your site looking for the information you provide.

I recommend that you use the WordPress platform to build your site. WordPress is relatively easy to setup and use, freeing up time to focus on your business. The easiest way to design a great website is to look at what your competitors are doing – those who you think are doing a great job – and model their layout.

2. Online Reviews are More Important Than Ever

The internet has changed the relationship between consumers and businesses forever. Most significantly, it’s made interactions more transparent.

With nearly endless options for any product or service simply a few clicks away, people want to know who they’re doing business with. One of the most popular ways for customers to decide who they should do business with is through online reviews. Surveys have shown that over 88% of customers trust online reviews – making a good review a very valuable commodity.

Your online reputation is everything, and a few bad reviews can significantly hurt your business.

Where can I get online reviews?

The easiest way to generate online reviews is through automation software such as Podium. Podium integrates with 25 different online review sites including Google My Business and Facebook pages, so that no matter where customers are talking about you, you can collect those great reviews and display them on your site.

3. The Costs Keep Increasing

The cost of advertising online is getting more expensive all the time. Google Ads were extremely cheap 10 years ago. Back then, Facebook ads were about .25 cents per 1000 impressions, now it’s between $6-$10.

Advertising is the lifeblood of your business, and its success often depends on how much you’re willing to invest. The longer you wait, the more expensive it will be. As more and more businesses advertise online, the ones that will succeed are the ones willing to invest fully in the process.

4. Dallas Will be the Future

Dallas, Texas is known as the most competitive market in the United States. As an unlicensed state and a magnet for hail storms, it’s attracted over 8,000 roofing companies in the Dallas-Fort Worth metro area.

This sea of competition has made the Dallas market the most expensive one to enter online.

Most of the companies that are advertising online in Dallas are more advanced than in other markets. I believe that Dallas will serve as glimpse of what future competition will look for every market in the country. Companies hoping to succeed will have to adapt by either outspending their competition or by being more creative with their advertising.

What this means for you is that it will take a larger investment to see results with your online marketing campaigns. Even relatively inexpensive platforms like Facebook has increased in pricing significantly the last five years. The next five will be no different

5. More People Will Demand to See Your Face

Gone are the days of the faceless company. More and more, your face has become your personal brand. Businesses without videos or pictures of their teams online are missing a huge opportunity to differentiate from other similar companies.

Transparency is everything today. The work no longer speaks for itself – you must be able to speak for it as well.

In the end, people connect with people, not with products. That personal connection will help your business stand out in an increasingly crowded and competitive market. As mentioned earlier, customers looking for a product or service have an unprecedented amount of choice within the space of a mouse-click. Every advantage will be needed to ensure they choose you over someone else.

6. Google and Facebook Dominate

The truth can’t be denied: Google and Facebook dominate digital advertising today.

According to Ad Exchanger, “The global digital advertising market grew 21% to $88 billion in 2017. Facebook and Google account for 90% of that growth”

Google is the most powerful company in history and Facebook is not that far behind. Whatever your beliefs about this power, you must understand that your customers use these companies products every single day. As a business owner, it’s your responsibility to promote your services where your customers are.

Google is like a shopping mall.

When company dominates the first page of Google, it’s like having the biggest store in a shopping mall. That store usually gets the most foot traffic, which means more people likely to buy their products.

With Google, landing on that first page means increasing the possible traffic to your website, which results in more leads, which in turn results in more opportunities for sales.

Facebook is like a party

People who are outgoing at parties are usually better at getting (and keeping) people’s attention. This is generally because they have a lot interesting and engaging stories to tell.

Facebook’s “party” works much the same way. You have to get people’s attention and communicate your message in an entertaining and engaging way which can lead to increased leads and, of course, sales.

7. Make Videos That Sell

There is no single strategy as effective as creating videos that sell. Video salesmanship is an extremely powerful strategy that allows you to sell your products/services to many people at once.

Creating videos that sell can be boiled down to two deceptively simple ideas:

  • Get people’s attention.
  • Connect with that audience by telling a story.

Facebook Ads guru Billy Gene warns that when it comes to making sales videos in today’s iPhone-addicted world, you can’t afford to be boring.

He believes that the three core strategies to any successful video are: Educate, Entertain and Execute.

Videos that don’t engage a viewer will be skipped over, and all your hard work will be for nothing.

8. Watch Out for Youtube Ads

YouTube is the second largest website in the world. It’s even ahead of Facebook. Their ad platform has matured and gotten gotten much more sophisticated and more effective over the last few years. Considering the effectiveness of video salesmanship, YouTube is becoming a powerful option for marketing.

For the moment, YouTube ads are relatively cheap, but, like Facebook Ads, it will increase in price as more and more businesses take advantage of this platform.

9. The Best Companies Will Combine the Best of Both Worlds

Online marketing is powerful and a crucial tool now and in the future, but the most successful roofing companies wil, combine both the online and offline worlds into a single marketing strategy. This means combining traditional door-knocking with the digital world to dominate a neighborhood.

Our most successful clients understand that a lot of internet leads open the doors to gated communities. For example, if you have an appointment in a gated community you can door-knock the rest of the neighborhood after the appointment. This allows you maximize your results by combining both online and offline strategies.

You can blitz entire neighborhoods with mailers, Facebook Ads, and door knocking to be omnipresent.

10. Digitize Your Salesmanship

Many of the roofing companies I work with have strong sales teams. One thing that can help you make a digital transformation is to transfer that salesmanship online.

Start building relationships with your prospects by building rapport and providing valuable information through online platforms such as Facebook. These relationships build trust, and quite often will blossom into future work.

When the time comes to replace or repair a roof, where will people go? To a stranger? Or to a company who has provided valuable information over time?

Make 2019 the year you decide to make a digital transformation for your roofing business. With the right strategies and investment, it can help you increase leads and sales, allowing you to stand out and dominate your local market.

Roofing Marketing
Sep 22

What The Future Will Look Like For Roofing Companies Online

By Mauricio Cardenal | online marketing

Dallas Is The Future For Roofing Marketing Online

Over the last few years, the costs to advertise on Google & Facebook have substantially increased.

It used to cost .25 to reach 1000 people on Facebook. Now, that number is which is 50 times the price.

Facebook is running out of space on its Newsfeed and Google only has 3-5 spots per location. This means the costs will keep on increasing without any signs of slowing down.

In today’s world, it’s harder than ever before to get people’s attention.

People are more skeptical than ever.

For a new company, one of the biggest challenges it faces is overcoming this skepticism. A new company has to overcome this skepticism by getting people’s attention first and then providing proof of their claims.

Claims without proof are BS.

Roofing companies have it easy now.

The competition is low because most roofing companies are terrible marketers.

However, this is not the case in Dallas.

If you want to look at what the competition will look like for roofing companies in the next 5-10 years you should take a look at what is happening in Dallas.

This will give you a glimpse of the future.

In Dallas, there are hundreds of roofing companies competing for the first page of Google.

The first page of Google is like expensive real estate in Manhattan.

Every campaign has a landing page, every campaign has a free estimate, every campaign has dozens of testimonials.

In most cities, you won’t see this level of sophistication.

You’ll see a few roofing companies doing an okay job with their marketing while the rest of them suck.

In Dallas, there are many companies spending 10K a month per month on AdWords.

In the end, it’s not really that big of a budget.

These companies have decided to invest hundreds of thousands of dollars to generate millions in sales.

If you spend 100K in ad spend you should be getting at least 5X the revenue.

The cost per click is 3 times higher in Dallas than anywhere else.

This means that you have to invest enough in your advertising in order to get a return.

This will soon happen with every other city.

Roofing is a high ticket item

So these companies that are spending the figures online can easily justify this because they are making it back in sales.

If you are not getting sales then investing this capital into online advertising will be a waste.

The costs will keep increasing year after year unless Google changes their bidding system.

Soon only the big players with large budgets will be the only ones that will be able to compete.

The roofing business marketplace will continue to consolidate as the bigger roofing companies swallow the smaller roofing companies.

The roofing companies that haven’t adapted will be out of business in the next 3-5 years.

How To Adapt

Change is hard for most people.

Most people are stuck in their ways and refuse to adapt to the latest trends in the marketplace.

The online marketing world has been around for a long time now but I still see the majority of roofing companies refusing to change.

The biggest thing holding back roofing companies when it comes to online marketing is a lack of will and education.
If a roofing company owner is committed to change then they will do whatever it takes to succeed online.

This means that they might have to go through a few marketing campaigns without any results before getting things to work.

Ultimately, the future of their company depends on the roofing company’s owners willingness to embrace change.

Once a person is committed they will realize that the fundamentals of marketing online won’t change.

This means you have to provide valuable content, you have to figure out how to get people’s attention in a creative way, and finally, you have to see marketing as an investment.

Long-term the companies that wholly embrace digital marketing will be in the ones that survive.

Over 90% of roofing companies disappear after 10 years. I expect this number to increase as more and more people will prefer doing business online.

Having an in-house digital marketing team will be a great strategy for many companies.

However, if you don’t know what you are looking for then you are going to likely hire the wrong person.

Budgets are for pussies

The majority of companies spend at least 10% of their budget on marketing. I have yet to find a roofing company that is spending 5% of their budget on marketing.

This will change in the next years roofing companies will continue to consolidate.

These bigger companies will have the budget and the commitment to outspend their competition and to drive their competitors out of business.

What this means is that in the future you will be forced to spend at least 10% of your budget on digital marketing.

This will be the MINIMUM requirement in the future.

This means that you are doing 1M in revenue you should be spending at least 100K per year on digital marketing.

This includes Google Ads, Facebook Ads, SEO, and whatever comes next.

Marketing & Innovation

Marketing and innovation are the only two things that should not be considered a cost. They should be seen as investments.

What most companies do is they invest in marketing after they have finished paying off whatever they need to pay.

This should be the opposite.

You invest in building a brand and marketing first so that you will be in a much stronger position in the future to work with the clients that you want to work with.

When you buy an office that has fixed costs.

When you invest in marketing and you get customers, as a result, your business grows.

7 Roofing Contractor Marketing Strategies
May 26

7 Roofing Contractor Marketing Strategies

By Mauricio Cardenal | online marketing

It happens far too often.

Roofing companies wait until the business gets slow, and then pours effort and money into roofing contractor marketing, only to stop marketing as soon as business picks up again.

This kind of haphazard, start/stop marketing is not only ineffective and inefficient, it’s often a waste of money and resources over the long term.

Below you’ll find a collection of roofing contractor marketing strategies, some of which are sadly underused, that will help you create sustainable and effective marketing over the long term.

Build a Content Plan

Content is much more than a blog or social media posts.

It’s a collection of assets used by your business to generate leads and create conversions. A content plan is exactly what it sounds like – a detailed and intentional plan for a specific period of time that describes exactly what material will be created, what its purpose is, and where it will be used.

The content you create must build trust, educate prospective customers and encourage leads to convert. When a comprehensive content plan is baked into your business, you always have a method for generating leads and maintaining contact with prospective customers, without the inefficiencies of start/stop marketing.

Own your Web Presence

In the early days, all you had to do was create a website. However the world has changed drastically, and the “if you build it they will come” model is fatally flawed.

Participating in rating and review sites, being active on social media, maintaining your business information on local web listings and regularly sharing relevant, value-focused content to prospects are fundamental to owning your web presence.

Be Flexible with your Lead Generation Tactics

Lead generation rarely comes from one source 100% of the time. The most effective forms of lead generation take advantage
of multiple channels, such as advertising, referral generation, and social media to create enough repetition, credibility, and trust to motivate a prospect to call or schedule an appointment.

Committing your roofing contractor marketing efforts to delivering value-focused content wherever and whenever possible is the key to making this work over the long term.

Have a Lead Conversion Process in Place

Many roofing contractors succeed in generating a steady stream of leads, but fail to have a process in place to convert those leads.

It’s essential to continue the positive experience the lead has had up to now, begun by the marketing, and nurture them along the path to being a customer.

Decisions concerning roofing often take months or longer, so having a path for the lead to follow as they get closer to making that decision is as important as the process of generating the lead in the first place.

Harness the Power of Video

Video is a powerful marketing tool that very few roofing contractors take full advantage of. You can 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 – optimized for YouTube search – helps to build credibility and trust, encouraging visitors to become leads and eventually, customers.

Be Part of the Conversation

In today’s internet-driven world, what other customers say to each other about your business is as important as what you have to say yourself, maybe even more so.

Roofing companies are beginning to realize how important online rating and review sites are to lead generation and marketing in general.

Many prospective leads will now check reviews made on HomeAdvisor, Facebook, and Google, and base their decision largely on the experiences of other customers. For better or for worse, your customers are online talking about you – it would be in your best interest to be part of that conversation.

Make Marketing a Habit

Marketing is not an event. It has no end date. It must be built into the everyday structure of your roofing business if it’s going to succeed. The strategies we’ve discussed here work most effectively when they are implemented each and every day in a system, a continuous (but also flexible) process that never really ends – it evolves as your business grows.

Whether you use one or several of these strategies in combination, what matters is that you have some sort of strategy. It’s a harsh truth, but a roofing business without a strategy is a roofing business that’s set up to fail.

Are You Relying On The Momentum of the Marketplace?
May 11

Are You Relying On The Momentum Of The Marketplace?

By Mauricio Cardenal | online marketing

Are You Relying On The Momentum Of The Marketplace?

Are results all that matters in business?

For a long time, I thought that results were all that matter in business.

Two recent books that I’ve read have changed my perspective on success and randomness.

What I Learned by Losing A Million Dollars and Fooled by Randomness both provided great examples of how success in business can be completely random or pure luck.

I always thought if you are successful in business it was because of the person’s talent/hard work etc and nothing to do with luck.

What I Learned By Losing A Million Dollars tells a story of a hotshot trader named Jim Paul who is good at making money

In a short 5 years, he becomes the youngest and most successful trader in his firm.

One of the biggest mistakes he makes is that he personalizes success. What this means is that he thinks the success he is having is because of his talent and decision making.

Instead of realizing that success can be a result of capitalizing on a good opportunity, being at the right place at the right time, or even being just plain lucky.

His repeated success convinces him that his shit doesn’t stink until one day he blows up, loses a million dollars, and gets fired.

This crushes him but instead of never coming back, which is what most traders do, he learns the reasons why he blew up.

He learns that he was having success in spite of doing the wrong things.

The main lesson I took from the book was in business you can have a lot of success but be doing all the wrong things.

In Fooled by Randomness, Nassim Taleb provides many of these same examples through different anecdotes.

What Is The Point Of This?

One of the big lessons from these books is that success can be random and people should not personalize success.

There are many reasons why businesses succeed in the marketplace.

I believe one of the reasons many roofing businesses are having success is luck (You can say that about a lot of industries, not just roofing).

They are relying on the momentum of the marketplace to drive new business.

Young people are not entering the trades as much as before and this provides a big advantage to the incumbents.

Momentum Of the marketplace

What would happen if there is a sudden surge of young entrepreneurs who are technically literate and bring that knowledge to the marketplace?

Would these older companies have the same market share?

I doubt it.

What would happen if the economy crashes like in 2007-08?

Would many roofing companies survive? Or they get swallowed up by the competition?

Well, actually we already have the answer to those questions.

In 2007-08 when the economy crashed more than a quarter of construction companies disappeared.

The companies that survived had a strong foundation. They suffered too but they survived.

Let’s go over another example.

Let’s say there is a hypothetical contest.

In the contest whoever jumps off a bridge and survives gets a 1 billion dollar prize.

100 people decide to take the challenge.

There is 1 winner who miraculously landed on a bunch of pillows and walks with no injuries.

The other 99 people die.

Are you relying on the momentum of the marketplace?

This is a far-fetched analogy but this is what the entrepreneur world is like.

Most businesses fail.

And even the businesses that succeed might succeed but for the wrong reasons.

This is called the survivorship bias.

What is the Survivorship Bias?

“Survivorship bias or survival bias is the logical error of concentrating on the people or things that made it past some selection process and overlooking those that did not, typically because of their lack of visibility.” Wikipedia 

Systems or People?

People are unreliable.

Systems are reliable.

We have a limited understanding of our world and when something is successful it might be pure luck.

When we make decisions based on past experiences we personalize our success or failure.

When we create systems for our decision making we are more likely to make the right decision.

This is why it’s important to create systems in your business.

When you have systems for your leads, sales, production, and other processes your success can be more consistent.

There many roofing companies that see their businesses cut in half because there wasn’t a storm in their market.

When you have systems in your business you won’t have to rely on the weather to drive new business.

Success would be less random.

Negative Experiences

In Fooled by Randomness, Taleb argues that the past is deterministic. This means that we judge the past based on the result when we should be judging the past based on the information available at the time.

When we make decisions we are making decisions based on our limited understanding of the world.

Whether something works or not can be based on random factors that sometimes cannot be anticipated.

This is a big reason why marketing results should never be guaranteed.

Marketing is a crapshoot.

Even if we follow a formula of past success this does not guarantee future success.

Random things like the weather, new regulations, or new technology can affect future outcomes.

This is why it’s important to see marketing as an investment vs. a cost.

With a cost, you will never get a return.

You buy something and you’ll never see your money back.

When you invest in something you might get your money back or you might not.

The point is that you don’t use the result to determine your future decisions.


If you personalize success and believe that you are the main reason for having a successful business you are setting yourself up for a huge crash.

The majority of roofing business owners are operators and not entrepreneurs.

They are having success because of the momentum of the marketplace.

What happens when the momentum stops?

Do you have proof of your work?
Apr 21

Do You Have Proof of Your Work?

By Mauricio Cardenal | online marketing

We live in a skeptical world.

People have been bombarded with advertisements for so long that they’ve become wary of claims.

When you make claims in your marketing you have to provide proof of your results.

Consumers are more sophisticated than ever before.

In roofing, the product/service has not changed a lot over the last few decades.

For the most part, people know what a roof is and how long it will take to repair or replace a roof.

In roofing, even though many customers know what a roof is they have no idea what the best roofing solution would be for them.

This is your opportunity to educate your customers.

The company that takes an educational first and sell second approach will win in the long run.

When you take an educational value first approach to your marketing, selling will become easier, and you can sell at a premium.

This puts more money in your pocket in which you can use to re-invest in your marketing.

Do you rely on the momentum of the marketplace?

There are too many contractors that are relying on the momentum of the marketplace.

When you rely on the momentum of the marketplace you become a “me too” business.

A “me too” business has no unique value proposition.

They conform to the marketplace and rely on factors like storms to generate new business.

There is nothing distinctive about their business. A customer can look at their phones and call 20 other contractors that provide similar services.

Do you have proof of your work?

There are two distinct forces that are trying to turn your business into a commodity: your competition and your customers.

Even though roofing is a commodity the whole goal is not to be perceived as a commodity.

If your customers see you as a commodity then the game is over.

You’ll be competing on price alone and be working with price shoppers.

The single best way to make your business unique is with marketing.

Good marketing allows you to educate your customers while telling your story in a unique way.

Referrals/Word of mouth

Referrals are always going to be the best source of leads for a service-based business.

Referrals pay the most and are the easiest to convert.

Do you know why referrals are the best type of leads?

Because they have proof of your expertise. They’ve talked to someone who has used your services and know that you are capable of doing a good job.

The only thing that might stop them from buying is timing.

When you provide proof of your expertise you are one step closer to getting the sale.

Empathy for your customers

Do you have empathy for your customers?

Do know the feelings and the thoughts they have when they need a new roof?

When you understand the feelings you customers have you’ll have a much better understanding of the reasons why a prospect buys from you.

Most contractors only get to the surface level on why a customer needs to buy.

Yes, they need a new roof but what are the feelings that your customer is experiencing when needing a new roof?


There are several ways to provide proof of your expertise. You can use testimonials, case studies, and online reviews.


There are more and more contractors that are doing video testimonials. A well-done video testimonial can be a boon for your business.

When you do a video testimonial make sure to follow the star, story, solution format.

  • Star- introduce the person. Clearly, state who they are and where they are from
  • Story- let them tell their story. Ask them the problem they had before they contracted and what they felt like before
  • Solution- state the problem you solved and the solution you provided them. Make sure to ask about the feelings they felt after getting this problem solved.

Case Studies

Case studies are like a beefed up testimonial. They are hard to fake and difficult to make.

Case studies can work extremely well in the commercial space. Case studies tell a story of your expertise and the problem.

The basic format of a case study is the following:

  • About
  • Problem
  • Solution
  • Results

It’s a similar format to the star, story, solution format.

If you want an example of a roofing company that is doing a good job with case studies check out the case study page on Arrow Renovation

Online Reviews

Over 88% of consumers trust online reviews. Online reviews are a great way to provide proof of your expertise.

One of the biggest challenges getting customers to write you more reviews. There is a new tool called Podium that uses text messages to solicit your customers for reviews.

It’s easy to use and makes it extremely for the customer to write a review for your business.


Images are a great way to show your customers that you are a real business. I would hire a professional photographer to take a picture of you and your crew.

It’s a small investment that can serve you well in the long run.

Here’s a good example from Collin Bryan Construction


Consumers are more skeptical and sophisticated than ever before.

It’s your job to provide proof of your expertise.

The best way to provide proof is by educating your prospects and showing the results of your work.

3 Easy Tips To Get You Started With Online Marketing
Apr 12

3 Easy Tips To Get Started With Your Online Marketing

By Mauricio Cardenal | online marketing

3 Easy Tips To Get Started With Your Online Marketing

If you are starting your contracting business and don’t have the capital to invest in online advertising then you should follow these steps to build your online presence.

These steps are free for the most part except they can take some time to set up.

It’s amazing to me that even after a contractor has been in business for years they still miss a lot of these steps.

These steps are the fundamental building blocks of building a robust online presence.

The fundamentals are what separates the pros from the amateurs.

SEO Optimized Website

The first step that you should take in building your online presence is to have a website. A website should be thought of as your online business card.

Your website will serve as the foundation for your online presence.

Having a great looking website is the first step to building a great brand online.

If you are just starting out I would not invest more than a few thousand dollars to get started.

I would use a WordPress as the CMS (Content Management System) and use a high converting theme like Thrive Themes to build out the site.

I would download an SEO WordPress Plugin like Yoast to make sure that my website is SEO optimized.

I created a video that shows you how to create a website from scratch without any coding knowledge.

You can watch it here:

What about a Landing Page?

There are times you can use a landing page as your website.

You can use Instapage, Clickfunnels, or Unbounce to create this page.

I would not recommend doing this long term.

Most of the landing page builders that you’ll use to do this don’t have the same capability of a WordPress website.

They are also more expensive compared to hosting the website on your hosting platform.

What about if you need leads and don’t care about your online presence?

If you are running a lead generation campaign, having a website is not necessary.

It helps if you have a website with online reviews but we work with a few clients that don’t have a website and we still get them results.

A lot of contractors think by just having a website you will get start getting online leads. This couldn’t be further from the truth.

You need traffic to your website to get leads. It’s like opening a store in the middle of nowhere you won’t get customers unless they know you exist.

It’s the same thing with a website.

You need to do a lot of work before you start getting leads from your website.

Google My Business

Google My Business is Google’s online directory. It’s the biggest and most important directory in the world.

If you have been in business for a while, chances are that Google has already created this listing for your business.

If you are starting out then you would need to create a listing yourself.

There are two basic steps involved:

  • Sign up and verify your business
  • Optimize your presence online

I am not going to go over all the exact steps that you need to follow but you can read this article and see what you need to do:

How To Set Up Google My Business

It should not take you more than 20 minutes to do this.

The best thing about creating and verifying your list is that it does not cost anything but your time.

There are still too many contractors that have not taken this step. In fact, I would recommend that you create a business listing before creating a website.

The reason why is that when you create a website it might take a few weeks before your website gets indexed by Google.

But, if you have a Google listing you will get listed immediately.

Facebook Page

The second most important directory in the world is Facebook Pages.

Here are some stats that show you the importance of Facebook Pages

  • There are over 65 million Facebook pages.
  • The average American spends 45 minutes a day on Facebook
  • 41% of small businesses use Facebook

Just like Google, setting up a Facebook page is free.

Here are the instructions for setting up a Facebook page:

How To Create A Facebook Business Page In 8 Easy Steps

The internet has consolidated between two companies, Google and Facebook. Google is where people use to search for information and Facebook is where people spend their time.

It’s crucial that you use the free tools they have for your business.

Online Reviews

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

This is another strategy you can do to build your online presence without spending any money.

There are 3 primary directories that you should focus on, Google, Facebook, and Yelp.

Google and Facebook are the most important. In the beginning, I would only focus on Google as having a lot of Google reviews helps your website rankings.

How To Get Online Reviews

I made a video in which I discuss some strategies that will help you with your online reviews.

You can watch it here:


These strategies are the fundamental building blocks of creating a robust online presence.

Pros follow the fundamentals while amateurs ignore them.

Most of these strategies do not cost anything but your time.

Your time is the most valuable resource and by doing these strategies you’ll be spending them wisely.

Built To Sell: Creating A Company That Lasts Forever
Mar 23

Built To Sell: Creating A Company That Lasts Forever

By Mauricio Cardenal | online marketing

Built To Sell: Creating A Company That Lasts Forever

Built to sell is a strategy of building a business in a way that has systems run the business instead of having to rely heavily on its founder.

The book, Built to Sell by John Warrillow, says that if you pursue three criteria- teachable, valuable, and repeatable, you will have built a business that you can sell.

Even if you have no intention of selling your business you should build your business in a systemized manner so you can have a valuable asset in your life.

Most private businesses rely heavily on its founder which makes the wealth difficult to liquidate.

In the book, Rich Dad Poor Dad highlights the importance of holding and building assets in your life.

Building assets like real estate, stock investments, and sellable businesses are how someone gets financially rich.

The vast majority of contractors don’t have an exit strategy and have not built their business in a way that doesn’t rely on them.

The Father & Son Legacy

You see many father & son or even father & daughter relationships in roofing. These companies have history and usually take their legacy more serious.

One of the main ideas of the Built To Sell is that you should build your business as it would last forever.

Many roofing companies have the luxury or detriment (however you want to see it) of being a family business.

One of the biggest fears that roofing contractors have is what will happen to their company once they decide to retire or leave the industry.

Most contractors do not have an exit strategy and most roofing companies are not valuable to outside investors.

The reason this happens is that outside investors look at what the future profitability of the company if/when the founder leaves.

If the company is too reliant on its founder the company won’t be worth much even though some of these companies are making millions.


If you are trying to sell your roofing business the first step would be to get a valuation. A valuation includes your assets, the experience of your management team, customer database, branding, networking relationships, and lead generation systems.

Even if you have no intention of selling your company you should be thinking about the valuation of your business just in case something happens to you.

Over 70% of entrepreneurs wealth is trapped inside an illiquid business and fewer than 30% businesses will ever sell.

Most people fail to hire an estate planner to plan out the events if there is a death.

The three main criteria that investors look for when buying a business is cash flow, future profitability, and specialization.

The valuation of your roofing company should also include tangible assets like your trucks, roofing materials, any land you own, and your current inventory.

Building Wealth

In the book, Rich Dad, Poor, Kiyosaki argues that the fastest way to wealth is to own as many assets you can.

When you think of wealth in terms of assets and liabilities your mindset shifts.

Most entrepreneurs start a business because they don’t want to be mediocre. I know this is the reason why I started my own business.

Built To Sell: Creating A Company That Lasts Forever

Even though I was making over 100K in my mid-20s I know having a job is like being an addict. Having a high paying salary limits your potential.

Entrepreneurship is the fastest path to wealth.

But if there is no exit strategy your business won’t be worth much…

Roofing Lead generation

Most roofing companies rely on outside companies to generate leads for their business.

Companies like HomeAdvisor, Thumbtack, Porch, and others have enabled roofing companies to put off building their own lead generation systems.

Too many contractors are relying on the old school strategies vs. embracing the online marketing strategies.

When you fail to implement your own lead generation systems your company will be missing a big piece of the puzzle.

An outside investor or competitor will value having your company generate its own leads.

The more channels your company generates leads from the more stable and predictable your will sales be.

Sales are king but marketing is queen.

Do You Have A Roofing Brand?

Most roofing companies ignore branding. This is a mistake because branding is an attractive asset that outside investors look for.

If a roofing company is the most well-known brand in their city this will make it easier for that company to generate more referrals and charge premium prices.

Building a brand allows you to charge premium pricing which allows more profitability. Profitability is one of the most important criteria to outside investors.

Do You Have A Customer Database?

Building a customer database is one of the most valuable assets in your business. Even though many roofing customers are 1-time customers, this doesn’t change the fact that you should continually be building your database with prospects, leads, and customers.

If a competitor is buying your company they will value your customer database.

Referrals are always to be the #1 way that service companies get more business. If you don’t have a customer base then it will be more difficult to generate referrals.

Production Systems

Building a production system is a key component in a valuable business. I don’t have any experience with the production side of roofing but just like building a system you have to create standard operating procedures.

By making the production a repeatable and teachable process you will create a system that runs itself.


Even if you have no intention of selling your company your business should be built as it would last forever.

One of the biggest mistakes that entrepreneurs make is building a business that is too dependent on its founder.

When you build your business this way you’ve built a valuable asset. Building valuable assets are the most important metric in getting wealthy.

We take a chance to start a business in order to not live an ordinary life.

By building your business that is built to sell you will build a legacy that lasts forever.

Mar 15

Old Way vs. New Way: Why The Construction Space Needs To Change

By Mauricio Cardenal | online marketing

There is a battle today in the construction world.

The internet has disrupted the construction industry and many companies are having a hard time adjusting to this new world.

The Pain vs. Pleasure Principle

People are more likely to avoid pain than seek pleasure

If you understand this psychological principle you’ll understand why roofing contractors are afraid of change.

Just like any other group of people, roofing contractors are looking to avoid pain.

When you change things in your business there might be some failures which can lead to pain.

This is why most roofing businesses have for so long relied on old-school lead generation strategies.

Strategies like canvassing, door knocking, direct mail, storm chasing, local television, trade shows, and Homeadvisor etc…

These strategies have been proven to work which makes it easy for roofing companies to justify not making changes.

These outbound marketing strategies have become less effective at spreading the word as people get better at blocking out these interruptions.

People don’t want to be interrupted by marketers or harassed by salespeople. People want to be helped.

The world has changed dramatically: People no longer live, work, shop, and buy as they did a decade or two ago. And yet, most businesses in this space still try to market like it’s the 1990s.

Think about it, most people now primarily shop and gather information through search engines, such as Google.

The average information seeker conducts dozens of searches per day-and, rather than listen to a sales rep, read a spam message, watch a TV ad, or fly to a trade show, most people find it easier to sit at their desks and find the information online through Google and social media.

So, this is why a lot of marketing campaigns fail and never have the impact they should have. No matter who you are targeting you’ll eventually have to have a conversation.

And, the best way to have a conversation is to give value first.

Now, why is this important?

It’s important because today your prospects have virtually unlimited options that are only a click away, so competing on price alone will not be enough to fuel growth.

In fact, the historically tried and true four P’s of marketing (Product, Price, Place & Promotion) are all being challenged by a simple winning formula–add value first.

“How can I help?” is one of the most important questions in your business

When you think about how you can help you’ll understand the difference between outbound marketing vs. inbound marketing.

Outbound is internally oriented while inbound is outward oriented.

The most successful roofing businesses in this space have both inbound and outbound marketing systems that will get them results.

For the rest of the article, I am going to go over the most common inbound and outbound marketing strategies, old school vs. new school.

Outbound Marketing Strategies (Old Way)

Door Knocking aka Canvassing

Unless you are paying your reps commission only if you do the math the cost per lead for canvassing is a lot more expensive than you think.

There are a lot of roofing companies that feed their reps with leads while others do not but train their reps with their own sales training.

Both have their pros and cons.

Old Way vs. New Way Online Marketing roofing

If you are paying your reps a base salary it might take a few hours for them to generate a lead. If you have a system that feeds them leads they can be running their appointments instead of generating their own leads.

There is no right or wrong answer, but if you really want to take advantage of the opportunities online then you might have to change a few things on your end with how you pay your reps.


When I first started working with contractors I was surprised that telemarketing was still a popular way to generate leads.

Telemarketing has been around a while now but its effectiveness has dwindled as people are wary of telemarketers.

This is a pure outbound marketing strategy that can provide you with results if you choose the right telemarketing company.

I have no experience with this strategy in the roofing industry (even though I worked for a telemarketing company for about 6 months)


HomeAdvisor was originally called Magic Jack and was founded in 1998. They’ve become the largest lead generation company in the home improvement space.

Recently they acquired Angie’s List.

They have a terrible reputation within the industry, however, I have talked to multiple contractors that have good success with it.

In fact, I know a few contractors that have spent hundreds of thousands of dollars with HomeAdvisor which have led to millions in sales.

The big negative is you are relying on the name & reputation of HomeAdvisor to generate leads for you.

You are also competing against 4 other contractors for the same lead and a lot of the people that you talk to are price shopping.

New Way (Inbound Marketing Strategies)

Your business should always be the #1 lead source. When you outsource your lead generation you are relying on others to generate leads for you.

This makes you dependent.

When you implement these following strategies your business and your name will be the lead generation hub.

Old Way vs. New Way Online Marketing roofing

Google AdWords

According to my research there at least 500 roofing companies that are spending at least $1000/month on AdWords.

AdWords is a popular way that contractors generate leads.

Roofing is an expensive niche.

Some cities like Dallas or Denver the average CPC (Cost Per Click) can go as high $30

This means that you have to know what you are doing to get results.

You can quickly invest thousands of dollars in a couple of weeks and not see anything if you make mistakes.

The majority of small businesses that use AdWords do not set up call tracking or a landing page.

If you are in a smaller city, (less than 100,000 people) AdWords might not be a good solution. If you are just starting out I would not recommend this strategy, unless you have the cash flow.

Even though you can see leads right away, it will take a few months of advertising before you see the full benefits.


SEO is the process of getting your website ranked on the search engines so you can get free organic traffic which leads to roofing leads.

Unfortunately, a large percentage of contractors, I’d estimate about 10% don’t even have a website, and even larger percentage of contractors have a crappy website.

Having an SEO optimized website is the first step in getting your website ranked in the search engines.

When you implement a successful SEO campaign you will start seeing leads that will call you based on the information they found online.

Roofing is a competitive niche with SEO. This means that if you are trying to rank your website in larger markets it’s going to take more resources to help you get results.

SEO is a long-term strategy. It can take a minimum of 6 months to rank your website and up to 12 months in larger markets.

Overall, SEO can provide you with the best ROI of any channel because it encompasses your entire online presence.

Once you’ve ranked in the search engines you will see leads for years unless your rankings fall off.

Old Way vs. New Way Online Marketing roofing

Facebook Advertising

Even though Facebook Advertising has been around for years, not many roofing companies have had success with Facebook Ads.

The reason this happens is that a lot of roofing companies don’t really understand how Facebook Ads work.

Most people in this space, take an outbound direct marketing approach when doing Ads. They forget the fundamental question in marketing which is to add value first.

When you have this mindset of adding value first you’ll get much better results.

Facebook ads are about creating awareness and educating your prospects.

Boosting a post on your Facebook page does not constitute a marketing campaign on Facebook.

Most people that use Facebook are not looking to buy a roof especially online.

When you implement a Facebook Advertising strategy you have to be patient. It can take a few months of creating awareness and education before seeing significant results.


People want to avoid pain.

They are afraid of change and are afraid of failing again with their marketing.

Since they seek to avoid the pain they rely on old-school lead generation strategies that have been proven to work for a long time in their business.

Digital marketing which has been around for 15 years now but is still new in this industry.

Most roofing contractors know it works but have failed to see the results themselves. They are skeptical people and because of their negative past experiences, they remain on the sidelines.

Don’t get left on the sidelines because you are stuck in your old ways.

Embrace the changes in the industry and do whatever it takes to implement an online marketing system that gets you great results.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy
Feb 01

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

By Mauricio Cardenal | online marketing

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

One of the biggest mistakes that small business owners make in their marketing campaigns is not coming up with an irresistible offer.

An irresistible offer can make or break your campaign.

It’s the difference between success or failure.

Imagine this.

One of your relatives passed away and he decides to leave his $100 Million dollar fortune to you and your cousin.

You never had a good relationship with him and was amazed that he choose you to inherit his fortune.

Before you and your cousin get your hands on that money you both have to complete a single task.

You have to sell one of his cars.

The car you have to sell is his old beat up 1985 Chevy Tercel. He kept it for sentimental reasons.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

The car your cousin must sell is a Mercedes Benz 2018 S class.

However, he gave a single condition.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Each car has to be sold for $3,000.

Which one do you think will have an easier to time to sell?

Of course, it would be your cousin.

This is because he has the better offer.

He is selling a luxury car at way below market value.

This metaphor works the same with your marketing campaigns.

If you have a great and irresistible offer your marketing campaigns will have a much better chance of converting.

If you don’t then it will be much more difficult to get conversions.

Your offer has to make people think that they would be crazy not to take advantage of this opportunity.

What makes a good offer?

Easy To Understand

Your offer must be clear and easy to understand. For example, 50% discount is much easier to understand than 13% discount


if you limit the amount someone can buy it will scarcity into the mix. This makes your offer more enticing.

One thing to keep in mind is that you should not lie about scarcity. You must provide a valid reason why you don’t have much supply.

Fake scarcity only hurts your reputation. When you provide a deadline make sure it is real.

Risk reversal

Having a guarantee will increase the conversion rates on your offers. For a lot of businesses, they can’t guarantee their work but you can offer a warranty. This is almost as good as a guarantee.

Prevents Mental Opt-out

One of the main objectives of crafting an irresistible offer is to prevent mental opt out.

What is Mental Opt-out?

It’s the feeling one gets when they see or hear an offer and say to themselves “Oh, I’ve heard that before” Or “I’ve seen that before”

When your offer makes them stop and pay attention to what you are saying you’ve already done the hardest part.

Here 5 Different Offers That Work Well in the Roofing Space

Here are several different types of offers that have worked well in the roofing space.

Veteran Discounts

This is an effective offer that can help you stand out in the marketplace. Not many roofing contractors offer veteran discounts.

This is a great way to give back to those that served the country while at the same time making it easier to make more sales.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Internet Special Discounts

You can overcome objections easier by providing internet special offers that can help you increase conversion rates.

A $500 dollar discount can help.

One thing to keep in mind with these offers is that you should give a valid reason why you are providing a discount.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Free Estimate/Inspection/Quote

This is the standard offer that you see most contractors do. It’s effective but not unique.

If you are in a competitive marketplace this might not be enough to see results. Fortunately, the competition is low in most cities so this offer can be effective.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Gift Cards

Home Depot or Lowe’s Gift cards are a great way to grab the attention of new prospects. It’s a great way to start a conversation and set appointments for your sales team.

You don’t need to do an expensive gift card. A $25 Gift Card should be enough to help you set appointments.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Roof Giveaways

Not really a standard offer, this type of viral marketing campaign can help your company with branding and awareness.

It works well with social media.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy


Think about the metaphor I wrote about earlier with the two different cars. One is an irresistible offer while the other is the standard boring offer.

Selling a luxury car below its market value would be much easier than selling an old beat up car and above its market value.

It’s the same with your marketing campaigns.

An irresistible offer can turn a mediocre campaign into a smashing success.

In other verticals, you have to test your offer many times to see results. In roofing, you can use these offers to help you set more appointments and more sales.

Don't Get Duped: Questions To Ask Before Hiring An Online Marketing Company
Jan 13

Don’t Get Duped: Questions To Ask Before Hiring An Online Marketing Company

By Mauricio Cardenal | online marketing

One of the biggest mistakes I see roofers make is the belief that they are not “technical” people.

This belief absolves many of them of taking responsibility for not learning about online marketing and websites.
Since a lot of roofing contractors are older and not a lot of young people are entering the trades this puts them at a disadvantage when it comes to the internet.

Contractors are far behind other niches when it comes to online marketing.

Past negative experiences and online lead generation companies like HomeAdvisor have held a lot of contractors back from understanding what it takes to succeed online.

This stuff is not rocket science.

Anybody can understand it.

You just have to take the time to learn and understand the strategies at a high level.

The two main reasons why marketing campaigns fail is because of incompetence and fraud.


Although this is rare fraud still happens with many marketing agencies.

With fraud, you have to use your gut to determine if you are being lied to. Your gut is the best lie detector in the world.
Asking for referrals might prevent this from happening but does not guarantee it.

It’s much harder to get defrauded if you know what to look for.


This is the most common reason why marketing agencies fail to deliver.

How can you determine if the person you are dealing with is competent?

This is tough to determine if you don’t know what to look for.

The best way to do this is to ask the right questions.

What are the right questions?

Keep reading below to find out…

The most important metric

The most important metric is past success within your niche using a particular strategy.

For example, have they had success with previous roofing clients using PPC or Facebook?

Can they show you the results?

A lot of agencies have case studies but they don’t have case studies in your particular niche. This is an important distinction.

The reason is that marketing strategies change depending on the market. What works for an attorney might not work for a contractor.

When you are dealing with a generalist marketing agency you have to know if they have gotten results with other roofers.
If they haven’t and you decide to work with them then you’ll be going into uncharted territory.


I’m not saying they can’t be successful, in fact, if they are good then success won’t be that difficult. But you should keep in mind that there might be a few bumps in the road.

SEO is the exception here. If you are hiring an SEO agency and they are good then they would have productized their service.
Which means that they will consistently deliver the same SEO service/product to all their clients and the niche won’t matter.

You should look for case studies

Case studies are difficult to fake. This is the best type of proof that you can use.

Even if they have had success with past clients this is no guarantee that they will do the same for you.

Marketing has a high failure rate. An entrepreneur understands that marketing is an investment.

An investor knows that not all his investments will provide a return.

This doesn’t prevent him/her to stop trying.

Past negative experiences should not stop your business from growing.

You don’t know what you don’t know

To determine what you need to know you have to first determine what questions you need to ask. The answers to these questions will help you determine if you are making a good hire.

Questions to ask before hiring a PPC agency:

  • Do you use landing pages?
  • Do you have clients in my city?
  • What are the expectations?
  • What’s the conversion rate of the landing page?
  • Do you track the calls?
  • What is the average conversion rate of the leads?
  • Reports?

Questions to Ask when hiring a Facebook Ads agency:

  • Do you use a marketing funnel?
  • What is the offer that you are providing to prospects? Free Roof Inspections, Gift Cards etc..
  • What is the expected conversion rate?
  • Will you be sending reports?
  • What are KPI (Key Performance Indicators) will you be looking for?

Questions to ask before hiring an SEO agency:

  • How will you improve our website rankings?
  • What kind of backlinks will you be linking to?
  • Do you follow Google’s best practices?
  • Can you share some information on your past client’s results?
  • Will you be sending reports?
  • Can you guarantee that our site will rank #1 for a major search term? If they answer yes then this is a big red flag. No one can guarantee a #1 ranking
  • What are the timelines for ranking?

Reports & Tracking

Your marketing partner should track everything. I can’t tell how many marketing agencies don’t track their results.

Without proper tracking, you will never get an understanding of what is working or not. Tracking provides a compass on your journey to your marketing destination.

Here are a couple of examples of what your reports should include. They can be sent weekly or on a monthly basis.

  • PPC
  • Cost Per Click (CPC)
  • Avg. Position
  • Conversion Rate
  • Cost/Lead
  • Amount Spent
  • #of leads
  • Web Leads datasheet
  • Facebook
  • Cost Per Click (CPC)
  • Conversion Rate
  • Cost/Lead
  • Amount Spent
  • #of leads
  • Web Leads datasheet
  • Facebook Relevance Score

All SEO reports should include a few things:

  • summary of activities
  • search traffic
  • search rankings
  • conversions


Information is power.

The more information you have the better your decision making will be.

I don’t expect you to become an overnight digital marketing expert but these questions will help you determine if you are hiring the right marketing partner for your company.

Even if they answer these questions with flying colors and you are impressed by their expertise this does not guarantee success.

Marketing will always have a high failure rate.

But that should not stop you from doing whatever it takes to succeed. The company’s future depends on having an online marketing strategy that works.