Is your roofing business booming or bottoming out during these tough economic times? Everyone understands that snagging leads and converting them into sales is critical. However, maximizing revenue potential from each roofing lead is a skill that can make a plodding business soar.
Statistics show that roofing companies that squeeze the most revenue out of their generated leads invest time and money in organizing, qualifying, nurturing, and tracking those leads. They analyze the data, prioritize client satisfaction, and find creative ways of upselling their goods and services.
Competition in the roofing business is fierce, so excellent work quality and service are not enough. To stand out from the crowd, your business needs a dynamic sales team with a talent for squeezing every drop of cash from each lead. This article shares some tips on making every lead count.
How to Maximize Revenue Potential from Each Roofing Lead
Before we dive into the marketing secrets to getting the most out of each lead, it’s helpful to understand its value in the roofing industry.
A lead is more than a name on a list. Each lead represents a person with a roofing need, whether it’s a repair, replacement, or maintenance.
Organize Leads in a Central Location
Most businesses have a multifaceted presence, ensuring they are visible to the public through websites, social media, and review sites. Generating leads from various sources could increase the number of contacts, but it can be labor-intensive to retrieve them and follow up efficiently.
Roofing business management software is available, which can organize leads and import them to a central platform where contractors can access updates in real time from anywhere. Most of these packages also offer a host of other functions that make roofing business administration a breeze.
Qualify the Leads
Simon Weiner of AS Consulting points out the value of qualifying roofing leads: “It’s important for roofing contractors to prioritize quality over quantity by targeting individuals who are actively looking for roofing services or are likely to require them soon.”
Efficient qualification of leads is a vital factor in the success of your roofing business. The first step in qualification is deciding whether it meets your pre-set criteria for a good lead.
The next step involves determining which category of service the customer requires, their budget, and the time frame of the project.
For an efficient lead-qualifying system, you will need to set up a form or questionnaire that all potential customers complete. With a standard lead form, all members of the team can qualify leads with consistency.
Some leads have more business potential than others, and accurate assessment will help prioritize jobs and maximize revenue.
Nurture Leads for Sales Conversion
There are multiple ways of nurturing roofing leads, including the following:
- Email marketing
- Referral incentives and rewards programs
- Following up after form submissions, emails, and texts from potential clients
- Offer free roof inspections and quotations
- SEO and content creation
- Create a call to action requesting people to follow you on social media so you will be their top-of-mind company for future roof jobs
- Offer maintenance contracts, which will guarantee you repeat business
Customers can be fickle. Research suggests that leads not followed up within five minutes will probably go cold.
Why? Because most roofing work is fairly urgent or at least necessary, and if customers don’t receive an answer to a query, they will move on to the next company.
However, statistics also show that most leads require 5-8 follow-ups before a sale is made. These paradoxical situations indicate that prompt responses to customer inquiries and consistent follow-up are crucial for maximizing revenue potential for each roofing lead.
Engaging with People is Key
Prospective clients value personalization when companies reach out to them. Using their names, referencing specific details from their queries, and showing interest in their needs, whether big or small, goes a long way in snagging and retaining customers.
While it might take numerous touches before you convert a lead into a sale, it’s important not to harass potential customers.
Create reasons to reach out to your leads:
- Send them emails with special deals.
- Update them with new shingle colors if they are undecided or need a closer color match.
- Build a positive reputation for your business through newsletters discussing your eco-friendly products or community initiatives.
On completion of a job, keep in touch with customers, thanking them for their business and asking them for feedback. This builds trust and strengthens the relationship, and when they need more roofing work done, they will reach for your business card every time.
Ongoing Marketing Keeps Business Turning Over
Marketing is essentially the magnet that draws the leads, so sales teams must constantly create fresh drawcards for your website and social media platforms.
Roof repairs, maintenance, replacement, or installation are all high-ticket jobs, so people want evidence of your work quality and customer service before committing to doing business with you.
Those who follow you on social media will be impressed by dynamic before and after pictures of previous jobs. Showcase your most spectacular work and include testimonials from those impressed by your service.
Customers are always drawn to deals. Throwing in a free gutter cleaning job with a roof replacement or significant repair could swing a massive sale in your company’s direction.
Since roof repairs or replacements are pricey and insurance companies tend to be picky about only paying for repairs of maintained roofs, offering a maintenance contract could ensure repeat business.
There are endless creative strategies suitable for the roofing industry, and if business owners keep their websites and social media platforms updated with fresh and engaging marketing content, they will reap the rewards.
Track and Analyze Key Metrics
Tracking and analyzing lead specifics can provide invaluable insights into your sales funnel’s efficiency. Business owners must keep track of the number of inbound leads, their origin, the conversion rate, and cost per lead.
Analyzing the data can clarify which sources have high conversion rates, indicating where to focus lead generation efforts. It can also highlight the quality of leads from specific platforms and paint a clear picture of how effective your marketing strategies are.
Conclusion
The roofing industry is highly competitive, and companies must turn each lead over several times to maximize their revenue potential. By managing, qualifying, nurturing, and tracking these leads, they can elevate their sales, providing they remember that the customer is always king!