Does your small roofing company struggle to manage leads efficiently, resulting in an unnecessary loss of revenue and potential repeat business? Learning new techniques for optimizing roofing lead management for advertising efficiency can make all the difference.
The most effective methods for optimizing roofing lead management for advertising efficiency are quick responses to leads and continuous communication with potential clients via calls, texts, and email drip campaigns. Tracking the results can help pinpoint target audiences for maximum sales.
Well-known marketing guru Jeff Eisenberg states: “ It’s much easier to double your business by doubling your conversion rates, rather than doubling your traffic or lead flow.” Read on for some practical advice on how to achieve this.
How to Optimize Roofing Lead Management
There are several strategies for squeezing the most out of your marketing campaigns.
Maximize the Opportunities
There is no shortage of lead generation paths in the roofing business, including:
- Social media advertising
- Company websites
- Review sites
- SEO
- Pay-per-click (Google Ads or Bing Search)
- Paid online directories
- Referral programs
- Pay-per-lead strategies (Home Advisor, etc.)
The more lines a company can throw in the water, the more leads it will catch, and in an ideal world, the more sales these leads should generate.
Salespeople should follow up on every lead, but about 50% of these go unconverted. That can account for a lot of lost revenue and damage your brand as it decreases the likelihood of building a trusted relationship with prospects showing interest in your roofing services.
Maximize the Brand Impression
An old marketing principle called the advertising rule of seven states that a consumer must notice a brand seven times before they connect with it. So, it’s essential to make your brand stand out in the area where your potential customers are likely to need roofing services.
Although this refers again to having multiple advertising campaigns, it also relates to ensuring your company has an excellent reputation for quality service and 100% follow-up on inbound leads. Not responding to leads will likely lead them to take their business to another roofing business.
Quick Responses are Critical
A 2007 study by InboundSales revealed that the chances of snagging a lead are at their highest if the company calls within 5 minutes. After that, the lead has a high chance of going cold. Chances decrease drastically if reps respond to leads after 30 minutes.
Lead response research by InboundSales in 2021 indicated that sales reps can increase their conversion rates by eight times if they contact a lead within the first five minutes of receiving it. These statistics show that a quick response is essential for optimizing lead management.
Use Lead Management Software
To implement standard fast responses, the company must set up a lead management system. The best way to do this is to invest in customer relationship management (CRM) software. These systems keep the leads from all your platforms in one place.
Organizing leads in an automated central location lessens the chance that salespeople will forget to check on some platforms, allowing them to go cold. Some roofing CRM systems companies use for lead management include:
- JobNimbus
- Roofr
- Service Titan
- iRoofing
- Jobber
- Rooflink
- AccuLynx
- Leap
- Solarvista
- Contractor Foreman
Establish Set Procedures for Lead Management Systems
Your business stands the best chance of maximizing conversion rates if employees follow up with each lead that arrives on the landing page. Automating this system is the best way of optimizing roofing lead management for advertising efficiency.
When a lead hits your landing page, quick responses and persistent follow-up are crucial. Each lead should receive an email and text message within 30 seconds, and someone from the company should call them within five minutes. How does this work in practice?
When you receive a lead on the landing page, they fill out a form with their details in response to an offer of a free roof inspection or registering interest in other services.
Within 30 seconds, the system calls a company employee, informing them of the customer’s inquiry. The salesperson immediately responds, whereupon the CRM calls the prospective client.
The best way to secure a booking on the calendar is to offer the client a choice of appointment times, creating a sense of relief that someone is coming out to help them.
The next step is to send a text or an email (preferably both) thanking the customer for reaching out to the company. The aim is to establish trust and an ongoing relationship between you.
Managers should follow up after a salesperson completes an estimate, either to close the deal or ask the customer for feedback regarding their timeline for repairs or other services.
Create a Drip Email Campaign
Whether or not a person responds to the initial call from the company, a drip email campaign with efficient follow-up from the sales team should result in better sales. In a drip campaign, the automated CRM sends out scheduled sets of emails based on specific user actions or timelines.
Not every customer responds to the first email. Statistics show that 80% of leads only convert into sales after 5-12 touches, yet most salespeople throw in the towel after two or three contacts, hence the need for drip emails.
A system that works well is interweaving drip emails and sales calls. A drip email campaign should be engaging and exciting, so keep the content varied. Different types of email content could include:
- An overview of your roofing services and benefits of working with your company
- Customer testimonials
- Promotions and special offers, e.g., offering discounts for repeat customers
- Educational articles about different types of roof shingles or eco-friendly roofing materials, like cool roofs, standing-seam metal roofs, or shingle roofs made from recycled materials
- DIY tips
Tracking responses will indicate how often the emails should go out and the type of content (Content Marketing for Roofers: What Topics Drive Engagement and Leads?) that gets the best results. To measure the effectiveness of your campaign, test different variables in each mail, such as:
- The day of the week and time sent
- The subject line
- Content, including length and layout
- Call-to-action
- Landing page details
Conclusion
The factor separating successful roofing businesses from the plodders or the failing companies is their persistence in following up on every single lead. Automated software, multiple follow-ups, and quick responses are critical for optimizing roofing lead management for advertising efficiency.