Roofing Lead Generation in 2023: Get Leads Like a Pro
There are several challenges in running a roofing business, and consistently generating qualified leads is definitely one of them. While most roofing professionals get the majority of their leads by referrals and word of mouth, relying solely on the two can be problematic if you’re looking for consistent long-term growth.
With the tactics and tips we cover here, you’ll be able to rake in a healthy mix of new leads from multiple channels and drive sales on a regular basis. But before we dive in, let’s quickly cover the basics.
What is a Roofing Lead?
In general, a sales lead is a person (also known in this context as a prospect) showing interest in your services by submitting their contact information through online forms, email, or by phone.
As with any business, roofing companies can generate leads in a variety of ways such as attending trade shows, running ads, or canvassing. However, with the rapid change in the way consumers discover services, traditional methods that were effective in the past are today being outshined by new strategies and tactics, as we’ll cover below.
Types of Roofing Leads
Residential vs Commercial Leads
Residential leads are understandably less expensive and easier to acquire than commercial ones. The decision to start a roofing project is quicker and the sales cycle overall is shorter when compared to commercial projects.
Commercial roofing prospects have a longer sales cycle as they weigh their options and consider bids from competing roofing companies. On the upside, the value of commercial projects often far outweighs residential ones.
Whether you’re looking to gain residential, commercial, or both types of leads, the strategies outlined below will help you get started.
5 Effective Roofing Lead Generation Tactics
Google Map Pack and Local SEO
When prospects look for a local service, what is usually the quickest way to find it? More often than not, they’ll search on google for that service using keywords like ‘near me’ or add the name of their city to their search.
This is where local SEO comes in. SEO stands for Search Engine Optimization, and it can be one of the best and most cost-effective ways to attract new leads. In this case, you’re trying to rank highly for local searches instead of global ones, hence the term Local SEO.
For 93% of local searches, Google’s Map Pack (also known as the 3-Pack) will show up at the top of the results page. By getting your business to rank in the top results for roofing services in your areas, then you are almost guaranteed to get more leads on a consistent basis.
So the question is, how do you get up there?
A lot goes into optimizing your business for local SEO, so the answer is quite a long one. But in short, here is a quick overview of the main steps you’ll need to take to rank in Google’s Map Pack:
- Create or claim your Google Business Profile for your area
- Carefully follow Google’s guidelines on how to set up your profile
- Fill in all the details possible
- Regularly add relevant geotagged images to your business profile
- Create citations and profiles in local online directories like Yelp, Facebook, Yellowpages, and others (more on that in a second)
- Get customer reviews (and engage with them regularly)
Pay-Per-Click (PPC) Advertising
Another powerful lead-gen tactic that involves Google is using pay-per-click (PPC) Google ads to target prospects searching for roofing services in your area. You can easily target both commercial and residential prospects with paid ads using the right keywords and as a result, showing up in top results.
Although the cost per click is rising due to high competition and increased marketing costs across the board, the value of just a handful of sales from Google ads can quickly outweigh the marketing costs.
To get the most out of your campaign and maximize conversions, be sure to create a great landing page for your campaign with a strong call-to-action (CTA) and compelling ad copy.
Review & Directory Sites
This is an indirect lead-gen strategy that increases your visibility and helps boost your local SEO rankings as well. By having your business details like name, address, and phone number (known as NAP for short) listed across local and home improvement directories, you definitely increase the chances of getting more visitors to your site. Listing your NAP across directories act as citations that help boost your Google Business Profile ranking.
Some examples of these sites are:
- Angie’s List aka Angi
- Yellow Pages
Most of these sites allow you to create a free profile as well as list customer reviews on your profile page. Customers read an average of 10 online reviews before trusting a business, so the more positive social proof you can gather, the better.
As you build your presence on local and national directory sites, be sure to double-check that your NAP details match exactly the ones on your Google Business Profile. If there are any even slight differences, Google will not be able to recognize them as citations for your Google Business Profile.
With all the forms of targeting Facebook ads offer, they are a fast way to quickly generate more leads if done right. They can also be a great substitute for the questionable practice of storm chasing. Instead of visiting storm-stricken areas and competing with storm chasers in person, you can target those locations with Facebook ad campaigns.
To launch Facebook ads you’ll need a Facebook Business page (which you should probably have by now) and also install Facebook Pixel on your landing pages to track campaign results and key analytics.
You’re probably thinking “email marketing for a roofing business, really?” It doesn’t sound intuitive, but email marketing is one of the best ways to get high-quality leads and referrals. Email marketing offers one of the highest ROIs in marketing, with an average return of $36 for every $1 spent.
You’re already attracting visitors to your roofing site, so why not grab their emails while you’re at it? There are plenty of ways you can encourage a prospect into sharing their email through opt-ins, primarily with lead magnets.
A lead magnet is a free product or service that you give away in exchange for a prospect’s contact details.
Common examples of lead magnets are:
- Offering a free checklist for roof care and home care
- Creating a DIY home care guide
- Creating a free ebook
- Offering free consultations
With a good enough lead magnet, you’ll find your email list gradually growing in no time and with little effort.
Generating high-quality roofing leads is a top priority for any roofing business, and the strategies highlighted above help you do just that. Alongside traditional lead-gen methods like direct mail and canvassing, knowing how to use these online strategies will put you far ahead of any competition not following suit.
- Focus on ranking in Google’s Map Pack through local SEO
- Paid ads are a great way to get visitors to your site and target specific locations
- Increase your visibility and attract leads through directories and review sites
- Create lead magnets and build a prospect email list.
Aaron R. - CEO
Entrepreneur with 20 years experience launching and managing successful web design and marketing companies. As seen in New York Times, Inc.com, Smashing Magazine, Home Advisor and other various mainstream media.
Passionate about #seo #marketing #webdesign #socialmedia #blogging #family #texasbbq