Roofing
The storm brings more calls than the office can pick up.
Marketing and follow-up for roofing companies
A roofing company can go from quiet to overwhelmed in one night of bad weather. After a storm the phone rings faster than the office can pick it up, and between storms the work depends on homeowners who are taking their time with a big decision. The Home Service Guild Marketing Operations System gives you the lists, alerts, and reminders that keep the four jobs of growth moving through the rush and through the long stretches in between.
About two minutes. You see your score right away.
The four jobs in a roofing business
Getting Found.
In a roofing business, marketing means being a local name that homeowners can find and trust, both after a storm and in the months when nobody is thinking about their roof. Homeowners comparing roofers look at your Google Business Profile, your reviews, and photos of work you have done nearby, and they want to see a company that will still be around next year. Home Service Guild builds pages on your website that show that local work, keeps your Google Business Profile complete, and runs Google search ads and Facebook and Instagram ads, then tracks which of them bring in calls so your budget goes to the ones that bring you jobs.
Reply/Follow Up.
When a storm hits, calls and messages pile up faster than anyone can answer them, and a homeowner who hears nothing will call someone else. Every caller from Tuesday night is still on the list Wednesday morning with a name and a number, whether or not anyone got to the phone. With online booking, a homeowner can pick her own inspection time instead of waiting for the office to call back. A roof is a large purchase that homeowners often compare and put off, so every open estimate carries a follow-up reminder until the homeowner gives you an answer.
Operations.
After a storm the office is booking inspections and writing estimates at the same time, with the same small team it had the week before. The address and the description of the leak a homeowner types when she books her inspection go straight onto the job, and invoices and payment reminders go out on a schedule instead of waiting for someone to have a free hour. The schedule, the photos from each roof, and each customer's notes live in your field service software where the whole team can see them.
Word of Mouth.
A roof lasts a long time, so repeat business in roofing often comes from repairs and from the neighbors who watched your crew work on their street. When the crew packs up, the homeowner gets a thank you and a link to review you on Google, and those reviews are what the next homeowner reads when deciding who to trust. A note now and then over the following years means that when a neighbor asks who did the roof, she still remembers your name.
An example of what we hear from the roofing companies we work with
After the storm we could not call everyone back, and the roofer who texted her right away got the job.
A storm came through on a Tuesday, and our phones rang all that night and all day Wednesday, far more calls than my office could return. One homeowner who called us first was sitting with a tarp on her roof and no idea when anyone would come. The roofer she called second texted her within minutes with a link to pick her own inspection time, so she booked Thursday morning with them, and by the time my office got to her name on the list she already had a date on the calendar with somebody else.
What the Home Service Guild Marketing Operations System does for a roofing company
The Home Service Guild Marketing Operations System runs under all four jobs in your roofing company, and it connects to Housecall Pro if your crews are already scheduled there. If your company runs on Jobber instead, we set that up too, and Jobber for roofing crews shows how we work with it. If you are weighing a roofing CRM against Jobber or Housecall Pro, CRM for contractors sets out how the two differ. The reminders on open estimates keep coming long after the storm rush is over. During about twenty years in real estate, Robert Earl dealt with roofers as a client and as a business partner, so he has seen a roof job from the homeowner's side as well as the roofer's.
Roofing advertising and follow-up we set up as your marketing agency
Our marketing services for roofing companies start with what a homeowner sees before calling: roofing SEO with a page for each roofing job and each town you serve, a complete Google Business Profile, Google search ads and Google Local Services Ads, and Facebook and Instagram ads for the stretches between storms. We add call tracking so you can see which ads and pages bring in calls, and the follow-up that keeps every storm caller and open estimate moving.
Everything is set up in your company's name, and you can see what was spent and which jobs it brought in. The free business score shows which of the four jobs is costing your roofing company the most work, and we start there.
About two minutes. You see your score right away.
Articles for roofing owners
- How should a roofing company handle more calls than the office can answer after a storm?After a storm, every roofing caller should get a reply with a name and a next step, even when the crew is days out. Here is what that looks like in practice.
- How do local roofers compete with out-of-town storm chasers?A local roofer wins on being findable, known, and still around next year. Here is how homeowners tell the difference and what you need to show them.
- Why do roofing leads take weeks or months to decide, and how do you stay in the running?A new roof is a big purchase that homeowners compare and put off. Here is why roofing leads take so long and how a roofer stays in the running.
Questions roofing owners ask us
How can a roofing company keep up when a storm brings a rush of calls?
Put every call, text, and web form into one place, so nobody has to remember who called while the phones were ringing, and work through the ones still waiting for a reply each morning. Every caller can then hear back with a name and a next step, even when the crew cannot get to their roof for several days.
Why do roofing estimates take so long to turn into signed jobs?
A new roof is one of the larger purchases a homeowner makes, so many of them collect more than one estimate, talk it over, and wait until the budget is ready. Estimates stall when nobody follows up during that wait, and the job often goes to a roofer who stayed in touch.
How do roofers get work when there has not been a storm?
Between storms, roofing work comes from homeowners who are planning a replacement and from the people who already know you. Past customers and their neighbors are often the best place to look, and a quiet month is a good time to check which ads and pages have been bringing in calls before you decide what is worth paying for.
What does a roofing marketing agency do?
A roofing marketing agency gets homeowners to call your company, after a storm and in the quieter months when people plan a replacement. Whether you call it an agency or a roofing marketing company, the work usually covers your website, your Google Business Profile and reviews, and paid ads on Google and Facebook. Ours also covers what happens after the call, with every storm caller on one list and a reminder on every open estimate, all set up in your name.
Who owns the accounts and the website?
You do. We set up your website, your Google Business Profile, your Google Ads account and your Facebook and Instagram ad accounts in your company's name, and we work in them with the access you give us. You never have to ask an agency for a login to your own business, and the history of what you spent and what it brought in stays with you if you ever stop working with us.
Free business score
See which of the four jobs is costing your roofing business the most work.
Eight questions, about two minutes, and your score on screen straight away.
Get my free roofing business score
