How to Become the “Roofing Guy” of Choice
As consumers, we are creatures of habit. We tend to visit the same grocery store and gas station every time. We buy from the same websites online. We stick with the same brands of deodorant, shampoo, and dish soap. Even when less frequent needs arise, like a new car or home remodeling project, we tend to be consistent with the companies we trust.
It takes something special for another store or product to interrupt these patterns and habits and break into our buying consideration set.
The same goes for roofing. Even though most homeowners may only purchase 2 – 4 roofs in their lifetime, if you ask them who they’ll choose when they need a new roof, they usually say, “Oh, I have a roofing guy.” That roofing guy might be someone they or a relative, friend, or neighbor worked with before. It may be someone they go to church with or know through a social activity. But they typically have a roofing guy.
Your challenge is to disrupt their thinking pattern and break into their consideration set to become their new roofing guy. Here are some strategies for doing this:
- Work hard for referrals from people you know and from previous customers. Word-of-mouth marketing is a powerful tool and greatly influences buying decisions.
- Special offers, discounts, and low financing rates can catch the attention of prospective customers.
- Offer new products or services and use FOMO—the fear of missing out—to motivate customers.
- Offering a special inspection or in-depth analysis of a prospect’s roofing needs is another way to catch interest and capitalize on FOMO.
- Public support of a local charity or other cause can also attract attention and disrupt consumers’ normal buying patterns.
- Develop a relationship with your suppliers so that they can give you leads. Manufacturers and distributors often generate leads gathered through their websites.
- Home shows and canvassing will get you in front of prospective customers. Carefully consider your messaging at events since it needs to be bold and attention-grabbing.
- Offering to do roof repairs can get you in front of new prospects. Many roofing companies shy away from repairs, so differentiate yourself here.
- Make sure that your appointment-setting process firmly differentiates your company from others. This will help protect against no-shows and cancellations, leaving them strongly anticipating their meeting with your company.
- Look for ways to establish yourself as a locally known and respected expert. Host a home improvement talk show on the local radio station. Make appearances with a tabletop display at the local independent hardware store. These can be great ways to establish your own local identity.
Challenging established patterns and breaking into a new market are difficult for any business. The good news is that there are several methods you can use to get your company into consideration in your community. Focus on building your reputation through great work and frequent referrals; word-of-mouth marketing will bolster your efforts. Building trust and becoming the preferred roofing option takes time, so start today!
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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