Residential Metal Roofing Executive Report Marketing, Lead Generation, In-Home Sales, Installation, Referral Maximization

Issues

Issue #200 | June 21, 2022 | Ethan Young

A Retrospective on Eight Years of Advice for Metal Roofing Contractors

The Residential Metal Roofing Executive Report published its first article on March 21, 2014, over eight years ago now. Originally, articles came out monthly, but within a few issues, we switched to twice monthly (we had too much information to share). Since our inception, our goal has been to provide valuable information on marketing, lead-gen,… ( read more )

Issue #199 | June 8, 2022 | Jeffrey Friend

Evaluate Company Culture and Build Into Your Team

Dear Friends,   We’ve recently published several issues of the Executive Report designed to help you evaluate key areas of your business: Know Your Numbers Lead Management Know Your Audience Evaluate Your Brand Systematize Your Sales Process Including The In-Home Presentation In this issue, we look at your company culture and how much emphasis you put on building… ( read more )

Issue #198 | May 24, 2022 | Todd Miller

Systematize Your Sales Process, Including the In-Home Presentation

Lately I’ve been thinking about what it takes for a remodeling contractor to go from good to great. At the recent Metal Roofing Summit, Frank Farmer of Metal Roofing Consultants walked us through the attributes of each size of contractor. He was spot-on with his analysis, describing their challenges and needs too. As a result, many attendees pinpointed… ( read more )

Issue #197 | May 10, 2022 | Ethan Young

Your Writing Voice and How It Affects Your Marketing

Last month we spoke about knowing your audience and adapting your messaging for the best fit. The next step is harnessing your unique writing voice.   Writing voices are distinctive, just like audible ones. They reveal a lot about someone, their tendencies, quirks, references, education, mentality, etc. Your voice demonstrates the depth and breadth of your vocabulary, style,… ( read more )

Issue #196 | April 21, 2022 | Todd Miller

Evaluate Your Brand

In my experience, successful contractors have a consistent brand. This means 1) your brand matches your preferred identity, and 2) your branding elements are consistent in their design and application.  First, let’s discuss matching your brand with your preferred identity. Suppose your brand is a visual representation of your company that creates a memorable and… ( read more )

Issue #195 | April 5, 2022 | Ethan Young

 Know Your Audience and Adapt Your Messaging

As a writer, my tone, word choice, complexity, sentence structure, vocabulary, length, format, title, font, introduction, and conclusion change depending on my topic and audience. Texting a friend is loose and informal, with minimal punctuation, slang, and abbreviations. Writing an article for this blog aims to be helpful with a semi-formal style. I sign off… ( read more )

Issue #194 | March 29, 2022 | Seth Heckaman

Lead Management

In a recent edition of the Executive Report, we reviewed the key metrics every successful home improvement contractor tracks to manage the trajectory of their business. Many were related to marketing, one of the largest expenses for established home improvement companies. Economies of scale tend to work backward – as a company needs more leads, the… ( read more )

Issue #193 | March 8, 2022 | Ethan Young

The Power of Trade Schools

One problem perennially plaguing the construction industry is finding and retaining quality employees. Employees want more pay, better benefits, or aren’t interested in manual labor at all. Employers want dedicated, reliable, hardworking employees. Some people attribute the problem to COVID, stimulus checks, political happenings, or just a general decline in workers.   As many older workers… ( read more )

Issue #192 | February 22, 2022 | Seth Heckaman

Know Your Numbers

I hope this finds you well!   First, Isaiah Industries is excited to announce the Metal Roofing Summit 2022! This year’s Summit is back in-person and better than ever. An event full of speakers with tried-and-true best practices and ample opportunities to network with leaders from across North America will equip you to grow your metal… ( read more )

Issue #191 | February 8, 2022 | Ethan Young

Emotion drives buyers, not information

As media changes, marketing follows. Newspaper ads and radio spots become TV commercials and now, social media posts. Still, marketing is about awareness and identity. Brands want to be widely known, but specifically for their strengths, their unique competitive edge. For example, you know Coke is soda, but you also know how it tastes.   The… ( read more )

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