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


Issue #203 | August 10, 2022 | Ethan Young

Online Reviews and How to Handle Them

Nowadays, it’s common for the customer to do the work of finding you. You need to be discoverable first, but you really need to nail the customer experience when they show up. This includes favorable reviews right on the front page of Google search. Before we delve into reviews in-depth, here are some general points to… ( read more )

Issue #202 | July 26, 2022 | Jeffrey Friend

 Design Thinking for Metal Roofing

According to IDEO (the design firm that popularized the term), design thinking is marrying the desired result from a human point of view with the technologically feasible and economically viable result. These three areas considered properly create the best balance of fulfilling customer needs, fully utilizing innovations, and maintaining a profitable business.  Design thinking offers a deeper… ( read more )

Issue #201 | July 6, 2022 | Ethan Young

How does metal roofing fit into the future of homebuilding?

As much as we’d like to know the future, who could predict where we are today? Despite this uncertainty, we continue making discoveries, innovating, and advancing. Progress is a part of all areas of life, even though people resist it.  Construction, and specifically homebuilding, has done its best to resist the force of change. Although,… ( read more )

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 )

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