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

Issues

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 )

Issue #190 | January 25, 2022 | Ethan Young

Crisis is inevitable, so what’s your plan?

“Everybody has a plan until they get punched in the mouth.” This quote is attributed to Mike Tyson, a lifelong expert at punching people. An unexpected crisis is a lot like getting punched in the mouth. Your world gets rocked, and things are coming at you quick, like punches from a pissed-off boxer. So how… ( read more )

Issue #189 | January 18, 2022 | Ethan Young

SMART Goals for 2022

As 2021 has ended, many of us have made New Year’s Resolutions. We resolve to go to the gym, eat healthier, cut back on Netflix, kick that bad habit, whatever needs work. We take time to reflect on ourselves and find the problem area (if we aren’t already painfully aware of it!)  According to Merriam-Webster,… ( read more )

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