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

Fresh Ideas For Lead Generation

Issue #22 | February 3, 2015 | Todd Miller

I hope this finds you well. I am especially excited about this issue of the Executive Report. Many of the very successful residential metal roofing contractors I have the privilege of working with will tell me that, usually by July of each year, they have pretty much “sold out” their company’s production capacity for the year. That speaks very highly of the high-growth market that we all share, and shows the need for more qualified installers. But, beyond that, it shows me just how critical it is to generate as many leads as possible early in the year. Those leads will result in sales which keep food on your table for the entire year!

So, Lead Generation is a topic that I love to talk and write about. In this issue, we will look at some fresh things you can do to begin generating leads now.

What is fresh in Lead Generation? Well, for many years, successful residential metal roofing contractors have reported that the Metal Roofing Alliance (MRA) provides them with their most cost effective leads. For as little as $1,000 annually, you can tap into tens or even hundreds of leads from your area. These leads are folks who have specifically sought out the MRA and expressed interest in a metal roof for their home. You may be able to sell them an installed roof or even materials for a DIY installation but, every year, countless roofs are sold to MRA leads. They are the lowest cost leads you will receive other than free leads from your manufacturer.

With plans to start in March and continue off and on through October, the MRA will once again be advertising on cable television this year. Additionally, the MRA will continue its robust website, online advertising, and North American Public Relations efforts. To join the MRA, you must be sponsored by a member manufacturing company. Isaiah Industries currently sponsors many contractors for MRA membership and we’d love to discuss sponsoring you as well. If you’re interested, please email our Sales Manager, Seth Heckaman, at

But, what I am really excited about is a new book that was recently written for the MRA titled “Above All, You Need A Great Roof.” Written by Jim Cory and Dave Yoho, this book is the perfect guide to help a homeowner to the right roofing decision. There are a number of ways in which you can use this book – provided you’re an MRA member.

An electronic version of the book will soon be available. You can give this away on your website as a “soft lead” generator by requiring homeowners to register with their email addresses in order to receive the book. You can then begin to market to those homeowners with your e-newsletter and in other ways.

Hard copies of the book are available for $12.95. They could be used in any of a variety of ways including:

  • Give away during Home Shows
  • Use them as substantiation during your in-home presentations
  • Mail them to targeted groups such as churches, property managers, architects, and others.
  • Countless other ways, too – be creative!

Is there anything that is working well for you in regards to lead generation that you’d like to share with the other readers of the Executive Report? Feel free to email me with your ideas at

So, until the next issue, keep selling and keep generating leads.

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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