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

Preparing For A Phenomenal 2015!

Issue #23 | March 9, 2015 | Todd Miller

March is upon us. Not to be dramatic, but it’s “do or die” time for home improvement contractors. The things you have in place in your business right now for lead generation, in-home sales, and installation will determine whether 2015 is “status quo” for your business or something really phenomenal. Most home improvement companies find that, while lead generation is critical year-round, the majority of the leads they receive which result in sales arrive in the Spring of the year in which the sale was made. Fortunately, that is not a hard and fast limiting factor but it is the world within which most contractors live.

Whether you find that you live in that world, or you have been fortunate enough to shape and guide your business in a way that avoids that world, we all will agree that firing on all cylinders right now will have a huge impact on your company’s 2015 success. To that end, I learned a few things recently which I think are helpful and I want to share them in this issue of the Residential Metal Roofing Executive Report.

Isaiah Industries, a leading manufacturer of specialty residential metal roofing systems recently completed its Annual Dealer Meeting. Having surveyed our dealers and asked what one thing would most positively impact their businesses in 2015 and hearing a loud and clear “We need more leads!” our dealer meeting this year was titled “Got Leads?” and had a focus on lead generation as well as successful in-home sales. We had great speakers, great topics, as well as time for networking with residential metal roofing contractors from across North America. I want to share some of the things that I learned during our days together.

Our main speaker was marketing consultant, analyst, and guru Rich Harshaw. Rich is much sought-after as a speaker in the home improvement industry and, during our dealer meeting, he did not disappoint anyone. While he shared creative and effective ways for generating leads, he first stressed to us the importance of having a well-designed, well-crafted, and effective website. Because so many of our lead generation options are designed to push people to our websites, it makes no sense to generate leads until we have a great website for them to visit which will capture them as a lead.

To that end, Rich shared with us a great deal about the idea of “Identity.” He described Identity as going beyond Branding. Branding is usually associated with things like logos and slogans while Identity seeks to capture the core of your business – that “stuff” which you own in a way that no competitor will ever touch. He gave us two examples which have really stuck with me. One was an Oregon contractor whose Identity is that of the “Persnickety Remodeler.” Doesn’t the use of the word “Persnickety,” which speaks with power, precision, and passion, tell you exactly what this contractor will be like and how he will be different from other contractors? That’s Identity. The second example he gave us was that of the “Window Nerd” in Pennsylvania. The Window Nerd knows, and actually cares about all of the technical details of windows in a way that few of us can even comprehend. That’s Identity.

Rich built a compelling story about the importance of having visitors to your website (as well as your other promotions) walk away with a strong feeling of exactly who you are, what they can expect from you, and how your company can provide things that your competition can’t. It’s not about Product. It’s not about Service. It’s about You and Your Story and what unmatchable value proposition you offer to consumers.

Think about it … what defines your Identity? What really sets you and your company apart from everyone else? Next, then, how can you show your Identity in an immediately identifiable, high impact, and memorable way?

There was much more that Rich shared with us and videos of his presentations will soon be available. Email me today at if you’d like to receive links to the videos as soon as they are available.

During the “Got Leads?” event, we also reviewed our newly-revised fully-scripted in-home presentation for the sales of residential metal roofing. This presentation, accompanied by interactive demos, leads homeowners through Needs Analysis, Purchasing Criteria Identification, and on to choosing a Solution that is right for them and their home. As a result of the Dealer Meeting, we are now customizing Presentation Books for several contractors. If you’d like one customized for your company also, please talk to us right away.

In addition to having a brainstorming workshop to help all attendees dream and scheme on their Identities and marketing ideas, we also examined the various value-added support services we can provide to contractors. Whether it’s serving as your marketing consultant, your in-house graphics design firm, or your sales trainer and coach, we are here to work for you. We know that we’re not successful unless you’re successful.

If you’d be interested in exploring what a dealer relationship with Isaiah Industries could look like for you and your company, please click here. Until the next issue of the Residential Metal Roofing Executive Report brings you ideas to implement in your business, we wish you all the best. Happy Selling!

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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