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

The Importance of Video in Sales

Issue #169 | March 9, 2021 | Ethan Young


Welcome to another issue of the Executive Report, your source for information on sales, installation, and marketing for residential metal roofing.

In our last issue, we discussed how to deal with the current price increases the construction industry is experiencing. By carefully monitoring your numbers, quoting each job based on new costs, and performing cost analysis on completed projects, you can take things in stride. Careful communication with your customers and suppliers helps keep everyone in the loop as prices fluctuate.

Also, in case you missed it, we need your answers to a short survey. Take it here.

In this issue, we’ll be discussing how video can elevate your sales, website, social media presence, and more. We’ve touched on video in previous reports, but this time we’ll focus on using it to attract and retain a customer’s attention. One way to start is to create a video explaining your company’s identity. If you have a mission statement, values important to you, or a message about your work, put it on your website, upload it to YouTube, and pin it to social media so new customers see it first.

Beyond this, creating specific videos about common questions you get, meaningful information you want customers to know, and promotional videos are all great ways to get your message out there.

When creating videos, keep your message short and to the point. Most people are willing to watch videos that get their message across without wasting time. Writing out your thoughts before recording can help you remember everything, but don’t read from a script if you can help it. Doing so will make you sound robotic, so keep things as natural as possible, and if you need to, outline your thoughts on a notecard. If you struggle to speak on camera, consider investing in a cheap teleprompter or have someone hold up simplified cue cards for you. Keep your eyes on the camera, though, so it doesn’t appear you’re reading from a card.

Look into the camera if you are speaking directly to the audience, only looking off to the side for interviews. By looking right at the camera, you give the audience someone to make eye contact with and help maintain their attention. If you are shooting an interview, check out this issue for more tips. Testimonials allow your customers to share their personal experiences, giving their words some weight. If you can even film short clips of customers giving their thoughts after a job, it can be a very effective marketing tool.

Depending on your equipment, you can add more production value or keep things simple. If you use a nice camera on a tripod with an external microphone and edit the footage, your videos can shine. But, using a smartphone can make your videos feel more personal and less staged. Consider which option fits your budget, style, and approach to marketing, and go with it.

If you want a more professional video, consider hiring freelancers or investing some time and money into your own equipment and learning how to use it. This doesn’t need to be expensive, although it can be. Investing in a microphone can be enough when paired with a modern smartphone. These are cheap, anywhere from $30-70 on Amazon. Just search for a “wired lav mic for phone.” Learn some basic principles of video-making, and you’ll be on your way to high-quality videos.

Use the advantages of video to reach your customers, spread your marketing, and enhance your sales presentations. Create the level of video that suits your style and needs to increase clicks on social media and attention from customers.

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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