Residential Metal Roofing Executive Report

Sharpen your Competitive Edge

Issue #263 | April 9, 2025 | Ethan Young

Any contractor can quote a homeowner a price for a metal roof, a new kitchen, or replacement windows, but very few focus on discovering and meeting their needs. You can differentiate yourself by creating emotion and establishing yourself as an on-call expert who looks out for them and their home better than anyone else. 

When customers make a purchasing decision, they dread the possibility of choosing incorrectly. Buyer’s remorse is a powerful feeling, even more so when your purchase is as public as a home renovation. So, how do you present yourself in a way that assures customers they are making the right choice? 

Fortunately, most of your competitors make this easy. They focus on product and price exclusively. All you need to do is broaden that focus, and you will stand out. Here are a few successful strategies the best contractors use that form the basis of their competitive edge. 

Ask Questions
Don’t assume what the customer needs, nor that you already have an answer. Customers inherently begin to trust the contractor who takes the time to truly understand their project and their needs. Ask questions about their lifestyle and habits that impact your product. For example, if your product has energy efficiency benefits, ask, “What steps do you currently take to save energy in your home?” 

Be Bold
Most contractors focus only on the product they intend to sell. Try going beyond that. Selling a roof? Check their attic’s insulation, moisture levels, and airflow. Make sure their downspouts and gutters are in good shape. Selling windows? Look in their crawlspace for signs of leaks. Selling a kitchen? Do some measurements and discuss their traffic patterns in the kitchen – save them a few extra steps every day. Set yourself apart by pointing things out that other contractors missed or ignored. 

Train and Learn
State exactly the training, education, and experience you and your team have with confidence and clarity. Who trained you? Did you receive any certification? How recent was it? Do you pursue ongoing education? What have you learned? The most important thing to build stories around is how your knowledge and training have helped prevent other homeowners from making mistakes. 

Show your Work
Provide all prospects with a reference list of past jobs and use video and print testimonials. Get your prospects to talk to your past customers. Be selective and show them similar projects to their own. All of these build your expertise and foster confidence. 

Demonstrate Your Company Ethics
Share with the prospect your printed company ethics and commitment to what they can expect from you. Don’t be shy speaking about yourself and your company – your competition won’t be! 

Speak and Blog
Build your credibility by writing and speaking, and get these things in front of your prospects via social media, newsletters, etc. Try to get in the local media through a home improvement column in the newspaper or a home improvement radio show. A good way to accomplish this is through sending press releases to local media whenever you receive training or recognition. 

Homeowners approaching a home improvement decision can go one of two ways – the cheap way or the way that works. As a professional contractor, be their guide– and show them how choosing you is a decision they will never regret.

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