It used to be that all roofing companies had to do to attract new business was put an ad in the Yellow Pages each year. It wasn’t cheap, but it worked, and you didn’t have to fuss with other promotional resources. Easy peasy.
But that’s not how things are today, as you most surely know. The number of roofers competing for each job has more than tripled. No longer are you one of the only games in town. Now there’s no shortage of roofers aggressively going after every possible sale, and some of them are backed by national companies with large advertising budgets and a dedicated sales staff.
Adding to the challenge is that who you know doesn’t seem to matter anymore. So much for old-fashioned networking. When customers want to hire a roofer, they simply head over to Google or sites like Angie’s List, do a search and find plenty of roofing companies in seconds. And they can even see reviews to help narrow down which one to choose.
All of this suggests, for roofing companies, marketing can’t be an after-thought. Neglect your marketing and soon you’ll have no sales.
The good news is that marketing doesn’t have to be difficult or expensive. A freelance copywriter can be an economical way to create marketing materials that get your name in front of prospective customers.
A copywriter for roofing and construction companies can help you create effective marketing tools such as a website, brochure, sales letter or ad.
Marketing done right will give you a good return on your investment.
A copywriter who understands the roofing industry can help you create marketing materials that attract prospects and convert them into leads and sales. She can assist with writing content for:
The roofing industry is expected to grow to $5.3 billion over the next several years, according to a recent article on roofing industry statistics. Recovery in the commercial and industrial segments is projected to increase roofing demand.
There are currently over 50,000 establishments in the U.S. engaged in the installation, roofing, siding, and sheet metal work valued at a total of $31.4 billion. And U.S. building owners spend more than $12 billion annually on repairing, recovering or reroofing, according to building experts.
How can you ensure that you get your piece of the pie?
One of the ways to attract new business is to highlight your specific services, especially on your website. Prospective customers may search for a roofer or they may look for roof repair or gutter installation. Be sure your website includes pages for each of your services such as:
A frequent complaint of many roofing companies is that they’re attracting customers, but not the customers they most want. Installing a new roof is more profitable than repairing an old roof. Putting a roof on a large structure like a school or luxury mansion is more lucrative than roofing a 1,500 sq. ft. bungalow. But how do you get those plum jobs?
Control what types of customers contact your business by targeting your marketing copy. If you want to be the luxury home roofer, your website and brochure copy needs to describe your expertise with upscale homes and include photos of some of your more impressive projects.
Want to do commercial roofing jobs? Then make sure your marketing materials speak to the issues that are important to that target market such as your capacity to do large jobs, your experience working with project engineers and your ability to meet tight deadlines.
Want to get customers to hire you not just for a new roof but also gutter installation? Promote your dual competencies in all your promotions.
Once your company fine-tunes your marketing, you’ll begin attracting more of the clients you want. They you can cherry-pick your roofing jobs, keeping those that are most profitable and steering clear of the jobs that are more trouble than they’re worth.
Unless you’re a large, well-established roofing company with a substantial marketing budget to do high-end advertising each month, you don’t need a full-service, digital marketing firm. That’s not how you’ll get the most bang for your buck.
A freelance copywriter has the right tools, experience and industry contacts for your marketing project.
Working with a freelance copywriter is an economical way to create your marketing materials. And, most likely, that copywriter has a stable of other freelance professionals such as web designers and graphic designers, with whom she can partner for specific projects.
Once you tap into “the freelance network,” you’ll find there are talented, experienced professionals ready to provide virtually every service you need.
A freelance copywriter can help you:
Figure out what you want — a website, brochure, sales letter, etc. Then contact a freelance copywriter to discuss your needs, decide on some basic project parameters, and then get a cost estimate.
Roofing jobs are out there. You just need to make it easy for customers to find you!
Most freelance copywriters are used to working with clients who have limited marketing experience. They’re happy to take you by the hand, steer the process and lay out a plan for your project. Within a few weeks, you can find yourself with marketing materials that will help you generate leads and sales!
* * *