Category Archives: From the Experts

How to Generate More Sales as a Professional Roofing Contractor

Guest Post By: Malarkey Roofing Products®

Malarkey

Consistently generating more sales can seem like an exhausting process, but it doesn’t have to be. Here are a few ways roofing contractors can use the power of the internet to attract and keep customers.

  • Get Active on Social Media

If you don’t have social media profiles for your roofing business, you need to set aside time to get started on these platforms and develop a plan for social media marketing. Nearly 80 percent of Americans are on some type of social media platform, which leaves this an untapped resource of potential leads if you aren’t taking advantage of social media exposure.

When it comes to marketing and business, you will want to focus on Facebook, Twitter and LinkedIn first. Facebook has the largest audience and is great for marketing because Facebook has its own advertising options for businesses. Twitter is excellent for sharing news and links to articles or blogs. LinkedIn is useful for any roofing professional, though slightly more advantageous for commercial roofing versus residential roofing as it focuses on B2B connections.

Don’t forget to update your social media profiles at least daily. Post stories of a highly successful roof system installation or before and after images of architectural shingles replacement. This is a great opportunity to promote your services and to keep your customers up to date with your business. Be sure to include links or embed widgets to these profiles on your website.

  • Encourage Customers to Leave Reviews

Did you know 88 percent of consumers will consider online reviews before settling on a local business? Before online marketing, traditional marketing and word-of-mouth reviews were primary ways for roofing contractors to get business. Now, online review sites have become trusted tools for a customer’s decision-making process.

There are three main venues for reviews of your roofing business—independent review sites, your own website and social media. Independent review sites like Google, Angie’s List, Glassdoor, Yelp, Yellowpages and Manta are some examples. Ask clients to leave reviews for your business on these websites if possible. Your website also should include testimonials or reviews from clients. Depending on the platform your website is on, you can also embed Google reviews into a webpage.

Facebook has a great review system that is appealing for many customers. The average customer may not go out of their way to visit a third-party review site, but many will take a moment to leave a star rating and a short sentence on your company’s Facebook page.

  • Create Incentives for Repeat Customers and Referrals

While you’re busy working on your social media profiles and your website’s search engine optimization (SEO) ranking, don’t forget about directly rewarding customers for choosing your roofing services. Providing customer incentives is a technique nearly any business can use, but it works particularly well for businesses that provide more expensive services like roofing. Customer incentives are a great idea for contractors who do residential roofing but can still be effective for those who do commercial work, as well.

Social media is a great platform for sharing customer incentives, such as discount codes or promotions. This platform also will make it easy for customers to share posts about discounts which further exposes your business to more potential customers. A newer roofing company can quickly gain a larger audience by posting tempting deals that require sharing on Facebook or Twitter to access.

Don’t forget to give rewards to clients for referrals. Service businesses often are recommended through word-of-mouth between neighbors, friends and family. Offering some type of reward to both referrer and referee is memorable and enticing.

  • Ensure Your Website is Optimized for Local Searches

Having a website is a must for any professional company, but this is just the first step. To really build a strong web presence for your roofing business you need to focus on local SEO. SEO is the art of ranking higher in search engines. For a contractor, local SEO is most important as your company focuses on customers regionally.

There are many little tricks and techniques to improving local SEO, but the most basic level involves developing keywords and inserting these within your website and blog. You will want to choose phrases that customers may search for, such as “roofing in (city)”, “residential roofing in (city)”, “roof repair in (city)”, etc. Don’t forget to include phrases for specific services or roofing systems you offer, as well, such as “green roofs in (city)” or “architectural shingles in (city)”.

The internet has positively changed the way contractors can find more work, and often the best marketing techniques are fairly easy to grasp. These four tips featured are examples of how you can improve your business growth.

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What is the ideal roofing material on which to land a sleigh, nine reindeer and Santa?

As appeared in Popular Mechanics Dec/Jan 2017

Santa Claus Stuck in a Chimney!

ANECDOTAL EVIDENCE suggests that ole Saint Nick is the Chesley Sullenberger of sleigh pilots. He can put that baby down safely on just about anything. Some say it’s magic. We’re more inclined to chalk it up to his three tours as a medevac pilot in ’Nam. Either way, few roofs make for an ideal LZ.

First off, the whole shebang—sleigh, flying ungulates, sacks of toys, Santa himself—weighs a ton. Actually, more like north of 60,000 tons, which is the estimated weight of the gifts alone, according to NORAD, which famously tracks Santa as he makes his Christmas Eve rounds. Moreover, says NORAD’s Preston Schlachter, Father Christmas packs on an additional 1,000 pounds of body weight over the course of the evening—“Just on cookies and milk and yummy snacks.

Suffice it to say that the perfect roof would require some very particular engineering. Mark Graham, vice president of technical services for the National Roofing Contractors Association, says brittle materials like slate or clay tiles are obvious no-nos. Even asphalt shingles will break when frozen. Then you have the load-bearing problem. Santa wants to slide nice and easy down your chimney, not crash through your home and wind up in your basement.

“A conventional roof system on a house is designed for 20 pounds per square foot of what we refer to as snow load,” says Graham. “That’s a far cry underneath the 60,000 tons.”

There’s also the slip-and-fall factor. Take all this together and you’re looking at a commercial-style flat or “low slope” roof, consisting of a concrete structural deck with a waterproof membrane, topped with concrete pavers, polyurethane foam, or even poured concrete, suggests Graham. Unfortunately, this could get expensive and still might not bear the weight.

“I don’t mean to be glib about it but the only thing we could really do is suggest Santa land in the driveway or the yard. The roof, although we’d like to have him stop by, is probably not the best place for him to be,” Graham says. “I hope I don’t get on the naughty list for saying that.”

NRCA Member Urges Consumers to Know These Five Things Before Hiring a Roofing Contractor

NRCA’s http://www.everybodyneedsaroof.com “From the Experts” column provides insight on making roof system repair or replacement easier for consumers and contractors

Roofing ContractorThe process of repairing of replacing a roof system can be overwhelming, according to Scott Kawalok, executive project manager for Frederick, Colo.-based B & M Roofing.

Consumers need to be aware of technical roofing terms and how to evaluate multiple proposals, while contractors must be prepared to serve a variety of clients with different knowledge bases.  Kawalok’s column, “Top five things contractors wish their customers knew,” posted to www.everybodyneedsaroof.com, the official consumer website of the National Roofing Contractors Association (NRCA) provides advice to consumers about what they should know before they start the process of hiring a roofing contractor. Kawalok’s column is posted on the site’s “From the Experts” page.

The column recommends that all homeowners and building owners understand a cheaper price doesn’t mean they are getting a better value and a knowledgeable and experienced contractor is more important than price. In addition, they should recognize how important routine maintenance is to the life of a roof system while also knowing when a roof is beyond repair and in need of replacement.

In addition, Kawalok reminds consumers to find a roofing contractor who is established and reputable with proper licensing and valid insurance, and is a member of NRCA and a local association.

To read Kawalok’s column in its entirety, visit http://www.everybodyneedsaroof.com/News/Details/1018.

Consumers Advised To Research Their Roof Warranties Before Hiring Roofing Contractors

NRCA’s http://www.everybodyneedsaroof.com “From the Experts” column provides consumers with tips on selecting a roof system warranty

WarrantyMany times, consumers can have a false sense of security with a new roof system warranty, according to Kevin Krolczyk, president of Long Lake, Minn.-based Mint Roofing.

The importance of researching a roof system warranty before selecting a roofing contractor for a roof system replacement is highlighted in  Krolczyk’s column, “Warranties: What you should know to truly protect your roof investment,” posted to www.everybodyneedsaroof.com, the official consumer website of the National Roofing Contractors Association (NRCA). The column is posted on the site’s “From the Experts” page.

Krolczyk advises that all homeowners and building owners take the time to read the fine print on a roof warranty because coverage can vary greatly between manufacturers, which may make a big difference when roof issues occur.

In addition, the column reminds consumers that with most warranties, the roofing contractor who installs the roof system covers the first two years, so it is essential to hire a reputable roofing contractor who has a track record of responding in a timely manner to problems. Krolczyk emphasizes that a professional roofing contractor will provide assistance regarding aspects of a warranty that are often misunderstood.

To read Krolczyk’s column in its entirety, visit http://www.everybodyneedsaroof.com/News/Details/2040.

When is it Time to Replace a Commercial Roof System?

Commercial

NRCA’s http://www.everybodyneedsaroof.com “From the Experts” column highlights steps to determine whether a commercial roof system should be replaced

Building owners trying to determine whether they should replace a commercial roof system should have it assessed by a commercial roofing contractors to inspect damage and discuss factors including age of the roof, building use and climate concerns.

Proper assessments for commercial roof system replacement are outlined in “When should you replace your commercial roof system?” by Jayne Williams, CFO and safety director of KPost Company, Dallas, now posted to www.everybodyneedsaroof.com, the official consumer website of the National Roofing Contractors Association (NRCA). The column is posted on the site’s “From the Experts” page.

According to Williams, water infiltration and previous leak concerns should be discussed, and the roof should be inspected for moisture trapped below the roof membrane. In addition, a roofing contractor should look for excessive moisture in insulation and damage to the interior and exterior.

The column also states if significant damage to the deck is found, it must be repaired or replaced when tearing off and re-roofing. Prolonged and repetitive moisture in roof assemblies can lead to mold issues.

To read William’s column in its entirety, visit: http://www.everybodyneedsaroof.com/News/Details/2037.

 

Attic Ventilation Systems Benefit Homes

Attic VentNRCA’s http://www.everybodyneedsaroof.com “From the Experts” column outlines the benefits of a properly designed attic ventilation system

When properly designed, attic ventilation systems can make a home more comfortable and prevent numerous roof-related problems, according to Nick Sabino, president of Cincinnati-based Deer Park Roofing.

Sabino outlines the importance of attic ventilation in his column “The importance of attic ventilation,” posted to www.everybodyneedsaroof.com, the official consumer website of the National Roofing Contractors Association (NRCA). The column is posted on the sites “From the Experts” page.

The column states that because attic heat radiates into living spaces, a cooler attic will lead to a more comfortable home and reduced cooling costs.

In addition, roof system components benefit from increased longevity when an attic is well-ventilated. Because all building materials expand and contract as temperatures change, higher attic temperatures lead to increased expansion of the roof, sheathing and structural components, which are negatively affected by an increase in thermal movement.

To read Sabino’s column in its entirety visit http://www.everybodyneedsaroof.com/News/Details/2030.