As a roofing contractor, landing bigger commercial roofing projects can take your business to the next level. But how do you get your foot in the door with property managers and building owners to win those lucrative jobs? Digital marketing is a powerful tool that can help you build relationships, showcase your expertise, and ultimately sell bigger roofs. In this article, we’ll share tips and strategies from industry experts on using digital marketing to grow your commercial roofing sales.
Build Your Online Presence
The first step to selling bigger roofs with digital marketing is making sure potential customers can find you online. Dan Walrack, a top-producing roofing salesman who made $18.5 million in sales in one year, emphasizes the importance of wearing your brand everywhere. “I almost always have my Roofing hat on,” he says. “People want to see you; they want to know what you do.”
In addition to offline brand visibility, you need a strong online presence. This starts with a professional website that showcases your commercial roofing services, past projects, client testimonials, and certifications. Optimize your site for relevant keywords like “commercial roofing contractor” and “flat roof repair” to improve your search engine rankings.
Claim your Google Business Profile and other online directories to make it easy for property managers to find you. Share helpful content and engage with your audience on social media platforms where your target customers spend time.
Develop Valuable Content
Content marketing is an effective way to build trust, demonstrate your commercial roofing expertise, and generate leads. Paul Reed of Commercial Roofing Academy advises, “There’s a lot of value in coaching. I still hire coaches. You have to pay to play, and if you’re not willing to pay to play, then you’re going to stay in your bubble.”
Consider developing blog posts, videos, eBooks, and other content that address the questions and pain points of commercial property managers. For example:
- 10 Signs You Need a New Commercial Roof
- Flat Roof Maintenance Checklist for Property Managers
- Commercial Roof Inspection Guide
- How to Budget for a Commercial Roof Replacement
- Commercial Roofing Options: Comparing Costs and Longevity
Gate some of your premium content behind a lead form to capture contact information from prospective customers. Promote your content across digital channels and in email newsletters.
Leverage Social Proof
Social proof is a powerful influence on buying decisions. 91% of consumers aged 18-34 trust online reviews as much as a personal recommendation. Showcase your satisfied customers and successful commercial roofing projects to build credibility with property managers.
Feature case studies and client testimonial videos on your website and social media. Walrack describes how he puts together a portfolio of before-and-after photos from million-dollar jobs to show property managers his capabilities.
Actively request reviews from your commercial clients on Google, Facebook, and industry-specific sites. Respond to all reviews, positive and negative, to show you value customer feedback.
Offer Valuable Resources
Property managers are busy professionals who appreciate vendors that make their jobs easier. Provide resources and tools tailored to their needs to nurture relationships and position your company as a trusted commercial roofing expert.
Some examples:
- Commercial Roof Maintenance Log
- Budgeting Calculator for Commercial Roof Replacement
- Winter Preparedness Checklist for Commercial Roofs
- How to File an Insurance Claim for Storm-Damaged Roofs
Says Walrack, “It’s about building partnerships, building relationships, and it’s really about patience.
Stay Top of Mind with Email
Email marketing keeps your commercial roofing company at the top of mind with property managers and building owners. Send a monthly email newsletter with educational content, industry news, company updates, and special offers.
Set up automated lead nurturing emails to touch prospects who aren’t ready to buy yet periodically. For example, if someone downloads your Commercial Roof Inspection Checklist, add them to an email sequence that shares related content over the next several weeks.
Use email to proactively reach out to past clients about roof maintenance, storm damage inspections, or referrals. Personalize your emails as much as possible based on the contact’s property type, location, and interests.
Invest in PPC Advertising
Pay-per-click (PPC) advertising can help you get your commercial roofing services in front of property managers when they’re actively searching for a contractor. Google Ads lets you bid on relevant keywords and phrases like “commercial flat roof repair” and “TPO roof replacement.”
For maximum ROI, focus your PPC campaigns on commercial-intent keywords with a high purchase intent. Target your campaigns by geographic location, time of day, and other factors. Create specific landing pages for each ad group with a clear call-to-action, like “Request Your Free Roof Inspection.”
Use Marketing Automation
Marketing automation software makes it easier to manage your online lead generation and follow-up at scale. Automate repetitive tasks like contact segmentation, email delivery, and cross-channel marketing campaigns.
For example, when a commercial prospect submits a form on your website, automatically send them a series of personalized emails based on their interests. If they click a link for “TPO Roofing,” they trigger relevant ads across the web.
Marketing automation also helps with creating a consistent process for your sales team. Set up automatic notifications when a qualified lead engages with your website or content, and assign them to a rep for follow-up.
Analyze and Optimize
Digital marketing enables real-time access to data on how your campaigns and content are performing. But data alone doesn’t improve results – you need to analyze it and take action.
Monitor key metrics like website traffic, leads generated, email open rates, PPC click-through rates, and conversion rates. A/B tests different variables like subject lines, calls-to-action, and landing page designs. See which types of content generate the most engagement. Use this data to optimize and improve the performance of your online marketing continually.
Work With a Digital Marketing Partner
Many commercial roofing contractors prefer to focus on landing jobs and servicing customers, not learning the latest digital marketing tactics. In this case, working with an experienced online marketing agency like Online Boost can accelerate your results.
An agency partner can help you develop an online marketing strategy tailored to your commercial roofing company’s goals. They can also manage the day-to-day development of content, running ad campaigns, and providing regular reports.
Be sure to choose a digital marketing company with a proven track record of driving leads and sales for B2B service businesses. Ask for relevant case studies and references.
Conclusion
Digital marketing levels the playing field for commercial roofing companies to land bigger jobs. It enables you to build brand awareness, demonstrate thought leadership, and nurture relationships with property managers and building owners.
The key is to develop a multi-channel online marketing strategy focused on your customers’ needs and interests. Provide value at every turn – whether it’s an educational blog post, an interactive roof budgeting tool, or a personalized email.
Track and measure your results, and continually work to improve your digital marketing performance. Consider partnering with an agency like Online Boost that specializes in digital marketing for roofers.
With a strong online presence, compelling content, and a proactive approach, you can land commercial roofing jobs that take your business to new heights. As industry leader Paul Reed puts it, “If you want to have an accelerated opportunity to take your business and your family to another level and create generational wealth, you should find somebody that can speak into your life.”
