7 strategies for generating more leads

By Corey Mann, Leap. 

Learn how to secure a steady stream of quality leads for your business! 

In an industry as competitive as roofing, the difference between a successful and unsuccessful business is often dependent on who can get leads consistently. Building a strategy for generating and managing good leads more efficiently is game-changing. The best kind of leads are high-quality and turn into a long-term customer-contractor relationship. So, how do you get more of and keep these leads? 

Leap has a few ideas of how you can diversify your strategy and market targeting to create a plan to generate more quality leads. In this article, they also discuss some new technology, like CRM, that plays a pivotal role in managing the leads. Lead management programs like Leap allow you to identify the best opportunities for your business by hosting a myriad of tools in one central location. This includes project management tools, task automation, document management, financials, quick estimates, send invoices and process payments. 

What makes a highly qualified roofing lead 

Before diving into lead generation strategies, it’s essential to understand the characteristics of highly qualified leads. These are potential customers who need roofing services and fit the profile of an ideal customer. Identifying and targeting such leads is the first step toward a successful roofing business.  

Understanding the various types of roofing leads is important for tailoring marketing efforts and maximizing conversion rates. For example, the most common types of leads roofers convert into sales include:  

• Emergency repair leads: Homeowners facing immediate roofing issues, such as leaks or storm damage. These individuals are actively seeking prompt solutions and are more likely to convert quickly.  
• Scheduled maintenance leads: Homeowners planning regular roof maintenance are valuable leads. These individuals recognize the importance of preventive measures to extend the life of their roofs.  
• Renovation and remodeling leads: Homeowners planning renovations or remodeling projects present a prime opportunity for roofers. A well-timed roofing upgrade can be an integral part of their overall project.  
• Real estate and home sale leads: Real estate transactions often require roof inspections or repairs as part of the selling process. Position your roofing services as a valuable asset in preparing homes for sale or ensuring the longevity of a property.  
• Insurance claim leads: Homeowners dealing with insurance claims due to weather-related damage or accidents. Position your services as insurance-friendly, offering expertise in navigating the claims process.  
• Energy-efficient upgrade leads: Leads interested in energy-efficient roofing solutions. This is due to the growing emphasis on sustainability.  
• Referral leads: Referrals from satisfied customers and positive word-of-mouth play a crucial role in generating leads. Referrals by friends, family or colleagues often come with a higher level of trust and confidence in your services.  
• Aging roof replacement leads: Homes with aging or deteriorating roofs represents a significant market. Homeowners with roofs reaching the end of their lifespan are actively seeking replacement options.  

Understanding the nuances of these roofing leads allows contractors to tailor their messaging and strategies accordingly. By focusing efforts on the specific needs and motivations of each type of lead, roofers can build trust, establish credibility and ultimately increase their conversion rates. 

Generating roofing leads 

Where you bring in your leads will have a major impact on qualifying them for your services. In fact, many sources of leads will take you to dead ends or the wrong customer profiles. That’s why it’s so important to optimize your generation strategies.   

Overall, roofing companies are utilizing both traditional and modern sources of lead generation in today’s market. And thankfully, you can find success in both areas. From traditional advertising to the surge in organic outreach and social media, you can develop a plan that brings you more opportunities than ever before.  

• Advertising 

• Local SEO  

• Marketing strategies  

• Referral programs  

• Review sites  

• Social media  

• Strategic partnerships  

It’s also important to note that no two roofing businesses are the same. You must consider seasonality, location and recent trends when determining the best way to generate roofing leads for your business.  

1 – Advertising: To attract potential customers, invest in paid advertising campaigns. Online platforms like Google Ads and social media offer effective ways to reach homeowners in need of roofing services. You can also advertise in local publications and with local businesses in your area.  Craft compelling ad copy that highlights your expertise and unique selling points. You want to leave a lasting impression on homeowners that leads to an appointment.  

2 - Local SEO: Enhance your online visibility by optimizing your website for local search. Ensure that your website contains relevant keywords that correlate to your location and your services. Claim and optimize your Google My Business listing to appear in local search results. Specifically, this will make it easier for roofing leads to discover your business. In general, organic search is the best way to help homeowners find you instead of you having to find them.  

3 - Marketing strategies: Implement marketing strategies such as content marketing and email campaigns. Create informative blog posts, videos or infographics about roofing tips, trends and maintenance. This is also a great place to showcase your expertise, previous work and partnerships. Use email marketing to stay connected with potential customers and nurture leads over time. Creating informative and engaging digital content will give you a competitive edge.  

4 - Referral programs: Encourage satisfied customers to refer your services to friends, family and colleagues. Offer incentives such as discounts or gift cards for successful referrals. Believe it or not, word-of-mouth remains one of the most powerful tools in the roofing industry. Furthermore, these leads are more likely to convert into sales than any other source of lead generation. According to Annex Cloud, referral marketing generates three to five times higher conversion rates and a 25% higher profit margin.  

5 - Review sites: Leverage the influence of online reviews. This goes hand-in-hand with your referral programs. Encourage customers to leave positive reviews on platforms like Yelp and Google. Respond promptly to both positive and negative reviews, showcasing your commitment to customer satisfaction.  

In many cases, homeowners will do extensive research before reaching out to a roofing company. This includes digging into online customer reviews, forums and social media profiles. Therefore, make sure you are always tracking and managing your online presence and brand reputation. 

6 - Social media: Utilize social media platforms to showcase your work and engage with your community. Share before-and-after photos, customer testimonials and roofing tips. Social media is a valuable tool for building brand awareness and connecting with potential customers. You can also run social media campaigns to drive more roofing leads to your business.  

7 - Strategic partnerships: Build partnerships with local businesses that complement your roofing services. Moreover, collaborate with real estate agents, home inspectors or insurance agents to expand your reach and tap into new networks of potential customers.  

Creating partnerships is a great way to capitalize on lead generation gaps within your strategy. Don’t overlook networking events, local events and industry conferences to better connect with your market. These partnerships can be vital for your success during the “off-season” or “slow season” in your service area.  

CRM software for efficient lead management 

Once the roofing leads start pouring in, effective management becomes crucial. CRM software can streamline the process, ensuring that no opportunity slips through the cracks.  

• Lead capture: Use CRM software to capture leads from various sources, including your website, contact forms and social media. This centralizes lead information, making it easy to track and follow up.  

• Lead segmentation: Categorize leads based on criteria such as location, service needs and urgency. This allows you to prioritize and customize your approach for different types of leads.  

• Performance analytics: CRM software provides valuable insights into the performance of your lead generation efforts. Track key metrics, such as conversion rates and lead source effectiveness, to refine your strategies over time.  

• Communication tracking: Keep a record of all communications with leads. This ensures that your team is well-informed and can provide a personalized experience to potential customers.  

For roofing contractors, there are many industry-specific solutions that go well beyond customer relationship management. In fact, the right software can help you throughout the sales process, project lifecycle and internally for your operations and employee management.  

Original article source: Leap