Building homeowner trust through transparency

By Emma Peterson. 

Learn how Roofle has transformed lead generation, making the process easier for both contractors and homeowners. 

Just recently The Coffee Shops™ crew got the opportunity to explore the Roofing Contractors Association of Texas (RCAT)’s 46th annual trade show and expo! While there, we thoroughly enjoyed the two days' full of educational seminars, a keynote speech from Hans Johnson of TWF System about financial freedom, networking events like the annual golf tournament and exploring the trade show floor of over 150 exhibitors! While there, we also got a chance to catch up with our friends from around the industry! In this interview, Heidi J. Ellsworth stopped by the Roofle booth to chat with Mike Goldenstein.  

Mike, who is Roofle’s chief revenue officer, spoke about the exciting ways Roofle is focusing their efforts on supporting contractors. He started by sharing the basics of what they do over at Roofle, saying, “We are a top of funnel lead generation tool for contractor's websites that allows them to give instant estimates right through their website.” This integration allows contractors to get more leads by making the roofing process more transparent for homeowners. He elaborated, “Homeowners are hungry in that transparency. Getting to see that price along with all the other things that they need to know, like warranty and reviews, is key.” 

We can see this desire for transparency and more information up front displayed in some data that Mike shared. He explained, “10 years ago, 20% of homeowners already knew they were going to make a purchase from that contractor before they ever called them or gave them their contact information. That was 10 years ago, today that number is up over 70% and Marcus Sheridan writes that in the next five years it is going to be up over 90%.”  

These numbers back up what the folks at Roofle have been saying, it is in contractors’ best interest to provide homeowners with all the information they need to make a decision before even making a phone call. Mike explained, “A roof is not cheap, and homeowners have to make a right decision, so if they can't get the information that they need, they move on to the next source. That's why it's so important to have that that virtual experience for your homeowner so that they can make the right choice and choose you as a contractor to do that work in the correct manner.” 

Watch the full interview below or on the RoofersCoffeeShop YouTube channel to hear more about what these homeowner purchasing trends mean for the future of the contracting industry.