Maintain Customers Through a Maintenance Program

By Western Colloid. 

Tips for starting a maintenance program for your customers. 

One of the best ways to boost your business, and residual income, is to become an area’s “friendly neighborhood roofer.” In the same way neighborhoods have a trusted dry cleaner, butcher or barber, becoming their trusted roofer is a smart tactic. The way we see it is, the friendly neighborhood roofer not only has a great reputation, but they stay in touch with clients too.  

By staying in touch with clients, namely by performing yearly inspections, you not only give customers a few extra years on their roof but you also get a boost in your residual income. By performing regular inspections and maintenance, you can be seen as a hero in your customers’ eyes and they’ll also give you a solid referral to their friends, family and neighbors. 

More often than not, roofing contractors will just do the one roofing job and never follow up. With this model of “roof and go,” you are walking away from additional revenue and the intangible marketing, branding and reputation benefit that comes from it.  

You may think as a commercial roofing contractor that the friendly neighborhood roofer image does not apply to your line of work, but it can. If you are not staying in touch and offering a maintenance program, you are missing all the same benefits as a residential roofing contractor.  

Besides trying to sell your client an extra service, following up afterwards sends a message that you are in it for the long haul.  It says that your company and the product you are installing can be counted on.  When you make an effort to keep your brand in front of your client, you are at the top of their minds for their next building project. 

Tips for following up with customers 

Send them a thank you note, holiday cards or put them on an inspection reminder email. You can also send them an anniversary card for their roof. You don’t have to think of marketing ideas that only attract new clients. We recommend using clever maintenance programs to build relationships with old ones.  

Starting a maintenance program 

If you haven’t had a maintenance program in the past, it’s not too late to start. We suggest starting by taking a look at your old project files. Then, contact your old clients and ask them if they would like an inspection at no charge. You have the opportunity to catch a problem and impress your client by repairing it. 

Once a customer’s roof does wear out, you’ve already set yourself up for success as being their number one contractor. As a commercial roofing contractor, you could even suggest a roof restoration, such as a Western Colloid FARR System, rather than replacing it altogether. 

Don’t just rely on the marketing and sales department to spread the word about your maintenance program. Make sure the entire team is on board with selling your inspection and repair services.  Everyone in the company can be an ambassador. Think of it as an extension of a customer service department. 

There are all sorts of new technologies designed to help you automate your programs.  You can set up an automated email service to stay in touch with your customers, although an email from your sales team or even the company President is preferred. You can even create a portal for customers to use so that they can keep tabs on their own roof. 

If you’re looking for some help with supplementing your maintenance program, Western Colloid is the perfect partner. The products and systems we offer to repair, restore or recondition a roof are the perfect complement to your program. Our products can give a commercial roof new life and by the nature of the products themselves, eliminate most common maintenance concerns. A fluid-applied roof has no seams to leak through and it is superior on holding up against ponding water. Plus, we have a team of experts that can give you on the roof support along the way.   

We spotted this Theodore Roosevelt quote on our Texas and regional Manager Glenn Thurston’s LinkedIn page: “People don't care how much you know until they know how much you care.”  What a great message when thinking about when trying to be the friendly neighborhood “commercial” roofer. 

Learn more about Western Colloid in their RoofersCoffeeShop® Directory or visit westerncolloid.com.