Using customer data to build lasting relationships

By Anna Lockhart.  

Contractors can greatly benefit from gathering customer data in order to learn more about their market’s financial needs. The experts share their experience in using data reports.  

In a recent Coffee Conversations® webinar, “Customer Data Evolution,” sponsored by SRS Distribution, guest speakers Kyle Branch of ProFund, Laura Cunningham of Southern Roofing and Renovations and Moises Morales from Select Adjusters sat down to discuss collecting customer data. The three also shared their best insights into using this data for the most optimal results in business strategies. 

Living in a digital age, collecting and analyzing customer data can make a significant difference for businesses looking to better reach their target audience and maximize their sales profits. In this episode, the guests emphasized that by putting homeowners and their needs as a priority, contractors can better provide the correct financing and price ranges that will deliver a successful roofing experience. This, they share, can be accomplished through data collection.  

Through his work with ProFund as the national accounts director, Kyle has a deep understanding of customer data and its uses. He shared, “Customer data is the behavioral demographic and personal information about customers that we collect that helps contractors better engage with their homeowners overall. We take all of these different data points and the information, package it up and present it to a contractor or a salesperson who’s going to us the information to better engage with their homeowners.” 

Brands like ProFund are helping contractors use data in the easiest and most accessible way possible. Laura shared how ProFund helped her business, “It's really helped us with our conversion ratios from how many door knocks our guys are doing that we're having to do to inspections. Having customer data, knowing who you're talking to, is called situational fluency in sales. ‘Who am I talking to? What are their pain points? What is important to them?’ It really gathers us and arms us with a lot of information to help with a better customer experience and a higher closing ratio.” 

For Moises and his company, they utilized ProFund data to find ways to reach customers who were struggling during COVID. Due to finances being stretched tight for many homeowners, they wanted to find ways to provide services that didn’t just entail full roofing projects. He explained, “With ProFund, I have the capability to focus on what's important, which is the client and their needs. With this tool, we don't have to do the typical door-to-door. Obviously we still have to get to know the customer and build that relationship with them. But at least now we show up and we know, ‘Okay. This person's focus is going to be what's the best brand?’” 

He continued, “The provided data allows us to focus on building that relationship because people like to buy from people they like. If I get to build that relationship, they're going to like me right away. On top of that, if I show up with different financing options or if I already know what their behavior is with shopping, it's just a tool that allows us to be able to say, ‘Great. This is how I'm going to the client, and this is the benefit that I'm getting from it.’” 

Read the transcript, Listen to the episode or Watch the webinar to learn more about using customer data and ProFund.