What The Future Will Look Like For Roofing Companies Online

By Mauricio Cardenal.

Dallas is the future for roofing marketing online.

Over the last few years, the costs to advertise on Google & Facebook have substantially increased. It used to cost .25 to reach 1000 people on Facebook. Now, that number is 50 times the price. Facebook is running out of space on its Newsfeed and Google only has 3-5 spots per location. This means the costs will keep on increasing without any signs of slowing down. In today’s world, it’s harder than ever before to get people’s attention. People are more skeptical than ever.

For a new company, one of the biggest challenges it faces is overcoming this skepticism. A new company has to overcome this skepticism by getting people’s attention first and then providing proof of their claims. Claims without proof are BS. Roofing companies have it easy now. The competition is low because most roofing companies are terrible marketers.

However, this is not the case in Dallas. If you want to look at what the competition will look like for roofing companies in the next 5-10 years you should take a look at what is happening in Dallas. This will give you a glimpse of the future.

In Dallas, there are hundreds of roofing companies competing for the first page of Google. The first page of Google is like expensive real estate in Manhattan. Every campaign has a landing page, every campaign has a free estimate, every campaign has dozens of testimonials. In most cities, you won’t see this level of sophistication. You’ll see a few roofing companies doing an okay job with their marketing while the rest of them suck. In Dallas, there are many companies spending 10K a month per month on AdWords.

In the end, it’s not really that big of a budget. These companies have decided to invest hundreds of thousands of dollars to generate millions in sales. If you spend 100K in ad spend you should be getting at least 5X the revenue. The cost per click is 3 times higher in Dallas than anywhere else. This means that you have to invest enough in your advertising in order to get a return. This will soon happen with every other city.

Roofing is a high ticket item

So these companies that are spending the figures online can easily justify this because they are making it back in sales. If you are not getting sales then investing this capital into online advertising will be a waste. The costs will keep increasing year after year unless Google changes their bidding system. Soon only the big players with large budgets will be the only ones that will be able to compete. The roofing business marketplace will continue to consolidate as the bigger roofing companies swallow the smaller roofing companies. The roofing companies that haven’t adapted will be out of business in the next 3-5 years.

How To Adapt

Change is hard for most people. Most people are stuck in their ways and refuse to adapt to the latest trends in the marketplace. The online marketing world has been around for a long time now but I still see the majority of roofing companies refusing to change. The biggest thing holding back roofing companies when it comes to online marketing is a lack of will and education. If a roofing company owner is committed to change then they will do whatever it takes to succeed online. This means that they might have to go through a few marketing campaigns without any results before getting things to work.

Ultimately, the future of their company depends on the roofing company’s owners willingness to embrace change. Once a person is committed they will realize that the fundamentals of marketing online won’t change. This means you have to provide valuable content, you have to figure out how to get people’s attention in a creative way, and finally, you have to see marketing as an investment.

Long-term the companies that wholly embrace digital marketing will be in the ones that survive. Over 90% of roofing companies disappear after 10 years. I expect this number to increase as more and more people will prefer doing business online. Having an in-house digital marketing team will be a great strategy for many companies. However, if you don’t know what you are looking for then you are going to likely hire the wrong person.

Budgets are for pussies

The majority of companies spend at least 10% of their budget on marketing. I have yet to find a roofing company that is spending 5% of their budget on marketing. This will change in the next years roofing companies will continue to consolidate. These bigger companies will have the budget and the commitment to outspend their competition and to drive their competitors out of business.

What this means is that in the future you will be forced to spend at least 10% of your budget on digital marketing. This will be the MINIMUM requirement in the future. This means that you are doing 1M in revenue you should be spending at least 100K per year on digital marketing. This includes Google Ads, Facebook Ads, SEO, and whatever comes next.

Marketing & Innovation

Marketing and innovation are the only two things that should not be considered a cost. They should be seen as investments. What most companies do is they invest in marketing after they have finished paying off whatever they need to pay. This should be the opposite. You invest in building a brand and marketing first so that you will be in a much stronger position in the future to work with the clients that you want to work with. When you buy an office that has fixed costs. When you invest in marketing and you get customers, as a result, your business grows.

Learn more about Roofing Marketing Pros.

Source: Roofing Marketing Pros