The Reason Roofing Companies Lose Money Marketing

Look in the mirror, not out the window

You can’t fix an issue you don’t even know exists so oftentimes the first step to actually fixing your marketing is being honest with how it’s been going.

You must have humility to say, “Is my setting team doing what they should be?” “Are my salesman actually good?”

What you’ll see is just continuing to blame agencies doesn’t fix your marketing,

You can run through 100 different agencies and sure some of them won’t even deliver leads, but the ones who do still don’t work.

It’s about you having the humility to admin that maybe you’re wrong and you need help to fix this issue so that you can actually make something from marketing.

It’s not that your marketing is just broken or your market isn’t responsive to ads.

There are billion dollar home improvement companies majoring in roofing in your market or in an adjacent market killing it with leads from lead vendors and if they can do it, so can you!

You will never be able to fix an issue if you won’t acknowledge it’s an issue first.

Map out your customer’s journey

You also can’t fix an issue when you don’t know where it’s located.

Sure you might be getting leads and maybe even appointments!

But once again that missing step just keeps having homeowners fall through the cracks.

What you can do here is put together a full document or map it out on a whiteboard of every step a homeowner goes through once they submit a form on your website, your landing page, etc.

1. The homeowner sees an ad (How much is the ad promising? Is it saying “If you have no money for a roof . . “?)
2. They submit the form (Is the thank you page setting the right expectation that someone’s going to call them? What questions is the form asking?)
3. Your appointment setters call the lead (How quickly are they calling? Is the number marked as spam? What is their script like? Can it be better?)
4. The appointment is booked (Does the salesman introduce himself as their estimator? Is there any introduction for the salesman? How frequent are the reminders?)
5. Estimator Shows Up (Does the estimator smell? Hows their pitch? How’s the presentation? How trained are they? Do you give estimates that day?)

This way you’re mapping out the entire “Pipeline” that the homeowner goes through,

If there’s a crack in the pipe at the estimator showing up to their home, how do you expect most of the water to still make it to the end?

Go deep on fixing every issue

Once you understand what your entire pipeline looks like you must then do deep into fixing each step.

As I mentioned earlier a great way to think about a bad customer journey is to imagine it like a system of pipes

If your pieces of pipe are leaky, old, or don’t really work, how do you expect to retain the most amount of water until the end?

Now’s your chance to go to specific events and read specific books and watch specific podcast to fix this one issue,

If you have an appointment setting issue; look for call center managers, audit your call center processes, audit your call center reps, attend conferences on this.

If you have a closing issue; look for sales managers, audit your sales process, audit your closers, hire a sales trainer

You understand the gist.

 

Don’t have such a big ego that you end up going bankrupt.