The more roofs you do, the more money you make…
This winter in Manitoba We have had a lot snow and now that it’s warming up, my wife and I have started cleaning up, and one of the things I'm looking at is the amount of snow on my roof.
Which has me thinking about roofers and how to increase a roofing companies sales.
3x approach
Facebook/Instagram targeted ads
Existing customers
Door to door
The strategy I am going to layout is specific to spring, but the principals could work for other times with some tweaking.
The strategy and the goal is to do more roofing jobs this year - This will work for residential roofers and commercial roofers.
Facebook /Instagram targeted ads
Nobody can work with you if they don't know you. Right now, today is a great time to start advertising because nobody is thinking about roofs and NO other roofing company is advertising right now. Do you see them advertising?
The best way to do that is with targeted Facebook and Instagram ads. I say targeted because the goal here is not to hit as many people as possible, the goal is to hit specific audiences within a specific geographic area. Notice I said audiences with an “s” you should be making more than one ad. It's not a one size fits all approach.
If you want to try one ad to start, you can absolutely do this. I would look back on the last year and break down audience gender, age and location, and craft an ad with those 3 things in mind.
Tracking and measuring - you could use landing pages a "code" of some kind or just watching the stats on Facebook and Instagram.
These are all great tools for collecting data and monitoring response to the ad.
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Now that you've got your targeted ads handled and are gaining traction, let's look at your existing customers.
Existing customers
Whether you've been in business for 3-5 years or you've been in business for 35 years, you have a list of name and phone numbers of all those jobs you've done in the past. You should put those all together in a list.
Note - if you don't have a proper CRM check out these two I recommend
I don't get paid for either of these I just think they are great products.
Now that you have your list together, I would call each one of them and thank them for their business, check up on them, and offer to come and do a roof inspection to make sure the snow did no damage through the winter to their roof and ask who they know - see script
With all those calls made you will have 2 lists.
List one - existing customers you're going to go do a roofing inspection for.
List two - a list of people they know that may be in the market for a new roof.
For list one you want to go out, do your inspection, talk to the customer and over deliver on customer service and ask again if they have anyone or know another person (if they gave you a name before) who may need an inspection or a new roof. - see script
The second list you want to call and book appointments with to go see the roof and hopefully secure the business. - see script
Note - If your list is short enough you can bang it out with a desk phone at the office or your cell phone. But if you have a bigger list you may want to look at a dialing tool like
Now let's talk door to door
Door 2 door
With all the inspections you would have booked with your calling, you will find yourself in various neighborhoods. After you've handled the inspection in front of you, go knock on 2 or 3 blocks worth of doors or bring a couple guys with you, and while you do the inspection they can be booking more inspections up and down the blocks. - see scripts.
This 3 pronged approach will get you more known and book you more business!
If you have any questions or if I can help in anyway, please reach out via email/social media/text/call
SCRIPTS
Call Script (this is for the list of existing customers you built)
Call - Hi, is Bob there?
Intro - Hi, Bob this is Brenden from Triple B roofing, we were the ones that did your roof X time ago.
The Reason - The reason we are calling is because of the large amount of snow we’ve had this winter. We’re calling all of our existing customers and offering to do a roof inspection for them to make sure the snow did not do any damage.
Booking - Right now we're booking up the first week of April, when works for you? This day or that day? Morning or afternoon?
The lock - Great, any reason you would not be home?
Who do you know - While i'm putting this on the calendar, let me ask you is there anyone you know right now that could use an inspection or a new roof?
Confirmation - Alright Bob, I've got you on my calendar, what's the best number to text the calendar link to? (if no cell ask for an email) SEND THEM A CONFIRMATION
Thank you - Thank you for your time today Bob, really appreciate it. We'll see you in April. Have a great day!
New Call Script (this is for the new names your existing list gave you)
Call - Hi, is Sue there?
Intro - Hi Sue, this is Brenden from Triple B roofing.
The Reason - The reason I am calling is Bob (how do they know each other) gave me your name. We did his roof X time and in early April are going out to do a roof inspection to make sure this winter and all the snow we got did not beat his roof up. He mentioned that you may be interested in having us come to take a look/give you a new roof (whatever Bob told you) Would you be interested in having us come out and take a look at your roof? Won't cost you anything!
Booking - Right now we're booking up the first week of April, when works for you? This day or that day? Morning or afternoon?
The lock - Great, any reason you would not be home?
Who do you know - While i'm putting this on the calendar, let me ask you who do you know right now that could use an inspection or a new roof?
Confirmation - Alright Sue, I've got you on my calendar, what's the best number to text the calendar link to. (if no cell ask for an email) SEND THEM A CONFIRMATION
Thank you - Thank you for your time today Sue really appreciate it. We'll see you in April. Have a great day!
Ask Again Script (this is the script for when you've done the inspection and want to know if they know anyone else)
Post Inspection - Alright Bob, here is what I found on the roof (they should get a report and see pictures on your phone/tablet, the paper report should have your logo and contact info on it. They should also get an email copy. if you did not get an email before now you can collect one.)
The Job - If they need repair work, over explain it and book them in. If they need a new roof over explain it and book them in (can they get money from insurance?)
Who do you know - Hey Bob, I'm so glad we were able to come out and inspect your roof today and give you piece of mind knowing your roof is good for another season. I know I asked you this on the phone but is there anyone you know, maybe one of your neighbors who would be interested in an inspection or roof? (Or if they gave you a name - I know you gave me Sue’s name when we talked on the phone, but is there anyone else you know or can think of, maybe one of your neighbors who would be interested in a roof inspection?)
Door2Door Script
Knock
Intro - Hi, my names Brenden I'm here with Triple B roofers
No No - I'm not here to sell you anything
Time - And I'll be out of your hair in 60 seconds
The Reason - The reason I'm here is I was just over at Bob's house doing a roof inspection to make sure the winter we just had did not do any damage to his roof and he mentioned you may be interested. (OR Bob mentioned you had been talking about redoing your roof this spring.)
Booking - I'm in the area right now and maybe a day later in the week, when works, later today or tomorrow when I can get up on your roof and do an inspection for you? (If they had talked about a new roof say - Once the inspection is done I"ll have a better idea of what I'm looking at and can give you a proper quote to redo your roof)
The lock - Great, any reason you would not be home?
Who do you know - Hey thank you so much for your time today Sam, (reference what you did or what you will do). Before I get out of your hair, let me ask you who do you know that would be interested in having their roof inspected or may need their roof redone?
Note - When asking who they know, pause, don't talk until they give you a name.