I get email from readers and (usually) I have answers. Often those emails come to me from residential roofing contractors. This week Larry asked: “What it will take for me to dominate my market?”
First, defining the term might make sense. One definition, offered by Wikipedia says this: Market dominance is a measure of the strength of a brand, product, service, or firm, relative to competitive offerings.
They see it as comparing you to your competitors.
Consumers, however, often assess things this way. The dominant roofer in their market is the guy who is the most visible roofing contractor.
Where ever they look, they see the company.
Not only do they advertise, but their website is optimized for search too. Heck, they even sponsor the Little League in the town they live and work in. They have branded trucks and their guys where shirts and hats with the company name on them.
While all that might sound expensive, it’s very cost-effective. The reason is that they convert visibility into opportunities to fix or install residential roofs. They’ve invested in visibility, and that investment pays off in leads and sales. Each sale provides a return on that investment which pays for more visibility.
Once you become the dominant roofer in your marketplace, marketing is NOT an expense for you. It’s an investment that pays off for years to come.
As Residential Roofing Contractors Where Should You Be Investing?
Well, since we know that at least 80% of roofing sales begin with an online search it’s very important that you are the master of your online domain. 20% or less of your sales will come from offline sources (things like Yellow Book ads, ValPak, Newspapers, etc.a narrow).
Online, we’re advocates for the “Triple Optimization” of your marketing.
This means a small but aggressive campaign in Google AdWords so that the buyers who need a roof NOW can find you. You want your ad to be the #1 ad at the top of the page.
You’ll also want to ensure that the key elements related to Google My Business, and the map associated with many of the best keywords are all corrected and that you add local citations to strengthen your listing often.
It’s critically important to develop a process for getting lots of reviews – and focus many of your review-gathering efforts around Google reviews.
Finally, you’ll want your site to own one or more spots at the bottom of page one in the organic listings for important keywords.
What Marketplace Domination Looks Like To Your Customers
If I were to search for a roofer in your city/town and found you advertising at the top, found you on the map on that same page and saw your business name/URL again in the organic searches, my perception might be that you’re the best. If your reviews support that perception of mine (what others say about you is critically important), then you’re very likely getting the first look at a lot of the roofing projects in your area.
One client of ours has been investing in his marketplace domination strategy for three years now and while it’s paid off each year before this, he’s just finished a huge year, one where he installed more than 500 new roofs.
It’s true that some of those sales were referrals and some were previous customers. Some also came from marketing like yard signs. However, many found our client in search engines, visited his site, found it easy to get their questions answered and have someone look at their roof.
During a time of heavy rain, his phone lines were crushed with roof leak inquiries. When the hail storm came last spring, he again was deluged with opportunities.
Where Do Residential Roofing Contractors Start Their Marketplace Domination Quest?
Let me close by saying that what we do IS NOT for everyone. Only a select few residential roofing contractors have the “spirit” required to invest in their business. Most are looking for something cheap and easy. If you find it, I suggest you try that rather than considering our way.
But I am going to open up some new exclusive markets this year and helping some roofers to achieve more of their goals. Wondering what would it take to be the dominant residential roofing contractor in your town? The process begins with a free, no-obligation call. Schedule yours here.