If I were a gambling man, I’d bet that right now, in the summer of 2018, you roofing business is busy! It’s what we’d all expect when the economy is growing at 3-4% and consumer confidence is high, right? But, are you getting ahead?
We’ve established that you are busy – but I’d also bet that there are cracks in the foundation of your roof repair or replacement business. Most roofing contractors tell me it’s easier to just look away than to accept this dirty truth. There is an elephant in the room and I’m writing today to call your attention to it.
Having worked with roofers on their marketing exclusively for 5 years now, I find myself angry because when I talk with contractors like you, they tell me where the elephant is either stepping on (or perhaps pooping) all over your hopes and expectations for your business. The entrepreneurial dreams you have are regularly being shattered.
What is “the elephant” I’m pointing to?
It’s that many of the contractors I’ve met, do not know, with certainty, how to attract customers online. From Google.
So if you think this may be affecting you, you’ll read blogs, listen to podcasts and even speak with cold-calling telemarketers who promise to fix it for you. Perhaps you’ve even hired a few guys whose promises sounded real.
But now your money is gone and yet, (most likely) your business is still invisible. In Google anyway. If you’re not on the first page of search results (as an advertiser, in the Google Maps 3-pack or in organic listings) then to the homeowner about to spend money on his home, you don’t exist.
With more than 80% of roofing customers using the internet in some way before buying, with more than 60% of those inquiries being answered by Google, can you see why a lack of a roofing business plan is a problem?
However, the most respected, most satisfied and most successful people have captured the elephant and ride him to success. Are you one of them?
Why Do So Few Roofing Guys Have A Roofing Business Plan?
You see, I’ve met exactly one contractor who was crystal clear on who his ideal customer was. He knew those prospects and their problems so well, he was a trusted source in his community. Further, he knew and followed the formula for all marketing success and he was willing to carry out the daily disciplines necessary to make it work.
The rest? I’d say that 80% of them were relying on another formula – LUCK, that their business would grow enough to reach their goals. Most of them only skim those blog posts looking for things that are guaranteed to work. But set-up an AdWords account and begin testing? No, that’s risky. And expensive.
Almost none of those contractors even track conversions of their website traffic into leads. They do not know what keywords they rank for in Google now, or why. Many, I’ve found, don’t even own or control the domain name or URL of their website. What about you?
Getting traffic to their site, working on ways to convert those visits into leads and doing it all with economics that allow them to repeat the process profitably are not things they have time to focus on. A large number of them say that even though the Internet is more than 20 years old now, they find it all too confusing.
Can You Ignore My Message Today?
When I do website audits for Top Ranked Roofer, I find that it’s very unusual for there to NOT be a gaping hole somewhere.
Most people fall behind, then get into a fit of self-criticism which further prevents them from carrying out these essential tasks. Until it’s too late. Look, it’s so easy to get distracted by $10 per hour trivial work, instead of working ON their business, attracting new prospects BEFORE they do anything else.
Even for a small roofing firm, this type of fundamental marketing is $100 work. For some who have become really good at it, this is $1000 per hour work.
The most respected, most satisfied and most successful roofer/marketers escape this sand trap by doing something different.
First, they decide.
Decide what? They decide to set aside the excuses they’ve had for why their site isn’t found in Google search like they want.
They’ve found that their bank will not accept excuses in place of deposits. Vendors don’t want to hear your excuses either.
Then, It’s Time For Another Decision
This one is to join the 5% of roofing contractor firms in their area that are going to dominate that market.
So here’s my question for you.
Are you going to be one of the 5% of roofers who does 95% of the work in your marketplace or are you content to be one of the 95% who are left with scraps?
Whether you master the online customer acquisition now will determine whether your in the lead dog role 1 year from now. You can succeed fast or you can slowly wait for the end.
Finally, there is a third step. If you are unclear on the way forward then find out what keywords your site is ranked for. It’s free and there is no obligation for you to do anything more.