I, like many of you am a car nut. Not only do I read the articles and absorb the data like a sponge, but I read all the mail I receive about upcoming auctions, races, and rallies. It never ceases to amaze my wife, Gail, how I can forget important things, but name a car brand and I can rifle off the engine and performance specifications like a kid bragging about his favorite baseball star. As you can see, the car industry works hard to keep me informed so I stay close to them. So when I am ready to buy a new car, an upgrade or a service, I will think of them first. In the same way, your customers who you keep close and informed about the care and upkeep of their roof systems, tend to utilize your services more frequently.

So what is an effective way to keep your customers and prospective customers informed and close?  Direct mail!  Experts say that consumers face over 40,000 requests daily so they start to ignore the ones that do not pertain to them. On the other hand they tune in to messages that give them new information that does pertain to them, especially if they had forgotten about it. Direct mail allows you to target the audience, tailor the message, and control the expenses. Used properly, direct mail will allow you to target your specific customer and give them new information about a potential hazard in their life - their unmaintained roof. Furthermore, there is no better place to prospect for business than from your company's current customer base and it is easy to do it. 

To start, divide your customers into two segments, commercial or residential. The next step: divide each segment into roof type. For example, commercial customers are divided into EPDM, TPO, Hypolan, PVC, Modified Bitumen, etc.  This is important because it allows you to address the specific issues associated with their roof system in the direct mail piece.

Here is example of verbiage that would target your EPDM customers: "YOUR BUILDING HAS AN EPDM ROOF! EPDM roofing is superior in many ways, however it is susceptible to splits in the rubber membrane, particularly at seams, air-conditioner and ventilation equipment, skylights, and where the roof meets the wall.  For June, Acme Roofing is offering a maintenance inspection for the low price of $100.00 for a 5,000 square foot roof!  Your EPDM roof can last 20 years or longer with proper care. Replacement can cost thousands of dollars and is usually avoidable.   Isn't that worth $100.00?  Call now to set up your appointment."

This message can be sent to your customer in a variety of ways: via a postcard, as a stuffer when you invoice, in a newsletter about what is happening in the community, etc.   A direct mail piece can also help you to build what every roofing contractor should have, a service department.  Next month we will continue the subject about "Direct Marketing". Until then, get going! Fall and winter are just around the corner.

Chris Margarites has been climbing on roofs since 1975. He has served  as a repair technician, a service manager, and a partner of a contracting firm. He later started EternaBond with an idea to create a product that would make a roofing technician's job easier, the customer's repair more permanent, and the company profitable. Margarites can be reached at (888) 336-2663.