By Mauricio Cardenal, Roofing Marketing Pros.
Competing on price is a race to the bottom that ultimately no one wins. With so many choices available, consumers are looking more and more for the value provided by companies. Let’s explore 5 types of roofing ads designed to provide more value while helping you stand out from your competitors.
Is your business located in an area that regularly encounters severe weather? Hail, hurricanes, and tornados can cause tremendous damage to roofs, and as a result, provide opportunities for roofing contractors. Promotions could be offered for repair work during hail or hurricane season. Alternatively, you could offer free assessments to determine the viability of a homeowners roof before the season begins.
Much like the weather-specific ads, these ads are tied to the changing of the seasons, such as from fall to winter, or winter to spring.
Changing temperatures and increased snow/rain could cause serious issues such as leaks – issues that could be addressed or even prevented by a roofing contractor brought in at the right time. Obviously, these ads should be timed correctly to coincide with the appropriate season.
If your business specializes in using green roofing materials or more energy efficient techniques, this can be a powerful unique selling proposition (USP) for ads. By focusing on the money homeowners could save by using your services, you provide value that makes the cost of a roof replacement much more cost-effective. Green construction techniques are also very popular at the moment, and that popularity can help generate extra attention for your business.
While an ad cannot show an entire portfolio of your past work, you could use ads to highlight high-profile projects or even to display the craftsmanship of your work through close up images.
If your business prides itself on providing a clean worksite, this imagery can be used in ads as well to give customers a good idea of what they can expect when you work for them.
This type of ad has been around for a while. The idea is that through the ad, you offer prospects a piece of valuable information, such as a checklist for preparing your roof for winter, tips on dealing with small leaks, or even a guide to choosing a reputable roofing company.
This piece of information is called a lead magnet, and it allows you to build credibility with prospective customers while giving you the opportunity to nurture the lead to eventually become a customer. These ads are simple and are focused entirely on the lead magnet itself.
These are just a few of the types of roofing ads that you can use to generate more leads, and ultimately, more business. Don’t be afraid to experiment with the different types, but remember: the key to marketing in the 21st century is to lead with value. The more value you offer your customers, the more likely they will come to you when the time comes to hire a roofing contractor.
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Source: Roofing Marketing Pros