Creating a Residential Service Program

By Colin Sheehan, RCS Reporter. 

How to find the products you need to expand your service program and raise the quality of your craftsmanship. 

On Season 3, Episode 29 of Roofing Road Trips, Heidi J. Ellsworth visits with Darci Kunard from Franklin International/Titebond to discuss how residential roofing companies can create or expand their residential service programs. Darci, an experienced marketing professional with a demonstrated history of success working in the building materials industry, shares how contractors can utilize products like their new Titebond Ultimate PVC Trim Adhesive and Sealant to provide maintenance benefits for customers across every part of the home.  

Residential service programs often go unnoticed in the roofing industry. This is unfortunate because great service programs can garner referrals and create dependable year-round income for a contractor. Darci explains that contractors utilizing the 80-20 rule, where companies focus on providing the top 20% of their customers with exceptional customer service, is a great way to ensure a service department has a foundation of long-term customers.  

“You know who the good [contractors] are and [the people who are] in demand,” said Darci. “It's very nice I think for them to be that peace of mind for their top customers.” 

Excellent customer service is essential for residential service programs as it creates the best form of advertising for a service business, which is word of mouth.  

“It's just that nice circular touch point with your regular customers, so they know that you're really going to take care of them. You're not trying to get a lot of money out of them right away, but it is a long-term relationship,” said Darci. 

Darci also mentioned that it’s important to consider which customers you develop these relationships with. Because you will be working with this customer for years down the road, knowing their character is worthwhile.  

“I know there's some people out there and for the good or the bad of it, they want five to seven quotes on a roof repair. And that to me is just insane. So that's probably not the customer you're looking for when you want to develop your residential maintenance program. You want to have someone who's reasonable, who knows that you're being fair with your prices and you're also being honest,” said Darci. 

Many homeowners do not have the time, tools or experience to completely take care of their homes themselves. Creating a service division in your company is a simple way to grow your business and address this customer need. 

“I always think of home maintenance as like a dental checkup,” said Darci. “You need it every six months, maybe every year, but I would think every six months, because things happen. In Denver, we get crazy weather as you know, you've got to [expect] that.” 

Listen to the entire podcast to learn more about how to create a service program and the products you’ll need to do so.