Elevate your business with the power of referrals

By Jenny Yu.  

One industry expert advises contractors on how to separate themselves from the competition at IRE 2026. 

At the 2026 International Roofing Expo, Karen Edwards spoke with Rebecca Mayo, director of partnerships at gFour Marketing, about the company’s mission to help home improvement contractors turn happy customers into raving fans.  

“We are a company that helps you supercharge your referrals,” Rebecca stated. “A lot of pros are looking to lower their margin of spending on leads and increase their conversion rates. So, it's a great time to think about implementing a referral program because more than 50% of referrals convert. It's a great way to boost your credibility in the community and build your brand, too.” 

When a company partners with gFour, the marketing group acts as an extension of the contractor’s business on the back end. “What we'll do is connect directly to the CRM, reactivate all those customers and make sure that we're communicating consistently with them to keep the brand top of mind,” Rebecca explained. “It's great for busy owners and operators that may or may not have time or the team structure to do this themselves.” 

This year, gFour has some exciting new developments to help contractors build their referral programs. “We can import and export data very easily, and something that's exciting for gFour this year is that we have a great roadmap on increasing our API connections to the CRM,” Rebecca shared.  

Furthermore, Rebecca expressed excitement in the trajectory of the industry as a whole and advised how contractors can take their business to the next level. “There's never been a better time to be in home improvement, and on the flip side of that coin comes a lot of increased competition,” Rebecca said. “How do you separate your company from everybody else that's doing the exact same thing as you? By having a great relationship marketing program in place and really elevating the stature of your business by providing a great customer experience.” 

Watch the interview to learn more about how gFour Marketing helps home improvement contractors capitalize on referrals and customer experience to find success in 2026.