Recently, hundreds of roofers were surveyed as part of a study done by JobNimbus. The results revealed an untapped treasure trove of information, and we are revealing some key findings regarding the optimal timing for advertising your roofing business to get the most bang for your marketing buck.
One detail the study found was that the bulk of businesses are focusing their roofing marketing efforts from January to June and dropping advertising efforts the rest of the year.
It makes sense, as this is the same pattern most roofers see in their workload. While this approach may bring in new customers for the first part of the year, it does little to keep things going throughout the winter. With a few tweaks to your roofing company marketing, you can take your business from its current seasonal cycle to yielding year-round returns.
So, what are the best months to utilize your roofing marketing ideas? We believe there isn’t one short time that will put you ahead of the game. Our approach puts your roofing business leagues above the competition and constantly one step ahead of the game. Luckily, our suggested roofing marketing ideas don’t require a complete overhaul. With a few roofing marketing tips from our experts, you’ll see the benefits of switching up your strategy in no time.
As a customer-focused business, it’s your job to create and maintain relationships with clients. Those relationships begin well before the first interaction. They could begin with a simple social media post or a referral from a friend. No matter how they start, the key is to facilitate those future interactions through visibility.
How to apply this to your roofing business:
You must extend your marketing beyond just the first few months of the year. Continue posting, blogging and running ads regularly.
By making yourself visible through your off-season, you keep that relationship with customers fresh and continue to build trust. The more brand recognition you create, the more likely it is that those impressions will transform into actual business interactions.
If most roofing marketing is happening at the beginning of the year, consider the pricing associated with the rise and fall of those campaigns. According to the benchmark research, most roofing contractors aren’t spending money on advertising from July through September.
Anytime you market when others aren’t, you achieve a wider reach. Plus, many platforms offer discounted advertising rates during off-seasons. If you don’t already advertise year-round, start maintaining your roofing marketing efforts throughout all 12 months. Keep track of how the cost fluctuates and use the data to your advantage in the future.
By stretching your marketing throughout the entire year, you can work with new customers that you would have missed otherwise. Try leveraging the relationships you’ve already built.
Your off-season is an excellent time to implement a new referral program. Incentivize your past customers to recommend your business to their friends and family by offering discounts and upgrades. It’s a great way to improve your brand and drum up some new business.
While there may be a “busy season” for roofing contractors, the truth is that there’s work to be done year-round. The problem is that some people may not know they need you until it’s too late.
Use seasonal changes to educate your customer base about proper maintenance, preventative services and signs of necessary repair. Whether you knock on doors or hand out flyers, reach out to homeowners and teach them how to spot warped shingles or what to do if they see damage after a storm. Then, as soon as one of these issues arises, they’ll not only know what to do, but they’ll know who to call.
There’s a reason why many roofing contractors market heavily at the beginning of the year: they’re trying to fill their books as quickly as they can. If you’ve been strategically staggering your marketing throughout the year, this isn’t an issue. Instead, once the beginning of the year rolls around, you’ll find that you’re already ahead. You’ve prepared for each season by carefully planning a marketing strategy months before. There’s no need to over-market. You’ve already got things covered.
By only focusing your marketing efforts on the first part of the year, you potentially limit your growth to that time. You’ll see a large drop-off in new customers and customer retention as the months go on. With year-round marketing in place, you’re more likely to get repeat customers and referrals — and with them comes increased profit. Over time, your improved strategy will grow your business and lead your company to greater success.
It’s easy to think of marketing as one small cog in the machine of your business. In all reality, though, marketing impacts all the other areas of your company too. Good marketing creates more business. More business allows your team to create more positive interactions in your community. Positive interactions lead to more referrals, which leads to growth. Growth allows you to change the entire culture of your company. It may seem like a simple adjustment, but a small marketing change just might be the key to your business’s future.
Marketing isn’t a sprint — it’s a marathon. It’s not solely about the short-term gains but rather the big picture. By extending your marketing efforts throughout the year instead of lumping it in the first half, you’ll turn your “off-season” into your “on-season.” If you’re not sure where to begin, start small. Come up with roofing marketing ideas that flow until the very last day of the year and implement little changes to the plan that you already have in place. Figure out what works for your business and watch as things slowly change. Once the jobs start coming in, keep things rolling smoothly with the help of JobNimbus. Our roofing CRM software makes it easy for your company to handle growth and maintain positive customer relationships. Learn more about how we can make your job easier by connecting with one of our experts today.
We hope you can take this breakdown of marketing for roofers and use it to become more profitable in 2023.
Original article source: JobNimbus
JobNimbus empowers contractors with simple, yet powerful sales and production management tools for any device. Thousands of companies have transformed their business, having greater visibility, increased productivity, and better connectivity to apps they love, with features that are customizable for every workflow. To learn more about JobNimbus, visit www.jobnimbus.com.
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