IKO is just one phone call away from their ROOFPROs

By IKO Industries.

Learn how the IKO team helped ROOFPRO NW Roofing & Siding Pros boost their marketing.

Roof marketing and sales can be a complicated and confusing game. Targeting the right people, when they are ready to buy, with the right message is like threading a needle. Luckily, contractors can get help from IKO Industries through the ROOFPRO program.  

IKO knows how hard-earned your money is and wants to help you invest it in the right marketing strategies that deliver the best results. If a contractor is a part of the ROOFPRO Craftsman Premier membership, they can get lead generation help from IKO’s digital agency, Central Station. Here’s one story of a ROOFPRO that was able to get their phones ringing and their business bustling thanks to Central Station’s help.

Meet NW Roofing & Siding Pros

NW Roofing & Siding Pros is a locally owned business that has been offering professional, affordable, year-round roofing repair and roof replacement services for over 30 years. Located in Eugene, Oregon, with a population approaching 200,000 people — and approximately 1,200 other roofing contractors to compete with — NW Roofing is one of many in a growing, competitive market.

At the time of their membership enrollment, NW Roofing did not have a website; and, having never done digital marketing previously, most leads came in via referrals.

Why they chose digital marketing

Having the bandwidth to take on additional roofing jobs and clients, NW Roofing was looking to acquire leads for new business while also growing awareness of their brand. Search marketing was the best approach to achieve these goals. Here are some insights that influenced their search marketing strategy:

• Three in four smartphone users turn to search marketing first to address their immediate needs. This reinforces the need to be visible on Google for roofing-related keywords.
• Ninety-eight percent of global consumers “shop” online (including browsing, researching and buying). If you aren’t visible (via paid ads or organic search results), then you’re missing out on potential customers.  
• Roofing keywords are expensive. The average cost-per-click (CPC) in NW Roofing’s area is $16! It’s critical to be hyper-localized with your targeting and your budget.

What Central Station delivered

1. First, a “discovery session” was conducted to understand the challenges and needs of the client and their business.
2. After agreeing on a direction, Central Station created and launched an Extended Profile landing page that focused on driving leads, while also educating potential customers about what sets NW Roofing & Siding Pros apart from other Eugene-area roofing contractors.
3. Next, a Google Search campaign was launched for the Eugene area, targeting customers who were actively searching for various roofing services. Since “roofing” is an expensive keyword in Google Ads, and because NW Roofing is a small, local company, utilizing a hype-localized campaign strategy with limited geographic reach was critical to offsetting the cost of expensive keywords.
4. NW Roofing’s campaign continues to run in their market, with Central Station monitoring and analyzing performance on a monthly basis on their behalf.

What we achieved together

Joe Alexander, head of sales and client management at NW Roofing & Siding Pros, shared some thoughts, “We’ve established a successful partnership with Central Station as our PPC campaign has helped us to generate qualified leads. We are happy with our volume of work and looking forward to continuing to grow our business with Central Station.”

In approximately a year, NW Roofing received 84 leads from ads on Google:

• Two were clicks on the email link in the footer of their Extended Profile.
• Sixteen were Service Request Form submissions from their Extended Profile.
• Sixty-six were phone calls, either from posting ads directly on Google or from calling a “forwarding number” provided by Google, on the Extended Profile.

Want more leads?

In this day and age, if you aren’t investing in search marketing, you’re missing out on prospective customers — passively sending them to rival roofing contractors! With a ROOFPRO Craftsman Premier membership, IKO gives you exclusive access to these critical digital services. Central Station is proud of their proven track record, helping roofing contractors measurably improve their lead volume and secure jobs.  

Original article and photo source: IKO Industries