Quality over quantity

By Emma Peterson. 

Learn how advanced data and imaging technology help roofing contractors reach the right customers. 

In a new Read Listen Watch® (RLW), host Heidi J. Ellsworth sat down with Peter Cleveland, vice president of partner strategy at Eagleview, and Fred Castonguay, a founder of Reworked.ai. During the conversation, the duo shared insights into how technology is changing contractor lead generation how users can implement best practices. 

Traditionally, roofing contractors generate leads through broad marketing efforts. Fred explained, “We see a lot of people buying leads, sending mailer to every house in a neighborhood or canvassing door-to-door.” The problem with all three of these methods is that they lack precision. Because they are focused on quantity, you don’t actually know how many of those leads are going to be quality ones that actually turn into jobs.  

This is not a new challenge, but in the last few years, traditional lead generation methods have been struggling more than ever. Peter shared, “Across all home services, all exterior trades, consumers are changing, technologies are changing and regulations are coming behind it. A great example is how unknown calls are filtered out to protect people from spam calls. And I personally welcome less spam in my life, but it does create some difficulty when it comes to outreach.” 

So, how do you build a lead generation method that avoids this problem? Leverage technology and data to change the focus from quantity to quality of leads. Fred explained:  

Data has been driving marketing for years in other sectors. Think about TV channels and how the commercials that were aired for MASH or Cheers were different than the commercials on Saturday morning cartoons. They were different because the TV executives knew they had different audiences. What roofers need to do is use data so that they can reach out to their specific audience – people who actually need reroofing work. 

This might seem like a complicated task. How are you supposed to know when a homeowner is ready to buy a new roof? But there are tools that can help! Eagleview’s imaging technology is able to get contractors data about roofs across North America, allowing you to see which ones need work. And through the Eagleview and Reworked.ai integration, you are able to contextualize the state of the roof with homeowner demographics, allowing you to spend your time and energy pursuing high quality leads that will actually turn into jobs.  

Listen to the webinar or Watch the recording to learn more about how Eagleview and Reworked.ai connect you to the data you need for sales success.