Referral programs that make your brand stick

By Jenny Yu.  

A trusted partner can help roofers build sustainable referral programs for long-term momentum without added workload. 

Referral programs continue to gain traction in the roofing industry as contractors look for reliable ways to drive qualified leads and strengthen customer loyalty. In this episode of Roofing Road Trips®, Megan Ellsworth spoke with Rebecca Mayo, director of partnerships for gFour Marketing, about how residential and commercial roofers can build referral systems that deliver measurable returns. 

Rebecca said referral programs often hinge on brand identity and personalization, which help reinforce positive experiences after the job is complete. “We help our customers brand their program from end to end. We have different levels,” she said. “Some people want the deluxe — the full Monty with cookies and a thank you card and gift cards. You name it. It just depends on the need of our customer.” 

The goal is to create memorable touchpoints that elevate customer experience. “We want to leave a good taste in the mouth of that business's customer, because we want them to remember that feeling and take that feeling into the world and share that this business is the absolute best, you need to work with them, hands down,” Rebecca stated.  

Rebecca also emphasized the need for a holistic approach across every customer interaction, starting from the first impression and overall reputation management. “How are we treating people in the world? How are we making sure that everything that we're doing is leaving a great impression on people?” she offered. “We live in a world where people will share their thoughts and feelings about your company in a very public way.” Online reviews like Google or Yelp, Rebecca noted, can make or break your business’s reputation. 

Once a program is in place, tracking performance and rewarding homeowners keep referral momentum strong. Incentives ranging from gift cards to cash bonuses remain highly effective. “It's like a science actually,” she said, adding that human nature drives participation when rewards are meaningful and easy to redeem. “You're setting yourself up well for the stickiness of a continuation of your program while also gamifying it a little bit, which is fun.” 

For contractors interested in starting a referral program but intimidated by the effort and time it takes to create one, Rebecca stressed that they don’t need to be managed alone. “With the right partner, the right program partner in place, you can offload it completely.” That’s exactly the kind of partner gFour Marketing sets out to be. “We want to position our customers for success, which oftentimes gives them time back to focus on other things like growing the business and expanding to new markets.  

Read the transcript or Listen to the podcast to learn more about how to get started with a referral program for your business.