7 Ways to Grow Your Commercial Roofing Business

Erick Vargas

For many roofing professionals, word-of-mouth is an incredibly powerful marketing tool. To encourage positive feedback from your existing customers, work on developing an ongoing relationship with them. You can accomplish this by following up with clients 6-12 months after you’ve completed a roof. Make sure they’re happy and if they’re not, try to figure out a way to make sure they are!

Send a thank you card or post-installation survey. Offer a free inspection after six months, just to make sure everything is as it should be. You could also consider offering an affordable annual roofing inspection service. Annual inspections are a great way to generate reliable income, make the most of the months that are traditionally slow for your business, and to promote positive interactions with your clients.

The more your clients feel like they know you and that you’re looking out for their best interests, the more likely they are to recommend you to friends and neighbors or to write a glowing online review of your business.


1. Invest in Technology – Software is Key:

In today’s technology bubble, the only way to keep up with the competition is to invest in technology that can help streamline your entire roofing business. Remaining competitive while still relying on paper files and Excel spreadsheets is becoming nearly impossible. CRM (customer relationship management) and ERP (enterprise resource planning) software are completely changing how roofing businesses operate on a daily basis, consolidating processes, increasing efficiency, and reducing the departmental manpower needed to run a business.

CRMs give roofers the ability to track communication and information regarding customers anywhere, anytime, helping businesses to focus on lead generation, prospecting and customer communication.  

ERPs allow contractors to automate the business-side of a roofing company, which can include procurement, ordering, accounting, finances, etc.

All inclusive roofing business management software like AccuLynx, combine CRM and ERP features, allowing roofing businesses to track all conversations with customers, seeing which salesperson is dealing with which job, building templates, ordering aerial roofing measurements, supplier integrations for your material orders, and seeing where individual jobs are within your sales pipeline. By reallocating resources previously used to rummage through filing cabinets, send crews on top of roofs for measurements, and calculate estimates, you can greatly strengthen the efficiency of your roofing business with software.

2. Market Your Brand:

Establishing your company reputation as trustworthy is key in establishing dominance within your local market. You can start by applying resources to ensuring your brand and your digital presence are consistent and up to date, providing potential leads with positive reinforcement and the information they need to make buying decision.

Your brand is one of the most integral parts of establishing recognition and associating that recognition with reputable actions.

An easy place to start is your logo and website – making sure these crucial business assets are consistent across your company, as well as up to date contact information can help potential customers find you and contact you, instead of your competition. You can also take this brand awareness into the field – ensure that your trucks, documents and even work uniforms reflect and establish your brand.

3. Improve Your Communication Approach with Customers:

When a prospect asks to see some of your previous work, don’t take offense to their request. They are not trying to undermine your legitimacy – rather, they are doing their due diligence before before they make an investment with you in regards to their home. Providing samples of past work, through before and after pictures, and customer testimonials can help cement the trust and brand recognition created through your prospecting efforts, and legitimize you as an industry expert.

Ensuring that your customer service and communication are an active part of the process will continue to reap benefits, even after a project is completed. If you do a terrific job installing new step flashing on a customer’s house, and they they call you a few months later with an issue, being unresponsive will likely net you a poor review online, which can have a long lasting impact on the profitability of your business. Follow-up is just as important as the actual service itself when trying to maintain current customers and attract new ones.


4. Ask for Referrals and Close More Sales

Perhaps the most successful way to sign on new customers is through referrals. In the reputation-based society, your brand reputation, and your service performance can make all the difference when it comes to generating referrals. If one of your customers loves the job you did on their new roof, don’t be shy and ask them for a referral.

Referrals from previous customers automatically establish a higher level of trust and act as a confirmation of faith in you as a roofing contractor and the quality of your work. Brian Cornelius of GAF writes, the closing ratio of referrals is much higher than those of non-referrals. In fact, referral-based leads usually close somewhere between 50% to 70% of the time (compared to 10 to 30% percent for non-referral sales.)

5. Use New Roofing Technologies or Add New Product Lines

Nothing demonstrates your expertise more than having current certifications, industry memberships, and being an authorized dealer. This shows your willingness to learn the latest installation methods and your commitment to staying on top of industry trends. In many cases, becoming an authorized dealer and/or installer involves additional training and adds value to your services. Furthermore, adding more services and product lines increases your pool of potential clients.

6. Strengthen Your Online Presence

While your website shouldn’t have any bearing on how a potential client perceives your work, it does. A strong website shows a certain degree of acumen and business savvy.

As roofing technologies change and materials improve, you need to demonstrate your relevance and know-how with a well-maintained digital presence. If you’re going to be asking for reviews, make sure that your website represents you and your business in the best possible light. You’ll want a fast, mobile-friendly website with clear calls-to-actions (CTAs) and an easy-to-submit contact form.


7. Get Visual

If your roofing business isn’t on social, you’re missing out. Homeowners look for before, during, and after photos to get a sense of your work and your experience. Take to social media to share the latest industry news, showcase your work, and to boost your business’s search engine results. Pinterest, Instagram, and Facebook are great social media platforms for the modern roofing professional. Be sure to ask your clients for permission to post images. Although you should avoid including house numbers on these images, we recommend that you mention the cities and neighborhoods in which you work. This is great for users and Google alike and may even increase your local search result rankings.

Effective roofing marketing can help your business attract clients you require to grow your roofing business.

When brainstorming about roofing business growth strategies, think about launching a solid roofing website, PPC advertising, managing your online reputation, and incorporating Local SEO for roofers in your marketing strategies.

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