Time to Raise the Roof - Insights for 2024

Roofing companies have historically relied on word of mouth and customer referrals to drum up new business. Unfortunately, that is becoming a less and less sustainable strategy in 2024. With so many roofing companies in small areas, the market is saturated, and today’s consumer is going online to find information rather than asking their neighbors. In today’s competitive online marketplace, it’s important to understand your target audience. Marketing strategies that are specifically designed for your audience will help you gain a competitive edge and the trust of your audience. Using marketing strategies that are specifically designed for roofing companies may sound overwhelming or time-consuming, and that’s where a trusted marketing partner who cares about your bottom line can make all the difference.  

Understanding Your Target Audience in the Roofing Industry

To create a marketing plan that actually works, the first thing you need to do is decide who your audience is. Answering some of these questions will help you determine your target audience:

• How old is your ideal customer?
• What is the income level of your ideal customer?
• How much time does your ideal customer have to spend on home improvement projects and exterior home maintenance?
• How much money does your ideal customer spend on home improvement projects each year?
• Where does your ideal customer live?
• What industry does your ideal customer work in?
• What special hobbies or interests does your ideal customer have?
• How does your ideal customer find local businesses they want to use?
• How does your ideal customer communicate (via phone, email, text message, social media, etc.)
• What online sources is your ideal customer using to find information or get referrals?

Understanding the Importance of Marketing for Roofing Companies

The roofing industry is more competitive than ever, and homeowners are changing the way they invest in home improvement projects and choose professionals to help them complete essential home improvement projects, such as roof replacements. While simply being a longstanding business in your community may have once been enough to keep the phone ringing, you must now utilize online tools to generate new leads and build brand awareness. Even if potential customers know of your business already, they’ll still seek information about your business online, such as reviews from other homeowners, a look at your services and pricing, and background info on your credentials and licensing. If your roofing company isn’t in the right places on the web, homeowners may quickly turn to your competitors.

In short, having a strong online presence is critical for building trust in potential clients and maintaining a strong reputation within your local community. Customers expect to be able to find information about your roofing company online. Moreover, they expect your company to provide them with helpful information that can guide them toward the right solutions for their homes, whether it’s roof repairs following storm damage or investing in a full roof replacement. Leveraging the right online marketing tools will help you position your roofing company as an authority in your field, allowing you to outshine your growing network of competitors.

Roofing Industry 2024 Highest Profit Centers

The residential roofing market has been steadily growing for the past 10 years. While you might have been the only roofing company in your area in the past, new companies are likely springing up around you. You might also notice an increase of people who aren’t licensed roofing contractors offering roofing services online in social media forums and on websites like Craigslist. The highest profit centers for residential roofing as of 2024 are roof replacement or re-roofing services and new construction roofing services. The roofing materials that hold the largest residential roofing market share in 2024 are asphalt shingles and metal roofing systems. Understanding the highest profit centers in your industry will help you create content specifically in these areas that are most likely to get you a sustainable stream of new leads. For instance, having sections on your website or blog, or creating social media posts around these high-value services will help you attract the customers you want and need.

Finding an Expert in Roofing Company Marketing

Once you have made the decision to find a marketing team to help you with your roofing company’s marketing strategy, it’s important to find one that is the right fit for you. Here are some tips for finding a marketing company that specializes in roofing company marketing:

• Look at the different services offered by each company. You want one that offers different types of marketing services so that if your needs and goals change in the future, you won’t have to go to a different company.
• Find out how many people are on their marketing team, and what their client list looks like. You don’t want to choose a company that is already overstretched and can’t devote the time you need.
• Ask for a consultation. During a consultation, you can ask questions, get to know them conversationally, find out if they are the right fit for you, ask about current clients and their success rates, and get a feel for their communication style, skill, professionalism, and customer service.
• Ask about their fees and marketing strategies and get a quote.
• Call Salem Media Group today to set up an initial consultation to discuss the marketing needs for your local roofing company.