As a roofer, targeting a broad audience can help you gain traction in your business. However, adjusting your roofing marketing strategy to focus on new homeowners can lead to greater success.
Many new homeowners who need roofing services find their homeowner’s insurance doesn’t cover damage due to gradual wear and tear. This is a common issue in single-family homes.
Gradual wear and tear can lead to significant roofing problems that new homeowners might not anticipate. With 85% of the US roofing business being dominated by replacing roofs on existing homes, this is a corner of the market you can't miss out on.
To help new homeowners better, consider the following tips:
By focusing your marketing efforts on the specific needs of new homeowners, you can position your roofing business as the go-to solution for their roofing concerns.
To effectively market your roofing services to new homeowners, it’s essential to understand who they are. The average first-time homebuyer is about 33 years old. This demographic is crucial for roofers to target as they often represent a younger audience, many looking for roofing services online.
Knowing that many new homeowners are younger and tech-savvy can guide you in focusing on digital marketing efforts. Keep these tips in mind:
Given that new homeowners are often younger and search for services online, it’s critical to invest in a robust digital marketing strategy.
By understanding and targeting the specific needs and behaviors of new homeowners, you can more effectively market your roofing services and stand out in a competitive market.
To effectively reach new homeowners, a well-rounded marketing strategy is essential. We’ll discuss a few key components that you can focus on.
Content marketing is a powerful way to attract new homeowners by addressing their common pain points about roofing. Types of content marketing include blogging, videos, podcasts, social media, graphics, and email.
Here are some tips on creating effective content:
Many new homeowners use social media platforms like Facebook to find and interact with local businesses.
Here’s how you can leverage social media:
Boosting your SEO helps new homeowners find your business when searching for roofing services online. Plus, 83% of small businesses report that SEO is an effective part of their marketing strategy.
Here’s how to improve your SEO:
Email marketing is a great way to stay connected with new homeowners. Here are some tips:
Create Newsletters: Send out regular newsletters with helpful tips, company updates, and special offers. This keeps your business top of mind for new homeowners.
To consistently find new homeowners in need of roofing services, consider partnering with lead generation services.
By incorporating these strategies into your roofer marketing plan, you can effectively connect with new homeowners and grow your roofing business.
New homeowners often rely on recommendations from trusted sources when looking for roofing services. They may turn to real estate agents, home inspectors, and loved ones if they find damage to their roof. Building strong partnerships and referral programs can be an effective way to draw in these new customers.
Real estate agents are key contacts for new homeowners. To build partnerships with them, you can attend real estate events to introduce yourself to local agents. Discuss providing commissions or discounts for referrals.
Home inspectors can also refer clients who need roofing services, so contact local inspectors and discuss collaboration. Consider creating a referral program with trusted home inspectors or educating inspectors on roofing issues.
Finally, satisfied customers can become your best advocates. To make the most of satisfied customers, encourage them to refer friends and family and provide discounts or gift cards when they do.
New homeowners often research your website before committing to your services, making it essential to showcase positive reviews and build a strong presence on platforms like Google and Facebook.
Encouraging positive customer feedback and using it effectively on your website can build trust with potential clients. After completing a job, ask satisfied customers for feedback. A simple follow-up email or phone call can prompt them to share their positive experiences.
With 71% of customers willing to leave positive reviews if a company makes it easy for them to do so, you'll see more reviews come through if you provide something as simple as a link to your Google Review page.
Ideal Locations for Testimonials:
While you can’t control all reviews, how you engage with them can make a significant impact:
Familiarizing yourself with all the places customers can leave reviews is key. Places like Google, Facebook, Yelp, HomeAdvisor, and Foursquare are some of the top review websites.
By leveraging positive customer remarks through testimonials and responsive review management, you can build a strong online reputation that attracts new homeowners and instills confidence in your roofing services.
New homeowners are often concerned about the costs associated with maintaining and improving their new property. Offering promotions and discounts can be an effective way to attract them to your roofing services.
Consider offering a special discount for first-time customers. This can entice new homeowners to choose your services over competitors. You can also create promotions around certain seasons when roofing issues are more prevalent, such as discounts on roof inspections before winter or spring.
Offer bundled services at a discounted rate, such as combining a roof inspection with gutter cleaning or other maintenance tasks. Encourage satisfied customers to refer friends and family by offering them a discount on their next service.
Younger generations place a high value on positive customer service experiences, whether online or in-person. Providing excellent customer service can set your roofing business apart and build long-term relationships with new homeowners.
Regularly engaging with customers on social media is crucial for establishing your brand and services.
Post regularly on platforms like Facebook, Instagram, and Twitter to keep your audience engaged. Share roofing tips, updates, promotions, and customer success stories.
Additionally, respond to comments, messages, and reviews promptly. Engaging with your audience shows that you care about their feedback and are attentive to their needs.
We've already mentioned that visuals such as high-quality photos and videos are great for showcasing your work. Before-and-after pictures of roofing projects can be particularly effective. Hosting contests or giveaways can help increase engagement and attract new followers.
By optimizing customer service and maintaining an active presence on social media, you can create a positive and memorable experience for new homeowners. This approach will help you build a loyal customer base and attract more business to your roofing business.
Enhancing your marketing strategy to connect with new homeowners is smart for any roofing business.
New homeowners are looking for reliable, trustworthy, and affordable roofing services. By implementing the strategies outlined in this blog, you'll be well on your way to becoming the go-to roofer for new homeowners in your area.
New homeowners are often in the market for immediate or upcoming roofing services as they settle into their properties, presenting a prime opportunity for roofers to secure new business and establish long-term client relationships. They are also more likely to “shop” around for the right roofing business since many haven’t established relationships with other businesses.
You can conduct local keyword research to boost your SEO and appear in local SERPs. You can also utilize social media marketing by posting regularly, connecting with influencers, generating ads, and engaging with your customers in your comments. Better yet, bolster your content marketing strategy by publishing content relevant to new homeowners about roofing.
Real estate agents, home inspectors, and other agencies can refer new homeowners needing roof inspections or repairs. Building a trusted network with these agencies and your customers can ensure a steady income stream.
Consider offering first-time customer discounts, bundled inspection and repair packages, or seasonal promotions that address the immediate needs of new homeowners.
Testimonials build trust and credibility. Showcase them prominently on your website and social media, and consider video testimonials for a more significant impact.
Technology, such as online booking systems, mobile apps for service updates, and virtual consultations, can streamline the customer experience and appeal to tech-savvy homeowners.
Yes, engaging in local community events and sponsorship opportunities can increase your brand's visibility and credibility within the community, making your services more appealing to new homeowners.
Focus on creating informative, easy-to-understand content that addresses new homeowners' common concerns and questions regarding roofing, such as maintenance tips, the importance of regular inspections, and choosing suitable roofing materials.