This post originally appeared on Marketplace Advertiser, Reonomy and is republished with permission. Find out how to syndicate your content with theBrokerList.
A “weathertight” lead generation strategy is one that has no holes. It lets you focus more time on building relationships and roofs instead of wasting time searching for prospects that are unlikely to convert.
In this article, we’re going to show you the most optimal ways to generate commercial roofing leads on a short and long term basis.
Without the right processes in place, finding valuable roofing leads on a consistent basis can be an arduous, stressful process.
The right lead generation tools can take the weight off of your shoulders and provide you with a steady flow of engaged leads that fit your needs precisely.
Below, we’ll take a look at the best ways to find commercial roofing leads, no matter what U.S. location you’re in, and no matter what building type you may be looking to service.
In this post, we’ll discuss the best ways to generate commercial roofing leads in the following ways:
- Search and Find Leads With Reonomy →
- Optimize Your Web Content →
- Increase Your Brand Awareness →
- Download a Storm-Tracking App →
Ways to Generate Commercial Roofing Leads
There are quite a few ways to generate commercial roofing leads. With the right combination of sources, and a variety thereof, you’ll be able to continuously supply yourself with engaged property owners to contact.
By optimizing your online marketing efforts, raising your brand awareness, and using Reonomy, you can assure that the roofing leads you bring in are of the highest quality.
Search and Find Commercial Roofing Leads with Reonomy
The Reonomy Platform helps you search for and find leads based on very specific filters that cater to your exact needs as a roofer.
With Reonomy, you can search for target properties based on their location and building type. You can dive into individual properties to see building and lots sizes and specs. You can also see aerial images of the property to see the building layout, roof size, and roof type.
When you find multiple properties at once that you’d like to connect with, you can easily export a leads list that includes owner names and contact information.
To search for leads, begin by entering your target location, property type, and building and lot specifications in Reonomy’s search platform, as shown below.
Once you enter these baseline filters, you’ll be given a list of matching properties. From there, you can click into the profile page of any one property to analyze its building and lot specs such as building area, lot size (in square footage and acres), zoning, year built, year renovated, and more.
On the profile page, you can also view aerial images of the property to analyze its roof and surrounding property.
View the Roof of a Property
You can actually run a property search by using the map entirely on its own. To see how to do that, visit our previous article on how to run a map area search.
To view images of a property from its profile page, however, simply click the Earth View button on the integrated Google Map and roam freely. You can zoom in to see the property’s roof, spin the map to see each side of the building, and click to see the building from straight above.
After you’ve analyzed the physical layout of a property, you’ll have a perfectly good idea of whether or not your services fit the needs of that owner.
From there, you can use Reonomy to find owner contact information and reach out directly.
Given the spontaneity of the weather, timing is extremely important for roofing contractors and repair. Reonomy lets you search for leads and get into contact with property owners at the drop of a hat.
Optimize Your Web Content
Online marketing is another major resource for generating commercial roofing leads. The most important part of your online marketing efforts is your website—something that every marketing strategy should include.
Build a Custom Website
First and foremost, without a website, online roofing lead generation would not exist. That’s often the best place to start. Make sure your website is fully optimized before taking on any other online ventures.
A well-designed, customized website casts a net that catches property owners searching the web. You can use it to explain your exact services, showcase past work, and share content that shows your industry and market expertise.
On your site, you should include landing pages to make it easier for visitors to connect with you. The design of your site, your content, and examples of past work are what will provoke property owners and others to visit your landing page and fill out a form.
Web visitors become leads once they’ve filled out your form.
By using website builders like Squarespace or WordPress, you can easily create websites that are optimized in terms of layout, design, and somewhat for search engines (more on that below). You can also use services such as UpWork or Fivver to find freelance website designers to help you get set up.
Once your website is set up and ready to go, you can begin creating content and interacting with others on social media.
Create Localized SEO Content
While some website building services have integrations that make their designs more optimized for search engines, the key to successful inbound roofing lead generation is creating search engine-optimized (SEO) content.
Roofing leads that come from search engine queries can often be of higher quality, as they are coming to your website searching for something in particular. If they find the value they were searching for, they’ll likely signup.
Much as your website is the net that catches web researchers, the content you create essentially works as the bait that leads them to that net. Well-optimized content will show up in Google searches, bringing more engaged visitors to your site. What they see on the site is what will lead them to your landing page, and to eventually signup.
Write about the industry, your local market, and other insights related to your services. Create content that provides informational value to the reader, but also lets them know about the value of your roofing services.
For this, you can again use UpWork and Fivver to search for SEO-trained writers that can help build out content for you, in case you lack the time, or are not well-versed in SEO.
A well-built website with optimized content can serve as a forceful lead generation tactic, so it should not be taken lightly. Optimized web content can generate a high volume of commercial roofing leads on a consistent basis now and for years to come.
Build Brand Awareness
Even though your website does build brand awareness, it’s important to spread the word of your brand in other places as well. This can be done by running online paid ad campaigns, connecting with industry members on social media, and by attending live events to interact with potential clients in person.
Advertising on Google and various social media channels is another way to get in front of the eyes of potential leads. Like SEO content, it is simply a way to provoke web researchers to click your link and fill out a form.
Commercial roofers will likely find the most value in running targeted ad campaigns on Google, Facebook, and LinkedIn.
Roofing advertising on Facebook and LinkedIn is about providing a useful piece of content tailored to property owners that will make them want to click and engage.
Google lets you target your ads based on keywords. This is where your expertise of the market comes into play most heavily. By incorporating keywords that attract commercial property owners looking to repair or newly install a roof, you can very quickly generate a large volume of roofing leads from paid ads.
Much like your web content, it’s also vitally important to optimize your Google Ads to ensure that the language used within them is relevant and clean. You should also always link your Google Ads to landing pages, not your website home page, as you’re looking to make the process as simple as possible for those browsing the web to fill out your form and become a lead.
Interact with Your Local Market on LinkedIn
LinkedIn connections and groups are great ways to stay involved with your local market on a personal level. By continuously interacting with your market, your roofing company brand will always linger in the back of property owners’ minds.
Search local commercial real estate groups to see if there are ones that you can interact with. There may be relevant discussion groups where you can learn about others in the industry and share your own content.
Send connection requests to local commercial real estate professionals and your current clients to begin building out your network. LinkedIn can help you generate leads referred by others and through shared content.
Attend Live Events and Trade Shows
Events allow you to connect with potential leads—or potential connections to leads—in person.
Similar to the use of LinkedIn, going to live events is a way for you to try to stick in the minds of property owners who may eventually be looking for commercial roofing services. You can plant many seeds at live events, and again begin relationships that could lead to direct leads or referrals.
Commercial roofing trade shows and events are a great place to learn about new tech in the industry, connect with other professionals, and spread the word of your brand and roofing services.
Download a Storm-Tracking App
Keeping up with the latest and live weather can sometimes be a large part of generating new roofing leads on the spot. Another useful tool to have in your arsenal is a storm tracking app.
Once again, given the spontaneity of the weather and the time-sensitivity of generating roofing leads, these apps can help trigger your property search at exactly the right time.
By combining these live apps with Reonomy’s on-demand property search, you can find yourself connecting with the right property owners at the exact right point in time.
Whatever the case may be, you’ll likely want to use a combination of the aforementioned tools to fuel your commercial roofing lead generation. With the right combination of resources, your weathertight strategy will be underway.