Commercial roofing leads are extremely valuable because they produce higher ticket jobs. However, with great value comes great competition. Unlike residential roofing jobs, which contractors can score easily when they buy roofing leads, commercial leads require a comprehensive strategy.
Targeting a commercial audience for leads can be quite challenging, especially if your roofing company is relatively new. With thousands of competitors around the country, your business must stand out to earn commercial roof leads.
As a result, Roofing Webmasters has crafted a helpful list of 17 practical commercial lead-generation strategies for 2022.
Idea #1: Create a Commercial Roofing Lead Generation Process
Buying leads from other companies can only take you so far as a business. You cut out the third party when you craft your own lead generation strategy. The best way to get commercial roofing leads in 2022 is to create a branded online presence with a custom website and organic SEO.
You have a major advantage over startups if you already own a domain name and a Google Business Profile. You can hire a website design and SEO agency to optimize your website and start ranking for various commercial roofing keywords.
Adding new content to your website allows it to rank for more commercial roofing terms on Google. Furthermore, website content also helps your Google Business Profile rank in the Local Map 3-Pack for those same terms. Your listing may even showcase that you offer a specific commercial service with what is known as local justifications.
If you don’t currently have a domain name or GBP, you should grab them ASAP. A domain name can cost as little as $9.99 annually, while a Google Business Profile is free to claim and optimize.
Keyword research tools allow you to measure the search volume and difficulty of various commercial roofing keywords.
Idea #2: Perform Competitive Analysis
One of the fastest ways of identifying roofing lead generation opportunities is to compare your strategy to other competitors in the industry. Frankly, it can be challenging to pick apart your company’s weaknesses when you’ve poured so much energy into its success. That’s why an honest look at an opponent can help you gain perspective.
Marketing research unlocks your target competitor’s strategy. Staying up-to-date on modern concepts allows your business to confidently tackle new ideas. Now, this inspiration can come from competitors both on a local level and at a national level.
Take some time to keyword search (ex: “commercial roofing repair in San Jose, CA“) in your local area first. While there’s a lingering temptation to go after national-level keywords right off the bat, local businesses are typically your most important competitors.
Second, a competitive analysis gives you the threshold you’ll need to beat to rank in Google search.
Google will tell you which websites they value by rankings. Search Google for relevant terms like commercial roofing services and commercial roof repair to find websites that are producing results.
High Ranking Experts Outside Your Service Area Can Still Offer Valuable Insights
Idea #3: Study Top Local Opponents
Do you ever wonder how those lucky few in the local pack managed to secure their spots? Google’s local algorithm is based on proximity, relevance, and prominence. So even before starting a more in-depth inspection, we know these top performers have thoroughly completed their Google Business Profile.
As we’ve mentioned in our podcasts, you don’t have to be perfect to compete in roofing SEO. You only need to be better than everyone else in your service area. Start by crafting a simple baseline strategy that most of your competitors follow.
- Do they use DataPins?
- What keywords are they using?
- How old is their business?
- Do they offer insightful pages for each service they provide?
- Is their website design straightforward and easy to navigate?
Idea #4: Study Dominant Commercial Roofers Throughout the U.S.
Don’t limit your research to roofers in your immediate service area. Go ahead and expand your competitive research to other high-ranking businesses in your state (or even beyond). See if you spot new keyword combinations and helpful design features that your local rivals haven’t adopted yet. These could be some powerful tools for earning commercial roofing leads.
You can even analyze major industry publications for ideas. Magazines are especially adept at crafting “listicle” articles, which rank for dozens of relevant keywords. These resources provide valuable insights and guides for potential commercial clients and bring invaluable traffic to your website.
While there are many paths towards ranking #1 in Google, a listicle could earn you a featured article slot. That’s one of the most prestigious awards and positions Google awards in SERPs.
Idea #5: Beat Your Competitors’ Baseline
Examine website design, advertising platforms, and content marketing quality. Are they focusing on Google Ads or spreading their budget through multiple channels? It’s easy to tell how much effort a company puts into a website, but it might take some keyword searches to find where they advertise.
There are a handful of tools most businesses can use to get ahead.
- Diversified Keyword Strategies
- Schema-Rich Website Design
- Consistent, Diverse Reviews Collection
- Ongoing Content Production
Remember, you’re going up against experienced companies. They probably already have a handful of very positive reviews and a decent website backing them up. You have to top these businesses, not just imitate them. You must be willing to go the extra mile while providing the excellent services that all long-term successes do.
Idea #6: Low-Cost Social
If a channel provides commercial roofing leads at a low cost, why not give it a try? That’s the logic that’s driven thousands of companies toward social media. While homeowning consumers are particularly keen to explore social media for their essential roofing services, commercial organizations aren’t far behind.
Your roofing company’s social media profile offers an open invitation to anyone curious about your brand.
Are your social accounts encouraging new commercial roofing leads or preventing them?
Key Facets of an Optimized Facebook Business Profile
- Up-to-date Contact Information
- Tactfully Answered Client Reviews / Recommendations
- Clear Calls to Action
- Relevant Pictures
- Links to the Main Company Homepage
- Posts with Pictures of Your Recent Work
- A Well-Written About Page
Facebook business pages are free, so it’s a low-risk investment for commercial roofers. At the very least, Facebook pages help build your brand and accumulate positive feedback about your business.
Is Your Facebook Business Page Ready to Take on Commercial Roofing Leads?
Idea #7: Use DataPins
Every commercial roofing job should expand your marketing reach with social proof and geo-coordinates. The DataPins Local SEO tool allows you to leverage your real commercial jobs as on-page SEO content. In addition, DataPins serves as a reputation management platform that allows you to accumulate reviews consistently.
DataPins is easy to use as contractors can snap a photo of their job, write a caption, and tag the geo-coordinates. From there, your pin distributes to the tagged pages (i.e., commercial roof repair page or Alpharetta, GA city page). Now website visitors can view your recent jobs in various service areas.
The DataPins tool helps with both SEO and conversions, which are both critical to generating commercial roof leads in 2022. The SEO signals help your website, and Google Business Profile rank higher for various keyphrases, while the social proof and reputation management increase the conversion rate.
Idea #8: Get Hyper-Visual With Instagram
As Facebook’s more visually-oriented sister platform, Instagram offers unbelievable opportunities for earning commercial roofing leads. It’s the perfect place to show off your team’s craftsmanship skills and handiwork.
Posts use images or videos, with captions offering room for relevant keywords. According to Statista, Instagram’s user base is projected to rise to 125.5 million in the U.S. alone by 2023.
Let your custom photos tell the story of an expert roof replacement or original installation. You can spend a little time each month uploading quality photos and videos from your latest projects. Try to paint a broad picture of your team’s commercial work.
Promote your most compelling work into custom ads. Instagram grows more and more essential as younger generations climb the workforce ladder. Having a presence ready for them will undoubtedly funnel some commercial roofing leads your way.
This Team Continues to Post to Instagram regularly. (Baker Roofing Company)
Idea #9: Expertise Branding
There are thousands of commercial roofing companies out there. What separates your brand from the rest? Perhaps you’re a seasoned expert in metal roof construction, but (again) so many roofers offer metal installation.
Does your logo stand out? Presenting that expertise can make all the difference in generating commercial roofing leads. Turn your expertise into a branding tool for your business.
Idea #10: Advertise Your Employees
Your top roofing professionals are more than just employees. They’re the face of your company. Please think of the countless roofing projects they’ve installed, repaired, and restored over the years. Instead of promoting a service, what if you boosted the seasoned professionals behind the service?
Take a little talent inventory to see what sort of experience you could showcase. This advertising method isn’t for businesses with constantly shifting personnel but is perfect for companies with many long-time employees.
Try going beyond the traditional “About Us” or “Meet the Team” pages and linking your employees directly to their areas of expertise. Have a green roofing pro that you’re incredibly proud to call an employee? Tie them into a relevant service page, and sprinkle in some related keywords.
Idea #11: Turn Expertise Into Content
Your seasoned roofing professionals have so much insight to offer. They’ve probably answered the same old questions hundreds of times, making them an excellent resource for lead-driving content. You don’t need them to write a 5,000-word blog post, but they probably have some interesting facts and quotes to enrich your next how-to article.
Take 10 to 15 minutes. Have your content writer and project expert discuss some of the popular questions your commercial roofing leads are asking. Whether it’s metal roofing or PVC installation, your roofer’s expertise offers the sort of fresh insights that rank well in local searches.
Present it in an optimized format, and chase after those featured snippets we discussed earlier. When the article is ready, add your roofer’s name and bio to the publication.
Idea #12: Promote Your Content
Articles, guides, and how-tos all have a lifespan of their own. How you manage that content during that lifespan ultimately determines what traffic you get from them. If you want to generate more traffic and commercial roofing leads for your business, try taking your best content resources and harnessing them as advertising tools.
There are so many ways to advertise and promote your content
- Share them as downloadable e-books on & off your website
- Promote the content on Facebook
- Create Instagram stories
- Could you share them with an industry publication?
Idea #13: Hunt the No’s
Understanding why people turn down your outstanding services is essential to persuade them in the future. We all have our reasons for saying “No.” Whether the root lies in fear, distrust, or simple confusion, there are ways to overcome initial disinterest.
Hundreds, sometimes thousands, of consumers come across your website daily, but commercial clients often have different reasons for saying the big “No.”
Reasons Commercial Prospects Say “No”
- Their company budget can’t handle an expensive roof service.
- They need further encouragement that your company is the right choice.
- They aren’t in the purchase phase of their study.
- There’s a negative perception your company must overcome.
- There’s confusion or uncertainty regarding the right solution.
You can address many of these potential “no” sources within your website design and local search content. Roofing companies unknowingly create all sorts of reasons for doubt as they promote their services. Grammar errors, unnecessary jargon, and lack of clear descriptions establish more distance between your readers and their destiny as commercial roofing leads.
Idea #14: Eliminate Fear of Uncertainty
There are dozens of facts, points of comparison, and internal company matters to consider when a business needs a new roofing system. All those considerations add up to a lot of uncertainty, naturally creating resistance to big purchases.
Think of every concern as a brick that lies between your prospect and saying “yes” to a new roof.
What if you could eliminate most of that uncertainty?
The process begins with your company providing clear and consistent information. Where does your service area lie? Does your roofing team provide the necessary solution and requisite experience to perform the job? Answer these questions directly (and honestly, of course).
Many businesses unintentionally confuse would-be clients by mixing up their service hours and solutions across their various listings. While they update their website or Facebook page regularly (for instance), they may neglect other sources that you can maximize.
Idea #15: Minimize Fear of Loss
A commercial roof replacement is more of a fleeting expenditure. It represents a significant investment in a building’s energy efficiency and weather protection. For some, a replacement also means substantial disruption to day-to-day operations.
When the time finally comes for a business to undergo this critical project, there’s no room for error or wasted effort.
Your business can do many things to mitigate the fear of loss for potential clients. The most potent tool is feedback from past customers. Homeowners and business owners alike increasingly rely on online reviews and word of mouth in the decision-making process for essential services.
Back in 2015, half of adults under 50 already consulted online reviews before making purchases (Pew Research). That segment only grows as we head toward 2023. Continue to ask businesses for reviews after each project, and you’ll notice that commercial roofing leads are much less hesitant to convert.
Generous warranties and careful expectation setting go even further to turn “No’s” into clients. Take some time to establish the time and resource requirements of your project. You’d be amazed how much clients appreciate this and how often it appears in reviews.
Idea #16: Identify Losing Content
Local SEO is an ongoing process. That’s particularly true for promoted business practices regarding website content and keywords. A page that ranks at the top of local search results today may require serious updates to maintain that position down the road.
That’s why continued research into Google Analytics is so essential for your website.
Take time every quarter to inspect your website metrics and identify underperforming pages. This content may show a few signs of decay:
- Lowered page visits over time
- Increasing bounce rates
- Increasing exit rates
- Dropping time on page
When you discover a weakly-performing page, please don’t rush to scrap it. Some of the most value-driving industry content comes from repurposed, consolidated, and re-released pages. You can use premium guides from past years, update them, and watch the commercial roofing leads come in.
Idea #17: Experiment With CTAs
Your calls-to-action (CTAs) have much more power than you realize. In a series of fantastic CTA case studies, Moz showed that changing the offering, hook, or phrasing of a call to action can turn a dormant page into a highly productive lead-generation tool.
If you are unfamiliar with the science behind CTA design, you need to read these fantastic resources.
Calls to action rely on four key elements:
- Clarity on the services offered
- Placement on the page
- Timing in the user’s buying cycle
- Motivation to answer the call
A well-crafted CTA acknowledges where a potential user is in their buying cycle while clearly outlining the services’ value. It stands out from the rest of the page, and users have little friction preventing them from answering the call.
Experimenting with new CTAs presents opportunities for huge conversion rate improvement.
How can you re-word your call to action to turn interested readers into commercial roofing leads? Do your downloadable resources provide enough value to deserve a company’s email? These are the sort of questions you’ll need to ask as you experiment.
Find Your Commercial Roofing Leads
Need help generating leads for your commercial roofing business? Our team at Roofing Webmasters would love to partner with your team to produce results. Our current clients enjoy fantastic rankings on Google, allowing them to garner consistent traffic and more commercial roofing leads.