When success comes in business, it’s natural to become overconfident. Roofers who understand the dangers of overconfidence are less likely to make critical mistakes that will reverse the progress of their business. Roofing Webmasters is a digital marketing agency for roofers, and we’ve helped hundreds of roofing contractors achieve business success. While most are able to capitalize off of this progress, and continue its upwards trajectory, there are occasions where contractors get too big for their britches. They overestimate their financial security after a few big roofing jobs and start making poor financial decisions. We’ve even heard of roofers taking entire years off because of a financial security. The problem with this thinking is that once the cushion is gone, it’s very difficult to re-establish yourself in the marketplace.
Roofers are far from the only business owners to engage in this kind of behavior. Every successful business has beneficiaries, but maintaining success can be just as difficult as achieving it in the first place. There’s common threads between business owners who become reckless in their decision making. And no, that doesn’t mean putting your life at risk (although we could tell you some stories about that too) but it means putting your business at risk. Marketing in particular is not something that happens once. It’s an ongoing process and must be executed year-round. That goes for up seasons, and the highly discouraging down seasons for roofers. Even those who make great money (many are our own clients) must continue to market their business to maintain that level of success. Check out these pitfalls of overconfidence:
Taking a Year Off
Commercial roofers will get big paying jobs and feel like a million bucks, and there’s nothing wrong with celebrating your successes. In fact, we can help you get into commercial roofing if you’re currently in residential exclusively. But you must maintain a realistic perspective to ensure that success does not reverse course quickly. There have been real cases of commercial roofers taking entire years off thinking their business will be there for them when they get back. Not so fast. As you were taking an extended vacation and enjoying the fruits of your labor, another company in your service area was gaining ground, and closing the gap on an industry you once dominated within your zip code. We all understand the lure of celebration and getting away from the grind, but taking a year off is a very bad idea for roofers who hope to continue their business in the future. In summary:
- Don’t Assume Your Business Will Pick Up Where it Left Off
- The Gap You Established Between Competitors Will Close Over Time
- Taking Time Off Can Be Worthwhile, But Not an Entire Year
Buying Expensive Property
The first thing most newly rich roofers go for is a boat. They want to see a tangible representation of their success, and what better way to see it than on the water? Boats are a great way to celebrate your success. But don’t buy a yacht. Buy something within your price range and that fits into the trajectory of your business growth. Again, you don’t want to be taking away from your roofing company as its ascending. This can halt its growth, and distract you from the end goal of your business, which is to live a great lifestyle over time, not just in spurts. The other primary item many purchase is an expensive pickup truck. They want the biggest and fastest, and who can blame them? If you can afford it, go for it. But like with the boat example, don’t become consumed by your latest job. As a commercial roofer, you might have just finished a massive paying job because of great marketing and a lot of hard work. Just be cognizant that a single job is not a signal for the new normal of your business, and that to sustain success, you must keep after it over the long term. In summary:
- Know Your Budget
- Don’t Let Materials Disrupt Your Business
- Don’t Project a Fixed Income Too Soon
Suspending Marketing Efforts Indefinitely
There’s a misnomer among some businesses including roofing companies that once you establish your company as a mainstay in its market, the efforts put forth the achieve it can be tamped down. This couldn’t be further from the truth. Cliche sayings talk about remembering where you came from, but in the world of digital marketing, it holds true. If you can remember a time when you had very few leads, no website, no social media, no phone calls, then you should make sure you are never in that position again. A suspension of your marketing endeavors will not allow you to Cadillac your way through roofing season. Instead, the status you worked for will begin to deteriorate, and even reverse if you forgo marketing altogether. In summary:
- Marketing is an Ongoing Process
- Sustaining Success Online is as Difficult as Achieving it
- Failure to Continue Marketing Can Reverse Progress
Pricing Yourself Out of The Market
One high paying job is not enough to keep you in that payment bracket for good. Sometimes commercial roofers will work on massive properties and decide that they will only work for that kind of money from now on. This is a dangerous way to do business. While big jobs come around their fair share of the time, resistance to more typical jobs can actually make the bigger ones less likely and less frequent. There is a tendency to not accept anything less than a job that was so valuable to you as a roofer, but that’s not really the way the commercial roofing industry works. It’s not always ego that drives this attitude, but sometimes it is. The bottom line is this; to sustain success over time you can’t become overconfident and stop accepting roofing jobs that don’t match your highest profit tier. In summary:
- Regular Work Encourages Higher Paying Jobs
- Turning Down Jobs Decreases Total Job Volume
- Getting a Rep as Too Expensive is Bad For Business
Good Problems To Have?
If some of these conflicts seem like good problems to have as a roofer, don’t hesitate to get in contact with Roofing Webmasters. As you’ve read and heard, the contractors who are making these decisions are making them based on success. If you cannot even think about boats or trucks right now because of low call volume, lack of roofing leads, etc. We can turn that around for you. We are a top roofing authority in the SEO world and create custom websites for contractors and companies throughout the United States. The profits achieved from our services are meant to be enjoyed, but it’s also important to keep perspective on your roofing business so that you can continue to maintain that level of success. Call (800) 353-5758 for roofer internet marketing.