Tag Archives: Google SEO

How Many Leads Can I Expect to Get? (Podcast)

Every person measures success with different standards. That holds true in the case of the roofing industry. Some professionals may be content with ten sales every month, while another may land over 50 without even trying. Thus, when a prospective SEO client calls and asks, “How many leads can I expect to get with your services?” we inevitably have to answer…

“Well, that depends.”

Instead of panicking, packing up shop, and pulling out the phone cord for a couple of days, we do our best to provide an informative explanation. So that’s what we’ll do today! As Nolen and Jason delve into the process of estimating how many exclusive roofing leads you could generate with SEO, be sure to keep a few factors in mind.

Critical Factors for Estimating Potential Roofing Leads

  • Service areas (especially your hometown)
  • Age of your domain and website
  • Relevant storm seasons or trends
  • Current marketing efforts
  • The size of your crew and staff

You Get How Many Leads?!

What’s the number you have in mind right now? Would it surprise you that some roofing professionals are ecstatic to earn ten sales a month? We’ve cheered on a Pittsburgh roofing company earning three to four large commercial jobs a month with a consistent stream of commercial leads. Their company may also work residential jobs for added revenue.

At the same time, we’ve danced with outrageously busy roofers as they knocked out over 750 projects after one terrible San Antonio hail season. They earned another 300+ jobs in the following year too! Fort Collins is another storm arena in which our clients operate. We’ve talked with clients used to earning over $5 million in a year. These sorts of environments offer explosive growth opportunities. So what point are we trying to make here?

Your market heavily influences your lead generation potential.

Developing a Reliable Standard for Leads

As much as we love to talk about our wildly successful clients, not everyone experiences the same level of success. If you judge your South Dakota residential firm by the standards of a Houston storm roofer, you’re always going to come up disappointed. But, on the other hand, you can earn outstanding lead numbers in the right city with the proper marketing!

Let’s walk through how you can develop a reliable estimate of lead potential.

Estimate Market Size

Step #1: Estimate the Size of Your Market

Step one is easy! How many people live in your service area? For this example, let’s say that your town holds 60,000 people. At an average of three people per residence, that’s a potential 20,000 roofs in your community. Now, if you have a smaller list of services – perhaps you focus on metal roofing – that number could be much smaller.

Consider how many roofs in your market fall within your list of solutions. Then, keep that number in mind as you move on to the next couple of steps.

Consider Roof Lifespans

Step #2: Consider the Lifespan of Local Roofs

How often do people in your local market replace their roofs, barring an act of God? Not all your local homeowners and businesses replace their roofs at the same time. For simplicity, let’s take Nolen’s example and say that a tenth of local homeowners replaces their roof each year. Take the size of your market from step #1 and determine how many roofing projects are up for grabs every year.

If 10% of homes in a city of 20,000 need replacements each year, that’s 2,000 jobs every year. So your business will earn a percentage of that total.

Once you’ve figured out how many jobs are ripe for the taking each year, we come to the last phase of estimating how many potential leads you can earn.

Set Market Share

Step #3: Set Your Potential Market Share

This final step is a little more complicated. First, you need to consider how many competing companies exist in your market, then set a realistic capture-able share of online leads. Don’t give up, even if you’re a new entry into the market! We’ve seen brand-new roofing professionals earn a dominant market share within a year or two.

If you don’t know how to estimate this percentage, don’t sweat it. Our SEO professionals would love to run through the process with you and help you come up with a reasonable estimate. For now, let’s say you have 2,000 leads up for grabs each year, or 166 each month (we know that’s not how life works, but whatever).

If your business is just starting, you may earn three to five leads a month from your brand-new website. Once your company brand grows and people recognize your name, that number will start to rise. Then, a couple of years later, you could be earning a dependable ten leads a month!

A Note on Storm Markets

One side note: if you live in a storm-prone environment, it’s easy to get carried away with speculative booms. However, we highly recommend that you heavily discount your estimated leads if you are trying to factor in storm markets. “The next big hurricane” could be next year. It could also be four years from now.

In the meantime, start laying the digital groundwork to prepare for that future storm. Even if your city experiences the worst storm in decades, companies with no online presence to speak of won’t magically strike it rich. Instead, people need to find your business in Google Search, which means developing an optimized web presence.

Your Part in Lead Gen

That’s right! Your business has a role to play in the process of earning leads. Get out there! Market your business, serve the community, and ask for reviews! Please take pictures of your projects and share them with your website developer. Ask for reviews again! Continue spreading the word and being active in your school, neighborhood association, etc.

If you team up with our skilled developers at Roofing Webmasters, use DataPins. Our content developers, programmers, SEO experts, and other pros can do a lot of work. But collecting reviews, taking photos, and providing excellent customer service are things we can’t do for you. By working together, we can produce results that you’ll be proud of, no matter your market.

Posted: | Updated: Aug 23, 2021 | Categories: Podcast

How I Got Started in SEO | Roofing SEO Podcast

When no one offers a solution to your problem, sometimes you have to become the answer! Through a strange adventure filled with twists and turns, a long-time professional in the home security industry became the founder of an SEO and web design company. Nolen and Jason talk about the history of Roofing Webmasters!

Key Lessons for Roofing Professionals

  • Marketing is one of the most powerful factors contributing towards roofing company success.
  • Online marketing grows your digital channel of leads.
  • It takes dedication to make page one in search results, but the payoffs are huge.
  • In-house marketing is impractical (and expensive) for most small businesses.

A Brief History

Roofing Webmasters actually grew out of a completely different industry! Years ago, our founder Nolen Walker ran a home security business out of the Dallas / Fort Worth area. When telemarketing began to face strong federal backlash, he saw that online advertising and website optimization was the best way to further his business.

Unfortunately, few local marketing companies had any experience with SEO. Those that did charged a fortune for the most basic services. Their cockiness and patronizing drove Nolen away from their services very quickly!

Dissatisfaction Breeds Innovation

Nolen decided to take matters into his own hands by hiring an in-house team of marketers to promote the business. It was a very expensive proposition at the time, but it laid the groundwork of what would ultimately become Roofing Webmasters! Today, our team consists of over twenty content writers, web designers, programmers, video specialists, and SEO analysts.

We take on the online marketing challenges that are too time-consuming or costly for many roofing professionals to handle themselves.

Local Roofing Companies Show in the Google Map Pack
Earning a Spot in the Local Map Pack Can Mean Significant Increases in Site Traffic and Leads!

Crucial Lessons From Our Past

It took years of trial and error to find the well-balanced team of professionals we have today. We learned some crucial marketing lessons during that time.

  • The most successful businesses typically invest heavily in marketing.
  • Not all digital marketing firms have the necessary experience to manage SEO.
  • In-house is an expensive challenge that most businesses can’t manage.
  • Cockyness isn’t always a sign of expertise.
  • Clear communication with your marketing team is essential for long-term success.

These are lessons that we continually honor and share as we serve businesses across the country. They are why we strive so hard to provide timely, customized service for our clients. But enough about our business! Why does online marketing matter for your roofing company?

Why Online Marketing Matters

The concept behind marketing is a simple one to grasp: if you want people to know about your services, they have to be told. If you need prospects to choose your team over a competitor, you have to persuade them. Marketing accomplishes both of these goals, providing the necessary information and persuasion to draw clients into your revenue stream.

Marketing is simply part of doing business.

That truth extends into the realm of search marketing, which connects your company brand / website with local consumers on Google Search. With so many people relying on Google to find their essential services, it’s amazing how many professionals in the roofing industry still don’t quite grasp the significance of this type of marketing. Yet there are so many benefits to reap from it!

Expanded Revenue Potential

Think of all the consumers looking for roofing service online! Search marketing provides roofers with the essential visibility and authority needed to earn premium rankings. Scoring page one rankings could land you thousands of dollars in new revenues each year. The best part? Organic search results are so much cheaper than buying leads from a seller!

Impressions Stat on Search Console
Search Marketing Increases the Number of People Exposed to Your Brand.

Enhanced Branding Growth

How people perceive your business is just as important as what you have to say about it, if not more. With a high ranking website on Google Search, people automatically perceive your business as more authoritative and trustworthy. Enhance that site with professional web design, plentiful client reviews, and verified local citations (from Yelp, BBB, etc) for an even stronger online performance!

These are all activities your search marketing strategy should include.

Empowered Customer Service

Be where the customers are. That’s a crucial pillar of business and an even more essential facet of customer service. If your potential clients can’t even find your business online, then how can they find the relief they need? Search marketing enables your company to better communicate with the thousands of homeowners, through your website and other online assets.

Thousands of contractors claim superior skill and expertise, but few take the time to answer the key questions that consumers ask every day.

Keywords on a Roofing Company's Search Console
Search Marketing Also Reveals Which Keywords are Securing Clicks for Your Business.
Posted: | Updated: Feb 28, 2022 | Categories: Podcast