Tag Archives: Storm Leads

How to Run a Storm Damage Facebook Ad

How To Run a Facebook Ad for Storm Damage Roofing Banner

When you own a roofing company, finding a way to generate more leads is one of the biggest battles you will face. The quality that you deliver is undoubtedly essential, but if your audience doesn’t know anything about you or what you have to offer, that point is futile.

As unfortunate as it might be, the best time for roofing companies is in the wake of a storm. The key is to reach your audience when storms are on the horizon so that they know who to turn to if their home suffers damage.

The other unfortunate part is that there are likely several companies in your area alone competing for the same business that you are. Therefore, creating ways to stand out and ensuring that your audience knows who you are is critical. When you can find a way to do this, you set yourself apart from the pack and make your business a viable option in the wake of a storm that can do substantial damage.

Facebook Ads are Key

Even though the popularity of Facebook has declined in recent years, it is still a giant source of potential for leads that can eventually turn into sales for your company. What is essential to know is how advertising on Facebook has changed and the vital tools for reaching your target audience more effectively.

There are a few different ways to address this situation, each one having its definite benefits and pitfalls. Knowing how those stack up compared to your business is essential to choosing the methods that will help your business get the leads you are after.

If you choose to go this route, having pay-per-click ads specifically tailored to roof damage is imperative. When you advertise those specific services, you are more likely to remain in the mind’s eye of your audience. Instead of promoting your general services, advertise what you can do in the event of a storm. Specific targeting helps to keep your business in mind when that audience requires roofing repairs.

Facebook Ad Screen

Pay Per Click Ads

One of the most common types of advertising on Facebook these days is through a format called pay-per-click. These are ads that will follow you around the web, keeping the company paying for the ads in your sight the entire time.

It also means that the business supplying the ads only pays for it when there is a click. So this is an excellent way for your business to stay in your audience’s mind without having to pay for the extra costs until the clicks come into play.

PPC is an excellent method for those companies that are operating on a tight budget. You could spend a little or as much as you could afford to generate more PPC ads. The tricky part of this is that there is no proven method to generate a specific amount of leads. Persistence and patience are keys here, but not all business owners display those traits.

Offer Specials

People love to feel like they are saving money. However, in the event of a catastrophic happening like a storm, homeowners will feel like they have to spend a tremendous amount of money for the repairs (and they likely are).

If you can make them feel like they are saving a good deal of money by using your service, they likely will do so. Offer discounts that make those repairs more affordable than ever and make the owner feel like they are getting the best possible deal.

You can even take it one step further by naming a specific storm system. Specificity shows empathy with your customers who might be affected by the storm and lowers your prices accordingly.

Whatever the method, you can’t go wrong with making your audience feel like they are saving major bucks by using your service. Pricing is another excellent way to develop loyalty to your brand and get those all-important return customers that every business needs for growth.

Find what works for you, where you can offer those discounts, and where it will offer the least resistance to your bottom line. Where your customers benefit, so do you.

Referrals

One of the best ways to generate leads for your business is to take on a referral program. These programs are a great thing to do in general, so don’t necessarily limit it to storm-related instances. The referral program is word of mouth, but word of mouth can be powerful.

You can offer discounts or perks to current customers who have used your services before. For example, in the event of a storm, you can offer them a particular value if they refer someone who has experienced roof damage. It is a great way to reward your current customers, generate leads for new customers, and build brand loyalty all at the same time.

You can even build on this theme by partnering with other local businesses. So maybe instead of offering a discount on future services, you might offer a $50 gift card to a local restaurant. Something like that is a great way to generate business and interest in each company, a true win-win.

Talk About Lead Time

One of the most important aspects of recovering from storm damage is the time it takes for a roofer to get to the problem and resolve it. If you are a customer that has been affected by a storm, the last thing you want is to have a busted roof dominating your life for an extended period. For that reason, a company that can get to you in short order becomes all the more attractive.

You can do this as a business by running ads on various mediums. For example, would you mind describing how your staff has a history of performing repairs and installations in short order and that they do the job correctly?

When this happens, customers who suffer damage feel a bit of peace of mind when considering hiring your company. In addition, new customers might be willing to take that chance based on your claims, especially if they are in dire need of a repair to their roof.

Make it Personal

When reaching their audience and developing leads to grow their business and revenue, one of the most significant issues companies have is coming across with a personal touch. Personalization may not seem important initially, but consider this: people are far more likely to go with a business they feel cares about them.

A personal stake is challenging to convey, but it can be valuable if you manage to pull it off. Developing that personal touch with your potential customers is a way to get some brand loyalty development as well as the all-important trust factor. When customers trust your business, you have won the most crucial battle in generating leads, brand loyalty, and recognition.

The other thing to consider is this: be good people. When you make good decisions that aren’t selfish, customers notice. You can develop a reputation for being selfless and helping customers instead of taking advantage of them to get every buck that you can.

Acting respectfully is a great way to get customers to remember you, your services, and how you responded during their crises. In addition, their sentiments will translate into revenue down the line. Then, when they require your assistance again, they’ll go with your company because of that previous interaction.

Facebook Ad for Roofers Example

Conclusion

Facebook continues to be one of the most crucial advertising methods for businesses across all industries and platforms. Taking advantage of that medium and using it to the best effect possible will make a massive difference for your business.

Ads are not all created equally, nor do they all reach the same amount of targets. Therefore, take the steps necessary to reach your target audience in the most effective way possible. It will make better use of your advertising dollars; it will generate the leads you need to keep your business growing and thriving.

Keep in mind that none of this is an exact science. One method will work great for one business, while another approach might work far better. The key is to have patience and try to implement these strategies as clearly and concisely as possible.

Also, keep in mind that you are likely not to generate massive sales and revenue overnight. So please have some patience with your strategies; give them a chance to work. If you want to pull the plug at a moment’s notice, those erratic decisions will eventually come back to bite your company in the rear end.

How Many Roofs Would a Roofer Roof? (Podcast)

Setting your expectations for the future, finding a fruitful city to operate in, and optimizing your online efforts all represent significant challenges for a roofing contractor. With such a heavily fluctuating market, it’s easy to panic when your service area hasn’t seen a business-driving storm in many years. Nolen and Jason discuss strategy in the latest podcast, whether there’s a storm on the horizon. So if you’ve struggled with earning the long-term growth, your roofing company craves, be sure to listen in.

Key Points in Our Podcast:

  • Most roofing contractors (and family members) don’t know how to optimize.
  • Changing locations impacts SEO results.
  • There are multiple ways to earn business after major storms.
  • Don’t let peak storm years affect your expectations for non-storm years.

Roofing SEO and Strategic Planning

A tiny segment of roofing professionals can effectively chase after hail storms and hurricanes and turn them into profit. While every eager contractor indeed longs for the year they earn 750 roofing clients a single storm year, that’s not the norm for most businesses. It simply makes more sense for the vast majority of roofers to put down roots and work for steady growth. Not only is it more pleasant for your family and staff, but it’s also better for your roofing SEO.

How Location Shifting Effects Online Performance

Believe it or not, Google works extremely hard to develop lists of the most dependable industry professionals within a geographical area. Search engines evaluate E-A-T factors (expertise, authoritativeness, and trustworthiness) when choosing top rankings. So what kind of businesses capture these coveted front page listings?

Common Factors Among Top-Ranked Companies

  • They earn high reviews from a variety of platforms.
  • They optimize their websites, PPC, and social for Google.
  • They continually feed content back into their website.
  • They’ve filled out all applicable business listings.
  • They stay in place and gradually expand.

All the factors listed above drive traffic towards your roofing company’s website. The last two likely affect your results the most. Nothing impacts local search rankings more than a location change. Even changing addresses within the same city can change your rankings, for better or for worse. Google’s search algorithm gets very picky when it comes to changes in address. Even a minor difference in how you abbreviate the same address between multiple online listings may lower your chances of seeing front-page listings.

So don’t go changing your address without doing significant research prior!

Below, you’ll find a few critical rules of thumb regarding changing location and how changes affect your roofing SEO. If you make any of these mistakes, it’s not the end of the world. However, you will likely need to partner with an experienced online marketing professional to get your team back on track for search.

Switching Cities

Mistake #1: Switching Cities & Expecting Immediate Results

It takes roofing contractors years to develop an established reputation in a city. Google’s vetting process is a never-ending cycle of evaluation and re-evaluation. That’s why it’s so frustrating to see a successful business jump ship and move to a new city, then expect the same level of success from the get-go.

Any business that moves to a different location, especially out of state, can anticipate the old challenge of earning credibility in their comparative market. In our podcast, Jason and Nolen speak of a former client who opened up two new locations within the same state and couldn’t understand why they didn’t see immediate results. The situation was made more heated when the prolific storm damage market dried up in its original location.

Our Lesson: SEO results take time to grow in each new location.

Virtual Offices

Mistake #2: Setting Up Virtual Offices With Friends/Families

Just don’t do it. Google’s grace for virtual offices seems to have run out for the time being. It may seem like a lucrative method to expand the reach of your service area, but business listings can get suspended (and delisted from search results) for this sort of behavior. In reality, you’ll be shooting your business in the foot and slowing down lead generation.

Our Lesson: If you need to expand, do it the natural way. Create new physical locations for your company and let your friends and family avoid the hassle.

Home Business

Mistake #3: Moving Business Out of Your Home Too Early

Like many famous bands, roofing contractors typically start working out of a garage. You’ve probably used your home address for Google My Business and other listings. That’s perfectly fine! Our word of caution applies to businesses that are looking to take on a second location.

When you take the plunge and open up an official company office, your home address can no longer serve as a company location. One good office deserves another, so Google seems to believe. Your rankings could suffer if you ignore this crucial rule.

Our Lesson: If you can’t afford to move business entirely out of the house, don’t open up that new office just yet. However, if you’re ready to move, you’ll need to either close your home (as a company location) or open up a second office.

How Many Lead Calls is Normal?

Before finishing our discussion, we need to touch on many roofing contractors who seem to struggle with lead volume. Your average lead generation rate depends on multiple factors, such as:

  • Local climate and storm frequency
  • Service area populations
  • Economy
  • Marketing practices
  • Management & staff capabilities
  • Competition
  • Category of roofing

Some commercial roofers feel happy with just three projects a month, considering their larger scope and higher value. Residential companies may need a minimum of 8 to 12 to earn their target monthly revenue. While your market may produce a higher volume of leads, it’s crucial to establish a baseline average.

Why Storm Seasons Make for Poor Baselines

Suppose a business operates near the Florida coast or a Texas coastal city like Corpus Christi. In one average year, the company might see an average of 200 projects completed. However, after a particularly destructive hurricane season, the yearly amount may rise to three times as many projects. While that may provide opportunities to expand the business (or buy that dream home), owners need to remember that business eventually returns to the baseline. Forgetting that could lead to undue financial stress and overstaffing.

Contact the Roofing Webmasters

At the Roofing Webmasters, we support numerous roofing contractors across the nation. Whether you depend on storm seasons or normal wear and tear for the bulk of your projects, our team can help you optimize your online presence to earn more substantial results from Google Search. As a result, clients dominate their local search rankings, enjoying better traffic and faster lead generation.

Posted: | Updated: Jul 13, 2021 | Categories: Podcast