Starting a Commercial Roofing Business: How to do Marketing

Today, we cover the fourth component of our “Starting a Commercial Roofing Business” blog series: enlisting effective marketing techniques and strategies to get your name out there.

Once you have decided on a name, selected the roofing products you will use for servicing, and learned how to install all roofing systems correctly, the next part is one of the biggest steps forward. This is where you begin generating leads and converting them into signed contracts. To attract leads, you must generate public awareness of your new roofing business and what you bring to the table. There are many marketing strategies which you can employ for raising awareness of your brand, but not all strategies are equal in their effectiveness.

The Dynamics of Marketing Today

hands-on trainingNaturally, the most powerful way to generate leads and obtain jobs is to get in front of building owners yourself and demonstrate how you offer them value. Nothing beats in-person contact as the best form of marketing, but thanks to new technology, there are now many other techniques available that let you interact with many people at one time.

The biggest opportunity for these interactions is the Internet. A recent survey found that 9 out of 10 consumers are looking for local businesses on the web, and that means if a local business does not have an online presence, it is missing out on numerous opportunities to attract new prospects for sales.

In the commercial roofing industry, there is another added element as well: building owners expect swift, professional servicing for their needs and look for indicators of such professionalism on potential roofing service providers’ websites. Should they receive print sales materials for roofing services as well, they will determine a roofer’s value by scrutinizing what is handed to them. With these dynamics at play, it is clear that having a strong, professional image online and in the physical world is absolutely essential for attracting this level of clientele.

The other dimension of online marketing is “SEO”, or search engine optimization. Because building owners may not be immediately aware of a roofing business’ existence, they will turn to search engines such as Google, Bing, or Yahoo! to find contractors in their area. Contractor websites that are “optimized” for these search engines will draw in more leads and greater chances for sales conversions. Aside from the content published on one’s website, information published on platforms such as social media factor into the ranking of search results. Thus, a roof contractor who actively publishes content on those platforms will also increase his search rank ability in the process.

The Choice Roof Contractor Group Advantage

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    With our group’s special relationship with Top Roof Marketing, our members and supported contractors receive low-cost access to professional marketing services from a marketing firm that specializes in serving commercial roof contractors. These services include polished marketing materials, professional websites, direct mail and email marketing campaigns, social media marketing, and public relations services.

    Choice Roof Contractors also obtain leads from our network’s online presence, generated by our in-house marketing team’s constant targeting of keywords used for online searches. Bringing to our website leads with strong prospects of becoming customers, we are able to give our contractor members access to even more marketing opportunities on top of what their own efforts produce.

    Because our nationwide contractor network adheres to extremely high-quality standards, as a whole we enjoy strong nationwide credibility and consumer perceptiveness of a strong commitment to excellence. Our use of Conklin roofing systems enhances our professional reputation even more, as they have been installed on billions of square feet of commercial roofs since 1977.

    Other Advantages of Our Nationwide Platform

    In addition to the benefits listed above, Choice Roof Contractors enjoy:

    • Lifetime mentorship for business development, product usage, business growth, or any other questions
    • Expert sales coaching for closing sales consistently
    • Discounted pricing on Conklin roofing products, the industry-leading choice for commercial roofing products for 40+ years
    • Credibility and peace of mind to offer to commercial building owners
    • Access to our media and pictures for your use in marketing materials and landing new jobs

    Choice Roof Contractor Group is a full-service platform that is ultimately committed to ensuring its members are fully empowered for strong market gains. Our benefits represent a unique opportunity for enterprising contractors, whether they are new to roofing or seasoned contractors, to fast-track their businesses to success.

    Contact us today to learn how we can help you achieve your long-term objectives, one step at a time.

    Starting a Commercial Roofing Business: Roof Systems Training

    hands-on trainingToday, we discuss the third part of our “Starting a Commercial Roofing Business” series: roof systems training.

    One of the most critical parts of starting a roofing business is learning how to install different kinds of roof systems correctly. While it is certainly one of the most important steps, it is a requirement that many roofing contractors find challenging or difficult when they are just starting out.

    To help new commercial roofers break out into their local markets as soon as possible, Choice Roof Contractor Group offers a quick, comprehensive way to learn the ins-and-outs of correct roofing installation. This option is also one of the most cost-effective options for hands-on training in roof products installation and reference materials for future use when one is bidding and servicing needs.

    Commercial Roof Training Program

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      Our nationwide contractor group prefers the Conklin manufacturer, which offers up-and-coming contractors a quick learning curve in proper roofing installation. Namely, that learning curve is Conklin factory training: a comprehensive crash course in how to properly apply Conklin roofing systems. Located in Kansas City, Missouri, this program is offered many times throughout the year so that you are able to attend, no matter what your scheduling demands may be.

      All of our members attend this training so that they quickly learn how to install roofing correctly. Training attendees also get the chance to rub shoulders with highly successful contractors, giving them opportunities for networking with sources of wisdom and inspiration for their new businesses, as well as the chance to meet other contractors who are also new to roofing.

      Upon program completion, you are given a Conklin certificate, $150 product credit, and valuable sales tools. Full details of Conklin’s systems training sessions, including pricing and what is involved, can be found at our contractors training page.

      Additional Lifetime Support

      mentorship roof trainingIn addition to enabling you to fast-track your roofing knowledge, our group offers you access to highly successful contractors who will coach you on effective sales techniques and additional practical roofing knowledge. Choice Roof Contractors have access to these highly successful industry professionals for the lifetime of their businesses, ensuring they can have any question or concern quickly answered.

      Whether in person, over the phone, texting, or through email, a group member can reach out to our mentors at any time should he have any question about a roofing product itself, proper installation practices, the product’s advantages, or any other content. Because our commitment to our members’ success is so deep, our mentors have committed to making themselves available whenever one of our members needs their input.

      As for sales coaching, since our mentors are seasoned salesmen, they will pass on their knowledge and tricks of the trade for helping newer members close their sales each time. With our top experts’ knowledge and Conklin’s product benefits and value, new contractors will find it easy to obtain new jobs quickly and decisively.

      Why Conklin?

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        Putting it simply, Choice Roof Contractors use Conklin roofing systems because of their product quality. These product offerings are known for having a warranty claim rates of less than 0.5% (source: stoutroofs.com), provide many years of leak-free protection, and give their users significant energy savings throughout their entire durations.

        Systems such as metal roofing systems in warmer climates and spray foam roofing systems in colder climates have been shown to add up to 40+ years of life to an existing roof. In fact, there are Conklin roof coating systems that were installed back in the 1970s are performing strongly today, an indicator of their efficacy and long-lastingness.

        Other Benefits We Offer

        In addition to comprehensive roofing systems training and lifetime mentorship, our group offers contractors multiple other benefits. These include:

        • A nationwide reputation—being associated with a nationwide organization that is known for standard, countrywide quality standards will enhance your own professional reputation and make it easier for you to land jobs, especially bigger ones.
        • Lead generation—our in-house marketing team is constantly publishing content on topics that are of great interest to business owners and commercial real estate owners and managers. When these prospects type in key words related to commercial roofing in a search engine such as Google, our group stands out due to our targeting of these keywords. Then the prospects visit our website, see the value we have to offer, and locate the contractors who are closest to them via our interactive map.
        • Discounted product pricing—our association with Conklin and exclusive use of that product brand enables us to offer our members access to high-quality roofing materials at discounted pricing. In turn, that gives our members even more room for greater profit margins.
        • Premier marketing and sales support and advisement—we have access to top-of-the-line marketing support through our partnership with Top Roof Marketing (in addition to sharing strategies with fellow members). Among other benefits, our contractor members receive professional-looking and compelling personalized websites, business cards, sales materials, presentations, branding materials, tradeshow displays, and other things. The marketing firm’s team also offers expert marketing advice as well.

        Contact us to learn how we can help you set up a strong foundation for your roofing business, today.

        Starting a Commercial Roofing Business: Selecting the Best Products

        Today, as part of our “Starting a Commercial Roofing Business” blog series, we cover the second essential step of a business start-up: selecting the roofing products that offer the most customer value.

        Why is Roofing Product Quality Important?

        There are quite a few reasons why the roofing materials you select and use for your services are important.

        1) The roofing products you use show your level of commitment to your customer’s needs.

        callThis is the most important reason behind why you should use quality materials. Roofing services are a big investment, and a customer does not want to be shelling out money for defects such as leaks every time a major storm hits. The products you use, therefore, will be an indicator by which prospects determine the value – or lack thereof – which you have to offer them.

        2) Your product choice demonstrates your business’ level of professionalism.

        Because the ultimate goal of roofing service is to take care of current issues and prevent future ones as much as possible, the use of shoddy or less-than-good-quality products can tarnish a contractor’s reputation over time. If a roof requires repairing or maintenance often, that is a sign that the materials either were not installed properly, or the materials themselves do not offer the best protection. Plus, as a contractor completes more jobs over time, he develops a professional reputation according to the collective reviews and feedback of all whom he has served. If he has a track record of a few instances of poor workmanship, opportunities for new jobs, especially bigger and more profitable ones, will be shut off to him.

        3) Choosing a product brand that offers materials for multiple roof types will give you greater market variety.

        Many contractors choose to specialize in servicing only a few roof types, such as single-ply roofs in cold-climate regions, especially if those are the most prevalent in their areas. But for business owners who want to maximize their market reach, selection of a brand with materials for multiple roof types will enable them to cover more customer needs. That does not mean that they have to constantly warehouse material types for roofs they do not normally service. However, choosing a product line that offers versatility and is known for quality is a winning formula, as a business owner can quickly pick up other materials when he or she needs them for a particular job.

        4) When you use an established (and likely well-known) brand, you are associated with that brand’s excellence and performance quality, increasing your buyer attractiveness.

        Material brands that have been around for a long time are more likely to be well-known. If you choose a brand that has existed for decades, it only increases your credibility as customers associate your business with that brand’s excellence.

        Many roof products are often updated or improved upon over time as well. If you align yourself with a product brand that has largely remained unchanged – that is likely because the product was engineered well the first time it was developed – you will increase your value proposition even more, from a prospect’s standpoint.

        Our Network’s Commitment to Quality Standards

        Why Contractors Join Our Network

        • Lead Generation
        • Mentorship Program
        • Complete Training
        • Discounted Pricing
        • Marketing Support
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        Our nationwide network of contractors is committed to giving customers nothing but the best quality in all it does. That is why Choice Roof Contractors prefer Conklin products, the roofing industry leader in energy-efficient, high-performance products since 1977.

        While material brands in this industry have undergone change or come and gone, Conklin roofing systems have almost entirely remained unchanged, a big testament to their quality and performance ability. In fact, many Conklin systems that were installed on top of buildings back in the 1970s are still going strong. With these products’ long-lasting durability, established reputation, and proven performance record, it is no secret why Choice Roof Contractor Group endorses it so heavily.

        Here is a comprehensive list of reasons of why Conklin products are the best.

        Other Exclusive Benefits and Advantages

        Choice Roof Contractor Group leverages a unique, full-service platform to ensure that contractors are fully empowered for strong market gains. The benefits our platform offers include:

        • Full Conklin systems training so new contractors can jump into commercial roofing quickly and effectively
        • Leads of building owners more than ready to engage a contractor’s services
        • Sales coaching from expert mentors on how to close sales and scale a business to new heights
        • Expert marketing and sales support and advisement
        • Shared installation expertise and labor resources
        • Compelling sales materials and documentation for professional imaging and marketing
        • Access to highly successful roof professionals who know what it takes to succeed—and will help you do it, too

        Our contractor group is completely committed to your needs and success. With all of these benefits and more, you can rapidly build a commercial roofing business.

        Choice Roof Contractor Group Draws Strong Reception at Indiana Event

        The callbeginning of 2014 has been a tremendously exciting period for Choice Roof Contractor Group: we are continuing to see greater interest from prospective members across the United States and rapid growth in our membership base. A recent event that our leadership hosted in Middlebury, Indiana, though, offered a glimpse into the gathering momentum that our contractor network is currently undergoing.

        A local seminar was put together in Middlebury, Indiana on Saturday, January 18, 2014, for local contractors to learn of the benefits and advantages of our full-service, nationwide platform, as well as take home tips for increasing their own competitiveness. The state-by-state representation among the event participants was extensive: local contractors from Indiana and contractors from as far as Montana, Pennsylvania, Missouri, and Michigan were in attendance. Information on our partners and handouts explaining our platform’s benefits were also on hand.

        Notably, callthe attendees’ reception of the powerful benefits that our network has to offer, along with the inspiring presentations by highly successful commercial roofing business owners within our network, was exceptionally strong.

        Mr. Samuel Hostetler, Chief Strategist and Senior Mentor at Choice Roof Contractor Group, had this to say about the meeting: “It was great seeing so many young, enterprising individuals and seasoned business owners alike who were looking to better themselves with fierce entrepreneurial spirit. It was very inspiring to see all of the participants’ eyes open up and realize all of the opportunities that are available to them.”

        Conklin’s Master Contractors and Our Network’s Business Value Highlighted

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          • The presentation kicked off with a talk given by Mr. Hostetler on the history of Conklin and its industry leadership. He touched upon the reasons for why Conklin is so well-regarded in the commercial roofing industry.
          • Mr. Robert Brenneman, owner of Brenneman Roofing in Missouri, strongly inspired the audience with his story of how he and his wife had built up their roofing company to the success it is today, and how they are confident for continued growth in the future due to the support of Choice Roof Contractor Group. Mr. Brenneman noted that our network recently helped him with their online presence, and they have been getting greater interest than before.
          • Mr. Willie Shrock, a very successful, seasoned commercial roofer out of Montana, invigorated the participants’ appetites for success with his personal success story, business savvy, and insights, gained from his over 40+ years in the building industry. He also highlighted the unbeatable advantage offered by our nationwide network: building owners who partner with our contractors are able to have their roofs supported for the whole time they are up. They therefore can be without any fear of their roofing professional going out of business or relocating to another state.

          Our Nationwide Contractor Group in Action

          call

          • Mr. Hostetler showed the superiority of Conklin roofing systems by presenting pictures of different projects members have done with his help and their finished results.
          • Mr. Shrock and Mr. Hostetler presented effective strategies for closing sales by role playing an interaction between a business owner and a Choice Roof Contractor. Their passion for their businesses and helping others succeed was clearly manifest during their staging, and Mr. Shrock offered several invaluable business development tips and ideas that were beneficial for new and experienced contractors alike.
          • Mr. Hostetler showcased the superiority of Conklin products over others used in commercial roofing, highlighting upon advantages such as Conklin products’ non-prorated warranty coverage, huge long-term energy savings, and decades-long roofing protection against extremely hazardous weather or outdoor conditions.
            call

          • Mr. Jonathan Keim, Marketing Director of Choice Roof Contractor Group, illustrated our nationwide platform’s powerful online strategies for generating leads for all members as well as the other extensive benefits offered by our platform. He discussed how we offer lifetime mentorship, sales coaching, wholesale product pricing, nationwide credibility, expert marketing and sales support and consulting, and so much more.

          In short, it was a great opportunity for event participants to see the great team with which they will partner and work for greater market gains.

          Closing Thoughts

          callMr. Keim commented, “The meeting was a tremendous success, and I can hardly wait to do the next one. It was great talking one-on-one with many of the contractors who attended and seeing their excitement for what we’re doing. Notably, three of the contractors in the area who attended were actually in the commercial roofing industry already and actively using the Conklin roofing systems. They were very impressed by our nationwide platform, and all of them have already begun the membership process.”

          Based on this early success, Choice Roof Contractor Group will continue to hold local meetings throughout the United States. Our team looks forward to meeting new contractors, learning of their needs and circumstances, and giving new members the tools to build enduring legacies, one success story at a time.

          Starting a Commercial Roofing Business: Choosing the Name

          With callcommercial roofing sales projected to reach $5.3 billion in 2014 and residential and commercial roofing sales expected to increase to $27.2 billion in 2017, there has never been a better time for starting a roofing business. But it will not be easy to gain a sizable piece of this growing market, as economic conditions remain tight, building owners are trimming down their expenditures, and roofing contractors are becoming more competitive in their bidding.

          For the entrepreneurs who show a clear commitment to professional standards and usage of high-performance products, the opportunities are truly limitless. However, for those interested in pursuing a roofing business, the next step may be unclear: how exactly does one go about getting started?

          We will be discussing the steps required for a successful roofing start-up in a series of blog posts over the coming days. Today, we cover the first task, selecting a business name and taking the initial steps toward building your roofing business’ brand, and how our nationwide roof contractor network makes all of a cinch.

          What is in a Company Name?

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            While this may seem like an obvious step, selecting a name for your business is definitely one of the biggest steps forward. Your name in turn determines your brand, or the market reputation for which your roofing business will become known.

            For illustration, consider the roofing industry’s dynamics. Business owners in the roofing industry rely heavily on referrals from satisfied customers for future work. Your work quality determines your reputation, and your reputation then becomes bullion. It is the means to unlocking new business opportunities.

            However, the first impression a roofing company’s name gives also plays a large part in whether a prospect perceives a company’s professionalism or lack thereof. Plus, the name you choose will be the one which your company is associated with for the duration of your business. As your reputation builds, consumers’ awareness of your company and its value grows along with it.

            Thus, since consumers’ perceptions of what you have to offer are not something which you can change overnight in a positive way, it is clear that choosing a fitting business name is crucial.

            How to Go About Selecting a Name

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              Touching upon the importance of selecting a good name above, we now come to the next step: how do you even go about selecting a name? We outline some tips below.

              Consider the following: what qualities do you want your company to be known for? For example, do you want your roofing business to be known for its attention to customers’ needs and expectations? Using language that conveys those values, and developing quality standards so that your business remains rooted in that foundation, will be the way to go.

              Should you wish to stay local, you might want for your roofing business to be known as family-owned and family-operated. Incorporating that language in your mission statement and marketing slogan, as well as that philosophy in your operations when they are up-and-running, will help establish you as such.

              Another selling point: you may prefer to focus more of your selling points on your work quality and product quality. Or you could emphasize your efficiency and service timeliness—some roofing companies are known for their immediate responses to customer inquiries and finishing their projects quite ahead of deadlines.

              Whatever qualities you choose to accentuate with your business’ name, Choice Roof Contractor Group offers all of the resources you need for taking this step. We have a free list of dozens of roofing names from which you can choose. Our marketing team can also help you in determining your value proposition and selecting the right name should you feel you need assistance.

              What Else Does Choice Roof Contractor Group Offer?

              Aside from the assistance we offer for name selection, we extend the benefits that are associated with having a nationwide reputation for excellence. In our shared commitment to giving our customers nothing but the best, our contractor members perform their services according to the same professional standards. That makes certain that all customers who use our network get the same high-quality, across-the-grid service; no matter their location.

              Why Contractors Join Our Network

              • Lead Generation
              • Mentorship Program
              • Complete Training
              • Discounted Pricing
              • Marketing Support
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              We also exhibit that same commitment to quality in the products we use. Our contractor group prefers Conklin roofing systems, the ultimate solutions that offer our customers durability, reliable, long-term protection, and affordability.

              Since 1977, Conklin roofing products have been installed on billions of square feet of commercial roofs across the United States. Conklin is the most respected seller of acrylic roof coatings in the United States, and the benefits this manufacturer offers are so extensive, they practically sell themselves.

              Our endorsed members also enjoy a host of exclusive benefits, including lead generation, sales coaching from our industry veterans so that you can land large jobs consistently, shared expertise and labor resources, all the documentation you need for success, expert marketing and sales support and consulting, and discounted pricing on Conklin roofing products.

              Plus, if you have never even been on a commercial roof before, you are given access to Conklin’s commercial roof system training, in which you undergo a comprehensive education of how to apply each roofing system, its benefits, and all of the in-and-outs. Extensive documentation and reference materials are provided at the end so that you always have sources available for reference.

              If you are interested in starting a commercial roofing business, check out all of our membership benefits and contact us to learn how we can help you build your business, one success story at a time.

              Demand for Commercial Roofing Today and in the Future

              Today, we take a short look at the state of commercial roofing in 2014, as well as what is expected for the next three years.

              Recent industry reports indicate that U.S. demand for commercial roofing is projected to grow over the next few years. That is certainly positive news for commercial roof contractors, as much of that demand is expected to be driven by new building construction across the United States.

              2014 Commercial Roofing Stats

              callFor 2014, domestic market estimates are positive. According to the building products research firm Principia, U.S. commercial roofing sales will top off at approximately $5.3 billion this year. Around 6.6 million square feet of roofing products estimated to be installed in 2014 will account for those roofing sales.

              Notably, domestic commercial roofing is projected to grow in the face of several challenges: stricter, more demanding building codes at local levels and new or existing binding energy conservation demands. The leader of Principia notes that “[roofing] products and systems are being developed for high performance, reflectivity, and increased insulation in order to provide opportunities for systematic energy efficiency gains.”

              Our network’s Conklin roofing systems have been proven to generate thousands of dollars in energy savings the moment they are installed on an existing roof. In fact, business owners and commercial building owners get multiple benefits with the commercial roofing systems our commercial roofing contractor group installs:

              • Up to 30% in cooling cost savings depending on the roofing system
              • Huge savings on heating costs in cold climates with our specialized heat-insulating Spray-in-place Polyurethane Foam and TPO roofing systems
              • Greater energy efficiency year-round
              • Substantial savings on all utility costs throughout all seasons
              • Up to a 40% reduction in an indoor commercial building’s temperature with our cool roof systems
              • Cooling and heating machine maintenance and repair cost savings

              Contractors join our group for:

              • Network-backed Guarantees
              • Support from Fellow Roofers
              • Group Discount Purchasing
              • Shared Marketing Strategies
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              There are a couple of practical aspects to Choice Roof Contractor Group’s roofing system options as well. Commercial building owners and business owners also enjoy:

              • Access to roofing system options that meet or exceed recommended governmental energy efficiency guidelines
              • Many tax credits and advantages associated with Conklin roof systems’ ENERGY Star® certification
              • Optional non-prorated warranties on labor and material input costs

              Another huge selling factor for Conklin: while Principia says new building products and systems are being developed for new energy efficiency demands, Conklin roofing products have been installed and saving people energy for over 40+ years. Conklin’s energy-saving roofing products have not changed much in that time, either, showing that they stand the test of time in leading the energy efficiency charge and exhibiting their first-rate quality.

              Commercial Roofing in the Future

              There is encouraging news in the industry projections for commercial roofing in the near future, too. According to the Freedonia Group, demand for residential and commercial roofing services in the United States will result in roofing sales climbing to a value of $27.2 billion in 2017. The firm gives this as a value for an expected 268 million squares of roofing products that it estimates will be installed in that year.

              This jump in roofing sales might be a market rebound from the industry declines from 2007 to 2012. In that period, domestic demand for roofing services fell as less building construction took place.

              In commercial roofing markets, it is expected that an explosion in office and commercial construction spending and increases in institutional and industrial construction spending will lead to increased demand for low slope roofing.

              Choice Roof Contractors will also have increased market opportunities in 2017 if domestic demand does sail up to these projections: re-roofing will account for a large portion of U.S. roofing demand, meaning that roofing restoration solutions could be presented as viable, far more cost-effective alternatives.

              Additional Resources

              Article on projections for aggregate U.S. demand for roofing in 2017: http://www.bdcnetwork.com/us-roofing-demand-predicted-rise-driven-new-construction

              Article on projected increase in roofing sales arising from heightened U.S. demand for residential and commercial roofing: http://industryedge.nationalhardwareshow.com/2013/09/roofing-sales-expected-to-climb-to-27-2-billion-by-2017

              Article on Principia’s 2014 predictions: http://www.businesswire.com/news/home/20120820005413/en/Commercial-Roofing-Market-Reach-5.3-Billion-2014

              The Benefits of our Contractor Network Referral Program

              Today, we discuss the benefits of a roof contractor network referral program and how it helps those in construction acquire more leads in their local roofing markets.

              network memberOn the whole, today’s tight economic conditions are making commercial roof installation, repair, and restoration service opportunities even more competitive for local roofing contractors. The slowly recovering U.S. economy and its uncertain implications for the future are motivating business owners to tighten down on their budgets. As a result, many business owners are avoiding expenditures on things that do not appear to immediately need to be addressed.

              One of those things on which many are diverting their attention and spending is their commercial roofs. Because many local business owners do not consider their roof to be the top priority, they might be opting to have it taken care of at a later date.

              In the face of increasingly competitive job bidding, roofing contractors can derive great value from a contractor network referral program. Simply put, a contractor network referral program is a lead generation service that is usually created and managed by a roofing contractor network at a local, state, or national level. When a lead is pulled in, he or she is referred to the roofing contracting member who is closest to his or her building location.

              At Choice Roof Contractor Group, we offer a nationwide lead generation service and commercial roof systems training exclusive to our membership. Below is a discussion of the benefits we offer with this program.

              The Benefits of Our Lead Generation and More

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                1) You get access to quality leads.

                Choice Roof Contractor Group’s marketing team is constantly publishing content that is relevant to the interests of commercial building owners and managers. As a result, the traffic we bring to our website has greater chances for sales conversion, as they are likely looking for content or information related to a roofing problem they are facing.

                2) Qualified members are given leads that are located in their areas.

                When we capture information from a lead over the phone or on our online, interactive map, we refer that lead to the closest network member nearby. Because we are completely committed to our contractors’ success and strict quality standards, this is a standard that we stand by strongly.

                3) You are associated with a highly credible professional roofing association by the prospective customer.

                When you are given the name and information of a lead that we have gathered, you are being connected with a prospective customer who is likely to engage your roofing services. Upon contacting him or her, since you have been identified with our organization, the lead will automatically associate you with our network’s professionalism and commitment to excellence, thereby increasing your chances for locking in the sale.

                4) You are offered complementary extensive sales coaching by our top contractors for helping you close more sales.

                While identifying and pulling in a lead is only half of the sales process, the other half is actually convincing a business owner that you are the right fit for his or her needs. To ensure that you are able to fully explain the benefits of the Conklin products we use and our network’s value proposition, you gain access to our top roof contractors, who are highly successful roofing professionals. They will give you great insights and techniques for closing a sale each time.

                Should you ever have a question or concern, our top contractors are committed to making themselves available for your benefit.

                5) Our roofing contractor network makes sure you are well-represented with first-rate sales materials and marketing and sales services.

                Every successful roofing contractor can speak of the importance of professional sales materials as well as comprehensive, effective marketing and sales operations. At Choice Roof Contractor Group, we make sure our contractors enjoy access to both, so that they do not have to worry about them and can focus on growing on their businesses.

                Professional, engaging sales materials will grab the attention of a prospective customer the moment you put the material into his or her hands. Plus, our marketing and sales team will ensure that you stand out, drawing upon their years of successful marketing and branding efforts. With all of these network benefits and resources in hand, you will truly stand out and be marked for greater success.

                Our Group’s Commitment to Excellence

                In addition to the tremendous benefits listed above, we strengthen and maintain the professionalism and integrity of our organization by our contractors’ use of Conklin roofing products.

                Contractors join our group for:

                • Network-backed Guarantees
                • Support from Fellow Roofers
                • Group Discount Purchasing
                • Shared Marketing Strategies
                Learn More
                Having been applied billions of square feet of commercial roofs across the United States since 1977, Conklin is highly respected and has an unbeatable track record. Plus, since the company’s roofing products extend so many benefits to commercial building owners the moment they are applied, Conklin roofing products now stand out for their quality, high performance ability, and overall appeal.

                To correctly use these products and provide warranties, all of our group members go through Conklin roof systems training. At this advanced training program, contractors are comprehensively schooled in how to use each of Conklin’s industry-leading roofing systems and given tips for selling their benefits to prospects. This training enables all of our contractors to become highly trained in commercial roofing in a short time, and to perform according to the same standards of excellence.

                Ultimately, that ensures that our contractors’ customers, no matter where they are located, can be assured that they are getting the same across-the-board, top-quality service that we are known for.

                5 Great Ways Roofing Contractors Should Use Social Media

                In today’s world, social media has grown so prevalent in usage that it is a must for local businesses to maintain their competitive edge. Social media has made it possible for just about anyone, including a small business, to engage thousands of people effortlessly. As a result, many local businesses have begun realizing the importance of this trend and adapting their efforts accordingly.

                Contractors join our group for:

                • Network-backed Guarantees
                • Support from Fellow Roofers
                • Group Discount Purchasing
                • Shared Marketing Strategies
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                Consider this: industry estimates say that 1 out of every 4 minutes spent online is spent on social media. More than half of users of Facebook, just one of the popular social media platforms today, sign in daily. From a local business’ perspective, the statistics are equally compelling. Social media lead conversion rates have been found to be 13% higher than the average lead conversion rate, and 79% of marketers have reported that they acquire higher-quality leads from social media marketing.

                Naturally, this applies to roofing contractors and their marketing efforts as well. But the world of social media is big, and using social media platforms can appear to be difficult and frustrating. How should a commercial roof contractor use these communications avenues for full effectiveness, then?

                Below are 5 tips on how to effectively market residential and commercial roofing services on social media for greater outreach efforts, and, more importantly, results that matter.

                1)    Showcase your work with pictures of completed projects as well as projects that are being completed.

                For residential and commercial roofing companies alike, this tip is a great way to show off the quality of their work. Many homeowners and business owners will ask or search for pictures to see what a completed project looks like, and social media is a great way to give them easy access to those pictures.

                It is important to ensure that all of your photos are professional and capture workers when they are dressed professionally and working. Take great quality photos, and you will definitely attract the attention of business owners and commercial building owners on account of your demonstrated service efficacy and professional standards.

                2)    Announce your company updates or developments, charity donations, customer testimonials, stories featuring your roofing company, or special deals.

                callSocial media offers a great opportunity for you to promote your commercial roof contracting business. Do not be afraid to let customers and prospects know of any new company updates, charities or causes you are sponsoring, positive customer testimonials you have received, or stories or articles that mention your roofing company.

                Because they are often time-sensitive. Special deals, such as a limited-time discount on metal roof repairs, are yet another great aspect to mention on your social media platforms as well. Implementing a roofing company blog and regularly updating it will likewise help you boost your exposure online. However, take care not to overpromote yourself, as you will turn off your followers, see a decrease in your online community, and undermine your marketing efforts online. Ultimately, the following maxim is a good rule of thumb to remember: compelling content that is interesting and satisfies your online audience’s questions or interests is king.

                3)    Promote pages from your websites by posting them on social media, and use unique sentences to describe them.

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                  Since search engines such as Google or Bing are increasingly using social media for their results, it makes sense to promote pages from your website on social media with unique sentences as descriptions. Again, compelling content is best, so coming up with and posting a sentence that is unique but professional will help in gaining your online audience’s attention and driving more traffic to your website.

                  Again, overpromotion may be a temptation, so avoid it to steer clear of the bad effects that will come as a result of it. Instituting a healthy balance of content that is self-promoting as well as driven toward or focused on your audience’s interests makes for a recipe for success.

                  4)    Personalize your social media marketing with direct message to your audience, including well wishes, holiday greetings, notes of appreciation for their continued interest and support, and related themes.

                  Just like how personalized service and attention is a surefire winner for roofing contractors, sharing a message tailored specifically to your audience is a nearly guaranteed way of gaining positive responses from your online followers. Adding this touch of personalization, especially during holiday seasons, is a great way to interact with social media users.

                  This theme of personalization is especially appropriate, considering how it ties into our final and most important tip.

                  5)    Update your social media profiles often, and interact with your online followers. Do not stop at just posting interesting content.

                  Even though it is based in the digital world, social media draws upon our natural desire to communicate with one another. Updating your social media profiles often will show your online followers that you are still in business and care about maintaining their interest. Plus, you will build greater credibility with your followers as you do it.

                  To sum it up, post compelling content frequently, do not be afraid to promote yourself but refrain from overdoing it, personalize your message, and interact with your followers. Following these tips, over time you will build greater awareness of your company online – and generate high-quality leads for conversion in the physical world.

                  Why a Choice Roof Contractor is the Best Choice

                  callAccording to the building products research firm Principia, U.S. demand for commercial roofing will increase to about 6 billion square feet of roofing products valued at around $5 billion in 2014. That is something of an indicator of how extensive the commercial roofing industry is nationwide, with as many as dozens of commercial roofing contracting companies competing for bids in the same local markets.

                  It is clear that business owners have many options to which they can turn for servicing their roofs. However, not all commercial roofing contractors are equal in their service efficacy, cost competitiveness, or professionalism. This certainly begs the question: what gives one contractor a competitive edge over another?

                  In this post, we will examine the answers to this question and showcase why Choice Roof Contractors offer business owners the greatest value.

                  What Is at Stake?

                  When choosing a contractor for his or her needs, a business or commercial building owner must take into account quite a few factors.

                  These include:

                  • Is the roofing contractor licensed, bonded, and insured?
                  • What is the contractor’s local reputation?
                  • What are other business owners or building owners saying about the contractor and his services?
                  • What factors does a contractor point to as evidence of his expertise?
                  • How long does the contractor take to complete work?
                  • Does he stick to the deadlines he is given or within which he pledges to complete work?
                  • What roofing products does the contractor use?
                  • What roof types does the contractor handle and know about?
                  • Does the contractor’s demeanor give assurance of his or her professionalism and expertise?

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                  These are only a host of questions that must be answered. Above all, nothing beats careful research, insightful questioning, and deliberate consideration in determining whether a commercial roofing contractor is a good fit for your needs. Roofing contractors that are part of a nationwide association, however, often come with several factors that substantiate his professionalism and expertise. Things like across-the-board quality standards and a national reputation are such factors that can demonstrate a contractor’s suitability for your roofing needs.

                  At Choice Roof Contractor Group, we offer a set of criteria that confirm our contractors’ efficiency, expertise, and effectiveness. A few practical reasons for why our contractors offer unbeatable value can be found at the commercial roofing services page.

                  The Choice Roof Contractor Advantage

                  As part of their membership, our commercial roof contractors pledge to perform at high quality standards so that our nationwide reputation remains strong. All of our members are fully committed to satisfying your needs while holding themselves to the highest standards of professionalism and care. In other words, that means you receive first-rate care and personalized attention to your needs at all times, from project bid to clean-up.

                  The Choice Roof Contractor Difference

                  callAnother factor for why Choice Roof Contractors stand out is that they are factory trained with Conklin roofing products. Used for over 40+ years, these roofing products have emerged as some of the highest performing building materials in the commercial roofing industry today. Billions of square feet of Conklin roofing systems have been applied to building rooftops in that time – an indicator of the trust business owners across America have in this brand.

                  Another factor that no other commercial roofing contractor can claim: suppose that for some reason, your contractor is unable to complete the work he began on your roof. That can certainly create a dilemma. With Choice Roof Contractor Group, however, all of our contractors are familiar with the same roofing systems. Plus, they are mentored by leading successful contractors who have the ins-and-outs of proper, efficient product installation and application.

                  In other words, based on our quality standards and extensive training, if one Choice Roof Contractor is unable to complete your work, another can step in and fill his shoes. The work will be done according to the same high standards, and you will reap the same full benefits in the end.

                  Strong Non-Prorated Warranties

                  Backing our contractors and their superior workmanship are industry-beating guarantees from Conklin. Namely, the roofing services they offer come with exceptional, non-prorated warranties from the manufacturer that cover 100% of labor and material costs. These warranties can last for up to 20 years, and they vary based on the roofing product that is used. The warranty’s “non-prorated” status means that during the entire warranty period, all costs of dealing with future issues are covered, period.

                  The Choice Roof Contractor Commitment to Energy Savings

                  From the moment your new roof is applied, the energy costs in your building are dramatically reduced. Conklin roofing systems create a “cool roof” that drastically reduces the heat on the surface of your roof by as much as 80 degrees. Just think of what that can do for your energy bills. A cooler roof, in short, means a cooler building. Air conditioning systems do not have to work as hard to keep the building cool, meaning you save on A/C costs, save on equipment maintenance and repair costs, and do your part to keep the environment clean.

                  In fact, many of the Conklin roofing systems have been shown to pay for themselves in just 5 to 7 years in the energy savings they generate.

                  Summing It Up

                  When you choose a Choice Roof Contractor, you can rest assured that you are truly getting the best. All of our contractors receive extensive hands-on training and use the best roofing products in the industry. Choosing a Choice Roof Contractor is therefore the smart choice, and you and your building will know it for the short and long terms.

                  Surface Preparation for Roof Coating

                  Once you as commercial roof contractor have correctly identified the composition of the substrate, which we covered in our previous blog titled “Commercial Roof Substrates Overview”, and have determined it to be sound and dry, the next step is repairing flaws and preparing the surface for coating.

                  Above all, the application surface must be smooth, free of grease, wax, dirt, contaminants, moisture and other matter, which would interfere with adhesion. It must also be free of loose roofing material or other debris.

                  When preparing your substrate, you will need certain tools and equipment, depending upon the substrate in question. A complete listing of equipment used in roof preparation can be found at the following link: Roofing Tools and Equipment List. Consult this list for a guide of needed rental tools before you begin surface preparation.

                  Proper Aging of the Roof

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                  Before repairing or coating a built-up asphalt roof, one must consider its age. Before applying the coating over recently-applied asphalt roofs, it is necessary to allow the asphalt to dry and cure properly. Asphalt must be free of oil or solvent surface residues in order to permit proper bonding of the coating. Consult the proper curing times chart for curing times. Under poor weather conditions, longer periods may be required.

                  Proper Curing Times

                  New hot mop roofs                                         30 days
                  New cold process roofs                                  60 days
                  Old roof recoated with cut-back asphalt        30 days

                  Preparation of Built-Up Roofs

                  Built-up roofs are prone to alligatoring, splitting, blistering, delamination, gravel turnover, exposed felts, and other signs of age. Exposure to ultraviolet light over time gradually causes loss of flexibility, encouraging brittleness and the inability to tolerate the normal expansion and contraction that occurs on a roof. Severe deterioration (more than 30%) requires tear-off and replacement with an approved substrate. Read the following brief descriptions and illustrations of many of the common problems and the treatments required prior to normal cleaning procedures.

                  Alligatoring

                  An alligatored roof is one in which the surface is severely weathered, usually with cracks that are criss-crossing and running in various directions. This is the sign of an old, brittle roof, with limited years of service left. Applying a new system over an alligatored roof will merely mask the problem and will not hinder the deterioration underneath. Alligatored roofs should be removed completely and replaced with new materials before a Conklin roofing system is applied. If the owner does not agree to this expense, you may want to reconsider taking the job, as the performance of your new system over this deteriorated substrate is questionable.

                  Splitting

                  Splits in a roof can result from a number of conditions. It could be that substantial movement has occurred in the roof deck, causing stress to the roof and resulting in cracks. This possibility bears careful investigation. If the whole building is subject to continued structural movement, your coating will almost certainly crack and fail prematurely.

                  If structural movement is not apparent and the deck appears sound, the roof itself could be nearing the end of its life expectancy. In this case, splitting is a result of the roof becoming dry, brittle and intolerant of the normal expansion and contraction of the roof deck. A complete tear-off may be necessary.

                  If the splitting is evident only in isolated areas, the cracked areas need to be cut out from the roof deck and replaced with new, stable materials. With the material removed, you should conduct a moisture check to determine if water has seeped in through the cracks down to the insulation. If so, the wet insulation must also be replaced.

                  Blistering

                  Blistering is a sign of trapped moisture. All blistered areas must be removed with the underlying insulation checked for dampness and replaced if necessary. An approved roofing material such as polyurethane foam or boardstock must then be used to fill in the void before coating with a Conklin system.

                  Gravel Turnover

                  On thick built-up asphalt roofs, the aggregate frequently sinks below the surface, bringing the asphalt to the top. This is indicative of excessive thickness and weight, either in isolated areas or over the entire roof surface. All such areas must be replaced with approved materials before coating.

                  Felt Exposure

                  This condition indicates that the asphalt has eroded away completely from certain areas, leaving a dry, brittle and unstable surface. Any portion of the roof where felt is visible must be removed. Replacement with approved roofing materials is required prior to coating.

                  Delamination

                  Delamination can refer to the separation of the various layers of a built-up roof or can refer to the actual pulling apart of the lamination of a plywood panel. In either case, an unacceptable substrate condition exists. The affected areas must be removed and replaced with approved materials.

                  Removal/Replacement Guidelines

                  Some rules to keep in mind whenever replacing faulty or deteriorated roof sections are:

                  • Always use approved roofing materials in your replacements.
                  • Ensure that the new surface is uniform; this will simplify the applications of your coating product.
                  • Avoid the use of caulking compounds to fill in large gaps or voids; caulk may extend drying times.
                  • After removing any portion of a roof, the same rules apply for the cleaning and preparation of the surface. Any dust or debris resulting from the repair procedure must be removed. The whole surface must be cleaned and dried before coating can take place.

                  Preparation of Alligatored, Built-Up Roofs

                  Alligatored roofs are nearing the end of their life span. Exposure to ultraviolet light and temperature extremes have made them a brittle and unstable substrate, which cannot be directly coated with any Conklin roofing product. Alternate methods include:

                  • A complete tear-off of the built-up roof down to the original deck.
                  • Installation of a divorcing membrane such as Conklin-approved isocyanurate insulation board to provide a stable substrate for the coating, prepared according to requirements for boardstock.
                  • Installation of approved plywood by the American Plywood Association (APA); AC, BC, or CC plugged exterior sheathing (15/32” thick), mechanically fastened to the deck, then prepared according to requirements for plywood.
                  • Sprayed-in-place polyurethane foam over the built-up roof.

                  Graveled Built-Up Roofs

                  Direct application of Conklin systems over a graveled built-up roof are difficult applications due to the poor adhesion and excessive amount of material needed to develop a continuous membrane on this irregular surface. Even calculating the true surface area and the amount of product to use is a challenge since gravel can increase the actual surface area by up to 75%. In addition, the likelihood of pinholes occurring in such an application is high due to the roughness of the surface.

                  As with the smooth built-up roof, it is important to recognize the possibility of splitting in the substrate, leading to splits in the coating system itself.

                  New Substrates Over a Graveled Built-Up Roof

                  A preferred alternative to attempting to repair and prepare a graveled built-up roof is to remove gravel and install a new, sound substrate over the existing roof.

                  The installation of a new, properly fastened substrate will “divorce” the new system and protect it from splits, which may occur in the graveled built-up roof underneath. With the addition of insulation board or foam you can expect increased energy savings, plus better drainage through added slope.

                  Preparing Boardstock or Plywood

                  The installation of boardstock or plywood is a common solution to the problem of unsuitable or unstable substrates such as wood decks, graveled built-up roofs and certain concretes.

                  Preparation of these two materials for direct application of a Conklin roofing system is as follows:

                  All joints and seams must be caulked and taped with Conklin SpunFlex fabric. For installation of polyurethane foam or the Hy-Crown single-ply membrane over boardstock, the caulking and taping procedure is not necessary.

                  The taped boardstock or plywood installation should be checked for surface dust or debris and swept if necessary before any coatings begin. Check for moisture content if there has been rain or heavy dewfall. These materials must be completely dry before coating.

                  Preparing a Metal Roof

                  When preparing a metal roof for the application of the MR System, the following procedures must be followed:

                  • Inspect the roof for signs of surface rust and remove by wire brush, sand blasting, manual scraping or acid etching.
                  • Acid-etch surface of galvanized metal with a 1:20 solution of Rust Off rust and oxide remover and water to clean all conditions, which will affect bond of roof membrane. Follow with a thorough water rinse. Power wash and scrub all other surfaces.
                  • Clean until free of loos, flaky rust, and prime whole roof with Conklin’s Metal Ready Universal rust-inhibiting primer.
                  • On new exterior metal surfaces, remove oil contaminants by wiping the metal with a coarse cloth and mineral spirits. Conklin coatings require all galvanized surfaces to be “etched” (roughened) first. Most surfaces should be allowed to “weather-etch” by leaving exposed and uncoated for three to six months. As an alternative to weather etching, clean the metal with an acid such as Conklin’s Rust Off cleaner.
                  • Retighten all fasteners and secure substrates firmly. Replace fasteners or washers where missing. When prior movement has enlarged the fastener hole, install a new oversized fastener to effectively tighten and secure the deck substrate. Kwik Kaulk all exposed fastener heads and seams wider than 1/8”
                  • Just prior to application, remove all dirt, dust and other contaminants by brushing, vacuuming or power blowing.

                  Preparing a Concrete Roof

                  Concrete systems may take many forms. Most frequently used as a decking material, concrete can also serve as the substrate for your roofing system. However, there are special requirements for its successful preparation.

                  First, check the surface for “efflorescing,” indicated by the presence of a white, powdery material (salt deposits), which has leached to the surface. If this condition exists, the surface must be etched with a ten to fifteen percent solution of muriatic acid and water, then rinsed with water to remove all traces of mineral deposits. The roof should then be allowed to dry thoroughly, verified by some method of moisture detection, before application of a Conklin product.

                  Another phenomenon frequently encountered is “spalling,” the chipping, cracking or peeling of the top layer of concrete. In this case, all loose or chipped material must be removed and any depressions filled with an appropriate cement patching material, which must then be allowed to dry.

                  Small cracks in concrete surfaces are a common occurrence, due to the seasonal expansion and contraction of roofing materials. Large cracks may indicate more serious structural damage to the building and this possibility must be thoroughly investigated before proceeding. Minor cracks of ¼” or less should be filled with Kwik Kaulk acrylic or 360-S caulking compound. Larger cracks must be carefully re-grouted and struck smooth. All patching treatments must be allowed to dry thoroughly before any Conklin coating is applied.

                  Cleaning the Roof

                  Assuming that all necessary repairs have been made to an existing substrate, you may proceed to the next step in surface preparation, cleaning the roof.

                  Many types of equipment are available to provide the best possible cleaning for each roof.

                  In general, a dry method of preparation is initially recommended. Professional sweepers, power brooms, scratchers, power blowers, spudders and similar roofing equipment should be used to remove any loose material from the roof.

                  Removal of gravel from a roof is most easily accomplished when the asphalt is cool, such as in the early morning hours. Vigorous manual sweeping assists in this procedure. On a built-up or graveled roof, a high-pressure washer is extremely effective in removing embedded dirt. However, it is essential when using a wet method to first seal all cracks or holes in the existing roof prior to washing, so that no water seeps into the roof or insulation beneath.

                  It is crucial that cleaning be thorough and complete. The longevity and performance of your roofing system depends on it!

                  Preparing a Weathered Conklin Roof

                  You can prepare a weathered Coklin acrylic roof for recoating by using Conklin’s Weathered Acrylic Roof Cleaner (WAC). WAC II is a highly-concentrated cleaner designed specifically for cleaning weathered Conklin acrylic roofing systems prior to recoating. The product is applied through a power washer or airless sprayer to thoroughly clean all dirt from roof surfaces in one step, followed by a water rinse. Extremely dirty areas may require scrubbing with a stiff bristle broom to remove all dirt. WAC II increases surface adhesion, enabling you to apply a new top coat over an older Conklin acrylic system without needing to apply a new base coat.