Today’s blog post covers a staple in the commercial roofing industry: commercial roofing marketing.
Marketing – it’s one of those buzzwords that commercial roofing companies come across often. Of course it’s a key foundation for any commercial roofing company, regardless of how established they are. But when are the best times to engage in marketing for the best return on investment (ROI)?
In a nutshell, the best time frame is just before and during the springtime. It’s a time period in which companies, building owners, and facility managers are determining their budget priorities for the year. And the notable changes in weather patterns during this time of year has a tremendous impact on commercial roofing sales. Efforts should center on capitalizing on these weather changes for maximum roofing job opportunities.
Let’s cover in more detail why these factors make the springtime so critical for commercial roofing contractor marketing – and how you can leverage them for your own benefit, too.
Strengthening Your Business with Springtime Roofing Marketing
Here are a few real-world factors which impact the timing of roofing contractor marketing.
The effects of the winter season.
There are many winter effects which can compromise a commercial roof’s performance. This is especially true when a roof is getting close to the end of its service life. Here are just a few wintertime factors which have been known to contribute to a roof’s demise:
- Heavy snowfall
- Pronounced temperature lows
- Lingering snow and debris on a roof
- Freeze-and-thaw cycles throughout the season
- Extreme temperature fluctuations
- Ice dams
These winter effects are hard on commercial roofs. They can bring up new roofing issues or make old problems even worse. For instance, as warmer weather comes about, snow piles on a flat roof system could turn into ponding water. Let’s say this roof does not have proper drainage. As the snow melts, this resulting water can linger and put undue stress on the flat roof system – which gives way to leaks or other costly damage. In these instances, customers will need roofing companies to handle these needs.
In the springtime, climate patterns tend to include more rainfall. With this heavier rainfall, storm activity can pick up – including hail, powerful winds, and rain itself. This storm activity can wreak havoc on commercial roofs. For instance, the National Weather Service estimates that hail alone – just one part of storm related damage – accounts for $1 billion in property damages nationwide each year. And water damage is attributable to millions of dollars in countrywide property damages, as well.
In short, this storm activity can compromise a roof’s performance. Technical equipment, business inventory, and other valuable assets could be at risk. With the pickup in storm activity, the demand for commercial roofing services goes up. And roofing companies that did marketing and got prospective customers’ attention at this time can benefit.
Decision-making in the new year.
When their roofs are having trouble, building owners and managers will set aside funds to resolve these issues. As mentioned above, winter effects and increased storm activity are likely to create new issues or make old ones worse.
As a new year rolls in, it’s not unusual for these decision-makers to begin making decisions about who is going to service their roof. After all, they’re just coming off the winter season. And they need these issues addressed before springtime storms begin rolling in. For best results, it’s advisable for roofing companies to engage in marketing efforts at this time. That way they get these prospects’ attention when their focus is on their roof – and when they are consciously looking for a solution to their roofing problems.
What Are Effective Commercial Roofing Marketing Strategies?
For roofing contractors, there are many effective vehicles by which to engage building owners and facility managers. With a strategic blend of real-world and digital marketing efforts, contractors can open up new job prospects.
These marketing strategies include:
- Direct mail and telemarketing campaigns
- Business cards, handouts, and other print materials for in-person networking
- Websites and social media for when people look for roofing companies online
- Door knocking on high potential prospects and implementing a proven follow up strategy
- Local online directories with company listings and locations
We regularly do group conference calls to share the best tactics of each of these strategies with each other. These marketing methods can be blended together and used for greater local market gains. And if you want to delegate your marketing to a marketing firm so you can focus on your roofing business – make sure your marketing firm understands the commercial roofing industry. Our partner Top Roof Marketing specializes in marketing services for commercial roof contractors, and they would be a good choice to consider.
Our final and most important tip is to remember who you’re listening to. Getting your marketing strategies from manufacturers or equipment dealers is a bad idea. They often claim to know how to help you on this side, but the truth is they are just trying to sell you. If you want to know what really works, you have to get your information from those who are out in the field and generating consistent success.
Learn more about how our group of contractors help each other in marketing and more: Nationwide Network of Commercial Roofing Professionals