Tag: marketing roof coatings

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What are your Customers Costing You?

Do you know what a customer costs you? I recently read a story about a guy who had a friend ask him for a reference to a good roofer. He responded and said no problem you need to call “this guy” and even called his roofer friend and told him that the friend was expecting his call.

His Roofer friend did call and set up an appointment to check out the roof, but about a week or so later when he asked his friend to see how it went with his “Roofer” his friend said your roofer called and set an appointment and never showed or ever followed up so I already had another guy do the job. Can you imagine the embarrassment of him being the one who recommended the roofer and then having him drop the ball like that.

So it got me thinking what did that customer cost that roofer?

Not the profit he loses, but the actual lead acquisition cost for a customer. We all have them but few know the actual cost associated with it.

Quality Contractors actively market their roofing companies using Direct Mail, Digital, Shows, Web site, Social Media & More.

That all amounts to some sort of annual $ spent on marketing. Now I know this customer was basically a freebie but since he dropped the ball lets run some numbers for your business.

  • First: lets take the total $ you spend annually on marketing.
  • Secondly: Let’s take that number and divide it by the total number of jobs closed in that same year.

Here is an example:
Digital Ad Spend: $5,000
Web Site: $3000
Direct Mail: $7500
Trade Shows: $2500
Social Media Ads: $4000

Total Spent: $22,000
This is definitely not a huge ad spend, I know companies who spend this on strictly digital media.

Now let’s look at the total number of customers acquired in that same time period.

Let’s assume you did 1 job every week in the Midwest Roofing season which is about 30-36 weeks so lets assume that is about 20-25 commercial roofs & 15-20 repairs, for a total average of 40 clients.

So $22,000/40 clients = $515.71/client cost.

So using this analysis that guy lost $515 not to mention the profit that he left on the table by just not showing up. This is a unique way to look at your marketing so your team understand the importance of following up in a timely fashion. So when anyone on your team does something to lose a customer you can put a dollar figure on what it cost your company.

So when you are looking at new marketing methods you can do an analysis with this method to see what kind of numbers you are going to need to see an ROI. Marketing is expensive and not only can it drive profits, but it can cost as well, you just need to know how much so you can evaluate and adapt.

Chad Hedrick
Roof Coating Life

Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.
Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.
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People don’t buy a roof they buy YOU

I’m not certain but I don’t think many property owners just sit around day dreaming of buying a new roof. Actually most probably have nightmares due to the costs they know they will incur. So when your clients sign the dotted line what are they really buying is “Piece of Mind” “Fear of Loss”, etc.

There can be numerous reasons why and understanding them and tailoring your marketing towards those can make it more effective and shorten the sales cycle.

Let’s try and figure out why clients buy and why they choose you.

The obvious reason for a new roof is strictly necessity of protecting their assets. Being that a roof is the single most important piece of a building envelope when it comes to protection from the elements, keeping that in good working shape is a common reason for a re-roof. If that is a driving force then weighing your marketing towards that is key. Let’s say the economy is really slow you could use your fluid applied option as a low cost method of securing a good working roof for way less than a traditional tear off & re roof.

Maybe it is the only way or more of an investment or need for a real estate transaction to go through. If that is the reason then focusing on how your system can offer a new warranty for less $ up front and is sustainable is a great way to market.

Sometimes in the commercial world it is simply a financial reason or one that is motivated by cash flow. Focusing on that and how you can do as much roof up to what their capital expenditure cap is a great way to get your foot in the door.

Now the question is are you considered a status contractor that makes them feel comfortable?

Or are you more of a value oriented contractor that makes them feel as if they are getting a great deal. Or are you the one known for doing high quality and being honest?

Identify the buying reasons and incorporate methods to make that stand out to your potential clients. If you find those reasons you will be doing more installs than selling and that is a good thing. Now that you know these reasons you now have to set your self to be the one that they feel can provide those solutions, so let’s cover some basics of how you can fit one or more of those desires.

  • 1: Keep your trucks and workers in a neat and orderly fashion. Big companies wear uniform shirts for a reason it shows character.
  • 2: If you have a showroom keep it aesthetically pleasing and make it stand out.
  • 3: Make sure the voice on the end of the line that is as wearing your phone calls is the happiest person in the office. They are the first impression and can carry a lot of clout on how you are perceived. If they can’t answer the call make sure they call back as soon as possible.
  • 4: Same goes for your employees make sure they know that for the benefit of the company they need to be kind, compassionate, and enthusiastic around the public.
  • 5: Your marketing materials may need a face lift, make sure they are not dated and say something about you unconsciously that you don’t want to be said.

Use these methods to live the “Roof Coating Life”

Chad Hedrick
“We Bleed White”

Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.
Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.