Sales Playbook ROOFING & SIDING Contents: SECTION 1 1.1 The What 1.2 The Why 1.3 Display Advertising 1.4 The Lingo 1.5 The Economy 1.6 The Seasons SECTION 3 3.1 The Conversation 3.2 The Questions 3.3 The Goals 3.4 The Value 3.5 The Expectations 3.6 The Close 1.7 The Playing Field SECTION 2 SECTION 4 2.1 The Decision-Maker 2.2 The Gate Keeper 4.1 The Inbounds 4.2 The Outbounds
Section 1 1.1 THE WHAT Contractors that specialize in roofing & siding generally do all repairs to the exterior shell of the house. This includes the roof (whether shingles, metal, tiles, rubber, etc.), the underlying materials (any sort of tar paper, ice guards, drip edges, etc.), as well as the actual wood or metal deck that sits on top of the structure s support beams and rafters. The scope of their work can range from fixing leaks to replacing the entire structure. Many roofers also specialize in the fascia board and soffits located just below the roofline, as well as skylights and exterior vents. In addition, they take care of the siding (it could be wood shingles, clapboards, or vinyl siding), as well as any underlying thermo-barriers or structural wood. This work is related to keeping moisture out and keeping the heat/ac in. 1.2 THE WHY Roofing and siding contractors are a good vertical to target for a number of reasons: Many roofing companies are locally-owned, so you can speak directly with the decision-maker. Marketing is important for roofing specialists; if a homeowner has a leaky roof, they are going to need to find someone immediately. If someone is looking to buy a new roof, they may take their time and shop around, but it s important that the roofing company remains top-of-mind. Roofing companies have the potential of a strong ROI. New roofs can cost several thousands of dollars, if not exceed $10,000, meaning one-sale can pay for the entire campaign. For large commercial roofs, orders can exceed $100,000. Strong word-of-mouth potential, in addition to any visibility within the neighborhood while actually performing the work. Repair jobs may only run a few hundred dollars, but satisfied customers will turn to them again in the future, as well as recommend them. 1.3 DISPLAY ADVERTISING Are roofers good display advertising candidates? Yes! Because brand awareness can play a big part in final decision when choosing a roofer. You ll never know when you will need a new roof, so a roofer really should be in front of people all the time for when they do need a new roof. *Note: Propel Display would not be good for those with a smaller geography (smaller than OMA) or those that do not see the need for branding.
1.4 THE LINGO Help develop your role as a trusted advisor by familiarizing yourself with some of the industry s terminology: Roofs can consist of a variety of materials, including: Asphalt Shingles The most common type of roofing shingle. Made from a paper mat, covered with a thin layer of asphalt and minerals to make it waterproof. Composition Shingles Instead of a paper mat, the shingle can be made with a variety of materials including slate, wood, laminate, or recycled materials. More expensive, but lasts longer than asphalt shingles. Wood Shingles (or shakes) Thin, tapered pieces of wood laid in rows on top each other. Not as popular nowadays due to cost and lack of fire resistance. Generally-speaking, shingles are cut, shakes are split. Metal (Steel, Aluminum, Tin, Copper) Metal roofs can be used either for architectural design purposes or for exterior protection from rain and snow. Typically used for large commercial buildings; about 10% of residential homes have metal roofs. Tile Made from ceramic materials such as concrete or clay. They are hard, but brittle. They tend to be used more for architectural design purposes, or in hot, sunny climates. Slate Made from thin slices of slate rock. It has a low water absorption index, which makes it resistant to frost damage. Attached with nails. Rubber Used mostly for commercial buildings with flat roofs. Consists of a layer of rubber membrane spread along the roof sealing out moisture. Other terms that are important to know include: Roof replacement (Re-roof) When the roofer removes all old shingles, replaces any of the underlying wood deck as needed, and lays down new shingles. Ice guard/shield A rubber membrane installed starting along the edge of the roof and back up the roof anywhere from 12 inches to 5 feet. The purpose is to help prevent melting snow and ice from getting under the shingles and into the house. Drip edge A piece of metal attached to the edge of the roof that hangs over the gutter to ensure that water runs off into the gutters, and doesn t back up under the shingles, or drip along the fascia board or siding causing rot. Soffit The underside of an overhanging roof eave. Fascia The piece of wood or metal running horizontally just under the roofline.
1.4 THE LINGO, con t Gutters A trough typically made of thin aluminum or copper attached to the roofline that collects and carries away water. Flashing Thin sheets of metal used to seal up around exterior roof elements such as skylights, chimneys, or ridges. Siding is the catch-all name for the materials that cover the exterior sides of the house. The most common types of siding are: Wood/Cedar Shingles Thin tapered pieces of wood nailed in overlapping rows. The wood typically grays or weathers over time. Clapboards Similar to wood shingles but typically several feet in length. Vinyl Typically clapboard-style siding, but made from plastics instead of wood. Most commonly installed type of siding for residential construction in the US. Aluminum Clapboard-style siding made from thin metal aluminum sheets. 1.5 THE ECONOMY In a down economy, more property owners are likely to make repairs rather than invest in a whole new roof. But a leaky roof still needs to be fixed. In some situations, roofers may be able to upsell a repair job into a new roof. Roofers are likely to see a bump in business following a storm, regardless of the economy, as roof repairs may be covered by property insurance. Some property owners may wait for economic downturns to perform repairs or replacements because it means they can negotiate between companies for a better price. Conversely, when the economy is strong, property owners are more likely to have the cash needed to make large capital investments, such as a new roof or new siding. 1.6 THE SEASONS Depending on what part of the country the roofer works in, there may be significant drops in business during certain months of the year. In northern regions, where the winters are cold and snowy, there may be little interest in roof work from December through February (except for emergency repairs). As the weather starts to warm up, more property owners will begin thinking about exterior repairs, prompting many roofers to begin advertising. Roofers are in particular demand after major storms, such as a blizzard or hurricane, particularly for emergency repairs. Being an already well-established name in a community would help land these emergency service calls.
1.7 THE PLAYING FIELD Most roofing companies are locally-owned and operated, but may cover a wide service territory. Sometimes there can be dozens of roofing companies in an area, each of whom rely on advertising, local marketing strategies (youth sports league sponsorships, for example), and word-of-mouth to find new business. Areas with lots of competition can lead to bidding wars, where some contractors opt to focus on other factors to stand out ( job quality, timeliness, customer relationships, etc.) Section 2 2.1 THE DECISION MAKER Roofing companies traditionally are owner-operated, but others may become involved (for example, a general manager, partner, or sales manager) depending on the size of the business. The owner may often be busy - whether actually up on a roof, or meeting with a potential customer - and not immediately available to take your call or meet you in person. The best time to reach the owner may be late afternoon after work wraps up for the day, or as he/she is driving between jobsites. 2.2 THE GATEKEEPER Most roofing contractors typically have an office assistant or office manager that serves as gatekeeper. Some tips on getting through the gatekeeper: Call before or after business hours, when the gatekeeper is not there, in hopes that the owner picks up. Drop by in-person. Ask for the owner by name. Don t ask for the marketing person. The decision maker may be on a roof, or meeting with potential customers and not immediately available. Ask for a couple minutes on the phone in between jobsites. Do your homework. Leave a tidbit for the gatekeeper to bring back to the owner, such as how they show up in searches compared to their competitors. Be persistent!
Section 3 3.1 THE CONVERSATION Here are some starter questions you can ask the decision-maker to better understand his/her business and his/her marketing/advertising goals. How long have you been in business? How is business currently, and what are you doing to increase it? How many crews do you have? Are you booked to capacity? What are some busy/slow times of the year? What percentage of your business is residential vs. commercial? Do you prefer one or the other? Do you like your website? How is it working for you? What types of marketing have been working for you? What is the most effective marketing you have ever done? What other home exterior products do you offer, other than roofing? (ex: Siding? Gutters?) If you could wave a magic wand and change one thing about your business, what would you change? Would it help to know if customers are finding you online? Have you ever explored Internet marketing prior to this meeting? 3.2 THE QUESTIONS What are your growth plans for the year? How would you handle an increase in business? Who are your competitors? How do you differentiate yourselves? What makes you unique? What separates you from every other roofing company? Tell me one really good testimonial - a real success story. Have you been affected by the economy? What are your closing ratios (estimate to job, etc) What are short & long range growth goals ($ amount or % - 1 year & 5 year)? Are you currently using Google AdWords or Google Analytics? (Understand their level of knowledge.) Do you use yellow page advertising?
3.3 THE GOALS Who are they looking to target with their advertising? Repairs vs. replacements SIding vs. roofing City vs. suburbs Slate vs. tile vs. shingles Home vs. commercial property owners Property management companies How would they define a successful campaign? Increased calls? Increased contract values? Increased front-of-mind? Maintain market position? 3.4 THE VALUE Lifetime customer value may be difficult to calculate. Residential roof repairs or replacement can run anywhere from $2,000 to $25,000. A big commercial job can exceed $100,000. A good repair job may translate into a full replacement down the road, or additional exterior contracting services (gutters, siding, etc). Word-of-mouth also means a lot for contractors; if a homeowner is pleased with the work, they will happily make referrals to friends and family. Be sure to discuss with the roofer the entire value of a client (based on their experience). 3.5 THE EXPECTATIONS This vertical does not normally see instant results. Focus the decision-maker on long-term ROI, and the broader need for regular, consistent marketing and advertising to stay top-of-mind. As a comparison, you can bring up cost for leads through third-party such as Service Magic. $100 cost per lead is normally good Service Magic normally sells leads for $50 - $75, but these are not exclusive. Multiple roofers share this lead. 3.6 THE CLOSE Typical close can be 2 weeks (1-2 meetings) from the initial appointment. Roofing is a competitive vertical. A monthly budget, on average, is $1,500-$2,000, just for roofing. Advertising additional services (such as siding) would cost extra. This budget would vary by region, however.
3.6 THE CLOSE, con t Build for a long-term relationship through trust and credibility. Demonstrate industry knowledge and belief in Propel products and services Keep focus on long-term ROI (one project can cover entire cost of campaign) Section 4 4.1 THE INBOUNDS Other SEM & SEO providers; ReachLocal CitySearch.com; Kudzu.com; Angie s List Yodle.com Lead aggregators, like Service Magic Yellowbook.com Superpages.com, Yellowpages.com Ideas on speaking about the competition: is the only company to offer a comprehensive approach Propel s campaign shines spotlight on the company earlier in the buying process than Angie s List or other online consumer review sites. Also lets the owner control the messaging, not the consumer. Service Magic sells leads, but are not exclusive. 4.2 THE OUTBOUNDS Direct mail/valu-packs Robo-calls Newspapers/Clippers Billboards TV/Radio Yellow Pages Home Improvement magazines Talking points in regards to offline providers: Discuss growth in Internet search, decline in phone books/yellow pages, particularly among new generation of homebuyers. Difficulty tracking ROI with TV/radio/direct mail. Know when book contracts are up for renewal.