The 21st century has completely evolved the way a client behaves when considering a major purchase. To increase the success of your company, you need to evolve too. By understanding the modern client and their habits, building an internet presence, and learning smarter team management you’ll adapt and improve your roofing sales process to match this ever-changing industry.
Roofing is a huge industry that is growing all the time, and there’s no question that there is a lot of opportunity for roofing companies all throughout the United States. The country has around 75 million single-family homes, with an average of over 15 million new roofs installed each year and an additional 7% re-roofed each year. Residential metal roofing alone is a $13 billion industry. There are a total of 100,000 roofing businesses with more than 260,000 people employed.
If you want to be a major player in the growing world of modern roofing, it’s important to know how its customers are evolving. The need for roof installation is never going away, but there is a smarter way to build your company and increase profits and visibility among modern buyers than the traditional roofing sales process.
There is obviously a lot of opportunity in the roofing industry. When you figure out how the old ways to sell deals are no longer effective, how your modern buyer thinks, and how to build a strong internet presence, there will be no stopping your company’s future success.
The “modern buyer” doesn’t even engage with your sales team until they are 57% of the way through their purchasing journey. This means that they have researched your company extensively before even wanting to meet you or one of your reps.
This is a huge shift in buying behavior. The expectations of modern buyers are higher than they have been with the previous generation of consumers. Modern buyers expect a more sophisticated sales process, and 70% of customers agree: knowledgable sales representatives are a major factor in how loyal they are to a company..
They also prefer communicating through technology and want to be reached in more ways than one. Using instant messaging services and email nurturing campaigns is a simple and easy way to show your potential customers that you are personable and can be contacted for their needs and concerns.
Modern selling has become all about the buyer, who holds a lot more power than ever before. That means the old way of selling roofing jobs is no longer considerate of modern buying patterns, making them feel outdated, uninformed, and inconsiderate of the client.
So what are the big mistakes companies are making?
A large component missing from roof sales has been technology and strategic marketing. Are you trying to market your company online but your customer targeting seems to be a bit off? Marketing on billboards is ineffective for a lot of roofing companies, but targeted online marketing will help you get the kind of visibility that generates deals.
First of all, you need a good company website. It’s a guarantee that if you leave a pamphlet or flyer on a doorstep and the buyer is interested in your service, they will look you up online. They will read your customer reviews, they will check out every aspect of your company before reaching out.
Selling used to be more simple. If you showed up to a door, had a great pitch and attitude with an essential service, you would likely close a deal, face to face with that customer. But the modern buyer would rather not have as much physical contact, and prefer to learn about you on the internet.
Clients have the ability to compare prices, read reviews, and check your credibility without even talking to you; that was never considered before. So cater to their wants by providing them information and time to consider what you’re offering.
There is value in the way the roofing industry used to sell, but it’s time to adapt those methods to coincide with the habits of your buyer.
Understanding what your customer wants and needs is half the battle. But you also need to be smart and intentional about who you’re trying to sell to. Rather than wasting time and resources with unqualified buyers, market your services intelligently based on your location and client preferences. Along with location intelligent marketing, having a strong, consistent brand will lead to more customers.
If you’re at a loss of how to reach out to modern buyers, there are 3 methods that are essential for connecting with this audience and making a positive, visible presence online:
People want to make the best possible decision when it comes to buying a roof. Your job is to give them all the insights and information they need to make a smart decision. But providing information to modern customers starts with marketing on and off line.
The modern roof buyer often comes to the realization that they need a roof grudgingly. They’ve discovered a leak, lost shingles, have experienced damage, or have held off replacing their roof for a while. They might be preparing to sell their home, and are wondering what potential issues could come up during a buyer’s home inspection. They may even be in a stressful situation after a storm hit their house and you want to be the first rep there. Using SalesRabbit Weather ensures that you get alerts for where storms hit, hail size, hail probability, and wind gusts of any U.S. areas. Getting this insider information helps you become the trusted advisor for your customer. After a storm you can call your customers and ask how their roof is holding up and if they’re needing a replacement you’re there to close the deal.
That means you’ve got a responsibility and opportunity to be an informed, compassionate guide through the buying process. Be sure to collect information from all your previous interactions with clients and convert that knowledge and experience into content. This could be web content, video content, or even just an updated sales pitch that covers the major pain points that clients experience.
In order for your prospects to research your company, you need to have an internet presence. Having a solid website, social media, and email outlook will drastically increase your reach to potential clients. If you’re struggling to create a positive online presence, start here:
You can also use the internet to target key customer groups like people who are selling or buying a house. A great tool for this specific targeting is our New Mover Leads that gives you the unique opportunity to specifically target new home sellers and buyers. Oftentimes this point of transaction is where roofing deals are bought; that’s why you want to be the first to contact them and offer your services.
You want to be successful online, and you want that success to transition to your in-person interactions. That means you should:
These examples, in conjunction with a strong internet presence, marketing, and team management give you all the tools to be successful in today’s modern world. Remember that, above all, you need to provide your client with information and time to research their options. Customers today are aware of how many roofing companies exist, they see reviews on your company, they want to compare prices and this is something you should encourage. Allowing your customer the time to research your company after being presented with the option is a way to show respect for their knowledge and resources.
If you want a better chance at reaching your modern buyer, having a managed and excited sales team is the biggest first step. In the past, team management involved little to no communication or tracking of reps, mostly because technology was not equipped to do so. But that has all changed, and there are countless ways to measure and ensure progress from any sales team. From team messaging apps to actual rep tracking software, it is easier than ever to make sure your team is performing at its very best.
If you’re struggling with managing your sales team, there are plenty of tips from the best in sales that can guide the future success of your team. For example, SalesHacker provides 12 tried and true team management steps directly from leading sales experts that have built companies from 0-$100 million. Even though managing teams is not a one-size-fits-all approach, using key tips like these will help guide you in the right direction as you build the success of your team.
You can also use the internet to target key customer groups like people who are selling or buying a house. A great tool for specific targeting is DataGrid AI. This feature gives you in-depth information on any prospect before you knock on their door using buyer-score modeling. That way you can prioritize which houses to visit based on the information this feature gives you.
The roofing industry is alive and thriving. People are realizing the importance of having a solid roof above their heads. For those that have come to that realization yet, you’re here to give them all the insights and information they need to become a part of the other millions of Americans installing new roofs.
These are a lot of ideas being thrown at you, but the biggest difference that will set your company apart from its competitors is knowing how the modern buyer behaves and caters to them. If you need help implementing these things into your sales process, schedule a demo with us now.
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