As a roofer, you probably get phone calls and/or emails almost every day from telemarketers or some marketing guru trying to sell you on their online marketing services.
The most common ones are HomeAdvisor, Yelp, Yext, and the hundreds of SEO companies out there that contact you with almost the same pitch.
If you're like most roofers, you've probably bit the bullet on at least one of them and tried the service and paid the monthly fees.
You may have had a good experience and received results, but there are a lot of roofers out there who have been burned by these companies.
We feel that if more roofers knew what goes on at companies like HomeAdvisor and Yelp, they could save thousands of dollars and avoid the headaches.
Let's go over the 3 biggest mistakes we see roofers making when trying to market their business online.
Mistake #1: Paying a "Business Directory"
A business directory is company or website that has lists of many service providers such as roofers, plumbers, electricians, landscapers, etc.
Some of the most common business directories that you've probably heard of include Yellow Pages, HomeAdvisor, and Yelp.
I'm not saying that directories don't work or that you can't get leads from them.
We have seen plenty of roofing leads in the past from these business directories.
Business Directories rely on a volume business model.
They usually only work when there are thousands if not hundreds of thousands of businesses paying a monthly subscription for a premium listing.
These premium business listings can be expensive and take a huge chunk of change out of your budget every month (with long-term contracts in some cases).
To a business directory - your roofing company is just a number at the end of the month.
They don't care how many roofing leads you get or how well you're doing.
All they're concerned about is keeping you subscribed for another month paying $$$ for your premium listing.
That means your hard earned dollars are just going to them to do the bare minimum to keep you from cancelling that month.
If a premium business listing is working for you and generating leads, by all means, keep it running.
We just want to make roofers aware of the business model they're buying into.
We recommend every roofing company to have a listing on all of the Top 50 Local Directories. Which is something we include in our SEO packages.
The majority of them are free - you have nothing to loose being on them.
Just be extra cautious of when they try to sell you on a premium business listing.
Mistake #2: Buying Leads From HomeAdvisor
HomeAdvisor is a giant in the lead generation industry. You've probably heard of them and maybe even bought/are buying roofing leads from them.
The mistake here is made when you're spending a good amount of money on leads that are also being sent to 3 or 4 other roofing companies.
Your chances of signing a new job drop significantly when the building owner has multiple other roofers calling them and low-balling each other for the job.
You don't have to play that game.
Invest your $$$ into your own roofing lead generation. We have written an article about that called: Best Alternative to HomeAdvisor Leads.
The main benefit is that you get roofing leads that end up being much cheaper.
Plus when you contact the building owner they are expecting you to be contacting them.
Helps you build a brand.
Mistake #3: Hiring any ole' SEO company
Let me just say that I'm a firm believer in the power of SEO. (Search Engine Optimization)
SEO is a great way to really grow your roofing company, and it shouldn't be ignored.
There are lots of companies and so called "SEO experts" out there who are in it just for the quick money and end up doing more harm than good.
A big mistake we see is when a roofing company hires the first SEO company that comes along and sends them a proposal.
It may be a company from the local area, or a bigger national SEO company.
How much Should SEO cost?
SEO that works is usually at least $297/month and results don't come over night. A lot of these companies will work in 100+ industries and have no focus on a particular niche.
That means they're working uphill trying to get a website ranked every time they get a new client.
There's a better way.
Instead, work with an SEO company who specializes in roofing. They will have a network of roofing websites and blogs already established that they can plug you into for you.
You're more likely to see rankings quicker and in some cases, much cheaper than a traditional company.
SEO companies that specialize in a specific industry in SEO gives you a MASSIVE advantage.
Make sure that whoever is doing your SEO has other roofing clients that are successfully ranking on the 1st page.
You'll be in good hands.
To sum it all up...
Look at the big picture before choosing to work with a company that's promising you better rankings or more leads.
Make sure they have your best interest in mind.
Think twice if they're a massive national brand (they likely won't have the time for you).
And when possible, work with a company that specializes in the roofing industry. (You benefit from all of their previous experience with other roofers)
Thanks for reading and feel free to share this with other roofers.
Leave a comment below if you have any questions or feedback!
About the Author
Jonas is the owner and CEO of Troyer Websites, a full service web design and marketing firm in Orrville, OH.