In our most recent blog post, we shared six simple yet powerful steps to taking on commercial roofing jobs. Expanding a business always comes with challenges. While incorporating low-slope roofing services into your company is no exception, there are numerous, proven ways to make it as smooth a transition as possible! So here are six more simple steps to help you break into commercial roofing and start seeing your profits rise this year.
1. Upgrade From Dry Erase
If you’re still using whiteboards and spreadsheets to track your business activities, it’s time to show them the door. While “old school” can be comfortable, it won’t allow you to keep pace with competitors who are using timesaving CRMs (Customer Relationship Management system) to manage their commercial roofing businesses more effectively. Modern and affordable CRM software:
- Centralizes all your data, making customer information instantly accessible and easy to leverage
- Helps you sell faster and close more deals (and even forecast sales and market trends!) through a standardized selling process
- Integrates with various marketing tools so you can create successful marketing campaigns. In fact, using a CRM can reduce company marketing costs by 23%
- Allows you to provide a more personalized, higher-quality customer experience
When selecting the CRM that’s right for your business, make sure to choose one that’s specific to construction.
2. Give Your Marketing A Much-Needed Boost
What separates successful commercial roofing businesses from the pack? Most often, the answer is marketing — digital in particular. When deciding to enter the low-slope market, you’ll want to take a close look at your marketing strategy. You need to be effectively attracting and engaging the customers who search online for services like yours.
- Create (or update) your Google My Business. Local search is a very important part of a comprehensive online strategy. Recent surveys show that 46% of all Google searches are seeking local information, and 86% of people look up business locations on Google Maps. With a Google My Business page (which is FREE) you’ll promote your business on both Google Search and Maps. You can keep it updated by posting photos and promotions, responding to customer reviews, optimizing engagement for even better results, and much more.
- Strengthen your SEO. Whether you have an in-house team or you contract out your SEO services, this is the time to carefully review your ROI. Does your business show up on the first page of a Google Search? If not, you don’t even exist to potential customers. Are the majority of your leads converting into clients? How successful is your brand recognition? Take this opportunity to dive deep into the latest in online SEO. Develop a marketing strategy that increases both your visibility and your hot leads.
- Increase your social media savvy. The power of social media marketing can’t be overstated. It’s a must for getting your company in the game and for building relationships. However, you need to be strategic about it. Regular posting on Facebook, Instagram, Twitter, etc., is key. However, generic messages won’t do much to help you win clients. Make sure each post has a specific goal. Maybe it’s to announce your services to potential leads in a new city, or to advertise a limited-time promotion. Make sure that each post clearly communicates the value to your prospective clients. Also, consider going live from time to time to further engage your audience. Share details of specific roofing techniques or completed jobs (before-and-after transformations are always a draw).
3. Offer Leading, High-Quality Roofing Materials
Differentiating your commercial business is a key factor in setting yourself up for success when you’re starting out, particularly in a crowded marketplace. Even though the global supply chain is still rebounding after the impact of the pandemic, what commercial customers are looking for in roofing materials hasn’t changed. They want their contractors to use affordable, durable, proven products that offer reliability and longevity, and that are also low maintenance and as friendly as possible to the environment.
The innovators at Castagra created a roof coating that more than meets these requirements: VOC-free, waterproof, and sustainable Ecodur Roof Coating.
Ecodur has up to triple the adhesion of conventional roof coatings, offers lifetime repairability for easy maintenance, and can be applied in most instances without pressure washing. It’s the coating of choice for low-slope roofers looking to stand out. Ecodur can be easily applied on a variety of substrates, including acrylic, cementitious, metal, mineral cap, BUR, asphalt, tar & gravel, concrete, and single ply. Ecodur roof coating contains no VOCs, no BPAs, and no harmful odour or toxicity.
4. Become A One-Stop Shop; Offer Financing
When you provide commercial clients with pre-qualification and financing solutions, you increase the value of your services. Offering flexible options makes it possible for property owners and managers to move forward with a roofing project sooner rather than later. It also simplifies the overall process for them, as they won’t have to deal with a separate business in order to finance their roofing needs. You’ll be less likely to lose sales when you present your customer with a low monthly payment option, fast credit decisions, and potential tax deduction (check your local tax laws). Look to partner with a reliable lending institution with a strong reputation. Ideally, one that provides friendly, personal customer service as well as a finance manager you can contact whenever you need assistance.
5. Loans: What’s Good For The Goose...
It’s quite possible that you, too, could benefit from access to capital in order to help finance your new business venture. Things like purchasing equipment and materials, hiring and training employees, and renovating or expanding your physical location are important for your growth. Depending on your needs, there are various loan options available to you. This includes commercial construction loans, short-term business loans, business lines of credit, equipment financing, and more. Again, choose a lender with quality credentials. Look for one that has a successful track record of providing financing to contractors with flexible terms.
6. Practice Your Pitch With Current Customers (And Increase Your Close Rate)
Your existing roofing clients have tremendous built-in value for your expanding business. They’re a rich resource for referrals and testimonials. Plus, because you’ve already established trust with them, your current clients are the ideal candidates for your first commercial jobs.
- Get the word out! Announce your new services to your existing customer base and use this opportunity to run a special promotion just for them. Offer a special discount or other benefit if they schedule a project with you, or recommend your business to another customer who schedules a job.
- Make your proposal pitch perfect. When you’re new to offering commercial roofing services, you’ll want all your prospective clients — whether they’re existing customers or not — to feel fully confident that you completely understand their needs and that you can deliver. Make sure you outline all job-related items in your bid with clear details on how you’ll be addressing them. This includes any special property-specific concerns; the assigned number of crew members and types of equipment; the project’s overall schedule and time estimate for completion; plans for keeping the property clean and minimizing disruption; all relevant warranty information; payment terms and conditions; options for job termination; and provisions to cover unforeseen events and circumstances. Don’t forget to double-check all specs and have someone else proofread your proposal before it’s submitted. For additional guidance, you’ll find plenty of helpful and customizable templates online!
