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Considering a Paid Marketing Strategy Know Your Options

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Residential Roofing

Considering a Paid Marketing Strategy? Know Your Options

January 19, 2021

Paid marketing on a sticky note with colorful paper clips on a bright yellow background

Part of being a successful roofing business owner involves figuring out how to get the word out about your company so that when homeowners need a new roof, they can easily find you. This means finding the right advertising formats and channels—whether that's organic, unpaid advertising such as an email campaign or a company blog, or a paid marketing plan that includes buying print space or investing in paid search strategy.

Here are some of the key types of advertising formats and channels you can consider that could help you achieve more visibility for your business.

Organic Marketing Methods

Many free or low-cost advertising strategies, like sending out email blasts, creating a blog on your website, or posting on social media, can help boost your business by tapping into the huge number of people who are online every day. The best part? It doesn't have to cost you a dime.

Becoming more active on Facebook, Twitter, Instagram, and other popular digital platforms is a casual yet direct way to build your online presence and create brand recognition. You could try engaging with homeowners on social media by starting or joining conversations about roofing, sharing photos of projects your company recently completed, and spreading the word that you're available to take on new clients. This can help you build an online community and demonstrate who you are to potential customers.

Of course, when you cast a very wide net on social media, you can't guarantee that you're reaching the ready-to-sign customers who need a new roof. That's when you'll want to look into some paid marketing options.

Print Advertising

It may sound old-school, but giving homeowners something to hold in their hands can help you make an impression. Any physically-printed promotional items—such as posters, postcards, bulletins, mailers, sell sheets and flyers—are considered print advertising. Print ads can also be placed in newspapers and magazines. Having print material available offers a physical package you can hand out to clients when you visit for a sales call.

Billboards

Billboard advertising kicks things up to a much larger scale, thanks to its design, size, and placement. Often, billboards or public transit ads feature more image-focused design with few words, so your message can make an impression when potential customers drive or walk quickly by. Then, when their roof leaks, they may recall the giant billboard they saw during their morning commute or while running errands around their local neighborhood.

TV and Radio Commercials

Short broadcasted commercials are designed to captivate audiences who are watching television or listening to the radio or a podcast. This type of marketing offers viewers or listeners a multi-sensory advertising experience they won't get from print or a billboard. Potential customers can watch clips of a roof being replaced and imagine the work being done on their own home, for example.

Paid Social Media

Social media is an effective way to advertise, but it can take a long time to build an audience. Paid social media advertising can speed this process up.

Paid promotional posts on Facebook, Instagram and other online platforms get displayed in user newsfeeds. Some digital platforms allow you to target options like age and location so you can find users who are most likely to become your next roofing customers. Other platforms help you collect followers and have conversations with potential clients online, or spread your message to other business professionals who could refer people to you, such as real estate and insurance agents.

Paid Search Advertising

Designed to generate leads and target customers, paid search advertising is also known as pay-per-click or PPC advertising. When someone types in certain keywords, your ad can be displayed at the top of the search results so potential clients see your company's post first. Paid search advertising can drive more traffic to your site, allowing you to boost your customer base. Using tools like Google's Keyword Planner, you can research which phrases to employ. This paid marketing strategy can be adapted to any size budget.

Online Display Advertising

There is also an opportunity to capture potential clients browsing online with a more visual advertisement instead of a text-based one. Usually, banner ads appear in horizontal boxes at the top of a web page and display ads run on the side. Either way, this type of marketing strategy showcases your business and builds brand awareness on various affiliate websites through sharp graphics, vibrant colors, and a memorable headline.

Native Ads and Sponsored Content

Marketing through sponsored content happens when a company pays to have custom, brand-oriented content published on a blog or in a magazine. It promotes your services while also offering information to potential consumers. For example, sponsored content could be a blog post entitled, "5 Things to Do if Your Roof Starts Leaking."

Whether you choose organic searches, a paid advertising strategy, or a combination of both, there are many digital tools you can add to your marketing plan that will elevate your company and help you connect and engage with new customers. It may take time to figure out the strategy that serves your business best, but continuing to try new things can help you attract more clients and generate more revenue.

About the Author

Wendy Helfenbaum

Wendy Helfenbaum is a Montreal-based journalist, content marketing writer and TV producer who covers design, architecture, real estate, gardening and travel for many publications and brands, including Country Gardens, Metropolis Magazine, Realtor.com, Marriott Traveler, Costco Connection, Toll Brothers, PBS NextAvenue.org and many more. Wendy loves keeping up with current design trends and is addicted to home improvement DIY reality shows. Follow her @WendyHelfenbaum.

Using video in your business strategy can be a powerful way to engage and build rapport with your customers. The best part? All you need is your cell phone.GAF Real Talk LIVE host Alan Lopez sat down with GAF video specialist Pablo Nivar to discuss low-stress, low-budget, start-today actions that contractors can use to introduce video content into their business strategy. Here are some of the lessons and easy-to-follow guidance highlighted during the pair's conversation.Why You Need VideoIn today's modern world, engaging customers on multiple levels is key. Video allows you to connect face-to-face in a sense and create engaging content that's not overly promotional, which can encourage users to buy. According to a 2021 study, 80% of consumers consider trust a deciding factor in their buying decisions.Don't Stress—Start SimpleFear about entering the professional video space is the biggest hurdle Nivar says he encounters among contractors as a GAF CARE video specialist. Fortunately, you don't need a big budget or professional equipment to successfully begin your video strategy.At the start, your videos are about building relationships. Use that to your advantage by working with what you have, and focus on engaging topics instead of fancy videography.Think Authentic Videos, Not MarketingHave the instinct to sell, sell, sell? Nivar explains why you should think again and create the kind of social media video content you like. Prioritize genuine content that tells a story and builds connection.If this sounds hard, Nivar and Lopez break down 10 types of videos for you to create. For each video type, Nivar gives examples and wording you can use. You don't have to reinvent the wheel; making videos can be easy and even enjoyable.10 Types of Videos to Create for Your Social Platforms1. Before and After VideosBefore and after videos can be a powerful way to showcase your work and benefit your brand without being overtly "salesy."2. Client TestimonialsClient testimonials can build a foundation of trust for future customers, helping them see the quality work you've completed and how you've collaboarated with past customers.3. Educational ContentYou can offer educational content without giving away your expertise for free. Think about what's relevant to your regional audience and focus on teaching, not selling.4. Your Company StoryCreating a company story video shouldn't be your first action, but it can be an impactful way to imbue humanity into your brand down the line. This presents a great opportunity to share your mission and vision, as well as introduce the people that help run the business.5. FAQAnswering questions you often receive is a great way to directly engage your customer base with content that's relevant to them.6. Time LapseTime-lapse videos can fulfill the need for "how it's done" content and show the value of your work. An entire project can be distilled down to minutes.7. Tips and TricksSharing tips with homeowners builds trust with your audience and gives them something valuable to take away from the video.8. Repair How-TosEmpowering homeowners to do their own minor repairs doesn't put you out of a job. In fact, it can show them you're committed to helping them solve their problems. Keep in mind that you should never inspire customers to climb onto their own roof, and instead encourage them leave that work to professionals.9. Customer AppreciationEveryone likes to feel appreciated. Making videos that show customers you value them for choosing your business—and how it makes a difference—can potentially lead to future work with both existing customers and new clients.10. OffersLeaving sales videos for last on your creation list can actually net you more business. You want to promote your business, of course, but it's best to make authentic connections first.Tips for Great VideosKnowing what to record is one thing, but understanding how to take video to benefit your brand is another. During their conversation, Nivar and Lopez not only cover how to use video in your business strategy but also need-to-know logistics. Important topics of discussion include video length, creating calls to action without being pushy, what not to say so you don't alienate customers and other businesses, and how to engage viewers with dialogue that hooks from the start. Additionally, the pair shares tips around enhancing the customer experience during installation using quick video recordings, which just might help earn extra praise in your video testimonials.Introducing Video to Your Business StrategyIf you've never jumped into the world of video content creation, Nivar and Lopez offer simple solutions that give you the tools to launch immediately. Watch their GAF Real Talk LIVE episode for in-depth information and exact steps you can take to start creating your videos. You can even contact the pros for more guidance. Be sure to also follow GAF on Facebook for more Real Talk LIVE episodes and other quality roofing content.Remember, you don't have to go it alone. You can keep expanding your business power with the free trainings, education, and support available to GAF contractors through the CARE Contractor Training Center.

The insurance landscape is changing dramatically—and that's having an impact on your homeowners' ability to afford vital roofing projects. That, in turn, affects you and your business. Here are three major home insurance trends that are impacting the affordability of new roofs, along with some of the things you, as a roofer, can do to adjust.Trend 1: Rising DeductiblesRemember the good old days when a typical roofing customer would face a $500 deductible and have Replacement Cost Value (cost to replace at today's prices) coverage? Those days appear to be long gone. In fact, a 2%-of-home-value deductible has become the standard in many markets and some carriers are requiring deductibles as high as 5%. Let's do the math on that: A home with an insured value of $500,000 could have a deductible between $10,000 and $25,000.The culprit could be climate change, inflation, materials costs, risk aversion, homeowner choice (larger deductible = lower premium), or—most likely—a combination of all of the above. But regardless of why it's happening, insurance deductibles are steadily climbing, making it more challenging for the ordinary homeowner to recover from storm damage with a roof replacement.Trend 2: "Basic" Endorsements and Bare-Bones PoliciesOne way insurance carriers are trying to contain the overall cost of insurance is by simply reducing what the policy covers. Some are creating a "basic" endorsement, or bare-bones policy, which often removes coverage for metal, excludes code upgrades, includes cosmetic waivers, and limits the ability to match the shingle style and color. Here's what that means in practical terms:Metal: Hail damage to metal roofs and gutters may not be covered unless the metal is punctured. As you know, metal is found all over the building exterior, from roof accessories to gutters, and chimney flashing to window trim.Code Upgrades: Traditionally, additional materials and labor related to city and state code upgrades have been covered. That may not be the case with bare bones policies; confirm coverage and discuss the implications with your homeowner before making these upgrades.Cosmetic Waiver: Homeowners policies are more frequently including cosmetic waivers, which means they will only be able to get coverage if the functional use of the roofing system is degraded.Limited Color Matching: In some policies, a homeowner may elect to have limited matching coverage. For example, a match may only be considered for a single slope or plane over the roof versus the policy providing coverage to make the entire roof match. These policies usually differ by state.Trend 3: Roof Age RestrictionsAs previously mentioned, Replacement Cost Value policies are becoming less common, as many carriers are opting to offer Actual Cash Value-only policies. When coupled with the skyrocketing deductible challenge, ACV policies may leave the roof effectively underinsured.There are a few twists here that are of particular importance to roofers and homeowners:One exception to this home insurance trend is that homeowners may still be able to secure Replacement Cost Value coverage on newer roofs.Also, insurers are increasingly paying only Actual Cash Value on roofs that are past a certain age. The challenge here is that many homeowners do not actually know the age of their roof, and yet the burden of proof is on them. A good insurance company may use aerial imagery to help the homeowner identify the age and relative condition of the roof.What Can Contractors Do?Because of the growing size of deductibles and decrease in average personal savings, financing will play an increasingly important role in your ability to serve your customers. Knowledge is key here: The homeowner should know as much as they can about both their homeowners policy and their home itself.Your first step to assist with this is to have a conversation about insurance with your homeowner. Advise them to read their insurance policy thoroughly, so they understand their coverage and can brace themselves against sticker shock.If the age of the roof appears to be an issue, or there's a gap in knowledge about the home's history or roof condition, you could help the homeowner gain a better understanding by ordering an address-specific GAF QuickSite Report. It includes a 10-year weather history, aerial-imagery AI-driven roof assessment, property parcel data, and—if available—permit histories that may tell the story of home improvements including re-roofs.Perhaps the most important step is to offer a flexible financing option that suits their situation.GAF SmartMoney powered by Payzer empowers you to offer loans from multiple issuers, including Second Look financing.Green Sky, trusted by thousands of US contractors, offers deferred interest plans and credit limits up to $100,000, and is backed by Goldman Sachs.To help increase your homeowners' purchasing power, so they can say yes with confidence, find out more about these financing programs today.

When homeowners in your area need a roof repair or replacement, they usually start by using a search engine and phrases like "roof repair near me" or "best roofing company near me." If you want their search to lead them to your business, search engine optimization, also known as SEO, can help make that happen.Roofing SEO terms can be a vital digital marketing tool, able to boost your website's ranking in online search results by targeting keywords and phrases related to your business. For example, if you incorporate specific keywords on your company website, such as in your page headings, title tags, and content around relevant topics, your roofing business will appear higher when potential customers search for information about those terms and topics. Pages in the top five spots receive the most clicks from users—and, in turn, the first few companies that show up in search results are often regarded as more reputable.Here are some roofing SEO best practices you can implement to generate more business, retain customers, and position your business as a leader in your community.1. Find the Right KeywordsFor a successful roofing SEO campaign, you'll need to do some keyword research. SEO helps introduce your online presence to people who are already searching for the services you provide—and who are therefore more likely to become customers. A wide variety of online keyword tools based on search data are available to help you figure out which phrases and keywords potential customers might look for. For example, a homeowner whose roof is leaking might search "roof leak repair company" or "how to fix a leaky roof."Once you have a list of targeted keywords, add them to your website pages, titles, and metadata descriptions so clients looking for roofing solutions can find you. To avoid overwhelming or confusing visitors to your site, only use keywords where it makes sense and looks natural.2. Publish Useful ContentStart using your list of keywords and phrases in content online—this might look like tips, company news, articles, and photos and videos about roofs. This not only engages potential customers but also drives traffic to your site. Search engines help people find answers to their questions, so if a homeowner wants to know what a dormer roof is, their research can lead them to your roofing business website if you have information about that topic.3. Leverage Social MediaPeople tend to look for companies, services, and products on social media, so consider beefing up your business profile on various networks to rank higher in search results and become more visible as a brand to potential customers.SEO as a general practice can put your website in front of new people, resulting in more chances to convert prospects into clients. Being active on social media magnifies your efforts to drive web traffic to your business.4. Create a Location-Based SEO StrategyBusinesses that serve a specific geographic region—like most roofing companies—should make sure they optimize their website for location-based keywords. "Local SEO" can lead to more relevant traffic on your website, more customer reviews, and more positive engagement overall.Many searchers will find your business through Google. Be sure to set up your Google Business profile to drive searchers to your site.5. Streamline Your Website's NavigationWhen it's easy for potential customers to find the information they're looking for, they will have a better visitor experience and be more inclined to do business with you. Make sure your navigation and service offerings are clear and that key pages are linked from your homepage. Homeowners should be able to contact you with just one click. You can carry forward this same strategy with your site's content by using a tagging system or having sections of your blog deal with related topics rather than grouping them all together. Clear navigation on your website will also enable search engines to crawl your site more effectively and increase your ranking in search results.An intuitive site is more likely to convert visitors into customers. Since most searches originate from mobile devices, it pays to optimize your website for mobile search—when your site works on smartphones and tablets as well as laptops, you don't risk missing out on valuable leads.6. Make SEO Part of Your Marketing StrategyIf you want to attract more qualified visitors to your site, increase sales and earn more revenue, SEO can help. GAF offers roofing company owners tips and webinars to help you grow your business through our Marketing Solutions portal. Here, you can master the basics of digital marketing, manage your online reputation, and learn how to make your website stand out to build your brand. All of these tools will help you reach more qualified customers—no matter your needs or budget.

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Considering a Paid Marketing Strategy? Know Your Options

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