6 Best Practices for Roofing SEO

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 a homeowner needs a roof replacement or repair, searching online will show them hundreds of local roofing companies.How do you stand out in such a crowded field? It takes a strong brand identity to level up your roofing marketing. Whether you're a small or large contractor, here are some best practices for how to brand your business and attract more customers.1. Establish a Strong Visual IdentityMcDonald's golden arches. Home Depot's signature orange. The bite in Apple's iconic logo.These brands each have a strong visual identity. Recognizable images like these are associated not just with the brands themselves but with longevity, convenience, stellar service, and innovation.But you don't have to be a large company to create a compelling visual identity. Small, simple design elements make a serious difference. For instance, you can work with a designer or use user-friendly design software to create or update your company logo. Choose a color palette that aligns with the tone and image you want your brand to represent: a warmer color palette may convey a more friendly, approachable brand identity, while a metallic color palette with shades of silver, gold, and off-white might indicate that your roofing company caters to a higher-end clientele and specializes in roofing services for custom and luxury homes. Also look at your typography—choosing the right font is a subtle, easy way to convey professionalism.Visuals help tell your brand story. After choosing a color palette, typography, and logo to match your message, keep those design choices consistent across various platforms and marketing efforts. Put together, these visuals create a cohesive image of your company that helps you stand out.2. Build Your Online PresenceSuccessful roofing marketing often hinges on a strong online presence. A website might discuss your track record in the industry, display photos of past projects, or even host a blog where you share your roofing expertise. Creating your own website—with the help of a roofing marketing company, if you have the means—gives you an open space to share your brand story as you want to tell it. You can highlight any certifications, awards, or recognition, such as a GAF Master Elite®* Contractor designation.If you've completed over 1,000 roofing projects, specialize in metal roofs, offer free roofing inspections, or have glowing testimonials, your website gives you the chance to highlight what differentiates your brand. Use this valuable online real estate to craft your online reputation and showcase the reasons to choose your company over another roofing contractor.3. Use Social Media to Your AdvantageYour website isn't the only place where you can build your online presence—social media is an equally powerful tool.Your social media should echo some of what appears on your site. Share images of past projects, home maintenance tips, and customer testimonials. You can even treat certain platforms as customer service channels, where you respond to inquiries from prospects or connect with customers to schedule a consultation.Sites like Instagram put their focus on visually driven marketing. If you have a dedicated marketing team, they can keep followers' feeds fresh with continuous new content, from graphics and gifs to photos and videos. You can also leverage LinkedIn to create content for a more business-oriented audience. Posting regularly can attract organic leads, and running paid ad campaigns is an effective way to attract additional qualified leads.For smaller contractors, Yelp is a great tool to build your online reputation and deliver responsive customer service. Simply ask customers to leave reviews, and respond to any unsolicited reviews posted on your page. Just be sure to claim your page first. Once you claim your page, you can upload photos, update your business information, and respond to requests for quotes.4. Harness the Power of CollaborationWorking alongside another company can also build a strong brand. For example, you may partner with a local building, window, or gutter service to jointly market your work and offer combined discounts—say 10% off a roof repair if the customer purchases new windows from a local window company associated with your brand.An effective partnership doesn't have to be all about driving sales, however. It may center on giving back to your community, which can build a positive brand image for your company. For example, GAF partners with several local roofing contractors to work alongside Habitat for Humanity and build affordable homes for deserving families. Many GAF-certified contractors* also lend their services after natural disasters to help communities rebuild and recover.Collaborating can give your company a platform to build brand awareness and make meaningful connections that can drive future business—all while giving back.5. Deliver Exceptional Customer ServiceWhile all of these roofing marketing initiatives can strengthen a brand, your brand's strength comes from the company's work itself. One of best ways to brand your business is to deliver exceptional customer service—it's why many roofing companies rely on word-of-mouth marketing.Treat every customer interaction, whether on a jobsite or on social media, as an opportunity to deliver great service. Customers won't recommend a business if they had a poor experience, so delivering timely, responsive service at a competitive price goes a long way toward building your business reputation and generating referrals. Great service gives customers a positive association with your brand, and it shows them that you value both their business and the trust they've placed in you to safeguard their home.Building Your Brand with Better Roofing MarketingRegardless of your company's size or specialty, better branding and marketing are good for business.You have countless ways to build your brand's reputation at your fingertips. These five are only the beginning—but they lay the foundation for effective roofing marketing and a long-lasting business. You can also visit www.gaf.com/getthere for additional tools and resources to help build your your brand and business.*Contractors enrolled in GAF certification programs are not employees or agents of GAF, and GAF does not control or otherwise supervise these independent businesses. Contractors may receive benefits, such as loyalty rewards points and discounts on marketing tools from GAF for participating in the program and offering GAF enhanced warranties, which require the use of a minimum amount of GAF products.