RoofViews

Residential Roofing

How to Attract More Customers with Roofing Email Marketing

By Satta Sarmah Hightower

January 14, 2021

A close up of a computer screen showing an email client. The cursor is hovering over the word inbox

If your goal is to drive interest in your roofing business through marketing, consider that 59% of respondents in a recent survey said email marketing influences their purchase decisions. On top of that, 78% of marketers saw an increase in email engagement over the course of 2019.

These numbers may not be surprising. It's important to note, however, that crafting an engaging email that drives interest isn't as simple as typing up a few words, quickly coming up with a subject line, and hitting send.

Roofing email marketing is part art, part science. As a roofing contractor, if you want to earn a greater ROI for your email marketing efforts, here are some best practices to keep in mind.

A Strong First Impression

As in life, first impressions matter over email.

Two factors can help you make a good first impression: your subject line and your preheader. The subject line is the first thing an email recipient sees in their inbox, and the preheader immediately follows it. Think of it as preview text or a sub-headline that will provide a bit more description about the contents of your email.

For example, if you're sending an email to prospects about roofing maintenance tips, you'll want to catch your audience's eye by putting the most important information in the subject line with something like: "Tips For Maintaining Your Roof Through the Winter." You can then share a few more details, briefly, with preheader text. You should keep your subject line to fewer than 50 characters to ensure the words don't get cut off.

Research indicates that 47% of email recipients will open your email based on the subject line alone. Emails won't do your roofing company any good if they don't compel people to click, so use the subject line and preheader to your advantage to pique audience interest and make your marketing campaigns more effective.

Creating Engaging Email Content

If you want your emails to attract new customers, you need to focus on making the contents of those emails engaging. Here are some tips:

  • Focus on the customer, not yourself: Your email marketing campaigns should focus on the needs and concerns of your customers—and not just tout your business. Yes, you should include details about what sets your roofing company apart from competitors, but you shouldn't do this at the expense of speaking to your customers in an empathetic voice. Use email to build a relationship with potential customers. Think about homeowners' most pressing concerns, whether it's the cost of repairing or replacing their roof or the safety of their families, and use this to anchor your email content. Explore the GAF Roof Views blog for articles that you can share with your audiences. After offering valuable insights that speak to your customers' top concerns, you can pivot to making your sales pitch.
  • Personalize your emails: If you have the first names of the people who will receive your marketing emails, use them in the subject line or in the first line of your email copy. Emails with personalized subject lines are 26% more likely to be opened than those with non-personalized subject lines. The less generic, the better.
  • Shorter is better: Have you ever been at a party with a chatty person and wished the conversation would end? Well, bad email marketing can feel much the same way. Keep your emails brief, ideally no more than a few super-short paragraphs. Also, don't forget to include headers and bullet points, where appropriate. This is really important because most people don't read emails—they scan them.
  • Get visual: While text is important, so is imagery. Include images of past roofing projects to demonstrate what you can do. Pictures of you and your team can also make your emails feel more human and relatable. However, don't overstuff your emails with images. Emails with too many images may get sent to spam folders, according to the marketing company Hubspot. They also take a longer time to load, which may be frustrating for some people.
  • Include a clear call to action: Anyone reading your marketing email will want to know what to do next. You can guide them by including a clear call to action, like a link labeled "Schedule a Free Estimate." And don't forget to make your call to action stand out. You can highlight it in bold, use a larger font, or even include a graphic button so email recipients don't miss it.

Getting roofing email marketing right takes both time and practice, but you can create engaging and impactful marketing emails by focusing your message on your customers, keeping things brief, and including subject lines and preheaders that clearly demonstrate the value someone will get from your email. There are plenty of ways to market your business, but mastering email marketing is one of the most effective ways to turn quality leads into future customers.

For more tips and solutions that can help you achieve your business goals, check out GAF's resources to grow your business.

About the Author

Satta Sarmah Hightower is a freelance writer who covers business, healthcare and technology topics for a wide range of brands and publications. A former journalist, Satta holds a bachelor's degree in journalism from Boston University and a master's degree in journalism from Northwestern University's Medill School.

Related Articles

Couple consulting with a representative on home insurance.
Residential Roofing

3 Home Insurance Trends Contractors Should Watch

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.

By Authors Don Kilcoyne

June 14, 2023

Person working at a laptop showing an SEO performance graphic.
Residential Roofing

6 Best Practices for Roofing SEO

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 Keywords For 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 Content Start 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 Media People 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 Strategy Businesses 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 Navigation When 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 Strategy If 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.

By Authors Wendy Helfenbaum

June 09, 2022

construction vehicles with Brand letters
Residential Roofing

5 Ways to Improve Your Roofing Marketing and Build Your Brand

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 Identity McDonald'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 Presence Successful 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 Advantage Your 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 Collaboration Working 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 Service While 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 Marketing Regardless 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.

By Authors Satta Sarmah Hightower

March 17, 2021

Don't miss another GAF RoofViews post!

Subscribe now