Depending on your area, the roofing business can be pretty competitive. So you need an advertising strategy that will build confidence for your customers and communicate all the benefits that your roofing service has to offer over the competition. Gain an understanding of your customers' needs when you are developing your ad campaign. Test your ads on the market and then duplicate what works to minimize your costs and maximize your results. Does this Spark an idea?
Learn About Your Customers
Most roofing businesses are local operations, so you have to start by learning about the customers in your immediate community. Research demographical data for residents within a 15 to 20 miles radius of your business by getting a fact sheet about your community at Factfinder.census.gov and searching ZIP codes at ZipSkinny.com. Get information about average income, house value and the main age groups of homeowners in your area using these sources of demographic information and Zillow.com. Now you can better tailor your advertising message. If the customers in your ZIP code are struggling homeowners, offer coupons and stress your reasonable prices. If they own million dollar homes and have high incomes, stress the superior service you offer, short turnaround, and your experience with very large roofing jobs.
Craft the Message
Once you have an idea of who your target audience is, you can start working on your advertising message. This is composed of a striking headline, main message and a call to action (call us today). According to Roy Williams, an advertising specialist from Entrepreneur Magazine, "to deliver a powerful message powerfully is the first step in making a fortune." The advertising message for your roofing business must convey all of the benefits and advantages associated with hiring you, such as low prices, reliable service, quality roofing work, superior supplies, 24-hour turnaround or any other specific deals that you are offering, in a clear and powerful way. Add humor if it fits in with your customer base and still focuses on the benefits of your roofing service to your specific customers. Make your potential customers envision you on the roof working. A sample headline that could draw interest would be "60% of Your Neighbors Use Us for Roofing Services... Wanna Know Why?"
Though it is considered a negative advertising technique, fear tactics tend to work when it comes to repair businesses. But instead of trying to scare your customers, just give them pertinent information about potential roofing concerns and best practices. For example, "Was your roof installed over 15 years ago? It's time to have it checked." Provide educational information about roofs in addition to your headline.
Choose Your Mediums and Place Ads
Now that you have your message written, decide where your roofing business should advertise. Since your ad budget is probably limited, stick to 30-second radio ads at local radio stations, small ads in newspapers and fliers in local businesses. Hire a designer to create a small website and then sign up for a Google Adwords account at Adwords.google.com. You can target your online ads to run only for people who do searches for roofers in your area.
One advertising medium that you should not ignore as a local roofing business is Valpak. This direct mail company sends coupons and colorful glossy rectangular ads to potential customers in your community. You tell the sales representative which neighborhoods you want to receive your coupons. Design your own coupon or allow Valpak to create one for you. While many people are averse to opening random pieces of ads in the mail, they tend to trust and sort through Valpak mailings more often.
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