How quickly do I get to see results with your approach?It takes us roughly 5 working days to get things set up for you and then we start running your ads. Results – in the form of booked appointments – can appear the first day your ads run. Although we would expect it to take a few days before the specific set-up we’ve created for you finally beds in.
From there, we refine your ads as results come in, looking for small improvements in order to increase overall results. That can take 3 – 4 weeks. But you’ll be getting appointments in the meantime – and we’ll be aiming to run the size of campaign necessary to keep your company fully busy throughout. You need to be able to handle the increased appointments and orders before we begin your ad campaign.
Everyone I know uses Google to find services they need. Won’t most people looking for a new roof use Google too?No, they won’t. We work with $10 million per year residential roofing companies who’ve never run a single Google ad – and they never will.
And, if people do look for a new roof on Google, there’s only a slim chance they’ll find you anyway.
Why? Because on Google the competition for roofing customers is fierce. You’re all chasing the same keywords and town names. So there will be a dozen roofing companies looking to get that person’s click.
Google will only show the first so many ads – whoever pays the most, basically. And roofing companies are paying a stupid amount of money – $80 and more at times – for each click.
Many of which end without a sale for them.
Google ads are very useful for niche businesses operating in unusual or lower-competition industries.
But in competitive industries like residential roofing? Google ads is a lottery for the roofer because he’s paying top dollar per click for a large number of people who are ‘just looking’.
You can burn through a thousand dollars a day just on the ‘looking around’ crowd.
And when a serious buyer sees your ad… he’s also seeing 4 or 5 of your competitors’ ads at the same time.
So if he buys, he calls all 5 of you first and gets the lowest rate he can.
So you’re paying $80 and more per click, most clicks lead to no sale and, when you do get a sale…. the value has been ripped out of it because you had to out-price 5 other companies.
Facebook ads, on the other hand, aren’t responding to a person’s search.
They’re presenting themselves to a person because their profile and Facebook usage habits make them a good candidate for being a roofing customer.
If he’s not looking for a new roof he doesn’t click. So no wasted dollars there.
If he really is in the market for a new roof he clicks, he books his roof inspection with you… and you just got yourself an already half-done roofing deal.
He saw your ad only. So that lead is yours, exclusively. There’s no other roofing company – local or otherwise – involved.
We’re not against Google ads at all – we’ve worked with them a lot in the past.
But not for roofing companies. Because they’re too haphazard, too competitive and far too expensive.
Facebook is king because we can give our roofing clients the two things they need most:
exclusive leads at whatever scale they need
new business costs that are way below industry averages
Why do you use Facebook only? There are many ads platforms – why not diversify?Different platforms work very differently for residential roofing companies. Some are incredibly competitive and very expensive – Google ads, especially. Others barely work at all – Instagram, for example.
We know this from experience.
But when it comes to finding exclusive leads for residential roofing companies we know exactly what works – and that’s Facebook.
In terms of quality of lead and cost Facebook has been our undisputed champion for appointment generation since 2017.
And because we only use Facebook and we only work with residential roofing companies… we’ve developed a lead generation expertise that is unbeatable.
Because using Facebook’s powerful audience tools we can pinpoint audiences in super-fine detail – and then get our clients actual roofing inspection appointments for as little as $100.
In a small number of cases we’ve got lead costs down to under $10 – and booked appointments with new buyers for $25.
Facebook makes this possible – if you really know how to use it. And being expert Facebook advertisers means we have helped hundreds of residential roofing customers add millions of dollars each to their annual revenues.
Until some other platform comes along that can outdo Facebook we’re going to stick with it. It works!
What do you mean when you say your leads are ‘qualified’? And how do you qualify them?Not all leads are equal.
Some leads will possibly become a sale eventually – but many more almost certainly will not. Typically, a roofing company will receive leads that contain mostly the second type – ones that will not produce a sale.
The problem is that – way too often – the people sending you leads are simply sending you email addresses and, possibly, a phone number.
Those details are often coming from people who might be thinking about a new roof… who are possibly wondering about the price… who think they may need to address their roof situation in the coming year or so…
But they’re not buying now. Certainly not this season. Quite possibly not this year. Or even next. They’re just thinking about it right now.
To sort out the buyers from the ‘just looking’ requires you to make hundreds of calls and dozens of follow ups. This takes weeks at least – and ends with few or no sales at the end of it.
And you’ll quickly realise that you’re not the only roofing company chasing what little business there is. Every other company seems to be chasing the same leads.
We don’t put you through any of this.
To qualify as a lead respondents to our ads have to fill in a questionnaire. There are 8 questions – where they live, how big their home is, when they want a new roof to be fitted, how they intend to pay for it and so on.
And then we need their full contact details.
People who give us all this detail are real leads – people who are serious about their new roof.
And then we direct them to an appointments page. Here they use our calendar software to book a roofing inspection with your company. You receive the appointment details as they’re booked.
This is a qualified lead: happy to hand over all their details and willing to book a roof inspection with your company. They’re genuinely looking to buy a new roof.
Anybody else – the ‘just looking’ crowd – don’t want to go down this route. So they don’t fill in their details – and you don’t end up with a lead that simply won’t convert.
And the leads we send you are exclusive leads – only your company gets them.
In fact, the person’s entire experience of giving their details and booking their appointment is carried out on pages we created… but which display your company name, photos and logo. So when you call them they already know who you are.
Junk leads – the unqualified leads you get from HomeAdvisor, Angi and similar – hurt businesses and get in the way of business growth. You might get the occasional sale from one – but you’ll never build a business from them.
Get qualified, exclusive leads from HomeService and you’ll see the difference from day 1.
We’ve had some success with marketing agencies in the past. Why use your agency this time?‘Some’ success is nice. But we’re looking for constant, ongoing success. We give our clients a reliable flow of new business so they can pursue exciting commercial goals.
Most agencies of course mean well and they want to help you do well.
The problem with almost every lead generation agency? They’re generalists. They rarely – or never – specialise. They work with anyone and they’ll do anything for them.
Years ago we worked in generalist agencies where, in a given month, clients included real estate agents, beauticians, personal trainers, dentists, dog groomers, kitchen designers, lawyers, fast food restaurants, hairdressers, accountants, drainage firms…
We could never build up a deep understanding of the real-world challenges faced by companies in these industries. Because we were forever switching from one industry to another.
All we ever did was apply a one-size-fits-all approach to every customer. Regardless of industry or the specific or unique challenges a company faced we just did the same thing for everyone.
We got lucky with some companies and got them some sales.
But as soon as they wanted steady, reliable growth that they could count on… we couldn’t help. We didn’t know how to. So their revenues plateaued and they stayed stuck.
HomeService is 100% different. We’re one of the world’s few ultra-specialist agencies. We don’t work only in one industry – building and construction – we work only in one sector of that industry – residential roofing.
And we only work with roofing companies in the $1 million to $10 million range. Specifically, we help them overcome the big challenges of scaling from those levels to the next level.
We’re specialists in the very industry and in the very difficulties you face every day.
We work with roofing companies only. We understand exactly what you’re up against, what you need… and since 2017 we’ve been helping you get it.
If you’re a residential roofing company owner then no other agency anywhere can offer you the level of knowledge and ability needed to get you out of a revenue plateau and onto the next, most exciting revenue level.
How does a HomeService lead differ from a HomeAdvisor, Angi or Thumbtack lead?They couldn’t be more different.
Website leads from Angi or Houzz or similar lead gen outfits are expensive, unreliable – and each lead is never given only to you.
By the time you get the lead 4 or 5 other roofing companies also have the same lead.
Whether you’re the first to call it or the last you can be sure of one thing: you’re not going to be the only one.
Worse, if the lead should look like turning into an actual sale you’ll almost certainly have to bid for the work against the other contenders.
Imagine what that’s going to do to the price you can charge…
The work hours that go into chasing weak or useless leads makes the whole effort an expensive and frustrating one.
HomeService leads don’t work that way at all.
We use our 8-question survey as a way of weeding out the people who are ‘just looking’ or ‘thinking about it’. We’re looking for the ‘ready to buy’. So we ask them about their home, the full address, size of the house, when they want the roof installed, how they’re going to pay for it… and so on.
Then we ask for contact details: email, phone number.
And then we direct them to an appointments page where they book a roof inspection appointment.
Anyone who does all this is clearly a motivated buyer. They’ve decided they need a new roof and are willing to take the next big step towards that.
They’re not ‘just looking’ – they’re ‘ready to buy’.
Imagine how much easier it is to call a lead that’s this far advanced in their roof project that they’ll book a roof inspection appointment with you.
That’s how our leads are. Booked using your company name and logos, qualified to remove people who aren’t going to buy – and then delivered exclusively to your company.
What’s more, the cost of a lead or a new customer from us is significantly less than any lead from any source we’ve ever worked with.
Our leads average $20 a piece. A new roofing customer is costing between $100 and $350 – an all-time low cost for new business in this industry. And all these leads go to you – and you only.
You can’t get this from Angi. Or HomeAdvisor. Or any of the rest of them.
Remember that HomeService leads are often actually roof inspection appointments. The lead was booked in your company name, using your logos and colors. So this lead not only wants your call – they’re expecting your call.
Which means your sales colleagues experience far less sales resistance, procrastination and chasing than they do from unqualified junk leads. They make fewer sales calls to get more deals.
Roofing company owners add multiple millions of dollars in revenue using HomeService leads.
Nobody manages that with website leads!
Why must I qualify before I can work with you?Small residential roofing companies with only a few years of experience will not be able to handle the leads we send them.
We’ve seen it before.
They become overwhelmed. And so they have to switch off their ad campaign, regroup and try to work out how to handle this new situation.
Which means our services are no longer required for a while – which isn’t good business for us.
Whereas bigger $1 – $10 million companies have already got things in order.
Even if the new flow of leads is initially tough to handle, they’ll quickly adapt because they’ve already worked out their best processes, they already have good people in place… They simply need to upscale what they already do.
Big roofing companies don’t have to learn how to be bigger roofing companies – they just have to expand their current set-up.
We earn our money when our efforts are earning you your money.
Small companies switching everything off because they’re overwhelmed doesn’t help our bottom line. Our growth is tightly bound to yours so as new business comes in… we want to be sure you can handle it.
If you take on a new client in my area and help them gain new business like you have helped me… won’t that hurt my business?That won’t happen.
Before we take on a new client we make sure they’re right for us. In other words we first qualify them (just like we qualify new clients for you).
Part of that qualification is: do we already have a client in the area you operate in?
We routinely refuse to take on clients because their business competes with an existing client’s business.
So rest assured: if you are our client then we will not take on a new client in your area of operation.
Why don’t you work with roofing companies making less than $1 million a year in revenue?We earn when you earn. Our success is based on your success.
In the past, the new flow of customers has overwhelmed smaller companies and they’ve had to switch off their campaigns while they try to handle the new workflow. Which means they stop using our services until they work out how to run their own business.
We need companies who can handle the increase in business and keep the revenues flowing.
Larger businesses – those that have exceeded the $1 million mark – have already worked out how to handle larger volumes of work. Their processes are more robust. They have good people in place.
For them, handling a fairly sudden uplift in business is a matter of expanding what they already do – rather than having to learn it all from scratch.
No matter where you operate the business is all there. We want to work with clients who can handle it.
Why are you so against other methods of finding new roofing customers?We’re not opposed to other methods. We simply recognise that one – Facebook – works measurably better than all the others combined.
And, of course, it’s true that lots of marketing methods work to some extent. Most of them will find you a new customer.
If this is your first year in business then trying out numerous channels can work because you only need a handful of new sales a month in order to tick over.
But once you get serious about maximising revenues everything changes. Suddenly, the shortcomings of most methods become quickly obvious.
Lead generation websites provide expensive leads that are shared with your competitors. The customer is often ‘just looking’ – and you can find yourself one of half a dozen other roofing companies trying to convince them to buy.
Google ads are notoriously expensive for roofing companies because so many other roofing companies are competing for the same keywords. Click prices are very high – and many clicks don’t result in anything remotely resembling a sale.
SEO is tricky and requires your SEO agency to create backlinks and a whole load of technical devices to help you rank in the search engines. Unfortunately, dozens of roofing companies are trying to do the same thing – and only a few of you can make it to page 1 of the Google search results.
Worse, as some many companies have found out: if Google changes its algorithms a year’s worth of SEO work can be lost overnight. It’s happened to tens of thousands of companies.
Door-knocking, print, referrals… all good stuff at the small scale where 3 new sales in a month is a victory.
But results are incredibly slow at the medium scale. And they’re non-existent once you get past the $1 million per year level. To scale you need dozens of new customers in the right numbers on a regular and reliable basis.
Not one-offs after a day spent knocking on doors or delivering leaflets.
Your company is not like smaller companies. What’s working for them – some of the above – isn’t going to work for you. You have to do something different – and HomeService is that difference.
You speak about how much lower your lead costs are – but why does this matter?Leads aren’t free so they represent a cost of doing business. Nothing surprising about that. But not all leads are equal and some eat into your profit margins more than others.
If you’re getting leads from one channel at $300 to $400 each and converting one out of five into orders then you’re paying $1500 – $2000 per new sale.
You’ll have to factor that into your pricing.
If your HomeService sales are coming in at $100 – $350 each… which they generally will be… then you can better judge where your marketing dollars need to be spent. It’s easier to know what your profit margins are likely to be when you know what your leads costs are.
You say I’ll get more sales from fewer leads? How on earth does that happen?There’s a huge number of people who look like potential roofing customers but who are in fact ‘just looking’. And many of the ‘just looking’ will simply drop the idea and revisit it next year. Or the year after.
But there’s a smaller audience who’s actively seeking to buy a new roof right now – and want to close a deal in the next week or two.
Most lead generation agencies will dump both types on you. Your team will then spend days and weeks trawling through hundreds of leads, calling them up trying to work out who is serious and who was just curious at the time.
Whereas we qualify leads before you ever see them. A lead has to book a roof inspection before we send their details to you. So you get more of the motivated buyers and fewer of the ‘just looking’ people.
That’s what a genuine lead looks like to us.
So we lose the tyre-kickers, the ‘just looking’. Which means we’re left with fewer leads. But these are what we call ‘high quality leads’ – motivated buyers, often with financing in place, who are ready to pull the trigger. The kind of leads you can build a business on.
My current lead-generation company gets me leads by discounting my prices. I want to charge what we’re worth – can you get me customers who will pay my going rate for a new roof?It’s a colossal mistake to believe that all residential roofing customers are looking for a cheap deal.
Pricing discounts in our ads can sometimes help a sale. But there is a huge audience of people out there who are nervous about buying a new roof – and who want reassurance from a credible, serious roofing firm rather than a gimmicky money-off voucher.
We create Facebook ads that are specific to your firm – and the customer-base you’re aiming at.
We don’t create ads promising huge discounts. We’re not going to devalue your business to get clicks. If our promises to your leads means you’re having to cut the price you can ask for your product… are we really helping you?
Our writers use proven approaches and psychologically persuasive writing to build trust in your brand, to differentiate you from the loud, ‘choose me, choose me!’ crowd… and to filter out the bargain-hunters who’ll only buy from you if you shred your margins to the bone.
Nobody is immune to price but we get you roofing customers who want to buy sooner rather than later – and who care about who they’re buying from.
There’s no time better than now – so let’s start.
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