7 Roofing Marketing Mistakes That Are Costing You Thousands!

Roofers are going to need to become digital marketers in the next few years or they will die. That is a very tall claim. And I know that some people might think I'm being crazy, but hear me out. What's happening right now in the roofing space is an injection from private equity. There are platform companies popping up and growing like wildfire. And just a few weeks ago I had a special guest session for the community, the Roofing and Solar Reform alliance community. Gentleman named Wayne came in. He's with STS Capital, which is an international, one of literally the world's best M and A firms and that's mergers and acquisitions. And he presented to our community, said roofing is in the first inning right now in comparison to what's happened in the H Vac space. So in H Vac heating, cooling, we saw private equity roll in and do a bunch of roll ups and build all these platforms and they took that industry by storm. We're in the first inning compared to the nine inning example. And what's happening right now is roofing companies that are getting gobbled up, they have a lot of money in cash reserves to invest in their growth. And one of the top places that they're putting this money is in marketing. So I have a friend of mine, sold his roofing company and overnight the private equity group that bought him said we are going to 10x your monthly marketing budget, taking him from 15,000 doll per month to $150,000 per month like that. We add to that the fact that many of these platforms are developing the capability and overhead to have in house marketing teams. And that should matter to you because what that means is since Google and Facebook are bidding platforms, if you're in a market competing against one of these big guys, they can throw a lot more money at their marketing. 150,000 versus 15. And that means that the price that they're willing to pay increases, which means the cost per lead increases, which means if you take your, let's for example say 10 or $15,000 per month budget, maybe yours is lower, maybe it's only 3 to $5,000. You have to then take your 3 to 5,000 and you're going to take a chunk out of it and you're going to say this is $1000 to my Facebook ad people because I have to pay them to manage my Facebook ads, which means now you only have $2,000 to spend on ads, which means however many customers you get from that spend, a third of it is to management, which means your customer acquisition cost, how much it actually cost to land a customer from all your marketing is going to be substantially higher than the company that's spending 150 and is able to manage things in house. So if you don't learn how to become a digital marketing company in the next few years, I think that your days are numbered. Now, you don't have to agree with me. I'm here to share my opinion and and help companies adapt. Because that's a new mission that I have with my YouTube channel and podcast, is to help roofing company owners like you and their sales teams adapt. In today's fast changing and unpredictable times, I'm seeing what's happening. I get my ear to the ground from the private equity groups, from companies that are being purchased by private equity groups, and I know what's happening. So in this video, which I think that was officially the longest introduction I've ever done, I'm going to share with you my seven laws of marketing. If I'm looking down, I've just got a notepad here, what I wrote down is my seven laws of marketing to help you become the general contractor or the GC of your marketing. Now, I know that it's daunting. You may not become the person who runs your marketing out of the gate, and that's okay. But what's important is that when you're hiring your SEO agency and your Facebook agency and your Google agency and your design firm and all this, and everyone's doing things differently, you need to have a quarterback or a general contractor. Just like how many of us in the roofing space are gc. We do roofing, siding, windows, gutters. Maybe you're doing rejuvenation, maybe you're doing windows. Whatever, all of these different trades. You may not be the expert as the owner of the company. Be like, well, I could go up there and do that, but you know enough to coordinate it. And that's what I want to help you do with your marketing by teaching you these seven laws. I just ran inside the RSRA community a masterclass going into way deeper detail than I'll be able to get here. But I want to give you an example of these seven laws so you can then apply them to your marketing. So I do have an action step for you to take at the end of this video. So thank you for joining me. My name is Adam Bensman. Welcome or welcome back. Let's rock and roll. Roofing sales is personal development in disguise and the reward for growth is life changing. I hope my content helps you create A richer life and bank account. All right, I want to teach you the seven laws of marketing. I'm going to be teaching them. They're in no particular order, but I want you to examine your marketing with the lens of these seven laws of marketing. Just like how you would as you. As you look through a roof. Like, I'll never forget, my manager said, think like water. So that's how you could spot a leak. Think like water. So this is how these seven laws are going to apply to your marketing. Now, once I teach you them, your action step, I'm going to give you at the end to bring this all to life. So in literally just a few minutes, you're going to be able to look through all of your marketing and go to the people who are running it and be like, this is what we need to do. Because now you're the gc. You're the one calling the shots. All right, let's start with number one, the law of magnetism. The law of magnetism. I want you to imagine a magnet. Now, a magnet has two sides, positive and negative. And if you put the same sides together, what do they do? They repel. But the opposite sides, what do they do? They pull each other in. And I want you to understand the law of magnetism means that your marketing efforts should equally repel the people who you should not be working with and magnetize or attract the people that you should. So this concept applies in your ad copy, your Facebook ads, your website, your Google pay per click ads, letting people know who should not be looking at this ad and who should be. Okay, law number two is the law of command. People need to be told what to do. I see these mistakes happening all the time. I. In fact, just in RSRA last night, I made a post and I called it the audit. My quote, unquote, the audit, my marketing mega thread. And I said, I want you to post if you need some help on maybe a video, a landing page, some Facebook ads, or a strategy, you're running a link to it. And I'm going to take a look and I'm going to do some coaching. I'll make a video walking you through, optimizing it. There was a gentleman in there who shared his website pages and he did not use the law of command. What I mean by that is the buttons on his website, it said, like, learn more. Okay, Learn more is not a command. It's not telling someone what to do. And the buttons were all the same color as the website needs a contrast. So it pops. So my Point is, when you, in your ad, for example, you're going to say, click the button below to get your estimate within 24 hours or to get an instant roof estimate. You're telling them what to do. And the button should say, you get my roof estimate. That's the law of command. So don't be soft in your language. Tell people what to do. This is going to feel abrasive at first, but this should be embodied in all of your email communications to customers, Tell them what to do, or tell them what happens next. On your website, tell them what button to click, what action to take, and in your ads, tell them what to do next. And I did a recent video on the Do's and don'ts of making video content that actually gets people to take action and call you is at the end of the video as an example. It's not like, thanks for watching. It's like, great. And the next step is click the button below to get an instant estimate to find out exactly how much your roof will cost. So that is again, the law of command, telling people what to do. If you don't, they don't do it. Okay, this brings up the third law, which is the law of desire. Now, I'm going to share a statement with you that my guess is you're going to resist. You cannot create desire. I repeat, you cannot create desire. Desire. The law of desire states that all we can do is tap into existing desires that people have your prospects. So if we put our mind in the shoes of someone who's jumping on Google and searching like roof repair, roof replacement near me, what do they want right now? What is their desire? It's to find out how much their roof costs. So the person who can give them a. Who can call out that desire inherently quickly and then give them the fastest path to finding that answer. Even if you don't use instant estimates, we'll win the click, we'll win the conversion, and then we'll get the lead. So don't try to like. And I see a lot of people being like, check out my new drone videos. Boring. No one cares about looking at roof like, people. People. It's not like I remember, I was just on. I'm a car and truck guy and I was looking at Porsche 911. I'm like, that's appealing to the eye. But looking at pictures of a roof, like, come on, no one's going to stop. Honey, honey, let me show you my Instagram feed. These guys put up a video. Can you believe this roof? Meanwhile, I Just ran in and showed my wife this beautiful 911. She's like, that's sick. So don't think of your roof as like creating this desire. People wanting a roof give people what they already want, which is answers to their questions, information to help them make a decision and connect with them emotionally. Okay, so that's the law of desire. Tapping into what people already want and giving the fastest path to getting there. All right, next, the law of action. The law of action states that we need to give people a reason to act today, right now, not even today, this very minute. Versus putting it off. Because many people will put off their roofing needs. Because buying a roof is the single most boring thing in the entire world that no one wants to spend their money on. So how can you use elements of urgency or scarcity or to encourage people to act this exact minute, not later, right now. So that can be things like limited time promotions, free upgrades. It can be financing offers that end. It can be a packaged bundle of, you know, call today and take advantage of our limited time offer to get. And this would only apply to retail. As an example, $1,000 off your roof, a free upgrade to synthetic underlayment, premium colors. And our limited time, 0% same as cash financing for 24 months. So that's a bottle. It's like, holy smokes, I've been waiting. But like that's a deal. It's too good to pass up. Okay, so. Or something like the first 10 people to call, get blank. Alright, so this is using urgency, scarcity or offers. This is the law of action. And you'll be amazed at what can happen on your ad. If you just run an ad, like get an estimate and then the very next line, like don't miss out. 0% financing for 12 months. Offer ends at the end of this month. By putting that the law of actions, all the people that were fence sitters, they take action right now. Okay, next is the law of fear. The law of fear covers two things. It covers what will happen if they take action and what will happen if they do not take action. So let me give you a couple of examples. For many people, the inherent desire. And I'm going to blend some of these laws here. The law of desire. I know that people want an answer to how much their roof is going to cost right now. So if I said find out exactly how much it will cost to replace your roof within 24 hours and then a button, get my estimate now. Okay, I'm using the law of command in the law of desire. And I could spruce up with the law of action, like limited time offer to get 0% financing for 12 months, same as cash. And I'm just using that as an example. You can pull out Your own offer, $1,000 off bundle, free upgrades, whatever. I'm using all those. But there are people that are afraid to take action because of why. Why wouldn't they fill the form on your website? Because they don't want to get bombarded. They don't want a hard sales pitch. They don't want to be forced or deal with like the nonsense that they've probably become accustomed to. So, so beneath it, we say no obligation, no hassle, no hard sales pitch. That's an example of removing their fear. So don't worry, if you do this, your fears won't come to life. Okay? And then at the same time, for fear of what happens if people don't take action, we can use legitimate reasons that since 2020, we've seen 4 to 12% rate increases per quarter, which is trending to double the price of roofing nearly every five years. So if someone puts this off another year, because many people do, then, hey, don't delay. Because if you wait another year, the average roof price will go up in your market. You can do the math. By $2,500, you know roofing prices are out of control. Do this today and take advantage of our limited time offer for financing. If you end up waiting, your roof could cost $2,500 or more. Okay, so again, that's the law of fear is removing their concern about taking action and then at the same time reminding what will happen if they don't. Okay, next is the law of attention. I see the law of attention being violated constantly. And here's what I mean. Someone will put together. And I did a guest presentation on a few different folks looking through their marketing. We've done this inside our RSRA community and I'll give you an example. It says like, get my estimate. And you fill up the form. And then the confirmation page after they fill out the form. By the way, just this one tip is going to make you money if you use it, I promise. Then they just show a page that says submitted. Thanks, we got it. We'll be in touch shortly. So they're violating the law of attention. And the law of the attention. The law of attention, the way I like to think about it, is more hamburger. So imagine your prospect is a starving person in the desert in your offer, which is tapping into law of desire, right? Giving them what they want is to find out how much the roof estimate costs and you give them a bite of the hamburger. So they fill out the form and and then on this next page what do I want to do? More hamburger. Give them more of what they already want. Take advantage of the attention that you have. It's the most precious valuable commodity in today's world. So the law of attention is as long as you have a customer's attention, hold it for as long as possible and continually advance the sale. So what I would do is on that confirmation page from the opt in it says get a free estimate is say hey congrats, don't leave yet. Watch this video to learn the five things that you must know to to review any estimate to make sure you're getting a fair deal and not getting taken advantage of. Hey, my name is Adam, president of so and so Roofing company And in this video I'm going to give you the five things that you need to know. And it's important that you watch this video all the way to the end because you're going to be ten times more prepared than the average homeowner. And then I'll go through my deliverable and then educate them and I'm in front of them. My brand is there. If you want to do a video playlist or a consumer guide, all of those links can be there and then again your furthering them along. You might even want to use that as an upgrade piece like great, you got your estimate. While we're out be sure to ask about our 0% financing or our affordable financing options and why 8 out of 10 homeowners decide to upgrade to synthetic underlayment. And I'm giving that as an example because I know some people do that for free. So that is the law of attention. While you have their attention continually further the sale, provide value and educate them and think to yourself what do they need to know in order to buy on the first visit? Because all their questions were answered and is what you provide. And I do this by the way I have sales tools I've built for members of RSRA Consumer Guides appointment reminders and we work together in the trenches on our marketing to bring these seven laws to life. All right now my final law and this one is one of my favorites and that is hey, I'll make this quick. My goal is to help you win big. So now you can get free one on one coaching advice from my brand new AI clone. That's right, you can call, text and even video chat with me. So click the Link in the description and check it out right now. The law of attrition. So think of the law of attrition in the opposite lens of the law of exponential growth. So if I gave you a penny today and it doubled every day for 31 days, how much would you have? The answer is over $20 million. That's the law of exponential growth. But the law of attrition, see, it's the opposite and what that means, and I'm going to just paint some examples here. Let's say you have this ad agency, they're a Facebook agency and I love it. We got you so and so impressions. Who cares? Impressions don't make money. So they say, we got you 20,000 impressions. Cool. Well, how many people clicked? Oh, 50. And how many people completed the form? One. Right. Like so the attrition. And I'm just going to give you the different steps because that one was a little dramatic. This was prompted by the way I taught this in the RSRA community, one of my mini lessons on a video in our leadership roundtable, because someone said, hey, I want to get in and do some advertising on a weather app. And they promised me this low price and I'd get in front of this many people. But the promise went like this, you'll get this many impressions. But what they didn't share is that of those impressions, only about a half of them were unique. Meaning people revisited the page. Of those, let's call it 100,000 gets whittled to 50. 50,000, let's say the only people of those 50,000 unique visitors are the people that are in your service area who have a, have a, excuse me, in your service area, own their home and are going to need a new roof. And now we just whittled that down to 15,000. And of those 15,000 at a half percent click rate, boom. Now we're down to nothing. Okay, and then let's say, gosh, I started going down the math off the fly level, whatever that number is.15,000 half percent, it's not a lot. And then from those people, we're talking a couple dozen people now at this point have clicked your picture or your ad. And then from there they go to your website. And your website, your landing page, let's say that converts at 40%, that couple dozens down to 12. And, and of those, how many people that after they fill out the form did you actually get in touch with? Meaning your team was able to make contact with and set an appointment and then showed up for the appointment. So that's A law of attrition. All these impressions, less impressions, less qualified people, people that click, people that convert, people that you actually get in touch with and the people that the appointment you run and then your close rate. And that's the law of attrition. So we have to understand that through our marketing funnels to look at the metrics that actually matter. So I'm going to summarize the seven laws of marketing because you have a next step to take and that is to review your marketing and ask, do they pass the test? Do my ads and landing pages and website include the law of magnetism? Push the wrong people away and attract the right people. What about the law of command? Is my website in ads clear, telling people what to do next? Do my ads, website, landing pages use the law of desire, knowing what people want, talking about what they already want and giving it to them. What about the law of action? Am I giving them a reason to take action now and not wait, using urgency, scarcity and offers? And what about the law of fear? Am I reminding them of what will happen if they take action that they're afraid of, but also what will happen if they don't take action? And then number six, the law of attention. Is my confirmation pages furthering the sale? Am I Again, I have their attention to opt in on the confirmation and then in the appointment reminders. And then the final one is the law of attrition. Am I being mindful of the fact that each one of these metrics that whoever is selling you, whatever it is they're selling you, that they understand that in each stage you're going to lose exponentially more and more people from your impressions to your clicks, to the conversion on your site, to how many people you actually set an appointment with, how many people actually show up to that appointment and then to how many people you close based on your close rate is the law of attrition. Now go review your marketing right now. Now see if these pass the test. And if you want help as you navigate your marketing so you can be the GC of your marketing, join us in the trenches of rsra. It is application only, by the way. Yes, I've kicked people out. I don't let everybody in. We need to make sure it's a right fit. But there's a link in the description and you can read the letter I wrote you to see if it's right for you. Thanks for joining me in this video. I'll see you in the next one.