2025 Roofing Marketing Plan: 3 Steps to Better Leads and Lower Costs

We talk a lot about these funnel steps. And again, this is how you can also maximize the benefit of any other traffic you're generating. If you're generating traffic from Google, from door knocking, from bus benches, from direct mail, if you're generating traffic in any other way, right, getting people to your website, you can retarget that traffic too. It's important to understand where that traffic initially came from, because then you can then retarget them with something that is relevant to them. This is the roof priming is just one way that you can get traffic to your website, which is essentially a process of taking a wide audience and showing them videos. So you make content about your business, about the process that you run your business, or the process that you install a roof, the people that work in your business, the people that install roofs. You can talk about the products that you sell. You can change perceptions, which means you can talk about things that go wrong on jobs and how you fix it. You can talk about the way the customers do things wrong and how you can correct the way that they think. You can even align with local charities, right? We have six videos that we talk about people, Product process, Thought reversal, Giving pledge and Caught doing it. Right. Those are the six types of videos that you need to be recording regularly as a roofing company. These are quick little 2 to 4 minute, 6 minute videos that you can use to build up that audience. Because when you run your Facebook ads, you're going to target the entire city of Houston, Texas, or whatever, right? Whatever city it is, you're going to try and target, use interest based targeting to get in front of homeowners that are 30 and above. And the objective of this campaign is just to get people to watch the videos. So you can tell Facebook, my objective is to get people to watch my video. A lot of people go on Facebook and just all the time, conversions, conversions, conversions, conversions, conversions. And that means they're trying to get people to just buy. And this is like, I always relate things back to dating. This is like running around the bar going, hey, want to go home? Hey, want to go home? Hey, want to go home? Hey, want to go home? Hey, want to go home? If you're only ever trying to get people to convert and you're just not letting people know who you are, you're just going to look like that guy at the bar where every girl says, wow, that guy's creepy, pushy and should probably get thrown out of here. Whereas the guy who is just doing a little bit more, having great conversations, changing people's perceptions about things, having engaging conversations, talking about who they are and what they do and how they do things and the stuff that their hobbies, all of a sudden they become attractive because they are known, it is a known outcome to some degree, right? Because there's trust built through that. And so we start here with this and we cast that to a wide audience. Then some people are going to watch your videos and some people are not. Think about it, right? They just tried to shoot Trump again yesterday. So what is all going all over the news, right? It's all just Trump, Trump, Trump, Trump, Trump, Trump, Trump. Right? And then there's going to be stuff about the Ukraine war. There's me stuff about the new iPhone that's coming out and there's stuff about the new chat GPT AI model and there's probably some more stuff going on in celebrity news, if that's your thing or something is going on. And there's some new boat that's coming out, right? There's all kind of stuff that's on your feed that's catered to you, right? And you're going to be interested in that kind of stuff. And for whatever reason, when someone tries to advertise to you, you're going to see a bunch of ads and what do you do? Most of the time you scroll past it. But there are some that you watch for whatever reason. Maybe it's one of my ads, maybe it's something about the new truck that's coming out, right? If the Ford's coming out with new version or something. Well, when you stop and watch that video for whatever reason, whatever it is, if it's a, if it's an ad, right? Some people are going to watch three seconds of it with the sound off just to see if they're interested, right? Some people are going to turn their volume down and then click into the video because they don't want to wake their wife or their kid or their husband up. And they're going to watch a little bit of the ad and some people are going to watch the entire thing. So there's a huge number of people, a thousand people that get shown your video. Well, when you show a thousand people that video, you will be lucky. You'll be lucky if 10% of them watch half. So you'll be lucky if 100 people watch 50% of a 5 minute or 4 minute video about people, product, process, thought reversal, caught doing right or giving pledge about your roofing company. If you get 50% of them to watch a video, you want to Put them in a bucket. This symbol here represents a bucket of people that you can put people in. And then what you're going to want to do is take that bucket of people and show them some kind of offer. Now, I look at this as a whole year campaign and this is important to be thinking about coming into the next season is thinking about how do you think strategically rather than just tactically. Right. Thinking strategically through how am I going to set up to have the best year ever? You want to think about the entire year in mind. And September is a great time to be thinking about this because sorry to say it, but if you're just starting right now, you're not going to get the best value. You're going to have to over spend to get the same results as someone else who was strategically thinking in January of 2024. Now that sucks. Lick your wounds. What are you gonna do? Quit? Okay, so then you have to then be doing what you can to get ready for next year because then you could have something like an roofing early season discount, where you just say, hey, prices go up in May. It's February. Now's a great time to be thinking about buying a roof. You're getting the best prices of the year. We're offering an early season discount to anybody who signs up. So going back, where are we on the funnel steps? Right, so we primed our audience with content to a wide audience. We've got 50% of our video viewers have been shown some kind of offer. And that offer, we try and change offers every single month because otherwise roofing, they can get stale. And it creates an incentive for your sales department too to say, hey, you should buy before the end of the month because then this offer expires and there's a new offer. And I don't know if that new offer means anything to you. So then you say, okay, you have your early season discount ad. Now some people, when they go to that, they're gonna click on that ad and they're going to go to this landing page. And when they go to a landing page, a landing page equals no leaks. Now this is if you are highly specialized and you are generating a ton of traffic, if you're generating a ton of traffic, and by a ton, I mean a thousand impressions a day to your site, not a thousand impressions a day to your ad, a thousand impressions a day to your page, then you want to have no leaks because now you're in the point where you can target a 3 to 10% conversion. So why do I say a Thousand clicks to your site, well, you could do a little less, right? 100, 200. But the data that you're collecting might not be very good. So if you're generating a thousand clicks through a Facebook ad, thousand impressions a week to your landing page, what you're doing is then if you get 3% of those people convert, how many did you get? 30 people to convert. If you get 100 people to convert, that's fantastic, right? 3% is considered a well performing landing page. But until you're generating that many impressions to your page per week, your ads are not yet good enough. You have to continue to work on your ads. That takes time. You don't want to be running conversion ads to people who don't know who you are, which is why so many people just sleep on the work upfront. They go, ah, we're not going to do that stuff because that's like, takes time. Let's just go straight to conversions. Let's try and get conversions. And you're just that guy running around the bar when your traffic is a little lower. If you're getting five clicks to your website a day, then, and I'm trying to show some pretty big gaps here, but if you're getting five people a day, you might still have some links on your page, like to go to the homepage, but you have to recognize that links equal leaks. Landing pages have a purpose, is to get people to convert. But if you're not building a great reputation yet, if people do not know you yet, then you might have a link to somewhere else on your page because you're trying to get some value from that traffic. So you can say, well, did people go anywhere else after they got to our page? But once you've got an offer that you know works, you've got an ad that you know works, you've got traffic that you've got coming to your website, you know how your ads are going to perform well, then you want to get rid of the links because you get rid of the leaks. People have only one choice, either bounce or convert. And your pixel, which is in the top here, is going to let you know that that happened. And so the people who convert, right, the people who see your video talking about your early season discount, see the benefits of doing right now. You know, send you their information, click a button. Well, then they're going to go to your thank you page where then you can have links because you don't care about the leak at this point. But the people who don't, if they hit the back button. You want to put them into a custom audience of people who are interested enough. Another bucket. They were interested enough to leave whatever platform they were on, and they chose to at least look at your offer. And then for whatever reason, they said, hahaha fu. Try harder. For whatever reason, right? They bounced for some reason. And there's a myriad of reasons. The dog barks, baby cries, door knocks, phone ran out of battery, YouTube video notification on the phone. The other roofer called them because they sent in a lead to another roofer right before they got here. Whatever reason, they bounce. But you want to put them in a bucket as well. So you have your yes bucket, the people who became leads, and you have your no bucket of your early season no's.