Effective marketing is a critical component of growing a successful roofing business. However, many roofers overlook foundational principles that can save them time, money, and missed opportunities. Here are five facts that every roofer should understand about marketing and lead generation.
1. You Should Be Spending 5-10% of Revenue on Marketing
Marketing is an investment in growth, not just an expense. To consistently generate leads and keep the pipeline full, you should be allocating 5-10% of your revenue towards marketing efforts. Under-spending leads to missed opportunities, while over-spending without a clear strategy can result in waste. Finding the right balance is key to building a sustainable flow of high-quality leads.
2. Marketing Strategies Are Very Market-Dependent
What works in one market might fail in another. Strategies that generate massive leads in Dallas might flop in Denver. Markets vary based on competition, demographics, local culture, and economic conditions. This means that you need to be willing to adapt and customize your approach. Allocate a portion of your budget to experiment with multiple services and strategies—testing is the only way to identify what truly works for your specific market.
3. Allocate Budget for Testing and Be Prepared for Some Failures
Investing in marketing requires a mindset shift. You need to protect your budget for testing different approaches, and accept that not all of them will succeed. Some campaigns will fail, and that’s okay; the goal is to find what works best. Be patient, strategic, and willing to iterate. The key is to learn from each attempt, optimizing your strategy based on the data you collect.
4. Make Sure Your Funnel is Ready to Convert Leads into Sales
Spending money on lead generation is pointless if your sales funnel isn’t set up to convert those leads into business. Automation is essential for streamlining follow-ups, nurturing leads, and keeping prospects engaged. Make sure your CRM and follow-up systems are optimized to capture, track, and engage leads at each stage of the buying process. A well-structured funnel turns potential customers into paying clients efficiently.
5. Diversify Your Lead Sources to Protect Against Market Shifts
Relying on a single lead source is risky because markets, technology, and cultural trends shift constantly. What works today may not work next month. To protect your business, diversify your lead sources—use a mix of organic search, social media, paid ads, and referrals. This variety ensures you have multiple streams of leads, giving you stability even if one channel dries up.
6. Track Your Cost-to-Profit Ratio by Lead Source
It’s easy to focus on cost-per-lead or cost-per-appointment, but these metrics don’t tell the whole story. The most important number to track is your cost-to-profit ratio by lead source. This will help you understand not only where your money is going but which lead sources are generating the highest returns. This level of insight allows you to optimize your spending and focus on the strategies that deliver the best results.
7. Track Conversion Rates at Key Touchpoints by Lead Source
If you’re not tracking conversion rates at the nine key touchpoints in your sales pipeline—and tracking them by lead source—you’re essentially flying blind. Without this data, you’ll never know where your process is breaking down. Tracking your conversions helps you identify bottlenecks, refine your approach, and stop burning money. Make sure your systems can track data effectively for each stage, from initial contact to closing the deal.
8. Hire Outside Help to Save Time and Avoid Costly Mistakes
Marketing can be complex and time-consuming. Hiring an outside expert can save you a lot of frustration and money by helping you avoid pitfalls. A consultant or marketing partner can guide you in developing a tailored strategy, negotiating vendor contracts, and accessing proven services. Investing in professional help upfront can save you months or even years of costly mistakes, protecting your bottom line.
9. Marketing is Just One Piece of the Pipeline Puzzle
Marketing is the fuel for your engine, but you need the right components in the pipeline to convert leads into sales efficiently. Think of your business like a high-performance car—without the right engineering and tuning, even the best fuel won’t get you across the finish line. Spend the time and resources needed on the front end to build a well-optimized sales funnel, automation systems, and sales processes. This holistic approach will prevent costly failures and help you capitalize on every opportunity.
Conclusion: Ready to Get Serious About Your Marketing?
Marketing is crucial, but without a strategic approach, it can become a money pit. You need a combination of customized strategies, automated processes, and diversified lead sources to protect against shifting markets. Spend a little extra time and money on the front end to protect against costly mistakes and missed opportunities.
Schedule a free discovery call with a marketing expert who can help you access proven strategies and introduce you to vendors with discounted rates or even free trials. Don’t waste time and money figuring this out alone—connect with experts who can help you find the best solutions right from the start.
