Finding a Niche
There are many different tools needed for roofing, but you should be using them all to build up a great reputation. There’s nothing more important to the success of your business than your clients’ perception, so everything you do (and don’t do) should focus on improving it.
This might be stating the obvious, but it leads to an important point. In some ways, you have to choose the type of reputation you want to build. Ideally, you’d be every type of roofer at once, but that just isn’t possible in our era of almost microscopic specialization. So while many aspects of a good reputation are universal, there are still choices you have to make. In other words, you have to find a niche. Otherwise, you’ll develop a reputation that’s all over the map and find yourself with a dwindling clientele.
Becoming known as ‘longevity roofer’ is one of the best choices you can make. Just as the name says, a longevity roofer is one that builds roofs that last. They use high-quality materials and insist on having the best workers. Most importantly, a longevity roofer focuses on durability as opposed to charging the lowest prices or working at the fastest speed. Yes, affordability and speed will always be important, but a longevity roofer makes certain sacrifices in order to become known for the durability of their work.
Here are 4 great ways to earn a reputation as a longevity roofer.
1. High-Quality Materials Are One of the Tools Needed For Roofing
The first requirement for becoming a longevity roofer is using the best materials. Yes, they’ll cost a little more than average materials. They’ll also increase the price of your initial estimate. Additionally, you have to acknowledge and accept the fact that these higher prices will scare off a few clients. But none of this changes the fact that good material is one of the most important tools needed for roofing.
This is an unfortunate truth, but using superior materials will more than compensate for these drawbacks in the long run. And although you might lose a prospective client here and there, the increased profits you’ll earn with better materials will more than makeup for these losses. Most importantly of all, they’ll help you build a reputation that’s as durable as the roofs that you build.
2. Focus on Employee Retention
A great crew is another prerequisite for becoming known as a longevity roofer. You can spend top dollar on every single roof that you build, but even the best materials won’t make up for inadequate employees. Broadly speaking, there are two components to having a great crew– hiring only the best employees and working to retain them.
A great crew means more than hiring skilled individual workers. Individual talent is certainly important, but they also have to work well as a team. Needless to say, good teamwork requires experience and optimal division of labor. And there’s no way to accomplish these things if your turnover rate is too high. This is why you have to focus on employee retention to become known as a longevity roofer.
Good pay is the first thing that comes to mind when you think about employee retention, but there are other important factors as well. These factors vary from company to company, but treating your people with respect and courtesy is required across the board. Clear communication is always important as well. it also helps to include your crew members in your decision-making process and keep them informed on what’s coming next.
3. Market Yourself to the Right Demographic
As we said up above, striving to be a longevity roofer can sometimes mean fewer clients. Fortunately, however, this doesn’t have to be as detrimental to your business as it might sound. We’ve already discussed how higher profits can make up for the loss of a few clients, but targeting the right demographic can help offset these lost clients as well.
This means getting the word out to clients who are willing to pay more for quality and durability. Time is money in the roofing business, so you won’t want to waste your most valuable resource pursuing clients that aren’t willing to pay for higher quality work. And while there are no guarantees when it comes to closing a deal, there are some effective ways to increase your chances.
First, you have to understand the demographic that’s likely to hire you. Typically, this demographic is mostly comprised of people who live in higher priced homes. Once you find out who your demographic is, you can get busy finding them and showing them what you can do.
Client referrals are a great way to accomplish this, but your marketing strategy plays an important part as well. You should already have a strong marketing strategy in place, but you might need to revisit it if you’re spending too much time with clients who are unlikely to hire you. You might have to increase your marketing budget to improve your strategy, but wasting time on the wrong clients will cost you even more.
4. Offer Financing Options
Again, charging higher prices are a necessity for becoming a longevity roofer. And although you’ll be targeting clients who can afford to pay them, everyone likes to have choices. That’s why it’s crucial to offer good financing options to all of your clients. The total cost of a durable and attractive roof can scare off even the most willing clients, but good credit terms can remove some of the initial sting.
Just as importantly, financing can also help you nab clients that might normally be outside of your typical demographic. It’s often the upfront cost that forces homeowners to settle for low quality work, so it’s important to do everything you can to reduce the initial shock they might experience when they see your estimate.
It might seem like a great deal of work to establish yourself as a longevity roofer, but with perseverance and the knowledge you’ve learned above, there’s no doubt it will pay off handsomely.