Category: <span>Consumers</span>

How to market your roofing company in a digital world

By RT3 member Art Unlimited/Kandi Hamble.

We are living in an increasingly digital world. I can still remember life without the internet, and my how things have changed! Art Unlimited has been around longer than the World Wide Web, and now we find ourselves fully immersed in this fascinating, always changing digital space.

It seems like every day there is a new rhythm to learn, and we often see companies fail to thrive when they don’t keep up. This may seem like a scary monster to fight off, but it can be easier than you think to join the circus without going crazy. All you need is a plan. We’re here to help you with that plan!

Step one: Go digital.

Living in a Digital World

First impressions for your brand were once limited to yard signs, vehicle wraps, flyers, and direct mail – also known in the marketing world as ‘traditional marketing.’ However, when the first website launched in 1991, the marketing world began to shift. Having a presence online is no longer optional—it is necessary to thrive and grow.

Here are four areas we will discuss:

  • Internet Presence – having your own website and having company profiles on third-party websites (such as GMB, Yelp, BBB, etc) is an essential way to manage and share your brand.
  • Fresh Content – major search engines, like Google, give priority to websites which are always updating. Paying attention to your SEO and posting regular, quality blogs can assist in keeping your website ahead of the pack.
  • Social Butterfly – choosing 1-2 social platforms to have a strong presence in can give your brand visibility, and give you a leg-up on your competitors.
  • Paid Ads – having digital paid ads geared towards your dream customer can help you grow your brand and change digital interactions to in-person customers.

Benefits of Going Digital

We must continue to learn new things or risk becoming stagnant. A solid marketing strategy is no different. In the movie Tron, Dumont says, “All that is visible must grow beyond itself, and extend into the realm of the invisible.” Adding digital components to your marketing strategy may seem like growing into an invisible world, but they will give you enhanced visibility to potential customers and raise your brand awareness. Greater brand awareness can then bring you more leads while also lowering the cost to gain them.

Extend Your Internet Presence

If you don’t already, having a presence across the internet is a must to thrive in the competitive landscape of hardworking, talented roofers.

  • Your-domain-dot-com – A website with your company name as the domain is like a business office which is always open. Having your contact information, hours, available services, and photos of previous projects can help a person choose you over a different roofer. Adding one of the many AI bots means searchers can even ask questions – whether you’re manning the phones or not!
  • Third-Party Websites – Creating or claiming your company’s profile on websites such as Google my Business, Yelp, and BBB will give your brand an even further reach. Your information should be the same on each site, as well as your own. This will let search engines know you’re trustworthy so they start sharing your information in searches. It allows previous customers to leave reviews for potential customers to form a positive impression of your business before they even pick up the phone.

Creating Fresh Content

Search engine bots are constantly scanning websites to see what new information there is to be consumed by the billions of people entering queries. According to stats compiled by an internet statics company, Google processes over 7-10 billion search queries a day worldwide, and 15% of those queries have never been searched for on Google before. The algorithms used to find content to answer these searches are changing almost every day.

Is it any wonder that a website drops in search ranking when it is not publishing new content regularly? How can you stay on top of keeping your website current and relevant? The good news is you don’t have to make changes every day! Publishing 2-3 blogs each month about topics you are an expert in can go a long way. If you don’t know where to start or are crazy busy, you can hire someone to write and publish blogs for you.

Working on your website’s SEO value a little each month can also help immensely. SEO (Search Engine Optimization) can seem tricky, but let me explain it this way: Search engines are always on the lookout for answers to the questions they receive. SEO is making a website visible to the search engines (by updating relevant pages with the keywords and content people are looking for)…much like introducing friends at a party!

Becoming a Social Butterfly

Being a social butterfly generally means flitting from event to event, interacting with whomever you meet, and being an asset to the lives you are interacting with. Now, owning that strong social presence could include having profiles on Facebook, Instagram, LinkedIn, Twitter, YouTube, or Pinterest, to name a few. We have seen how building a brand on social media isn’t often used by roofing contractors.

What does this mean for you? If you build your brand on one or two social platforms (no need to spread yourself thin!) you could have a presence and be an asset to your community in a place where your competitors aren’t focusing – giving you the upper hand and a pool of leads for your company!

Paid Ads

There is a right way and a wrong way to do paid ads. Knowing who your dream customer is and what they are searching for when they need roofing help can help you dial into where to place your ads and how to word them. As they are tooling around the vastness of the internet and seeing your brand in strategic places, they will start thinking of YOU when their roof springs a leak.

Growing your brand and converting digital interactions to in-person customers is a long-term process. Patience is a virtue, even in this digital age. If you want to learn more about how to include digital marketing in your strategy, give us a call today. Art Unlimited has the experience needed to assist roofing contractors across North America to help them create a solid digital presence and surpass their goals.

Stay up to date on the latest roofing industry trends when you sign up for the RT3 Smart Brief e-newsletter. 

Source: Art Unlimited

Be the roofer your customers are looking for online

By Michelle Mittleman.

When a homeowner needs a roofing contractor, the first place they look is online. They hunt through all the search results, investigating each company’s credentials, reviews posted by previous customers, and the services provided by different companies. Make sure you are the most reliable and qualified company they find in their search by following these tips below.

Reviews and Recommendations

One of the biggest things homeowners look for when searching online for a roofing contractor is reviews and recommendations from previous customers. These reviews might be on your own website or on a site like Yelp,  or Angi. Regardless of where they are posted, they can mean the difference between gaining or losing a potential customer. Homeowners scan reviews to see how many stars people give you, what things you did well, and what things upset your customers. Bad reviews will turn customers away in a heartbeat, while good ones can boost you above the competition.

In order to use these reviews and recommendations to your advantage, encourage customers to leave reviews after you complete a job and be sure to respond to the comments. If you know you did a job very well, make sure you ask your customer to leave a recommendation. Angry customers will readily post a review, but sometimes a content customer will not think twice about it. Kindly reminding them that their feedback would be appreciated can do wonders.

Responding to comments can help show new customers you are involved with your clients and that your company actively works to improve your service. Commenting on a bad review to clarify any issues the client experienced and show how you resolved the issue shows homeowners you truly care about what your clients think and that you are willing to go the extra mile to ensure their satisfaction.


Another component homeowners are looking for online is your credentials. Homeowners want the most qualified companies working on their house and credentials are proof you know what you are doing. Make sure these credentials are posted clearly on your website, so that homeowners are sure to see them while they are researching. Credentials homeowners might be looking for are state and federal licensing, as well as professional trade organizations you belong to. If you have employees with specific certifications be sure to include those as well, because homeowners may be looking for contractors who specialize in a particular brand or product. Making your credentials easy to find is sure to set you apart from the competition, as homeowners can immediately tell you are a qualified company.


Make sure the warranties you offer appear somewhere on your website. For example, if you provide a year-based warranty on particular roof type and materials, tell that on your website. Roofing repairs can be very expensive and customers want to know their investment is insured in the event that something goes wrong. Make it easy for the customer to see their money is well spent and safe.


One of the easiest ways to set yourself above other roofing contractors online is to make sure all of the services you provide are listed on your website. Homeowners know that you do roofing installations and repairs, but do you install skylights? Is your company specifically trained in a certain product line they are interested in? Can you install siding and gutters? Homeowners are not roofing experts, so they do not know all of the jobs that fall under the roofing contractor umbrella. Make it obvious to them what kind of jobs you do by clearly posting it on your website. Your site will be a relief compared to others they look at because they can find exactly what they are looking for. They will know that you are the answer to their roofing problem without having to do additional research, placing you first on their list of contractors to call.

The internet is a powerful research tool and homeowners will certainly be using it to look up roofing contractor companies. Make sure you are the company that customers are looking for online by encouraging previous customers to leave reviews and then responding to them, including your credentials and warranties on your website, and clearly listing the services you provide. All of these components will make your company more appealing to customers than the competition and reassure them that you are the perfect choice for their roofing needs.

Get the latest roofing industry news and information delivered to your inbox when you sign up for the RT3 Smart Brief.

Source: AccuLynx

Florida contractor invests heavily in technology and departmentalization to boost customer service and production

As two major roofing contractors were shut down this year by the Department of Business and Professional Regulation, Central Florida roofing contractor, Calloway Roofing LLC believes there are just too many instances where a good contractor can fail because they lack the business systems and organizational infrastructure necessary to properly manage their day-to-day operations.

Drew Calloway, 40, came across Brandon Gaille’s statistics on roofing industry complaints where the Better Business Bureau cites more than 50% of all complaints were filed for unsatisfactory workmanship and another 25% for the inability of the homeowner to reach the contractor. These stats are troubling as Drew believes that the roofing industry needs to embrace technology and adopt automation systems that can help bridge and improve the communications gap with customers.

This year, Drew took that philosophy and put it into a written commitment and signed a 5-year marketing and back-end business systems contract with Knowledge Transfer LLC that enables the company to focus on installations and communications with their customers within the company’s newly established Inspections, Servicing, Estimating, Production, and Billing departments. Through this departmentalization, the company can prioritize each segment of the process and go a step further and include all roof-related line items that the homeowners may be entitled to—that may otherwise be left out. And as Building Code required roof items now become a part of the scope of work, Calloway Roofing leads the industry by including, as a standard practice, the optional roof materials warranty registration, which can transform a basic roof installation warranty into a 600-month registered lifetime warranty.

Chad McPherson, designated Sales Representative with ABC Supply, says, “Calloway Roofing is doing things we hope to see others follow. It’s certainly a ‘best step’ in the right direction.”

Through the embrace of departmentalization and the powerful company Knowledge Base that followed, Calloway Roofing now mills through the rigorous demands of roof construction while keeping their customers updated and systemically in the loop. A philosophy, adoption rule and direction that all roofing contractors should pursue.

As a resident and family man in Minneola, Florida, Drew says, “When a homeowner gives me their signature, I feel compelled to give them a contract that includes a written guarantee that their roof will be a registered roof installation and that they’ll hear from us regularly and throughout the process.”

About Calloway Roofing
Calloway Roofing LLC is an Orlando, Florida based roofing and building contractor that believes every roof should be a registered roof installation and not optional. Homeowners receive no-obligation storm and roof inspections, followed by full information about the entire process in addition to a free copy of the inspection photographs.

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Why Data Privacy Just Got Serious for American Websites

By Bekkah Anderson, Art Unlimited.

We have seen pretty much every app developer or corporate business send us an email saying they have recently updated their privacy policy. We’ve even seen those new annoying pop-ups telling us they have cookies, but now, consumer data rules are hitting your business.

As a business owner, is data privacy something to think about?

Two months ago, many people were saying, “Naw, just change your settings to block other countries from viewing your website.” But since California rolled out their own data privacy rules on June 28th, 2018 via the California Consumer Privacy Act, this isn’t something to sneeze at. As we start to see more initiatives to protect Americans’ privacy, big data should respond accordingly.

What do I have that could be considered private information?

You might not think you have any “big data,” but if you have a list of past customers, newsletter subscribers, a mailing list, online payment options, or use Google Analytics, you technically have possession of data that has privacy rights. Some privacy rights have always been out there, but most businesses had to make the ethical choice to use the information at their discretion because enforcing compliance on every business was obnoxiously hard for anyone to do.

Caveat: Unless one of two things happened to you that got people worked up:

  1. You had a ton of people you were contacting without permission that all decided to complain together and make a class action lawsuit against you.
  2. You got hacked and all of your customer data was stolen

Most of the rules for the new data protection, honestly, just made good marketing sense. Such as, if you send a previous customer 27 emails in one day, you’re going to get marked as spam and email providers will block you. This also has probably happened to you if you tried to include 60 people in the same email and you accidentally locked down your email account.

What can I do to ensure I’m compliant with the 2018 California Consumer Privacy Act?

Step 1: Ensure you have an updated privacy policy that clearly lays out how you use the data such as (but not limited to):

  • If you do remarketing with this data
  • If you keep their data to contact them later with promotional content
  • If you sell their purchase habits to a 3rd party provider
  • If you record their device location
  • If you track their last click to leave your website
  • If they like your page on Facebook
  • If you share their contact information with any of your affiliates in order to target users better
  • If you collect their information to use for marketing purposes via sweepstakes, trade shows, or drawings (or any other paper form)

The list could just keep going. Anything that collects information about your users on your website should be listed in your privacy policy or anyone who has access to this information should be listed. If you do it, name it in your privacy policy. You should probably get this reviewed by your legal adviser as well to make sure it has everything.

Step 2: Clearly provide an opportunity for customers to “opt-out” of how you are using the data

Website users now have the right to request that you stop collecting their data, and you need to make sure this option is provided loud and proud.

Tip: be careful with how your program your pop-up though, especially on mobile. If all your users can see is a pop up that blocks your homepage navigation on mobile, it could affect your ranking because of a poor user experience.

Step 3: Have a process for actually following through on the users that request to be removed from your data uses.

This is where my heart hurts for business owners because this is rarely enforced well. If you say you’re going to stop talking to them after they ask you to, ACTUALLY DO IT. In the past, I just marked you as spam, but now (if I was a California resident) I could just report you to the Attorney General’s office or go after you with a personal lawyer. Have a process the thoroughly removes their information from your system and documents when the user requested to be removed.

Step 4: Don’t target people under the age of 16 unless they have specifically given you permission to or their parents have agreed to consent (if under the age of 13).

Bottom line: You have to disclose how it’s used, who has access to it, and how users can choose to not be a part of the data.

Having a data control officer who knows where the information is, where it’s going, and how it can be removed is good to have for your business. The more you know, the safer you can make your business for your customers.

What happens now if I accidentally do something I shouldn’t with customer data?

Under the new California laws, you could have to pay a civil penalty of $7,500 per incident AND pay for the cleanup/recovery of any person that had actual damages affect them OR pay out $750 a person for the violation to their privacy (whichever is a larger payout).

How long do I have before I need to make these changes?

The California Consumer Privacy Act unleashes its fangs of consequences for non-compliant business owners in 2020. You have some time to start planning your implementation strategy. Don’t get nervous, but have a clear plan of action steps to get you to where you need to be. It’s also important to keep an eye on the changes that might happen to the data rules in the months ahead. If the laws get extended to other states, there might be some new changes that make things more detailed as to certain industry or specific platform compliance.

I don’t do business in California: Do I still need to change my privacy policies?

For the present, yes and no, if you want to block your website from being searchable by any of your customers within California you could just avoid this all together….But it’s going to limit your reach, hurt your ranking ability, and if some of your customers have a beach home in California, you might be losing some of your client base because they can’t find you.

More Data Privacy Rules Are Inevitable

No matter how much money Amazon and AT&T pump into lobbyists, the passing of new laws usually has a domino effect in American legislature. If it works out nicely for California, you can expect it to either start rolling out in your state soon, or becoming a federal initiative.

We’ve already seem rumblings in Washington to push this into a federal compliance law. So, it’s always better to start being privacy complaint sooner rather than deal with the consequences of doing it later. Rushing things in the last minute to avoid penalties is never a fun spot to be in as a business. Plus, who wouldn’t want to gain a higher level of trust with customers by being respectful of their data?

Note: This article first published on Art Unlimited’s website and can be viewed here.

Photo credit: Markus Spiske on Unsplash

Technology and the customer experience

By Heidi J. Ellsworth.


Consumers are demanding a customer experience that uses technology.  How your company embraces technology will make a big difference in your marketing opportunities for the future.  Amazon, iTunes and Google services are used by consumers everyday no matter which industry you are working in.  So why would roofing customers not look for technological solutions when they are looking for roofing services?

It is becoming more apparent, that the selling model is changing.  The days of demanding that the husband and wife both be present for a sales call is changing.  In fact, in the very near future some of the sales calls may only be online.  Consumers are finding your company in all different ways and demanding a different customer experience that uses technology.   Through referrals, social media and the Google searches, they are taking the time to educate themselves on roofing and the companies that provide roofing services.  It is a changing dynamic.


So, how do you adapt to this ever-changing reality?  I say, common sense.  If anything, the explosion of the use of technology is pushing the need for common sense more than ever.  But the basis of common sense is understanding your audience.  Take the time to understand how they are looking for roofing services and what their expectations entail.  It cannot be all technology, we know the importance of relationships but we also cannot live in the unrealistic world of “how it used to be.”  Sales and marketing needs to promote your entire business and needs to highlight how the company is delivering amazing service.  Technology must be a big part of the service process.  If the culture of your company and the business processes are not current with recent technology, customers will know.


Now is the time to evaluate how your company is incorporating technology and whether it is making for a better customer and employee experience.  Both groups need to be happy and we all realize that it will not be easy.  Taking the time to educate both customers and employees is crucial when it comes to adapting technology or when making significant changes.  As you review the following buyer behaviors, understand that by embracing technology for the ease of your customers and betterment of the employee experience, you are doing some of the best marketing you can for an improved customer experience for your business.


  1. Consumers are doing their research

The day and age of consumers being clueless about roofing is for the most part over.  Don’t get me wrong, there are many consumers who do not research before buying and hope for the best.  But as information continues to not only be obtainable but promoted, consumers are becoming more educated.  In fact, it is your manufacturers who are reaching out to the end user, whether it be residential or commercial, and working on not just advertising to them but educating them on what they deem as the best roofing solution.  You need to be ready for the educated consumer and have your sales team and production team prepared to work with them.


  1. They are researching your company 
    This statement may seem antiquated, but if you do not have a website, you need one. Consumers are looking for information on your company and it will start with your website.  But, it will not stop there.  They will check social media, reviews and industry information.  This is where being a part of an association can make a large difference.  Showing how your company is involved and validated by the industry is very important.  Make sure your online reputation and resources are up to date and spotless.


  1. They are self-qualifying 
    In the past we have talked about qualifying customers. Today, they are self-qualifying.  They are educated enough to look at your website and online resources and understand if you are a good fit.  This is why it is so important to know your customers and understand the audience you want to attract to your business model.  Then, make sure you are sharing the information that will convince the end-user that your company is a good fit.  The traditional way of obtaining 3 bids is dying on the vine due to time.  Consumers want to spend their time online qualifying the right contractor.  It might come down to two but very easily it can come down to that one company that really told the story online.  If the customer experience continues to be great, they will most likely not shop around and pay potentially higher prices for quality work.


  1. They want to be educated not sold 
    Time is what it is all about and if the sales process pressures the consumer, they are as likely to back away. They want to be educated so they feel they are making a good decision.  There is also a strong impression within the younger generations that a processed sales procedure is not good.  They see it coming and they rebel against the process.  They want to feel respected which means your sales team taking the time to provide strong, honest information about the roofing process.  As much of that information that can be online ahead of the sale, the better to close the sale.


  1. Referrals are golden but reviews are the last word
    Reports show that an overwhelming number of people are influenced by online reviews. That is why the customer experience from the first touch, all the way to the final inspection is so important.  You need that customer to not only write a complimentary review but to be an active advocate or brand ambassador of your company.  They will spread the word about how you are the roofing company to use.  That will not happen if the roofing experience is bad during any part of the experience.  Make sure all of your employees understand how important it is to deliver the highest level of customer service, no matter what their position in the company.


We have been seeing the growth of marketing technology in the roofing industry for the past couple of years but get ready for an explosion in 2018.  We are now looking at exponential growth as consumers start to demand the use of technology and like-minded sales processes in the buying process.  As you work on your 2018 marketing plan, be sure to include technology and how you are going to use it as a marketing tool.


Note: This article first appeared on and can be viewed here.