by Marie King
There’s an old saying that if you don’t know what you’re looking for, you probably won’t find it. That holds especially true when it comes to a target market. Many times roofing contractors are so focused on their current clients that they haven’t put the thought into identifying and connecting up with their future roofing customers.
Who makes up your target market? Young homebuyers, who just bought a fixer-upper? Seniors living in an aging housing development? Property owners in an older neighborhood? Landlords with housing in need of new roofs? Defining your target market helps you determine what next steps you need to take to connect up with them.
Many times business men set out to market their company without having all their marketing pieces in places. As a roofing professional, you need to be sure that once you’re sitting opposite a potential client that you have the materials needed to close the deal:
50% of younger people are introduced to your business first through your website. That’s why it’s important that you have one, and your site makes a good impression. On your website, you should have following:
Mailings are only effective if you take the time to get the name of the of the owner of the property. Sending mailing to “resident” is a waste of time. Even though the feedback from mailings are limited. Make sure that you get the phone number of anyone, who calls in response to the mailing because those people are interested parties. Call those individuals and try to schedule appointments.
As a roofing contractor, your greatest skills maybe technical and mechanical. However, your speaking skills maybe the ones you need to grow your business. Develop a presentation or have it developed professionally for you. Present it at HOA’s, community centers in older neighborhoods and to real estate professional groups.
Let the focus be what you need to know about getting a new roof. Tell about your business and your background. Make sure there is plenty of time for questions and and answers. You’re there to be helpful and to make friends. This is your chance to network and make connections that could turn into customers.
Connecting with potential customers requires: