Everyone is so used to getting scam emails from princes of foreign countries that we have a negative association with email marketing. However, you should rethink this and realize how valuable creating an email campaign for your roofing business can be.
Remember, Oberlo argues for every $1 you spend on email marketing, you can expect an average return of $42. You don’t see that kind of return on investment unless you’re hitting trifectas on betting if Baker Mayfield is going to throw for three TDs and be taller than 50 percent of the little leaguers in the stadium. And, 80 percent of small businesses rely on emails to retain their current customers. Granted, as a roofer, you hope you don’t get a lot of repeat customers. If you are, you may want to question why so many accidents keep happening to those customers’ roofs. Is it a Home Alone situation where Kevin McAllister is constantly fending off Harry and Marv and there’s constant roof damage? We need answers!
But, while you may not necessarily need email marketing for repeat customers, email marketing is a great way to attract new customers. According to Porch.com, 76 percent of homeowners completed at least one home improvement project last year since the beginning of the COVID-19 pandemic. This trend shows no signs of slowing down, either. The home improvement industry, in fact, is expected to continue to grow for the next five years. So, if you play your cards right, this can mean a big boon for your business.
Allied Market Research expects the roofing market to reach $132,775.6 million by 2027. This is a significant increase from the $92,942.3 million it reached in 2019 BC (Before COVID-19). And, while everyone during COVID-19 either seemed to be baking sourdough bread—a trend we still don’t understand—or doing do-it-yourself home projects, roofing projects aren’t exactly something everyone can do. As a matter of fact, we highly recommend would-be amateur roofers to leave it to the pros. No one wants to fall off a roof. I have an Uncle Johnny who did, and now all he talks about are magnets.
So, if you want to capture new business, email marketing is a great option. You can do so by focusing on people who were interested in your services but, for whatever reason, didn’t hire you. Here’s how roofers can use email campaigns for lost leads.
Again, a lost lead is someone who didn’t choose your services. Now, you’ve already devoted a lot of resources to trying to convince these customers to hire you. According to VAR Street, 74 percent of businesses spend more than $50 per lead generated. If you’re willing to just waste that kind of money, I can sell you my Pogs collection.
But, there can be several different reasons why a customer didn’t hire you. Let’s focus on three causes that happen most often.
The potential customer stopped responding to your communications. Maybe you didn’t wait the required two days before you contacted them. Whatever the reason, this person Casper-ed you.
Unfortunately, something got lost in translation. Maybe you didn’t clearly explain why your services can’t be beat. It happens, though it shouldn’t. At any rate, the homeowner says they’re going with a competitor.
Instead of repairing the shingles, they decided to take that dream trip to the Jersey Shore to hang out with Snooki and Pauly D. The homeowner says they’re not doing the project because they don’t have enough money to have the work done at this time. They say maybe things will be different in a few months, or even a year.
Now, there’s also a fourth option that touches on each of the above scenarios: Consider that a homeowner reaches out to 3 or 4 roofing contractors and sets up an appointment with the first to respond. The homeowner ignores correspondence from the other roofers who were slower to respond as she waits for the appointment. In this case, she is technically still in the market, even though you might consider her a lost lead. Because what if the contractor doesn’t show for the appointment? Or, what if the contractor agrees to do business, but drops the ball or keeps delaying the job? There are many scenarios that might result in a lost lead being back on the market again days or even weeks or months later.
“This is where using digital marketing tactics, your CRM, and other tools comes into play,” says John J. Antognoli, Senior Client Advisor at Company 119. “The most successful companies find ways to keep reaching out and breathing new life into the leads.”
Persistence is important. Just because they said no at the time doesn’t mean they can’t be enticed into saying yes. How roofers use email campaigns for lost leads is critical because time isn’t on your side. You have 1–2 weeks to make these potential customers change their minds.
This is where your email marketing campaign becomes critical. You need your campaigns built and ready to be launched yesterday, so when you send emails today, you can start work on your new clients’ projects tomorrow. So, where do you begin?
One crucial component of a strong email campaign is the ability to personalize content. You can tailor your messaging to different audiences to ensure you’re speaking to them. In fact, Oberlo claims emails with personalized subject lines generate 50 percent higher open rates.
But, that’s not all. What you send to the customers is just as important as the creative subject line you use. Make sure you have well-thought-out email content to show why homeowners should choose you.
Don’t listen to the fancy marketing fat cats in their tailored suits—newsletters don’t work for roofers. Who wants to read about how you crushed your latest roof replacement unless you’re in the market for a roof replacement? And how often is that, every 20-30 years? The point is, your lost leads are only interested in content specifically related to their needs. So, a newsletter isn’t an efficient use of your time to grow your roofing business.
As part of your custom content, you should create three separate campaigns for lost leads. Again, use the three types we list above (lost contact, they went with a competitor, and they’re not doing the project). Obviously, for each group, your content will be different.
For starters, understand these people have ghosted you before. There’s a chance they can again. Having said this, you want to focus on outreach. The goal of your email here is to re-establish contact. You want content that speaks to the value your roofing business provides.
Subject Line: Delaying Your Roofing Project May Cost You $$$
Body: Hello, [Insert First Name]:
Do you know that delaying your roofing project may ultimately make the costs increase? Sadly, it’s true. With increased exposure to rainfall and other weather, your roof damage may get significantly worse. So don’t delay!
Are you still interested in your roofing project? If so, contact us today!
Sadly, they chose another roofing business. As much as you’d like to say, “Adios,” that may not be the best business decision. Also, just because they told you they’re going with someone else does not mean the homeowner’s mind can’t be changed. You can do this by using content that speaks to why these potential customers should choose you instead. For example, you can send any testimonials you have from previous happy clients, especially if those clients did the same project the lost lead is looking to do.
Subject Line: Choose the Most Trusted Roofers in the Business
Body: Hello, [Insert First Name]:
Your roof protects you, your family, and all your belongings, so why not make sure your repairs are done right? View our latest customer testimonial to see why we’re the most trusted roofers in the area! Also, be sure to read our Angi reviews to discover why we have such happy customers.
Contact us now to book us for your roofing project.
Finally, for lost leads that aren’t doing the project because of costs, you can entice them. Offer them a discount if they choose to do the project in the next two weeks. When you do this, make sure you include a promo code or some way you can track your efforts. This way, you can measure how effective the campaign is.
Subject Line: Start Your Roofing Project Today and Save 10%
Body: Hello, [Insert First Name]:
Do you know delaying your roofing project may ultimately make the costs increase? So, why wait? Book with us today and save 10% on your roofing project!
Contact us now to work with us. This offer expires on X/YY/2021. Use the promo code RaiseTheRoof to get 10% off.
To recap, here are some dos for how roofers use email campaigns for lost leads:
✓ Identify your target audiences.
✓ Create custom campaigns for different lost leads.
✓ Use content already created in order to launch the campaigns ASAP.
✓ Provide value in emails that highlight your roofing company’s strengths.
Also, here’s what not to do:
✕ Waste resources on ineffective newsletters.
✕ Use generic emails or content to send to everyone.
✕ Move slowly—you only have a limited timeframe to convert these homeowners into customers.
Finally, here are some additional resources for how roofers can use email campaigns for lost leads. These references focus on email marketing in general:
At Company 119®, we help our clients grow their business online using a focused system for sales and marketing, integrating the latest in digital tools. We build a new, precise system for each client that provides predictable sales growth to their organization. Our years of expertise spans digital marketing and sales methodology, graphic design and video production, content creation, website design and development, and search engine optimization.
