Build a brand that stays top of mind and top of the Google search list

By Jenny Yu.  

Roofing professionals share strategies for adapting to changing homeowner behavior and digital marketing trends. 

With rising lead generation costs, constant Google algorithm updates and increasing competition for homeowner attention, roofing contractors are being forced to rethink how they build long-term growth. In a recent Coffee Conversations® webinar sponsored by gFour Marketing, Karen Edwards spoke with industry leaders about how contractors can up their marketing game to meet evolving demands in today’s competitive landscape.  

As a done-for-you relationship marketing system for contractors, gFour Marketing helps roofing companies stay connected with existing customers through automated email campaigns, direct mail, text messaging and referral programs. Panelists discussed how maintaining those relationships has become even more important as digital marketing becomes more crowded and expensive. 

Anissa Westfall, chief marketing officer of Westfall Roofing in Tampa, Florida, discussed the importance of branding, especially in a tough market. “When demand is down, competition goes up. The contractors that are going to win are the ones that are establishing their brand in the marketplace and establishing that awareness,” Anissa explained, pointing to existing customers as valuable assets to tap. “You have a treasure trove of customers that can be your advocates and refer your business. Capitalizing on your brand and your customer base when demand is ebbing and flowing is key to scaling over time.” 

As digital marketing evolves, contractors also need to examine how homeowners are finding roofing contractors online. Anissa shared a new challenge with navigating Google’s algorithm changes that are becoming more localized to provide results based on geographic relevance. “It’s really important that you stay plugged into Google's changes,” Anissa said.  

Tara Rescigno, HR director and marketing manager of DiGiorgi Roofing and Siding from Beacon Falls, Connecticut, shared how the 93-year-old business prioritizes nurturing its long-lasting customer relationships to stay on top of people’s minds as well as the Google search list. “Our base is huge, and we definitely nurture them regularly,” Tara shared, explaining how DiGiorgi utilizes gFour Marketing to carry out effective email campaigns, text blasts and direct mail strategy. Loyal customers are rewarded through referral programs. “Our current client base is aware of our rewards, and they're constantly referring us to people because they want to get that referral fee.” 

In order to reap the full benefits of marketing efforts, Rebecca Mayo, director of partnerships for gFour, emphasized the need for companies to develop processes for staying on top of trends. "Things are evolving fast...” Rebecca stated. “It is imperative to have a process in place, making sure that you have operationally set yourself up for success.” 

Watch the full Coffee Conversation episode to learn more about how contractors can strengthen lead pipelines and adapt to changing market trends.