Improve your roof-selling technique with these effective tips
In North America, roof replacements dominate the market in both volume (94 percent) and value (91 percent). This is due to existing roofs aging and requiring replacement, according to BBC Research. The residential housing market has also surged, up 30.2 percent from March 2020, adding to the demand for new roofs.
This means roofers like you have the potential to stay busy with consistent work—if you have your sales technique down.
To set yourself apart from the competition, get more jobs, and help customers pick the right roof for their needs, follow these roofing sales tips.
Whether you decide to hire a dedicated salesperson or a company that outsources sales (or handle all roofing sales yourself), there are benefits and drawbacks to each.
Outsourcing is when a company uses outside resources to sell roofing repairs or replacements. Some companies don’t have the staff to handle sales, and that’s when outsourcing becomes a good option.
Saves money on training new company employees
Optimizes your time
Eliminates the risk of liability
You provide direction, but you give up some control
You split the profit on each sale
Little control of salespersons’ time spent selling your service
It can be more beneficial to hire a professional salesperson for roof sales than to take on selling yourself. This is especially true if you don’t like to sell or just don’t have the time. But there are also drawbacks to consider.
Saves time
Control over your company brand
Presents a professional appearance
Training on your product and service adds to your overhead
Expense of paying wages and benefits
Increased risk of liability when on the job site
Risk of losing business if salesperson underperforms
It may be difficult for you to give up control of selling roofs. Maybe you’d rather have that face-to-face connection with potential customers, whether on the phone or when doing door-to-door roof selling.
Adds a personal touch
You listen to the customer and meet their needs
You can better recognize problems and control costs
Brings your expertise and experience to the job
Lowers overhead and start-up costs
Takes away from day-to-day business operations
You’re not on the job site, as least some of the time
You may not like selling
Your customer must trust you when repairing or installing a roof. To gain a prospect’s confidence, there are a few things you should know to walk away with the sale.
Times change. So do roofing materials. Staying up to date so you can recommend the best materials for each specific task will help secure more roofing jobs.
For instance, if you have a customer worried about heating and energy cost, you could recommend one of the most efficient roofs available to show you are knowledgeable and able to meet their needs.
Or, if your customer wants a roof that is dependable with little maintenance, you might recommend a metal roof. Giving your customers options shows you know about a wide variety of roofing materials and builds trust in your company.
Some of the most common roofing materials used today include:
Asphalt shingle: Probably the most common roofing material that comes in a variety of colors and styles to match every house.
Metal roofing: A lightweight option with base metals of steel, aluminum, copper, and zinc rated for strength and durability.
Concrete tiles: A heavyweight option that comes in a variety of styles to mimic wood shake, clay, slate, and stone.
Clay tiles: A heavyweight roof system that is unique and durable.
Felt underlayment: Underlayments protect roofs from moisture and water that may get underneath the shingles.
Solar tiles: Energy-saving roofing materials.
Fleeceback: A fleece material made out of polyester added to the underside of PVC, EPDM, or TPO.
Modified bitumen: Just another name for asphalt.
PVC: A single-ply option for a flat roof system.
Slate: A unique look and durability that is also eco-friendly.
Rubber slate: A more affordable and lighter alternative to real slate.
Built-Up roof (BUR): Also known as tar and gravel, these materials are not as common as they once were.
Thermoplastic polyolefin (TPO): Low cost, durable and flexible option.
Wood shingle/shakes: A lightweight option that offers a unique look and durability. May be more susceptible to fires than other materials.
Durability, lifespan, price, style, location, and weather conditions all figure in when recommending materials for new roofing or repair.
Most property owners want options. One customer may prefer durability and is willing to spare no expense on the materials you use. Another customer, however, may be on a tight budget. It’s best if you can offer them options from good to better to best.
You’ll also want to reassure them that, no matter which materials they choose, you will stand behind your work and apply the same standards as if they chose the most expensive option. You may also want to offer financing options, as this could be attractive to homeowners.
The more you educate your customers on what the job entails and why, the more likely they are to trust you. Taking the time to explain their options and choices gives a customer the confidence that they’re making the right decision to choose you for the job.
Many homeowners never climb a ladder to see damage, weak points, or deterioration to their roofs. That’s why it may be difficult to explain why you’re suggesting a repair or replacement and justify the cost that goes with it.
Since a photo is worth a thousand words, providing pictures of everything required along with an explanation of how you plan to approach the job is reassuring and builds trust.
Word of mouth can make or break your company. When trying to get roof sales, provide references and referrals. Most people rely on what others have experienced and have to say about past jobs.
So, if you're doing door-to-door roof selling, make sure you have reviews and referrals on hand as part of your sales presentation, and tell them to check out your Angi pro profile. Nothing speaks louder than positive feedback from happy customers.
When roof selling, it pays to be understanding about your customer’s concerns. Being prepared goes a long way in gaining their confidence.
A few common questions customers may ask include:
1. How long have you been in business?
2. Can I check out customer feedback and referrals?
3. Is your crew licensed, bonded, and insured?
4. Do you use subcontractors?
5. How long will it take to finish the roof?
6. Do you offer a warranty?
Have answers ready for your top 10 questions to ensure you come across knowledgeable, skilled, and trustworthy.
In 2019, there were nearly 219 thousand roofers in the U.S., all competing for roofing jobs. To sell roofs, you have to be on your toes and expect to use your best selling techniques on every call.
To stay ahead of the competition, take a look at these roof selling tips and techniques:
Although you may have heard the same questions a dozen times, it pays to patiently answer each one. Be personable and leave them with a great impression.
As IKO Roofing Products says:
“When you focus on developing a relationship rather than making a sale and you replace hustle with patience, you’ll feel less pressure. Your prospects will see more of your authentic self, they’ll respond favorably, and you’ll close more often.”
First impressions count, so make sure you exude professionalism when speaking with customers. This is especially important when you’re doing door-to-door roof selling. Also, show up prepared. If you don’t, you may stumble and fall over your words, making it difficult for a potential customer to trust what you say.
Put yourself in your customer’s shoes and explain the why, what, and how of your recommendations. Why are you suggesting a repair or replacement? What product, material, or service are you recommending? How will it benefit them, save them money in the long run, or affect the value of their home?
“It’s less about product and price,” asserts IKO Roofing Products, “these days, it’s more about two things: value and relationship. They have become your differentiators.”
From shingles and gutters to warranties and financing, give your customer options and be well-informed on all of them. Most customers have little knowledge about the types of materials, costs, or options available to them. Having a few alternatives to choose from gives a customer the confidence to move forward in the buying process.
Your pro account on Angi can be a valuable asset to gain the confidence of your customers. Happy past customers and word of mouth are some of the best selling tools you have.
IKO Roofing Products agrees. That’s because, “for homeowners, a roof replacement is a hefty investment. Our customers do their homework and go online to read reviews and get recommendations beforehand. Referrals are your best marketing tool.”
Residential roofing sales can be hard work. But by following these tips and techniques, you can be on your way to gaining more customers, closing more roofing jobs, and earning a profit.
To gain the attention of millions of homeowners looking for local contractors just like you, create a pro account on Angi today.
