Table Of Contents
- Understanding The Customer:
- How Can You Spot Local And Industry Trends?
- What Does It Help With In Pricing And Positioning Strategy?
- What Are The Marketing Channels That Can Drive Roofing Business Leads (And When To Use Them)?
- 1. SEO:
- 2. PPC (Pay-Per-Click) Ads:
- 3. Local Services Ads (LSAs):
- 4. Referrals:
- 5. Email Marketing:
- 6. Social Media:
- Support A ‘Smarter’ Growth!
Why Every Roofing Business Needs Market Research To Stay Competitive?
Market research might not be a priority for roofers because roofing is a need-based business, and there is always going to be a need for a roof, whether residential or commercial.
However, even in an industry with a staggering amount of demand and growth, such as the roofing industry, it is essential to understand the market to remain competitive and identify growth opportunities.
The roofing industry is expansive and ever-changing, so roofing contractors must attain an understanding of
- who the people are,
- what their customer values, and
- How the industry is shifting.
A market research company is essential to delivering that level of insight.
At Elevate, we have worked with contractors of all types across the trades, and we know that market research and insights, like these, can help move contractors forward in how they operate, market, and strategize over the long term.
Market research provides roofing companies, both residential and commercial, with the evidence they need to make informed decisions for smarter growth, better customer relations, and a competitive edge.
Understanding The Customer:
Every roofing company serves a different community with unique needs. In many areas, storm resistance is most important, while in other places, commercial property owners may be seeking an energy-efficient or sustainable material.
General market research is crucial for roofing companies to
- Define their ideal customer segments,
- Understand purchasing behavior, and
- Pinpoint pain points along the buyer’s journey.
Whether it’s revealing that there’s more price sensitivity than you thought or that they’re increasingly looking for healthy and environmentally sensitive options, all of this information directly affects service offerings, messaging, and customer satisfaction.
How Can You Spot Local And Industry Trends?
The roofing industry is influenced by both local and national trends, including
- The introduction of new roofing materials,
- Revised building codes, and
- Updated insurance requirements.
Market research provides businesses with a glimpse of what’s to come, so that they can adjust their business practices ahead of the competition.
For example, suppose the data indicate that homeowners in your region are increasingly installing solar panels.
In that case, consider some roofing solutions to support solar integration.
Or industry benchmarks tell you that prospective client interest is shifting toward maintenance contracts rather than repair solutions. In that case, you will be able to determine if that model is viable for your company.
Being educated on the market will ensure that you are nimble, and agility is the secret to staying relevant.
What Does It Help With In Pricing And Positioning Strategy?
Are you overcharging or undercharging? Are you branding yourself as a luxury service or competing based on speed and convenience?
Market research will help you determine all these things by analyzing the competitors in your market space, pricing expectations, and customer perceptions.
You can use all of that information to create better marketing messages, decide where to improve your sales funnel, or adjust your pricing to represent the true value you are providing in the market.
What Are The Marketing Channels That Can Drive Roofing Business Leads (And When To Use Them)?
If you currently own a roofing business and are ready to opt for channels that drive you leads, there are plenty of channels available online.
Here are the most common channels and what they are best for:
1. SEO:
SEO can easily improve the overall visibility of your website through organic search results while driving free and high-quality traffic.
When to use it? When you want to invest in a long-term and cost-effective strategy that can consistently bring in new leads.
2. PPC (Pay-Per-Click) Ads:
PPC ads always let you pay for immediate as well as top-of-page visibility.
When to use? It is especially helpful during the peak or emergency times, such as after a storm.
Moreover, it is also effective when you are asking your consumers to test new services and promotions quickly.
3. Local Services Ads (LSAs):
The LSAs are also Google’s pay-per-lead ads that appear right above the search results, along with the PPC results.
When to use? You just need the highest quality as well as the most immediate phone call leads. The LSAs are only intended to hire, and you only pay when they make direct contact with you.
4. Referrals:
Referrals are considered one of the most valuable lead sources. They come from the trusted sources.
When to use? Well, when a job is completed, you just want to utilize the customer satisfaction. The channel can work best as a very consistent and ongoing process.
5. Email Marketing:
Now comes the email marketing. Email marketing is the most cost-effective way to nurture your leads and stay in contact with past customers.
When to use? A proper email marketing can be helpful for you when you want to build long-term relationships with your past clients or just want to stay “on top of their mind”.
6. Social Media:
Lastly, social media is primarily designed to enhance brand awareness while engaging with the local audience.
When to use? This is especially crucial when you genuinely want to showcase some of your work.
Social media can also help you build a local following and further engage in some real-time conversations. It is also useful for both brand building and target advertising.
Support A ‘Smarter’ Growth!
No matter if you are thinking about a new location, an additional service line, or even going digital, all research will help you make the best decision.
Market feasibility studies, surveys, and competitive analyses will identify the roofing company’s opportunities for the greatest return on investment while reducing the risks.
At Elevate, we help roofing businesses uncover the insights that matter. Because knowing how to do what you do is only one part of the equation.
To achieve a sustainable business, you must understand your market, identify and anticipate changes, and lead them with data.
Market research isn’t just for big brands—it’s for every business that wants to compete smarter. And in the roofing industry, that means staying on top, one insight at a time.
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