Social Proof Is The Key To Standout Marketing For Roofing Contractors

Published on February 11, 2020
Roofing contractors have a tough job to do when it comes to attracting new business. Many clients are first-time buyers who don’t really know how to evaluate your services. On the other hand, people who live in storm-affected areas and need a roofer the most are justifiably wary. They may also have been burned in the past by storm chasers.
Of course, it’s not fair to judge the work of real roofing contractors by the shady characters lurking out there. But to appeal to the modern customer, you need to help resolve some of their biggest concerns.

That’s especially true in places like Florida, where harsh weather is practically guaranteed.

Build Social Proof Into Your Digital Marketing To Ease Doubts
Social proof is the content that shows people others “just like them” loved your service.

When it comes to winning the trust of wary consumers, keep two things in mind:

  • What your company says about itself is the least trustworthy communication around
  • Customers actually trust online reviews almost as much as friends’ recommendations

That means no matter what you say about yourself, most people will take it with a grain of salt. Use online reviews and testimonials to your advantage, though, and you win genuine trust.

Here’s how to put online social proof to work for you:

1. Actively Manage Your Online Reviews
Before they even check out your site, many of your prospective customers will run into online reviews of you somewhere else – especially Google. While you can’t control what reviewers post on external sites, it’s a good idea to respond promptly and professionally to all negative reviews. Take a helpful tone and future readers will see you’ve done your best to solve the problem.

2. Ask Happy Customers For Testimonials
Once roof repair is taken care of, it’s “out of sight, out of mind” for most customers. Still, that’s no reason not to maintain the relationship! After a week or so, follow up with customers to see if they have any other needs – once they’re squared away, you can drop your request. Having an automated feedback request system can make this easier.

3. Use Video Marketing To Capture Your Customer’s Voice
Now and then, you’ll astonish a customer. For example, maybe you were able to beat expectations and get a new roof installed for a local family ahead of schedule. Use opportunities like these to request a video testimonial. A member of your team can ask the customer simple questions and record the answers with a smartphone.

4. Showcase Top Reviews Throughout Your Website
When people submit reviews – whether on your website or another public venue – they give you the chance to amplify their voice. Top reviews can appear wherever you want. Your scheduling page, about page, or homepage are all terrific spots for featuring your best testimonials.

Reinforce Social Proof With A Website That Sends “Trust Signals”
The more trust signals your website sends, the more powerful your social proof will be.

Trust signals, as the name implies, are features of your website that inspire leads to trust you. Many of these work subconsciously and many are based on website design best practices refined over many years. People expect them because they’re used to seeing them on the websites they consider “professional.”

But most trust signals speak to people on a deeper level. They reduce anxiety about the transaction – in this case, the odds of getting scammed by a storm chaser.

Which trust signals matter the most for roofing contractors?

1. Information On Guarantees And Warranties
First-time roofing customers may not know the difference between the manufacturer’s warranty and the one offered by the roofer. Although “100% money-back guarantees” don’t exist, you can still reassure customers they are covered in the unlikely event your product fails.

2. Your Mailing Address And Phone Number
Most leads won’t contact you by phone until they’re ready to schedule a consultation, but it’s still vital to have this information posted. Google uses it to associate your business with your local area so folks in your neighborhood can find businesses “near me.”

3. Industry Associations
List any affiliations with local, state, or national roofing organizations as well as anything that’s in the customers’ interest. For example: The Better Business Bureau isn’t the end-all, be-all name it once was, but a membership there still appeals to older customers.

4. Awards You’ve Won
If you’ve won any awards or have been recognized, list it. Ideally, this info should be bundled close to the information about your industry associations. That, in turn, shouldn’t be too far from your warranty details. Make the best first impression you can!

5. Team Photos
Photos of your business owners, roofers, and office can help build a connection. Having a few team photos shows you have a consistent, professional staff. This helps local roofing brands earn trust by introducing familiarity.

The digital era is changing marketing for roofing contractors, but people still want brands they can rely on. Our team will help you inspire trust and get more roofing leads. To get started, contact New York Ave today.

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