commercial roofing help ebook

7/22/2019 Commercial Roofing Help eBook

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G R O U P

HOWTOENTERTHECOMMERCIALROOFING

MARKET

A Proven5-StepGuide for

MaximizingProfitability


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IntroductionFor those willing to invest time and effort, a commercial roofing busi-ness can be a lucrative opportunity. The commercial roofing industry

offers some of the best business opportunities, and the numbers con-firm that theres room for strong growth potential.

In just 2014, commercial roofing sales will reach $5.3 billion. And by

the year 2017, residential and commercial roofing sales are expectedto climb to $27.2 billion. But while the future may be bright, how to

get just started in this highly profitable industry may be less than clear.

The good news is that you dont have to be a roofing guru or even an

established building professional to start out. Just the right amount ofdedication, hard work, and commitment can get you in the door. Forguidance, weve put together this guidebook, which we wrote withthe help of commercial roof contractors who have made it big in themarket.

With the steps outlined in this resource, youll find that breaking intothis high-potential market is easier than it looks. Just closely followthe steps we outline, and youll be well on your way to strong growthopportunities that you mightve thought werent possible.

So, without any further delay, lets get started.


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First Step:Selecting a Name and

Developing a PlanGood planning is a key first step to the success of any business. For asuccessful startup, you need to have all of your goals, objectives, and

strategies for success out in front of you. Drawing up a business planwill help you determine what you want your roofing business to offer,

organize the information in an easy-to-follow format, and keep youfocused in your business startup phase.

Put simply, a business plan is a detailed strategy that contains all infor-mation related to your business, including your objectives, ways ofachieving those objectives, value proposition, marketing and advertis-ing strategies, and other important details. An effective plan will alsocontain marketing details that are central to your business identity,such as your name, mission statement, and slogan.

Before you begin the detailed process of creating and organizing yourbusiness plan, though, you need to take the very first step: determin-ing your roofing business name.

Choosing a Name

When determining your roofing business name, its essential to keepin mind why its so important. Your name will be something whichgives a customer prospect a strong or weak first impression. Becausecommercial roofing is such a big investment, building owners look at

multiple things for determining whether a contractor is a good fit for


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their needs. A weak-sounding or unprofessional name can definitelymake a strong enough impression that stops you from getting a job,big or small.

Think about the long-term impact, too. The jobs that you get and

complete over time will determine your reputation. Successful busi-nesspeople in the roofing industry depend heavily on strong referrals

from satisfied customers, and if your name keeps you from gettinghigh-profile jobs where you can make an impression, youre only hurt-

ing your long-term potential.

We recommend that when starting out, you first come up with a list ofnames. After doing so, take the list and go through each name, one-by-

one. Ask yourself the following questions when considering each name:

D Does the name sound and look professional?

D Does it seem compelling?DWhy are you drawn toward this particular name?D Research the names of other roofing companies in your area. How

does this name help you stand out from them?

DWhat qualities do you want your business to be known for? Forinstance, a small, locally-owned roofing business might be known for

its quick responsiveness to customer inquiries and dependable ser-vice, whereas a multi-state roofing business will be known for its strict

quality standards, attention to quality, and high-end workmanship.DWhat kind of customers do you wish to serve?

Once youve selected a name, the next steps will be determining your

business mission statement, philosophy, and even slogan, should youfind that beneficial. Youll probably find that using the questions abovefor guidance will be very helpful.


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We Can Help!

As is clear on our website, our team is completely committed to each

contractors success story! We are happy to help you in the beginningstages of your business with whatever you may need assistance.

For one, we offer a free list with dozens of names that you can look atfor inspiration. If you need further help getting on the right track, oneof our trusted team members can even help determine your business

values and what name is the best fit. With their marketing expertise,they can give you an unbiased opinion of whats important and whats

best so that you get the most professional imaging.

Give us a call today at 800-670-5583 or contact us here.

As youre putting together your business plan, its not a bad idea toseek out the advice of friends who are roofing contractors (or talk toone of our mentors who provide free guidance to all our members).They were once in your shoes and definitely remember what it waslike starting out. As you dive into different details, dont be afraid to

ask questions. Take plenty of notes, whether youre being advised by abusiness affairs professional from your local city government or yourejust determining what strategy to take, so that you stay organized andup to par on whats needed next.

Also, be aware of the requirements in your state and local area for start-ing a roofing business. For just setting up a company, youll be filling

out a lot of paperwork and filing for approval for multiple licenses and

certifications.
http://www.choiceroofcontractors.com/contact/http://www.choiceroofcontractors.com/contact/


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State and federal governments

D Business structure paperwork for your companythe amount youll

fill out largely depends on the corporation type under which youllbe filing your business. You can find out more information about

the advantages and disadvantages of business structuring off yoursecretary of states website.D State tax registrationbusiness tax policies differ from state-to-state,

and so will the paperwork you fill out, based on the state in which

you reside.D State sales permitsthis is another layer of certification you mustget from your state government. Information on sales permits andtax registration can be found on your states website.D Contractor certification and licensingvarious certifications andlicenses for roofing contractors, as well as other related contractingwork, are required by your state. They will differ from state-to-stateas well. Contact your states department of business regulation orlicensing for more information.D Insuranceall 50 states require business liability coverage, and some

states require workers compensation. Having your roofing business

insured will keep you, your family, your business, and your employ-ees safe from liability. Contact your states insurance office for moreinformation.D Registration with the IRSshould you want to hire employees, youllneed to register with the IRS for tax purposes and getting employee

identification numbers. Visit the IRS website for more information.

Local government

D Business permitsyoull go through various inspections and approval

processes for your business when you move your operations to anoffice. Plus, youll need general business permits and licensing fromyour local government. Contact your local governments businessaffairs office for more information.


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Second Step:Selecting Roofing Products

with the Most Customer ValueOnce youve decided upon a business name and then com-pleted your business plan, the next step is selecting theroof products youll use. The biggest concern here to keepin mind is the quality of the roofing products youll use for

servicing.

There are many roofing products that are available on the

market. You may be tempted to dash out and use the prod-ucts that seem the most cost-effective. However, take a step

back and think of all thats involved.

The quality of the products you use show your commit-ment to your customers need satisfaction and long-term

well-being. Its also a good indicator of your professional-ismdo you want to be known as a roof contractor whoshortchanges your customers and their needs just becauseit seems more cost-effective to do so?

In other words, its clear that use of lower-quality productscould be harmful to your business reputation. Should one of

your customers find that the roofing products you used for

his or her needs arent up to par, word can quickly spread.A few leaky roofs or problem spots later, and your reputa-tion for service can be quickly impacted for the worse. Itcan seriously affect your ability to competitively bid on jobs

further down the road.


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For the sake of your reputation, using roofing products that

have a good track is best. In addition to building a strong rep-utation, you will also be cutting down on costs in the longrun. Youll be netting your customers problems with roofingsystems that will eliminate their problems and guard against

future ones, which you will your customers happy. In the longrun, that means you wont miss out on lucrative projects,which you wouldve been kept from with the use of poor-qual-

ity roofing. So, youll avoid the heavy costs associated withmissed business opportunities and a diminished reputation.

For an illustration of what top-tier roofing products look like,check out our Conklin roofing products page.Because Conklin

roofing systems have been installed on over 2 billion square

feet of commercial roofing in the United States for 40 yearsand offer superior energy saving benefits, theyre a provenrecipe for successand they can be a big boon to your busi-ness, too. Request samples of our marketing material to seehow Conklin products sell themselves.
http://www.choiceroofcontractors.com/conklin-roofing-systems/http://www.choiceroofcontractors.com/conklin-roofing-systems/


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Third Step:Going through Roof Systems Training

Its obvious that you need to know how to install and repair roofingsystems so that you can run a roofing business or service customersneeds. Whether youre a seasoned contractor or a roofing newcomer,

learning the methods of installation for a new roofing material brandyouve chosen for servicing is a clear necessity.

But the best place to turn for training, so that youre up-and-runningin the shortest amount of time possible, may be less than clear.

Two Roads to Take

Generally speaking, there are two choices here.

Some roofing manufacturers offer systems training classes for the

most effective ways for installing their products, dealing with specificroof issues, explaining selling benefits to prospects and gaining war-

ranty certification. This first option is known as roof systems training.

The second option is one which many roofing contractors opt for. Inthis case, a roofing contractor decides to work with an experiencedroofing contractor for some time. By learning how to deal with dif-

ferent roofing systems, mastering the best ways to install them, and

learning how to deal with any hiccups or issues that may arise, anenterprising contractor can gain confidence and then journey onward

to start his own business.


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While the second way is attractive, theres one factor you definitely sac-rifice on in favor of gaining experience: timing. The time you spendbeing a part of another roofing company, as opposed to doing yourown roofing work and building up your reputation, involves the cost

of the lost business opportunities and stronger local reputation poten-

tial you pay for choosing this road instead.

While its certainly not a bad idea to learn the ropes under someoneelses guidance, as the old saying goes, theres nothing quite like the

present. Thats where the first option, going to a manufacturer-spon-sored roof systems training class, will be of value.

A good class series will give you multiple hands-on opportunities forapplying roof systems yourself. A panel of successful contractors who

use the product youve opted for, plus in-depth classroom instructionon each roofing material type and its benefits and negatives, are also

key components of a good roof systems training seminar. These sem-inars usually take place in short periods of time, typically less than aweek. Because manufacturers are constantly improving their products

and bringing new ones to market, its not a bad idea to keep yourself

updated on new product releases and improvements as well. Going toa manufacturers roof systems training class for continuing educationis a great way to keep yourself sharp.

Once youve completed training, youll receive a certificate of comple-tion from the training provider. Some roof systems training classes offeradditional incentives for contractors to attend. For instance, Conklinoffers training attendees a $150 product credit as well as 3 percent

product discount after training completion. Contractors can also havefuture questions answered by the Conklin staff at no cost.

A good training program will also offer extensive resources for refer-encing after its over.


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Our Proven Advantage for Contractors

Because its program is so extensive and hands-on, Conklin offers someof the highest-quality roofing systems training in the commercial roofing

industry. After theyve finished their two-day program, roofing contrac-

tors are actually trained to a level where they are ready to immediatelyservice roofs with high-quality results. Plus, Conklin gives you lots ofreference materials when youve graduated, a quick access to resourcesthat can answer any question or issue you may have.

Choice Roof Contractor Group also picks up where Conklin trainingleaves off. You get access to our networks most successful roofing con-tractors, who are available at a moments notice via the phone, tex-ting, Skype, email, social media, or other methods of communication.Because theyve learned whats best through years of trial-and-error,they spare you the time of learning the same painful lessons on yourtime. Plus, you get first-rate sales coaching from them on how to closesales with ease.

Our roofing mentors are available to you for the lifetime of your busi-

ness. If youre interested, call us today at 800-670-5583 or contact usherefor more information.


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Fourth Step:Marketing Your Business

Now that weve covered many of the basic steps in getting a roofing

business off the ground, we turn to one of the most important stepsforward: marketing your business and bringing in leads.

The world of marketing is very big and impacts the roofing industry inmultiple ways, directly and indirectly. Therefore, it might be helpful to

take an overview of the dynamics of the roofing market, and how dif-ferent marketing techniques today play into those dynamics.

The Dynamics of Roofing Company Marketing

For all of the time it has been around, the roofing market has alwaysbeen organized around one key cornerstone: lead generation. Overtime, advancements in technology and sales techniques have led tothe development of the sales funnel, or a process of steps in which

you determine the quality of a lead to be, along with the next steps totake toward closing a sale.

When a roofing business has attracted the attention of a prospective

customer, there is typically a basic three-step system used for classify-ing that lead.


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This process of getting the attention of prospects, converting them toleads, determining their quality, and then moving them toward salesis called customer relationship management.

Now, we take a look at marketing strategies that you can use. Needlessto say, theres a ton! Because there are so many marketing techniquesout there, roof contractors have many different paths they can take to

get their name out there. But which ones are the most effective? And

is there one strategy thats better than all the rest of them, or is a mixof strategies the most effective? Lets take a look.

Prospect Lead Customer

This is someone whohas shown genericinterest in a roofing

business services.

Lead quality is deter-mined by the levelof interest a lead

shows in a contrac-tors roofing ser-

vices. The contractormeasures the leadsinterest according to

his experience andsales knowledge, as

well as some metricsfor determining theleads interest level.

Maintaining profes-sionalism, using thebest products, and

making sure pros-pects know why you

stand out is the sure-fire way to quicklybuild a long list of

valuable customers.

It looks like this:


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Marketing Strategies for Roofing Companies

To even discuss the questions we outlined beforehand, we need todistinguish between marketing strategies used in our physical world,and those used online. Real world marketing involves the market-

ing strategies you use in-person or without a computer. Alternatively,digital marketing refers to the marketing techniques you use on theInternet, or online.

For physical world marketing, we have:

D In-person contact and relationship developmentD Direct mail campaignsD Telemarketing

For digital marketing, theres:

DWebsites and bloggingD Social media posting and interaction with online followers

D Digital press releases

D Email marketing campaigns

Naturally, the oldest and perhaps most effective marketing strategy isgetting in front of building owners and commercial real estate manag-ers in-person. Theres nothing quite like the opportunity of speaking

face-to-face to show a prospect that youre the contractor for the job.

However, your time is precious, and you want to bring in as many leadsas possible. Thats why its critical to use a strategic blend of the strate-

gies aboveyoull be able to contact lots of people in shorter amountsof time. And with the leads youll bring in with your mixed marketingefforts, youll see stronger returns on your investment.

So, it may be a temptation to just use a couple of these strategies and


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run with them. But, the best approach for effective marketing is blend-

ing these strategies together for one focused and dynamic effort.

Marketing in the Real World

Having professional-looking and compelling sales materials to hand outis a must. Those include having a well-designed company logo, qualitybusiness cards, and top-of-the-line handouts and other marketing mate-

rials. In the commercial roofing world, business owners are very carefulabout whom they let service their roofs. If you give them eye-catchingand well-written materials, theyll associate that same level of qualitywith your business and what you can give them.

While youre out working on roofs or meeting new customer prospects,direct mail campaigns can be an effective way to reach thousands of people

in a short time. If your direct mail pieces are done well, building ownerswill call you for service, as opposed to you searching out for them. Thatsa lot of time and money saved in the long run. Timing these pieces sothat theyre sent out at the right times is a great step for success as well.

Digital Marketing

With the invention and rising popularity of the Internet, marketing hasbeen forever changed. Of course, thats changed the way roofing com-panies market themselves as well.

9 out of 10 people today say they look for local businesses on theInternet. Therefore, its critical that you have a website for your onlinerepresentation; those who dont are missing out on lots of free, quality

leads. Also, search engines such as Google and Yahoo are popular placeswhere prospects search for businesses which can serve them. Targeting


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the terms that these people are most likely to use, or keywords, byputting them on your website will help you bring more visitors to yourwebsite. Starting a blog and writing up posts that feature content related

to those keywords will boost your results in these search engines as well.

In other words: more visitors, more leads, more opportunities for salesits that simple!

As for social media, being active on platforms like Facebook, Google+,

LinkedIn, and Twitter can let you reach thousands of people instantly.Plus, in their mathematical calculations for search results rankings, search

engines like Google have begun accounting for factors like how activeyou are on social media and how many interactions you get (e.g.,likes, comments, shares, and so on) into their determination of which

websites appear on their first pages.

Email campaigns can be effective as well. Email marketing lets you target

up to hundreds or even thousands of people at once via specializedsoftware. Plus, because your email targeting includes so many people,

its possible to do small amounts of testing say 50 people at a time

and see which emails grab their recipients attention.

In turn, the selling points in your emails, which you see people arepaying attention to, might be adopted into your other marketing strat-

egies as well.

In short, the benefits of digital marketing can be reduced to a singlesentence:

Digital marketing lets you effortlessly reach up to thousands of people at

once, and you can easily reconnect with these contacts in the future with

additional digital communications efforts.


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Because marketing can be defined as efforts involving the communi-cation of the value of your company to customers and prospects, itmakes sense that a blend of marketing strategies is best. Choice Roof

Contractor Group has partnered with a full-service marketing firm thatexclusively serves commercial roof contractors. Because this firm, Top

Roof Marketing, has focused on serving only roof contractors market-ing needs, they know what works and what doesnt.

More information about Choice Roof Contractor Groups relationship

with Top Roof Marketing can be found at the following link: Commercial

Roof Contractor Marketing Support.
http://www.choiceroofcontractors.com/contractor-network/marketing-support/http://www.choiceroofcontractors.com/contractor-network/marketing-support/http://www.choiceroofcontractors.com/contractor-network/marketing-support/http://www.choiceroofcontractors.com/contractor-network/marketing-support/


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Fifth Step:Establishing Profitability

(And Keeping It!)So, by this point youve been in the game for awhile. Youve writtenup your business plan, determined your name, slogan, and mission,chosen the products youre now using, went to roof systems training,learned something of marketing your business, and done a few roofs.

Whats left?

The last step is the most important for any business owner. Establishingprofitability means that youve reached the point where the money

youre bringing in is greater than the money youre paying out in costs.Once you reach that step, its a huge step forward, but we also want tomaximize profitability. Thats what this last section is all about.

For maximum impact, weve laid out the mini-steps for establishingyour profitability, especially for the long-term, below.

Mini-Steps Toward Success

a) Persistence, persistence, persistence.

Even though its clichd, theres nothing quite like staying persistentthat brings you success. Sticking to the fundamentals that weve dis-cussed in the four steps before this, and building up your reputationbit-by-bit for bigger jobs, is largely a matter of determination.


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The biggest thing? Keep an eye out for opportunities. Andwhen they arise, dont be afraid to take them. One of ourmembers in the sparse state of Montana completely doveinto commercial roofingand in just eighteen months hewent from nothing to seven figures in signed contracts. Thats

what persistence can do for you, too.

b) Cultivate leads. Once youve established a relationship, keepin touch!

Sometimes a lead wont need your roofing services right away.

Or maybe he or she is afraid of breaking the bank becauseits a tight fiscal year. Either way, keeping in touch with yourleadwhile aggressively seeking out new onesis a greatapproach for success. Build and nurture your business rela-tionships and you may find doors opening up to you that

you thought werent possible.

c) Use proven strategies for success. Stick with them!

We talked about marketing and why its critical for a businessearlier. But whats even more critical is sticking with provenstrategies that have been shown to produce good results.Be strategic in the times you send out your direct mailers,such as in the early to middle parts of the spring. Make sure

your website remains professional and up-to-date, and dontbe afraid to start a business blog to increase your websites

search rankings even more.

Turning to your roofing mentors and asking them for advicein the tough times is a recipe for success, too. Theres nothing

like proven success to truly demonstrate the things that work.


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d) Remain up-to-date in your knowledge of the roofing industryand the products you use.

Even the most seasoned roof contractors need refreshing. Because

you have to demonstrate your expertise each time you approach

a new prospect, you should make sure your knowledge is up-to-date and representative of the expert that you are.

Going to roof systems training classes, even when youve gone

through them once, isnt a bad way to refresh your memory.And when new products come out, going to that product man-ufacturers events is a great way of learning about their devel-opment and release. Experts are not known by what they know,

but rather what they dont know (or how little they dont know).Make yourself stand out from the rest.

e) Gather testimonials from past satisfied customers. Use theseto build your business.

Because referrals are a key cornerstone of a roofing companys

marketing, its critical that you have them for your own benefit.Gather as many testimonials as you canespecially from high-er-profile clientsand use these to demonstrate why your busi-ness is the best.

e) Constantly learn from your mistakes and think of new ways togrow.

As you build up your reputation, look back over what youvedone wrong and whats brought you success. Being open toadapting and changing is one of the most critical ways for taking

your roofing company to the next level. Those who are the mostready to adapt are often the ones who encounter success the

fastest. Why? Because theyre light years ahead of their compet-

itors when they do readapt.


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Conclusion

You can definitely start completing these steps right away! But, as isthe case with any business, a roofing company takes time to grow.

Successful completion of each step will likewise take much time andenergy. Should you ever feel you need assistance, our team of dedicated

professionals is here to help, every step of the way.

To help you jumpstart your roofing business, our unique and nation-wide platform gives you many benefits that are unique but provenresources for fast growth. Among other benefits, our roof contractornetwork offers free lead generation, wholesale product pricing, expert

sales coaching and lifetime mentorship from our top contractors, andfull-service marketing support.

Wed love to hear from you. Give us a call at 800-670-5583 or emailus here.

We wish you the best of luck and success in growing your business!

f) Look at the most successful contractors. Read their stories, and copywhat they did for success.

Here we are: the final mini-step. While theres nothing quite like a suc-cess story for getting motivated, looking to the success stories of the

most well-known and most profitable contractors can be great for yourown competitiveness. Study their stories, strategies, mistakes, and tri-umphs carefully. What did they do differently than everyone else? What

did they do when they made mistakes, and how did they recover fromthem? Taking these details to heart, and incorporating them in yourbusiness, might just be the most critical step. Dont be afraid to copy

step-for-step their actionsafter all, they are living success stories.

Do so, and youll likely see a world of wholly new business opportuni-

ties unfurl before you.

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