Best Practices: Test Your “Metal” in the Roofing Industry
Success as a metal roofing contractor requires a change in business philosophy as well as the ability to adapt to and put into practice techniques specific to metal roofing, primarily in three main areas: marketing, selling and installation.
Many roofing contractors hoping to hinge their businesses on a beautiful, long-lasting metal product have switched their businesses from commodity roofing to concentrate solely on metal. In order to achieve success (read as: profits) in this sector of the roofing industry, the devil, as they say, is in the details. Success as a metal roofing contractor requires a change in business philosophy as well as the ability to adapt to and put into practice techniques specific to metal roofing, primarily in three main areas: marketing, selling and installation.
Generally, radio and TV work as a name recognition tool, and grant any other type of advertising, such as mailers or print ads, a greater degree of credibility. According to metal roofing contractor Mark Breashears of Metal Roofs Inc., Fort Smith, Ark., “Radio gives us a lot of credibility. When the homeowner receives this direct mail piece, they’ve already heard of us. In the back of their minds, it’s OK to call us because they’re not calling some two-bit company that’s going to come out and take advantage of them.”