For most roofing contractors, the holy grail of marketing is knowing that you’re not wasting your money, and that your efforts are generating a positive return on investment (ROI). When a roofing contractor generates a consistent ROI for each dollar spent in a given marketing channel, they’ve created a predictable model. That predictability is what makes a business scalable. Because once you know that if you spend $1, you’ll get $5 back, for instance, you’ll do that all day long. Once a certain degree of predictability is reached, then the challenge becomes optimizing the results to drive marketing and sales costs down over time.
There’s a general consensus from experts predicting a 3 percent growth rate for the roofing industry as construction work moves into a more mature, stable phase of expansion. With that in mind, in 2019, it will be more important than ever for roofers to find ways to capture new customers as they strive to sustain or grow their businesses.