Marketing a roofing business can be an overwhelming task. There is so much that needs to be done. Not to mention every job you get will come with its own list of demands and responsibilities.
There are some hard and steady rules of marketing that can help you – regardless of the medium you decide to actually advertise in. Whether you decide on doing traditional media like TV, radio, print, or decide to go the new media route, these principles still stay the same.
One of the biggest keys to advertising success is understanding one very important factor…
Features Versus Benefits – Market a Roofing Business to Consumers Not Houses
Most people advertise their features. Things like, “Our roofing company has over 30 years of combined experience!” or “We use XYZ coating that adds finishing quality to the roof”. These are all great… but no one cares.
Maybe the houses do in some alternative universe where houses actually can think, talk and live their lives. But that is not our world! We live in a world of people who all have desires of their own! They want to be entertained, they want find value, they want quality, they want to know one thing and one thing only…
How will buying your product or service benefit THEIR LIVES!
That is it!
Features focus on the dress a beautiful woman wears, while the benefits focus on why the woman is beautiful in the first place.
So to compare, take those two lines I mentioned earlier. Instead of saying 30 years of quality experience, you could talk about how 3 decades worth of experience has made you the #1 provider in providing safe high quality roofs that last, saving the consumer money and precious time.
The coating line you could talk about how the coating protects against leaky roofs, drips, and ruining preciously expensive shingles. Really lay the benefits on thick.
The more you can sell the benefits of your service versus the features, the much more likely your advertising will come off sounding better and more enticing to the end consumer. This holds true regardless of the media, including such places as social media and organic search. Both two marketing mediums that you should definitely be investing money and time into!