How can I market my roofing business to offer siding?
As a roofing business owner, you should be aiming not simply to survive, but to thrive. And to thrive in today’s marketplace, you’ll need to secure your job pipeline. One of the best ways to do this is by offering a service that’s a natural partner for your roofing work. For most roofers, that service is siding.
Roofing and siding make the perfect pair. Many of the core installation skills are similar, and the customer base overlaps. That means you can expand organically, rolling out your marketing to meet demand, without a massive infusion of cash.
Positioning your company
When repositioning to include siding, consider how customers will perceive you in comparison to your competition. Are you a family-run operation, offering a personal touch? Or are you an all-in-one shop that can provide roofing and siding with a true turnkey solution?
Marketing isn't just about advertising prices and sales. It can establish your identity in the public eye and give customers a reason to call you rather than your competitors.
Structuring your team and operations
When companies offer additional services, they typically grow in one of two ways: Either they expand their existing workload until there's enough demand to justify bringing in new people, or they hire new workers and hope to have the work to keep them busy.
The advantage of the first path is that it allows for greater cohesion and teamwork, and it's easier to slide crews and resources from job to job, covering sick days and seasonal slowdowns.
The advantage of hiring workers to form a distinct branch is that you can easily see where your profits and losses are occurring, particularly with your marketing budget. If one aspect of your business is carrying another, you're better off knowing that ASAP.
Essential suppliers
One of the reasons roofing and siding go so well together is that you can rely on a single vendor for materials and delivery. This supplier integration lets you bundle your costs and reduces overhead because you're not dealing with multiple contact points and schedules.
A dependable supplier can also provide contacts with siding manufacturers. That can help you arrange training or even connect you with potential siding leads.
Lastly, suppliers like QXO have high-tech solutions that can make life significantly easier for a roofing and siding contractor.
Marketing your roofing and siding services to existing customers
When you're ready to start marketing, remember there's an entire audience of siding customers who are already predisposed to think highly of you. That audience is your existing customer base.
Many homeowners and property managers who’ve had roofing work done in the past also need siding maintenance or replacement. They already know and trust your crew, so it's almost a no-brainer for them to go with you for their siding work.
Start by reaching out to your favorite existing customers by email or phone, to let them know you’re now offering siding services. If you have a labor warranty period about to expire, contact the customer and offer to do a walkthrough of the property, to make sure there are no outstanding issues. Use that opportunity to see if they have siding needs or know of someone else who does.
If you work as a subcontractor, let your general contractor know as well. A general contractor loves turnkey solutions just as much as a homeowner. Life is easier when there are fewer cooks in the kitchen, and finding one sub who can do two jobs is a strong selling point.
Marketing broadly
Once you’ve reached out to your existing customers, it’s time to let the rest of the world know you're open for business. Update your existing advertising or marketing to change "roofing" to "roofing and siding."
Social media is a great way to change up your branding and let both potential and existing customers know about your new services.
Another good starting point is with your vendors. Let them know that you're expanding into siding, and they can help spread the word to potential customers.
Rollout plan
If you're ready to get moving, talk to the key personnel in your company. Depending on your company size, that may be your crew leads, sales team and office manager. Or it may be just you and your spouse discussing it over dinner.
Once you have buy-in, build a plan to reach out to warm leads. If you have skilled workers already, begin by contacting an existing customer and offering a "friends and family" rate for a pilot program.
And be sure to get in touch with your local QXO branch. They have the siding expertise and connections you need. They'll be able to get updated pricing and siding material options, to make sure you are in a strong position on both your estimates and your services.