Author: Dan Stout | September 29, 2023

Once you've established a successful roofing business, how do you make sure customers choose you for their repair and replacement needs?

To set your roofing business apart from the competition, you need to find what is frequently called a unique selling proposition (USP). It may sound like marketing jargon, but if you're wondering how to run a successful roofing business, this is an essential step. Entire books and courses are devoted to finding a USP that works for your business, but for our purposes, let's focus on three general categories: embracing your strengths, identifying an underserved demand and promoting the face of your company.

Embracing Your Strengths

Take an honest look at your and your workers' skill sets and capabilities. If you and your crews excel at laying single-ply membrane roofs, but not at hauling and installing asphalt shingles, then establish yourselves as single-ply specialists. Whatever your strength, make sure you're offering competitive prices for that kind of service, and talk to your roofing distributor about discounts for buying in bulk.

Identifying an Underserved Demand

Demand will vary greatly by region and even neighborhood. One part of town may have a high percentage of slate roofs, while the rest of the city is under three-tab shingles. If you can develop a reputation for expertise in a niche service, customers will often seek you out directly.

You may have already foreseen one potential result of these two strategies: Customers will be less likely to think of you if their project falls outside the scope of your specialties. This could mean lost business, but you also aren't being drawn into jobs where you're less effective, so your profit margins won't plummet on more difficult jobs. Still, if this is a concern for you, consider a different approach to finding your USP.

Promoting the Face of Your Company

Chances are you've seen roofing companies where one or more owners' faces appear on the advertising, or whose name is widely associated with the company. This strategy is used often because most customers relate to people more than faceless companies. "Rhonda's Roofs" seems more approachable than "A-Plus Roofing." When people know they're going to get a specific person to work on their roof, their trust level increases and their anxiety goes down.

This tactic also has the benefit of allowing unhappy customers to complain directly to the person whose name represents the company. Even if it's nothing more than complaining to the site supervisor, the customer will feel as if they got special treatment and their complaints were heard.

So, if you're wondering how to run a successful roofing business, identify a unique selling proposition for your company. Follow it up with the appropriate marketing, and you'll find a stronger position for your company, all while boosting your profit margins.

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