Author: Heidi J. Ellsworth | October 3, 2023

Better Business Bureau certification is a much-disputed topic. Is there any advantage to being a BBB Accredited Business as a commercial roofing company? To be honest, there's not a lot of positive feedback online from roofing contractors.

In fact, it seems to be a necessary evil for many business owners across the construction trades, who may feel that it doesn't make a difference in their business. But looking at the marketing advantages compared to the costs of a BBB seal on your website, there's a need for further review.

The BBB Standards

The Better Business Bureau has been advocating for businesses for over 100 years. The BBB Standards for Trust are its eight guiding principles:

• Build Trust. Establish a strong reputation in the market.
• Advertise Honestly. This one speaks for itself.
• Tell the Truth. Clearly disclose all the terms and capabilities of all your products and services.
• Be Transparent. Honestly describe your business model, mission and ownership.
• Honor Promises. Adhere to all written or verbal agreements.
• Be Responsive. Address customer complaints "quickly, professionally, and in good faith."
• Safeguard Privacy. Protect your customers' data and personal information, especially if you store it online or in email.
• Embody Integrity. Hold your business to high standards in every interaction.

The Application Process

So, how can your roofing company become a BBB accredited business? You can start by making a BBB listing, which is free and different from an accreditation (think of it as a Yelp profile, before the star reviews). According to Fit Small Business, the BBB tracks and assigns ratings to more than 5.4 million businesses. Your listing will be graded from A+ to F depending on information from the business, publicly available information and customer reviews.

To get started, review the accreditation standards on the BBB website and confirm that your business meets all of them. Once you're ready to apply, click "Apply/Join" and enter your business name and contact information.

Once your application is received, the BBB will review the form, evaluate the information provided, and research the business using internal and public records. If the BBB decides to accredit a business after evaluating it, it will be announced via physical letter and email.

Once the BBB has approved your application, you must pay an accreditation fee. Fees differ by location and company size. According to Fit Small Business, your annual cost can range from $480 for a handful of employees to $1,155 for a company of 100 people.

Start Building Your Presence With BBB Tools

Begin promoting your accreditation and rating by adding the BBB logos to your website and your office window or mailbox. You can access these logos at any time by logging in to the BBB dashboard using the username and password supplied with your accreditation letter.

While some companies feel it is important and others do not, BBB accreditation might provide a marketing edge depending on the age of your company, competition in your market and your customer base. Commercial roofing contractors negotiating long-term contracts or large projects need as many references as possible to differentiate themselves. Even for $1,000 per year, that BBB badge could be a good marketing tool.

In the Roofers Coffee Shop Forum one contractor noted, "I joined a BBB purely for the unwary consumers out there. Some of them do hold stock in BBB membership... I did have one client recently tell me that they got our name through the BBB."

Although many contractors are skeptical, it may be a good thing to consider for your marketing budget. It is worth your time to research the BBB in your area before making a decision.