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Why Most Roofing Leads Don't Turn Into Sales - and What to Do About It

William Avila
May 19, 2022 8:49:56 AM

If you're a roofing company, you know that lead generation is key to your success. But what do you do when most of your leads don't turn into sales?

In this blog post, we'll discuss the reasons why lead conversion rates are so low for roofing companies and what you can do to improve them. We'll also provide some tips for generating more qualified leads that are more likely to turn into paying customers.

 

The Truth About Your Chances of Closing Roofing Sales

Losing a Roofing Sale

As a roofing contractor, you know that generating leads is essential to the success of your business. But what you might not realize is that your lead conversion rate - the percentage of leads that turn into sales - is actually quite low.

According to data from HomeAdvisor, the lead conversion rate for roofing companies is just 11.85%. That means for every 100 leads you generate, only about 12 will turn into paying customers.

What can you do to beat the national average? The first step is understanding why lead conversion rates are so low for roofing companies.

 

Reasons Why Most Roofing Leads Don't Convert

roofing owner no new sales

There are a number of reasons why most roofing leads don't turn into sales. Here are some of the most common ones:

  • Homeowners aren't ready to buy: Many homeowners who request roofing quotes are not actually ready to buy. They may be considering a roof replacement, but they're not sure if they can afford it or if it's the right time to do the project.

  • You're getting bad leads: If you're buying lead lists or generating leads through online directories, you may be getting bad leads. These leads are often of low quality and are not a good fit for your roofing company.

  • Your lead nurturing is poor: Once you've generated a lead, it's important to nurture it properly. This means staying in touch with the lead, providing them with valuable information, and building a relationship so that they trust you and your company.

  • Your sales process is weak: Finally, even if you have a great lead, your sales process may be weak. This can include everything from the initial call to the final roofing estimate. If your sales process is poor, you're likely to lose leads and fail to close sales.

 

How to Get MORE Roofing Leads

more roofing leads

Now that you know why lead conversion rates are so low for roofing companies, what can you do to improve your own lead conversion rate?

Tip #1: Build a Sales Journey for Your Customer

As mentioned previously, most homeowner leads aren't ready to buy immediately. They might be thinking about replacing their roof, but they aren't sure if they can afford it or if now is the best time to do it.

This is where a sales journey comes in. A sales journey is a series of steps that you take a lead through so that they eventually become a paying customer.

Here's an example of a sales journey for roofing leads:

1) Send a lead magnet: The first step is to send the lead a valuable piece of content, such as an eBook or guide. This content should be relevant to their needs and help them learn more about roofing.

2) Call the lead: After the lead has had a chance to read your lead magnet, you should give them a call. This is a chance to answer any questions they have and begin building a relationship.

3) Schedule a consultation: The next step is to schedule a consultation, which is a meeting between you and the lead. This is an opportunity to assess their needs and provide them with a custom quote.

You can use this sales journey template to create your own sales journey for roofing leads. Just be sure to tailor it to your specific business and customer needs.

 

Tip 2: Clean Up Your Lead Filtering Process

If you're generating leads through online directories or lead lists, you may be getting bad leads. These leads are often of low quality and are not a good fit for your roofing company.

To avoid this, you need to clean up your lead filtering process. This means being more selective about the leads you take on and ensuring that they are a good fit for your company.

Here are some questions to ask when filtering leads:

- Do they live in my service area?

- Do they own or rent their home?

- Are they the decision-maker in the household?

- Can they afford my services?

By being more selective about the leads you take on, you can improve your lead conversion rate. In fact, we have a full lead scoring system template you can download and implement - today! Download it here.

 

Tip #3: Improve Your Lead Nurturing Process

Lead nurturing is the process of building a relationship with a lead so that they trust you and your company. This is important because it helps to build rapport and increase the likelihood of closing a sale.

There are a number of ways to improve your lead nurturing process, such as:

- Calling leads within 24 hours

- Sending personalized emails

- Asking for referrals

- Keeping in touch even if they're not ready to buy

By improving your lead nurturing process, you can increase the number of sales you close.

 

Tip #4: Strengthen Your Sales Process

Finally, even if you have a great lead, your sales process may be weak. This can include everything from the initial call to the final roofing estimate. If your sales process is poor, you're likely to lose leads and fail to close sales.

Here are some tips for improving your sales process:

- Make sure your sales team is properly trained

- Use a lead tracking system

- Conduct regular sales meetings

By improving your sales process, you can increase your lead conversion rate and close more sales.

 

Wrapping Up

Roofer CTA 3

Lead conversion rates are low for roofing companies, but there are things you can do to improve your own lead conversion rate. Just be sure to focus on building a sales journey, cleaning up your lead filtering process, and improving your lead nurturing process.

Are your lead generation efforts working in today’s crowded fight for attention? Most companies struggle with motivating internal marketing teams to compete effectively for their audience’s attention.

As a result, your company’s growth is being bogged down - and you deserve to move faster!

Get started by checking out our FREE marketing growth guide entitled 6 Powerful Roofing Marketing Strategies You (Probably) Aren't Using

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