In todays live stream I discuss the 3 best advertising secrets of 8-figure roofing and solar contractors. You can scale your business to that next level by utilising todays most modern advertising techniques. Social media is here to stay, everyone stares down their phones 24/7, how do you capitalize on that for your roofing or solar business? Watch the video to find out!
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FULL VIDEO TRANSCRIPT
In today's livestream, I'm going to talk about the three best advertising secrets of eight figure roofing and solar contractors.
Hey guys, Max Perzon here. And if you've never seen me before, I help both roofing and solar contractors to get more leads, more customers, and ultimately help them to scale their business to that next level. But utilizing Facebook advertising, social media together with our system. And right now I'm going live on Instagram down here and Facebook and YouTube up here. So if you're watching this on YouTube, make sure to like subscribe and leave a comment down below. Also turn on the bell notifications. And also if you want to know more about the system that we have, you can go to our website right here and check it out. We have a bunch of free stuff, retraining, um, testimonials, reviews, and a bunch of other cool stuff. So again, in today's video I'm going to talk about the three best advertising secrets of eight figure roofing and solar contractors.
And these are actually real, real good secrets. This is not just something that I, uh, these are really powerful stuff for real. So, and we've tested it with bigger roofing ants, all the contractors, and they are, seems to be working really, really good. So the first thing that I want to talk about is to mix direct response advertising with branding on social media. So before I dig into that, it's, it's important that you understand what direct response advertising is and what branding is. So direct response is something that has been around for a long time and it means that when you do your advertising, you can track it. So you always, you always create the advertisements from a way so that you can get a direct response. So for example, uh, you know, in the 60s when the, um, advertising geniuses lived, uh, for example, David Ogilvy, when they did direct mail campaigns or campaigns and magazines and so forth, um, the often had a, an image, they had an headline and they also had a long ad copy, right?
And at the end of the ad copy they had a specific phone number that you could call if you were interested in the product or service or they had a specific address that you can mail to as well if you, if you were interested. Um, and the most popular and um, most known advertising campaign that David Ogilvy did was for a rolls Royce. Right. Um, but so the Y they had specific phone numbers and specific addresses on these advertising copies was that they could create, let's say 10 different designs test 10 different images. You could have 10 different headlines and then they could send them out. And then they had different phone numbers and addresses on each ad copy. And then after a couple of days, or a couple, I don't know how long, let's say a month or so, they could just track what phone number called the most and then they could track that phone number to that specific ad copy so they could track everything down to the dollar as they say, knowing exactly which advertising a direct mail campaign worked the best.
Right. So then they could just get away off the ones that didn't work so well and continue to do the advertising copies that did work well. So that's how you did it back in the days when you actually had a print and so forth in direct mail. But now, um, in 2019, we also can do direct response advertising on Facebook for example, but we can do it electronically, right? So it's a lot easier now we can create different ad variations online and we can test them and then we can see what is working the best. Um, so that is very easy nowadays. And then when you compare direct response advertising with branding, um, you know, branding is when you, a lot of people have different conceptions of what branding is. Some people think that branding is just logo and color. It sure is a, and the way, and some people think that branding is just like in commercial that you see on TV and it is that as well.
But the way that Steve jobs explained branding is how do people perceive your company, um, online or around the world? How do people perceive you? Uh, what do people think about of you? So branding is really when you take control of the perception that people have of you or your brand and um, that really what branding is. So you control what people perceive of you and perception is it's reality, right? But back in the day, you were either like a direct response guy or you were a branding guy. So we either, you know, the branding guys, they normally talk shit about the direct response guys because they had ugly, um, campaigns and so forth. And direct response guys didn't like the branding guys simply because, you know, they couldn't attract anything and so forth. So they have been like two camps, uh, up until very recently.
And, um, now on social media we can do both, um, and for, for very cheap prices as well. So we can build those, have this sales process in place on your website, for example, that we drive traffic to with a direct response advertising campaign on Facebook, for example. But then we can also mix in the branding as well. So instead of sharing your brand commercials and videos and so forth on TV that used to be super expensive or utilize, you know, a billboards or magazines and so forth that were super expensive as well. What we can do now is that you can create high quality videos and then you can sh that that builds your brand and get people at home, you know, homeowners in your area emotionally attached to what you do. You can create that high quality content and then you can distribute it on social media for branding purposes.
And then you mix that together with the direct response advertising campaign. And it's like getting a view on a video right now when you know how to distribute it the right way on social media, it's super cheap. You know the way most roofing solar contractors do this right now is there, they create a super high quality video and then they just posted organically on their YouTube channel or on their Facebook page and they get like 50 views or something like that. But when you know how to, you know, pay for that, pay for impressions to share that branding video, that's when you know, we've become super powerful in getting views on social media for your branding videos right now is dirt. They're cheap. So really the first secret is to know how to build a sales system online that, you know, how do you drive traffic into a, in, in, in, um, an opt in form where people can request a free estimate for your roofing, a solid company.
So we mix that direct response advertising campaign that you can track everything down to the dollar. You mix that with a branding campaign where you share videos and, uh, you know, letting people in your area know about your company, your brand, what you stand for, let them see the people that are working in your company and so forth. And um, when you mix those two, it's, it just explodes. It, it, it becomes so powerful because now when homeowners in your area starts to call into your roofing a solid business, when they have seen your branding videos and when you know how to distribute that the right way, people will feel like they know you already. So the sales process becomes a lot easier when you're not calling, like just trying to cold sell them right now. They are actually before they ever contact you, they are mostly emotionally attached to you.
Then they know your brand, they've seen your people in your company and yeah, it just, it just takes it to that next level. And uh, not a lot of people are doing this like a lot of great, great advertisers. They're still stuck in this. Yeah, we only do direct response advertising. Branding is, it's not bad, but I learned this from a real really good advertiser and he told me that like, Hey max, you should probably be test and do both of them and mix them. And when I did, I started to do it from my own company sharing videos. I create content like this on live streams. And then I can share it with paid traffic to my audiences. And you know, the sales process becomes so much easier because when I jumped on a call with, with prospects now they already feel like they know me a lot better.
And yeah, I've done this for both roofing and saw the contractors as well, sharing their videos, mixing into the, their, their direct response ads. And you know, when people call in to them, it's just, yeah, it's crazy. It's the, the sales process is a lot easier. So that is secret number one, learn how to mix direct response advertising with branding and learn how to distributed online, uh, utilizing social media. Um, because yeah, in the roofing solar industry, everyone's doing Google and you know, those lead gen sites such as home advice, right? So when you move over to Facebook and you do direct response advertising there, you can utilize Instagram. And then you also put in this branding content on YouTube, Instagram, and Facebook. You know, the competition on Facebook is pretty much nonexistent with Google and you can build your brand simultaneously. I think I've talked enough about that now, but it's super powerful.
So maybe start to learn about it a bit more. And that's what we teach on the truth in dotcom as well. A bunch of free contents you can go chair if you want to know more about that. Then the second secret is that audiences is the new email list. And that might sound confusing to someone that hasn't done advertising before, but I'm sure you know what an email list is. Like when people opt in for a free estimate from your roofing solar company, you say hopefully save their email and phone number and address and so forth in the CRM system. And then you can keep nurture people, uh, you know, with weekly emails and so forth. But the truth is that right now email is becoming, it's dying. You know, email is still good and it still works for sure, but if you track everything year by year, by year, you will see that, you know, the results are becoming worse and worse and worse and worse all the time because yeah, email is not what it used to be. So what I mean by audiences being the new email list. What I mean by that is that
for those of you who have no idea what an audience is, is when you do advertising online on whether if that's on Google or on Facebook or an Instagram or on YouTube, what you can do now in 2019 is that when someone has seen your ad just once or they have come to your website just once or they have seen your video, just once, you can save those people in an audience as we call it. You can imagine like a bucket where everyone that has senior brand or your your company just once online, you can save those people in your bucket or in your audience. And what you can do with that audience is that you can retarget them. So you can, if they've seen an ad from you guys once, you can continue to show them ads over and over and over and over again on Facebook and Instagram and YouTube and Google display network and all of that.
And that's super, super powerful. So what I mean by that, the building audiences is the new email list. Creating your own audience, your own online OD audience on these, on those platforms online today. That's a lot more powerful than building an email list because with those audiences you can share direct response ads, you can share branding videos and so forth. So, uh, it's, they're cheap. You know, the advertising to your own audience is a lot cheaper than to advertise to an Facebook's audiences. And what I mean by that is if you go to Facebook and tell to them like, Hey, I want to advertise to homeowners in, in my state that, that, um, our homeowners for example, uh, or they're looking for new roof, they're in market for new roof, let's say. Since you don't own that audience yourself, you're going to pay a lot more for it.
But you start to build your own audience. You can advertise to that audience a lot cheaper and this is an audience that already know you. And then you can continue to nurture them on all those social media platforms with videos and images, direct response ad and branding ads. Um, and that's a lot more powerful than just sending emails to an email list because people don't like emails and they're static, they're boring, boring, and all of that. So that's secret number two audiences are the new email lists. So, um, yeah, it's, it's a game changer for sure. And then secret number three, the final one is, um, learn how to become omnipresent. And this ties into everything that I've already talked about. And what I mean by omnipresent is I think the definition of omnipresent is to be able to be everywhere at the same time.
Right. And, uh, I had a sales call with a roofing company yesterday and they were making like $30 million per year or something like that. They were big and they were, I wanted to grow to $100 million per year. And they were still doing, you know, they had a huge advertising budget and they were spending a ton of money into TV and radio and billboards and magazines and some Google paper click. And they had, I think their goal was to get leads for between 200 and $300 per lead, which is insane, you know, with our system and when you implement direct response ads on Facebook together with branding, we can get leads for between 10 to $20 that we can track. And more often than not, they get even more leads than that that we can attract. So they are probably getting, um, leads for even cheaper than that.
And these aren't like high quality exclusively. It's, there are real homeowners that are looking for their services that opt in with email, phone number, name and address. Um, so yeah, so yeah, they were doing this old style of advertising utilizing print and uh, you know, team radio commercials and, and also doing Google, which is super competitive and not right now for the roofing solar industry. And they were getting leads for like $200 per lead. They were not building any audiences, they were not retargeting. And the marketing guy that I talked to there, he was like, Hey, should we really do YouTube? Like retargeting should really even like retarget our videos on YouTube. I don't check you tube. Like should we even do Facebook and Instagram? And they didn't understand that everyone is living on their phones right now. The phone is the new TV, the phone is the new radio, the new magazine.
Instagram is the new magazine, you know, it's the new new source. Everyone is living like this. It's so funny if you just walk outside and walk, walk on the street right now everyone is going like this. It's insane. So they had not really understood that yet. They had, we hadn't really adapted yet. So I tried to to um, yeah, I got them to understand like the power of that and I explained to them exactly what I've explained in this video that you know, the audience is the new email list and uh, you know, you can do branding. Instead of paying a TV station, a band like thousands of dollars by just sharing some videos. You can share videos on social media right now for like sense, you can get a view for a couple of cents. You can show, show that over and over and over again and people are actually going to see it because they live in their phone like pretty much 24, seven.
So what I mean by to become omnipresent is to learn how, how do you build your audience and how do you distribute all of your direct response ads and your branding ads across all these platforms so that you appear everywhere all the time. So yeah, that's pretty much it for today's video. Um, if you watch this on, if you're watching this on YouTube, make sure to like and subscribe and leave a comment down below what you would like me to talk about in the upcoming videos. Um, yeah, subscribe like they become a Tableau if you, uh, if you want to know more about what we do and how we set up a direct response trackable system for roofing and solar contractors and see testimonials from our customers. We have some crazy results. One of our customers went from low seven figures to eight figures in less than 90 days. And we have a video testimonial from them and they moved from this, not doing like doing direct mail campaigns and moving over to Facebook and social media and doing this branding and direct response. So if you want to know exactly what type of system that that is, you can go to our website, LeadsRoofing.com And we will teach you a bunch right there for free. So that would be it. Thank you so much for watching and have a great day. Bye.