If you're a roofing or solar contractor, you know how difficult it can be to decide upon what type of advertising you should do. Offline, lead generation website, offline, Google or Social media? Everyone out there is telling you different things and you just end up confused not doing anything. Still relying up referrals and word of mouth. Don't get me wrong, that's great! But if you want to scale your business to that NEXT LEVEL, then you need a predictable and proven online sales system in place that delivers exclusive and qualified roofing or solar leads!
This is what we cover:
- Offline marketing
- Lead generation websites (HomeAdvisor, AngiesList etc...)
- Google PPC & SEO
- Social media advertising
FULL VIDEO TRANSCRIPT
Here are four types of roofing and solar advertising methods.
Hey guys, Max Perzon here. And if you've never seen me before, I help both roofing and solar contractor to get more leads, more customers, and ultimately help them to scale their business to that next level. We use Facebook advertising social media together with our online sales system. And if you want to know more about that, you can turn over to our website where we have reviews, testimonials, online video testimonials, free training, and a bunch of other cool stuff. So make sure to check us out. If you're watching this on YouTube, make sure to like, subscribe and leave a comment down below. But for today's video, I want to cover four different advertising methods that are popular and active and are working as some are working better than others, but for different advertising methods in the roofing and solar industry right now. So let's dive into it.
So basically I just want to discuss them, have some pros and cons about each one and maybe give me some insights about what you should spend your advertising dollars into in 2019 and 2020 and beyond. So let's send me two. It's the first advertising method out there that is very, very popular that you can consider is offline marketing, right? So we have, you know, TV and radio commercials with print, you know, direct mail campaigns, billboards, magazines and so forth. Call centers, door knocking, right? That's pretty much it. Right? And shooting you spend advertising your advertising dollars into offline marketing methods and do they still work well? Yeah, of course they still work. But the question is, is it as good as other alternatives right now? And in my opinion, doing offline marketing methods can be nice in certain situations. I never recommend that you should rely on offline marketing methods as your main source of lead generation.
And the, the reason why is simply because everyone is on this thing nowadays. So why should you try and kind of go against the market and trying to, to make offline marketing methods still work. Nobody is, is X is at as excited to get a direct mail letter in their, in their, in their mailbox nowadays as they were like 50 years ago. And people aren't, don't like to be door knocked anymore. People don't like to be door knock at a home, you know, uh, it can even hurt your brand if, if, if, if people start to see you truck around your neighbors and they see how your neighbors slams the door on your sales guys when they're trying to door knock them, it can even hurt your brand. But you become the roofer who is just annoying and trying to Dawn on people the roof or we haven't figured out how to do online marketing methods.
Homeowners out there just like they're spending time on this thing, like hours and hours on end every single day. Like why aren't you appearing on this thing? But anyway, so, so door knocking, you know, call centers. Yeah. Nobody likes to be called, called all of all this outbound marketing methods where you're trying to hustle and trying to reach out to as many people as possible. You know, go get it. You know, trying to close people on the spot without doing any branding, putting people on the spot, trying to sell them here and now let's do it. It doesn't work. People are too introvert nowadays. They want, they want to educate themselves first on this thing, the one that be educated with videos on this thing first. Then when they been ready and when they feel warm and when they feel comfortable with you, that's when they want to do business with you.
They don't want you to come to them and trying to at them and can sell them on their porch. They don't like that, but direct mail campaigns can still be nice to like follow up with the existing customers once or twice per year. That can be nice. But you know, TV and radio commercials, are you still spending money on that? Like why you should know it's expensive. It's super, super expensive and some roofers thing that a social media that just for young people, you know, my target market is still watching TV. Well, my grandmother is on Instagram and on Facebook. She is interacting with their friends and family on Instagram. Why? Because her grandson and her children is on social media and he, she want to see what her children is doing. She want to interact with her, with her grandchildren shoots. She loves images, right?
My grandmother love images and videos and that's, this is where people shared nowadays. So of course he's going to be on her mobile phone and her iPad. She loves her iPad. And my parents are on social media as well. So don't believe that you have to spend thousands of dollars on that old screen, the TV right there. Just because you think your target market is only watching TV. That's not true. That's just a lie that some people tell themselves to kind of, uh, to kind of verify to themselves that, Hey, we should continue to do TV commercials because our target market is still watching it. Well sure you can spend thousands of dollars, thousands and thousands of dollars on TV commercials or you can take that high quality video material that you have and learn how to, to distribute it on this thing and paint a lot, lot less to distribute in on social media.
A lot more people aren't going to see it. You're kind of going to pay less money and it's going to be a hundred times more powerful you say, but it's up to you. So that, that's pretty much covered. The offline marketing methods I think. Um, yeah. Another thing about offline is that it's very hard to track, you know, if you do a TV commercial, a direct mail thing might do some outbound calls and um, you might do some door knocking and maybe it's, and maybe you get some referrals as well. The super hard thing to do is to track where are the leads coming from? Did we get a lot more weak, more leads this week because of the TV commercial or was it because of the radio commercial or did we get more leads because of the direct mail campaign with it? And since you cannot track anything, it's like impossible to know how to scale because you don't know what lever to pull when you want to scale things because you don't know what works.
You cannot just throw some money out there and maybe things work. So that's the also a huge flaw about offline. You can track offline marketing methods, which can be super time consuming, super hard to do and so forth. And another big flaw with offline is that you don't have a central online sales system in place. So when the lead come in, and what we do when we do, when we help our customers to get an online sales system in place is that we have like your heart, we have an automated system in place for their business, the CRM system with marketing automation, AI and big data and so forth, which is like the heart of the entire system. And if the lead, when leads come in, all of the leads come into one place and we saved them there so we can follow up with them.
And, and we can automate that entire process as well as we have everything centralized in one place. But when you, the TV commercials and radio commercials, maybe you do a direct mail campaign, people start calling in, but then you forget about them. And if you want, if you're going to save all of these people at tissue REMS system, you have to do that manually. And it's just a big mess. So you have to systemize a business you placing system as and computers nowadays to, to, to make it more efficient than D shoot use. So that first thing, offline marketing methods, the second thing is utilizing lead generation sites, right? And if you're a roof or a solar contractor, I'm sure that you've, you know, utilize home advisor or poor Taran just list all of these ones. And yeah, I am. Um, they are very popular.
And when you go to the websites and the trade, they promise you the world. These say that have millions of users, you know, we're going to be able to provide you with so many leads. It's so easy. You just sign up and you just pay us a bunch of money and you're going to get a ton of leads, right? So it sounds really good, but then you sign up and the truth is not really that good, right? You sign up and you spend a couple of thousands of dollars, maybe you start getting some leads, but you soon find out that Hey, like five other roofing contractors are also receiving those leads and they're pretty much impossible to get hold of them. You're trying to call them, he tries to send SMS, email, no reply. And at the end of the month, maybe you spend towards $2,500 or something and you have like one, you had like one or two people on the call.
Uh, and it's just a waste of money. And in my opinion, and I never recommend that you do Legion sites under any circumstances. The leads are expensive, $830 per lead, sometimes even more. The leads are duplicate. They're not exclusive to you. Big. No, no, never do that. And you're not building your brand simultaneously. Yes. You advertise for leads. So as you're doing all of the advertising on through their platform, so don't do that. Don't, don't do that thing. It is, ah, don't to it. The third thing is Google. Yep. So Google is very popular. Um, and grouping the solar industry. Everyone is doing Google, everyone's doing SEO, everyone is doing Google papers, place and so forth. Right? So do I recommend Google for the roofing and solar industry? No, I don't. If you have a website, sure you can have some, you know, try and rank for it if you want to.
But the reason why I don't recommend that people rely upon Google as their main source of leads coming in and making new customers and doing new business is that everyone is doing it. It's so, so competitive. Everyone's doing SEO. So if you're trying to rank for a keyword, it's going to take a lot of time and it's going to cost you a lot of money. And, um, it's just SEO is a great, or like low hanging fruit type of niches. If you have, if you have a specific type of business where maybe you're the only one is going to rank for a keyword or you have very low competition, SEO can be great because you can get a ton of free traffic. But if you're a roofing contractor in a, uh, in a competitive area, pretty much all of your competitors has an SEO agency. How you're trying to rank for this same keyword.
It's like, don't do that. You know, you can spend $3,000 a month or $2,500 per month for a year without seeing any results. So why would you do that when you can spend it $2,500 per month into paid traffic into an online sales system and start getting leads immediately instead of waiting a year or two. So yeah, don't rely upon SEO. And same thing with Google paper click, same thing there, right? Instead of trying to rank for a keyword now you will, now you want to pay for that keyword. And again, the competition is high. A lot of people are trying to pay for that keyword. So the prices go up. And if you've been on Google trying to do pay per click for the last two years, four, you're moving this whole business. You know exactly what I'm talking about. The prices nowadays are lot higher than they used to be just one or two years ago.
And that's just because everyone's doing Google. So why compete on a super competitive platform? So that's Google. The final thing is social media. No, that's the final thing, right? No social media. Nobody like it's all only the younger generation. He use social media. Right? Well that's not true. It's like, I don't know what the percentage is of a amount of American year American. The percentage of the American population is on Facebook and Instagram right now, but it's like 220 250 million active users in North America. Monthly active users, not people who have signed up and never used the platform. That's active users. So they have a huge platform. And, um, yeah, the competition on Facebook and Instagram compared to Google in the roofing and solar industry, you cannot even compare. It cannot even compare it. This is the competition on Google. This is the competition on Facebook.
Why? Pretty much no one is doing Facebook advertising campaigns with the roofing and solar industry right now. You say, Hey, max, that's not true. I actually, all of my competitors doing ads, well, I've looked into it. I looked up the top 150 roofing contractors in 2019 I went through all of their companies. I checked what they were doing and yeah, a lot of them has a Facebook business page. Some of them are like posting organic content. Some of them are boosting some posts. Some of them might do a retargeting campaign showing some ads, but pretty much none of them are building real advertising campaigns where they're putting a lot of money into Facebook advertising, building real advertising campaigns where they can track everything. The competition there is pretty much nonexistent. So believe me, it's doesn't even compare. You're much better off moving away from Google, trying out social media with Facebook advertising and Instagram and building real campaigns there.
Hook that up to an online sales system and you will get a lot better ROI for your advertising dollars. One of our customers reduced their cost per lead and cost to acquire new customer with the 75% so yeah, and they moved away from Google and home advisor and TV or radio commercials. So they went from spending $50,000 per month on Google TV, read commercials and home advisor. Now spending less than $20,000 per month to getting more leads and they went from $14 million in 2016 total revenue to $27 million total revenue last year. I'm not saying that our system is the only reason behind that. Obviously they are really good business people and have great business operations and sales people and all of that. I'm just saying they, they're spending less money on advertising. They moved away from Google home advisor and [inaudible] commercials. They're still doing some SEOs longterm strategy and I don't know if they're doing, um, they might do a TV commercial now once in my, I don't know what truth to be completely honest, I just know that they are not spending at, you know, so much money on it anymore.
They've completely removed home advisor and what, from what I know that I don't think they're doing any, any Google PaperClick and more neither. Here's the thing, they used to spend 50 grand a month, now they're spending less than 20 grand a month, putting all of that money into Facebook to get into our online sales system that we're getting more leads now. They're getting leads for between 10 to $15 per lead exclusive lead versus before paying $830 for duplicating. And now they can build their brand as well. Because on this thing on social media, you can share videos as well. You can build your brand on this thing. You don't have to share TV commercials anymore to build your brand. You can share videos on social media, you can do that on Google. So it's hopefully you can understand what I'm talking about. And if you want to know more about that, if you're interest about social media, maybe you just want to, you know, learn more how you can implement it for your business or you can just head over to our website.
That's what we're all about at lead, turfing.com Facebook advertising, online sales system for the roofing and solar industry. That's the only thing we do. That's the only thing we focus on. So, and why? Because it's fun. We're getting amazing results for our customers and they love our platform and they love how to learn how to do it for themselves so that they don't have to depend on anyone else anymore. So again, make sure to check us out. And if you're watching this on YouTube mixers, the likes, subscribe and leave a comment down below. Let me know what you thought about this video. Did you like it did you didn't like it? Let me know. I reply to all of the comments myself personally. So yeah, that would be it for this time. Thank you so much for watching
and have an awesome day.