In todays live stream video I discuss the most common advertising mistakes roofing and solar contractors do. With todays social media platforms we can mix both branding and direct response, which is a powerful combination! If you want to learn more about Facebook advertising and social media, specifically for the roofing and solar industry, make sure to check out our free training here down below.
FULL VIDEO TRANSCRIPT
If you want to scale your roof in the solar business to that next level, you should watch this live stream.
Hey guys, let me see. Yeah, I am live. Okay. Hey guys, Max Perzon here. And if you've never seen me before, um, I help roofing and solar contractors to get more leads, more customers, and ultimately help them to scale their business to that next level by utilizing social media, Facebook advertising together with our system. And if you want to know more about our system, you can just head over to our website where we have free training, testimonials, reviews, results, and a bunch of other cool and free stuff. And I'm streaming this on Facebook and on YouTube right now. So if you're on Facebook, Eva, like, and leave a comment down below and leave and a type of questions that you might have. If you're watching this on YouTube, uh, either live or replay, make sure to like and subscribe and leave a comment down below as well.
And turn on the bell notifications. So with that out of the way in today's live stream, I want to talk about the top three most common advertising mistakes that roofing and solar contractors do right now. So I'm gonna cover that. Um, and then after that I have some questions. I got some email, um, some questions emailed to me after the last live stream. So I have that right here. So I'm going to cover that at the end as well. And if we get any questions here, I'm going to cover that up. Of course. So top three most common advertising mistakes that roofing and solar contractors do. So the first one, and probably the biggest mistake is utilizing these very popular Legion sites that you can utilize. They are very easy to sign up with, they promise you the world, uh, but the results lack a lot.
And I'm obviously talking about, you know, home advisor in porch and Angie's list and works and all of these other platforms, which kind of, it looks great. It's super easy. You sign up in a couple of seconds and you think it's going to scale your business to that next level. But the truth is that, you know, the leads are duplicate, they are expensive and uh, yeah, that are like between aided $130 per lead and they get shared to between like between three or five different roofing contractors, right? So it's quite insane. But really the biggest problem with those third party platforms is that you're doing the advertising on their platforms. You're not doing it under your own brand and under your own website. So you're not, you can't do the brand building and you can't really hook it up to your own platform. And by platform I mean a CRM system for example.
So we can save them into your own CRM system. You can't nurture them over time. You can't do the retargeting, which is beautiful. What we can like do the retargeting right now on the social media platforms, you know, Facebook and Instagram, even YouTube, right? And the Google display network. And so you miss out on all of that when you do advertising on these third party platforms. Um, and the retargeting and the direct response advertising campaigns and the branding that you can do online right now with Facebook and those other social media platforms, they, you know, it's so much better than utilizing those home advisors sites. And I talked to a lot of roofers on the phone every single day. And every single time when I ask them what they're doing in terms of advertising, more often than not, they're at least mentioning one third party platform. And when I ask them if they're like, do you like it?
Do you like the prices? Do you like the leads? Pretty much no one likes it, right? So it's quite insane. So that's, that's the biggest advertising mistake that most roofing and solar contractors do. The second biggest advertising mistake that most roofing and solar contractors do is to utilize and to rely upon too many offline marketing methods. You know, TV and radio commercials, print direct mail, billboards, magazines, but also call centers and door knocking. Right? And there are a lot of problems with those marketing methods. You know, first of all, TV radio commercials can be super, super expensive, right? And TV and radio commercial that they used to be the only media that you can utilize really to build your brand efficiently, like effectively. Right. Um, but it's still super, super expensive. So nowadays when we have this TV instead, this is the new TV, you don't really need to pay thousands and thousands of dollars for to a to create a TV commercial and spread it on the TV.
You know, nobody like watches TV anymore. People are having having their nose down into this thing. And the cool thing about this TV is that you can, you can build your brand on this thing a lot easier, a lot quicker, a lot more effectively and you can automate it and it's lot cheaper. You can get like views on this thing for homeowners in your area that are actively searching for your services. But just a couple of cents compared to TV, which is, I don't know how much more expensive it is, but it is a lot expensive, lot more expensive, but really also a huge floor with, with team and radio is that, you know, you create a commercial and you put it out there and maybe the phone starts to ring but you can't really track anything. You don't know if the, if this call that just came in, come from the TV commercial or from the radio commercial or did it come from the direct mail campaign or did it come from the billboard?
And since you can't attract anything, it's impossible for you to know like how to scale it. Should we scale a TV commercial or should we scaled the radio or the direct mail campaign and uh, yeah, there's just bunch of problems, problems with it. And then when we come to, you know, door knocking and call centers, you know, being cold called and do this type of outbound marketing in 2019 and 2020 and beyond. Now who likes to be called, called everyone is like every time I get a call and I don't own the number, I don't answer it. Why should I answer it? Because I know that it's a sales guy calling me and I don't want to be sold. I don't like to be sold. I want to make up my buying decisions before I ever contact the sales person because that's what people do.
You know, we browse the internet, we check the clothes that we want to buy or the shoes or the new phone or the new computer we sell ourselves before we ever contact the salesperson. So when the sales person calls us and tried to call sellers with a cold call on the spot, nobody likes that, nobody likes that. And then door knocking, which is even more insane in my opinion. It's just, you know, who likes to be door knocked and have a sales person out there trying to like sell you on the spot. Nobody likes that. Everyone is looking through the keyhole and if there's a sales person there, you're like hiding yourself until it leaves. Right? So that's offline marketing methods. And I think that some offline marketing methods can still be good. For example, create a direct mail campaign to existing customers. Might be nice thing, you know, send them some stuff on holidays or whatever now might be right, but you shouldn't rely on it as your main source of, um, of lead generation technique.
It can be a nice compliment, a Terry to a proven and predictable system that you do once in a while, but it shouldn't be your, your main thing. And also what I can throw in here in, in terms of offline advertising methods is that a lot of roofers more often are smaller companies, uh, you know, between a million dollars per year. A lot of them are still relying upon, you know, only relying upon our own referrals and word of mouth. And it might work for them and they might get really, really good leads because it's referrals. But if you want to scale your business and you want to scale it with predictability and scale it in a way to get new customers in, you know, only relying, relying upon referrals will be very, very tough. And a lot of people that I talk to are, they have like a, they do some lead gen site and they depend on referrals and they wonder why their businesses is growing so slowly.
Um, so yeah, referrals can be a nice complimentary thing, but you shouldn't rely upon it. And then finally, the third biggest advertising mistake that I see in the roofing and solar industry now is to utilize Google, right? And why, why do I say that Google is an advertising mistake? Well, it's quite simple simply because everyone is doing Google, everyone is doing Google SEO in the roof and the solar industry and everyone is doing Google pay per click, right? And what happens when everyone does something, it becomes very popular. It becomes very expensive, the competition becomes very high, it gets hard to get results and it takes a long time to get results. And don't get me wrong, I think SEO is a great advertising method to do as a complimentary to a paid, uh, paid, um, lead generation method. It's, it's a nice thing to do as well if you can, but it shouldn't be your main thing because I've been doing a lot of SEO and I know the power of SEO if you rank, but you're still like under um, under the mercy of Google, right?
If they're updated their algorithm and your site loses like 10 ranks or whatever on the first page, you might go from a lot of lead flow to no lead flow. So, uh, and also since it's so popular in the roofing solar industry, everyone has an SEO agency hired. And more often than not, these companies in an area that you have the same as your way agency hired. So they have one agency helping themselves with the SEO, but they're also helping all of their competitors doing the exact same thing. And yeah, it's just insanity. But really why I don't recommend Google to go all out and Google is simply because it's so competitive. Everyone is doing Google, everyone is doing Google pay per click and SEO. So yeah. So why, why do you want a lot of competition? Like it's a search engine and when someone searched for a roofer in your area, you're gonna show up hopefully, but also all of your competitors.
So if you just look at it very objectively, it's like you, you're asking to, to get shown around your competitors and it generates a lot of type Keke leads and so forth. So what should you do instead? If you shouldn't do lead insights, you shouldn't do offline marketing and you shouldn't do Google, what should they do instead? Well, here's what, when, when Facebook advertising comes in and social media, because pretty much no one in the roofing industry right now is doing Facebook advertising the right way. A lot of roofers have a Facebook page and they might pull some content and some of them are rolling like one ad with one image and one headline and they built their advertising campaigns completely the wrong way because you need, there are some things that you need to figure out with the Facebook, um, advertising game because it's an algorithm.
You need to know how to feed the algorithm enough variations so that their AI and machine learning and big data can figure out what you're looking for and so forth. Um, and if you want to know more about that, you can just go to our website [inaudible] dot com we own help roofing us, all the contractors with Facebook advertising. We only focus on that one thing. And we have been able to generate some crazy results from our clients. You know, one of our solid clients went from low seven figures to eight figures in less than three months, which is insane. And we have a video testimonial them, another one of our clients, they reduced their lead costs with over 75% and they doubled their eight figure business. Just crazy, crazy, crazy results by moving over to Facebook and social media simply because the competition of Facebook is so much lower when you compare it to Google on all of those other, uh, Legion sites.
So that is pretty much it. Uh, and also what I want to talk about real quick is the cool thing about social media and Facebook advertising right now is that we can combine direct response advertising as it's called. And if you don't know what direct response advertising is, it is when you can track everything down to the dollar. You know exactly how much you pay per new lead, uh, per click and per new customer and so forth. And you have like a system in place where you can track everything. And that's super easy. Right now when we have online advertisements and Facebook ads, it used to be super tricky back in the fifties and sixties because if you were about to do a direct response advertising campaign with direct mail, you had to have maybe you created 10 different variations of ad copy and you send them out and then you had like different phone numbers on each variation.
So, uh, and then you just simply checked what phone call the most times. OK, this number called the most time. Then we know that this ad copy work the best. So that is direct response. When you can track everything, you can track the results. The other side of the coin is branding, right? When you just throw up a Coca Cola banner or like a bill, a big billboard with a big image, um, and it's just a logo that's branding and or a TV commercial for example. And back in the fifties and sixties or I would say up until like very, very recently you were either like a direct response guy or you were in branding guy and the branding guys were like, Hey. Or the direct response guys talk shit about the brand guys and the branding kayak guys talk shit about the direct response guys. So you were like either or, but now when we have social media and we have a Facebook advertising and this is the new TV and this is the new radio and Instagram is the new magazine.
We can build direct response advertising campaigns on Facebook, but we can also do the branding thing. Make sense? So we can, we can build your brand and we can make homeowners in the area to know you more, to get an emotional attachment to you before you ever call them. And we can show them videos and images and a bunch of other stuff which you can do on Google. By the way. You can only do that on Facebook and social media. So we can build a relationship with people before we ever advertise to them. And then we can mix that with direct response. So the sales process becomes a lot better because when, when your sales guides call those homeowners that you have already branded your business to, they already know about you. They have seen your company that I, they have seen what your, your work, they seen images from you and your partners.
They've seen testimonials of your previous customers. So when you call them, they feel like they all, that they already know you. And so by mixing direct response and branding on social media, that's, that's what you should do. Now that's the new thing. And not a lot of people are thinking about this. Not a lot of people at all. You're either like still their direct response guy or a branding guy. But that's what I'm trying, that's the message. That's my core message right now that I want to get in front of people that you can actually do both. And when you do it, you can get crazy results. It doesn't even compare to Legion sites. So let's go over to a question that I got emailed to me from the last livestream. And, um, by the way, if you have any questions, you can just leave them in the comments.
You don't have to email me. But, uh, this is from John in Dallas, Fort worth in Texas and he said that, how did you come up with his model and training program that you offer? How did it begin? Why do you only help roofing and solar contractors or companies? So, yeah, that's a good question. So the way it all started was that, um, I used to do a lot of web design and so forth. Then I was like, Hey, um, you know, I don't want to have a boss and more, I should probably be figure out the, the online marketing stuff. What is that? And that's back like in 2014. So I started at learning about SEO and, and uh, Amazon affiliate marketing. And I got like a mentor that taught me a lot about Amazon affiliate marketing and you know, we drove a bunch of traffic via search engine optimization to websites and we promoted products and we, we got commissions from that.
So that's what, what I started out with then. I moved over to try and sell SEO to local businesses and I was like, Hey, you know, I was ranking for like top three, um, advertising agency in New York. So I, I could prove to them that I, that I could rent, but I had no idea how to sell or how to, uh, like market specifically. I knew how to do SEO, but I had no idea how to sell and so forth. So I kinda learned that, Hey, you should probably own the focus on one industry, eh, to own, sell one service to one industry. So I was like, okay, Hm, SEO takes a lot of time. I can't guarantee and results, so I should probably figure out the paid traffic stuff and how to deal, how to build predictable advertising systems instead. Right. So that's what I did.
And I started learning a lot about Facebook ads and, uh, I actually talked to my dad. He was actually my dad who told me to, uh, I asked him like, what should I do in terms of like, what markets should I target? And he was like, yeah, you should do roofers. Like, why should I do roofers? Well, you know, it's, so he told me that, you know, if you can help roofers to get more leads, uh, you know, they have very high profit margins and they can pretty much replace a roof in the U S like in a day or two. So they had, it's a quick job, high, a lot of profit margins and if you can provide a lot of leads to them, they're going to be a very, very happy. So it was like, okay, let's try it. So I got one of my first customers and I was fortunate enough to find a really, really good first customer.
Uh, or yeah, they were my first customer actually, and they were a top 100 roofing contractors and they gave me the chance and we've got super, super good results for them. You know, we started generate leads for between 10 to $20 and we took them from a, you know, spending 50 grand a month on home advisor and on TV and radio commercials and Google, uh, and now like a three year, two and a half years later, close to three years later, they're spending less than $20,000 per month into Facebook, but they are getting more leads and cheaper leads and they built, been able to almost double their eight figure business from them. I'm not saying that I'm the only reason that they did that, but yeah, now they're not doing that. All the advertising and more, they're putting all of their advertising dollars into Facebook and to into our system right now because it's working so good because we can do branding and AARP and direct response advertising simultaneously.So hope that that answered your question. So I think that's it for today's live stream. And if you enjoyed it, leave a comment down below. Uh, leave a like a subscribe. If you're on YouTube, uh, I'm posting like a video every single day and right now on my YouTube channel. So make, if you want free content, free advertising tips specifically for the roofing solar industry, and make sure to head over there and subscribe. Let me know what you want me to talk about and I'm not here to pitch or sell anything. I just want to provide as much value as I possibly can. So that will be it. And if you want more free training, head over to our website and lead through from.com and that would be it. Thank you so much for watching and have an awesome day. Okay, bye.