G R O U P

HOWTO
ENTERTHE
COMMERCIAL
ROOFING
MARKET
A Proven
5-Step
Guide for
Maximizing
Proftability
Introduction
For those willing to invest time and effort, a commercial roofng busi-
ness can be a lucrative opportunity. The commercial roofng industry
offers some of the best business opportunities, and the numbers con-
frm that theres room for strong growth potential.
In just 2014, commercial roofng sales will reach $5.3 billion. And by
the year 2017, residential and commercial roofng sales are expected
to climb to $27.2 billion. But while the future may be bright, how to
get just started in this highly proftable industry may be less than clear.
The good news is that you dont have to be a roofng guru or even an
established building professional to start out. Just the right amount of
dedication, hard work, and commitment can get you in the door. For
guidance, weve put together this guidebook, which we wrote with
the help of commercial roof contractors who have made it big in the
market.
With the steps outlined in this resource, youll fnd that breaking into
this high-potential market is easier than it looks. Just closely follow
the steps we outline, and youll be well on your way to strong growth
opportunities that you mightve thought werent possible.
So, without any further delay, lets get started.
First Step:
Selecting a Name and
Developing a Plan
Good planning is a key frst step to the success of any business. For a
successful startup, you need to have all of your goals, objectives, and
strategies for success out in front of you. Drawing up a business plan
will help you determine what you want your roofng business to offer,
organize the information in an easy-to-follow format, and keep you
focused in your business startup phase.
Put simply, a business plan is a detailed strategy that contains all infor-
mation related to your business, including your objectives, ways of
achieving those objectives, value proposition, marketing and advertis-
ing strategies, and other important details. An effective plan will also
contain marketing details that are central to your business identity,
such as your name, mission statement, and slogan.
Before you begin the detailed process of creating and organizing your
business plan, though, you need to take the very frst step: determin-
ing your roofng business name.
Choosing a Name
When determining your roofng business name, its essential to keep
in mind why its so important. Your name will be something which
gives a customer prospect a strong or weak frst impression. Because
commercial roofng is such a big investment, building owners look at
multiple things for determining whether a contractor is a good ft for
their needs. A weak-sounding or unprofessional name can defnitely
make a strong enough impression that stops you from getting a job,
big or small.
Think about the long-term impact, too. The jobs that you get and
complete over time will determine your reputation. Successful busi-
nesspeople in the roofng industry depend heavily on strong referrals
from satisfed customers, and if your name keeps you from getting
high-profle jobs where you can make an impression, youre only hurt-
ing your long-term potential.
We recommend that when starting out, you frst come up with a list of
names. After doing so, take the list and go through each name, one-by-
one. Ask yourself the following questions when considering each name:
DDoes the name sound and look professional?
DDoes it seem compelling?
DWhy are you drawn toward this particular name?
DResearch the names of other roofng companies in your area. How
does this name help you stand out from them?
DWhat qualities do you want your business to be known for? For
instance, a small, locally-owned roofng business might be known for
its quick responsiveness to customer inquiries and dependable ser-
vice, whereas a multi-state roofng business will be known for its strict
quality standards, attention to quality, and high-end workmanship.
DWhat kind of customers do you wish to serve?
Once youve selected a name, the next steps will be determining your
business mission statement, philosophy, and even slogan, should you
fnd that benefcial. Youll probably fnd that using the questions above
for guidance will be very helpful.
We Can Help!
As is clear on our website, our team is completely committed to each
contractors success story! We are happy to help you in the beginning
stages of your business with whatever you may need assistance.
For one, we offer a free list with dozens of names that you can look at
for inspiration. If you need further help getting on the right track, one
of our trusted team members can even help determine your business
values and what name is the best ft. With their marketing expertise,
they can give you an unbiased opinion of whats important and whats
best so that you get the most professional imaging.
Give us a call today at 800-670-5583 or contact us here.
As youre putting together your business plan, its not a bad idea to
seek out the advice of friends who are roofng contractors (or talk to
one of our mentors who provide free guidance to all our members).
They were once in your shoes and defnitely remember what it was
like starting out. As you dive into different details, dont be afraid to
ask questions. Take plenty of notes, whether youre being advised by a
business affairs professional from your local city government or youre
just determining what strategy to take, so that you stay organized and
up to par on whats needed next.
Also, be aware of the requirements in your state and local area for start-
ing a roofng business. For just setting up a company, youll be flling
out a lot of paperwork and fling for approval for multiple licenses and
certifcations.
State and federal governments
DBusiness structure paperwork for your companythe amount youll
fll out largely depends on the corporation type under which youll
be fling your business. You can fnd out more information about
the advantages and disadvantages of business structuring off your
secretary of states website.
DState tax registrationbusiness tax policies differ from state-to-state,
and so will the paperwork you fll out, based on the state in which
you reside.
DState sales permitsthis is another layer of certifcation you must
get from your state government. Information on sales permits and
tax registration can be found on your states website.
DContractor certifcation and licensingvarious certifcations and
licenses for roofng contractors, as well as other related contracting
work, are required by your state. They will differ from state-to-state
as well. Contact your states department of business regulation or
licensing for more information.
DInsuranceall 50 states require business liability coverage, and some
states require workers compensation. Having your roofng business
insured will keep you, your family, your business, and your employ-
ees safe from liability. Contact your states insurance offce for more
information.
DRegistration with the IRSshould you want to hire employees, youll
need to register with the IRS for tax purposes and getting employee
identifcation numbers. Visit the IRS website for more information.
Local government
DBusiness permitsyoull go through various inspections and approval
processes for your business when you move your operations to an
offce. Plus, youll need general business permits and licensing from
your local government. Contact your local governments business
affairs offce for more information.
Second Step:
Selecting Roofng Products
with the Most Customer Value
Once youve decided upon a business name and then com-
pleted your business plan, the next step is selecting the
roof products youll use. The biggest concern here to keep
in mind is the quality of the roofng products youll use for
servicing.
There are many roofng products that are available on the
market. You may be tempted to dash out and use the prod-
ucts that seem the most cost-effective. However, take a step
back and think of all thats involved.
The quality of the products you use show your commit-
ment to your customers need satisfaction and long-term
well-being. Its also a good indicator of your professional-
ismdo you want to be known as a roof contractor who
shortchanges your customers and their needs just because
it seems more cost-effective to do so?
In other words, its clear that use of lower-quality products
could be harmful to your business reputation. Should one of
your customers fnd that the roofng products you used for
his or her needs arent up to par, word can quickly spread.
A few leaky roofs or problem spots later, and your reputa-
tion for service can be quickly impacted for the worse. It
can seriously affect your ability to competitively bid on jobs
further down the road.
For the sake of your reputation, using roofng products that
have a good track is best. In addition to building a strong rep-
utation, you will also be cutting down on costs in the long
run. Youll be netting your customers problems with roofng
systems that will eliminate their problems and guard against
future ones, which you will your customers happy. In the long
run, that means you wont miss out on lucrative projects,
which you wouldve been kept from with the use of poor-qual-
ity roofng. So, youll avoid the heavy costs associated with
missed business opportunities and a diminished reputation.
For an illustration of what top-tier roofng products look like,
check out our Conklin roofng products page. Because Conklin
roofng systems have been installed on over 2 billion square
feet of commercial roofng in the United States for 40 years
and offer superior energy saving benefts, theyre a proven
recipe for successand they can be a big boon to your busi-
ness, too. Request samples of our marketing material to see
how Conklin products sell themselves.
Third Step:
Going through Roof Systems Training
Its obvious that you need to know how to install and repair roofng
systems so that you can run a roofng business or service customers
needs. Whether youre a seasoned contractor or a roofng newcomer,
learning the methods of installation for a new roofng material brand
youve chosen for servicing is a clear necessity.
But the best place to turn for training, so that youre up-and-running
in the shortest amount of time possible, may be less than clear.
Two Roads to Take
Generally speaking, there are two choices here.
Some roofng manufacturers offer systems training classes for the
most effective ways for installing their products, dealing with specifc
roof issues, explaining selling benefts to prospects and gaining war-
ranty certifcation. This frst option is known as roof systems training.
The second option is one which many roofng contractors opt for. In
this case, a roofng contractor decides to work with an experienced
roofng contractor for some time. By learning how to deal with dif-
ferent roofng systems, mastering the best ways to install them, and
learning how to deal with any hiccups or issues that may arise, an
enterprising contractor can gain confdence and then journey onward
to start his own business.
While the second way is attractive, theres one factor you defnitely sac-
rifce on in favor of gaining experience: timing. The time you spend
being a part of another roofng company, as opposed to doing your
own roofng work and building up your reputation, involves the cost
of the lost business opportunities and stronger local reputation poten-
tial you pay for choosing this road instead.
While its certainly not a bad idea to learn the ropes under someone
elses guidance, as the old saying goes, theres nothing quite like the
present. Thats where the frst option, going to a manufacturer-spon-
sored roof systems training class, will be of value.
A good class series will give you multiple hands-on opportunities for
applying roof systems yourself. A panel of successful contractors who
use the product youve opted for, plus in-depth classroom instruction
on each roofng material type and its benefts and negatives, are also
key components of a good roof systems training seminar. These sem-
inars usually take place in short periods of time, typically less than a
week. Because manufacturers are constantly improving their products
and bringing new ones to market, its not a bad idea to keep yourself
updated on new product releases and improvements as well. Going to
a manufacturers roof systems training class for continuing education
is a great way to keep yourself sharp.
Once youve completed training, youll receive a certifcate of comple-
tion from the training provider. Some roof systems training classes offer
additional incentives for contractors to attend. For instance, Conklin
offers training attendees a $150 product credit as well as 3 percent
product discount after training completion. Contractors can also have
future questions answered by the Conklin staff at no cost.
A good training program will also offer extensive resources for refer-
encing after its over.
Our Proven Advantage for Contractors
Because its program is so extensive and hands-on, Conklin offers some
of the highest-quality roofng systems training in the commercial roofng
industry. After theyve fnished their two-day program, roofng contrac-
tors are actually trained to a level where they are ready to immediately
service roofs with high-quality results. Plus, Conklin gives you lots of
reference materials when youve graduated, a quick access to resources
that can answer any question or issue you may have.
Choice Roof Contractor Group also picks up where Conklin training
leaves off. You get access to our networks most successful roofng con-
tractors, who are available at a moments notice via the phone, tex-
ting, Skype, email, social media, or other methods of communication.
Because theyve learned whats best through years of trial-and-error,
they spare you the time of learning the same painful lessons on your
time. Plus, you get frst-rate sales coaching from them on how to close
sales with ease.
Our roofng mentors are available to you for the lifetime of your busi-
ness. If youre interested, call us today at 800-670-5583 or contact us
here for more information.
Fourth Step:
Marketing Your Business
Now that weve covered many of the basic steps in getting a roofng
business off the ground, we turn to one of the most important steps
forward: marketing your business and bringing in leads.
The world of marketing is very big and impacts the roofng industry in
multiple ways, directly and indirectly. Therefore, it might be helpful to
take an overview of the dynamics of the roofng market, and how dif-
ferent marketing techniques today play into those dynamics.
The Dynamics of Roofng Company Marketing
For all of the time it has been around, the roofng market has always
been organized around one key cornerstone: lead generation. Over
time, advancements in technology and sales techniques have led to
the development of the sales funnel, or a process of steps in which
you determine the quality of a lead to be, along with the next steps to
take toward closing a sale.
When a roofng business has attracted the attention of a prospective
customer, there is typically a basic three-step system used for classify-
ing that lead.
This process of getting the attention of prospects, converting them to
leads, determining their quality, and then moving them toward sales
is called customer relationship management.
Now, we take a look at marketing strategies that you can use. Needless
to say, theres a ton! Because there are so many marketing techniques
out there, roof contractors have many different paths they can take to
get their name out there. But which ones are the most effective? And
is there one strategy thats better than all the rest of them, or is a mix
of strategies the most effective? Lets take a look.
Prospect Lead Customer
This is someone who
has shown generic
interest in a roofng
business services.
Lead quality is deter-
mined by the level
of interest a lead
shows in a contrac-
tors roofng ser-
vices. The contractor
measures the leads
interest according to
his experience and
sales knowledge, as
well as some metrics
for determining the
leads interest level.
Maintaining profes-
sionalism, using the
best products, and
making sure pros-
pects know why you
stand out is the sure-
fre way to quickly
build a long list of
valuable customers.
It looks like this:
Marketing Strategies for Roofng Companies
To even discuss the questions we outlined beforehand, we need to
distinguish between marketing strategies used in our physical world,
and those used online. Real world marketing involves the market-
ing strategies you use in-person or without a computer. Alternatively,
digital marketing refers to the marketing techniques you use on the
Internet, or online.
For physical world marketing, we have:
DIn-person contact and relationship development
DDirect mail campaigns
DTelemarketing
For digital marketing, theres:
DWebsites and blogging
DSocial media posting and interaction with online followers
DDigital press releases
DEmail marketing campaigns
Naturally, the oldest and perhaps most effective marketing strategy is
getting in front of building owners and commercial real estate manag-
ers in-person. Theres nothing quite like the opportunity of speaking
face-to-face to show a prospect that youre the contractor for the job.
However, your time is precious, and you want to bring in as many leads
as possible. Thats why its critical to use a strategic blend of the strate-
gies aboveyoull be able to contact lots of people in shorter amounts
of time. And with the leads youll bring in with your mixed marketing
efforts, youll see stronger returns on your investment.
So, it may be a temptation to just use a couple of these strategies and
run with them. But, the best approach for effective marketing is blend-
ing these strategies together for one focused and dynamic effort.
Marketing in the Real World
Having professional-looking and compelling sales materials to hand out
is a must. Those include having a well-designed company logo, quality
business cards, and top-of-the-line handouts and other marketing mate-
rials. In the commercial roofng world, business owners are very careful
about whom they let service their roofs. If you give them eye-catching
and well-written materials, theyll associate that same level of quality
with your business and what you can give them.
While youre out working on roofs or meeting new customer prospects,
direct mail campaigns can be an effective way to reach thousands of people
in a short time. If your direct mail pieces are done well, building owners
will call you for service, as opposed to you searching out for them. Thats
a lot of time and money saved in the long run. Timing these pieces so
that theyre sent out at the right times is a great step for success as well.
Digital Marketing
With the invention and rising popularity of the Internet, marketing has
been forever changed. Of course, thats changed the way roofng com-
panies market themselves as well.
9 out of 10 people today say they look for local businesses on the
Internet. Therefore, its critical that you have a website for your online
representation; those who dont are missing out on lots of free, quality
leads. Also, search engines such as Google and Yahoo are popular places
where prospects search for businesses which can serve them. Targeting
the terms that these people are most likely to use, or keywords, by
putting them on your website will help you bring more visitors to your
website. Starting a blog and writing up posts that feature content related
to those keywords will boost your results in these search engines as well.
In other words: more visitors, more leads, more opportunities for sales
its that simple!
As for social media, being active on platforms like Facebook, Google+,
LinkedIn, and Twitter can let you reach thousands of people instantly.
Plus, in their mathematical calculations for search results rankings, search
engines like Google have begun accounting for factors like how active
you are on social media and how many interactions you get (e.g.,
likes, comments, shares, and so on) into their determination of which
websites appear on their frst pages.
Email campaigns can be effective as well. Email marketing lets you target
up to hundreds or even thousands of people at once via specialized
software. Plus, because your email targeting includes so many people,
its possible to do small amounts of testing say 50 people at a time
and see which emails grab their recipients attention.
In turn, the selling points in your emails, which you see people are
paying attention to, might be adopted into your other marketing strat-
egies as well.
In short, the benefts of digital marketing can be reduced to a single
sentence:
Digital marketing lets you effortlessly reach up to thousands of people at
once, and you can easily reconnect with these contacts in the future with
additional digital communications efforts.
Because marketing can be defned as efforts involving the communi-
cation of the value of your company to customers and prospects, it
makes sense that a blend of marketing strategies is best. Choice Roof
Contractor Group has partnered with a full-service marketing frm that
exclusively serves commercial roof contractors. Because this frm, Top
Roof Marketing, has focused on serving only roof contractors market-
ing needs, they know what works and what doesnt.
More information about Choice Roof Contractor Groups relationship
with Top Roof Marketing can be found at the following link: Commercial
Roof Contractor Marketing Support.
Fifth Step:
Establishing Proftability
(And Keeping It!)
So, by this point youve been in the game for awhile. Youve written
up your business plan, determined your name, slogan, and mission,
chosen the products youre now using, went to roof systems training,
learned something of marketing your business, and done a few roofs.
Whats left?
The last step is the most important for any business owner. Establishing
proftability means that youve reached the point where the money
youre bringing in is greater than the money youre paying out in costs.
Once you reach that step, its a huge step forward, but we also want to
maximize proftability. Thats what this last section is all about.
For maximum impact, weve laid out the mini-steps for establishing
your proftability, especially for the long-term, below.
Mini-Steps Toward Success
a) Persistence, persistence, persistence.
Even though its clichd, theres nothing quite like staying persistent
that brings you success. Sticking to the fundamentals that weve dis-
cussed in the four steps before this, and building up your reputation
bit-by-bit for bigger jobs, is largely a matter of determination.
The biggest thing? Keep an eye out for opportunities. And
when they arise, dont be afraid to take them. One of our
members in the sparse state of Montana completely dove
into commercial roofngand in just eighteen months he
went from nothing to seven fgures in signed contracts. Thats
what persistence can do for you, too.
b) Cultivate leads. Once youve established a relationship, keep
in touch!
Sometimes a lead wont need your roofng services right away.
Or maybe he or she is afraid of breaking the bank because
its a tight fscal year. Either way, keeping in touch with your
leadwhile aggressively seeking out new onesis a great
approach for success. Build and nurture your business rela-
tionships and you may fnd doors opening up to you that
you thought werent possible.
c) Use proven strategies for success. Stick with them!
We talked about marketing and why its critical for a business
earlier. But whats even more critical is sticking with proven
strategies that have been shown to produce good results.
Be strategic in the times you send out your direct mailers,
such as in the early to middle parts of the spring. Make sure
your website remains professional and up-to-date, and dont
be afraid to start a business blog to increase your websites
search rankings even more.
Turning to your roofng mentors and asking them for advice
in the tough times is a recipe for success, too. Theres nothing
like proven success to truly demonstrate the things that work.
d) Remain up-to-date in your knowledge of the roofng industry
and the products you use.
Even the most seasoned roof contractors need refreshing. Because
you have to demonstrate your expertise each time you approach
a new prospect, you should make sure your knowledge is up-to-
date and representative of the expert that you are.
Going to roof systems training classes, even when youve gone
through them once, isnt a bad way to refresh your memory.
And when new products come out, going to that product man-
ufacturers events is a great way of learning about their devel-
opment and release. Experts are not known by what they know,
but rather what they dont know (or how little they dont know).
Make yourself stand out from the rest.
e) Gather testimonials from past satisfed customers. Use these
to build your business.
Because referrals are a key cornerstone of a roofng companys
marketing, its critical that you have them for your own beneft.
Gather as many testimonials as you canespecially from high-
er-profle clientsand use these to demonstrate why your busi-
ness is the best.
e) Constantly learn from your mistakes and think of new ways to
grow.
As you build up your reputation, look back over what youve
done wrong and whats brought you success. Being open to
adapting and changing is one of the most critical ways for taking
your roofng company to the next level. Those who are the most
ready to adapt are often the ones who encounter success the
fastest. Why? Because theyre light years ahead of their compet-
itors when they do readapt.
Conclusion
You can defnitely start completing these steps right away! But, as is
the case with any business, a roofng company takes time to grow.
Successful completion of each step will likewise take much time and
energy. Should you ever feel you need assistance, our team of dedicated
professionals is here to help, every step of the way.
To help you jumpstart your roofng business, our unique and nation-
wide platform gives you many benefts that are unique but proven
resources for fast growth. Among other benefts, our roof contractor
network offers free lead generation, wholesale product pricing, expert
sales coaching and lifetime mentorship from our top contractors, and
full-service marketing support.
Wed love to hear from you. Give us a call at 800-670-5583 or email
us here.
We wish you the best of luck and success in growing your business!
f) Look at the most successful contractors. Read their stories, and copy
what they did for success.
Here we are: the fnal mini-step. While theres nothing quite like a suc-
cess story for getting motivated, looking to the success stories of the
most well-known and most proftable contractors can be great for your
own competitiveness. Study their stories, strategies, mistakes, and tri-
umphs carefully. What did they do differently than everyone else? What
did they do when they made mistakes, and how did they recover from
them? Taking these details to heart, and incorporating them in your
business, might just be the most critical step. Dont be afraid to copy
step-for-step their actionsafter all, they are living success stories.
Do so, and youll likely see a world of wholly new business opportuni-
ties unfurl before you.
G R O U P
Copyright 2014 Choice Roof Contractor Group. All Rights Reserved.
www.ChoiceRoofContractors.com
(800) 670-5583