Roofers and roofing services are finding themselves facing new and increasing challenges. There are labor shortages, seasonality, new technology for estimating and skyrocketing costs. But that’s not all. Reputation management for roofing is becoming a necessity for generating leads and winning new projects.
Homeowners and business owners are going straight to Google to find roofers, and what they see online will determine whom they hire. With the roofing industry expected to grow by 4.9% annually, it’s important to have your online reputation in order.
Not only will you want a piece of that roofing pie, you’ll need to grow your business in order to cover the rising cost of materials and labor.
When your roofing business has an impressive online reputation, with great search results and lots of positive reviews and customer feedback, you can schedule estimates and market your business even while you sleep.
One poor review about your roofing business might not seem like a big deal, until you consider it may take 40 four- or five-star reviews to undo that damage.
In the United States, in any given month, Google fields 40 to 60 billion searches, and 46% of these searches are for local services like roofing.
And do you know what those Google users are looking at to determine whom they’ll contact first? Online reputation.
Is the online reputation of your roofing business helping or hurting your lead generation? Could it be improved? If so, we should talk!
A storm has just blown through and a section of Bill’s roof is gone. Becky has buckets in her attic to catch water. Jen can see shingles lifting from her roof.
Where will they turn? At minimum, two of them will go straight to the internet and conduct a search that looks something like “roofers near me,” “roofing companies in Albany,” etc.
They will see a number of results for roofers in their area. If it’s your area, too, you can bet you’ll want to be on that first page. You can also bet you’ll want them to see positive four- and five-star reviews.
There’s nothing that can compete with the power of positive reviews. In fact, reviews are the single most powerful driver of clicks. What’s more, you can expect your potential customers to spend more than 13 minutes reading those reviews (BrightLocal).
If you don’t have the slightest idea about how to get your roofing business high in search results, or how to populate those results with positive reviews, you’re not alone. Or, if you don’t have another two hours every day to focus on SEO, you’re not alone there either.
Reputation Rhino recognizes the challenges that come with Business Reviews Management we’re here to help.
As part of our Business Review Management Services for roofing companies, Reputation Rhino offers Review Monitoring, Reporting, Review Outreach & Response.
We Monitor all relevant reviews posted for your business on the most relevant business review and complaint sites every day.
We provide monthly Reporting with detailed metrics so you know who is reviewing your dealership, when they are reviewing, what they are saying, and where they are posting their reviews so you can identify and respond to trends and allocate advertising and marketing resources accordingly.
We provide Review Outreach services to your existing customers. We target those individuals who have had a positive experience with your roofing company and direct these customers to leave reviews on the most visible online review sites so they can have maximum impact.
We also provide a Response to all relevant roofing company reviews by our team of experienced online reputation management professionals. This personalized service allows us to act as a representative of your dealership to acknowledge and recognize positive reviews and escalate and resolve problems posted online in an effort to convert negative customer reviews to positive reviews.
97% of customers read responses to reviews — not just the reviews — when determining where to buy, and 71% of consumers are more likely to use a business that responds to reviews.
We can set alerts daily, weekly, or monthly upon request and change these settings easily.
We can even share positive reviews (e.g., 4* or higher on Facebook and/or Twitter).
When someone needs a professional roofer, they’ll most likely Google to find options in their area. We’ve already talked about the importance of being on the first page of results. But did you know that the overall tone of your business’s reviews will help push you up the list?
Another way someone might look for a roofer is to go directly to review sites like ANGI or HomeAdvisor. There, your company’s average rating will appear next to your business name. If you’ve got less than four or five stars, you’re unlikely to get the click.
So no matter how your target customers are searching for roofing services, you simply can’t overlook the importance of online reviews. They are all over the web, representing businesses, influencing search results and coloring opinions.
Many of those ratings are on general review sites like Yelp, Facebook, Bing Places, Better Business Bureau, Google My Business, Yahoo! Small Business and Yellow Pages. So be sure to claim your business on all of those.
Next, turn your focus to review sites that are more specific to home repair services, including roofing.
Register on as many of these sites as possible. Then your roofing business will be even more likely to appear in local searches.
And finally, work to increase the number of positive reviews on each and every one of those review sites. Because, as we’ve discussed, the more positive your ratings, the higher you’ll appear in search.
Most roofers will list their businesses with HomeAdvisor Pro for the sole purpose of getting leads. But then they also realize that reviews come with the service. So homeowners have learned to use the HomeAdvisor site to search for providers, using their reviews and ratings to decide whom to hire.
HomeAdvisor is unique in that all the professionals there have gone through background checks and their prices are fixed. For this reason, many customers hire directly through the HomeAdvisor site.
But how will they find you there? 28.66% of users will use HomeAdvisor’s internal search engine to find a roofer. 67% will get there from a search engine. And 1.83% will be referred (SimilarWeb).
As you can see, HomeAdvisor is a superior method for boosting your roofing business’s online reputation—and Reputation Rhino can ensure that you’re well-represented there.
Parent company to HomeAdvisor, this review site has been around since 1995 (as Angie’s List). It’s currently the largest digital marketplace for home services.
When your roofing business is listed with ANGI, it will appear higher in search results and you’ll get more traffic.
No anonymous reviews are permitted on ANGI, so you can rest assured that all ratings and comments are from actual customers.
If someone writes a negative review, we suggest contacting them to resolve the issue. In many cases, an agreement can be reached and they will edit that bad review.
If a review contains false information (libel or defamation), or infringes upon a copyright, contact the legal experts at Reputation Rhino. We will do what’s necessary to obtain a court order and have it removed.
Judy’s Book is an online catalog of professional service providers, including roofers. Users can make friends, join groups, build trust networks…and of course, review and shop businesses.
When your business is listed on Judy’s Book, it will appear with your overall rating, a listing of individual reviews, your contact information, a Google map and more.
This review site, like others, is protected by Section 230 of the CDA (Communications Decency Act), and therefore will not review, edit or remove reviews at your request. Unless, however, a review violates copyright or contains defamation or libel.
In the case of copyright infringement, the Digital Millennial Copyright Act (DMCA) can be enacted. When presented with a court order, Judy’s Book will be compelled to remove the review in question.
Another way to have a review removed from Judy’s Book is if it violates their Review Policy, which states that no review can be:
If you find a violation, just click “Report” on the review and follow the steps provided.
Need help with having a review removed from Judy’s Book or any other online review site? Reputation Rhino’s review management experts can help.
If you’re not using social media to create a brand voice, engage with present and future customers, build relationships, gather reviews and market your roofing business…your competition will.
No online reputation management strategy is complete without social media management. It will increase your chances of being found in search and will help to gather more of those oh-so-important reviews.
Who is your target customer? It’s important to know that over 90% of Millennials, 77% of Gen Xers and 48% of Baby Boomers use social media to communicate, to share… and to shop for local services.
Social media is your roofing business’s chance to speak directly to your target market, in language they can appreciate. It gives you countless opportunities to cater to all types of learning styles. You can share images, video, written content…whatever they respond to.
It’s also important to find out which social media platforms they’re spending most of their time on. Facebook is a given, since it also allows people to log reviews about your business. The rest is up to you and your market.
Are you feeling intimidated by social media management and marketing? Or you simply don’t have the time to invest? Let’s talk.
Facebook is the second-most-downloaded app (after TikTok), is the globe’s third-most visited website (after Google and YouTube) and Facebook stories reach 500 million people every single day (Hootsuite).
What does all this mean for your roofing business? It’s highly likely that your ideal client, who’s looking for a roof, is on Facebook.
That means you should be there, too. Not only can you build an audience for your roofing company, you can advertise to reach new people and ask for reviews that will enhance your online reputation.
Other than staying dry, what do people want to know about your roofing service? They probably want to know what it’s going to look like when it’s finished. That’s where Instagram comes in.
Just last year, 75% of all businesses had established an Instagram presence. That means your competitors are probably there already, talking to the clients you’d like to have.
And marketers love Instagram. In fact, nearly 70% of them spend more of their marketing budgets on Instagram ads than anywhere else.
We recommend using Instagram stories, and focusing on all things visual about your business. Transformation videos, before-and-after photos make great Instagram engagement tools.
How many of your prospective customers would appreciate seeing your roofing crew hard at work? Or a how-to video about how to check the integrity of their roof? How about a time-lapse video where an old, leaky roof is replaced, transforming the entire look of a home?
These are the types of videos you can use to raise awareness and build a brand on YouTube. And since Google owns YouTube, you can be sure your videos will get special consideration when people search for a roofer in their area.
When you establish a presence on YouTube, you will have access to its more than two billion monthly users.
Intimidated by YouTube? Not comfortable shooting or posting videos? Not sure how to optimize YouTube videos for search? Or you just don’t have the time? We can help!
Pinterest is all about home projects, aesthetic appeal and creative ideas. It may not be the first place you think about when you think of roofing, but consider this: Women are the primary decision-makers when it comes to home improvements, and Pinterest’s audience is 77% female.
Whether you’re short on time or social media experience, Reputation Rhino can put your roofing business on the Pinterest map.
Put yourself in your customer’s shoes for a moment. Your roof is in need of repair immediately; maybe water’s streaming in. Perhaps this is a planned replacement or new construction.
What are you looking for?
Price, workmanship, quality, appearance, professionalism, timeliness…are all things that make up your reputation. That reputation, and all its components, are found online.
So let’s make this simple for your target customers. Let’s make your roofing business easy to find online, and let’s make its reputation hard to resist once it’s found.
Professional marketers do this for a living, and 50% of them say they have no time for reputation management. So how can you be expected to have time for it?
Internet search is the primary method for finding roofing repair and replacement services. There’s Google search, and there are home service lead and review sites like ANGI, HomeAdvisor and Judy’s Book.
The best way to showcase your roofing business is to be sure it’s registered on as many review sites (general and construction-related) as possible. More reviews is always better, since consumers will read about ten reviews before contacting you.
Not certain that those reviews are as good as they could be? Or worried you’re not being found online? We can help.
91% of consumers trust online reviews as much as they trust recommendations from family and friends. That’s bad news for your bad reviews.
Add this to the fact that 53% of them won’t even think about contacting a roofing company with three stars or less, and you’ll start to see that yes, negative reviews matter.
Negative reviews have so much influence that it’s been determined it will take 40 great reviews to undo the damage done by a poor one.
Does your roofing business have too many negative reviews? Or would you like to ensure that any future negative reviews have minimal impact? Reputation Rhino has the expertise and the tools to manage those reviews, and your online reputation.
Online reputation management involves the monitoring of online reviews, mitigation of any negative ones and solicitation of more positive ones. It also includes SEO, PPC, PR, website design and development, blog marketing and more.
All of these foundational elements will contribute to the positive impression people get about your roofing business when they find you online. They’ll see photos, videos, reviews, articles, social media posts… and every touchpoint will contribute to your search rankings and online reputation.
With the goal being a five-star overall rating, you’re going to need more positive reviews—so many that even a negative review now and then won’t affect it.
Do roofing work that warrants five stars and ask satisfied customers to write online reviews. Give attention to negative reviews and resolve problems, asking those reviewers to edit or remove poor ratings. Register on as many review sites as possible, so those good reviews can positively influence your online reputation.
If you need great roofing reviews, you need a great Business Reviews Management program.
Yes, online reputation management (like roofing) can be a DIY project. There are online reputation management tools available to the public. However, the problem many roofers encounter is not having the time to learn how to use the tools or to manage it all.
Add SEO, blogging, marketing, PR, advertising and more to all of that and it can become your full-time job… or ours.