Main Points
Actionable insights for roofing businesses in today's competitive market
Data-driven strategies to protect and grow your profit margins
Practical steps you can implement this week to see real results
Would you bet your company’s Q4 payroll on a handshake from a stranger who cannot find a single neighbor to vouch for his work?
It sounds like a reckless gamble, yet that is exactly what many roofing owners in Lane County do when they ignore their digital footprint. I was reviewing the CRM data for a contractor named Jaxon last Tuesday, and the numbers were jarring. Jaxon runs a tight crew out of West Eugene, focusing mostly on residential asphalt and cedar shakes. Despite having some of the cleanest installs I’ve seen near the South Hills, his close rate on self-generated leads had plummeted to 14.3% over the last six months.
When we looked at his competitors in the Ferry Street Bridge area, the problem became obvious. While Jaxon had four reviews from three years ago, his primary rival had 87 reviews, with 22 of them posted in the last quarter alone. In a market like Eugene, where word-of-mouth used to happen at the local coffee shop, it now happens on a smartphone screen before your sales rep even pulls into the driveway.