Many roofing companies are faced with stiff competition (often seasonally) and, therefore, may find it difficult to consistently produce quality leads due to how many homeowners are comparing multiple options before deciding on which company to hire.
Market research provides roofing businesses with the ability to gain insight into their customers, their competitors and how competitive the roofing marketplace is locally.
Roofing companies can better qualify who to market to and how to get them to purchase their services, as well as ultimately increase their conversions
Market research allows roofing companies to go beyond guessing about what time of year and under what circumstances homeowners search for their services; instead, they can utilize and evaluate data from competitors to identify market conditions that have occurred when customers were making inquiries.
Identifying Roofing Demand
Roofing demand is primarily driven through geographic locations, climate conditions and local governing regulations.
As a result, roofing companies should use market research to understand when homeowners are looking for services, what issues they are facing in their homes and which services are most in demand by homeowners.
By reviewing regional data and evaluating historical performance, roofing companies can strategically time their marketing efforts to reach homeowners when they are actively searching for solutions to their issues.
Customer Segmentation
There are many different types of roofing customers. While some customers may require emergency repairs, others may want to replace or upgrade their entire roofing system.
Through market research, roofing businesses can segment their audiences by multiple criteria such as: home values; age of home; homeowners’ involvement with their insurance providers and the amount that they have to budget for repairs or replacement.
By determining customer segments, roofing companies can create specific sales messages and sales offers to target specific customer groups that are most likely to produce qualified leads.
Developing Effective Messaging
When selecting roofing service providers, homeowners want companies that provide them with confidence, clarity, trust and reliability.
Market research can help roofing companies understand their customers’ preferences when searching for a roofing company by determining what factors will provide them with the most reassurance and provide them with what they need, whether that’s warranties, experience, sustainable materials, or response time.
When roofing companies have knowledge of their customers’ desired preferences, they can use that information to create messaging in their web site content, advertising and sales conversations that are reflective of what their customers want and not what the businesses think customers want.
Identifying Roofing Competition
The large number of roofing companies in many marketplaces today has created a perfect opportunity for companies to differentiate their businesses from their competition by finding opportunities to market to consumers in ways that are unique to them based on the needs of their customers.
Each roofing company has its own individuality and characteristics in order to differentiate themselves from their competitors.
Furthermore, by utilizing a market research company, a roofing company will receive an objective appraisal of how other businesses are currently competing for customers in their area so they can begin to create/distinguish their own market presence.
Roofing companies should use market research to identify markets that have demand for roofing companies, but have not yet reached their potential.
For example, if the roofing industry has been hurt by the current state of the economy causing building permits to decrease, roofing companies should look to identify opportunities to create additional marketing channels to capture the demand for roofing services.
Increasing Quality of Leads and Conversions
Market research does not simply increase the number of leads generated by a roofing company. Market research aids roofing businesses in identifying who their customer is and where they reside in relation to their competitors.
If a roofing company is able to identify the intent of their potential customer prior to attempting to contact them, they will be able to generate more targeted marketing campaigns, make more effective calls to action and develop their sales process in accordance with what those customers desire.
Final Thoughts
Market research allows roofing businesses to remain competitive. Through improving the quality of leads received by roofing companies and converting more leads into satisfied paying customers, roofing companies are able to continue to grow.
Therefore, using market research is a critical component in order for a roofing business to remain competitive.
