BUSINESS FEATURE Yoho says that it’s important for homeowners
to know more than just the cost and benefi ts of a new metal roof. For instance, contractors should also be explaining the installation process, how they’ll protect the homeowner’s property, whether they have workers" compensation insurance, in addi- tion to answering any questions about the product’s warranty. If a person is going to spend a lot of money to replace their roof, then they’re not going to make a frivolous decision, he notes. Hildreth will discuss labor rates and the fact that
they pay their workers a living wage. Their employ- ees also have health insurance and 401K benefi ts. Since many of their customers are in professional fi elds or have owned their own businesses, Hildreth notes that this is something that really hits home with people. “It really shows that we are responsible with our employees, that we retain our employees,” he adds. “I really talk about what [the homeowner’s] getting, what their benefi ts are from working with us and from working with a ‘lifetime product.’”
Many homeowners take comfort in knowing that they won't have to replace their metal roof.
the difference in cost and will actually save them money in the long run. “A metal roof provides homeowners the strongest wind resistance, the highest durability to the elements, the longest lifespan, the lowest maintenance costs, and the most energy savings of any type of roof. It gives the homeowner the greatest peace of mind.” When discussing the lifetime qualities of a
metal roof, Hildreth will point out that a lot of the projects they have done in recent years is where asphalt shingle roofs have failed in eight to 12 years, yet he can show them roofs that they put on in the 1920s that are still on buildings today. Additionally, Hippard notes that a metal roof will
add to the home’s resale value, saving the homeown- er money on energy bills, and give them the piece of mind that they’ll likely never have to reroof again. Hildreth says the fact that this is likely the
last time a homeowner will have to replace their roof is the biggest selling point for many of his customers. Most customers are comforted by the thought they will never have to worry about replacing a roof again. “The strength, durability and return on
investment of a metal roof really help to give ho- meowners the peace of mind that they’re looking for,” adds Istueta.
24 METAL CONSTRUCTION NEWS January 2013
Set Yourself Apart Once you’ve spent time educating potential clients about the benefi ts of metal roofi ng, then set yourself apart from your competition. It’s important to highlight what makes you different from every Tom, Dick and Harry who are installing roofs. For C.O. Beck, it’s their experience and history of
selling and installing metal roofi ng since 1920. “We have a lot of heritage and tradition, history with exist- ing clients, and reputation in our area,” Hildreth says. When discussing cost, Hildreth says that he’ll
explain to homeowners that when comparing strictly material to material, there’s not a huge price difference as the cost of asphalt shingles have gone up tremendously the past few years while the cost of metal has remained fairly stable. He notes that the difference lies in the required work- manship and know-how, along with the overhead costs of the machinery and tools, to put on a metal roof system. “I always focus throughout that we are putting on a custom metal roof system,” he says. “We make all our panels on-site, we don’t buy panels from the manufacturer, we buy coil stock. So I’m really emphasizing the point that we’re going to custom-fabricate a metal roof sys- tem in their front yard, or in their driveway, that’s going to fi t their roof lines and their home.”
Marketing Efforts Having a website is one way to make sure you are reaching out to homeowners with correct informa- tion on metal roofi ng. Istueta notes that his com- pany's best marketing tools are its website and client testimonials/referrals. “Through search engine optimization (SEO), many client testimonials, and the education content we provide homeowners, we’re attracting homeowners looking to invest in a metal roof for their home and who want a profes- sional contractor they can trust.” According to Hildreth, most of their cold leads
come through the website, but more than anything, they get a lot of word-of-mouth referrals through neighbors, architects or even local building suppliers. He notes that the company has resources and links on its website to help educate consumers. While marketing is important to your business,
Istueta says the contractor and homeowner relation- ship is even more important. “The relationship be- tween contractor and homeowner should be based on trust, integrity, professionalism and respect.” If you are looking for more sales training, Dave
Yoho Associates offers a web-based program called Super Sales Training, which provides training videos on in-home selling techniques. Additionally, the MRA also focuses its attention
on educating consumers and roofi ng contractors about the many benefi ts of residential metal roofi ng. “The MRA offers contractors a number of sales and marketing tools to help them grow their business,” Hippard says. “For example, the MRA Online Uni- versity is a great tool that focuses on metal roofi ng installation, metal roofi ng business, and marketing and sales. The best way to sell a product is to know everything about the product.”
www.metalconstructionnews.com
Photo courtesy of Istueta Roofi ng Co.
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