Business Website, digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, SEM, SEO, service contractor leads, Uncategorized

Multiple Business Websites: Harmful or Beneficial?

by Diane Lovine and Danielle Giarrusso

What is the impact of having more than one website?

Does it increase your visibility online? Does it confuse your customers?

There is conflicting information about whether using a multiple domain strategy (having two or more websites) will hurt or help a business. Often, the information is based on assumptions about the content and setup of the sites. Here are the facts:

Some lead generation companies say that a second site is a bad idea. Here are some of the arguments that have been made against having multiple websites:

1.   “Having multiple websites produces duplicate content (a big no-no for Google rankings).”

Having two sites with very similar content (or the same content) is definitely harmful. You will almost surely suffer losses in your rankings for both sites.

However, if you have a lead generation site with entirely different content than your branded site, pages from each site have the potential to rank highly, which improves your odds for a more expansive online presence.

2.   “Promoting multiple websites will confuse your customers.”

When people search for the services you provide on Google, they don’t know about you. A lead generation site is built to rank highly and present you as an option to them. Most branded sites don’t rank as highly as lead generation sites but are useful to your customers who are looking YOU up online.

Once you get that lead (probably through your lead site) and establish contact with the customer, you’ll hand out your business card which will take them to your direct phone number and branded site moving forward.

3.  “Using multiple websites will divide your results, weakening your rankings.”

It is true that having one authoritative presence online is ideal. But if your one presence is minuscule, it pays to make a bigger splash. The 99 Calls team builds sites that rank for a variety of keywords in multiple locations, almost always outranking a business’ primary website. The expectation is that your lead site will rank higher over time, and your original site will stay the same.

Other instances when a second site is warranted include having multiple small offices within a state or region and having multiple products or services that aren’t quite related. In these cases, having a targeted site for each circumstance makes sense.

A second (and third or more) site would be beneficial when targeting various geographic locations if you have a physical address for each location. If this is the case, having a “microsite” for each satellite office is beneficial. Google loves to show businesses that are extremely local to the searcher.

A second site is also beneficial if you promote multiple unrelated services. For example, if you are a licensed remodeling contractor and you sell real estate on the side, it makes sense to separate those services into two sites so that you can better target each service.

4.   “Promoting 2 sites for the same business will cause you to compete against yourself.”

If you have the same headings or are promoting the same keywords in the same location on two different sites, you are probably competing with yourself.

Would you rather compete against yourself or your competitors? Adding a lead site gives you the potential to dominate the first page of Google, knocking a competitor back to page 2!

5.   “Having two websites will get you in trouble with Google.”

Not quite. Multiple listings in the same town for the same business is definitely problematic though! 

If you build listings, especially a Google Business Profile that use the same address or phone number for the same business, you are putting your online presence in jeopardy. You can only have one Google Business Profile in a given geographic location.

The bottom line:

If your primary website is not generating enough leads, hiring a reputable lead generation company that uses a second site for leads can be a smart strategy for growth.

A multiple domain marketing strategy is more expensive, but if the ROI is high, you are maximizing your marketing budget and your potential to optimize your lead volume! You may own a larger slice of the first-page real estate on Google and enjoy more inbound leads as a result.

99 Calls has been selected as a Google Partner and utilizes a unique SEO strategy to get businesses highly ranked in their local areas for the services they offer.

Uncategorized

99 Calls Partner Spotlight

by Danielle Giarrusso

In continuation of highlighting a business partner each week during National Lawn and Garden Month, 99 Calls is proud to feature BMF Masonry and its owner, Jack Sinani. Located in Saddle Brook, New Jersey, Jack has been a specialized Mason since 1999.

How Jack Got Started in The Masonry Industry

Masonry is a family business for Jack. His father entered the masonry industry and established his own business. When Jack’s father was ready to retire, it aligned perfectly with Jack’s desire to give the masonry business a try. He followed in his father’s footsteps and became a skilled mason. Jack took over the masonry business where he has found his true passion, and years later, still loves what he’s doing.

The Challenges of Business Ownership

Like anyone new to business ownership, Jack quickly became aware of the challenges of owning and operating a business. From learning the ins and outs of the day-to-day operations, maintaining quality customer relationships, meeting customer needs, and preserving a good reputation, Jack quickly realized he found his true calling as a business owner. Throughout his many years in business, Jack has learned that keeping his customers happy has led to repeat business and a trusted name, which in turn means quality to others.

Past and Present Inspirations

Upon going into business, Jack learned a lot from his father. Having made so many wonderful memories working alongside his father, Jack found his inspiration and continued to build a strong business that would last for years to come. Now, Jack says that every day, his team of employees continues to inspire him to keep the business thriving and to keep serving others. In addition to his reliable team, Jack’s long list of happy customers has played a huge part in the inspiration behind the business and its success today.

Future Plans for Jack and BMF Masonry

Having owned and loved BMF Masonry for so many years, Jack plans to stay in business as long as possible until retirement. His future goals for the company are to expand the business and keep growing as long as he’s able! 

How 99 Calls Has Helped BMF Masonry

When we asked Jack how using 99 Calls has helped his business grow, he replied, “I am happy with all my services. My organic service performs really well, averaging 25 leads per month. I am consistently ranking on the 1st page of Google when someone searches for a Mason. My business has greatly improved over the years and the leads have turned into multiple referrals which keeps us quite busy.”

Uncategorized

99 Calls Partner Spotlight

Bayze Painting

by Devon Osborne

Exterior Painting Expert

This week, we are shining the spotlight on a highly-skilled exterior painter in Tucson, Arizona. Rafael Bayze of Bayze Painting has been in the painting business for over 5 years. Bayze Painting is Licensed, Bonded, and Insured and prides itself on providing consistently high-quality exterior painting services.

How did you get into the painting industry?

Rafael knew throughout his college career that he wanted to start his own business. Upon graduating from college with a business degree, Rafael was hired through the Manager Training Program with the top painting provider, Sherwin Williams. 

“I never imagined that I’d start my own painting company until interviewing a couple of business owners and painting contractors,” said Bayze. After meeting many of the successful painting contractors in his area, he realized what a great living he could make which pushed him to start his own painting company. “After working for Sherwin Williams for 5 years, I had a great deal of knowledge about all different types of paint coatings. I thought to myself, “I could very well get my contractor’s license and create my own painting business.” 

What challenges have you faced as a business owner? 

Bayze Painting specializes in exterior painting jobs. “Exterior painting is my favorite of all painting projects since most of the time it involves using a spray paint machine. I love spraying, as well as being outside.” One challenge that Bayze mentioned is the weather. Especially when focusing on exterior work, you need the weather to cooperate! It can also sometimes be hard to reach or get to certain areas that need to be painted, but nothing will stop Rafael from getting the job done right!

Some of the most notable challenges that Bayze encountered were during the COVID pandemic. There were new challenges being faced in all aspects of the business. From the price of materials increasing to them becoming more difficult to come by due to shortages, navigating this new situation was not an easy task. It was also tough hiring new employees. Jobs would continue to come in, but Bayze didn’t always have enough manpower to take them all on. 

What are some lessons that you have learned through the years?

There are several important lessons that Rafael has learned from owning his painting business including:

  • Don’t rush into anything that you might not be completely comfortable with
  • Always keep your word and follow through with the things you say you’ll do. 
  • Always continue learning
  • Try to keep a positive attitude during difficult times. 

Who are your biggest inspirations?

Aside from his friends that he had met working with Sherwin Williams, Rafael’s mother and father have always been two of his biggest supporters. He notes that his mother is one of his biggest inspirations. “She was always there to give and show support. During the difficult times when I first started, she always kept me motivated telling me, “Your hard work will pay off faster than you think.”

What advice would you offer to your younger self?

“Never be scared to take a risk if you know it pays off in the end,” says Rafael. He would also tell himself to try and look towards the future to learn how you want your business to be in the future by making small and big goals and achieving them. He also notes the importance of learning from your mistakes and taking the time to learn and see what can be improved upon. Most importantly though, he would tell himself to always have fun and love what you do.

What are your future goals for your business? 

“I never would have imagined that I would have created a successful painting business,” says Bayze. His future goals include continuing to grow the Bayze Painting business and helping others. Within the next 5 years, he would like to add HVAC and Plumbing services to his expertise and even extend to include full remodeling services within the next 10.

 How has using 99 Calls’ lead generation services helped your business grow?

“99 Calls has helped me out tremendously! I highly recommend 99 Calls for people that are just starting a business as well as business owners who are looking to grow their business. I get compliments all the time from the website that was also created by 99 Calls. It’s great to have a lead provider that not only provides excellent customer service but also handles my website and marketing.”

digital marketing, Lead Generation, Lead Generation for Contractors, online marketing, Uncategorized

99 Calls Partner Spotlight

Earth Landscape

April is National Lawn and Garden Month. It’s that time of year when we can get outside and enjoy all things Spring. Each week of this month, we’ll be shining the spotlight on some of our partners who help to keep outdoor spaces looking beautiful.

This week, I’d like to introduce you to Curtis Dragon, owner of Earth Landscape, which is located in Salem, Massachusetts. For over 35 years, Curtis has specialized in practicing landscape solutions using organic products and sustainable practices. His most recent focus is on getting organic products on the market that are not just “earth-friendly”, but also price-competitive as compared to synthetic products.

Background

I asked Curtis, “How did you get into the landscaping business”? 

Curtis went to an agriculture high school. Students were presented with a variety of trades, and with the urging of his father, he chose horticulture and agriculture. “My dad was a truck driver and a carpenter. He guided me in this direction because he saw that there was an opening in the industry and a chance to grow as an entrepreneur”, Curtis said.

The Push for Sustainable Landscaping

I knew that Curtis has a special niche in his practices. He focuses on providing organic, or sustainable landscaping services in Massachusetts. So I asked about his inspiration for going into organic services. 

Curtis explained that in school, students were pushed to get their agriculture licenses so they would be certified in the use of DDT. Where he is from, agribusiness is synonymous with the use of petrochemicals. It is standard to use harsh chemicals for weed and pest control. One day, his class was up in the potato fields during a hands-on lesson. Curtis went on, “Our professor was so proud of the power of the chemicals to kill weeds and pests. He sprayed the whole area with them.” There was a pond at the bottom of the hill. The next day, it rained. As the group of students returned to the fields, Curtis was horrified to see ducks and birds lying dead by the pond and fish floating belly up. The destructiveness of synthetic products had a profound impact on him. “Bells went off and I thought there must be a better way”, he said. Curtis discovered Rodale’s Encyclopedia of Organic Gardening. It was his first exposure to sustainable gardening and he still uses it today. That was the beginning of seeking alternatives. 

Over the years, he has moved away from the term organic, which usually conjures up a sense of “expensive” and moved to “eco-minded” or “sustainable-minded” terminology. He continues to educate others to overcome the stigma that organic is much more expensive than synthetic products. 

Challenges of the Landscaping Business

When asked what unique challenges he has faced with his business, Curtis quickly responded, “Seasonality!”. It hit him quickly that the growing season is short in New England. He had to find a way to make a living year-round. Curtis earned a college degree in horticulture and agriculture and got creative with learning ways to hone his tool to provide income throughout the year. The answer was product development, running workshops and becoming active with related organizations. 

In an effort to find affordable organic products that he could use in his landscaping practices, he discovered that the standard system of using petrochemicals is incredibly inexpensive, but that organic products have come a long way. In fact, Curtis learned to develop his own line of organic products that are competitively priced and can compete with synthetic fertilizers, such as Miracle Grow and Miracid. Curt uses a blend of kelp and fish, which are derived from ocean waste (fish bones, guts, etc) and ferments them in 55 gallon drums. This is just one of many creative ways to create beneficial products from waste products. 

In addition to using these “homegrown” organic fertilizer products, he now sells them to consumers. Why is that important? His products feed the soil, which feeds the plants. He can customize the pH depending on the result needed (neutral for grasses and annuals, acidic for perennials, shrubs, evergreens). People are raving about being able to purchase organic lawn and garden fertilizer that is both effective and cost-competitive.

Curtis uses sustainable practices to control grubs and other garden pests in ways that protect the environment and surrounding plants and enrich the soil. For example, seed oil only goes after the grubs. The water becomes a carrier of the oil, which penetrates their exoskeleton and stops them from feeding. 

How 99 Calls Helps With Landscaping Leads

Curtis attributes over 25% of his business through the years to leads generated by 99 Calls. The content team worked with him from the beginning to customize the lead website to focus on being found by new customers who are specifically looking for sustainable lawn and garden solutions. Although this is a smaller niche, the customers are “preselected” and he’s happy to have a more condensed audience. He receives fewer leads than if he advertised as a mainstream landscaping company, but they are of higher quality to him. 

Goals for the Future

Demand is changing. Consumers who began buying organic food years ago are now searching for additional lifestyle choices that support sustainability. This is naturally bringing eco-sustainable-minded people to businesses like Earth Landscape. Curtis hopes to continue to educate them on the lowering cost of organic practices and will continue to produce these products himself and bring them to market. He is working on packaging and promoting these products. 

As if that isn’t enough to keep him fully committed, Curtis is also writing a book around a term he has coined, “Eco terrascape”, which he describes as a system of sustainable practices. 

Further Recommendations

In closing, Curtis disclosed that 95-98% of Landcare businesses are still doing it the conventional way. They are removing material from their lawns; filling trucks up with cut grass, debris, and paying to dump it! By following these methods, landscapers can actually make more money if they will go into sustainable maintenance practices. The soil food web needs that. Green grass is 70% nitrogen and water. They are taking it out of the system and having to put it back in by watering and fertilizing. Simple practices such as using mulching mowers will feed the system and save water. There are many benefits to sustainable gardening, for workers, homeowners, and the environment.

Uncategorized

Google Ads Management in 2022: Not a DIY Project

by Jake Ramer

Contractors all over the United States have noticed that they are spending more on advertising and getting less in recent months. Formerly consistent pipelines of shared leads, social media campaigns, and powerful word-of-mouth referrals are drying up as of late and online competition is higher than ever. 

Like many contractors, you may run paid ads in order to grow your business. As a home services contractor, you have probably heard homeowners say they’re going to “do it themselves”. And you know what happens when DIY goes wrong! So Frank and Debra decide to install their own toilet. Next thing you know, a plumber gets a call about a burst pipe and a water damage team is extracting water from underneath their entertainment center. Trying to run your PPC campaign on your own can be a similar disaster. Ads are not a DIY Project. Some things are better left to the experts in that field.

When choosing an agency for your PPC Ads, Ask Questions!

  • How much experience do they have? 
  • Are they a Google Partner company? 
  • Will you be assigned a dedicated specialist to assist you? 
  • What can you expect for click costs for the services your team offers?
  • Will they provide you with honest and transparent reporting on performance?

The team at 99 Calls works primarily with service contractors; generating leads for them both via SEO and Pay Per Click. Generating exclusive live leads within your target market can be difficult, but the reward is quality opportunities. Our business partners appreciate being able to leave the lead-generating headache to us. They want a turn-key lead solution that allows them to focus on their areas of expertise.

Biggest Challenges With Running Ads

Two of the biggest changes we have seen with running Google Ads campaigns are increasing costs and new mandatory verification processes that have made advertising in today’s evolving digital marketing space more difficult and confusing than ever. Recently, one of our Ads Specialists wrote an informative piece on the rising Google Ads Cost per Click (CPC) across many service industries.  Both rural and dense urban markets are seeing the highest advertising costs ever recorded.

But increasing costs are not the only obstacle that contractors and advertising partners face. Google also released an update that frequently requires businesses and owners to confirm their identity, their business operations, or both. One huge benefit of hiring an expert to handle your campaigns is that they will walk you through the steps and help you complete the verification process. Failure to complete this process and provide necessary documentation within 30 days of notification can result in your campaigns being paused, essentially freezing potentially your biggest stream of leads for your business. 

Other Major Challenges With Running Google Ads Include:

  • Junk searches eating up your budget
  • Missing the target audience and getting flooded with competitor clicks
  • Creating relevant landing pages
  • Lack of data to build your account around
  • What Google recommendations should you apply to your account? 

If this all sounds daunting, you are not alone. People study and hone their skills over time to become Ads specialists, and must continually learn to stay informed. 99 Call’s team of marketing professionals builds custom targeted campaigns that meet the needs of our contractors from coast to coast. Customers trust the 99 Calls team to deliver meaningful results and insights with the primary goal of achieving the highest lead volume possible for the lowest price. As Google Partners, we’re equipped to handle any changing policies and guidelines so that partners can focus on running their businesses.

Have questions, or want to learn more about how your company can benefit from having experts run your ads campaign? Give us a call today at 800-717-4669.

Uncategorized

Inflation Has Hit Digital Marketing. Are PPC Campaigns Still Worth It?

by Diane Lovine and Devon Osborne

Contractors nationwide have noticed they are getting far fewer leads from their Google Ads monthly budgets. Why is this happening, and does it even make sense to continue running campaigns? The team at 99 Calls works primarily with service contractors, generating leads for them both via SEO and Pay Per Click and has noticed this trend has been building over the past 18 months. 

The primary means of measurement for Google Ads are cost per click (CPC) rates and cost per lead, which for our team means that contractors receive on average one call (lead) for every 5 – 8 clicks. Cost per click is measured in this way (Total Cost / Total Clicks). 

Causes of Increased Lead Prices

In early 2020, there was a pullback in contractor services in those “elective services” categories such as painting and home improvement. However, contractors who stayed busy throughout the pandemic include electricians, HVAC contractors and roofers when properties required repairs or sustained damages. 

First, the market is flooded with contractors willing, wanting, needing to get themselves found on the first page of Google to remain viable in their respective markets. The result is steeper competition than we’ve ever seen, which is driving prices up. Many contractors are seeing prices higher than they have ever been.

Getting cost-effective leads is even more daunting for those new businesses trying to get established with their first customers. 

Examples of Price Increase By Industry

The Impact on Service Businesses

HVAC contractors have seen a 50% increase in cost per click over the past 14 months. The cost of appliance repair clicks has increased by over 28% with rural locations taking a larger hit than urban areas. Painters and carpet cleaners have experienced 5% – 10% increases over the past year, regardless of whether in an urban or rural setting. 

Escalating prices mean a diminished return on monthly investment. Some contractors have discontinued their digital marketing, while others are looking at leaner profit margins. Larger businesses that have the means for healthy monthly budgets have been able to weather the price hikes much more readily than smaller owner-operated businesses. 

How to Win In This New Environment

  • Conversions matter more than ever. Not every marketing company is the same. In fact, the average firm achieves a 6%-10% conversion rate depending on the industry. Finding an above average marketing company that can achieve higher conversion rates will get you more leads for your budget. 
  • Time to Focus. Are there niche services that you provide that have solid profit margins? If you are a janitorial company, it might be floor stripping and waxing jobs. If you are a painter, you might do wallpaper removal or installation. Marketing niche services may lead to better performance because the competition isn’t as high, so your ads will be shown a higher percentage of the time with the same budget than it will when going after highly competitive search terms.
  • Size matters. Lowering your budget may seem like a logical way to save money, but if you decrease your budget too by too much, you just won’t have enough to work with on a day-to-day basis. On those days when people are searching most for your services, a small budget will drive you out of the spotlight and you’ll be missing opportunities.
  • Pair your Google Search Ads with a pay-per-performance SEO campaign. These campaigns take longer to rank online and to generate leads (sometimes many months longer). But planning ahead can yield big results in the long term because leads generated via SEO are less expensive than with Ads.
  • Stick with the Google Ads. If you are able, continuing with your Google Ads campaigns will yield a positive return on your investment, provided that you use a company with a high conversion rate and that you and/or your sales reps have high sales close rates. You may see slimmer margins in the coming months, but Google Ads search campaigns can still produce positive returns on your marketing investment. In fact, an article by Business of Apps stated that the Cost per Click with Google Ads (Search) marketing is still less expensive than Instagram, Linkedin, Pinterest and Facebook.

For more information on running cost-effective Google Ads campaigns with solid conversion rates, set up a free consultation with lead specialists at 99 Calls.

digital marketing, Lead Generation, Uncategorized

Women-Owned Businesses Spotlight

Debbie Robinson – JP Services

In honor of women in history month, this week we turn the spotlight on one of our partners located in New Hampshire. Debbie Robinson, of Debbie the JP, has worked full-time for over 28 years administering mental health services in many settings including inpatient psychiatry, corrections and transitional housing. She runs her own business on the side providing wedding officiating, document signing and notary services, which is what brought her to 99 Calls for lead generation.

Debbie’s part-time business of providing document signing and wedding officiating services has been a fun and challenging source of additional income that has funded travel and hobbies. This is Debbie’s first experience with running a business and working for herself and she enjoys having the ability to manage her own schedule and the direction of her work.

When asked how she got into this line of business, she noted that she has worked for years assisting people as they struggle through the most devastating moments in their lives. Conducting wedding ceremonies allows her to take part in couples’ best moments, which creates a much-needed balance. The idea of becoming a wedding officiant took off when a co-worker asked if she knew a Justice of the Peace; her son was getting married and they wanted a simple, intimate ceremony. It got Debbie thinking that this would be a perfect side business to start.

She has since conducted weddings of all types and has signed documents throughout New Hampshire as a mobile notary. She is proud of helping people during the COVID pandemic when in-person services were shut down. She met many people in parking lots armed with her JP stamp to sign titles, wills, loans and other important documents. Debbie has always been driven to help people during times of need.

We asked Debbie what challenges she encountered when starting her business. She said that becoming certified was not too challenging, and she enlisted the help of an accountant to navigate the taxes. The biggest concern initially was that she wasn’t sure how people who were searching for these services would find her. Those concerns were allayed when she forged a relationship with a wedding facility, Alpine Grove, in southern New Hampshire. The owners included her postcards in their prospective client packets, which really helped to launch her business. 

A few years later, she relocated to the Lakes Region of NH and needed to establish her business from the ground up again. This time, she utilized the services of 99 Calls for lead generation. “I get more calls than I can handle from the lead generation site to support my part-time business and I turn quite a few jobs down. I’m notified when a call comes in, which allows me to quickly put on my business voice and get work scheduling a document signing or a wedding.”

What is Debbie’s advice for a young woman who is considering getting started as a Justice of the Peace? Debbie reports that although the field tends to be female-dominated, there isn’t a clear advantage to being a female. It’s an excellent part-time or potentially a full-time business that offers flexibility and the opportunity to assist people to solve problems with getting documents signed and provide a much-needed service to the community. She says that officiating weddings is an especially rewarding experience. If you are looking for a part-time side business that is rewarding and allows you the flexibility to set your own schedule, becoming a JP may be the perfect match for you too!

digital marketing, Google Ads, How much is online marketing, Lead Generation, Lead Generation for Contractors, online marketing, online marketing costs, Pay Per Click Advertising, service contractor leads, Uncategorized

What is a DBA and Do I Need One?

DBA stands for “Doing Business As”. It is not the same thing as an LLC or a Corporation. In fact, it’s not a business entity at all. Rather, a DBA is a label. It’s a filing with your state to get permission to operate under a different name than your own. DBAs do not provide any extra liability protection for your business. Sole proprietors and corporations often file a DBA as a means to get permission to operate under a specific name. If you own a sole proprietorship and plan to claim your Google business listing or run a Google Ads campaign, yes, you’ll want to file. The good news is that it’s quick and inexpensive. 

Limitations of DBAs

Filing a DBA will not protect you or your family from liability. A DBA is also not a business entity; you would need to file as a corporation or a partnership with your secretary of state (which is a good idea but not covered in this post). Last, filing a DBA will not block someone else from using the same business name. In order to keep your business name to yourself, you’d need to file a trademark or register your sole proprietorship as a corporation or partnership. 

Why Register a DBA?

So it’s not a separate business and doesn’t offer protection. Why should I file a DBA? There are several benefits to spending a few minutes and a few bucks to file your DBA with your state. Because we are in the lead generation business and work to optimize GBPs (Google Business Profiles) regularly, the team at 99 Calls will tell you that’s the biggest reason to register. Google’s requirements to verify a business profile have become much more stringent. They want proof that you are who you say you are, and showing your registered DBA is one of the documents that will meet their requirements. Keep in mind that the address that you use to register your DBA must be the same one you use on your Google Business Profile. Other benefits to filing a DBA include the ability to operate your business under a different name. DBAs give you an affordable way to increase your flexibility. For example, if you started your business under a different name, but you decided you don’t like it or it no longer fits your branding or you want to run a different service under a different name, filing a DBA is the means to get permission from your state to operate under a different name. Most states charge around $50 to file. You will need to maintain your DBA registration if you plan to continue using the name on legal documents and bank accounts. 

For more information on filing a DBA for your business, see this state-by-state resource or call the friendly lead generation team at 99Calls.com at 800-717-4669.

Uncategorized

Women in Construction: How Females are Advancing in the Industry

by Danielle Giarrusso

Women make up 11% of the construction workforce and that number is steadily climbing. What are women doing in the construction industry? Everything! They are architects and engineers, building inspectors, project managers and construction site managers, as well as estimators, laborers, heavy equipment operators, and skilled contractors. For many reasons, women are a significant asset to industry growth. Though women face the challenges of being in an industry with a 9 to 1 male to women ratio, they are demonstrating the ability to thrive and grow in the workforce.

Women encounter considerable inequality, even in prominent leadership positions. Pay gaps, lack of advancement, gender bias, and exclusion have all been an uphill battle. What’s more, women are more frequently called to balance career and family responsibilities. Despite these additional challenges, women are persisting. Recent advancements to legislation, reduction of stereotypes and sheer grit are propelling women into male-dominated industries like never before.

The Impact Women Make In Business

Construction may be perceived as a man’s world, but women bring a much-needed balance in the workforce. According to a McKinsey & Company report, “gender-diverse companies are 25% more likely to achieve above-average profitability compared to companies with less diversity”. A diverse workforce is truly an innovative workforce. Women represent a valuable vantage point when it comes to growing, innovating, and realizing unique business concepts.

Women tend to shine in acquiring those soft skills necessary for successful business leadership, such as critical thinking, problem solving, career management, and intercultural fluency. A female point of view often adds depth and new perspectives that can increase consumer insight and lead to meaningful improvements. Additionally, according to a National Bureau of Economic Research paper, women are more likely to collaborate than men, and collaboration alone is a key component to project success.

Female Entrepreneurs Are On The Rise

Businesses owned by women are rapidly becoming a driving force in our nation’s economy. As of 2021, women-owned businesses have risen to 40%, which amounts to 12.3 million women-owned businesses. With 114% more female entrepreneurs than there were 20 years ago, women are continuing to make an impact – a big one.

As of today, 8% of 99 Calls’ business partners are women-owned!

Lead Generation, Lead Generation for Contractors, Roofing Advertising, Roofing Leads, service contractor leads

How to Get More Roof Replacement Leads

 (Or Why Do I Keep Getting Roof Repair Leads?)

Most roofers set their sights on getting inbound leads for roof replacements, or commercial roof installations: the most sought-after types of roofing leads. What some business owners fail to realize is that roof repair leads can be equally as valuable to a growing business. 

We get these questions a lot! “Why do I keep getting leads for roof repairs when I really want replacement calls? So many calls for cracked shingles or shingles blown off in a storm are a waste of time. How do I get more roof installation or full replacement leads?”

Limitations of Roofing Lead Generation

Is your goal to grow your roofing business? Are you hoping to hone in on niche areas such as commercial only or roof replacement jobs?

Focusing a Google Ads or even an SEO campaign to exclusively target people who have an insurance claim or those calling from a business is near impossible to get right 100% of the time. Why? Because people often don’t search that specifically for what they are after. They have a problem or question in mind and they type it into their Google Browser. Things like “Roof repair” or “Roofing contractor near me” or “roofing services” are commonly used search terms. Also, keep in mind that many people are wishing that their roof troubles will require repair work rather than a full-blown reroof job! 

Roof repair leads are far more prevalent than preplacement

That’s where the expertise of the roofer (like you) comes in. If you aren’t willing to accept that pesky call about roof repairs, you may miss the fact that the roof is 40 years old or that it’s leaking in multiple places. All of these facts would come out during the phone investigation, or when you’re on-site taking a look at the damage. 

The purpose of online advertising is to put your company front and center, on the first page of a Google search for a good majority of times in the top position of searches in the paid ads section if you’re going that route, or in that coveted top position in the maps section or in the organic search results. A great online marketing company will get you there, positioned above your competition. They will include a compelling call to action, help you post social proof in the form of some great customer testimonials and include photos of your work – anything to build confidence in the potential buyer so that you are seen as the guy who can solve his roofing problem. 

Why Take the Roof Repair Leads?

Once that call is made or email is sent (AKA you got the lead), the rest is up to you. You’ll use your professionalism to ask the right questions to determine the size and scope of the roofing job. You’ll want to know the age and status of the roof and what occurred. You can then decide if you’d like photos sent or whether it makes sense to go out and have a look. You’ll also be first in line if it is determined that the roof has served out its useful life and it’s time for a replacement. And if you’ve been easy to work with up to that point, you will probably land the job. 

Why Waiting For Replacement Jobs Leaves Money on the Table

Of course, those re-roof leads are gold. The lifetime value of a replacement job is way higher than a couple of repairs. However, the ROI on your investment may be just as good.

For example, for a reroof, you’ve got to send a whole team, cover transportation and breaks for all of them. It’s big money and usually done within one day or two. Roof repairs can be done by one tech or a team of two, faster and with less down time and travel time. If charged appropriately, the return can be just as high. 

 

Factors to Consider With Roofing Jobs

Lead Cost: The average lead for a roof installation is Roof repair leads are often far less expensive to buy than installation leads. For example, the nationwide average lead cost for roof repairs is between $42 and $64 each. The average cost of a residential roof replacement lead with most lead generation companies is $100 – $180. The team at 99 Calls generates exclusive organic roofing leads for a flat rate of $49 each, whether repair or replacement. Why the lower flat rate? We don’t expect you to trust marketing companies to develop customer relationships! That’s your area of expertise! We leave it up to the professional contractors to answer the live calls and close the deals. 

Lead prices using PPC are far less predictable than with organic channels. The average cost of a roofing lead via Google Ads PPC campaigns with 99 Calls is $97.

Revenue: It is very true that roof installation jobs generate much more money than roof repairs. The average roof replacement brings in $12,000, where the average roof repair comes in at $980. And those small repair jobs generally bring in just $350. That said, you’d much rather handle a reroof a day than go out on 5 repair jobs, right? It all depends. Revenue alone doesn’t give the whole picture. What matters at the end of the day is the amount that stays in your bank account (AKA profit margin).

Profit Margin: By the time you pay your labor force and the cost of supplies, many contractors have little left. An article posted from roofing.com claims that the biggest problem roofing contractors face is underbidding jobs and not making enough profits. The average profit margin on a new roof is between 6% and 10%. There isn’t much room to raise pricing on a roof installation. The competition is fierce and many people underbid themselves because there’s always someone willing to bid lower to win the job. Many commercial jobs, especially if they are municipalities, are required to go with the lowest bid. When a roofer wins a job with a low margin, they’ve got to go very lean on labor and supplies and the temptation to make cuts is very real. 

How to Win With Roof Repairs

The bidding for roof repairs is often different. According to Forbes, the price to complete roof repairs is often a fraction of the cost for installs. The cost of supplies is far lower. There are also many times more roof repair jobs available than replacement jobs, and competition is much lower. A professional roofing contractor who goes after roof repair jobs can often name his price, and it’s usually bid based on an hourly rate + materials. By charging by the hour (or at least basing your bid on an hourly rate), you get to set your own profit margin. You know what your labor costs are per hour, and you can add the cost of materials needed. 

What does all this mean? That you can earn more money with less time and a leaner labor force by working those roof repair leads. Completing 4 roof repair leads can bring in close to $4000. Completing one roof installation can bring in $10,000. But what if your profit margin is 25% on the repairs and 10% on the installation (which would be typical)? Your profit on the repairs and on the installation is $1000. In the end, roof repairs offer less revenue by higher margins. 

Additional benefits of taking on roof repair leads: 

  • Saying “yes” to the job gets your foot in the door to get called back for additional work. This will build your customer base and work pipeline.  
  • Roof repair jobs can keep bringing in a good flow of revenue, even during the slower times of the year.
  • Profit margins may still be robust if you’ve got smaller, more agile crews
  • Keeping great workers on your payroll by filling days up with roof repairs will keep them happy and gainfully employed.
  • Roof repairs are great for the bottom line of a growing business
  • Is your team equipped to install gutters, siding or windows? If you provide other kinds of exterior remodeling this is your chance to upsell the customer or give them the benefit of your expert services.

Sometimes waiting for the perfect job to come along causes us to pass on lucrative opportunities in front of us. Next time you receive a call for a roof repair, think twice before turning it down. Give those less than idea leads that come your way a chance; you never know what can come of them! 

For more information on local lead generation for roofers, contact customercare@99calls.com.