5 Tips for Recruiting Commercial Roofing Customers

Build Your Business

Author: Amy Freeman | April 26, 2024

What's the secret ingredient for a thriving commercial roofing business? Turns out it's not so secret after all — it's customers. The more commercial customers your business has, the more projects you'll work on and the higher your profit potential.

A commercial roofing contractor sits across a table from a smiling woman and man.
An online presence and a personal touch can help you find more customers for your commercial roofing business.

However, finding those customers and convincing them that your company is the best to work with may not be so easy, especially on the B2B side of things. There's more competition in commercial roofing compared to residential. The projects are bigger, and more companies want a piece of the pie.

The trick is knowing what to look for in a qualified customer and how to make your business stand out from the crowd.

What's a Qualified Customer?

A qualified customer typically meets the following requirements:

  • They need your product or service.
  • They're in your target market.
  • They're able to pay for the project.

Qualifying your customers before you pursue them saves you time and money. If you're hoping to land more commercial clients, it doesn't make sense to seek out those who need a residential roof repair or replacement when that isn't a service you offer. It also doesn't make sense to pursue commercial customers who don't need your services at the moment or can't afford them.

The last trait is particularly important, as you don't want to work with a customer who can't or won't pay. Requiring a partial payment upfront is one way to evaluate a customer's ability to pay. You may also require proof of funds to cover the project's costs.

5 Tips for Finding Commercial Roofing Customers

Now that you know what to look for in a commercial customer, here are a few tips to help you find them:

1. Ask for Referrals

If your company already has a few commercial projects under its belt, and your customers are happy with the work you did, ask them if they can refer you to other commercial customers. Word-of-mouth is one of the most effective marketing tactics out there — but people won't know to mention your company unless you specifically ask.

Another option is to ask happy customers to leave a review about your company online or to provide a testimonial.

2. Boost Your Online Presence

Your digital reputation matters. The more visible your company is online, and the more positive things there are about your business, the better able customers will be to find and contact you. Asking customers for reviews and testimonials is one part of making sure your online presence works in your favor.

It's also helpful to claim your business profile on Google, so your company pops in the search results when local customers search for commercial roof contractors. Having the most up-to-date information, such as the correct contact number and operating hours, is also critical.

Don't underestimate the power of a good website, particularly one full of useful content that establishes your company as an expert in the field. The more you can demonstrate your company's know-how online, the more confident leads will feel about contacting and hiring you.

You don't have to do this yourself, especially if you're not tech-savvy. Consider hiring an SEO and social media professional to take over the management of your website and social media profiles. They'll know what to post and how to keep your site updated so you stay at the top of search engine results.

3. Connect With Others in the Biz

A little networking can go a long way, particularly if you know other contractors who work with commercial clients, such as plumbers or HVAC installers. Ask them to mention your company's name to their commercial customers, as those customers may need roofing repair or replacement.

Remember to return the favor and mention their names anytime a customer is looking for advice about a plumbing or HVAC company.

4. Go Old-School With Advertising

Physical advertising, such as billboards, print ads in magazines and direct mail, can still be valuable, even in a digital-first world. Choose the right medium for your ads, such as by sending flyers to local businesses or advertising in trade or industry publications.

5. Show Off Your Work

Take photos of your commercial projects as they're in progress and at completion, so potential customers can see the results of your work. You can use those photos to show prospective clients during your sales pitch and as content for your company's website and social media.

Commercial roofing is a competitive field, but customers are out there. Focus on building your online presence and strengthening your connections with your fellow contractors and previous clients, and new leads will come your way.