Back to Basics: How to Build a Solid Roofing Sales Strategy

By Adam Cabrera. 

In today's competitive business climate, aligning your marketing and sales efforts is paramount for effective lead conversion.  

In a recent episode of Roofing Road Trips, Heidi J. Ellsworth visits with Pam Torrey, director of marketing at Ingage. During the conversation, they explored the ways sales strategies have evolved in the roofing industry and offered some great advice on how contractors can boost their lead conversion. 

With a background in marketing, sales and event management, Pam brings a unique perspective to the roofing industry. One of the key points highlighted in the episode was a recent paradigm shift in lead flow and the sales funnel motivated by a return to a pre-pandemic market with low demand.  

The idea is to go back to basics, since there are fewer customers out there treat each lead as invaluable and to focus on lead nurturing and quick response times. “Everyone's trying to get back to their fundamentals,” she says. "Each lead was something that we needed to treat with care because there weren't as many of them.” 

In the same vein, Pam stressed the importance of consistent branding and messaging across all customer interactions, from social media to in-home sales presentations. She emphasized that in-home appointments provide opportunities for active listening and personalized interaction with customers. 

Ingage's platform, a customizable presentation tool, enables sales reps to tailor pitches based on individual needs and preferences, increasing trust with potential customers. Pam points out the success of one of their clients using the system, Ridge Top Exteriors.  

“We were brought in for specifically their in-home sales process,” She explains. “By leveraging a really strong digital marketing presence and a sales presentation that could meet the needs of the customer... they saw a 3.58-point increase in close rate.” 

It might be time to re-examine your own company’s marketing and sales strategy to see if you are leveraging that same amount of conversion power. 

Listen to the full Roofing Road Trips episode to hear more about changes in the industry and ways Ingage is keeping businesses at the forefront.