Becoming a subject-matter expert

RCS Influencer Allison Woslager says trust is built long before a customer is ready to buy.

This is such a great topic! One of the biggest opportunities for roofing (and all construction) companies today is becoming known as a trusted partner beyond just the scope of services that they offer. Most contractors are only visible when someone needs a roof, windows or siding, etc., but the companies that grow the smartest will position themselves as local experts in homeownership, property upkeep, storm readiness, insurance claims and protecting their own properties. 

When homeowners and members of the community consistently see your company providing helpful information — not just selling roofs — you become the first call when a roofing need does arise. Trust is built long before a customer is ready to buy. What are you doing in the community? Who is behind the brand? Consumers want to know these things and it is becoming more and more relevant. 

So what does this look like? This means showing up in the community, creating educational content on social platforms, partnering with local organizations-even your local farmers market, speaking at local events, sharing tips that have helped in your own journey as a homeowner and becoming a local resource.

The goal is to be viewed not just as a roofing contractor, but as a trusted partner and a “subject matter expert” in your field. When that happens, marketing becomes easier, referrals increase and you are then competing less on price and building more of a solid reputation. Keep in mind that it’s not just what YOU say about your business, but what others say about your business, as well. What are you doing in the community (and beyond) that gets others talking about your business?