For roofing contractors, taking the leap from asphalt shingles to solar solutions takes more than just technical expertise. There are a lot of considerations for companies moving into the era of green energy, to successfully shift from traditional roofing options to sustainable, energy-efficient solutions. Solar roofing is a specialized field requiring a solid business foundation, an effective marketing strategy, a considerable financial investment, and a market willing to go green. Here are some pro tips that can help you break into the green energy roofing market:
Tip #1- Get Back to Basics
Solar roofing is not as simple as picking up gutters or tile as a side service. You can not expect to get the materials, learn a new application technique and be immediately ready to go to market. With solar roofing, there is a significant financial investment and a smaller audience interested in buying the product. Because of this smaller audience, every potential customer counts more than ever. If you are considering moving into green energy, the first step is to look at your current sales and operations processes and see if they are streamlined for success. Begin by asking these questions:
- Do you have a CRM?
- Are you tracking every call?
- Are you documenting even the calls that do not become appointments?
- Do you have a referral system in place?
- Are your calls being answered in a friendly manner?
- Is your brand voice consistent?
If your answer to any of these questions is “no” or “I do not know,” this is the time to work on them until the answer is a resounding “yes.” A solar customer who speaks to you today may balk at the cost of the system, but if they build a relationship with your team now, they are more likely to return when they are ready to buy. Additionally, optimizing your business operations allows you to deliver projects on time and enhance customer satisfaction. Not only will you be more likely to get this sale, but you will build referrals and repeat business as well.
Tip #2- Is Anyone Out There?
If your business is perfectly set and ready to go out and find your green energy customers, the next expert tip is to ensure you have customers in your area to find. While this may seem like common sense, national data can sometimes lead business owners to make costly moves that are ill-suited for their market. For example, if national data said that solar roofing had increased by 20% over the last ten years, it would seem like a great move on the surface. The reality would likely be that it had grown 500% in Florida and Texas and 1% in Utah. If the business owner in Utah jumped on the data, they would have an unfortunate market to overcome.
The key indicators of market readiness in solar can vary, but some good points to look at are state green energy initiatives, demographics, solar roofing keyword trend volume, political climate, and competitive landscape. First, you need to identify your target customer for solar solutions and then identify if there is a large enough concentration of those customers in your area to support your business.
Developing a deep understanding of your potential customers’ personas is vital for targeting your marketing efforts effectively. In the context of solar roofing, your target audience will consist of environmentally-conscious homeowners who are interested in sustainable living and saving on energy costs. During this discovery phase, it is imperative to conduct market research to identify their demographics, behaviors, motivations, and pain points and discover if you have a viable market for your solar solutions.
Tip #3- Solar Subject Matter Expert
You have your solar-powered ducks in a row. You have an audience that wants to buy them. The last tip is crucial. You need to become an expert. Everyone wants to go green, but no one really knows how to do it. When the homeowner hears the cost, few things will be as powerful to closing the deal as having all the necessary answers.
To effectively tap into the green energy roofing market, you must adopt a marketing strategy highlighting your commitment to understanding and sustainability. Invest in training and certification programs for yourself and your team to provide the necessary skills to deliver high-quality solar roofing solutions. Stay updated with industry trends and advancements in solar technology through seminars, conferences, and online resources, and then train these throughout your team.
Being a subject matter expert allows you to build a marketing plan that will position you as a leader in sustainable roofing solutions. From that knowledge base, you can leverage your online presence through your website, social media, e-mail, and other digital marketing and attract the attention of potential clients to build credibility in the market.
Get Started!
Going green is the cutting edge of the roofing industry; it is the next step for most contractors. Moving into the sustainable solar space with a solid business plan and a good understanding of the market will set your business up for success. With all of the best and most up-to-date solar roofing knowledge, you will likely become the industry leader in your area. If you determine that your market is not yet ready for solar roofing, revisit the option frequently. The scene is rapidly changing, and new opportunities arise frequently. Regardless, these three tips will help you be ready to take the leap when your business is ready for its next big step.
If you decide that you are ready to expand into solar solutions and would like expert marketing advice, contact us at Art Unlimited. Our knowledgeable team is here to help you create a brand voice and marketing strategy for your business. We’ll provide all the tools you need for success while entering this bright, solar future.
