Roofer's Guide to Answering Common Buyer Questions with Content

Buyers are venturing through their purchasing journey more independently nowadays. Research shows that 57-70% of buyers are through their buying research before contacting a sales representative. 

Essentially, individuals are diving deep into research before even involving a salesperson. And when they reach out, they are prepared with many questions, all aimed at avoiding buyer’s regret.

These questions may make marketers, sales teams, and businesses uncomfortable; some might even come out of left field, taking companies by surprise. Yet, it's crucial to address them head-on to secure the trust of potential buyers.

We all have unique curiosities and considerations in products, businesses, and the vast array of buyers. But amidst this variety, there are some constants that we can all relate to.

These questions can typically be grouped into five categories:

1. Cost-related questions
2. Problems with your services solution
3. Competitor comparison questions 
4. Business reviews
5. Best solution available 

So, how can you present this content effectively?

Quality content is a considerable part of various marketing and sales goals, effectively addressing almost any buyer hesitations. 

Let's concentrate on the five most prevalent questions we explored earlier.

Question #1: What is the cost of your services?

Transparency in pricing is crucial when building trust with potential customers. People want to know what they're getting into and how much it will cost them. As a business, it's essential to address questions about cost clearly and upfront. 

One way to do this is by providing detailed pricing information on your website. This allows customers to see what they can expect to pay for your services without surprises. 

Another option is to offer a free inspection or consultation, where you can assess the customer's needs and provide them with a personalized quote. 

Being open and honest about your pricing shows your customers that you value their trust and are committed to providing the best service possible.

Answer: Add a pricing calculator to your website

Adding a pricing calculator to your roofing website can be a game-changer for your business. Not only does it enhance the user experience by providing instant pricing information, but it also saves time for you and your customers. 

With a pricing calculator, potential clients can easily input their desired specifications, such as quantity, size, or customization options, and instantly get an accurate quote. 

You can see here how Roof Right Now incorporated a ‘Get Your Estimate’ call-to-action button making it fast and easy for their customers to enter their address, drag and drop to get an estimated roof size, answer a few questions about what type of roof they are looking for, and get an estimate on their roofing needs quickly and easily. Having this as a convenience accessible from your home or workplace is a win-win. 

Gone are the days of back-and-forth emails or phone calls to negotiate prices. This tool streamlines the buying process and increases customer satisfaction. 

Moreover, a pricing calculator can help you stay competitive in the roofing market by quickly adjusting prices based on various factors, such as material costs or job sizes. 

By incorporating this feature into your website, you demonstrate transparency and professionalism, which can ultimately lead to increased sales and customer loyalty. 

So why wait? 

Question #2: What issues are related to your services?

Companies must understand the issues related to their services and that their customers will ask about them. Businesses can develop effective strategies to address these challenging questions head-on by identifying their customers' pain points and concerns. 

Addressing challenges within the roofing business involves a proactive and strategic approach. Fostering ongoing communication with clients and suppliers is key to understanding evolving needs and market trends. 

You can proactively ease any worries or hesitations by proactively informing your customers about what they might experience during a roof repair or replacement. This not only positions you as a dependable authority but also demonstrates your awareness of potential challenges that could arise.

You will earn their trust by communicating effectively with clients, including transparent pricing and project timelines.

Answer: Publish an article about your service's problems 

The answer is simple: Write an article that tackles the main challenges associated with your product or service. However, this isn't solely about admitting flaws.

Don't just confess to any shortcomings and move on. Provide a possible solution for each problem you bring up, balance humility, and showcase your expertise. 

Demonstrate that you acknowledge your imperfections and possess the proficiency to address them. By taking this approach, prospects will perceive your transparency in recognizing flaws while acknowledging your astuteness in overcoming them.

Remember video content! 

Enlisting a team member to converse about challenges and solutions "in person" through a video injects a personal and human element into the discussion, further reinforcing viewer trust.

Bill Ragan Roofing Company does a great job showcasing several videos offering different tips, how-to’s, FAQs, and more available in the ‘Learning Center’ section of their website. This answers buyers’ roofing questions in a real-life video form, making it an enjoyable and personal experience, different from reading plain text.

Question #3: How do your services/solutions compare against your competitors?

When comparing your services and solutions against your competitors, it’s essential to take great pride in highlighting the unique features and advantages that set you apart. Your goal is to position yourselves as the superior choice, and you can do this by showcasing the benefits of choosing your offering over others. 

Understand that customers have options. 

This is why you can make it a point to clearly and effectively communicate why your solution is the best fit for their needs. Through your content, you can provide detailed comparisons and in-depth analyses, allowing potential customers to make informed decisions. 

Whether it's your cutting-edge services, exceptional customer support, or unrivaled expertise, highlight the aspects that make you stand out. 

Answer: Sales conversations explaining competing quotes 

One common challenge is explaining competing quotes to potential customers. Often, customers may come across other offers that cost less than yours. But as a sales professional, it's essential to effectively communicate your product or service's value and unique benefits. 

This means going beyond the price and delving into the quality of materials used, the level of service provided, and the overall customer experience. By highlighting these factors, you can help customers understand that while your quote may be slightly higher, the added value they receive is worth every penny. 

It's all about articulating the tangible and intangible benefits that set your offering apart, ultimately convincing customers to choose quality over a seemingly cheaper alternative.

Related: Roofing Sales: How to Become More Intentional & Win More Business

Question #4: How do your customers rate you?

Customer reviews have become influential in building credibility and trust in today's digital age. When potential customers consider a product or service, they often turn to online reviews to gather insights from previous customers. 

 The power of customer reviews lies in their ability to provide an unbiased perspective, giving others a real-world glimpse into the experiences of those who have already interacted with a brand. 

Related: Roofing Marketing Strategies: Enhance Visibility & Attract More Calls 

Positive reviews can be valuable, showcasing a company's commitment to customer satisfaction and quality. Leveraging these positive reviews by featuring them prominently on websites and social media platforms can help establish trust with potential customers and encourage them to purchase. 

However, negative reviews should not be ignored or dismissed. Instead, they should be viewed as an opportunity to showcase a company's dedication to resolving issues and addressing customer concerns. 

By responding promptly and professionally to negative reviews, a company can demonstrate its commitment to customer satisfaction and turn a potentially harmful experience into a positive outcome. 

Answer: Share testimonials, reviews, and honest ratings (especially in video format)

Testimonials, reviews, and honest ratings have become essential to our decision-making process. 

Whether looking for the best deal on a new roof installation, the difference between shingles and a metal roof, or the most reliable service provider, we turn to the experiences and opinions of others to guide us. 

And what better way to convey these testimonials than through video format? 

RoofCratfters uses a dual approach by incorporating both video and written customer reviews and testimonials within their website. This allows potential customers to engage how they wish and read or listen to honest feedback from reliable customers. 

Videos provide a dynamic and engaging platform to share real-life stories and experiences, giving viewers a firsthand look into the quality and value of a product or service. 

From heartfelt personal accounts to detailed product demonstrations, video testimonials offer authenticity that is hard to replicate in written reviews. 

By incorporating video testimonials, reviews, and honest ratings into your website, you can provide your audience with a comprehensive and trustworthy resource they can rely on when purchasing. 

Related: YouTube Marketing for Roofers

Question #5: What options do I have that offer the most benefits?

Customers are constantly bombarded with numerous options, making it even more critical for businesses to position their offerings as the best solution and stand out.

By crafting content that showcases your service's unique selling points and demonstrates its superiority over alternatives, you can effectively capture the attention and loyalty of potential customers. 

Whether through highlighting innovative features, exceptional quality, or outstanding customer service, emphasizing the benefits of your offering will give you a significant edge over your competitors. By clearly communicating your product or service's value and differentiating it from others in the market, you can establish yourself as the go-to choice for customers seeking the most beneficial option. 

Don't shy away from showcasing what sets you apart, and make sure your customers know why choosing your offering is the wisest decision they can make.

Answer: Publish a “top” list or “best of” article

Where options abound, and choices overwhelm, finding the best solution that offers the most benefit can be daunting. 

That's where publishing a "top" list or a "best of" article comes into play. 

These curated lists serve as a valuable resource, guiding individuals toward the options regarded as the most advantageous. These articles help readers make informed decisions and save valuable time and effort by showcasing a range of choices and highlighting their unique benefits. 

Holladay Grace (a Manage Inbound client) does a great job of showcasing the 14 Best Roofing Companies in Colorado Springs. They not only share what their services offer but openly list what they consider the best companies near their place of work. This shows that although they are a top-rated company, they know they might not be the ‘right’ fit for everyone.

Whether it's the top roofing companies, the best roof for my home, or the most effective roof type for warmer climates, these lists provide a comprehensive overview of the options available, allowing individuals to choose what suits them best. 

By publishing these articles, you will empower readers with the knowledge and insights they need to navigate the choices that offer the most benefit.

Final Thoughts

In wrapping up our exploration of addressing common roofing buyer questions through strategic content, it becomes evident that knowledge truly empowers businesses and customers. Roofing professionals can provide clarity and insights by diving into potential buyers' concerns and uncertainties.

In an industry where informed decisions are paramount, this approach establishes roofing businesses as reliable sources of information and builds a bridge of trust with the audience. 

Roofing companies can transform mere inquiries into informed choices by offering solutions, eliminating myths, and easing doubts. While requiring effort and commitment, this approach is a testament to a roofing business's dedication to customer well-being and success.

A proactive approach to addressing common roofing buyer questions with content is an investment in building strong customer relationships, fostering trust, and ensuring a brighter future for both customers and roofing businesses.