Hook Better Leads: Home Service + Roofing Marketing

✓ Why "If you build it they will come" is wrong

✓ The winning formula to a $-making website

✓ 5 things for an effective website

✓ Trust Factors

✓ A strong call-to-action

✓ Making the ideal customer the hero with emotionally compelling headlines and images

✓ Emphasis on Search Engine Optimization

✓ Really clear differentiating features / unique value propositions

✓ Help them imagine themselves working with you

✓ All of the trust factors: https://hookagency.com/trust-factors/

**Sorry for a bit of tapping on the table/mic this episode!**

✓ What is 'pre-sale' and how to give your sales people the best shot.

✓ How to get more reviews for roofers.

✓ 3 common objections and how to address them.

✓ 3 closing strategies.

✓ A little about working with Hook Agency for Professional Visibility

✓ Get into a rhythm of posting your projects regularly

✓ Invest in quality photography/video/drones - particularly for big projects

✓ Do behind the scenes on your Instagram Stories

✓ Use Video on LinkedIn if you have any B2B work.

✓ Where is your ideal customer? Where is the white space? Is there a different angle you can take?

✓ Be consistent, and knowing stuff isn’t instant, people don’t care about every post.

✓ Cross promoting vendors that you use/cross-pollination of audience

✓ Consistently refresh your targeting, make sure you're talking to actual customers, not just getting clout

✓ If you post, like 3 posts, follow 3 people.

✓ Jab, jab, jab, right hook.

✓ Have a personality - actually using it on your companies social media. (20% spicy - different - tart)

✓ Pounding pavement is great, but the ideal is long-term marketing systems

✓ Thumbtack vs. HomeAdvisor vs. Houzz vs. NextDoor vs. Website vs. Facebook Ads vs. Google Services

✓ 5 Roofing sales tips to support your sales people

✓ Convey a professional image from the get-go

✓ Focus on educating—not closing

✓Focus on THEM - not on you.

✓ Focus on what makes the difference

Social Proof

✓ Use all of the ways - double down on what works, scale back what doesn’t.

✓ List of ways to get roofing leads

✓ Technical SEO is making sure the structure, code and 'crawlability' of your site is clean and easy for search engines to understand.

✓ A couple SEO Audit tools:

- Screaming Frog

- Ahrefs

- SEOptimer

✓ H1’s and H2’s

✓ 301’s

✓ Page Speed

- Gzip compression

- Caching

- Image Sizes

- CDN

✓ Meta Titles & Descriptions

✓ Thin and Duplicate Content

✓ SSL Certificat

✓ Robots.txt Sitemap.xml

✓ Analytics

✓ Usability

(Why each matters)

✓ Houzz is for premium things, 20% can do it … talk through that post

✓ HomeAdvisor is for new people can do fine, but they scam alot of people… alot of people are angry

- Ways to get the most out of it

- Take it off the app,

- Own the customer

- Take leads seriously, follow up quickly

- Turn it off when you’re away

- Take a month or two short trial run, then get out if it doesn’t work. Cancel your account completely.

✓ Angie’s List is headed that way since they were acquired,

✓ Thumbtack has done alright… particular for a roofer client.

✓ NextDoor app for home improvement stuff… I talk about my friend Matt’s experience there.

✓ Strengths of building your brand. - Look in camera, go heart to heart. Build YOUR brand, don’t build there's - they’re ruthless they own the customer, and have control

✓ Be more selective - find projects that are profitable, enjoyable, and scalable.

✓ Being selective helps drive long-term employee satisfaction so they’re not working on stuff they hate

✓ Implement methods for filtering like a Questionnaire about the top 8 things that are important to your company

✓ Marketing is more than just getting leads, build your long-term brand equity

✓ Nurturing existing business and increasing referrals

✓ Use gratefulness as a superpower

✓ When a key employee left, it pushed us to level up our culture.

✓ Filtering & educating clients has been a painful issue, but a current constraint can be the way to open the door.

✓ See "Constraints as opportunties"

✓ Use speedbumps in the road to make you more resilent

✓ Antifragility is different than being resilient or robust – issues actually make you better than before.

✓ Pain can be inspiration - the crazy look in your eyes after you get hit and taste blood.

✓ "Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit." - Napolean Hill

✓ Competition is fun – but many small business owners and marketing managers get obsessed to the point of ineffective.

✓ There's more upside to addressing apathy of existing prospects, and helping people get off the fence.

✓Trust yourself since competitors may have already wasted time on something you're copying.

✔ People want to fall in love with your process

✔ Create a proven system

✔ More people will refer you because of consistency

✔ Jiro Dreams of Sushi - discusses 'Shokunin' - a positive work obsession, that relates to obligation to serve community.

✔ Getting your partner on board is important

✔ Workaholism = compulsive. Shokunin = enjoying your passion for work, and considering success as your duty.