Engage With Potential Customers on the Social Media Platform They Use Most

Social media can be an exciting territory for contractors looking to promote their businesses in a relatively inexpensive, but impactful, way. But it can be equally overwhelming with the abundance of social platforms available, as well as the nuances involved for marketing on each one.

If you’re new to marketing your business socially, Facebook is a great place to start. It’s an easy-to-use platform that provides several features for connecting with potential customers locally and nationally. Or, if your business is already active on the platform but not seeing much return, there are simple ways to begin improving your activity today.

Read on to learn simple tips and advice on how to effectively promote your roofing business on Facebook.

Why Focus on Facebook?

It’s important to note why it is relevant to establish and maintain a presence for your business on Facebook.

First and foremost, your customers are already active on the platform. Facebook continues to be the most popular social media platform, as cited by the Pew Research Center, where 79 percent of online adults have a profile. In fact, the number of Facebook users is more than double the number of people who use other social platforms, such as Instagram (32 percent), LinkedIn (29 percent), Twitter (24 percent) or Pinterest (31 percent).

Plus, establishing and maintaining a Facebook page can also be beneficial in driving visitors to your website. In fact, search engines tend to reward businesses with a strong social following through higher organic rankings. In other words, the more people who are engaged with your company on Facebook, the better odds your business will show up sooner in a potential customer’s search results for a local roofing contractor.

Further, the platform is also a great way to create a sense of connection with your internal team. For instance, Facebook can be used to showcase your company culture, share news and engage with your own employees—especially if you’re a large contractor with multiple locations.

Useful Strategies to Grow Your Page

Profile setup: Building a solid foundation of followers begins with setting up your profile correctly. Be sure to set up a Business Page instead of a personal Facebook page. This way, current and future customers can “like” your page, or become a fan, and keep up-to-date on the latest news from your company.

Also, it’s important to have a profile image and cover art (the large image at the top of the page), as well as complete details about your business on the “About” page, including a description of your business, location, contact information, services offered, hours, website and more.

Tip:

If you already have an existing account that was set up as a personal profile, you can convert it into a business page at facebook.com/business.

Content sharing: Once your page is set up, it’s time to start sharing content. Begin with one or two posts per week, and then gradually start increasing your posting schedule as you gain a more established following.
Think of Facebook as an extension of your website to tell customers more about your business in an inviting and personal, but still professional, atmosphere.

Looking for content ideas? Think about sharing your knowledge and expertise: your project work! Take before-and-after photos of projects that showcase a new roof installation or repair. Or if it’s a long-term project, document it each day with photos or videos that explain the installation process you’re undergoing, the products you’re using and more. Make sure you have your customer’s consent before posting details or pictures about any project.

Also, do you have a company blog on your website? If so, share out individual posts with a “teaser” on the details the article contains, along with a link back to the specific post. This helps to establish your credibility as a knowledgeable professional, but can also help to drive potential customers back to your website to learn more. If you’re still working to set up your company blog, another option is to publish a “Note” from the left sidebar of your Facebook business page. This long-form Facebook post is a great alternative while you work toward setting up your blog online.

You can also consider sharing links to blog posts from a manufacturer whose products you use. They often provide helpful blog articles with tips and advice for both contractors and homeowners—so you may even find something of value to you in the process!

Lastly, you can use your page as a way to share positive customer testimonials in the form of photos and videos. Again, it’s important to ensure you first have your customer’s consent before sharing their testimonials. Be sure to also encourage your satisfied customers to submit their own Facebook reviews for a job well done. These reviews allow them to share their experiences and rate your performance directly on your Facebook page, which can help facilitate future business and leads.

Tip:

Facebook can also be used as a means to share company promotions, special holiday or seasonal incentives, and events you may be hosting or attending.

Page promotion: As you start to proactively post useful content, you’ll begin to establish a following on your page. However, there are also several paid promotion tactics you can use to increase your page’s reach and engagement.
One popular paid tactic is a pay-per-click (PPC) campaign, which is a form of advertising where you pay a set amount each time someone clicks on an ad you’ve produced. Determine what you would ultimately like users to do, and create a post or simple ad that prompts them to take that action. For example, you can drive homeowners to visit your company website, provide their contact information for a free quote, like your Facebook page, download a coupon and more.

If you have a particularly interesting post that has been performing well on your page (maybe it has received a lot of positive comments, for example) and you’d like it to reach even more people, consider “boosting” or sponsoring that post. This means putting a set amount of money behind promoting a post, say $100, to expand its reach. Geo-targeting, or selecting a specific audience and geography you’d like to reach, helps amplify your message to the right people—your targeted customers.

Tip:

Avoid using text in your images for paid posts or campaigns. Facebook guidelines reduce the reach of these images as the system considers them too “spammy” or ad-centric and cluttered. In many cases, image text could prevent your promotion from running entirely.

Highlighted Contractor Examples

Wondering how to apply some of these strategies? Learn more from a couple of roofing contractors who are part of IKO’s ShieldPRO plus+ Contractor Program and are already successfully using them on Facebook:

Chad’s Roofing, Gilroy, Calif.:

  • Frequently posts project testimonials and before-and-after photos, along with job site videos that explain roofing processes to homeowners.
  • Consistently responds to questions/comments posted on the page.
  • Uses Facebook (and linked Instagram account) to promote business rather than a traditional website.

Able Roofing, Columbus, Ohio:

  • Collects and displays several homeowner reviews on its Facebook page (more than 50 at the time of writing).
  • Shares links to blog posts on the Able Roofing website, which include helpful tips for homeowners related to home improvement, trends and renovation projects.
  • Promotes company news and local events, as well as national holidays.

If you’re looking to grow your leads and engage with future customers, using these strategies on Facebook is a great place to start. Also, be sure to check out the IKO blog for even more helpful business tips and advice!

Social Media Marketing Requires Strategy

Social media Social media is one of the most effective avenues for marketing your business, no matter what industry you are in. It is low to no cost and provides a business with connection to a wide range of prospects, referral partners, and clients.

One thing to embrace about social media marketing is that the best campaigns are informational; sharing information and knowledge works really well with social media. You are positioning your company as the experts in the field. That’s how you build trust. So, when you are thinking about creating a strategy, think about what you know that you can share.

Start with what you are hoping to accomplish. All marketing should have a goal. What do you want people to do? Social media does not respond well to “buy now” types of marketing campaigns. However, you have a great opportunity to create awareness and action that connects you to your buyer.

So, what do you want people to do? Call or visit your business? Clip a coupon? Watch a video? Attend an event? Be very clear and specific about what you want this particular campaign to accomplish. You will have a chance to implement other campaigns in the future. It’s important to realize that marketing is the kind of thing that changes over time. As your goals change, your marketing will change with it. So, don’t get caught up thinking that you have to have one sensational marketing campaign. Sensational would be great! However, you will want to create and implement marketing campaigns over time. So, focus on the goal at hand.

Now that you know what you want people to do, ask yourself this key question: which people? What does your target audience look like? And please don’t think it’s everyone, or everyone with a roof! It isn’t. Your best clients have things in common. Create the outline of that great client so you know who you are speaking to. Knowing who you are targeting is instrumental in creating your marketing strategy. You probably have a couple of target audiences. You aren’t going to message to all of them in the same way or the same places. For example, if one of your target audiences is over 80 years old, social media marketing may not be the way to go. Traditional marketing is probably more effective with them. If a target market is women in their 40s or 50s, Facebook is ideal.

When your message is broad because you trying to hit everyone, you hit no one. Your message should be specific and should be directed at a clear target audience. This is how they will hear it. Remember that you can implement other marketing campaigns to reach out to other audiences. Stay away from trying to hit all of them at once. That’s a message that will be so big no one will hear it and you won’t accomplish your goal.

Once you know what you want to say, and who you want to say it to, you have to decide where you should be communicating. This is a critical part of social media marketing success.

There is a danger of getting caught up in trying to do what the business next door is doing. Or what someone tells you to do. However, that’s not necessarily the best thing for your business! You want to be where your target audience is going to hear your message.

For example, if you are selling to consumers you probably want to have a Facebook business page. That’s a great place to connect with consumers who need your product or service. It isn’t necessarily so great if you sell business to business.

There are a lot of places online that you can post. Ask yourself where your target is. And how do they consume information?

Let’s explore some options that you might not be thinking about but have impact:

Video. Using video in your social media marketing can have an incredible impact. Video gives you the chance to demonstrate your product, or a how-to on the job site. It also gives your audience a chance to see you. Don’t underestimate how powerful this can be.

People buy from people they trust. One of the best ways to build trust is to talk to people directly. Video gives you this opportunity.

You can post your videos on YouTube and/or Vimeo. Then you can share them on other platforms like Facebook, LinkedIn, or Twitter. You can also use video in blog posts and email marketing.

Guest Blogging. If there are blogs out there that you follow, start commenting on the posts. Once you’ve developed a relationship with the blog owner, ask if you can provide a guest article. That can get you in front of their audience, which can elevate your credibility and exposure.

Podcasts. There are a lot of podcasts that seek guests to share expertise. Do some research to find the ones that make sense for your business. Then reach out to the host. Remember that this is not a commercial for your business. You share your expertise around some aspect of your industry. You then have a link you can share through your social media platforms. Being a guest on a podcast can increase your credibility.

Email marketing. Often overlooked, email marketing is one of the most effective marketing methods available today. Not only does it allow you to stay connected to your audience, but you can now connect your marketing email to your social profiles. This expands the reach of the email.

If you are new to social media marketing pick ONE avenue and get used to it. Consistency is critical to social media marketing success, so don’t overdo it right out of the gate. Give yourself the chance to get used to the process and to build steam. You can always add to your strategy as you move forward.

Think about where your target audience is going to hear your message, determine what you want them to know and do, and then decide how you want to connect with them. Social media marketing is really about connecting and building trust. That’s why it’s social marketing. As you build awareness around your company you will find that your marketing momentum will build. Your company will become a household name and people will share your information with their networks. The spider web of the Internet will expand your efforts and you will realize a significant impact to your business growth.

Using Engineered Geofoam for Garden Roofs

For most of the past century, the rooftops of commercial and institutional buildings have largely been places to locate unsightly mechanical systems. Architectural treatments, such as parapets and screens, provide visual relief from such equipment. Now, roofing professionals and building owners increasingly look at the roof as “found space”—a place to be planted and used, instead of hidden.

Facebook’s Frank Gehry-designed MPK 20 building sports a 9-acre green roof using EPS geofoam from Insulfoam.

Facebook’s Frank Gehry-designed MPK 20 building sports a 9-acre green roof using EPS geofoam from Insulfoam.

Throughout the U.S., garden roofs (or living roofs) are growing in popularity with more than 5.5 million square feet installed in 2014, according to Green Roofs for Healthy Cities. Most of that total was for private rather than public projects, indicating this is not just a government trend. In addition to providing attractive and usable open space, garden roofs offer environmental benefits, such as helping to slow and filter urban run-off.

Some of America’s largest companies have installed green roofs. Ford’s Dearborn, Mich., truck plant final assembly building sports one of the world’s largest living roofs at 454,000 square feet. In 2015, Facebook opened its MPK 20 office building in Menlo Park, Calif., with a 9-acre living roof featuring a 1/2-mile walking trail and more than 400 trees.

If you haven’t worked on a garden roof yet, it is likely only a matter of time until you do.

Addressing the Challenges of Garden Roofs

Weighing a fraction of soil, EPS geofoam fill creates ultra-lightweight landscaped features on Facebook’s garden roof.

Weighing a fraction of soil, EPS geofoam fill creates ultra-lightweight landscaped features on Facebook’s garden roof.


Adding plants and park-like amenities to a roof increases the complexity of the roofing assembly. Garden roofs present two primary challenges for roofing professionals to solve: minimizing the dead load and preventing moisture intrusion.

The project team for the Facebook MPK 20 building’s green roof met this two-fold need—and more—with expanded polystyrene (EPS) geofoam.

Weighing considerably less than soil, EPS geofoam is an ultra-lightweight engineered fill that can be used to create contoured landscape features, such as hills and valleys. The material weighs from 0.7 to 2.85 pounds per cubic foot, depending on the product type specified, compared to 110 to 120 pounds per cubic foot for soil.

Despite its low weight, EPS geofoam is designed for strength and has better load bearing capacity than most foundation soils. Geofoam’s compressive resistance ranges from approximately 2.2 psi to 18.6 psi (317 to 2,678 pounds per square foot) at a 1 percent deformation, depending on the product.

The garden roof on Facebook’s MPK 20 building provides ample open space and a half-mile walking trail for employees.

The garden roof on Facebook’s MPK 20 building provides ample open space and a 1/2-mile walking trail for employees.

EPS geofoam is also effective at addressing the second challenge of garden roofs: managing moisture absorption. The moisture performance of the various components in a green roof assembly is critical; retained water imposes additional loads on the roof and increases the risk of water damage to the roof assembly. EPS geofoam meeting ASTM D6817 standards works well here as it only absorbs 2 to 4 percent moisture by volume, even over long-term exposure, and it dries quickly. The moisture performance of EPS has been demonstrated in extensive in-situ applications and real-world testing, including research conducted by the U.S. Army Corps of Engineers’ Cold Regions Research and Engineering Laboratory. After burying EPS in wetted soil for nearly three years, the lab found that the material absorbed only 1.7 percent moisture by volume.

In addition to enabling lightweight, durable landscape features and helping to defend against water, EPS geofoam provides thermal insulation in garden roofs. Roofing professionals have used EPS insulation in roof assemblies for decades because it offers the highest R-value per dollar among rigid foam insulations.

Expect More Demand

Although green roofs currently account for a small portion of the billions of square feet of roofs in the U.S., expect to see more demand for them given their aesthetic and environmental benefits. High-performance materials, like EPS geofoam, can help provide a long-lasting, durable green roof assembly.

PHOTOS: Insulfoam

NRCA Partners with The Review Solution to Collect Customer Reviews

The National Roofing Contractors Association (NRCA) has announced its partnership with Franklin, Tenn.-based The Review Solution in order to provide members with the added benefit of collecting customer reviews at the point of service. These customer reviews can be posted to leading review websites such as Google+, Yelp, Houzz, Home Advisor, BBB and Angie’s List.

The platform centers on an app that works on all iOS and Android mobile phones and tablets. The service requires no long-term contract.

Features of The Review Solution include mobile and job-site readiness, reviews collected by email from past satisfied customers, and the ability to facilitate the posting of reviews to major online review sites. Additionally, multiple users from multiple locations can use the app, and business owners can receive real-time text and email notifications for all submitted reviews. Positive reviews for the members’ businesses can be automatically syndicated to their Facebook and Twitter pages.

NRCA’s affinity program offerings are a benefit of membership that offers products and services from affinity program partners at significant member discounts.

CertainTeed Webisode Delves into Integrity Roof System

The fifth installment in the CertainTeed 2013 Living Spaces Facebook Home Makeover Video Contest webisode series delves into the CertainTeed Integrity Roof System, designed to provide optimum performance regardless of weather conditions. The system consists of WinterGuard and DiamondDeck underlayments that offer long-term roof protection in conjunction with SwiftStart starter shingles and CedarCrest hip and ridge shingle caps.

Starring the Bielfelt family of Mentor, Ohio, the webisode details the family’s quest for a new roof to complement the natural appeal of the century-old home. The homeowners selected CertainTeed Landmark Pro Max Def Weathered Wood shingles to create the perfect look of multi-dimensional visual appeal and beautiful shadows. CertainTeed’s Max Def colors tout a richer mixture of surface granules that enhance the dimensional quality of the shingles and lead to a brighter, more vibrant appearance.

CertainTeed 5-Star Green and Master Shingle Applicator contractor, RJK Construction Co., of Willoughby, Ohio, completed the installation of the durable shingles, which will protect the home for years to come.

Grand prize winner of the $75,000 exterior makeover contest, the Bielfelts, are the subject of a series of CertainTeed Living Spaces webisodes documenting the renovation of their 100-year-old home. The series follows the family, along with CertainTeed 5-Star Green, 5-Star Fence and Master Shingle Applicator contractors, from the planning stages of the renovation through its completion.

In the last webisode, RJK Construction Co. installed WinterGuard and DiamondDeck roofing underlayment, as well as CertaWrap, CertaTape and CertaFlash housewrap products to ensure a water- and wind-tight barrier to protect the century-old home’s original structure.

To view all of the webisodes, music videos and video entries from the 2013 $75,000 Exterior Living Spaces® Home Makeover, visit the CertainTeed Living Spaces Facebook page or YouTube channel.

New CertainTeed Webisode Highlights Attic Ventilation

CertainTeed’s fourth webisode in the 2013 Living Spaces Facebook Home Makeover Video Contest, featuring the Bielfelt family of Mentor, Ohio, dives deep into the importance of superior weather-resistance and proper ventilation as part of a healthy whole-home system.

CertainTeed 5-Star Green and Master Shingle Applicator contractor, RJK Construction Co., of Willoughby, Ohio, installs Winterguard and DiamondDeck roofing underlayment as well as CertaWrap, CertaTape andCertaFlash housewrap products in the webisode to create a water- and wind-tight barrier to protect the century-old home’s original structure.

Grand prize winner of the $75,000 exterior makeover contest, the Bielfelts are the subject of a series of CertainTeed Living Spaces webisodes documenting the renovation of their 100-year-old home. The series follows the family, along with local contractors, from the planning stages of the renovation through its completion.

In the first few webisodes, the homeowner selected multiple products, including Cedar Impressions and Monogram siding, Restoration Millwork trim, EverNew decking and railing, Bufftech fence and Landmark Pro roofing. The homeowner also utilized the CurbAppeal iPad app, ColorCoach virtual swatch book and ColorView design tool, which allows homeowners to visualize how products will look on their home.

To view all of the webisodes, music videos and video entries from the 2013 $75,000 Exterior Living Spaces Home Makeover, visit the CertainTeed Living Spaces Facebook page or YouTube channel.

Choose a Winner Among Four Finalists in ‘Shake It Up’ Exterior Color Contest

DaVinci Roofscapes, a provider of polymer roofing, has announced the five finalists in the 2014 “Shake it Up” Exterior Color Contest. Public online voting is open from May 19 – June 1, 2014, to determine which finalist receives the most votes to win the $5,000 cash grand prize to help the winner add color to the exterior of his or her home.

Led by national color expert Kate Smith, judges evaluated more than 125 contest entries from homeowners across the country wanting to “shake up” the exterior of their homes with color. The five finalists, who will each receive a professionally-created color rendering and product wish list of how they can transform their home’s exterior by adding colorful products to their home, include:

Brigitte Meehan of Elgin, Ill., with “Trapped in Cookie Cutter Land”
Eric Nogami of Perkasie, Pa., with “Historic Pennsylvania Stone Farmhouse”
Marquis Cayce of Nashville, Tenn., with “LOVVE SHAKE!”
Kimberly Schwerdtfeger of Bel Aire, Kan., with “Ugliest House on the Block”
Justin and Rachel Vedder of Fort Wayne, Ind., with “White Washed in Williams Woodland”

“Again this year the judging was a challenging experience because there were so many houses that qualify as needing color exterior assistance,” says Smith, president and chief color maven of Sensational Color. “The homes of the five finalists are all beautiful properties, but they could each benefit from a colorful makeover.

“One finalist’s home is ‘white on white’ and begs for colorful accents while a ‘cookie cutter’ development home needs colorful help to make it stand out in the neighborhood. Then there’s a home that the homeowner deems the ‘ugliest house on the block’ that truly needs colorful new products to help with a transformation. All five of the finalists now have a ‘color blueprint’ to follow with product and color recommendations to give new life to their homes.”

Now that the finalists have been selected, their “before” house image along with the artist’s rendering of what the home could look like, are all posted on the DaVinci Facebook contest page. From May 19 – June 1, people can visit the site and cast their vote for the grand prize winner. The finalist generating the most online public votes will receive the $5,000 cash grand prize.

The artist renderings of the finalist’s homes showcase a variety of color hues recommended by Smith along with colorful polymer Slate and Shake roofs from contest sponsor, DaVinci Roofscapes. Additional colorful products from the product partners of the contest (including Fypon urethane millwork and Therma-Tru entry doors) are also specified on the renderings. The combination of the products and color expertise of Smith showcase how each home can be transformed.

The 2014 “Shake it Up” Exterior Color Contest grand prize winner will be announced on June 10, 2014.

CertainTeed Launches Second Webisode Featuring Facebook Home Makeover Contest Winner

CertainTeed launched its second webisode in the 2013 Living Spaces Facebook Home Makeover Video Contest featuring the Bielfelt family of Mentor, Ohio. In this webisode, the family is empowered by CertainTeed’s digital design and color tools, allowing them to take a more active role in designing their home’s exterior makeover.

Using the CurbAppeal iPad app, ColorCoach virtual swatch book and ColorView home visualization design tool, the family takes you along as they view and try on roofing, siding and trim color and profile options, and see them applied to a photo of their own home before installation. This, along with guidance from their 5-Star Green and Master Shingle Applicator contractor, RJK Construction Co., of Willoughby, Ohio, helped them choose a winning combination of products to create a vibrant exterior.

Grand prize winner of the $75,000 exterior makeover contest, the Bielfelts are the subject of a series of CertainTeed Living Spaces webisodes documenting the renovation of their 100-year-old home. The series follows the family, along with CertainTeed 5-Star Green, 5-Star Fence and Master Shingle Applicator contractors, from the planning stages of the renovation through its completion. In the first two webisodes, the homeowner selected multiple products, including Cedar Impressions and Monogram siding, Restoration Millwork trim, EverNew decking and railing, Bufftech fence and Landmark Pro roofing.

This summer, yet another lucky homeowner will be eligible to receive $75,000 worth of exterior building products, including installation. To enter the contest, homeowners need to round up their cast of kin, show off their acting talents and upload their most entertaining 30- to 90-second video to the CertainTeed Living Spaces Facebook page. Videos should creatively explain why the home needs a makeover using CertainTeed¹s expansive selection of polymer, insulated and vinyl siding, roofing, housewrap, decking, railing, fence and trim. Find more information and complete contest details.

CertainTeed offers Freedom of Choice through its portfolio of roofing, long-lasting polymer, insulated and vinyl siding as well as fence, railing, decking and exterior trim. CertainTeed offers the advantage of using exterior products from a single source that are designed to mix-and-match with each other and feature authentic textures, versatile styles and rich color combinations, for a beautifully coordinated look. As the result of a strong commitment to environmental responsibility, CertainTeed is the first manufacturer to issue and publish third-party validated life cycle assessments (LCA) for its vinyl and trim product lines.

Professional Roofing Contractors Donates a New Roof and So Much More

Matt Brinck (left) and Jonathan Price plan Professional Roofing Contractors’ Facebook roof giveaway with Dawn Holley of United Way of Bedford County. The giveaway would not only provide a free roof to a family in need, but also would contribute funds to United Way of Bedford County for every Facebook “like” on Professional Roofing Contractors’ page during the promotion.

Matt Brinck (left) and Jonathan Price plan Professional Roofing Contractors’ Facebook roof giveaway with Dawn Holley of United Way of Bedford County. The giveaway would not only provide a free roof to a family in need, but also would contribute funds to United Way of Bedford County for every Facebook “like” on Professional Roofing Contractors’ page during the promotion.

Everyone should have the charitable spirit of Jonathan Price, vice president of Professional Roofing Contractors, Shelbyville, Tenn. Price prides himself in giving back to the community he grew up in and that supports his business. His roofing contracting company, which was established in 1996 and has a 70 percent commercial focus, has donated roofs to charitable entities like Habitat for Humanity, and Price is a member of the local Rotary Club and United Way of Bedford County’s board of directors.

Shelbyville is not a large town—20,105 residents per the 2010 census—and Price, who manages the contracting company’s marketing, found Facebook easily facilitates conversation between Professional Roofing Contractors and the community. “I hear daily from people in the community who say it was awesome that we did this or that,” Price says. “They’re picking up our activities from Facebook.”

In 2013, Price decided to take the lead on a charitable roofing giveaway that he would run through Facebook. “We basically asked for a photo of the existing roof and a 100- to 200-word explanation about what was going on, why they needed a roof and why they should win,” Price recalls. He enlisted United Way of Bedford County to help with promoting the giveaway and offered the organization $5 for each Facebook “like” Professional Roofing Contractors received during the promotion.

John Morris (left), the local rep for Atlas Roofing, and Matt Brinck, residential sales for Professional Roofing Contractors, congratulate Jo Gentle, winner of Professional Roofing Contractors’ roof giveaway. Based on the success of the contest, Professional Roofing Contractors plans to make the roof giveaway an annual event.

John Morris (left), the local rep for Atlas Roofing, and Matt Brinck, residential sales for Professional Roofing Contractors, congratulate Jo Gentle, winner of Professional Roofing Contractors’ roof giveaway. Based on the success of the contest, Professional Roofing Contractors plans to make the roof giveaway an annual event.

“We were excited about the opportunity,” says Dawn Holley, United Way of Bedford County’s executive director. “Not only would there be a family that truly needed but couldn’t afford a new roof, but contributions from the ‘likes’ would come back to United Way to be divvied out among 20 agencies that provide valuable services throughout the area.”

In addition to promoting the giveaway on Facebook and their websites, Price and Holley recorded commercials for a local radio station; the station’s hosts also talked about the giveaway on air. Holley promoted the giveaway to United Way of Bedford County’s 20 partner agencies, and the local newspaper wrote several articles about the giveaway before and after the winner was chosen.

During the month-and-a-half-long promotion, Professional Roofing Contractors received 20 entries on its Facebook page. Price chose a panel of judges—Holley; Laurrie Batey, Professional Roofing Contractors’ accountant; and John Morris, the local Atlas Roofing rep—to narrow the entries to three finalists. “We kept narrowing them down; it was a challenge because we could see the need in every one of the entries,” Holley notes.

Dawn Holley, executive director of United Way of Bedford County, receives a check for $500 from Larry Price (middle), president, and Jonathan Price, vice president of Professional Roofing Contractors, Shelbyville, Tenn. The roofing contracting company donated $5 to United Way of Bedford County for each “like” added to its Facebook page while collecting entries for a charitable roof giveaway.

Dawn Holley, executive director of United Way of Bedford County, receives a check for $500 from Larry Price (middle), president, and Jonathan Price, vice president, of Professional Roofing Contractors. The roofing contracting company donated $5 to United Way of Bedford County for each “like” added to its Facebook page while collecting entries for a charitable roof giveaway.

“After the three finalists were chosen, we opened the contest up to a vote on Facebook,” Price says. “To vote, visitors had to ‘like’ our page. Then we counted up the votes.” The winner of the free roof—valued at $5,000 with materials donated by Atlas Roofing Corp., Atlanta, and labor provided by Professional Roofing Contractors—was Jo Gentle of Brownsboro, Ala. (The other two finalists also received prizes donated by the local Sears, United Grocery Outlet and Victory Nissan.)

Professional Roofing Contractors’ giveaway not only gave Gentle the roof her family’s home desperately needed, but it also provided $500 to United Way of Bedford County based on 100 likes added to the roofing contracting company’s Facebook page during the promotion. That money was distributed among United Way of Bedford County’s 20 partner agencies.

“When you have a small United Way like ours, partnerships like the one with Professional Roofing Contractors are vital,” Holley says. “When you give to United Way, those dollars are going to so many different organizations and touching so many lives. This promotion did so much more in our community beyond helping the family that received the roof. I just want to give a big thank you to Jonathan and Professional Roofing Contractors for including us in the promotion.”

Jo Gentle’s roof was about 20 years old and had many leaks, resulting in rotten decking. In her Facebook entry, Gentle uploaded a photo of a giant hole in her ceiling’s sheetrock, with which Professional Roofing Contractors’ Facebook followers obviously sympathized when they selected her the winner of a new roof.

Jo Gentle’s roof was about 20 years old and had many leaks, resulting in rotten decking. In her Facebook entry, Gentle uploaded a photo of a giant hole in her ceiling’s sheetrock, with which Professional Roofing Contractors’ Facebook followers obviously sympathized when they selected her the winner of a new roof.

Jo Gentle's new roof with materials donated by Atlas Roofing and labor donated by Professional Roofing Contractors.

Jo Gentle’s new roof with materials donated by Atlas Roofing and labor donated by Professional Roofing Contractors.

PHOTOS: Professional Roofing Contractors

OMG Roofing Products Is on Facebook

OMG Roofing Products has established a Facebook page.

The new page is designed to provide ongoing news and updates to the market. Planned content includes all information that supports the company’s brand promise of proving products and services that improve contractor productivity and enhance roof system performance.

As such, the page will focus on product and installation tips, upcoming webinars, trade shows and company activities, OMG field team information, as well as a variety of product and marketing programs and announcements.