Mobile Technology Is Changing Online Marketing for Roofing Companies

It seems like the Internet is changing every six months, doesn’t it? The moment you have a marketing strategy worked out, it is thrown into flux by another Google update or market trend.

Right now, that market trend is toward mobile technology. This shouldn’t come as a shock. In fact, I bet you’ve checked your phone since you started reading this article, and we’re only four sentences in!

Mobile technology has significantly changed the landscape of online marketing. More homeowners are using their mobile phones to search for roofing services than ever before. But between the rapid changes in homeowner behavior, the explosion of mobile devices and the intense local competition most roofing companies have, keeping up with the mobile world can seem daunting, if not impossible.

Fear not! We are going to tackle the five ways mobile technology is changing the residential roofing business, and discuss how each one is going to help you win more business from online homeowners.

1. MOBILE is no longer a millennial phenomenon. It was only a few years ago when we were shrugging off the mobile movement. Mobile obsession was primarily a thing for teens and twenty-somethings, right?

Not anymore. Since mobile devices have become more affordable and accessible, homeowners of all ages are turning to their phones when they have an urgent need, such as a repair or roofing emergency. In fact, that is the first device they turn to.

For homeowners over 50, mobile phones are the central device in their daily lives, and they are likely using them to make phone calls and submit web forms. And while home ownership among millennials is rising, a hefty number of leads tend to come from the 50-plus crowd. Adapting to mobile technology is going to help you drive leads across all demographics.

2. GOOGLE has welcomed mobile with open arms. Google tells us that more than half of the queries on their search engine now come from mobile, and it is only going to increase. As a result, they have revamped their pay-per-click (PPC) advertising to reflect the immediacy of mobile searches. Folks at the top, as they say, get the best fruit.

In PPC campaigns, roofing companies need to optimize for mobile. This requires more than checking the “Mobile” box in your ad campaign. You will want to use extensions that make it easier for homeowners to call from their mobile devices and determine how close you are to their location.

Simply stated: homeowners are making their roofing choices at the top of Google’s mobile search pages. To get to the top, you need to have mobile-optimized ads that appeal to mobile users. Being at the top of the page is one of those lead drivers that growing roofing companies cannot do without.

3. TAP-TO-CALL is exactly what homeowners are looking for. In the time-constrained world that we’re in, Google offers homeowners a number of specific roofing choices immediately. However, being at the top of the page means nothing if a person can’t get in touch with you.

Homeowners with roofing needs want to resolve the issue as soon as possible. That’s why it’s important to have a tap-to-call option on your website pages and ads. But, that is only half the battle.

In home improvement, excellent phone work is still necessary. There is nothing more frustrating to homeowners than going to a roofing contractor’s website, liking what they see, dialing the number … and then getting no answer. Or a long hold time. Or going straight to voicemail. Or not getting a prompt call back.

All of these non-responses drive the homeowner to do the same thing: call your competitor.

Mobile has made it easier than ever to go down a list, contacting company after company until they get a response. Roofing companies that want to grow and scale need to have tap-to-call options and strong phone practices to make the most of their mobile presence.

4. RESPONSIVE WEBSITES are more than the future—they’re the industry standard. Mobile is now a fact of life for roofing companies. And if your company’s website requires customers to zoom in on teeny tiny letters, they’re going to get frustrated and move on.

At the very least, every company needs to have a responsive website that accommodates all sizes and models of mobile phones. Responsive sites are Google-friendly and they display in ways that are easiest for homeowners to navigate and understand.

If you’re not sure if your website is responsive, try to access the URL on your mobile phone. Can you see the words at a glance? Do you have to slide around to find a phone number? If so, you probably need to upgrade to a responsive design.

Having a responsive website boosts your site’s usability, making it more likely that you’ll be there when a homeowner searches for roof replacement. Plus, customers in the 50-plus bracket will sincerely appreciate text that is easy to read.

5. MOBILE WEB FORMS are your key to connection, so get it right. Homeowners are embracing web forms in greater and greater numbers. And it’s easy to see why. With busy routines and packed schedules, many homeowners simply have limited time to solve their roofing issues. A web form shows the homeowner how responsive you are and how much you value their inquiry.

That is why more and more roofing businesses are turning to online appointment scheduling in their web forms. Letting the homeowner select an appointment time has a number of benefits. First, homeowners who can schedule their own appointments are far more likely to complete a web form. Second, it gives you a competitive advantage over other forms that do not offer scheduling. It’s simply more convenient and gives the homeowners a greater feeling of control.

Also, self-schedulers are much less likely to become no-shows. As we all know, no-shows are frustrating, costly and a big headache. Letting the homeowner commit to a time that works also shows that your easy to work with and responsive to their needs.

Lastly, web forms are a big hit with Millennials. The 35 and under crowd loves to schedule everything online— haircuts, spin classes, restaurant reservations, vacations, hotel stays. You name it, they are reserving it online. This, too, is becoming an ingrained behavior among the next generation of homeowners, so optimizing your web forms is going to become even more important in the years to come.

Dominate the Mobile Market

Many roofing companies are frustrated with the online world. Roofing is already a very local business, which makes it challenging to grow and expand. By embracing the mobile world, roofing companies can stand out and beat the competition. And for roofers looking for replacement leads, it’s 100 percent worth the time and expense to do it right.

While the mobile world is complex and somewhat confusing, so is the rest of running a business. And I’m guessing your company is already doing that well. If you embrace these mobile trends, you’ll learn how to master them and drive more leads–and more business–to your company.

Mobile App Displays Spanish Roofing Installation Instructions

CertainTeed Corp. has updated its Shingle Applicator’s Manual (SAM) mobile app to now display residential roofing installation instructions in Spanish. The SAM app, currently available for iOS and Android mobile devices, provides contractors with the official manufacturer installation instructions and reference videos for CertainTeed’s steep-slope roofing products, as well as information about safety, roof tear-off, shingle underlayments and installing shingles on specially shaped roofs. Users can easily change the language version by swiping a button located on the app’s home screen.

Mobile App Provides Roofing Contractors With Hail Storm Data at Exact Locations

OneSite Mobile allows access to hail reporting data from a mobile device.

OneSite Mobile allows access to hail reporting data from a mobile device.

OneSite Mobile, a mobile app from CertainTeed Roofing partner HailStrike, will help credentialed roofing contractors in storm-affected areas with mobile access to hail storm data. With site-specific reporting the app helps roofing contractors locate storm-torn roofs without needing to piece together information from several sources.

Available at a discount for CertainTeed Roofing credentialed contractors, OneSite Mobile allows access to hail reporting data from a mobile device. The only input needed is a property address, which can be either automatically geolocated or entered manually. The app then finds hail storm activity for that address since January 2011, including size, duration, storm speed, storm direction and probability of hail activity, and creates a report in minutes.

Since 2011, HailStrike has offered hail reports. The company uses interactive maps to help roofing contractors track hailstorm paths throughout the continental U.S. HailStrike offers CertainTeed ShingleMasters, SELECT ShingleMasters, Silver Star Contractors and Gold Star Contractors access to this information in the field.

Roofing contractors with HailStrike tracking have access to storm tracking software that trails the storm and includes the size of hail. Those with AniSwath have access to a colorized and animated hail swath map. It is a tool that provides the footprint of a hailstorm for contractors, including probability of severe hail and duration of a storm. The OneSite tool provides information for hail activity at exact locations. With OneSiteMobile, roofing contractors can see the storm’s strength, speed, direction, probability and duration, plus the app allows access to the hail reports at the specified location.

Mobile App Allows Access to Site- and Date-specific Hail Reporting Data

HailStrike's OneSite Mobile app allows users to access extensive, detailed and time-sensitive hail reporting data from the field, from virtually any mobile device.

HailStrike’s OneSite Mobile app allows users to access extensive, detailed and time-sensitive hail reporting data from the field, from virtually any mobile device.

HailStrike introduces OneSite Mobile, an innovative service poised to bring a solution to mobile access for hail storm dates.

HailStrike’s OneSite Mobile app allows users to access extensive, detailed and time-sensitive hail reporting data from the field, from virtually any mobile device. The app gives the flexibility of requesting hail data and potential dates of loss with the touch of a finger. The only input needed is a property address, which can be automatically attained using a powerful Geo-Locating algorithm, or by manually entering a property address. The powerful tool takes the address and reports all hail activity over the past five years, including size, duration, storm speed, storm direction and more.

The OneSite Mobile app can deliver two types of reports: a comprehensive, detailed OneSite report with historical activity along with support documentation, or a OneSite Lite that individually lists the dates of activity. Both of these reports are generated from the field in less than three minutes.

Insurance adjusters, CAT teams, independent claims adjusters, public adjusters, roofing contractors, and roofing engineers will find OneSite Mobile an indispensable tool in immediate remote hail verification for a specific address.

OneSite Reports utilize Dual Polarization, NEXRAD radars’ newest technology, which creates a digital, High Definition look into the heart of a storm. Only HailStrike captures, stores and analyzes this data every five minutes from NOAA’s NEXRAD (Next-Generation Radar) station across the country and then processes it with HailStrike’s patent-pending algorithms.

App Increases Ability to Apply Metal Panel Systems

Fabral, a supplier of metal roofing and wall panels, has launched a mobile app to meet the demands of architects and contractors on the go.

Fabral, a supplier of metal roofing and wall panels, has launched a mobile app to meet the demands of architects and contractors on the go.

Fabral, a supplier of metal roofing and wall panels, has launched a mobile app to meet the demands of architects and contractors on the go. Inspiring project images, product information, metal panel and CSI specs, color charts, and more are now available for mobile access through Apple and Android devices. This enhancement increases customer ability to visualize, demonstrate, specify and apply Fabral metal panel systems. The app can be downloaded at no charge through the appropriate Play Store. Positively received at MetalCon 2015, Fabral customers can also save a thumbnail on their own websites to make the app more widely available.

Employment App Makes It Easy to Find Construction Jobs and Job Seekers

Snagajob, an hourly employment marketplace for job seekers, announced the release of its free mobile app for iOS and Android, designed to meet the unique needs of those seeking to hire construction workers, builders or contractors for hourly employment.

Snagajob, an hourly employment marketplace for job seekers, announced the release of its free mobile app for iOS and Android, designed to meet the unique needs of those seeking to hire construction workers, builders or contractors for hourly employment.

Snagajob, an hourly employment marketplace for job seekers, announced the release of its free mobile app for iOS and Android, designed to meet the unique needs of those seeking to hire construction workers, builders or contractors for hourly employment. The free app makes the job posting/hiring process easier by using a smartphone’s or tablet’s video, photo and GPS technology. Employers can currently post jobs for free via the app’s free trial promotion.

Snagajob offers a new way for employers to find and manage applicants on their mobile device. With Snagajob, employers can conveniently use their mobile device to:

  • Manage their account’s status and add additional postings for multiple locations
  • Access and review applications for each job posting and quickly see their availability and qualifications
  • Find qualified prospects in their area and then reach out via phone or email and encourage them to apply
  • Easily rank/sort applicant and “star” the applicants they want to interview and note the ones they are not interested in.

The app’s “Video Apply” feature allows employers to view a short clip that candidates can include with their application and lets them gauge the personality fit and enthusiasm of applicants before scheduling an interview, thus saving time and energy for both job seekers and employers.

Snagajob is currently used by thousands of employers across the country across a wide range of vertical markets including retail, food service, transportation, hospitality, child care and more.

2015 IRE Attendees and Exhibitors Can Plan Show Experience with Mobile App

Attendees and exhibitors of the 2015 International Roofing Expo (IRE) are able to efficiently devise their trade show plan and schedule using the new IRE mobile app, available now for iPhone, iPad, Android and BlackBerry users.

Sponsored by SRS Distribution, the mobile app is available free of charge. The IRE mobile app can be found by searching “IRE” in the Apple App Store or Google Play. BlackBerry and all other web browser-enabled phone users should point your mobile browser here.

The IRE mobile app offers a variety of features to help users plan for the event, including registration and hotel reservations. The mobile app also allows users to easily navigate the show floor while attending the IRE, access exhibitor lists and profiles, the interactive show floor plan and conference level floor plan, the conference schedule, session details, and speaker profiles. It also offers a personalized planner that can help attendees organize their IRE schedule – all in a matter of minutes.

“By downloading the free mobile app, you can quickly view the IRE floor plan, exhibitor details, educational sessions and more from any web-enabled mobile device,” said Tracy Garcia, CEM, Director of the IRE. “The easy-to-use interactive capabilities and real-time event communications will make your IRE experience more enjoyable than ever, so download as soon as you can.”

Users can also explore exciting New Orleans sights and dining options, as well as connect with other roofing professionals on social media by following conversations on the IRE Facebook, Twitter and LinkedIn pages.

Users who have last year’s app already downloaded on their phones should receive a notification on your app store icon that an update is available. All users are reminded to sync when they open the app to ensure they have the most up-to-date information.

“Accessing critical show information while you’re on the go has never been easier,” said Bill Good, Executive Vice President of NRCA, the show’s official sponsor. “I encourage all of our members to download the IRE mobile app today.”

The 2015 International Roofing Expo will be held Feb. 24-26, 2015, at the Morial Convention Center in New Orleans.

Shingle Applicator’s Manual Available as a Mobile App

CertainTeed has released a mobile app for its roofing Shingle Applicator’s Manual (SAM).

CertainTeed has released a mobile app for its roofing Shingle Applicator’s Manual (SAM).

CertainTeed has released a mobile app for its roofing Shingle Applicator’s Manual (SAM). Available via the Google Play Store, the iTunes Store and the CertainTeed MyEDGE website, the app is a practical, forward-thinking tool that brings the company’s robust roofing installation guide to roofing professionals’ mobile devices for use whenever, wherever they need it. CertainTeed is the only roofing manufacturer to offer this type of digital service.

The user-friendly app offers quick reference to detailed installation instructions and helpful product videos the company’s entire shingle product line, including three-tab, Patriot, Landmark, Hatteras, Presidential, Independence, Highland Slate, Grand Manor, and Carriage House. The education-based app is formatted for use on the iPhone, iPad and all Android devices.

To search for the app, users simply type “CertainTeed” into the Google Play or iTunes search field and look for CertainTeed Roofing Shingle Applicator’s Manual. Once the app is downloaded, it is ready for use, and navigation of the tool is easy. A drop-down menu is prominently displayed on the app’s homepage that allows users to find brief product-specific instructional videos, how-to procedures for fastening shingles on low- and steep-slope roofs, instructions on the preferred methods of installation and much more.

The Roofing Shingle Applicator’s Manual app is a complementary tool to the popular CertainTeed SAM, which is the industry’s most comprehensive, fully illustrated guide to steep-slope roofing installation. It features application instructions for all CertainTeed shingle products as well as important guidelines for workmanship. Roofing contractors use it as a training tool, reference guide, and sales aid.

Mobile App Distributes Construction Documents and Relays Information to Devices

Dexter + Chaney's Project Plan Room mobile app

Dexter + Chaney’s Project Plan Room mobile app

Dexter + Chaney, providers of Spectrum Construction Software, has unveiled its new mobile app, Project Plan Room. The app provides a powerful vehicle to distribute construction documents, communicate critical data and relay vital project information in real time to employees’ and subcontractors’ mobile devices on the jobsite. It follows the recently-released Payroll Time Entry app as the second mobile app offered by Dexter + Chaney.

The Project Plan Room app was designed to increase efficiency and collaboration between field staff and the office. It also provides subcontractors with a powerful tool to get the latest construction data on site.

The app allows contractors and subcontractors to remotely access the latest versions of plans, specifications, drawings and other documents. It synchronizes with Spectrum’s Plan Room application, ensuring that users have the most up-to-date project information at their fingertips. Users are able to quickly zoom in on documents for more details or a closer look at drawings and sketches.

The app works online or offline, with no dependency on an Internet connection in order to operate or view documents. Once an Internet connection is established, synchronizing with Spectrum for updates or new document versions is a simple, one-tap function.

The Project Plan Room app was developed for Android, Apple, and Windows Surface tablets. The app is currently available from the online app stores.

App Provides Roof Slope and Square Footage While In the Field

EagleView Technologies has launched the QuickSquares mobile app for iPhone iOS 7.x.

EagleView Technologies has launched the QuickSquares mobile app for iPhone iOS 7.x.

EagleView Technologies Inc., a technology provider of aerial imagery, data analytics and GIS solutions, has launched the QuickSquares mobile app for iPhone iOS 7.x. The app provides users with one central place to easily order, receive notifications and review QuickSquares. The report is an excellent sales and marketing tool for contractors providing overall square footage and predominant pitch for up to two residential structures in a professional report format in about an hour. The easy-to-use upgrade button for the EagleView PremiumReport makes this app critical for overall sales success in the field.

Contractors are now asking their sales teams to order a QuickSquares Report on every lead. EagleView wanted to provide a very easy app so they could quickly place an order while in the field, either by using their current location or entering an address. When the report is ready, contractors will receive a push notification along with an email letting them know it is ready and delivering the report within the email and within the app. Reviewing reports with customers is always right at their fingertips.

The mobile app and QuickSquares Report provides the ability to deliver a strong estimate quickly. The app allows sales teams to order on the go within the neighborhood as they are working it.

The app is available now for iPhones running iOS 7.x and can be downloaded from the iTunes App Store.