My method is simple: to rank all marketers against each other based on 8 different factors.
Think about it as the Olympic games for roofing and construction marketing platforms.
Some of the platforms are old and on their last breath while others are too new for contractors to trust their performance yet. Frankly, I think the old need to retire and let the new players in to dominate.
Below are the 18 Marketing Platform I reviewed:
|Craigslist -Free classified sites||Porch.com||HomeAdvisor|
|Thumbtack||Door Knocking/Canvassing||Google SEO|
|Google Adwords||Call centers||Flyers|
|BBB accreditation cost (yearly)||BBB advertisement (monthly or yearly per categories)||TV advertising|
|Radio||Magazines (think Sports Illustrated or GQ)||Print (also known as junk mail)|
My reviews are broken down into these 8 categories:
- Impressions (how many people see it)
- Return on Investment (ROI) long term
- Return on Investment (ROI) short term
- Leads (actual converted sales or appointments)
- Time required to manage the form of marketing (business or owner involvement)
- For how many contractors (roofers) it works for on average.
- Contracts (is it one time charge or monthly subscription required).
Scoring system 1 to 5 per category:
- 1 being the Worst and 5 being the Best
- 1 it means it doesn’t work most of the time
- 3 being 50/50 chance of having good results
- 5 it works for most contractors.
|Marketing Platform||Rating: 1||Rating: 5|
|Impressions||Low Impression Volume||High Impression Volume|
|ROI||Worst ROI||Best ROI|
|Leads||Low Volume of Leads||High Volume of Leads|
|Time||Large Time Commitment||Low Time Commitment|
|Frequency of Success||Low Success Rate||High Success Rate|
|Commitment||Long Term||Short Term|
Explanation of scoring by category
Impressions: 1 gets low impression volume 5 gets high impression volume
ROI: 1 = worst ROI and 5 = best ROI
Cost: 1 = most expensive and 5 = the cheapest.
Leads: 1 = low volume of leads 5 = high volume of leads
Time: 1= large time commitment by you 5 = low time commitment by you
Frequency of Success: 1 = low success rate 5 = high success rate
Commitment: 1 long term 5 = short term
Lowest Score Possible = 8 Highest Score Possible = 40
So at the very best any marketing platform could earn 40 points and would be the best platform to spend money on, learn more, etc.
The lowest score would be 8, and would mean the most expensive, not effective, most frustrated for most, or all combined.
Here is my final recommendation for your 2019 roofing biz marketing budget based on total score from my review.
And results are: From Best overall to Worst:
8-19: Run for your life, most likely you will waste a lot of money, will not get much in return and overall will have more headaches than success stories to offset it.
20-25: You probably can make it work but you will need to dedicate your time or hire someone on your team to hold this group or platform accountable for results. They will take your money but when you don’t get the promised results they will probably say “you are the reason” not them.
26-40: Your money best spent. Start at the top and go down the list. You still have to spend smart, you have to watch what you spend and where.
Please comment below your feedback.
If you want to learn more about “working marketing platforms” check out our Business Class for roofing start-up businesses, next one is scheduled for May 30-31 in Minneapolis and hosted by Dmitry Lipinskiy, no advertisers or sponsors allowed. RSVP your spot now.