Lead Generation Software for Roofers: Key Tools to Drive New Business for Commercial Roofers’

Commercial roofing sales often feel like a feast-or-famine endeavor. The mid-season burnout can hit just as hard as missing your quota in the off-season, creating mental hurdles for anyone trying to build a successful career in this industry.

These challenges, and others like them, have led to huge workforce shortages in the roofing industry. It’s a great place to make a quick buck, but how many of those workers will still be around in 2 to 5 years?

There might be a simple answer that many roofing companies are overlooking. That answer is creating a straightforward and reliable lead generation system that accelerates sales and revenue growth using the best lead generation software.

Some people roll their eyes when I say, “Effective outbound lead generation is the answer to most business problems…” but I’ve seen this to be true time and again across dozens of companies. A consistent flow of qualified leads to the sales team can solve countless overhead, operational, recruiting, and retention issues.

So that’s what we’ll cover today—how to build a lead generation machine using the best lead generation software on the market. We’ll cover each step in detail and make it straightforward so that you can implement this in your sales operations today to grow your business.

What is Lead Generation?

Understanding the Outbound Lead Generation Process

We use the term “lead generation” to refer to the process of generating interest in a product or service through traditional channels. Different lead generation software offers varied benefits tailored to specific business needs, enhancing the lead generation process and improving conversions. Generally, this involves creating and distributing valuable content, such as blog posts, social media posts, and email newsletters, to attract and engage potential customers.

That’s called “inbound” lead generation – meaning someone is looking for you.

Inbound Lead Generation

Inbound lead generation is great because it allows your roofing company to be found by people actively searching for “commercial roofing,” but it can also be inconsistent, and dependent on outside factors like Google’s search algorithm which shift as much as the tides in the ocean.

Outbound Lead Generation

Outbound Lead Generation is very different. It is a proactive approach to finding and engaging potential customers through targeted outreach methods, such as cold calling, email, and direct mail campaigns.

Outbound lead generation is one of the fastest and most consistent ways to generate sales no matter the season.

When broken into its core functions, outbound lead generation is a five-part process that includes:

1. Building the Ideal Customer Profile (ICP) List
2. Prospecting
3. Outreach
4. Qualification
5. Sale

In short, outbound lead generation is the process of identifying a target avatar or ideal customer profile (ICP) that would be a great fit for your products and services because of one or more characteristics and sending them a personalized message.

But this leads to us to the next aspect of outbound prospecting, which is timing. How do you know when to send the message so that it’s well received?

If you’re using the right lead-gen tools, they’ll include “buying signals.” High signal strength means that the accounts you’re messaging have been actively searching for your products and services, and low signal strength means they haven’t.

But I’m getting ahead of myself.

Benefits of Using Lead Generation Software

Modern lead generation software is key to streamlining and automating aspects of the sales funnel that don’t require a human touch.

Prospecting is one of the most time-consuming tasks in the lead generation process. According to Salesforce, top sales reps spend up to two hours per day (approximately 21% of their time) researching leads.

This is completely unnecessary with today’s tools. Lead capture forms are crucial tools for generating leads through attractive landing pages, integrating with email marketing campaigns and CRM systems to manage and nurture leads effectively.

Platforms like Convex let your sales team do lead research in just 3 to 5 minutes. That means they can skip those time-consuming tasks and get back to selling, which has a far higher ROI than skimming LinkedIn for prospect insights.

Lead generation tools come in many forms, but the ones we’ll discuss in a moment allow you to find potential customers, gather valuable insights and analytics around potential customer behaviors through intent data and buying signals, and enrich those insights with contact data so you can send messages, capture leads, and convert them into conversations that lead to sales.

So, let’s discuss the tools and how they fit together to create an outbound lead generation system that can win new business for your commercial roofing company.

Top Lead Generation Software for Roofing

In commercial roofing, having the best lead generation software at your disposal can make all the difference in streamlining your lead generation process and enhancing your sales efforts. Let’s explore some of the top software solutions that can enhance your sales efforts.

Sales Intelligence Software & Property Intelligence Software

When it comes to prospecting and lead generation, sales and property intelligence platforms stand out as the most accurate and fastest way to identify and contact decision-makers. These tools provide detailed insights and data that allow you to target the right prospects efficiently.

Sales Intelligence Software:

Sales Intelligence software is most notably used for selling into companies (or accounts). This type of marketing software often focuses on gathering and analyzing data about potential leads, including their interests, behaviors, and purchasing intent. It helps sales teams understand their prospects better and tailor their outreach efforts accordingly.

Additionally, customer relationship management (CRM) tools integrate with sales intelligence software to enhance lead generation, contact management, and sales tracking, thereby improving business efficiency and customer satisfaction.

Property Intelligence Software:

Property Intelligence software was only used by real estate professionals just a few years ago. Today, these tools have in-depth information about properties, including ownership details, tenant information, permit data, transaction history, and more that can be used to find new leads and close deals.

Convex: Bridging the Gap

Convex is a hybrid platform that combines sales and property intelligence software. Specifically designed for modern commercial services sales teams, from roofing and HVAC to solar and generators, Convex offers an all-in-one solution that simplifies the lead generation and sales process.

How Convex Works:

• Log in to Convex and Check the Signals: Utilize Convex’s Signals (our proprietary buyer scoring system) to identify who is ready to buy in your market.
• Search and Identify: Look for specific accounts or contacts by searching for a type of building, contact name, job title, account name, property address, or tenants.
• Engage with Ease: With just two clicks, use Generative AI trained on the prospect’s buying signals and your company data to send emails or draft phone call scripts (or scripts for Loom Videos).
• Automate Follow-ups: Set up automated reminders or add prospects to your pipeline for seamless follow-up.

Other Leading Sales and Property Intelligence Tools

In addition to Convex, several other noteworthy sales intelligence and property intelligence tools can enhance your lead generation efforts. A lead gen tool is crucial for businesses looking to enhance their lead generation efforts, as it provides the resources and strategies needed to identify and reach out to prospects effectively:

• Cognism: Known for its accurate B2B data, Cognism helps sales and marketing teams identify key accounts and build successful pipelines. It offers verified emails and phone numbers, ensuring you connect with the right people.
• LinkedIn Sales Navigator: This tool provides a robust database of leads, allowing you to filter, save, and contact prospects with ease. It’s a valuable resource for building relationships and expanding your network.
• Reonomy: Specializing in property intelligence, Reonomy offers extensive data coverage for commercial real estate properties. It provides ownership data, tenant information, and transaction history, making it a powerful tool for property-focused businesses.

Once you have what we’ll call our “front-end” or customer-facing lead generation tool, which helps you identify and reach out to prospects, you have to put them into a pipeline manager or CRM.

Top CRM & Pipeline Management Tools

Beyond sales and property intelligence, there are several top lead-generation software options tailored for roofing contractors:

• HubSpot: A versatile CRM and marketing platform that offers a range of tools to streamline and automate lead generation. With its intuitive interface and advanced analytics, HubSpot is ideal for contractors looking to grow their business as they offer an entire suite of free tools until you need the more advanced options.
• Salesforce: The industry standard for sales pipeline, Salesforce offers a wide range of tools to manage leads, automate outreach, and track sales activities. It’s a powerful option for businesses with large sales teams.
• Leadfeeder: If you’re not using Convex, you’ll need a tool that helps identify website visitors and turn them into leads- LeadFeeder is the best for this. Providing valuable insights into who is engaging with your content.
• Pipedrive: If you’re on a budget and can’t afford to use Salesforce, Pipedrive sales-focused CRM simplifies pipeline management, helping you track leads and close deals efficiently.
• Unbounce: Specializes in creating high-converting landing pages, making capturing and nurturing leads easier.
• Agile CRM: Offers comprehensive contact management and marketing automation features to enhance your lead generation efforts.

So, if you’re using Convex or Cognism integrated with Salesforce or Hubspot, you’ve got basically everything you need to find leads, boost sales, and manage your pipeline. But there are also a few other tools that can really help keep track of customers and automate the follow-up process.

Additionally, using a landing page builder can significantly enhance your lead generation strategy by creating customized, high-converting landing pages that capture and nurture leads effectively.

Marketing and Sales Automation Tools

Consider incorporating marketing and sales automation tools to streamline your lead generation efforts further. According to G2 and Capterra, some of the top tools in this space include:

• Mailchimp: Known for its email marketing capabilities, Mailchimp helps you segment your audience and deliver personalized content to your audience – although there are other options in the space like Constant Contact and Klaviyo that can also be beneficial.
• Zapier, Marketo, and Pardot: These platforms offer comprehensive sales and marketing automation features, from automatic scheduling to lead nurturing and analytics, helping you optimize your campaigns.

By using these tools effectively, you can really up your lead generation game, save time, make the most of your resources, and boost your ROI. Whether you’re into sales intelligence, property insights, or all-in-one CRM solutions, the right software can totally change the game for your roofing business and help you succeed.

Choosing the Right Lead Generation Tool

So, now that we’ve introduced you to the sales and marketing tools available to you to generate leads, how do you choose the right ones for your roofing business?

Selecting the ideal lead generation tool can be daunting, but it’s critical for commercial roofing contractors aiming to expand their business and boost revenue.

Here’s a step-by-step guide to making the right choice.

1. Evaluate Your Business Needs

Understanding your business needs is the first step in choosing the right lead-generation tool. This may seem obvious but many companies get lost in “shiny-object syndrome” after being blown away by the features the opportunities they present- this is a huge mistake and will lead to a poor choice.

Focus on your target audience, specific needs and preferences, and business goals and objectives. By evaluating a sales and marketing tool based on these factors, you will be able to pinpoint the solution that best supports your business.

• Identify Your Audience: Who are your potential customers? What characteristics do they share? What are their pain points? What tools are specifically created to address these needs?
• Set Clear Objectives: Define what you want to achieve with your lead generation efforts. Are you looking to drive outbound lead generation, increase lead volume, improve lead quality, or enhance conversion rates? These factors will shape the tools that you use.

2. Assessing Software Features and Pricing

Once you clearly understand your business needs, it’s time to assess the features and pricing of different software options. This step is essential to ensure that your chosen tool aligns with your requirements and budget.

But don’t make the mistake of buying on price alone- a more expensive option may easily pay for itself if it’s a good fit for your needs and is used appropriately.

• Compare Features: Look for features that will enhance your outreach, sales, and lead generation process and offer CRM integrations, advanced analytics, or other automation capabilities.
• Evaluate Pricing: Consider the cost of each tool and weigh it against the potential return on investment. Remember that the most expensive option isn’t always the best fit.

3. Reading Reviews and Case Studies

Before making a final decision, take the time to read reviews and case studies from other businesses that have used the software. For example, Convex is rated 4.7/ 5 ⭐️ on Capterra, so you know you’re getting what you pay for. This research can provide valuable insights into the tool’s effectiveness and help you make an informed choice.

• Learn from Others: See how similar businesses have benefited from the software. What challenges did they face, and how did the tool help them overcome these obstacles?
• Consider Case Studies: Detailed case studies can offer a deeper understanding of the tool’s capabilities and real-world applications.

4. Ease of Use, Training, and Support

When selecting a lead generation tool, consider the ease of use, availability of training resources, and level of customer support offered by the provider. A tool that is user-friendly and intuitive will save your team valuable time and reduce frustration during the onboarding process.

• User Interface: Look for a tool with a clean and straightforward interface that your team can navigate easily without extensive training. A complicated system can hinder adoption and productivity.
• Training Resources: Check if the software provider offers training sessions, webinars, or detailed documentation to help you get started. A well-supported onboarding process can significantly improve your team’s efficiency.
• Customer Support: Evaluate the support options available, including live chat, email, or phone support. Responsive customer service can be a lifesaver when you encounter issues or have questions about using the tool effectively.

By ensuring that the tool aligns with your team’s capabilities in terms of usability and support, you enhance the likelihood of successful implementation and ongoing satisfaction with your lead-generation strategies.

Common Mistakes to Avoid in Lead Generation

Navigating the world of lead generation can be tricky, and even experienced roofing contractors can fall into common pitfalls. Here are some mistakes to watch out for and how to steer clear of them.

Not Defining Your Target Audience

One of the biggest missteps in lead generation is failing to define your target audience clearly. Without a precise understanding of who your potential customers are, you risk creating content that doesn’t resonate or engage.

• Why It Matters: Defining your target audience ensures that your marketing efforts are focused and effective. It helps you create relevant and valuable content that speaks directly to the needs and interests of your prospects.
• How to Avoid It: Conduct thorough market research to identify your ideal customer profile. Use tools like surveys and customer feedback to gather insights and refine your audience definition.

Not Creating Relevant and Valuable Content

If you’re planning to do any inbound lead generation, valuable content is king! However, that same content can be repurposed for sales. Case studies, whitepapers, and more – all of these can help you increase credibility and drive sales.

On the other hand, content that doesn’t address your audience’s pain points or interests is unlikely to generate quality leads.

• Why It Matters: Relevant content attracts and engages potential customers, increasing the likelihood of conversion and generating more leads. It positions your brand as a trusted authority in the roofing industry.
• How to Avoid It: Develop a content strategy that aligns with your audience’s needs. Focus on providing solutions, insights, and information that your prospects find useful and engaging.

Not Following Up with Leads

Failing to follow up with leads is a surefire way to lose potential business. As the old saying goes, “The fortune is in the follow-up!” Most people won’t buy on your first message, this is where timely follow-ups are crucial for nurturing relationships and converting leads into customers.

• Why It Matters: Consistent follow-ups keep your brand top-of-mind and demonstrate your commitment to customer service. They can significantly improve conversion rates and lead quality.
• How to Avoid It: Implement a follow-up schedule using CRM tools to automate reminders and communications. Personalize your follow-ups to address specific needs and interests of each lead.

Measuring Success with Outbound Lead Generation Software

Measure success through key metrics and data analysis to ensure your lead generation efforts are paying off. Outbound lead generation software can provide valuable insights and help you track progress toward your goals.

Tracking Key Metrics and KPIs

Metrics and KPIs are essential for evaluating the effectiveness of your lead generation strategies. They provide insights into what’s working and what needs improvement.

• Key Metrics to Track: Focus on lead volume, lead quality, conversion rates, and customer acquisition costs. These indicators will help you assess your campaigns’ overall performance.
• How to Track Them: Use analytics tools integrated with your lead generation software to monitor these metrics in real time. Regularly review reports to identify trends and patterns.

Analyzing and Optimizing Results

Analyzing your results allows you to pinpoint areas for improvement and optimize your lead-generation process.

• Why It Matters: Continuous analysis helps you refine your strategies, allocate resources more effectively, and achieve better outcomes.
• How to Optimize: Conduct A/B testing on different elements of your campaigns, such as subject lines, calls-to-action, and landing pages. Use the insights gained to make data-driven decisions.

Using Data to Inform Future Lead Generation Strategies

Data is a powerful tool for shaping your future lead-generation efforts. By using customer data and leveraging insights from past performance, you can develop more effective strategies.

• Why It Matters: Data-driven strategies are more likely to succeed because they are based on proven results rather than assumptions.
• How to Use Data: Regularly update your customer profiles and segmentation based on data analysis. Use predictive analytics to forecast trends and adjust your strategies accordingly.

Conclusion

Building a lead generation machine like we talked about today might seem like a challenge, but it’s actually pretty simple. With just 2 to 3 great tools, you could start engaging prospects, driving leads, and closing more deals by the end of the week.

It all starts with choosing the right tools, avoiding common mistakes, and measuring the success of your efforts.

Ready to take your commercial roofing business to the next level? Don’t let another potential customer slip through your fingers…Schedule a demo of Convex today to see how lead generation and property intelligence tools can supercharge sales.