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How would you approach a roofing business about buying your leads?

by Red Kaiser
23 replies
First of all I want to thank RedShifted for inspiring me to take this route. You and mostly everyone (familiar with lead gen) has mentioned HOW to get the leads, which is great, but now I'm trying to figure out how to present this businesses. Basically I'm in the process of looking for businesses who want to buy my leads.

I think there are 2 main ways to go about it. I'm sure businesses will want some proof my leads are legit so I'll probably have to provide 5 free leads to do so, but I'm interested in what happens afterward.

1) I should ask if they're interested in my service, buying exclusive leads from me at $100 each. As soon as the potential client fills out the information on my landing page it will go straight to my email and my business partner. At the end of the day or week the business will pay me for every lead I sent them for the day/week. Each lead comes with their name, number, email and what they're interested in having done in the roof.

2) Only I get the information from each lead, contact them individually and set up an appointment with someone on that day (or the next) that will give them a free estimate. I only get paid on jobs that go through, but I'll get a 10% commission from each successful job.

I don't really want to deal with option 2, even though I know there's more money to be made with that option. Option 1 just appeals to me more. Seeing as how we're getting closed to winter I could imagine roofing businesses wouldn't mind seeing more work.

I could probably expand to more niches in the future but for now I want to focus on the roofing industry.
#approach #business #buying #leads #roofing
  • Profile picture of the author biz2mob
    Pick up the phone and have a human conversation, they need you, the leverage is yours.

    You say, can I just ask you one question?

    What would it do for your company revenue if you were to have x amount more leads each month?

    They'll say what kind of leads etc. And bam, once they've shown interest you've really got it won. Now, keep generating good leads and your golden.
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  • Profile picture of the author GailTrahd
    Nervous about picking up the phone to do that? Use a phone number in your lead generation that the customer calls which goes through your process and seamlessly lands at the business. On a budget - I think you can use Google Voice to do this (be sure to take off the option where the caller has to 'announce' themselves!). Now you know how many people have called the business in the past # days and you can call the business and as if they want to continue to get the business. You don't have to change the advertising to move the phone number from one business to another - just change the phone number of the business inside the forwarding of Google Voice.

    You have even more leverage - you have sent them free leads already without being asked and have the ability to tap into reciprocity to get them to listen to you. Obviously you know what you are doing cause they already have seen the results.
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  • Profile picture of the author michaelthomas
    Option 2 is a must you should not be giving away 5 free leads for the roofing niche they are worth more than that treat them like glengarry leads, make the builders work for you all you have to do is answer the phone and send a few emails a bit like a work agency. Its more trouble like you says but roofs can cost 20k you could easy make about 1k per lead. Not bad for responding to a few emails and answering the phone keeping in mind that the builder will be on a roof.
    I don’t think you should be worrying about what happens after the lead is dealt with, they will more than likely be ringing you asking for more.
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  • Profile picture of the author Huskerdarren
    You know, leads start out hot and cool off quickly. I wouldn't give them to the first joker that shrugs his shoulders at your pitch. The receiver of your leads better show some urgency in responding to them. So don't devalue them. Hold them up like a carrot on a stick. The roofing company better be enthusiastic about getting a chance at a few free leads. If they are lukewarm, they will half-heartedly pursue them and not convert them worth a darn. Also, roofing is not the greatest lead customer. Roofers highly value insurance agents. That's where they'll get business. Don't be surprised if you are treated with skepticism. Just put some thought into what you're trying to accomplish and what the best way to do that is. Good luck, you're off to a great start.
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  • Profile picture of the author roofex
    $100 seems a bit steep, option 2 sounds better.

    have you started this up yet?
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    • Profile picture of the author Red Kaiser
      Originally Posted by roofex View Post

      $100 seems a bit steep, option 2 sounds better.

      have you started this up yet?
      I haven't continued this since I last left off. I've had a lot of crazy stuff happen to me lately, but I plan to continue doing this particular method soon again. Just this morning though I've been finishing my personal site that I plan to use to offer template based websites for sale along with a couple of other upsells. I'm finishing this up right now as I type this.
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  • Profile picture of the author HAdrian1239
    $100 per lead isn't really that steep. Service Magic charges upwards of $70 for NON-Exclusive junky leads in this niche.
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    • Profile picture of the author roofex
      To be worth $100 per lead they would have to be good quality, the jobs would have to be fairly big too.

      Originally Posted by HAdrian1239 View Post

      $100 per lead isn't really that steep. Service Magic charges upwards of $70 for NON-Exclusive junky leads in this niche.
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      • Profile picture of the author Rus Sells
        Seriously? 100 bucks for a lead that's "disclaimer" decent if the lead is good, and especially if its exclusive.

        A legit roofing company should be making on average 1500-2000 US in profit on an average job so 100 bucks i nothing and a good price to pay.

        What I'm about to say is going to depend a lot on the leads you are able to get, but here's how I'd approach a roofer.

        I'd try and qualify them out right up front.
        Ask them things like, how important is it to you to follow up immediately when you get an inquiry off your site or a voice mail from some one interested in your services.

        Do you just leave estimates or do you ask for the business each time.

        Do you set an appointment within 24 hours or even the same day when you get a request for an estimate?

        Do you understand that any leads I might give you don't = instant sale. You actually need to go out, meet the people and make an effort to sell the deal.

        Your looking for the roofer who knows how important it is to follow up right away, like within a few hours! Especially for leads of the internet.

        If they are lazy or don't feel its important to follow up right away they qualify out, don't sell leads to them period.

        You don't want the so called "roofer" who was and has been an installer for many years who does roofing dirt cheap and only makes enough profit to cover groceries and beer. Those guys aren't real Roofing contractors, they're dip shits who call themselves roofing contractors.
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        • Profile picture of the author bob ross
          Originally Posted by Rus Sells View Post

          Seriously? 100 bucks for a lead that's "disclaimer" decent if the lead is good, and especially if its exclusive.

          A legit roofing company should be making on average 1500-2000 US in profit on an average job so 100 bucks i nothing and a good price to pay.

          What I'm about to say is going to depend a lot on the leads you are able to get, but here's how I'd approach a roofer.

          I'd try and qualify them out right up front.
          Ask them things like, how important is it to you to follow up immediately when you get an inquiry off your site or a voice mail from some one interested in your services.

          Do you just leave estimates or do you ask for the business each time.

          Do you set an appointment within 24 hours or even the same day when you get a request for an estimate?

          Do you understand that any leads I might give you don't = instant sale. You actually need to go out, meet the people and make an effort to sell the deal.

          Your looking for the roofer who knows how important it is to follow up right away, like within a few hours! Especially for leads of the internet.

          If they are lazy or don't feel its important to follow up right away they qualify out, don't sell leads to them period.

          You don't want the so called "roofer" who was and has been an installer for many years who does roofing dirt cheap and only makes enough profit to cover groceries and beer. Those guys aren't real Roofing contractors, they're dip shits who call themselves roofing contractors.
          "You don't want the so called "roofer" who was and has been an installer for many years who does roofing dirt cheap and only makes enough profit to cover groceries and beer. Those guys aren't real Roofing contractors, they're dip shits who call themselves roofing contractors."

          Right, this describes like 90% of roofers out there, who would be a waste of time trying to sell $100 leads to. That's why I mentioned selling premium priced quality leads to a roofing company that uses salespeople. A lot of window/siding companies would be good to approach too (most of them will do roofing but they don't advertise it).

          I just can't imagine getting someone to pay $100 per roofing lead without seriously proving that these leads are super-solid.
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          • Profile picture of the author Rus Sells
            Yups, most "real" roofing contractors will pay that much for a lead if it's qualified.

            Qualified being the operational word here.

            Bob, that's right it does describe about 90% of the roofers out there and it's a wonder the industry is looked upon they way it is.

            Originally Posted by bob ross View Post

            "You don't want the so called "roofer" who was and has been an installer for many years who does roofing dirt cheap and only makes enough profit to cover groceries and beer. Those guys aren't real Roofing contractors, they're dip shits who call themselves roofing contractors."

            Right, this describes like 90% of roofers out there, who would be a waste of time trying to sell $100 leads to. That's why I mentioned selling premium priced quality leads to a roofing company that uses salespeople. A lot of window/siding companies would be good to approach too (most of them will do roofing but they don't advertise it).

            I just can't imagine getting someone to pay $100 per roofing lead without seriously proving that these leads are super-solid.
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  • Profile picture of the author Sarevok
    Pretend like you're not selling anything.

    Let him know that you're doing him a favor.

    Say something like "I have a lot of friends who drive leads professionally on the Internet. I could give you some if you promise to cut me a commission".

    Simple as that my brotha
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  • Profile picture of the author rolltide
    How are you acquiring the leads?
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    • Profile picture of the author Red Kaiser
      Originally Posted by rolltide View Post

      How are you acquiring the leads?
      I made an image ad linking to a video on youtube related to roofing, and posted it on craigslist. For the headline I researched the types of threads that caught my attention and modified them for a good roofing related headline. For the copy I listed some pain points people looking for a roofer had, while calling out my competitors on some of the bad stuff they pulled of (I have experience in roofing) and listed a local phone number instead of a 800 one.
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      • Profile picture of the author Red Kaiser
        I got a PM recently, but I can't reply. I'll leave his name anonymous but I'll answer the question.

        I'm not doing lead gen right now, just focused on offering websites locally right now. But I managed 5 leads with this method, which was why I made that thread. Leads went cold since something came up before I made a call.
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        • Profile picture of the author kenmichaels
          Originally Posted by Red Kaiser View Post

          I got a PM recently, but I can't reply. I'll leave his name anonymous but I'll answer the question.

          I'm not doing lead gen right now, just focused on offering websites locally right now. But I managed 5 leads with this method, which was why I made that thread. Leads went cold since something came up before I made a call.

          next time, save yourself some effort.

          call them, DO NOT mention the word lead.

          Ask them if they are willing to pay you for a referral.

          if they say yes, ask how much, then ask if that changes
          based on amount of purchase.

          if you like the numbers,,,

          then mention you sell leads...

          and now you know a number that you can say...

          if they say no. call the next guy .
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          • Profile picture of the author Red Kaiser
            Originally Posted by kenmichaels View Post

            next time, save yourself some effort.

            call them, DO NOT mention the word lead.

            Ask them if they are willing to pay you for a referral.

            if they say yes, ask how much, then ask if that changes
            based on amount of purchase.

            if you like the numbers,,,

            then mention you sell leads...

            and now you know a number that you can say...

            if they say no. call the next guy .
            That's definitively something I will keep in mind. It's things like this that make a difference. Thanks.
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  • Profile picture of the author bob ross
    roofex is right (and he's a roofer obviously!).

    $100 is way too much unless you have super-solid proven leads (which is going to be impossible to prove unless you give a bunch away and they turn to big sales). The only ones that may be interested in buying roofing leads at that price will be remodeling companies (windows/siding/doors/roofs/sunrooms) that have an army of trained salesmen. And even then, they're going to want some serious proof of how solid these leads are before paying you for it.

    If you can sell these for $30, that would get roofers pretty interested, other than that you're totally wasting your time. I'm not trying to be a jerk, and I think there's definitely money in roofing lead gen but this is reality.
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  • Profile picture of the author roofex
    $30 for a roofing lead is more realistic, providing the cost of works were in the region of 2k

    If you pitched at $20 per lead you would sell them like hot cakes and you Wouldn't have to worry too much on quality. I think most roofers would buy at these prices
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    • Profile picture of the author Huskerdarren
      I think I would start lower than $100 because you can always go up. Start off at $30 or $40 a pop and make $300 the first month. Do this strictly for your own confidence and proof that this works. You need some singles, not homeruns, to use a baseball analogy.

      Some guys recommend that you record the calls, listen to them and charge for those that are solid leads, not just crappy inquiry calls from unqualified tire kickers. I like Rus's advice about qualifying the roofers too. Start off with roofers doing a million a year in revenue and the list gets more serious about what they're doing. Look for the companies that already spend ad dollars. They are looking for business actively. They have yearly ad budgets. The money will flow to the producer. Go out and prove yourself to them and you'll get paid. Just project confidence and lay out your plan, how it's going down. You are in charge and please don't forget it or let them manipulate you. Afterall, you can take your leads to the next roofer who would like to add a 100K to their bottom line and won't be a pain in the butt about you getting what you've earned.

      I was doing some online selling a while back. Every once in a while a buyer would complain about the price and ask me to lower it. The prices I sold at were very good and competitive. I told them that in a week, I was going to RAISE the price, not lower it and i did. It worked quite often. I never discounted my product by letting someone try to diminish it in my mind. It's a trick I learned from Ron Legrand. It's unconventional but it established who was in control.
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    • Profile picture of the author ilink
      $30 a lead is a way too low for exclusive leads, but that price range is about what you can expect to get if you are selling them to multiple companies. I agree with Roofex though and at $20/lead they would be an easy sell to multiple companies. Those typically would be mostly roof repair leads though.

      The $100 range would be for commercial leads or roof replacement leads.


      Originally Posted by roofex View Post

      $30 for a roofing lead is more realistic, providing the cost of works were in the region of 2k

      If you pitched at $20 per lead you would sell them like hot cakes and you Wouldn't have to worry too much on quality. I think most roofers would buy at these prices
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      • Profile picture of the author TvMarcas
        I would go for $30 for option number one and $300 for option number two.
        In option 1 your just giving them leads. now at what percentage will those leads convert 10% 15% or 5% so $30 per lead sounds reasonable because if they convert at 10% then it would cost $300 or at 5% it would cost $600 to get a client. not to mention all of the dead leads they're getting. Now if your the one to follow up with the lead and get them to agree to an appointment then you can charge way more because the customer shows real interest! that's where you can start charging $300 or $500 per lead depending on the size of the job.
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  • Profile picture of the author Ray C
    I own a lead company...call me if you need help. my site is marketingleadsonline.com
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