So I’m graduating college in June and I’m probably going to be going into the family roofing business. I’ll be the third generation to do so, but the company went out of business last year and has now been restarted. We’re in the San Francisco bay area and we do commercial re-roofing and repairs. It went from 8 million a year in sales and about 150 employees to about 600K in sales in the last six months since we’ve opened and less than 10 employees. The great thing is there’s a fresh slate and a lot of guys who have been through up and down
My question is this: any guys in this side (commercial/west coast) of the business that have any suggestions on marketing/structuring the company going forward?
Selling is what we’ve always been good at. We also do what we say we’re going to do, which is why we’ve been able to capitalize on past relationships to get going again pretty quick. What I’ve got going marketing wise, other than word of mouth, is direct mail after storms and daily cold calling offering “free roof tune ups w/ 1 hour of free repairs” (gets us on roofs). We’re also launching a google adwords campaign w/ our website next month which should hopefully generate some leads. Property managers and owners of multiple properties is who we’re really shooting for. It’s a pretty select demographic which means I have to go for a more targeted approach in my marketing. Right now we use salesforce CRM and have a database of a little over 1000 qualified guys we’re working daily. All documentation for any job/deal in the making (cad drawings, digital pictures, proposals, contracts, etc.) are all stored online through a package called basecamp that’s worked out because it’s pretty simple. That way we never lose anything or waste our time looking. We’re looking at purchasing more lists/finding better ways to do research. In the past we’ve outsourced our lead generation to other companies, but I see that as something that could be done in-house cheaper and better. Kind of long winded, I know, but any thoughts?