Roofing Companies: Diffuse Your Client Complaints Before they Put You on BLAST
Megy Davis ~ Copywriting sample 5 min read
The customer has made the call. Of course, your prospective client has weighed their options after checking out ‘Roofing Companies Near Me’ online. They love your reviews. You send in your sales team pro to bid their roofing project.
There are 101+ reasons a customer might need a new roof. Their insurance company won’t insure their home because of roof age. Their roof is leaking. All their neighbors are getting new roofs. Roof Envy.
By appointment, your qualified sales consultant performs a thorough visual inspection, complete with photo images, of the roof and attic. They make sure their potential roofing customer sees and understands every image. The sales consultant writes a comprehensive estimate. Terms are explained, set and agreed upon. The customer signs the contract. Along with the initial payment comes the customers’ spoken and unspoken expectations. Is their stomach roiling with the anxiety of buyers’ remorse?
Hi! I’m a roofing company consultant, (and licensed insurance adjuster) turned copywriter. I’ve met with hundreds of roofing customers during various stages of their re-roofing project. My ears have burned (🔥ouch!) with every question, complaint, accusation, apprehension, satisfaction, story of remorse, … you name it, I’ve heard it. Trust was always at the heart of those conversations. Do they trust themselves? Do they trust you, now that they’ve written that initial fat check?
So, how DO you manage customers with tummy-clutching trust issues? No project is without its hiccups, big or small. There’s a saying, “having money only makes people MORE of WHO they are.” Applying that idiom to a big-ticket item, such as the purchase of a new roof, or a costly repair can be a real eye opener.
Managing the (sometimes unrealistic) Expectations of Your Roofing Clients
As stated above, your sales consultant did everything right. They educated the customer on the costs and complexity of their roofing job. They pointed out the possibility of unseen cost items: rotted trusses, decking, fascia, faulty wall flashings. They educated the client about lifespans of the various materials being installed on their roof.
Communication, both written and oral, was crystal clear about the timelines and scope of the project. They explained the contract line by line, including the change order procedure because of potential, unforeseen discoveries including hidden damage, previous improper construction, material shortages, scheduling conflicts and the weather.
So why does the client persistently phone with questions about progress, the details of the project … and the weather? Why is the cost of their job creeping up, now that the tear-off is complete and there’s no turning back?
You’re aware of your customers standing out front of their house each day. They’re discussing their roofing project to every neighbor and dog walker who happens by. How do you, their roofer of choice, keep their rhetoric positive in the face of newfound hidden damages, weather delays, and supply chain issues? How do you manage their expectations and avoid conflict?
Setting their Expectations Upfront
Highest on the list in setting realistic expectations is communicating the complete scope of the project upfront. During the sales consultation, listen carefully to their tone of voice as they ask questions. Their questions are their primary fears. Build their trust by explaining how and when each obstacle is being overcome as the roofing project progresses. Your customer will then know they were ‘heard’.
Let them know ahead, the obstacles that may crop up during the job so they aren’t blindsided. For example, you take for granted how long permitting takes, that it’s out of your control. They have no idea.
Help them understand high temperatures make working on the roof dangerous and uncomfortable, and this adds time to their project. Again, out of your control. Especially if it’s a summer roofing project.
Take plenty of time when showing your clients your inspection photos of their roof and attic. Explain each type of damage and its possible origin. Let them know there are areas of the attic you weren’t able to access. There may be more water damage, pest infestations, wasp nests, old satellite dish mounts, mold, or hidden electrical wires in those places.
That there are costs associated with these hidden problems. Assure them your inspection was comprehensive and if there are these types of damage, you’ll show them photos of each spot as construction progresses.
Addressing Scope Creep ~ Never a Fun Thing
The tear-off is complete. Unexpected and increased costs from hidden damage are glaring at you. It’s time to document and explain the ‘WHY’ of the higher estimate for these damages. Spread out your detailed photos, telling the story of how their estimate got higher. If they balk, show them to the place in their contract that details the change order procedure. Get them to sign off on the newly estimated changes before commencing work. That will avoid disputes up the road.
Scope creep also happens when the client makes their own changes, adds in a service, material, or upgrade. Examples are adding additional painted areas, a higher grade valley flashing, or a gutter upgrade. These changes need to be clearly documented. Get their written approval before continuing the job. This will prevent any disputes when the final payment is due.
‘Why did my neighbor get their roof for $250 a square cheaper?’
When your client googled ‘Roofing companies in my area’, they had plenty of time to interview competing roofers. If they are asking this question now, while their roofing project is in progress, they may just need some hand holding. Reassurance that they made the best choice in roofing companies.
Answering this annoying and pesky question is where you get to shine. You now have the chance to highlight the value of your roofing package:
· You keep them safe by offering resilient roofing systems for windstorm prone areas.
· Your roofing company will be around long after those unlicensed or uninsured roofing companies are dust in their rearview mirror.
· Their warranty protection is worry-free and you’ll still be in business as long as it’s in effect.
· Your safety protocols and safety record rank high, compared to others.
· You foster a positive work environment, are experts in attracting and keeping skilled workers.
Furthermore, YOU refuse to compete on price by sacrificing quality on the most important system of their dwelling structure.
The final key to keeping a happy client is responsive customer service from you, the roofing company. It begins at the time of the initial estimate, and runs until the final inspection. Are you responding to their calls, texts and/or emails in a timely manner? Is your customer service team courteous? Are they professional, trained in handling difficult customers? These customer service skills are a surefire way to keep a client. And to get referrals!
Expectations, scope creep, and unqualified competition are only three customer conversations you come up against daily. Is your roofing company website up to date on addressing these issues? Is it helping your present, and future customers know your business model better? Is your website clear on how estimates are written, your safety protocols, warranties, and more?
Do you regularly inform site visitors (new and returning) on their roofing options?
As a copywriter who has been walking roofs since 2003, I can communicate the heart of your business to those seeking information online. Which is 99% of all prospective clients in 2024.
