After a storm, homeowners often scramble to get roofing repairs completed in a hurry. Unfortunately, that means a local, trusted businessperson like you may find yourself suddenly competing with a swarm of contractors from outside your area, making promises they may not be able to keep. In order to help your prospective customers protect their roof investment, it pays to steer the conversation from “get it done now,” to “get it done right.”
Check out these 7 topics that may help differentiate you from out-of-area competitors:
Local referrals mean local commitment. It may help to remind your customer that you have an investment in the community, are familiar with local rules and codes, and have a relationship with area crews and suppliers.
Explain your manufacturer designations. It’s very possible that your homeowner has no idea that contractors need to achieve certain requirements to be factory certified, or that GAF only allows 2% of roofing contractors to be recognized as Master Elite® contractors.
Exclusive warranties. Not all contractors can offer manufacturer warranties that include coverage of the contractor’s workmanship. A GAF Master Elite®Contractor, for example, can offer one of the longest workmanship warranties on the market — the Golden Pledge® Limited Warranty.
Proper licensing and insurance. Being willing and able to provide a copy of your state and city licensing (where required) — as well as your insurance certificate to establish that you have coverage for all employees and subcontractors — can go a long way toward establishing confidence and trust.
Understanding deductibles. Some contractors will claim they can handle the repair without having the homeowner pay their insurance deductible. That, of course, constitutes insurance fraud. You may want to spend a few minutes explaining how the homeowner can protect their own interests by strictly adhering to insurance regulations.
No pressure. Give the insurance company time to estimate the damage before asking the homeowner to sign a contract.
Offer material choices. If the insurance company is paying for a new roof, present the opportunity to upgrade to a style that better suits your customer’s taste. GAF offers extensive design and color choices.
After a major storm, you can’t control who knocks on doors in your neighborhood. But you can ensure that the homeowners you talk to see you as professional, knowledgeable and trustworthy. A frank discussion about the importance of getting the job done right can help differentiate you from the contractors who come and go with the storm.
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