While replacing a roof is just another day on the job for you, for your customers, it’s a huge decision. They’ve saved, researched, and carefully planned, for this purchase. Or, even worse, it’s an emergency repair. It’s easy to forget that for most clients, a roof isn’t just a roof. It’s a way to keep their family safe, it’s a source of security and shelter. And it’s a big expense.

With the rise in demand for home renovations rather than a move, more and more homeowners are investing in their properties. Meaning more competition in the market. So, how can you grow, develop, and protect your roofing company? It all starts with client communication and customer service. And it can add more value than you realize. 80% of customers say the experience a company provides is as important as its product or services. 

How effective client communication helps your roofing business grow.

Whether you’re looking to improve your customer service on the whole or specifically get more business through word of mouth, client communication can go a long way. 

1. The first business to answer wins

It’s not just how you speak to your customers, it’s when. A rapid response time is essential for keeping your customers happy. 

So, what is a rapid response time? Around 70% of customers prefer a same-day response when getting in touch with a query according to Statista. Another survey found that just under half of customers (46%) expect companies to respond faster than four hours. With this in mind, creating a plan to respond to customers quickly is a simple way to keep roofing clients happy. Such as: 

  • A dedicated phone line or answering service for clients to get quick answers  
  • A monitored live chat that customers can access 24/7
  • FAQ page with answers to your most common queries 
  • A clear route for customers to find out more

Having these options means that your clients can always find an answer in a timeframe that suits them.  

2. Return business

It can be easy to assume that your residential roofing client will only have one project. However, some customers will require your services for multiple projects. Whether they own other properties or operate a commercial business, some clients will bring you return business. But, even if you’ve completed the job to perfection, there’s no guarantee they’ll choose you for their next project. Not if you haven’t focused on customer satisfaction. A 2023 US survey found that great customer service experiences increase the chances of repurchases and renewals by 82%.

Repeat customers can easily increase profits and introduce new clients – without having to invest in marketing.  

3. Better reviews and ratings

Offering a really high standard of client communication can also boost positive reviews. In 2022, Trustpilot discovered that 66% of US consumers ranked online reviews as being the most influential factor in their buying decisions. So, it’s more important than ever to ensure your digital profile reflects your business. 

Not sure where to start with building online reviews that bring new customers to your roofing company? It’s as simple as asking your customers. By training your team to talk to customers about reviews, most businesses see an increase in the amount being left for them. This not only helps build trust with your customers, but it also improves your SEO (search engine optimization).

4. Word-of-mouth marketing is still vital

In our online world, it can be easy to forget just how valuable word-of-mouth marketing is for roofers. A Nielsen survey discovered that 92 per cent of people trusted recommendations from friends and family above all other forms of advertising when making a purchasing decision. That means your current customers have a lot of power when it comes to bringing in new customers. 

Taking steps like ensuring your customer service is going above and beyond will help spark those water-cooler conversations that bring you more customers.  

How to make your client communication more effective

1. Simplify communication

Make it easy for new customers to contact you. It’s worth starting with the basics and ensuring that your contact details are all up to date. Once customers do reach out, it’s essential that they receive a timely response. Answer every single call. Quickly respond to chat or website inquiries. Create processes to make sure emails are replied to quickly. 

Customers also value more availability and – for those who work full time – prefer calling outside of traditional working hours. Investing in an answering service allows you to provide 24/7 customer support and means you won’t ever miss a booking. 

2. Keep it simple

Customers like simple. Avoid roofing jargon when explaining projects and ensure your customer really understands what you’re doing, especially when it comes to costs, timelines, and expectations. 

Give your customers space to ask questions, request quotes and learn more about how your service works. Then, it’s down to you to respond promptly with answers. 

3. Train your team

You can provide the best customer service possible, but if your wider team isn’t trained in providing the same level of service, you won’t see results. Ensure all team members understand the level of service you’re aiming to provide and recognize when your crew goes above and beyond. 

It’s also worth creating some guidelines around client communication best practices. Agree on some principles, such as jargon-free communication, asking for reviews after a job has been completed, and your expectations when it comes to cleaning up. 

4. Follow-up with clients 

Once the job is done, it’s important to follow up with clients and ask for feedback. By understanding what your customers value and what you can improve, you’ll be better prepared for your next job. 

It’s also a great time to ask for reviews. You can also encourage them to leave a review by offering a discount for returning customers or even create a referral scheme that benefits clients who recommend you. 

5. Acknowledge feedback

One of the trickiest elements of customer service is managing feedback. It can be easy to feel frustrated if you see a negative email or review left online. 

But, this is a great opportunity to improve. Make sure you respond to every element of feedback professionally and take the time to review it carefully. Where possible, try to implement these suggestions for your next client. 

To wrap up

Building trust and improving customer service is a constantly evolving process. If you acknowledge feedback, invest in team training, and ensure that you’re available to answer queries, you’ll see your customer satisfaction rates improve. 

Want to dig deeper into client communication? Check out our latest piece on the importance of managing calls and the cost of missed calls.