When roofers attract sales leads through their various marketing efforts, not every one of those leads will be ready to buy the moment it comes in.

This is where lead nurturing comes in, as it is the process of growing leads of potential interest into actual sales by helping them through the sales cycle.

Using effective lead nurturing processes, roofers can close more sales and increase their sales ratios for a more profitable business.

How Is Lead Nurturing Done?

Lead nurturing for roofers is done by first attracting potential customers with interest through a variety of marketing methods, then gauging their level of interest to estimate when they are most likely to convert.

In terms of the cost and effort of various marketing techniques, lead nurturing to progress existing leads through the sales funnel can be easier and less expensive; however, it does require patience and perseverance.

It is most successfully done using email campaigns that are focused on leads at different stages of the conversion process, providing valuable information for these potential customers, and even special offers and other Calls to Action.

By providing quality, evergreen content that readers will find value in, roofers can elevate the awareness and impression of their brand to hopefully be the contractor their leads end up calling when the right time finally comes.

Why Is Lead Nurturing So Important?

Lead nurturing is a critical part of sales marketing, as it serves an important purpose in retaining incoming leads that are just not ready to commit at the time they show interest.

It develops a relationship between contractors and their leads, builds audience trust, and causes audiences to remember a contractor who has interacted with them regularly in the hopes of being able to one day gain their business.

From the business side of things, lead nurturing is a boost to current sales strategies by continuously, yet gently targeting potential sales and a cost-effective means of retaining as well as converting leads.

How Does Lead Nurturing Increase Closing Ratios?

The truth about sales marketing without lead nurturing is dismal.

Research finds that many contractors, after spending their hard-earned business income on lead generation, lose 80% of those potential sales by failing to consistently follow up.

Conversely, those who use lead nurturing strategies to retain those customers end up making 50% more in sales.

Among those converted leads, customers who were continuously marketed using lead nurturing techniques even spent up to 47% more on their purchases, likely due to their developed trust in the company and the knowledge they gained through the contractor’s promotional efforts.

The end result is a much higher ratio of closed sales at a lower overall marketing cost.

Don’t Overlook Lead Nurturing For Making More Sales

Generating leads using a successful marketing strategy is an important part of marketing for roofers.

Yet once those leads come in, the need to engage in lead nurturing becomes essential in order to retain and eventually convert them.

By incorporating lead nurturing into the marketing plan and sales funnel, any roofing contractor can improve their sales ratio among existing leads without going through the process of pulling in more new leads.

Ultimately, lead nurturing produces a higher closing ratio at lower marketing costs, giving roofers more sales each year!