Intro
When homeowners think that all roofers are the same, the only thing left to compare is price.
What Happens When You Compete on Price in Marketing
That’s how you end up in a race to the bottom. Bidding against guys you don’t want to compete with, cutting margin, and still losing jobs to the cheapest number.
What Happens If You Have Generic Marketing
Commoditization happens when your marketing is generic. If your website, ads, and Google listing all look like everybody else, you are telling people that you are interchangeable.
The Fix for Generic Marketing in Roofing and Trade Businesses
The fix is positioning. You have to give homeowners a clear reason to choose you that isn’t price. This could be a specific process, specialty, insurance claim help, faster turnarounds, cleaner installs, whatever is true for your business that you offer. When you communicate that clearly you stop attracting price shoppers and start attracting people who want the job done right.
Outro
Are you ready to get out of the pricing war? Message me for a quick positioning check. I’ll tell you the top three changes you can make to your online presence that will make homeowners choose you before they even ask for the cheapest bid.
