Sell to Submarkets to Increase Sales

Bob and Bonnie Boone started 3Bs Roofing Company 15 years ago. Over the years, they found a special way to market and sell new roof installations. Bonnie established that “While repair work was good, the real profits are in new roof installations.”

The Boone’s set goals to make new roof revenue a greater percentage of its total revenue annually until it was greater than 50%.  

3Bs’ Business

The Boone’s enjoy a great reputation in their community, they have been in business for 15 years, and are active in multiple civic, industry, and networking groups. Former customers rehire them as needs arise and they have an active reference list. 3Bs employs 6 salespeople, 3 crew managers, 6 roofers, and 2 administrators. Bonnie runs the crews and Bob runs the sales team.

In the Past

In their first 5 years, 3Bs took every roofing job they could get their hands on. Their work was spread geographically, repair work was 80%, and each job was too small. Bob and Bonnie knew they needed to sell more new roofs to make repair work a smaller part of their revenue.

They decided to analyze their customers by type of work, the amount invoiced, age of home, and zip code. They had this data in their CRM, so it was easy to access. They reviewed 5 years of sales and found:

  • 3 zip codes produced 75% of their work.
  • In these zip codes, 50% of the homes were at least 25 years old.
  • 23% of their customers had multiple repairs over 5 years.
  • A third of new roof jobs followed an earlier repair.

What could they do differently based on this information?

3Bs Core Strategy

3B’s plan included several parts:

  • Focus on the communities where homes had multiple repairs, were at least 25 years old, and were in 1 of 3 zip codes.
  • Hire door-to-door salespeople to knock on doors and ask questions about a resident’s roof.
  • Based on the answers to questions, trigger a series of educational emails to build buyer confidence and reduce buyer risk, right from a salesperson’s tablet!

The emails were personalized, focused on the roof’s condition, and included neighborhood references. 

The Results

By year 10, new roofs comprised 50% of 3B’s revenue. Today, it is 75%. Why? Bob and Bonnie crafted a great strategy and hired a great sales team to execute it. 3Bs sales team: 

  • Called and asked to visit those homeowners for whom 3Bs has made multiple repairs, gathering references from the community.
  • Focused on those communities where 3Bs had references and where the housing was at least 25 years.
  • Canvassed neighborhoods, holding weekend shredding events, and asking the survey questions refined over the years to identify likely prospects and trigger their personalized, automated email campaigns.

As new repair work came in, the sales team followed the same process. By checking county records, they learned who owned each house and the year it was built.

Impact on You 

3B used its CRM to focus its marketing and sales on key submarkets, track prospects and customers in the sales funnel, and interact with its prospects automatically. 3B has grown steadily over the years, installing over 200 new roofs last year. Bonnie and Bob used a CRM from the beginning and their CRM is a key part of 3Bs’ backbone.

How can you use your CRM to a greater benefit? Perhaps, you do not have a CRM. Either way, let’s meet to see whether a CRM is right for you.

Join me for a 1 to 1.


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