How to generate high-quality roof coating leads with Content Marketing
Why Educate?

Whenever you’re selling an expensive product or service, such as commercial roofing, an educated prospect is your best friend. Restoring or replacing a commercial roof can often be very expensive and complicated.

The expense and complexity of the purchase leads to the building owner often putting off making the decision, going cold out of nowhere, or failing to ever get back to you. 

We want to avoid this at all costs. 

This is where Education Marketing comes in. 

Using Education Marketing, you can completely revolutionize your commercial roofing business by allowing your prospects to come to you already educated, more qualified, and ready to make a decision much sooner than usual. Oftentimes, they’ll make the decision the same day. 
Education Marketing is relatively straight forward. 

Education Marketing begins by you assuming the role of the AUTHORITY figure in the sales process. You want to bring the building owner into your business by first educating him on commercial roofing solutions. 

The sooner you can start educating your prospects in your business, the easier it will be to get the sale. 

Would you prefer to deal with cold, uneducated prospects? Or would you prefer dealing with only warm, educated prospects who already KNOW, LIKE, and TRUST you because you were the source of their new found knowledge?

This is the beauty of Education Marketing. By presenting the building owner with valuable information leading up to them reaching out to you, you’re elevating yourself above the competition by showing the prospect you’re looking out for their best interest. 

You’re not just any old roofing contractor who wants the job and the money. You’re a true EXPERT in your field who is able to confidently teach the building owner and look out for his best interest.

How it works

You’re probably already doing Education Marketing and you don’t even know it. If you’ve ever explained the benefits of roof coating to a prospect over the phone or in person, you’ve done Education Marketing.

The Education Marketing involved in the EEC Method takes things to a whole new level. 

Rather than educating the prospect 1:1 or just one at a time, The EEC Method allows you to harness your knowledge and expertise, turn it into an article, e-book, or a video and allow your Education Marketing work 1000:1 rather than just 1:1. 

The EEC Method is about using LEVERAGE to EDUCATE building owners in mass. 

A great way to do this is to create a simple and straightforward blog post for your website titled:

 “10 Things [STATE] Building Owners Must Know About Roof Coating”. 
Then simply list the 10 (or however many) valuable pieces of information that you want every building owner to know. This type of blog post is very good at capturing the attention of a building owner because it’s not selling anything. People don’t like to be sold online, but they LOVE TO LEARN. 

If you’re not a great writer, not to worry. Have a colleague record you while on a roof, explaining why you believe coatings are a great option for building owners, what roof types are great for coatings, and any other valuable topic or question you can think of. 

Bear in mind that you can convey your knowledge and expertise in many different ways. If you’re not a great writer, then video may be a better option. If you don’t feel comfortable on camera (completely normal) AND you’re not a great writer, then you can still talk about your knowledge. 

There’s absolutely nothing wrong with hiring a professional writer to interview you on the topic of roof coatings, record the interview, and then transcribe the interview into your very own e-book or collection of blog posts. 

Remember - the goal is to get the building owner to think “Wow, these guys sure know what they’re talking about.” This leads to them TRUSTING you because you were able to teach them something new and of incredible value and importance. 

Once your Education Marketing content is created, it’s important to get it in front of as many building owners and property managers as possible.

Marketing only works if it’s seen by the RIGHT PROSPECTS. 
You can do this by posting a link to your blog on Facebook, printing it out and mailing it to building owners in your area, or even add property managers on LinkedIn and share it with them privately. There are endless ways to get your Education Marketing out there. 

We have found a lot of success getting our Education Marketing in front of building owners and property managers on social media. If you’ve tried promoting your business on Facebook or LinkedIn before and had little luck, that’s OK and very common. The problem isn’t that Facebook or Linkedin doesn’t work. You just need to have the right message that fits the platform. 

Direct sales messages or offers rarely work well on social media. So anything along the lines of “Get a free commercial roofing estimate” or “Call us if you need any flat roof repair” is likely to fall on deaf ears. Your prospects are not on Facebook or LinkedIn to find a roofing contractor, so they’re more likely to ignore any direct approaches. 

The great thing about Education Marketing is that it works by providing VALUE and CONTENT in the form of interesting articles, videos, or e-books. It’s harmless, non-threatening, and people won’t feel like they’re being sold to. 

Keep in mind that at any given time, only 3% of a market is “Ready To Buy Now.” But another 27% is going to be buying in the next 18 to 24 months. Education Marketing allows you to tap into the much larger pool of prospects that just aren’t ready today, but if presented with the right information, they’ll reach out to you wanting to learn more or get an estimate.

The ROI of Educating

Education Marketing is known for having an amazing ROI in almost every industry. The reason is it doesn’t cost much to create content, and you only need to do it once. 

There’s little point in creating a weekly article about roof coating, when 90% of the information and benefits can be explained in as little as 1 to 3 well written articles or videos. 

It’s a “set it and forget it” approach to marketing. After your Education Marketing collateral is created, it will serve you for 5 to 10 years. Then you just focus on distributing it via social media, direct mail, or through your website’s blog. 

How to pre-qualify leads with a free online evaluation tool
Why Evaluate?

After you’ve Educated your prospect, you’ve earned their attention. At this point, some of them will be ready to call you and get a roof coating estimate. But many more just won’t be at that stage, yet. 

This is where we want to let them EVALUATE their situation and determine if roof coating is right for them. You can accomplish this by providing them with a FREE COST ESTIMATE CALCULATOR that they can use to get a ballpark estimate. 

We’re huge fans of cost estimate calculators.

A Cost Estimate Calculator that will calculate the approximate cost for a roof coating based on the answers the building owner provides.

Click 'Example' tab to see the calculator we use.


Here's what our calculator looks like.

We simply multiply the size of the roof by $2.5 to $3.5 to provide a ballpark estimate. 

If the building owner wants to, he can then request a real in-person estimate. We’re always careful to specifically state that it’s just a BALLPARK ESTIMATE.

The Benefits

This strategy is incredibly effective because it allows you to provide the building owner with additional value, without you having to do a thing. The quiz or the calculator will do the work for you.

This also does a great job of filtering out the tire-kickers who just want a price and don’t plan on getting the roof restored any time soon. 

Any leads generated from a calculator are extremely high quality because they are already aware of the approximate cost. Otherwise, they won’t ask for you to come out and provide an in-person estimate. 

Again, the key here is we’re using LEVERAGE to EDUCATE and EVALUATE building owners in droves rather than 1:1. 

You’re limited to the number of building owners you can speak to in one day, but a blog post and a calculator can cater to 10,000 building owners per day. That’s the beauty of the E.E.C. Method!

How to close more deals FASTER by calculating the savings with the prospect.
Why Calculate?

By properly educating the building owner, evaluating their situation, and then CALCULATING the project long-term savings… you’re walking them to a “No-Brainer” scenario.

The problem I see with commercial roofing sales currently is that commercial roofers don’t take the time to break down the savings of roof coating. 

Roof Coating is much cheaper than roof replacement - we know that. They know that too, but roof coating can also help lower their utility bills by up to 25%.


Wouldn’t it make sense to show the building owner how much MONEY HE COULD SAVE OVER 15 YEARS with a white reflective roof? 

Let’s say his electric bill is $2,000/month. Over 15 years he will spend $360,000 on electricity. 

If he’s able to save just 20% on his electricity bill, over 15 years that’s an amazing savings of over $72,000. With an SPF system, the savings can be even greater leading the roof to pay for itself in just 7 years in some cases. 

But let’s not stop there… 

We know that a roof coating can be recoated at the end of its lifecycle. That’s another opportunity for huge savings. Another coating is much cheaper than another replacement. 

This is another area of savings you can highlight for your prospect. 
And then there’s the immediate tax deduction via IRS Section 179 that allows the building owner to deduct the full expense of the roof coating that year on their taxes. This is a HUGE incentive for building owners in our experience.

Privacy Policy

What personal information do we collect from the people that visit our blog, website or app?

When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.

When do we collect information?

We collect information from you when you fill out a form or enter information on our site.

How do we use your information?

We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:

    • To follow up with them after correspondence (live chat, email or phone inquiries)

How do we protect your information?

We do not use vulnerability scanning and/or scanning to PCI standards.

We only provide articles and information.

We never ask for credit card numbers.

We use regular Malware Scanning.

We use an SSL certificate

Do we use 'cookies'?

Yes. Cookies are small files that a site or its service provider transfers to your computer's hard drive through your Web browser (if you allow) that enables the site's or service provider's systems to recognize your browser and capture and remember certain information.

For instance, we use cookies to help us remember and process the items in your shopping cart. They are also used to help us understand your preferences based on previous or current site activity, which enables us to provide you with improved services.

We also use cookies to help us compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future.

We use cookies to:      

• Understand and save user's preferences for future visits.    
• Keep track of advertisements.      
• Compile aggregate data about site traffic and site interactions in order to offer better site experiences and tools in the future.

We may also use trusted third-party services that track this information on our behalf.
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies. You do this through your browser settings. Since browser is a little different, look at your browser's Help Menu to learn the correct way to modify your cookies.

If you turn cookies off, Some of the features that make your site experience more efficient may not function properly.It won't affect the user's experience that make your site experience more efficient and may not function properly.

Third-party disclosure

We do not sell, trade, or otherwise transfer to outside parties your Personally Identifiable Information.


Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users. https://support.google.com/adwordspolicy/answer/1316548?hl=en

We use Google AdSense Advertising on our website.

Google, as a third-party vendor, uses cookies to serve ads on our site. Google's use of the DART cookie enables it to serve ads to our users based on previous visits to our site and other sites on the Internet. Users may opt-out of the use of the DART cookie by visiting the Google Ad and Content Network privacy policy.

We have implemented the following:    

• Google Display Network Impression Reporting    
• Demographics and Interests Reporting

We, along with third-party vendors such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions and other ad service functions as they relate to our website.

Opting out:
Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising Initiative Opt Out page or by using the Google Analytics Opt Out Browser add on.

In addition to the cookie uses described above, RoofEngine® (the parent company of Sell More Coatings aka The EEC Method) may also use cookies to serve our remarketing campaigns so that third-party vendors, including Google, Twitter, and Facebook, show our ads on sites across the internet.

RoofEngine® may also use targeted advertising services to tailor MARS advertisements (both on the site and on other sites) to your interests. You can opt out of these remarketing campaigns by turning off cookies in your browser, as described above.

RoofEngine® may also disclose some of your personal information (such as your gender, age, location, and interests) to the providers of targeted advertising services to help adjust the advertisements to your preferences; However, in that case, RoofEngine® will contractually obligate the service providers to maintain the security of your information and only use it for the purpose of targeting Roof Engine’s ads to you.

You can opt out of participating in these targeted ad programs by contacting us as set out below.

California Online Privacy Protection Act

CalOPPA is the first state law in the nation to require commercial websites and online services to post a privacy policy. The law's reach stretches well beyond California to require any person or company in the United States (and conceivably the world) that operates websites collecting Personally Identifiable Information from California consumers to post a conspicuous privacy policy on its website stating exactly the information being collected and those individuals or companies with whom it is being shared. -

See more at: http://consumercal.org/california-online-privacy-protection-act-caloppa/#sthash.0FdRbT51.dpuf

According to CalOPPA, we agree to the following:

Users can visit our site anonymously.

Once this privacy policy is created, we will add a link to it on our home page or as a minimum, on the first significant page after entering our website.

Our Privacy Policy link includes the word 'Privacy' and can easily be found on the page specified above.

You will be notified of any Privacy Policy changes:  
• On our Privacy Policy Page

Can change your personal information:    

• By emailing us

How does our site handle Do Not Track signals?

We honor Do Not Track signals and Do Not Track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.

Does our site allow third-party behavioral tracking?

It's also important to note that we allow third-party behavioral tracking

COPPA (Children Online Privacy Protection Act)

When it comes to the collection of personal information from children under the age of 13 years old, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, United States' consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.

We do not specifically market to children under the age of 13 years old.

Do we let third-parties, including ad networks or plug-ins collect PII from children under 13?

Fair Information Practices

The Fair Information Practices Principles form the backbone of privacy law in the United States and the concepts they include have played a significant role in the development of data protection laws around the globe. Understanding the Fair Information Practice Principles and how they should be implemented is critical to comply with the various privacy laws that protect personal information.

In order to be in line with Fair Information Practices we will take the following responsive action, should a data breach occur:

We will notify you via email      

• Within 7 business days

We also agree to the Individual Redress Principle which requires that individuals have the right to legally pursue enforceable rights against data collectors and processors who fail to adhere to the law. This principle requires not only that individuals have enforceable rights against data users, but also that individuals have recourse to courts or government agencies to investigate and/or prosecute non-compliance by data processors.


The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.

We collect your email address in order to:      

• Send information, respond to inquiries, and/or other requests or questions      

• Market to our mailing list or continue to send emails to our clients after the original transaction has occurred.

To be in accordance with CANSPAM, we agree to the following:    

• Not use false or misleading subjects or email addresses.    

• Identify the message as an advertisement in some reasonable way.      

• Include the physical address of our business or site headquarters.      

• Monitor third-party email marketing services for compliance, if one is used.      

• Honor opt-out/unsubscribe requests quickly.      

• Allow users to unsubscribe by using the link at the bottom of each email.

If at any time you would like to unsubscribe from receiving future emails, you can email us at      

• Follow the instructions at the bottom of each email.and we will promptly remove you from ALL correspondence.

Contacting Us

If there are any questions regarding this privacy policy, you may contact us using the information below.This privacy policy has been compiled to better serve those who are concerned with how their 'Personally Identifiable Information' (PII) is being used online. PII, as described in US privacy law and information security, is information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context. Please read our privacy policy carefully to get a clear understanding of how we collect, use, protect or otherwise handle your Personally Identifiable Information in accordance with our website.

Last Edited on 2022-08-31