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.
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.
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.
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.
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!
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.
Last updated: 2022-08-31
Welcome to Sell More Coatings AKA The EEC Method By RoofEngine (“Company”, “we”, “our”, “us”)!
These Terms of Service (“Terms”, “Terms of Service”) govern your use of our website located at sellmorecoatings.com (together or individually “Service”) operated by RoofEngine.
If you do not agree with (or cannot comply with) Agreements, then you may not use the Service, but please let us know by emailing at email@example.com so we can try to find a solution. These Terms apply to all visitors, users and others who wish to access or use Service.
By using our Service, you agree to subscribe to newsletters, marketing or promotional materials and other information we may send. However, you may opt out of receiving any, or all, of these communications from us by following the unsubscribe link or by emailing at firstname.lastname@example.org.
If you wish to purchase any product or service made available through Service (“Purchase”), you may be asked to supply certain information relevant to your Purchase including but not limited to, your credit or debit card number, the expiration date of your card, your billing address, and your shipping information.
You represent and warrant that: (i) you have the legal right to use any card(s) or other payment method(s) in connection with any Purchase; and that (ii) the information you supply to us is true, correct and complete.
We reserve the right to refuse or cancel your order at any time for reasons including but not limited to: product or service availability, errors in the description or price of the product or service, error in your order or other reasons.
We reserve the right to refuse or cancel your order if fraud or an unauthorized or illegal transaction is suspected.
4. Contests, Sweepstakes and Promotions
Content found on or through this Service are the property of RoofEngine or used with permission. You may not distribute, modify, transmit, reuse, download, repost, copy, or use said Content, whether in whole or in part, for commercial purposes or for personal gain, without express advance written permission from us.
6. Prohibited Uses
You may use Service only for lawful purposes and in accordance with Terms. You agree not to use Service:
0.1. In any way that violates any applicable national or international law or regulation.
0.2. For the purpose of exploiting, harming, or attempting to exploit or harm minors in any way by exposing them to inappropriate content or otherwise.
0.3. To transmit, or procure the sending of, any advertising or promotional material, including any “junk mail”, “chain letter,” “spam,” or any other similar solicitation.
0.4. To impersonate or attempt to impersonate Company, a Company employee, another user, or any other person or entity.
0.5. In any way that infringes upon the rights of others, or in any way is illegal, threatening, fraudulent, or harmful, or in connection with any unlawful, illegal, fraudulent, or harmful purpose or activity.
0.6. To engage in any other conduct that restricts or inhibits anyone’s use or enjoyment of Service, or which, as determined by us, may harm or offend Company or users of Service or expose them to liability.
Additionally, you agree not to:
0.1. Use Service in any manner that could disable, overburden, damage, or impair Service or interfere with any other party’s use of Service, including their ability to engage in real time activities through Service.
0.2. Use any robot, spider, or other automatic device, process, or means to access Service for any purpose, including monitoring or copying any of the material on Service.
0.3. Use any manual process to monitor or copy any of the material on Service or for any other unauthorized purpose without our prior written consent.
0.4. Use any device, software, or routine that interferes with the proper working of Service.
0.5. Introduce any viruses, trojan horses, worms, logic bombs, or other material which is malicious or technologically harmful.
0.6. Attempt to gain unauthorized access to, interfere with, damage, or disrupt any parts of Service, the server on which Service is stored, or any server, computer, or database connected to Service.
0.7. Attack Service via a denial-of-service attack or a distributed denial-of-service attack.
0.8. Take any action that may damage or falsify Company rating.
0.9. Otherwise attempt to interfere with the proper working of Service.
We may use third-party Service Providers to monitor and analyze the use of our Service.
8. No Use By Minors
Service is intended only for access and use by individuals at least eighteen (18) years old. By accessing or using Service, you warrant and represent that you are at least eighteen (18) years of age and with the full authority, right, and capacity to enter into this agreement and abide by all of the terms and conditions of Terms. If you are not at least eighteen (18) years old, you are prohibited from both the access and usage of Service.
When you create an account with us, you guarantee that you are above the age of 18, and that the information you provide us is accurate, complete, and current at all times. Inaccurate, incomplete, or obsolete information may result in the immediate termination of your account on Service.
You are responsible for maintaining the confidentiality of your account and password, including but not limited to the restriction of access to your computer and/or account. You agree to accept responsibility for any and all activities or actions that occur under your account and/or password, whether your password is with our Service or a third-party service. You must notify us immediately upon becoming aware of any breach of security or unauthorized use of your account.
You may not use as a username the name of another person or entity or that is not lawfully available for use, a name or trademark that is subject to any rights of another person or entity other than you, without appropriate authorization. You may not use as a username any name that is offensive, vulgar or obscene.
We reserve the right to refuse service, terminate accounts, remove or edit content, or cancel orders in our sole discretion.
10. Intellectual Property
Service and its original content (excluding Content provided by users), features and functionality are and will remain the exclusive property of RoofEngine and its licensors. Service is protected by copyright, trademark, and other laws of and foreign countries. Our trademarks may not be used in connection with any product or service without the prior written consent of RoofEngine.
11. Copyright Policy
We respect the intellectual property rights of others. It is our policy to respond to any claim that Content posted on Service infringes on the copyright or other intellectual property rights (“Infringement”) of any person or entity.
If you are a copyright owner, or authorized on behalf of one, and you believe that the copyrighted work has been copied in a way that constitutes copyright infringement, please submit your claim via email to email@example.com, with the subject line: “Copyright Infringement” and include in your claim a detailed description of the alleged Infringement as detailed below, under “DMCA Notice and Procedure for Copyright Infringement Claims”You may be held accountable for damages (including costs and attorneys’ fees) for misrepresentation or bad-faith claims on the infringement of any Content found on and/or through Service on your copyright.
12. DMCA Notice and Procedure for Copyright Infringement Claims
You may submit a notification pursuant to the Digital Millennium Copyright Act (DMCA) by providing our Copyright Agent with the following information in writing (see 17 U.S.C 512(c)(3) for further detail):
0.1. an electronic or physical signature of the person authorized to act on behalf of the owner of the copyright’s interest;
0.2. a description of the copyrighted work that you claim has been infringed, including the URL (i.e., web page address) of the location where the copyrighted work exists or a copy of the copyrighted work;
0.3. identification of the URL or other specific location on Service where the material that you claim is infringing is located;
0.4. your address, telephone number, and email address;
0.5. a statement by you that you have a good faith belief that the disputed use is not authorized by the copyright owner, its agent, or the law;
0.6. a statement by you, made under penalty of perjury, that the above information in your notice is accurate and that you are the copyright owner or authorized to act on the copyright owner’s behalf.You can contact our Copyright Agent via email at firstname.lastname@example.org.
13. Error Reporting and Feedback
You may provide us either directly at email@example.com or via third party sites and tools with information and feedback concerning errors, suggestions for improvements, ideas, problems, complaints, and other matters related to our Service (“Feedback”). You acknowledge and agree that: (i) you shall not retain, acquire or assert any intellectual property right or other right, title or interest in or to the Feedback; (ii) Company may have development ideas similar to the Feedback; (iii) Feedback does not contain confidential information or proprietary information from you or any third party; and (iv) Company is not under any obligation of confidentiality with respect to the Feedback. In the event the transfer of the ownership to the Feedback is not possible due to applicable mandatory laws, you grant Company and its affiliates an exclusive, transferable, irrevocable, free-of-charge, sub-licensable, unlimited and perpetual right to use (including copy, modify, create derivative works, publish, distribute and commercialize) Feedback in any manner and for any purpose.
15. Links To Other Web Sites
Our Service may contain links to third party web sites or services that are not owned or controlled by RoofEngine.RoofEngine has no control over, and assumes no responsibility for the content, privacy policies, or practices of any third party web sites or services. We do not warrant the offerings of any of these entities/individuals or their websites.
For example, the outlined Terms of Service have been created using PolicyMaker.io, a free web application for generating high-quality legal documents. PolicyMaker’s free Terms and Conditions generator is an easy-to-use free tool for creating an excellent standard Terms of Service template for a website, blog, e-commerce store or app.
YOU ACKNOWLEDGE AND AGREE THAT COMPANY SHALL NOT BE RESPONSIBLE OR LIABLE, DIRECTLY OR INDIRECTLY, FOR ANY DAMAGE OR LOSS CAUSED OR ALLEGED TO BE CAUSED BY OR IN CONNECTION WITH USE OF OR RELIANCE ON ANY SUCH CONTENT, GOODS OR SERVICES AVAILABLE ON OR THROUGH ANY SUCH THIRD PARTY WEB SITES OR SERVICES.WE STRONGLY ADVISE YOU TO READ THE TERMS OF SERVICE AND PRIVACY POLICIES OF ANY THIRD PARTY WEB SITES OR SERVICES THAT YOU VISIT.
16. Disclaimer Of Warranty
THESE SERVICES ARE PROVIDED BY COMPANY ON AN “AS IS” AND “AS AVAILABLE” BASIS. COMPANY MAKES NO REPRESENTATIONS OR WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, AS TO THE OPERATION OF THEIR SERVICES, OR THE INFORMATION, CONTENT OR MATERIALS INCLUDED THEREIN. YOU EXPRESSLY AGREE THAT YOUR USE OF THESE SERVICES, THEIR CONTENT, AND ANY SERVICES OR ITEMS OBTAINED FROM US IS AT YOUR SOLE RISK.NEITHER COMPANY NOR ANY PERSON ASSOCIATED WITH COMPANY MAKES ANY WARRANTY OR REPRESENTATION WITH RESPECT TO THE COMPLETENESS, SECURITY, RELIABILITY, QUALITY, ACCURACY, OR AVAILABILITY OF THE SERVICES. WITHOUT LIMITING THE FOREGOING, NEITHER COMPANY NOR ANYONE ASSOCIATED WITH COMPANY REPRESENTS OR WARRANTS THAT THE SERVICES, THEIR CONTENT, OR ANY SERVICES OR ITEMS OBTAINED THROUGH THE SERVICES WILL BE ACCURATE, RELIABLE, ERROR-FREE, OR UNINTERRUPTED, THAT DEFECTS WILL BE CORRECTED, THAT THE SERVICES OR THE SERVER THAT MAKES IT AVAILABLE ARE FREE OF VIRUSES OR OTHER HARMFUL COMPONENTS OR THAT THE SERVICES OR ANY SERVICES OR ITEMS OBTAINED THROUGH THE SERVICES WILL OTHERWISE MEET YOUR NEEDS OR EXPECTATIONS.COMPANY HEREBY DISCLAIMS ALL WARRANTIES OF ANY KIND, WHETHER EXPRESS OR IMPLIED, STATUTORY, OR OTHERWISE, INCLUDING BUT NOT LIMITED TO ANY WARRANTIES OF MERCHANTABILITY, NON-INFRINGEMENT, AND FITNESS FOR PARTICULAR PURPOSE.THE FOREGOING DOES NOT AFFECT ANY WARRANTIES WHICH CANNOT BE EXCLUDED OR LIMITED UNDER APPLICABLE LAW.
17. Limitation Of Liability
EXCEPT AS PROHIBITED BY LAW, YOU WILL HOLD US AND OUR OFFICERS, DIRECTORS, EMPLOYEES, AND AGENTS HARMLESS FOR ANY INDIRECT, PUNITIVE, SPECIAL, INCIDENTAL, OR CONSEQUENTIAL DAMAGE, HOWEVER IT ARISES (INCLUDING ATTORNEYS’ FEES AND ALL RELATED COSTS AND EXPENSES OF LITIGATION AND ARBITRATION, OR AT TRIAL OR ON APPEAL, IF ANY, WHETHER OR NOT LITIGATION OR ARBITRATION IS INSTITUTED), WHETHER IN AN ACTION OF CONTRACT, NEGLIGENCE, OR OTHER TORTIOUS ACTION, OR ARISING OUT OF OR IN CONNECTION WITH THIS AGREEMENT, INCLUDING WITHOUT LIMITATION ANY CLAIM FOR PERSONAL INJURY OR PROPERTY DAMAGE, ARISING FROM THIS AGREEMENT AND ANY VIOLATION BY YOU OF ANY FEDERAL, STATE, OR LOCAL LAWS, STATUTES, RULES, OR REGULATIONS, EVEN IF COMPANY HAS BEEN PREVIOUSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGE. EXCEPT AS PROHIBITED BY LAW, IF THERE IS LIABILITY FOUND ON THE PART OF COMPANY, IT WILL BE LIMITED TO THE AMOUNT PAID FOR THE PRODUCTS AND/OR SERVICES, AND UNDER NO CIRCUMSTANCES WILL THERE BE CONSEQUENTIAL OR PUNITIVE DAMAGES. SOME STATES DO NOT ALLOW THE EXCLUSION OR LIMITATION OF PUNITIVE, INCIDENTAL OR CONSEQUENTIAL DAMAGES, SO THE PRIOR LIMITATION OR EXCLUSION MAY NOT APPLY TO YOU.
We may terminate or suspend your account and bar access to Service immediately, without prior notice or liability, under our sole discretion, for any reason whatsoever and without limitation, including but not limited to a breach of Terms.If you wish to terminate your account, you may simply discontinue using Service.All provisions of Terms which by their nature should survive termination shall survive termination, including, without limitation, ownership provisions, warranty disclaimers, indemnity and limitations of liability.
19. Governing Law
These Terms shall be governed and construed in accordance with the laws of United States of America, which governing law applies to agreement without regard to its conflict of law provisions.
Our failure to enforce any right or provision of these Terms will not be considered a waiver of those rights. If any provision of these Terms is held to be invalid or unenforceable by a court, the remaining provisions of these Terms will remain in effect. These Terms constitute the entire agreement between us regarding our Service and supersede and replace any prior agreements we might have had between us regarding Service.
20. Changes To Service
We reserve the right to withdraw or amend our Service, and any service or material we provide via Service, in our sole discretion without notice. We will not be liable if for any reason all or any part of Service is unavailable at any time or for any period. From time to time, we may restrict access to some parts of Service, or the entire Service, to users, including registered users.
21. Amendments To Terms
We may amend Terms at any time by posting the amended terms on this site. It is your responsibility to review these Terms periodically.Your continued use of the Platform following the posting of revised Terms means that you accept and agree to the changes. You are expected to check this page frequently so you are aware of any changes, as they are binding on you.By continuing to access or use our Service after any revisions become effective, you agree to be bound by the revised terms. If you do not agree to the new terms, you are no longer authorized to use Service.
22. Waiver And Severability
No waiver by Company of any term or condition set forth in Terms shall be deemed a further or continuing waiver of such term or condition or a waiver of any other term or condition, and any failure of Company to assert a right or provision under Terms shall not constitute a waiver of such right or provision.If any provision of Terms is held by a court or other tribunal of competent jurisdiction to be invalid, illegal or unenforceable for any reason, such provision shall be eliminated or limited to the minimum extent such that the remaining provisions of Terms will continue in full force and effect.
BY USING SERVICE OR OTHER SERVICES PROVIDED BY US, YOU ACKNOWLEDGE THAT YOU HAVE READ THESE TERMS OF SERVICE AND AGREE TO BE BOUND BY THEM.
24. Contact Us
Please send your feedback, comments, requests for technical support by email: firstname.lastname@example.org.