Construction marketing: A little look at roofing (and some big marketing and sales issues)

Within the broader construction marketing theme, various industries and trades have their own unique marketing challenges and opportunities.  This isn't a one-size-fits-all world. Specialized consultants and resources are often helpful when your business is in a category where there could be dozens of local competitors.

Say, for example, you are interested in commercial and industrial roof work.  Your market will be truly different from residential roofers. (See my classic Canvassing in Columbus posting.)

I decided to purchase Eric Heath's ebook:  How to Create a Roof Lead Machine, after reading his Roofyourworld.com blog where he described how some people buy the inexpensive book and quickly request a refund.  This refund request rankled Heath:


“I would like a refund, see I looked for a couple of minutes. I’m a small residential roofer so this info doesn’t apply to me. I don’t have a commercial contractors license so I couldn’t get the jobs if I wanted to.”


Heath issued the refund, but expressed his frustration at this contractor's narrow-minded view of things.

"Initially I thought it was just a scammer trying to get something for nothing, but on second glance I think it might be something MUCH worse… A person who lives in a World of [BLANKS].

Do you know a person who lives in a World of [BLANKS]?  See if you can complete any of these sentences:

• I didn’t make the sale because of _______.
• That really doesn’t apply to me because of _______.
• I would have more _______ if it wasn’t for _______.
• If it wasn’t for _______ , I would have _______."

Heath continued:

Here’s the bad news… The [BLANKS] are:

• Shifting of blame
• Lack of accountability
• Excuses
• And any other thing except taking accountability!

Okay, this is strong stuff -- for a poor residential roofing contractor who discovered that Heath's book has a system in place for big commercial and industrial roofs.  However, I can see why Heath decided to let his steam out.

I'm not in the roofing business and never will be.  But I learned something from Heath's book.  He has applied systems and technology in a rational, creative manner, and reminded us of ways to avoid the dreaded cold-call, without assuming that all sales should be repeat and referral leads.  


There's solid, practical sales advice here, which can be transferred to virtually any industry or business.  The book is worth every cent of its $10 fee, and more.  (If nothing else, you'll appreciate his approach to creating "touches" before asking for an appointment, and the potential use of contract telemarketers and researchers to help in the lead researching and setting process.)

Technology is also powerful.  As you can see in the video with this posting, Heath has discovered how to use Google Maps to discover leads, gather information, and even set the stage for preliminary estimation -- work he or an assistant can now do any time day or night, from home or on the road.  (Obviously Google maps with sattelite views is a more powerful tool for a commercial and industrial roofer than someone marketing interior renovations.  One size doesn't fit all.)

The (publicity) cost of getting it wrong

The Ottawa Citizen yesterday took a pot-shot at a small local roofing contractor because of an apparent screw-up of the work on an elderly home owner's roof.

The story "Excuses rain down on roofer's work" may disappear from accessible archives in a few days, but reading the story, I cannot help but think, "Why?"

The "Why?" is on two levels. The first is, "Why did the daily newspaper care?" Reading the story, the roofer seems to have done a less-than-perfect job, but he hasn't denied responsibility, absconded, or refused to make good.

The second "Why" is why the roofer didn't get the basics of branding and construction business success right in the first place: That is, doing the job correctly and wasting no time in seriously addressing valid client concerns.

You'll notice I am not naming the roofer in this blog posting. I've made it a general policy not to name negatively individual businesses or organizations unless their wrong-doing is so great that it is worth the risk of libel lawyers and I have factually checked the story with our own resources.

Since I'm writing this blog entry based on observations in another publication -- and since a business owned by the person's father with the same name is not implicated -- publishing an identifiably negative report here would cause unfair harm. (This is especially the case because neither father nor son appear to have grasped how to use the Internet for marketing, and only limited references -- including the negative Citizen article -- are available with a simple Google search.)

This silence unfortunately won't help the roofer (or his father) in the near future, unless they simply don't care about negative publicity. Which is dumb. Because unless you are living in a very deep cave, you know that success in the trades depends on word of mouth and repeat business and negative publicity in a major daily newspaper cannot do you much good in either regard.

Unfortunately, this type of story also hits contractors who get it right. Negative news coverage builds distrust, and distrust is the opposite of effective branding.

Nevertheless, this bad news story creates some good news opportunities.

• Could you offer to make good for the other roofer's mistake? (I've practiced this principal a few times in my business history -- when a competitor screws up, I fix the problem, at no charge. Of course it is easier to do this with some advertising than in rebuilding a roof -- especially one owned by a cranky client.)

• Can you gather an incredible collection of testimonials (videoed if possible) to post on your website and communicate your quality, and market that message -- especially if you serve the neighbourhood served by the victims?

• Can you get a neighbour you've served to send a letter of commendation to friends and neighbours?

• Could you write a brief article, "Seven Tips on How to Be Sure to Succeed with Your Roofing Project", and post it on your web site, submit to local community publications, and include it in your marketing materials. The article should not be self-serving; the advice of course should be consistent with your own best practices.

None of these suggestions may apply in your case, but this story shows how publicity is a two-edged sword. Just doing a bad job got a roofer into real trouble; sometimes doing things well can create positive publicity, almost by accident. But if you do your work well AND manage your publicity to encourage and support positive media coverage, you'll achieve the best possible results: Great marketing and branding credibility, without heavy (or even any) advertising expense.

Storm chasing vs long-term relationships: Two sides of the same coin

The website for Urso Construction LLC is a holding page (no content) but owner James Urso's storm-chasing marketing in Ohio attracted attention from the local newspaper. This is a Google maps image of where the business is located.

This Google News alert under the keywords "construction marketing" caught my eyes last night. In Roofer Offers Unusual Marketing Ploy the Port Clinton, Ohio News Herald reports:

DANBURY TOWNSHIP -- When an out-of-town construction company began distributing flyers and knocking on doors in several area neighborhoods recently, some people became suspicious.
Urso Construction LLC, based in Cardington, about 40 miles north of Columbus, ran a full court advertising press promoting new roofs at no cost to homeowners.
Sue Cunningham, a Danbury Township resident who lives in the Perrysburg Estates subdivision, said she was suspicious.
"We had numerous visits and also cards and flyers," she said.

The story proceeds to describe how her insurance representative thought the offer was fraudulent, then the company's owner, James Urso, who said the company is not replacing just any roof.

Specifically, he said, they will replace roofs damaged during a severe wind and hailstorm that occurred June 25.

"This is one-hundred percent legit," Urso said. "I'm just doing what other contractors aren't."

Well, of course, some others are -- this is the business of "storm chasing", noticing where a hail storm is likely to cause roof damage, and then moving into the marketplace with aggressive marketing to encourage homeowners to file insurance claims. Provisions in Ohio insurance law make this ploy both rational and practical, as in storm-damaged areas, insurance claims cannot affect your coverage or ratings. In other words, if you qualify, and there really is storm damage (often invisible to the naked eye), the contractor can get the insurance company to repair or replace your roof, for "free".
Fair enough. I learned about this stuff during my visit to Ohio last November, and a posting by Ed Falko on contractortalk.com puts the storm chasing game overall, though not referring to any specific business, in a less-than-positive light.
Compare "storm chasing", however, to the processes involved in winning most significant construction contracts or business. You'll find the market divided into two groups: the frequent, repeat users of construction-related services and the occasional client, who might need a one-time major project.
Frequent users usually have a combination of sophisticated procurement procedures and rules and lots of hidden rules, based on experience and relationships. You'll certainly find that in much government work -- sure, the opportunities may be "open" to anyone who qualifies, but you are much more likely to win if you have a solid track record and get along with the individuals running the department.
Occasional users, whether they be for major residential remodels, or a business expanding to a new location, are harder to find at the early stages of the decision-making curve. In any case, they are generally not going to rush their decisions: They will listen to trusted advisers, friends, colleagues, and others before believing anything you say. Sometimes, friends give them bad advice, but it is "more right" than your perceived self-interest. Here, you need relationships with the people with the key relationships to make things happen.
Is "storm chasing" (done ethically) bad? Of course not, but you will need to travel in spaces which make many people uncomfortable. Yes, you probably need a hard-rock canvassing crew to succeed.
Is relationship-building and finding lucrative projects involving scale and scope, what you want to do? For most readers here, it is. The challenge, as I've discussed over the past couple of years, is that I cannot give you a one-size-fits-all-universal-solution-that-you-can-implement-in-10-minutes.
Then again, look at the start of this posting: A news article in a local publication. James Urso certainly didn't seek out the news coverage, which isn't totally flattering, but at least gives his side of the story. But what if Urso had been pre-emptive and thought of ways to connect with the news media in his area before the reporter called? (And does he have a proper website for his business?)
I sense that for many people in the construction industry, media relations and publicity are true "sleeper" marketing resources. Probably few contractors use these resources because they are uncertain (you cannot control how or when the media will report on your business -- though you can influence the decisions), and require everything else to be in good order first: Your service quality, reputation, and marketing collateral including website and follow up systems need to be in place before you even think of seeking out publicity.)
But the main thing is probably lack of knowledge. Here, while I may not know how to shingle a roof and have no interest in chasing storms, I can help.

Intelligent internet collaboration

Ed Fako submitted this video to a video posting site.

Edward Fako of Right Way Roofing Company in Carpentersville, Illinois, had a problem -- the local Yellow Pages directory failed to include his company's ad in the most recent directory. While many contractors find the various Yellow Pages variants are a waste of time and money, some still find the old-fashioned printed book still a crucial source of leads (it depends on the book, and the market, I think). Fako is in the latter category.

Fako decided to develop a direct mail piece using the walking fingers to let people know that he is still in business, if not in the directory, and use direct mail to reach homeowners in his area. But he wanted feedback, and started a thread on Contractortalk.com.

The results are intriguing. Some posters don't like the idea one bit, and others support him entirely. Through the various responses, the contractor now has insights and resources to make an informed decision about his idea.

(I don't like the Yellow Pages tie-in in the marketing materials -- as I believe it too closely associates his business with a rapidly declining brand -- but think other ideas, such as the gift card and roof magnet in the mailing make sense. I suggested he check with his lawyer regarding trademark issues, and test carefully. In fact, he might want to include BOTH a fridge magnet and gift card in the mailing).

The discussion and open debate have provided marketing insights and resources for everyone who reads the thread. Ed, of course, must still make his own business decisions. Nevertheless, this approach is far superior than keeping a big secret -- or trying something out int he wilderness of idea-land, and hoping it will work.

Bill Thomas and his effective online marketing approach

One of Bill Thomas's Youtube videos, which help explain to homeowners how his service works -- the videos and website marketing enhance trust, reduce inconvenience, and cut marketing costs -- allowing him to 'over deliver' to consumers, and thus expand his business further. Seems, however, the previous blog posting about his business has resulted in some unintended consequences. . .

Bill Thomas Jr. of Mechanicsville, MD, called me today to apologize for the delay in responding to my initial inquiry about his intriguing website, www.homerestorationsmd.com, and his intriguing approach to online marketing and roofing service sales. He said he had been on vacation, and his administrative staff did not give my call priority (and for some reason, my emails to his address did not get through to him.)

You can read the previous blog entry about his business here.

Regardless, he elaborated on how he has built a seven-figure business using Internet marketing techniques that other contractors would be wise to consider and emulate. (However, local competitors are not happy, he says; following the publicity about his business on contractortalk.com and this blog, he says he received at least seven "threatening calls.")

So how does his system work?

Lets start with the email he sent to me today:

Thanks, Mark. Truly a pleasure for me to speak with you. Your site is a great asset to the community.

I read the thread on ContractorTalk.com. Pretty neat. Some of the guys seem to "get it", and that's very cool.

I'll send you some links when I get back in the office.

Again, our system works like this:

The website develops the "know you, like you, trust you" automatically, saving both us and the customer MUCH time . . .

We over deliver on the education and the trust aspect, and back it up with social proof (testimonials, public video)

We know immediately what they're looking for and present them with an irresistible offer.

We over deliver on service, do something extra that's a benefit (not in the contract) then present them with before/during/after photos and video for total proof, peace of mind)

We encourage them to send their links to their friends and family that need our services.

Most of our marketing and follow up you don't even see unless you're a qualified prospect or a client.

It's all about the customer, and we're always trying to improve . . .

Thomas says a surprising percentage of his clients conduct the entire business relationship online. They feel trust and confidence in his services, and appreciate the convenience that they don't have to wait around their home while his employees complete the inspection to prepare the online proposal, then the final work. (A few clients speak with him on the phone, but direct sales calls and visits are not needed, he says.)

Thomas isn't a kid -- he's 52 year's old. The website is only part of his marketing system. "We know the 'hot' (potential clients), how to market to them . .. we do direct mail, we have a list database that is proprietary to us."

He says his company is set up to repair roofs, and this creates future business for more significant jobs.

"We get a lot of leads through videos, Google Adwords and search engine optimization," he said. "We're not blowing off a lot of money on our keywords -- we're right on our target."

He says the money saved on client acquisition -- he says his competitors may spend upwards of $85 per lead -- is used to over deliver to clients; to give them more than they expect, and thus build the reputation even further. Thomas declined to discuss his cost-per-lead, and the online sales approach certainly would reduce the direct sales costs, but he declined to get more specific.

He says he is ready to share his ideas and methods with other contractors elsewhere in the country, and is not seeking money for consulting services. He attributes much of his online success and knowledge to Mark Hendrick's internet-success-system.com.

Thomas added a PS to the email which is especially revealing (and shows the power, I suppose, of this blog!)

PS. I purposely try to communicate with my customers electronically rather than by phone. People that come to my site are usually highly focused local prospects, and when I DO talk to them by phone, we establish e-communication immediately. The idea is to save time on the phone, and I reward them by passing along the savings.

Since you published my phone # on your site, I'm now getting TONS of spam calls, sales people, and others -- and since I roll the calls to my cell -- it's become a little disruptive. I've gotten 25 calls or so since you and I talked this morning that are non prospects, and I usually don't get many of those per day. It's a testament to how well your highly ranked site (#1 for contractor marketing in my area) is working.

Would you consider removing the # from your post so I don't get international attention?

I know it's "fair game", but it's kind of time consuming, and maybe if you helped me out, I could write an article or shoot you a link from another site that could be helpful to your cause as a return favor.

All in all, international attention is good, but my focus is on my clients, and I hope
you understand . . .

I'm removing the phone number from the previous posting, as he requested.

Below is another example of his youtube videos:

Maryland roofer site raises questions, and may provide answers

The site www.homerestorationsmd.com and its related sites (check out http://www.billthomasjr.com for an entertaining video clip: Honesty in Marketing -- Clarity Trumps Salesmanship) raise several questions about alternative approaches to marketing and selling construction services to consumers.

In his website, Thomas proposes an on site inspection with a comprehensive emailed quotation (with photos and documentation) rather than a conventional sales call. Some posters on contractortalk.com thought this would be a rather ineffective way to sell roofing services; others thought that the site owner (Bill Thomas, Jr.) is on to something truly effective.

Certainly Thomas' site uses the tools and techniques I've read about for successful search engine optimization (and may be achieving even greater success in that regard through references on contractortalk.com and now this blog.)

But there is a gap and I hope I will find soon a good reason for it. I phoned the number on the website and it rang for I think six to eight times before landing me in Thomas's (friendly) voice mail account. I also emailed him, telling him I planned to report on his business in this blog, and invited his comments.

He hasn't responded in any way; not a return call, not an autoresponder from the emails, nothing.

Of course, I am not a qualified client for roofing services in the Maryland areas he serves so he might have just brushed off the inquiry and declined to consider it seriously. Then again, publicity and references from this blog are significant in the search engine space -- and this blog posting may well appear when anyone tries to search more about his business following the initial website view (a truly likely possibility, since after all he is using high-end Internet marketing techniques.)

There may be good reasons for his failure to follow up and respond and I will revise this posting accordingly if that is the case. And when/if he responds, I'll be able to share some additional observations with you.

The $50 offer

The $50 referral form from Feazel Roofing in Columbus, Ohio.

Look at this referral form from Feazel Roofing in Columbus, Ohio. Nothing fancy; the person providing the referral can receive a $50 cash payment and the person receiving the referral receives a $50 discount.

The really intriguing thing about this form, however, is the provision to allow individuals making the referral to sign over their $50 cash rebate to the person receiving the referral -- thus turning a hard cost into a soft incentive! Clearly, this reduces the referral program costs while inducing a sense of sharing and self-sacrifice/respect from the referring person: great for relationships, and for enhancing the referral's influence.

Canvassing in Columbus: How to knock on doors

Joseph Needham puts a brochure in a door as he shows Rob Sangster how to canvass in a Columbus, Ohio neighbourhood. (Below) Feazel Roofing President Mike Feazel in his office. Feazel wants to hire a team of 25 canvassers/salespeopole.

I felt a little like an FBI surveillance agent today, sitting in the back seat of a car, camera in hand, as I observed canvassing consultant Joseph Needham show Rob Sangster, working on contract for Feazel Roofing, how to knock on doors.

On a blustery, windy day, just two days before Thanksgiving, the job seemed thankless. Sangster, a former NHL Hockey draft pick originally from Ontario, met his wife in Columbus while on the then-farm team for the Vancouver Canucks. Now he has a part-time hockey practice business, but wants something more for his family.

Feazel Roofing president Mike Feazel, following an Internet search, decided to contract with Needham to help set up an ambitious canvassing-sales program with the goal of putting 25 reps in the field. Sangster is the first -- he may well lead the team -- once advertisements appear in local newspapers and candidates attend information meetings in a local hotel.

This is not a 'typical' canvassing assignment, but Feazel Roofing is not a typical roofing company. Feazel says about a third of his business comes from local radio ads -- he estimates his budget is upwards of $200,000 a year. He roofing company is the most prominent roofing contractor in Ohio -- and is expanding its 'storm division' which enters markets after major wind or hail storms, where roofing services suddenly are in demand. (The company does a little commercial work, about 10 per cent, but avoids new construction -- "there's no profit in that type of work," Feazel says.

So when Needham received the call from Feazel, the assignment reflected a very different challenge than just fulfilling an order for his $350 canvassing training disk, or his more simple $10,000 to $15,000 budget canvassing training and set up model. (For this amount of money, you would build a system starting with a single canvasser, growing to three to five, each of which should bring in enough leads to provide at least one sale a day -- the sale could range in value from $1,200 to $10,000 or more; perhaps averaging about $5,000, Needham says.)

Feazel wanted Needham to remake the story, to rebuild the picture, and to change the model of business. Needham generally trains canvassers to be lead generators -- Feazel wants them to be sales reps as well. In Feazel's model, canvassers will carry ladders in their cars and if the homeowner really wants an on-the-spot inspection, he will be able to get out, go on the roof, and make a proposal. (This certainly wouldn't work in Ontario and some other markets -- unless the roof estimator had safety harnesses and other gear, no way should he be on the roof.)

We rolled into an upper middle-class neighbourhood of relatively new houses, recently hit by a hail storm. Needham pointed out two roof shingle types; one is definitely better than the other, and the better one can withstand the storm, and thus the homeowners wouldn't need a new roof.

The other type, less expensive to build, had real problems -- and many of these are not obviously visible. The damage is also covered by insurance, and because it relates to a catastrophe, individual homeowners don't need to worry about their premiums rising if they file a claim.

So the trick is to drive through the neighbourhood, assess whether the roof is the 'right' (cheaper) type, and then knock on doors, to see if they would like a free inspection, and if anything is found wrong, to prepare a proposal for repairs that would be covered by the home owner's insurance. (And if you agree to put a sign on the lawn, you can have a $250 credit towards your insurance deductible costs.)

This type of situation, Needham says, is a perfect example of where canvassing makes business sense. Homeowners really can use the service -- and since they are not out-of-pocket in any major way -- gain real benefit by allowing the canvasser to present the case. (Some homeowners say they've had an insurance adjuster review the property and say there is no damage: Feazel and Needham show canvassers the counter-argument -- that the insurance adjuster represents the insurance company, not the homeowner, and if they find problems on the inspection, they'll go to bat with the insurance company to get approval before proceeding with the job).

Sangster, of course, felt the pain of the door knocking. Cold. blustery weather is not the best time to canvass, Needham acknowledged. If you want to set up a canvassing program, it is often best to do it in the spring. And you are going to have to work hard and creatively to find canvassers -- probably going through 21 or more candidates before you find one that 'sticks'.

Canvassers need to be able to stomach rejection and the obvious stigma associated with door-to-door work. (Needham says few women are interested in the job, but he has had a few interesting experiences with women in the houses he canvasses -- a subject probably best not reported here in great detail.)

Good canvassers, usually earning a modest wage with a bonus for each appointment they set, can earn $30 to $40,000 for part time work (four to six hours a day) for the warmer months of the year. Some graduate to work in sales -- canvassing is certainly good practice for a sales career.

In the middle of the day in Columbus, few people were home. Sangster met one homeowner who said she would use the company the insurance company recommended. (Needham had an answer to that objection). Needham, meanwhile, found a homeowner who welcomed an appointment. He took down her information and called the order into the office.

Later in the afternoon, as Needham drove with me around various neighbourhoods, he explained that he fell into canvassing when, after obtaining a degree in psychology with a minor in sociology, he needed work, so went to a roofing company near his home in the Battle Creek, MI, area. The company owner suggested that instead of getting on a roof installing shingles, he might be better suited to going out and bringing in the business. And he did -- achieving astounding results.

Eventually, word got around, and Needham discovered other roofing contractors wanted to know his secrets, so he began work on the canvassing manual. Now, he says he sells 30 to 40 of them a year on the Internet.

Needham emphasises that he trains canvassers never to go where they are not wanted. If a 'no soliciting' sign is on a door (or entrance to a neighbourhood), he'll stay away. Canvassers must be presentable and non-threatening -- no pierced faces, or scary scars!

Is this a magical formula for everyone? Obviously not -- You need the systems, processes, and organization to handle the leads, (or the willingness to stomach the rejection and tension involved in canvassing yourself), and obviously this type of canvassing works rationally when there is a visible exterior problem or qualification for the service (it would be harder, if still possible) to canvass for interior renovation and maintenance work.)

Needham asked if I would like to go to a door with him. "No way," I said. "I can't think of anything I would like to do less (personally) than to knock on doors. In fact, I abhor canvassers when they knock on our door at home."

But in researching construction marketing, in assessing the options and choices, it is my interest to understand how things work, whether or not they reflect my personal values and interests. Here, Feazel Roofing's Mike Feazel and I share the same values. "The biggest mistake some people make in marketing is to impose their personal interests in their marketing -- the issue here is what matters for the clients." I agree, in part. I also believe that you should always align your work with your interests and strengths; and if you realize you need some expertise, talent and strengths more suited to a task, you should hire or contract for these services.

The North Carolina Roofer's solution

Bob Kruhm reports in his North Carolina Construction News blog a great story of how a Charlotte, NC roofer adapted and refocused his business to overcome the sudden recessionary downturn in his business. The solution for Edward “Ned” Arthur's H & S Roofing, is networking and effective publicity, including this story in the Charlotte Observer.

Participating in community and trade organizations, and reaching out for positive publicity, are highly effective marketing methodologies -- and they won't break your bank account. It helps, of course, if you have a healthy business to start with; one founded on solid service and great client relationships.

The right way

This image is from the website of Baker Roofing Co. in North Carolina. I came across the company in little comment in Ed Fako's not-ready-for-public viewing blog, and queried my North Carolina publisher Bob Kruhm about the company. He said: "They are the largest roofing company in the state…and perhaps the entire Southwest. Very tough competition for every roofing company that bids on work here." I sense someone at Baker Roofing was doing a little Search Engine Optimization by linking to Fako's virtually invisible blog. Guess I'm going to help them some more here, with a link back from my rather highly ranked blog.

In the last couple of days, I've enjoyed a rewarding email exchange with Ed Fako of Right Way Roofing Co. of Carpentersville, Illinois (a Chicago suburb). Fako is a frequent and incisive poster on contractortalk.com threads. He sought out my advice on web links and some aspects of Internet marketing.

The challenge right now, as far as the Web goes for Ed , is that he doesn't have an active website attached to the domain he registered, and a blog he started would not reflect well on his business. I told him in emails that it wouldn't make sense to draw any attention right now either to his domain or his blog -- he needs to fix these things. I hope he does, soon, because his useful and intelligent postings on forums are of real value -- and with just a little work, he can connect these postings (that show his knowledge) with new client business development through the website, blog, and the magical power of search engine marketing.

Nevertheless, I would like to share some of Ed's gems.

This posting on Inspecting the World (International Association of Certified Home Inspectors) takes a shot at "The Rationale for Getting 3 Bids or the Risks of Only Using That Method?"

Ed also has advocated a mentorship program within Contractortalk.com, "Mentoring an Underpriced Contractor".

So why should Ed Fako waste no time in completing the other steps to build his web presence?
First, with a little technical support, he can build a content and information-rich site/blog, one which could (after a few months) attract astounding search engine rankings. Then, with co-ordination, potential clients will be predisposed to call him and not two, or 10 others, for a quote. He won't need to spend a fortune on advertising; organic traffic to the website will get his phone ringing for estimates. And his solid reputation within online forums will really help his business.

But how can he set up a great site, quickly, and without too much cost? One option (probably one that won't work in the big Chicago area market because of exclusivity issues), is to use Footbridge Media, which I've recommended previously. But there are other specialists in contractor-focused web design and in a future issue of this blog, I'll list some of them.

This is NOT a do-it yourself project, unless you are comfortable and reasonably knowledgeable about these matters -- yes, Blogger and Wordpress can give you a virtually 'instant' blog (at no cost), but you need to follow some basic guidelines and processes to do it right. As I explained to Ed Fako, I would make a terrible roofer!