Harnessing the Power of Social Media

MCS Influencer Randy Chaffee says that using social media is key to improving your sales processes.

Editor's note: The following is a transcript of an interview between our Multimedia Manager, Megan Ellsworth, and Owner of Source One Marketing, Randy Chaffee.

Megan Ellsworth: Hello everyone. My name is Megan Ellsworth here at MetalCoffeeShop.com. Back again for a influencer response for the month of August, 2023, with Randy Chaffee. Hi, Randy.

Randy Chaffee: Hey, Megan. How are you?

Megan Ellsworth: I'm doing good. How about yourself?

Randy Chaffee: Can't complain. It's been a busy day. Busy week, but love jumping on and talking my favorite subject, metal roofing. With you, it's always fun.

Megan Ellsworth: This month's question is, how is the sales process of residential metal installations changing? How are contractors selling metal roofing, siding, and gutters?

Randy Chaffee: Well, you don't... I think it's funny. We're in a really interesting time right now. The really great news is that metal roofing is hot. It's growing every year. What I think we're maybe at around 15 to 18% of the overall roofing market, and it's been busy. And a lot of new people getting involved and a lot of people getting into metal. That's a great thing. But Megan, what the even bigger news is is that it's only 18%. That means there's so much more room for growth, and that's the exciting part for all of us, in all aspects of the metal roofing industry. So I think, with that said, the really important thing for contractors getting into installing metal is a couple things. One is the consumer out there is way more educated today than they ever were.

With the internet and with podcasts and with different trade shows and all those kinds of things, the average consumer, you better be on your A game with them. And I think it's important to know your craft and be able to deliver that craft with some confidence and some expertise, because you can't, let's say, BS the consumer at all in today's world. Because they are very much more sophisticated than what they used to be. So that's something I think it's really important to be aware of. If you're new or even been in the business of installing metal roofs, really got to be on that A game and remember that the customer we're dealing with is not the old time customer that maybe didn't know much about metal roofing.

Megan Ellsworth: That is so, so true. Well said, Randy. Do you have any, just before we end, any tips or tricks for any roofers out there looking to sell more metal installations?

Randy Chaffee: Yeah, so the important thing I think for contractors and roofers is to use virtual, to use social media, and to be out there in front of people. Visibility equals opportunity. And there's so many people in the metal roofing world right now, but you're competing against other metal roofers, but you're competing against still the other types of roofing that's available. So I think it's important to be visible out there all the time. Do social media. Social media, in my opinion, is the website of 15 years ago. If you're not there and you're not using it, you have a tendency to disappear to somebody that is using it on a regular basis. And they may not be doing the same quality work you're doing, but the assumption is they're big and they're involved and they're good at what they're doing. Because people see them every day. So I think being involved in social media, as well as all the other stuff, the yard signs and your truck signs and all the other media that you use, you got to get out on social media, let people know.

And my key there, I think, is show your roofs, show your jobs, get testimonials from your customers. Nobody, or everybody, I should say, love to see the contractor standing with the husband and wife, looking at their brand new job, and saying, "Man, that was a beautiful job. Everything went perfect, everything went great." And I think it's important, Megan, last thing, if the owner of the company or one of the salespeople of the company be in the video, be upfront. People want to know who they're going to buy from. They want to know who they're going to deal with. I think that's really important. If you combine that with quality product, good service, there's probably no limit to what we can do in this industry.

Megan Ellsworth: Wow. Well said. I totally agree with that, Randy. Well, thank you so much for your wisdom today, and I look forward to hearing your thoughts on next month's topic.

Randy Chaffee: You got it. Megan, thank you, my friend. I appreciate it as always.