The NEW Roof-Buying Experience Homeowners WANT (w/ Marcus Sheridan)

Prioritize providing comprehensive online information and self-service tools, as 80% of a buyer's decision is made before contacting you.

Implement interactive self-service tools (assessment, pricing, selection, scheduling, configuration) on your website to empower buyers and increase control.

Utilize pricing estimators to provide general cost ranges, opening the 'gateway of the buyer's journey' and attracting more leads, even if some are earlier in the process.

Address common buyer fears proactively through transparent communication and tools, such as explaining what happens after filling out a form or providing a pricing estimate.

Create detailed content about pricing, discussing factors that drive costs up and down, to educate homeowners and build trust before direct engagement.

Be aware that AI will increasingly favor companies with transparent online pricing and self-service options when recommending businesses to homeowners.

Consider offering options for buyers to choose their sales representative, as this has been shown to double closing rates by leveraging the principle of consistency and sunk cost fallacy.