How A Commercial Roofing Quiz Funnel Can Help You Capture 300% More Commercial Leads

It’s no secret that the commercial roofing industry moves a bit slower than a lot of other industries, like residential roofing for example. It’s a slower pace of progress and disruption for sure.

Max Reznich

CEO, RoofEngine
How A Commercial Roofing Quiz Funnel Can Help You Capture 300% More Commercial Leads

Today, I would like to show you how to take this principle of business and turn it to your advantage. 

Growing your commercial roofing business can be made a lot easier when you learn to “zig” when your competitors have been “zagging” for the last few decades.

It’s nice to have new angles and fresh approaches to marketing your business when everyone has been rinsing the same, “Get A Free Commercial Roofing Estimate/Inspection” offer since the dawn of time. 

Here’s something you can try to freshen up your marketing… 

Since 2020, we’ve been generating thousands of commercial roofing leads every year with something called “Commercial Roofing Quiz Funnels.” 

What is a Commercial Roofing Quiz Funnel?

A Commercial Roofing Quiz Funnel is a simple 2-page sequence on your roofing website that leads a building owner to take an interactive quiz that gives them an answer with some insight into their specific commercial roofing situation.

Commercial Roofing Quiz Funnels work amazingly well at producing more commercial roofing leads because they are a low-friction method of getting a building to take action.

People love interacting with quizzes and calculators online because they see it as a low-effort and private way to receive a tangible result rather quickly.

For every building owner or property manager that visits your site and calls you, there are at least 3+ who will happily take a quiz if offered. 

Best of all, quiz funnels can work for most types of scenarios and uses. You just need a little creativity to angle it to fit the situation.

A quiz also allows you to collect a lot more information about a lead than a simple contact form with ease.

Most building owners intend to get an accurate result from a quiz, and they will likely fill it out as accurately as possible.

This further info allows you to filter and qualify your leads more accurately with less time spent on the phone. 

What does a Commercial Roofing Quiz Funnel look like? 

It may look something like this… 

Page 1: Start with an article titled something like, “7 Benefits Of Commercial Roof Restoration In 2024 For Florida Commercial Property Owners.”

This page features the article and ends with the call-to-action: “Take The Quiz To See If Commercial Roof Restoration Is Right For You.”

The goal of Page 1 is to get the building owner to read the full article so that their desire is stirred to go to Page 2 – the Quiz.

A nice big “Take The Quiz” button helps get building owners to the next step…

Page 2: “Is Commercial Roof Restoration Right For Me? Quiz 

The quiz is designed to collect around 9 pieces of information from the building owner one step at a time.

  1. Building type (Commercial/Residential)
  2. Roof Type (Commercial/Residential)
  3. Roof Issue Ponding (Water/Leaks/Buckling)
  4. Roof Size
  5. Roof Age
  6. Zip Code
  7. Address 
  8. Business Name
  9. Name
  10. Email
  11.  Phone Number 

You only need the first 3 data points to provide a quiz result – the last 6 are to capture their info so you can follow up with them.

You can certainly break this down into a two-step quiz and provide them with a result without getting their info, but we’ll save that for later. 

So the concept is pretty simple. We use a calculator tool and conditional formatting to create the quiz. It’s not as hard as it sounds. Tools like Outgrow or ConvertCalc are great for building these quizzes. 

You can use the answers provided by the building owner to determine if their roof may or may not be a good candidate for roof restoration. If their roof is buckling, has ponding water, or is very old, it may not be a good candidate for roof restoration without further work. 

Based on their answers, the quiz will take them to one of two Result Pages. 

A ¨Success¨ page and a ¨We´re Sorry¨ page. 

By no means is the quiz or the answers provided meant to be a definitive answer to their situation. That's impossible to do without actually climbing up on the roof, and you should let the building owner know in the quiz. 

However, it does provide a valuable rough idea and get the conversation started by providing you with the roof details and building owner´s information. 

From there, you simply reach out by email and phone to see if they’re open for a discussion or a on-site visit. 

How Do You Get Eyeballs On Your Commercial Roofing Quiz Funnel? 

We find that if you can get building owners to read your content, many will also take your quiz when offered. So the real question is: 

“How do we get more building owners to read our content?”

The answer is once again not too complicated.

Google Ads, Facebook Ads, Youtube Ads, and LinkedIn are great ways to distribute your expertise and reach building owners. We’ve been using these platforms for years and have fine-tuned a very effective formula.

Sure, it can get pricey and LinkedIn can be a hit or miss, but combining all 4 platforms to share and broadcast your content is a sure-fire strategy.

Of course, the return on your adspend investment is maximized when working with experts who have literally made it their job to increase it as much as possible…

If you’re interested in learning more about how we do that, just click the “Book A Strategy Session” button below and fill out the application.

We’re always here to help you and your roofing company grow!

Max Reznich

CEO, RoofEngine

Max Reznich founded RoofEngine in 2016 after growing two roofing companies with inbound marketing. His mission is to educate, inspire, and enable every roofing contractor to build the business of their dreams using proven frameworks and marketing campaigns that have worked all over the United States since 2016.

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