How effective is your roofing contractor marketing? Without a way to track campaigns, understand return on investment (ROI), or identify your most profitable lead sources, it’s hard to spend your marketing budget well. Many roofing businesses end up wasting money on ineffective campaigns simply because they lack information.
Luckily, improving your marketing ROI doesn’t have to be complicated. Through the AccuLynx integration with Hubspot, you can automatically sync lead records, track campaigns more effectively, and make smarter marketing decisions. Here are the three biggest marketing mistakes roofing contractors make—and how this powerful tool helps you avoid them.
Mistake #1: Not tracking marketing ROI or lead sources
The problem
Most contractors are using a variety of roofing marketing strategies, such as running ad campaigns, posting on social media, or implementing SEO techniques. But tracking their performance isn’t always easy. Many don’t know which leads generate the most revenue or which campaigns bring in the best customers. Without clear insights, it’s easy to lose track of where leads come from. If contractors can’t measure marketing ROI, they risk wasting money on underperforming channels and ineffective campaigns.
How to fix it
By connecting AccuLynx to HubSpot, you can monitor leads and link each one to its original campaign. As leads move through the sales funnel, job values and milestones update automatically in HubSpot, giving you real-time insights into your marketing performance.
With these insights at your fingertips, you can run reports in AccuLynx and HubSpot to dive deeper into conversion rates, ad performance, and other key marketing KPIs. Because AccuLynx stores all your roofing business data, you’ll have a clear view of the customer journey and confidence that your marketing dollars are driving real results.
Mistake #2: Failing to follow up with leads quickly and consistently
The problem
It doesn’t take very long for a lead to go cold. According to some studies, the odds of qualifying a lead decrease by over 6 times in the first hour after you’ve captured that lead. But with so many other pressing tasks for your sales team to complete, follow-up can often take much longer than an hour. In addition, many roofing businesses are still relying on manual follow-up methods, which can lead to inconsistent communication and even losing touch with contacts altogether.
How to fix it
Automating your lead follow-up can help you respond more quickly. Using the tools in AccuLynx, you can create follow-up messages, such as an email setting up an appointment, that are automatically sent to new leads once they are added to the system. Even when your sales team is too busy to contact a lead right away, these automated messages ensure that your leads hear from you in a timely manner.
Mistake #3: Not aligning sales and marketing efforts
The problem
Aligning sales and marketing makes businesses 67% more efficient at closing deals and grows revenue 17% faster. But many contractors treat sales and marketing as if they were totally separate functions, leading to miscommunications and lost opportunities. In particular, sales teams are often unaware of which marketing channels are generating the best leads. This can make it hard for sales teams to prioritize high-quality leads and make the most of their time.
How to fix it
The AccuLynx and Hubspot integration allows you to seamlessly sync your contractor marketing and sales data. For instance, when leads reach specified milestones in AccuLynx, a matching contact record is automatically created in Hubspot, and updated in real time as changes are made in AccuLynx. Similarly, when a specified deal stage criteria is met in HubSpot, a new contact record is created in AccuLynx. This helps your teams stay on the same page and gives salespeople greater visibility into lead activity.
You can also help align sales and marketing by using the Lead Intelligence tools in AccuLynx. Lead Intelligence assigns a score to each of your leads using AI and third-party data, predicting the homeowner’s potential buying behavior—the higher the score, the more likely the lead is to close. The insights from Lead Intelligence will help you prioritize high-value opportunities and verify which marketing campaigns are generating your top leads.
The best tool to improve your roofing marketing ROI
Poor tracking, slow follow-ups, and disconnects between sales and marketing can lead to wasted money and missed opportunities. With AccuLynx roofing software and Hubspot, your business will have the tools you need to track marketing ROI, automate follow-ups, and align sales with marketing. By using these tools to fix common contractor marketing mistakes, you can maximize lead conversions, reduce wasted ad spend, and grow your business efficiently. To learn more, schedule a custom demo today.
