Solar Synergy: What solar installers and roofers can learn from each other
The growth of the solar market, and homeowner interest in going solar, presents a fantastic opportunity for solar and roofing contractors to grow their respective businesses by learning from each other and possibly even working together.
Solar installers and roofers each have their unique strengths, but both share the same goal: Grow their businesses by providing quality workmanship. In a thriving solar market, each can leverage their respective strengths and similarities to expand project opportunities and ultimately increase profitability.
Distributor model
For decades, professional roofers have gotten ahead by using close relationships with distributors to their advantage. They save time and money by partnering with a distributor that stocks all the materials they need, delivers them to the jobsite, and even assists with planning and account management. They also get the added benefit of logistics support and warehouse space. Roofers rely on this model to efficiently complete projects.
The alternative is to obtain your materials and equipment directly from different sources. In this case, the roofer is responsible for managing the materials and the account logistics. In a business built on relationships, it is imperative to have a solid supply chain foundation to support and build your reputation with your customer base.
Another advantage to working with a one-stop-shop distributor is to free up cash flow. Buying materials up front and stocking a warehouse adds up. There is an opportunity to get on-demand distribution stock and warehouse space via an all-in-one distributor, which saves money on the up-front material costs, warehousing overheads and labor.
Here’s another roofers’ secret for solar contractors: Work with a distributor to stock and deliver materials and supplies directly up to the roof you’re working on. Doing so can build efficiencies into your project timeline, save you the labor of carrying the products to the roof and potentially cut your insurance costs because the materials are getting to the roof more safely. Some distributors, like ABC Supply, offer all these options to solar installers. That way, you can use the efficient distribution model that’s helped roofers grow their businesses for decades.
Top-floor business practices
As a trade, roofing has been around longer than solar, which has given roofing contractors more time to build their customer base, nurture referral business and obtain higher closing rates. Conversely, solar installers typically need to invest more in marketing, resulting in higher customer acquisition costs.
Solar installers can easily ramp up sales and grow their business by adding roofing to their portfolio — or by partnering with a roofer. Having a single warranty to cover both the solar system and the roofing system is a key selling feature for potential clients. Additionally, leveraging a roofing partner’s long list of existing customers who may want to add solar allows you to increase your exposure without having to pay the marketing costs.
For example, a homeowner might need a new roof before installing a rooftop solar system if theirs is more than 10 years old. Adding solar simultaneously saves time, ensures the roof remains waterproof, and helps build a long-lasting customer relationship that can lead to more business in the years to come.
Keep in mind that as a solar installer, you have the opportunity to offer deeper relationships with your customers when you educate them about their systems and the maintenance requirements that come along with solar projects.
Solar installer + roofer partnership
Before you team up with a professional roofer, there are a few things to keep in mind.
Similar work and business styles can make your relationship easier. Make sure you’re compatible with each other and trust each other to do quality work and complete the job correctly, safely, and efficiently. This way you keep your customers happy and build a solid reputation. Local roofers probably have leads for you, and you might be able to send them customers who need new roofs before you start their solar installations. When you team up with a roofer, the customer gets the best of both worlds — a solid recommendation and a seamless experience.
To grow your business in this new hybrid market, education is key. These days, companies are connecting solar and roofing contractors so they can train each other and have better installation experiences. Some distributors, like ABC Supply, also offer manufacturer-led training events or learning sessions for contractors that provide in-depth product knowledge and step-by-step installation training.
Best of both worlds
Whether you are on you own or working with a roofing company, understand the synergies that can help your business succeed. Finding the right roofing partnership in the years ahead could be crucial to maintaining your business’s longevity. With tactics like deepening your customer base, sharing expertise and partnering with an all-in-one distributor to manage supply risks and control costs, you’ll be able to expand your business.
Eric Cieslak, Anthony Romero and Rob Smith, are renewable energy business development managers at ABC Supply Co.
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