Equipter offers ‘New Roof, No Mess’ marketing materials to roofers

When homeowners buy a new roof, they often overlook the fact that before their new shingles can be installed, thousands of pounds of old shingles need to come off the roof first. In most cases, those shingles get tossed to the ground, and on the way down, they risk damaging everything from landscaping to windows and siding.

Equipter makes innovative machinery that can prevent this. And for roofers who use its machinery, the company now offers what it calls ‘New Rood, No Mess‘ marketing materials, which help the roofers convey all the benefits of the machinery, Equipter says.

A visual sales presentation

Equipter is the Lancaster, Pennsylvania-based company that manufactures RB4000—a mobile roofing trailer that roofers can lift up to 12 feet, slide shingles into and then dump directly into a larger receptacle using hydraulics.

In addition to making work easier for roofers, who don’t have to pick shingles off the ground or lift them into a dumpster, RB4000 also keeps homeowners’ yards cleaner because shingles aren’t just tossed to the ground. Read more about RB4000 here.

To convey the value of keeping yards tidy, Equipter developed New Roof, No Mess—a subscription-based service that provides RB4000 owners with branded, customizable marketing materials.

“Basically our goal is to kind of raise the standard in the roofing industry,” says Marketing Director Sam Beiler.

With New Roof, No Mess, RB4000 owners get access to customizable brochures and postcards, TV and radio ads, direct mail and web badges. All of these assure homeowners that their roof will be installed without debris strewn around their yard or property damage. The goal is to help RB4000 owners visually tell the story of how they use RB4000 and the difference it makes in their work.

Increase close rates, increase referral rates

When Aaron Beiler and his four sons invented RB4000, their main priority wasn’t to make the job cleaner. Their goal was to make the roofing business more efficient.

But “because we were a roofing contractor ourselves, right away we saw the benefit that this was going to bring to the homeowner; job sites were a whole lot cleaner,” says Marketing Director Sam Beiler.

When Aaron Beiler and his four sons invented RB4000, their main priority wasn’t to make the job cleaner. Their goal was to make the roofing business more efficient.

Roofers using their products had similar results. “It’s kind of funny,” Sam says. “It’s a very unique circumstance, but I’ve heard it from a handful of different contractors where they say, ‘I can’t tell you how many times I replaced a roof and I destroyed a Japanese Maple and had to spend $500 to replace a Japanese Maple tree,’ where then after get the Equipter, they say, ‘That just doesn’t happen anymore.’”

As the company grew and Equipter sold more than 1,000 RB4000s, the Beilers decided to help their customers use RB4000’s tidiness as a selling point—New Roof, No Mess was born.

One customer using RB4000 and the New Roof, No Mess program increased his close rate by 15 percent. His referral rates increased 20 percent—from a 60 percent referral rate to an 80 percent referral rate.

“At the end of the day, that’s really the main benefit,” Sam says, “because if you can offer a better process and be that professional in your area offering the best roofing process, it’s really something that homeowners see as tangible value, and it shows up in things like increasing your close ratio and increasing your referral rates.”

Last month Equipter launched a new product, RB2000. Read about that here and subscribe to US Builders Review for other blog posts, original stories and more.