In the residential roofing industry, offering preventative maintenance plans is a highly effective strategy to provide value to your clients while creating a steady revenue stream for your business. Maintenance plans ensure your clients' roofs last as long as possible, while keeping your competitors at bay.
In this article, we'll explore the various aspects of roofing maintenance plans, along with action items and tools that you can use to create your own roofing maintenance service offering.
The Essentials of a Roofing Maintenance Plan
Roofers can offer maintenance plans to clients to ensure the longevity and performance of their roofs. This type of plan involves regular inspections, minor repairs, and preventative maintenance to identify and address potential issues before they become major problems. Here are some elements that a roofing maintenance plan might include:
Basic Plan
- Inspection Intervals: Typically once or twice a year, depending on regional needs
- Clean Debris from Roof Surface: Remove debris such as branches and twigs from the roof surface, valley areas, and around flashings
- Clean Gutters and Downspouts: Clean gutters and downspouts and ensure they are functioning properly to direct water away from the roof and foundation
- Check Roof and Flashing: Inspect for penetrations, cracking, tears, or other damage
- Check Roof Vents: Ensure roof vents are fully functioning with no blockages and with a solid, leak-free seal
- Animal Intrusion: Check for signs of animals nesting (raccoons, squirrels, birds, etc.)
- Minor Repairs: Refasten any loose materials, replace missing shingles, seal exposed nail heads, touch up any caulking and reapply sealant as needed
- Reporting: Provide inspection report with photos noting any work done, along with a report and written estimate for any issues that require repair beyond the preventative maintenance plan
With the ServiceM8 Forms add-on, you can complete forms and add photos in real-time using the mobile app. Wow your clients with your efficiency by sending them a professional inspection PDF report as soon as you're safely off the roof!
Membership Perks
- Priority Service: Emergency roof service guaranteed within a specific timeframe of a call
- Service Discounts: All preventative maintenance plan owners receive discounts on larger repairs
Additional Services to Consider
- Tree Trimming: Trim any tree limbs that are within four feet of the roof's surface
- Skylight Cleaning: Clean skylight lenses
- Snow Clearing: Removal of built up snow from roof
- Moss and Algae Treatment: Treat and remove moss and algae growth
- Solar Reflective Coating Check: Reapply or repair coatings as needed to maintain energy efficiency
- Emergency Inspections: Additional visits following major weather events such as hailstorms or extreme wind
There may be other services that may be required in your area - these are just examples of what you could include in service tiers or as add-ons.
The Business Benefits of Offering Roof Maintenance Plans
From your perspective as a roofing business owner or manager, offering clients a preventative maintenance plan can create multiple advantages:
Recurring Revenue Stream
- Steady Income: Unlike one-off roofing jobs, maintenance plans generate steady, predictable revenue throughout the year. Clients pay for these services regularly, whether monthly, quarterly, or annually, which helps smooth out cash flow and provides financial stability, especially during the off-season.
- Long-Term Client Relationships: Maintenance plans keep you in regular contact with your clients, fostering long-term relationships that lead to repeat business and referrals.
Increased Lifetime Value
- Upselling Opportunities: Regular inspections allow you to identify additional services or repairs that may be needed, providing opportunities to upsell - and leaves no chance for the competition to get in.
- Customer Retention: Clients who subscribe to a maintenance plan are more likely to stick with your business for future roofing needs, increasing their lifetime value. It's a lot cheaper to retain existing clients than it is to gain new ones - so nurture those relationships!
Off-Season Work
- Busy Crew: Maintenance plans provide work to your crew during these slower periods by scheduling essential services that are necessary year-round, such as inspections, minor repairs, and winter-specific maintenance tasks.
- Seasonal Sales: You can also tie seasonal needs into your maintenance visits, by offering add-ons like Christmas light installation packages or additional inspections within a certain time (for example, 24 hours) of extreme weather events
Why a Maintenance Plan Isn’t Redundant—Even with a Warranty
Some clients may view the concept of a roof maintenance plan as redundant or, at worst, a scam, since modern roofs are often accompanied by long warranties. However, roofing maintenance plans offer significant value to homeowners, even with a long warranty. Here's why:
Warranty Compliance
Most warranties require regular maintenance to remain valid. If a homeowner fails to perform routine upkeep or have regular inspections, the warranty could be voided. By offering maintenance plans, you help your clients stay compliant with their warranty terms, ensuring that they’re covered if a major issue arises.
Coverage Gaps
Most warranties have exclusions and limitations that don't cover all possible issues - such as damage from external factors like extreme weather, debris, or neglect. Regular maintenance can address minor problems not covered under warranty before they escalate into major repairs.
Extended Roof Lifespan
Regular maintenance extends the lifespan of a roof by addressing wear and tear before it leads to significant damage. Clients who invest in maintenance plans are likely to get more years out of their roof, even beyond the warranty period.
Peace of Mind
Warranties are reactive, meaning they only come into play after a problem has occurred. A maintenance plan is proactive, helping to prevent problems from arising in the first place. Clients who invest in a maintenance plan gain peace of mind knowing that their roof is being actively cared for, reducing the cost and hassle of unexpected repairs.
Ideal Candidates for Roof Maintenance Services
Not every client will be willing to pay for a maintenance plan. Some clients will believe they can maintain their roof themselves and, provided they know what they're doing and can do it safely, that may be true. However, there are clients who would genuinely be better off letting professionals handle their roof maintenance due to safety concerns, convenience, or the specific demands of their roofs. Candidates could include:
- Homes with Steep Roofs: Steep roofs can be dangerous to navigate, making regular DIY inspections and maintenance challenging.
- Older Homeowners / Homeowners with Limited Mobility: For those who may have difficulty safely accessing their roofs, a maintenance plan offers peace of mind and eliminates the need for them to climb ladders or perform strenuous work.
- Busy Professionals or Families: Homeowners with demanding jobs or busy family lives may not have the time or energy to keep up with roof maintenance.
- Vacation Homeowners: Owners of second homes or vacation properties may not be present year-round to monitor the condition of their roofs. Your plan can ensure their roofs are regularly inspected and maintained, even when they’re not around.
- Homes in Areas Prone to Severe Weather: Homes in regions that experience extreme weather (e.g., heavy snow, hurricanes, hail) are more susceptible to roof damage. Regular maintenance can help spot and fix issues before they worsen due to severe conditions.
- Older Homes with Aging Roofs: Roofs that are nearing the end of their expected lifespan require more frequent inspections and maintenance to extend their functionality and avoid premature replacement.
- Homes with Complex Roof Designs: Roofs with multiple peaks, valleys, and features like dormers or skylights need more attention and are more difficult to maintain.
How to Market and Sell Roof Maintenance Services
Educate Your Clients
Many homeowners are unaware of the benefits of regular roof maintenance. Educate your clients about the importance of maintaining their roof and the potential cost savings. Use content marketing, social media, email, and brochures to get the word out.
Offer Tiered Plans
Offering tiered maintenance plans provides clients with options that suit their needs and budget. For example, you could offer a basic plan that includes annual inspections and debris removal, a mid-tier plan that adds minor repairs and gutter cleaning, and a premium plan that includes all services plus winter-specific tasks.
Leverage Seasonal Promotions
Seasonal promotions are an excellent way to attract new clients and encourage existing clients to renew or upgrade their plans. For example, offer a discount on winter prep services in the fall or a free spring checkup for clients who sign up for an annual plan.
Highlight Cost Savings
One of the most compelling selling points of a maintenance plan is the potential cost savings. Emphasize how regular maintenance can prevent expensive repairs, extend the life of the roof, and maintain the home’s value.
Bundle with Installation
If a client is getting a new roof installed, it’s the perfect time to offer a maintenance plan. Bundle the maintenance plan with the installation service at a discounted rate to encourage clients to sign up immediately. This approach not only increases the initial sale but also sets the stage for a long-term relationship.
What You Need to Do to Get Started
Define Service Package Offerings
Before launching your maintenance plans, clearly define the services included at each level and establish a pricing strategy. Consider your costs, your crew's capacity to provide various services, the value provided to the client, and what the market will bear. Make sure that each package is attractive and offers a clear benefit to the client.
Train Your Team
Your team needs to be proficient in performing the services included in the maintenance plan. Provide training on inspections, minor repairs, and any specialized services, such as snow removal or moss treatment, as well as how to complete and send an inspection report to a client. Additionally, train your team on how to effectively communicate the value of the maintenance plan to clients, focusing on the benefits and cost savings.
Develop Marketing Materials
Create marketing materials that educate clients about the importance of roof maintenance and the benefits of your plans. This could include brochures, website content, email campaigns, and social media posts. (Here's a hint: Draw liberally from the section titled Why a Maintenance Plan Isn't Redundant in this article, and use the ideas below!)
Use Job Management Software
Efficient scheduling and client management are integral parts of running a successful maintenance program. Implement service scheduling software, such as ServiceM8, which allows you to manage appointments, track client history, and automate recurring job reminders and invoices. You can also import task lists into ServiceM8 and create job templates for the different inspection tiers, making it easy for your crew to follow checklists and complete forms while conducting maintenance visits. (Should the need arise, you can generate quotes for repairs on the spot as well!)
If you use ServiceM8 as your job management software, training is easy with the ServiceM8 Learning Roadmap. A series of short videos and articles will walk your staff through the basics, letting them learn independently and at their own pace.
Marketing Tool Ideas
Cost-Benefit Analysis Infographic
You can quickly create a cost-benefit analysis infographic using your own pricing. Simply save a copy of this Google spreadsheet, adjust the numbers to meet your plan pricing and current market conditions, add your logo and contact information, and print.
Seasonal Maintenance Checklists
When you are talking about maintenance plans with prospective clients, you can go over the checklists that your roofing technicians would use so that your clients can see how comprehensive a service you offer, and what the different tiers and seasons may entail. This spreadsheet gives you examples of basic roofing maintenance checklists, separated into warm/cold climates and spring/fall visits.
If you're using field management software like ServiceM8, these checklists can be incorporated right into job templates to be accessed from your mobile device.
TL;DR (Summary)
Roof maintenance plans are an essential strategy for growing your roofing business, providing steady revenue, enhancing client relationships, and ensuring work during the off-season. By educating your clients, offering tiered plans, and leveraging effective marketing strategies, you can position your business as a trusted partner in maintaining the longevity and integrity of their roofs.
Get started today by defining your service offerings, training your team, and implementing the right tools to manage your maintenance program. With a well-executed plan, you’ll not only grow your business but also create lasting value for your clients.
Take a tour of ServiceM8 today and see how it can streamline and automate your roof maintenance plan service offering.
