Branding Possible Contradiction In Terms

Marketing
1

I don’t get on the forums much. Between my business, cedar network (22 members), professional roof cleaners association, exterior cleaning contractors directory, time is limited
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I was looking through the 96,000 YouTube videos on roof cleaning. Just search YouTube “Roof Cleaning”.

The one thing that stood out to me was a lot of the “branding”, some have titles like “Roof Cleaning-Pressure Washing” combined.
Not to mention all the web sites that have the same.

From a service branding viewpoint, to me this infers you may clean a roof with a pressure washer. That is the perception which could be concluded.

Now this is not to say power washing or roof cleaning is bad or right or wrong etc. That debate is long pass and not the issue here.

What I am saying, it can give the inference of combining a pressure washer with roof cleaning. Potentially sending the wrong message.

The one thing the industry has done better over the years is educate the home owner. Now with the buzz phrase “soft wash” roof cleaning & pressure washing is or can be seen as a contradiction in terms.

Strictly from a service “Branding” viewpoint wouldn’t it be good branding/marketing to separate the two?

I realize many are pressure washers and have added roof cleaning as one part of their services. But, have they also given thought to their service branding?

I get it, but the average home owner may not and thus potentially click away from the service(s) for reasons of misperception.

Again, most home owners today do not like the sound of pressure washer near their roof.

So wouldn’t it be prudent business strategy to separate the two for branding purposes?

Maybe something like two web sites as an example, one for roof cleaning, one for pressure washing services.

For branding purposes, if I was a pressure washer, who also cleaned roofs, I would have one site Sullivan Pressure Washing and other site Sullivan Roof Cleaning. Not to confuse the two services which have different processes.

With this industry growing in leaps and bounds every year. Marketing is becoming more important than ever.

So sending/marketing the right message/perception is important or all your effort could be for nothing.

Again, in today’s market “Roof & Pressure washing” may not be viewed as a positive result match.

Potential customers can infer negative results. Which in reality makes common sense if one thinks about it.

Also, pressure washing & roof cleaning are two different services, with different processes and applications.

Your branding is your service, who you are and what you do!

Protect your branding. In the end it is all about perception and what the potential customer perceives.

With the right perception/branding they will call you, in most cases. The wrong perception/branding they will not, in most cases.

Food for thought.

2

That’s definitely food for thought.

My first question would be how would google view two websites for the same business?

Sent from my iPhone using Pressure Washing Resource

3

That would be a good question for Brennon [MENTION=76]go4dabukz[/MENTION]. He’s got a couple nearly identical sites, and they seem to rank very well for his area.

Add to that a differentiation in services, and I don’t think google would have a problem. And from a marketing standpoint, I think this makes a lot of sense; I’m gonna start looking for a new domain…

4

having everything clearly marketed on one site has been working for me for years. My customers have the ability to read about each process and understand the differences prior to calling. Others find my site using key words specific to their needs and called prior to reading anything and I explain when we talk

5

This is not to say that one’s branding the two types together is a problem, the topic discussion is it “could” be a problem. The real issue is if one offers roof cleaning as a service do they want the roof cleaning service combined with their pressure washing service which could or can give the potential customer the “perception” one will use a pressure washer to clean a roof.

That said. I for one don’t even own a pressure washer. I have never pressure washed anything. My service is roof cleaning. 98% of our roofs are cedar, though we do other roofs. Now I have a number of videos showing the process on my sites, I spell out non-pressure process etc. etc. But yet I cannot believe the number of times potential customers contact me and ask " Are you going to use a pressure washer on my roof to clean it?’ Basically those words. Dah. What part of my process didn’t they understand. LOL The video’s, blogs, etc. Turns out they didn’t review the web site first, they got my number and called. They had that concern and I don’t even pressure wash or have any reference to such on my sites.

So the “potential” is if they are so concerned about such where a service doesn’t even use or have one, what could “potentially” be the concern where pressure washing is in the name or service when looking for roof cleaning.

This topic is only something to “consider” in one’s service business. It well may not be an issue for some and it may for others. In most cases location plays apart in such and how well home owners are educated to the service(s).

As for web sites. Unless you are using Google Places, which I don’t, their is no real conflict with separate sites. I have Sullivan Roof Cleaning, Inc. and have cedar shakes roof cleaning both have the same address and phone number both are roof cleaning but each has it’s own identity. Though my service is solely roof cleaning so not the best example for branding purposes, but as far as two web sites it is. They both rank real well. The Sullivan site ranks top for local i.e. Iowa and the cedar site ranks well locally and nationally.

This is just something to think about. Again for veterans that already have good branding maybe not a concern but for those starting out maybe something to consider. At the end of the day it is all about marketing your brand and what gets the phone to ring for your service.

Like I tell people. “I don’t sell a service, I sell results.” Branding, Sullivan Roof Cleaning sells results. Anyone can sell a service!

6

do you have a link to your sites?

7

Sorry have a problem inserting links on this forum. Most forums you can just type it in.
Just Google Sullivan Roof Cleaning there is a link that goes to the cedar site on the Sullivan site at the top says cedar shakes
They are linked together.

8

Bruce, I agree with some of what you’re saying in your first post. Basically the core message or subject of roof cleaning is muddled…but the above quote brings up a whole other situation and really contradicts the “Theme” of your original post.

You either “Brand” as a roof cleaner or a pressure washing company, or an Exterior Cleaning Company, Concrete Cleaner, window cleaner?

Separating one from the other means Double websites & maintenance, double marketing, double everything…Is the profit potential worth the cost of doing this? As someone that does both I would say…No… A tight website that explains the processes (as Jim said in his response) of services should get the job done…maybe not 100% but worth the ROI and not worth separating…IMO.

I see you included the “We don’t Even Own A Pressure Washer” which I’ve seen before from other(s). This inferred to the customer means that anyone they call that offers or has a pressure washer is going to blast their roof with it…which may or may not be true, but does a disservice to Professionals like myself and others…just saying.

When you’re looking to buy a “Hunting Bow” do you look for the “Hunting Bow Only Store”? Or Bass Pro - Gander Mountain which sells almost anything having to do with hunting or outdoor recreation…Yes Branding is very important.

You bring up a very good subject, definitely something to think about.

9

Good feedback.

As I indicated though this isn’t about being a pressure washer or a roof cleaner or both. It is about Branding.
I have a data base of over 2500 exterior cleaners throughout the U.S. of that number over 700 also offer roof cleaning.

I see the point about ROI for many that could well be an issue. For me it isn’t as a cedar shakes roof cleaner.
But for many that are say asphalt/composite cleaners the margins are not there.

My point about not even owning a pressure washer or have ever offered such we to make a point. Even though I have no connection to such in my service many potential customer call asking if I am going to use one cleaning there roof.

Maybe I didn’t word it right. I am not a writer per se. LOL I cannot always express my thought process into words correctly.

Though it appears the topic has created discussion which is a good thing.

10

the margins are pretty good for asphalt/composite roof cleaners, what are they on cedar shake roofs? Or better yet, what do you base that statement on?

11

I been cleaning roofs for some time now. I use to clean asphalt/composite, metal, tile, slate etc…
I was the first true roof cleaner in Des Moines, Iowa so I had to blaze the trail so to speak.
I am sure you know what I mean. No easy task.

99% of the roof cleaning jobs were asphalt/composite. In my area anything over $0.15 a sq. ft. people wouldn’t pay.

So I changed my approach and added cedar wood roof cleaning and had no problem getting people to pay $1.00 a sq. ft.

The average 4,000 sq. ft. asphalt/composite takes me about 4 hours, travel to, setup, clean, tear down, etc.
The average 4,000 sq. ft. Cedar wood takes me about 8 hours, travel to, setup, clean, tear down, etc.

So the 4,000 sq. ft. asphalt/composite job I gross $600.00
The 4,000 sq. ft. cedar wood job I gross $4,000.00

So to gross the same $4,000.00 for 1 cedar job, I have to sell, travel to, setup, clean and tear down at least 6 asphalt/composite jobs.

That’s what I base my statement on. Strictly a numbers fact.

As a footnote: What is the one roofing material of all roofing materials that is well documented needs to be maintained? Cedar wood roofs.
If marketed right is sells itself.

I use to be on forums a lot in past years and like to network but sometimes forums can become overwhelming. Some get uptight when you don’t share everything. It is one thing to network but another thing to just pass on all trade elements that took sometime years to develop. One needs to keep business in perspective. Many on these forums or those that are just larking in the background, not active members are looking to become your next competitor. You don’t have to be a member of the forum to read the posts, you just cannot respond. Some discussions are best kept off the forum for that reason. Nothing personal, just business.
I cannot count the calls I have received over the years from someone stating " I saw your post on this forum or that forum and was wondering if I could talk with you about starting up." My point, I don’t mind working with others like minded and professional and have done so over the years, but I don’t like broadcasting for just anyone to see. Some discussion are best kept off forums for that reason, in my opinion.

12

Well said and I agree 100%

Back on topic, I charge much more than .15 a sqft and have no problem with people who are not willing to pay. We can wash a 4k sqft roof in 2-4 hrs depending on the layout of the roof.

PM on the way

13

I’m not sure I understand that “The Margins Are Not There” quote…Do you mean volume? Margin issues are usually a sales issue.

Not many “Roof Cleaning Companies” are stand alone or “Just” Roof Cleaning Companies that generate 100% of their profits from roof cleaning…By that I mean an actual full-time Roof Cleaning Company who’s owner is supported solely by the profits from roof cleaning.

It’s a great discussion, I’d like to hear more thoughts.

14

Yes it is a sales issue. You get it.

I am stand alone. I been cleaning roofs for some time now. I use to clean asphalt/composite, metal, tile, slate etc…
I still do mostly for realtors who help me get started.
I was the first true roof cleaner in Des Moines, Iowa so I had to blaze the trail so to speak.
I am sure you know what I mean. No easy task.

Starting out 99% of the roof cleaning jobs were asphalt/composite. In my area anything over $0.15 a sq. ft. people wouldn’t pay.

So I changed my approach and added cedar wood roof cleaning and had no problem getting people to pay $1.00 a sq. ft.

The average 4,000 sq. ft. asphalt/composite takes me about 4 hours, travel to, setup, clean, tear down, etc.
The average 4,000 sq. ft. Cedar wood takes me about 8 hours, travel to, setup, clean, tear down, etc.

So the 4,000 sq. ft. asphalt/composite job I gross $600.00 @ $0.15 a sq. ft.
The 4,000 sq. ft. cedar wood job I gross $4,000.00

So to gross the same $4,000.00 for 1 cedar job, I have to sell, travel to, setup, clean and tear down at least 6 asphalt/composite jobs.

That’s what I base my statement on. Strictly a numbers fact.

Off topic comments;

As a footnote: What is the one roofing material of all roofing materials that is well documented needs to be maintained? Cedar wood roofs.
If marketed right they sells themselves.

Personal comment:

I use to be on forums a lot in past years and like to network but sometimes forums can become overwhelming. Some get uptight when you don’t share everything. It is one thing to network but another thing to just pass on all trade elements that took sometime years to develop. One needs to keep business in perspective. Many on these forums or those that are just larking in the background, not active members are looking to become your next competitor. You don’t have to be a member of the forum to read the posts, you just cannot respond. Some discussions are best kept off the forum for that reason. Nothing personal, just business.
I cannot count the calls I have received over the years from someone stating " I saw your post on this forum or that forum and was wondering if I could talk with you about starting up." My point, I don’t mind working with others like minded and professional and have done so over the years, but I don’t like broadcasting for just anyone to see. Some discussion are best kept off forums for that reason, in my opinion.

15

The only place I know of where guys work fulltime all the time just cleaning roofs is in Florida. For me I can’t see the volume for roof washing only. Why someone wouldn’t also include the house etc is beyond me but then again we only get around 75 or so roof washes a year and thats nowhere near enough to support employees.

Also here there are hardly any cedar roofs so to pass up Asphalt roofs here would be suicide for your business if it was the only thing a roof cleaning dude would do.

Now if your pretty much only doing Cedar roof cleaning then it would be wise to fix those roofs and to also install them. That’s what the president of the PWNA.ORG - Power Washers of North America does and he is a multi millionaire a couple of times over. Huge money in installing Cedar roofs.

16

Preach It Brother Bruce…Couldn’t agree more.

Now Back on topic…

Now we’re into the “Niche Market” of service which commands a higher price & higher quality…I totally get that.

Getting back to Pressure Washing/Roof Cleaning Company Branding confusion…I see the combined 2 (or more) services in one company a choice or variety for consumers…much like a grocery store…kinda like a one stop for exterior cleaning. This diversification also helps the Company providing these services (Exterior Cleaning) by providing more revenue streams thus continued cash flow.

I commend you on your ability to provide only 1 service and be profitable at it…a feat not many Small Business Owners can accomplish.

17

I must agree. Choice is healthy. I never intended the post to infer one service only. The point I was making was to “consider” separating the services for more chances of direct exposure. If a pressure washing service, brand as a pressure washing service. If roof cleaning is a service provided, also brand as a roof cleaner. If deck restoration is a service also provided, also brand as deck restoration expert, etc. etc. Just a concept to consider for branding/marketing purpose, nothing more inferred.

Though I see your point…