HOW MARKETING ALIGNMENT Led the Mid-Atlantic’s Leading Roofing Company to Extraordinary Growth
Since 1945, the Long name has helped countless families in the DC, Maryland and Virginia region enjoy safer, more beautiful homes.
In 2017, they pursued New England as an expansion market. Historically, new business was generated from newspapers, TV, and radio ads, but those activities were nearly impossible to attribute directly to revenue. Long Roofing did not have the market presence in New England like they did around Washington, DC. They needed more leads, and ultimately sales — fast.
In the past, Long Roofing had worked with other agencies more focused on marketing metrics like clickthrough rates — not revenue and sales. Those ‘vendors’ underperformed and did not understand the audience or how to truly connect campaigns to revenue. The way marketing operations were set up, they were not able to answer critical questions like, “which channels are driving appointments?” or, “how well do appointments convert into sales and revenue?” These were not the strategic partners Long Roofing needed to pursue a new growth market.
With deep expertise in single-family homes,
Long Roofing was well positioned to enter the New England market with the right strategy.
Together, Long Roofing and Silverback Strategies built a digital approach that gave both parties the confidence needed to grow in New England.
“Silverback has successfully increased our exposure and sales with their services. There’s a clear return on our investment.”JOHN DEPAOLA, LONG ROOFING
Results from collaborating with Silverback
(2017 – 2018)
Online Lead Increase
(2017 – 2018)