Gary Cohen, Vice President, Certified Contractors Network
In a competitive industry like roofing, a compelling unique value proposition (UVP) can be the difference between growth and stagnation. Your UVP should tell prospective customers why they should choose your roofing company over others. But a powerful UVP isn’t just a catchy phrase; it’s a carefully crafted statement backed by measurable qualities and results. In this article, we will explore the meaning of a UVP, why it’s essential for roofing companies, the importance of making it quantifiable and actionable steps to develop an impactful UVP.
A unique value proposition or UVP, is a statement that communicates what makes a company or product distinct from its competitors. It’s an expression of the unique benefits that your company brings to the table and the primary reasons customers should choose your services over the rest. A good UVP is:
■ Clear: It’s straightforward, avoiding technical jargon or vague language.
■ Specific: It addresses the needs of a target audience and highlights benefits specific to them.
■ Differentiated: It emphasizes what’s unique about your company, setting it apart from competitors.
For roofing companies, a UVP might highlight qualities like superior craftsmanship, high-quality materials, exceptional customer service or a unique warranty. The UVP becomes a statement of your company’s core promises to customers, providing clarity about who you are and what you offer in a single, powerful sentence.
The roofing industry is extremely competitive. Homeowners and businesses have numerous options when it comes to roofing contractors. Without a strong UVP, a roofing company risks blending into a sea that is full of competitors. Here’s why a powerful UVP is critical:
Differentiation in a Crowded Market – Many roofing companies offer similar services, so it can be challenging for potential clients to distinguish between them. A UVP cuts through the noise by directly communicating why your company is the best choice. This can be crucial in capturing the attention of customers who may otherwise be overwhelmed by too many options.
Building Trust with Prospective Customers – A UVP helps instill trust in your brand by showing customers that you’ve thought carefully about what matters most to them. When a UVP highlights benefits like industry-leading warranties, eco-friendly practices or top-rated customer service, it signals reliability and commitment, which can reassure apprehensive customers.
Improved Marketing ROI – A clear, targeted UVP aligns your marketing efforts, making campaigns more effective and yielding a better return on investment. When potential customers instantly understand your value, they’re more likely to engage with your marketing, from clicking on ads to filling out contact forms. A strong UVP in your marketing should generate more leads and drive down your cost per lead (CPL).
Establishing Long-Term Loyalty – The qualities and promises in your UVP help set clear expectations, creating a foundation for trust and long-term loyalty. When your company delivers on its UVP, it reinforces a positive customer experience that encourages repeat business and referrals, further driving down your overall CPL.
A UVP always becomes more powerful when it includes quantifiable elements. A quantifiable UVP provides measurable proof of your value, which helps turn general promises into concrete facts. Let’s break down why this matters and how it works in practice.
Credibility and Trust – When you back up your UVP with statistics or specific metrics, you make your value tangible. For instance, stating that “We have over 1,000 Google reviews with an overall 4.9 rating” or “Our installations come with a lifetime warranty on workmanship” demonstrates confidence and expertise, which builds credibility.
Enhanced Perceived Value – Quantifiable elements create a sense of added value. Numbers offer a straightforward, objective way for customers to compare you against the competition. For example, a roofing company promising “lifetime workmanship warranties” or “95 percent satisfaction rates” has a clear advantage over a competitor that merely promises “quality service.” Anyone can say they offer quality service but this is an empty statement that isn't
backed up with quantifiable measurables.
Easier Decision-Making for Customers – Clear, quantifiable UVPs help customers feel confident about their choice. When people know exactly what they’re getting and how it’s better than alternatives, it reduces friction in the decision-making process. They know that choosing you means specific benefits they can rely on.
Crafting a UVP is both an art and a science. To create a UVP that speaks to your target market, communicates unique advantages, backed by quantifiable elements.
Know Your Target Audience – Understand your ideal customer and their primary pain points. Are they homeowners concerned with energy efficiency or commercial clients who prioritize quick, disruption-free installations? Use this understanding to support the benefits you highlight in your UVP.
Identify Your Unique Strengths – What sets your company apart? List the qualities that make your services unique, such as expertise with specific materials, superior workmanship or an exceptional track record of on-time project completion. If your company has awards, certifications, reviews or other data points that set it apart, you should seriously consider these in your UVP.
Focus on Quantifiable Elements – Once you’ve identified your strengths, find ways to make them measurable. For example:
■ Instead of “fast turnaround times,” specify: “Projects completed 30 percent faster than the industry average.”
■ Rather than “high customer satisfaction,” try: “Over 95 percent of customers recommend our services.”
■ For warranties, state the specifics, like “25-year no-leak guarantee.”
These metrics lend your UVP credibility, showing customers that you stand behind your claims.
Now that you have the components of your UVP, bring them together in a concise, compelling statement. Here are a few examples:
■ “Roofing installations completed 25 percent faster with our certified team, backed by a 25-year leak-free guarantee.”
■ “Award-winning customer service with 95 percent client satisfaction and a lifetime workmanship warranty.”
■ “Eco-friendly roofing solutions that save homeowners an average of 20 precent on energy costs annually.”
Each of these examples highlights a specific benefit and backs it with a quantifiable metric, making the UVP clear and credible.
Your UVP should evolve as you learn what resonates most with your audience. Track which elements of your UVP customers mention most often and gather feedback on how they perceive your company’s strengths. This ongoing refinement can ensure that your UVP stays relevant and compelling.
Once you have your UVP, it’s essential to embed it throughout your marketing and sales channels. Incorporate it in:
In summary, a powerful, quantifiable UVP is invaluable for roofing companies striving to differentiate themselves in a highly competitive market. It’s a strategic message that speaks directly to customer needs while backing up claims with measurable proof. By developing a UVP that’s specific, meaningful and embedded throughout your marketing mix, you’ll not only attract more customers but also build a brand reputation grounded in trust and reliability.
The key to a strong UVP lies in knowing your audience, understanding what makes your business unique, quantifying your value and effectively communicating that message. By following these steps, your roofing business can create a UVP that resonates with clients and drives sustained growth, bringing you closer to standing out as a true leader in the industry.
Gary A. Cohen is Vice President of Certified Contractors Network (CCN) and is responsible for the day-to-day operations of the company. CCN is the leading comprehensive training, coaching and networking membership organization in North America. Gary is also a 30-year veteran of the home improvement industry, spent 11 years at the Robert H. Smith School of Business at the University of Maryland as a Professor of Business and served four years as Associate Dean of the business school. Gary has been a certified leadership coach for the past 18 years. Contact Gary by email at gary@contractors.net.
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