Reciprocal Referral Relationships: Roofing & HVAC

Mission Control Podcast

In this episode, Mike discusses reciprocal referral relationships between roofing and HVAC companies. Before establishing a relationship with another company, it is important to do your research. You want to make sure you're teaming up with the right people, and these tips and tricks will help you make a decision. This benefits both parties involved and can be a great way to drum up business.

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00;00;00;00 - 00;00;15;03 Mike Stearns All right. So welcome back to another episode of The Mission Control podcast. I'm your host, Mike Stearns. This episode was proudly brought to you by the team of roofer. You need instant roof quotes, clean and pristine proposals, which I mean, it really gives your prospective customers no choice but to buy from you.

00;00;15;05 - 00;00;54;26 Mike Stearns You know, the team of roofer tell them I sent you simulated on the description. Use that. So today we're going to talk about referrals, more specifically referrals and reciprocal relationships with other contractors in your market, just in different verticals. So if you're a roofing contractor, for instance, leveraging agency contractors or h-back, if you will. So if you're joining us with video today, it's going to be more beneficial for you because I'm going to do a screen chair where my editor, Kristen is going to be so, so kind as to go ahead and show the screen that I'm sharing on my computer to kind of walk you guys through how you can find and team up

00;00;54;26 - 00;01;22;03 Mike Stearns with the contractors that are going to yield the most benefit to you from a digital marketing perspective, because let's face it, we can we can team up with a local company and send business back and forth to one another. And that's that's a great advantage of doing so. But if you could also get the supplemental benefit of exchanging content and links with a company that has a strong online presence that would benefit your SEO, that would just be it'll be gravy on the taters.

00;01;22;03 - 00;01;25;10 Mike Stearns So we want to do that and I'm going to show you out. So

00;01;25;26 - 00;01;48;27 Mike Stearns Okay, So you'll notice here that I'm looking for fat companies in Providence, Rhode Island. So my biggest concern when I'm referring anyone to businesses, is it going to reflect poorly on me and affect my relationship with my customer. So what I do to hedge against that is I find good companies to refer business to, right? So if we look for that, companies in Providence, Rhode Island, we're going to see a lot of different people here.

00;01;48;27 - 00;02;10;16 Mike Stearns And we've got T Gomes heating and cooling. I'm going to look at the number of reviews that they have and what their average rating is, right? So T Gomes is probably someone that I'd want to take a look at because they're at a 4.7 rating with 118 reviews. Regan won 4.361 reviews. I'm not touching them. Red Company has 4.9, but they only have 37.

00;02;10;16 - 00;02;41;24 Mike Stearns That's a small sample size prime heating and cooling 4.9 rating with 341 reviews. That's definitely somebody I'd want to take a look at. Partner up with. You know, So from there we would pull up their websites. So you see here prime heating and cooling. And we don't really care too much what their website has or doesn't have as far as like the actual build itself, what we care about other things behind the website as far as like whether it's authority score, backlinks, organic traffic, things like that, because all links are not created equally.

00;02;41;24 - 00;03;21;09 Mike Stearns So if we get a backlink from somebody who has a very high authority score, if they get a lot of organic traffic, there are local company like that link is going to benefit us more than maybe some other links that are not industry specific. They're not local, they're more spammy links. So if we'll take a look here, we're going to copy and paste, get prime age fact icon, and then we'll plug that into this is some rush and I already did it, but you just go command V because I'm on a mac or control V if you're on a windows and this is going to give you a snapshot, this is some rush dot com

00;03;21;12 - 00;03;46;02 Mike Stearns shows you authority score. I'm not the biggest fan of authority score because it's a third party metric that they come up with based on all the information that they find on the Internet keywords you have ranking things like that. So it's somewhat subjective and I like objectivity when we're looking at these things. So they've got 2000 backlinks and they're around 330 people to their site a month as a projects.

00;03;46;02 - 00;04;08;20 Mike Stearns To summarize, just a side note, if you're trying to gauge your your organic traffic use Google Analytics, it's much more accurate than any third party like MAS airdrops or some range. But for all intents and purposes, in this exercise we're going to use summarize because they tend to be pretty good. They're ranking for 195 keyword total. So decent, not anything earth shattering.

00;04;08;23 - 00;04;33;20 Mike Stearns The next company we chose was American home heating and air conditioning. So we're gonna do the same thing. We're gonna go back to summarize command, we going to take a look at what they have going on. So they've got an authority score of 81.7 K and backlinks and they're averaging around 250 people a month. Not too much going on here.

00;04;33;23 - 00;04;52;25 Mike Stearns If you look at this trend, it's pretty flat over the last six months, over the last two years, there's some ebbs and flows in. Overall, it seems like their organic presence is kind of declining, so that's worth considering. And we're going to take a look at furnace duct that's furnace and ducts supply company. So this is a supplier.

00;04;52;25 - 00;05;16;13 Mike Stearns It's not even h back like install and service company. But let's take a look at what they got going on that it's a really nice trend. Like these are the type of trends we want to see in digital marketing. This makes me very happy, makes my heart warm, makes me smile. So they're getting around 1300 people a month on their site, and that's increased markedly over the last 7 to 8 months.

00;05;16;16 - 00;05;46;25 Mike Stearns They were at around 10% of that back in June of 2023. Nothing's changed too much, and there are organic keywords as far as things are being found for, but their traffic has increased considerably. Authority score 17, They've got 478 backlinks. So this would be someone that I'd want to obviously take a look at. Now in this instance, what I would do if I were the company, if I were the roofing company trying to make a reciprocal relationship here, I'd probably do both.

00;05;46;25 - 00;06;13;14 Mike Stearns I would probably go with prime heating and cooling based on their volume of reviews and their overall rating. And then I would probably reach out to the supply company furnace and dogged and see, okay, can we have some sort of partnership. So and that's going to look differently for each one of these companies because with the AC company, the ones that are doing, you know, maintenance, repairs, installs, I think that's a different conversation because, hey, you guys are ultimately selling the same customer.

00;06;13;14 - 00;06;32;05 Mike Stearns You guys are going after homeowners that obviously have things that go wrong within their home. You're heating and cooling units are going to need to be maintained. Tune to replace like that just happens. And same thing with the roofs, right? So if we reach out and just have a conversation, hey, you know, I'm in the same market. We do a lot of business with the same people.

00;06;32;07 - 00;06;54;02 Mike Stearns So I thought it might make sense based on our reputation and your reputation for us to start sending business back and forth. Right. And that's an easy way. It's an easy conversation to have, an easy way to help one another to point out to that would be, you know, creating content, create a blog post for one another's website, adding value to people that come to their website.

00;06;54;03 - 00;07;18;15 Mike Stearns So, for instance, there's going to be overlap between roofing and HVAC, and maybe it's something where, you know, if they do a commercial, you're talking about commercial units and them being on commercial roofs and issues that can happen, you know, when you're repairing or replacing a roof as it relates to those commercial units, you write the article for them in this, have them included backlink and anyone.

00;07;18;15 - 00;07;42;11 Mike Stearns If they have it looks like they have someone managing this website, including a backlink, is not terribly difficult and they could do the same thing for your website. Write something regarding the the overlap between roofing and HPC and you could even write it for them, right? And then send them a link and then you exchange those links. You both procured a local link that's going to help both of you in a meaningful way.

00;07;42;15 - 00;08;07;06 Mike Stearns As far as SEO is concerned. So you're going to get business back and forth from one another and you're going to get SEO benefit. And it's one of those situations where both of you, when in the instance of the furnace and duct supply company, you know, I would just have a conversation with them like, you know, we're a local contractor, we have alliances with local HPC companies and we have a content team that's willing to write an article for you guys on your website.

00;08;07;09 - 00;08;22;23 Mike Stearns You know, all that we ask is that, you know, you share a link on the Web page. We'll even write it for you if you're not sure how to add it to your website, our Web team can help you. And if you're working with a marketing agency that cares, you know, I'm sure that they'll be happy to do that.

00;08;22;23 - 00;08;42;08 Mike Stearns And, you know, if they need help getting it on their website, they would help facilitate that as well. So that's just one way in a local market that you can DIY some SEO opportunities, but more importantly, the referral and relationship side of things to where this is another cookie jar that you can pull cookies from, so to speak, that you're probably not doing now.

00;08;42;15 - 00;09;08;09 Mike Stearns I've been in this industry for almost a decade and a lot of contractors do have referral relationships with other contractors, but they're not intentional about consistently establishing and maintaining those relationships. And I haven't found one instance where they're writing content for one another in exchange of backlinks and for local ACL. Local backlinks can be incredibly helpful. So hope this helps you if it helped you share with someone else, that'll help.

00;09;08;09 - 00;09;10;16 Mike Stearns And we look forward to speaking again soon.