Positioning and messaging strategy for a roofing CRM

SmartRoofing.ai, a SaaS company offering new AI-powered software for residential roofing contractors, sought to bring their new product to the market.While the industry was saturated with giant market players for housing and roofing vertical particularly, the product was offering unique features which needed to be effectively communicated and positioned. The goal was to define a clear market position, unique selling propositions, craft compelling messaging, and develop website content that resonated with roofing contractors.

  • Company SaaS
  • Stage Launch
  • Industry Tech for Roofing
  • Services Positioning and Messaging Strategy

Challenge: The roofing technology market was using mainly old school manual scheduling tools, workflows that are not automated and their target audience is not tech savvy. SmartRoofing.ai needed to effectively communicate the value proposition and work with potential customer objections. 

At the same time for the established and more tech savvy roofing companies they were already using CRM systems such as Service Titan, JobNimbus, AccuLynx. While Smartroofing had an obvious competitive advantages, it was still challenging to beat the competition.

What was done:

  1. Competitor Research
  • Conducted an in-depth competitive analysis to identify key differentiators and opportunities for positioning.
  • Mapped competitors’ messaging strategies to understand industry trends and customer expectations.

2. Positioning Strategy

  • Developed a clear market positioning framework emphasizing the platform’s AI capabilities and direct business impact.
  • Defined unique selling propositions (USPs).
  • Created an internal positioning guide to ensure consistency across marketing, sales, and product teams.

3. Messaging Strategy

  • Built a feature-benefit-outcome framework, simplifying technical features into relatable business outcomes.
  • Identified key messaging pillars and unique selling propositions.

4. Website Content Creation

  • Created a simple and comprehensive website content guide to explain what the product does and how it can help solve roofers’ pain points.

Impact and next steps

In our time together, Smartroofing.ai launched its  website with a cohesive, clear and benefit-driven messaging strategy. The new positioning resonated with their target audience, resulting in quick acquisition of the first 100 customers. Moving forward, the company plans to expand its content strategy based on the established framework, adding more pages to the website, creating sales decks and on-pagers and other sales and marketing materials to facilitate customer acquisition.