Rewrite the rules: Your 2027 marketing playbook

By Jesse Sanchez. 

Get ready to rethink your marketing strategy! Discover how to stand out, build trust and make every marketing dollar count in 2027. 

In an upcoming MetalTalk™, Megan Ellsworth sits down with Michelle Miller, president of Creativate, to explore the ever-changing marketing landscape and what businesses can do to prepare for the year ahead. As the marketing landscape continues to evolve, roofing contractors must adapt to new technologies, changing customer expectations and an increasingly competitive digital environment. From traditional search engine optimization (SEO) to answer engine optimization (AEO) and generative engine optimization (GEO), this conversation will help contractors understand what is most important and how to stay ahead. 

With countless platforms, tools and marketing opportunities competing for attention, knowing where to invest time and money has never been more important. Successful marketing in 2027 will not be about doing everything; it will be about doing the right things consistently. Contractors need intentional strategies that focus on reaching the right customers, building meaningful relationships and turning marketing efforts into measurable business results. By combining emerging technology with authentic human experiences and proven marketing fundamentals, businesses can create stronger connections that go beyond clicks and impressions. 

Michelle brings a marketing leadership perspective to the conversation, helping contractors navigate the challenges of building visibility and establishing trust in a changing marketplace. Together, Megan and Michelle will examine how contractors can strengthen their digital presence while continuing to prioritize the personal connections and relationships that make their businesses stand out. Their discussion will highlight why credibility, consistent messaging and a customer-focused approach remain essential, regardless of how technology changes. 

Attendees will walk away with practical strategies for evaluating their current marketing efforts, understanding which optimization path is best for their brand and identifying the initiatives that can make the greatest impact on their businesses. They will learn how to balance online visibility with offline relationship building, create authentic content that resonates with customers and measure success through qualified leads, booked jobs and revenue rather than vanity metrics. Most importantly, contractors will discover how to narrow their focus, establish two or three meaningful priorities and build a manageable marketing plan for 2027. 

The rules of marketing are changing, but the opportunity to connect with customers and grow your business is stronger than ever. Don't let another year of scattered marketing efforts hold your company back. Make 2027 the year you market with purpose, strengthen your customer relationships and turn your strategy into results! 

Register for this RLW and start building a more intentional, effective marketing strategy for the year ahead!