Back in September 2019, I wrote an article about advertising and marketing tips for members of the AZ ROC – the Arizona Registrar of Contractors. I neglected to update that article when Arizona’s statutes were updated in September 2021; this article aims to clarify that error. I’ve also emailed the AZ ROC to request an updated rule book/guidance on this topic, so this article may soon be updated again.
Marketing a business is a tireless, never-ending, and sometimes thankless pursuit. The digital landscape changes so rapidly that it’s hard to keep up with best practices, let alone decide whose version of best practices will work for their business. This is also true with contractors; they’re very good at their craft because they’re skilled and passionate about helping people in areas involving construction, plumbing, electrical, drywall, and painting, to name just a few. That doesn’t mean they’re all pros at marketing and representing their business to consumers, and they don’t have to be.
I’m friends with several contractors in the Valley, and my passion for helping them put their best marketing foot forward for their businesses is “my why” for writing my original article.
Direct Advertising/Marketing vs. Indirect Advertising/Marketing
To sum up my 2019 article, I define direct advertising or marketing as very obvious tools. These examples include anything printed (yep, they’re still around thanks to COVID-19), and anything online, be it your website, Facebook page or other social media, or Google Ads. Zoom forward to now, and I would also include your branded ZOOM background, YouTube channel, podcast channel, and other digital assets that either list the contractor’s business (i.e., Angie’s) or allow a contractor to have “one link to rule them all” (i.e., Linktr.ee, Smart.bio, ShortStack, Linkin.bio, etc.).
Indirect advertising or marketing, conversely, are tools that are not so obvious. Examples I cited in 2019 included your return address or shipping labels, fax cover sheets (don’t laugh – these were still being used back then!), email signature, billing or client’s accounting/billing statement, and your phone’s voicemail or text auto-responder.
These tools touch consumers, whether directly or indirectly, and therefore should prominently display the contractor’s ROC number or numbers, depending on your state’s laws. An Arizona contractor is required to show both residential and commercial ROC license numbers on just about anything the consumer will see, touch, or hear.
What changed?
This changed a bit on September 29, 2021, when then-Gov. Doug Ducey signed HB 2545 into law. The amended law no longer requires Arizona licensed contractors to include their license number(s) on vehicle, radio, internet, or billboard advertising IF the advertisement includes a website URL (address) AND the license number(s) is(are) “prominently displayed on the website”. The definition of “prominently displayed” can be found on the AZ ROC website – click or tap this text to read in full.
To clarify two points in the amended law:
- The licensee’s name and ROC number is clearly visible and not hidden behind graphics, photos, or obstructions – this refers to watermarks or using font/type colors that don’t have enough contrast. My YouTube channel has a video about the use of contrast with fonts and colors; feel free to take a listen – it’s about 10 minutes’ long.
- …is in an appropriately sized font (type). To me, this is very subjective. An appropriately sized font or type could be the same as what’s read in a chapter book, typically 12 pt. If someone is sight-challenged, like me, the font may need to be a bit larger. What I interpret this to mean is, don’t try to “hide” the ROC number(s) by using a 6 pt. or smaller font/type. Basic rule of thumb: if I have to bust out a magnifying glass or use my phone’s camera like a magnifying glass, the font/type is too small.
By law, Arizona contractors are still required to include their ROC license number(s) on all bids, estimates, contracts, and any documents used to communicate to their customers or potential customers. This new law didn’t change existing laws regarding advertising requirements for unlicensed contractors or entities.
I hope this update was helpful! If you have any questions, email us and let us know what’s keeping you up at night. We help businesses become strategically visible to their customers and prospects, offline or online.
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