The Ultimate Guide to Roofing Marketing: Tips, Tricks, and Strategies

Gary Gilkison


When it comes to marketing for roofers, the game has changed. The days of door-knocking and word-of-mouth referrals are no longer enough. If you're a roofer looking to grow your business and attract more clients, implementing effective marketing strategies is essential.

Quick Answer: To boost your roofing business, focus on differentiating through quality service, setting up a referral program, building a high-performance website, and engaging on social media. These tactics can help increase your visibility and generate sustainable leads.

The roofing industry is more competitive than ever, and a solid marketing plan can be the difference between stagnation and growth. With 66% of consumers turning to Google to research businesses, having a robust online presence is not just recommended; it's crucial. By leveraging digital marketing, you can reach a broader audience, gain valuable leads, and ultimately see an increase in revenue.

In this guide, we'll cover a range of proven marketing strategies tailored specifically for roofers. Whether you're new to the game or looking to elevate your existing efforts, these tips will help you stand out and attract the right clients. Let's explore the best practices that will supercharge your roofing business.

Creative Marketing Ideas for Roofers - marketing for roofers infographic process-5-steps-informal

Building a Strong Online Presence

Optimize Your Roofing Website for SEO

Optimizing your website for SEO is essential for getting noticed online. Here’s how you can do it:

  1. Keyword Research: Identify terms your potential customers use, like "roof repair" or "roof installation." Use tools like Google Keyword Planner to find relevant keywords.

  2. On-Page SEO: Ensure your content includes these keywords naturally. Optimize meta descriptions, title tags, and URLs. For example, a URL like is more effective than

  3. Content Creation: Create high-quality, informative content. Answer common questions like "Should I repair or replace my roof?" This not only helps SEO but also builds trust with your audience.

  4. Link Building: Get backlinks from reputable sites. You can write guest posts for home improvement blogs or collaborate with local businesses.

  5. Local SEO: Optimize for "near me" searches. Include your location in your keywords, like "roofing services in Los Angeles." This helps you appear in local searches.

Claim Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is your digital storefront. Here’s how to make it work for you:

  1. Claim and Verify: Visit the Google My Business page, search for your business, and claim it. Verification will make your business appear more legitimate.

  2. Complete Your Profile: Fill in all details—business hours, contact information, services, and more. The more complete your profile, the better.

  3. Add Photos: Include before-and-after photos of your work. This makes your profile more appealing and trustworthy.

  4. Collect Reviews: Encourage satisfied customers to leave positive reviews. Respond to every review to show you value feedback. Google calculates your average rating based on these reviews, impacting your online reputation.

Get Listed in Online Directories

Being listed in online directories can boost your visibility. Here’s where you should list your business:

  1. Better Business Bureau: A BBB listing can enhance your credibility. Regularly check and respond to reviews.

  2. Home Advisor: Many homeowners use this site to find reliable contractors. Keep your profile updated and engage with reviews.

  3. Yelp: Yelp is another popular review site. Encourage happy customers to leave reviews and respond to them, whether positive or negative.

  4. Houzz: This platform is great for showcasing your projects. Upload high-quality images and engage with the community.

By focusing on these strategies, you’ll improve your online presence, making it easier for potential customers to find and trust your roofing business. Next, we’ll explore how to leverage referral and word-of-mouth marketing to further boost your leads.

Referral and Word-of-Mouth Marketing

Start a Referral Program

A referral program can be a game-changer for your roofing business. It's a simple way to turn your satisfied customers into brand advocates. By offering incentives like discounts on future services or gift cards, you can encourage your customers to refer friends and family.

SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) are crucial when setting up your referral program. For instance, aim to get 10 new referrals each month by offering a $50 discount for each successful referral. This ensures your goals are clear and trackable.

Key Elements of a Successful Referral Program:

  • Incentives: Offer something valuable to your customers.
  • Promotion: Advertise your referral program in your email signature, on your website, and in your marketing materials.
  • Tracking: Use a CRM system to track referrals and measure the success of your program.

Vendor Referral Programs

Vendor referrals are another excellent source of leads. These work on a quid-pro-quo basis, where you and your vendor partners refer clients to each other. Think of strategic partnerships with insurance agencies or local businesses like home improvement stores.

Steps to Setting Up a Vendor Referral Program:

  1. Identify Potential Partners: Look for businesses that align with your market.
  2. Reach Out: Schedule a meeting or call to discuss mutual benefits.
  3. Create a Formal Agreement: Outline the terms of the referral program, including how referrals will be tracked and rewarded.

For example, you might partner with an insurance agency. In exchange for referring clients to them, they refer homeowners needing roofing services to you. This mutually beneficial relationship can generate a steady stream of qualified leads.

Door Knocking & Word-of-Mouth Marketing

Door knocking and word-of-mouth marketing are traditional yet effective strategies for generating leads. Although it requires effort, the personal touch can make a significant impact.

Crafting Your Sales Pitch

A good sales pitch is essential. You have just a few seconds to grab someone's attention. Here's a simple structure:

  1. Introduce Yourself: "Hi, I’m [Your Name] from [Your Company]."
  2. Identify a Problem: "I noticed your roof might have some damage from the recent storm."
  3. Offer a Solution: "We offer free inspections to help homeowners identify any issues before they become major problems."

Canvassing Strategies

  • Target Specific Homes: Focus on areas recently impacted by storms or neighborhoods with older homes.
  • Bring Marketing Materials: Leave behind business cards, flyers, or pamphlets with your contact information and service details.

Using canvassing apps can help you stay organized. These apps allow you to track leads, monitor your salespeople, and follow up effectively.

Tracking Your Efforts

Keep a record of every encounter. Note down the homeowner’s name, address, and any specific needs they mentioned. This information will be invaluable for follow-ups.

By leveraging these referral and word-of-mouth marketing strategies, you can build a robust pipeline of leads. Next, we'll dive into how attending industry and local events can further boost your marketing efforts.

Event and Community Marketing

Attend Industry Events

Attending industry events is crucial for staying ahead in the roofing business. These events offer a wealth of networking and educational opportunities that can help you grow your business.

Why Industry Events Matter

By participating in industry-specific conferences and trade shows, you can connect with other roofing professionals, suppliers, and potential partners. This can lead to valuable strategic partnerships and keep you updated on the latest trends and technologies in roofing.

For example, the NRCA (National Roofing Contractors Association) recently won two marketing awards, showcasing the importance of staying engaged with industry trends .

How to Get the Most Out of Industry Events

  • Create a Plan: Identify your goals, whether it's gaining knowledge, generating leads, or making connections.
  • Bring Marketing Collateral: Have business cards, brochures, and pamphlets ready. Make sure they include your contact information.
  • Follow Up: Connect with new contacts via email or LinkedIn. Add their details to your CRM for future reference.

networking at industry events - marketing for roofers

Participate in Local Events

Participating in local events can significantly boost your visibility within the community. These events provide a platform to showcase your services and build relationships with potential customers.

Types of Local Events

  • Chamber of Commerce Meetings: Join your local chamber of commerce to stay informed about upcoming events and opportunities.
  • Community Centers and Local Organizations: Participate in events organized by community centers and local organizations. For instance, sponsoring a local youth sports team or participating in a community clean-up initiative can enhance your brand's reputation.

Benefits of Local Events

Engaging with your community shows that you care about their well-being. This builds trust and can lead to word-of-mouth referrals. According to research, attending local home improvement shows is a great way to network with potential customers .

How to Participate Effectively

  • Introduce Yourself: Focus on building connections with homeowners and other local businesses.
  • Bring Marketing Materials: Distribute flyers, brochures, and business cards to attendees.
  • Follow Up: After the event, follow up with the contacts you made. A simple phone call or email can go a long way.

By attending both industry and local events, you can expand your network, gain valuable insights, and establish a strong community presence. Next, we'll explore digital marketing strategies that can further enhance your roofing business.

Digital Marketing Strategies

Having a strong online presence is crucial for roofing businesses. Let's dive into some digital marketing strategies that can help you attract more customers and grow your business.

Social Media Marketing

Social media platforms like Facebook, Instagram, TikTok, and LinkedIn are essential for reaching a broader audience and engaging with potential customers.

  1. Create Engaging Content: Share before-and-after photos of roofing projects, customer testimonials, and maintenance tips. Use Instagram Stories to showcase your day-to-day work.
  2. Use a Content Calendar: Plan your posts in advance to ensure a consistent online presence. Tools like Hootsuite or Buffer can help you schedule and manage your posts.
  3. Run Targeted Ads: Utilize Facebook Ads and Instagram Ads to target specific demographics in your service area. These ads can drive traffic to your website and generate leads.
  4. Engage with Your Audience: Respond to comments and messages promptly. Host Q&A sessions or live videos to answer roofing-related questions.

Email Marketing

Email marketing is a powerful tool for nurturing leads and keeping your audience engaged.

  1. Build Your Email List: Collect email addresses through your website, social media, and during service calls. Offer a free roof inspection checklist or a discount in exchange for their email.
  2. Use Email Platforms: Platforms like Mailchimp and HubSpot offer templates and automation features to streamline your campaigns.
  3. Send Monthly Newsletters: Keep your audience informed with maintenance tips, special promotions, and customer stories. Repurpose blog content to keep your emails relevant and engaging.
  4. Personalize Your Emails: Use the recipient's name and tailor the content to their interests. Personalized emails have higher open and click-through rates.

Leverage Google Ads

Google Ads can put your roofing business in front of people actively searching for services like yours.

  1. Keyword Targeting: Choose keywords related to your services, such as "roof repair near me" or "emergency roofing service."
  2. Ad Creation: Craft compelling ads with a clear call to action. Highlight your unique selling points and include a phone number for easy contact.
  3. Landing Pages: Direct ad clicks to a well-designed landing page that provides more information and encourages visitors to request a quote or call you.
  4. Track Performance: Use Google Analytics to monitor your ad performance. Adjust your keywords, ad copy, and budget based on the data to improve results.

Content Marketing

Creating valuable content can establish your roofing company as an authority in the industry.

  1. Blogging: Write blog posts about common roofing problems, maintenance tips, and project highlights. This can improve your SEO and attract organic traffic.
  2. Video Marketing: Produce videos that showcase your work, explain roofing concepts, and provide maintenance tips. Videos are highly engaging and can be shared on social media and your website.
  3. Customer Testimonials and Reviews: Encourage happy customers to leave reviews on platforms like Yelp, Angi, and Google Reviews. Share these testimonials on your website and social media to build trust.

By integrating these digital marketing strategies into your overall marketing plan, you can increase your online visibility, engage with potential customers, and drive more leads for your roofing business. Next, we'll explore how content marketing can further enhance your marketing efforts.

Content Marketing for Roofers

Blogging for Roofing Companies

Blogging is a powerful way to attract and engage potential customers. By writing about common questions and providing roofing advice, you can position your company as an expert in the field. For example, blog posts on topics like "How to Choose the Best Roofing Material" or "Signs You Need a Roof Replacement" can draw in readers who are searching for those answers.

Project highlights are another excellent blogging topic. Share before-and-after photos and detailed descriptions of your roofing projects. This not only showcases your work but also builds trust with potential customers.

Educational content is crucial. Write guides and how-to articles that help homeowners understand roofing maintenance, like "Monthly Roof Inspection Checklist" or "How to Clean Your Gutters." This type of content is valuable and keeps readers coming back to your blog.

Video Marketing

Video marketing can significantly boost your brand awareness and lead generation efforts. Videos are engaging and easy to consume. Create videos that highlight your expertise, such as time-lapse videos of roofing projects or detailed how-to guides.

Customer testimonials in video format are very effective. A satisfied customer explaining how you solved their roofing problem can be more persuasive than written reviews. Share these videos on YouTube and your social media channels to reach a wider audience.

Brand awareness can also be enhanced through videos. Consider creating a "Day in the Life of a Roofer" series to show the hard work and expertise that goes into each project. This helps potential customers relate to your team and builds trust.

Customer Testimonials and Reviews

Customer testimonials and reviews are essential for building your reputation. Encourage happy customers to leave reviews on platforms like Yelp, Angi, and Google Reviews. Positive reviews can significantly influence potential customers' decisions.

Share these testimonials on your website and social media to build trust and credibility. For example, create a dedicated testimonials page on your website where visitors can read about others' positive experiences with your roofing services.

Reputation management is crucial. Respond to reviews, both positive and negative, to show that you value customer feedback and are committed to providing excellent service. This not only improves your online reputation but also demonstrates your professionalism to potential customers.

By leveraging blogging, video marketing, and customer testimonials, you can create a robust content marketing strategy that attracts and retains customers. Next, we'll address some frequently asked questions about marketing for roofers.

Frequently Asked Questions about Marketing for Roofers

How to advertise as a roofer?

Advertising as a roofer can be a mix of digital marketing and traditional methods.

Google Ads: These are great for getting your services in front of people actively searching for roofing solutions. You can target keywords like "roof repair near me" or "roof replacement company."

Google Business Profile: Claiming and optimizing your Google Business Profile can increase your visibility in local searches. Encourage satisfied customers to leave reviews to build your online reputation.

Social Media: Platforms like Facebook and Instagram allow you to showcase your work and engage with your community. Post before-and-after photos, customer testimonials, and roofing tips.

Outdoor Advertising: Yard signs and truck wraps can make your brand more visible in your local area. These traditional methods still work well for roofing companies.

Direct Mail: Sending out postcards or flyers to neighborhoods where you've recently completed jobs can generate local leads. Companies like Dope Marketing can help target specific locations.

How do I get customers for my roofing business?

Getting customers for your roofing business involves a combination of referrals, online presence, and direct marketing.

Referrals: Word-of-mouth is powerful. Start a referral program to incentivize your current customers to refer new clients. Offer discounts or rewards for successful referrals.

Website: A professional, SEO-optimized website can attract organic traffic. Make sure your contact information is easy to find and that your site is mobile-friendly.

Personal Selling: Door knocking can be effective, especially after a storm. Equip your sales team with marketing materials and a solid sales pitch.

Google Business Profile: Ensure your profile is complete and regularly updated. This will help you appear in local searches and attract more customers.

Direct Response: Use email blasts to reach potential customers. Offer a free roof inspection or a discount to entice them to take action.

How can I increase my roofing sales?

Increasing roofing sales requires a mix of professionalism, value selling, and innovative techniques.

Professionalism: Always communicate clearly and professionally. Make the onboarding process seamless and provide exceptional customer service.

Value Selling: Focus on the benefits of your services, not just the features. Explain how a new roof can increase a home's value or improve energy efficiency.

Drones: Use drones for roof inspections to provide customers with detailed reports and visuals. This can set you apart from competitors.

Sales Pitch: Develop a compelling sales pitch that addresses common customer concerns and highlights your unique selling points.

Google Ads: Invest in PPC campaigns to target high-intent keywords. Create engaging ads and a compelling landing page to convert clicks into leads.

By implementing these strategies, you can effectively market your roofing business and increase your customer base. Next, we'll dive into some innovative roofing marketing ideas that can set your business apart.


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