Roofing Marketing Tips: 10 Impactful Ways to Market Your Roofing Company

Kathryn Pomroy
Written by Kathryn Pomroy
Updated September 23, 2021
A man working with his laptop from his rooftop
fotografixx/E+ via Getty Images

Get more leads and grow your company's reputation with these marketing ideas for roofers

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The roofing business is on-demand. That’s why creating a high-quality roofing marketing plan is crucial if you want to stand out from the competition and win jobs. Word of mouth and referrals have always been key drivers of new business, but there are other roofer marketing ideas that also take little money, time, or effort.

10 Roofer Marketing Basics for Your Construction Business

Whether you specialize in residential roof repair or new roofing, check out these 10 impactful ways to highlight what makes you the best choice in your local area. 

Pick a few (or just one!) of the following roofer marketing ideas to figure out what works best for your business. But don't feel pressured to try them all at once.

1. Generate More Leads

General cost: $$

Experience level: Beginner 

Getting leads is one of the first steps in learning how to market a roofing company. But no business can market to everyone. Lead generation focuses on people who have an active interest in roofing services. It’s the process of attracting potential customers and converting them into buying customers. 

There are several lead generation strategies, including:

  • Coupons

  • Blogging

  • Networking

  • Email marketing

  • Social media marketing

  • Joining local groups

Generating leads includes both organic and inorganic methods. Organic methods might consist of referrals from happy customers, local companies recommending your roofing company, or likes and shares on social media. 

Inorganic methods (paid) may include Google Adwords or Pay-Per-Click (PPC) advertising. If you’re a small business without a huge marketing budget, you may want to stick with generating leads without expending a great deal of costs initially, and move up to paid advertising as you grow. 

Angi is an ideal channel for lead generation. You can grow your business and increase your exposure to millions of local homeowners looking for roofing contractors just like you. 

2. Refresh or Create a Website

General cost: $ to $$$ (depending on if you create it yourself or outsource)

Experience level: Intermediate to advanced 

Right now, there are nearly 1.8 billion websites on the internet, and that number continues to grow every day. Nearly every business operating in the U.S. has a website—and that means your competition probably does too.

If you don’t have a business website, it’s time to consider adding it as part of your overall marketing plan. If you’ve had a website all along, then refreshing the information, adding a blog, or updating services can help draw new people to your site and rank your site higher on Google.

A business website typically includes these pages:

  • A homepage: People see this page first. It should be professional and offer enough information that people stick around to read more.

  • An ‘about us’ page: How long you’ve been in business, who the people behind the business are, company history, what makes you different from the competition.

  • Services you offer: Details about the services you provide.

  • Product page: If you have any products for sale.

  • Testimonial or reviews: Feature positive reviews your company has received and include a link to your reviews on Angi.

  • Contact page: Include all the ways people can contact you, company hours, and address(es).

If you already have a website, you might consider adding these pages:  

  • FAQ page: Provide answers to common questions you receive.

  • Industry news page: Announce industry news and updates here.

  • Events or volunteer page: Include any volunteer work you do. You can also announce events on this page.

A website is an investment but it is well worth every penny in terms of building credibility, enhancing trust, and generating business. 

3. Create a Blog

General Cost: $Experience level: Beginner to intermediate

A blog is a great roofing contractor marketing tool. It can be used to share product updates, industry news, and special offers, as well as highlight your experience. By providing valuable information to your customers via a blog, you can connect on a personal level and draw more attention to your roofing company. 

Besides, search engines love new content. It’s best to do some basic keyword research to see what people search for and then create engaging copy around those keywords. For instance, if a potential customer searches for roofers in their area, your keywords might be “roofers,” “roofing companies,” and the name of your area or town. 

There are dozens of blog topics that could draw in local prospects, including:

  • How to save money on new gutters

  • What’s the difference between clay roof shingles and fiberglass shingles?

  • How long will a new roof last?

  • How does harsh weather affect a roof?

  • How metal roofs save on energy costs

  • How much does a new roof cost?

  • Roof maintenance ideas

4. Discover Instagram

General Cost: $Experience level: Beginner to intermediate

Seeing results from your roofing marketing efforts on Instagram can take time and patience. But as nearly 25 million people actively use Instagram to discover new businesses and ideas, you shouldn’t overlook this marketing opportunity. 

Instagram is an excellent platform to post before and after photos, and you can target people in your local area much easier than with some other forms of social media. Plus, there are now several ways to connect with customers on the platform.

  • Instagram Reels: Lets you create and edit 15-second videos with audio, effects, and new creative tools. Try sharing videos of a roofing job using a new material or making a repair with customers in your area.

  • Instagram IGTV: For longer videos over 60 seconds, try out IGTV. This lets people view your posts and video stories online or on mobile devices.

  • Instagram Stories: With Instagram’s Stories, you can share events as they happen. Past and soon-to-be customers might be interested in seeing what’s going on in your business or getting a behind-the-scenes view of a roofing job you’re working on.

Social media, and Instagram in particular, are excellent marketing tools for your roofing business. It can take time out of your busy day to post photos, communicate with your customers, and update information, but it’s well worth it. 

5. Profit From Referrals and Partnerships

General Cost: $Experience level: Beginner 

Word of mouth referrals and recommendations from customers can be one of the most profitable roofer marketing ideas you try. People generally prefer to hire a roofing contractor who has positive feedback from satisfied customers. 

Referrals can do wonders when you’re growing your business, and they are basically free. In fact, Social Media Today reports that 78 percent of B2B marketers say that referral programs generate good to excellent leads.

Partnering with local businesses, like builders and contractors, can also attract new customers to your business for free. For example, find businesses that provide value to your customers and complement your business.

  • Call or send an email to each business saying you’d like to collaborate with them by promoting each other’s services on social media (and/or your websites).

  • Offer a giveaway to encourage customers to connect with both you and your partner on social media.

  • Co-sponsor a local event with your new partner

  • Send out a flyer advertising your business and your partners

6. Check Out a Local HOA

General Cost: $Experience level: Beginner 

One of the best places to start when learning how to market a roofing business is your local homeowner’s association (HOA). HOAs operate with a community's best interest at heart. They also set guidelines for buildings and landscaping and help maintain common areas. An HOA’s mission is to increase, or at least maintain, property values. 

Some co-ops, condos, and large neighborhoods have homeowner's associations. HOAs typically have approved contractor lists that they pull from when necessary. 

Contacting local HOAs in your area and getting your name on their radar can be a big boost for your business, as they usually only choose a handful of companies. Instead of cold-calling door-to-door, an HOA offers a network of people who can only use you when they need a new roof or a roof repair.

7. Get Out There

General Cost: $Experience level: Beginner 

As a roofer, it’s not only what you know but who you know that drives business. That’s why networking is so vital to the success of roofer contractor marketing. 

Networking with friends and family is the first step. Ask friends, family, and colleagues for introductions to homeowners who are in need of roofing services. This can help your business grow naturally over time, as a contact refers you to their friend, who then refers you to their friend, and so on.

Other ways to network very successfully might include:

  • Attend professional events and job fairs

  • Volunteer your services with organizations like Habitat for Humanity or Building Homes for Heroes

  • Send a LinkedIn request to build a network online

8. Try Email Newsletters

General Cost: $ to $$ (outsourcing email campaigns to an agency can add up)Experience level: Beginner to intermediate

Most people agree that email marketing works. In fact, 82 percent of consumers open emails from companies, according to Salesforce. That’s why you might want to add an email newsletter to your short list of roofer marketing ideas to try.

Email newsletters let you continuously remind both your current and potential customers that you serve the area. Customers get busy and may forget to reach out to you when they need a new roof or roof repair. An email newsletter is a simple reminder that you are the roofer of choice when they need your services. 

Here are a few email subject lines roofers can use:

  • Why Roof Maintenance Is Crucial to Your Roof’s Lifespan

  • Roof Maintenance Tips Any Homeowner Can Do

  • Get 25% off Roof Replacement & Repair Services if You Book Today

  • Raise the Roof! Roof Maintenance Packages 30% Off Today Only

  • New Roof Referral Program! Get $100 When You Refer a Friend

9. Take Part in Online Q&As

General Cost: $Experience level: Beginner to intermediate 

Online community engagement with customers, and possible future customers, can drive traffic to your website and generate leads. Many people reach out to communities to ask questions and find answers. They are great places to build trust and showcase your expertise and it’s free to respond. But as with most marketing efforts, it does take time out of your day to respond. 

There are several Q&A communities where people post questions related to roofing, including:

  • Yahoo Answers

  • Quora, Q&A community

  • Answers.com

  • Reddit (subreddits for roofers)

10. Do a Demonstration Video

General Cost: $ to $$ (Can add up if your hire a videographer)Experience level: Intermediate 

People like watching DIY videos. And one of the most common places to find them is on YouTube. Anyone searching for roofing repair, maintenance, or any other roof-related how-tos will likely end up logging into YouTube. 

Roofer video marketing ideas for YouTube:

  • How to perform a quick fix for a hole in your roof until help arrives

  • The newest metal roofing available

  • What hail damage to a roof looks like

  • How heat tape works to save your roof from ice buildup

  • A slideshow of different materials and roofing colors (can be from past clients to highlight your work)

Give These Roofing Marketing Ideas a Try

Like with any other industry, marketing plays a significant role in the growth of your roofing company. But not all marketing ideas may work for your business or achieve measurable results. So, it’s a good idea to choose several options (or just one) and run with it. 

Get more leads who are actively looking for roofing services by signing up for a pro account on Angi today. Manage leads, send quotes, and post photos and reviews all through your Angi account.

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