Why Roofing Marketing Matters More Than Ever
Imagine you’re the best roofer in town—your work is flawless, your pricing is fair, and your crew is top-notch. But there’s one problem: No one knows you exist. In an industry where over 80% of homeowners start their search for a roofer online, having a solid marketing strategy isn’t optional—it’s essential.
Online Marketing Strategies: Winning the Digital Game
Roofing is a competitive game; if you rely solely on word-of-mouth, you’re leaving a lot of money on the table. Whether you’re just starting out or looking to scale, this guide will break down proven roofing marketing strategies that bring in leads, keep your calendar full, and help you close more deals.
Here’s what you’ll learn:
- How to dominate Google searches with SEO and PPC
- The best ways to use social media to attract customers
- How to turn past clients into referral machines
- How to stand out in your local community and build trust
- The right way to handle reputation management and get 5-star reviews.
Let’s get into it.
1. Build a Roofing Website That Converts
Your website isn’t just a digital business card—it’s your 24/7 sales rep. 76% of people judge a company’s credibility based on its website (Stanford University), so make sure yours is doing its job.
Here’s what your website needs:
- Mobile Optimization: Over 60% of Google searches come from mobile devices.
- Clear Calls to Action (CTAs): “Get a Free Quote” buttons should be easy to find.
- Fast Load Speed: If your site takes longer than 3 seconds to load, nearly 40% of visitors will leave (Google).
- SEO-Optimized Content: More on this next.
2. Search Engine Optimization (SEO): Rank Higher, Get More Leads
Google is the modern-day Yellow Pages—except if you’re not on the first page, you’re invisible.
Here’s how to rank higher on Google:
- Local SEO: Claim and optimize your Google Business Profile (GBP) with accurate info and regular updates.
- Keyword Targeting: Use terms like “roof repair [city]” or “best roofing contractor near me.”
- Content Marketing: Blogs like “How to Spot Roof Damage After a Storm” bring in organic traffic and position you as an expert.
- Citations: Ensure your business is listed consistently across directories like Yelp, Angi, and HomeAdvisor.
3. Pay-Per-Click (PPC) Advertising: Instant Leads (But at a Cost)
Want to show up above the organic search results? Google Ads and Local Service Ads (LSAs) are your best bet.
- Google Ads: Bidding on terms like “roofing companies near me” can drive fast traffic.
- Local Service Ads (LSAs): These “Google Guaranteed” ads show up at the very top and are pay-per-lead, not per click—great for ROI.
Pro Tip: PPC can be expensive if not managed correctly. The average cost per lead (CPL) for roofers is $50–$150, so work with an expert or take a training course (D2D University has one, by the way).
4. Social Media Marketing: Be Where Your Customers Are
Facebook, Instagram, and TikTok aren’t just for funny videos—they’re powerful lead generators.
- Facebook Ads: Target homeowners in specific zip codes.
- Instagram Stories/Reels: Show before-and-after roof transformations.
- TikTok: Yes, roofers are blowing up on TikTok! Post behind-the-scenes content, client testimonials, and time-lapse roof installations.
Roofing isn’t sexy, but trust is. Showing your process makes people trust you more than just another faceless roofing company.
5. Email Marketing & Lead Nurturing
Not every lead is ready to buy today. But they will be at some point—so stay in touch.
- Automate Follow-Ups: Use tools like Mailchimp or HubSpot to send drip campaigns.
- Value-Driven Emails: Send seasonal maintenance tips, storm prep advice, and special offers.
- Referral Campaigns: Offer discounts for referring a friend.
Offline Marketing Strategies: Old School Still Works
1. Traditional Advertising
TV, radio, and direct mail still work, especially after a major storm when homeowners are scrambling for a roofer.
- Direct Mailers: Target homes that are 15+ years old—they’re more likely to need a new roof.
- Billboards: If you’re in a storm-prone area, this can boost brand awareness fast.
2. Networking & Referral Programs
The best lead is a warm referral from a past customer or industry partner.
- Ask for Reviews: 88% of people trust online reviews as much as personal recommendations.
- Partner with Realtors & Insurance Agents: They always need a reliable roofer.
- Door-to-Door Sales: If you’re not knocking, you’re missing out. Many roofing businesses make 50%+ of their revenue from direct sales.
3. Community Engagement & Sponsorships
Want your brand to be top-of-mind? Get involved locally.
- Sponsor a Little League team.
- Host a free roof giveaway.
- Participate in community events.
People love local businesses that give back.
Reputation Management & Customer Relations: Protecting Your Brand
- Ask for Reviews: Happy customers don’t always leave reviews unless you ask them directly.
- Respond to Negative Reviews: A bad review isn’t the end of the world—how you respond is what matters.
- Offer a Warranty: Homeowners love peace of mind. The longer your warranty, the better.
Conclusion: Take Action and Get More Roofing Leads
Marketing your roofing business isn’t just about throwing money at ads and hoping for the best. It’s about consistent branding, innovative strategy, and building trust with homeowners.
If you apply even half of these strategies, you’ll see more leads, better closing rates, and a pipeline that never dries up.
Ready to take your roofing sales to the next level? D2D University’s Roofing Training will show you exactly how to market, sell, and close more deals.
A digital marketing professional specializing in content-based functional areas - Ahsan Zafeer is driven by a never-ending passion for developing, nurturing, and strategizing key content aspects. He writes extensively on tech, digital marketing, SEO, cybersecurity, and emerging technologies. He is also a digital marketing strategist and freelance consultant for globally oriented organizations.
