Roofing Marketing: 12 Ideas to Get More Clients for Your Business

If you want to grow your roofing business, you need to find a winning formula for sustainable lead generation. It’s non-negotiable if you want to build a profitable roofing company.

In this article, you’ll learn twelve essential roofing company marketing strategies. These are a few of the most effective ways we have found as a roofing digital marketing agency (growing our clients like Portland Roofing by over 265% in organic traffic and over 264% in monthly leads):

Here’s the first idea to get more roofing leads.

Differentiate From Other Roofing Contractors by Offering Quality Services

Homeowners want a hassle free experience of getting their roofs fixed. Besides providing high-quality roofing service to your customers, make it easier for prospective clients to reach out to you, communicate professionally, and make the onboarding process seamless.

Begin by improving your brand awareness and improving your customer support system. Because listen, people do business with other people — not institutions.

If they’re familiar with you, have seen your roofing company’s ad, or visited your business website before, they’ll feel like they know you. Additionally, provide exceptionally great services to open the door for referrals.

Start a Referral Program

Referrals are still one of the best forms of advertising for your business as they build instant trust and credibility for your roofing company. Hence, consider creating a referral program and encourage your current customers to spread the word about your business.

Here’s how you can create a customer referral program:

• Figure out what you want to achieve with this referral program and set SMART goals based on that.
• Identify the sources of referrals: current and previous clients, internal team members, friends, family, and community members.
• Decide the reward for providing referrals—for instance, discounts for clients, bonuses to team members, commissions for professionals, or goodies for others.
• Make it super easy for others to send a referral your way. You can consider using an existing system or software like Pedestal or InviteReferrals.
• Have a system in place to book appointments for roof checking and manage the leads coming your way professionally, so you don’t lose them by not responding at appropriate times.
• Educate people about how your referral system works. You can create blog posts or videos for it.

Some other ways to get referrals for your roofing business:

• Build a strategic partnership with professionals like real estate agents and investors, home inspectors, and property managers, and give them a commission for each project they send your way.
• Create an email marketing campaign to get in touch with all previous clients and ask them for a referral.
• Make the referral form easily available on your website and other touchpoints.
• Provide referrals to your partners so they return the favor.

Build a High-Performance Website for Your Roofing Business

In a world where everyone turns to their smartphones to begin their research about almost everything, you definitely need an online presence. So that your target audience can get the necessary information about your business and contact you.

Here are a few essentials things you need on your website to make it high performing and effective:

• Easy navigation.
• Every piece of information that prospective clients need to make a decision.
• Fast web page loading speed.
• A simple and clear design.
• Responsive website or mobile friendly.
• An excellent readability score.
• SEO friendly.
• Incorporates videos and visual media.
• Secured with an SSL certificate.
• Offers a clear call to action on each page
• Displays clients’ feedback, customer testimonials, or online reviews.
• Shows contact information clearly.
• Have educational content to build trust with prospects.

If you think this is too much effort, you can consider outsourcing your roofing website design to us.

Optimize Your Roofing Website for SEO

Search Engine Optimization helps your website rank higher and display in the search results when people look for related terms to the roofing industry, for instance, roof repairs, roofers, roof installation, or roofing contractor.

Hence, besides having a great web design, you need to optimize your site for SEO to make sure that it shows in the search results.

Here are some quick ways to do it:

• Conduct keyword research for your roofing website.
• Optimize your website for on-page SEO, for instance, keyword optimization, creating meta descriptions, title tags optimization, including relevant links, and improving URL structure.
• Create quality content.
• Consider link building.
• Optimize your site for “near me” searches.

Additionally, instead of tracking vanity metrics like a traffic hike, consider ROI tracking. For instance, determining how many leads, you are generating through your SEO strategy, especially if you’re investing in a marketing firm or paying for these services. Because SEO is a long-term game, you may need to apply these strategies for quite some time before you start seeing results.

You also need to launch a local SEO campaign to rank for important keywords on the map in your primary service area (where you conduct business). It calls for building citations and getting more customer reviews.

Consider investing in a good marketing firm or roofing SEO specialist (that’s us!) to take care of your SEO needs — end-to-end.

Claim The Google Business Profile For Your Roofing Company

Another way to get in front of your target market is to claim your Google My Business account. It offers free online presence and exposure for your business, which you should definitely leverage. You can share relevant information about your business—for instance, website, contact information, clients’ online reviews and rating, and office address on this platform.

To get started with it, all you need to do is visit the Google My Business page and search for your roofing business name, and enter the right details.

Once you have claimed the business, you can update it and add more relevant information, provide its link to your previous customers to leave a review, add photos, and answer FAQs.

Based on all the ratings you have received, Google calculates your average rating and displays it next to your business name.

Get Listed in Online Directories

Besides your Google Business Profile, a local search of roofers by a prospect may also lead them to directories like Better Business Bureau, Home Advisor, Yelp, Houzz, etc. So you want to maintain a formidable reputation online.

Regularly check what your new customers say about you on these directories and review websites. Try to respond gracefully to customer complaints. Show willingness to course correct a bad experience. Also, thank your customers with good things to say about you — it may encourage them to refer you.

Answer Questions of Your Potential Customers on Your Website

A great way to get more business is to build trust with your customers, and answering their questions or solving their pain points is one way to do it.

So figure out what roofing problems people face, and based on your experience, write detailed articles explaining how to fix them. You can also create videos on these topics and show how it’s done.

Some of the issues you can begin creating content with are roof leaks, damaged flashing, granules clogging downspout, or answering questions like when you should contact roofing professionals or how to hire the right roofing company.

Partner With Other Local Businesses

Another way to increase your reach is to co-market with other businesses in the same niche that target a similar audience but offer different services—for instance, you can collaborate with plumbers or painters who have networks with people or businesses that might need roofing services.

You can collaborate with them on podcasts, social media posts, or events, and introduce each other to your existing audience. It would be a win-win situation for all. Here are some additional tips on collaborating with local businesses:

Leverage Google Ads

One of the best ways to get in front of the target audience in the decision stage — aka already looking for roofing services or companies — is through Google ads.

These pay-per-click (PPC) ads appear at the top of Google results when someone searches for keywords related to your business. You can target keywords depending on your service offerings, such as “roof replacement company”, “roof repair near me”, “emergency roofing repair in [your location], etc.

Besides choosing relevant keywords, you’ll need to craft an engaging ad and a compelling landing page to ultimately get more leads. But you can track your performance throughout the course of your campaign and adjust it based on your results.

Market Your Brand on Social Media Platforms

Social media marketing may not get you more clients directly. It’s a great platform for building some brand awareness about your business, though.

Begin by creating a Facebook and Instagram page for your roofing company. Or you can also consider Tiktok or another platform where your target audience hangs out.

Some ideas for social media posts are:

• before and after photos with customers’ testimonials,
• reels explaining quick roofing hacks for common people,
• and videos for roof maintenance tips or explaining different types of roofing.

You can also regularly engage with other local businesses or social media accounts your customers may follow to get some additional eyeballs on your social profiles.

Similar to Google Ads, you can test Facebook ads targeting specific audiences in your locality. Generally speaking, though, people are looking for entertainment on social platforms — not looking to fix their roofs.

Offer Special Seasonal Deals

A marketing plan isn’t complete without integrating regular special offers. Consumers love a good discount — it’s one of the reasons they even follow brands on social media.

Roofing services are often in demand during the fall. Hence, consider sharing pictures of damaged roofs on social media to remind people of the repairs they need during this peak time. Offer a special deal to your followers along with it.

You can also offer a discount in the off-season to encourage people to book your services. Another way to do this is to directly reach out to previous customers or prospective clients who put some work on hold or showed interest in a roofing project and ask if they want to take advantage of this offer.

Investigate What’s Working For Other Roofing Companies

If you have certain successful competitors, consider running competitor research and figuring out what’s working for them.

Are they leveraging content marketing? Which channel gets the highest engagement for them? Which pages on their website are getting them the highest traffic? What are the PPC keywords they are bidding on?

Apart from that, go to their website and take a quick look at their web design and notice if there’s something they’re covering that can bring good results if you had it on your website, too, for instance, video testimonials.

Based on your findings, you can integrate new roofer marketing tactics into your marketing strategy and see what works for you.

Track Your Digital Marketing Efforts, Analyze, And Iterate

Business owners need to consistently test their roofing marketing ideas. Experiment with one idea, measure your results from it, and make changes (as needed).

Google Analytics is a great place to start tracking your results. It’s a free tool to keep track of relevant metrics like your primary source of traffic, leads, and conversions. You can also use TrackRight (our proprietary tool) to track the results your local SEO results.

Final Thoughts

Roofing contractor marketing can be a challenging endeavor. Hope the marketing tips in the article help you get started. Remember, a sound roofing marketing strategy and consistent execution can get your phone buzzing with new leads in no time.

I can understand, though, if you’re always on the move serving clients. Online marketing will probably not fit your schedule. In such a case, consider outsourcing your roofing marketing to us. We’ve helped numerous small businesses grow.

Contact us with your requirements today, and we’ll get back with a free audit of your roofing business (if we’re a mutual fit!)