Marketing for Roofers: Turning Roofers Into Rainmakers

Let me guess—you’re tired of sitting around waiting for jobs to come in, right? You’re probably fed up with hoping for word-of-mouth to magically work every time, or that someone, somewhere, will stumble upon your name on Google. I get it. Marketing for roofers can feel like trying to nail shingles to a roof in a hurricane—chaotic and pretty much impossible without the right tools.

But here’s the good news: it doesn’t have to be that way. With the right approach, marketing can become your secret weapon. The tool that turns your roofing business into a magnet for new customers. Marketing isn’t just some fancy corporate thing—it’s about connecting with real people who need you. And it’s a lot like roofing: you have to start with a solid foundation, build it up carefully, and make sure every piece is done right so it stands up against whatever comes next.

You see, roofing is one of those things people don't think about until they really need it. A storm hits, a leak shows up, or their neighbor finally gets their roof fixed and suddenly their roof looks shabby. That’s where good marketing comes in. It puts you in front of the right people at the right time—when they’re ready to fix that problem, and they need someone they can trust.

In this guide, we’re going to dive deep into everything you need to know about marketing for roofers. We’ll look at what really works, without the fluff and jargon. Think of it like talking to an old friend over a cup of coffee—straightforward, easy to follow, and packed with insights that are actually useful. Let’s get into it.

Why Roofing Marketing Matters

Marketing might seem like a fancy word for people who do PowerPoint presentations in skyscrapers. But at its core, marketing is simply a way to connect with people—to let them know you’re here, ready to help with whatever problem they’ve got with their roof.

For roofers, the problem is pretty clear: folks only call you when they need you. Roofing isn’t something people think about until there’s a leak, a storm, or when their neighbor finally decides to get a new roof after years of procrastinating. That’s why marketing is crucial in this industry—you need to be top-of-mind when someone has a roofing issue, because you’ve got competition just down the street.

Here’s the deal: People are looking for roofers online. Google searches for “roof repair” or “roof replacement” go up every time there’s a major storm. By being visible online and showing up where these potential customers are searching, you have the chance to win over their trust before your competitors even get a whiff of them.

Statistics that Matter

• 97% of consumers use the internet to find local services, according to BrightLocal. That includes roofing services.
• 30% of all roofing leads come from word-of-mouth. But the remaining 70%? You need a solid marketing plan to reach those folks.
• Homeowners are 4 times more likely to pick a roofer that shows up at the top of Google’s search results over a competitor who doesn’t.

These stats make one thing clear—marketing is not optional. It’s a must if you want to get more leads and outshine your competition.

Step 1: Get Your Website Right

Let’s start with your online storefront—your website. I know, you might think your website doesn’t matter all that much. But trust me, people are looking at it. And if it’s not giving off the right vibes, they’ll bounce right off it—and over to your competitors.

What Makes a Good Roofing Website?

• Simple, Clean Design: No one likes a cluttered page that’s got a bunch of flashing lights and too much text. Keep it simple. Think of your website as a handshake—firm, confident, and no nonsense. The colors should be neutral, and the layout easy on the eyes. A simple hero image of you or your team at work could be your key visual element.
• Fast Loading Times: Imagine you’re trying to call someone for help, but their phone is busy. Now, imagine your website takes ages to load. It’s basically the same thing. People leave. Your site needs to load fast—preferably in under 3 seconds.
• Call-to-Action (CTA): Here’s where a lot of roofers mess up—they don’t tell the customer what to do next. Add a big button that says, “Get a Free Quote” or “Call Us Now” on every page. Make it easy for the customer to reach you.
• Mobile Friendliness: More than 50% of users will be visiting your website from their phones. If your site isn’t mobile-friendly, you’re losing half your business before you even begin.

Key Pages to Include

• Home Page: Who are you, and why should anyone trust you? Answer that here.
• About Us: Put a face to your name. Talk about your journey in roofing, and why you love what you do.
• Services Page: Be specific about what you offer—roof repair, replacement, inspection, emergency services, etc.
• Testimonials: People trust people. Got happy clients? Show them off here.
• Contact Page: Make it ridiculously easy for customers to get in touch—phone number, email, even a contact form.

Step 2: Local SEO—Owning Your Backyard

Now, we’ve got your website all squared away. But how do you actually get people to see it? This is where SEO (Search Engine Optimization) comes into play. I know, that sounds like a techy, confusing term. But local SEO, at its core, is just about making sure people in your town can find you when they search for roofing services.

Google Business Profile

This is your golden ticket to being seen by people in your local area. You need to create and optimize your Google Business Profile (GBP). When someone searches “roofer near me,” you want to be the one they see.

Here’s how you can make that happen:

• Claim Your Profile: First step is to claim it. Visit Google Business Profile and claim your business.
• Fill Out All Details: Be thorough—add your address, phone number, photos, and business hours.
• Add Keywords: Keywords are just the words people type into Google. Add terms like “roof repair [your town]” or “emergency roofing service” wherever it makes sense. Don’t overdo it—just enough so Google knows what your business is about.
• Get Reviews: Customer reviews can be your biggest marketing asset. 88% of people trust online reviews as much as personal recommendations. Encourage your customers to leave a review after every job—you could even give them a small thank-you card as a reminder.

On-Page SEO Tips

• Title Tags & Meta Descriptions: These are like headlines and snippets that appear in search results. Make them compelling—think “Roof Repair Services You Can Trust in [Your City]” rather than just “Roofing”.
• Local Content: Create content that’s specific to your area. Write blog posts about roofing issues that happen during storm season in your city. Google loves local content—it makes you more relevant.
• NAP Consistency: Your Name, Address, and Phone Number should be exactly the same across all online platforms—your website, GBP, Yelp, Facebook, etc. Inconsistent details confuse both customers and search engines.

Getting Backlinks

Backlinks are when other websites link to yours, which tells Google that you’re trustworthy. Get links from local directories, partnerships with other local businesses, and even local news sites if you can manage to land a feature.

Step 3: Pay-Per-Click (PPC) Advertising—The Shortcut to Visibility

SEO can take a little while to kick in. If you want more immediate results, PPC advertising can be a game-changer. Specifically, Google Ads.

Google Ads for Roofing Businesses

Google Ads is a fast way to get your name out there, especially for high-intent searches like “roof repair near me” or “emergency roof leak fix”. You’re literally paying to be at the top of Google when someone searches for these terms.

The key with Google Ads is to use targeted keywords and to make sure your ads are highly specific.

• Target High-Intent Keywords: Words like “roof repair cost”, “roof replacement estimate”, or “metal roofing contractors near me” are golden. They show a strong intent to buy.
• Negative Keywords: Add negative keywords so your ads don’t show up for irrelevant searches. For instance, if you don’t do commercial roofing, add “commercial” as a negative keyword.
• Landing Pages: When people click on your ad, where do they end up? Don’t just send them to your homepage. Create dedicated landing pages that match the ad. If your ad says, “Get a Roof Replacement Quote”, send them to a page where they can get a quote—right away.

PPC is like a rocket—it’s a bit pricey, but it gets you there fast. And if done right, it pays for itself with the leads you generate.

Step 4: Social Media—Connecting with Your Community

You might think roofing and social media don’t mix. But here’s the thing: homeowners spend a lot of time scrolling through social media—Facebook, Instagram, even LinkedIn if they’re in the corporate world. Your goal here is to be visible, relatable, and to remind people you’re there when they need you.

Choosing the Right Platforms

• Facebook: This is where the bulk of your customers likely hang out. Set up a Facebook Business Page, post photos of completed jobs, customer testimonials, and even videos that educate people about common roofing issues.
• Instagram: Believe it or not, photos of roofing projects can do really well here. The “before and after” kind of content works wonders. It’s also a place to show the human side of your business—your team at work, community events you participate in, etc.
• LinkedIn: If you do commercial roofing, LinkedIn can be a goldmine. It’s a place to connect with property managers, business owners, and other decision-makers who might need your services.

Content Ideas

• Educational Posts: Videos or simple tips about roofing maintenance, what to do after a storm, or how to check for leaks.
• Customer Stories: Post a picture of the new roof you installed, and tell a little story about the customer and their roofing problem.
• Behind the Scenes: Show your team hard at work, or even just having lunch together. People like to see the human side of businesses.

Paid Social Media Advertising

You can also run paid ads on Facebook or Instagram. Target homeowners in your area with offers like “Free Roof Inspections”. Paid ads on social media can work wonders, especially if you keep them specific to your local area.

Step 5: Email Marketing—Nurturing Leads Over Time

The roofing sales cycle can be long. A homeowner might visit your site, but maybe they’re not ready to buy just yet. That’s where email marketing comes in. It’s like a friendly reminder that you’re around and ready to help.

Building an Email List

You need to collect email addresses to get started. Here’s how:

• Free Resources: Offer a free guide like “5 Signs Your Roof Needs Replacing” in exchange for their email.
• Website Pop-Ups: Use pop-ups to ask for their email in exchange for a discount or a free inspection.

Types of Emails to Send

• Newsletters: Send a monthly newsletter with tips for homeowners, updates about your business, and even a story about a roofing project you’re proud of.
• Follow-Ups: After someone gets a quote, follow up with a friendly email—maybe even a discount if they book soon.
• Seasonal Emails: Before storm season, send a reminder about roof maintenance. It’s about staying top-of-mind, so when they do need a roofer, you’re the one they call.

Step 6: Referrals and Word-of-Mouth—The Classic Approach

Finally, don’t forget the power of good old-fashioned word-of-mouth. It’s not outdated. In fact, it’s probably your most valuable marketing tool, because people trust recommendations from friends and neighbors more than anything else.

How to Get More Referrals

• Ask for It: When you finish a job, simply ask if they’d be willing to refer you if they know someone in need. Sometimes, it’s just about asking.
• Incentivize: Offer a small incentive—maybe a gift card—for every successful referral. People love getting something extra, even if it’s just a token of appreciation.
• Stay in Touch: Keep in contact with past customers through holiday cards or occasional check-in emails. When they think roofing, you want them thinking of you first.

Bringing It All Together

At the end of the day, marketing for roofers isn’t about throwing a bunch of money at ads and hoping something sticks. It’s about building trust, connecting with your community, and making sure people know who you are when the need arises.

Roofing is an incredibly personal business—you’re fixing the roof over someone’s head, after all. Your marketing should reflect that. Be human. Show your passion for the work you do. Let people know you care, and that you’re here to help. And remember, marketing is a process—keep at it, keep refining it, and before you know it, your phone will be ringing off the hook.

If you ever need help getting started or feel like you’re in over your head, don’t hesitate to reach out. After all, roofing is your thing, but marketing? Well, that’s mine.

1. How can I make my roofing website more appealing to potential customers?
Keep it simple with a clean design and neutral colors. Ensure it loads quickly, is mobile-friendly, and has clear calls-to-action like “Get a Free Quote” or “Call Us Now” on every page.

2. What is the most effective way to get my roofing business to show up in local Google searches?
Optimizing your Google Business Profile is essential. Make sure you’ve claimed your profile, filled out all the details, added keywords related to your services and location, and collected as many positive customer reviews as possible.

3. How do I encourage customers to leave online reviews?
You can simply ask them at the end of each job, and you could offer a small thank-you like a discount on their next service or a gift card to increase their motivation.

4. What type of content should I post on social media for my roofing business?
Post educational content (such as roof maintenance tips), behind-the-scenes photos of your team, customer testimonials, and before-and-after photos of roofing projects.

5. Is Google Ads worth it for my roofing business?
Yes, Google Ads can help target high-intent customers actively searching for roofing services. Make sure to use targeted keywords and negative keywords to maximize efficiency and avoid wasting money on irrelevant clicks.

6. How can I use email marketing to nurture leads over time?
Collect emails through website pop-ups or by offering free guides in exchange for email addresses. Send regular newsletters, follow-up emails, and seasonal reminders to keep potential customers engaged.

7. How important is mobile-friendliness for my roofing website?
It’s extremely important, as over 50% of users will visit your site from a mobile device. If your site isn’t mobile-friendly, you risk losing a significant portion of your potential customer base.

8. What social media platforms are best for my roofing business?
Facebook is typically the best platform, as most of your target customers are likely active there. Instagram can also be great for showcasing visual content like before-and-after photos, and LinkedIn is useful if you’re targeting commercial projects.

9. How do I get backlinks to improve my website’s SEO?
Reach out to local directories, partner with other local businesses for cross-promotions, and try to get featured in local news or industry blogs. These backlinks will improve your site’s authority in Google's eyes.

10. What’s the best way to get referrals for my roofing business?
Ask satisfied customers directly after completing a job, offer small incentives like gift cards for successful referrals, and keep in touch with past customers through occasional emails or holiday cards to stay top-of-mind.