Introduction
Trying to figure out how to market your roofing company in a way that scales and grows consistently? Here are 19 tips to help you succeed.
Marketing your commercial and residential roofing business is essential for attracting new clients and building a strong reputation in your community. While strategies may differ slightly between commercial and residential roofers, the foundations are the same. Implementing a mix of proven tactics can increase visibility, educate prospects, and ultimately drive more revenue.
Set Up Google My Business Listing
Claiming your Google My Business (GMB) profile is one of the most important first steps. GMB is a free tool that controls how your company appears in Google Search and Maps.
With a verified profile, you can:
- Ensure accurate, up-to-date contact information
- Collect and showcase reviews
- Appear in the Google Map Pack, where 42% of searchers click, according to Backlinko
A strong GMB profile boosts local visibility and generates quality roofing leads.
Create a Mobile Friendly, Responsive Website
Your website is often the first impression prospects get. Think of it as your best roofing salesperson.
- Ensure your site is modern, responsive, and easy to navigate.
- Optimize for mobile since 62% of searches happen on mobile devices (Statista).
- An outdated site means missed opportunities and lost leads.
Ask Customers For Google Reviews, And do it Often
Customer reviews build trust and credibility. Research shows:
- 93% of people say reviews impact buying decisions
- 57% rely on Google reviews to find businesses
Encourage reviews on GMB, Yelp, and HomeAdvisor. You can also showcase case studies on your website to deepen trust.
Share Helpful & Educational Roofing Content
Educational content positions you as an expert while driving traffic.
- 71% of consumers prefer learning from articles over ads
- Roofers who blog get 97% more inbound links
- HubSpot found publishing 16+ blogs per month generates 3.5x more traffic
Content marketing produces 3x more leads at 62% lower cost than traditional marketing.
Create a Landing Page For All Service Areas
Local search is a major driver of roofing leads. Build location-specific landing pages for each city or town you serve.
- Include services, pricing, and local contact info
- Optimize with schema markup to improve voice and location search
- Use these as landing pages for paid ads
Search Engine Optimize your Roofing Website
Search Engine Optimization (SEO) makes your site easier to find on Google, Bing, and Yahoo.
- Use relevant keywords and meta tags
- Publish high-quality, informative content
- Build internal links and backlinks
This increases visibility and positions you as a trusted authority.
Write FAQ’s That Answer Customers Questions Win Search
An FAQ page improves user experience and boosts SEO.
- FAQs can earn featured snippets on Google
- They reduce repetitive customer questions
- They provide internal linking opportunities
Optimize with keywords and detailed answers to rank higher in SERPs.
Use a CRM and Marketing Automation Platform to Grow
A Customer Relationship Management (CRM) system helps you track leads and manage interactions. Tools like HubSpot can:
- Automate follow-ups
- Segment contacts (residential vs. commercial, new vs. old customers)
- Connect to your ads for ROI tracking
This ensures leads don’t slip through the cracks and sales teams stay organized.
Email Marketing Works
Email marketing keeps your company top-of-mind with past and potential clients.
- Automate responses so customers don’t wait 24+ hours
- Use segmentation for tailored messaging (e.g., property managers vs. homeowners)
- Nurture leads with drip campaigns
Email is one of the most cost-effective ways to generate roofing leads.
Set up Your Social Media Channels
Roofing companies should be active on LinkedIn, Facebook, Instagram, and more.
- Share project photos and testimonials
- Educate your audience with tips and updates
- Use LinkedIn to connect with commercial prospects
- Boost recruiting efforts with an improved online presence
Roofing Flyers Work Wonders
Direct mail is still effective, especially since inboxes are now more crowded than mailboxes.
- Send flyers with QR codes for digital tracking
- Target neighborhoods or commercial properties in your service area
- Highlight seasonal offers or emergency services
Social Media Advertising
Paid advertising on Facebook, Instagram, and LinkedIn helps expand reach.
- Target by demographics, interests, and behaviors
- Retarget past website visitors
- Build lookalike audiences for higher-quality leads
SEM Advertise Your Roofing Services
Search Engine Marketing (SEM) captures high-intent customers already looking for roofing services.
- Bid on keywords like “roof repair near me”
- Use local targeting to reduce wasted ad spend
- Measure ROI with conversion tracking
The Art of The Cold Call
Cold calling is still effective for securing commercial jobs.
- Focus on delivering value in your pitch
- Target businesses and property managers
- Residential door-to-door selling is less effective, but still works in storm situations
Hire a Photographer or Get a Good Camera
Invest in photography or use a good camera to highlight your work.
- Share before-and-after photos
- Post job site videos on your website and social media
- Use visuals in proposals to stand out
Don’t Discount (Your Worth More, so Prove it)
Discounts can hurt your brand and train customers to expect them.
Instead, emphasize:
- Quality workmanship
- Expertise
- Excellent customer service
Value sells better than price cuts.
Conclusion
Marketing your roofing company requires a mix of digital and traditional strategies. From Google My Business and SEO to content marketing, flyers, and SEM, each tactic works together to boost visibility and drive leads.
