10 roofing marketing ideas to boost sales

Key takeaways

• Connect with your local community to generate referrals and build trust in your roofing company
• Engage potential customers and expand your outreach with email marketing campaigns
• Optimize your website and marketing campaigns for local search so potential customers in your service area can find your roofing business

The roofing industry is expanding rapidly—with a market value of $23 billion in 2023 and an expected market value of over $41 billion by 2032. As the industry grows, you’ll want your small roofing business to reach those customers who need your services the most.

From incentivizing your current customers to boosting your online presence, there are plenty of ways to beat the competition and capitalize on this booming market. Leverage these 10 roofing marketing tactics to take your business to the next level.

Roofing marketing ideas and strategies to reach new customers

As a roofing business owner, you have a lot on your plate. Roofing marketing can feel like an afterthought or less urgent than fixing a leaky roof. However, it’s worth investing in marketing to ensure a continual stream of new customers and the return of satisfied customers. Consider these 10 roofing marketing tactics that don’t take up a ton of time or budget but can have a huge impact on your bottom line.

1. Start a referral program

Word of mouth can be a powerful part of your marketing plan. People are more likely to hire businesses recommended by friends or family members. In fact, a Nielson survey showed that 88% of respondents trusted recommendations from people they know more than other recommendations. By providing high-quality service, your satisfied customers are more likely to recommend your services to others.

To help get the word out about your business, establish a referral program that incentivizes your existing customers to recommend your services. For instance, if you provide commercial roofing services, offer discounts to current customers who may have several properties with roofing needs.

If you work in residential roofing, a rebate program is a great incentive to get referrals. After you’ve done work for a customer, ask them to recommend your services. For each new client they refer, send the original customer a rebate as a token of your appreciation.

2. Create a Yelp Business Page

When customers use your services and leave reviews on business platforms like Yelp, it can help you build trust and brand authority. Reviews are one of the main ways people find roofing businesses. According to a recent survey, 76% of people regularly read online reviews when looking for services from local businesses, including roofing contractors.

Outside of leaving reviews, people use Yelp to learn more about a business. Potential customers can find your business info; discover which specialty roofing services you offer, such as copper roofing or storm response; read through online reviews; and more.

When you create or claim your Yelp Business Page,  you make it easy for people to find your roofing company and all your contact details. Plus they can reach out to you via the free Request a Quote or Request a Call features. A study shows that 57% of users contact a business they found on Yelp within a day. That’s even more important for roofers whose clients might need help fast, like when they have a leaking roof.

Use your Yelp Page to build your online presence and give potential customers another way to discover your roofing services. Start by filling out your business information, including company history, services, and contact information. Upload high-quality photos to show off your previous roofing work and respond to reviews to connect with potential customers.

3. Market your business on social media

Social media platforms can be effective for lead generation—the process of finding and attracting customers who might need your services. Start by identifying what sites your potential customers typically use (e.g., Instagram, LinkedIn, or TikTok). Create profiles on these sites, filling out your contact details and providing a brief description of your roofing services.

For social media marketing to work, publish engaging and interesting content for your target audience regularly, whether daily, weekly, or monthly. This can include examples of roofing projects you’ve completed or informational tutorials for general maintenance.

Use these ideas to build your social media account:

• Share photos of your team on job sites
• Create a giveaway or contest
• Share customer testimonials
• Make a video showing how to clean roof gutters
• Create a presentation of the most common roofing problems
• Post updates on industry news or a new product
• Create reels with roof maintenance tips

Social media management tools like Hootsuite or Buffer let you simultaneously schedule your content on multiple platforms. You can also use built-in analytics on social media platforms to see what types of content your followers like most—and invest in creating more.

4. Build a website optimized for search engines

In a digital world, you need a strong online presence so customers can find your business. Create a business website tailored to search engine optimization (SEO) so potential customers can contact you for their roofing needs. When you have an optimized site, it’s more likely to show up in search engine results, showing customers who you are, what you offer, and why you’re the best choice compared to the competition.

Design your small business website using a pre-built theme or website builders like WordPress or Wix. Divide your site into pages that are easy to navigate. Include a home page featuring testimonials, a services page, a pricing page, and an about page. Add clear calls to action (CTAs)—for example, buttons that say “Get a roofing quote,” “Schedule an inspection, ”or “Call for roof repairs.”

To optimize your site for SEO, include keywords that potential customers are looking for on each page. Do this by listing your services, such as roof repair, roof replacement, and specialty roofing. Ensure your pages load quickly and are optimized for mobile apps by reducing file and image sizes.

You can also optimize your website for local SEO—a strategy that ensures your website is listed in search results based on your location. That way, when users search for roofing companies near them, your business will pop up near the top of the page. List your service area clearly on your website so search engines know your business location.

Include your address on your roofing website and online directory listings like industry sites roofersDB and US Roofing Companies.

5. Create an FAQ landing page to answer customer questions

Customers needing a new roof or planning repairs often have many questions. Roofing projects can be large investments, so customers want to know what they’re getting into before they hire a roofing company. Create a landing page on your site for frequently asked questions.

Start by answering these questions:

• How do I hire a roofing company?
• What kind of roof do I need?
• When should I replace my roof?
• How do I repair damaged flashing?
• How do I unclog a downspout?

For each question, provide an answer and offer your services as one solution to the problem. Make it easy for potential customers to get in touch by including a contact form or displaying your phone number and email address.

6. Partner with local businesses

Homeowners don’t just need services from roofing contractors. They also need additional home services from painters, plumbers, and electricians. Partner with local businesses in related fields to find new roofing leads (customers who might be interested in your services).

Meet up with local small businesses, and share the types of services you offer. You can create informational pamphlets or leave business cards that other businesses can display in their shops. That way, if one of their customers also needs roofing services, they can contact you directly.

Local businesses can also serve as referral partners. For example, someone with water-logged drywall will likely contact a drywall contractor for a fix. The contractor might then suggest the customer have their roof inspected for a leak. With a partnership in place, the drywall contractor could recommend roofing professionals, including your services.

This also works in reverse. Let’s say a client reaches out for a large remodeling project that involves a new roof. You can recommend services from your local partners for things like framing, plumbing, and electrical wiring.

7. Participate in your local community

Being active in your local community is one way to build trust and brand recognition. It also lets you put a face to a name, creating better in-person connections. Offer discounted services through local programs like initiatives at the senior center. Attend trade fairs or local promotional events by signing up for a booth. At these events, explain your services and answer potential customer questions.

Support community causes and, if possible, offer free inspections to those in need to establish trust. Build your brand by sponsoring a local sports team or donating to a local charity fundraiser. Encourage your employees to get involved in the community as well. By having more discussions within the community, you’ll get local insights into the challenges your specific target market faces.

8. Engage your audience with email marketing

According to several studies, the return on investment is between $32 and $45 for every dollar you spend on email marketing. Whether you work with a marketing agency or handle this yourself, email campaigns can turn leads into new customers.

To build an effective email campaign, collect email addresses from your client list. Write an email newsletter offering updates on the latest industry trends or highlighting a new service you provide. Offer a small rebate for any referrals these customers send your way or include a discount for roof maintenance services.

You can also create email newsletters and campaigns for potential customers who have not yet used your services. On your website, include a call to action for users to subscribe to your newsletter by offering a small discount or a free roofing guide. Once they subscribe, send email campaigns focusing on roof maintenance, repair, and other related services.

9. Create regular blog posts

Most people who need roofing services do research before choosing a contractor. Help them find the answers they need by creating content on the topics they’re searching for.

While content marketing can involve different types of content (such as blogs, vlogs, ebooks, and social media posts), you can focus on creating informative blog articles. These posts can answer questions or target specific keywords, which are the terms potential customers type into a search engine. Use a free keyword tool like Wordstream to get ideas tailored to the roofing industry.

You can then create content on topics like:

• How do I know I need a new roof?
• Different roofing materials
• What to ask when hiring a roofing contractor
• Asphalt roof repair
• Best residential roofing companies
• Emergency roof repair

As part of a larger roofing marketing strategy, content marketing offers potential customers timely and useful information to answer specific questions or requests. Your goal is to create content that draws people to your site and establishes your business as a trusted expert in the roofing industry.

Create content across channels to make information more accessible. For example, add links to educational posts in your email newsletters or make social media reels on topics like “How to know you need a new roof” or “10 types of roofing materials and how much they cost.”

10. Run paid roofing ad campaigns

Supplement your digital marketing efforts with advertising campaigns to reach your target audience. Ads can create a steady stream of new customers by showcasing your services and brand personality. Run ad campaigns on social media or buy ads to appear in search results when people look for roofing services.

An easy way for business owners to do this is to sign up for pay-per-click (PPC) ads like Yelp Ads. These ads appear in key places on Yelp.com and the Yelp mobile app—such as above or below relevant search results in the “Sponsored Results” sections and on your competitors’ pages—when potential customers search for service or roofing terms. There’s no cost to start, and you only pay when someone clicks.

You can target the leads you want most by location and keyword, plus pause, adjust, or cancel your ad at any time.

Another roofing advertising idea is direct mail. This is where you disperse ads directly to locals in your service area. Create postcards and flyers, and drop them in mailboxes for homeowners who might be interested in your services. Target neighborhoods where you recently did a roofing project or put flyers in the mailboxes of homes with older roofs.

Use these roofing marketing tips to boost business

When you implement these roofing marketing tactics, you have a better chance to grow your business and connect with customers looking for your services. With simple steps like starting a referral program and claiming your Yelp Business Page, it’s easy to get started. Invest in more targeted outreach with paid advertising, creating an email newsletter that reaches new and existing customers, and engaging with your local community to build trust.

For more ways to find new customers, learn about the benefits of online advertising.