Running a roofing company in today’s competitive environment requires more than skilled workmanship and quality materials—it also demands smart marketing. Homeowners and businesses searching for roofing services often go online first, but local word-of-mouth and community trust still play a huge role in winning jobs. How to Market a Roofing Company: You need a blend of local visibility and a strong online presence.
In this article, we’ll discuss actionable strategies for marketing your roofing company both locally and online. These strategies will help you generate leads, build credibility, and dominate your service area.
Why Marketing Matters for Roofing Companies
Roofing is a high-demand but highly competitive industry. Whether it’s storm damage, repairs, or new roof installations, people need reliable roofers—but they also need to trust who they hire. Marketing helps your roofing business:
- Increase visibility so homeowners and businesses know you exist.
- Build trust through reviews, testimonials, and professional branding.
- Generate consistent leads from multiple channels.
- Stand out from competitors by showing authority and credibility.
Without marketing, even the best roofing company risks being invisible to potential customers.
Local Marketing for Roofing Companies
Local Market for Roofing Company focuses on ensuring people in your community know who you are, trust your expertise, and call you first when they need roofing work.
Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the most powerful tools for local roofing companies.
- Claim and verify your profile.
- Add your business name, address, phone number, website, and service areas.
- Upload photos of completed projects, your team, and before/after shots.
- Ask happy customers to leave 5-star reviews.
- Post updates about special offers, seasonal tips, or recent jobs.
When someone searches “roofing company near me” or “roof repair in [city],” your profile can appear at the top of local results.
Build Local Partnerships and Referrals
Networking in your community builds trust and referral opportunities.
- Partner with realtors, property managers, and insurance agents—they often deal with clients who need roof inspections or repairs.
- Join local chambers of commerce or business associations to expand your network.
- Offer referral incentives for satisfied customers who recommend your business.
A strong referral network can generate steady work without relying solely on paid ads.
Local Print, Radio, and Community Sponsorships
Traditional local marketing still works for roofing.
- Place ads in community newspapers or magazines.
- Run local radio spots, especially during storm season when demand spikes.
- Sponsor local sports teams, school events, or charity drives—your name on a banner or T-shirt builds recognition.
These small community touches position your company as a trusted local brand.
Branded Vehicles and Yard Signs
Roofing is highly visible—make sure your brand is, too.
- Wrap your company trucks or vans with your logo, phone number, and website. Every job site becomes a moving advertisement.
- Place yard signs after completing a project with the customer’s permission. Neighbours will see who did the work and are more likely to call.
This type of passive marketing reinforces local presence without recurring costs.
Direct Mail Campaigns
Direct mail can still be effective, especially in targeted neighbourhoods.
- Send postcards offering free roof inspections or seasonal maintenance tips.
- Focus on areas hit by storms or hail damage.
- Include before/after images, testimonials, and a clear call-to-action (CTA).
A well-timed postcard can generate immediate calls from homeowners needing urgent help.
Online Marketing for Roofing Companies
Local efforts build trust in your community, but online marketing ensures you’re visible when people actively search for roofing services.
Create a Professional Website
Your website is your digital shopfront. A poorly designed site can cost you leads.
A strong roofing website should:
- Be mobile-friendly (most users search on phones).
- Highlight services (roof repair, installation, inspections, and storm damage).
- Feature before/after galleries and customer testimonials.
- Include strong calls to action (e.g., “Call Now for Free Estimate”).
- Load fast and be easy to navigate.
Think of your website as your 24/7 salesperson.
Search Engine Optimization (SEO)
SEO helps your site rank when people search for local roofing services.
- Use keywords like “roof repair in [city]”, “emergency roof replacement [city],” or “best roofing contractor near me”.
- Create location-specific landing pages for different service areas.
- Start a blog covering topics like roof maintenance, storm preparation, or energy-efficient roofing.
- Build backlinks from local directories and industry sites.
With consistent SEO, you’ll show up in organic Google searches, generating long-term free leads.
Pay-Per-Click Advertising (Google Ads)
SEO takes time, but Google Ads can generate immediate leads.
- Target keywords like “roof replacement cost [city]” or “emergency roofer near me”.
- Use location targeting to show ads only to people in your service area.
- Track calls and form submissions to measure ROI.
Many roofing companies run ads during storm seasons or peak repair times to maximize visibility.
Social Media Marketing
They build trust and community engagement.
- Post before-and-after photos, videos of projects, and tips on roof care.
- Use platforms like Facebook, Instagram, and LinkedIn.
- Run Facebook Ads targeting homeowners in specific zip codes.
- Share customer testimonials and behind-the-scenes content.
Social media marketing gives your brand a personality and encourages referrals through shares and comments.
Online Reviews and Reputation Management
Reviews are crucial for roofing companies.
- Encourage happy customers to leave reviews on Google, Yelp, Angi, or Facebook.
- Respond politely to negative reviews and resolve issues quickly.
- Showcase reviews on your website and marketing materials.
The more positive reviews you have, the more trust you build with potential clients.
Video Marketing
Video builds authority and trust better than text alone.
- Create short videos explaining the roofing process.
- Record customer testimonials on job sites.
- Post videos on YouTube, Facebook, and your website.
For example, a “What to Expect During a Roof Replacement” video can position you as an expert and drive enquiries.
Email Marketing
Email is a cost-effective way to nurture leads.
- Collect emails through your website (offer a free roof maintenance checklist).
- Send seasonal reminders (e.g., “Winter Roof Inspection Special”).
- Share company updates, promotions, and educational tips.
Consistent email marketing keeps your brand top-of-mind when customers need roofing help.
Combining Local and Online Marketing
The most successful roofing companies blend local and online strategies. Here’s how to integrate them:
- After every job, place a yard sign (local) and post photos online (digital).
- Collect reviews on Google (online) and feature them in postcards (local).
- Use storm tracking data (online) to target affected neighbourhoods with door-to-door or direct mail (local).
- Promote local sponsorships (like charity events) on social media (online).
The goal is to stay visible everywhere your potential customers look.
Common Mistakes to Avoid
Even good roofing companies make marketing mistakes. Avoid these pitfalls:
- Ignoring reviews—one bad review unanswered can hurt trust.
- Not tracking leads—you should know which channels bring the best ROI.
- Relying only on word-of-mouth—powerful, but not enough for long-term growth.
- Failing to follow up—many leads don’t convert without nurturing.
- Outdated websites—a poor digital presence loses leads instantly.
Consistency is the key to marketing success.
Conclusion
The market for roofing company requires a dual approach: building strong community trust locally while expanding visibility online. Local strategies like yard signs, referrals, and sponsorships connect you with nearby homeowners, while online tactics like SEO, Google Ads, and social media make sure you appear where people are searching.
By combining both, you position your company as the go-to roofing expert in your area, generate consistent leads, and build a business that thrives year after year.
FAQs
What is the best way to get roofing leads?
The most effective approach combines multiple strategies—Google Business Profile optimisation, SEO, and pay-per-click ads generate online visibility, while referrals, yard signs, and local partnerships build trust in the community. Together, these methods ensure consistent, high-quality roofing leads year-round.
How much should a roofing company spend on marketing?
Roofing companies typically allocate 5–10% of revenue to marketing. The actual budget depends on business goals, competition, and market size. Smaller companies may start with less, focusing on cost-effective strategies like SEO and referrals, while larger firms often invest more in paid advertising and branding campaigns.
Do roofing companies need a website?
Yes, a professional website is essential. Homeowners often research contractors online before calling. A well-designed site builds credibility, showcases services, collects leads, and ranks on search engines. Without one, roofing companies risk losing customers to competitors with stronger digital presence and better online visibility in their area.
What role do reviews play in roofing marketing?
Reviews strongly influence customer decisions. Positive testimonials create trust and help roofing companies stand out in competitive markets. Google and Yelp reviews also impact local SEO rankings. Responding to all reviews—positive and negative—shows professionalism, improves reputation, and increases the likelihood of converting leads into long-term customers.
Is social media effective for roofing businesses?
Yes, social media is highly effective. Platforms like Facebook and Instagram allow roofers to share before-and-after projects, customer testimonials, and seasonal tips. Paid ads can target specific local neighbourhoods. Social presence builds brand recognition, engages customers, and encourages referrals, making it a valuable long-term marketing tool.