Are you one or two awful roofing marketing ideas away from transforming your business?
What if a laughable marketing idea could double your revenue? What if embracing something “awful” became the breakthrough you didn’t see coming? It’s natural to be skeptical, but stick with me—some “bad” ideas have a way of paying off. What looks like nonsense today might just be the key to turning the tables, where leads chase you.
These aren’t your usual suggestions. They offer a fresh angle, a different approach, and a chance to break out of the roofing rut. The ideas may seem wild—that’s the whole point.
Stuff a Penny into Your Direct Mail Envelopes
Back in the ’50s, Reader’s Digest used this trick, stuffing pennies into mailers to spark curiosity. People couldn’t resist opening the envelope to find out why a magazine was sending them a coin. That penny didn’t just get envelopes opened—it brought in millions of new subscriptions. It turned a simple gimmick into major results.
Now, they used 60 million pennies, or $60,000. I guess you have spend money to make money. But a similar principle can still apply.
Why does it work? It breaks the pattern. When someone feels a bump in the envelope, they pause. Suddenly, they’re holding a mystery. Tossing it out isn’t an option. They rip it open, and just like that, your message gets through.
Want to keep their interest? Include a note: “Here’s a penny for your thoughts—now give me a call and let’s talk roofs.” It ties the pitch together and adds charm. Plus, it’s a small cost with big potential.
Reader’s Digest didn’t need flashy campaigns—just a penny. Your roofing business can catch attention the same way. In a world where most mail goes straight to the trash, be the envelope they can’t ignore.
Do the Exact Opposite of What Your Competitors Are Doing
When Red Bull launched, they didn’t try to outdo Coca-Cola. Competing with the biggest soft drink company? Not likely. Instead of making a tastier soda, they went the opposite direction with a small can and a bitter, medicinal drink—and charged more for it. It didn’t taste great, but it felt different. It felt like energy.
That’s the magic of doing the opposite. While other brands fought for space in the soda aisle, Red Bull created a new niche. They didn’t play by the same rules; they rewrote them. Suddenly, their “awful” drink became the symbol of late nights and hustle. It was about the vibe, not the flavor.
What are your competitors doing? Offering the same discounts, running similar ads, using the same old lines? Great. Do the opposite. If they push discounts, emphasize quality. If they send glossy flyers, send a handwritten letter. If they’re cutting prices, raise yours. It sets you apart.
If others focus on speed, lean into craftsmanship. Show before-and-after photos or share videos detailing your process. If they use stock photos, feature real images of your team, even the dirt on their boots. It feels authentic because it is.
The goal isn’t just to be different—it’s to stand out so clearly that no one confuses your message. Red Bull showed that sometimes the “worst” idea is the best one. It’s not about the perfect choice; it’s about the unexpected one. So, flip the script. Go against the grain. Be the roofer who makes people stop and wonder.
Give Your Business a Unconventional Name
Sometimes, a name that makes people stop is all you need to get noticed. Sure, “roofing” needs to be in there—no one’s debating that. But why settle for something dull like “Smith Roofing” or “ABC Roofing”? Go bold. Pick something weird. Make them smile or raise an eyebrow.
Take Yeti Roofing in Rapid City, SD. The owner is a huge Bigfoot fan. That’s it. Instead of blending in, Yeti Roofing stands out. The logo? A big foot. Simple, memorable, and it gets people talking. That’s the kind of brand recognition plain names can’t buy.
Think about it. Would you call “Johnson Roofing” or “Flying Squirrel Roofing”? The first sounds like every other roofer. The second? It sparks a question. It makes you chuckle. It sticks. Whether it’s “Dragon Roofing,” “Pirate Roofers,” or “Banana Peel Roofing,” pick a name so offbeat it demands attention.
A bold name does more than grab attention. It gives your business a story and a personality. It starts conversations. When someone asks, “Why Yeti Roofing?” you’ve got an instant icebreaker. In a crowded market, that’s priceless. So, name your business with purpose. Don’t just choose a name; choose a talking point.
Follow Up Relentlessly
Follow-up isn’t glamorous. It’s not fun. It won’t win a round of applause at a conference. It’s the grind, and most avoid it because rejection stings. But here’s the truth: follow-up puts cash in your pocket. Consistent, relentless follow-up turns cold leads into hot sales. Done right, it makes homeowners feel valued because you didn’t forget about them.
Picture this: a homeowner gets a dozen bids. Yours gets buried. Most roofers think, “If they wanted me, they’d call.” But that’s not how it works. Life gets in the way—people forget, get busy, or misplace your number. Don’t wait for them to reach out. Reach out first. Then reach out again.
And don’t just follow up with new leads. Check in with those who said “not yet” or went silent. They haven’t slammed the door—they’re just not ready. A light touch works here. Send a fun GIF every few months, like a cat on a roof with the message: “Need a little help up there?” Or share a seasonal YouTube clip, like a snowman melting in summer. It shows personality and breaks the monotony. It’s a reminder that you’re still around, without being pushy.
Call, text, email—keep at it. Change your approach. If you called last time, send a text now. If you emailed last week, drop off a note. Show them you’re not giving up. You’d be surprised how much that matters. Persistence isn’t pushy; it shows commitment. It shows you care enough to keep trying.
Raise Your Price Significantly
Raise your price. Not a little—a lot. It might seem risky, but there’s a method to the madness. Higher prices position you as a top-quality brand. They show you’re not the bargain choice; you’re the best option, and you charge accordingly.
Some people always pick the most expensive option, equating price with quality. If you charge a premium, you’ll attract customers who want the best. It’s human nature—they see a higher price and think, “There must be a reason.” So, give them one.
But here’s the catch: you can’t just raise rates and relax. You need to follow through. Answer calls on the first ring, show up on time, and leave the job site spotless. Go above and beyond. When you provide that level of service, your higher price doesn’t just get accepted—it becomes the standard. People feel good paying more because they see the value.
Being the pricey option? It builds demand. When someone says, “I hired them because they weren’t the cheapest,” you’re already ahead. They’re not just buying a roof; they’re buying the best.
So, raise your price. Position yourself as the choice for those who want it done right, and let others fight over who’s cheapest. You’ll stand out because you dared to value your work.
Stop Tracking Your Marketing
Here’s a thought: stop tracking every detail. Not all marketing fits neatly into a spreadsheet. Some of the best ways to get your name out there can’t be measured with numbers. It’s not always about clicks, views, or conversion rates. Sometimes, it’s about making noise and getting noticed.
If you’re a servant to the statistics, you might miss the biggest opportunities.
Take Scott Tebay in Ohio. He spends big on radio ads. When the ads run, the phone rings off the hook. Leads come in. But when the ads stop, so does the buzz. Ask those callers how they found him, and most will say “Google.” Sure, they searched online, but only because they heard his name on the radio first.
This happens often. Someone sees a truck with your logo, gets a flyer, or hears your name on the radio. Then they look you up and say they “found you on Google.” The spark didn’t start with the search; it started with the ad, the flyer, or the sign on your truck. Good luck tracking that.
Marketing isn’t always about precision. Sometimes, it’s about creating buzz that can’t be pinned down. So, don’t get stuck trying to measure every dollar. Invest where you see results, even if you can’t track it to the decimal. The real proof is in the calls, appointments, and roofs you’re putting on.
Are you ready to try some awful roofing marketing ideas?
So, what’ll it be? Stick with the same marketing that blends in, or shake things up and make noise? These ideas may seem “awful” at first, but they have the power to set you apart, spark conversations, and turn curiosity into customers. It’s about making moves others won’t and being bold enough to stand out in a sea of sameness.
Don’t wait for growth by doing what everyone else does. Take the leap. Drop that penny in the mail, raise your prices, or run an ad you can’t track. Embrace the unconventional and make your mark. The results might surprise you. Your next big break won’t come from playing it safe—it’ll come from taking a swing at something different. So go on, make your move. It’s time to stop following the crowd and start leading it.
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