You can’t swing a cat without hitting an influencer these days. And believe it or not, roofing has its fair share of them too!
But using roofing influencer marketing to grow your business? That might sound like a stretch. After all, isn’t influencer marketing something for giant national brands? Does it even work at the local level?
The short answer? Yes, it works.
The even better news? It probably works better for local businesses than for big national brands.
But before you start sliding into influencers’ DMs, there are a few things you need to know to make roofing influencer marketing work in 2025. Let’s start with the basics.
What Is Influencer Marketing?
An influencer is someone with a trusted social media presence—someone whose audience listens to what they say and values their recommendations.
So, influencer marketing is when a business partners with one of these trusted individuals to promote its products or services.
By now, it’s obvious that influencer marketing is everywhere. Is it even possible to follow someone with over a thousand followers who isn’t pushing some kind of product or handing out a “use my code for 25% off” deal?
Between 2018 and the early pandemic years (2021-2022), influencers dominated marketing. A single post from a Kardashian, The Rock, or one of the Paul brothers could cost millions.
The Real Gold of Influencer Marketing: Trust
At its core, influencer marketing works because of trust.
Think about it—would you trust workout advice from The Rock? Most people would nod without hesitation. The guy is built like a tank.
But would you trust his advice on where to find the best pint of Guinness in Dublin? Probably not! Why? Because he’s not the right authority for that topic.
The same logic applies to your roofing business.
Imagine getting Alex Hormozi—the business guru himself—to endorse your company. Would homeowners in your market care? Maybe a few business-minded folks would. James and Ian here at ProLine would be pumped. But would the average homeowner know or care? Not likely. In many markets across the U.S., people wouldn’t know Alex from Adam.
You can’t just slap a random face on your brand and expect sales to roll in. The real key to influencer marketing is choosing the right person—someone who already has trust and influence in your community.
And that brings us to the first secret of making influencer marketing work for your roofing business…
The Power of Micro-Influencers
Not every influencer has millions of followers. In fact, many of them aren’t even known outside their own hometowns. You’d probably be surprised at how many people in your community have a few thousand followers on social media. These local figures often have a strong connection with their audience, whether they’re sharing restaurant recommendations, covering community news, or just keeping people entertained with local stories. The important thing is that homeowners—your potential customers—are following and trusting them, which makes them a valuable resource for marketing your roofing business.
Finding the Right Micro-Influencers
Finding these micro-influencers isn’t as difficult as it might seem. AI tools like ChatGPT can help by searching for influencers in your area, and some deep research tools can dig even further to uncover smaller voices with engaged audiences. But you don’t need high-tech solutions to get started. Simply asking friends and family, checking who they follow, or searching social media for popular local posts can reveal influencers you may not have thought about. If you find someone who regularly posts about your town and gets strong engagement, they might be worth reaching out to.
The Cost Advantage of Micro-Influencers
One of the biggest advantages of working with local influencers instead of bigger names is cost. Most micro-influencers aren’t professional content creators looking for massive paychecks. Many of them post because they genuinely enjoy it, whether it’s a hobby, a passion, or a way to connect with their community. That means they have little to no expectations when it comes to making money. If you offer them a small payment, such as a couple hundred dollars for a post or video, they’ll likely be excited about the opportunity. That small investment can get your business in front of a highly relevant audience in your area while making the influencer feel valued at the same time.
Choosing the Right Influencer for Your Roofing Business
Of course, not all micro-influencers are equally valuable for a roofing business. The key is finding someone whose audience overlaps with your potential customers. A local pet waste removal business that regularly interacts with homeowners might be a great fit. On the other hand, a teenager posting guitar covers in their basement probably won’t bring you the leads you need. Home improvement bloggers, community event pages, and local news influencers tend to have audiences that include homeowners, making them ideal partners for this type of marketing. For example, a roofing company in Atlanta could see a huge boost from a feature on a well-known local page like ATL Scoop.
How Micro-Influencers Fit Into Your Marketing Strategy
It’s important to remember that influencer marketing isn’t meant to replace other marketing efforts. It won’t take the place of a well-optimized website, a strong door-knocking strategy, or traditional branding tools like yard signs and vehicle wraps. However, it can add another layer to your marketing mix by increasing brand awareness. Even if someone doesn’t immediately remember seeing your name, they might subconsciously recognize it when they search for a roofer later. They’ll believe they found you through a Google search, but in reality, an influencer helped plant the idea in their mind earlier.
Getting the Most Out of Your Influencer Partnerships
To get the most out of micro-influencer marketing, focus on authentic interactions rather than hard sales. A direct recommendation from an influencer is always helpful, especially if they have firsthand experience with your work. But there are other effective ways to collaborate. You could appear as a guest on their podcast, join them for a short-form video, or get a mention if you sponsor a local event or community program. Even a casual name-drop as a reliable roofer in the area can help build trust. These small moments of recognition add up over time, making people more likely to choose your business when they need roofing services.
Why Micro-Influencers Work for Roofers
Micro-influencers may not have global fame, but they do have strong local trust. Finding the right people and working with them in a way that feels natural can help put your business in front of homeowners in a way that traditional ads can’t. With a little research and the right approach, influencer marketing can become a powerful tool for growing your roofing business.
Sometimes, when you start looking for local influencers, all you find are prank channels and Instagram models. Not exactly the kind of people you want representing your brand. And that’s fine. Influencer marketing isn’t a requirement for success. There are plenty of other ways to connect with your community.
Scott Tebay from Rainstoppers Roofing in Marietta, Ohio, swears by local radio ads as his go-to marketing method. If you come up empty-handed on influencers, you can always explore other options like community sponsorships, direct mail, or well-placed social media ads. But if you do find relevant podcasts, blogs, Instagram pages, Facebook groups, or YouTube channels in your area, there’s a real opportunity to use micro-influencers to build brand awareness. And if that’s not an option, there’s another strategy that might work even better—creating your own influencer.
Creating Your Own Micro-Influencer
This is another trick that Scottie Bay swears by. Instead of looking for outside influencers, turn your sales reps into local influencers.
That doesn’t mean paying your sales team to make dance videos on TikTok. Lord help us all if it comes to that. What it does mean is encouraging them to create valuable, community-focused content. One of the easiest ways to start is by having your sales reps share before-and-after photos of their roofing projects. These kinds of posts not only showcase your work but also build credibility with homeowners who see real transformations happening in their area.
If your sales team is attending a local event, have them record a short video letting people know where they are and why it matters. If they’re out doing roof inspections, encourage them to film quick breakdowns explaining what they’re seeing—though “thorough diagnostics” might be a little too technical. Let’s just call it explaining what’s wrong with the roof in plain English. These kinds of posts make your team more visible and approachable, while also giving potential customers helpful insights.
Going Beyond Roofing: Building Local Trust
If you want to take it a step further, your sales reps can post about more than just roofs. Have them share their favorite restaurants, date spots, picnic locations, or hidden gems around town. This does two things. First, it cements them as real, local people—not just sales reps. Second, it helps them rank in search results when people look for things to do in your area, increasing visibility for both them and your business.
You’d be surprised how much local attention you can generate with just a couple of sales reps consistently posting on their personal Facebook or Instagram pages. When people in your area start recognizing their names and faces, trust builds naturally. And when those same people need a new roof? They’ll already feel like they know someone who can help.
Conclusion: Roofing Influencer Marketing WORKS
Influencer marketing won’t magically solve all your problems. You’ll still need to focus on the fundamentals—marketing around your job sites, optimizing your website, and keeping your Google My Business profile in top shape. You’ll still need to follow up like a madman to close sales and deliver a great customer experience.
But can influencer marketing make closing sales easier? Can it help bring in new leads who already trust you?
Absolutely.
Take 30 minutes this week and see if you can find a few local micro-influencers. If you do, make them an offer they can’t refuse. If you don’t, start building your own. Get your sales team posting about their work, their community, and the things that make them real, local people. Encourage them to get active in local Facebook groups and neighborhood discussions.
And honestly? You should probably do that anyway—whether or not you find a micro-influencer. Because in the end, the real win is staying top of mind for homeowners in your market. If you do this right, when they need a roofer, your name will already be locked in.
Need a CRM that makes your life easier, not a headache?
Then you need to try ProLine.
It’s a communication-first CRM that helps you build relationships and close sales.
Book a demo to see how it could make your business better.
Oh, and check out this video for a deep-dive conversation on influencer marketing for roofing!
