Unlock the secrets to roofing marketing success.
The roofing industry is tougher than a two-dollar steak, and marketing in 2024? It’s a whole new game. The days when business cards and a phone book listing could keep a roofing company going are gone. Today, marketing is digital, targeted, and strategic. If a roofing company isn’t keeping up, it’ll fall behind faster than a truck with a flat tire.
And here’s the kicker: roofing customers have changed too. They’re online, they expect fast, clear, and personal communication. Roofing leads don’t walk in the door anymore—they browse on smartphones, read reviews, and make decisions quickly. Without a plan to capture these leads, a business sinks fast.
This guide lays out how to master roofing marketing in 2024. These aren’t old-school tips. This is a detailed breakdown of what works now—from building the right website to owning local SEO and automating follow-ups with tools that do the work for you. If you want to stop relying on luck for leads and start driving growth, this guide is for you.
Roofing Marketing Trends for 2024
Everyone’s online now, making digital marketing more crowded than a freeway at rush hour. Every roofer is fighting for the same Google clicks and social media likes. But while the digital space is packed, something interesting is happening: traditional media is opening up again.
The Digital Shift in Roofing Marketing
Make no mistake—digital marketing is still essential. Homeowners are glued to their screens, scrolling through reviews and clicking on the first roofer they see. But competition is fierce. Every roofer with a truck has a website, SEO plan, and Google ads. So while your digital presence is key, relying only on it is like putting all your tools in one box.
Balancing Digital and Traditional Marketing
With everyone fighting for online space, traditional channels—like radio, direct mail, and billboards—are less competitive. This gives you more airtime and ad space, often at better rates than a few years ago.
A smart strategy uses both. Keep your foot on the gas digitally, but don’t ignore local radio, postcards, or a well-placed billboard. These methods can still work, especially with fewer businesses using them.
Carving Out Your Niche
The key is knowing where your audience spends its time. Digital ads catch homeowners researching from their phones, while a radio spot or yard sign grabs attention from those still looking out their windows.
By mixing these approaches, you get the best of both worlds—without drowning in digital noise.
Building an Effective Online Presence
In 2024, a roofer’s online presence isn’t optional—it’s essential. Homeowners go online, search for local businesses, and expect instant results. If your website and digital footprint aren’t ready, they’ll move on before you even answer the phone. To stand out, your site must be well-built, visually appealing, and fast.
Website Design for Roofers
Your site must work on a phone. If it’s hard to navigate, you’ll lose leads before they even see your services. Use tools like Google’s Mobile-Friendly Test to ensure your site adapts to smaller screens.
Next, focus on speed. Google penalizes slow pages, and customers won’t wait. Most visitors click away if it takes more than three seconds to load. Run your site through Google PageSpeed Insights and fix any issues to ensure quick loading times.
Then there’s Local SEO. When people search for “roofers near me,” you need to show up first. Use local keywords like your city or neighborhood. Create pages that highlight specific services in those areas. This strategy helps you rank higher in local searches, making it easier for homeowners to find you.
Mastering Local SEO & Google My Business
A strong website is just part of the equation. Your Google My Business (GMB) listing is just as critical. This is often where homeowners start their search. Claim and verify your GMB listing, and keep it updated. Make sure your address, phone number, hours, and services are accurate. Add plenty of high-quality photos—before-and-after shots, your crew in action, and completed jobs. Visuals build trust faster than words.
Next, focus on generating reviews. Reviews impact local search rankings and help customers decide. Ask for reviews right after finishing a job—timing is key. Use automated emails or texts to request feedback, and include direct links to your GMB page. More 5-star reviews mean higher visibility and greater credibility. People trust businesses with a proven track record, and reviews provide that social proof.
Local backlinks can boost your search rankings further. These are links from local websites—suppliers, real estate agents, or community organizations—back to your site. They signal to Google that you’re an authority in your area. Start by reaching out to businesses you’ve partnered with or sponsored. Ask if they’ll link to your site. Local blogs or newsletters can also be great sources of backlinks.
By building a fast, mobile-friendly website and mastering your Google My Business presence, you create a strong foundation for digital success. The right balance between optimizing your site and building local connections will help you attract leads and close more jobs.
READ: GUIDE: Digital Marketing for Roofers Made Easy
Lead Generation Strategies for Roofing Businesses
If your phone isn’t ringing, your roofing business isn’t growing. Leads are the lifeblood of any roofing company, and in 2024, there are plenty of ways to get them. But here’s the catch—some methods work better than others. To stay ahead, you need a mix of organic and paid strategies that bring in quality leads, not just clicks.
Organic Lead Generation
When it comes to organic leads, content is king. Homeowners want information before they pick up the phone. That’s where content marketing comes in. Write blogs, how-to guides, and FAQs that answer the questions homeowners are asking. Posts like “How to Spot Storm Damage on Your Roof” or “What to Expect During a Roof Inspection” don’t just inform—they drive traffic to your site.
Focus on SEO-friendly topics that matter to your audience. Create content around roof repairs, inspections, and cleaning—keywords people actually search for. These posts help you show up in Google searches and keep traffic coming, even when you’re off the clock.
Paid Lead Generation
For faster results, paid ads deliver. Start with Google Ads, targeting high-value roofing keywords like “roof replacement” or “emergency roof repair.” Use search ads to appear when homeowners are ready to hire.
Don’t forget Facebook Ads. You can target homeowners in specific neighborhoods through geotargeting. Retargeting ads help reach people who visited your site but didn’t act. They’ve already shown interest; now you’re just closing the deal.
READ: Do Facebook Roofing Ads Suck in 2024?
Creating High-Converting Landing Pages
Once they click, direct them to a high-converting landing page. Keep it simple. Use one clear call to action like “Get a Free Roof Inspection.” Add strong offers, before-and-after photos, and positive testimonials. People trust proof, and that trust turns into conversions.
The Power of Content Marketing for Roofers
If your roofing business isn’t telling stories online, you’re leaving money on the table. Content marketing isn’t just a buzzword—it’s your ticket to building trust, driving traffic, and landing more jobs. Whether through blog posts, videos, or case studies, every piece of content works for you 24/7, generating leads while you’re up on the roof.
Blog Articles for SEO
Blogging isn’t dead. In fact, it’s one of the best tools in your marketing arsenal. The key? Consistency. Regular blog posts that answer real roofing questions show homeowners you know your stuff. Posts like “How to Choose the Right Roofing Material for Cold Climates” or “Signs Your Roof Needs Repair” hit the mark.
Don’t write just to write. Focus on long-tail keywords like “best roofing materials for cold climates” to rank higher in search engines. When someone searches that, they’re ready to buy—and your blog should be what pops up.
Video Marketing
People love video. It grabs attention faster than text and leaves a lasting impact. Share testimonial videos with real clients singing your praises. Use drone footage to give homeowners a roof tour or show a project from start to finish. A well-executed before-and-after video can turn a curious prospect into a paying customer.
You’ll learn more about video marketing further along in the article.
Engage viewers with live Q&A sessions on Facebook or Instagram. Answer questions in real-time and build relationships with potential clients before you even meet them.
Case Studies and Client Stories
Nothing beats real-world success stories. Case studies show potential customers exactly what you can do. Walk through the job, from the homeowner’s initial problem to the finished roof. Include before-and-after photos and hard numbers to prove the value you deliver. These stories build trust and quickly turn visitors into clients.
READ: Roofer Marketing on a Budget
Leveraging Social Media for Roofing Marketing
Social media isn’t just for cute cat videos—it’s where homeowners spend time. If your roofing business isn’t on these platforms, you’re missing out. Social media gives you direct access to potential customers, helps you build trust, and showcases your work. But you need the right platforms and content to make it count.
Choosing the Right Platforms
Not every platform will suit your business, so choose wisely. Facebook and Instagram are where you’ll find most homeowners. They’re great for sharing project photos, posting updates, and engaging with local communities. YouTube is ideal for longer videos—roof inspections, time-lapse projects, or walkthroughs. And don’t overlook TikTok. Short, snappy videos of your work can grab attention in a fresh way. Go where your customers hang out, and you’ll stay ahead.
Social Media Post Ideas for Roofers
Not sure what to post? Start with educational content. Share roof maintenance tips or weather prep guides homeowners can use right away. Then, mix in behind-the-scenes shots—your crew in action, team celebrations, or completed jobs. People love seeing the human side of a business.
Encourage user-generated content too. Ask customers to post pictures of their new roof and tag your business. Nothing builds trust faster than a happy customer sharing their experience.
Paid Social Media Ads
Ready to kick it up a notch? Paid ads help you target homeowners by age, location, and even homeownership status. Create image-based ads for Facebook and Instagram that showcase your best projects. Use video ads to feature before-and-after shots or a well-executed roof replacement. These ads get your work in front of the right people at the right time.
Email Marketing and CRM Automation
Email marketing might seem old school, but it still delivers. Done right, it keeps you in front of leads and customers without extra effort. Combine it with a strong CRM, and you can automate tasks that once ate up your time. The key? Build an email list that works for you and keep your communications targeted and consistent.
Building and Segmenting Your Email List
Start by building your list. Create simple opt-ins on your website for roof maintenance tips or free inspections. Make the offer clear and easy to sign up for. Then, segment your list. Separate it by client type—leads, current customers, or past clients. Track where they are in the sales funnel: cold leads, hot prospects, or those who’ve already done business. The more specific you get, the better you can tailor your messages.
Creating Email Campaigns
Now, create campaigns that deliver. Write high-converting emails with strong subject lines and clear calls to action (CTA). Focus on offers like seasonal roof inspections, post-storm repairs, or referral incentives. These give clients a reason to open your email and act. Be direct and always guide them toward booking a job.
CRM Integration for Follow-Up
Automate the follow-up process with a CRM system. CRMs track every client interaction and help you send reminders for things like unsent quotes or upcoming inspections. Tools like ProLine CRM ensure no opportunity slips through the cracks, saving time and boosting your bottom line.
WATCH: Roofing Sales Follow Up Automation in ProLine CRM [DEMO]
Using Video Marketing to Engage and Convert
In roofing, trust is everything. And nothing builds trust faster than video. People want to see your work, not just read about it. Video grabs attention, tells your story, and shows potential customers what you can do—all in less time than an email. Whether it’s a roof replacement or quick repair, video lets homeowners see the real deal.
Why Video Marketing is Essential for Roofers
Words and pictures only go so far. Video connects with homeowners faster and keeps their attention longer. A short clip showing a roof transformation makes your work real. Customers can picture what you’ll do for them. Trust builds naturally when they see your team in action, and that trust leads to more jobs.
Types of Video Content to Create
Start simple with before-and-after showcases. Use drone footage or time-lapse videos to show the roof’s journey from old and worn to fresh and solid. Then, create how-to videos with maintenance tips or simple fixes for common issues. Homeowners value the knowledge and remember who helped them.
You can also dive deeper with explainer videos. Walk potential clients through roofing materials or explain how to handle storm damage. The more value you offer, the more likely they’ll trust you with the big jobs.
Platforms for Video
Don’t stick to one platform. Post videos on YouTube, Facebook, Instagram, and TikTok. Each one reaches different audiences. Repurpose the same video content across platforms for maximum exposure without extra effort.
Traditional Marketing for Roofers in 2024
While digital marketing is booming, traditional marketing still holds value. You can’t ignore the impact of something people can hold, see, or drive past. In 2024, old-school tactics like direct mail and yard signs can complement your digital strategies. These methods still get eyes on your business, especially from those not always online.
Direct Mail Campaigns
Don’t overlook direct mail. Door hangers and postcards still generate leads, especially in local neighborhoods. A well-designed postcard can grab a homeowner’s attention as they sort through the mail. It’s physical and sticks around longer than an online ad that disappears with a click.
The best practice? Keep the message simple. Use bold offers like “$500 Off a New Roof” or “Free Roof Inspection.” Make your call to action (CTA) clear and easy to follow. Whether it’s a phone number or a website link, don’t make them guess what to do next.
Yard Signs and Vehicle Wraps
Branded yard signs and vehicle wraps are like free advertising. When your crew finishes a roof, place a yard sign in the front yard. Let neighbors see your work—it sparks interest and builds trust.
A wrapped vehicle does the same. Every time you drive through town, you’re a rolling billboard. These tools keep your business visible, turning each completed project and trip across town into a marketing opportunity.
READ: Pros and Cons of Roofing Truck Wraps
Creating Referral Programs and Strategic Partnerships
A good referral is worth its weight in gold. Happy clients talking about you is the best marketing money can’t buy. But you don’t have to wait for it to happen. In 2024, smart roofers create referral programs and partnerships that keep jobs rolling in. These relationships bring a steady stream of leads with minimal effort—well, almost.
Building a Referral Program
A strong referral program turns your clients into your sales team. Offer cash incentives, discounts, or gift cards for each successful referral. Keep it simple. When customers know they’ll be rewarded for sending you business, they’ll spread the word.
Don’t leave it to chance. Automate the process. Set up follow-ups in your CRM to remind satisfied clients to refer you. Send a quick email after completing a job, asking them to recommend your services. Follow up with a reminder if you don’t hear back. Consistency is key.
Partnering with Real Estate Agents and Property Managers
To keep your pipeline full, partner with real estate agents and property managers. These professionals work with homeowners and multi-family properties every day. They need reliable roofers to refer their clients to. Offer real estate agents services like roof inspections for buyers or help with post-purchase repairs.
For property managers, focus on multi-family roofing projects. Provide a long-term maintenance plan that ensures their buildings stay in good shape. Strong partnerships like these create repeat business and lead to bigger jobs.
READ: Roofing Referral Program That Actually Works
Tracking and Measuring Success
Marketing without measurement is like fixing a roof in the dark. You need to know what works, what doesn’t, and where to adjust. In 2024, data drives everything, and roofing is no exception. The key to growth is tracking the right metrics and using that data to refine your strategy.
Key Performance Metrics (KPIs) to Track
Focus on the metrics that matter. Conversion rates show how many leads turn into paying customers. If your website pulls in traffic but isn’t converting, rethink your landing pages or calls to action.
Track website traffic with tools like Google Analytics. Monitor where visitors come from—organic search, paid ads, or referrals. This reveals which marketing channels are performing and which need improvement. Also, track your cost per lead (CPL). Knowing how much you spend to acquire a lead helps you manage your budget more effectively.
Adjusting Campaigns Based on Data
Use data to refine your ad spend. If your cost per lead is too high, tweak your targeting. If one platform pulls in more leads than another, shift your budget. Data reveals weak points in your marketing funnel, whether it’s poor targeting or a drop-off after contact.
CRM Reporting Tools
A good CRM dashboard tracks leads, follow-ups, and closed deals. Review this data weekly or monthly. Use it to make real-time adjustments. A CRM keeps your business organized and shows where to focus your efforts, ensuring no opportunity slips through the cracks.
WATCH: Roofing Reporting Dashboard in ProLine CRM [DEMO]
Conclusion
None of this happens by itself—you’ve got to act. The longer you wait, the more business slips through your fingers. The good news? You don’t have to do it all at once. Start small—update your Google My Business profile or launch a referral program. Every step pushes your business forward.
Now’s the time to move. You know what needs doing. Whether it’s revamping your online presence or building partnerships, these steps will grow your business in measurable ways. Start today, and you’ll see results tomorrow.
Watch our ProLine overview video to see how it can streamline your roofing business from lead to close.
Book a ProLine demo today and discover how our CRM can automate your workflow and boost your sales.
Check out our 35 proven marketing ideas for roofers and start generating more leads with strategies that work.
