Unlock the secrets to roofing marketing success.
Running a roofing business is tougher than a $2 steak. And no, it’s not getting easier anytime soon. Nothing makes it harder than figuring out how to do marketing. Marketing’s never easy, but roofers, especially the ones working in residential retail, face some wild challenges most other industries don’t. The game’s stacked from the start.
Roofs cost a lot. They’re not impulse buys. Most people only buy a new roof maybe once or twice in their entire life. That means you’re not building relationships through repeat business like a barber or a coffee shop. You get one shot every 20 years—maybe—so you’ve got to make it count.
Then there’s the mindset piece. A lot of roofers want their work to speak for itself. And hey, nothing wrong with that. But the truth is, great work in secret stays a secret. You can’t help folks who don’t know you exist.
This guide is your roadmap. It’ll walk you step-by-step through the first things you need to do to get your name out there. Not just so you can grow, but so good homeowners find you instead of getting burned. We’re going to break roofing marketing down into simple moves anyone can take. Let’s get started.
Step 1: Perfect Your Service First
Marketing won’t save you if your service stinks. Sure, there are shady folks who make a quick buck with slick ads and zero ethics. But let’s be real. That’s not you. That’s not what ProLine stands for. And that’s not what the roofing industry needs more of.
Most roofers care about quality. They want their installs to look great and last. They take pride in doing the job right the first time. But good workmanship alone isn’t enough anymore. If you want to grow, your communication has to match your production.
According to homeowner surveys, 40% of people say the hardest part of getting a new roof is poor communication. That means delays, missed updates, unanswered questions—stuff that makes customers feel ignored. You’ve got to follow up often. You’ve got to make them feel seen and heard throughout the entire process.
Nail this part, and everything else gets easier. Homeowners start trusting you. Your reviews improve. Word of mouth snowballs. Instead of scrambling for leads, people mention your name without being asked. And when they see your ad or visit your website, it all matches up with what they’ve already heard.
Bottom line? Don’t treat marketing like a magic trick. It won’t work unless the product behind it holds up. So take the time to perfect your service. Build a process that works every time. Dial in your communication so customers never feel left in the dark. That’s the real foundation of great roofing marketing.
READ: Roofing Project Management Made Easy
Step 2: Optimize Your Website for Conversions
Your website matters more than you think. When a homeowner gets serious, it’s the first place they go to check you out. Whether they click on an ad, see your SEO results, or hear about you through word of mouth, they’re probably landing on your website. If that site doesn’t make sense or doesn’t guide them to the next step, you’ll lose them. Even the best ads in the world won’t fix a confusing or clunky website.
So, what does it mean to optimize your website for conversions? Simple: your website should push people to act. Every section should make it clear what you want them to do next—whether that’s booking an inspection, grabbing an instant estimate, or just getting in touch. It should answer their questions and build the case for why you’re the roofer they should trust.
To pull that off, keep the design simple. Use a clean background. Include strong photos that show real people homeowners can relate to, folks who look like your actual customers. Keep your text short, clear, and focused on what the homeowner feels. What are they worried about? What problem are they trying to solve? Speak to that first, and leave clever copywriting at the door. Clear always beats cute.
Don’t bury your call to action. Most sections should include a button that’s easy to find and makes the next step obvious. “Book a free inspection.” “Get your estimate.” That sort of thing. Make it easy to see and easier to click. If visitors have to scroll or squint, you’ve already lost them.
Finally, avoid the SEO trap. Yes, we’ll talk about SEO in more depth later. But remember this: Google ranks helpful websites, not keyword-stuffed messes. If a copywriter’s giving you robotic text just to check an algorithm box, you’ll turn off real people. Your site should sound human and useful. Because even if it ranks well, if homeowners hate it, it won’t convert. And none of that effort will matter.
Step 3: Set Up Your Google Business Profile
When someone searches for roofers in their area, your Google Business Profile is often the first thing they’ll see. In a lot of cases, it’s the gateway to your website. If it’s not dialed in, you’ll lose that lead before they ever click through. So this thing needs to be sharp, accurate, and kept up to date.
Start with the basics. Make sure your business name, phone number, and website URL are all correct. Then double-check your service areas. If you cover multiple towns or cities, consider setting up physical or virtual office addresses in those locations. That helps you show up on local searches and Google Maps. If someone types in “roofer near Brookhaven, Georgia,” you want your name to pop up.
Next, you’ve got to keep it active. That means uploading job site photos—real ones. After every job, take a few solid pictures and post them to your profile. It shows that you’re active, legit, and doing solid work. These photos help with search rankings and build trust when homeowners are comparing you to the next guy.
But here’s where the real magic happens: reviews. You need to ask for a review after every single job. These reviews not only make your business look good, but they boost your local SEO. More positive reviews mean better rankings on Google, and better rankings mean more leads without paying a dime.
We know asking for reviews can feel weird. That’s why we recommend automating it. At ProLine, we set things up so review requests go out automatically from your rep’s phone number and email. It feels personal, but it’s hands-off. And if you ever don’t want to ask for a review, just turn it off.
READ: Google My Business for Roofers
Step 4: Turn Every Job Into More Jobs With Referrals and Jobsite Marketing
Now that your website and Google Business Profile are in place, and your service process is solid, you’ve built a strong foundation. That means you’re ready to start driving traffic into your system. The best place to start? Referrals. They’re low-cost, high-trust, and often your most profitable lead source.
We’ve got a whole article on how to build a referral process, but here’s the short version: don’t ask for referrals randomly. Build it into your process so it happens the same way every time. Ask at the point of sale when the homeowner’s emotions are high and positive. Ask again when you drop off materials. Then ask one more time during your pre-check or final inspection. You can even automate follow-up emails or texts that keep those requests going long after the job is done.
And make sure your rewards system works. Don’t offer something huge like $500 only if someone’s referral turns into a full job. Instead, offer a small, instant reward, like a $20 gift card, for just a name and address. That way, people feel rewarded upfront, and you keep the momentum going. We talk about this in other articles, and Adam Bensman talks about it all the time. It’s a solid play.
Alongside referrals, you should also be doing jobsite marketing. The idea here is simple: each job you sell should help you get two or three more leads. That turns one job into many. And because referral-based and neighborhood leads are higher quality, you’ll close a lot of them. That means your business starts growing fast, just from the work you’re already doing.
Here’s how to do it. When you schedule an inspection, show up early and hang door hangers on the surrounding homes. If you see someone taking one down, knock and offer a quick roof check, especially if you saw damage nearby. Do it again on the day you drop off materials. Then on build day, let neighbors know things might get noisy, and while you’re at it, offer them the same great work. After the job’s done, circle back, show off the finished product, and offer an inspection to anyone nearby who liked what they saw.
Don’t stop there. Drop a yard sign at the end of the street with your logo front and center. If you really want to level up, run a tight Facebook ad around that address. A one-mile radius boost is all it takes. Show off the job with a few photos and offer a free inspection. That’s hyper-local, hyper-relevant marketing that hits people right where they live.
If you want to learn more about this strategy, check out Brad Akers over at Built Right Contractor. The guy’s a master at neighborhood marketing and a certified ProLine partner. His stuff works, and he’s proof that you don’t need a massive budget to dominate your zip code.
You’ve already set the table with great service, a strong site, and a Google profile that works. Now you’re turning every job into a walking, talking, marketing machine. Keep doing this, and the higher-cost roofing marketing channels down the road will work even better.
Step 5: Advertising Your Roofing Business the Smart Way
So, you’ve been hustling with referrals, jobsite marketing, and setting up your digital foundation. Now you’re ready to step into the next phase—advertising. The real stuff. Paid ads. Boosted posts. Fancy targeting. But here’s the catch: roofing isn’t an easy sell.
Advertising a roofing business is tricky because you’re not offering something people casually buy. You’re not selling pizza. You’re not slinging sneakers. You’re talking about a $10,000 to $20,000 purchase that most people make only out of necessity. Usually, folks think about a new roof when they’re prepping to sell their house, after discovering a leak, or during storm damage. Nobody wakes up on a Saturday excited to shop for shingles.
That’s why straight-to-the-point ads like “Need a roof? Book now!” often flop—especially outside of tight targeting like jobsite neighborhoods. Homeowners aren’t walking around looking for a roofer every day. And even if they are, they’ve heard the horror stories. Bad contractors. Busted timelines. Surprise costs. So if you blast an ad without context, it might just bounce off or trigger suspicion.
Instead, focus on two smart strategies. First, show up right when people are looking for help. That means showing up on Google when someone searches “roof replacement near me.” We already touched on that with your Google Business Profile, but we’ll go deeper in a bit. Second, build brand awareness. This is where most roofing businesses drop the ball—but it’s how you stay top-of-mind so when a homeowner finally needs you, they already trust you.
We’ll break down both of those approaches next—how to show up in the right places and how to become the name they remember when the time finally comes to pick up the phone.
READ: 35 Proven Marketing Ideas for Roofers
Make Sure Your Business Is Easy to Find
You can have the best service in town, but it won’t matter if nobody can find you. That’s where smart advertising and strong search presence come into play. This isn’t about chasing trends—it’s about showing up right when a homeowner needs a roofer. And there are a few key ways to do that.
Start with Google Local Services Ads (LSAs). These ads show your business at the very top when someone searches for a roofer in their area. The best part? You only pay when you get an actual lead—someone calling or messaging through the ad. That makes LSAs a cost-effective way to get qualified, high-intent homeowners to your site. You can also run standard Google Search Ads to show up for phrases like “roof replacement in [your city]” or “best roofing company near me.”
Beyond paid ads, you’ve got SEO—Search Engine Optimization. This is less about spending money and more about building a website that Google wants to show people. First, figure out what people in your area are actually searching. Use tools like SEMrush, or just open an incognito window and search “roofers in [your town].” Scroll down to the “People also ask” section—those are real search questions, and you should be answering them on your site.
Build landing pages for every city you serve. If you’re based in Colorado Springs but also take jobs in Monument, Pueblo, or Woodland Park, make separate pages for each. The same goes for each service you offer—roofing, gutters, siding, windows, and so on. If someone’s searching for “siding replacement in Monument,” you want a page that matches.
Another powerful SEO move? Blog articles. These help you answer common questions while giving you useful content to share in follow-ups or quote presentations. Maybe a homeowner asks about shingle types—you answer them on the spot, then follow up with a blog link. The best way to structure your blog is with one big “guide” article that links to smaller, focused articles on specific topics. Google loves internal linking. It shows your site is organized and thoughtful—not just a jumbled mess of keywords.
Now let’s talk backlinks. A backlink is when another website links to yours, and it tells Google your site is trustworthy. The easiest way to get these is through local business directories, partnerships with contractors, or local news mentions. But whatever you do, never pay for backlinks. Seriously. Google sees that as spammy and it will crush your rankings if it catches on. Stick with clean, local connections.
Here’s the truth: SEO is a zero-sum game. Only one business ranks number one. If you’re not in the top three, clicks drop off fast. So if you’re not confident you can hit those top spots, don’t dump all your effort into SEO. At ProLine, we get solid web traffic, but a lot of it is branded—people searching directly for “ProLine CRM” because they heard about us elsewhere. That’s the power of branding.
And that’s where we’re heading next.
READ: SEO for Roofing Companies Made Simple
Brand Advertising
The whole point of brand advertising is to plant a seed. You want people to feel like they already know your name when the time comes to replace their roof. Even if they don’t remember where they saw you, that recognition nudges them to click your name—and that’s when the real magic starts.
But branding isn’t just picking a color and slapping a triangle on your logo. You can’t blend in with every other “High Point,” “Top Ridge,” or “Over Your Head” Roofing company. If your brand looks and sounds like everyone else’s, it’ll get lost in the crowd. You need something catchy. Memorable. A brand that feels different from your competitors, not just a weaker version of the same thing. For example, look at Yeti Roofing in Rapid City, South Dakota. Their Yeti-foot logo stands out. Their color scheme pops. There’s nothing else like them in their market—and that’s the point.
Want help with that? We’ve got a guide on market positioning that’ll help you figure out how to stand out so when it’s time to run ads, you’re not just “another roofer.” You’re the roofer.
Brand advertising can take a lot of forms. One of the simplest? Truck wraps. Just make sure your logo, name, and phone number are crystal clear. And—this is huge—that your drivers aren’t jerks. Nothing destroys a brand faster than someone cutting people off in traffic with your name printed across the tailgate. You want to create trust, not make people curse when they see your brand coming.
Another strategy is omnipresent advertising. This one comes from Ben Heath, a top Facebook ads expert. Run a batch of 14 Facebook ads and set them up so each one shows about once every 7 days. That way, a homeowner sees 1–2 ads from you every single day, but each one is different. Some should offer value, like how to spot roof damage or how much a roof can add to a home’s value. Some should be testimonials. Some should ask for the inspection. Rotate them and keep them fresh. Over time, these build trust and familiarity, so when they finally need a roofer, you’re already the one they think of.
You can boost this strategy by using pixel tracking. When someone visits your website, the pixel ensures they keep seeing your ads on Facebook. It’s a smooth way to stay in front of warm leads without constantly chasing cold traffic.
Sponsoring local events is another great play. Sponsor a Little League team. Buy a booth at the county fair. Show up at parades. These get your name in front of people in a way that feels neighborly. They see you supporting something they care about, and that makes your brand feel trustworthy.
Radio can work, too. Scott Tebay from Rainstoppers Roofing has seen great results with local radio ads. When his ads run, the phones ring. People book appointments. But when you ask them where they heard about his company, they say Google. What’s actually happening is the radio ad planted the idea. When they later searched for roofers, his name felt familiar enough to trust.
That brings us to an important point: brand advertising only works if it’s on the platforms your homeowners use. Don’t spend $5,000 sponsoring a town fair if no one you serve goes to the fair. Don’t buy a banner at the Little League field if your audience doesn’t care about the team. If your market is on Facebook, go all in. If they listen to the radio, buy those ads. If they hate getting spammed on Instagram, stop wasting your budget there. Follow your customers. Don’t just chase trends.
READ: Avoid These Horrible Roofing Marketing Ideas in 2025
Should I Do Video Marketing?
Short answer? Yes. Absolutely. Video is one of the most powerful ways to connect with homeowners today. It grabs attention in a way that text or photos just can’t. But to make the most of it, you’ve got to understand the difference between two types of video content: brand advertising and content marketing.
Brand video ads are the flashy ones—quick clips designed to create awareness. These can include things like joke reels, funny intros, or visual ads on Facebook or YouTube. They build familiarity and name recognition, but they’re not always trackable when it comes to direct sales. A great example comes from John DeLaurier—actually, from his company Roofvana. They did a fun series of roofing dad jokes that ran on Instagram and YouTube Shorts. Homeowners remembered them. Sales reps became recognizable. Did it lead to direct deals? Maybe, maybe not. But it definitely made the brand stick.
Then there’s the second kind of video—sales enablement content. These are the videos that help you close. Think of them like blog articles, but in video form. This could be a video answering a question like, “How do I know if I need a roof replacement?” or “What should I expect during an inspection?” Andy Keys—yes, the great and powerful Andy Keys—is a huge fan of this strategy. These videos work before, during, and after the sales process. You can send one after a quote, or drop it into a follow-up message. It makes you look professional and helps the homeowner feel confident and informed.
If you’re trying to go viral, keep in mind your local market size. Going viral sounds great, but if you’re a roofer in a town of 40,000 people, 3 million views won’t help you unless those views come from the people you can actually serve. Focus on the right eyeballs, not just more eyeballs.
One more bonus? Videos make great blog content. Once you’ve recorded a video, you can pull the transcript, drop it into ChatGPT, and ask for a blog rewrite. It’s an easy way to turn one piece of content into several—video, blog, social post, follow-up message, you name it.
READ: 25 Proven Roofing Blog Ideas
Should I Use Social Media Marketing?
Yes—you should absolutely use social media marketing. To be clear, we’re talking about organic social media here, not paid ads. Think of it like word-of-mouth, but online. When used well, it’s one of the best ways to build trust and stay top-of-mind in your community.
The key is to treat it like a modern-day referral system. Use it to share updates from inspections. Post before-and-after shots from jobs. Repost glowing comments and reviews from happy customers. Share links to your blog articles, helpful videos, or FAQs—anything that educates and supports homeowners. It’s not about selling—it’s about being seen, being helpful, and building familiarity with your name.
You can also go a step further by joining local Facebook groups or neighborhood pages. Have your sales reps jump in to answer questions—not with a sales pitch, but with real, helpful advice. Just be human. People appreciate expertise without pressure. If you show up regularly and respectfully, your name will start to spread without ever needing to “push.”
What you don’t want to do is chase trends or treat social media like a playground. Don’t post random jokes, try to go viral with zero strategy, or treat it like a magic shortcut. That might’ve worked in 2013. It doesn’t work in 2025. Your content should be focused, helpful, and aligned with how your brand wants to show up in the community.
READ: Simple Social Media Marketing for Roofing Companies
Conclusion
Roofing marketing—like all marketing—is simple in theory, but never easy in practice. It takes effort. It takes consistency. And it takes building a lot of different parts that all connect and support each other. But once you bring those parts together into a single, working system—one that brings in new leads, builds relationships before you’re needed, shows up right when homeowners go looking, and gently pulls them into your sales process—you’ve got something powerful. That’s when roofing marketing stops being a mystery and starts being a growth engine.
Get it right, and everything gets easier. Sales close faster. Customers trust you before the first conversation. Buyers and investors see your business as a well-oiled machine with strong market share and clear systems. And that system is repeatable. It runs with or without you. That’s what makes a business valuable—not just for you, but for anyone who might want to buy it down the line.
So let’s recap the game plan:
- Perfect your service. Get your process right. Make it something you’re proud of.
- Build a website that speaks to your homeowners and guides them to take action.
- Set up your Google Business Profile with reviews, photos, and accurate info.
- Turn every job into multiple leads with referrals and jobsite marketing.
- Build brand recognition so your name shows up before homeowners even know they need you.
- Layer in smart content and video, and stay active on the platforms your audience actually uses.
That’s it. That’s the path. It’s not flashy, but it works.
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.
