How to Market a Roofing Company: The Complete 2026 Guide

Your roofing company delivers exceptional work, but your schedule isn't full. You know you need marketing, but where do you start? The overwhelm is real—Google Ads, Facebook, SEO, reviews, content... it's paralyzing.

Here's your complete roofing company marketing roadmap, step by step.

Tips for Online Marketing for Roofers in 2026

The online marketing landscape for roofers has transformed: Homeowners no longer flip through phone books or wait for door-to-door salespeople. They research roofing contractors online—comparing reviews, checking websites, and reading educational content before ever making contact.

Essential online marketing tips for roofers:

Tip #1: Dominate local search - 88% of "roofer near me" searches happen after storm damage. If you're not ranking in the top 3 Google Business Profile results, you're invisible during peak demand.

Tip #2: Build review authority - Homeowners hiring roofers for $8,000-$25,000+ projects won't choose contractors with under 50 reviews. Target 100+ reviews at 4.7+ stars minimum.

Tip #3: Create educational content - Blog posts about "How to spot roof damage" and "When to repair vs replace" build trust and capture early-stage searchers before they're ready to hire.

Tip #4: Use storm-chasing advertising - Facebook and Google Ads targeting zip codes recently hit by hail/wind storms capture high-intent leads immediately after damage.

Tip #5: Leverage social proof strategically - Before/after roof replacements, drone footage, customer testimonials, and time-lapse installations demonstrate quality and build confidence.

Tip #6: Mobile optimization is non-negotiable - 79% of roofing searches happen on mobile during or immediately after discovering damage. Slow-loading or desktop-only websites lose 90%+ of these leads.

Tip #7: Track everything - Use call tracking, form tracking, and CRM systems to know which online marketing channels deliver the best ROI. Double down on what works, cut what doesn't.

The Roofing Marketing Framework

Successful roofing marketing has 4 pillars:

1. Local Search Dominance - Be found when homeowners search
2. Social Proof - Reviews and testimonials that build trust
3. Strategic Advertising - Paid campaigns that generate leads
4. Referral Systems - Turn customers into advocates

Let's build each pillar systematically.

Pillar 1: Local Search Dominance

Google Business Profile Optimization (Priority #1)

Why this matters most:

• 46% of all Google searches are local
• 76% of local searches result in contact within 24 hours
• Free visibility for high-intent searches
• Mobile searchers often hire same-day

Complete optimization checklist:

✓ Basic Information:

• Accurate business name (no keyword stuffing)
• Verified address
• Service areas (all cities/towns you serve)
• Phone number (local area code)
• Website URL
• Hours (24/7 for emergency service if applicable)

✓ Categories:

• Primary: Roofing contractor
• Additional: Roof repair, storm damage, insurance claim

✓ Description (750 characters max):

[Company Name] has served [City] homeowners since [year]. We specialize in roof replacement, repairs, storm damage, and insurance claims. Our licensed, insured crews deliver quality work with [lifetime/X-year] warranties on workmanship.

Services: Asphalt shingle roofing, metal roofs, flat roofing, emergency repairs, inspections, gutter installation.

Why choose us: [USP 1], [USP 2], [USP 3]

Call [phone] for free inspection and estimate.

✓ Photos (upload 150+):

• Before/after roof replacements (50+)
• Team at work showing professionalism
• Completed projects from all angles
• Drone aerial shots
• Trucks and equipment
• Office/facility
• Certifications and licenses

✓ Posts (2-3x weekly):

• Completed project showcases
• Storm damage tips
• Seasonal maintenance reminders
• Customer testimonials
• Special offers

✓ Q&A:

• Pre-populate with 10+ common questions
• "Do you offer financing?" "What warranties?" "How long does replacement take?"
• Monitor and answer customer questions within 24 hours

✓ Reviews (Goal: 100+ at 4.8+ stars):

• Request from every satisfied customer
• Respond to all reviews within 24 hours
• Professional responses to negative reviews

Local SEO for Roofers

Website optimization:

✓ Title tags:

Home: "[City] Roofing Company | Roof Replacement & Repair | [Company]"
Services: "Roof Replacement [City] | Licensed Roofers | Free Estimate"
Location pages: "[Neighborhood] Roofing Contractor | [Company Name]"

✓ Content pages:

• "Roof Replacement in [City]"
• "Emergency Roof Repair [City]"
• "Storm Damage Roofing [Area]"
• "[Neighborhood] Roofing Services"

✓ Local schema markup:

• LocalBusiness schema
• Service schema
• Review schema
• FAQPage schema

Citation building:

• Yelp, Angi, HomeAdvisor, BBB
• Industry directories (Owens Corning, GAF contractor locators)
• Local business directories
• Ensure NAP (Name, Address, Phone) consistency

Pillar 2: Social Proof That Converts

Review Generation System

Why reviews matter:

• 94% of consumers read reviews before hiring contractors
• Reviews directly impact local pack rankings
• More reviews = higher conversion rates on quotes

Systematic review request process:

Step 1: Timing

• Best: 24-48 hours after project completion
• Avoid: Same day (too rushed), 1+ week later (momentum lost)

Step 2: Request method

Text message template:

"Hi [Name], this is [Your Name] from [Company].

Thank you for trusting us with your roof! We hope you love the results.

Would you take 2 minutes to share your experience? Your feedback helps local homeowners make confident decisions.

[Direct Google review link]

Thank you!
[Your Name]"

Step 3: Follow-up

• If no review after 3-4 days: One friendly follow-up
• Don't be pushy or annoying
• Thank those who leave reviews publicly

Step 4: Incentivize properly

• DON'T: Pay for reviews (Google TOS violation)
• DO: Entry into quarterly $100 service credit drawing
• DO: Featured project showcase on website
• DO: Thank you card or small gift (not contingent on positive review)

Goal: 60%+ of completed jobs leave reviews

Testimonial Content Strategy

Video testimonials (highest impact):

• Record 2-3 minute testimonials at project completion
• Simple smartphone video works
• Ask: "What made you choose us?" "How was the experience?" "Would you recommend us?"
• Share on website, social media, ads

Written testimonials:

• Collect detailed stories, not just "good job"
• Specific details: timeline, communication, quality, value
• Include customer name and neighborhood (with permission)

Before/after with stories:

[Before photo] → [After photo]

"[Customer Name], [Neighborhood]

'Our 25-year-old roof was failing. [Company] made the replacement process smooth from start to finish. They handled our insurance claim, completed the work in 2 days, and left our property cleaner than they found it. Five months later, no issues. Highly recommend.'

Project: Asphalt shingle replacement
Timeline: 2 days
Investment: $12,500"

Pillar 3: Strategic Advertising

Facebook Ads (See detailed guide: Roofing Advertising)

Campaign structure:

1. Storm Response (activated as needed)
2. Planned Replacement (year-round)
3. Seasonal Maintenance (spring/fall)

Budget: $500-2,000/month normal, 3-5x during storms

Google Ads

Campaign types:

1. Search Ads - Capture active searchers
2. Local Service Ads - Google Guaranteed badge
3. Display Retargeting - Follow website visitors

Budget: $800-3,000/month depending on market

Traditional Advertising

High-ROI traditional tactics:

• Yard signs at every job (1,000%+ ROI)
• Vehicle wraps (mobile billboards)
• Door hangers post-storm
• Neighborhood direct mail

Pillar 4: Referral Systems

Customer Referral Program

Program structure:

"Refer a Friend, Get Rewarded

For every referral that results in a completed roof:
You receive: $100 service credit
Your friend receives: $100 off their project

Unlimited referrals. No expiration.
"

Promotion:

• Mention at project completion
• Include referral cards in thank you package
• Email reminders to past customers quarterly
• Featured "top referrers" recognition

Strategic Partnership Referrals

Real estate agents:

• Priority scheduling for their clients
• Pre-listing roof certifications
• Co-marketing opportunities
• Referral fee structure ($100-300 per completed job)

Insurance agents:

• Become preferred roofing contractor
• Fast claim documentation
• Educational workshops for their clients
• Mutual referrals

Home inspectors:

• Quick turnaround on inspection-identified issues
• Competitive pricing for real estate transactions
• Thank you fees for referrals

Property managers:

• Fleet pricing for multiple properties
• Emergency priority response
• Regular maintenance contracts

Content Marketing for Roofers

Educational Blog Content

High-value topics:

1. "How Long Do [Type] Roofs Last in [Climate]?"
2. "Signs You Need Roof Replacement vs Repair"
3. "Complete Guide to Roof Insurance Claims"
4. "Best Roofing Materials for [City] Climate"
5. "How to Choose a Roofing Contractor"

SEO optimization:

• Target local keywords
• Answer specific questions
• Include pricing ranges
• Add location-specific information

Social Media Content

Facebook/Instagram posting schedule:

Monday: Maintenance tip or prevention advice Tuesday: Before/after transformation Wednesday: Behind-the-scenes crew and process Thursday: Customer testimonial Friday: Storm prep or seasonal reminder Saturday: Weekend availability announcement Sunday: Inspirational quote or community involvement

Content types:

• Before/after photos (highest engagement)
• Time-lapse installation videos
• Drone aerial footage
• Team highlights
• Educational tips
• Customer stories
• Storm response updates

YouTube Channel

Video series:

1. Project showcases (5-10 minutes each)
2. "Roof 101" educational series
3. Customer testimonials
4. "A Day in the Life" of roofing crew
5. Storm response documentation

Optimization:

• Local keywords in titles
• Contact info in first 2 lines of description
• Clear CTAs for estimates

Seasonal Marketing Strategy

Spring (Peak Prep - March-May)

Marketing focus:

• Roof inspections before summer storms
• "Book now, beat the rush" messaging
• Storm preparedness content
• Capacity building awareness

Advertising budget: 60% of annual Goal: Fill summer schedule

Summer (Peak Season - June-August)

Marketing focus:

• Active job documentation for portfolio
• Customer testimonials and reviews
• Fall booking incentives
• Showcase completed projects

Advertising budget: 60% of annual Goal: Maintain full schedule + build fall pipeline

Fall (Secondary Peak - September-November)

Marketing focus:

• Winter preparation urgency
• Last chance messaging
• Interior attic/ventilation focus
• Spring booking early-bird offers

Advertising budget: 30% of annual Goal: Fill winter interior work, book spring projects

Winter (Planning Season - December-February)

Marketing focus:

• Educational content and planning
• 2026 trend predictions
• Early bird spring booking
• Insurance claim assistance

Advertising budget: 10% of annual Goal: Maintain brand awareness, book spring schedule

Measuring Marketing Success

Key Performance Indicators (KPIs)

Lead Generation:

• Total leads per month (target: 30-80 depending on size)
• Cost per lead by channel
• Lead source breakdown
• Lead response time (target: under 15 minutes)

Conversion Metrics:

• Inspection/estimate conversion rate (target: 30-50%)
• Quote to signed contract rate (target: 25-40%)
• Overall lead to contract rate (target: 15-25%)

Revenue Metrics:

• Average project value
• Monthly revenue from new customers
• Customer acquisition cost by channel
• Marketing ROI by channel

Online Presence:

• Google Business Profile monthly views (target: 1,000+)
• Website traffic (target: 500-1,500/month)
• Review count and rating (target: 100+ at 4.8+)
• Social media followers growth

Dashboard Tracking

Monthly marketing report should include:

• Leads by source
• Conversion rates
• Revenue generated
• Cost per acquisition
• ROI by channel
• Review generation progress
• Website analytics
• Social media engagement

Tools:

• CallRail (call tracking)
• Google Analytics (website)
• CRM (JobNimbus, AccuLynx)
• Social media analytics

Getting Started: 90-Day Roadmap

Month 1: Foundation

Week 1-2:

• Optimize Google Business Profile completely
• Request reviews from past 30 customers
• Audit website for mobile optimization
• Set up call tracking

Week 3-4:

• Launch Facebook/Instagram business pages
• Create 1 month of content
• Join 20+ local community groups
• Implement review request system

Month 2: Launch

Week 5-6:

• Begin posting 5-7x weekly on social
• Upload 50+ portfolio photos to all platforms
• Launch Facebook ads ($500/month budget)
• Start weekly blog posts

Week 7-8:

• Analyze which content performs best
• Launch Google Ads ($800/month budget)
• Create yard sign templates
• Build partnership outreach list

Month 3: Optimize

Week 9-10:

• Scale winning ad campaigns
• A/B test different creatives
• Reach out to 10 strategic partners
• Start YouTube channel

Week 11-12:

• Review all metrics and ROI by channel
• Adjust budget allocation based on performance
• Implement referral program
• Plan next quarter strategy

Common Marketing Mistakes to Avoid

❌ No consistent brand - Different messaging across platforms ❌ Ignoring mobile - 75% of roofing searches on mobile ❌ Slow response times - Leads call competitors within hours ❌ No tracking - Can't measure ROI ❌ Set-and-forget ads - Not optimizing campaigns ❌ Neglecting reviews - Under 50 reviews = invisible ❌ No storm plan - Missing 40% of opportunities

✓ Do instead: Consistent professional branding, mobile-first everything, 15-minute response guarantee, complete tracking, weekly ad optimization, systematic review generation, pre-planned storm response

Frequently Asked Questions

How much should roofing companies spend on marketing?

Allocate 8-15% of gross revenue to complete marketing (advertising, tools, content, staff time). New companies may need 12-18% initially. Established companies can operate at 8-10%. Expect to invest $3,000-8,000 monthly in growing markets for Google Ads, Facebook Ads, tools, and content creation. Track ROI religiously and scale what works.

What's the best marketing channel for roofing companies?

Google Business Profile delivers the highest ROI because it's free and captures high-intent "roofing company near me" searches. Prioritize this first. After optimization, add Google Ads for immediate paid leads and Facebook Ads for pipeline building. Successful roofers use all three channels synergistically.

How long does it take to see results from roofing marketing?

Google/Facebook ads deliver leads within days. Google Business Profile optimization shows results in 2-4 weeks. SEO takes 3-6 months. Review building takes 3-6 months to reach competitive levels (75-100+ reviews). Expect 90 days for complete marketing to gain traction, 6-12 months for full maturity and consistent pipeline.

Should I hire a marketing agency or do it myself?

Start by learning the basics yourself to understand what works. Once you're consistently booked 6+ weeks out, consider hiring help. Marketing agencies cost $1,500-5,000/month plus ad spend. Alternatively, hire in-house marketing coordinator for $3,000-5,000/month salary. Agency works better for most roofing companies under $2M revenue.

How do I market during slow winter months?

Focus on interior attic work, ventilation, insulation during winter. Market spring booking with early-bird discounts. Create educational content. Build your review profile. Plan next year's strategy. Reduce advertising budget to 10% of annual but maintain presence. Use slow season to prepare for spring rush.

Related Resources

• Roofing Contractor Marketing Secrets - Online marketing strategies
• Roofing Advertising That Gets Customers - Advertising playbook
• Remodeling Contractor Marketing - Home improvement tactics
• Free Caption Generator - Social media content
• Hashtag Generator - Local hashtags

Quick Summary

1. Google Business Profile first - Optimize completely with 100+ reviews
2. 4 marketing pillars - Search, social proof, advertising, referrals
3. Budget 8-15% of revenue - Split across Google/Facebook ads and tools
4. Response time under 15 minutes - Speed wins roofing leads
5. Storm marketing plan - Pre-planned campaigns for weather events
6. Seasonal budget adjustments - 60% peak, 30% shoulder, 10% winter
7. Track everything - Know your ROI by channel
8. Build referral systems - Turn customers into advocates

Start with Google Business Profile, add advertising, build systematically over 90 days.

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