How to Market a Roofing Company: 12 Strategies That Work

From a Roofer Who Gets It (and Knows a Bit About Digital Too)

You know roofing. You know how to spot rot from 20 feet. But when it comes to marketing? That’s where a lot of solid roofers fall off the ladder.

Don’t worry — you don’t need to be a tech bro or marketing guru. You just need someone to break it down like you’re talkin’ shop at the supply yard. These 12 strategies are built for real roofers trying to grow, get leads, and stop relying on “hope marketing.”

If your roofing company isn’t listed on Google Business Profile, you’re invisible to half the damn internet. When a homeowner types “roofer near me,” you want your name and your five-star reviews right there.

Here’s what to do:

Claim your Google Business Profile, fill it out like a pro, and start showing up in the map results. Upload jobsite photos. Ask for reviews after every job. Keep it fresh and active.

Post weekly updates, photos, or promos to your profile using Google Posts. Reply to every review — even the annoying ones. It shows you’re real, and it pushes you up the local ranks.

Your cousin’s friend who “kinda knows computers” is not who should be building your site. You need a clean, fast, mobile-ready site that builds trust in seconds.

Bare minimums for your site:

• A clear headline like: “Trusted Roofing Services in [Your City]”

• Big, bold call-to-action buttons like “Request a Free Estimate”

• Real before-and-after job photos

• A simple form: name, phone, what they need done

• Testimonials from past customers (copy-pasted is fine, but real quotes hit harder)

Most homeowners aren’t searching “roofing companies” until there’s a leak. But they are scrolling Facebook every day — that’s where you show up before the need.

How to get started:

• Pick a good photo (a happy customer in front of a finished job is gold)

• Add a simple message like: “Need a new roof this spring? We’ve got you covered. Free estimates in [your city].”

• Set a small budget — $5 to $10 a day — and target local zip codes

Don’t just post “10% off this month” and expect people to care. Social media works when you show people the real stuff — the mess, the process, the people.

Here’s what to post:

• Time-lapses of installs

• Funny jobsite screw-ups (we all have ’em)

• Quick tips like “how to spot hail damage”

• Crew shout-outs and project completions

Video builds trust fast. Homeowners want to know who’s going to be on their roof. Seeing your face, hearing your voice? That makes a huge difference.

Shoot videos like:

• “What we’re fixing on this roof and why it matters”

• “Common roof issues we see in [your city]”

• “Behind the scenes on a full-day install”

Roofing isn’t a repeat business game — but it is a referral game. Past clients will talk you up if you stay top of mind.

How to use email:

• Send a short message every few months with tips like “How to prep your roof for winter”

• Include photos of recent jobs

• Share referral deals or promos (“$100 off for your friends”)

If you’re driving around town all day, you’ve got prime real estate for brand exposure. Slap your info on your truck in big, bold letters.

What to include:

• Company name

• “Roofing Services in [City]”

• Phone number and website

• Social handle if you’re active

Don’t hand over a wrinkled card and hope they remember you. Leave something useful and branded behind.

A Shingle Tomb box is perfect — it holds leftover shingles, your info, business cards, warranty papers — and sits in their garage for years.

Social proof is everything. You can tell people you’re trustworthy — but reviews prove it.

Where to get reviews:

• Google (most important)

• Facebook

• HomeStars or Yelp if relevant in your area

How to get them:

• Ask while the job is still warm

• Text the link directly to the customer

• Make it easy — “Click here and leave a sentence”

A yard sign should do more than say “Another Job by [Company Name]” — it should spark curiosity or give a call to action.

Better ideas:

• “Ask your neighbor why they chose us”

• “New roof, one day, zero mess”

• QR code to get a quote

Everyone says “We love referrals,” but few give real incentives.

Ideas:

• $100 for every booked job

• Free inspection or gutter cleaning for each referral

• Run a referral contest: “Whoever sends the most leads this season wins a YETI cooler”

Showing up in local search results means you don’t have to chase leads — they come to you.

Steps:

• Use your city name in your website’s headlines and page titles

• List services and locations clearly: “Metal Roof Installation in Hamilton”

• Register your business on sites like BBB, Houzz, Yelp, HomeStars, etc.

Final Word From a Roofer Who’s Been There

You don’t need to hire a full-time marketing agency. You don’t need to dance on TikTok. You just need to show up — where people are looking — with a clear message and a little consistency.

Start with two or three of these strategies. Stick with it. Build your brand like you build a roof — one layer at a time.

🧰 Want a Leave-Behind That Brings You Leads for Years?

That’s why we built Shingle Tomb — custom-branded shingle boxes designed to keep your name in the homeowner’s garage (and their mind) long after the ladder’s down.