If you’re running your own roofing business, you’ll be all too familiar with the number of hats you need to wear. On a daily basis you’ll be chasing quotes, managing your team, tracking supplies, keeping customers happy… and somewhere in the mix, you’re meant to be doing marketing too.
But all too often, your marketing strategy gets shoved to the bottom of the to-do list. Now, that’s not going to help you with lead generation and reaching potential new customers.
Here, I’ll run through some roofing marketing strategies that’ll help you get noticed locally, win more roofing projects, and build the kind of roofing business that doesn’t rely on random luck.
Start with a clear marketing strategy
This idea may fill you with fear. It’s often well out of your comfort zone when your expertise lies in roofing (or another trade). But it’s important to stop and think about where and how to spend your money to reach your target audience. Otherwise, you could chuck a whole load of money at marketing campaigns that don’t result in roofing leads and jobs.
But where to start? Should you invest in online marketing services, advertising, leaflets, or social media marketing? Creating a marketing strategy specifically for your business will mean you have a roadmap to follow for business growth. Ideally, it’ll raise brand awareness amongst your potential customers and build a pipeline of qualified roofing leads to convert into sales.
Now you see why it’s worth making time for marketing strategy and planning!
How can I improve my roofing company’s online presence?
The roofing industry is competitive, so you need to stand out from the crowd. How do you do that? Make sure your roofing company is easy to find online.
1. Create a great roofing website
Think of your website as your digital shopfront. If it’s slow, outdated or confusing, people will click away faster than you can say “roof tiles”.
Yes, that means a good web design but it goes beyond cool logos and fonts. Your website design must be clean, easy to navigate, and easily read by search engines. Make sure it’s mobile-friendly as most people are looking you up on their phone. People need a good user experience on your website wherever they’re looking at it (mobile, tablet, laptop, desktop).
Add clear calls to action, like “Get a free quote” or “Book a roof repair.” Make your contact information (phone number, email and social media platforms) easy to find on every page.
Build trust by showing examples of your work. Include customer testimonials – these can really influence potential clients. And highlight your roofing industry accreditations and qualifications.
2. Underpin your website with effective SEO
SEO (search engine optimisation) is the clever stuff that will make your roofing website visible on search engines. Done right, it’ll be found by your target audience when they do a Google search.
If your roofing business is based in Basingstoke, it’s not helpful to reach homeowners in Belfast. But if your SEO strategy is focussed on local search to ensure your website is seen by people in your area, that’s a powerful marketing activity.
Local SEO is all about showing up when someone nearby needs help. So include your town name (and your surrounding service areas) in your website content too. Include roofing SEO search terms like “roof repairs in Bristol” or “flat roofing services in Leeds.”
3. Set up your roofing business on Google
Ever seen those top three listings on Google Maps when you search “roofer near me”? That’s where you want your business to be.
Set up and optimise your Google Business Profile (formerly Google My Business). It’s free and makes a real impact. Include your business address and contact information as that helps you rank in your local area. Add high-quality photos of your team, vans, and recent roofing projects. Encourage happy customers to leave Google online reviews.
4. Be present on social media
Don’t worry, you don’t need to be an influencer and do viral TikTok dances! But you do need to show up regularly. Facebook and Instagram can be goldmines for local businesses. It’s where homeowners often look first. If your focus is B2B, LinkedIn is likely to be the social media platform for you.
How can social media be used effectively for roofing marketing? Try these for starters:
- Before and after job photos and/or videos
- Customer testimonials
- Roofing tips like “How to spot storm damage”, “When to replace tiles”
- Time-lapse videos of a full-day install
- Team intros or behind-the-scenes content to show faces behind the business.
5. Try Facebook or Google ads
How do I advertise my new roofing business? You can really raise your profile by spending some marketing budget on online ads – Facebook or Google ads in particular.
Combining great web design with roofing SEO and roofing Google Ads campaigns can really boost your online presence, generate more roofing leads and increase your reach.
Google Search Ads are a type of pay-per-click (PPC) advertising. Basically, you pay an agreed amount every time someone clicks on your ad. They can be effective in targeting homeowners or business owners in your local area. Target high-intent search terms like “emergency roof repair near me” to appear at the top of search results when homeowners really need roofing services.
You could also run a Facebook ad or two, targeted at homeowners or business owners in your area. It doesn’t cost a fortune and can bring in real leads.
6. Join local business directories
Home service businesses, like roofers, can benefit from being added to directories like CheckaTrade, Houzz, Nextdoor or Yelp. These home service directories often get picked up when someone does a Google search for “roofers in my area” or similar. It’s an effective local SEO strategy, along with your own optimised website and a Google Business Profile page.
4 marketing ideas that work for roofing contractors
In my experience, roofing businesses can reap rewards from offline marketing efforts too.
1. Networking groups
I’m a fan of business networking. I’ve met potential clients that way, and I know numerous tradespeople who have expanded their business through networking too. It’s an effective way to get referrals.
BNI is the biggest networking organisation in the world, and it works really well. It may be global, but each group’s focus is local. Their local business groups give you the chance to connect with like-minded professionals from your area and to explore opportunities. Don’t worry that the group will be full of other local roofing company owners. They restrict members to one person per profession in each group. And if there’s already one in your nearest group, there are 100s of BNI groups to choose from.
Grafters is another good networking group for roofers. It’s aimed specifically at those involved in construction and home services.
2. Informal meet ups
Not sure about formal business networking? Head to the local pub! There are specific pubs that local tradespeople go to, especially after work on a Friday. It’s a relaxed way to strike up conversations with other people in the property and/or construction industry. If you click, you can send business each other’s way.
3. Leaflet drops
The idea of popping flyers through letterboxes may seem old school in this digital age. But I’ve seen it generate new customers for roofing businesses. My tip would be to find the right neighbourhoods to flyer. It doesn’t have to be homes. Drop flyers at builders’ merchants, cafés or local shops. Wherever you choose, make sure it’s where your target audience will be.
4. 3 up 3 down
“What on earth is 3 up 3 down?” I hear you ask! When you’re working on a roofing project, make sure you knock on the neighbours’ doors. Visit 3 doors up the street and 3 doors down.
You’re not selling your roofing services at this stage. Simply introduce yourself, explain what you’re working on, assure them that you’ll minimise noise and disruption, and ask them to contact you if they experience any issues. Crucially, leave them with your business card with contact details.
At the end of the roofing project, hopefully there haven’t been any issues to deal with. Return to those neighbours to check in. Ask them to remember you if they need roofing work. Ta dah – that’s 6 households that you’ve connected with and made an impression.
5. Word of mouth
Word-of-mouth referrals are powerful tools in the roofing industry. People tend to take notice of recommendations from friends and family, or even strangers. They take comfort in positive customer testimonials, and will feel happier about contacting your business.
How to get referrals and customer testimonials? You can simply ask satisfied customers to recommend you. You could offer rewards and incentives to encourage people to write an online review or provide word of mouth referrals.
Roofer marketing made easier
As I’ve shown here, there are multiple ways of promoting your roofing business. Website, SEO, social media – and that’s just digital marketing. There are many other marketing campaigns and activities that you can spend money on too.
But it takes effort, thought and research to work out which is best for your business. You can figure it out for yourself, but that means not spending time on other aspects of your business. You can outsource it to a digital marketing agency who are experts in this field. They’ll work out your best marketing strategy and plan to reach your target audience.
Or, we can work on your business and marketing strategy together. As a business coach, I’ve worked with many tradespeople (and a number of roofers) and I get where you’re coming from. I can guide you through creating effective plans and making key decisions that will drive your business forward.
If you need help to get your head around marketing strategy and business planning, please give me a call
