The U.S. roofing market size was estimated to be around $277 billion at the end of 2024.
Some of the driving factors in the industry’s growth were
- Aging Infrastructure: A significant portion of U.S. residential and commercial roofs are aging, necessitating replacements and repairs.
- Extreme Weather Events: Increased frequency and severity of natural disasters (storms, hurricanes, hail) are driving demand for roof replacements.
- Growing Construction Activity: Ongoing residential and commercial construction projects contribute to the growth of the roofing market.
- Technological Advancements: Innovations in roofing materials, such as solar roofing and green roofing, are creating new market opportunities.
To be successful, roofing contractors need effective marketing strategies which allow them to get in front of the customers who need the services they offer, when it matters most.
But what can really help your roofing company stand out from the crowd and attract new customers?
9 Roofing Marketing Strategies to Drive Sales
Here are some proven tactics that are sure to give structure to a marketing strategy that can weather the
1. Build A Strong Web Presence
Most homeowners begin their search for services online, making a professional website essential. 84% of people looking for roofing called a company after they researched (Invoca) – Wow, that’s huge!
Your website showcases your expertise, building trust, and generates leads. It allows potential customers to easily find your contact information, view project portfolios, read customer testimonials, and learn about your services.
Make sure that you include things like high-quality images and customer testimonials. Keep your service descriptions to the point and concise. Include straight-forward CTA opportunities, such as a contact form that doesn’t require any scrolling and a clickable phone number (40% of home services consumers who call from search make a purchase).
2. SEO & How to Rank
It is important to enhance your visibility in search engine results, which makes it easier for potential customers to discover your business.
80% of users do not have a roofing company in mind when they start searching. (Invoca)
But how can you rank well against your competitors?
- Google My Business Profile: Optimize your profile to rank higher in Google Maps. Complete all sections and regularly update your profile with current offers and news.
- Landing Page: Enhance your website with high-quality, helpful content to improve local SEO. Focus on clear service descriptions, customer testimonials, hours and locations.
- Quality Backlinks: Partner with local unions or chambers of commerce to secure links from their websites.
- User Experience: Ensure your site is user-friendly on all devices, and that it loads quickly.
This online visibility establishes credibility and professionalism, ultimately driving more inquiries and converting leads into paying customers.
3. Local SEO is a MUST
Did you know there is an 80% conversion rate on mobile local searches?
When homeowners need a roof repair or replacement, they often turn to search engines like Google.
Given the local nature of the service, most homeowners begin their search online by typing things like “roofers near me”, “roof repair [your city],” or “emergency roof repair” into Google.
A well-executed local SEO strategy ensures your company appears prominently in those search results. It helps you outrank competitors, increase your visibility, and attract potential customers within your service area.
4. Google Reviews
When deciding on whether or not to use a business, 81% of people will rely on Google Reviews.
Because of this, Google Reviews are obviously crucial for your roofing company. Not only do many potential customers include them in their decision-making process, but they significantly impact local search rankings and boost your visibility.
Positive reviews build trust and credibility, showcasing customer satisfaction and professionalism.
You should be actively encouraging customer reviews, possibly offering an incentive to do so. It is equally important to respond to them, both positive and negative.
5. Utilize Social Media
Social media allows businesses to connect directly with potential customers, showcase their expertise, and build brand awareness within the local community.
Platforms like Facebook, Instagram, and Nextdoor can provide you with opportunities to share visually appealing before-and-after photos of completed projects, offer valuable roofing tips and maintenance advice, and engage with homeowners in real-time.
Actively participating in social media conversations helps your roofing company establish itself as an industry leader, build trust with potential clients, and drive more leads and increase your market share.
You can even run targeted ads to reach your ideal customers.
6. Include Content Marketing
Content marketing establishes your company as an industry expert and builds trust with potential customers:
Blog: Create valuable content like blog posts, articles, and videos that educate homeowners about roofing issues, maintenance tips, and the importance of professional installations.
Infographics: Use visually appealing infographics to explain complex roofing concepts, such as different types of roofing materials or the benefits of regular inspections.
Customer Testimonials: Showcase satisfied customers with positive reviews and video testimonials.
To be specific, creating blog posts on topics like “How to Spot Roof Damage,” “Choosing the Right Roofing Materials,” or “Preparing Your Roof for Storm Season,” can position you as a knowledgeable resource. This valuable content attracts organic traffic to your website.
7. Digital Advertising
Targeted advertising campaigns allow your roofing business to reach the most relevant audience with the most impactful messages.
Instead of wasting resources on broad, generic campaigns, targeted advertising allows you to precisely pinpoint the most actionable potential customers. It can help you find those who are actively searching for roofing services, have recently experienced storm damage, or reside in specific neighborhoods.
Utilize Google Ads to target homeowners searching for roofing services in your area. Run targeted ads on platforms like Facebook and Instagram to reach specific demographics and interests.
This laser-focused, data-driven approach maximizes marketing ROI, generates qualified leads, and ultimately drives more profitable business.
8. Direct Mail Campaigns
Direct mail remains a powerful tool for roofing companies.
According to recent data, direct mail for roofing in 2024 shows a high open rate of around 80-90%, with a response rate of approximately 3.7%. (Roofing Marketing Pros)
Unlike digital ads that can easily be ignored or missed, direct mail pieces land directly in homeowners’ hands, demanding attention! This tangible approach allows for high-quality visuals, personalized messaging, and a more immediate connection with potential customers.
By targeting specific neighborhoods or homeowners with older roofs, roofing companies can effectively reach their ideal audience with impactful messages about their services, promotions, and expertise.
You can use mover-data to introduce new movers to your roofing company. Send a warm and welcoming postcard that offers a free inspection, showcases your maintenance services, and add value through care tips.
9. Offer Special Promotions and Incentives
Promotions and incentives can help you to attract new customers, retain loyal ones, and remain competitive. They incentivize homeowners to choose your company over others, drive immediate action, and boost sales.
Offer attractive deals:
- Free roof inspections: Conduct free roof inspections to identify potential problems and provide homeowners with valuable information. Give value to get value.
- Seasonal Discounts: Offer discounts during the off-season or for specific services.
- Referral Programs: Reward existing customers for referring new business.
- Financing Options: Offer flexible financing options to make roofing projects more affordable for homeowners.
These incentives not only attract new customers but also demonstrate your commitment to customer satisfaction and build long-term relationships
Raise the Roof with Your Marketing Efforts
When you implement these strategies in your marketing consistently and effectively, you can enhance your brand visibility and attract new customers.
For more information and marketing ideas for your roofing company, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
