According to 2024 data, the global roofing market is projected to reach a value of around $277.42 billion, growing at a CAGR of 3.7%, with the U.S.
The roofing industry is booming, which only clarifies that your contracting company needs to be on top of the most current marketing trends, adapting your strategy to address the evolving needs of your customers.
If you are willing to try new ways to showcase your services and expertise, you can position yourself as a valuable resource and trusted expert in the roofing industry. This will allow you to consistently acquire new clients and ensure long-term success for your business.
In this article, we will explore all the ways you can build up your roofing marketing strategy, exploring new ways to raise the roof with your contracting business.
Strong Digital Presence
An increase in extreme weather events has your potential customers researching roofing solutions online before ever even picking up the phone.
Did you know that 62% of users searched for roofing companies before converting, with 80% of users not even having a roofing company in mind when they began their search.
So, the playing field is wide open, you just need to run the right play. Let’s go over some important aspects of your digital strategy:
- Well-Optimized Website: Your website should load quickly and be mobile-friendly. Share your information in a concise way, with contact forms prominently displayed, allowing your visitors to reach out for a “free quote” or “inspection” without hassle.
- Search Engine Optimization (SEO): Target local keywords. Include phrases like “roof repair near me” or “roofing company in [city]” to make your business more visible to potential customers.
- Google My Business: make sure your profile is up to date with your most current information.
- Citations: If you’re a member of the local Chamber of Commerce, or you have GAF certification – include backlinks and ask to be featured on their site.
- Customer Reviews: Encourage positive reviews from your customers, they can play a crucial role in someone choosing your company over another one.
Data-Driven Approach
Thanks to an increasing consumer demand for relevant and intentional marketing campaigns, personalization is a top priority for your roofing marketing strategy.
71% of consumers expect personalized interactions from companies, and a significant majority (76%) get frustrated when they don’t receive them.
Roofing marketing in 2025 involves tailoring your marketing messages and campaigns to individual homeowners based on factors like location, property age, recent storm damage, online browsing history, and past interactions with a roofing company. With homeowner data, you can reach the homeowners that need your service the most (and have the highest potential to act upon your efforts).
Additional ways to deliver personalization include:
Collecting customer data (with consent): Collect data such as website behavior, purchase history, demographics, and more.
Segmenting customer lists: Target specific groups with individualized messages. For example, you could share information on how to detect roof damage and leaks, along with 911 contact information for emergency repairs to a neighborhood that has experienced extreme weather conditions.
New Movers: If you’re not targeting new movers, you should be. Include welcome messages, request contact data to keep in touch, and offer them an introductory promotion. To add value, include a list of maintenance tips.
Leverage CTV Advertising
The marketing landscape is competitive. CTV creates exciting opportunities for your business simply by getting your roofing company in front of a highly targeted audience while they’re watching their favorite shows. CTV creates exciting opportunities for your business simply by getting your roofing company in front of a highly targeted audience while they’re watching their favorite shows.
It allows you to reach the people most likely to react and require your services, because of its ability to precisely target through:
- Demographics: reach homeowners in specific income brackets (who are most likely to afford your roofing services), age ranges (likely homeowners), and family status (families with children are often homeowners).
- Location: focus on the areas where you operate. Target by zip code, city, or even designated market areas (DMAs).
- Interests: Target viewers who have shown interest in home improvement shows, DIY projects, or even real estate.
- Behaviors: Target viewers who have recently visited home improvement websites, searched for “roofing contractors,” or even shown interest in weather-related content (especially after storms).
You’re able to make visually appealing and creative ads that showcase your work – picture drone footage of a roof transformation and highlights of your positive local reputation.
Even more, with CTV you can include a call to action; clickable links leading viewers directly to a landing page with a special offer or a virtual roof visualizer tool, or a QR code on their TV screen to download your free roofing guide or schedule an inspection.
Utilize Social Media
Want to get your roofing business in front of a large audience? Social media is a great way to connect with potential customers. Think about sharing content on platforms like Facebook, YouTube, Instagram, LinkedIn, and even TikTok to showcase your crew and behind the scenes content. It’s a great way to get your name out there and show people what you can do!
Homeowners who are on the hunt for a contractor are increasingly turning to videos, they want to educate themselves and ultimately find trusted contractors. Through social media you can share:
- Educational videos on roof maintenance
- Material comparisons
- Insurance claims process
- Before-and-after transformations
- Time-lapse roof replacements
- Testimonials
Don’t Sleep on Direct Mail
This timeless medium is one that you will really want to consider.
According to data from the USPS, the average person receives around 157 emails per day, compared to just 2 pieces of direct mail advertising per day.
Direct mail remains a surprisingly effective tool to include in your marketing arsenal. Sending a tangible, personalized mailer can cut through the digital clutter and command attention.
You could send a homeowner a beautifully designed postcard showcasing a stunning before-and-after roof transformation in their very neighborhood, or a personalized letter outlining the benefits of a specific roofing material tailored to the local climate. You can even include coupons, special offers, or a handwritten note to add a personal touch.
85% of marketers agree direct mail delivers the best conversion rate of all channels they use
Direct mail allows you to target specific demographics, neighborhoods, or even homes of a certain age, ensuring their message reaches the most relevant and ready for action prospects.
In the wake of a storm, targeted mailers can provide crucial information about roof inspections and insurance claims, positioning your roofing company as a helpful resource in a time of need.
Conclusion
Implementing a roofing marketing strategy with a multi-channel approach helps you generate new leads and build your company’s reputation as a trusted contractor.
Are you ready to take your roofing marketing strategy up a notch?
For further ideas and marketing solutions for your roofing business, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting your business with new homeowners through online and offline channels.
