The Michigan roofing industry is worth 1.2 billion, with over 1,800 contractors performing services statewide.
My Ann Arbor roofing buddy asked me how to get Michigan roofing leads in such a competitive market.
I said, just like Jim Harbaugh won football games, you have to win the game of digital brand signals.
You see, 99% of these Michigan roofers use old strategies – links, content writing, and PPC to fight over a finite pool of local prospects.
Meanwhile, the top 1%, which includes some lead-gen companies and a few select roofers ahead of the curve, are using an entirely different strategy to generate exclusive roofing leads in Michigan.
I told my buddy that by using the strategy of the top 1%, you can leave the gig economy and become a major player in the Michigan roofing industry.
The Michigan Roofing Lead Generation Blueprint
The Michigan roofing lead game is quite simple, despite what you’ve read or what your brother and sister-in-law told you.
How do I know this? My company, Roofer’s Guild, talks to roofing companies daily. We work with them on digital marketing to capture more local prospects in their area.
The ones who succeed all use the same general blueprint, which is, of course, customized to their specific services and locations.
Here is the outline:
Custom Roofing Website
It’s 2025, and websites are boring. Everyone who’s anyone has a website, and a website alone does nothing, right?
The problem is that not having a website is the first step to permanently existing in the gig economy, which leads to bankruptcy.
The Michigan roofers who rake in leads while the others fight for scraps all share a common characteristic – they have a custom roofing website with optimal calls to action.
Your website doesn’t have to win an art contest – it just has to represent your brand and give visitors an easy way to book a service or contact your office.
Google Business Profile
The closest thing you can find to free Michigan roofing leads is generating phone calls and inquiries through a Google Business Profile.
Google Business Profiles are free to claim and optimize and are eligible to rank on Google search results through the Google Map 3-Pack and regular Google Maps results.
The primary ranking factor for your Google Business Profile is location, which means it’s best to have a verified address close to the center of your Michigan city.
Software Check-ins
Google has made many changes to its algorithm in the past several years, most notably the Helpful Content Update, which devalues websites that use traditional SEO content.
Most Michigan roofing websites were built with old-school SEO content, meaning they all took massive hits and lost enormous traffic.
That’s why Roofer’s Guild now offers a software for roofing check-ins that injects your website with original content based on your roofing jobs, wrapped in schema markup and E-E-A-T signals.
Service-based Keywords
The days of ranking with bullet points are over as Google ranks services on the page level.
To provide TPO roof repair in Detroit, you must create a service page targeting this keyword.
The GuildMapz software then adds extra context to each service page, allowing you to target long-tail keywords like Tamko and HDZ Timberline.
Local Roofing Leads in Michigan
As I was riding in a horse-drawn carriage at Mackinac Island, I suddenly became visibly upset.
Folks were asking, “What’s wrong? ” I simply told them that scam artist lead generation companies are building their brand while hard-working Michigan roofers live in the gig economy.
If Michigan roofing contractors simply followed the lead-gen blueprint, they could acquire exclusive and qualified roofing leads in these locations:
- Detroit, MI
- Grand Rapids, MI
- Warren, MI
- Sterling Heights, MI
- Ann Arbor, MI
- Lansing, MI
- Flint, MI
- Dearborn, MI
- Livonia, MI
- Westland, MI
- Troy, MI
- Farmington Hills, MI
- Kalamazoo, MI
- Wyoming, MI
- Southfield, MI
- Rochester Hills, MI
- Taylor, MI
- Novi, MI
- Pontiac, MI
- Royal Oak, MI
- Kentwood, MI
- Dearborn Heights, MI
- Battle Creek, MI
- Saginaw, MI
- Allen Park, MI
- Roseville, MI
- East Lansing, MI
- St. Clair Shores, MI
- Portage, MI
- Oak Park, MI
- Muskegon, MI
- Jackson, MI
- Garden City, MI
- Burton, MI
- Inkster, MI
- Madison Heights, MI
- Holland, MI
- Ypsilanti, MI
- Lincoln Park, MI
- Midland, MI
- Forest Hills, MI
- Jenison, MI
- Northview, MI
- South Monroe, MI
- Whitmore Lake, MI
- Beverly Hills, MI
- Walled Lake, MI
- Comstock Northwest, MI
- Grand Beach, MI
- Grosse Pointe Shores, MI
- Palmer Woods, MI
- Eastown, MI
- Kerrytown, MI
- Midtown, MI
- Heritage Hill, MI
- Burns Park, MI
- West Village, MI
- Old Town, MI
- Depot Town, MI
- Boston-Edison Historic District, MI
Roofing Lead Variations in Michigan
Another roofing buddy of mine in Dearborn Heights was getting chapped because he was stuck with asphalt shingle roofing leads.
I asked him what his homepage title tag was, and he said “Asphalt Shingle Roofing in Dearborn Heights.”
I chuckled while taking a sip of Bell’s Two Hearted IPA and said, “What did you expect?”
Then I told him how the GuildMapz software can get him the following types of Michigan roofing leads:
Residential Roofing Leads
- Asphalt Shingle Roofing Leads
- Metal Roofing Leads
- Cedar Shake Roofing Leads
- Architectural Shingle Roofing Leads
Commercial Roofing Leads
- EPDM Roofing Leads
- TPO Roofing Leads
- Modified Bitumen Roofing Leads
- Built-Up Roofing (BUR) Leads
Service-Specific Roofing Leads
- Tear-Off and Roof Replacement Leads
- Storm Damage Roofing Leads
- New Roof Installation Leads
- Flat Roof Resealing Leads
- Emergency Leak Repair Leads
Moving Forward with Roofing Leads in Michigan
The roofing lead generation industry can be frustrating for contractors who simply want to acquire more qualified prospects without jumping through hoops.
There is a great opportunity to capture new roofing jobs in the Wolverine State as long as you understand the blueprint.
Google and ChatGPT look for digital brands instead of roofers living job-to-job, based on a 3rd party lead provider.
You can become a major player in Michigan roofing leads using the tactics and software outlined above.
