Category Archives: Roofing Marketing

Roofing Marketing: 19 Techniques for Roofers (w/2025 Guide)


Roofing marketing is one of the most essential components of a successful business in 2025. Still, the question of How to market a roofing company yields a complicated variety of answers.

Roofer’s Guild has dedicated its life to the cause. Based on our decade-plus of marketing experience, we help roofing contractors find the best methods to promote their services for long-term success.


Roofing Marketing Resource

What is Roofing Marketing?

Roofing marketing is the venture or commerce of vending and promoting roofing services and products through publicity and advertising.

Marketing can materialize in various forms, including online endorsement and traditional print advertising.


Roofing Marketing Stats

Frequently Asked Questions About Marketing for Roofers

How Do You Market a Roofing Company?

You market a roofing company with various promotion forms, including search engine optimization, Google and Facebook advertising, and content marketing.

You can also utilize traditional methods like door knocking, billboard placements, newspaper ads, and radio / TV spots.


What are Roofing Leads?

Roofing leads are potential consumers who initiate inquiries or interest in a roofing service or company.

A lead may represent a consumer at varying points in a sales funnel, from someone ready to purchase immediately to someone seeking introductory information about a company, service, or material.


What About Commercial Roofing Marketing?

Commercial roofers sometimes question whether marketing techniques apply only to residential campaigns. The answer is no.

While you must alter campaign elements to target retail consumers specifically, the framework remains unchanged.

The same methods (SEO, PPC, SMM) work for commercial roofing companies. Most importantly, research your audience and understand who you’re targeting for services.


19 Marketing Tips for Roofing Companies

Roofer’s Guild will separate modern marketing techniques (digital marketing specifically) from traditional marketing ventures for organizational purposes.

Modern marketing can be fast-paced and intimidating to roofing contractors across the world.

Still, the possibilities introduced by online promotion are limitless and provide roofers with various channels to grow their business. Let’s review them.


1) Search Engine Optimization

SEO for roofers provides the highest ROI of any competing marketing technique. However, it comes with caveats that sully its reputation.

First, SEO is much like the Wild West because regulations are sparse, and con artists dilute the industry.

Since Google conceals its ranking algorithm, some SEO elements are nothing more than an educated guess. Choosing the right SEO agency to implement your SEO strategy is critical to long-term success.


Organic SEO

SEO produces the lowest cost per lead but takes time to implement and develop.


2) Email Marketing

Roofing email marketing remains an effective strategy for internet promotion. With email blasts, there is a right and wrong way to execute the method.

For instance, blindly sending out email blasts to every one of your subscribers is ineffective and provides negative ROI.

In contrast, personalized and custom emails (based on the subscriber’s behaviors) regularly boost sales for roofing companies throughout the U.S.

Email marketing for roofers is a great strategy to earn repeat business from former customers.

In addition, email campaigns can close new customers who previously entered your sales funnel.


Email Blast Tool

Email marketing keeps leads warm and increases the lifetime value of customers.


3) Content Marketing

Think of content as a currency for roofing lead generation. More prospects materialize as more users interact with your content, whether blog posts, YouTube videos, or even podcasts.

Marketing your content requires two primary steps.


First, content creation can be challenging for roofers with limited experience on-camera or behind a computer.

The second is content distribution, which demands an understanding of syndication platforms, including various social media channels.


Google’s algorithm update, “The Helpful Content Update,” cleans up search results laden with low-quality spam copy and replaces it with content that demonstrates clear expertise.


Content Lifecycle

Helpful roofing content demonstrates expertise, experience, authoritativeness, and trustworthiness.


4) Social Media Marketing

Social media marketing for roofing companies is often left unattended despite its documented benefits for properly implementing brands.

Facebook and YouTube, in particular, are goldmines for roofers.

We’ve witnessed countless examples of outgoing roofing owners generating engagement through videos distributed through social media platforms.

Most roofing professionals have sales experience, which can easily translate to video with trial and error. Furthermore, video content works for most social media.


Roofing Social Media Page

A social media presence helps roofers maintain their exposure to potential customers.


5) Pay Per Click (PPC) / Online Advertising

Roofing companies looking for quick responses often invest marketing dollars into paid advertising through platforms like Google, Facebook, and other digital media.

In particular, Google Ads and Facebook Ads have grown in popularity over the past decade.

Though PPC is a worthwhile venture for most roofers, it’s ineffective for long-term branding.

Consumers attribute your service to a third-party platform (like Google) rather than your company, limiting the likelihood of repeat business.

In contrast to SEO, which takes months to impact your bottom line, PPC ads can yield immediate leads if you target the right keywords.

By the same token, PPC ads also drain your budget quickly.


Roofing PPC Ads

Paid Ads can supplement your long-term marketing efforts initially as you wait for tactics like SEO to mature and deliver ROI.


Traditional Marketing for Old-School Roofers

Though digital marketing is now front and center for roofing marketing campaigns, old-school methods are still useful in many cases.

Traditionalists may favor old-school techniques over contemporary tactics, but combining traditional and modern marketing practices can produce spectacular results.

Let’s review some of the more conventional roofer marketing methods below.


6) Billboard Promotion

Promoting your roofing company on a billboard can generate interest, particularly in high-traffic areas. Its impact can occur quickly, but tracking precise results is a significant challenge.

Billboard advertising works on consumers’ psyche, often unconsciously creating ambiguity regarding its ROI.

Additionally, billboards are very costly and can run roofers up to $15,000 in expenses.

Billboard promotion may seem obsolete, but its impact is still valuable.

However, expect to pay substantially to advertise your roofing company using this method.


Roofing Billboard Example

Billboards impact the consumers’ psyche in ways that digital marketing does not.


7) Print Advertising

Print and newspaper ads, particularly, remain useful for reaching local consumers. Unlike billboards, newspaper ads are affordable and flexible with changes.

The primary downside to print advertising is the increasingly limited amount of viewers.

Most newspaper subscribers have migrated to online versions of the news, contributing to the rise of digital marketing for roofers.

Print advertising represents a more affordable alternative to billboards. However, impressions generated from magazines, newspapers, and other print materials have increasingly decreased in the past decade.


Roofing Print Magazine

Older customers still value print advertising in their buying decisions despite the landscape shifting significantly toward digital.


8) Radio / Television Spots

There was a time when roofers relied heavily on radio and TV spots to gain notoriety within their local community.

For example, towns hit with hail storms often heard roofing company ads on their local radio stations, which helped maximize lead generation for roofers.

Like with print ads, a large share of radio and TV platforms have been replaced with podcasts and streaming services, emphasizing the importance of digital marketing ventures.


Roof TV Spot

TV spots are now primarily reserved for the largest brands as newcomers shift to digital exposure through podcasts and YouTube.


9) Door Knocking

Door knocking remains one of roofing contractors’ most effective marketing techniques. Door knocking is simply a numbers game with an even greater closing rate than telemarketing.

Despite its upside, door-to-door sales present a set of unique challenges.

Perhaps the most poignant is that it’s too time-consuming.

Roofers often hire canvassers to scout neighborhoods while focusing on other business aspects.


10) Direct Mail

Think of direct mail as traditional email marketing that, when properly implemented, still works.

Some older clients respond to conventional mail more favorably than email and may leave promotional materials around their house or apartment for later viewing (unlike emails).

Measuring open rates and other micro-targeted metrics is impossible with direct mail.

Furthermore, response rates are typically lower than email marketing.


Roofing Company Postcard

Direct mail can still be an effective promotional tool, particularly for the older demographic within your customer base.


Roofing Marketing Ideas To Consider in 2025

Successful roofing companies all utilize some form of marketing. Finding unique ways to increase visibility can be competitive and challenging.

Roofer’s Guild works with various contractors across the United States to identify innovative measures for lead generation.

Let’s take a look at some of the most effective roofing marketing ideas your company can invest in right now:


11) AI Marketing

Since the launch of ChatGPT, AI has emerged as part of every marketing strategy. Google has now adopted AI as part of its search engine with AI Overviews.

While the speed at which AI is advancing can overwhelm us as roofing professionals, it’s important to view this new development as a marketing opportunity.

Using innovative marketing techniques like brand mention optimization, local roofers can increase their chances of appearing in AI-generated answers, which are increasingly influential on consumer behavior.

Many of your foundational digital marketing tasks will translate into AI marketing, but you must also embrace the new technology to maximize results.


12) Custom Website Design

Most roofers have a website, but how many of them are custom? With prominent website builders like Wix, Weebly, and Squarespace, custom websites stand out among the crowd.

A custom WordPress website can appeal to a greater cross-section of users and please Google’s algorithm in areas where template-based designs fall short.

Most companies don’t understand how much traffic they lose by using a template website instead of a custom design.

Multi-page websites perform much better on search results and conversions.


Custom Commercial Roofing Website

Roofing websites are essential to marketing success.


13) Social Proof

Generating traffic is the first step, but converting it into a sales funnel entry requires additional measures. Users repeatedly cite social proof as one of the essential factors in informing a purchase decision.

Showcasing positive reviews or jobsite check-ins can help humanize your roofing company and instill the necessary trust in future clients as they make a final decision.

Google’s Helpful Content Update has placed a more significant premium on expertise, experience, authoritativeness, and trustworthiness (E-E-A-T), which social proof embodies.


Social Proof for Roofers

Showcasing recent jobs is essential to building trust with website visitors.


14) CRM Software

Organization is critical to every aspect of your roofing company, including marketing. Clients improve your reputation through online endorsements as you close more sales and perform efficient jobs.

A CRM that requests reviews on Google, Facebook, and other platforms helps your marketing efforts and expands your reach.


CRM Summary

Roofing Advertising Ideas To Ponder in 2025

There’s a saying in business that you have to spend money to make money.

Since its inception, advertising has been part of American culture, and roofing companies with substantial profit margins almost certainly engage in some form of advertising.

Intelligently allocating advertising resources to the proper channels often separates top-rated roofing businesses from their inferior competitors.

Let’s spitball some ideas.


15) Hail Storm PPC

Some contractors might cringe at the thought of targeting towns recently hit by significant hailstorms but believe it or not, hail storm PPC is one of the most popular advertising ideas for roofers.

Sometimes, local roofers can strike gold when their primary service area gets hit with hail.

You may already have a local reputation, and investing in timely PPC ads can bring you to the next level.

If you choose this route, ensure you work only with a qualified and competent PPC campaign manager.


Hail Storm PPC Screenshot

Hailstorms are often a goldmine for roofing companies willing to advertise to affected areas.


16) Ad Retargeting

If you’ve browsed the web and noticed similar or identical ads on multiple websites, an advertiser is retargeting your IP address. Roofers can utilize the same strategy for potential customers.

Facebook and Google Ads support retargeting mechanisms that allow you to get in front of qualified prospects while browsing the internet.

Repeated visibility often makes a difference in large ticket items like roofing services. 

Consumers are more willing to pay as they grow more comfortable with your brand.


Retargeting Example

Ad Retargeting works on warm leads as opposed to initial advertising, which targets cold leads.


17) Industry Influencers

Not every roofer is an email or social media marketing expert or has a large enough audience to warrant considerable ROI.

Rest assured that people within your industry have a larger audience than you, and many are willing to promote your services on their platforms.

Whether someone has a popular roofing YouTube channel or a massive Instagram following, you can pay them to plug your company.

Of course, most social platforms now have rules that require the influencer to tag the post as #sponsored so that users know about money changing hands.


Roofing Influencers

Source: YouTube


Networking with social media influencers and podcasters can create marketing opportunities.


Bonus Marketing Techniques for Roofers

Most blogs are going to cover the same types of marketing techniques for roofers.

While they may put an innovative spin on some of their suggestions, they aren’t going to tell you anything you haven’t already considered.

Roofer’s Guild will present ideas you probably never even thought about for the following two strategies.

Though these methods are only viable if you properly execute other parts of your marketing campaign, they can take you to the next level if properly executed.


18) Neuromarketing

Neuromarketing targets neural signals to gather customer insights and projects their behaviors, responses, and other activities.

There is some controversy surrounding the concept since it can manipulate consumers without them realizing their motivations.

In other cases, however, neuromarketing can increase brand appeal without breaking ethical boundaries.

For example, designing your logo with red, white, and blue can activate patriotic responses from potential customers.


19) Affiliate Marketing

Selling services is not the only way for roofing companies to make money. Did you know you can make money as a referral partner for other companies?

Let’s say your website ranks for a phrase like best vinyl siding cleaners.

As an authoritative company that does roofing and siding services, you do have a chance to rank for terms like these.

You can link out to product pages for the best cleaning products in exchange for a commission on each sale.


Final Thoughts

Marketing your business is a challenge. While more options exist, choosing the right strategies takes understanding the roofing industry and your business’s growth trajectory.

Some methods work better than others, depending on your personality, region, and experience.

Still, it helps to understand all the options available for your business.

If your competitors use a specific technique, you should research what they are doing.

Contact us at Roofer’s Guild if you need help optimizing your roofing company marketing strategy.


12 Incredible Roofing Yard Sign Ideas (for 2025!)


Brainstorming roofing yard sign ideas is much easier when you have some inspiration.

Here at Roofer’s Guild, we know the impact roofing yard signs can have on a brand.

Whether neighbors call the phone number from the sign or onlookers search for the brand name on Google Search (leading to more digital credibility), these promotional materials contribute to a broader marketing strategy for local roofers.


With this in mind, we want to inspire roofers with some roofing yard sign ideas:


Roofing Yard Sign Ideas (Blog Cover)


1) Custom Roofing Corrugated Plastic Yard Sign

This roofing yard sign idea from Etsy is a visually appealing choice for local roofing companies.

The corrugated plastic stands out to bypassers while blending in with your home’s overall curb appeal.

This particular example showcases a roofing company in Arizona, highlighting its phone number and website for quick contact options.


2) Traditional Contractor Yard Sign

This traditional roofing yard sign from Spotlight Signs showcases a Chandler, Arizona-based contractor who offers multiple services.

When looking to mass-produce yard signs for regional canvassing, these kinds can get the job done.

The sign features a graphic logo, company phone number, and website.



3) Graphic Yard Sign

This graphics-based yard sign mockup projects a fictional roofing company for design inspiration.

Creating a mockup can help roofing companies envision the best possible yard sign for their services.

The design combines the company logo and phone number with a recent job photo to drive home the sales appeal.



4) Roofing and Construction Yard Sign

This simple, to-the-point yard sign showcases a home builder company that does roofing and construction services.

Newer companies work within a tight budget, so mass-producing yard signs can be costly.

This design features the company logo along with a clearly legible phone number.



5) General Yard Sign

This affordable, customizable yard sign from Dirt Cheap Signs allows contractors to save money without sacrificing quality.

The red, black, and white color scheme draws the attention of onlookers who may be seeking a new roofing provider.

This particular sign design leaves space for the company name, value proposition, website URL, and phone number.



6) Gutter Repair Yard Sign

This service-specific yard sign for gutter repair showcases how niche services can make good yard signs.

While targeting a broad range of consumers with your logo and phone number can work, hyper-targeting potential customers needing a specific service can generate more qualified leads.

This design mockup is a simple but effective showcase of gutter services for a fictional company.



7) Black & Blue Roofing Yard Sign

This black and blue roofing yard sign from Zazzle is shaped like a residential home.

This is an appealing option for contractors looking to convey something more with the shape of the sign.

The sign has designated spaces for the company name, brief description, and phone number.



8) Red, White & Blue Roofing Yard Sign

This full-color, patriotism-themed roofing sign from Etsy incorporates a red and blue color scheme.

You’ve probably seen these signs while driving down your residential neighborhood during peak roofing season.

The colorful graphic accentuates the company name and phone number while appealing to residents sense of patriotism.



9) Yellow Professional Roofing Yard Sign

This yellow-themed yard sign from Zazzle brings out the color needed to attract looks from neighbors.

This is an excellent option for companies looking to exude professionalism in their signs.

The sign features the company logo, “free estimates,” and “fully insured” before showcasing the phone number and website URL.



10) Logo Themed Yard Sign

While a primary logo can be placed on just about any yard sign, this sign integrates the logo into a more comprehensive theme.

Designed for a company called Pit Crew Roofing, this sign skilfully integrates yellow pit crew flags on each edge of the sign.

Aside from this advanced artistry, the design includes the company slogan and phone number.



11) Roof Damage Yard Sign

Hirehtmlcoder of Fiverr designed this yard sign concept to target homeowners who have experienced roof damage.

These signs work best when canvassing neighborhoods recently hit by hail storms.

Aside from focusing on roof damage, the sign also features the company logo and phone number.



12) Generic Yard Sign

This generic yard sign from MyPromoPlanet is straight and to the point.

For many local roofing companies, less is more, which makes simplicity a good option.

The sign features the company name, logo, and phone number with a one-color scheme.



Moving Forward With Yard Signs

We hope these roofing yard sign ideas inspire you to invest in promotional materials for your border roofing marketing strategy.

Yard signs can lead to direct lead generation, greater brand recognition, and increased branded search on Google.

Combined, these factors make it clear that yard signs can be beneficial to roofing promotion in 2024.


7 Convincing Reasons for Roofing Companies to Use TikTok

TikTok for Roofers (Blog Cover)

A few years back, I had just finished a pristine roofing project when my younger nephew came up to me with his phone, showing me a funny roofing video on his TikTok app.

I remember laughing out loud, thinking, “Isn’t TikTok for teenagers dancing and singing?”

My nephew slyly replied, “TikTok is for everything, even roofing.”

While I was far from sold by his assertion, I remember gaining a curiosity about this social platform at that very moment.

Today, that curiosity has transformed into a full-on recognition that TikTok for Roofers is absolutely a marketing tool — and one that is a whole lot more enjoyable than “Traditional marketing methods.”



As a proud member of Roofer’s Guild, I will outline seven reasons all roofers should consider using TikTok in 2024.

But first, we have to answer the most essential question:


Logo

Key Takeaway

TikTok for roofers is a valuable advertising and marketing tool to help your company expand brand awareness and generate more roofing leads.


Do Roofers Need TikTok?

TikTok is a popular social media platform that will only get more popular. And as a marketing rule of thumb, you should be present where the consumers are. 

As of 2024, TikTok has 1.4 billion users, which is expected to reach 1.8 million by the end of the year.

TikTok is known for short, video-based content, which presents an opportunity for roofing contractors. But it goes much deeper than that.

Users spend more time on TikTok than all social media platforms, averaging 55.8 minutes per session. For contractors serious about getting in front of more eyeballs, the appeal of this platform is obvious.

TikTok should be a part of your content/social media marketing strategy, along with Instagram, Facebook, and Linkedin.

TikTok Roofing Results (Screenshot)

Reasons to Use TikTok for Your Roofing Company

Running a roofing company presents countless challenges; some you see coming and others you don’t. Let’s be honest: TikTok should not be your top priority (nor should any social media platform).

However, if you aim to expand brand awareness and generate more leads for your roofing business, you should absolutely pursue TikTok.

Below are six convincing reasons for roofing companies to use TikTok.


1) TikTok Ads Can Generate Roofing Leads

The best reason to use any social platform, including TikTok, is to generate roofing leads. TikTok Ads allow roofing companies to run billboard-style ads directly in the users’ feeds.

Because TikTok is an addictive social media platform, users spend hours scrolling their feeds, which can include exposure to your ads. 

As with Facebook or Instagram Ads, it’s essential to create attention-grabbing video ads that immediately hook the user.

It’s even more critical with TikTok, as users have the shortest attention span of any other social media user.

Installing a TikTok pixel on your website is a great way to optimize your ad budget properly. When TikTik users visit your website, they can be retargeted via the TikTok app.


2) TikTok is User-Friendly

One of the great things about TikTok is that creating a profile and post is straightforward.

With TikTok, you won’t need to employ any experts. The platform gives you all the tools you need to create engaging content.

You don’t need to know anything about coding or have any experience in web design.

As long as you have a basic smartphone experience, you will find TikTok very intuitive and user-friendly.


3) TikTok Helps you Reach your Target Demographic

There are about 80 million Americans who use TikTok every month. About 60% of those users are between 16 and 24. 

As a roofer, this isn’t your target demographic. But 26% of TikTok users are between 25 and 44, which is your target demographic. 


Roofing Advertising Guide


We know what you are thinking: 26% doesn’t sound like much. But when you consider that 26% of 80 million is 20,800,000, you realize you are still dealing with a vast pool of people. 

People between the ages of 25 and 44 will most likely be first and second-time homeowners: the same people who are very likely to have many questions about their roofs. 


4) TikTok Helps With Local Targeting

With TikTok, you can aim your content (and your ads) at people in your direct vicinity.

For example, we know that it wouldn’t do a roofing company much to have their content seen by someone in a different state.

But TikTok allows you to target users in your city, town, or county so that the people most likely to hire you will see your content.

Local targeting is part of what makes it a great local SEO and marketing tool.

Aside from location, you can filter who sees your content by criteria like age, interests, and gender. First-time users should try location filtering initially.

Then, however, you can start fine-tuning your demographic targeting as you get a better sense of your audience.


5) Roofers Can Repurpose TikTok Content

If you create something specifically for TikTok, you can use it on other platforms like Instagram. 

Suppose you make a particularly popular or helpful video (based on the number of views and comments). Consider publishing it on your website or your company’s YouTube channel to maximize its reach. 

YouTube offers a variation of TikTok content with YouTube Shorts, which are 60-second or fewer videos that serve a similar purpose to TikTok videos. 

Users quickly consume these kinds of videos by browsing through the YouTube Shorts section.

TikTok videos are commodities you can spread across all your online outlets to increase visibility for your company. 

While recycling TikTok videos may not always be the best idea, it’s good to understand that it is always an option. 


6) TikTok is a Great Platform for Instructional Videos

Instructional videos and short “how-to” guides are viral on TikTok, especially after the pandemic.

As a result, people are willing to use the platform they already spend a lot of time on to learn to do simple tasks.

The how-to format of videos provides a golden opportunity for roofers to make guided videos regarding roof maintenance.

Many people have questions about their roofs, and new homeowners will likely take to TikTok to answer those questions.

The only question now is: will you be the one to answer them?


7) People Buy Through TikTok

Will TikTok earn you more customers? That depends on the effectiveness of your posts. But what is certain is that TikTok users are more than willing to use the app to make purchases. 

TikTok is the number one platform for purchases of goods and services. Not only that, many TikTok users follow businesses they purchase from. 

While social media won’t convert at the same rate as your website, it can funnel new leads into your business and help grow your brand.


How Roofers Can Get Started With TikTok

TikTok for roofers is undoubtedly a powerful and essential tool in 2024. Some contractors consider social media a waste of time, but the influence on your brand can be significant. 

Roofing business owners that expand brand awareness through platforms like TikTok gain an advantage.

You can get started with TikTok advertising by visiting TikTok for Business. Reach out to Roofer’s Guild with any questions.


7 Great Methods for Using Instagram for A Roofing Company


Using Instagram for Roofing Company (Blog Cover)


You may have pondered using Instagram for your roofing company in the past. After all, you’ve seen and heard about the number of people engaged with the popular social media platform. Still, you want to know if the app’s popularity applies to your roofing business and getting leads.

The typical response from roofers is, “Instagram doesn’t work for roofing.” But that isn’t true. Take the following statistic as a demonstration: more than 90% of Instagram users follow at least one business. 

Instagram for a roofing company can be very lucrative. In the following post, Roofer’s Guild provides some helpful tips for using Instagram to aid your roofing company and generate more leads.



1) Set Up Your Business Account

First things first: you will need to set up an account. As a roofing company, you will want to set up a free business account. Business accounts differ from a typical account and provide expanded features. 

For example, a business-specific Instagram account allows you to add an email link so interested users can contact your business with one click. A business account also shows a mapped location of your business inside your profile so people can see exactly where your roofing business is located. 

In addition, Instagram will also track your account’s vital stats, like how many views and follows you get. 


Get Started on Instagram (Screenshot)


2) Complete Your Business Profile

Be very careful when writing your profile bio. Stay on brand and have a consistent message. Your Instagram business profile should match your website’s About Us page and Google Business Profile description.

Reiterate your roofing company’s core values and speak directly to your target consumer. In addition, when choosing an avatar for your Instagram business profile, we recommend using a version of your company’s logo. 

Again, this ensures consistent branding and won’t confuse people who may think your Instagram presence is different from your official website. Including a link to your official website in your Instagram business profile is also essential.


Instagram Profile


3) Identify Your Target Audience

The average Instagram user’s age is between 25 and 34 years old. As a roofing contractor, you probably shouldn’t target 25-year-olds who aren’t likely to own their own homes. Instead, you will want to resonate with the upper age range of Instagram: 34-year-olds and higher. 

Consider the needs of this age group. For example, many IG users are first-time homeowners with various questions about roof repair and maintenance. The younger demographic prefers to learn visually, and Instagram provides a great medium to capture their attention.

Your target audience knows how to navigate social media platforms, including Instagram. As a result, Instagram is a great place to get their attention by offering simple “how-to” guides related to roofing. Guides will drive views and follows and increase brand recognition and loyalty. 


4) Create A Post Schedule

As a roofing contractor, you probably already know there is a slow and busy season in the roofing industry. You may have even adapted your business to offer services in the winter (the traditional slow season) so that the lull isn’t so drastic. 

Your Instagram posts should call attention to your business and services. So, it can be beneficial to plan out a posting schedule that corresponds with your services and the times of the year that they are most popular.

For example, people require winterizing roofing services sometime in the late summer or early fall. Come up with post ideas and schedule them to publish around those times. Time of day is also crucial because IG’s algorithm displays the most recent posts according to the user’s activity.


Here is a helpful guide to finding out when your target audience is most active:


  • Log into your Instagram business profile
  • From your profile dashboard, click on the “Insights” tab
  • Under the “Your Audience” tab, click “See All.”
  • Now you can scroll down to see the hours that your audience is most active


5) Include Target Keywords

Instagram is a social media platform predicated on images and videos. But captions and descriptions are still needed. You can use this short copy as an opportunity to boost your SEO rankings

You can insert specific keywords into the captions of your photos and descriptions of your videos. Keywords enhance your posts’ visibility to people searching on Google or other search engines for roofing. 

Identifying keywords is easy with keyword research tools like SEMRush, Moz Keyword Explorer, and Uberssugest. Although the search volumes correspond to Google search, you can drive SEO signals from IG to Google.

Use these keywords in post captions to increase visibility, including via #hashtags. Just remember to keep it light and natural. No one wants to see spam in an Instagram post.

So, if you can’t fit the keyword naturally, it’s better not to use it. Also, ensure that the caption and keyword are relevant to the photo or video. 


Instagram Keywords (Screenshot)


6) Stay Active and Consistent

People will quickly forget about your profile if you go ghost for weeks at a time. You don’t necessarily have to post every day, but you should shoot for at least one post a week for a roofing company. And always remember to prioritize quality over quantity. 

If users engage with your Instagram page, make sure to respond. They may leave comments on your posts, reply to your stories, or direct message you privately. Regardless of their chosen method, you can capitalize on their engagement by moving them through the lead funnel.

Depending on the authority of your roofing brand, you can follow back other users who follow your profile. The best way to approach this is to examine every profile that follows you. 

You should follow them back if they look like a potential customer or another business related to the roofing industry. On the other hand, avoid following them if they look like an unrelated business.


Roofer Instagram Post


7) Publish Instagram Stories

Instagram Stories are unique to the IG platform and differ from TikTok and Snapchat videos. With IG Stories, you can upload sequential videos onto your profile. Users then click the stories and can watch your sequence of events.

Stories are an excellent medium for roofing companies because they allow users an inside look into your workday. For example, you can show them a new roof you are walking and estimating or show them your truck, office, etc.

You don’t have to be a social media influencer to come across well on Instagram stories. However, if you are honest and engaging, people will gravitate to your videos. 

Using Instagram for a roofing company is just the beginning. The platform is essential, but ideally, you want to be present on all social media platforms. 


Final Thoughts on Instagram for Roofing Companies

Instagram is a powerful social media platform under the Meta Business Suite umbrella. As a result, roofing companies can integrate their Facebook and Instagram advertising strategies to grow their business.

The emergence of Stories and Reels within the Instagram platform has brought video content to the forefront of user engagement. Roofers that invest in high-quality video production, which is now easier with user-friendly video editors, can benefit from these social media features.


7 Effective Tips for Roofing Postcards, Flyers, and Direct Mail


Roofing Postcards (Blog Cover)


When it comes to roofing postcards, the questions are simple. Does direct mail still work for roofing companies? Are roofing flyers worth printing and distributing to local homeowners? Roofing contractors want to know these answers before investing capital into producing these marketing materials. 

As for the numbers, consumers generally like receiving direct mail, and it’s reflected in the statistics. For example, approximately 73% of American consumers prefer direct mail contact because they can read it at their convenience.

Like most other marketing strategies, these tactics work when done correctly. As a result, Roofer’s Guild will outline seven helpful tips for maximizing your roofing postcards, flyers, and mailers in 2024.



1) Keep your Options Open

Roofing is a very seasonal business. When the rain, snow, or hail is falling, you probably have no shortage of leads. However, when the skies clear up, you may find that your phone goes silent. This is why it’s a good idea to have a couple of roofing postcard templates ready to go as the weather dictates. 

For example, you can have one template that speaks explicitly to the needs of people dealing with snow, rain, or hail damage.

For example, an image of a snow-covered or leaky roof may be just what you need to get people thinking about the condition of their roofs in the winter. 

So, this template would be great to send out to the local market during winter. But what about springtime?

This is where a second postcard template comes in handy. To keep the jobs coming in fair weather, have a postcard template that you can deploy in the off-season. For example, spring and summer have been identified as the best time for people to buy homes

And what do people need when they list or buy a home? Roof inspections/repairs, of course! For the off-season, think of knocking up a postcard that promotes your roof inspection and repair service.

Maybe include an image of an old, shabby-looking roof to get people to consider the current state of their own roofs. 


Roofing Postcard Example


2) Use Analytics

Neighborhood or regional analytics can be beneficial in your direct mailing campaign. Using these analytics tools will make your campaign more effective and efficient. 

Suppose you are blindly sending out roofing postcards to the local neighborhoods. In that case, you are probably wasting a good amount of money. On the other hand, printing and sending mailers aren’t cheap, so neighborhood analytics is essential. 

Don’t send your roofing postcards to new housing developments because they will already have brand-new roofs installed.

Instead, use neighborhood analytics to help you find areas with older homes that are more likely to need some kind of repair. 

You can also check out which areas of your city or neighborhood are most affected by adverse weather. Targeting these areas may yield the best ROI for your direct mailing campaign. 


3) Personalize the Message

As much as possible, make the copy of the postcard personal. Of course, the easiest way to do that is simply using the recipient’s name. But you can also personalize the message. For instance, you can customize the messaging based on the customer’s previous services, i.e., shingle repair.

Think about the everyday roofing needs that follow after their paid service. Or think about the common concerns after they paid for that specific service and tailor your message to those concerns. 

On the other hand, avoid using trickery like printed text that emulates handwriting. People aren’t as susceptible as marketers make it seem. If anything, most people will resent your attempt to trick them and tear your mailer to shreds with a look of disdain and disgust on their faces.

Keep your personalization transparent and straightforward. Of course, you should have records of everyone on your mailing list, including which services they’ve used and inquired about. 


4) Utilize Relevant Imagery

People in a neighborhood with smaller homes probably won’t respond well to roofing postcards with images of decadent estates. However, you will know where the postcards are going in most cases, so make sure your imagery is relatable to the recipients. 

As much as you can, make the homes used in your postcards look like the homes of the people receiving them. For example, many royalty-free image websites feature pictures of residential homes.

The idea is to connect with the recipient by communicating your understanding of their specific needs. For example, suppose the images on your mailer match the style of home they currently reside in. In that case, you create a non-verbal trust indicator.


Roofing Flyer Example


5) Focus on Text

The text of the postcard is just as important as the images. One tactic that we have seen work for many roofing companies around the country is simply including the name of the city or neighborhood. 

People respond more when they see a local company instead of some faceless, giant national roofing chain. Mentioning the name of the city or neighborhood, or even just mentioning that yours is a local roofing company, will make your company more natural.

The text should be concise and get to the point quickly. Homeowners don’t want to read a novel and are quick to toss your mailer in the recycling bin. To capture their attention, get to your punchline within the first sentence.


6) Include an Offer

It never hurts to include a special offer on your postcard. This immediately gives more value to the piece of paper that consumers get in the mail. Instead of just a piece of roofing mail, they will view it as having value to them, even if it’s not immediate value. 

When an offer is included, people tend to keep postcards around instead of throwing them away. These offers are called calls to action on a digital ad or website promotion, but the same logic applies to mailers.

Homeowners get their fair share of junk mail, making an urgent CTA essential to avoiding a toss into the trash can or recycling bin. Your best chance will be with legitimate offers rather than ones that mislead the homeowner, who may fail to read the fine print.


7) Multi-Channel Roofing Marketing

Roofing postcards are an excellent strategy for marketing your company locally. But for the most effective approach, you have to target your customers everywhere they are. 

Consider professional roofing SEO and digital marketing services so your postcards have a more significant impact.

The numbers don’t lie: roofing postcards and direct mailers should still be a part of your general marketing efforts. However, most homeowners will research your company further by searching its brand name on Google.

As a result, failure to implement SEO and reputation management may negate the impact of your mailers, even if you properly design them. In 2024, multi-channel marketing will foster trust and increase conversions.

But just because direct mailers and roofing postcards are older and conceptually easier to understand than SEO doesn’t mean you won’t hit a creative speed bump. 


Roofing Email Templates (w/Free Downloads)


When it comes to roofing email templates, there’s no magic bullet. Writing effective templates takes practice and attention to detail. Ultimately, you must achieve two things:


  • Pique the recipient’s interest immediately
  • Hold the recipient’s interest through the pitch’s duration


No pressure, right? Wrong. Roofing salespeople must achieve both measures in only a couple of sentences and come across as genuine and helpful in the process.


Roofing Email Templates


How To Avoid Low-Performance Email Templates

If your roofing company struggles with email marketing, you aren’t alone. Unfortunately, the numbers don’t lie; less than 25% of prospective customers open sales emails.

Moreover, of those who do open emails, less than 15% read through them in their entirety. The good news is that avoiding a few common pitfalls can increase that percentage imminently.


Keep it Short & Concise.

A catchy subject line may cause an open but sustaining the reader’s attention becomes challenging.

Unfortunately, most roofers fall into the trap of producing long-winded emails that bore the recipient to tears. Many times, such emails get marked as spam, thus blacklisting your address from that user.


Provide a Value Proposition

Email openers must have an incentive to read through the email and take further action. One major pitfall is failing to offer any value to the reader, such as a discount or free estimate/inspection.

If the consumers have no incentive to acknowledge your email, they won’t.


Personalize Your Subject Lines

The main reason people don’t open emails is that they look like spam. Lots of roofing companies fall into the trap of not personalizing their subject lines.

If you don’t address the recipient by name, they may very likely consider it spam before ever opening your email.


Sales Email Template Statistic


Writing Roofing Emails That Get Opens and Responses

To generate the combination of high open rates and high response rates, roofing companies should follow Roofer’s Guild’s five-part structure system for email templates.

Feel free to steal our strategy and make it your own.


Introduction / Opener

The first line must address recipients by name and clearly inform the reader about the email’s purpose. Focus entirely on the reader, and avoid talking about your roofing company at this point in the email.


Offer / Proposition

Empathize with the prospect’s problem or pain point while simultaneously providing an incentivized solution. For example, acknowledge their roof’s hail damage while offering a free, no-risk inspection.


Trust / Social Proof

In addition, you’ll want to strengthen your value proposition by showcasing your customer reviews on Google My Business and Yelp.

Provide direct links to your reviews, which you must acquire before launching your email marketing campaign.


Close / CTA

Conclude your email by closing the deal and providing an urgent call-to-action (CTA) for the reader.

Your CTA must be simple and easy to respond to, such as a simple yes or no response, so users don’t have to overthink it and won’t take time to ponder their answer.


Authority Push / Signature

The fourth step is more critical than roofing companies realize because it pushes your pitch over the top.

You must establish authority and credibility with your signature by signing your name, company name, and a link to your website. Feel free to include social and review links, as well.


Other Email Template Factors to Consider

Roofing professionals should avoid relying solely on templates when launching their email marketing campaigns.

While templates are a great starting point, they can’t solve all your challenges without extra work.

So, before blindly mass sending a templated email to your entire list, consider some of the other variables that come into play.


Adhere To CAN-SPAM Regulations

The CAN-SPAM Act applies to all commercial messages, not just bulk emails. Follow these seven rules to avoid heavy fines and unethical email marketing campaigns.


  • Don’t Use False Header Info (From, To, Reply-To, Etc.)
  • Don’t Use Deceptive Subject Lines (Click-Bait)
  • ID Your Message as an Advertisement
  • List Your Location
  • Provide Opt-Out, Unsubscribe Options
  • Honor Opt-Outs Immediately (Remove Opted-Out Users From Your List)
  • Monitor 3rd-Party Email Marketing Teams, Tools, and Behaviors


Templates Can Help Scale Your Campaign

Templates work best for messages that you can repeat to a large consumer base.

For example, if one of your email lists shares common goals, email templates can save you time and resources while acquiring new hot leads.

On the other hand, cold outreach emails are better suited for personalization.


Trial and Error Remains Necessary

Testing your open rates with various templates remains a top priority for any business. However, what works great for one roofing company may not translate across the board.

Why? Because roofers operate in different regions with different clientele. Ultimately, it would help if you honed your templates to fit your target audience.


Build On Existing Templates

A template exists to be altered, expanded and improved. With this in mind, tweak your email templates to get better results and use A/B testing to determine wins and losses.

Then, steal our free templates and alter them as you please.

Sometimes, the most challenging part of an email is the structure, which a template can provide off the bat. From there, tweak the language to fit your voice.


A “Perfect Word Count” Does Not Exist

Don’t get caught up in email word counts for your templates. While concise templates produce the best results, the precise word count is irrelevant.

If you’ve heard of the 100-word threshold, know that’s simply an arbitrary number made to satisfy the human brain’s need for round numbers. One hundred and one words won’t hurt you, nor will 99.


Free Email Templates for Roofers

Download The Commercial Roofing Email Template

Download The Residential Roofing Email Template

Download The Hail Storm Roofing Email Template


Callback

Hello! If you have any questions, leave your info below and we'll call you.