Marketing Ideas for Roofing Companies: How to Get More Customers
By Fred Lovine
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When it comes to growing a roofing business, marketing is no longer just about running ads or handing out flyers. With technology at your fingertips, there's a wide range of tools available—many of them free or low-cost. The trick is knowing how to get started without breaking the bank. Whether you’re just starting out or have been in the game for years, here are some tried-and-tested marketing strategies to help you attract more clients and grow your roofing business, ranked from the least expensive to the more significant investments.
Low-Cost Marketing Tactics to Build Your Roofing Business
1. Knocking on Doors (Free or Minimal Cost)
It may sound old-school, but nothing beats face-to-face interaction. Roofing is a service that people don’t always plan for. A storm hits, shingles blow off, and suddenly, they’re in desperate need of a roofer. A quick visit to a neighborhood that just experienced severe weather can put your business front and center. Homeowners are far more likely to hire someone they’ve met in person and trust. Carry professional brochures and business cards with you, and don’t hesitate to knock on doors. You'll be surprised at the connections you can make this way.
2. Optimizing Your Google Business Profile (GBP) (Free)
One of the easiest, most effective ways to attract local customers is by fully optimizing your Google Business Profile (GBP). This free tool allows you to manage how your business appears in local searches, especially when someone is looking for roofing services "near me." Make sure to:
- Add detailed business information, including service areas and hours.
- Upload high-quality photos of past roofing jobs.
- Ask happy customers to leave 5-star reviews. Reviews not only boost your ranking but also build credibility and trust with new customers.
3. Local SEO (Free or Low Cost)
If your business isn't showing up when someone searches "roofers near me," you're leaving money on the table. Local SEO is crucial for getting organic traffic without paying for ads. Key tactics include:
- Ensuring your business is listed in local directories.
- Optimizing your website for keywords like “roofing contractor [city name]” or “emergency roof repair.”
- Publishing blog posts that answer common questions people have about roofing repairs and services in your area.
These actions tell Google you're a legitimate local business, improving your visibility in local search results.
4. Email Marketing (Low Cost)
A quick, cost-effective way to stay connected with past clients is through email marketing. Set up a simple email campaign to:
- Share seasonal tips (e.g., how to prepare your roof for winter).
- Announce special offers.
- Encourage referrals by offering incentives like discounts or free inspections.
The more value you provide in these emails, the more likely your past customers are to remember you when they—or someone they know—need roofing services.
5. Providing an Outstanding Customer Experience (Low to Moderate Cost)
It’s easy to overlook the marketing power of a 5-star review. In fact, 93% of consumers say online reviews influence their buying decisions. Provide exceptional service by showing up on time, doing a thorough job, and communicating effectively with homeowners. After completing a job, kindly ask satisfied customers to leave a review on your Google Business Profile or other platforms. Positive reviews make it easier for future clients to choose your roofing company over competitors. Word-of-mouth and referrals will follow naturally when customers have a great experience.
Medium-Cost Marketing Strategies with High ROI
6. Google Local Services Ads (Moderate Cost)
For roofing contractors, Google Local Services Ads (LSA) can be a game changer. Unlike traditional Google ads, you only pay when a potential customer directly contacts you through the ad. LSAs show up at the top of search results with a “Google Guaranteed” badge, providing an extra layer of trust for potential clients. Many roofing companies find that LSAs generate quality leads with a higher chance of conversion.
7. Google Search Ads (Moderate to High Cost)
While Google Search Ads require a bit more investment, they allow you to target specific keywords like "emergency roof repair" or "roof installation near me." These ads are highly customizable and offer robust tracking tools so you can measure your return on investment. Running a campaign for high-intent keywords (those used by people ready to hire) ensures you’re not wasting money on clicks that won’t convert into jobs.
Higher-Cost Strategies for Aggressive Growth
8. Investing in a High-Converting Website (Higher Cost)
Your website is the digital storefront of your business. Investing in a professional website that’s fast, mobile-friendly, and optimized for SEO can significantly impact your ability to convert visitors into leads. A well-designed website that highlights your services, showcases reviews, and includes easy-to-find contact information is essential for turning online traffic into paying clients.
9. Hiring a Professional Marketing Agency (Higher Cost)
If managing all of these marketing strategies seems overwhelming, it may be worth investing in a professional agency. A good agency will handle everything from SEO and ads to social media and content marketing. Yes, it’s a bigger investment, but if done right, it can result in significant growth by freeing you up to focus on your roofing projects while experts manage the leads.
Final Thoughts
The best marketing strategy for your roofing business doesn’t have to cost a fortune. Start with low-cost efforts like knocking on doors, optimizing your Google Business Profile, and asking for reviews. As your business grows, you can reinvest in higher-cost strategies like Google Ads and professional SEO services. By consistently delivering excellent customer experiences and being smart about your marketing, you can keep your roofing business thriving—even in competitive markets.
