Roofing Business Marketing Plan: Rule Your Local Market 

The roofing market is evolving. While traditional marketing strategies like signage and door knocking still work, they’re not enough.

With rapidly growing technology and digital-savvy customers, roofers have no choice but to work on the latest advertising methods to stay competitive.

If you’re looking for an up-to-date and comprehensive marketing plan for your roofing business, this guide nails it. My agency has been consistently working in the roofing industry for close to 10 years now. Our content team knows the difference between standing seam or corrugated roofing roofing materials and we help our clients sell them both online with ease.

We’ll walk you through some of the most powerful yet simple marketing tactics that have worked consistently for Webology clients over the years. After reading this, you’ll have everything you need to carry your roofing business to success.

Let’s climb the ladder to online success!

Your Roofing Business Marketing Plan to Dominate Local Search

In a competitive market like roofing, standing out is key to attracting clients. Merely offering top-notch services and quality materials isn’t enough.

Here is a mix of traditional, digital, and out-of-the-box marketing strategies to help you generate consistent high-quality leads.

Have an Optimized Google Business Profile

Your Google Business Profile or GBP (Previously GMB) is probably the most important asset. So, make it count.

Thankfully, optimizing your GBP is not rocket science. All you need to do is provide Google with all the important pieces of information and you’re good to go.

Here are some powerful tips to convert your GBP into a client-attracting machine:

Write a Comprehensive Business Description: You get up to 750 characters to describe your business on Google. Make it count.

Add Photos: Pictures of your business location, team members, and completed projects will build your credibility and make your profile more attractive.

Get More Positive Reviews: Google considers customer reviews to be an important local ranking factor. The more reviews you get from customers, the better. However, quality always outshines quantity when it comes to online reviews. For instance, 7 5-star reviews would be better than 10 4-star reviews.

Leverage Email marketing

Email is a powerful promotional tool, especially for time-sensitive offers. But, it also lets you build long-term relationships.

Start by getting your target audience on your email list. Offer them something of value, such as a free inspection checklist, to get their email addresses.

Send informational emails with helpful tips and guides to build your authority on the topic. Here are some ideas:

• Share helpful tips on how homeowners can maintain their roofs in changing seasons. Example: How to inspect your roof after a heavy storm?
• Educate your email subscribers about different roofing materials, their pros & cons, and how they can select the right one for their needs.
• Share insights on common roofing problems, such as missing shingles and leaks, and offer solutions.

Offering free help positions you as an authority and builds trust. Share exclusive offers for your email subscribers, such as special discounts or early access to services.

Start a Referral Program

An effective referral program can turn one-time customers into long-term business promoters.

Offer rewards to customers who bring new customers to you. This can be anything from discounts on existing services to free roofing inspections.

Go a step further and run referral contests. Offer a major price for one customer who brings the most people to your business in a specific time frame, e.g. 3 months.

Keep Your Website SEO-Optimized 

Your roofing website has to be search-engine-friendly in order to rank for your target keywords.

Here are some tips:

Keyword Optimization: Identify search terms your target audience is using to find businesses like yours. Add these keywords to your website’s most important sections, such as the homepage and service pages.

Mobile-Responsiveness: Most people search for local businesses on their phones. Plus, the small screen accounts for more than half of the world’s website traffic. And, it’s no secret that Google prioritizes mobile-friendly sites on its search engine.

Fast-Loading Web Pages: Use tools like Google PageSpeed Insights to track your website’s speed and keep your website fast. Google doesn’t like sluggish sites as they hurt user experience.

SSL Certificate: Secure websites signal trust to visitors and search engines. Make sure your site has an SSL certificate installed.

Social Media Signals: Social signals may not affect your website’s SEO directly, but they can help its overall visibility and traffic.

Get More Online Reviews (Especially Video Testimonials)

Most people read online reviews about a business before working with them.

Positive customer reviews show that you’ve helped other homeowners solve their roofing problems.

When it comes to building your credibility as a roofing service, there’s nothing more powerful than video testimonials.

So, reach out to your past and existing customers and ask them to pick up their phone and record a short testimonial.

Go a step further by offering them a discount or a free evaluation in exchange for their effort. Once you get a few video testimonials, show them wherever you can, mainly on your website and social media pages.

Use Paid Advertisements

Pay-per-click (PPC) advertising can be super cost-effective if you know what you’re doing. You don’t have to spend anything upfront in a PPC campaign; you’re only charged a pre-decided amount when someone clicks on your ad.

Platforms like Google Ads let you put your business in front of a hyper-focused audience. Geo-targeting lets you focus on prospects within your locality.

Tailor your ads for specific areas depending on what homeowners in that area need. For instance, you can showcase your solar roofing options to homeowners in a sunny region.

Collaborate with Local Influencers

Imagine doing a roofing project for a social media influencer or a local blogger with a decent online audience.

You could put your roofing services in front of a large local audience, most of which could become your customers.

Document everything from deciding the right materials to revealing the completed roof. Ask them to share it with their audience; offer an incentive if you have to.

Get Listed on Online Directories

Add your business information to all generic and industry-related online directories. The most common examples of business directories are GBP and Yelp.

Others include:

• HomeAdvisor
• Angi (formerly Angie’s List)
• Thumbtack
• Roofers Coffee Shop
• Yellow Pages
• Bing Places for Business
• Houzz

Make sure to keep your business information consistent across all these directories. Otherwise, you’d be confusing search engine bots, potentially hurting your local search engine visibility.

Host Local Workshops or Webinars

Consider conducting a free workshop on roof maintenance every now and then. It could be every month on a sunny Sunday morning. You could lay out everything you know about keeping a roof in tip-top shape. This will position you as a local roofing expert, attracting more potential clients to your services.

A webinar on roofing care is a good way to engage prospects who can’t attend your workshops. Both are a perfect way to connect with potential customers and show off your expertise.

Leverage Seasonal and Weather-Related Promotions

Create promotional offers at the right time to get noticed by local homeowners. For instance, you can offer a special discount on post-storm inspection in regions with harsh weather conditions.

Or, you could offer to prepare people’s roofs before the winter season starts. The key is to tailor your services based on your target region’s needs and what people are looking for.

Leverage Digital Tools 

Digital tools can save you time and make your processes more effective. Sales tools, for instance, help you track leads and manage customer interactions. They help you organize and streamline your business.

Plus, you can use digital quote tools to let your customers get an estimate without you having to give them a visit. By using digital quotes on your site, you make communication a lot easier, potentially improving your conversion rates.

Lastly, you could let customers book your services right on your website.

Use Community Events

Getting active in your local community is a great way to get noticed. For instance, you can sponsor a local sports team or any other community event.

Here’s another idea: Consider organizing a charity event where you fix the roofs of those in need. It’s a great way to give back to society and get more eyeballs on your business.

Offer Augmented Reality (AR) Experiences

Imagine if your audience could see what their new roof will look like before even starting the project.

That’s the power of augmented reality. With this technology, they can try different roofing colors and styles in their homes.

Plus, instead of using traditional marketing materials, such as flyers, you can use AR to showcase different roofing ideas in exhibitions and other events.

You can use a tablet or a VR glass to give them a good idea of what their roof will look like after getting your services.

Start Using Direct Mail

Traditional marketing is far from obsolete; in fact, there’s a hidden opportunity just because many businesses focus entirely on digital marketing.

Direct mail, for instance, can be as powerful as it used to be, if not more. But, you need to be creative with your marketing strategy.

Imagine sending out a brochure so well-designed and informative that people want to keep it in their homes for days.

The longer they keep it in their homes, the more the chance they’ll get in touch with you for their next roofing inspection.

You could even go a step further and add a little something extra to your brochure, such as a magnet that attaches to their refrigerator.

Drones for Canvassing and Inspection

Drones are changing the game for roofing businesses and homeowners. They give you a detailed look into a roof without you having to step on a ladder.

So, why not use a drone instead of a ladder for your next inspection? After all, it’s safe and effective. Plus, given the potential benefits, buying a drone could be one of the best investments you can make as a roofer.

That’s not it. You can even use drones to create your marketing materials. Use it to record before-and-after footage and put it on your social media to gather more virtual eyeballs.

Not only that, but you can actually use a drone to identify which roofs in your area need improvement or even an overhaul. For instance, you could use your drone to identify damaged roofs after a storm. Then, reach out to those homeowners and let them know how you can help.

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Roofing Business Marketing Plan: FAQs

Let’s address some frequently asked questions about marketing a roofing business effectively.

Who Is the Target Audience for Roofing Companies?

The primary target audience for roofing companies is homeowners. Others are:

• Property managers
• Real estate agents
• Commercial building owners
• Construction firms

Anyone who needs roof installations, repairs, or maintenance is your target audience.

How Do You Market a Roofing Business?

Tailor your marketing material to the needs of your target audience. Use social media content marketing to build authority, get maximum positive reviews from clients, and optimize your site for search engine traffic.

How to Get More Roofing Leads?

Get more roofing leads by optimizing your GBP, running targeted PPC ads, and getting listed on home improvement directories like HomeAdvisor. Offering seasonal promotions and creating a referral program can also help attract quality leads.

How Can I Make My Roofing Business Better?

Deliver excellent customer service, invest in staff training, and stay updated on industry trends. Build a solid online presence with SEO, content marketing, and social media engagement. Use CRM tools to streamline your workflows and drones to make inspection and canvassing efficient.

What is the Best Platform for Roofing Advertising?

Google Ads and Facebook Ads provide the tools and resources to help you reach your target audience. Local SEO and online directories like HomeAdvisor can help you get quality leads organically.

Conclusion

Having a well-rounded roofing business marketing plan pays off in the long run. It eliminates the guesswork as you know your next steps.

However, tracking is crucial to ensure your marketing plan generates the desired ROI. For instance, Google Analytics tells you if your website traffic is converting or not.

Your marketing plan should include GBP optimization, localized SEO, social media content marketing, and online directories. Offer top-notch services and get maximum customers to review your business on Google.

Remember, your happy customers are an asset; you can use them to attract new ones with minimal effort and investment.