Roofing influencer marketing isn’t just a trend. It’s a serious strategy for building trust and attracting leads.
Right now, 26% of marketing agencies and brands spend over 40% of their budgets on influencer partnerships. That’s not by accident. It’s because influencers drive real results.
But do influencers work for our industry?
It’s a fair question. Home services isn’t fashion or fitness… but trust still sells. And when someone with local credibility, authority, or niche expertise vouches for your brand, people listen.
Whether it’s a contractor with a strong social following, a local home improvement blogger, or even a respected realtor—influence matters, even in HVAC and roofing.
If you’re still relying only on yard signs and referral cards, you’re leaving attention (and revenue) on the table. The good news? You don’t need a celebrity. You need someone local, trusted, and relatable.
Let’s walk through how roofing companies can use influencer marketing to build authority, win more jobs, and grow faster.
Why Roofing Companies Should Tap Into Influencer Marketing
Referrals still matter most. Influencers are the modern version of word-of-mouth.
In roofing, trust is the deal breaker. Homeowners want to hire someone they feel good about. Influencers help you build that trust fast by sharing your name with people who already trust them. That kind of endorsement drives real leads.
Trust and Visibility Go Together
You can’t earn leads if people don’t know who you are. Influencer partnerships put your name in front of local homeowners through real stories and real recommendations. A short video or casual shoutout does more than any ad could.
Local Creators Work Best
You don’t need a social media star. Local creators, like stylists, realtors, or neighborhood Facebook admins, often have more influence with the people who matter. These creators already talk to your future customers every day.
Want proof this works? Roofer and content creator Austin Blomquist shares exactly how he gets seen on platforms like TikTok in this video:
It Doesn’t Have to Cost a Lot
Most creators aren’t looking for huge checks. Many will partner in exchange for a service, a shoutout, or a small gift. Start with a real relationship, be generous, and offer value. You don’t need a big budget, just a smart approach.
Who Counts as an Influencer in Roofing? (Hint: It’s Not Just Instagram Stars)
You don’t need to chase social media celebrities with millions of followers. In roofing, the most valuable influencers are often hiding in plain sight, right in your community.
Here’s who might be influencing your next customer:
- Local salon owners – They talk to people all day, every day. A casual mention of your company can turn into a steady stream of referrals.
- Real estate agents – Homes get bought, sold, and fixed up. Agents are gatekeepers for renovation work and always need trusted partners.
- PTA leaders or school coaches – These folks are deeply connected with families in your area. Their word travels fast.
- Firefighters, police officers, or city workers – Respected, trusted, and well-networked. A recommendation from them carries real weight.
- Remodeling or landscaping pages – If they’ve built an audience and they post locally, their followers could be your ideal clients too.
- Even your “competitors” – Some roofing companies refer overflow jobs or specialties they don’t handle. Building relationships here can actually grow your business. It’s a smart strategy for building trust and showing confidence in your own work.
What to Look For in a Roofing Influencer
Not every influencer needs a blue checkmark. What matters is connection with the people you’re trying to reach.
✅ Local audience
You want someone whose followers live in your service area. Thousands of likes from another state won’t help your bottom line.
💬 Real trust
Do people actually listen to them? Whether it’s a neighborhood Facebook admin, a PTA president, or a salon owner, their word carries weight.
📅 Consistent presence
Influencers who show up regularly build deeper connections. Look for creators who post often, reply to comments, and keep things authentic.
Bonus: The best influencers already talk to your ideal clients every day. That could be at school pick-ups, local meetups, or in the barber chair.
How to Pitch a Creator or Community Leader (Without Being Weird)
Approaching an influencer doesn’t have to feel awkward. Keep it real and focus on building a relationship, not just making a sale.
Start with the relationship
Before you send that pitch, ask yourself: Have you shown up for them yet?
- Like their posts
- Comment something thoughtful
- Share their content with your audience
These small actions build familiarity and trust.
Lead with value, not your offer
Instead of jumping into “Hey, promote my business,” try something like:
“I really respect what you’re doing. I’d love to collaborate in a way that helps both of us. What would that look like for you?”
Make it about partnership
Ask what a win-win looks like. You’re not buying an ad—you’re starting a relationship.
Keep it casual and clear
Short message. Friendly tone. No pressure. Most creators can spot a hard sell instantly. Just be genuine and human.
Smart Content Ideas for Roofing-Influencer Collabs
Want your roofing influencer collab to feel fresh, not forced? Focus on content that’s authentic, helpful, and local. Here are some winning formats to get the wheels turning:
Before & Afters
These never get old, and they work. A dramatic transformation makes people stop scrolling and pay attention.
- Use side-by-side shots or time-lapse videos
- Add captions like “This roof was way past due”
- Let the influencer explain what made this project stand out
Storm Repair Walkthroughs
When storms hit, homeowners want to know what comes next. Walkthrough content builds trust and provides clarity.
- Document the assessment, scope of damage, and repair steps
- Include commentary or quick insights from the influencer
- Highlight safety and professionalism throughout
Behind the Scenes
Give followers a peek into the process. Showing how your team works builds connection and trust.
- Introduce your crew with short bios or fun facts
- Show daily prep, safety checks, or tool setups
- Use drone footage to create a polished look
Local Shoutouts
A quick mention from someone local goes a long way. When people see a trusted name say good things, they take notice.
- Encourage honest shoutouts after a completed job
- Focus on quick, sincere stories or posts
- Keep it real and specific
Community Giveaways
Giveaways get attention and feel good to share. They’re great for boosting local engagement fast.
- Try something like “Nominate a neighbor for a free roof inspection”
- Partner with an influencer to announce and promote it
- Follow up with a story on the winner
Creator Case Study
If your influencer is also a client, even better. Let them document their full roofing journey.
- Share clips of their consultations, decisions, and the final reveal
- Let them talk about what surprised or impressed them
- It makes your process easy to understand and trust
Want to dive deeper into real-life strategies like these? All of these insights come from the YouTube interview:
Check it out for even more examples and ideas that can help your roofing business grow through community-based influencer marketing.
Our Advice? Start Small. Start Local. Start Smart.
You don’t need a massive budget or a viral TikTok star to make this work. Just start by showing up where your customers are already paying attention. Build real relationships. Add value. And watch how trust turns into leads.
Want to go deeper on building trust and becoming the go-to in your area?
Check out our book How to Become a Hometown Hero — a powerful guide to marketing for home service businesses.
It’s packed with real-world strategies to help you stand out, earn trust, and grow your business the right way.
