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Roofing Leads

The Ultimate Guide to Get More Roofing Leads

Tim Brown

Tim Brown is the owner of Hook Agency, and strategic marketer focused primarily on driving traffic and leads for small businesses and construction companies.

Are you getting roofing leads constantly?
Do you want to put the processes and systems in place to get roofing leads regularly?

It’s not quick – and it’s not easy – but it’s worth doing. We’ve rated them by several criteria – how big the opportunity to get leads is, how quick they are to take effect, and how long it takes before the effect wears off. Building a reputable brand isn’t on the the list – but the opportunity there for leads is HUGE (5/5), it does not take effect quickly (1/5), but if you have a great brand and reputation it will give you returns for a long time into the future. (5/5)

Roofing Leads

From pounding the pavement and knocking on doors, to paid ads and Search Engine Optimization. We surveyed some of the top roofing companies and are sharing with you the strategies for building your roofing business beyond your wildest imagination. It starts with what? That’s right – leads.

(Then of course you have to be able to close the business – but that’s how you got here, right?)

Your first storm got you thinking getting leads is a piece of cake? Think again.

When you first open your roofing business, the rush of new leads may give you a false hope that you’ll easily find leads consistently. But, finding new roofing leads is something that you need to work on continuously as part of your overall marketing strategy. As a roofing business owner, you should have some creative ideas in your pocket to use to help you generate new leads as your business grows. The following methods are reliable enough to bring you some leads that you can convert to sales but creative enough to excite people about your company.

1. Pounding the pavement. Knocking doors. Canvassing.

Opportunity  5/5  |  Expensive 2/5  |  Quickness 5/5  |  How long to wear off  1/5

Many roofing business owners got their start pounding the pavement – they recognized that although uncomfortable sometimes, there is insane amounts of opportunity just getting out and having conversations with people that have been effected by storms. Once you get the rush of selling someone face to face, and realize that the money is literally falling from the sky – you may get addicted to it. The only harsh reality here is that there isn’t always a storm – so that means the general need for roofing services is usually spread more far and wide then just canvassing a specific city.

Get more construction leads

Door knocking is a massive an undeniable opportunity in the arsenal of roofing companies to get more leads (and close more deals), but it most definitely should not be the only one.


2. Optimize Your Website for Search Engines

Opportunity 5/5   |  Expensive 3/5   |   Quickness 2/5   |   How long to wear off  5/5

You know that your site is an essential part of your marketing strategy. But, you may not know how important it is for your site to stand out from the competition and be ready to convert visitors to leads and, potentially, to customers. Therefore, your website should be creative, engaging, and optimized to pull visitors in to make it one of the best ways to find free roofing leads that come to you.

How do you do that? An essential element to your website that shows visitors the most important aspects of your company is the landing page. This is the main page that visitors see when they visit your site and can list everything from your services and photo gallery to your contact information and links for a free quote. The less amount of time people have to click around to find out what they came to your site for, the more likely they’ll be to fill out a quick contact form or give their information for you to communicate with them. 

Your landing page should be clean with precise wording, engaging fonts, and crisp photos. Stick to making it simple instead of overloading it with information. Your visitors should be able to skim it to find what they need. Include a clear call-to-action to entice visitors to give you their email address or fill out a form for a free quote, giving you a lead with no additional effort from you.



3. Use Google Paid Ads

Opportunity 5/5   |  Expensive 5/5   |   Quickness 2/5   |   How long to wear off  1/5

Google paid search ads, or PPC campaigns can be gigantically successful – depending on how much competition there is in the area, the amount of serious need – and of course your ability and making effective ads. There can be a lot of waste if you’re not setting up your ads correctly, and to some degree it requires experimentation and pivoting those experiments based on the feedback (the effectiveness) of those ads out in the wild.

But Google Paids can be an extremely viable way to generate more leads for your roofing company. Just like canvassing, it shouldn’t be used alone, of course. Ideally you mix and match 3 or 4 of the top methods for getting roofing leads so that you can diversify lead sources, and not depend on one.


4. Partner with Local Businesses

Opportunity 2/5   |  Expensive 1/5   |   Quickness 2/5   |   How long to wear off  3/5

When you partner with local businesses, you show your support of your local commerce system and get your company name spread to others who may need your services at some point. A roofing company may find it beneficial to target local hardware stores, for example, to find people who may be interested in their business. This type of partnership is also called co-marketing.

Many co-marketing partnerships work well using referrals. The hardware store may refer a customer who’s looking to repair his roof on his own to your company and offer one of your business cards. In return, you can refer your clients to the same hardware store for supplies they need to maintain their home. You’ll get free advertisement by partnering with local businesses and the additional advantage of a trustworthy business backing your company name.   


5. Create a Referral Program

Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5

A referral program for your employees and customers can also help generate roofing leads for your business. Your employees want to remain in business as much as you do, so offering incentives for them to refer friends and family to your company for their roofing needs may encourage them to share with others about your business’s services consistently.

And your clients can be one of the best resources for giving you free roofing leads. Happy customers are often willing to share their experiences with others on social media or review sites. Offer a special discount for a future service to any client who brings you a qualified lead.

6. Track the Weather

Opportunity 4/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  1/5

Weather is an important part of the roofing business, so why not use it to your advantage to generate more leads? There are several storm-tracking apps and software that you can use to stay on top of where weather experts expect storms to hit in your area, or you can subscribe to weather alerts through your local news stations or The Weather Channel.

Once you learn where and when the storms are coming, you can get your crew prepared and call or visit the homes or businesses of those likely to be affected. Some storm alerts can give you several days’ warning before one hits, so you may even have time to send out a direct mail campaign targeting the affected area. 


6. Be a Social Media Personality

Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5

If you have any charisma – or can take interesting photos, it pays to wield those assets on social media. Now roofing isn’t necessarily the ‘sexiest’ industry in all regards, but it can pay to be aware of what about it IS INTERESTING. If you can use a general sense of what you’d like to see if you were in need of a roof – or just a homeowner, what to watch out for, how to clean your gutters or do basic maintenance – then you can showcase those things in little how-to posts on social media, or ideally do  little videos that give quick and useful tips to homeowners.

Yes, this takes time and a bit of awareness of the particular platforms – but I would suggest sticking to 2 or so that you can do really well, then trying to master everyone and god forbid, end up on Snapchat trying to sell roofs to 17 year olds.

How to get more roofing leads

7. Direct Mail

Opportunity 2/5   |  Expensive 3/5   |   Quickness 3/5   |   How long to wear off  2/5

Be careful with direct mail because you can waste your money on it if you don’t do it right. The above example is a piece that could really get someone’s attention – but always remember: it’s not about you – it’s about them. You need something that makes that want – no need – to get in contact with you. You have to stoke DESIRE – so that if they need a roof, they might as well contact you. Don’t make your logo the biggest thing, don’t try to sell every single one of your services – speak to THEIR pain point for ONE THING.

Make sure you use a very tight list based on your ideal customers. Make sure you include a very intense and obvious call to action – Call 555-555-5555 right now or go to ourwebsite.com. It’s not their fault if you’re copy is too vague. Spell it out, and make it easy for them.


8. Participate in Trade Shows and Local Events

Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5

Finding local leads is the most important part of a roofing business unless you don’t mind traveling a lot. Participating in trade shows and local events can give you an advantage over other companies in your area who choose not to get involved. Even if they do join, you can use the events to keep up on new things other companies are doing so you’ll know where you may need to improve.

Those visiting your trade show booth should get significant takeaways, like your contact information and something valuable, like a free quote. And be sure to get contact information for your leads so you can follow up with them. Also, check your local Chamber of Commerce for upcoming business events and ask how you can participate. A Verizon survey noted that 87% of people prefer to meet others in-person, so face-to-face communication can be a great way to generate leads.


9. Promoted Posts and Facebook Ads

Opportunity 3/5   |  Expensive 3/5   |   Quickness 2/5   |   How long to wear off  1/5

Promoted posts can be extremely useful just for brand awareness – they allow you to pay to have your regular Facebook posts show up higher on people’s regular newsfeeds. Depending on your age and general level of social media activity it may need to be said but, there is a ridiculous amount of attention spent (maybe you think wasted) on Social media today, and no more than Facebook (Twitter + Instagram combined don’t equal the amount of time spent on Facebook).

By taking some of that attention – and paying for it, you can be ahead of many roofer still paying for Google ads only. But it really depends on your area, just like how good of a deal you can get on Google paid ads depends on your area. Want to own two or three mid-size first-ring suburbs? It can pay to spend solid amount of advertising dollars on Facebook if you use it’s extremely useful targeting tools. I can’t help but favor Google ads and SEO if I had to choose just two because it’s hard to interupt people with this service, when so many people have a specific time they are looking for it and you might as well get them while they’re searching. That being said I would still inundate ‘home owners’ in storm-effected areas with Facebook ads.


10. Angies List, Thumbtack, HomeAdvisor, Houzz

Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5

You know them I’m sure, because they spam the hell out of roofers (and many service providers actually,) but it doesnt’ mean you shouldn’t at least add yourself to their platform. It’s still worth it to EXIST on them – but you have to be strong and not cave to their aggressive salesmanship. I’ve heard of people spending 23k to be featured on Houzz for a year and getting exactly 0 leads.

Call me old-fashioned but I don’t think you should spend 23k for no leads.

Home Advisor may be appropriate for some if absolutely necessary, but the problem is you may be inundated with expensive leads that are already picked over, and that have absolutely no awareness of your brand or allegiance whatsoever.

I think roofers should run their own experiments and try every possible opportunity for leads before settling in to 3-4 ways to get leads that work for them – but in general, I doubt that those consistent, on-fire leads you’re looking for aren’t going to come from some parasitic website like the ones above that sometimes literally rank for your own name above you, and then sell the lead back to you. Lame.


11. Radio

Opportunity 2/5   |  Expensive 3/5   |   Quickness 3/5   |   How long to wear off  1/5

Radio ads can be great if you’re local and the time is right. But really radio is another tool to add to your arsenal to try to be the #1 top of mind roofing company in the area. That is – have better ‘brand awareness’ than your competitors.

Focus on creating an ad that seriously catches peoples attention. Once again (like the mailers), focus on the customers pain point – how can you help them fix THAT pain point? Can you make that into a powerful headline to start the ad?

Make sure to include a call-to-action and specific reason to contact you like a FREE report, or a FREE inspection.

Extra Credit: Make sure the ad has a cut-off  – Call now to get our SPECIAL til the end of JUNE. Having a cutoff point creates urgency in people’s minds that there’s a reason to call or go to the website and get the resource now, rather than waiting til next week.


12. Telemarketing

Opportunity 3.5/5   |  Expensive 3/5   |   Quickness 3/5   |   How long to wear off  1/5

Telemarketing is all about timing as well. It all comes back to timing your calls around weather events. If you can get your people on the phones, or hire a telemarketing company to get on the phones quickly and aggressively – there’s an opportunity that expires as soon as they have someone come up to their door, or they choose to use the roofing company with a sign in their neighbors yard.


13. Local SEO Strategies

Opportunity 2/5   |  Expensive 1/5   |   Quickness 1/5   |   How long to wear off  3/5

If you want to get more leads from Google – you need to be thinking beyond the traditional on-site search engine optimization of 10 years ago. When we optimize websites, we’re thinking about local directory listings, and especially about how the business is showing up in Google maps. We’ve even found a couple tricks to really push up visibility in this area of the search results – one example for instance, is that you need to push to get more Google reviews as they actually play a part in visibility here.

You can even download our ‘Punchlist for getting higher on Google maps’ by clicking the banner below:

Drive More Business Through Google Maps


Slow burn – but important for the long haul:

1. Review Sites – like I mentioned above Google ratings matter, but if you can get great reviews on Facebook and Yelp – the likelihood of people contacting you goes up.

2. E-mail Marketing – If you are building an e-mail list, putting your best content and promotions in front of them regularly (without being annoying) is great for brand awareness – and occasionally leads, depending on the size of your list.

3. Making sure your website converts well – You having a professional website pays off, but you also need to focus on how easy it is for people to contact you, and building out useful resources that also lead to conversions (or contact forms and phone calls.) If you are building a ton of SEO traffic, or spending on PPC – and not seeing as much results as would seem appropriate, circle back around on the website and add trust factors like reviews, photos of your team, and roofing jobs you’ve done, as well as call to actions and a compelling offer up front.

Get Solid Roofing Leads

A little bit of creativity in your website and marketing efforts can go a long way in generating leads for your roofing business. It’s important to get your company name into the hands of as many locals as possible, which is easier when you do so in a creative way that stands out. Be present in your town by partnering with other businesses and participating in events and leverage your current clients and employees to reach potential leads. 


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Tim Brown

Tim Brown is the owner of Hook Agency, and strategic marketer focused primarily on driving traffic and leads for small businesses and construction companies.

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