When done right, a good roof can last decades. For a roofing company that prides itself on high-quality work, this leaves little room to rely on returning customers when it comes to selling your services.
As such, a successful roofing company needs to be committed to consistently procuring new exclusive leads. But this is easier said than done.
Waiting for a job to be finished before finding the next one is a recipe for disaster. At the same time, you can’t let the potential of future work distract you from your current job. This is why having an effective marketing funnel is paramount to the success of your company, and it all starts with lead generation.
Within this blog post, we will explore the eight most effective marketing strategies that support lead generation for roofing companies and some actionable tips on how you can incorporate them into your marketing strategy today.
1. Optimize For Local SEO & Google Map Pack
When you google roofing companies in your area, the first thing that should appear is a list of relevant businesses. Where does your business position on this list?
If it’s not near the top, then you are missing out on vast volumes of potential customers. Afterall, most people looking for your services will begin with a Google search, but only 75% will click past that first page of results.
Before you do anything else, you need to ensure your website is optimized for local SEO and Google’s Map Packs. This starts with creating your Google Business Profile (or optimizing it if you already have one).
When your profile is completely filled out with relevant information, you then need to take an honest look at your website itself. It doesn’t matter how well your business ranks locally if your website isn’t designed to convert your new leads. Effective local SEO is crucial for generating roofing leads and ensuring your business stands out in search results.
2. Content Marketing & Blogging
Content marketing goes hand-in-hand with local SEO and is one of the best ways to grow your brand’s online visibility and begin building leads for your roofing business. Content marketing can take many forms, but the one you will want to focus on is blogging.
By including a blog on your business website, you create more pages that can target and rank for a larger variety of search terms. When done right, this marketing strategy can generate leads that would cost thousands of dollars in more traditional PPC advertising and can be completely free if you handle your own content production.
Lead generation services are also a valuable tool for acquiring high-quality leads, specifically targeting niche markets like the roofing industry.
With that said, I suggest working with a content marketing manager for the best results. Not only can you tap into our years of experience, but you can also free yourself up to focus on delivering high-quality service to your own clients.
You can check out my blog marketing management page for more information about my services or message me for a free quote and consultation.
3. Pay-Per-Click (PPC) Advertising
The only downside of content marketing is that it typically takes 9-12 months to start seeing results before generating exponential growth. However, if you are looking for a more immediate return, then I suggest opting for more traditional Pay-Per-Click (PPC) advertising.
There are a few PPC networks, but the most obvious and beneficial choice for your roofing company is Google Ads. By taking out a Google Ad, you are bypassing the waiting period and work of getting a blog post indexed and instead paying to rank directly at the top of search engine results for the target query.
For in-demand queries, this can end up costing hundreds to thousands of dollars per month and you can quickly blow through your marketing budget if you don’t know how to manage it.
This is why I highly suggest using a combination of content marketing to reach long-term targets while supplementing your marketing strategy with PPC for quicker rankings in the short term. Lead generation companies often provide shared leads to multiple businesses, making it essential to follow up quickly due to the competitive nature of these leads.
If you do choose to take out a PPC ad, I also suggest starting with low-volume keyword ads that are highly relevant to your target audience, only taking out more in-demand ads as you get used to managing your budget.
4. Paid Facebook Ads
Facebook Ads is another great PPC tool roofing companies can use to generate leads. This is because your target demographic tends to spend a lot of their time on both Facebook and Instagram, and Facebook Ads allows you to gain exposure on both platforms.
Additionally, Facebook Ads allows you full control over who sees your ad. You start by filling out all of your demographic information and end by submitting your overall budget for the campaign. From there, you simply sit back and relax as your promotion gets in front of the eyes, where they will have the most impact, generating high-quality leads in return, ultimately helping you generate more roofing leads.
Social Media Marketing for Roofing Businesses
You don’t need to take out a paid ad to reap the marketing benefits of social media. In fact, you can grow your online visibility and generate roofing leads simply by being active on social media platforms.
Since you are targeting an older demographic of homeowners, you are going to want to spend your time on Facebook and Instagram. On both platforms, you can share images of recent jobs, highlighting your services and promoting your brand awareness.
Social Media Marketing is also a great compliment to an effective content marketing campaign. When you are active on social media, you are building a network to connect with potential leads.
You can then leverage this connection by sharing effective blog content that encourages engagement within your network and elevates you as the obvious choice when it comes to their roofing needs.
6. YouTube Ads
Youtube Ads is another paid ad network that is uniquely advantageous to the roofing industry. Think about how many at home projects begin with a Youtube tutorial. And, for the self-proclaimed at-home ‘handyman,’ roof repairs may sound like the perfect project.
By taking out a Youtube Ad, you will appear early on in a potential client’s research process and will be fresh in their minds when they ultimately make a massacre of trying to do the job themselves. This is especially important for a roofing contractor, as tailored marketing strategies can effectively engage potential clients searching for roofing services online.
7. Review & Directory Sites
This may not have the same volume of results as more proactive roofing lead generation techniques on this list, but submitting your company on relevant review and directory websites is a fairly easy way to gain some online exposure for your roofing company while also generating a backlink for your search engine optimization efforts. Highlighting your roofing services on these platforms can attract leads and potential customers actively seeking solutions like repairs, installations, or maintenance.
YellowPages and Yelp are great places to start, but try to find and sign up for local directories that provide direct contact to more leads in your immediate area. Don’t forget to encourage reviews after each successfully completed project.
8. Referral Programs
Finally, one of the best marketing techniques for generating leads for your roofing business is by offering a referral program. This way, you let your past clients do the hard work of finding your next project for you before you even finish your current job.
When combined with the other lead generation techniques featured on this list, referral programs can become extremely lucrative. After all, when it comes to hiring a contractor, a new homeowner is likely to take the suggestion of an experienced friend or family member.
With an enticing referral program in place, one lead generated through content marketing, PPC, or an online listing can turn into dozens of roofing projects for that client and all of that client’s friends and family.
While I will have to leave the referral program up to you, my digital marketing services can help generate leads for your roofing business. Check out my blog marketing packages, or send me a message for a free consultation and more information regarding my complete digital marketing services.
Kurt Norris is the founder of Kurt’sCopy, where he helps B2B, e-commerce, SaaS, and local businesses craft compelling content and SEO strategies that deliver measurable results. With over six years of experience, Kurt specializes in creating data-driven campaigns that drive traffic, increase conversions, and establish brand authority.
