Trends in Digital Marketing for Roofing Contractors
Digital marketing is evolving rapidly, and staying on top of the latest trends can make a big difference in lead generation in your roofing business.
With more and more customers turning to the internet to find roofing services, it’s important to know what works and what doesn’t when it comes to roofing lead generation.
Let’s dive into some of the key trends that are shaping the way roofing contractors can market their services online.
You’ll discover ways to keep your business ahead of the curve and attract more clients with less effort.
1. Local SEO is More Important Than Ever
When it comes to roofing lead generation, one of the biggest trends is the increasing focus on local SEO.
This makes sense because your potential customers are homeowners searching for roofers in their area.
If your roofing company isn’t showing up in those local searches, you’re missing out on a lot of business.
Optimizing your website and Google My Business (GMB) profile is essential.
Make sure your GMB listing is up-to-date with all the right information, including your business name, address, phone number, hours of operation, and any recent customer reviews.
A great tip is to include keywords like “roof repair” or “roof replacement” paired with your service location in your website’s content and meta tags.
This not only makes it easier for potential clients to find you but also signals to Google that you’re a relevant business for local searches.
Remember, Google loves fresh, location-specific content.
You can easily create blog posts or landing pages that target specific neighborhoods, towns, or even city sections where you’d like to generate more leads.
Doing so will help boost your rankings and get you in front of the right audience.
2. Video Marketing is Booming
If you haven’t hopped on the video marketing trend yet, it’s time to get started.
More people are watching videos than ever, and this trend is only growing.
For roofing contractors, video content is an excellent way to build trust and show potential clients what you can do.
Whether you’re sharing time-lapse videos of your latest roofing projects, showing off before-and-after transformations, or providing helpful roofing tips, video content can set you apart from your competitors.
Think of it this way: most homeowners don’t know much about roofs. When you create informative videos about common roofing problems and how to solve them, you’re positioning yourself as an expert.
When people see you as an expert, they’re more likely to trust you with their roof—and that leads to more roofing lead generation.
You can also leverage video testimonials from satisfied customers to build trust with new prospects.
Nothing says, “we do great work” like a happy client showing off their brand-new roof.
Don’t forget to optimize your videos with the right keywords and include a call-to-action (CTA) at the end to direct viewers to your website or contact page.
Learn more benefits of video marketing here. This is a broad list but many of the benefits can be related to your roofing business to stand out.
How many companies in your area are using video marketing now? If any, can you do better?
3. Paid Ads Continue to Drive Results
As much as we all love organic traffic, sometimes paid ads are the quickest way to generate roofing leads.
Google Ads, in particular, have become a powerful tool for roofing contractors who want to appear at the top of search results instantly.
This trend isn’t going away anytime soon.
With the right strategy, Google Ads can help you target homeowners actively searching for roofing services in your area.
The key is to optimize your ads for local searches by using the right keywords and writing compelling ad copy that addresses the specific needs of your target audience.
You want to make sure your ads are speaking to their pain points—whether it’s fixing a leaky roof, replacing an old roof, or providing emergency roofing services.
But it’s not just Google Ads that are getting results.
Platforms like Facebook and Instagram are also great places to run targeted roofing ads.
You can use these platforms to retarget people who have already visited your website but haven’t yet contacted you.
This way, you’re staying top-of-mind, and when they’re ready to hire a roofer, you’ll be the first one they think of.
4. Chatbots and AI Tools Are on the Rise
Another trend that’s making waves in the roofing industry is the use of chatbots and AI-powered tools.
More and more roofing contractors are adding chat features to their websites, making it easier for potential clients to ask questions or schedule appointments.
Having a chatbot on your website can improve customer service and convert visitors into leads even when you’re off the clock.
AI-driven tools can also help streamline your marketing efforts.
For example, you can use AI to analyze which of your roofing ads are performing best, allowing you to optimize them further and spend your budget wisely.
Some advanced tools can even predict what type of content will resonate most with your audience, making your marketing campaigns more effective.
5. Personalization is the Future
In a world where customers are bombarded with ads and offers from all directions, personalization is becoming increasingly important.
Roofing contractors who can tailor their marketing messages to the specific needs and preferences of their audience are seeing higher conversion rates.
Whether it’s personalized email campaigns, targeted ads, or even customized landing pages based on a client’s location or specific roofing needs, personalization is key.
You can easily implement this by segmenting your email list and sending targeted messages based on previous interactions with your brand.
For example, if someone requested a roof inspection but hasn’t scheduled a service yet, send them a follow-up email offering a limited-time discount on inspections.
Or, if someone in a specific area has shown interest in roof replacement, create an ad or offer just for them.
Effective Content Marketing for Roofers
If you’re a roofing contractor looking to boost your roofing lead generation, you can’t overlook content marketing.
It’s one of the most effective ways to connect with potential clients, showcase your expertise, and build trust.
By creating valuable and engaging content, you can attract homeowners who are actively searching for roofing services and keep your business top of mind when they need help.
The good news?
You don’t need to be a content guru to make it work.
Here’s how you can start creating impactful content that drives real results for your roofing business.
1. Blog About Common Roofing Problems
A great way to engage homeowners is by answering the questions they already have.
Most people don’t know much about roofing—so why not become the expert they turn to for answers?
Writing blog posts about common roofing problems, like leaks, damaged shingles, or gutter issues, is a simple yet effective way to create valuable content.
Think about it: A homeowner might Google, “Why is my roof leaking?”
If you’ve written a blog post with that exact title, chances are they’ll land on your website.
Not only will they appreciate the information, but you’ll also be positioned as a knowledgeable roofer they can trust.
Plus, every blog post you create gives you a new opportunity to target those important local keywords, which can help with your roofing lead generation.
Make sure your blogs are easy to read and offer practical solutions.
Avoid jargon and keep your tone light-hearted and conversational, just like you’d speak to a neighbor asking for roofing advice.
This approach builds rapport with potential clients and encourages them to reach out when they need professional help.
If you need help thinking of where to start, this list of 25 topics about the roofing industry is a great place to start your research. Click here.
2. Share Before-and-After Case Studies
Homeowners love seeing results, and what better way to show off your skills than with before-and-after photos of completed roofing jobs?
Case studies are a fantastic content marketing tool for roofers.
Not only do they highlight your craftsmanship, but they also tell a story about how you solved a real problem for a customer.
In your case studies, walk readers through the entire process—from identifying the issue to completing the repairs or replacement.
Be sure to include plenty of details about the challenges you faced and how you overcame them.
If you can sprinkle in a few technical terms related to roofing lead generation without overdoing it, even better.
It helps boost your SEO while showcasing your expertise.
Remember, visual content is highly engaging, so include high-quality images of the job site before, during, and after the project.
You could even consider creating video case studies for an added layer of engagement.
These types of posts can build trust with potential clients by showing them that you deliver top-notch results.
3. Create Educational Roofing Videos
Let’s face it: Most people would rather watch a short video than read a long article.
Video content is one of the most effective ways to engage with your audience, and it’s especially powerful when it comes to content marketing for roofers.
Whether you’re breaking down the roof installation process, explaining the difference between various roofing materials, or giving homeowners tips on how to spot roof damage, educational videos can help build your credibility.
What’s great about video content is that it’s shareable, making it easier for your message to spread organically.
If a homeowner finds your video helpful, there’s a good chance they’ll share it with friends or neighbors.
This can expand your reach and potentially generate even more roofing leads.
Make sure to keep your videos short and to the point, ideally between 3-5 minutes.
Don’t forget to add a call to action (CTA) at the end of each video, encouraging viewers to contact you for a free consultation or roof inspection.
This simple step can turn interested viewers into real leads.
4. Offer Free Roofing Guides and Checklists
Who doesn’t love a freebie?
Creating downloadable guides or checklists is another great content marketing strategy for roofers.
By offering something of value, like a “Homeowner’s Guide to Roof Maintenance” or a “Roof Inspection Checklist,” you can capture potential leads’ contact information.
People are often willing to provide their email address in exchange for useful resources.
Once you’ve got their email, you can nurture these leads by sending them follow-up content, special offers, or reminders to schedule an inspection.
Over time, this relationship-building approach can lead to more roofing jobs and steady business growth.
In your guides, be sure to cover essential topics that homeowners care about, such as how often to inspect their roofs, signs of damage to look for, or how to prolong the life of their roofs.
By offering helpful, no-strings-attached advice, you’re establishing yourself as a trusted expert in the field, which can naturally lead to increased roofing lead generation over time.
Building Trust with Online Reviews
When it comes to choosing a roofing contractor, trust is everything.
For many homeowners, the first place they’ll go to determine whether or not they can trust you is the internet.
Online reviews have become a crucial factor in the decision-making process for potential customers, and if you’re in the roofing business, building trust through online reviews is a strategy you can’t afford to overlook.
Whether it’s on Google, Yelp, or Facebook, positive feedback from past clients can significantly boost your roofing lead generation.
1. The Power of Social Proof
You’ve likely checked reviews before making a purchase yourself—whether it was for a restaurant, a product, or even a service.
The same applies to roofing services.
Social proof, which is the idea that people look to others’ experiences to inform their decisions, plays a huge role in whether homeowners choose to hire you or move on to a competitor.
Online reviews act as that social proof for your roofing business.
They help potential clients see that others, just like them, have had a positive experience working with you.
When homeowners read reviews that praise your professionalism, workmanship, and timeliness, it reassures them that they’re making the right decision by reaching out.
If your goal is to generate more leads, the more positive reviews you have, the better.
They not only validate your reputation but can also influence how you rank in local search results.
2. Encourage Happy Customers to Leave Reviews
It may sound obvious, but one of the easiest ways to get reviews is simply to ask for them.
After you’ve completed a roofing project and the customer is happy with the work, don’t be shy—request a review.
Many people are willing to leave a review but just need a little nudge. Make it part of your closing process to ask for feedback.
A polite email follow-up or a quick text message with a link to your Google My Business page can go a long way.
You might be surprised by how many satisfied customers are happy to sing your praises online if you just make it easy for them to do so.
The more reviews you collect, the more trust you build with future clients, which can directly impact your roofing lead generation efforts.
A small incentive, like a discount on their next service, can sometimes motivate customers to leave a review, but you have to be careful not to cross any ethical lines.
Authentic feedback is key.
3. Responding to Reviews—The Good and the Bad
Responding to online reviews is just as important as receiving them.
A lot of roofing contractors make the mistake of ignoring their reviews, especially the negative ones.
Responding to both positive and negative reviews shows that you care about your customers’ experiences and are committed to improving where needed.
When you respond to a positive review, take the opportunity to express your gratitude.
A simple, “Thank you for your kind words, it was a pleasure working with you!” can go a long way in building a strong customer relationship.
It also shows others that you’re engaged with your clients even after the job is done.
On the other hand, negative reviews can be tricky.
No one likes receiving criticism, but how you handle it speaks volumes about your business.
Address any concerns promptly and professionally. Apologize if necessary and offer to resolve the issue offline.
This kind of response not only helps maintain your reputation but can also show potential customers that you take responsibility and are willing to make things right.
Believe it or not, a well-handled negative review can sometimes do more for your business than a positive one!
4. Use Reviews as Marketing Tools
Once you’ve accumulated a good number of positive reviews, don’t let them just sit on review sites—leverage them in your marketing!
You can feature glowing testimonials on your website, social media pages, or even in your email marketing campaigns.
When potential clients visit your website and see actual feedback from happy customers, it builds trust and encourages them to take the next step.
You can also showcase specific reviews that highlight qualities like punctuality, communication, and quality of work, which are crucial in the roofing industry.
By strategically using your reviews in your marketing materials, you remind potential clients of the great experiences others have had with your business.
This can greatly improve your roofing lead generation, as these testimonials offer reassurance to new customers who are on the fence about reaching out.
Retargeting Strategies for Generating Leads to Your Roofing Businesses
Have you ever visited a website, left without buying anything, and then started seeing ads for that business everywhere?
That’s retargeting in action.
For roofing businesses, retargeting can be a powerful tool to bring back potential clients who may have shown interest but didn’t convert on their first visit.
It’s an easy way to keep your roofing business top of mind, which can significantly boost your roofing lead generation efforts.
1. What is Retargeting?
Retargeting is a type of online advertising that targets users who have already interacted with your business in some way.
Whether they visited your website, clicked on an ad, or even engaged with your social media posts, retargeting helps you follow up with these warm leads.
For roofing businesses, this can be particularly effective since people often research multiple contractors before making a final decision.
When homeowners are looking for roofing services, they might check out your website and leave because they’re still in the research phase.
Retargeting allows you to show them ads as they continue browsing other websites, reminding them of your services.
This subtle nudge can encourage them to come back and take the next step—whether it’s requesting a quote or booking a consultation.
2. How Retargeting Works for Roofing Lead Generation
In terms of roofing lead generation, retargeting is like having a second (or third) chance to win over potential clients.
You’ve already piqued their interest once, and now you can stay in front of them while they’re still in decision-making mode.
Imagine a homeowner visits your site and browses your roofing services but doesn’t take any action.
Maybe they weren’t quite ready, or they got distracted. Retargeting works by placing a small piece of code (a pixel) on your website that tracks these visitors.
After they leave, you can serve them ads on other platforms like Facebook or Google, reminding them of your roofing services.
It’s like giving them a gentle reminder: “Hey, we’re still here when you’re ready to fix that roof!”
By keeping your business in front of potential clients, you increase the chances that they’ll return and convert, which is crucial for roofing contractors trying to grow their lead pipeline.
3. Setting Up Retargeting Campaigns for Roofers
Setting up retargeting campaigns is easier than you might think, and it’s an affordable way to maximize the value of the traffic you’re already getting.
The first step is to add a retargeting pixel (or code snippet) to your website.
This pixel collects data on who is visiting your site, which will later allow you to target them with specific ads.
From there, you’ll want to create tailored ads that appeal to homeowners at different stages of their decision process.
For example, someone who visited your “roof replacement services” page might be ready to book a consultation, while someone who only viewed your homepage could still be in the research phase.
Customize your ads accordingly.
It’s also smart to use retargeting on multiple platforms.
You can run retargeting ads on Google Display Network, Facebook, and even Instagram.
The idea is to catch homeowners wherever they spend their time online.
By showing up consistently across different platforms, you can boost the effectiveness of your roofing lead generation efforts.
4. Best Practices for Retargeting Success
While retargeting can be highly effective, it’s essential to use it wisely.
The last thing you want is to overwhelm potential customers with constant ads to the point that they feel annoyed.
Instead, aim to find a balance where your ads gently remind potential clients of your services without overdoing it.
One best practice is to cap the frequency of your ads.
For example, limit how many times someone can see your ad in a day or week.
This prevents ad fatigue and keeps your message fresh and relevant. Another tip is to create dynamic ads that change based on the pages a visitor viewed.
If a homeowner was checking out your roof repair services, they should see an ad related to roof repair, not a generic roofing ad.
Personalization is key here.
You can also use seasonal promotions in your retargeting ads.
If you’re offering a discount on roof inspections before winter, retarget homeowners who visited your site during the fall.
This gives them an added incentive to come back and take action.
Lastly, always monitor your campaigns and tweak them as needed.
Retargeting campaigns aren’t a set-it-and-forget-it strategy.
Regularly check how your ads are performing, which ones are driving leads, and adjust your approach for the best results.
If you want to learn more about how we use the Google Leads Funnel, click here and book a strategy call with Growthset Marketing.
