December 2021

This is one of the most-asked questions by roofing contractors: “How do I get more roofing leads?”  It’s a loaded question, as there are many methods to generate solid leads.  Often, the bigger problem is that contractors are already getting leads in various forms, but don’t know how to capitalize on them.

Another common complaint is cold-calling or door-knocking  While not for everyone, if done well, it is still an effective means of acquiring new customers.  Still, there are many ways to generate roofing leads without door-knocking or having strong sales skills.

Research and get references before handing over your money to marketers.  Marketing dollars can disappear quickly with no return.  Some marketers are scammers, while others may just be inexperienced or incompetent.  While not every advertising campaign will be successful, you need to make sure the company/individual you hire is trustworthy.

Here’s a list of proven paid and free lead-generation sources.

Branding

Branding is an under-rated, but powerful source of leads.  A roofing brand that includes a good business name, quality logo, catchy tagline, and is backed up by a variety of well-designed marketing materials can generate countless leads.  Your advertising should center around your brand.  Invest in brand-building for long-term results.

A High-Quality Website (plus SEO)

Many times contractors overlook the power of a well-designed, SEO-optimized website because they are looking for the phone to ring immediately.  A quality website will bring in qualified leads consistently over the long-term.

A website with an attractive home page, an about page, a services-offered page, and a contact page is a minimum requirement.  A call to action along with contact information on every page is very important.  SEO (search engine optimization) will give your website an edge that other roofers may not have.  Search algorithms are constantly changing, so SEO is not a once-and-done thing.  Make sure the company you hire to do your SEO uses “white-hat” techniques (methods Google deems non-spammy).  Otherwise, your site could be severely penalized.

Don’t forget user experience.  Your website should load quickly, and be easy to navigate.  Make sure your website is responsive and mobile-friendly (adapts to various screen sizes and devices).  A well-designed website is a great form of advertising because it is promoting your business 24 hours a day, 7 days a week.  Also, in contrast to social media, your website is an asset that you own and have full control over.

Door Knocking

Although knocking on doors is difficult for some, taking an effective sales pitch to key neighborhoods is still a useful tool for lead generation for many companies.  Some roofing companies depend on door-to-door sales more than anything else.  Getting proper sales training will greatly increase your chances of signing up jobs.

Door Flyers

Well-designed flyers can be very effective in advertising your roofing services.  If you hate cold-calling/door-knocking, this is a gentler alternative.  Targeting the right neighborhoods is the key to getting the most bang for your buck.

Search Engine Marketing (SEM)

One way to get your company to the top of search engine results is through PPC (pay-per-click) advertising.  Google is the #1 search engine to use, but good results can also be had from Bing and Yahoo.  Costs per lead will depend on the competition from other roofers also trying to advertise.

Home Improvement Networks

There are multiple popular referral/review networks that connect homeowners with contractors such as HomeAdvisor, Angi, Thumbtack, Nextdoor etc.  Be aware that while some contractors are satisfied with these services, many others have had very negative experiences due to shared leads, poor customer support, billing issues, etc.  Due your research before signing a contract.

Google PPC Ads

PPC (Pay-per-click) ads can help bring traffic to your website or help get the phone ringing.  PPC ads can be costly, especially if not set up properly.  Make sure you hire a marketing company you can trust in order to get the best results from Google ads.

Google Local Service Ads

If your company passes the screening process, you may be eligible for Google Local Service ads.  Your company can get a Google Guaranteed or Google Screened badge, and potentially show up at the top of the Google search page.

Referrals

A happy customer can be one of your best roofing lead sources.  Don’t be afraid to leave some business cards and/or flyers with a satisfied customer and ask them to refer you.

Reviews

Reviews are a type of referral that can also provide leads for your roofing company.  Google and Facebook are two of the most common places for customers to leave reviews.  While some customers may leave a review on their own, many more will gladly leave positive feedback if you would simply ask them.  Sharing a link to the review page will make the process easier.

Get Featured on The Roofer’s Helper

Getting your company featured on The Roofer’s Helper not only exposes your brand to over 200,00 followers on social media, but also provides a custom landing page with company info, images, links, and contact information.  These landing pages will help boost your SEO and overall web exposure.  On top of that, your company will be featured in The Roofer’s Helper Directory. Find out more here: Get Featured

Google Business Listing

An often-overlooked powerhouse for roofing leads is the free Google Business Listing. Not only can you show up at the top of searches (even though your website might be on page 10), but potential customers can get all your contact information, see reviews, and more.

Positive Online Reviews

Often, one of the first things a potential customer will do when deciding on a roofing contractor is to look online for reviews.  Ask loyal customers to leave a positive review for you or to email you a review for your website.  Don’t forget to highlight your positive online reviews on social media and your website.

Facebook Ads

Facebook ads allow you to hyper-target your audience, so you can help determine where your leads are coming from.  You can choose how much you want to spend, and specify who you want the ad to be seen by (age, location, etc.).  If setting up an ad campaign seems too daunting, you may want to hire a marketing agency to run the campaign for you.

Yard Signs

Yard signs are all over the place because they are effective.  Make sure the sign is easy to read and provides basic contact information.

News Media

If you have donated to charity or done something else newsworthy as a roofing company, let your local newspaper or television station know about it.  They may just choose to run your story, for free!  Other ways to possibly get featured are providing roofing-related information such as reasons to get your roof inspected, how to avoid a roofing scam, preparing the exterior of your home for winter, etc.

Vehicle Advertising

Vehicle wraps, or some other type of advertising on your vehicle will bring brand awareness everywhere you go, whether you are on a roofing job, parked at a local diner, or driving down the street.

Community Sponsoring and Events

Help sponsor a local sports team, or advertise at a community event such as a charity walk.  Having your business name fully or partially featured on a shirt or banner can help bring in roofing leads, while also benefiting your community.

Many communities have annual events where local businesses can set up booths.  This is a great opportunity to feature your business and get a chance to interact with potential customers.   Have people sign up with their emails.  You could offer a particular service or a gift certificate to the winner.  You could also choose to offer all contestants a consolation prize such as 10% off any roofing service.

Social Media

Social media is a great way to promote your brand, and it’s free!  Currently, two of the best social media platforms to advertise your roofing company are Facebook and Instagram.  If you choose to start a social media account, be sure to use the business analytics settings to see how your posts are doing.  This will help you maximize your time and effort in order to attract quality roofing leads.  Also, it is important to post regularly (at least once every week or two at minimum) to let prospective roofing customers know the account is active.

Real Estate Agents

Teaming up with real estate agents can be a win-win for both parties.  Many times a roof needs to be repaired or replaced before a home sale can be completed.  Roof inspections can be a great way to get your foot in the door to sell a new roof to either the seller or the buyer.

Contractor Networking

Connecting with other home improvement contractors is an excellent way to generate roofing leads.  Often plumbers, carpenters, electricians, etc., get asked if they know a roofer, just like you may often get asked for a reference for another home improvement contractor.   Building a good relationship with contractors and other home-related businesses can help bring in a steady source of roofing jobs.

Need Help?

Contact us and we’ll do our best to refer you to an agency that can meet your marketing needs.