Let’s be honest: nobody wakes up excited to call a roofer. If they’re calling you, something’s leaking, cracking, or sagging; which means they’re stressed, skeptical, and probably Googling with one hand while holding a bucket with the other. So, how do you become the company they trust, not just the one they find?
Here’s the thing. Roofing is a local game. It’s seasonal, high-ticket, and built on trust. That means your marketing can’t just be loud; it has to be smart. Let’s walk through how to actually get more customers for your roofing business, without wasting your budget or your time.
Start with the obvious: Local SEO and Google Business Profile
Nearly everyone checks out a business online before calling. In
fact, 97% of people do, according to BrightLocal. That means your
Google Business Profile isn’t just a listing; it’s your storefront. Make sure your name, address, and phone number are accurate. Add real photos of your work, not just stock images of suspiciously perfect shingles. And yes, reviews matter—a lot. Ask happy customers to leave them. Politely, but consistently.
Your website needs to pull its weight too. Use location-based keywords like “roof repair in Dayton” and build separate service pages for each offering. Metal roofing. Shingle replacement. Emergency tarping after a storm. Each one should have its own page. Tools like Whitespark and BrightLocal can help you manage your citations and track your rankings without losing your mind.
Next: Google Ads, but smarter
Google Ads can be a money pit if you’re not careful; but when done right, it’s a goldmine. People searching “roof leak repair near me” aren’t browsing—they’re buying. Use exact match keywords to avoid wasting money on vague searches. Call-only ads during business hours work well too. They skip the form-fill and go straight to the phone call, which is where most roofs get sold anyway.
And if you haven’t tried Google’s Local Services Ads, you’re missing out. They show up above regular ads, charge per lead, and come with a “Google Guaranteed” badge that makes you look instantly legit. It’s like getting a thumbs-up from the algorithm itself.
Referrals: still undefeated
Roofing is a trust-based purchase. No one’s going to hire a stranger with a ladder unless someone they know vouches for you. According to Nielsen, 92% of people trust referrals from friends and family. So, make it worth their while.
Set up a referral program. Reward past clients, realtors, even insurance adjusters who send business your way. Make sharing easy: pre-written texts, shareable links, and a simple form on your site. Track it all with a CRM like JobNimbus or HubSpot so you’re not guessing who sent who.
Teach, don’t just sell: content and video
Roofing isn’t exactly intuitive. Most homeowners can’t tell the difference between a minor issue and a full-blown replacement. That’s your cue. Write blog posts like “How to know if your roof needs replacing” or “Metal vs. asphalt shingles: what’s better for Midwest winters?” Keep it simple, honest, and helpful.
And don’t sleep on video. Show before-and-after projects. Interview happy customers. Walk people through what a roof inspection looks like. Post it on YouTube, Instagram Reels, maybe even TikTok if you’re feeling bold. Video builds trust faster than text ever could. According to Wyzowl, 89% of people say watching a video convinced them to buy
something.
Team up locally: partnerships and micro-influencers
You don’t have to do this alone. Realtors, contractors, and property managers are all talking to homeowners who need a roofer. Build relationships with them. Offer free inspections during home sales or renovations. Be the roofer they refer without hesitation.
Also, look for micro-influencers in your area. Not the ones with 100k followers and no idea where your town is. I’m talking about local home bloggers, neighborhood Facebook group admins, or even that guy on Nextdoor who posts about everything. A well-timed shout-out from the right local voice can fill your calendar.
Direct mail: yes, really
Digital gets all the attention, but direct mail still works; especially after a storm. Send postcards to affected neighborhoods with a clear offer: free inspection, limited-time discount, whatever makes sense. Include a QR code that takes people to a landing page where they can book right away.
Want to double down? Pair it with digital ads targeting the same zip codes. Tools like PostcardMania and Mailchimp’s postcard feature make this surprisingly painless.
Storm data: your secret weapon
Storms are bad for roofs; great for business. Use tools like HailTrace or Weather Fusion to track storm activity in real time. When a hailstorm hits, be first to show up—physically or digitally. Door hangers, SMS campaigns, even hyper-local Facebook ads. Offer to help with insurance claims too. Most homeowners don’t know where to start, and your guidance adds real value.
Your reviews are doing the talking
84% of people trust online reviews as much as personal
recommendations. So if your Google rating is 3.2 stars because of one cranky guy from 2018, fix it. Use tools like NiceJob or Podium to automate review requests via email or text. Make it part of your close-out process.
And don’t ignore the bad ones. A thoughtful, professional response to a mediocre review can actually build more trust than a dozen five-star raves. People notice how you handle criticism.
Track what’s working, cut what’s not
You can’t improve what you don’t measure. Use Google Analytics, call tracking tools like CallRail, and your CRM to figure out where your best leads are coming from. Then double down on those. A/B test your ads, landing pages, even your email subject lines. Small tweaks can lead to big wins.
Make it easier to say yes: offer financing
Roofing isn’t cheap. A $10,000 quote can scare someone into ghosting you. Offering financing—especially with “0% down” or “monthly payments under $100”—can make a huge difference. Promote it clearly in your ads and on your site. Partner with companies like GreenSky or Service Finance to make the process seamless.
You don’t need a magic bullet. You need a system. One that blends trust, visibility, and smart targeting. Do that, and when someone’s roof starts leaking, you won’t just show up in search results; you’ll be the first call they make.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog