Top 16 Marketing Strategies For How To Get Roofing Leads Fast

Let’s face it if you have a roofing company you are probably constantly wondering how to get roofing leads. As a roofing business owner, you probably realize that there are so many potential customers available seeing that virtually every home and business has a roof. The real question is how do you get roofing leads that are qualified and that will result in a likely sale. The goal is to have qualified roofing leads coming to you, vs you having to hunt them down. In this post, you’ll learn 16 marketing strategies for how to get roofing leads for your roofing business.

1. Use Door to Door Sales to Get Roofing Leads

Using door-to-door sales as a method of how to get roofing leads can be very effective.  Obviously, not every home will be a qualified prospect, but it can give you a place to start without much investment upfront. Roofing jobs can be very lucrative and paying a percentage to a door-to-door salesperson on commission can end up paying for itself as you only pay out when a sale is made.

The first part of the process is to develop an effective script for the door-to-door sales reps. This could go something like “Hi I’m (name) with (company name), I’m out in the neighborhood today because we are working with some of the other neighbors for roof replacements and we had a few openings left. It’s more cost-efficient for us to work with several neighbors in the same area vs going all over the city, so we are offering free estimates to people in the area. I’m just stopping by to let you know about the discount we are offering in case you wanted to take advantage of it. By the way, I’m just curious as to when you last had your roof replaced?”

You could also time these campaigns in conjunction with big storms that could likely lead to roof damage. This approach can get the conversation started and qualify the roofing leads in an area quickly. This approach works best because you are coming from a place of service, vs just trying to sell your services.

Even if someone just had their roof replaced, and they aren’t a good candidate you can use that opportunity to get their name. Moving forward you can name drop that you talked to them with future neighbors. This can help lower someone’s guard and help them be more open to hearing your offer.

To learn more about this door-to-door sales approach, I’d recommend checking out the book Door-to-Door Millionaire. You can pick up a copy on Amazon here.

2. Networking events

Networking seems to have become a lost art form for a lot of people, but it can still work today even in an at-home environment. Traditionally a great way to network is through networking groups and associations like the chamber of commerce in your local area.

These methods still work if they are available, and many have shifted into an online format if they aren’t holding in-person meetings. The big reason people don’t get roofing leads from networking is that they turn it into a pitchfest and only focus on selling.

Networking needs to be about building relationships and making connections not forcing a sale on a first encounter. When you are networking to promote your roofing business, simply get to know people and casually bring up that you are a roofing contractor.

Look at networking like farming. Each connection you make is like panting a seed. As you develop relationships with new contacts is creates a network of people who know you as the roofing guy or gal.

When people know, like, and trust you, they are more likely to do business with you. Click To Tweet

At this point, when the timing is right for someone to get a new roof, or they hear of someone who needs one, they reach out to you with that roofing lead. The downside to networking is that it can take a lot of time, but with networking events turning to online meeting rooms it can be more beneficial than ever.

3. Prospecting on LinkedIn

You can follow a similar approach to networking events to get roofing leads by prospecting on LinkedIn. The great thing about prospecting on social media is that you can hustle to your heart’s content to generate roofing leads. Plus, you can actively prospect during hours of the day when you couldn’t normally do other types of prospecting like door-to-door sales or cold calling.

LinkedIn is great because you can connect with virtually anyone and it has the ability to search for people with specific career and job titles. With this in mind, you could narrow your search to only include job titles that have salaries that likely could afford a home and that could be a good potential prospect for your roofing business.

Once you have your search narrowed down, connect with people who you think could be a good fit. After they have connected with you, you can simply send a message saying something like, “Hey (name) I appreciate you connecting with me. I just figured I’d reach out and introduce myself and let you know that I specialize in helping homeowners save money on their roofing replacement costs. If you ever are in the market for a new roof, know anyone who is in the market, or have any questions regarding roof replacement, feel free to reach out! Let me know if there is anything I can do to help with your endeavors as well. Thanks!”

Following a script like this can help you plant the seed for a future roofing lead without being spammy. Also once these people are connected with you they can see the content you post. Using a content marketing strategy in conjunction with this prospecting can drive traffic to your website to help get roofing leads.

4. Prospecting on Facebook

Facebook has a large network that most people are on. On top of that, they have one of the largest selections of targeted groups on social media. The key here is to network and connect with people who are likely to be in your target market.

For example, in the photo above you could do a simple search for homeowners and then filter for groups. As you can see there are hundreds of groups you can scroll through and join. You can even narrow the results down by specific cities you want to target and join those groups if you want to get local roofing leads.

Be sure to read the group rules, before you post. Once you do, if it is ok to post, focus on sharing value-based content, and networking with people who seem to fit your ideal customer avatar. Check out the video below for more on finding Facebook groups and what kind of things to post to generate leads for your business.

5. Build a website for your roofing company to get more roofing leads

Now if you don’t have a website at this point for your roofing company, you really should. Most people these days don’t take a business seriously if they don’t have a website. Unfortunately, just having a website isn’t enough. If you don’t have a professional website and specific elements on your website you may repel potential customers rather than attracting them.

Your website should focus on five goals, building trust with potential customers, educating potential customers, building credibility for your company, generating leads, and selling your services. There are many ways to achieve these goals with your website, so let’s start with building trust with potential customers.

The first way you can build trust is to have a professional design and theme for your website. If your website looks outdated and unprofessional, people will think twice about hiring you. Another way to build trust is to use real photos instead of stock photos on your website. People see through stock photos very quickly these days so using real photos can build more trust and credibility for your roofing business quickly.

Another way to build trust and credibility is by highlighting positive reviews on your website. Social proof is a powerful selling tool. Instead of you telling potential customers how great your services are, you can have happy customers do it for you. When you have a 3rd party talking about the qualities of your services it works much better than you doing it alone.

In addition to content that builds trust on your website, you also want to develop a content marketing strategy to educate potential customers. When a customer is educated it can help them make informed decisions and when you are the roofing company that helped them learn, they are likely to work with you over the competition.

6. Create a lead magnet to generate more roofing leads

One form of content marketing that can also help you generate roofing leads and sales is developing a lead magnet. A lead magnet is something of value that you give away for free in exchange for a potential customer’s name, email, and phone number.

As a roofing company, there could be serval options you could use as a means of how to get roofing leads. For example, you might create an ebook on a topic like “The top 10 roof maintenance tips to increase the lifespan of your roof by 5 years or more.”

The philosophy behind creating a successful lead magnet is to give away something your ideal customers would want. To do this create something that helps them solve a problem, or that answers a common question or that helps them reach a desired result faster.

Some effective versions of these lead magnets could be things that help potential customers save time, save money, help their current roof last longer, or buy a roof that will last longer in the future. There are also several methods to deliver information as a lead magnet. You could create an ebook described in the video below, a PDF download, a video series, and more.

Once you have made your lead magnet, you also want to make a landing page on your website and embed the opt-in form there. If you don’t yet have a website you might also consider using a sales funnel system like Clickfunnels to create a simple landing page and thank you page for your lead magnet.

7. Free Roofing Estimate Calculator

Another effective lead generation strategy for roofing contractors is to provide a free roofing estimate calculator. You’ll typically find that most people who are thinking of replacing their roof have only a general idea of what it might cost. Even that idea is usually off considerably compared to what it would actually cost.

For the most part, people are simply looking for a general idea of what a new roof or roof repair will cost for the size of their house. If you create a reasonably accurate calculator that provides free roofing cost estimates, you should be able to generate leads for your roofing business.

The image above is an example of a calculator that will give general pricing for a low-end roof up to a high-end one. Again most people are looking for just a general idea so they can budget appropriately. If you provide a roofing estimate calculator on your site and advertise it you should be able to get roofing leads for your business.

Some calculators are as simple as entering in the square footage of the building and then it outputs a rough estimate of the cost of a new roof. These can work well too. Simply require a name and email to deliver the estimate to and you can follow up afterward to promote your roofing services.

8. Email marketing to convert roofing leads

Now we covered how to create a lead magnet, and to use a free roofing estimate calculator to generate roofing leads, but not all of those leads will be ready to buy from you. This is where email marketing comes in as a means to help you get more qualified roofing leads, and to convert leads into sales.

Email marketing can be used to further educate your leads and help move them along in the sales process. If someone requests an estimate on a roof replacement or downloads a guide on roof maintenance, they might not be ready to hire you at that time. These roofing leads may also be shopping around between you and the competition.

Each value-based email you send out can help further deepen the relationship with the lead and your company. It can also be used to develop credibility, authority, and trust with your business. When people understand what they are buying, trust your company, and see you as an expert, they likely will choose to hire your roofing company over the competition.

A single follow up call or email may not be enough to convert these leads, but if you implement an ongoing email marketing strategy for your roofing business, it can lead to an increase in conversions. Email marketing is an essential marketing strategy if you want to convert cold traffic and leads into warm leads that are ready to hire your roofing company.

If you don’t yet have an email autoresponder, I’d highly recommend getting one. It can make the process of education, building relationships, and converting leads much easier, and you can do it on autopilot. If you’d like to check out the email marketing service, Aweber, which I’ve used for years, you can start for free here.

9. Content marketing as a means to get roofing leads

Another marketing strategy you should implement to grow your roofing business is content marketing. Understand that not everyone who comes to your website for the first time is going to be ready to buy.

This is another reason you need a website and content to help educate potential customers and establish trust and credibility for your business. Content marketing is when you create content like videos and blog posts and web pages, that answer common questions, potential customers have. You can also create content that helps solve common problems your ideal customers are likely dealing with.

For example, as a roofing company, you could create blog posts on topics such as “how to choose the right shingle”, or “roof maintenance tips”. You might make other content, on saving money on roof installation, or DIY roof repair tips.

Create content that is focused on helping your ideal customers and then at the end of the content use a call to action for the next step in your sales process. For example, you might end a blog post with a “P.S. line” and a call to action statement. Something like “P.S. If you don’t want to overpay for your next roofing project, get a free estimate from us first. Click here for a free roofing repair estimate.”

It doesn’t have to be super salesy or pushy, but a light call to action that helps lead into your next part of the sales process. It could be something like, “Have a question about getting your roof replaced? Give us a call at 111-222-3333! We are happy to help!”

The content will attract your ideal customers to your site, and by educating them and building trust when they are ready to hire a roofing contractor they will be more likely to choose you.

10. Optimize SEO for roofing leads

Another aspect of content marketing is optimizing for SEO. Not only do you want to make content that is beneficial to your ideal customers, but you need to make sure it is positioned in a way that people are actually searching for.

This is why you should do keyword research before creating content like blog posts and videos for your roofing business. I made this mistake early on in my marketing career, in that I made content that I knew my ideal customer needed to read, but it wasn’t positioned in a way that they were actually searching for.

This meant that while the content was of good quality, no one found it organically and my business didn’t grow. It wasn’t until I combined keyword research and SEO optimization with content marketing that my traffic and lead generation really took off.

Once you learn a few SEO secrets and how to optimize SEO correctly your content can start to rank on Google much faster. Keyword research is the foundation, but then you need to optimize things like the title, headings, image alt tags, and more.

Below is an infographic that can help walk you through the basics of SEO optimization. Implement these in your content marketing plan and you can start to attract more roofing leads for your roofing business.

11. Optimize Google My Business for local SEO

Another marketing strategy you must implement to grow your roofing company is to set up and optimize a Google My Business page. With an optimized Google My Business page, you open the door to attract a lot of local roofing leads.

Have you ever searched for a service using terms like “near me”? When potential customers use these terms it often refers them to Google Maps. If your Google My Business page is optimized it is more likely that your business will show up in this top map pack. (Shown below.)

Often these search results will get the majority of calls and traffic from local customers. If your Google My Business page isn’t optimized you could be missing out on hundreds of calls each month.

In addition to filling out things like your business category, your services, and business hours, there are other steps to take to maximize your exposure. A few to focus on are adding photos on a regular basis, posting consistently, and getting more reviews on your page.

Combining these tactics together can help you get more local roofing leads for your roofing business.

12. Video marketing on YouTube to generate roofing leads

Another great marketing strategy for roofing companies is to use video marketing to generate roofing leads. Similar to blogging and content marketing, you can create videos that are evergreen and benefit from SEO.

This means that you can create a video and it can generate targeted traffic and leads on an ongoing basis virtually forever. If you publish value-based videos on YouTube and target the right keywords you can actually get hundreds or even thousands of views every month.

Doing this could give you virtually free advertising for your roofing company, and these videos have several additional benefits as well. Video marketing is one of the best ways to build trust, credibility, and authority for your roofing business. When you make a video that answers a question of your ideal customers or explains a process you use it positions you as an expert.

People want to do business with roofing companies that know what they are doing. Creating helpful videos that educate consumers is a great way to promote your business and generate leads. If you aren’t sure what kind of content to make, choose topics that center around answering questions or solving problems you know your ideal customers have.

For example, this could be things like roofing installation tips, how to choose roofing materials, or even maintenance tips for roofing. All of these things are topics people concerned with their roof quality or that are looking to replace their roof would be searching for.

Then at the end of your video simply include a call to action telling viewers to reach out to you with questions or to visit your website for a free roofing estimate. Plus if your videos get popular enough you can even run ads on them to generate extra revenue.

13. Run Facebook ads for roofing leads

If you have some additional funds in your marketing budget I’d also recommend running Facebook ads. The great part about running Facebook ads is the ability to create custom audiences for targeting.

There are 3 key elements to running successful Facebook ads. These are the right targeting, the right messaging, and the right offer. When you have all of these things correctly toggled in, your Facebook ads for your roofing company will be effective.

As far as targeting goes you can use custom lookalike audiences based on your current customer list and visitors to your free estimate request thank you page as a start. These custom audiences usually work best because they are based on your best prospect’s ideal behavior. Other great audiences could be things like retargeting your website visitors that haven’t yet requested an estimate or fans of your competitors.

The offer can be a free estimate or your lead magnet you created in one of the earlier steps discussed above. Finally, when it comes to your messaging there are 3 steps you can follow there as well.

The first is to call out some kind of problem your ideal customers are dealing with. The second is to show how the features and benefits of your roofing company solve those problems. Third, you include a call to action telling people to visit your landing page where they can get your offer or lead magnet that is a solution. See the video for a more detailed explanation of this process.

14. Run PPC or Google ads for roofing leads

Using PPC or pay-per-click advertising like Google Ads is another great way to generate leads for a roofing business. The great thing about advertising your roofing business with Google Ads is that you can target people using specific keywords and search terms.

For example, you could advertise your roofing business using terms like “roofing repair”, “roofing estimates”, “roof replacement” and more. When you target people using terms like this you can often get a very high conversion rate because they have a high buying intent for your business.

To further optimize these ads and lead generation strategies be sure to have an offer your ideal customers would be interested in. If you’ve followed the advice above you can use your lead magnet you created or offer a free estimate on your services.

By targeting the right terms it can be pretty simple to attract your ideal customers with your ads. You also might consider highlighting some kind of discount or offer special to those who see your Google Ads. This can help improve your click-through rate and conversion rates from your ads.

Highlight the benefits of working with your roofing company, not just the features. People aren’t as interested in the features of your business compared to the benefits. Every ad looks virtually the same when you only talk about your features. You’ll stand out from the crowd and get more roofing leads from your ads by highlighting the befits of hiring your roofing company over the competition.

15. Google Local Services Ads

If you aren’t as tech-savvy another option to generate roofing leads for your business is using Google Local Services Ads. These are typically a great option to promote your roofing business because Google backs the quality of your business.

Also what is different with this advertising strategy is that you are paying per lead, not per click like regular Google ads. Another cool benefit to this advertising method is that your ads will show up above regular Google Ads so it’s the first thing people see. As you can see in the picture below a quick search for roofing companies lists these top companies on Google.

Since Google backs these companies by guaranteeing the quality of the service, potential customers feel more comfortable requesting estimates and working with these companies. Advertising your roofing company in this fashion can instantly build credibility for your business and can help you generate more quality roofing leads.

With this advertising method, you need to determine how valuable a roofing lead is to you. Certainly, not every lead generated in this way will convert, but if enough of them do with such a high ticket offer like replacing a roof, they can usually pay for themselves.

When using this marketing strategy for your roofing company you’ll also need to have a strong focus on your review and reputation management strategy as well. As you can see in the photos below the reviews of the company are highlighted right at the top.

If your company has an average or bad review score or even no reviews, this might be a marketing strategy to hold off on. People want to do business with a company they can trust and if your reviews are highlighted but aren’t good, people may avoid doing business with you.

16. Angie’s List, Home Advisor, or other lead generation sites

The final marketing strategy for how to get roofing leads we’ll cover in this post is using lead generation sites. There are lots of sites that offer these services like Angie’s List, Home Advisor, and more.

This type of lead generation strategy is different because you are simply buying leads from these companies instead of generating your own. What this means is that the company generates roofing leads and then sells them to you after that.

The good news is you don’t need to be tech-savvy or know how to market your business properly and you can just buy these leads. The downside is that you typically may overpay for these leads so these lead generation companies can make a profit. Also, in many cases, these roofing leads aren’t only sold to you. Often these types of lead generation companies sell their leads to several roofing companies at the same time.

You might be the 4th or 5th roofing company to call a lead and your only means of staying competitive might be to offer the lowest price. If you don’t want to compete on price or offer the lowest price you may end up wasting money on these leads. Certainly, these companies can offer good leads, but you might overspend on them.

Also, these companies usually don’t do much in the way of qualifying leads either. This would further waste your time and money talking to unqualified prospects. While these lead generation companies can work to grow a roofing company, usually we recommend generating your own roofing leads instead.

That way you have built-in trust and credibility with the leads, and the leads are also usually cheaper to generate.

Conclusion

Overall, there are a lot of effective marketing strategies for how to get roofing leads for your roofing business. Which one works best can really depend on your goals, budget, and time frame that you want to get leads.

Typically we recommend a combination of both long-term marketing strategies like SEO, content marketing, and video marketing mixed with paid advertising strategies. This way you can build a foundation of organic traffic and generate your own leads passively and get leads quickly with paid ads.

Marketing your roofing business doesn’t have to be overly complicated either. Focus on answering questions, solving problems, and sharing the benefits of working with your company and put that content in front of your ideal customers.

You can do this with SEO optimization, direct marketing campaigns, and targeting the right keywords with paid advertising. If you have an advertising budget to work with but aren’t tech-savvy you may consider using a lead generation site or running ads with Google Guarantee.

Implement these marketing strategies for your roofing business and you’ll be getting more roofing leads in no time! By the way, if you’d like our agency’s help marketing your roofing business, click here to schedule a call to review your online presence.

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Mike MacDonald

Facebook: facebook.com/coachmikemacdonald

Email: [email protected]

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“I help business owners generate more traffic, leads, and sales with digital marketing, paid ads, and automation.”

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