Is Social Media a Must for Roofing Companies?

Currently in the USA, the market size of roofing contractors is about $45 billion. At the same time, the number of roofing companies is 103,755. 

There is always a doubt in roofing companies about how significant social media marketing really is.

In the last few years, the development of roofing companies has shown how vital it is to open social media business pages on all social media platforms. 

However, how digital marketing will in fact help them is still not clear to some.

Roofing Industry and Its Pattern

Roofing services are always an on-demand industry. At the end of the 70’s when the American housing development industry started to grow very fast and by-products of roofing companies began to boom, many new roofing companies gradually entered the market. 

Considering the fact that roofs are not a regular commodity, selling roofs is normally complex most of the time. Roofing companies do not get the same clients every year, so marketing for roofing companies is always a need in order to acquire new customers each year.

As roofing services involve a good amount of money, people are more prone to buy from that specific roofing company they trust the most. 

Although the roofing market is biased toward trustworthy brands, trust plays the most significant role in the roofing industry. 

But that does not mean there is no room for new roofers!

Back in the 90’s people used to go for local references to select different roofers. In those times, marketing for roofing companies was managed differently. 

The Market of Social Media for Roofing Companies

Then social media came. Back in 2004, when Mark Zuckerberg started Facebook, it was just an inter-college message system. 

Over time, Facebook became the social media giant with a revenue of $18.69 billion! With almost 2.9 billion active users per month, Facebook is one of the biggest media platforms. 

The case is mostly the same for all other popular social networks. 

According to Hubspot, “People spend a minimum of 60 minutes per day on social platforms!” 

Through these social media platforms, roofing companies could reach a massive number of people at a time. It has gradually become a popular marketplace for all types of roofing services

With the increased competition of commercial roofing contractors, roofing companies need to promote their services on different social media platforms. That is why social media marketing has become a very effective tool to generate new sales and attract potential customers easily.

Impact of Social Media

No matter the size of your roofing company, the impact that social media marketing could bring to your roofing business is enormous. Your competitor’s social media content can determine your customer’s behaviour. 

In 2019, a study made by The ODM Group found that social networks influence the purchasing decision of 74% of consumers. 

Another study shows 71% of consumers rely on social media referrals. These statistics tell the whole story. 

In 2020, after the beginning of the covid-19 pandemic, people were even more dependent on different online platforms. The influence of all social media platforms increased like never before. Indeed, the roofing industry is not an exception. 

Impact of Social Media on Roofing Services

If you ask any old American, “How did they choose their roof contractor 20 years back?” they would undoubtedly give you some offline reference that they used to use! 

Marketing for roofing companies was always a part of roof selling. There were different roofing contractor’s marketing techniques that used to be very useful even ten or twelve years back. 

Even with innovative marketing ideas, offline marketing for roofing companies is not getting cost-effective results. Over time, the model has changed. 

Now roofing companies have seen all the advantages of hiring a digital marketing agency specializing in the roofing industry. You can trust Roofers Going Digital will take all the responsibilities!

With an excellent inbound marketing strategy for your roofing company, we could drive more sales cost-effectively! But, how? 

That will depend on your budget and scope, from email marketing to local SEO, to paid ads on social platforms; the list is endless.

How Social Media Especially Helps Roofing Companies to Grow?

Every business gets benefits from social media marketing. But only a few sectors get the maximum benefit from social media, and the roofing industry is one of them. 

As roofing services require trust, anything is possible to achieve for any roofing company with a specific social media marketing plan. We listed a few of the many benefits that roofing companies get from social media:

  • Through social media, any roofing company can increase its visibility to its potential clients. In social media marketing, it’s even possible to reach a specific target group. That way, you can make a more significant impact.
  • Online Lead Generation. You can connect directly to your prospects with your social business pages. The followers are very likely to convert it to clients. 
  • Roofing companies can get direct feedback from their clients and even understand market trends and change policies or products accordingly!
  • The more you reach the clients and create brand awareness, the more clients you will attract. In social media, the growth of any roofing business is exponential.
  • Even if you send a salesperson for door-to-door selling after a valuable social media marketing campaign, the chances of getting new orders from social media are higher because of your pre-established presence as a roofing company.

Actually, for any brand nowadays, its online presence is its existence. This is even more applicable to roofing companies. You can get good reviews on your social media profiles that boost your sales up to 1000 times! That’s right, social media is so powerful.

A recent study by ServiceTitan has shown in America that only 45% of businesses are growing. 

So, no matter what you think about social media, you have to consider it to grow your prospects. 

In these times, if you don’t have an online presence and your roofing company does not look confident on social media platforms, your sales will suffer!

4 Digital Marketing Tips for Roofing Companies

With the arrival of COVID-19 in our lives, we all have been forced to change our daily habits. The digital presence of roofing companies has become necessary despite what was previously thought. 

Nowadays, it is no longer a choice but an obligation.

These changes have affected the way people interact. Most of the digital gurus such as Gary Vee and Neil Patel, comment that the digital revolution has been ahead for more than 10 years and that it is no longer proper to refer to the present as digital but as post-digital.

This reflects the importance of having a digital presence for your roofing company and having your roofing services available online. Every day, more roofing companies and roofing contractors are beginning to have an online presence with no exception.

“If your business is not on the internet, then your business will be out of business.” Bill Gates famously said.

This phrase from the tycoon and founder of Microsoft is very revealing. 

However, it is not enough to simply be on the internet; you need to be a highlight that shines against the others.

There are so many options for roofing services that are available online to your customers. With just one click on their smartphone, major search engines such as Google, Bing, or Yahoo, will return hundreds and thousands of results about roofing companies.

A common mistake that roofing companies make is thinking that having a website or a social media business page will be more than enough to generate new customers and increase sales. 

FALSE! Of course, it is okay for them to do so, but this does not guarantee that you will get the results you want.

So then, how do you do it? What strategies do you need to follow? To answer those questions, Roofers Going Digital has these essential marketing tips for roofing companies that you should consider:

  1. Create Valuable Content and Answer Customer Questions

Focus all your content on solving the uncertainties of your potential customer requirements (costs, delivery times, quality of materials, experience in the industry, etc.)

Think about the number of roofing service competitors you face. In Roofers Going Digital, we always like to say that competition is a good thing; it is an opportunity to improve your services, work, and projects or restorations.

  1. User-Generated Content

The holy grail of social media content is UGC. Documenting all of your work, taking photos and videos, interacting with your clients, and using their good comments should be part of your digital strategy.

Adoration for the work you do is the best social media content. You can influence user-generated content by offering rewards, contests, or giveaways. 

You can also create content about some unfortunate situations and what you did to solve them. Doing this will show that you are not perfect and you also make mistakes, but that you are always committed to solving them and meeting the needs of your roofing customers.

If you are more focused on residential projects, we recommend creating content for Facebook or Instagram. According to Hubspot, these are the social media channels where millennials spend most of their time. Currently, they are the leading market for residential projects.

In addition, if your target audience focuses on commercial and industrial roofing, you certainly need to be on LinkedIn and Twitter. These two social media channels focus on B2B strategies, and all of the big companies in the industry and their team members are there. 

  1. Website, Landing Page & Chat Box

Now it’s time to direct all of that creativity and your client interactions towards a landing page and place forms where your customers can leave their data and request information through an online chat. Make sure that your website looks professional and modern at the same time and, above all, that it is easy to use.

Also, do not forget to provide the same user experience in mobile formats.

  1. Search Engine Optimization & Paid Ads

You can implement the ad words campaigns; using Google Ads can be very profitable if you do them correctly. Ensure to identify the keywords for your roofing services and the primary searches your customers perform, and always include them in your titles, descriptions, and content.

An easy way to identify keywords organically would be using the search engine itself as a tool, like in this example below:

Of course, do not forget to include your address, phone number, and contact email.


You can always contact Roofers Going Digital for professional advice. We are here to help with all of your needs.