Getting a steady stream of roofing leads requires a balanced approach, combining digital marketing, traditional outreach, and a strong local reputation. Based on extensive experience helping roofing contractors, this guide provides a direct breakdown of proven techniques—from local SEO to direct engagement—that can help you build a reliable system for generating new customer inquiries and avoid leaving potential jobs on the table.
Foundational Digital Marketing Strategies
An online presence is non-negotiable for modern roofers. Homeowners overwhelmingly turn to search engines when they need a roofer, especially in an emergency. Research from BrightLocal shows that 97% of consumers learn more about a local company online than anywhere else source.
Optimize for Local Search
Local Search Engine Optimization (SEO) is about making your business visible when potential customers search for “roofer near me” or “roof repair in [your city].” The foundation of local SEO is your Google Business Profile (GBP).
- Claim and Complete Your GBP: Fill out every section of your profile with accurate information, including your service area, hours, and phone number.
- Gather Customer Reviews: Consistently ask satisfied customers for reviews. Positive reviews build trust and are a major factor in local search rankings.
- Build Local Citations: Ensure your business name, address, and phone number are listed consistently across online directories like Yelp, Angi, and the Better Business Bureau.
Run Targeted Online Advertising
Pay-per-click (PPC) advertising on platforms like Google and Facebook can generate leads quickly. Unlike SEO, which takes time, ads can put your business in front of homeowners almost immediately.
- Google Ads: Target keywords like “emergency roof repair” or “new roof cost.” You can set your ads to show only to people in specific zip codes, which is useful for targeting areas recently hit by storms.
- Facebook Ads: Use visual ads that showcase your best work. Facebook allows you to target users based on demographics like homeownership status and location.
Bonus Tip: Use ad scheduling to run your campaigns during hours when potential customers are most likely to be searching and you are available to answer the phone. Running ads overnight often leads to wasted spend.
Traditional and Direct Outreach Methods
While digital marketing is powerful, old-school methods still deliver high-quality leads for roofers. These tactics build face-to-face trust and capitalize on immediate needs.
Leverage Referrals and Local Partnerships
Word-of-mouth remains a top source of business. A happy customer is your best salesperson.
- Create a Referral Program: Offer a small reward, like a gift card or a discount on future services, to past customers who refer new clients.
- Partner with Related Businesses: Build relationships with insurance agents, real estate agents, and property managers. They are often the first people homeowners call with roof-related issues and can send a steady stream of work your way.
Master the Art of Door Knocking
Canvassing neighborhoods, especially after a storm, is a direct way to find homeowners who need your services. Success depends on a professional and helpful approach, not a high-pressure sales pitch.
Bonus Tip: The best time to knock on doors is typically on weekday evenings between 4 PM and 7 PM or on Saturday mornings when homeowners are most likely to be home and receptive.
Comparing Lead Generation Channels
Choosing the right methods depends on your budget, timeline, and goals. Not all lead sources are created equal. The table below offers a comparison of common channels to help you decide where to invest your resources.
| Lead Source | Average Cost Per Lead | Lead Quality | Effort Required |
| Local SEO | Low (Time Investment) | High | High (Ongoing) |
| Google Ads | $50 – $150+ | Medium to High | Medium |
| Referrals | $0 | High | Low to Medium |
| Door Knocking | Low (Time Investment) | Medium | High |
| Lead Services | $25 – $100+ | Low to Medium | Low |
Things to Consider Before Making a Decision
While the table above offers a useful comparison, the best approach depends on your specific goals. Before you spend a dollar on marketing, it’s crucial to step back and define your strategy.
- Your Budget: How much can you consistently allocate to lead generation each month? Start small with one or two channels, measure your return on investment, and then expand.
- Your Target Customer: Are you focused on residential or commercial roofing? Are you targeting emergency storm damage repairs or elective replacements for aging roofs? Your answer will determine your messaging and which channels you use.
- Local Competition: Analyze what other successful roofers in your area are doing. Look at their websites, online ads, and reviews to identify opportunities where you can stand out.
Next Steps for Your Business
A consistent flow of leads comes from a balanced approach. Combine the long-term brand building of local SEO and referrals with the immediate impact of targeted ads and direct outreach. The key is to start, track your results, and focus your budget on the channels that deliver the best return for your specific market. Evaluate your current strategy and identify one or two new methods to implement this month.
For a more detailed analysis of your specific market and business goals, the team at Local Pack can provide guidance based on proven strategies. You can reach out by email at info@localpack.net or by phone at (929) 583-5756 to discuss how to build a stronger pipeline of customers.
Frequently Asked Questions
What is the fastest way to get roofing leads?
Paid advertising, like Google Ads, combined with door knocking in a storm-damaged area is typically the quickest way to generate immediate inquiries.
How can I get free roofing leads?
Free leads primarily come from organic methods that require time instead of money. This includes optimizing your Google Business Profile, encouraging customer referrals, networking with local businesses, and engaging in local community social media groups.
Are paid lead generation services worth it?
They can be, but proceed with caution. Many services sell the same lead to multiple contractors, creating a race to the bottom on price. It’s often better to invest in building your own lead generation assets.
Should I use Facebook or Google Ads for roofing leads?
Use both, as they serve different purposes. Google Ads captures people actively searching for a roofer (high intent). Facebook Ads builds brand awareness and targets homeowners in specific areas before they even start searching, which is great for storm damage campaigns.
How important are online reviews for getting leads?
They are absolutely essential. A large majority of homeowners read online reviews before hiring a local service business. A strong collection of recent, positive reviews on platforms like Google and Yelp builds immediate trust and directly influences whether a potential customer will contact you.
Sources
- BrightLocal – This report provides extensive data on how consumers use online reviews and local search to find and choose local businesses.
- National Roofing Contractors Association (NRCA) – Market Index Survey for Reroofing – This is a survey published by a coalition of trade associations covering contractors, manufacturers, etc. It gives quarterly findings (project backlogs, customer inquiry trends, etc.) and is a very credible source in the roofing industry.
