Roofing isn’t just about nailing shingles; it’s also about knowing how to attract a steady stream of new clients to keep your business solid and growing. To stay ahead, you need to be both a capable roofer and a savvy marketer.
Let’s climb to new heights with 21 of the best roofing lead generation ideas for 2024, exploring where to find potential clients and how to convert them into the foundation of your business’s future.
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How to generate leads in roofing
Whether you’re an experienced roofer looking for inspiration or a digital marketer driving traffic, we’ve got some tip top roofing lead generation ideas for you:
1. SEO Your Site
Search Engine Optimization (SEO) is a powerful tool for companies seeking to generate more roofing leads. By using tools such as Google’s Keyword Planner and SEMrush, you can identify popular search terms related to your business and incorporate them into your website.
Link building is another essential aspect of SEO. Backlinks from other websites signal to search engines that your content is valuable, boosting your rankings. Tools like Ahrefs and Moz can assist you in this process.
In addition to industry blogs and general directories, local business directories are also invaluable for link building. Websites like Yelp, Yellow Pages, and Google My Business not only provide backlinks but also increase your visibility to potential local customers. By listing your business in these directories, you can improve your local SEO and attract more customers in your area.
Remember, Google’s algorithms prioritize high-quality, relevant content. Learning more about these algorithms at Google’s Search Central can help you create content that both appeals to customers and ranks well in search engine results.
2. Fire Up Facebook / Meta Ads
Facebook can be a game-changer for roofing lead generation, with success stories bringing in roofing leads for a couple of quid each. Here’s how:
Firstly, set your Facebook ad campaign’s goal to drive conversions on your website. We recommend directing potential customers to a well-crafted landing page on your site that’s designed to convert visitors into leads, rather than capturing them on Facebook. By making your landing page as enticing and informative as possible, you’ll gather higher intent and better informed leads.
When setting up your first campaign, we recommend you test a special offer to give yourself the best chance of success. For instance, a discount like “$100 off” or “free roofing inspection” can be a strong incentive for people to click through and check out your site. The offer should be prominent both in your ad and on your landing page. You can always reduce or remove this offer later.
Now, onto the creative side. It’s important to split test (also known as A/B testing) different ad creatives to see what resonates best with your audience. Try various images, ad copy, and layouts. Remember, what works for one roofing business might not work for another, so testing is key to understand your unique audience.
Incorporating real customers, yourself, or your employees in the ads is a great strategy to demonstrate authenticity and a foster sense that your business is real and local:
Authenticity naturally translates to trust in the eyes of potential customers, and photos or testimonials from satisfied clients can be particularly effective.
Using psychological triggers like exclusivity and scarcity can also enhance your ads. Phrases like “Check your eligibility” or “Limited time offer” will create a sense of urgency and exclusivity, prompting quicker action from potential customers:
If you’re new to Facebook advertising and you don’t have much data yet, you can begin by targeting homeowners in your local area. Use Facebook’s demographic and interest targeting options to reach people who are most likely to need your services.
As your campaign gathers steam and you start getting conversions, use that data to create lookalike audiences, which will likely perform better (and will be more scalable) than interest targeting. Lookalike audiences let you target people similar to those who’ve already shown interest in your service, increasing your chances of landing more qualified leads.
Don’t forget to look at the Facebook Ads Library for inspiration. It’s a treasure trove of ad examples from various industries, including roofing. Analyse what others are doing, especially successful competitors, and learn from their strategies.
3. Engage With Email
Email marketing remains one of the most effective ways to boost your roofing lead generation game. It allows you to reach potential customers directly, and can also be used to nurture relationships with existing clients. For this, you can use reliable platforms such as Mailchimp or Sendinblue, both of which are well-suited for roofers.
Begin by building a robust email list. This can be done through a variety of means, such as offering a free guide or ebook in exchange for contact information. Once you have a list, leveraging the power of Mailchimp or Sendinblue, start sending out regular newsletters or updates. Keep content interesting and relevant, and make sure to include a clear call-to-action (CTA) in each email.
Don’t forget about email automation. Both Mailchimp and Sendinblue offer this feature, which allows you to send targeted emails to specific segments of your list, increasing the likelihood of conversion. For example, you could set up an automatic email to be sent to customers who have recently completed a job, encouraging them to leave a review or refer a friend.
4. Embrace Content Marketing
Content marketing is a powerful tool for generating roofing leads. By creating valuable, relevant content, you can attract potential customers and establish your company as an authority in the roofing industry.
Start by creating a blog on your website. Here, you can share posts on a variety of topics, from the benefits of different roofing materials to tips for hiring a roofing contractor. Make sure to optimize each post for SEO to increase its visibility:
Beyond your blog, consider other forms of content, such as videos, infographics, and ebooks. These can be shared on social media, sent out in email newsletters, or offered as gated content to generate leads.
5. Be Seen Locally
Local SEO is a vital strategy for businesses aiming to thrive in their local markets, and this includes roofing companies. The primary goal is to appear prominently in local search results to attract customers in your vicinity. One of the most effective ways to achieve this is by leveraging Google My Business, a free tool that lets you manage your online presence across Google platforms, including Search and Maps. It’s crucial to fill out your profile comprehensively, including your business name, address, phone number, hours of operation, and services you offer.
Further, optimizing your website for local keywords can significantly boost your visibility. For instance, rather than using a general term like “roofing services,” you could specify “roofing services in [your city].” This targeted approach can boost local traffic to your site and subsequently increase high-quality leads. There are numerous local SEO services available to guide and assist in this process, ensuring your roofing business stands out in the local market.
6. Bid With PPC
Pay-Per-Click (PPC) advertising is another effective way to generate roofing leads. With PPC, you bid on keywords related to your business and pay a fee each time someone clicks on your ad. A popular platform to leverage for PPC is Google Ads.
The benefit of PPC, particularly when using Google Ads, is that it can deliver immediate results. Unlike SEO, which can take months to start generating traffic, a PPC campaign on Google Ads can drive visitors to your site as soon as your campaign goes live.
You might also look into Google Local Services ads, which can provide very prominent placement at an additional cost:
However, PPC requires careful management. It’s crucial to choose the right keywords, write compelling ad copy, and optimize your landing pages for conversion. If you’re unsure how to manage a PPC campaign effectively, consider hiring a professional or utilizing resources available with Google Ads.
7. Fix Your Bouncy Landing Page
Auditing your roofing landing page is crucial for improving conversion rates and getting more roofing leads. This process involves dissecting and analysing every element to ensure it resonates with your audience and encourages them to take action.
Start with your headline and subheadline. They should immediately grab attention and address your audience’s needs. For instance, instead of a generic “Top-Quality Roofing Services,” speak directly to the customer’s concerns with something like “Protect Your Home With A Free Roof Inspection”.
Your visuals should showcase your best work or team, and if possible, include images featuring satisfied customers. People connect more with real images than with stock photos.
The copy should highlight benefits over features. For example, rather than saying “We offer slate roofing,” you might explain, “Experience the enduring beauty and weather resistance of our slate roofing solutions.”
Your call-to-action (CTA) is critical. It should be clear, compelling, and easy to find. For instance, rather than a vague “Contact us,” use something more direct like “Get Your Free Roof Inspection Today!” This creates a sense of urgency and offers a clear benefit.
Make sure your lead generation form is user-friendly with minimal required fields. Using a multi-step form from a tool like Growform can help you capture more leads and qualify your prospects better.
Social proof, such as testimonials and partner logos, can greatly enhance trust – so make sure these are prominent on your landing page.
Finally, a mobile-responsive design is non-negotiable, as many users will access your site via mobile devices.
8. Implement A Referral Program
Referral programs can be a powerful way to generate roofing leads. By incentivizing your customers to refer their friends and family, you can tap into a network of potential customers who already trust and value your services.
Consider offering a discount or free service for every successful referral. Make sure to promote your referral program through all your marketing channels, including your website, email newsletter, social media platforms, and in-person interactions.
Remember, the key to a successful referral program is providing excellent service in the first place. If your customers are happy with your work, they’ll be more likely to recommend you to others.
9. Go Back To Offline
While digital marketing is essential, don’t neglect offline marketing strategies. These can be particularly effective in local markets, where face-to-face interactions can make a big difference.
Consider traditional advertising methods such as billboards, newspaper ads, or radio commercials. These can help raise awareness of your business in the local community.
10. Sponsor Events or Teams
Sponsoring events or teams can be an effective strategy to add to your roofing lead gen arsenal. By sponsoring, your business name becomes associated with community engagement, providing a positive image for potential customers. Local sports teams, charity events, or trade shows are perfect opportunities for sponsorship.
Remember, sponsorship isn’t just about advertising your services. It’s about establishing a connection with the community and creating a bond of trust. Be genuine in your support, actively participate in events, and seek ways to add value, which can ultimately lead to potential business opportunities.
11. Attend Trade Shows
Trade shows are a fantastic opportunity to generate commercial roofing leads. They allow you to showcase your products and services to a large audience of potential customers, all in one place.
To make the most of trade shows, invest in a professional, eye-catching booth. Train your team to engage with attendees effectively, and consider offering a show-specific promotion to incentivize leads.
Remember, follow-up is crucial. Collect contact information from attendees and reach out after the show to keep your business top of mind.
12. Make Use Of Direct Mail
In the age of digital marketing, direct mail can feel outdated. But it’s still an effective way to generate roofing leads, especially for local businesses.
Consider sending out flyers, postcards, or letters to homes in your service area. These can include information about your services, testimonials, and a special offer.
Direct mail can be particularly effective when combined with other marketing strategies. For example, you could send out a mailer announcing a referral program or inviting recipients to an upcoming trade show.
13. Get On Online Review Platforms
Online review platforms such as Yelp, Google My Business, and Angie’s List can be a goldmine for roofing leads. Many customers turn to these platforms when searching for a roofing contractor, so having a strong presence can help you stand out.
Encourage your customers to leave reviews, and respond to them professionally and promptly, whether they’re positive or negative. This shows potential customers that you value feedback and are committed to providing excellent service.
14. Purchase Leads, Carefully
Buying leads from online platforms like Thumbtack or Bark is another effective strategy for generating roofing leads. These websites connect service providers with customers who are actively looking for specific services.
In this case, you can purchase leads for individuals or businesses searching for roofing contractors. While it does involve a financial investment, this method can offer a steady stream of potential customers.
Make sure to vet each lead for quality and relevance, and implement a robust follow-up system to maximize conversion. Promote your services effectively on these platforms to stand out from the competition and attract more leads.
15. Find An Influencer
Influencer marketing can be a powerful tool for your business, and platforms like YouTube and Instagram are teeming with potential influencers. A popular home improvement vlogger on YouTube or an Instagram influencer in the real estate sphere could be the perfect fit for your brand.
The key is to find influencers whose values align with yours and whose followers represent your target customers. It’s important to remember that successful influencer marketing is not just about transactions, but about building genuine, mutually beneficial relationships. By providing value to both the influencer and their audience, you are more likely to generate meaningful engagement and leads.
16. Be Organic
Are you harnessing the power of organic social media to its fullest? If not, you could be overlooking a plethora of potential roofing leads. Social platforms such as Facebook, Instagram, and LinkedIn present unique opportunities to interact with potential clients, display your craftsmanship, and cultivate your brand.
Begin by generating engaging content that encourages sharing. This could range from photographs of your recent assignments to advice on roof upkeep. Remember, social media is about interaction. Engage with your followers by promptly and professionally responding to comments and messages.
Rather than focusing on advertising options provided by these platforms, concentrate on creating a strong organic presence. By delivering valuable and interesting content to your audience, you can organically reach thousands of potential customers without the need for paid advertising.
17. Collaborate With Contractors
Collaborating with other contractors can be a great way to generate roofing leads. By working together, you can leverage each other’s client bases and offer a broader range of services.
Consider partnering with contractors who offer complementary services, such as plumbers, electricians, or landscapers. You could offer package deals, refer clients to each other, or co-host events or webinars.
Remember, the key to successful collaborations is mutual respect and clear communication. Make sure both parties are clear on the terms of the partnership and are committed to providing excellent service.
18. Chase the Storms
Leveraging the power of contemporary technology can significantly improve your storm monitoring efforts and elevate your safety protocols. Consider adopting a storm tracker application like Storm Radar or MyRadar.
These top-tier storm tracking apps don’t just allow you to keep tabs on storm progress, but also free up your precious time, enabling you to concentrate on other facets of your roofing enterprise.
19. Build Your Brand
Don’t underestimate the power of personal branding. As the face of your company, your personal brand can be a powerful tool for generating roofing leads.
Build your personal brand by sharing your story, showcasing your expertise, and building relationships with customers and industry professionals. Be active on social media, regularly publish content, and seek out speaking opportunities.
Remember, personal branding isn’t just about promoting yourself. It’s about demonstrating your values, building trust, and creating a connection with your audience.
Generating roofing leads requires a multi-faceted approach. By utilizing the strategies listed above, you can attract more potential customers, build your brand, and ultimately grow your business.
20. Get More Leads With Growform
There’s no point trying any of these marketing ideas if you’re asking visitors to fill in a long, unappealing form that’ll cause them to bounce right off your landing page.
Enter Growform: the form builder designed to get you more leads.
This innovative tool comes with 100+ psychology-backed templates designed to improve your conversion rate – including templates specifically designed for roofers:
Roofers and lead generation experts worldwide use Growform to squeeze more leads from their landing pages, qualify their leads better and keep track of what’s working. Try it out for a 14 day free trial, with no credit card required!