Generating quality leads for your roofing services today takes more than hope—it requires a clear, repeatable strategy. Top roofing companies use online marketing (e.g., local SEO, Google Ads) and offline methods (e.g., referrals, trade shows) to reach homeowners and business owners. This guide breaks down exactly how to do the same, step by step.
Key Takeaways
Winning at roofing lead generation today means combining the old-school methods that build trust with the modern marketing strategies that drive clicks.
- Start simple, stay consistent, and scale up.
- Build a great website.
- Optimize your Google presence.
- Collect and promote happy customer reviews.
From there, layer on paid ads, email automation, and community outreach for unstoppable growth.
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8 Effective Ways To Generate Leads
1. Build and Optimize Your Roofing Website
Your website is your 24/7 salesperson. Before investing in ads or outreach, build a website that attracts and converts visitors:
- Clean, mobile-friendly design with fast load times
- Clear service listings (e.g., residential roofing, commercial repairs)
- High-quality project photos
- Easy-to-use quote forms and click-to-call buttons
- Dedicated service area pages targeting nearby towns
- Local SEO best practices (meta descriptions, H1s, image alt text)
Need a fast-loading website built with Divi? Work with a professional Divi web designer.
Benchmark: Roofing websites with page load speeds under 3 seconds see 2x higher conversion rates.
2. Focus on Local SEO
Local SEO ensures your roofing company shows up when nearby homeowners search for services. Here’s how:
- Customize your site using local SEO keywords, such as “shingle roof repair” or “commercial roof contractor [city]”.
- Create city-specific service pages to rank in multiple local searches.
- Add a service areas page listing nearby towns and suburbs you serve.
- Use the heading, meta descriptions, and image alt tags that match the searches.
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Pro Tip: Roofing businesses with more Google reviews typically see higher local search rankings and more inbound calls.
3. Optimize Your Google Business Profile
Your Google Business Profile is your online storefront—it appears in local searches and helps customers find your services, location, reviews, and contact info.
- It’s essential to view Google’s “Map Pack” results.
- Add working hours, images, service categories, and accurate contact information.
- Post regular updates, offers, and project photos to boost engagement and local visibility.
- Encourage happy customers to leave reviews.
Quick Fact: Businesses in the Google “Map Pack” get up to 44% of all local clicks.
A well-optimized profile keeps your business visible, trusted, and top of mind in your local market.
4. Showcase Reviews & Social Proof
Trust is everything in roofing. Leverage satisfied customers to influence new ones: Here’s how to showcase social proof effectively:
- Add schema tags to display ratings in search results
- Embed Google/Yelp reviews via API or plugins
- Enhance your credibility by adding: Video testimonials, case studies, before/after galleries
These elements help boost both SEO rankings and customer trust.
Data Point: 87% of consumers read online reviews for local businesses in 2024.
5. Email Marketing to Win Roofing Leads
Email marketing is a way of using emails to stay in touch with current and potential customers. Email remains one of the highest ROI marketing tools when used correctly:
- Segment email lists based on service history, location, or inquiry type.
- Send newsletters with helpful maintenance tips or exclusive offers.
- Clear CTAs like “Book a Free Roof Inspection” or “Schedule Now.”
- Set up automated “abandoned inquiry” emails for users who requested a quote but didn’t follow up.
Platforms like Mailchimp, Constant Contact, or ActiveCampaign make it easy to automate and personalize your emails.
6. Use Paid Advertising to Attract High-Intent Leads
With a strong SEO foundation, PPC ads accelerate high-intent lead generation.
- Google Ads (Search Campaigns): Target keywords like “roof repair [city]”; optimize for CPC ($8–$15), CTR (5–7%), and cost per lead (CPL) using fast, conversion-focused landing pages.
- Facebook/Instagram Ads: Use visual creatives and Custom/Lookalike Audiences to reach homeowners. These are ideal for retargeting and boosting local visibility.
When executed with tracking and optimization, paid ads deliver predictable, scalable lead flow.
7. Traditional Lead Generation Tactics That Still Work
Even in the digital age, these offline tactics still help roofers generate roofing leads effectively:
- Direct Mail, Door Hangers, and Yard Signs: Place yard signs with your name and contact info after a roofing job to attract local attention. Use door hangers or postcards offering free inspections or local deals to generate more leads.
- Referral Initiatives: Offer small rewards like gift cards or referral discounts to boost trust and conversions.
- Trade Shows & Local Community Events: Set up a booth at neighborhood events to network with contractors, meet homeowners, and display your roofing work.
- Real Estate Partnerships: Collaborate with real estate brokers and builders; they frequently require trustworthy roofers for pre-sale inspections and repairs, which generates consistent recommendations.
- Stay Present in the Community: Participate in town events, place ads in local bulletins, or sponsor a local sports team. These low-cost efforts help people remember you and build your reputation as the go-to roofer in the area.
8. Build A Roofing Lead Funnel
A strong funnel keeps your process organized, improves response time, and helps you win more jobs effectively.
- Start by creating a lead funnel that moves potential customers through the stages: Awareness → Consideration → Decision.
- At the top (Awareness), generate roofing leads using online content, ads, or traditional marketing.
- In the Consideration stage, use landing pages to capture contact info—offer a free roof inspection or quote form.
- In the Decision stage, use email to turn roofing leads into roofing sales.
- Use a CRM (Customer Relationship Management) system to manage contacts, automate responses, and track lead progress.
- A solid funnel turns cold traffic into jobs and builds trust in your roofing business.
By implementing a well-structured roofing lead funnel, you can efficiently nurture leads, maximize conversions, and build long-term success for your business.
Types Of Roofing Leads: B2C Vs. B2B
| Type | Who They Are | Sales Cycle | What They Need |
|---|---|---|---|
| B2C | Homeowners | Short | Reviews, local SEO, and strong online presence |
| B2B | Property managers, builders | Long | Proposals, follow-ups, CRM, and technical knowledge |
Tailoring your approach based on lead type increases conversion rates dramatically.
Conclusion
Getting good roofing leads is the lifeline of a thriving roofing business. The top roofers don’t wait around — they dominate local search, run smart ad campaigns, and build relationships that keep their phones ringing. The good news? You can too. Start applying these strategies today, turn clicks into contracts, and watch your business soar.
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Contact our team to build a custom lead generation plan for your roofing business.
