Growing a roofing business requires a steady stream of new customers. But even if you’re a seasoned pro, getting roofing leads can be challenging—especially when most of your time is spent on the roof of a building rather than focusing on marketing.
So, how do you do it consistently?
This guide is packed with proven strategies for attracting homeowners and businesses in need of roofing services. Read on for tips on keeping the leads flowing.
12 tips to get more roofing leads:
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Start a customer referral program
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Set up your Google Business Profile
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Create a user-friendly roofing website
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Optimize your website for SEO
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Write blog content
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Advertise on Google with Local Services Ads
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Invest in Google Search Ads
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Offer free roof inspections
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Use social media to connect with customers
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Form strategic partnerships with local businesses
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Go door knocking
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Pay for leads on lead generation sites
1. Start a customer referral program
Word-of-mouth marketing (like a referral program) is one of the best ways to get roofing leads—and the cheapest since you’re getting your current clients to do the work for you.
For example, imagine one of your loyal customers is chatting with their neighbor, and they mention how you installed those new gutters just before the rainy season. The neighbor is intrigued, and just like that, you’ve got a potential lead without lifting a finger.
People trust their friends and family. When a friend says, “I used these guys for my roof, and they were awesome,” it can stick. A referral program takes that trust and gives it structure, making it easier for happy customers to spread the word—without breaking the bank.
People want to do business with those they trust.
When clients refer us to other homeowners, it dramatically increases our chance of winning that business and retaining them. So far, everyone referred through Jobber has ended up doing business with us.
How to set up your referral program
First, make your program easy and clear. It’s a win-win for both sides—your customers get a reward for sending business your way, and you get more roofing leads.
Here’s how to kick it off:
- Offer an incentive. A $100 gift card, a discount on their next service, or even a charitable donation in their name.
- Make it easy for customers to participate. Provide a quick online form or even a direct link they can share.
- Measure your success. Track how many referrals you’re getting, how they convert to jobs, and which incentives work best.
Over time, you can fine-tune your approach to make this strategy even more effective for getting leads for your roofing business. You might even experiment with different tools for accepting referrals, or new ways to promote the program.
READ MORE: 15 Brilliant customer referral program ideas (with examples)
Keeping the referrals coming in
Okay, so you’ve got the structure. How do you keep the momentum going?
When someone refers a lead to you, follow up and thank them. A personal note, email, or even a quick call goes a long way. It makes them feel appreciated and more likely to refer again.
When a referral turns into a big project, share the success story. Whether it’s a quick social media post or a feature on your website, these stories reinforce the program’s value.
Jobber makes it easy to promote your referral program to customers with a professional email campaign that’s ready to send in seconds flat.
The next time they use your service, their referral credit will automatically be applied to their invoice.
In the tool, you can see:
- How many referrals have been generated
- The number of jobs earned
- And how much revenue those jobs have brought in
2. Set up your Google Business Profile
Make it easy for people to find your roofing business by claiming and verifying your free Google Business Profile (GBP). It’s like a digital storefront on Google, where potential customers can see your contact info, services, reviews, and even photos of your work—all in one place.
Here’s an example of what the profile listing looks like:
Here’s how to make the most of your profile and show up on Google:
- Claim and verify your GBP: Start by claiming ownership of your profile and verifying it so Google recognizes you as the legitimate owner. This step unlocks features that allow you to manage your business information.
- Keep your information up to date: Double-check that all your business information in the profile is accurate. This includes your website URL, phone number, business hours, address, and roofing services offered. Keeping this information accurate ensures people can reach you without a hitch. Missed calls or wrong directions could be a lead lost.
- Encourage customers to leave reviews: Reviews not only help your credibility but also impact your profile’s visibility in search results. The more positive reviews you have, the better you’ll rank. After completing a roofing project, politely ask customers to leave a review—it’s one of the most effective forms of social proof.
Respond to all reviews: Once you earn reviews, respond to them and thank people for their positive feedback. Address any negative reviews professionally and offer a solution if possible. A thoughtful reply shows you care about making things right, which can win over new leads.
I like maxing out the profile. I like asking clients to post on [it]. They can leave a 5-star review. But they can also post a photo of the work I did for them.
I also like the Q&A—you can submit questions. You can ask your friends to do it, and then you can go answer those questions.
A well-maintained GBP isn’t just about looking professional—it’s a lead-generating powerhouse. When someone’s searching for roof repairs or new installations in your area, your GBP helps you show up on Google Search and Maps, right where local customers are looking.
You could even think of your GBP as a 24/7 sales assistant. It’s out there capturing attention and helping you get roofing leads while you’re busy on the job.
3. Create a user-friendly roofing website
Your website is often the first impression people will have of your roofing business. A professional site builds trust and is a powerful tool for attracting and converting leads.
It’s where potential customers can see your expertise, explore your services, and easily reach out to schedule a service.
To maximize your website’s potential for generating leads, here’s what your roofing site should include:
- Your roofing business name, logo, and easy-to-find contact information
- A clear list of the roofing services you offer—installation, repairs, maintenance, gutter work, and even seasonal extras like installing holiday lights)
- The areas you serve, whether it’s a single town or a broader region
- Background information about your company, your values, and what sets you apart
- Reviews and testimonials from past roofing customers
- A straightforward way for customers to request a quote or book your services online
A website with optimized content (such as industry specialty pages) can also help you get commercial roofing leads. By showcasing your expertise in specialized solutions like flat roof installations or industrial roof repairs, you’ll attract property managers and business owners.
You’ve got options for getting your site up and running. Platforms like Wix, GoDaddy, or WordPress make it easy to build your own site.
READ MORE: How to create a website for your home service business
If you want a fast solution that gets roofing leads, use Jobber to create a simple, professional website in minutes. All you have to do is provide some details about your roofing business and services. Then, Jobber will create a site that highlights what sets you apart from the competition.
By showcasing your services, sharing testimonials, and making it easy for customers to contact you, your site will help you land roofing jobs in no time.
4. Optimize your website for SEO
Search engine optimization, or SEO, might sound like a technical buzzword. But it’s a practical strategy to help your roofing website appear in the search results when potential customers search online.
You could hire an agency or freelancer to do it for you, or you can choose to optimize your website yourself using these tips:
- Target local keywords: Find specific terms people in your area are searching for, such as “roof repair in [city name]” or “gutter installation in [neighborhood].” Use these phrases naturally in your site content.
- Create location-specific landing pages: If your roofing company serves multiple areas, create a separate page for each location. For example, you can have a dedicated page for “roofing services in [City A]” and another for “roofing services in [City B].”
- Use general keywords too: Use broad, customer-friendly terms like “roof repair” and “residential roofer” across your site to attract a wider audience.
- Keep your contact info front and center: Add your company name, address, and phone number (NAP) to every page of your site. Typically, this goes in the footer, but you can also use it anywhere on a page. Consistent NAP information can help your business show up in local search results.
- Optimize for mobile users: Most people search and scroll on their phones, so your site needs to load quickly and be easy to navigate on a small screen. A slow, clunky site might send them back to the search results, and they’ll end up choosing one of your competitors.
- List your business on citation sites: Use tools like BrightLocal or WhiteSpark to identify the best places/directories to list your roofing company online (like Angi or Yelp).
READ MORE: SEO for contractors: an easy guide
5. Write blog content
Publishing educational content to your blog is a great way to position your business as a trusted authority in the roofing industry. Content helps you connect with potential customers.
Plan to cover a variety of roofing topics. Write about subjects that matter to your customers, like roof maintenance tips or how to spot common roofing issues. Your posts can answer questions that people often have, which establishes your expertise.
Share your expertise with actionable advice through guides, such as “How to prepare your roof for winter.” Address frequently asked questions, like “How often should I inspect my roof?”
And you can tailor your content for specific audiences. Want to attract the insurance industry, for instance?Blog posts that are specifically about working with insurance claims can help you get roofing leads from insurance companies. For example:
- Write about how roofing contractors can streamline the claims process by providing accurate inspections, detailed documentation, and timely repairs.
- Share case studies or stories of past projects where you’ve helped homeowners resolve insurance claims.
- Offer tips for homeowners navigating storm damage repairs, emphasizing your ability to coordinate with insurance adjusters.
By showcasing your expertise in insurance-related roofing, you position your business as a trusted partner for both the insurance companies and the homeowners.
6. Advertise on Google with Local Services Ads
Google’s Local Services Ads (LSAs) target potential customers within the service area you define in the tool. The ad appears at the top of the search results page and lets people book an appointment with you right from there.
Here’s how LSAs can help your roofing business grow:
- They highlight your roofing business name, star rating, and a Google Guaranteed badge, instantly building trust with potential customers.
- Unlike other Google ads, LSAs charge you only when someone contacts your business through the ad. You only pay for real leads.
- They target customers who are actively searching for services like “roof repair near me” or “emergency roof replacement.”
- You can set your service area to ensure your ads are only shown to customers in your region.
- Google provides a dashboard where you can review, respond to, and manage leads, helping you stay organized.
7. Invest in Google Search Ads
Google Search Ads are a type of pay-per-click (PPC) advertising, meaning you’ll pay a specific amount every time someone clicks on your ad. These ads are designed to show up on Google’s search results page when potential customers are looking for services like yours.
For instance, if someone searches for “roof replacement in [CITY]” or “emergency roof repair near me,” your ad could appear at the very top of the page, giving you premium visibility.
To make the most of Google Search Ads:
- Use keywords that incorporate your services and location. Think about what customers might search for when they need a roofer.
- Focus your ads on the specific areas you serve, so you’re not wasting ad spend on clicks outside your region.
- Grab attention and make people want to click. Include clear calls to action, like “Book a free roof inspection today”
These ads can be effective for getting commercial roofing leads too, especially when you tailor them to attract property managers, building owners, and other key stakeholders.
Here are some tips:
- Use phrases like “commercial roof installation in [CITY] or “flat roof repair near me” to reach businesses searching for specific roofing services.
- Tailor your ad copy to address the needs of commercial clients. Mention services like “industrial roof inspections” or “commercial roof maintenance.” Emphasize benefits like energy efficiency and cost savings over time.
- Use advanced targeting options to specify regions where businesses are likely to need your services, such as industrial parks or commercial districts.
8. Offer free roof inspections
Who doesn’t love free stuff? Free roof inspections are a great way to attract homeowners and commercial property owners while establishing your business as a reliable choice.
Doing something for free helps you stand out from competitors and shows you care about solving issues for customers.
Here’s how offering free inspections can help you get roofing leads and build long-term relationships:
- Attract high-intent customers: A free inspection will appeal to people actively looking for roofing services, whether they’re dealing with leaks or considering a roof replacement.
- Showcase your expertise: During the inspection, you can show off your knowledge by identifying issues and explaining potential solutions. This helps you convert prospects into paying customers.
- Educate: Use the inspection as an opportunity to educate customers about the condition of their roof and the benefits of addressing issues early. Someone who’s informed is one step closer to becoming a lead.
- Generate opportunities for larger jobs: Many inspections lead to follow-up services. For commercial properties, a free inspection can be the first step in securing contracts for maintenance or larger projects.
10. Form strategic partnerships with local businesses
Building a relationship with local businesses can be a game-changer. Strategic partnerships let you collaborate with other types of businesses to get leads and grow your visibility in the community.
Here are a few ways you can partner with other local businesses:
- Collaborate with complementary businesses: Partner with local real estate agents, home inspectors, property managers, and contractors who serve homeowners. For example, real estate agents may recommend you to clients preparing to sell their homes.
- Co-marketing: Work with your partners on marketing campaigns together, such as sharing each other’s services in newsletters or cross-promoting on social media.
- Referral exchanges: Set up a referral system with businesses like gutter installers, landscapers, and general contractors. Offer them an incentive for sending leads your way. And you’ll send referrals their way too.
- Partner with insurance companies: Working with local insurance agents or companies can be a valuable strategy to get roofing leads. They often work with homeowners dealing with storm damage or other roof-related insurance claims.
11. Go door knocking
Sometimes, traditional methods like knocking on doors can be effective for getting roofing leads, especially after storms or in neighborhoods with aging roofs.
This method isn’t for everyone since it’s time-consuming and comes with plenty of rejection. But if you’re motivated, going door to door (or “canvassing”) lets you talk directly with homeowners who’ve probably never heard of your services.
Here are some tips:
- Target the right neighborhood: Focus your efforts on areas with older homes or those recently affected by storms.
- Offer free inspections or quotes: Present a compelling offer, like a free roof inspection or quote, with no strings attached. These can encourage people to take the next step with you.
- Be prepared: Bring something you can leave with the homeowner, like brochures and business cards. You could also bring a tablet or portfolio to show them your past projects.
- Be respectful: Always be courteous and respect a homeowner’s time and decision. You’re approaching their personal space, after all. Even if they’re not ready to commit, leave a positive impression to increase the chances of them reaching out later.
- Follow up: If you receive interest or the homeowner accepts your free materials, be sure to follow up. Being persistent can turn their initial interest into a booked project.
READ MORE: How to bid a roofing job, step by step
12. Pay for leads on lead generation sites
Lead generation websites like Angi, TaskRabbit, and Thumbtack can connect you with people looking for roofing services.
Depending on the site, you’ll have to either buy an annual subscription or pay for each lead you get.
To get the best quality leads from these sites, you’ll need to:
- Provide a detailed list of your roofing services
- Define your company’s service area
- Set a monthly budget
READ MORE: 14 Thumbtack alternatives for your home service business
Get more roofing leads with Jobber
To attract more customers, you’ll need the right mix of lead gen strategies to attract the right people.
Jobber’s Marketing Suite helps you secure more work with less effort.
Here’s what’s included:
- Reviews: Improve your online reputation by collecting more Google reviews through automated review requests.
- Referrals: Simplify the referral process with a fully automated referral program. This makes it easier for customers to send new business your way.
- Campaigns: Boost sales with a user-friendly email marketing tool that turns old customers into new revenue.
9. Use social media to connect with customers
Social media is a powerful way to reach a new audience and connect with potential leads.
Establish your presence on social media sites like Facebook, Instagram, and LinkedIn. These platforms can help you reach a diverse audience, from homeowners to property managers.
Consider the following:
You can also try social media advertising. Many service businesses turn to Facebook and Instagram for visual ad options to showcase completed projects.
Use these ads to target homeowners and businesses in your service area. Highlight seasonal offers or emergency services for weather damage.
READ MORE: 11 roofing apps every roofing contractor needs