Roofing Marketing | Proven Strategies To Get More Leads

You don’t want another hack.

You’re sick of paying for garbage leads that don’t even answer when you call.

You’re ready to do the REAL, HARD stuff consistently that creates consistent massive amount of leads on autopilot.

If that doesn’t sound like you? Stop reading.

Seriously. There’s no life raft of shortcuts coming to save your business. And no agency — including mine — is gonna be your miracle if you’re not showing up consistently, doing the hard stuff that works.

Hi, I’m Tim Brown — founder of Hook Agency. We’ve helped over 100 roofing companies generate tens of thousands of leads, and I’m writing this on a beautiful Black Friday morning instead of running a “limited-time offer” ad.

Why?

Because this is a gift to the industry — not a pitch.

Inside this, I’m sharing the best stuff we’ve learned. The same plays we’ve run to help our clients double or even triple their leads.

If you take this seriously — if you actually do what I’m about to recommend — this could be the turning point you’ve been waiting for.

Are you ready?

This complete 2025 roofing marketing guide is going to:

• Tell you exactly what I would do right now to start getting leads from the internet with no to low budget.
• 7 serious lead generation systems that if implemented will transform your business into a lead generation engine.
• The NEW way to market a roofing company for 2025 – utilizing the latest surging trends, the best A.I. tools, and turning your sales team into a creative engine that feeds marketing what it needs to WIN MORE DEALS. (🔥 Hint: You want your leads to come to your company 80% closed already if they are watching your marketing.)

Small Budget? Here’s How to Dominate Your Local Market

Google Business Profile, Local Service Ads, and Facebook Groups aren’t optional — they’re the holy trinity of low-cost, high-impact lead generation.

If you’re tight on budget, this is where you start. And even if you’ve got money to burn, these three channels should still be dialed in before you ever touch a fancy marketing funnel or agency retainer.

It’s not about hacks. It’s about doing the simple stuff relentlessly well.

Let’s break down exactly how to squeeze every lead out of each platform:

Fill out your Google Business Profile Comprehensively (go back and check)

• Make sure you’re utilizing all the space they allow on the description. Utilizing keywords and cities you serve and any other key information.
• Choose ALL of the categories of service you currently offer.
• Choose all of the cities you serve, and your service area carefully.
• Get as many reviews as you possibly can, create automations in your business, and do contests between your sales people to see who can get the most reviews (have them ask the customer to mention by name and the likelihood goes up!)
• Post on Google Business Profile at least once a week, with the different services you want to rank for.

(We do have a *BRAND NEW* Google Maps ranking service if you want to get more aggressive with this, that includes automations from your CRM to your Google Business Profile – all designed to help you rank higher on maps more consistently. Send us a message to get started with that.)

We use maps like this to see where you’re currently ranking in your area, and try to help you rank higher in maps in more spots near you:

💡 Ideas to Get More 5-Star Reviews on Your Google Business Profile

Reviews are the rocket fuel for your Google Business Profile — more visibility, more trust, more leads.

Here’s how to get them without begging or being weird:

1. Text Every Customer the Review Link — Right After the Job

Timing is everything. Catch them while the gratitude is fresh and they’re still wow’d. Use a short, friendly message like:

“Hey [Name], it was awesome working with you! Would you mind sharing your experience here? It helps us a ton: [link]”

2. Train Your Team to Ask In-Person

Your installers, techs, or reps are the real MVPs — if they did a great job, they’ve earned that ask. Keep it simple: “Hey, if we made your day a little better, would you mind leaving us a quick Google review?”

3. Create a One-Click Shortcut QR Code

Slap it on invoices, leave-behinds, or a “thank you” card. Make it stupid easy.

4. Turn Raving Fans into Review Machines

Some people love you. Let them go wild. Ask if they’ll leave one now — and again on Facebook or NextDoor.

5. Incentivize Internally (Not Externally)

Don’t pay customers for reviews — that’s a no-no. But DO gamify it for your team: $10 for every review with their name in it. Public shoutouts. Monthly leaderboard.

6. Follow Up Without Being Annoying

If they didn’t leave one after the first ask? Follow up once 3-5 days later with a warm reminder. Keep it human.

Sign up for Local Service Ads, Get Confirmed and Spend What You Can

Google Local Service ads are also called ‘Google Guaranteed’

And they show up right at the top of Google Search results.

Like this:

So it makes sense that you might want to dominate that area of the search results if you can.

So every single roofer should be on there, and maxing out the spend they can if they are getting legit deals from it:

• Sign up for Google Guaranteed here.
• Upload your relevant credentials and confirm licenses etc.
• Set your categories, location areas, and budget (set it high, it likely won’t spend it all.)
• Continue monitoring the quality of leads, and make sure you’re responding in a super timely way.

If you want, we have a whole FREE course on Google Guaranteed ads here you can take! 🙂

Get Seen in Local Facebook Groups by Being Helpful (Not Salesy)

Most roofers aren’t even trying on Facebook.

They don’t even have their company name in their bio.

You could EXPLOIT that and be the super-involved roofer that rakes in the leads.

Simply by doing the basics well and consistently:

• Posting useful tips instead of posting just promotion all the time.
• Aggressively making new local connections every day instead of letting your friend list stagnate.
• Posting every day, instead of once a week.
• Making a group message for all your sales people and messaging when someone is looking for a roofer.
• Tagging the company and the person you know when someone’s looking for another home service business, insurance agent or realtor. *(Obviously this helps them remember you when someone’s looking for a roofer too.)

Build out 5 Serious lead gen systems – like Google Ads, Facebook Ads, Jobsite Branding and Referral Systems

You do not want to be over-dependent on one roofing marketing technique.

It can be terrible if for some reason that goes down. Let’s say you rock at Facebook ads, and then Facebook changes it’s targeting and it’s suddenly way less effective – so DIVERSIFY.

Here are SEVEN to choose from that we’ve seen really work.

🚨 Don’t be naive – each of these will either take time, money, energy or effort.🚨

Here they are in the order I would do them based on quickness to results, and timeline if you’re new:

1. Build a Referral Flywheel with Realtors, Insurance Agents & Home Service Pros

When I started Hook Agency 8 years ago, I didn’t have a marketing budget. I had $20K, a half-decent network, and an appetite for Chipotle.

So I made a plan: one lunch, every weekday, for a month — with someone who had influence over the customers I wanted.

That simple discipline? It built my business.

If you’re in roofing, HVAC, plumbing, pest control — your marketing budget should absolutely include lunches, coffees, and casual hangs with:

• Insurance agents (they do refer jobs — especially storm claims)
• Realtors (pre-listing referrals = gold)
• Other home service pros (HVAC, pest, painters, etc.)

Why It Works

People can’t FLOW you leads if they don’t KNOW you.

Whether it’s through BNI, Chamber events, or sliding into local Facebook groups, your job is to consistently get in front of the people who already own the attention of your ideal customers.

And this isn’t just about collecting business cards — it’s about giving value first.

What to Do:

• Ask your customers who their insurance agent is. If they love them, ask for an intro. If not, recommend one of your partners.
• Refer first. Become a source of business for your referral partners. Reciprocity will kick in naturally.
• Get your sales reps doing this too. Minimum: 2 lunches per week.

🎥 Bonus Move: Make Content With Your Referral Partners

Shoot a short video together. Post it. Tag them. Promote them. The more useful you are in public, the more people want to partner privately.

This isn’t a secret hack — it’s relationship equity.

Stay generous. Stay consistent. And watch the referrals roll in.

2. Wrap Your Trucks, Plant Yard Signs, and Use Branded Catch-Alls on Every Job

Every job is a marketing opportunity — don’t waste it.

Truck wraps. Yard signs. Branded Catch-Alls. These aren’t just nice-to-haves — they’re some of the highest-ROI marketing tools you can deploy.

They say:

• “We do clean work.”
• “We’re professionals.”
• “You can trust us.”

And most importantly… they make sure people remember your name.

The closer your branding is to the job site, the more credibility it carries. It’s not just advertising — it’s proof. It’s evidence in the wild that your company shows up, delivers, and takes pride in the work.

🚀 Pro Tip: Fix Your Name and Logo if They Suck

If your business name is clear, easy to remember, and unique, and your logo is bold and legible from the street, all of your local marketing — yard signs, wraps, Catch-Alls — works 10x harder. Word of mouth starts with name recognition. Don’t make it hard for people to refer you.

3. Do the “3-Block Knock” on Every Job & Lead

You don’t have to be a full-time door knocker — but ignoring the houses right next to your current job is just leaving money on the table.

Anytime you’re running a lead or doing an install, hit the 3 houses to the left, 3 to the right, and 3 across the street. That’s the 3-Block Knock.

Keep it casual:

“Hey there — just helping out your neighbor with their roof. Wanted to see if you’ve had anyone look at yours recently. No pressure — I can hop up, give you a free inspection, and if everything looks good, I’ll give you a clean bill of health.”

If it’s insurance work?

“Your neighbor’s roof is getting covered by insurance — likely from the same storm. Happy to take a look at yours real quick to see if there’s any damage. It’s no cost to you, and I’ll be honest either way.”

🚀 Why It Works

You’re not just another stranger knocking. You’re the trusted local company already helping their neighbor. That proximity builds instant trust — and it multiplies the value of every lead and every job you already have.

4. Get Your Google Ads Dialed In — At Least for Your Top Keywords

You don’t need a PhD to run Google Ads for roofing. But you do need to avoid the common landmines that waste your budget.

Start simple: target only the areas you actually want to service. Keep your radius tight. Focus on your top converting keywords — things like “roof replacement [city],” “roof repair near me,” “storm damage roofing,” etc.

We manage millions in roofing ad spend every year, and here are a few of the biggest keys to success:

✅ Break Out Campaigns by Service

Don’t lump everything into one campaign. Roof repair, roof replacement, and storm restoration each deserve their own campaign with custom ads and landing pages.

❌ Avoid Google’s “Helpful” Defaults

Skip Smart Campaigns and Performance Max — or at the very least, keep a close eye on lead quality. These formats can send your budget to weird places fast.

❌ Turn Off Auto-Apply Recommendations

Google wants to spend your money. Don’t let them optimize for you blindly. Turn off auto-applied suggestions in settings.

✅ Add Negative Keywords Weekly

This is where most contractors burn cash. Add negative keywords like “Home Depot shingles,” “DIY roof,” or “rooftop bar” — anything that clearly doesn’t lead to a paying job.

5. Run Facebook Ads That Work — Retail All Year, Storm Mode When It Hits

If you’re not running Facebook ads, you’re leaving brand awareness and warm leads on the table.

You should always have a basic retail roofing campaign running — a strong headline, a compelling offer (think: “$500 Off Roof Replacement” or “Free Roof Inspections”), and geo-targeting to your top zip codes.

That’s your evergreen play.

But when storms hit? That’s when you go full storm mode — swap in storm-specific messaging like:

“Your neighbors are getting their roofs covered by insurance — yours might be too. Free same-day inspections.”

These timely, hyper-local ads get clicks, calls, and conversions fast when urgency is high

Other Facebook Ad Types You Should Absolutely Be Running:

🎥 Testimonial Video Ads

Shoot 2–3 video testimonials (iPhone is fine to start) and run them locally 24/7. These aren’t just “nice to have” — they warm up your market and make every other lead gen strategy cheaper. Real homeowners. Real trust.

♻️ Remarketing Ads

Add the Facebook Pixel to your website (or have your web team do it). Then run ads to anyone who visited your site in the past 7, 30, or 60 days. It’s like tapping them on the shoulder after they ghosted your site.

👉 Check out our full Facebook Ads Guide for Roofers for more tips on how to maximize your return from Facebook ads.

6. Get higher on Google Organic with heavy duty SEO

SEO is simple – but it’s not easy.

You can’t just spend a bunch of money on SEO one-time, and rank for the rest of your life.

And anyone that tells you different, is just trying to sell you a course.

Here are the basic activities of Google SEO – that you can do yourself, or have a company like us do (150+ 5-Star Google Reviews):

• Create location landing pages for all of the cities and towns you serve, make sure the keyword you want to rank for [City Name] + Roofing is at the front of the ‘Meta Title’ (with a tool like Rankmath or Yoast SEO on WordPress)
• Get 3-5 Really good backlinks from other websites as soon as possible, get local directory listings, and make sure the backlinks are generally linking back with your brand name, the URL, and rarely on the best links with the keyword you want to rank for.
• Make sure you de-index thin and duplicate content by ‘de-indexing’ things like testimonials, and other weird custom post types (often created incidentally by WordPress themes) with a tool like RankMath. And make sure the website is lightning fast with a pagespeed plugin like Optimole.

If all of these things seem a little complicated – it’s all good!

We do this for 75+ roofing companies around the country – and can do it for you.

PLUS – we do blogging, keyword research, competitive analysis and earn backlinks monthly, report on everything we completed and the leads created, while offering best in class website design and customer service.

OR – You can learn how to do all of this on our FREE Youtube playlist where I outline the exact steps I took to make a basic WordPress website and rank it to the point my friend said it was making this phone ring off the hook, even though it was an experiment website. LOL.

7. Video marketing based on questions prospects have, and keywords

Most people are making their roofing video marketing WAY too complicated.

Your videos aren’t getting any views…

Your videos aren’t selling you any deals…

That’s why you should stop making stupid nonsense videos that are just about getting views, and focus on SALES ENABLEMENT videos instead.

• Get a list of the TOP OBJECTIONS from your sales team – and address them empathetically one by one in videos that you can then share with prospects, clarify and simplify your responses to, and utilize to even train your new sales reps on the official company response to these kinds of ‘objections.’ SCALE YOUR BEST CLOSER – don’t just have some disinterested second tier salesperson or college intern make these videos.
• Answer the top 7 Questions people have in the sales process
• Ask variations of the question ‘Why are you more expensive’ and talk about real reasons, things that affect price, and utilize a pricing transparency tool on your website like Roofle.

For more on these topics – if you’re going to read one marketing book in 2025, read ‘They Ask, You Answer’ by Marcus Sheridan.

Then read – ‘Day-Trading Attention’ by Gary Vaynerchuk.

Then you can blend these attention grabbing hooks back into your content – and start finding a way to blend VIEWS and SALES ENABLEMENT.

Once the Essentials Are Covered: Scale Your Brand & Build the Machine

You’ve got the basics humming — leads are coming in, your Google Business Profile is loaded with reviews, your yard signs are showing up on every install.

Now what?

This is where you stop hustling for every lead… and start building a system that brings them in automatically.

Double Down on Social Growth (Not Just Posts)

Posting is fine. Necessary, even. But posting alone is like putting up a billboard in the desert — nobody’s around to see it.

The real power on social comes from growing an actual local audience — one that knows your name, trusts your brand, and is more likely to refer you when the time is right.

This is about proactive engagement, not passive content dumping.

✅ Enter: The 100-100-10 Method

Use this method daily or weekly to build real visibility in your community:

• Follow 100 local people or businesses a week.
  Look up local hashtags, geo-tags, Facebook groups, or even the followers of realtors or insurance agents in your area.
• Like 100 posts.
  Be generous. Be visible. Liking posts keeps you top of mind, and it’s a low-effort way to show up consistently in people’s notifications.
• Comment on 10 posts with real value.
  Go beyond “Nice!” or emojis. Leave meaningful replies, tag someone who might help, or drop helpful info. The goal: start a conversation.

This activity isn’t just “social media.” It’s relationship marketing at scale.

💡 Why It Works

You’re training the algorithm and your audience at the same time.

• The algorithm sees you as active and relevant, boosting your visibility.
• Your local market sees you as engaged, helpful, and human — not just another sales-hungry roofer.

People do business with people they recognize. And people refer businesses they feel connected to.

This method creates brand familiarity, which is the foundation of referrals, trust, and low-cost leads down the road.

Start Building Your Internal Marketing Team

Once you’re past $5M in revenue, it’s not just about “getting more leads” — it’s about owning your brand presence and building a machine that works without you.

This is when you shift from doing all the marketing yourself… to building a small, smart team that can scale attention, referrals, and reputation.

📈 $7M+ Revenue? Hire Your First Marketing Manager

Your first major hire should be a full-time marketing manager.

This person should:

• Own the content calendar
• Coordinate with vendors and agencies
• Track marketing KPIs and lead quality
• Oversee your website, email list, and social presence

But don’t expect them to do everything. They’re a manager — not a unicorn.

Keep their focus on strategy, coordination, and consistency. They make sure things get done — even if contractors or freelancers are executing the details.

🎥 $12M–$15M Revenue? Add a Dedicated Content/Video Creator

Once you’re past $12M, storytelling becomes a major differentiator.

Hire a content/video creator who:

• Shoots and edits customer testimonials
• Captures clean install footage for reels and YouTube
• Tells the brand story visually
• Helps sales by creating videos that address common objections

The goal is daily content production without bottlenecks. This person keeps your brand visible and relatable on every platform.

Let Specialists Stay Specialists

Outsource niche skills (like PPC, SEO, or Website Design) to pros who live and breathe it. Your internal team should manage relationships, enforce your brand voice, and keep the engine moving.

Think of it like this:

Your internal team runs the playbook.
Your external partners run the plays.

Big Shifts in Roofing Marketing You Should Be Watching in 2025

Let’s be honest…

You’re not just a roofing company anymore.

You’re a world-class customer experience brand — with the potential to be powered by smart tech.

The new wave of growth-mode roofing companies are leaning into this. They’re rolling out the red carpet:

• Answering every single call.
• Texting when they’re en route, with a photo of the project consultant.
• Gifting customers after the roof install to spark raving fan referrals.

They’re using automation not to cut corners — but to enhance connection.

Imagine This:

• Automated follow-ups that feel personal.
• CRMs that alert you when it’s time to check in, upsell, or ask for a review.
• Tech that makes the whole process feel smooth, modern, and elevated — even luxury.

🔥 This is the new school of roofing.
This is how you become the brand homeowners brag about hiring.

Now’s the time to dream bigger and use technology to serve better.

Here are 7 Quick ways to consider going all in on automation in 2025:

1. Utilizing a tool like PulseM to text a picture of the project consultant to automatically ask for a review after the initial consult.
2. Utilizing ChatGPT, and a tool like our Youtube to Blog Post – tool to take all of your video transcripts and turn them easily into a blog post for SEO.
3. Using technology like Dope Marketing to gift people with delicious cookies after a job is completed, and/or sending postcards to all of the neighbors of a current project.
4. Utilizing Bid Mailers to automatically send custom bids to each house in an area – it measures with aerial technology and sends a quick price quote to homeowners automatically to drum up interest.
5. Utilize Chiirp to do database re-activation, ask for referrals or sell things like roof cleaning or Christmas Lights – Chiirp does automatic follow up, through e-mail and texting.
6. You answer every single call, including late hours call-answering service like Smith.Ai – Consider looking into late-night call back up, A.I. answering services for late night calls.
7. You utilize automations on Google Business Profile posting, responding to reviews, and adding photos from your CRM to your map listing with Hook Agency’s Maps SEO Product.

Take as much responsibility as you can – Marketing isn’t something to just half-a$$

Perhaps you have a few more ideas on how to effectively market your roofing company this next year.

We don’t just want to give you FREE courses, and give away all of our best information.

We want to work with you.

So let me put it this way: NO AMOUNT of information – even from a person who owns of company that’s created 10’s of thousands of roofing leads, will make up for lack of execution.

That’s why our marketing services aren’t FLUFF or CONSULTING.

We actually GET SHIT DONE.

So if you want a Roofing Marketing company that knows how to drive serious leads, please reach out now – and do the right thing for your company, your family, and your sanity:

• We drive leads through super aggressive SEO that gets you higher on Google.
• We keep Google ads tight, and drive down cost per lead.
• We make super-fast, SEO focused websites that drive leads for roofing companies.
• And we can even handle your Google Local Service Ads, and get you higher on Google Maps now too.

Please don’t wait another year looking for cheap, shitty roofing marketing companies – just to save a couple thousand bucks, when you could be making a million more with a company that knows what they’re doing.

Yeah, I believe Hook Agency is the best roofing marketing company on the planet.

And if we make a mistake, we’ll do our absolute best to make it better – with the most diligent customer service, I personally am aware of in Roofing Marketing.