The global roofing market is expected to reach over $280 billion by 2029. That’s a lot of shingles! And for those in the roofing industry, that dollar amount represents an incredible opportunity. To get your share of the market, you’ve got to start by generating leads.
Here’s the great news. There are dozens of ways to connect with new consumers who might need a roofer. But as a business that provides a service within local communities, you can also capitalize on traditional marketing efforts to get roofing leads.
What tactics should a roofing company that’s looking to generate leads consider? Here, we’ll explore 18 different approaches you can try.
Contents
- Add a chatbot
- Claim your profile on local listings sites
- Create a landing page for each service
- Include contact forms
- Put your contact information front and center
- Do local SEO
- Offer a lead magnet
- Create a referral program
- Manage incoming leads
- Send direct mailers
- Create lawn signs and door hangers
- Place local print ads
- Hang posters at other local businesses
- Get involved in local events
- Run local services ads
- Get Google Guaranteed
- Ask for customer reviews
- Tap into local groups online
18 peak ways to get more roofing leads
You offer the best quality workmanship, good service, and an excellent value for your clients. These roofing lead-generation strategies will attract more customers to your business.
1. Add a chatbot
The best time to connect with a lead is when they’re thinking about how your business can solve their needs. By adding a chatbot to your website, visitors can reach out and get the answers they need as soon as they need them.
A&A Services has a chat option and a lead capture form on its homepage.
AI and automation can immediately connect your leads with answers they need and flag the people who require follow-up from a human member of your team.
Research has found that a chat function automated by a bot can convert about 4% of website visitors to leads.
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2. Claim your profile on local listings sites
We recently reviewed the directory listings (think Google Business Profile, Judy’s Book, etc.) from 100 home services businesses, including roofers. Only 15% of them had complete and correct information on all of their listings.
That means you can outcompete other roofing contractors simply by filling out your free directory listings.
Establishing or claiming your business’s profile on local listings sites is typically free to do, and it allows you to cast a wider net in connecting with leads. You never know where people will begin their quest for a local service provider.
Many will turn to Google, but some are loyal to sites like Houzz or Angi. You don’t want to miss out on those people! By claiming your listing on each site, you ensure your contact information is correct and your profile is optimized. This helps you stand out from the crowd and makes it easier for leads to connect with your team.
3. Create landing pages for each service
Chances are, your roofing business doesn’t offer only one service. In fact, you might not even serve one audience! Roofers who work with residential and commercial clients might have vastly different messaging for those two distinct types of leads.
That’s why it’s essential to create separate landing pages for each service you offer. Doing so allows you to tailor your messaging to speak to the needs of your ideal customer.
Peak to Peak offers a range of services for both commercial and residential properties—and its site has a separate page for each.
Individual landing pages can also make your advertising more effective. When you create an ad touting your roof replacement services, you can have a call to action that drives traffic directly to a page for that offering, rather than your homepage.
4. Include contact forms on every page
The websites that succeed at lead generation make it incredibly easy for prospects to connect with the business on a deeper level.
By including contact forms on every page of your site, you allow a visitor to reach out without having to click to another page (or even having to pick up the phone!).
A1 Property Services uses a scrolling contact form that moves from the center to the top as you scroll.
Tailor each contact form to speak to the content on the web page it’s on. For example, if you have a web page that’s dedicated to your free roof inspection offer, write the copy on the contact form so it’s about scheduling a free inspection.
5. Put your contact information front and center
Some people love the convenience and immediacy of connecting via chat function or filling out an online form. Others would prefer to get on the phone and talk or text directly with your team. Others still might wish to send an email.
Dallas-based T-Rock Roofing has its telephone number in the header and notes that the team speaks Spanish.
Ensure your phone number and email are easy to find on every page of your site. Consider including your contact information in the universal header and footer, so it’s always visible. Then, no matter what page of the site your lead is on, they can easily dial your team.
6. Do local SEO
Leads can only fill out your contact form or call your team if they find your website in the first place! That’s where local search engine optimization (SEO) comes in. And for a roofing business serving a specific geography, local SEO tactics are vital.
Local SEO helps you show up in Google’s highly coveted local 3-pack results.
Walk through the local SEO checklist to ensure your site has the best shot at appearing in local search. From incorporating the right local keywords to including structured data, there are many small steps you can take to make improvements to your site’s local ranking.
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7. Offer a lead magnet
Getting a roof replaced or repaired is a big-ticket item for many homeowners. They might not be ready to sign your contract right away.
A lead magnet is something valuable you offer in exchange for someone giving you their contact details. You can offer a free quote, a discount, or valuable content like “The Ultimate Guide to Extending the Life of Your Roof.”
From there, you can nurture leads to have a better shot at converting them into customers in the future.
8. Create a referral program
Sometimes the best place to find new customers is through your current ones. A referral program that creates an incentive for previous clients to pass your name to family and friends can help generate promising new leads. Research shows that referred customers are more profitable and more loyal than those who find you on their own.
There are dozens of ways to design your referral program. You may offer an incentive just to the referrer, or to both them and their friend. Your reward may come as cash, a gift card, or a discount on a future service.
Crunch the numbers on the average value of your job to help you settle on an incentive that makes sense, financially, and let current customers know about the program!
9. Manage incoming leads
The one marketing gap that trips up a lot of home services businesses is letting new leads slip through the cracks.
That’s because it’s a struggle to track and respond to leads in a timely manner when your team is often distributed and out on the road at job sites.
Building out a lead management system allows your team to assess the needs of each incoming inquiry, establish a follow-up cadence, and ensure no one falls through the cracks.
A lead management tool like LocaliQ’s Dash uses AI to automate key portions of the process so your team can focus on closing deals and shingling roofs.
LocaliQ’s Dash can answer calls and texts, summarize conversations, and even score leads so you know which are the most ready to buy.
10. Send direct mailers
With direct mailers, you can reach prospective customers at home—literally. Identify the zip codes your roofing company services, then send a postcard or brochure straight to their mailbox.
Bonus points if you include a QR code on the mailer that drives right to a lead capture form. This allows for attribution and shows you where each of your leads comes from.
11. Create lawn signs and door hangers
This tactic is perfect for when your team is out on a job site. Ask your client if they’re comfortable putting a sign on their lawn for the duration of your job. As their neighbors watch your team work diligently, they’ll see your name and contact information right in front of them. It’s social proof in real life.
For a slightly more guerrilla tactic, try door hangers. Ask your team to take a few moments away from the roof to walk down neighboring streets. As they do, they can leave door hangers on each neighbor’s home.
12. Place local print ads
Along the same lines as these other analog tactics, local print ads allow you to connect directly with a hyper-local (and therefore relevant) audience.
Consider creating a special offer for readers, with a code like YourTownName25 that they can use to claim it. Then, when you see bookings come through with that code, you know how they found you.
13. Hang posters at other local businesses
There’s often a lot of camaraderie among local business owners—everyone’s in the same boat and eager to support each other.
If this feels like the vibe in your city or town, consider printing up some posters and asking other local businesses if you can hang them in their stores. Some local haunts, like coffee shops or diners, might even have a corkboard specifically for local businesses to post their signs.
Again, including a unique offer code, trackable link, or QR code can help with attribution!
14. Get involved in local events
Getting involved in local events is a great way to make a positive impression on the community you serve.
Whether that’s creating a branded float for the town’s annual July 4th parade or sponsoring the community theater’s production of Annie, there are likely plenty of opportunities to make a positive impact and a positive impression on your neighbors.
Along with those good vibes, you boost your name recognition and create an opportunity for more leads to find you.
15. Run Local Services Ads
Google designed its Local Services Ads specifically for businesses providing a service within a confined geography.
Unlike many other digital advertising options, which are typically pay-per-click (PPC), Local Services Ads only cost you when a lead reaches out directly through the ad.
This helps businesses spend less on casual browsers; anyone who’s calling your business directly is more likely to be a viable lead.
16. Get Google Guaranteed
Within the Local Services Ads ecosystem, roofing businesses can take an additional step to stand out among the competition: becoming Google Guaranteed.
The Google Guarantee program offers verified businesses a badge that shows Google has vetted your company and that your organization meets Google’s specific standards. This provides customers with an additional trust signifier to supplement any customer reviews.
The Google Guarantee offers an additional benefit. Any customers who find you through a Local Services Ad and are ultimately unhappy with your service may be eligible for reimbursement from Google, up to a set limit.
17. Ask for customer reviews
People won’t become a lead if they don’t know they can trust you. You’re asking homeowners to hire you for a costly job; they need to know you’ve done great work in the past.
Building up your online reviews is a powerful way to demonstrate that. In fact, 84% of people say they weigh an online review the same as they would a word-of-mouth recommendation from a friend or family member.
Not all local listings platforms allow you to solicit reviews directly. Still, on the ones that do (like Google), you can encourage past customers to share their experience with your business.
Send an email to all previous clients, kindly asking if they’d post their feedback. Then, take the time to respond to each one.
18. Tap into local groups online
Back in the day, people might have asked their neighbors for home service provider recommendations when they crossed paths downtown.
Today, internet forums serve as the digital town square. People often go to the local town Subreddit, Facebook Group, or community app like Nextdoor to solicit recommendations from neighbors.
When you create a profile for yourself in these forums, you can be the one to answer questions about roofing. It’s not all about pitching your business (though when someone makes a direct request for a recommendation, you can certainly toss your hat in the ring).
But positioning yourself as a helpful local provider can pay dividends, too. If someone asks about a couple of loose shingles on their roof, offer DIY advice. If someone is worried they have a bigger issue, offer to come check it out for free.
Not only are you generating goodwill with that individual, but other community members are witnessing your kindness and generosity. When they need a new roof, won’t they be more likely to think of you?
Scale to new professional heights with these roofing lead generation tactics
As the global roofing market continues to expand, it presents new opportunities for roofing businesses that have a solid lead generation engine in place.
Adopt some of these tactics and create a broader system to feed those leads into the right pathway to be nurtured (and eventually closed) by your sales team. When you do, you increase your chances of winning new leads, converting leads into customers, turning customers into brand advocates, and, ultimately, scaling up your business.
And if you’re ready to really elevate your lead generation, contact us, and we’ll show you how we can help you find new customers on all fronts.
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