What Roofers Can Do Now to Prepare for 2021

What Roofers Can Do Now to Prepare for 2021

2020 has been a rough year for all of us. Many businesses took a strong blow from the coronavirus pandemic, including those in the roofing industry.

Things were really tough with all the lockdowns, uncertainty whether roofing would be proclaimed an essential business, and internal issues such as employees coming down with COVID-19.

Kudos to everyone who managed to power through – especially if you managed to hit your 2020 goals.

But let’s not dwell on the past; things were out of our control. Instead, let’s talk about 2021

Roofing Market Has Changed and It’s Not Going Back

A lot of roofing companies still rely on door-knocking to generate business. But one thing is certain – coronavirus has changed door knocking forever.

I know I’m subjective as I sell DIGITAL MARKETING services, but to be honest, I’ve never been a fan of door knocking.

Not because it doesn’t work, but because time is money and, most importantly, door knocking lacks consistency and creates unhappy employees.

Let’s be honest, no matter what type of person you are, nobody likes to wake up every day knowing that a shit ton of people will slam the door into their face. And this is true for salespersons as well.

We’re constantly getting calls from sales guys asking us to help them generate leads online because they’re tired of people cursing them out.

With that being said, door knocking isn’t dead and it will never be, BUT I’m certain you can’t build a solid seven-figure roofing company relying solely on door knocking.

Personally, I think COVID-19 has just fast-forwarded the inevitable transition to online sales.
We’ve already seen with our clients that everything has started moving online, and this coronavirus epidemic just accelerated the process by five to ten years.

More and more roofing companies are dropping $$ into Google Ads, Facebook Ads, SEO, telemarketing, etc. As a result, the market is becoming increasingly competitive and the cost of running ads is growing.

Whether you like it or not, that’s how things are and they’re not likely to change. Roofers need to either adapt or come to terms with the fact that they’ll inevitably lose the race.

The only problem with roofers moving online is that truth be said, most roofing marketing agencies SUCK. And because they suck, roofers waste money on the wrong things.

That’s where I see our potential.

I wrote up this article to show you exactly what I would do if I was in your shoes and to help you see the light at the end of this black 2020 tunnel.

You might object now that roofing markets are different, companies are different, and people running those companies are different. But the truth is the same principles apply regardless of whether you’re in the retail or insurance market, residential or commercial market, and whether your roofing company is nationwide or a small local business.

What you’ll need to do is work simultaneously on four things: branding, internal processes, SEO, and lead generation.

Let’s break things down.

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Eventually, it is your brand that will either make or break your roofing business.

Not only does it massively affect your lead generation efforts in either a positive or negative way, but it also determines what kind of persons will be attracted to your company, be it employees or salespersons.

Roofers who work all year round should work on their brand all year round. Others should do exactly the same.

If you’re in the north and your business shuts down during the wintertime, instead of doing roofing work, work on your company’s brand. That way, you’ll get a head start when the new season kicks off.

If you’re a storm chaser and you’re waiting for that first April hail, you should work on your brand before the hail season so that you’re the first choice of roofers in people’s minds once the hail hits.

The three most important ways to work on your brand are generating positive reviews, promoting educational content, and telling your story online.

  • Generating positive reviews

Have an automated review funnel in place and keep track of how you’re contacting previous customers, how many times, through which channels, and where you’re driving them.

  • Promoting educational content

Write one blog article per month and record two videos with your smartphone, that’s all you need. Take $500 to $1,000 and promote this content through Facebook Ads. Rinse and repeat each month.

When you do this, you’ll constantly appear in the news feed of homeowners or business owners in your area. And when the next roofing season starts, or the next hail hits, who do you think these people will contact?

The company they saw online twenty times and that educated them how to find a quality roofer, which roofing material to choose, and how the insurance claims process works OR a company that cold-called them or knocked on their door? It’s not a hard guess.

  • Telling your story online

Always take photos of your team, your projects, and yourself and post them on your social channels. Share your thoughts, show people what your day looks like, and who the people in your team are. Write stories where you’ll share why you started the company, what makes you the best, why other companies suck etc.

Internal Processes

This is a big one.

We’re currently working with 40 roofing companies, and in the past ten years, we’ve worked with over 400 companies on different projects. On top of that, I talk with potential roofing clients every single day.

I’ve learned that 95% of roofing companies are broken inside and that this is hurting their bottom line.


I can say these numbers confidently because we track every. single. lead. and have hard cold data.

If you think you don’t belong in those 95% percent of companies with broken internal processes because you personally always answer the phone, ask yourself whether everyone else in your company does the same. The answer is most likely ‘no.’

On top of that, when we listen to recordings of conversations between roofers and potential customers, 40% of those conversations are so unprofessional that it would have been better if they never happened at all.

So work on your internal processes – check who’s answering the phone, which script they’re using, how many times you’re calling inbound leads back, how many emails you’re sending them, in which intervals, etc. Everything needs to be in place and automated.

My advice for inbound leads is to call them up to 7 times, email them up to 5 times, and send them three texts over a three-week period.

Also, make sure you set up a newsletter automation to nurture previous customers and extract reviews and referrals.

Kick-off your marketing with our FREE resources!


Start working on your SEO to get ready for the next season. SEO takes time, three to six months on average, so start ASAP.

It’s hard to find an SEO agency that will deliver, plus you probably got burnt before (maybe even several times). However, SEO will make you money, so put some effort into finding a company that will deliver.

In-Season Lead Generation

When the next season starts, you need to be firing on all fronts: branding ads, lead generation ads on Google search, Google Display Network ads, Facebook ads, Youtube ads, and SEO.

If you do all of this and your internal processes DON’T suck, you’ll kick some serious ass next year.

Here are some average costs you can expect from your lead generation efforts:

Google Ads: $100 to $200 per lead (depending on the competitiveness of your market and your agency’s skills).

Facebook Ads: $40 to $80 per lead, $100 to $150 per solid appointment (again, depending on the competition, how good your agency is, AND most importantly, how good your internal systems are).

Branding: $500 to $1,000 of ad spend budget for the promotion of educational content.

SEO: It can cost anywhere from$200 to $2,000 per CITY (depending on the competition) and it can bring in 20 to 200 leads per month, depending on the size of the city you’re working in.

For a more in-depth analysis and a complete, personalized marketing plan, all you have to do is click this button, tell us your revenue goal for 2021, and which roofing markets your company works in.

I’ll personally take a deep dive into your local market, analyze your competitors, and tell you where you stand in comparison to them.

Then, I’ll create for you an in-depth, personalized plan and tell you precisely what you need to do to crush your competition and dominate your market.

It’s 100% free with no strings attached.

We’re already booked for the beginning of 2021, so you can sign up for our waiting list.

I hope you crush it in 2021!

Most Effective Ways of Generating Roofing Leads

Most Effective Ways of Generating Roofing Leads

Generating those elusive qualified roofing leads can often seem like a dream that may never come true. It seems to be like a constant struggle of testing different channels, approaches, what actually works, and what doesn’t. 

And you may get a roofing lead here and there but nothing substantial, nothing that will help you move up in the roofing business and become a force to be reckoned with.

And truth be told, the lead generation process can be tricky for many – but only until you find that gold mine (or several of them) that will start and keep bringing you new customers and profit.

So how can you find that gold mine? Which approaches actually work? Where should you invest your time, effort, and money?

Read on to find out!

Inbound vs. Outbound Marketing

For as long as there are roofs and roofing, roofers have relied on referrals, word-of-mouth, door-knocking, and similar “traditional” lead generation methods. These methods are known as outbound and they rely on roofers reaching out to broad audiences looking for new leads, i.e. customers who need roofing services. 

This outbound approach is more “old-school” and traditional, which does not necessarily mean that it doesn’t work anymore. It can also include direct mail, radio, and TV commercials, along with door-knocking. 

As opposed to outbound, there are also inbound approaches. These roofing lead generation approaches are more targeted and through them, you are actually reaching out to customers that are already looking for a roofer

Inbound marketing strategies primarily include digital marketing methods, such as paid ads (PPC) and search engine optimization of your website. Optimizing your website basically means that when a user googles “roofing company near me” or “roofer + the name of your city,” your website will come out on the very top of the Google search results. 

While there are still some outbound approaches that may prove to be fruitful, inbound marketing – i.e. digital marketing – has become the golden standard

But which digital methods have proven to be the most effective and which traditional approaches still work? That’s what we’re tackling next.

Which Traditional Approaches Still Work?

Word-of-mouth referrals – where the clients actually do the advertising for you – have long been the best traditional form of advertising.

All you have to do is provide quality services and products, a good price to quality ratio, and, of course, care about your clients and their satisfaction. Because when your clients are satisfied, they are bound to recommend your services to their friends, neighbors, family, and anyone who asks them. 

Nowadays, these word-of-mouth referrals have also gone digital, so to speak, as many users and potential clients now turn to the internet for customer reviews. But the traditional way is still alive and will probably always stay that way. 

Other traditional methods, such as canvassing and door-knocking, may generate some leads and results but today, they are highly unreliable and you cannot maintain or grow your business only off of them. 

How to Use Digital Marketing for Lead Generation

When it comes to digital marketing, this is your gold mine for qualified roofing leads. It is through digital approaches and methods that you can create a sustainable roofing business, a business that continually grows, and has the potential to scale up significantly. 

The cornerstone of all your online digital marketing methods and the beginning of any roofing lead generation process is your roofing website. It is your best resource and can become your top source of income and profit. 

A website is like your online business card and it is the first thing your customers will look through when they research your business. If they like what they see, they will probably contact you, and if they don’t, they will move on to your competition. And if you don’t have a website, you are automatically excluded from consideration as there will be nothing to consider.

Therefore, if you don’t have a website, building one should be your top priority and if you have it already, you should move on to optimizing it for search engines.

Because it is only through SEO optimization that you will be able to get your web among the top search engine results pages. And why is this important? Because your customers will only click on the pages that come up at the very top of their search results. 

Just think about it – when you google something, which pages do you click on? Only the first few, right? The first 2, 5, or maximum 10 results. But you will probably never go beyond that, on the second page of search results. 

In addition to a great website, you will also need some paid advertising in the form of PPC ads. They have proven to be highly effective, especially when you combine several advertising platforms and have an expert that knows how to make the most of them. 

Facebook ads and Google ads are some of the best platforms for PPC advertising because they allow you to target a very specific audience, thus generating highly qualified leads. They bring in very high ROI and, in combination with an optimized website, will generate you a steady and reliable flow of roofing leads in the long run.

What to Use in the End?

Finding that perfect combination of traditional and (mostly) digital lead generation channels is the key to success. If you are serious about growing your roofing business, then one marketing channel is usually not enough. A combination of those that work best for your specific circumstances is what will get you to the top in the end. 

This article is presented to you by Profit Roofing Systems and if you have any question, please feel free to contact us.

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

Coronavirus and Roofing: Where Do You Go from Here?

Coronavirus and Roofing: Where Do You Go from Here?

The global coronavirus pandemic that has hit nearly every part of the world has also potentially triggered a growing financial and economic crisis.

Many are closing down their businesses, whether temporarily or permanently. Others are slowing down, shutting down parts of their businesses, cutting down on their marketing campaigns or completely shutting them down.

This doesn’t come as a surprise as the mandatory isolations, quarantines, curfews, etc. are becoming stronger and more rigorous by the day. Fear and uncertainty are rising exponentially. 

So how do you face this new situation? How is it affecting the roofing and construction industry specifically?

We have to start from the fact that in digital marketing and marketing in general, adapting to the current status and the circumstances of the industry and the world is a prerequisite for any kind of success. And now, adapting is more important than ever.

Now, it is not only about success but also about surviving.

So how should you, as a roofer, approach this global COVID-19 pandemic and adapt to it? 

Is it time to slow down and wait it out or is this the time to strike and hit harder than before?

What will be the repercussions either way?

There is a lot to be said about it so we’ve tried to sum it up for you and give you a straight answer, along with some helpful advice.

Pandemic or No Pandemic, Hail Is Still Here

The fact is that even though most of the country is on lockdown, certain emergency services, i.e. businesses that were deemed “essential businesses,” still have to be open for business

Severe roof damage due to hail is one such emergency and efforts are being made to cite roofing as an “essential business” as well. 

In the meantime, some roofers had to completely stop working but others, whose states are still not in complete lockdown, are still alive and breathing even in this time of crisis. At least for the time being.

Why? Because the weather is still something that is completely out of our control

Hail doesn’t ask if COVID-19 is wreaking havoc on the entire world.

Rainstorms and hurricanes don’t stop just because there is a worldwide pandemic. They will come inevitably and wreck people’s homes, cause damage, as well as additional financial and emotional stress.

And these are exactly the reasons why the NRCA has sent a letter to President Trump, urging him and the Government to recognize roofing as an “essential business.” People’s safety is at stake here, after all. 

So, at the moment, nearly everything is on lockdown throughout the U.S. or will be very soon. The majority of businesses are being shut down but the construction industry still cannot be fully closed

The safety of people’s homes is in question and in danger as the hail season begins to show its face in many areas of the country. 

Some people will want to get ahead of hail damage and get a new roof while they can. Others will inevitably need new roofs or at least roof repairs once hail has done a number on their homes.

Either way, this is your time to step up and do your part. 

If you offer emergency hail damage services, this is the time to strike and to help those in need. 

But how will you do it if you can’t go door-knocking? How will you get roofing leads and appointments? What’s the alternative?

Facebook ads!

Facebook Advertising Has Never Been Cheaper 

Ad space has literally never been cheaper and the costs are plummeting, just like the stock market. 

The thing is that platforms such as Facebook usually mirror the state of the market, i.e. the state of supply and demand. 

As the demand for ad space is decreasing, many businesses, including roofing contractors, are shutting down their ads and campaigns, or at least reducing them in number, so the prices are dropping as well. 

And they are dropping big time! 

What this means for you is that this is the time to strike! Get your ads and campaigns running stronger than ever and use this opportunity to grow your business even stronger than ever. 

Since everyone is advised to maintain social distancing and stay at home with minimal physical contact with other people, one of the best offers you can promote at the moment is zero-contact roofing estimates. 

This would include complete communication being done via phone or email, doing the actual estimate without going inside the client’s house or meeting them in person, taking every safety precaution by wearing gloves and masks, and finally, emailing the client a copy of the estimate.

This way, your clients will have great peace of mind and everyone will be adequately protected. 

But it doesn’t even matter if you cannot do actual roofing work, you can still use this opportunity to get ahead of your competition and to build a strong connection with your clients.

Everyone is waiting for this crisis to blow over and then they will want to expand quickly.

But the problem is that door-to-door will definitely not work for a while, who knows for how long, but you can probably forget about it for this roofing season.

This means that now is the perfect time to work on your brand – and at very low cost – so that when this is all over, you come out ready and strong. 

After the crisis is over, everyone will start hustling and doing it because they won’t have a choice, but you will already have the upper hand.

What to Promote on Facebook if You’re Not Working?

If your state is on complete lockdown and you cannot work for the time being, there are plenty of other possibilities for promotion and advertising.

While there may be no point in promoting your services such as roof replacement or roof repair if you are in lockdown at the moment, you can focus on everything else that you can do remotely. And that primarily includes online content.

This is the time to start creating and pushing even more content since everyone will mostly be home surfing the internet.

This way, you will be able to maintain a connection with your clients and your online public even if you are not doing business with them

Start writing blogs, articles, activate your Facebook page even more and start writing updates, important info, helpful tips, and similar. 

Make sure that your content is informative, relevant – you can touch upon the current situation, give users some guide or tips on what they can do on their own from the inside of their home, etc. 

For example, you can write blog posts with essential roofing tips for homeowners, such as how to maintain their roof during lockdown, what are the potential dangers they can be faced with in terms of the security of their roofs, what they can do if they encounter damages, how they can DIY minor roof issues, etc. 

This type of content will go a long way both for you and the strength of your business and it will also help your clients stay informed and entertained.

Promote all of this content via Facebook ads and try to reach as many people as you can.

This way you can maintain contact and strengthen the relationship with your current clients and at the same time attract potential customers to turn to you with any roofing questions they might have.

Another thing you can do in this time of crisis and lockdown is to offer some type of free consultations, whether online or via phone

You can encourage people to get in touch with you if they have any questions regarding their roofs, roof maintenance or damages.

They can get informed about the services you offer so that they can replace a roof as soon as this pandemic and the lockdown are over. 

This is your way to maintain contact with your current and future clients and prospects until everything goes back to normal. 

And maintaining that contact, especially with your current and previous clients will be crucial after the crisis is over. Why is that?

Because new markets will either not exist at all or they will be very hard to reach. Your best bet at staying strong and in business are the people you’ve worked with before, the people that you stayed in contact with throughout the crisis.

Because once this is all over, they will turn to YOU for a free inspection or at least a roof maintenance. 

This is especially true for commercial businesses, for example, as they cannot endanger their clients/buyers by delaying roof maintenance and repairs.

BONUS: Facebook Is Giving Out Millions of Dollars in Ad Incentives

An additional bonus here is that Facebook is even offering incentives to small businesses that have been hit the most economically during this COVID-19 pandemic.   

It is handing out as much as 100 million dollars in cash grants and ad credits! Take advantage of that and make sure to jump in on the bandwagon.

At times like these, you just have to use every opportunity that comes your way and this one is an amazing one.

Apply for the grant and use this support, as well as the Facebook ad space that is becoming less crowded by the day, to promote your roofing business, stay in touch with your clients, strengthen your brand image, and prepare for the future.

These types of opportunities don’t come very often and it would be a shame to miss out on it. 

This is your opportunity to not only survive this global crisis but also to grow even stronger and get ahead of your competition.

So that when the crisis and the lockdown are over, you don’t have to start building your roofing business from scratch.

Door-Knocking Time Is Gone… Indefinitely

Business as we know it has changed. In-person marketing activities and door-to-door sales are slowly being banned across the U.S. 

Door-to-door is even most likely gone forever. Well, at least indefinitely. People fear physical contact at the moment and steer clear from it – and for good reason. It is even strongly recommended and mandated.

But what will happen once the health crisis is over? When the authorities say it is safe to walk the streets again with no fear of contagion. When they say that physical contact with other people is no longer dangerous?

Some will welcome it but many will not be quite so ready and welcoming. People’s mindset will inevitably change – it is changing as we speak – and they will not be so quick to open doors for strangers anymore.

What this means for your business, therefore, is a change of direction. You need to focus on online sales and promotion of your business now more than ever!

Consumers have already shifted to online shopping and everything they can, they will do online. And this mindset will most likely continue well after the global pandemic is over.

Imagine, for example, that on top of everything, we go into a big recession and financial crisis like in 2008.

The demand will significantly decrease but the supply will be the same. The number of roofers fighting for those few clients that need a new roof will be the same!

This means your competition will be stiffer than ever and you’ll have to fight tooth and nail for every client. And with door-knocking gone, what do you have left? You brand and online advertising – if you worked on the during the crisis. 

Therefore, the need to adapt to the new business circumstances and the state of the market is more important than ever.

The internet and the online sphere are now more important than ever and your main way of staying in business.

Recalibrate for the Future

So, what does the future hold for your business? No one can know for sure. There are too many variables at the moment and no one can know exactly how long this crisis is going to last. 

The best thing you can do is focus on what you CAN do. For the moment, that includes emergency hail services if your state is not on complete lockdown and focusing on the things you can do online to nurture the relationship with your clients

Adjust to the current situation and provide valuable content, interesting things to read, helpful information, etc. Give free consultations, encourage people to contact you about roofing questions, and wait out this crisis as best as you can.

You can even start preparing your business for the future, for the post-corona period. 

There is a growing need to digitize as many aspects of work as possible, to work remotely, and minimize physical contact, which will most likely even grow throughout this crisis.

Therefore, you can start now by implementing different online tools that can help you and your team stay updated on everything related to the coronavirus, as well as hold online meetings.

In addition to that, you can try out a system for complete digital project management, such as the one that GAF has released

With these features, you will not only increase productivity in the post-corona period, but they can also help you expand your offer.

People will lean more towards everything that is online and done remotely after this long period of isolation and social distancing.

Therefore, focus your attention on online communication, use these and similar apps and features to develop an online sales process.

The mindset of the people will inevitably change and many will try to stay away from physical contact for the foreseeable future. 

Door-knocking and close encounters with your clients will probably be on hold for some time. 

So, adjust your business to the new situation and use this time to strategize and come up with some new solutions, new ideas, so that when you’re back in business, you are strong and ready to face any type of new circumstances.

We may not know for sure what the future holds at the moment, but what we do know is that those who fight – survive!

And these tools that we’ve given you are your BEST CHANCE for survival. All you need to do now is get in touch with us and let us show you how to use them.

Crisis is already taking hold so waste no time, click on the button below and schedule your FREE STRATEGY SESSION now!

Let’s fight this fight together and come out as winners!

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

Is HomeAdvisor a Waste of Money? (HINT: You Bet It Is!)

Is HomeAdvisor a Waste of Money? (HINT: You Bet It Is!)

SPOILER ALERT: This blog post is not just a crappy theoretical text full of bullshit and unproven presumptions. It’s based on time-consuming research my team has done to finally answer this question that pops up in literally every conversation with roofers looking to find more leads.

To answer this burning question, we put some serious effort into research. We diligently analyzed the experiences of 246 roofers with the services that pages such as HomeAdvisor, Angie’s List, Houzz, and Porch offer.

We went to hell and back cause we knew the truth is out there… 🙂

Read on to see what we found out.

How Do These Services Work?

Simply put, HomeAdvisor is a service or an agency that matches a consumer with a contractor that provides a product or a service that they need.

And how do they sell themselves to you?

Bottom line, they tell you that they have a lot of leads in your area and from your niche, and once you pay them the money – a membership fee and a fee for each lead – you just need to sit and wait for your leads.

And will you live to see the moment when they get you your leads? Nobody fucking knows. It’s a matter of luck, I guess.

What we found out during our research is that they either send you bogus or low-quality leads and charge the hell out of them, or they simply take your money and you never hear from them again.

If that isn’t a scam, I don’t know what the hell is.

And if you think you will get any kind of refund or apology from them, you are gravely mistaken.


In the light of what we just said, this would probably be a more accurate description of how they operate:

So Why Do Roofers Go With Them?

Leads, leads, leads…

Sometimes it’s difficult to get new AND quality leads that using crappy services like Home Advisor starts to seem like a good idea.

This is especially the case if you’re just starting out in the roofing niche. After investing a lot of money into starting your own business, you definitely need cash to start flowing in as soon as possible.

In these situations, you WANT to believe these services will give you a good bang for your buck. But, as we all know it too well – if something sounds too good to be true, then it usually is.

These experiences illustrate the point pretty well:

One of the marketing tricks that pages like Home Advisor and Angie’s List use to make you give them your money is that they will serve as a reliable source of client reviews that will help you stand out from the competition if you do a decent job.

And then you figure this out:



Angie’s List announces layoff of around 70 sales employees

Are There Any Satisfied HomeAdvisor Users?

Of course, there are occasional good reviews, a job well done, a match made in heaven – but there has to be, doesn’t it? How the hell else would they attract any number of subscribers and get users to enlist on their directories?

Good reviews and successful matches are exceptions that confirm the rule. Every once in a while they have to do what they say they do in order to stay in business.

So the question is, to trust them or not?

As one roofer so eloquently put it:

Bottom Line

Is subscribing to these scam services a smart move?

Home Advisor and its pals are really nothing more than niche directories at best. They’ve created an audience and they make money by renting access to that audience – the key word being “renting.” They can’t guarantee you’ll get the leads, and the leads you do receive, you don’t own yourself.

All in all, with these kinds of services, you don’t own the leads, you are not generating your own assets, and it is only a short-term solution, if it ever works.

Their only guarantee is that they will take your money.

Now that you know this, are you ready to change your marketing game plan? Call us at (347) 269-3804 and let’s talk about REAL ways to generate roofing leads.

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

How Important Are Online Reviews for Getting More Roofing Clients [And How to Collect Them]

How Important Are Online Reviews for Getting More Roofing Clients [And How to Collect Them]

This indeed is a great question. Especially because changing a roof or fixing it is probably one of the most costly investments one can make as a homeowner. Therefore, when it is time to hire a roofing contractor, people will want to know that their money will not be wasted.

Now, there’s some good news and some bad news.

The good news is that you can develop trust and present yourself as an expert roofer relatively easily. All you need are recommendations. But the bad news is that personal recommendations can be so fucking difficult to collect. Roof replacements and repairs are not a regular occurence so people might not even remember the contractors they hired several years ago.

This is where online reviews come in. Read on to understand why they matter, how strongly they influence potential customers, and which strategies you can use to get more reviews for your roofing business.

Why Online Reviews Are Super Important for Roofers

As you may notice, the question really isn’t whether online reviews matter. Because they do, A LOT. Just have a look at the results of Bright Local’s Local Consumer Review Survey:

According to this study, an incredible 93% of consumers said they read reviews to determine the quality of a local business.

In addition to this, 73% said positive reviews make them trust a local business more.

Get out of here! These numbers are fucking incredible! If you find them hard to believe, think about it this way:

Each person (yourself and myself included) wants to make sure they won’t be throwing their hardly earned money into the wind by hiring a wrong company. They’ll go through reviews in detail until they find the right company. According to Bright Local, they’ll read around 7 reviews before they decide that they can trust a business.

Now, if you don’t have reviews or you happen to have fewer reviews than your competition, people that are searching for a roofer in your area will probably contact the roofer with the largest number of (good) reviews.

Don’t let that happen. YOU need to be that roofer.

Can Reviews Help You Rank Better

A lot of people wondered the same thing and did some research to find out whether there’s any correlation between the number of Google Map reviews and increased rankings.

It turns out that having a larger number of reviews can actually improve your business’s ranking in Google Maps and the chances of getting into the 3-pack. You won’t be able to see the impact at the same moment reviews start dripping, but you can expect to be pleasantly surprised in a few month’s time.

Also, if you already rank well in Google Maps, but you aren’t receiving a good number of monthly phone calls, it’s very likely that you don’t have ENOUGH reviews. Getting some more could give you the boost you need to stand out from your competitors.

How to Generate Reviews for Your Roofing Business

Now that we explained why having online reviews is a must in 2018, let’s talk about ways to generate them.

So, what you need is 10 or more reviews on your online properties like your Google Maps profile (the most important), Yelp/Home Advisor/Houzz profile, and your website.

These don’t need to be all 5-star reviews. As a matter of fact, it’s even better if they aren’t. I mean, realistically, what are the chances that every single person you worked with perfectly satisfied? Bullshit, I know. That’s why having only 5-star reviews will look fishy to say the least.

So how do you actually collect the reviews? Here are some tried out methods:

  1. Ask your old clients

You probably have a database of all the customers you worked with. Simply put together one email template that has your .review link in it and gradually send it out to people in your database.

If we’re talking about a very old client and you’re not sure whether they’d remember you, you can first hop on a phone call and and then follow up with an email.

  1. Ask every new client

Make it a standard practice to ask each client to leave a review after the job is done. If you’ve already put the .review link on your business card, all you need to do is tell that’s the place to go and leave a review.

Remember to follow up after a few days in case they forget to do it or they didn’t have time.

  1. Ask friends, relatives, and employees

You’ve probably done a roofing job for some of your friends and relatives. Why not ask them to leave a review for you? They’re usually more than happy to do it.

Also, if you’ve done a roofing job for any of your employees, that’s another great chance to get a review.

  1. Do review swaps

Join a few roofing groups on Facebook and get in touch with a few local roofers. Ask them whether they’d like to do a review swap. They’ll leave a review for you and in exchange you’ll do the same for them.


Create some type of incentive for every person who leaves a review. For instance, you can reward them with a $200 coupon that they can also share with their friends. If you constantly send out coupons, sooner or later, someone will share it with their friends and send you a new client.

Last but not least, it’s important to mention the timing. Don’t just go ahead and use all these strategies I’ve outlined at once. It’s actually better for your Google Maps listing to have a steady stream of reviews coming in over a longer period of time.

For example, getting 1 review each week over the course of few months is actually better than getting a ton of reviews in just a few days. “Slow and steady wins the race” rings true in this case.

The Quickest Way to Get New Reviews

There’s actually a quick and pretty easy way for you to create a steady stream of new reviews and really dominate your local area.

You can do that by owning a .review domain.

As you probably know, there are many types of domains: .com, .net, .org, .info, .co and others. .review is simply one of them. However, unlike other domains, it can be used to set up your review funnel in a pretty awesome way.

Here’s how this works:

Let’s say you’re a roofer from Dallas. You can claim a domain bestrooferindallas.review, bestrooferdallas.review, yourcompanyname.review or any other variation you want.

Now, the trick is that you won’t actually be using this domain to showcase your reviews there. Why not? Because Google Maps reviews bring the most value. They are integrated into search results and show up automatically whenever someone is searching for a roofing contractor in your area.

So what are you going to do with this .review domain? You’re actually going to redirect it to your Google Maps review section. And then you’re going to place it on your business cards besides your website URL, on your website, on your flyers and promo materials, and in your email signature.

That way, you’ll have a neat shortcut through which prospective customers can have a look at your current reviews and existing customers can leave new reviews super fast!

Now, how easier is that than telling them them to go to Google maps, find you there, click on the reviews, and then leave a review? And how neater is it than giving them a crappy link with your business ID that is a sequence of letters and numbers? If they accidentally delete one letter or number, the link won’t work and you won’t have the review.

You can even set up a funnel for leaving reviews where the 5 stars rating is already checked. How cool is THAT?!

Another great thing is that you’re not limited only to Google Maps reviews, but you can do this same thing with any directory where people might be looking for roofers, such as Yelp or BBB. It works perfectly each time.

YELP: bestdallasrooferyelp.review

BBB: bestrooferdallasbbb.review

HOUZZ: houzzdallasroofer.review

Google Schema Review

Last but not least, you can also integrate reviews into your website. That way, when your website turns up in search results, it will have a nice star rating right under the URL. This is something that very few roofers are using so it will definitely make your website stand out and catch potential clients’ eyes.

Just to demonstrate my point, it took me around 10 minutes of scrolling down and going through search results for several different locations to find ONE roofing company that was using the 5-star method:

Right now you’re probably thinking: “If no-one is using this, it must be some complicated shit”. Actually, it’s just the opposite. All you need to do is take a piece of code called Schema Review, fill in your information, and simply paste it into the code of the page you want the stars to appear for. Done!

Now that you know reviews matter, what are you waiting for? Stop sending potential clients to your competition by missing out on something so simple and yet so powerful.

If reviews are not a priority in your plan for getting more roofing leads, it’s about time to make them one! You can do it by yourself or you can contant online roofing marketing company.

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

Why Most Marketing Agencies Suck When They Play with the Roofing Niche

Why Most Marketing Agencies Suck When They Play with the Roofing Niche

I’m writing this post because I’m tired. I’m tired of these f***ing agencies’ messing up campaigns because they don’t know how to advertise properly. In the last 6 months, somewhere around 120 roofers scheduled a free strategy session with me to talk about how can I help them scale their company.

Want to know what their main problem was?

📌 98% of them had already been scammed by some internet guru that promised he will own Google for them

📌 45% of them got scammed more than two times (!!)

How is that possible?! What are these companies doing?! Well, let me tell you – they’re making money off of you. And you? You are losing money to them.

If you are reading this and a similar thing has happened to you, I’ll tell you right now – it’s not you, it’s them and I f***ing hate them!

I’ll break it down for you and in the end, you’ll feel the same (if you don’t already).

Issue #1 – No Experience

📌 50% of ALL marketing agencies don’t know how to pull it off

Basically, these agencies are ignorant. They simply decide to go into roofing and in the end, don’t know what hit them.

And roofers are the ones that take the hardest hit.

The main issue for you as a roofer is that when you sign up with an agency that doesn’t have prior experience in the roofing industry, you don’t stand a chance


It’s because the roofing industry and the market are extremely competitive. And all those who are not in it every single day – they just don’t know it. Or they don’t care enough to do some proper research and see what they are getting into.

So, what ends up happening? They just half-ass their work, throw something out there, and think (or hope) it will work.

When it doesn’t, they go into panic mode, they start changing things, testing things… By that time, the campaign is already 3-4 months in with no results.

Money is wasted, time is wasted, and you are starting from scratch – again.

Roofing should be done in a very specific, targeted way – there are a million things to be aware of. Each city and each state has dozens, if not hundreds of roofers that are fighting for the same people.

You need experience to know how to juggle it all, you need to know how customers think, what they want, you need to know how internet marketing works, what matters and what doesn’t, you need to dedicate time and money – a substantial amount of both – in order to produce some results.

Bottom line, you need to care and you need to know your shit.

Issue #2 – Can’t Keep Up

There are also some online marketing agencies that are, let’s say, half-legit. What do I mean by this?

Well, these would be the agencies that have been in the business for a while and that had some success back in the day. The keyword being “back in the day.”

Relying on former glory won’t cut it here. Internet marketing is as changeable as the hours in the day. You need to keep up, you need to know what’s going on, what’s new, what works NOW.

You have a ton of agencies that performed really well 4, 5 or even more years ago. But online marketing is NOT like riding a bike. You don’t just learn it once and you’re good to go. You learn it constantly, you upgrade your knowledge and your methods all the time. You keep up with the times.

BUT as you probably know, PEOPLE ARE LAZY and egoistic. Nobody wants to admit they don’t know everything, nobody wants to take some time and learn.

People don’t realize that success comes with constant learning, working on yourself and your craft. Standing in one place will never get you anywhere – both literally and metaphorically.

Google and Facebook are changing every single week – just google “Google algorithm updates” and you’ll see. Or, check out this graph from RankRanger that portrays the situation pretty damn well:

So how can you expect to do anything remotely successful if you rely on your skills and knowledge from 5 years ago or even from a year ago?!

If you aren’t constantly learning and testing new shit you are basically a dinosaur in a matter of 12 months. Not to mention what happens in 4 or 5 years. (You’re probably a fossil by then.)

Issue #3 – Scammers All Around

As you’ve seen by now, sometimes the marketing agencies are simply ignorant by nature, inexperienced, etc. They get into the roofing market not knowing what hit them basically.

But other times, they are ignorant ON PURPOSE. Their main goal is to rip you off and scam the hell out of you.

📌 Up to 30% of agencies are pure SCAMMERS

That’s right, there are agencies that I talked to or whose services I actually tested and I can tell you first-hand that they don’t actually do anything.

How do they operate then? How do they get you?

Well, most of them do SEO and SEO takes time. It is a process. And this is exactly where they catch you. These scam agencies hide behind the fact that SEO takes time and every time you ask about results, their answer is “I need more time” or some crap like that.

It may sound like a legit answer, after all, it is a long process and it takes a while to get some visible results. But real agencies will provide you with reports, with some kind of proof of progress, of what they’ve been doing.

Real agencies don’t hide behind anything. They give you the truth, they say how it is, and they make good on their promises. They give you results and not crap.

What’s the Solution?

You need to work with an agency that has prior experience with roofing contractors. You need to double check their case studies (if they don’t have any case studies RUUUUUN).

And you need to check their reviews. See if there are any negative ones, what exactly people are saying and stuff like that. If people were scammed, they will not hesitate to write about it and try to warn others, so make sure to read them through.

Also, try posting about them in a few Facebook roofing groups. If they are legit, people will back it up.

When it comes to my experience with other agencies and marketers, I only know one guy that I can vouch for but he only does Google Ads and that’s it (and to be honest, there is only so much you do with just Google Ads). I know one more guy that’s heavily into commercial roofing. He is also very exclusive and does only commercial, but I’ve heard some nice things about him

Everybody else: I have zero respect for them.

If you want real results, join the MADMAT system and let us work our magic for you.

Matt Jacob

Matt Jacob

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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