What Is Roofing Lead Generation?

What Is Roofing Lead Generation?

Roofing lead generation is an important aspect of owning a construction or roofing business. A strong online presence that engages with your potential clientele in a dedicated manner can result in high returns for your business. 

Day-old techniques of referrals can only do so much in this highly competitive market. To get quality leads to pursue increased clientele, you need a proper roofing lead generation strategy.

What Is Roofing Lead Generation?

As a roofing business, you must be aware that you can’t always rely on old clients coming back again and again for profit. After a roof is installed, it can last for a very long time. Hence, you always need to find new leads to pursue. 

Roofing lead generation is the use of SEO-friendly content, strong internet presence, reliable marketing techniques, and sound lead acquirement strategy.  It can take dedicated time and effort to build a presence, but the result can be quite profitable. Most customers now turn towards search engines and social media platforms to find services, so you should make sure they can reach out to you. 

Roofing Lead Generation

Roofing lead generation is the holistic use of many different tools. It is not possible for many business owners to have the time and knowledge to implement a proper plan though. You can make use of different expert lead generation companies like Profit Roofing System. They specialize in roofing lead generation and have helped hundreds of businesses find their stride.

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.

COVID-19 Industry Update

COVID-19 Industry Update

How has COVID-19 pandemic changed the roofing market? How has your roofing business been affected? Where can you go from here? 

And what are those grants that Facebook and Google have been throwing around? 

We have all the info you’ll need right here!

First things first. Let’s see what those ad grants are all about. 

So, as the global health and financial crisis have hit most of the globe, Facebook concluded that giving out a little financial support could go a long way in helping small businesses get back on their feet. 

To be more precise, we’re talking about $100M in cash grants and ad credits to help during this challenging time.

The eligibility criteria are already out and they are not very restrictive so most of you could probably get your piece of the pie.

In response to the COVID-19 outbreak, they are also letting you announce temporary service changes on your Facebook Page and in searches on Facebook, so that your clients can clearly see how and when you will be working during the outbreak.   

Now, when it comes to your ad campaigns, there have been a few changes that may affect them, too. 

Facebook itself had to introduce some changes into their day-to-day work due to the outbreak, i.e. start working remotely, out of office.

This inevitably comes with some small hiccups, such as delays and errors in ad reviews.

And to avoid this, you should simply submit the ads for approval long before you actually need them, to have them ready on time.

Facebook is also fighting exploitation of certain products by banning face mask ads, hand sanitizer, test kits and similar ads, as well as the spread of misinformation by introducing the option to quickly research claims seen in Messenger online.

And when it comes to seeing your Messenger, you can now enjoy its new simplified design that Facebook introduced along with a new feature for Facebook story creation – the “Mood” creation mode.

This could come in handy for sharing customer reviews for example or some other exciting news.

And one last change that can help you grab your users’ attention is the option to convert regular 2D Images into 3D!

They will even appear to be of higher quality and will undoubtedly increase your engagement.

For more information, check full articles:

Google is also doing its part in helping SMBs get through this pandemic more easily.

They are handing out as much as $340 million in credits for Google Ads, which can be used throughout 2020 across any of Google’s advertising platforms.

The credits will appear automatically on your dashboard, so you don’t have to go through any application process, but the catch is, however, that you have to be an existing advertiser.

In other words, if you haven’t run any Google Ads before, you will not be offered these credits.

One of the reasons why Google is helping out in ad credits is that many businesses affected by the COVID-19 have decided to pause their campaigns and take a step back.

Everyone is treading lightly and being extra cautious with how they spend their money.

This, however, has resulted in much lower ad spend, which has, in turn, led to ad prices plummeting to an all-time low

This is expected to last until the second half of the year, because analysts believe that many are simply shifting their budgets to the second half of the year, which will drive up competition and prices.

You may want to use this opportunity then, while the prices are very low and there is very little competition to advertise harder than before and get out of this crisis on top.

After all, you won’t be charged for ads that people don’t click on.

For more information, check full articles:

Despite the crisis, Google is advising businesses to only limit and NOT disable their sites during temporary closures, and we couldn’t agree more.

Shutting down your site may have serious long-term consequences for your visibility and undermine all the work that you’ve done.

Now is the time to focus on getting your brand stronger than ever, to work on your site, to stay in touch with your clients, so that it will be easier to resume business once the pandemic subsides.

However, if you decide to temporarily close one of your GMB listings, the good news is that your rankings will not be affected.

Google has introduced the option to mark the listing as temporarily closed if your physical location is shut down, but online it will be treated as an open business.

Apart from that, you can also add additional COVID-19 related updates to your GMB, such as new operating hours, safety precautions that your business is taking, changes to regular service, etc.

Some GMB features, on the other hand, have been temporarily removed or limited, so that Google can prioritize critical health-related services.

Therefore, new reviews, review replies, and Q&As will not be published for now, and any business information edits will be published with delays.

It doesn’t come as a surprise that there have been a lot of changes in Google searches as well.

Trends are changing in an unprecedented manner, as we have found ourselves in some pretty unprecedented circumstances. 

That’s why it’s now more crucial than ever to use Google Trends and see how your industry has changed, what people are googling with regard to roofing, so that you can adapt to the changes. 

But, as always, we’ve got you covered in this area as well and we’re already on top of all the trends and changes that are taking place.

For more information, check full articles:

Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

If we can help you with something or you have any additional questions, feel free to contact us anytime!

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.

14 + 3 =

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.

Why Nobody Has a Money Back Guarantee and We Do (Sort Of)

Why Nobody Has a Money Back Guarantee and We Do (Sort Of)

When it comes to any kind of guarantee when we talk about marketing, it’s important to separate scammers from real marketing agencies. They all have their reasons for (not) giving you guarantees, some legit some not, as you may already know.

You’ve probably had your fair share of encounters with the scammy agencies so it’s pretty much clear that they will not give you any money back guarantee, or results for that matter, but I’ll explain it a bit more.

Then we also have legit agencies on the other side, experienced in the roofing market but that are still very careful with giving you guarantees. What’s their deal?

Find out all about it right here. 😀

#1 – No Experience, No Money Back Guarantee (and No Results)

The internet is basically endless with unlimited opportunities. Every niche is different, every state, every city, and area is different in its own right. 

The problem with marketing agencies that have no experience with the roofing industry is that they will test everything and anything that they can think of in the first 3 months. And they will not know what to expect. They can’t know.    

The same goes for any project they take on for roofers, every ad campaign, they simply don’t know what to expect. For example, when they put out an ad, they are basically going in blind – they can’t and won’t know how people will react and how the ad will perform until the ad itself is already out. 

When it comes to Google, of course you can conduct a competition analysis, but if your competitors use black hat SEO techniques, you just can’t know what to expect until you get into the actual optimization. 

There are generally many unknown factors and a lot of question marks above their heads. Too bad you can’t actually see them – it would save you a world of trouble and loads of $$$.

The point that I’m trying to make is that you have to know what you’re doing. Internet marketing is THE BOMB and it will always bring you at least 5x ROI – that is, if you KNOW WHAT YOU’RE DOING. It’s only a matter of time. The problem is that most agencies have no idea what the f*** they’re doing.

And that is the first reason why you don’t get any money back guarantee. Because they can’t guarantee you anything. They don’t even know themselves how everything will turn out in the end.

#2 – Experienced Agencies that Have Been Burned Before

Let’s shift our perspective a bit here.

There are also internet agencies with experience in roofing that still don’t offer any money back guarantee. Most of them don’t actually. 

Why is that? Because they, too, have been burned 100 times over already. What the hell am I talking about, right? Well, here’s the deal.

The thing is that campaign success also depends on the clients – the roofers. Yes, I mean you. 🙂 

There are a lot of roofing companies, especially small ones or those that need exclusive roofing leads ASAP, that look at internet marketing as their last-ditch effort. Everyone wants 50 or 100 leads right now, in the first month. Which would mean they’d get at least a million $$$ in revenue. Well, these millions don’t just fall from the sky – and that is where the problem lies. Many roofers think they do. 

Online leads are not like referrals and that is what we always tell our clients. With referrals, you basically have a ready customer, willing to drop the $$$ right now. Online leads don’t work that way. With them, you have to put in some effort as well. You need to work those leads, you need to FOLLOW UP on them multiple times. You need to call them as soon as possible, within the first 5 minutes for the best results. That is another crucial thing that we try to teach our clients about. Basically, you need to work! You need to work with us and for those leads that you want. 

And this would be the main reason why even the good and experienced agencies are much more careful with their guarantees. Clients can always say that lead quality is low. But we also know that often, the problem is not in the client per se but in the person working for that client, their staff. 

Luckily, we follow EVERY lead and can even listen to all the calls that our clients get. What we’ve noticed is that very often they don’t even pick up the phone when a call comes in, let alone follow up on that call (the lead) later. 

We had one specific situation like that where WE almost got burned. Here’s what happened.

We had been working with a client for 4 months when one day they basically accused us that our leads are no good, they’re crap, the number of roofing jobs they do has even decreased, and stuff like that. Basically, we f***ed everything up according to them. 

Of course, we decided to get to the bottom of it right away. We analyzed everything and the numbers looked perfectly good on our side, just like the first 3 months. And then – *cue marketing agency turned detective :D* – 24 hours later, a comment on a client’s Facebook post comes in:

Of course, we forwarded it to our client and very soon their office manager got the boot. That’s what I’m talking about when I say you need to follow up on every lead.

Bottom Line

When we talk about internet marketing and generating 50, 100, 200 or more leads in a month, we are talking about millions in revenue. Again, that doesn’t simply fall from the sky. Everything needs to function like a well-oiled machine – from the agency to the client, the sales process, every single thing. If earning millions were easy, everyone would be doing it!

When we remove agencies that are pure scammers, these are the reasons why even the good agencies are overly careful. There are just too many moving pieces. 

 That is why we offer our clients not money back in itself, but we guarantee the number of leads we will generate for them. If the client wants a 100, we’ll guarantee a minimum of 600 leads in 6 months and if for any reason this doesn’t come through, we stop sending invoices to the client and keep working on our campaigns as usual until we get the promised number.

Whatever happens, our clients always get what they pay us for. 

Luckily, nothing like that has ever happened to us so far and we don’t plan on it. 😀 

We always deliver and we always got you back, so join our proven MADMAT system and see it for yourself.

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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