For roofers ยท Marketing planning
A roofing marketing plan that survives the busy season.
Most roofers market in a panic after a slow month and stop the moment the crews are booked. A plan keeps the pipeline steady through the weather instead of chasing it.
Or text (508) 546-9942
Slide it
You vs. Average Joe Roofing.
Left is your website today. Right is the one Average Joe Roofing has. Drag the line, then hit the button.
Crickets on the left. That is the problem.
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Illustration. Joe is made up. Your competitor is not.
The roofing company version
Why it matters.
Roofing has a feast and famine rhythm that wrecks most marketing. Crews are slammed in summer, so nobody posts, follows up or asks for reviews. Then fall winds down, the estimate pipeline is empty, and the owner buys ads in January when nobody is replacing a roof. A written plan decides in advance what happens in each stretch, so the slow months get built during the busy ones.
Then comes the harder call: what kind of roofer do you want to be known as. Storm and insurance repair, full replacements, metal or slate specialty, flat commercial roofs. Each draws a different customer and needs a different message. Trying to be all of them in your marketing makes you sound like none of them.
What I would build
For a roofing company.
What you sell, to which homeowners, and why you over the guy with the cheaper quote. Written down, so the website, the estimate sheet and the truck all say the same thing.
A replacement package, an inspection, or a storm response process, defined clearly enough to price and explain. Vague offers lose to specific ones when the homeowner lines up quotes.
Usually your Google profile, reviews and a few strong pages do the heavy lifting. I say plainly which channels get effort and which ones you can stop feeling guilty about.
A light weekly routine for production season that takes minutes, and a heavier one for winter. Plus the numbers to watch and the threshold where you change course.
The mistake I see
Marketing only when the schedule is empty
A roofer who markets only when the board is empty is always two months behind. Replacement customers research for weeks before calling, so the work you sell in April started with what they saw in February. Dropping everything in July because the crews are full guarantees a thin fall. The plan exists to break that cycle, not to pile on more work.
What you get
Marketing planning.
Before anybody designs anything, I figure out what you are selling, to whom, and what has to happen every week.
- A written position: what you sell, to whom, and why you over the alternative
- The offer, defined tightly enough to put a price on
- Which channels get effort and which get ignored
- A weekly rhythm somebody can actually keep
- What gets measured, and the threshold that triggers a decision
How it goes
For a roofing company, step by step.
→ Keep scrolling. It moves sideways.
One long conversation
Your numbers, your best customers, the jobs you wish you had more of.
Narrow it
Most plans fail from doing six things badly. I pick two.
Write it down
One page. If it needs ten, it will not survive a busy month.
Set the review
A date to look at it honestly and change it.
Step five is you.
The free Receipt shows what your roofing company should fix first. About half a minute, no card.
Print my Receipt →
Questions
What roofers ask.
I do insurance work and retail jobs. Should I market them separately?
Usually, at least in the messaging. An insurance customer wants to know you will document damage and handle the process with them. A retail customer wants materials, price logic and warranty. Same company, same brand, different pages and different follow-up. The plan sets how much effort each gets, based on which jobs you actually want more of.
How much should a roofing company spend on marketing?
I will not hand you a percentage pulled from the air. It depends on your margin, your crew capacity and what a job is worth to you. The plan starts with those numbers and works backward to what you can afford to spend to win a job. Often the first moves cost very little, like fixing your profile and asking for reviews.
What if I want more replacements and fewer small repairs?
That is a common goal and a good plan target. Small repairs often turn into replacements a few years later, so I would not ignore them. But your pages, photos and offer can lean toward full replacements, and your follow-up can treat a repair customer as a future replacement lead instead of a one-off.
Same service
Marketing planning for other businesses.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your roofing company up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942