Why this matters for a roofing company
Nobody thinks about their roof until it leaks, a storm comes through, or a home inspector flags it. Then they need a roofer fast, and they look in a few places: Google, a neighbor's recommendation, a local Facebook or Nextdoor post, their realtor, their insurance agent, their HOA's management company. If you're already in those places with a real name, real photos and real neighbors vouching for you, you're the roofer they call. This page covers the online places and the in-person ones.
What you need
- A filled-in Google Business Profile (see C1)
- Photos of finished roofs on your phone, organized in an album (see C2)
- Business cards and a one-page flyer with a QR code to your inspection booking page (see C4)
- A sign-up sheet or tablet form for your email list (see C10)
- A personal Facebook account and a Nextdoor business page
- The same company name, address and phone number, written down exactly, to use everywhere
Online: where to show up
| Where | How to use it |
|---|---|
| Google Business Profile and Maps | The first place most homeowners look. Keep hours, service area, photos and reviews current. |
| Other map and directory listings | Bing Places, Apple Business Connect, Yelp, the Better Business Bureau, your chamber's member directory. Same name, address and phone everywhere. |
| Nextdoor | Set up a free business page. Neighbors ask "who did your roof?" here every week. Answer when your work fits. |
| Local Facebook groups | Town community groups, neighborhood groups, landlord and real estate investor groups, local business groups. |
| Home service lead sites | Sites where homeowners request quotes from several contractors. Before you sign up, get their pricing and terms in writing, test with a small budget, and track which jobs you actually win. |
| Manufacturer contractor locators | Shingle and membrane makers list their certified installers. Only if you actually hold that certification; then make sure your listing is filled in. |
Posting in groups without spamming
Follow each group's rules. Many groups allow business posts only on a certain day or thread, and some don't allow them at all. Admins can remove you. Read the rules before your first post.
- Join as yourself and be a neighbor first. Comment and help for a few weeks before posting about your company.
- Answer requests. When someone asks "who's a good roofer" or "my ceiling has a water stain," reply with a short, helpful answer and one photo of your work. Don't paste the same ad everywhere.
- Be useful after storms. A calm post on what to check from the ground does more than "WE FIX HAIL DAMAGE."
- Use promo days. If the group has a "Small Business Saturday" thread, post there with one good photo.
- Ask before posting a customer's roof. Get the homeowner's OK, and crop or blur the house number unless they say it's fine.
Reply to a "does anyone know a roofer?" post
Hi [Name]! I run [Company] here in [Town]. We do [re-roofs / repairs / flat roofs]. Here's one we finished nearby last month. [photo] Happy to come take a look and send you photos of what we find. Message me or book at [link].
Reply to a leak question
Sorry you're dealing with that, [Name]. For now, catch the drip and take a photo of the stain so you can see if it grows. Water can travel along the decking, so the leak isn't always right above the spot. If you'd like, we can come find the source. [Company] · [phone]
Promo-day post
Hi neighbors! I'm [Name], and I run [Company] out of [Town]. We do roof repairs, replacements and inspections for homes [and small commercial buildings]. This week we [finished a re-roof on a 1990s ranch / fixed a stubborn chimney leak]. If you've got a roof question, message me or book at [link]. Thanks for supporting local!
In person: where to show up
| Where | Good for |
|---|---|
| Home and garden shows | Homeowners planning a re-roof, gutters or ventilation. Bring shingle and metal samples and a photo book. |
| Realtor office meetings | Many brokerages hold weekly sales meetings. Ask for five minutes to explain roof condition letters (see G2). |
| HOA and neighborhood meetings | A short, useful talk on roof care (see R3). |
| Chamber of commerce | Business owners who own buildings, and other trades who refer work. Mixers and member directories. |
| Networking groups (BNI, Rotary, Lions, business breakfasts) | Steady referrals from realtors, insurance agents, home inspectors and other trades who meet every week. |
| Property manager, landlord and HOA associations | Local chapters of apartment, property management and community association groups. Meetings, trade shows and vendor directories. |
| Your own job sites | Neighbors watching the crew work (see G1). A clean site with a yard sign, with the homeowner's permission, is the best booth you have. |
Booth basics
- A big, readable sign: your company name and a few words: "Roof Repair and Replacement," "Commercial Flat Roofs."
- Things people can touch: shingle samples, a cutaway showing decking, underlayment, ice and water shield and drip edge, a piece of TPO or metal panel.
- Photos of real jobs: a before-and-after book or a tablet slideshow.
- A booking spot: a tablet or clipboard to book inspections on the spot.
- Proof you're legit: your license number if your state issues one, and a copy of your COI on hand if someone asks.
Talk track
Opening (stand up, don't sit behind the table):
"Hi! We're a local roofing company in [Town]. How old is your roof?"
If it's getting older:
"Roofs that age are worth a look. We can come inspect it and send you photos of what we see, so you know where it stands."
If they're not ready:
"Take a card. The QR code books an inspection whenever you're ready. Want me to add you to our email list? We send a note before storm season and before winter, not much more."
For a property manager or board member:
"How many buildings do you look after? We do inspections with photo reports for managers and boards. Can I get your card and send you a sample?"
Following up afterward
- Within two days, add every sign-up to your list, tagged with the event name. Only add them to marketing emails if they checked the box.
- Send a thank-you email to everyone who signed up (template below).
- Call every inspection request and business lead that week.
- Write your event notes: cost, sign-ups, inspections booked, jobs sold. Decide whether to go back from your own numbers.
Subject: Great meeting you at [Event]
Hi [Name],
Thanks for stopping by the [Company] booth at [Event]. If you'd like us to look at your roof, reply with a good time or book here: [link].
[Your Name]
[Company] · [Phone]
[Street address or PO box]
You're getting this because you signed up at our booth. To stop getting emails from us, reply "unsubscribe" or click here: [link].
Mistakes to avoid
- Door-to-door. If you canvass, check local solicitation rules and permits first, and respect "No Soliciting" signs.
- Badges. Only show a shingle manufacturer's name, badge or certification if you actually hold it, and get permission before reproducing any logo or seal.
- Deductible pitches. Never advertise that you'll waive, pay or cover a deductible. In many states that's illegal.
- Licenses. Be registered or licensed as your state requires and carry the required insurance before you show up anywhere.
- Email lists. Only email people who agreed, and include an unsubscribe and your mailing address.
Keep it going: the routine
- Daily, 5 minutes: check Nextdoor and your groups for roof questions you can answer.
- Weekly: one promo-day post in the groups that allow it.
- Monthly: one networking meeting, chamber event or realtor office visit.
- Quarterly: check that your name, address and phone match on every listing, and book the next home show early.
Checklist
- Google Business Profile filled in and current
- Bing, Apple, Yelp, BBB and chamber listings matching
- Nextdoor business page set up
- Main local Facebook groups joined and rules read
- Any paid lead site tested and tracked
- Two to four in-person events picked for the next six months
- Booth kit with samples packed in one bin
- Follow-up done within two days of every event
Common mistakes
- Different phone numbers or company names on different listings.
- Dropping the same ad in every group, or in groups that don't allow it.
- Fear-based storm posts that read like a storm chaser.
- Paying for lead sites without tracking which leads turn into jobs.
- Collecting names at a home show and never calling.
- Sitting behind the table on your phone.
Notes by kind of roofing work
| Work | What's different |
|---|---|
| Residential re-roof | Google, Nextdoor and home shows fit best. Neighbors of your job sites are your warmest crowd. |
| Storm and hail restoration | After a storm, homeowners look online and ask neighbors first. Be already there, with real local reviews and a calm, useful post. |
| Commercial and flat roofs | Skip most consumer groups. Focus on property manager and HOA associations, chamber events, networking groups and building owners directly. |
| Repair and maintenance | Landlord and investor groups, realtor offices and Nextdoor "who can fix a leak?" posts. Quick, helpful replies win these. |
Want Annie's to do this for you? We can set up and match your directory listings, find the groups and events that fit your roofing work, and handle follow-up emails after each event.