Roofing businesses get work when a homeowner sees a problem, finds a local roofer who looks reliable, and gets an inspection booked fast. The hard part is not the first call. It is the big quote that follows: a roof is a large, grudge purchase, and many homeowners ask several roofers and then go quiet. Good roofing marketing is a clear listing, honest ads, a proper inspection and a steady follow-up.
Repairs, replacements and insurance work
Three kinds of roofing enquiry look alike on the phone and behave differently.
- Repairs. A leak, a cracked tile, a lifted sheet, a gutter that has come away. Urgent when it is raining inside. Usually a small job and a good way to meet a client who later needs a bigger one.
- Replacement or restoration. Re-roofing, re-bedding and pointing, repainting, a new metal roof. A large spend, researched over weeks.
- Insurance work. After storm or hail damage the homeowner is dealing with an insurer, not only with you. Ask whether a claim is lodged, whether an assessor has seen the roof, and who decides what is covered. You supply a clear written scope and photos. The insurer decides what it will pay, not you.
Ask on the first call which of the three it is. The answer decides how fast you go, how much you say about price and who else is in the conversation.
Where inspection requests come from
- Search. “Roof leak repair near me” and “roof replacement quote” are searched by people with a problem on their roof. Maps results matter for repairs.
- Referrals. Plumbers, builders, real estate agents and pest inspectors see roofs and need someone to hand them to. Agents and property managers need repairs done and signed off.
- Neighbours. A roofer’s ute and scaffolding outside a house is the best advertisement the street will see. A sign on your jobs, with a licence number where the rules require it, is free marketing.
- Past clients. Roofs last long, so a repeat roof job is rare. A repeat gutter clean, repair or referral is not.
Roofing ads and listings that bring real enquiries
Roofing ads draw a lot of people who only want a number. Narrow them.
- Run search ads on the work you want, such as “roof restoration” or “metal re-roof”, rather than a broad “roofer”.
- Say on the ad and the landing page what an inspection includes: photos, a written scope and a quote. Homeowners respond to a clear next step.
- Show finished-job photos of the roof type you do. A tile roofer and a metal roofer attract different customers.
- Keep your Google listing current. Google’s guidelines say service-area businesses can hide their street address and should not use virtual offices or put keywords in the business name.
See ads for trades for running these in your own account. Read Facebook ads for tradies and lead quality before spending on social.
The inspection visit
An inspection is where the sale is made or lost. Treat it as a service, not a sales call.
- Book it quickly, and say who is coming and when.
- Take photos of what you find, including the ones that show the problem to someone who cannot climb up.
- Write down what is wrong, what is cosmetic and what can wait. A homeowner who gets told the honest minimum remembers it.
- Give options. A repair now, a restoration in a year, or a replacement. Show the price of each.
- Send the written quote the same day or the next. The quote that arrives first has an edge.
Decide whether you charge for the inspection. Some roofers do on larger jobs, and others do it free. Whichever you pick, say so at booking. See free quotes versus paid preliminary agreements.
Following up the roof quote
A roof quote is a big number, and the homeowner is usually comparing it against two others. Silence does not mean no.
- Day two: confirm the quote arrived and offer to go through the photos.
- Day seven: ask what they are weighing up. Price, timing or trust are the usual answers, and each one has a response.
- After two weeks: offer a staged option, such as fixing the worst section first.
- After a month: one honest message and then leave them alone.
More on this in why quotes go quiet and follow-up email after a quote. If the homeowner waits for an insurer, follow up on the insurer’s timetable and ask when they expect to hear.
What to avoid in roofing marketing
Storm-chaser tactics. After a storm, some businesses door-knock, ring numbers from a list, or claim damage before looking at the roof. It can win a quick job, and it ruins the reputation of a local business that wants to be around next year. Unsolicited offers read as pressure. A reply to a request, a clear price and a local address work better.
Claims you cannot prove. The ACCC says a business must be able to prove any claim it makes and that fake or misleading reviews are against the law. “Best price”, “lifetime guarantee” and “no leaks ever” are easy to write and hard to defend. See ACCC advertising and promotions.
Missing licence details. Roofing licensing varies by state and by roof type. In NSW, Fair Trading says licensee name, licence number and the correct category of work must be shown in all advertising, and advertising residential building work over $5,000 without a current contractor licence is prohibited (NSW building trade advertisements). NSW defines roof plumbing as work on guttering, downpipes, flashing and roof coverings, and excludes coverings of non-metallic tiles or slates, glass, concrete, timber, thatching or membrane materials (NSW roof plumbing work). So the licence you show depends on what you do. In Queensland, the QBCC says advertising must show your licence name and number, readable and reasonably prominent, on websites, vehicle signage and business cards alike (QBCC advertising). Check your own regulator for your state and roof type.
In the US, roofing rules and norms differ again. The pages above are Australian.
Common questions
How do roofers get more customers?
A good local listing, ads on the specific jobs you want, referrals from other trades and agents, and fast written quotes with photos.
Should I offer free roof inspections?
That is your call. Say at booking whether it is free, what it includes and when the written quote will arrive.
Can I do insurance work?
Yes, but the insurer decides what it pays. Give a clear written scope and photos, and do not promise outcomes on a claim.
Does my roofing ad need a licence number?
In NSW and Queensland the regulators say licence details must appear in ads. Check which licence applies to your work and your state.