For Roofing
Marketing for roofing contractors.
Built for storm-event capture, insurance navigation, and the high-ticket leads that justify aggressive marketing spend.
Roofing is the highest-spend marketing category in trades for a reason — average tickets are $8-25k, replacement decisions are urgent, and storm events create capture windows that close fast. We build the system that wins those windows.
What roofing marketing actually looks like
Roofing is the only trade where weather makes or breaks your year.
A roofing business has a once-in-a-decade customer relationship. The homeowner replaces the roof, you do good work, they wave at you for nine years, and then they probably move before they need you again. There is no maintenance plan. There is no annual tune-up. Every booked replacement starts at zero, which means roofing is the only trade where customer-acquisition cost is not just a marketing number — it is the entire business model. CAC under $200 with $11k average tickets compounds into a real company. CAC over $400 with the same tickets is a treadmill.
Storm events change everything. A 2-inch hailstorm rolls through Wednesday afternoon and by Thursday morning your competitors are running geo-fenced ads on the affected ZIP codes, knocking doors block-by-block, and pulling building permit data to identify roofs filed in the last 15 years. The homeowners are searching "hail damage roof inspection [city]" with the insurance adjuster on speed dial. By Friday the contracts are being signed — by Saturday the storm-chasers from out of state are pitching tents in the local Walmart parking lot. The contractors who win the storm window prepared for it months earlier; the ones who try to scramble after it hits show up to a market that already chose.
And then there is the insurance dimension. Roughly 40 percent of residential replacements involve a homeowner insurance claim, and the buyer journey is completely different from a retail replacement. The homeowner is on the phone with State Farm, an adjuster is coming Tuesday, and they need a contractor who can talk Xactimate line items and supplemental claim language without losing the room. The contractors who win these jobs publish content like "What to expect from a hail damage adjuster visit" and "How to read your insurance estimate before you sign anything." The buyer reads it during the 72 hours between the damage and the call, and you are already trusted before the phone rings.
The pattern
If you run a roofing business, you have hit one of these.
Storm events come and go before you can capture them
Hailstorm hits Tuesday. Homeowner Googles "roof repair near me" Wednesday. Your competitors are running storm-targeted ads, neighborhood mailers, and door-knocking by Thursday. By Friday, the contracts are signed. Without a storm-response system, you miss the window.
Insurance work is 40% of the market and you are not navigating it
Most roofing replacements involve homeowner insurance claims. Contractors who know how to walk a homeowner through the claims process win the bid. Without content + scripts + intake flows tailored to insurance work, you lose to the contractors who do.
High-ticket but low-frequency means CAC math is brutal
A roof replacement is a once-per-decade decision. CAC has to come down dramatically — and most roofing contractors are paying $200-500/lead through aggregators with 30% close rates. The math gets ugly fast. Owned channels (SEO, GBP, direct mail) are the only sustainable answer.
Our roofing playbook
Four moves built before the next storm hits.
Pre-built storm response
Geo-targeted ad campaigns sit dormant in Google and Facebook, segmented by ZIP and ready to activate within 4 to 6 hours of a hail or high-wind event. Templated neighborhood landing pages ("Hail damage in [neighborhood] — what to do this week") spin up overnight. If you carry a direct-mail budget, postcard files queue with the printer same-day. The preparation happens in the calm months. When the storm hits, we turn it on.
Insurance-literacy content stack
Eight to twelve pieces of content built around the insurance buyer journey, indexed in the first 90 days: what to expect from an adjuster visit, how to read an Xactimate estimate, supplemental claim language explained, ACV vs RCV in plain English, depreciation recovery walkthrough. This content ranks for the questions homeowners type while waiting for State Farm to call back, and your brand is already trusted by the time the call happens.
AccuLynx + JobNimbus integration
Whatever you run for production management — AccuLynx, JobNimbus, Roofr, or CompanyCam — we wire the lead-to-job handoff so nothing falls between marketing and ops. AI receptionist captures damage photos via SMS during the call, drops them into the production folder, books an inspection with the right time block (15-min retail estimate vs 60-min insurance walk). The lead lifecycle is one connected thread instead of three disconnected systems.
Owned-channel CAC migration
The aggregator trap is paying $200 to $500 per shared lead through HomeAdvisor or Networx for the rest of your career. We build the owned-channel replacement over 6 to 12 months: dedicated money pages for "roof replacement [metro]" and "hail damage roof inspection [metro]," GBP review velocity at 8 to 12 reviews per month, neighborhood-targeted retargeting that follows the multi-month replacement decision. Done right, CAC settles in the $50 to $150 range and stays there — and the leads are exclusively yours.
Avg ticket
$11,500
Booked jobs / mo (target)
+3
Net margin (industry)
~18%
Monthly retainer
$1,997
+3 jobs × $11,500 × 18% margin ≈ $6,210/mo of net new gross profit. 3.1× return on the Growth retainer at conservative assumptions, before any storm-event surges or compounding SEO lift on replacement queries.
Conservative model. Numbers above are illustrative — roofing margins vary widely by region and service mix. We do this same math for your business in your free strategy call.
The stack for roofing
The services that move the needle for your business.
Lead Generation
Forms, missed-call text-back, AI receptionist, and tracked attribution end-to-end.
Learn moreGoogle Business Profile
The single highest-ROI lever for any local service business — managed weekly.
Learn moreSEO
Compounding inbound traffic, ranked for buyer intent.
Learn morePaid Ads
Google Ads, Meta Ads, retargeting — for when SEO is compounding but you need bookings this month.
Learn moreReview Management
Automated request, response, and showcase — built into every job you complete.
Learn moreWebsite Design
Conversion-built, mobile-first, sub-2-second load times.
Learn moreFAQ
Common questions from roofing.
How fast can the storm-response system actually move?
Within 4-6 hours of a hail or wind event in your service area, we activate pre-built ad campaigns targeted to affected ZIP codes, spin up neighborhood landing pages, and queue direct mail (if budget allocated). The preparation happens in the months before the storm — when it hits, we just turn it on.
Do you handle insurance-claim work specifically?
Yes. Insurance work has its own buyer journey: homeowner gets damage, files claim, gets adjuster visit, contractor estimate, claim approval, work begins. We build content for each stage (e.g. "what to expect from a hail damage claim adjuster"), scripts for your intake team, and intake forms that capture claim status upfront.
Can you replace HomeAdvisor and Networx for me?
Replace? Probably yes within 6-12 months. Aggregators sell the same lead to 4-5 contractors at $200-500/lead. Owned channels (SEO money pages, GBP, direct mail to neighborhoods) produce leads at a fraction of that cost — and they are exclusively yours. The transition is gradual: we build the owned channels while you wean off aggregators.
What about commercial roofing?
Different funnel entirely. Commercial roofing is RFP-driven, relationship-driven, multi-stakeholder. We build dedicated commercial landing pages, B2B-focused content, and integrate with your existing bid-management process. Commercial typically takes 6-12 months to build the funnel; once built, recurring relationships compound.
How do you handle the high-ticket but low-frequency CAC problem?
The math only works if you build owned channels (SEO, GBP, reviews, neighborhood targeting) instead of renting attention from aggregators. SEO money pages for "roof replacement [city]" + GBP optimization + storm-response architecture get CAC into the $50-150 range over 6-9 months. Aggregators are the trap; owned channels are the moat.
Built for roofing. Built to compound.
Free 30-minute strategy call. We will run your booked-job math live and show you exactly which levers move first.