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Local Social Media Marketing: Insights from Top Performers in Roofing


Are you interested in boosting your roofing business through the power of social media? 

Well, you've come to the right place! In this blog post, we're unraveling the secrets of triumph in the roofing industry's local social media marketing arena. Join us on a journey where we take a closer look (with examples) into the best practices that set top performers apart. 

Gain exclusive insights, proven strategies, and insider knowledge that can transform your local social media game. Whether you're a seasoned roofer or just starting in the business, this is your go-to guide for navigating the unique landscape of social media marketing within the roofing industry. 

Let's unlock the keys to success together and elevate your roofing brand to new heights!

Here’s what we’ll cover:

Defining Your Target Audience

As you embark on the exciting journey of social media marketing (SMM), setting clear goals is your compass in the vast digital sea. Are you aiming to amplify brand awareness, generate leads, or foster customer engagement? As you pause to reflect on your target audience and consider how to distinguish yourself, remember that defining your goals guides your social media strategy. 

For instance, if expanding your customer base is the vision, centering efforts on lead-generation strategies and captivating content becomes paramount.

Embarking on the social media journey is akin to setting off on an exploration through uncharted terrain. Before venturing forth, pinpointing your target audience is a pivotal initial step. As a roofer, your audience may include homeowners, property managers, or contractors. Once you have found your ideal customers, tailor your social media content to their needs and preferences.

Do note not all social media platforms are cut from the same cloth. Facebook, Instagram, LinkedIn, and TikTok have unique strengths and demographics

Imagine Facebook as the town square, perfect for sharing testimonials and project updates. Conversely, Instagram becomes your showcase, ideal for flaunting those stunning before-and-after roof images, and so on. 

Understanding these platforms and their audiences ensures your content hits the right chord at the right time. But don't overlook hidden gems like Houzz or HomeAdvisor—niche platforms designed explicitly for home improvement enthusiasts.

Now that we better understand the importance of your goals and how to reach your target audience, let us look in more detail at how to choose the right platform and the insights of local social media marketing that we have seen from top performers in the roofing industry.

Choosing the Right Platform

Top-performing roofing businesses in the local market often strategically leverage a combination of social media platforms to maximize their outreach and engagement.

Here's a breakdown of critical platforms and why they are chosen:


Facebook is a powerhouse in social media, boasting the most extensive user base. It's particularly effective for roofing businesses targeting homeowners, as a significant portion of this demographic actively uses the platform. The versatility of content types, including photos, videos, and articles, allows for comprehensive brand storytelling and customer interaction.


Although initially known for its younger user base, TikTok is rapidly growing across age groups. Top-performing roofing businesses tap into TikTok's trend-driven and creative atmosphere to showcase visually appealing, engaging content. Its algorithm-driven discoverability can help companies to reach a broader audience and stay ahead of industry trends.


Instagram strikes a balance between visual appeal and concise interactions. It caters to a broad age range and is particularly effective for businesses wanting to showcase the aesthetic aspects of their work. Instagram's emphasis on visual content, such as high-quality photos and short videos, allows roofing businesses to communicate their expertise and showcase completed projects effectively.


LinkedIn is a platform designed for professional networking. It allows roofing businesses to connect with other professionals, industry leaders, and potential clients. This networking provides valuable opportunities for collaboration, partnerships, and expanding business relationships within the local community.

By strategically utilizing these platforms, top-performing roofing businesses can tailor their content to diverse audiences, ensuring effective communication with homeowners, younger demographics, and a broad spectrum of potential clients.

Each social platform brings unique strengths, enabling businesses to create a well-rounded social media presence that resonates with their target audience.

Next, we're excited to showcase firsthand examples of top performers within the roofing industry leveraging local social media marketing. Through these compelling examples, we'll unveil how these industry leaders effectively utilize social media platforms to bolster their local presence, engage their audience, and drive business growth.

Consistent Branding

Remember, consistency is key! Your social media profiles should reflect your brand's identity consistently. From your logo, color palette, and overall tone, everything should align with your brand's voice. This helps build trust and recognition among your audience, making it easier for them to connect with you and choose your services.

Branding is crucial for social media marketing because it establishes a distinct and memorable identity for your business in the online sphere. A strong brand creates recognition, fosters trust, and distinguishes you from competitors. 

On social media platforms, where attention spans are short, a well-defined brand helps capture and retain audience interest. Consistent branding across channels builds credibility, enhances customer loyalty, and facilitates effective communication of your business values and offerings. Ultimately, a compelling brand presence on social media contributes to increased engagement, audience connection, and the overall success of your marketing efforts.

Bone Dry Roofing does a great job of showcasing its brand on all social media platforms and branding its warehouse, vehicles, and other assets. The unmistakable Bulldog, enveloped in their vibrant red color, is a striking and memorable element that is hard to overlook. 

Bone Dry Roofing Facebook page


Share Valuable, Relevant Content

In the vast realm of social media, attention spans are fleeting. Your content must be engaging and relevant to capture and maintain your audience's interest. Share valuable tips and tricks, post stunning roof transformations, or even showcase your team's expertise through behind-the-scenes glimpses. 

You'll attract followers and build a loyal community around your brand by providing valuable and entertaining content.

In the roofing industry, engaging local audiences on social media involves a strategic mix of content that resonates with their needs and interests. Here are some of the types of content that have been highly effective:

Before and After Videos and Photos

Visual storytelling is powerful; showcasing transformations through before-and-after videos and photos proves your roofing expertise. It highlights the quality of your work, captures attention, and sparks interest.

Testimonial Videos

Testimonials offer genuine social proof, building trust with potential customers. Video testimonials humanize the experience, allowing satisfied clients to share their positive feedback and experiences with your roofing services.

Educational Videos

Providing valuable information through educational videos, such as tips and tricks for roof maintenance or seasonal care, positions your business as an authoritative source. This content engages local audiences and establishes your expertise in the industry.

Brand Awareness Videos

Featuring behind-the-scenes content, introducing your team, and showcasing your company culture, fosters brand awareness and a connection with your audience. People are more likely to engage with businesses they feel connected to.

Guides, Checklists, Infographics

Offering practical resources like guides, checklists, and infographics provides value to your audience throughout their decision-making process. By incorporating your brand into these resources, you stay top-of-mind when they need roofing services.

Related: Building Trust in Roofing Sales: Testimonials, Reviews, and Case Studies

By integrating various content types, roofing businesses can create a dynamic and engaging social media presence that attracts local audiences and fosters long-term relationships and brand loyalty.

Evident across various social media platforms, Fahey Roofing effectively showcases its work, addresses inquiries, and highlights before-and-after transformations. Whether you prefer information in video or written format, rest assured your questions will find comprehensive answers.

Fahey Roofing TikTok


Respond to Reviews

Responding to comments and reviews on social media platforms is an excellent opportunity to build trust and engagement with your followers and keep new clients

Here are a few tips for responding to comments and reviews:

  1. Respond promptly: Responding promptly to comments and reviews is crucial—ideally within 24-48 hours. This demonstrates your active engagement with followers and underscores your importance on their input.
  2. Show appreciation: Express gratitude for feedback, regardless of its nature—whether positive or negative. Thank those who offer positive comments or reviews for their support, conveying the value you place on their opinion. In the case of negative comments, acknowledge the issue and express a genuine willingness to address and resolve it.
  3. Be professional: Consistently uphold a professional tone in your responses, refraining from becoming defensive or engaging in arguments, even in the face of negative comments or reviews. Responding with professionalism underscores your dedication to customer service, fostering trust with your followers.
  4. Provide helpful information: Whenever feasible, offer informative content in your responses. If, for instance, a user inquires about a roofing product or service, provide a comprehensive answer detailing the benefits or drawbacks. This showcases your expertise and knowledge, helping users understand the intricacies of the product or service in question.

Although challenging, you also want to ensure you respond to negative comments or reviews. Here are a few ways you can take action to respond to reviews that may be different from what you want to hear. [source]

  1. Stay calm: Maintaining composure and professionalism is crucial when addressing negative comments or reviews. Instead of reacting defensively or with anger, take a moment to breathe and respond calmly and professionally.
  2. Acknowledge the issue: Ensure you acknowledge the concerns raised by the user in their comment or review. Communicate to them that you take their problems seriously and are committed to addressing them.
  3. Offer a solution: In your reply, present a resolution to the problem. This may entail proposing a refund, furnishing supplementary information, offering a complimentary service as a goodwill gesture, or arranging a follow-up appointment to address the issue.
  4. Follow up: After successfully resolving the issue, check in with the commenter to confirm their satisfaction with the outcome. This action underscores your dedication to customer satisfaction and unwavering commitment to delivering excellent service.
  5. Take the conversation offline: Offline discussion is often advisable for intricate or in-depth matters. Share contact details for a customer service representative or encourage the user to discuss the issue more comprehensively by phone.

Janney Roofing has shown to be very responsive with their online reviews, and they were not just talking about a simple “Thanks!”. They take their time and send a thoughtful response, allowing their customers to be seen as necessary while confidently showcasing their expertise.

Janney Roofing Facebook comment


Promote Local Events & Share Local News

Foster community engagement and underscore your roofing expertise by actively endorsing local events pertinent to the industry, such as home shows, trade exhibits, and networking gatherings. 

Participating in these events positions your business as a dynamic contributor to the local community and serves as a platform to spotlight your proficiency in the roofing sector. 

Sharing local information is achieved by demonstrating your company's ties to the local community and your dedication to staying abreast of current news and events. Moreover, disseminating positive local news, such as narratives surrounding community service or charitable initiatives, fosters goodwill and contributes to building positive relationships with customers and the broader community.

Sharing local news and promoting local events is a win-win for your company's social media marketing efforts. This is the perfect opportunity to connect with the local community, stay current, and build trust and confidence with customers, old and new. 

The Third Estimate not only maintains a dynamic online presence but also solidifies its position as a socially aware and trustworthy roofing service provider in the eyes of its audience. This commitment to community engagement contributes to brand visibility and establishing enduring customer relationships.

Third Estimate Facebook post


Leverage Local SEO

Local search engine optimization (SEO) is crucial for any business targeting a specific geographical area. Ensure your social media profiles are optimized for local searches by including relevant keywords, location tags, and accurate contact information. This helps potential customers find you easily when searching for roofing services in your area.

Pay attention to the power of local SEO to make the most of your local social media efforts. Optimize your profiles with location-specific keywords and ensure your NAP (Name, Address, Phone Number) information is consistent across all platforms. This will help you rank higher in local search results, making it easier for potential customers to find you.

Related: The Ultimate Guide to Roofing SEO in 2023 

We appreciate how Holladay Grace Roofing (a Roofing Demand client) utilizes this approach as they share their NAP across all social media platforms. This is a simple yet effective way to allow your (potential) customers to reach out to you when convenient.

Holladay Grace Roofing Facebook page


Final Thoughts

In the competitive realm of the roofing industry, the top performers distinguish themselves not only by the quality of their work but also through their adeptness at building and maintaining a robust local community on social media. 

Consistency emerges as a cornerstone in their approach, meticulously adhering to a content calendar and strategy that ensures a regular and engaging presence. Beyond mere posting, these industry leaders set forth a comprehensive content creation, production, and distribution plan. 

This strategic foresight allows them to tailor content to their local audience's unique needs and preferences, from informative articles to visually captivating images and engaging videos. By actively incorporating these tactics, top performers foster a dynamic online community transcending the digital realm, solidifying their connection with the local audience and securing a lasting impact in the roofing industry.

Local social media can be a game-changer for roofing professionals in a rapidly evolving digital landscape. By following these best practices and drawing insights from top performers in the industry, you can effectively leverage social media platforms to connect with your target audience, build brand trust, and ultimately grow your business. 

Remember, it's not about being everywhere; it's about being where it matters most and engaging with your audience meaningfully.

We hope these insights from top performers in the roofing industry have inspired you to take your social media game to the next level. Remember, understanding your target audience, selecting the right platforms, consistent branding, engaging content, user-generated content, and local SEO are the building blocks of successful social media marketing. 

So, take your local social media strategy to new heights!

Have questions? We would love to hear from you. Schedule some time to talk with an advisor today.

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