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User-Generated Content: The Most Powerful Way for Roofers to Build Brand Trust

phone taking picture of house

Did you know that a staggering 92% of consumers trust recommendations from their peers over traditional advertising

In a world where authenticity reigns supreme, it's no wonder that user-generated content (UGC) has become a game-changer for roofing businesses. Imagine the possibilities when your audience becomes your most persuasive marketing asset. 

If you want to elevate your marketing strategy to new heights, you're in the right place. Join us as we explore the world of user-generated content and discover how it can redefine how your roofing business connects with its audience—exploding your growth, engagement, and revenue!

What is User-Generated Content?

User-generated content is the real, unfiltered voice of your audience. It encompasses a variety of content, from customer reviews and testimonials to photos, videos, and social media posts, all created and shared by your customers. 

If you’ve ever snapped a photo of your amazing dinner at your favorite restaurant and uploaded it to Instagram or Facebook, you’ve created UGC.

phone taking food photo

Simply put, UGC is the authentic narrative of your brand, told by those who have experienced it firsthand.

Why Should You Embrace User-Generated Content?

Failing to embrace user-generated content is like leaving money on the table.

In fact, 79 percent of people emphasize that UGC content highly impacts their decision when making a purchase. Furthermore, nearly 65 percent of Gen Z and 60 percent of Millennials indicated they did not buy from an online store because the site didn’t include customer reviews or images.

In an industry where trust is paramount, user-generated content is your secret weapon. Potential customers are more likely to believe the experiences of real people than polished marketing messages. UGC humanizes your brand, building trust and credibility that money can't buy.

Imagine a potential client scrolling through social media, stumbling upon a photo of your team's excellent roof installation at a neighbor's house. That instant connection and positive association can be the tipping point that turns a prospect into a paying customer.

social media image

UGC injects a dose of genuine, unbiased perspectives into your brand narrative, and here's why you should embrace it:

Builds Trust and Credibility:

88 percent of people trust their peers more than they trust advertisements. UGC is the modern-day word-of-mouth marketing that builds trust organically.

Showcases Real Experiences:

Nothing tells your brand story better than the experiences of real customers. UGC captures authentic moments, providing a relatable and human dimension to your roofing business.

Boosts Engagement and Reach:

Encouraging your audience to create and share content fosters a sense of community. It engages your existing customers and expands your reach as their networks become familiar with your brand.

What Types of User-Generated Content Have the Highest Impact?

Customer Reviews and Testimonials:

Encourage satisfied customers to share their positive experiences in written form. Whether it's on your website, social media platforms, or review sites, these testimonials serve as powerful endorsements.

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

Holladay Grace Review

Before and After Photos:

A picture is worth a thousand words. Request customers to share transformational before-and-after photos of their roofing projects. The visual impact is unparalleled.

Video Testimonials:

In the age of YouTube and TikTok, video content reigns supreme. Invite customers to share their experiences on camera, providing authentic and engaging testimonials.

How to Infuse User-Generated Content Within Your Marketing Strategy

Create a Branded Hashtag:

Develop a unique hashtag related to your roofing business and encourage customers to use it when posting about their experiences. This not only helps you track UGC but also creates a sense of community.

Feature UGC on Your Website:

Showcase customer testimonials and photos prominently on your website. Highlighting customer stories reinforces the authenticity of your brand.

Holladay Grace testimonial

Social Media Campaigns:

Leverage social media's power by running campaigns encouraging customers to share their roofing stories. Consider running contests or giveaways to incentivize participation.

Engage and Thank Your Customers:

Respond to and thank customers for their UGC. This shows appreciation and encourages others to share their experiences.


User-generated content is not just a trend; it's a powerful strategy that can elevate your roofing business in the eyes of your audience. By leveraging the authentic voices of your customers, you transform them into advocates who help shape your brand story. It's time to invite your audience to be a part of the narrative and let their experiences speak volumes for your business.

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