For most roofing companies, social media feels like a chore—and for good reason. Posting random jobsite photos or recycling generic content rarely leads to new customers. But when done right, social media can become a powerful lead generation and branding tool for your roofing business.
The key is to stop treating it like a digital flyer and start using it like a reputation-building machine. In this article, we’ll break down proven strategies that actually work on platforms like Facebook, Instagram, and even TikTok—for local roofing contractors who want real results.
Why Social Media Matters in Roofing
Social media isn’t just about going viral—it’s about visibility and trust. Most homeowners check a company’s social presence before calling. An active, professional, and helpful profile builds confidence and makes you stand out from the competition.
Strategy #1: Post Before-and-After Photos That Tell a Story
Before-and-after photos are powerful—but only if you go beyond the visuals. Add captions that explain what was wrong, what was fixed, and how fast your crew did it. Mention the city or neighborhood to increase local trust.
Bonus Tip: Use carousels or side-by-side comparisons with clear labels like “Before | After” to boost engagement.
Strategy #2: Show Your Team in Action
People want to see who they’re hiring. Post photos and videos of your crew on the job—installing shingles, cleaning up a site, or enjoying lunch together. This humanizes your brand and builds relatability.
Great caption idea:
“Meet Jose—one of our top installers making sure your roof lasts for decades.”
Strategy #3: Educate Your Audience with Short Videos
Quick, informative videos can drive massive engagement. Homeowners love learning how to spot damage or when to schedule inspections.
Video ideas:
- “3 Signs Your Roof Has Hidden Damage”
- “How Often Should You Replace a Flat Roof?”
- “This One Mistake Could Void Your Roof Warranty”
Keep videos under 60 seconds and add subtitles for silent scrollers.
Strategy #4: Run Targeted Local Ads
Organic reach isn’t enough. Use Facebook and Instagram ads to promote:
- Free roof inspections
- Limited-time offers
- Storm damage repair services
- Seasonal maintenance packages
Target specific zip codes or neighborhoods and include a compelling CTA like “Book Now” or “Message Us.”
Strategy #5: Use Customer Testimonials & Reviews as Content
Turn your 5-star reviews into social proof by turning them into graphics or short video clips. Better yet, ask satisfied clients if you can film a 30-second testimonial outside their home.
Example post:
“Another happy homeowner in [City]! ⭐⭐⭐⭐⭐
‘The crew was on time, professional, and my roof looks amazing!’ – Michelle R.”
Strategy #6: Leverage Stories and Reels for Fast Impressions
Stories and Reels are the most-watched formats across Instagram and Facebook. Use them to share job progress, behind-the-scenes moments, or “Did you know?” roofing tips.
Pro tip: Add poll stickers or “Ask Me Anything” features to boost interaction.
Strategy #7: Be Consistent—But Not Boring
Posting once a month isn’t enough. Create a simple content calendar and aim for at least 3 posts per week. Rotate between:
- Job photos
- Tips & education
- Team highlights
- Customer reviews
- Promotions
This variety keeps your content fresh and your brand top of mind.
Final Thoughts
Social media works for roofers who use it intentionally. By combining high-trust content with strategic ads and consistent posting, you can turn likes into leads and followers into paying clients. The best part? Your competition probably isn’t doing it right—so now’s the time to win attention and own your market.