How to connect with roofing customers using social media

How to connect with roofing customers using social media

Consistency is key to building an online following that converts to roofing business leads

Here’s a hot take: capturing construction content is an art, and using it to create conversation over social media is key to connecting with new clients for your roofing company in 2025.

All it takes to expand your business is a smart phone, good storytelling, and a little dedication.

Many companies and individuals have some kind of online presence, and strategically curating posts a few times a week can help strengthen relationships with existing clientele, while showing potential customers the value of your roofing services.

Here are some tips to keep in mind if you’re starting your #constructionlife social media journey.

Social media 101: Find your audience and your brand voice

Before you start posting, think about who makes up your ideal client base and how you want to engage with them.

Do you specialize in a certain type of roofing, like single-family homes or commercial real estate? Who are the decision makers your content needs to speak to, and what platforms are they likely to use?

This exercise will help narrow your target audience, and from there, shape your brand voice to stand out from the competition. You might follow up by researching industry keywords to sprinkle into in your text, or “copy,” to boost online visibility.

The most appealing branding reflects your personality in a way that strikes a balance between being personable and professional, and communicates your corporate mission and values. Maintain this tone whether you’re pushing out daily posts responding to comments and providing customer service.

People may use your page to complain about your company, or to express an unfavourable opinion. If this happens, respond quickly, but do not be confrontational. Think of this as an opportunity to demonstrate your professionalism and conflict-resolution skills to correct the problem and improve your connection with the customer.

Share quality content centring people and projects

The best way to capture your followers’ attention is with interesting visuals – few people will interact with images that are blurry, are hard to make out because of bad lighting, or don’t tell any kind of story about you or your work.

Think about the most viral construction photograph of all time: Lunch atop a skyscraper. It’s likely you’ve seen this famous photo from the 1930s hanging in a contractor’s office.

It’s a simple picture that grabs your attention with shock and intrigue. The scene is entirely relatable in some ways – anyone who has been employed knows what it’s like to take a lunch break – but the scene it captures is extraordinary and inspiring.

Now, it’s unrealistic to think that every photo or video you post will be a masterpiece, but there is a lesson to be learned about the importance of taking an extra moment to capture quality content, even on the job site.

Most phones are equipped with incredible cameras these days, and if you know some of the fundamentals of photography, you can capture compelling photos and videos that draw in clients by putting your company, your projects and your staff in the best light.

Include a call to action

Most posts should include a call to action at the end of the caption, directing the viewer to contact you or review your online resources. It should be relevant to the content - for example, if you're posting a roof replacement project using fluid-applied water proofing, tell people to get in touch or visit your website to learn more about that service.

Post your roofing content consistently

The most important thing to remember about using social media to build your audience and reach new roofing customers is that you need to post consistently. That can be once a week to start, but the more you post, the more you’ll create engagement with your followers.

Sticking to a regular posting schedule will ensure your content appears in your audience’s feeds and lets people know that your business is active and engaged. If you need support, consider hiring a social media specialist to do the work for you.

Time to get started – don’t forget to have fun!