If you’re running a roofing company and want to keep the phone ringing, marketing close to home is your ticket. Reaching people in the communities you already work in saves time and brings in higher quality leads. These are customers who’ve seen your yard signs, driven past your work vans, or heard your name from their neighbours. When you focus on the local scene, there’s less chasing, less explaining, and more doing.
Good local marketing isn’t about throwing money around. It’s about using the tools that people in your area already use to find services like yours. Maybe that’s searching up roofers near them, checking maps on their phone, or reading reviews in their spare time. When you show up where they’re already looking and you look like someone they can trust, you’re way more likely to get booked. There are simple ways to make that happen, and we’ll walk through a few key ones here.
Optimise Your Website for Local Searches
Most homeowners start with a Google search when they need roof repairs or a new installation. If you’re not showing up when someone types something like “roofing company near me” or your city name plus “roofer,” you’re missing out on jobs. Your website is the first impression you don’t get to explain, so it needs to speak clearly and locally.
It all starts with keywords. These are the terms people type when looking for roofing services. But instead of generic ones like “roofing contractor,” use local versions like:
- roofing contractor in Hamilton
- emergency roof repair Saskatoon
- metal roofing Toronto
Also, edit your page titles and descriptions with those names. That’s what shows up on search result pages, and including your city or area makes you easier to find. Keep those phrases natural. Don’t force them in. Google’s smarter than that, and so are your customers.
Another smart move is creating pages or blog posts aimed at neighbourhoods you frequently serve. If you work often in the east end or surrounding towns, create specific pages talking about those areas. The more specific your content, the more local clients will find you.
Keep your website clean, mobile-friendly, and quick to load. Most people are looking you up on their phone, and if your site takes too long, they’ll hit the back button. Make sure your phone number’s easy to spot and clickable. That little detail can be the difference between getting the job or missing it.
Leverage Google My Business
If you’re serious about roofing, your business needs to show up on Google Maps when someone searches nearby. That’s handled through Google My Business. It’s a free tool, but it works best when it’s set up right and kept up to date.
Here’s how to get it working for you:
1. Go to Google’s business page and sign up using your Gmail account.
2. Add your accurate business name, phone number, address, and service areas.
3. Upload real photos of your past jobs, trucks, crew, and materials.
4. Pick the clearest category for your work (like “Roofing contractor”).
5. Write a short and clear business description. Just speak like you’re talking to a client.
6. Set your hours and keep them updated, especially around holidays or weekends.
Once you’re listed, reviews are your best friend. Ask customers to leave honest feedback after a project wraps up. Don’t make it weird, just let them know it helps other homeowners find a good roofer. When reviews come in, take a minute to reply, even if it’s just a quick “Thanks for the kind words.” That small touch shows you care and makes your listing more active.
Let’s say someone’s looking for a roofer in Kelowna. You’ve done jobs there, have your Google profile up, and it’s filled with nice photos and solid reviews. You’ll have a much better chance of popping up in the search compared to someone who hasn’t touched their profile in months. That’s free marketing working behind the scenes while you’re on a roof somewhere else.
Build Relationships With Local Businesses
A solid way to get your name out there locally is by teaming up with other businesses in your area. This works well when you connect with companies that also serve homeowners, like hardware stores, paint shops, HVAC contractors, or window and door suppliers. If you’re helping each other gain exposure, it becomes a win for everyone involved.
Referrals often come from trust, and trust grows when people know who they’re dealing with. A shop that already knows you can steer customers your way if someone mentions needing a roof. It’s even better if you return the favour. You don’t have to go overboard, just offer a few business cards at the front counter or drop by once in a while to stay fresh in their mind.
Here are a few examples of what can work:
- Partner with a local building supply shop to leave your flyers or offer a seasonal discount to their customers.
- Support a nearby painter, and let them recommend you when they notice a water-damaged ceiling from a leaky roof.
- Do a small social media shoutout trade, a photo of their product or business with a tag, then they do the same for you.
If you’ve built a good client base in certain areas, it’s also smart to ask happy customers to refer you to their networks. Sometimes all it takes is someone saying, “Take a look at the roof they did on my garage,” to open up three more projects down the line. Word of mouth moves fast, especially when you’re dealing with homeowners who talk regularly to their neighbours.
Use Local Advertising To Stay Visible
Local advertising still works well, especially when you blend traditional with digital and keep your message focused. Flyers, coffee shop bulletin boards, and even community papers all have value. You’re more likely to get noticed when people see your name across different local spots and platforms. They’ll start recognizing it, even if they don’t need you right away.
One smart tactic is using geo-targeted ads online. These let you show ads to people in specific neighbourhoods or towns. If you know work is picking up in a certain postal code or area, run a short ad campaign focused there. Good ad copy can make a difference, so keep it simple and clear: what service, what area, what makes you stand out.
Tips for crafting ads that get results:
- Mention the location
- Say what you do clearly (e.g. roof replacements, repairs, inspections)
- Include a strong call to action like “Call for a free quote” or “Available slots this week”
- Use one or two images that show actual jobs you’ve done. Real work speaks louder than stock images
If you’re more hands-on, have your name and number printed on magnets, decals, or large signs for your truck or trailer. Every street you work on is an ad in itself. Your crew becomes part of your marketing without saying a word.
Engage With Your Community
Being visible doesn’t always mean spending more. Sometimes it just means showing up. Get involved in local events or sponsor small community projects or sports teams. Your name on a banner, jersey, or event poster makes a difference. It shows you care about more than business.
Roofing is personal. People are trusting you with their home. If they’ve seen you chatting at the booth at the fall fair or handing out cards at a community BBQ, they’re more likely to feel comfortable picking up the phone later on.
Don’t forget to take photos of community involvement and share them in a real way. Try posting them on your website, on your Google profile, and through social media. You can even write a blog post about the local charity you supported or the day you helped fix a roof for a school fundraiser. That real-world connection boosts how people feel about your business.
When potential clients see a roofer helping out at their kids’ school or coaching a local team, your name becomes more than a service. It starts to mean something. That sentiment is hard to advertise but easy to grow when you’re truly part of the community.
Putting Local Strategy to Work
Marketing your roofing business locally isn’t about being everywhere. It’s about being where it counts. That includes your website, your Google listing, trusted partners, local ads, and community activities. When you connect the dots between those pieces, your name becomes familiar to the people in your area, and that familiarity builds trust.
At the end of the day, the goal’s simple: get more local jobs without wasting energy chasing cold leads. By making your business easy to find, easy to trust, and present where it matters, you put yourself in a much better spot to book steady work all year.
There’s no need to overthink it. Start with one or two of the ideas above and build from there. Keep it local, keep it simple, and stay consistent. Those jobs will follow.
Ready to elevate your roofing business and attract more local customers? Try implementing a targeted approach with roofing company SEO services from Funky Moose Digital. Our tailored strategies can help you connect with homeowners who are searching for trusted professionals in your area, giving you the edge you need to stand out and secure more jobs. Let us partner with you to optimize your online presence and drive your business forward.