Dominate Slow Season: Marketing Moves Roofers Must Make

It’s all about brand awareness during the slow season for roofers. It can’t always be about quick leads. Think long-term—because you want to be around long-term, don’t you?

Stay Active Locally

A 5-10 mile radius around your business address or community is key during this period. Now is the time to boost:

• Charity and sponsorships in the local community
• Attendance at local events
• Requests for reviews and referrals from past projects
• Team appreciation posts on social media
• Personal stories about you and your staff—both at work and outside of work
• Showcasing awards and certifications, along with what it took to earn them
• Educating homeowners on proper roof inspections, maintenance tips, what to look out for, and what to avoid

Don’t just do these things—let people know about them! There’s nothing wrong with posting on social media, sending an email, publishing updates on your website, and/or blogging about it.

Homeowners Take Their Time to Decide

Homeowners typically shop around for several weeks to a few months before making a decision on a new roof. The timeline depends on urgency (e.g., storm damage vs. planned replacement), budget, financing, and research preferences.

It Takes 7 to 13 Touchpoints to Convert a Lead

On average, it takes 7 to 13 marketing and sales touchpoints to convert a homeowner into a lead or customer. These touchpoints can include:

• Google searches for roofing contractors near me
• Website visits to check credibility, recent projects, and company information
• Social media posts and ads on platforms like Facebook, Instagram, LinkedIn, and Twitter
• Yard signs and branded trucks seen in neighborhoods and local spots
• Direct mail campaigns
• Emails (educational content, sales process updates, estimates, follow-ups)
• Online reviews (Google, Yelp, Trustpilot, Birdeye, etc.)
• Referrals and word-of-mouth recommendations
• Canvassing (door-to-door engagement or leaving door hangers)
• Phone calls and text message follow-ups
• In-person inspections and estimates
• Video content (YouTube, TikTok, reels, and shorts)

Since homeowners take their time shopping around, consistently showing up across multiple channels is the best way to stay top-of-mind and earn their business when the time is right for them.

Why Some Roofing Companies Stop Marketing During Slow Season

They Just Don’t Understand Branding

Some businesses avoid spending time or money on branding because they don’t understand it. But here’s the funny thing—every successful business has a brand, whether they realize it or not.

Imagine showing up to an inspection in an unmarked truck, a logo-less shirt, and homemade materials. That alone tells the homeowner everything they need to know: you’re the cheap estimate of the three they’re getting, and they’ll either bargain with you or avoid you altogether.

Now, imagine pulling up in a branded truck, wearing a logoed shirt, and presenting professionally designed materials. That same homeowner will immediately perceive you as the best bang for their buck, allowing you to command higher prices.

They Don’t Know How To Measure Its Performance

Branding is a difficult marketing strategy to measure, but roofers can track their branding performance by monitoring website traffic and branded keyword searches during the slow season.

Branded keywords include searches for your company name such as “Elevated Roofing” or “Tag Roofing” rather than generic terms like “roofing contractors near me.” You can review these metrics in Google Analytics (website traffic report) and Google Search Console (branded keyword search report). Each of the links provided includes video walkthroughs straight from Google.

Stay Ahead of the Competition

Roofers who understand the importance of long-term marketing and brand awareness during the slow season (late fall through winter) will outperform those who stop their marketing efforts and wait until the busy season starts (early spring and onward).

Keep showing up everywhere your audience is, keep building your brand, and you’ll dominate when peak season returns.

Take Your Roofing Marketing to the Next Level!

Don’t let the slow season slow you down! The most successful roofing companies plan ahead, stay visible, and dominate their market year-round. Are you ready to set your business up for long-term success? Now would be the best time to start!

Download our Ultimate Roofing Marketing Checklist and get a 68-point inspection of your current marketing efforts across the 8 most important channels that every roofing company should be marketing in to consistently generate leads, build your brand, and stay ahead of the competition.

When you download this checklist, you will learn:

• Your current marketing score and what gaps need filling
• Proven strategies to keep your pipeline full
• Actionable next steps for every season (a $1,800 value, completely free to qualified roofing companies)
• What are the biggest mistakes roofers make and how to avoid them