Marketing
Homeowners are looking for a roofer they can trust. In 2026, that trust is built online before stepping on a roof. Referrals remain the backbone of roofing leads, but reviews, responsiveness, and reputation now tip the scales.
What the data says
- Referrals (95%) and networking (72%) continue to drive the majority of leads.
- Ninety percent of homeowners say reviews are crucial to their roofing decisions.
- Only about 40% of contractors respond to new leads in under 30 minutes.
- Most contractors get just 1–2 social leads per week.
Marketing is about being the most credible, responsive, and visible where homeowners already look.
Lead Sources (% of Contractors)
Where do you get your leads?
Takeaway
Referrals and networking are still at the forefront of roofing leads. Every roofing company should have a formalized referral process in place.
How to Nail It
- Track your percentage of jobs from referrals monthly.
- Launch or refine a referral program with gift cards, credits, or service discounts.
- Ask for referrals immediately after job completion.
Where do you get your leads?
Takeaway
Retail roofers rely most on referrals (96%), while mixed companies grow faster by balancing their lead mix: investing in local ads (76%), social media (63%), paid ads (62%), and events (39%) alongside referrals. Insurance-only roofers remain canvassing-heavy (71%), but the most stable growth comes from a diversified approach that blends personal referrals with digital and community channels.
How to Nail It
- If you’re retail-only: Double down on referrals, but pilot one new lead source like local social ads or LSAs to reduce single-channel dependency.
- If you’re mixed: Track ROI per channel and reinvest in digital strategies that scale profitably.
- If you’re insurance-only: Maintain canvassing as a core tactic, but start expanding digital and referral strategies to build long-term brand equity.
Where do you get your leads?
Takeaway
High-volume roofing companies don’t survive on referrals alone. They layer in social, events, and pay-per-lead to keep the pipeline full.
How to Nail It
- Audit your lead mix quarterly. To scale, keep referrals as more than 70% of your total leads.
- If you want to scale, budget 15–20% of your marketing spend for events and digital ads.
Where do you get your leads?
Takeaway
Your lead mix evolves as your company matures. Younger roofing companies rely most on networking to build awareness, while established companies grow through partnerships. Veteran contractors win through local and social visibility since their experience is a key selling point.
How to Nail It
- Young companies: Invest time in networking and reputation. Join chambers, trade groups, and online communities.
- Established companies: Strengthen partnerships with realtors, insurers, and vendors.
- Veteran companies: Highlight your years in business in your ads, yard signs, and website to amplify credibility and trust.
Where do you get your leads?
Takeaway
JobNimbus users report more referrals, networking, and partnerships than those not using JobNimbus. Better follow-up with your customers translates into more leads.
How to Nail It
- Automate follow-up on every lead with a CRM and texting.
- Track lead attribution in your CRM, not spreadsheets. You want everything in one place so it’s easy to track.
- Use project photos and review requests to fuel your referral and partner channels.
Best-in-Class Referral Program Checklist
Reviews & Reputations
How many reviews does your business have online?
Takeaway
A 200+ review threshold is the new standard for trust among roofing companies, while the median number still sits between 51 and 100. More reviews equals more credibility, visibility, and leads, so aim for a high quantity if you want to stand out.
How to Nail It
- Set a 12-month target of more than 100 reviews (about 2 per week).
- Automate the ask for a review. Send both text and email requests at the final walkthrough and when the invoice is paid.
- Track your KPI. Divide your reviews by the number of jobs. That number should be at least 60%.
- Prioritize getting reviews on Google first, then expand to Facebook and Nextdoor, where neighborhood visibility matters.
How many reviews does your business have online?
Takeaway
Review goals evolve with company maturity. New companies focus on early volume to establish credibility, established companies standardize review systems, and veteran contractors have steady review recency and reach.
How to Nail It
- Young companies: Hit 50+ reviews quickly. Request reviews twice per job as a minimum.
- Established companies: Build a repeatable process to reach 100–200 reviews and conduct quarterly profile audits.
- Veteran companies: Maintain 200+ reviews on every major platform and have weekly new reviews to signal active engagement.
How many reviews does your business have online?
Takeaway
High-volume roofers succeed because they’ve built a review engine with a repeatable system that runs alongside production. Most high-volume roofing companies cluster at 51–100 or 200+ reviews.
How to Nail It
- Make three review requests per job standard, with one each from the project manager, salesperson, and an admin.
- Reward crews every month for whoever gets the most 5-star mentions.
- Publish internal leaderboards to gamify participation.
- Add a QR code on yard signs that link directly to your Google review form.
How many reviews does your business have online?
Takeaway
Mixed-model roofing companies consistently outpace retail-only roofers in total reviews. More job types mean more touchpoints and more chances to request a review. Broader lead sources naturally create more review opportunities.
How to Nail It
- Retail-only companies: Pair your referral program with a review-for-referral nudge to turn advocates into repeat promoters.
- Mixed companies: Push review requests through every channel, including events, paid-lead closes, and canvassing wins.
Every Job Should Generate Five More
Average Company Star Rating
What is your company's average star rating?
Takeaway
Over 80% of roofing companies hold ratings in the 4.8–5.0-star range, setting a high bar for their reputation. Staying at or above 4.8 stars is now the competitive baseline. Anything lower risks losing trust and leads.
How to Nail It
- Reply to every review within 48 hours.
- Automate escalations for reviews with ratings of 1 to 3 stars.
- Add photos to proposals to prime 5-star mentions.
What is your company's average star rating?
Takeaway
Veteran roofing companies tend to cluster around 4.8–4.9 stars, proving that long-term consistency beats perfection. Younger companies often have perfect 5.0s, reflecting smaller review volumes and concentrated promoter bases. The real win is maintaining high ratings as you scale.
How to Nail It
- New companies: Coach teams on review consistency. Use clear scripts and expectation texts to leave your customers satisfied.
- Veteran companies: Maintain review cadence by securing at least one new review per week to signal ongoing excellence.
Lead Response Time
How long does it take your company to reach out to a lead?
Takeaway
Speed-to-lead directly predicts close rate. Only 41% of roofing companies respond within 0–29 minutes, 48% take 1–12 hours, and 11% take more than a day. In today’s market, every minute matters. Companies responding within an hour are up to 7x more likely to qualify a lead.
How to Nail It
- Set an under-30-minute SLA and move toward the goal of under 15 minutes.
- Turn on auto-text confirmation with a self-booking link to capture leads instantly.
- Rotate an on-call responder (or use AssistAI from JobNimbus) during business hours.
- Publish team response times weekly, since what gets tracked gets improved.
How long does it take your company to reach out to a lead?
Takeaway
The fastest responders earn the best reputations. Highly rated roofing companies dominate the sub-30-minute window, while slower response times (1–12 hours or longer) are more common among lower-rated companies. Speed is a key factor in your reputation and success.
How to Nail It
- Audit your response time weekly to maintain averages under 30 minutes.
- Use CRM automations to trigger texts or calls instantly when new leads arrive.
- Train your team that response time, customer satisfaction, and review ratings all go hand in hand.
Social Media Leads
How many leads do you get from social media a week?
Takeaway
Social media delivers steady awareness more than steady leads. Nearly half of roofers (49%) get just one or two leads per week, while only 9% see six or more. Still, social platforms remain powerful for proof-of-work and neighborhood visibility. Your presence sells your next project.
How to Nail It
- Commit to three proof posts per week. Think before-and-after shots, cleanup highlights, and crew spotlights.
- Link to your Google reviews in captions during install week to turn visibility into social proof.
- Run a 0.5-mile geo-ad for seven days around every job to convert nearby homeowners while your work is visible.
How many leads do you get from social media a week?
Takeaway
Social potential grows with experience, but only when consistency keeps pace with it. Newer companies mostly pull 1–2 leads per week, while established companies see stronger results at 3–5 or even 11+ leads. Veterans have the most upside but also the highest share of zero-lead weeks. Longevity without a regular cadence doesn’t convert.
How to Nail It
- Young companies: Three posts per week—without missing a week—for 90 days to build early traction.
- Established and Veteran companies : Protect your posting cadence with scheduled posts to keep your company visible year-round.
Homeowner Perspective:
Marketing Edition
Homeowners shop for proof when looking for a roofer. Referrals carry the most weight, followed by past experience, while online searches and ads play a supporting role. Nearly every homeowner checks reviews before reaching out, and the vast majority consider them a key factor in their decision-making process. Reputation is the lifeblood of your marketing.
To earn enough trust to win a referral, make credibility visible at every touchpoint. Build a referral engine that turns happy customers into advocates, and treat social media as a validation tool, not noise. Keep authentic reviews coming in that are easily accessible, prioritizing consistent Google activity over vanity metrics. Promote the digital conveniences you offer, such as online quotes, e-signing, and automatic updates, as part of the experience. When your process feels effortless, your marketing becomes word-of-mouth that never stops working.
How Homeowners Choose a Roofer
What’s the most important to you when choosing a contractor?
Takeaway
Referrals dominate (50%), followed by previous experience (25%). Online search, social media, and ads each account for about 8%, indicating that while digital channels matter, trust and word-of-mouth still play an essential role in closing the deal.
How to Nail It
- Build a referral engine that rewards both customers and your team members for every successful lead.
- Make every job visible to neighbors through yard signs, social posts, and local proof-of-work ads.
- Treat social media as a credibility source, not your primary lead source.
Importance of Reviews to Homeowners
How important are reviews to you when choosing a roofing company?
Takeaway
Homeowners rate the importance of reviews at an average of 8.75/10, with ~92% scoring it 8–10/10. Reviews are a make-or-break trust factor. Your Google profile is the new front door to your business. Keep it active, current, and have over 200 reviews to stay competitive.
How to Nail It
- Prioritize Google reviews over other platforms for maximum visibility and credibility.
- Respond to every review, good or bad, within 48 hours.
- Showcase recent reviews in proposals, follow-up emails, and social proof campaigns.
Desired Digital Features
What would make the roofing process easier or more convenient for you?
Takeaway
Homeowners want digital ease from roofers: e-proposals, e-signing, and online payments (64%) lead the list, followed by automated progress updates (55%). Next come more payment options (36%) and customer portals (27%). To homeowners, convenience now defines professionalism.
How to Nail It
- Highlight your digital process, such as online signing and automatic job updates, in ads, on your website, and in every proposal.
- To meet buyer expectations, offer multiple payment options, including credit card, ACH, and financing.
- Automate status updates through your CRM so homeowners always know what’s next.
AI Perspective—Marketing Edition
AI is no longer a novelty in the roofing industry. What started as curiosity in 2024 has turned into a competitive necessity by 2026. Roofers are using automation and AI tools to respond faster, follow up smarter, and stay visible with less manual effort. The data shows the shift is real and accelerating, especially in the realm of marketing.
AI Adoption
How are you using AI-powered roofing solutions?
Takeaway
AI in roofing marketing is accelerating fast and moving from experimental to expected. Adoption for any marketing use is projected to double from 13% in 2024 to 30% in 2026. Lead follow-up automation will climb to 25%, while reputation workflows (including reviews, responses, and content generation) will grow to 20%.
How to Nail It
- Start small and scale fast. Automate follow-up and review responses before moving into content and ad creation.
- Set 2026 goals. A quarter of your marketing tasks should run through automation or AI assistance.
- Audit your current stack and identify repetitive marketing processes that are ripe for AI tools, such as outreach, content creation, and social media posting.
Top AI Marketing Functions
Why are you excited to use AI solutions for roofing?
Takeaway
AI marketing tools are reshaping how roofers reach homeowners. The most common uses are content and SEO (62%) and lead follow-up (49%), followed by reviews (38%) and ad generation (30%). Emerging areas like social automation (25%) and chat (21%) show high potential to speed up engagement and response times.
How to Nail It
- Start by using AI to generate website and blog content, and deploy AssistAI or similar tools for instant customer replies.
- Layer in review automation. Send review requests and draft responses automatically to push beyond 200+ Google reviews.
- Use AI for iteration. Test ad copy variants or headlines faster to find what converts.
- Repurpose AI output. Convert your before-and-after photos into automated weekly proof posts that showcase your ongoing work.
Top AI Marketing Functions
Marketing used to be all manual: door knocking, referrals, and one-off posts between jobs. But in 2026, AI will be the silent partner behind the roofing industry’s most consistent marketing machines. From instant lead response to review automation, it’s helping contractors appear faster, look sharper, and convert more business without losing authenticity.
Across the roofing industry, the most successful teams are pairing automation with authenticity to build marketing systems that never sleep.
Instant Lead Response
The faster you respond, the more you win. AI assistants like AssistAI now greet leads the moment they reach out, whether it’s answering questions, scheduling appointments, or automatically syncing updates to your CRM. Roofers using AI for lead response close more jobs simply because they never miss that crucial first contact. The benchmark has shifted: a response time under 30 minutes is now the difference between booking a job and losing it.
Content & SEO Creation
AI has turned content into a compounding advantage. Tools like ChatGPT and Jasper enable contractors to draft blogs, service pages, and FAQs that target local search terms in minutes. Instead of outsourcing or skipping content entirely, roofers can now produce regular updates that boost organic rankings and credibility. The key is to let AI handle the heavy lifting, then refine for brand voice and accuracy.
Reviews & Reputation Management
Social proof is currency, and AI is helping roofers earn more of it. Automated review requests go out the same day a job closes, followed by friendly reminders and even pre-drafted responses. Contractors using these workflows report hitting 200+ Google reviews within a year. Consistency, not luck, builds reputation. The smartest teams also monitor tone to ensure every reply feels genuine and not generated.
Ad Optimization & Social Proof
AI has made ad testing and social posting nearly effortless. Platforms like AdCreative.ai, Canva, and Midjourney generate visuals, captions, and ad variants in seconds. With data-driven targeting, roofers can automatically shift their budget towards what performs best. Beyond paid ads, AI tools help turn before-and-after photos into social proof posts that win neighborhoods and boost referral momentum.
Authentic Brand Voice
AI can write fast, but humans still build trust. The best contractors use AI as a creative assistant. They let it draft content and captions, but always review for tone and accuracy. “Draft with AI, edit with empathy” has become the new marketing mantra. The result is speed and scale without sacrificing authenticity.
The Bottom Line
Marketing AI doesn’t have to replace creativity. In fact, when employed well, it multiplies it. From faster lead response to smarter content and reviews, AI gives roofers an edge that compounds over time. The contractors who adopt it now will own their markets first.
