Social Media for Roofers
Nobody follows a roofer, and that’s fine — you’re not building an audience
Be honest about what social does for this trade
A full roof re-tile is £5,090. Fascias, soffits and guttering, £1,830. A flat roof in EPDM, £1,790. A repair, £505. A survey, £175.
Nobody wakes up wanting a new roof. There is no browsing phase, no inspiration phase, no Saturday morning spent looking at roofs. The customer appears because water came through a ceiling, or because a survey flagged it during a sale, and from that moment they are in a hurry and slightly frightened.
That means the advice you’ll get everywhere else — post consistently, build a following, nurture your audience — is close to useless here. You are not going to build an audience of people who enjoy roofing content. It doesn’t exist.
What social does for a roofer is something narrower and more valuable: it is the place a worried person checks that you are real before they let you on their roof.
What that person is actually doing
Their ceiling is stained. They’ve had two names off a neighbour and found a third on Google. Before they ring, they look you up — and what they’re looking for is not creativity. It’s evidence that you exist, that you’ve done this before, and that other people in their town let you on their house and were glad afterwards.
If they find a page last updated in 2022 with four photographs, that’s a small doubt at exactly the wrong moment. If they find recent work, local streets they recognise, and a reply under every comment, the doubt goes away and they ring.
That’s the whole job. It’s not audience building. It’s removing a reason to hesitate.
The ratio, so you know what this is worth
A re-tile is £5,090. Our Noticed package is £49 a month — £588 a year. One re-tile pays for more than eight years.
You need this to produce one extra roof every eight years to break even, which it will do in the first season if you’re currently invisible. But hold the more useful number in mind: the survey is £175 and the re-tile is £5,090. Surveys are how re-tiles start. A steady drip of proof that turns hesitant people into survey bookings is worth far more than the survey fee suggests.
What we’d actually post
Storm work, in the week of the storm. This is the only genuinely time-sensitive content in roofing and most roofers miss it. The week after high winds, half your town is looking at their ridge tiles and worrying. A photograph of a slipped ridge you fixed on Tuesday, posted on Tuesday, reaches people at the exact moment they’re worried about theirs.
The bits nobody sees. Underfelt, battens, a valley done properly, lead work that isn’t mastic. Homeowners can’t judge a finished roof from the ground — every roof looks fine from the ground. Show them the parts that separate a proper job from a cheap one and you’ve explained your price without arguing about it.
Streets, not just roofs. “Off Nelson Road last week” does more for a local roofer than any amount of polish. People want to know you work here.
Scaffold up, scaffold down. It reads as scale and organisation, and it quietly signals that you don’t work off ladders on a full re-tile.
What good looks like at six months
- A visible, recent record of work in the towns you actually cover
- Storm-week posts in the two or three weeks a year when they matter
- Reviews and photographs feeding your Google Business Profile, which is where most roofing enquiries genuinely begin
- A gallery on the site that a nervous homeowner can scroll for two minutes and come away reassured
Not: a following. If you get one, good, but we won’t chase it and you shouldn’t measure by it.
Mistakes we see most
Going quiet between storms. The gap is when you look finished. A post a fortnight is enough to look alive.
Only showing finished roofs from the ground. They all look the same. The photograph that wins is the one taken on the roof.
Arguing with a bad review in public. A calm one-line reply and an offer to sort it privately does more for the next reader than being right does.
Chasing the wrong platform. Roofing is local and it is a decision made under mild stress. That is not a TikTok problem. Facebook and your Google profile are where this trade’s customers actually are, and local community groups matter more than any national reach.
Where this lands in Gaffer
A storm week produces a spike of enquiries in three days and then nothing. That’s exactly the pattern that overwhelms a roofer working off a phone and a notebook.
Every enquiry off a post lands as an opportunity with the photograph and the message attached. Survey bookings go straight into the diary. When the survey turns into a re-tile the quote comes off a template you’ve already priced, and the job record keeps the before-and-after photographs together for the next time somebody asks.
And when the survey doesn’t convert, it sits in the system rather than in your head, so the follow-up in six weeks actually happens.
The first ninety days
Weeks 1-2. We photograph two jobs properly and rebuild your Google Business Profile, because that is where roofing enquiries actually start and it is almost always the weakest asset a roofer owns. Categories, service area, hours, and photographs that show streets you genuinely worked on.
Weeks 3-6. We establish the fortnightly rhythm and get you into the two or three local community groups that matter in your area. Not selling, answering. The first time somebody posts “water is coming through my ceiling, who do I ring?”, you want to already be a name in that group rather than a stranger who appears with a pitch.
Weeks 7-12. We build the storm playbook, which is the single highest-return thing in roofing marketing. Draft posts, ready to go, so when the wind gets up on a Tuesday night the content is live on Wednesday morning rather than the following week when everyone has already booked somebody else. We also start the review engine, because a roofer with forty recent reviews wins against a roofer with four regardless of which is better on a roof.
By the end of the first quarter the aim is simple. When a worried homeowner in your town checks you out at nine on a Sunday evening, everything they find should make them ring rather than hesitate.
Questions roofers ask
Is it worth it if nobody follows me? Yes, because the people who matter aren’t following you — they’re checking you. Different job, and the checking is what converts.
How often should I post? Once a fortnight, plus whatever the weather gives you. Anyone telling a roofer to post daily has never roofed.
Should I show prices? A guide range for surveys and repairs, yes — it filters out the people who want it done for £200. Leave re-tiles to a survey; too many variables and you’ll be held to a number you gave from a photograph.
Do I need video? Not really. A clear photograph from a place your customer will never stand is worth more than a shaky walkthrough.
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