Marketing Yourself: Facebook, LinkedIn and Search

Marketing starts with proof, not promises

Roofing marketing is evidence marketing. Homeowners cannot judge shingles, but they can judge before-and-after photos, reviews, response time and how you talk about a job. Everything you post should be something a customer could verify if they called the address on the photo.

Build the proof habit

Photograph every job: before, mid-progress, after, and the cleanup. Sorted job photos are your entire content library — you already did the work.

Say what you can prove

Real addresses (with the customer's permission), real dates, real materials. Marketing claims follow the same rules as sales claims: no guaranteed savings, no invented storm damage.

Consistency beats bursts

Two posts a week for a year beats thirty posts in one excited weekend. Put marketing time on the calendar like a job.

Facebook: where your homeowners are

For residential roofing, Facebook remains the most practical platform — because that is where homeowners, neighborhoods and local groups already talk.

Your business page is your storefront

Complete profile: service area, phone, hours, license or insurance info, and a cover photo of real work. An empty page looks like a company that vanished mid-job.

Post the work

Before-and-after sets, crew photos, storm-response updates and finished-job walkthroughs. One good job photo with two honest sentences outperforms any stock graphic.

Work local groups carefully

Neighborhood and community groups reward helpfulness. Answer roofing questions genuinely and follow each group's rules; spamming group after group gets you banned and screenshotted.

Reviews are the content

Ask every satisfied customer for a Facebook or Google review, and reply to every review — good or bad — professionally. Unanswered negative reviews cost more than any ad buys back.

Ads and boosts

Small paid campaigns can amplify a real offer (inspection, maintenance check) to your service area. Set a modest budget, target your actual territory, and judge results by booked inspections, not likes.

LinkedIn: where your partners are

Homeowners are not scrolling LinkedIn — realtors, insurance agents, property managers and commercial decision-makers are.

Fix your profile first

A clear headline (who you help and how), a real photo, and a summary about roofs — not a list of buzzwords. Your profile is read before any message you send.

Post for partners, not consumers

Share the B2B side: roof reports that helped a sale close, documentation practices, commercial projects, storm-season preparation advice for managers and agents.

Connect with intent

Send connection requests to local realtors, agents and property managers with a short, honest note — no pitches, no automated blasts. Comment substantively on their posts before you ever ask for anything.

Move the relationship off-platform

LinkedIn starts conversations; coffee and a sample report build them. The module 16 playbook applies to every connection you make here.

Search: making sure the right customers find you

When a homeowner needs a roofer, they search. Local search is the highest-value marketing a roofing company owns — and most of it is free.

Your Google Business Profile is the anchor

Claim and complete it: correct name, address, phone and service area, real photos, categories, and services. Keep hours and contact info accurate — stale listings cost calls.

Reviews drive ranking and trust

Volume, recency and your replies all matter. Build a repeatable ask: at final walkthrough, hand the customer a card with a QR or short link to the review page.

Be findable everywhere the same way

Your name, address and phone must match across your site, profile and directories. Inconsistent listings confuse both customers and search engines.

Pages that answer questions

A simple site with a page per service and per service area, real photos and clear contact info outranks fancy design. Write what customers actually ask: cost factors, timelines, what an inspection covers.

Be patient and stay clean

Search results build over months. Never buy fake reviews, keyword-stuff city names, or copy competitors — those shortcuts can get listings removed and trust destroyed.

The rules of honest marketing

Marketing is regulated the same way sales conversations are. Keep your posts and ads as clean as your job sites.

No manufactured urgency

Do not invent storm damage, fake deadlines or ‘only 3 spots left' offers that are not real. Scare tactics attract the customers who will complain the loudest.

Respect licensing and claims rules

Advertising must follow your state's contractor advertising rules — including displaying license numbers where required. Follow truth-in-advertising standards: claims must be accurate and substantiated.

Ask before you post

Get written permission before posting a customer's address, drone footage of their property or a photo showing their home's interior.

Follow platform rules

Every platform has advertising and contest rules. A banned page erases years of reviews — read the rules before running a giveaway or engagement bait.

Practice exercise

Write out your answers: Which three jobs in the last year have before/mid/after photos ready to post? What is your review-ask script at the final walkthrough? Which five realtors, agents or property managers will you connect with this month? Which marketing hour goes on the calendar weekly? If any answer is blank, that is your next task — not another ad campaign.