Make social media work for you

RCS Influencer Melissa Chapman says that in today’s competitive market, social media is no longer optional; it’s essential.

For roofing professionals, it's one of the most cost-effective and impactful ways to build brand awareness, attract new clients and foster trust within your local community. But how do you make it work for your business? Here are some key strategies to make social media marketing work for your roofing company. 

Don’t be afraid to show your work and tell the story.

People want to see what you can do, and social media is the perfect place to showcase your craftsmanship. Post high-quality before-and-after photos of completed roofing jobs. Use short videos or time-lapses to bring your process to life. Go beyond just posting a roof, tell the story of how you solved a problem or helped a business meet a critical deadline. This not only builds credibility but also demonstrates your capacity for large-scale or technically complex jobs. 

Provide education and add value for your audience.

Your followers aren’t just potential customers, they’re homeowners, property managers and local businesses looking for trustworthy information. Share quick tips on roof maintenance, seasonal reminders or how to spot signs of damage or navigate roofing warranties. When people find your content helpful, they’ll remember you when it’s time to hire a roofer or refer one. 

Show consistency and be authentic.

Post regularly, but don’t worry about being perfect. Show your team in action, celebrate milestones and share behind-the-scenes moments. People want to work with contractors who feel approachable and real. Authenticity goes further than overly polished content in building long-term trust. 

Use targeted advertising to reach the right clients.

Social media platforms like Facebook, Instagram and LinkedIn let you run targeted campaigns based on geography, job title and interests. This means you can run separate campaigns for commercial property managers and homeowners in your service area. Pair ads with compelling visuals and a clear call to action like scheduling an inspection or downloading a roof maintenance checklist. 

Build community and industry connections

Social media isn’t just for outreach; it’s also a networking tool. Engage with homeowners, general contractors, real estate professionals and local businesses. Congratulate clients on their renovations, building openings or highlight partnerships. These small digital gestures help reinforce relationships and create referral opportunities down the line. 

Roofing may be a hands-on trade, but the principles of social media success apply regardless of whether you service residential or commercial buildings — be visible, be valuable and be human. With the right approach, social media helps roofing professionals expand their reach, deepen community ties and turn satisfied customers into vocal advocates. Start small, stay consistent and let your work, and your people, shine.