Marketing that moves with the weather

By Lauren Miller, JobNimbus. 

Aligning your marketing with seasonal weather events can drive more leads by reaching customers in the right place, at the time. 

Many industries are heavily impacted by the seasons, and roofing is certainly no exception. With sun, storms and other seasonal elements directly impacting the work roofers provide, it makes sense to optimize your marketing strategy to align with the upcoming weather. Just as clothing stores promote summer and fall clothing lines, so should contractors promote roofing solutions that treat season-specific weather events.  

Here at JobNimbus, we want roofers to capitalize on consumer patterns, so we compiled the following tips to integrate weather-based marketing techniques for strategic growth and brand relevancy. 

Defining weather-based marketing: What roofers should know 

Weather-based marketing involves creating campaigns that respond to changing weather conditions. Unlike general messaging, weather-based marketing makes your services relevant to what customers are likely experiencing or anticipating. It’s all about providing the right solution at the right time. 

Rainstorm? It’s time to advertise your company’s water damage repair services. Hurricane? Break out the ads highlighting your company’s storm-related roof repair offerings! 

This approach allows roofing businesses to shift from broad messages to campaigns focusing on specific weather-driven needs. Weather-based marketing gives potential customers more reason to engage with your company. 

Why roofers should use weather-based marketing 

Roofing issues are often tied to weather events. By aligning marketing efforts with the weather, roofers can tap into urgent customer needs. Here are some specific benefits of weather advertising. 

Higher engagement 

Ads that speak directly to a customer’s current situation are more likely to catch their attention than generic ads. For example, an ad highlighting hail damage repair is relevant and timely for homeowners after a hailstorm. 

Increased conversion rates 

When customers see that you understand their immediate concerns, they’re more likely to choose your business. Weather-based ads make it clear that you’re ready to help in a time of need. This positions your business as a knowledgeable and reliable choice for customers’ roofing repairs. 

More leads, quicker 

Extreme weather, like hurricanes or heavy rains, often leads to a surge in demand. By marketing around these events, you can anticipate customers’ roofing service needs. 

Customers are more likely to click on ads that resonate with their current needs and concerns. Weather-based marketing does just that — it keeps your messaging relevant by focusing on upcoming or current weather events, like hail, wind or thunderstorms, that could damage roofs. 

This technique allows you to address their roofing needs directly, positioning your business as the trusted solution during critical times. 

Weather-based marketing ideas for roofers 

Create weather-specific advertising campaigns 

Design ads focused on common weather challenges like hail, heavy winds or location-specific storms like tornadoes or hurricanes. For example, run a social media campaign offering free roof inspections for potential wind damage after a wind storm. 

Use phrases that connect with immediate needs, such as “Is your roof ready for storm season?” or “Got roof hail damage? We can help.” 

Offer seasonal services 

Tailor services to fit seasonal changes. Services like ice dam removal or roof insulation checks should be promoted in winter. In the fall, highlight gutter preparation or roof inspections to prepare for winter weather. 

Homeowners are often motivated by seasonal maintenance, so adjusting your messaging with each season can keep your business relevant year-round. 

Run targeted campaigns based on forecasts 

If a severe weather event is in the forecast, consider running targeted ads or sending emails that offer preventative maintenance, such as securing shingles ahead of high winds. This can establish your business as proactive and responsive. 

You can also create campaigns demonstrating post-storm repairs, such as offering quick inspection slots after a weather event. 

How to implement weather-based marketing strategies 

Adopting a weather-based marketing strategy at your roofing company doesn’t have to be complicated. Here are some ways to help you implement a weather-focused approach to roofing. 

Stay organized with roofing software 

Roofing software can help you schedule inspections, track jobs and automate follow-ups after storms. 

Use local weather data 

Leverage tools that provide local weather updates so your marketing remains timely. For example, schedule messages to go out when specific weather conditions are expected. You can use storm-tracking apps to help keep you informed as well. 

Storm tracking apps will show you areas experiencing different types of storms, from tornadoes and hurricanes to hail and thunderstorms. Some apps focus on specific storms, like HailTrace, an app that specifically finds hailstorms. 

If you have a preference for the types of storm damage you like to work on, storm tracking can help you find homes that need fixing in your specialty area. 

Personalize customer communication 

Send tailored reminders to customers about seasonal maintenance and inspections based on local weather forecasts. This outreach can add a personal touch to your marketing efforts and keep customers engaged. 

Ready to boost your weather marketing efforts? 

Weather-based marketing can set your roofing business apart from the crowd. Need help implementing this new strategy? Schedule a call with JobNimbus Marketing. 

Our experienced team of marketing professionals keeps you ahead of the forecast so you can help customers when they need you most. 

Original article and photo source: JobNimbus