Using social media to build stronger roofing brands and communities

RCS Influencer Ashley Pietsch shares six tips to leveraging social media in the roofing industry!

In today’s digital landscape, roofing contractors who aren’t using social media are missing out on one of the most powerful tools to grow their business. Whether you’re a one-crew operation or a large regional company, social media marketing can help roofing professionals build brand recognition, attract new clients and deepen ties with their local communities. 

1 - Showcase your work 

Roofing is a highly visual industry. Use platforms like Instagram, Facebook and LinkedIn to highlight your craftsmanship through before-and-after photos, videos and customer testimonials. High-quality visuals not only build trust but also show potential customers what sets your work apart. Consistency matters — post regularly and keep your branding uniform across platforms. 

2 - Educate and inform 

Position yourself as an expert by sharing helpful tips, seasonal roofing advice and maintenance checklists. This kind of content builds credibility and keeps your audience engaged year-round — not just when they need a new roof. It also creates opportunities for interaction: when followers ask questions, respond promptly and professionally. 

3 - Humanize your brand 

People want to work with companies they trust. Share team introductions, behind-the-scenes content, safety practices and community involvement. This gives your brand personality and builds rapport. When clients see the faces behind the tools, they feel more connected to your business. 

4 - Build local visibility 

Use hashtags and geo-tags to attract local audiences and tap into community conversations. Comment on other local businesses’ posts, support nearby events and highlight your contributions to the community. These small actions go a long way in reinforcing your brand as a trusted local business. 

5 - Stay ahead of risks 

As roofing professionals grow their online presence, it’s also critical to be aware of liability. From advertising claims to team conduct online, every post reflects your brand. That’s where trusted partners like Integrity Insurance & Bonding Inc come in. Having the right insurance coverage tailored to your roofing business helps protect your brand while you build it. 

6 - Consider paid ads and analytics 

As your social presence matures, consider investing in targeted ads on Facebook or Google to reach specific demographics. Use insights and analytics to refine your messaging and understand what content resonates most with your audience. 

Social media isn’t just about likes and shares — it’s about building relationships. Roofing contractors who embrace it as a strategic tool will find themselves not just staying relevant, but leading in a competitive marketplace.