Using social media to grow your roofing brand

RCS Influencer John Kenney says that social media is more than a digital billboard; it's a strategic channel for branding, engagement and lead generation.

A strong social media presence is no longer optional in today's competitive roofing market. It's essential. Whether you are a residential contractor working in local neighborhoods or a commercial roofer managing large-scale flat roof systems, social media offers powerful tools to grow your brand, attract new clients and build lasting community connections. The key is knowing how to use these platforms to promote, engage, educate and earn trust. 

Choose the right platforms for your audience 

Platforms like Facebook, Instagram and Nextdoor are ideal for residential roofing. These are the digital "neighborhoods" where homeowners look for service providers, share recommendations and engage with local content. Posting photos of your work, seasonal roof tips or showcasing a satisfied homeowner can build credibility fast. 

For commercial roofers, platforms like LinkedIn and YouTube are more effective for reaching building owners, facility managers, general contractors and architects. Sharing technical content — such as time-lapse installations, case studies or drone footage of large flat roof systems — helps establish your authority in the commercial space. 

Showcase your work with visual content 

Roofing is visual by nature. Posting before-and-after photos, aerial drone shots and project highlights creates an immediate impact. Whether highlighting a standing seam metal roof on a school building or a re-shingled residential roof after a storm, your content proves what you can do. 

Use captions that educate and inform: "Completed a 40,000 square foot TPO install with custom tapered insulation to improve drainage and energy efficiency" or "After a severe hailstorm, we replaced this home's roof with Class 4 impact-rated shingles in just three days." 

Photos and videos build trust and act as your digital portfolio, helping you close future sales. 

Humanize your company with team highlights 

Customers and clients want to do business with people they trust. Showcasing your crew, estimators, office staff or leadership team adds a personal touch. Recognize crew achievements, spotlight safety training sessions or introduce a new hire. 

Whether you're a residential roofer building trust with families or a commercial firm appealing to property managers, highlighting your people shows professionalism, stability and pride in your workforce. 

Educate — don't just sell 

One of contractors' biggest social media mistakes is using platforms only for sales pitches. While promotion has its place, focus on providing value to your audience. Share seasonal maintenance tips, explain how to spot roof damage or break down the benefits of reflective coatings or metal retrofits. 

Educational content positions your business as a knowledgeable, trustworthy resource, which is especially important when buyers compare multiple contractors. 

Showcase customer testimonials and reviews 

Online reviews and testimonials are significant, especially for homeowners and building decision-makers. Ask satisfied customers if you can share or feature their reviews in a short video clip. 

Turn Google or Facebook reviews into branded graphics or post "Client Spotlight" stories showing completed work alongside a customer quote. These posts act as social proof that you deliver on your promises. 

Stay connected to the community 

Whether you sponsor a local Little League team or install a roof for a nonprofit organization, sharing community involvement builds goodwill and trust. Tagging local businesses, schools or associations expands your reach and shows your commitment beyond contracts and invoices. 

This strategy works for residential and commercial contractors — everyone wants to hire companies that support their community. 

Use social media to recruit and retain talent 

Don't underestimate social media as a tool for hiring and culture-building. Post job openings, highlight internal promotions and celebrate employee milestones. A well-maintained social feed shows prospective hires that you're a professional, growth-oriented company worth working for — something increasingly important in today's labor market. 

Post consistently and use scheduling tools 

Consistency builds visibility. You don't need to post every day, but you should aim to post weekly or bi-weekly. Scheduling tools can help you plan content ahead of time, freeing up your field and office team to focus on operations. 

Mix up your content types: include photos, videos, tips, testimonials and links to blog articles or case studies, and track which posts get the most engagement to refine your strategy over time. 

Consider paid ads for targeted growth 

Once your organic presence is strong, consider boosting posts or running paid campaigns. For residential leads, platforms like Facebook and Instagram let you target by ZIP code, homeowner status or household income. 

For commercial leads, LinkedIn Ads can target building managers, procurement professionals and executives by industry or company size. Start with a modest budget and test different types of messaging — like showcasing your safety record, sustainability capabilities or warranty options. 

Final thoughts 

For roofing professionals, social media is more than a digital billboard; it's a strategic channel for branding, engagement and lead generation. Whether you specialize in re-roofing homes, installing architectural metal systems or managing complex commercial projects, social media lets you tell your story, prove your value and connect meaningfully with your audience. 

By showing up consistently, delivering valuable content and engaging with your community, you grow your business and build a brand people trust.