Content & Social Media Playbook for Roofing Companies
Tear-offs, drone shots and inspection photos: show homeowners what's actually on their roof, because they can't see it themselves.
Written by Jonathan Blake, from 25,000+ doors knocked and 1,000+ jobs closed. Updated October 2026.
TL;DR — Too Long; Didn't Read
Homeowners can't see their own roof. That makes roofing one of the easiest trades to teach through content: what hail damage looks like, why decking goes soft, what a new roof should look like up close. Education builds the trust that turns into inspections.
- Film every tear-off. Rotten decking and bad old work are what homeowners never see.
- Turn inspection findings into short "what we found" posts, with permission.
- Post finished roofs with the neighborhood named, so locals recognize the street.
- After storms, post what to look for and how to book a free check.
- Use the same photos in ads, door hangers and your Google profile.
Bottom line: Show the part of the house homeowners can't see, and they'll trust you to fix it.
When Jonathan sits down with a homeowner after a 360 inspection, the photos do most of the selling. The same photos and short videos, with permission, do the same job on social media for every homeowner who hasn't called yet.
Roofing Content That Gets Engagement
- Tear-off reveals: the rotted decking and nailed-over layers under the old shingles.
- Drone before-and-afters of the full roof.
- "What we found" inspection posts: hail bruising, lifted tabs, failed boot flashing.
- Product explainers: what changes at each price per square.
- Crew spotlights and time-lapses of a one-day install.
- Video testimonials from homeowners in front of their new roof.
Name the Neighborhood
"New roof in Sylvania today" gets more attention from Sylvania homeowners than "another great job." Local names make neighbors stop scrolling, and they reinforce the yard signs and door hangers from your 12 Pack.
Post After Every Storm
Within a day of hail or high wind, post what damage looks like from the ground, why it matters, and how to book a free check. Then answer every comment and message everyone who asks a question. Storm posts are where your content turns straight into inspections.
Build Authority With Something Bigger
A printed workbook or a set of calculators puts a roofer in a different category. Our Roof Repair or Rip-Off? workbook and the Midwest Roof Calculators site both work as content: shareable, useful and remembered. One roofing company's marketing director linked to our calculators from their own blog.
Your Google Profile Counts
Post a finished roof to your Google Business Profile every week with the city in the description. Homeowners comparing roofers in the map results look at photos before they call.
Common Roofing Content & Social Media Mistakes
Only posting finished roofs
The fix: Show the damage, the crew and the process. That's what builds trust.
Never asking for video testimonials
The fix: Ask happy customers for a 30-second video in the driveway on the last day.
Posting with no call to action
The fix: End every post with how to book a free inspection.
Copy-and-Use Script: One roof job, five posts
Swap the bracketed parts for your own details.
- Post 1: the damage photo with "Here's what we found on a [age]-year-old roof in [neighborhood]."
- Post 2: a tear-off time-lapse.
- Post 3: a crew spotlight with names and years with the company.
- Post 4: the drone before-and-after.
- Post 5: the homeowner's 30-second driveway review, with "Book your free inspection" in the caption.
Run your numbers
Review Gap Calculator
Reviews are the content that sells. See how long it takes to pass the top competitor in your area.
Prefilled with typical roofing numbers. Change any of them to yours.
- New reviews per month
- 2.3
- Reviews in 12 months
- 67
- Jobs a month needed to pass them in 6 months
- 85.3
A planning tool. Defaults are starting assumptions, not guarantees.
The basics behind this playbook
Implementation Plan
Every job
- Film the tear-off and the finished roof
- Get a short video testimonial
- Get posting permission on the contract
Every week
- Post 3 times on social with the neighborhood named
- Add a finished roof to your Google profile
After storms
- Post what to look for within 24 hours
- Answer every comment and message
Every quarter
- Turn the best content into ads and door hangers
Content & Social Media Self-Assessment
Check off what your roofing business already does. Your score and next three moves update as you go.
- Tear-off and finished photos on every job
- Drone shots when possible
- Posting permission on every contract
Saved in this browser only.
Key Takeaways
- 1Homeowners can't see their roof, so show them
- 2Tear-offs are your most convincing content
- 3Local names make neighbors pay attention
- 4Storm posts turn directly into inspections
- 5Bigger assets like workbooks and calculators build authority
Roofing Content & Social Media FAQ
What content works best for roofers?
How often should a roofing company post?
Do Google reviews matter for roofers?
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