New roofing leads aren’t just “nice to have” — they’re the lifeblood of every roofing company. Without a steady stream of opportunities, businesses plateau or shrink. And roofers know it: according to Roofing by the Numbers 2025, 63% of roofing business owners said generating new leads is their #1 growth challenge.
This playbook breaks down the best strategies roofers are using today to win more jobs, backed by industry data. You’ll find proven tactics, 2025 stats, and practical tips to help you double your roofing leads this year.
What are roofing leads?
A roofing lead is a potential customer who shows interest in your services — from a homeowner requesting a quote, to someone booking a roof inspection, to a pricing request through an Instant Estimator.
But here’s the key: a lead isn’t a job until you nurture it, and not all leads are quality leads. That’s where roofers often lose opportunities.
In fact, Roofing by the Numbers 2025 found that only 28% of roofers currently use a CRM to track leads — meaning most are leaving money on the table. Roofers who adopted a CRM plus marketing automations reported generating 2x more leads year-over-year than those who didn’t.
Nurturing a lead
Generating roofing lead is only half the battle. Leads that come in aren't going to automatically equal a sale. Treading your lead properly and nurturing them is what makes them become a customer. Nurturing a lead can look like:
- Calling them to talk about their roof
- Pulling a satellite measurement and sending them a good-better-best estimate
- Sending an email asking for additional information
- Setting up a roof inspection and meeting them in person
Roofing software helps you capture leads, track communication, and monitor nurturing efforts for better business efficiency.
The 9 best ways to get roofing leads in 2025
We'll go through some of the best methods for generating more leads in the roofing industry.
1. Paid ads
If you have the budget to do so, paid advertisements are a great way to become more recognized in your area. There are different types of paid ads:
- Google Ads
- Facebook ads
- Instagram or other social media ads
- Spotify ads
- Radio advertisements
- Bus ads
- Billboards or print ads
Target by neighborhood demographics: younger homeowners may see your Spotify ads, while older communities may respond better to print or radio.
2. Search engine optimization
Search engine optimization — or SEO — is what makes your website searchable by Google. SEO is all about showing up when someone Googles you, or keywords around roofing. Roofers with optimized websites and consistent content stand out. Use location-based keywords (e.g., “roofing leads Florida”), write educational blogs, and keep your site mobile-friendly.
Pro tip: Roofers who invested in SEO were significantly more likely to rank in local search — a trend accelerating as AI search overviews roll out. Blogging about roofing questions makes you the trusted expert, not just another contractor selling a roof.
Some of the best ways to optimize your website and business for SEO is to:
- Have a Google Business Profile listing
- Have a website
- Include areas your serve on your website
- Make sure your website is mobile friendly
- Add pages to your website that talk about the services you offer
- Use headers on your website
- Link to your website from your social media pages or on your facebook posts
- Write blogs that focus on education rather than selling
There are plenty of free resources and tools you can use to learn more about SEO, especially for small businesses. We recommend HubSpot, Shopify, or SEMRush as great resources for roofers.
3. Make use of your reviews
We all know how powerful referrals are to bring in new leads. Reviews are like public referrals: It's a type of "social proof" for people who maybe don't have anyone to ask.
92% of people will read online reviews before contacting a company and 74% of people say good reviews make a local business more trustworthy. So, not having reviews could also be scaring potential leads away.
Collect, promote, and share reviews across your website, social media, and proposals. Automations inside Roofr can request reviews automatically, saving you time.
If you do have reviews, don't be shy about sharing them.
- Include quotes in social media posts
- Link to reviews in your posts
- Share reviews on the front page of your website
- Promote reviews in emails
4. Offer free roof inspections
We know that roof inspections can take up time, but if you think of them as a source for leads, you'll soon find they're worth it.
Inspections remain one of the highest-converting lead-gen tactics. They put you face-to-face with homeowners, establish trust, and give you a chance to hand over an estimate on the spot.
If you're curious about the power of roof inspections, you can check out our complete guide to them here.
5. Email marketing
Emails are a low-cost strategy for growing your roofing business and attracting new clients. 88% of people check their email every day, so email marketing is a low-cost, high-return channel. Use it for lead nurturing, referral reminders, and seasonal promotions.
6. Establish a referral system
Referrals generate highly qualified roofing leads. Make it easy: offer discounts, gift cards, or service perks when a past customer refers you.
To get previous customers to refer you, offer them a reward or advantage if someone they refer hires you. You give a little to get more back!
Check out our guide for building a referral program in Roofr here.
7. Get involved in your community
Reputation is key. For roofers, your business is in your backyard. Getting involved in your community and building a reputation for yourself (and your business) will make local homeowners more inclined to call you.
To get involved in your community…
- Volunteer at your community centre
- Sponsor a local sports team
- Participate in charity walks or events
- Attend local events
- Introduce yourself to neighbors
- Host an open house or BBQ
8. Facebook and social media communities
Facebook groups and communities are still hotspots for homeowner conversations. Share your work, reviews, and promotions consistently. It’s not just for leads — it’s also a peer-learning space for roofers.
Don't be afraid to share your roofing services, reviews, or photos of your jobs on Facebook! Business owners can create a Facebook page and share content regularly. It's another great way to build awareness in your community of who you are and what you do.
9. Combine lead generating ideas
The most successful roofers don’t rely on just one method. They layer paid ads, reviews, SEO blogs, and referrals for a multiplier effect.
Example: Write a blog answering “how to get roofing leads,” share it in local Facebook groups, and boost the post to homeowners in your service area. Then, follow up with an email campaign inviting past customers to share it and earn referral rewards.
Getting roofing leads in 2025: What the data says
The landscape is shifting fast — here’s what our Roofing by the Numbers 2025 report uncovered:
Referrals remain the #1 way roofers get leads
71% of roofers rely on word-of-mouth referrals from past customers to generate new business. Nearly three out of four roofing companies say referrals are their main source of jobs.
Lesson for roofers: Your reputation is your marketing. If you’re not actively encouraging satisfied customers to spread the word—through referral discounts, thank-you gifts, or simple check-ins—you’re leaving money on the table. In local markets where trust matters most, referrals can be the fastest path to roofing leads.
Reviews drive 5x more booked jobs
Roofers who ask for reviews average 500+ jobs per year, compared to just 100 for those who don’t.
Lesson for roofers: That’s a fivefold difference in booked jobs just by asking for reviews. Reviews are digital word-of-mouth, and homeowners trust them more than ads. Add a review request step to your close-out process—via email or text—and automate it with your CRM. It’s one of the simplest ways to boost your roofing leads pipeline.
A website can double your booked jobs
Roofers with a website close 500+ jobs per year, compared to 275 for those without one.
Lesson for roofers: Having a website literally doubles your booked jobs. Even a single-page site with your phone number, lead form, and customer reviews outperforms complex builds. A clean, mobile-friendly homepage can win you business in your service area—and help you rank in local search results.
High-tech roofers win jobs faster
High-tech roofing businesses close jobs in 8.3 days, while low-tech teams take 10 days.
Lesson for roofers: That 1.7-day gap matters. Over 40% of roofing leads go to the first contractor to respond. If your process is slow—because you’re digging through spreadsheets or handwriting estimates—you’re losing jobs. A CRM or automation tool can shave days off your response time and help you beat competitors to the punch.
Email is the best follow-up channel
25.5% of roofers who follow up by email after a job land repeat work, compared to 13.6% for calls and just 4.1% for texts.
Lesson for roofers: Email nearly doubles your chance of repeat business versus phone calls, and it outperforms texts by more than 6x. That “thank you” email after a job isn’t just polite—it’s a proven roofing lead generation tactic. Automating this step keeps your pipeline filled with repeat customers.
Social media builds awareness but isn’t the top closer
53% of roofers use social media to attract new customers, but only 15% say it’s their most effective channel.
Lesson for roofers: Social media works best as a supporting channel. Use it to showcase your work, build trust, and stay visible in your community. But don’t rely on it alone—referrals and reviews remain the strongest ways to generate high-quality roofing leads.
Instant estimating tools are an untapped opportunity
Only 21% of roofers use free instant estimating tools, but they’re one of the most effective digital lead generators.
Lesson for roofers: Homeowners love instant answers. Adding an online estimator or “get a quote” tool to your website captures leads when they’re ready to buy. Since so few roofers are using them, this is a huge opportunity to stand out in your local market and win more jobs.
FAQs: Getting roofing leads
How do roofers get leads in 2025?
Roofers combine traditional methods (referrals, inspections) with digital tactics (SEO, ads, CRM automations). The most successful companies use multiple strategies together.
What is the cheapest way to get roofing leads?
Referrals and reviews cost little to nothing — yet drive some of the highest-converting leads.
How much should roofers spend on marketing?
While it varies by size, most small roofing businesses invest 5–10% of revenue on marketing and lead generation.
Streamline the roofing process with Roofr
You’ll want to do a good job servicing customers so they’ll be more likely to recommend your business to their friends and family.
For that, you can make use of platforms like Roofr, which makes the roofing sales process a breeze. Roofr is an all-in-one sales platform for roofers wanting to grow their businesses and stay ahead of the competition.