How to Get Roofing Leads on Facebook

Your next roofing customer is scrolling through Facebook right now, but they won’t find you by accident. Turning the world's largest social network into a consistent source of high-quality leads requires a specific strategy that goes beyond just posting photos of finished jobs. This guide will give you the actionable steps to optimize your profile, create content that homeowners find valuable, and use targeted ads to generate quote requests directly from Facebook.

Set Your Foundation: Optimize Your Facebook Business Page

Before you spend a dollar on ads or an hour creating content, your Facebook Business Page needs to function as an effective digital storefront. Many potential customers will land here first, and their initial impression will determine if they stick around or scroll away. Think of it as your virtual showroom, it needs to be professional, informative, and built to convert visitors into leads.

1. Make a Strong First Impression with Visuals

Your profile and cover photos are the first things people see. They need to communicate professionalism and trust instantly.

• Profile Photo: Use your clean, high-resolution company logo. Resist the urge to use a picture of a roof or a generic stock photo. Your logo is your brand, make it clear and consistent.
• Cover Photo/Video: This is prime real estate. Use a high-quality photo of your crew on a finished job site (smiling and professional), a stunning before-and-after shot, or even a short video showcasing a project from start to finish. This space should immediately tell a story of quality and expertise.

2. Add a Clear Call-to-Action (CTA)

Facebook allows you to place a prominent button at the top of your page. Don't waste it. For a roofing business, the most effective CTAs are:

• "Get Quote"
• "Call Now"
• "Send Message"

Choose the one that best fits your sales process. If you have someone ready to answer the phone, "Call Now" is excellent for capturing immediate interest. "Get Quote" can link directly to a form on your website. "Send Message" encourages low-friction inquiries through Facebook Messenger.

3. Complete a Keyword-Rich "About" Section

The "About" section is more than just a place to put your phone number. It’s an opportunity to get found by people searching on Facebook and to tell them why you’re the right choice. Include:

• A concise summary of who you are and what you do.
• A list of your core services (e.g., roof repair, roof replacement, shingle roofs, metal roofing, storm damage repair, free inspections).
• Your service area (list the main cities or counties you serve).
• Your website, phone number, and business hours.

Using these relevant keywords helps Facebook understand what your page is about, which can improve your visibility in search results.

Create Content That Attracts Homeowners, Not Just Other Roofers

The biggest mistake roofers make on social media is only posting "after" photos. While showcasing your work is important, it doesn't build a relationship or solve a homeowner's immediate problem. Your content strategy should be built on providing value and building trust. When a storm hits or a leak appears, you want to be the roofer they remember.

Showcase Your Expertise with Educational Posts

Position yourself as the local roofing authority. Create simple posts, graphics, or short videos that answer the questions homeowners are already asking.

• Topic Ideas: "5 Warning Signs Your Roof Needs a Replacement," "How to Spot Hail Damage Without Climbing a Ladder," "Asphalt Shingles vs. Metal Roofs: What's Right For Your Home?" or "What to Do After a Storm Damages Your Roof."
• Why it works: This type of content is helpful, shareable, and establishes your credibility. A homeowner who learns something from you is far more likely to trust you with their home.

Bring People Behind the Scenes

Let people see the human side of your company. This builds trust far more effectively than a stock photo.

• Show Your Crew: Post photos of your team working safely and efficiently. A short time-lapse video of a roof installation is incredibly compelling.
• Meet the Owner: A short, informal video of the owner introducing themselves and talking about the company’s values can go a long way.
• Safety First: Quick videos or photos highlighting your commitment to safety (e.g., using harnesses, keeping the job site clean) show professionalism and care.

Leverage the Power of Social Proof

You can say you’re the best, but it’s more powerful when your customers say it. Make testimonials a cornerstone of your content.

• Screenshot Reviews: Take a screenshot of a glowing 5-star Google or Yelp review and post it as an image. Add a simple caption like, "Another happy homeowner in [City]! Thanks, Jane, for trusting us with your home."
• Video Testimonials: If you have a particularly happy customer, ask if they’d be willing to say a few words on camera. A 30-second cell phone video is authentic and incredibly persuasive.

Be the First to Respond After a Storm

When bad weather hits your service area, your Facebook Page should be the go-to resource. Create a timely post offering free, no-obligation roof inspections for specific affected neighborhoods. For example: "Hail reported in the [Neighborhood Name] area. If you’re concerned about damage, we’re offering free inspections all week. Message us to schedule yours." This is relevant, provides immediate value, and helps to generate high-quality leads.

Tap Into Local Facebook Groups

Facebook Groups are digital town squares. Your potential customers are in local community groups, homeowner association groups, and parenting groups asking for recommendations every single day. The key is to participate authentically, not to spam.

1. Find and Join the Right Groups

Search Facebook for groups using terms like "[Your City] Moms," "[Your County] Community," or "[Neighborhood Name] Homeowners." Join a handful of the most active groups where you see discussions about home services.

2. Provide Value Before You Ask for Anything

Your goal is to become a known and trusted resource. Don't join a group and immediately post an ad for your business - you'll likely get banned. Instead, spend time being a helpful member of the community.

• Answer questions related to home maintenance, even if it's not directly about roofing.
• When someone asks, "Can anyone recommend a good roofer?" you or a team member can genuinely respond with your business information. Even better, have past customers recommend you in these threads.
• Engage with other content. Be a good community member, not just a salesperson.

The Final Step: Turn on Paid Ads with Facebook Ads

Organic content is great for building trust over time, but when you need leads now, Facebook Ads are the most powerful tool in your toolbox. You can get your message directly in front of the exact homeowners you want to work with.

Focus on the "Lead Generation" Objective

When setting up your ad campaign, Facebook will ask for your objective. Choose "Lead Generation". This allows you to create an ad with a built-in contact form. When a user clicks your ad, a form pre-filled with their Facebook profile information (name, email, phone number) appears. They just have to confirm and submit, making it incredibly easy to get their contact details without leaving the app.

Pinpoint Targeting: Reach the Right Homeowners

This is where Facebook truly shines. You can use a wide range of filters that allow you to reach your ideal homeowners across demographics, geographies, and interests. When setting up your ad campaigns, be sure to set targeting for:

• Location: Target specific zip codes, cities, or a radius around your business. After a storm, you can target only the neighborhoods that were hit the hardest.
• Demographics: Target users by age (e.g., 35-65+) and specify that you only want to reach Homeowners.
• Audiences: If you have a past customer list, you can upload it to Facebook to create a "Lookalike Audience" - a group of new people who share similar characteristics to your best customers. This is an extremely effective way to find new leads.

Create an Ad They Can’t Ignore

Your ad needs to stop people from scrolling, which can be very challenging when you consider that they are scrolling past an endless amount of captivating social media content.

• The Offer: Make your offer clear and compelling. "Free Roof Inspection," "Free Storm Damage Assessment," or "Get a Free Estimate Today."
• The Visual: Video is king. A short video showing drone footage of a completed roof, a quick clip of hail damage, or a before-and-after slideshow works wonders. If you use a single image, make it a high-quality, professional-looking shot of a clear problem (like damaged shingles) or a beautiful solution (a finished roof).
• The Copy: Be direct and local. Start with a question they can answer "yes" to: "Did last night's hailstorm hit your neighborhood in [City]?" Clearly state the offer, list a key benefit (e.g., "We can work with your insurance"), and end with a clear call-to-action like "Click 'Get Quote' to schedule your free inspection now."

Final Thoughts

Getting roofing leads from Facebook isn't about one magic trick, it's about consistently applying a proven strategy. It starts with building a professional and trustworthy page, continues with creating valuable content that helps homeowners, engaging authentically in local communities, and finishing with highly targeted ads that bring in immediate quote requests.

Once you get this system running, managing all the content schedules, comments, and messages can quickly become a full-time job. That's why we created Postbase. You can use our visual calendar to plan all your educational posts and video testimonials for the month, schedule them to go live at the perfect time, and then manage all the inbound messages and quote requests from one simple inbox. It helps you stay consistent without getting overwhelmed.