How to Get Roofing Leads: A Quick Guide for Roofers [2025]

What Are Roofing Leads?

Roofing leads are people who show an interest in your roofing services but have made no move to hire you yet, making them potential customers.

Leads are homeowners, property managers, or business owners looking for help with roofing repairs, replacements, or inspections. They typically reach out by calling your office, filling out a website form, or asking for an estimate. 

Getting leads marks the beginning of your roofing sales process, giving you the opportunity to educate potential customers about your services and convert those leads into booked jobs. 

The number of leads in your pipeline is also an important roofing Key Performance Indicator (KPI) that shows the effectiveness of your marketing efforts.

Let’s take a more in-depth look at why roofing lead generation matters.

Why Are Roofing Leads Important for Your Business?

A strong lead generation strategy brings exceptional benefits for your roofing company.

Let’s explore how each of these benefits helps you build a stronger, more profitable roofing business.

Drive business growth

Leads are the foundation of every roofing sale. The more leads your team captures, the more chances you gain to win new jobs, increase revenue, and scale operations. 

After all, each inquiry is an opportunity to grow, whether it’s a homeowner requesting a roof replacement estimate or a commercial client needing repairs. By consistently generating new interest, you create a pipeline that fuels long-term success. 

Check out our comprehensive guide for more strategies on growing your roofing business. 

Maintain a steady pipeline

Every roofing company deals with seasonal demand, but a consistent stream of leads helps you avoid slow periods. A steady pipeline keeps your crews booked throughout the year, reducing gaps between roofing jobs and avoiding the stress of unpredictable income.

The ServiceTitan Leads Integration feature supports this goal by automatically populating your booking screen with requests coming in from other platforms, like Google, Angi, and The Home Depot, to prevent missed opportunities. 

This feature empowers your team to quickly respond to any inquiry, boosting conversions and improving customer experience.

ServiceTitan Sales Pro gives your teams the tools to sell smarter and more consistently. This feature uses AI to capture and analyze in-person sales conversations, offering insights into what works and needs improvement. Instead of relying on time-consuming ride-alongs, you get automated recordings that show how your team communicates on-site. 

Sales Pro also creates a collaborative space where team members can share successful tactics and learn from each other. With this steady flow of feedback and coaching, your sales team can turn leads into booked jobs more often and keep your schedule full.

Expand your customer base

Every roofing lead is a chance to gain a new customer who hires your company and refers your roofing services to others.

As you consistently convert leads, your client base grows, strengthening your reputation in the community. 

Over time, this foundation becomes a powerful driver of word-of-mouth marketing, which plays a crucial role in the roofing industry where trust and reliability are key.

Gain a competitive advantage

In crowded local markets, the ability to generate high-quality leads sets your business apart. Companies that consistently capture leads early can choose better roofing jobs, fill their calendar faster, and expand into new service areas. 

You can position your business ahead of competitors through faster response times, a strong online presence, and a reputation for reliability. After all, if customers find and hear from you first, they’re more likely to hire your company, giving you the upper hand.

Build brand reputation

A smart lead generation strategy attracts new jobs and enhances your brand’s reputation. Ranking high in search engine results with stellar customer reviews builds trust with potential customers, increasing conversion rates.

For example, Guardian Roofing uses the ServiceTitan Marketing Pro Reputation feature to generate more quality reviews and stay ahead of the competition. This solution allows them to monitor reviews in real time, respond quickly, and automate follow-up requests. 

As Matt Swanson, owner of Guardian Roofing, puts it:

“If you look at how the industry has changed, everything revolves around technology. Take marketing (for example). The fact that you're getting reviews back every day, the fact that you better be monitoring every customer, and how they feel about you. We have systems that do that, that send us text messages if someone is unhappy. That's what we're doing just to keep up, just to try to stay ahead of the competition.”

Learn more about this roofing company’s success here.

Coming up next, we’ll explore the two main types of roofing leads and how they shape your marketing strategy.

What Is the Difference Between Inbound and Outbound Roofing Leads?

The main difference between inbound and outbound leads is that inbound leads come from customers who find and contact your business, while outbound leads come from your outreach efforts. 

Successful marketing strategies often include both inbound and outbound leads to attract more prospects, cover more ground, and create more opportunities to close deals.

Nevertheless, you must first understand what sets these types of leads apart. 

Let’s take a closer look at how each type works and where it fits into your strategy.

Inbound leads

Inbound leads come from people who find your business on their own through your traditional or digital marketing efforts. 

These prospects often discover you by searching for roofing services online, reading helpful blog posts, viewing social media ads, or reading customer reviews. For example, a homeowner might read your blog about spotting roof damage after a storm and decide to request a roof inspection. 

Since these leads already expressed an interest in or searched for a solution, they’re usually more motivated and informed. They’ve already taken the first step, which means it’s your job to guide them from interest to action.

Outbound leads

Outbound leads come from your efforts to contact potential customers directly, even if they haven’t expressed interest yet. 

For instance, you can send postcards to an entire neighborhood via direct mail or canvass door-to-door after a storm. Likewise, you can use our roofing cold-calling scripts to contact property owners in a specific ZIP code.

Outbound marketing allows you to quickly target specific areas or customer types, especially in emergency roof repair situations caused by major weather events. However, these customers don’t know you, so work to build trust before converting these leads into paying customers. Remember that response rates may be lower, and the approach can feel intrusive if you’re not careful.

The good news is that ServiceTitan’s Pro Products can help you effectively generate, manage, and convert both inbound and outbound leads, keeping your pipeline full and your calendar booked.

Now, let’s focus on another pair of roofing leads you must distinguish between.

What Is the Difference Between Residential and Commercial Roofing Leads?

Both residential and commercial roofing leads bring valuable business, but differ in scope, process, and strategy.

Let’s break down each lead type to help you make a clear distinction between them.

Residential leads

Residential roofing leads come from homeowners or property managers of smaller buildings. 

These leads typically involve roof repairs or replacements for single-family homes, duplexes, or small apartments. It’s a moderate job size, and the sales process moves quickly, taking just a few days or weeks.

Potential customers tend to focus on cost, curb appeal, and the safety of their family. Emotions often play a role in their decision, especially if the roof issue affects their daily comfort or peace of mind. 

Nevertheless, residential leads can close quickly and lead to referrals, making them valuable for steady business growth.

Keep in mind that ServiceTitan’s Pro Products, including Marketing Pro, are specifically designed for residential home services, making them a powerful tool for attracting and converting residential leads.

Commercial leads

Commercial leads involve larger, more complex projects like office buildings, schools, retail centers, and industrial facilities. 

These jobs entail detailed planning, extensive crews, and large budgets. A typical commercial lead might start with a business owner requesting bids for a complete warehouse roof replacement, requiring inspections, estimates, and multiple approvals.

Unlike residential leads, commercial prospects go through formal procurement processes. They might require insurance documentation, bonding, or detailed proposals. 

In addition, these leads involve multiple decision-makers, such as facility managers, executives, or boards. Therefore, patience, constant follow-up, and effective communication are critical throughout the sales process. 

Even though commercial leads take more time to convert, they generate high revenue and long-term contract opportunities.

For more on this topic, explore our in-depth guide to generating commercial roofing leads.

ServiceTitan recently acquired Convex, one of the top marketing and sales platforms created for the commercial services sector. This helps users target and engage high-value potential customers and grow their business.

Keep reading to discover which channels work best for attracting quality leads.

What Are the Most Effective Channels for Roofing Leads?

The five most effective channels for roofing leads include Google Ads, SEO, direct mail, email marketing, and word of mouth.

Let’s explore them one by one.

Google Ads

Roofing Google Ads is one of the fastest ways to get in front of homeowners or property managers who are actively searching for your services. These ads appear at the top of Google search results when users enter keywords like "roof repair near me" or "emergency roof replacement." 

Roofing pay-per-click (PPC) ads are a popular and cost-efficient choice, as you only pay when potential customers click on your ad.  They also allow you to target specific locations, times, and types of searches, so you attract the right leads at the right moment.

SEO

Roofing search engine optimization (SEO) helps your roofing business appear high in search engine results when people look for services like roof repairs, replacements, or inspections in your area. A well-optimized website earns more visibility on Google, making it easier for potential customers to find you before competitors.

The best part is that effective SEO builds long-term value by attracting more qualified traffic without ongoing ad spend, making it a relatively affordable solution. 

Direct mail

Direct mail remains a valuable way to connect with homeowners in specific neighborhoods. Physical mail, like postcards, flyers, or newsletters, stands out, especially if you target areas recently hit by storms or where roofs are aging. You can personalize offers, include strong calls to action, and, using ServiceTitan, even track responses with custom phone numbers.

Email marketing

Email campaigns are one of the most cost-effective roofing marketing strategies. They help your business stay top-of-mind with potential and existing customers. This approach enables you to send seasonal promotions, maintenance reminders, roof care tips, and follow-ups after estimates. 

Referrals (word-of-mouth)

Referrals are some of the highest-quality leads a roofing business can get. Happy customers share their positive experiences with friends, family, or neighbors after a successful roof repair or installation. Unlike cold leads, referrals usually come in with a built-in level of trust.

Now that you know which channels drive the best roofing leads, let’s dive into how to put them into action.

How Can Roofing Companies Generate Leads?

To attract more roofing leads, implement a combination of digital and traditional marketing strategies. 

Here are some of the most efficient lead generation techniques and the ServiceTitan features that can assist you in the process.

Optimize your website for conversions

A well-designed website acts as a 24/7 salesperson for your roofing business. It should load quickly, be mobile-friendly, and prominently display your contact information. 

Incorporate strong calls to action, such as “Request a Free Quote,” and create dedicated service pages for each of your offerings. Include customer testimonials, certifications, and photos of completed projects to build trust and credibility. 

You can also add a banner that says “Free Roof Inspection Today!” and link it to a contact form, encouraging visitors to reach out.

Consider using a powerful roofing CRM software, like ServiceTitan, to capture website leads more efficiently and avoid missed follow-ups. When someone fills out a form on your site or calls after visiting your page, ServiceTitan instantly collects and organizes their contact and job details in one centralized location. Your team can then schedule appointments, assign sales reps, and track lead progress.

Build a strong Google Business Profile

Your Google Business Profile (GBP) is a crucial tool for increasing local visibility, so ensure that your business name, address, and phone number are accurate and consistent. 

Add high-quality photos, detailed roofing service descriptions, and regular updates to engage potential customers. In addition, use the Q&A section to address common inquiries, which can also improve your profile's keyword relevance.

Listing your roofing company in major business directories, such as HomeAdvisor and Houzz, will build local citations and further enhance your online presence and credibility.

Run targeted paid ad campaigns

Paid advertising, like Google Local Services Ads, allows you to target specific keywords related to roofing services, making sure your ads reach interested users. Implementing geo-targeting and scheduling ads during peak hours optimizes your budget.

The ServiceTitan Local Services Ads feature helps boost conversions by giving potential customers the option to book roofing jobs directly from your Google Ad, even outside business hours.

You can use ServiceTitan Marketing Pro Ads to gain data-driven insights into the performance of your Google Ads campaigns so you can improve lead targeting, conversion rates, and ROI.

Social media platforms like Facebook and Instagram also offer targeted paid advertising options to reach homeowners in your service area. For example, you can promote a seasonal roof inspection discount with a direct call-to-action to drive immediate responses.

Leverage direct mail and email marketing

Combining direct mail and email campaigns can effectively reach potential and existing customers. Just make sure your physical and virtual marketing materials include an eye-catching design with a clear call to action.

ServiceTitan Marketing Pro Direct Mail enables you to create automatic direct mail campaigns by simply picking your target audience and a customizable postcard template.

This feature also allows you to build hyper-targeted mailing lists based on your customer data, so you can reach the right homes at the right time.

ServiceTitan Marketing Pro Email simplifies email marketing by giving you access to ready-made templates, audience targeting tools, automation options, and performance tracking. With this tool, you can effectively re-engage past clients and nurture exclusive roofing leads, increasing conversions.

Encourage customer reviews and referrals

You can encourage word-of-mouth marketing by asking past clients whether they would be willing to recommend your business, create testimonials, and write reviews.

ServiceTitan Marketing Pro Reputation can strengthen your referral engine by automatically requesting client feedback after every job.

The platform centralizes all client reviews into a single dashboard and alerts you of new reviews so you can respond quickly, enhancing the customer experience.

Learn more about how ServiceTitan optimizes lead management next.

How Can ServiceTitan Help Optimize Lead Management?

ServiceTitan Roofing Software is a versatile tool that helps streamline your business operations, improve customer experience, and convert more leads into jobs.

However, if you want to take things even further, you can pair this software with the ServiceTitan Pro Products to unlock advanced capabilities for nurturing leads and boosting conversion rates.

ServiceTitan also partners with Scorpion, a top digital marketing provider, to help roofing businesses get the most out of Marketing Pro. Together, they offer tools and support that enable you to attract more qualified leads and generate repeat business. Learn more from this webinar recap.

Here’s a rundown of what ServiceTitan can do for you.

Enhances lead capture

ServiceTitan Contact Center Pro offers a centralized communication platform for all calls and texts across channels and locations so your team can stay on top of incoming leads.

The integration of AI Voice Agents enables 24/7 handling of overflow and after-hours calls, facilitating job bookings and appointment rescheduling without human intervention.

This continuous availability helps your business capture every potential lead, reducing missed opportunities.

Centralizes lead and customer data

ServiceTitan’s CRM tools centralize all lead and customer information, allowing you to track every interaction from first contact to final invoice. 

Teams can access detailed customer profiles that include service history, communication logs, and preferences on their desktop or mobile devices. Based on this information, your employees can provide personalized follow-ups to enhance the potential customer’s experience and convert them.

Automates follow-ups and job scheduling 

With ServiceTitan Marketing Pro Email, you can set up automated email campaigns and follow-ups, nurturing leads until they're ready to buy.

For example, if a homeowner requests a quote but doesn’t book immediately, you can automatically send a follow-up email a few days later with a limited-time discount or a reminder to schedule their roofing service.

In addition, using ServiceTitan Scheduling Pro, you can capture potential leads 24/7 on social media, Google, or your website. This online scheduler integration enables users to book roofing services without having to contact you by phone or email.

Combine this feature with the ServiceTitan Dispatch Pro to elevate customer service. This AI-powered tool analyzes thousands of scenarios to assign the best team member for each job based on skills, sales potential, and more.

For more on AI tools and the latest roofing technology trends, check out our extensive guide.

Improves team coordination

Give office and field teams access to all crucial information in real time with the ServiceTitan Field Service App. 

Your sales reps can look up accurate pricing, create estimates, and provide potential leads with financing options directly on their mobile devices, closing more door-to-door roofing sales than ever before.

The sales information syncs automatically in the platform, enabling your office team and the assigned technicians to access it, streamlining communication and project management.

Provides actionable reports 

The ServiceTitan Field Reporting Software gives you full visibility into team performance and lead conversion. 

The technician scorecard tracks metrics like revenue generated and memberships sold, while the CSR scorecard monitors call volume, booking rates, and conversion trends. 

These insights enable personalized coaching, better accountability, and smarter lead follow-up.

Measures marketing ROI 

With ServiceTitan Marketing Pro, you can track the real-time performance of your ads, emails, and mailers. 

Based on this information, you can identify the campaigns that drive the best results and adjust your marketing strategies accordingly. 

This transparency helps maximize budget impact, streamline outreach, and prioritize the most profitable lead sources for long-term growth.

Over to You!

Generating quality roofing leads takes a mix of strong digital strategies, local outreach, and reliable tools to manage it all.

Every step you take, from optimizing your website and running paid ads to building your referral engine and tracking results, brings you closer to steady business growth.

ServiceTitan helps you turn these efforts into tangible results by streamlining lead management in more ways than one.

ServiceTitan provides an all-in-one roofing software packed with CRM tools, automated scheduling, field reporting, and marketing analytics. This platform enables teams to stay connected, leads to convert faster, and businesses to scale smarter.