Why Most Roofing Marketing is a Waste of Your Time
If you’re running a roofing business in Brisbane or anywhere across South East Queensland, you know the drill. When a massive hailstorm hits, your phone rings off the hook. You’re flat out for three months, then suddenly, the sun stays out, and the leads dry up.
Most roofing contractors spend their lives on this roller coaster. They rely on luck, the weather, or those dodgy lead-selling websites that send the same 'enquiry' to five different blokes.
I’ve sat down with roofers from Chermside to Logan who are sick of it. They’ve spent thousands on fancy agencies that talk about 'brand awareness' and 'engagement,' but at the end of the day, their bank account doesn't look any better.
Here’s the truth: Most of what you’ve been told about marketing your roofing business is rubbish. You don’t need a 'social media presence' that wins awards. You need a phone that rings with homeowners who have money and a leaking roof.
In this guide, I’m going to bust the biggest myths in the industry and show you how to build a lead-generation machine that works even when the sky is clear.
Myth #1: You Need to Be on Every Social Media Platform
I’ve seen guys spend hours every week trying to post on Instagram, TikTok, and Facebook. Unless you’re trying to become an 'influencer,' stop.
Facebook is great for one thing: reminding people you exist. But when someone’s ceiling is dripping onto their lounge, they don’t go to Facebook to look for a roofer. They go to Google.
You need to be where the intent is. If you spend $1,000 on Facebook ads, you’re 'interrupting' people while they look at photos of their grandkids. If you spend $1,000 on Google, you’re showing up exactly when someone is typing "emergency roof repair Brisbane."
Which one do you think results in a faster sale? Understanding Google vs Facebook is the difference between a busy crew and an empty diary.
Myth #2: A 'Pretty' Website is Enough
Most web designers will build you a site that looks like a piece of art but functions like a chocolate teapot. It might have nice colours and smooth animations, but if it doesn't make the phone ring, it’s a paperweight.
I’ve seen roofing websites that don't even have a phone number at the top. Or worse, they have a massive contact form with 15 fields. No one wants to fill that out on their phone while they're standing in their driveway looking at a cracked tile.
Your website has one job: turn a visitor into a lead. If your website isn't ringing, it’s usually because you’ve made it too hard for the customer to buy from you.
To fix this, do three things today: 1. Put your phone number in big, bold text at the very top of every page. 2. Add a "Click to Call" button for people on mobile phones. 3. Put a simple contact form (Name, Phone, Suburb) on every page.
Myth #3: You Have to Compete on Price
If you’re winning jobs because you’re the cheapest, you’re losing. There is always some bloke with a ladder and a beat-up ute who will do it for $500 less than you.
You want the high-paying jobs—the full re-roofs, the premium Colorbond installs, the complex heritage repairs. These customers aren't looking for the cheapest price; they’re looking for the person they trust the most.
How do you build trust before you even meet them? You show them.
I tell every roofer I work with: stop taking photos of your lunch and start taking photos of your work. But not just any photos. You need to show the problem and the solution. Using quality project photos is the fastest way to prove you know what you’re doing. When a homeowner sees a roof that looks exactly like theirs being fixed perfectly, the price becomes secondary to the peace of mind.
The Three Pillars of Consistent Roofing Leads
If you want to stop the feast-and-famine cycle, you need to focus on these three areas. Forget everything else.
1. Own Your Local Map (Google Business Profile)
When someone searches for "Roofing contractor near me," Google shows a map with three businesses. This is the 'Holy Grail' for tradies. If you aren't in those top three, you're missing out on 70% of the local clicks.
It doesn't cost a cent to set up, but most roofers do a half-hearted job. Reviews are everything: You need a system to get 5-star reviews. Don't just hope they leave one. Ask for it before you leave the driveway. Photos: Upload new photos every week. Google loves seeing that you're active in specific suburbs like Coorparoo or Indooroopilly. Service Area: Make sure you’ve clearly defined where you work so you don't get calls from the Gold Coast if you're based in North Lakes.
2. Pay-Per-Click (Google Ads) – The 'Tap' You Can Turn On
SEO (getting to the top of Google naturally) takes months. If you need jobs next week, you need Google Ads.
Yes, it costs money. Yes, it can be expensive if you do it wrong. But it’s the only way to guaranteed leads immediately. The trick is to stop bidding on broad words like "roofing." You’ll waste money on people looking for “roofing supplies” or “roofing jobs.”
Instead, bid on "roof leak repair," "tile to tin roof replacement," or "roof restoration Brisbane." These are 'buying' keywords.
3. Professionalism Over Gimmicks
I see roofers spending $5,000 on a full van wrap with dragons and flames, thinking it’ll get them work. It won't. Most customers find busy, over-designed signage hard to read.
Your branding should say: "We are professional, we show up on time, and we won't disappear after you pay us." Simple, clean signage with a clear phone number and website is all you need. Focus your money on the digital stuff that actually brings in the enquiries.
How Much Should This Cost?
Let’s talk numbers, because that’s what matters.
If you’re a small roofing outfit, you should expect to spend between $1,500 and $3,000 a month on a proper lead-generation system.
Google Ads Spend: $1,000 - $2,000 (goes directly to Google). Management Fee: $500 - $1,000 (paying someone who knows what they're doing to run it).
If that sounds like a lot, look at your average job value. If one roof restoration is worth $6,000 and your marketing brings in three of those a month, you’ve spent $2,000 to make $18,000. That’s a no-brainer.
If an agency tells you they can do it for $200 a month, they are lying or they’re doing nothing. Proper marketing takes time and expertise.
How Long Until You See Results?
Google Ads: 24 to 48 hours. The moment the ads go live, your phone can start ringing. Google Maps/SEO: 3 to 6 months. This is a long-term play that eventually lowers your cost per lead. Website Fixes: Instant. If you make it easier to call you today, you’ll get more calls tomorrow.
What You Should Do First
Don't try to do everything at once. You've got a business to run.
1. Check your website on your phone. Can you find your phone number in 2 seconds? If not, fix it. 2. Google your own business name. If you don't have at least twenty 5-star reviews, start asking every happy customer for one today. 3. Stop buying 'shared' leads. Those sites that sell the same lead to three roofers are a race to the bottom on price. Build your own system so the leads belong only to you.
Marketing isn't magic. It's just about being in front of the right person at the right time with the right message. For roofers, that means being on Google when the rain starts.
At Local Marketing Group, we don't care about 'likes' or 'followers.' We care about how many times your phone rings. We’ve helped Brisbane tradies move away from cheap, low-margin work to high-paying, consistent jobs.
If you’re ready to stop guessing and start growing, let’s have a chat.