How to Target New Homeowners as a Roofer header image
June 12, 2024 by Molly Weybright

How To Target New Homeowners as a Roofer

As a roofer, targeting a broad audience can help you gain traction in your business. However, adjusting your roofing marketing strategy to focus on new homeowners can lead to greater success.

Many new homeowners who need roofing services find their homeowner’s insurance doesn’t cover damage due to gradual wear and tear. This is a common issue in single-family homes.

Gradual wear and tear can lead to significant roofing problems that new homeowners might not anticipate. With 85% of the US roofing business being dominated by replacing roofs on existing homes, this is a corner of the market you can't miss out on. 

Replacing Roofs on Existing Homes Satistic

To help new homeowners better, consider the following tips:

  1. Educate Your Audience: Provide information on the importance of regular roof maintenance and the signs that indicate a roof needs repair or replacement.
  2. Offer Free Inspections: Encourage new homeowners to take advantage of free roof inspections. This can help them identify potential problems early and establish trust with your business.
  3. Highlight Insurance Gaps: Educate new homeowners on what their insurance may or may not cover regarding roof repairs. Offering guidance on this topic can position you as a helpful resource.
  4. Provide Financing Options: Many new homeowners are already facing significant expenses. Offering flexible financing options for roofing services can make your business more attractive.

By focusing your marketing efforts on the specific needs of new homeowners, you can position your roofing business as the go-to solution for their roofing concerns.

Free Download: The Ultimate Roofing Marketing Guide

Understand Your Target Audience: New Homeowners

To effectively market your roofing services to new homeowners, it’s essential to understand who they are. The average first-time homebuyer is about 33 years old. This demographic is crucial for roofers to target as they often represent a younger audience, many looking for roofing services online.

The average first time homebuyer is 33 years old with a credit score around 725. The median income is around $50,000.

Knowing that many new homeowners are younger and tech-savvy can guide you in focusing on digital marketing efforts. Keep these tips in mind:

  • Digital Presence: Ensure your roofing business has a strong online presence. This includes a professional website, active social media profiles, and listings on online directories like Google My Business.
  • Content Marketing: Create content that addresses the specific needs and concerns of new homeowners. Blog posts about “how much does a new roof cost” or “signs your new home needs a roof inspection” can attract and educate potential customers.
  • SEO Strategy: Use search engine optimization to target relevant keywords such as “new homeowners roofer” and “roofing new home.” This helps your business appear in search results when new homeowners are looking for roofing services.
  • Online Reviews: Encourage satisfied customers to leave positive reviews online. Younger homeowners often rely on reviews to make their decisions, so a strong collection of positive feedback can enhance your credibility.

Given that new homeowners are often younger and search for services online, it’s critical to invest in a robust digital marketing strategy

By understanding and targeting the specific needs and behaviors of new homeowners, you can more effectively market your roofing services and stand out in a competitive market.

Build Your Roofer Marketing Strategy

To effectively reach new homeowners, a well-rounded marketing strategy is essential. We’ll discuss a few key components that you can focus on. 

Content Marketing

Content marketing is a powerful way to attract new homeowners by addressing their common pain points about roofing.  Types of content marketing include blogging, videos, podcasts, social media, graphics, and email.

Common types of content marketing include blogging, social media, videos, graphics, podcasts, and email.

Here are some tips on creating effective content:

  • Identify Pain Points: Research common concerns new homeowners have about roofing, such as “how much does a new roof cost” or “signs your roof needs repair.”
  • Use Accessible Terminology: Write in simple, easy-to-understand language. Avoid industry jargon that might confuse your audience.
  • Provide Solutions: Offer clear, actionable solutions to the problems you discuss. For example, a blog post about “how to maintain your new roof” can provide a step-by-step guide.
  • Conduct Research: Ensure your content is accurate and up-to-date. This builds trust and positions you as an expert in the field.
  • Graphics and Videos: Incorporate visuals like infographics, images, and videos to make your content more engaging and easier to digest.

Social Media

Many new homeowners use social media platforms like Facebook to find and interact with local businesses. 

Here’s how you can leverage social media:

  • Targeted Ads: Use Facebook Ads to target new homeowners in your area. You can create ads that highlight your services, special offers, or customer testimonials.
  • Engaging Content: Post regularly on your social media pages. Share tips, before-and-after photos of your work, and customer stories to engage your audience.
  • Influencer Marketing: Partner with local influencers who can promote your services to their followers. This can help you reach a wider audience and build credibility.

SEO Tips

Boosting your SEO helps new homeowners find your business when searching for roofing services online. Plus, 83% of small businesses report that SEO is an effective part of their marketing strategy. 

83% of small businesses report that SEO is an effective part of their overall marketing strategy.

Here’s how to improve your SEO:

  • Keyword Research: Identify keywords that new homeowners are likely to use, such as “new homeowners roofer” and “roofing new home.” Use tools like Google Keyword Planner to find relevant keywords.
  • Optimize Your Website: Ensure your website is optimized for these keywords. This includes your website’s content, meta descriptions, and headers.
  • Local SEO: Focus on local SEO by including your city or region in your keywords. For example, “roofing new home in [City]" or "[City] new home roof." Ensure your business is listed on Google My Business.

Email Marketing Campaigns

Email marketing is a great way to stay connected with new homeowners. Here are some tips:

  • Personalize Emails: Address recipients by name and tailor the content to their needs. Personalization increases engagement and response rates.
  • Optimize for Mobile: Ensure your emails are mobile-friendly, as many people check their emails on their phones.
  • Create Newsletters: Send out regular newsletters with helpful tips, company updates, and special offers. This keeps your business top of mind for new homeowners.

An example of a personalized email containing a discount if someone comes back.

Lead Generation

To consistently find new homeowners in need of roofing services, consider partnering with lead generation services

  • Contact Lead Generation Services: Companies like Service Direct can provide you with leads from new homeowners looking for roofing services.
  • Quality Leads: Ensure the leads you receive are high-quality and relevant to your services. This can save you time and increase your conversion rates.
  • Follow-Up: Promptly follow up with the leads you receive. Quick responses can set you apart from competitors and increase your chances of securing the business.

By incorporating these strategies into your roofer marketing plan, you can effectively connect with new homeowners and grow your roofing business.

Establish Partnerships and Referrals

New homeowners often rely on recommendations from trusted sources when looking for roofing services. They may turn to real estate agents, home inspectors, and loved ones if they find damage to their roof. Building strong partnerships and referral programs can be an effective way to draw in these new customers.

Real estate agents are key contacts for new homeowners. To build partnerships with them, you can attend real estate events to introduce yourself to local agents. Discuss providing commissions or discounts for referrals.

Home inspectors can also refer clients who need roofing services, so contact local inspectors and discuss collaboration. Consider creating a referral program with trusted home inspectors or educating inspectors on roofing issues.

The customer referral cycle starts with great service then encouraging customers to refer friends. When they do, businesses get new customers.

Finally, satisfied customers can become your best advocates. To make the most of satisfied customers, encourage them to refer friends and family and provide discounts or gift cards when they do. 

Leverage Positive Customer Remarks

New homeowners often research your website before committing to your services, making it essential to showcase positive reviews and build a strong presence on platforms like Google and Facebook.

Testimonials and Case Studies

Encouraging positive customer feedback and using it effectively on your website can build trust with potential clients. After completing a job, ask satisfied customers for feedback. A simple follow-up email or phone call can prompt them to share their positive experiences.

With 71% of customers willing to leave positive reviews if a company makes it easy for them to do so, you'll see more reviews come through if you provide something as simple as a link to your Google Review page.

71% of customers are likely to leave a positive online review if the small business makes it easy for them to do so.

Ideal Locations for Testimonials:

  • Homepage: Display a few key testimonials prominently on your homepage to capture attention immediately.
  • Dedicated Testimonials Page: Create a page specifically for customer testimonials and case studies, providing detailed accounts of your successful projects.
  • Service Pages: Include relevant testimonials on specific service pages to showcase your expertise in that area.


While you can’t control all reviews, how you engage with them can make a significant impact:

  • Respond to All Reviews: Respond to both positive and negative reviews. Thank customers for their positive remarks and address any concerns raised in negative reviews.
  • Engage Politely: For negative reviews, ask politely how you can improve or offer to resolve their issues. This shows prospective customers that you are dedicated to providing excellent service and willing to make things right.
  • Show Dedication: By engaging constructively with reviews, you demonstrate your commitment to customer satisfaction. New homeowners will appreciate your dedication to improving their experience.

Common places customers can leave reviews are Google, Facebook, Foursquare, HomeAdvisor, Yelp, and Microsoft Bing.

Familiarizing yourself with all the places customers can leave reviews is key. Places like Google, Facebook, Yelp, HomeAdvisor, and Foursquare are some of the top review websites.

By leveraging positive customer remarks through testimonials and responsive review management, you can build a strong online reputation that attracts new homeowners and instills confidence in your roofing services.

Offer Promotions

New homeowners are often concerned about the costs associated with maintaining and improving their new property. Offering promotions and discounts can be an effective way to attract them to your roofing services.

Consider offering a special discount for first-time customers. This can entice new homeowners to choose your services over competitors. You can also create promotions around certain seasons when roofing issues are more prevalent, such as discounts on roof inspections before winter or spring.

Offer bundled services at a discounted rate, such as combining a roof inspection with gutter cleaning or other maintenance tasks. Encourage satisfied customers to refer friends and family by offering them a discount on their next service.

Optimize Customer Service to new Homeowners

Younger generations place a high value on positive customer service experiences, whether online or in-person. Providing excellent customer service can set your roofing business apart and build long-term relationships with new homeowners.

Customer Service on Social Media

Regularly engaging with customers on social media is crucial for establishing your brand and services.

Post regularly on platforms like Facebook, Instagram, and Twitter to keep your audience engaged. Share roofing tips, updates, promotions, and customer success stories.

Additionally, respond to comments, messages, and reviews promptly. Engaging with your audience shows that you care about their feedback and are attentive to their needs.

We've already mentioned that visuals such as high-quality photos and videos are great for showcasing your work. Before-and-after pictures of roofing projects can be particularly effective. Hosting contests or giveaways can help increase engagement and attract new followers.

By optimizing customer service and maintaining an active presence on social media, you can create a positive and memorable experience for new homeowners. This approach will help you build a loyal customer base and attract more business to your roofing business.

In Conclusion

Enhancing your marketing strategy to connect with new homeowners is smart for any roofing business. 

New homeowners are looking for reliable, trustworthy, and affordable roofing services. By implementing the strategies outlined in this blog, you'll be well on your way to becoming the go-to roofer for new homeowners in your area.

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FAQs About Marketing to new Homeowners

Why Should Roofers Focus on Targeting New Homeowners?

New homeowners are often in the market for immediate or upcoming roofing services as they settle into their properties, presenting a prime opportunity for roofers to secure new business and establish long-term client relationships. They are also more likely to “shop” around for the right roofing business since many haven’t established relationships with other businesses.

What Are Some Effective Digital Marketing Strategies for Reaching New Homeowners?

You can conduct local keyword research to boost your SEO and appear in local SERPs. You can also utilize social media marketing by posting regularly, connecting with influencers, generating ads, and engaging with your customers in your comments. Better yet, bolster your content marketing strategy by publishing content relevant to new homeowners about roofing. 

How Can a Referral Program Benefit My Roofing Business?

Real estate agents, home inspectors, and other agencies can refer new homeowners needing roof inspections or repairs. Building a trusted network with these agencies and your customers can ensure a steady income stream.

What Kind of Incentives Can I Offer to Attract New Homeowners to My Roofing Services?

Consider offering first-time customer discounts, bundled inspection and repair packages, or seasonal promotions that address the immediate needs of new homeowners.

How Can I Effectively Showcase Customer Testimonials?

Testimonials build trust and credibility. Showcase them prominently on your website and social media, and consider video testimonials for a more significant impact.

What Role Does Technology Play in Appealing to New Homeowners?

Technology, such as online booking systems, mobile apps for service updates, and virtual consultations, can streamline the customer experience and appeal to tech-savvy homeowners.

Can Local Community Involvement Help in Targeting New Homeowners?

Yes, engaging in local community events and sponsorship opportunities can increase your brand's visibility and credibility within the community, making your services more appealing to new homeowners.

How Should I Approach Creating Content That Appeals to New Homeowners?

Focus on creating informative, easy-to-understand content that addresses new homeowners' common concerns and questions regarding roofing, such as maintenance tips, the importance of regular inspections, and choosing suitable roofing materials.

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