Roofing is one of the toughest trades to survive in. High competition, seasonality, tight margins — it’s no wonder so many roofing companies burn out within 5 years.
Meanwhile, the top players hit $10M–$25M in annual revenue and run a thriving seasonality-resistant business even in a cut-throat market!
How did they get there? A couple of things: they built a real growth plan, managed finances, delivered standout service, strengthened their team, and marketed brilliantly.
Here are the 10 must-do growth moves that top-performing roofing companies use to stay fully booked, come rain or sunshine.
Key Takeaways
Build a business plan to know your market, your strengths, and how to generate revenue.
Protect your margins with strong financial management and plan ahead for slow seasons.
Deliver exceptional service so you earn more reviews, referrals, and repeat work.
Invest in your people and your systems to improve workmanship and reduce mistakes.
Use modern marketing tools — GEO, LSAs, GBP, social media — to win more local leads.
Understanding the Roofing Market Landscape
The roofing industry is insanely competitive. To stay booked as a roofing business owner, here’s what you absolutely must know.
Homeowner behavior: About 70% of homeowners research online before they call a roofer. Dial in your online presence first.
Weather patterns: More storms mean more insurance and emergency repair jobs — a huge opportunity in many markets!
New materials: Energy-efficient and sustainable roofing is rising fast. People want roofs that lower bills and help the environment.
Seasonality also plays a big role. Many new roofing companies experience big peaks and slow dips throughout the year. When you know when demand changes, you can plan crew schedules, marketing campaigns, and cash flow ahead of time.
And don’t ignore what your competitors are doing. Track pricing, service trends, and customer reviews to expose the gaps in your own lead generation!
Your 10-Step Plan to Build a Thriving Roofing Company
Time to roll up our sleeves! Here’s our 10-step strategy to scale your roofing business. Follow this to a tee, and you’ll enjoy more profitable months and a steadier pipeline.
1. Craft a Comprehensive Business Plan
A business plan is a written guide that explains what your roofing company does, who you serve, and how you plan to scale (you could grow 30% faster with a formal plan!).
But before you write anything, research the market:
Who else is roofing in your service area?
What are they great at — and where do customers complain?
Which neighborhoods have older roofs nearing replacement age?
How are competitors generating leads online and locally?
This insight shapes your competitive advantage, whether it’s specializing in storm repairs, offering better warranties, or promoting energy-efficient roofing solutions.
Your business plan should cover a few essentials:
Company overview: Who you are, where you operate, and your mission.
Business objectives and milestones: Revenue targets, hiring needs, and expansion timelines.
Pricing and profitability strategy: How you’ll price jobs and protect margins.
Sales and marketing plan: How you’ll generate leads consistently (not just during storm season).
Financial forecasts: Cash flow expectations, startup costs, and reserve planning.
Don’t skip this step when trying to grow your roofing business successfully. Every future growth opportunity depends on it.
That’s risky! Financial management is absolutely vital for roofing professionals. To protect your margins, focus on 3 key areas:
Set a clear budget and cash flow plan
To keep your roofing business profitable, start with a clear budget and cash flow plan. Track every major cost — roofing equipment, labor, vehicles, fuel, and marketing.
Then, price jobs based on the profit you need, not just what it takes to “win the bid”. Lastly, plan for slow seasons so your cash doesn’t dry up when demand dips.
Use the right tools to track money in real time
Accounting roofing software like QuickBooks, Jobber, or Xero can automate your invoices, expenses, and revenue so everything stays organized from day one.
And if numbers aren’t your thing, bringing in a bookkeeper or accountant can help you stay accurate, compliant, and smart about taxes.
Review your finances regularly
Make it a habit to review your finances regularly. Look at what you earned versus what you spent each month, and spot any underpriced services or jobs where your margins are slipping.
When you catch these trends early, you can adjust your pricing and spending before small issues turn into real losses.
3. Deliver Exceptional Service Quality
Roofing customers buy peace of mind. When your workmanship stands out, your reputation becomes your main client attraction tool!
In fact, if you deliver excellent commercial or residential roofing services, 89% of customers are likely to return. Here’s how to deliver those high-quality results:
Build a quality-first process
Use clear project checklists so nothing gets missed, and have a supervisor or senior installer complete final inspections. Catching small issues early prevents costly callbacks.
Invest in your team
Provide regular installation and safety training to keep crews sharp and confident. Keep everyone certified on new materials and tools, and reward high-quality performance to reinforce the quality you want.
Stand behind your work
Offer strong workmanship warranties, not just manufacturer guarantees. Make sure homeowners understand what’s covered and for how long.
Turn happy customers into promoters
Ask for reviews as soon as a job is complete and the experience is still fresh. Take photos to showcase your craftsmanship and encourage referrals.
At the end of the day, one great job kicks off a chain reaction: 5-star reviews, repeat business, and neighbors calling your crew next!
Fill Your Calendar in 2026 Comrade delivers 400% more qualified leads to keep you fully booked. No stress. No guessing.
Your roofing company succeeds when your people do.
In fact, you could see up to 21% higher profitability and17% higher productivity just by keeping your employees engaged.
Start with clear company values When hiring employees, make sure they know exactly what your business stands for (like safety, integrity, and quality). That’s when they show up with purpose.
Communicate openly and often Quick huddles, check-ins, and approachable leadership help crews solve problems faster and prevent misunderstandings on the jobsite.
Recognize great work Celebrating wins (whether it’s a 5-star review or a flawless install) boosts morale and reinforces the high standards you expect.
Invest in professional growth Training, certifications, and leadership opportunities not only improve skills but also show your team you’re invested in their future.
Prioritize safety and teamwork A strong safety culture builds trust, prevents injuries, and keeps productivity high by having everyone look out for each other.
5. Prioritize an Outstanding Customer Experience
Homeowners spend $20,000–$25,000 on a roof replacement. They’re hiring more than a crew. They’re buying trust and reliability.
Start with clear communication Before work begins, walk homeowners through the scope, pricing, timing, warranties, and what to expect during installation. End every kickoff conversation with: “What questions can I answer for you?”
Stay connected during the roofing job Quick updates (even a short text) go a LONG way. Protect their property, keep the site clean, and make sure the homeowner never wonders what’s happening above their head.
Follow through after installation Review the final work, explain warranty details, and make sure they’re happy before you pack up. That last conversation is often what determines whether they’ll recommend you.
Ask for reviews! Ask for a review while the great experience is still fresh. Send a direct link to Google or Facebook so it takes less than a minute.
Add reviews to your marketing strategy. 85% of consumers only trust reviews from the last 3 months. The more recent your 5-star reviews, the more calls you’ll get.
6. Develop a Strategic and Impactful Marketing Plan
A smart marketing plan ties everything together: showing up in AI search like ChatGPT, ranking on Google, winning Local Services Ads, and staying active on social media.
Up next, we’ll break down 4 core pillars that bring homeowners right to your local business!
Generative Engine Optimization (GEO)
You’ve probably used ChatGPT to find a service or answer a question, right?
You’re not alone — 67% of consumers now use AI tools to find services.
GEO (Generative Engine Optimization) makes your roofing website AI-friendly, so tools like ChatGPT, Google’s AI Overviews, and Bing Copilot can confidently feature your business in their answers.
To help AI choose your roofing business, add FAQ pages, how-to guides, and service-area explanations so AI tools can pull direct answers from your site.
Also, show real-world proof like photos, reviews, licenses, and warranty details to boost credibility.
Run Targeted Google Local Services Ads (LSA)
Local Services Ads (LSAs) put you at the very top of Google search!
LSAs are designed to deliver high-quality, local leads. Google prioritizes companies that are closest to the homeowner and respond quickly — so staying on top of inquiries can directly improve your ranking and lead flow. To get the most from LSAs:
Update key info like your hours, service areas, and licensing
Encourage fresh Google reviews (they influence performance)
Monitor your budget weekly and track your cost per lead
Dispute any invalid calls — Google will often refund them
Build a Strong Presence on Google Business Profile
Your Google Business Profile (GBP) is often the first impression your target market has of your company. Make it count:
Add accurate categories, detailed services, and up-to-date photos
List all service areas so you appear in more local searches
Keep your Name, Address, Phone number (NAP) consistent everywhere online
Encourage happy clients to leave reviews and respond to them quickly
Want to be the first (and last) call roofing clients make? Use our Digital Marketing for Roofers guide to get there!
Leverage Social Media for Brand Presence
Did you know that nearly 81% of consumers check social media profiles before deciding on a contractor or service provider?
Make sure you show up if you want to master how to grow a roofing business.
What to share:
Online marketing is key. Share before-and-after transformations from recent jobs, highlight customer reviews, and quick success stories.
You can also post short walkthroughs and educational tips to help homeowners understand their roof better.
How to maximize the impact of your digital marketing:
Post 2–3 times per week to stay top-of-mind locally. Boost your best posts. Even a small budget can get them seen by 2–3× more homeowners.
Most potential customers feel more confident choosing a business with an active presence online.
This week, share a recent roof transformation and tag the neighborhood. You’ll be amazed at how quickly the right homeowners notice your roofing services.
You don’t have to grow alone. The right people in your corner can bring you steady work and stronger support all year long.
Partnerships: Networking is key. 70% or more of your referrals could come from networking.
Cultivate supplier relationships: A good rapport with material suppliers can secure better prices, faster deliveries, and reliable access.
Tap into complementary trades: Partner with real-estate agents, solar installers, insurance adjusters, or home-improvement companies. When they trust your work, they’ll confidently send clients your way.
Get active locally: Attend home shows, contractor meet-ups, and community business networking events.
Turn connections into growth: Each relationship becomes a potential lead source: bulk referrals, joint projects, or repeat clients who heard about you from someone they trust.
Try grabbing coffee with a real estate agent or a solar installer this week. You might walk away with a long-term referral partner. This is exactly how smart roofing companies grow!
8. Streamline and Optimize Your Operations
Roofing projects have a LOT of moving parts. One small breakdown can cause delays or cost overruns.
Use project-management and workflow tools, and get more roofs done faster, cleaner, and with fewer mistakes.
Use technology to stay organized
Project-management tools and CRMs help you oversee each project from estimate to final inspection, while digital scheduling keeps crews on time and prevents overlaps.
Standardize your workflows
Use checklists for installation, safety, and cleanup, and train every crew to follow the same process so mistakes (and warranty work) drop dramatically.
Automate the repetitive stuff
Finally, automate the repetitive tasks — digital work orders, material reminders, automated customer updates, and tracking dashboards all save time and help you catch bottlenecks before they turn into real problems.
Try one new tool this week. Even switching to digital work orders in Jobber, using CompanyCam for project photos, or managing schedules through AccuLynx can save hours.
How Do the Top Roofers Make $10M+? With expert marketing! Comrade delivers 400% more leads and a healthy 800% return on investment!
9. Track and Analyze Business Performance Regularly
As marketing legend Peter Drucker says, “What gets measured gets improved.”
Booking more jobs is one thing. But the real money is pinpointing which jobs are profitable. Data answers those questions for you, lending you an edge over other roofing companies.
Key roofing KPIs to monitor:
Lead-to-customer conversion rate — is your sales process closing the deal?
Profit margins per job — which projects earn the most vs. eat into revenue
Job completion time — delays mean lost labor and unhappy homeowners
Cost per lead — is your marketing actually paying off?
Customer satisfaction — online reviews, referrals, repeat business
Don’t wait until the end of the year to find out what went wrong. Review trends monthly (or weekly during busy season)!
Pro tip: Choose one metric this week, like conversion rate, and track it consistently. Once you improve one number, the rest of the business follows.
10. Expand and Diversify Your Service Offerings
Finally, to really stay profitable, diversify your services. This creates multiple income streams, attracts new customers, and keeps your crew working year-round.
Consider adding services like:
Roof maintenance plans — regular inspections, cleaning, and minor repairs keep roofs lasting longer and give you recurring revenue.
Emergency storm repair — fast response builds trust during urgent situations and often leads to full replacements later.
Gutter and ventilation upgrades — great add-on services that benefit homeowners and boost profit per job.
You can also stay competitive by offering modern and energy-efficient options like reflective shingles, solar-ready roofing, and advanced underlayment materials to your target audience.
That brings you business even when the big replacement jobs slow down.
Ready to Grow Your Roofing Business, Stress-Free?
If you’re reading this, you’re already thinking big!
The strategies we just covered can fill your pipeline with profitable jobs. But they only work when executed consistently and correctly.
Join forces with Comrade today. We help roofing companies make well over $1 million every year with top-tier SEO, PPC, and lead-gen services.
Roofing is a tough business with nearly 100,000 roofing businesses in the U.S. as of 2025 alone. To thrive, you need to fire on all cylinders!
Start Here: Get a Free Roofing Website & SEO Audit We’ll show you what’s working, what needs fixing, and how you can grow faster, whether you hire us or not.
Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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