Generating more leads is a top priority for roofing businesses. Even if you have a robust pipeline, any roofing business looking to expand and grow will have to increase lead numbers and find creative ways to attract potential customers.

Social media platforms, such as Facebook, are often overlooked by roofing contractors when it comes to lead generation. But using Facebook to find new leads can help you connect with potential customers on their terms and reach a segment of leads that might not otherwise hear about your business. Here’s how to get roofing leads using Facebook—and how to make sure those leads don’t fall through the cracks once you’ve found them.

4 ways to get roofing leads using Facebook

Facebook roofing lead tip #1: use paid Facebook ads

One great feature available to businesses on Facebook is the ability to create ads. When you build a Facebook ad, you not only select the size, frequency, and other typical ad characteristics, you also select the audience that will see your ad. Because Facebook users share so much data about themselves on the platform, it’s possible to target your ad very precisely and select an audience from a variety of demographics.

Create a Facebook ad for your roofing company that links back to your website, includes a phone number to call, or includes a contact form that Facebook users can directly fill out. Then select the target audience that reflects the area and demographics you serve. For instance, you can include users in the location where your roofing business operates, but exclude users under 25, to create an audience that most closely matches the customers you currently have. This will ensure that your ads are seen by the people who are most likely to need a roof replacement or repair.

Facebook roofing lead tip #2: highlight “before” and “after” photos

Facebook is a great place to share images of your business to help establish a reputation as a helpful, service-oriented roofing company. In particular, showcasing real work you have done for other customers will give potential customers a better understanding of the services you offer and keep your business top of mind when they need similar work done.

Since your business is already taking many photos to document your roofing jobs, it’s easy to find material for these posts without creating extra work for yourself. Include text in your posts that describes the issue your customer was experiencing, the specific solutions your roofing business implemented, and the improvements that resulted. (Of course, be sure to ask your customer’s permission before posting about their home.) By highlighting the work you did with photos and a story, your roofing social media marketing can provide a compelling reason why homeowners should use your business and attract more potential customers.

Facebook roofing lead tip #3: share relevant content

Photos aren’t the only things you can share on Facebook. When you come across a relevant article that helps make a strong case for roof replacement or repair, sharing it with your Facebook followers can get them thinking about when they might need your services. For instance, an article about subtle types of storm damage to a roof might encourage homeowners to reach out and request a roof inspection. You can also share content from your own website, such as a customer story or a blog post.

In addition to helping potential customers understand why and when they need a roofing company, sharing relevant content from roofing associations, news outlets, and other third-party sources will help to position your company as a knowledgeable and experienced business. Homeowners aren’t just looking for a roofing company that will get the job done—they want a trusted expert. The types of content you share on your Facebook page, as well as the posts you make, can help you stand out from your competitors and boost your reputation.

Facebook roofing lead tip #4: promote an offer

Sometimes it takes a little extra incentive to turn followers into leads. If you have lots of Facebook followers who aren’t yet customers, capitalize on their interest in your roofing company by running a promotion or special offer. This could take the form of a discount, an add-on, a free consultation, or any other promotion that your company has used in the past.

Giving homeowners an extra incentive for working with your roofing business can push them to make a decision and net you qualified leads who will be more likely to close a deal. In addition, running a promotion using Facebook gives current customers the option to share the post with their networks, expanding your reach and helping you broaden your pool of potential leads.

Best practices for creating compelling roofing Facebook ads

If you’re using paid ads to get roofing leads on Facebook, it’s important to make sure as many people engage with your ads as possible. Get the maximum impact from your Facebook ad spending by trying one of these tips to make your ads more eye-catching:

• Keep the text short and snappy. People are scrolling quickly on Facebook, so you want to capture their attention right away. Your message should be brief and succinct, conveying your point in just a sentence or two.
• Use different ad formats to create stronger visuals. The Facebook ad tools allow you to create carousel ads with multiple images, video ads, ads with images optimized to mobile users, and more. Experiment with different visuals to see what resonates with your audience.
• End with a strong call to action. The stronger your call to action, the more likely you are to capture leads. Think through what you want people to do after viewing your ad, then distill it into a few compelling words. The Facebook ad tools include CTA button options that will help your call to action stand out.

How to keep your new roofing leads from falling through the cracks

Getting more roofing leads from Facebook is only half the battle. Timely, professional, and consistent follow-up is key to making sure that you hang on to your leads and turn them into customers. Without this follow-up, you run the risk of these leads going cold or choosing a competitor instead. Here are a few ways to stay on top of lead follow-up and increase your conversion rate.

Keep your leads organized

Investing in an organizational system for your leads will help you take better advantage of your most valuable opportunities. A business management software system like AccuLynx stores your leads in the cloud, so you always have access to them no matter where you are. You can create individual files for each lead with all the relevant information to make follow-up easier, and assign priorities to your leads so that the most urgent ones are followed up with first.

Automate your follow-up messages

If you have a high lead volume and are concerned about missing an interaction, automating your follow-up messages will help give you peace of mind. In the AccuLynx Automation Manager, you can create a follow-up text message or email that will be sent automatically whenever a new lead is added to the system. You’ll be guaranteed to connect with all your leads in a timely manner, without adding extra work to your plate.

Track Facebook lead performance using reports

To ensure that your roofing company’s social media marketing is really helping you acquire more customers, it’s important to track the performance of your Facebook leads. The Marketing Report in AccuLynx lets you see the number of leads generated, total marketing expenses, and lead ROI for each of your lead sources, including Facebook. This report makes it easy to understand how well your marketing is performing so you can make adjustments to improve ROI and increase your conversion rate.

Getting roofing leads on Facebook doesn’t have to be complicated

Tapping into Facebook as a source of roofing leads can help you fill your pipeline and keep your business on the path to greater growth. With paid Facebook ads, compelling content, and the incentive of a promotion or offer, your roofing business can reach a broader audience and find potential customers who are interested in your services. And once you’ve found these leads, roofing software like AccuLynx can help you follow up with them before your competitors do.