Most advice about roofing social media comes from software companies and shingle brands. This comes from someone who does it.
Tearah Rice learned social media on the job at a roofing company. Her personal page, Not Your Average Roofer, was built to make one thing clear:
“I am a roofer. I am a woman in roofing.”
This is what she’d tell any roofing company that wants to start posting.
Why should a roofing company post at all?
Because nobody thinks about their roof until they have to. When that day comes, you want to be the roofer they already know. Tearah calls it being five mile famous. The homeowners near you know your name, your crew and your trucks before they ever need you.
You don’t need to go viral for that. You need to show up in the same feeds, week after week.
What should a roofing company post?
Real work and real people. A homeowner is letting you onto their house, so they want to see who shows up. Good posts to start with:
- B-roll of your crew working, with a few words on screen
- Before and after shots from real jobs
- Tips that help homeowners before storm season
- Your team, one person at a time
- Quick answers to the questions you hear at every estimate
If talking to the camera feels strange, skip it for now. B-roll is just video of work happening. Tearah’s version:
“You set up a tripod and you just do your normal day where you can put words over it.”
Why does Tearah make different posts for her own page?
On her personal page, Tearah tries different posts on different apps. That gives each idea its own chance to land and helps her learn what people respond to.
“I don’t do one single video and then share it across four different platforms because like you said like that was my that was my one shot.”
Rad Social’s client plans include cross-platform publishing where it fits the business. The mix is planned for each client.
Do giveaways work for roofing pages?
They’re one of Tearah’s favorite ways to grow a page. The trick is picking a prize people want but won’t buy for themselves.
“Yeti coolers are my number one. People always want to win a Yeti cooler.”
Keep the ask simple. Follow the page and comment on the post. Make the prize big enough that people think it’s worth the effort. Run one monthly if the budget allows, or quarterly if not.
One more thing: check each app’s giveaway rules before you post one.
Can you be too corny?
Not really. The roofing pages people remember are the ones with a real person behind them. If you’re proud of your company, show it.
“Be a savage about your company. That’s that’s who people are going to use. Be cringy. Be corny. It’s your company.”
Some people won’t like it. That’s fine. Tearah gets comments calling her posts corny, and she tells people to go ahead and comment.
How should roofers treat realtors and referral partners online?
Give first. Share their events, tag their business, and cheer them on in public. Tearah calls it having a servant’s heart:
“Instead of sitting back and thinking like, “What are my referral partners going to do for me?””
When you lead with help, the referrals tend to follow.
A note about Rad Social
This article draws on Tearah’s personal experience in roofing marketing. Rad Social works with other home-service and local small businesses, but does not take roofing or real estate clients. See the industries we serve to learn who the service is for.