ARTICLE
Building an Unstoppable Roofing Marketing Machine: Key Insights from Chris Hunter The roofing industry is more competitive than ever, with over 8,600 roofing businesses in Texas alone, according to IBISWorld—a number that likely underestimates the true level of competition. With so many contractors vying for attention, standing out requires more than just superb craftsmanship—it demands strategic marketing. Without a strong digital presence, even the most skilled roofers risk being overlooked by potential customers. At the 2023 Texas Roofing Conference, Chris Hunter, CMO of RoofingSites.com and a dedicated RCAT member, shared invaluable insights on marketing for roofers. His presentation explored the essential components of a sustainable and scalable online marketing strategy that helps contractors generate leads, build trust, and increase revenue. Chris has spent years helping roofing companies navigate internet marketing for roofers, refining a framework that simplifies the process into four key pillars: Reputation, Reach, Resell, and Referral. His book, The Ultimate Guide to Digital Marketing for Roofers, provides a deep dive into these strategies. Chris’ hour-long presentation was packed with insights, far more than we can cover in a single blog. While we’ll highlight some key takeaways, this is just a tiny glimpse into the wealth of knowledge he shared. So, while we encourage you to enjoy this blog, we also recommend you watch the full talk here! https://www.youtube.com/watch?v=meS8Qo9mgOE This blog isn’t just a summary; it’s a way to help more roofers benefit from Chris’ expertise while emphasizing RCAT’s commitment to professional development and ethical business practices. Whether you're struggling with lead generation, online marketing for roofers, or want to refine your digital marketing for roofers, the lessons from this presentation offer practical, proven solutions. The Problem: Too Many Choices & Consumer Behavior Shift The roofing industry has become increasingly saturated, making it difficult for consumers to differentiate between experienced professionals and unqualified contractors. With so many options available, homeowners and property managers often struggle to make informed decisions. One of the biggest shifts in recent years is how consumers choose roofing contractors. Before the internet dominated decision-making, word-of-mouth recommendations were the primary way homeowners found roofers. However, online research has now overtaken personal referrals, especially after the COVID-19 pandemic accelerated digital dependency. Consumers no longer just ask their neighbors—they Google roofing companies, compare reviews, and evaluate websites before making a call. This shift underscores the critical importance of a strong digital presence. If your website loads too slowly, if your online reviews are lacking, or if your social media presence is nonexistent, potential customers will move on to a competitor. That’s why internet marketing for roofers isn’t just about running ads—it’s about building a reputation that earns trust before a homeowner ever picks up the phone. Chris emphasized that roofing contractors can’t afford to be an “option” in their market—they need to be the obvious, trusted choice. However, achieving that requires a strategic approach, not just a collection of disconnected marketing tactics. In his framework, Reputation is the foundation because without trust, no amount of online marketing for roofers will translate into real business growth. In the next sections, we’ll break down Chris’ 4R Marketing Machine and explain how each pillar contributes to long-term success in the roofing industry. The 4R Marketing Machine Framework Chris Hunter’s 4R Marketing Machine is a strategic approach designed to help roofing contractors build a sustainable and effective marketing system. Unlike disconnected tactics that produce short-term results, this framework ensures consistent lead generation and business growth. The four pillars—Reputation, Reach, Resell, and Referral—work together to create a repeatable, scalable system that helps roofing companies dominate their markets. Pillar 1: Reputation – Your Foundation for Success Your reputation is the foundation of your business. No amount of marketing can overcome a lack of trust. If potential customers don’t believe in your credibility, they will move on to a competitor. Chris emphasized that many roofing companies struggle because their online reputation is weak or neglected. To fix this, contractors must focus on three key areas: A high-converting website – Your website should load quickly, be mobile-friendly, and instill confidence in visitors. Slow, outdated, or unprofessional sites drive customers away before they even consider calling. Consistent online reviews – Every completed job should include a review request system. A steady stream of positive reviews boosts credibility and improves rankings on Google. Trust-building elements – Customer testimonials, job photos, and case studies should be prominently displayed on your website and social media. Potential clients want to see proof of your expertise before making a decision. Without a strong reputation, no amount of digital marketing for roofers will be adequate. Pillar 2: Reach – Get in Front of More People Every Day Having a great reputation is meaningless if nobody sees it. The second pillar of the 4R framework focuses on expanding your visibility so that more potential customers find and recognize your business. Chris outlined several high-impact strategies for improving online marketing for roofers: Google Local Service Ads (LSAs) – These pay-per-lead ads are among the most effective ways for roofers to generate inbound calls. If you aren’t using them, you’re missing out on highly targeted leads. Google Ads & SEO – Appearing at the top of search results for roofing-related keywords is critical. A mix of Google Ads, Google Maps, and organic SEO ensures your business is always in front of potential customers. Google Business Profile Optimization – Google prioritizes businesses with verified office locations in their target markets. Roofers should ensure their profile is fully optimized and updated regularly. Social Media Presence – Regular posts featuring job photos, client reviews, and team highlights increase credibility and engagement. A dormant social media page can make potential customers wonder if you’re still in business. A strong internet marketing for roofers strategy ensures that when people search for a roofer, your company appears before your competitors. Pillar 3: Resell – Maximize Your Existing Customer Base Most roofing companies focus only on acquiring new customers and completely ignore the potential of their existing client base. That’s a mistake. Retaining past customers is 8x easier than acquiring new ones. Chris pointed out that successful roofing companies use their customer database to generate repeat business and referrals. Here’s how: Follow-ups – Contact past customers one year after their roof installation to check in and offer a free inspection. Many will appreciate the proactive service and schedule another job. Upsells & Cross-sells – Promote related services like gutters, roof maintenance, or solar to previous clients. They already trust you, making them more likely to purchase again. Retargeting Ads – Running Facebook and Google retargeting ads keeps your business in front of past website visitors, reminding them of your services. Monthly Email Newsletters – Sending helpful tips, seasonal maintenance reminders, and special offers keeps your company top-of-mind, ensuring that past customers return when they need work done. Chris emphasized that online marketing for roofers shouldn’t stop at lead generation—long-term growth comes from maintaining relationships with happy customers. Pillar 4: Referral – Leveraging Word-of-Mouth Roofer Marketing For most roofing businesses, referrals are a major source of new customers—but very few have a structured referral system in place. Chris explained that referrals don’t happen by accident—they need to be encouraged and rewarded. Here’s how roofing companies can create a winning referral program: Offer an incentive – A $250 gift card (or a similar reward) for each successful referral makes people more likely to recommend your services. Promote your referral program – Mention it on your website, in follow-up emails, and during customer interactions. If customers don’t know about it, they won’t participate. Train employees – Your team should actively remind customers about the referral program. Every satisfied homeowner should be asked for referrals. Send thank-you cards or small gifts – A simple handwritten thank-you note or small gift can make a lasting impression and encourage repeat referrals. Building a referral system transforms happy customers into brand advocates, fueling long-term business growth. Key Takeaways Chris Hunter’s 4R Marketing Machine offers a practical, strategic approach that roofing companies can use to improve their reputation, reach, and customer retention. His insights were invaluable, and we wanted to highlight key takeaways that could help fellow contractors refine their digital marketing for roofers. By focusing on: Building a strong reputation Expanding reach through digital marketing Leveraging existing customers for repeat business Creating a structured referral program Roofing contractors can develop a more consistent and effective marketing system. Of course, this blog only scratches the surface of what Chris shared. His full presentation went deeper into internet marketing for roofers, providing more detailed strategies and real-world examples. A huge thank you to Chris Hunter for taking the time to share his expertise with the RCAT community. If you want to hear everything he covered, you can watch his full talk here: https://www.youtube.com/watch?v=meS8Qo9mgOE.
The roofing industry is more competitive than ever, with over 8,600 roofing businesses in Texas alone, according to IBISWorld—a number that likely underestimates the true level of competition.
With so many contractors vying for attention, standing out requires more than just superb craftsmanship—it demands strategic marketing.
Without a strong digital presence, even the most skilled roofers risk being overlooked by potential customers.
At the 2023 Texas Roofing Conference, Chris Hunter, CMO of RoofingSites.com and a dedicated RCAT member, shared invaluable insights on marketing for roofers.
His presentation explored the essential components of a sustainable and scalable online marketing strategy that helps contractors generate leads, build trust, and increase revenue.
Chris has spent years helping roofing companies navigate internet marketing for roofers, refining a framework that simplifies the process into four key pillars: Reputation, Reach, Resell, and Referral.
His book, The Ultimate Guide to Digital Marketing for Roofers, provides a deep dive into these strategies.
Chris’ hour-long presentation was packed with insights, far more than we can cover in a single blog.
While we’ll highlight some key takeaways, this is just a tiny glimpse into the wealth of knowledge he shared.
So, while we encourage you to enjoy this blog, we also recommend you watch the full talk here! https://www.youtube.com/watch?v=meS8Qo9mgOE
This blog isn’t just a summary; it’s a way to help more roofers benefit from Chris’ expertise while emphasizing RCAT’s commitment to professional development and ethical business practices.
Whether you're struggling with lead generation, online marketing for roofers, or want to refine your digital marketing for roofers, the lessons from this presentation offer practical, proven solutions.
The roofing industry has become increasingly saturated, making it difficult for consumers to differentiate between experienced professionals and unqualified contractors.
With so many options available, homeowners and property managers often struggle to make informed decisions.
One of the biggest shifts in recent years is how consumers choose roofing contractors.
Before the internet dominated decision-making, word-of-mouth recommendations were the primary way homeowners found roofers.
However, online research has now overtaken personal referrals, especially after the COVID-19 pandemic accelerated digital dependency.
Consumers no longer just ask their neighbors—they Google roofing companies, compare reviews, and evaluate websites before making a call.
This shift underscores the critical importance of a strong digital presence.
If your website loads too slowly, if your online reviews are lacking, or if your social media presence is nonexistent, potential customers will move on to a competitor.
That’s why internet marketing for roofers isn’t just about running ads—it’s about building a reputation that earns trust before a homeowner ever picks up the phone.
Chris emphasized that roofing contractors can’t afford to be an “option” in their market—they need to be the obvious, trusted choice.
However, achieving that requires a strategic approach, not just a collection of disconnected marketing tactics.
In his framework, Reputation is the foundation because without trust, no amount of online marketing for roofers will translate into real business growth.
In the next sections, we’ll break down Chris’ 4R Marketing Machine and explain how each pillar contributes to long-term success in the roofing industry.
Chris Hunter’s 4R Marketing Machine is a strategic approach designed to help roofing contractors build a sustainable and effective marketing system.
Unlike disconnected tactics that produce short-term results, this framework ensures consistent lead generation and business growth.
The four pillars—Reputation, Reach, Resell, and Referral—work together to create a repeatable, scalable system that helps roofing companies dominate their markets.
Your reputation is the foundation of your business. No amount of marketing can overcome a lack of trust. If potential customers don’t believe in your credibility, they will move on to a competitor.
Chris emphasized that many roofing companies struggle because their online reputation is weak or neglected. To fix this, contractors must focus on three key areas:
Without a strong reputation, no amount of digital marketing for roofers will be adequate.
Having a great reputation is meaningless if nobody sees it.
The second pillar of the 4R framework focuses on expanding your visibility so that more potential customers find and recognize your business.
Chris outlined several high-impact strategies for improving online marketing for roofers:
A strong internet marketing for roofers strategy ensures that when people search for a roofer, your company appears before your competitors.
Most roofing companies focus only on acquiring new customers and completely ignore the potential of their existing client base. That’s a mistake.
Retaining past customers is 8x easier than acquiring new ones.
Chris pointed out that successful roofing companies use their customer database to generate repeat business and referrals.
Here’s how:
Chris emphasized that online marketing for roofers shouldn’t stop at lead generation—long-term growth comes from maintaining relationships with happy customers.
For most roofing businesses, referrals are a major source of new customers—but very few have a structured referral system in place.
Chris explained that referrals don’t happen by accident—they need to be encouraged and rewarded. Here’s how roofing companies can create a winning referral program:
Building a referral system transforms happy customers into brand advocates, fueling long-term business growth.
Chris Hunter’s 4R Marketing Machine offers a practical, strategic approach that roofing companies can use to improve their reputation, reach, and customer retention.
His insights were invaluable, and we wanted to highlight key takeaways that could help fellow contractors refine their digital marketing for roofers.
By focusing on:
Roofing contractors can develop a more consistent and effective marketing system.
Of course, this blog only scratches the surface of what Chris shared.
His full presentation went deeper into internet marketing for roofers, providing more detailed strategies and real-world examples.
A huge thank you to Chris Hunter for taking the time to share his expertise with the RCAT community.
If you want to hear everything he covered, you can watch his full talk here: https://www.youtube.com/watch?v=meS8Qo9mgOE.