Get Commercial Roofing Leads: 7 Proven Strategies In 2025

‘’It’s not just about fixing leaks; it’s about building relationships, creating value, and securing future business’’

– Ryan Groth Growth Minded Contractors

Most roofing companies focus on residential jobs because there is more demand, a lower entry barrier, and faster turnaround time. However, commercial roofing jobs can be much more profitable and often bring in five to twenty times the price of a residential roofing project.

Of course, the size and type of roof you are working on have to be considered. For example, according to Priscilla Arvizu from AAA Roofing, “A roof replacement of a small flat roof on a single-story office building may cost over $80,000 not including tear off, while a large pitched roof on a multistory warehouse could cost over $200,000’’.

Even better, because many roofers concentrate on residential leads, there’s less competition for commercial work. This means winning those more significant commercial roofing projects can be better. Generating commercial roofing leads is about strategy, systems, and taking action, nothing more, nothing less.

You can consistently bring in high-quality commercial roofing leads with the right approach.

In this guide, you’ll learn about seven proven strategies and step-by-step instructions will be given so you can implement them right away.

1. Improve Your Local and Organic SEO

When was the last time you needed a service?—Did you search online?

Most commercial property owners do the same thing when they need a commercial roofer. If your business isn’t optimized for the search engines, your customers will not find you, and you’ll lose business to competitors ranking higher in search results.

Roofing SEO aims to have your roofing business appear higher on search engines for keywords that will lead to paying roofing clients. Your search engine optimization (SEO) starts with your website. If you don’t have one, you’ll need to get your website first. Think of your website as a 24/7 sales machine that attracts leads and converts them into paying customers even when sleeping. Need help with optimizing your website? Learn more about how our web design services can help.

But your website alone isn’t enough. You also need a Google Business Profile (GBP) to show up in local searches. Your website works as your “store,” and your GBP is the sign outside your store. You may have a perfect website, but nobody knows you exist if you are not in Google’s business directory. Having a GBP is also not enough. You will need to make sure you optimize your GBP as well. You’ll want to get that next if you don’t have a GBP.

We can help you with this process, or you can create one yourself by following the steps below.

How to Set Up a Google Business Profile For Your Roofing Business

1. Go to Google Business Profile
2. Click “Manage Now” and follow the instructions to create your listing.
3. Add your business name, address, phone number, and services.
4. Upload high-quality pictures of your completed projects.
5. Ask satisfied clients to leave reviews

Once you go live, potential clients can find you without visiting your website, giving you an advantage over competitors who haven’t claimed theirs yet.

Understanding Local SEO for Commercial Roofing Contractors

There are likely hundreds of roofing contractors in your service area; however, Google only allows three firms to appear on the first page of Google.

How can you optimize your website and GBP for commercial roofing leads? According to Whitespark, you should do seven things better than the competition:

1. GBP – Complete everything from your GBP. Complete profiles equal higher rankings.
2. Keywords – Create web pages that include relevant and high-volume keywords.
3. Reviews – Consistently get reviews
4. Backlinks – Get backlinks from high-quality and relevant websites
5. Citations – Have your NAP (Name, Address, and Phone Number) be consistent throughout all significant directories.
6. Engagement – Add schema markup and videos to your website to increase click-through rate and dwell time.
7. Personalization – This depends on the person’s search history and location.

If you would like to get a free analysis of where you stand in these key areas, then make sure to contact us today.

You will have a significant advantage over your competition if you can show up for relevant commercial roofing-related keywords in Google local search results. However, you can do even better.

Can you show up for local and organic listings? That would be even better because you increase the probability of those commercial roofing leads coming to you.

How to Optimize for Organic Commercial Roofing SEO

While Local SEO focuses on Google Maps, Organic SEO helps your website appear in standard Google searches when potential clients type queries like “commercial roofing company near me.”

Here’s how to improve your Organic SEO:

1. Keyword Research – Use tools like Google Keyword Planner or Ubersuggest to find relevant search terms. This step is often skipped and leads to poor results because if you don’t know what keywords your customers use to find commercial roofing contractors, your website won’t get any traffic.

Most Common Commercial Roofing Keywords

Use the right words in your content to rank higher in Google searches. Here are some of the most commonly searched terms for commercial roofing:

1. Flat Roof Contractor
2. Flat Roof Repair
3. TPO Roofing
4. Commercial Roofing
5. Flat Roof Replacement
6. Commercial Metal Roofing
7. Industrial Roofing
8. Commercial Roof Installers
9. Commercial Roof Repairs
10. Commercial Roof Inspection

2. On-Page Optimization – Now that you have your keywords, we recommend you create web pages focused around those keywords. What you don’t want to do is keyword stuffing. This will lead to poor ranking results. You want to have one keyword and one web page. Use targeted keywords in page titles, headings, and image alt text. We recommend using various original images, videos, testimonials and frequently asked questions for that keyword.

Example:
Title: Flat Roof Repair + Your City | Trusted Roof Contractor

Meta Description: Need flat roof repair or replacement? Our expert roof contractors offer high-quality commercial roofing services. Call today for a free estimate!

3. Technical SEO – Ensure your website loads fast, is mobile-friendly, and has an SSL certificate. You’ll want to ensure you have an XML Sitemap, Robots.txt, internal linking, no broken links, duplicate content, proper canonicalization, good URL structure, and image optimization. We like to use software called Rank Math to complete technical SEO. We used to use the free version; however, getting the paid version is worth it if you can use it correctly.

4. Off-Page Optimization – Get backlinks from industry directories, blogs, vendors, customers, and partners. Google is looking for pages that show EEAT (Expertise, Experience, Authority, and Trust). Therefore, we recommend creating an author profile and a detailed biography to showcase your authority in commercial roofing. This way, when you create articles for your blog, people will see that you are the authority figure for commercial roofing. This increases the probability that your web pages and articles will get backlinks. The illustration below shows what a backlink looks like.

Think of backlinks like votes. The more “votes” you get, then the higher your authority. However, not all links are created equal. You only want to get backlinks from high-quality and relevant websites.

Semrush.com offers a backlink GAP feature. This way, you can research the backlinks from your competition. This will give you an idea of who you should approach for backlinks.

If you implement these SEO strategies, your roofing business will be more visible online, bringing in more high-quality commercial roofing leads.

2. Use Google and Facebook Ads to Generate Commercial Roofing Leads Faster

Local and organic SEO is compelling when generating commercial roofing leads. However, it also requires a significant and ongoing investment to get there. What if you could cut to the front line by paying Google?

This is where Google Ads comes in. You can usually spot Google Ads because they say “Sponsored” next to the listing. Many of the same principles as SEO apply here, too. You still want to do keyword research, technical SEO, and on-page optimization.

However, off-page optimization is not necessarily required because you don’t need any backlinks to rank higher if you pay Google.

Set Up Google Ads for Commercial Roofing Leads

Google ads allow you to appear at the top of search results when property owners look for commercial roofers; those are the numbers they will call first. You can get started by going to Google Ads. You will likely need to verify that you are a real business. Therefore, you’ll want proof that you are a real business, such as an IRS EIN Letter or business license. Google will also ask for proof of identification, like your driver’s license.

You’ll want to ensure consistency with your keywords, ads, and landing page when creating your Google ads. This way, Google can get you a high-quality score. Your quality score can be anywhere between 1 and 10. If your quality score is low, you’ll need to pay more for those clicks when people visit your website. You’ll also want to add negative keywords.

This way, your ads don’t show up for irrelevant keywords. For example, adding “jobs” as a negative keyword will prevent your ad from appearing for keyword searches like “commercial roofing jobs.” You can consider using artificial intelligence to help you get ideas on creating good ad copy for your ads.

Gemini AI has a feature called gems, which enables you to create a business profile for your business, and then you can ask it to make the ad copy for your Google ads. This way, you can create customized ads that represent your brand voice. Once your ads are done, set up conversions to track your leads. This will let you know how many leads came from your Google Ads.

Facebook Ad Retargeting

Many property owners visit your website but don’t call. Facebook retargeting keeps your business in front of them. Remember how you looked at a product online once and then saw the identical product everywhere? That’s called ‘’re-targeting,’’ it’s very effective for commercial roofing leads because your commercial roofing ads will show up when people visit your commercial roofing pages on your website.

Here is how to set it up:

Before You Start, Set Up Facebook Business Manager

1. Go to Facebook Business Manager and click “Create Account.”
2. Link your Facebook Business Page to this account.
3. Go to Ad Accounts → Create a New Ad Account (name it “[Your Roofing Company] Ads”).
4. Set up Facebook Pixel by going to Events Manager → Connect Data Sources → Web → Facebook Pixel and install it on your website.

Once that’s set up, then you can launch a retargeting campaign.

How to Launch a Retargeting Ad

1. Go to Ads Manager in Facebook Business Manager.
2. Click Create Campaign → Select Retargeting.
3. Choose “Website Visitors” as your target audience.
4. Upload images of your past commercial roofing projects.
5. Write an ad with a strong Call to Action (CTA) like: “Need a roof estimate? Contact us today!”
6. Set your budget and launch your ad.

If you need help setting up your Facebook business manager or anything related to social media, check out our social media advertising services.

3. Master Cold Calling (How to Talk to Property Owners)

‘’Every ‘’no’’ gets you closer to a ‘’yes’’

– Mark

If you are on a tight budget, consider cold calling. This might sound intimidating, but it’s still one of the most effective ways to generate leads if you do it right. Many roofing contractors avoid it because they don’t want to be rejected. You will get rejected, and in sales, knowing this information is essential, So don’t give up after the 20th call. You’ll find your decision-maker if you’re persistent. Remember, you’re not only a roofer but a salesman; you sell your roofing expertise. Here is a script you can use when calling commercial property owners.

Cold Call Script:

“Hi, my name is (Your Name), and I’m with (Your Roofing Company). I specialize in commercial roofing and noticed your property at (Address). Many buildings in this area are due for roof maintenance or replacement. Would you be open to a free roof inspection this week?”

If they say yes:

• Book a time and get their contact details
• Send a confirmation email (keep it professional and include your company’s info)

If they say no:

• Ask, “Would it be okay to follow up in six months?”
• Use CRMS like GoHighLevel: Managing leads and follow-ups could be a massive headache if you are not using a CRM like HighLevel to help you. With High Level, you can automate calls, track conversations, record calls, and set follow-up reminders. If you are not using this tool yet, you realize how easy it is to stay organized.
• Go to HighLevel and sign up.
• Import your list of commercial property owners.
• Set up automated call reminders so you never miss a follow-up.
• Use the text and email automation to follow up after calls.

Before making calls, you need a list of commercial property owners and managers. This is where CoStar can help. Costar is the largest commercial and industrial real estate database; it provides detailed information on properties, owners, and decision-makers, so you don’t have to waste time Googling. Everything is there.

How to Use CoStar to Find Commercial Roofing Leads

1. Go to CoStar’s Website and create an account.
2. Search for commercial properties in your city or target area.
3. Filter results by property type (office buildings, warehouses, retail centers, etc.).
4. Click on a property to find owner details, property manager contacts, and tenant information.
5. Make a call list with decision-makers’ names, phone numbers, and email addresses.

We also encourage you to have a high-quality website with at least 10 reviews on your GBP and get on the most critical directories like Bing, Yelp, Apple Maps, Yellow Pages, etc. People will research you, and if they can’t find you through your business name, you will be going uphill with your cold-calling efforts.

You can also consider connecting with the property owners on Linkedin. This way, when you call them, it’s more of a warm call, and they will be more willing to talk to you. Keep reading to learn more about the LinkedIn strategy.

4. How To Get More Commercial Roofing Referrals

“It’s five times less expensive to do business with an existing client than it is to find a new one, and your closing ratio is higher, your margins are higher.”

Bryan Mitchell – Growth-minded contractors

Wouldn’t it be great if every job led to two or three more? That’s the power of referrals. Happy customers trust you and will refer others—if you ask them the right way.

The best part? Referral leads close much faster than cold leads because they have built-in trust. Believe it or not, many times, all you have to do is ask.

Step 1: Set Up a Referral Program

• Offer a $500 gift card for every referral that turns into a job.
• Print referral cards and hand them to every client.
• Follow up with past clients via email and text.
• Post your referral program on your website.

Here is an example web page from one of our clients https://rizeexterior.com/referral-program/

Step 2: Ask for Referrals (The Right Way)

Many roofers hesitate to ask for referrals, but it’s as simple as this:

“Hey [Customer’s Name], I appreciate your business. If you know any commercial property owners who need roofing work, I’d love to help them. Plus, I offer a $500 referral bonus for any job that comes from your recommendation!”

Here is a tip to ask your customers for a referral without hesitation: Make sure your work is superb. When you know that you provided exceptional work on time and guided the customer at every step without any surprises, you’ll see how easy it is to ask for referrals and how happy they will be to refer you to whoever they know. People love to refer to ‘’their roofing guy,’’ who is fantastic. People love to share that information.

5. Use LinkedIn to Connect with Property Managers

Property managers don’t just own one building—they probably have or oversee multiple properties. If you can get in with one property manager, you can access several commercial buildings simultaneously. LinkedIn is one of the best platforms for building these professional relationships.

Step 1: Set Up a Professional LinkedIn Profile

• Go to LinkedIn and create an account.
• Add a professional profile picture.
• Write a bio that highlights your expertise (e.g., “Helping commercial property owners maintain and replace roofs efficiently”)
• Connect with local property managers, facility directors, and business owners.

Step 2: Send a Connection Request & Message

Use this message template:

“Hi (Name), I specialize in commercial roofing and work with property managers like you to protect buildings. I’d love to connect and see how I can help.”

After they accept, follow up:

“Thanks for connecting! If you ever need a reliable roofer for maintenance or a roof replacement quote, I’d be happy to help.”

6. Build Connections with Insurance Agents and Adjusters to Get Insurance Claims.

“The number one way to get leads at a low cost in this game is real estate and insurance agents.”

– Digital Roofing Innovations.

By building connections with Insurance adjusters and agents, you’ll secure a steady stream of roofing leads from insurance companies. We wrote an entire article on the topic. We’ve also published a helpful guide on how to get roofing leads from insurance companies.

7. Build Relationships with General Contractors, Real Estate Investors, and Building Owners.

Many commercial roofing leads will come from a general contractor or an investor who requires a reliable roofer to work on large projects. Building strong relationships with them will get consistent work sent your way.

A general contractor or an investor can’t afford to waste time looking for a roofer when there is a new project. They have their most trusted roofers on speed dial, and to get their trust, you must reach out to them first and ensure you’re on their radar.

How to get started:

• Local Builder Associations: Join groups like the Associated General Contractors of America (ACG)

‘’Without ACG, we would not be as strong of a company as we are today.’’

Sean Woerman, Lydig Contruction.

In this group, you’ll find events related to roofing and construction, discount programs, and certifications, and you can network with contractors and find work. Join ACG, and your network will increase. It reminds me of when Grant Cardone, a popular real estate investor, says, “Contacts Equal Contracts.”

• Commercial Real Estate Events: Not all networking events are equal. You’ll need to be in the right rooms with the right people. In commercial real estate events, you’ll find commercial property owners and investors looking for roofing solutions to protect their investments. These people plan and don’t wait for a roofing emergency. So, if you successfully establish a connection, they will contact you before searching for a roofer online.

Approach an investor at the event and say: ‘’I specialize in commercial roofing, especially for real estate investors who need quick roof inspection before purchasing a property. Have you ever purchased a property where the roof was a problem?’’

If they say yes:

‘’That’s why I’m here. I help investors avoid surprises by quickly assessing them before they buy a property.; I also help them plan affordable replacements if needed. What kind of properties are you investing in right now?’’

If they say no:

“Good to hear, but if you ever come across a property where the roof is an issue, I’d love to be your go-to guy. Here is my card. If you ever need a second opinion on a roof, just text me a picture, and I’ll give you a quick take on it.’’

Let them know you are eager and ready to work hard, and so is your team.

You can also find events by checking pages like Eventbrite or googling ‘’Commercial Real Estate Events Near Me’’.

• BOMA ( Building Owners and Managers Association) Events: BOMA hosts networking events for property managers and facility directors. Not only that, but its members are the best clients; they manage office buildings, warehouses, retail centers, and industrial properties, all requiring roof maintenance and replacements so that a single contract could lead to multiple jobs.

This is how to get started with BOMA:

1. Find your Local BOMA Chapter: Find and attend an event posted on BOMA’S page.
2. When you meet a property manager, ask: ‘’How often you deal with roofing issues? What’s your biggest challenge in maintaining your buildings?’’ This will start a real conversation where you position yourself as the problem solver, not just another roofer.

Many of these events’ websites have a list of attendees or sponsors. Make a note of property managers and real estate investors you want to connect with.

Take Action Now

Generating commercial roofing leads takes work, but you’ll see results following these seven steps. Start with one strategy, master it, and then add another. If you need help setting up your marketing strategy and completing the suggestions outlined in this blog article, reach out—we’d be happy to share more insights and help you get more commercial roofing leads.