Word-of-mouth marketing has always been a roofer’s bread and butter. For decades, a happy homeowner telling their neighbors about your excellent work was enough to bring in new jobs. But times have changed! These days, the same kind of trust-building happens online. Whether it’s a glowing review on Google or a customer tagging you on Facebook, digital word-of-mouth can drive leads like never before.
Think about it—88% of people trust online reviews as much as recommendations from friends. If you’re not tapping into this powerful marketing tool, you’re missing out on a massive opportunity to grow your roofing business. Here’s how you can use digital word-of-mouth marketing to win more customers, build trust, and stand out from the competition.
What Is Digital Word-of-Mouth Marketing?
Digital word-of-mouth marketing is when your customers talk about your business online. This can take many forms:
- Positive reviews on Google, Yelp, or Facebook.
- Testimonials shared on your website.
- Social media posts where customers tag your business.
- Recommendations in local Facebook groups or online forums.
For roofers, this is one of the most authentic ways to build trust. People love hearing about real experiences, especially when they’re looking to hire someone for a big job like fixing their roof!
Why Digital Word-of-Mouth Matters for Roofers
Roofing is a high-trust industry. Homeowners want to know they’re hiring someone reliable who will do the job right. That’s why referrals and reviews are so powerful—they help potential customers feel confident about choosing you.
Studies show that businesses with excellent online reviews earn more trust and attract more leads. In fact, having just five positive reviews can make a huge difference! On the flip side, a lack of reviews (or bad ones) can drive potential clients straight to your competitors.
How to Build Trust Through Online Reviews
Online reviews are gold for your roofing business. Here’s how to get more of them:
- Ask happy customers for reviews. Timing is key. Right after you finish a job, ask the homeowner if they’re willing to leave you a review. Most will say yes if they’re satisfied!
- Make it easy to leave reviews. Share direct links to your Google or Facebook review pages. You can even include these links in follow-up emails.
- Respond to all reviews—good and bad. Thank customers for positive reviews and address negative ones politely. Showing you care about feedback makes a great impression.
- Showcase your reviews. Post them on your website and share them on social media. Let people know why others love working with you!
Harnessing Social Media for Word-of-Mouth
Social media is a goldmine for digital word-of-mouth marketing. Here’s how roofers can use it effectively:
- Encourage customers to tag you. When you complete a job, ask homeowners to post a picture and tag your business. This simple step can introduce you to their entire network.
- Share your work. Post before-and-after photos of roofing projects. These visuals grab attention and show off your skills.
- Engage with followers. Reply to comments and thank people who shout you out. Being active makes your business look approachable and professional.
- Run giveaways or contests. For example, you could offer a discount in exchange for sharing a post or leaving a review.
Using Referral Incentives to Boost Recommendations
Sometimes, people just need a little push to refer your business. That’s where referral incentives come in.
- Offer discounts or rewards. For example, give homeowners a $50 gift card for every new client they refer to you.
- Keep it simple. Explain how your referral program works in a few clear sentences. Complicated rules turn people off.
- Promote your referral program. Share it on your website, emails, and social media. Let customers know they can earn rewards while helping their friends find a reliable roofer.
Leveraging Testimonials and Case Studies
A satisfied customer’s story can be your most powerful marketing tool.
- Collect testimonials. After completing a job, ask the homeowner for a short testimonial. A quick quote about your professionalism or quality of work can go a long way.
- Create case studies. Highlight unique projects you’ve done. For instance, if you fixed a large commercial roof or dealt with tricky weather conditions, share the story and the outcome.
- Use visuals. Include photos or videos in your testimonials and case studies. Seeing your work in action builds trust fast.
Tools to Manage Digital Word-of-Mouth Marketing
Managing reviews, referrals, and social media can be a lot, but the right tools make it easier.
- Review management tools. Platforms like Podium and Birdeye help you gather and track customer reviews.
- Social media schedulers. Tools like Hootsuite and Buffer let you plan and post content consistently.
- CRM software. Manage referrals and track customer interactions with programs like HubSpot or Salesforce.
These tools keep your marketing organized and save you time, so you can focus on what you do best—roofing.
Wrapping It Up
Digital word-of-mouth marketing isn’t complicated, but it does take effort. By building trust through reviews, engaging with social media, and encouraging referrals, you can grow your roofing business and attract more customers.
Start small. Ask for a review, post a project photo, or share a testimonial. These little actions can create big results over time. And remember, happy customers are your best marketers. Treat them well, and they’ll keep spreading the word about your business!
Ready to boost your online presence? you can set up a free consultation call with our team of expert to help you with it.
