A social media strategy for roofers works when it focuses on two things: showing real work in a real local area, and making it dead simple for a homeowner to call. Forget going viral. Stick to Facebook and your Google Business Profile, post before-and-after photos of actual jobs, and ask every happy customer for a review. That loop builds your reputation where homeowners are already looking. AI-powered, human-led.
Last reviewed: June 2026. Updated with current UK figures on roofing costs, platform reach, and what actually drives enquiries for local roofers.
There are around 12,016 roofing businesses in the UK as of 2025, up 2.8% from the year before (IBISWorld), and the industry generates roughly £6.9 billion in revenue. That’s a lot of roofers competing for the same homeowners. Social media won’t win the job on its own, but it puts your name in front of the right people before they even pick up the phone… and in a trade built on trust, being visible and consistent counts for a lot.
Why most roofers get social media wrong
The problem isn’t that roofers are bad at social media. It’s that the advice they get is built for brands selling trainers, not people fixing roofs in Sutton or Swindon. Generic “post every day” guidance ignores how a local trades business actually works. You’re on a job by 7am. You’re quoting at 5pm. Nobody has two hours spare to craft an Instagram caption.
The fix is to stop trying to do everything and do two things well: Facebook for your local community, and your Google Business Profile for search. Those are the two places homeowners actually look when something goes wrong with their roof.
Which platforms actually matter for UK roofers
Google holds roughly 93% of UK search traffic (StatCounter), which means your Google Business Profile is the most important piece of digital real estate you own. Posts there are indexed, your reviews live there, and homeowners looking for “roofer near me” at 9pm on a Saturday will find you there first.
Facebook is second, and it matters for a different reason. There are around 38.3 million active Facebook users in the UK (Statista, 2025), with the 35–54 age group making up a significant share… exactly the demographic most likely to own a home, need a roof repair, and share a recommendation with a neighbour. Local Facebook groups, in particular, are where “can anyone recommend a decent roofer?” conversations happen every day.
Instagram is worth doing if you take quality before-and-after shots, but treat it as secondary. TikTok and LinkedIn are fine for experimenting later. Right now, own the two that count.
| Platform | Best for roofing | Priority |
|---|---|---|
| Google Business Profile | Search visibility, reviews, local intent enquiries | First |
| Community reach, word-of-mouth, local groups | First | |
| Visual portfolio, before/after photo reach | Second | |
| TikTok | Short video, younger audience (commercial) | Optional |
| Commercial roofing, facility managers | Optional |
What to post: a practical weekly pattern
A roofing business doesn’t need to post daily. Three to four posts a week, planned in advance, is plenty. The key is knowing what type of post to use, rather than staring at a blank screen each morning wondering what to say.
Before-and-after job photos
This is the highest-converting content a roofer can post, full stop. A clear photo of a tired, moss-covered roof followed by a crisp shot of the finished slate job tells the story instantly. Caption it with the location, the issue, what you did, and how long it took. “Cracked ridge tiles in Woking, re-pointed and re-bedded in half a day” beats any amount of corporate copy. Real work, real place, real outcome.
Shared Google reviews
Screenshot a genuine five-star Google review and post it with a short line of context. “Another job done in Guildford… thanks for the kind words, Dave.” It reinforces that you’re active, you care about feedback, and real people trust you. Reviews are also one of the strongest buying signals a homeowner looks for: 98% of consumers read online reviews before using a local business (BrightLocal, 2024), and the roofing trade is no exception.
Seasonal roof maintenance tips
A short tip tied to the time of year works particularly well on Facebook and in local groups. “Three things to check on your roof before winter” or “why autumn is the best time to clear your gutters” positions you as the local expert without feeling like an ad. Homeowners save posts like this and come back to them when the problem arrives.
Local job updates
A quick photo from a job in progress, captioned with the street or area, keeps your name appearing in local feeds. You don’t need a polished production… a decent phone shot from the scaffolding, tagged to the area, is enough. People who live nearby notice.
Why reviews matter more than followers
One of the most common mistakes in roofing social media is chasing follower counts. Followers are vanity. Reviews are the thing that actually wins you work.
A homeowner with a leaking ridge tile is not going to scroll through your Instagram feed. They’re going to search “roofer near me”, land on a map pack result, and read your reviews. A roofer with 40 Google reviews and a consistent 4.8 rating will win that click over a roofer with 4,000 Instagram followers and three reviews every time.
Build your review count with a simple habit: at the end of every job, ask the customer if they’d be happy to leave a Google review, and send them a direct link. A message or text with the link the same evening, while the job is fresh, gets far more responses than one you remember to send a fortnight later. For roofers who work a lot of jobs, automating that follow-up removes the friction entirely… which is a core part of the work we do with trades businesses to help them build a review base that converts.
Giving a homeowner a reason to call
Social media does one job for a roofer: it shortens the gap between “I need a roofer” and “I’m calling this one.” It does that by showing proof that you do good work in this area, that real people were happy with you, and that you’re easy to reach.
That matters because roof work is high-value and high-stakes for a homeowner. A full roof replacement on a standard three-bed costs between £5,500 and £9,000 for most UK homeowners (Checkatrade, 2026), and a repair can be anywhere from £170 for a few broken tiles to £1,200 or more for structural work. Nobody spends that with a company they know nothing about. Every post that shows a completed job, a happy customer, and a local location chip takes a bit of that unknown away.
For the full picture of how roofers build local visibility… from their Google profile to their review count to the content that supports it all… the trades marketing work we do at ContentWorks covers each of those pieces as part of one framework, not a collection of disconnected tasks.
Frequently asked questions
What should a roofer post on social media?
Post before-and-after photos of real jobs, shared Google reviews, seasonal roof tips, and local job updates. Focus on location and proof, not brand content.
The posts that drive the most enquiries for local roofers are simple: a clear before shot, a clear after shot, the area, and what was done. That combination shows capability, shows local presence, and gives a homeowner confidence. Aim for at least two posts a week on Facebook, plus keeping your Google Business Profile active with photos and occasional updates.
Which social media platform is best for roofers?
Your Google Business Profile comes first for search enquiries, Facebook second for community reach and referrals. Instagram is useful if you post strong visuals.
Most roofers have more success on Facebook than Instagram because the audience skews older and more likely to own property. Local Facebook groups in particular are worth joining, not to advertise but to be useful when roofing questions come up. That kind of authentic presence pays off over time in a way that buying followers never does.
How often should roofers post on social media?
Three to four times per week is enough for most roofing businesses. Consistency matters more than frequency, and a photo from today’s job beats a stock image from a template.
The simplest habit is to photograph every job before you start and when you finish, then spend five minutes captioning the best one that evening. Do that three times a week and you have a content feed that never looks the same twice, all built from real work rather than manufactured content.
Should roofers run paid social media ads?
Only once organic content is working consistently. Facebook ads for local roofers work best targeting homeowners aged 35–64 in a specific postcode radius, using a before-and-after photo creative.
Paid ads amplify what is already performing. If your before-and-after posts consistently get saves, shares, and enquiries, a modest Facebook ad budget behind the best-performing one can extend its reach to homeowners who haven’t seen you yet. Start with £5–£10 a day on your best post, target homeowners within 10–15 miles, and measure calls and messages, not likes.
How do roofers get more Google reviews?
Ask every satisfied customer at the end of the job and send a direct Google review link by text the same evening. Timing is everything… the request works best when the customer is still pleased with the result.
A review rate of even 20–30% of completed jobs compounds quickly. If you’re completing 50 jobs over a summer season and 12 of those customers leave a review, that’s a meaningful uplift on a profile that might currently have only 8 or 10 reviews. In a competitive local market, that difference shifts which roofer gets the click.
Is Instagram worth it for a roofing company?
It can be, if you post high-quality before-and-after photos regularly. Instagram’s audience skews younger than the typical roof-repair customer, so treat it as secondary to Facebook and Google.
The roofers who get the most from Instagram tend to work in heritage or high-end residential markets where the visual quality of the work is itself a selling point… oak-framed extensions, reclaimed slate on period properties, that kind of thing. For a typical repair-and-maintenance roofer, Facebook and Google deliver more direct return on the same content.
What does a social media strategy for roofers actually cost?
Organic social costs time, not money. If you outsource content creation to a local marketing agency or freelancer, expect to pay £300–£800 per month for a managed social presence.
The most cost-effective starting point is doing it yourself with a phone, a photo habit, and a basic template for captions. That costs nothing but 20–30 minutes a week once the habit is in place. Outsource when the volume of jobs makes that time more valuable elsewhere, or when you want to run paid campaigns alongside organic content.
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Dan Jaques is the founder of ContentWorks… local visibility and authority for home-service trades. He helps plumbers, electricians, heating engineers, landscapers and cleaners get found first when nearby customers search… and win more of the calls, enquiries and reviews that follow.
The whole thing runs on one belief: AI-powered, human-led. AI takes on the heavy lifting… the content, the follow-up, the admin that eats your evenings… while a real person keeps the judgement, the quality and the sign-off. It is built on the OMNIlocal™ framework… Appear, Prove, Capture, Compound, Dominate… the five moves that turn a trade who is brilliant at the job into the first name locals recommend.
Dan came up the hard way… market stalls, five high-street shops, then e-commerce… so he builds marketing for people who run a real business, not a marketing department. The aim never changes: authority you own, not attention you rent.