Roofing Company Marketing Plan: A Template Around Storm Season

A roofing company marketing plan built on four weather phases: pre-season, storm response, follow-up and off-season, with a fill-in template and example.

Written by the Miriad team with AI assistance. Figures link to their sources; examples marked illustrative are not real cases. Updated 2026-10-21.

TL;DR: A roofing company marketing plan should follow the weather, not the calendar. Split the year into four phases: pre-season preparation, storm response, post-storm follow-up and off-season. Give each phase a goal in signed jobs, a crew limit, the channels you use and who runs them. Prepare the storm kit before the first storm, and review monthly where jobs came from.

Every March, a roofer with three crews tells himself he will do marketing properly this year. In May the first hail hits, the phone does not stop, and nothing written in March is used. By October the crews are idle on rainy days, the ads are still running at summer levels, and there is no list of who got an estimate and never signed. The problem is not effort. It is a plan built on months instead of on weather. This article, part of our roofing company marketing guide, gives you a template built around the phases a roofer actually lives through.

Why should a roofing marketing plan follow the weather?

Because roofing demand and crew capacity both follow the weather. Storms create sudden demand, winter slows work in many regions, and summer brings overtime. A plan that spends the same every month overspends when crews are full and underspends when they are idle. Planning by phase matches marketing to the work you can actually do.

The Bureau of Labor Statistics notes that roofers usually do not work in bad weather, that work may slow in winter in northern states, and that overtime is common in busy summer months (BLS, 2026). Storm activity adds peaks on top of that. NOAA's Storm Prediction Center logged 5,432 US hail events in 2025, against 5,373 in 2024, with Texas recording the most at 902 (Insurance Information Institute, accessed 2026).

The longer trend makes storm work a regular part of the year. As reported by trade press from Harvard's Joint Center for Housing Studies, US disaster-repair spending reached $49 billion in 2022–2023, against $16 billion in 2002–2003, and the median US home was 44 years old in 2023 (Hardwood Floors Magazine, 2025).

What does the market look like when you plan?

Look at the market before you set goals: are inquiries rising, how long are backlogs, and what are your competitors struggling with. Trade surveys give a rough national picture; your own job log gives the local one. Plan from both, and trust your own log more.

The roofing trade associations' survey for the second quarter of 2025 put the customer inquiries index at 58.7 and the steep-slope project contracts index at 68.4, where anything above 50 means expansion (NRCA coalition, 2025). In July 2025, 32% of respondents had no backlog and 10% had five months or more (NRCA coalition, 2025). A firm with no backlog plans for leads; a firm with five months plans for capacity and follow-up.

Pressures on the business belong in the plan too. In Roofing Contractor's 2025 survey, residential roofers named economy and inflation (57%), material costs (47%), lack of qualified workers (38%) and low-ball pricing (35%) as top challenges, while 72% expected sales growth in 2025 (Roofing Contractor, 2025). If workers are your limit, the plan's job is to pick the right jobs, not to find more of them.

What are the four phases of a roofing marketing plan?

Pre-season, storm response, post-storm follow-up and off-season. Pre-season is preparation: pages, templates, budgets, crew limits. Storm response is answering and inspecting within your limit. Follow-up turns inspections into signed jobs and finished jobs into reviews. Off-season fills the spring calendar with maintenance, inspections and replacement planning.

Phase Main goal Channels Watch out for
Pre-season Ready before the first storm Website storm page, Google profile, message templates, ad settings Leaving it until the first hail
Storm response Inspect within capacity Phone, Local Services Ads, profile updates, door hangers checked against state rules Taking more inspections than you can follow up
Post-storm follow-up Estimates signed, reviews in Follow-up messages, review requests Pressure tactics, forgotten estimates
Off-season Spring calendar filled Past customers, maintenance offers, replacement content, video from the season Ads still running at summer levels

The storm-response phase is where the rules are tightest, especially around insurance claims. The three messages to send after a storm, and the wording to avoid, are in after the storm: the 3 messages a roofer should send homeowners.

How do you fill in the roofing marketing plan template?

Write one line per phase with five fields: goal in signed jobs, crew limit, channels, owner of each channel and budget. Then add one storm kit list and one monthly review. Keep it to one page. If it does not fit on one page, it will not be used in June.

Template, one line per phase:

  • Phase: dates or trigger (for storm response: "hail or wind damage reported in our service area")
  • Goal: signed jobs in this phase
  • Crew limit: jobs per week the crews can take
  • Channels and owners: for example "Google profile: office; storm page: owner; door hangers: owner checks wording"
  • Budget: per channel, and the rule for pausing it

Budget framework: phase budget = (goal in signed jobs − jobs expected from referrals and repeat customers) × your measured cost per signed job for the paid channel. If you have not measured cost per signed job yet, use the first phase to measure it.

Example (illustrative, not a real case): a 9-person roofer in a hail-prone county fills in the plan in February. Pre-season, March to April: goal 12 signed jobs, mainly replacements; crew limit 3 jobs a week; storm page rewritten by the owner, profile photos by the office. Storm response, May to July: goal 30 signed jobs, crew limit 4 a week; Local Services Ads paused whenever the next four weeks are booked. Follow-up: every estimate followed up at day 3 and day 10; review request 5 days after each job. Off-season, November to February: goal 10 signed jobs from past customers and inspection offers for roofs over 20 years old. Last year referrals and repeat customers brought 21 of the firm's 52 jobs, so the paid budget only has to cover the rest.

What goes into the storm kit?

The storm kit is everything you would otherwise write in a hurry: the storm page, three message templates, door hanger copy checked against your state's rules, a script for the phone, the inspection checklist and a crew limit. Prepare it in the quiet months so that storm week is about roofs, not writing.

  1. Storm damage page with the inspection process and your role in insurance claims.
  2. Three message templates: after the first contact, with the estimate, and after the work.
  3. Door hanger and flyer copy, checked against your state's disclosure rules before printing.
  4. Phone script for the office: questions to ask, what not to promise.
  5. Inspection checklist and photo list for hail damage and wind damage.
  6. Crew limit and the rule for pausing ads.

Video shot during the season is also off-season material: before-and-after clips filmed on site can be posted when crews are quiet. How to film them safely is in roofing company video marketing.

How do you review the plan during the year?

Once a month, spend half an hour on three questions: where did this month's signed jobs come from, which channel cost the most per signed job, and are we inside our crew limit. Adjust the next phase, not the past one. After each storm, add one line: what we would prepare differently.

The review needs a log. Five columns are enough: date, source, address, inspected, signed. Without it, you will plan next year from memory, and memory overweights the last big storm.

If the plan keeps stalling because nobody has written down what the business offers, to whom and at what price, our Business Brain Starter Kit is in preparation: a workbook and a chain of prompts that turn company knowledge into plain files with a source next to each line. Get notified when it launches. For the channels inside the plan, see the roofing company marketing guide.

FAQ

When should a roofing company write its marketing plan?

In the slow months before your storm season, when crews have time and nobody is on a roof in the rain. For many northern firms that means late winter. The plan should be ready, with storm pages, message templates and ad settings prepared, before the first severe weather of the year, because once storms hit there is no time to write.

How much should a roofing company spend on marketing?

There is no reliable industry benchmark we can cite, so start from capacity, not from a percentage. Work out how many extra jobs your crews can take in each phase, what a signed job from each channel costs you, and multiply. Spend more in the phases where you have free capacity, and pause ads when the calendar is full.

What goes into a marketing plan for a roofing company?

Four parts are enough: your goals per phase in signed jobs, your channels and who runs each one, your storm-response kit, and a monthly review of where jobs came from. Add your budget per channel and your crew limit. A one-page plan you actually use beats a long document nobody opens after March.

Should a roofer stop marketing in winter?

No, but change what you market. Winter is the time for maintenance offers, roof inspections for older homes, replacement planning content and asking past customers for referrals. Work may slow in winter in northern states, so the aim is to fill the spring calendar and keep your name visible, not to chase storm leads that are not there.

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