Hiring a Roofing Social Media Company: What to Hand Over and What to Keep

Hiring a roofing social media company? What an agency can post on its own, what only your crew can shoot, the storm ad rules it must follow, and a brief.

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 social media company can plan, write, schedule, run ads and report. It cannot be on your roofs. Hand over the calendar, captions, ad setup and seasonal posts. Keep the job footage, the before-and-after photos, the replies that need job knowledge and the final approval of every storm ad, because the state rules and the FTC hold you responsible, not the agency.

The agency's sample calendar looks professional: Monday tip, Wednesday stock photo of a sunny suburb, Friday "Did you know?" graphic about shingle lifespans. Three months later the roofer notices that none of the posts show his crew, his trucks or a single roof he worked on, and that the one post with real engagement was a phone clip the crew lead sent by accident. That is the split this article is about. It is part of our roofing company marketing guide.

What does a roofing social media company actually do?

A roofing social media company plans and publishes posts, writes captions, designs graphics, runs paid social ads and reports on results. Good ones turn your raw material into steady content. What they cannot supply is the raw material itself: footage of your jobs, your crew and your homeowners. That part stays your work.

Typical packages include a content calendar, a number of posts per month on one or two platforms, ad management with a separate ad budget, replies to comments and messages, and a monthly report. Some also offer photo or video shoots, usually as one-off visits.

Before comparing prices, decide what you want the agency to solve. If your problem is that nobody posts at all, a calendar and scheduling help. If your problem is that your posts look like everyone else's, the agency needs your footage more than its templates.

What can you hand over to the agency?

Hand over the work that needs marketing skill but not job knowledge: the calendar, captions from your notes, graphics, scheduling, ad setup and targeting, comment moderation for simple questions, and reporting. Seasonal reminders, such as preparing for storm season or booking a spring inspection, can also come from the agency.

Task Agency Your crew or office
Content calendar Plans it Approves it monthly
Captions Writes from your notes Supplies the facts per job
Job photos and clips Edits them Shoots them on site
Seasonal reminder posts Writes and schedules Approves
Paid ads setup and targeting Runs it Sets budget and service area
Storm damage ads Drafts Approves every word
Replies to simple questions Handles Gets anything about price, insurance or complaints
Monthly report Prepares Checks against the lead log

The right column is the part that cannot be bought. A roofing social media company that asks for nothing from your crew will produce content that could belong to any roofer in the country.

What can only your crew shoot?

Everything that proves you did the work: before-and-after shots from the same angle, hidden damage found during tear-off, the crew installing underlayment or flashing, the finished roof, the clean driveway. These have to be filmed on the job, by people who are already on the roof and already protected.

That last condition is not a detail. On steep roofs with edges 6 feet or more above a lower level, OSHA requires guardrails with toeboards, safety nets or personal fall arrest systems; on low-slope roofs a warning line may be combined with another system, and on roofs 50 feet wide or less a safety monitor alone is allowed (OSHA 29 CFR 1926.501, accessed 2026). An agency videographer who climbs onto your roof for a better shot is on your job site, under your fall protection.

The practical answer is to make filming part of the crew routine: a shot list in the truck, a clamp for the phone, one folder per job. The formats and the safe camera positions are in roofing company video marketing.

Which rules must the agency follow on your behalf?

The agency writes, but you are the advertiser. Storm-damage ads fall under state rules on insurance claims, reviews and testimonials fall under the FTC rule, and AI-generated people or reviews raise both legal and trust problems. Give the agency the rules in writing and approve every storm ad and every post that mentions insurance.

In Florida, a roofer's ad that urges a consumer to contact the roofer about a roof-damage insurance claim must carry three disclosures in at least 12-point type, and the rule explicitly covers door hangers, flyers, business cards, magnets and e-mails (Florida Statutes s. 489.147, 2026). In Texas, the Department of Insurance flags marketing that implies the roofer will negotiate the claim, for example promising to recover "every dime you are owed" (Texas Department of Insurance, 2025). An agency that writes for many trades may reuse an insurance-claim hook that a roofer is not allowed to run.

Reviews and testimonials have their own line. The FTC's final rule bans fake reviews and testimonials, explicitly including AI-generated ones (FTC, 2024). Homeowners are alert to it: in BrightLocal's 2025 survey, 46% said AI-written content would make them suspect a review was fake (BrightLocal, 2025). If the agency suggests an AI presenter for ads, it must be labelled as AI and must never pose as a customer or a crew member.

How do you brief a roofing social media company?

Give the agency one page: who you serve and where, the jobs you want more of, what the crew will supply each week, what may never be said, and who approves what. A clear brief saves months of generic posts. Update it before each storm season and each winter.

One-page brief template:

  1. Service area: towns and the furthest point you drive to.
  2. Jobs we want more of: for example reroofing in architectural shingles, metal roofing, roof repair.
  3. What the crew supplies: number of clips and photos per week, and how they are sent.
  4. Words we never use: insurance outcomes, deductible offers, "free roof", fixed start dates after storms.
  5. Approval: who approves storm ads, posts that mention insurance, and replies to complaints.
  6. Report: posts, ad spend, messages and calls by source, checked against our lead log.

Example (illustrative, not a real case): a 12-person roofer in Texas hires an agency for 6 months. The brief names 9 towns, asks for more metal roofing and reroofing jobs, and commits the crews to 2 clips and 6 photos a week through a shared folder. The "never" list bans the words "free roof", "we handle your claim" and any mention of the deductible. The owner approves storm ads within 24 hours; the office handles routine replies. In month two the agency drafts a hail ad with "Your insurance should cover a new roof". The owner rejects it, and the agency adds the line to the "never" list.

How do you judge whether the agency is working?

Judge it by leads and jobs from social, not by likes. Each month, compare the agency's report with your own lead log: how many calls and messages came from social and from the ads, how many became inspections, how many signed. Give it at least one full season before deciding, because roofing demand swings with the weather.

Also check the content itself once a month. Count how many posts showed your real jobs and crew, and how many were generic. If the share of real posts falls, the problem is usually supply from the crew, not the agency.

If you are considering an AI presenter for ads that explain your process, our AI Influencer and AI-UGC Ad Pack is in preparation: a guide and chained prompts for building an AI presenter, testing it and labelling it every time, with no fake testimonials. Get notified when it launches. Where social fits in the rest of your marketing is covered in the roofing company marketing guide.

FAQ

How much should a roofer pay a social media company?

We have no reliable benchmark to cite, so price it against the work. List what the agency delivers each month in posts, ads managed and reports, estimate the hours it would take you or your office, and compare with your internal hourly cost. Then add the crew time you still have to give, because filming and photos do not disappear when you hire.

Can a social media agency run storm damage ads for my roofing company?

Yes, but you stay responsible for the wording. In Florida, ads that urge homeowners to contact a roofer about a roof-damage claim must carry specific disclosures, and Texas restricts any suggestion that the roofer will negotiate the claim. Approve every storm ad yourself before it runs, and give the agency your state's rules in writing.

Should a roofing company use an AI presenter in its ads?

Only if it is clearly labelled as AI and never presented as a customer, an employee or an expert. An AI presenter can explain a process, such as what happens during an inspection. It must not give testimonials or claim to have worked on a roof. Real job footage from your crew stays the stronger proof.

How often should a roofing company post on social media?

As often as you have real jobs to show, which for most small roofers means one to three posts a week in season and fewer in winter. Consistency matters more than volume. A steady stream of real before-and-after posts does more than daily generic tips, and an agency can fill the gaps with seasonal reminders.

Sources

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