Marketing Support
Social Media Management for roofing companies
Nobody chooses a roofer because of a post. They check the profile after somebody gave them your name, and what they are looking for is whether you still exist.
Enough to settle the question
A channel that plainly looks alive — recent enough, and specific enough, that somebody arriving on it concludes the company is trading and doing the work it says it does.
Posts drafted before the week they are needed, because material written under deadline is where the careless claim gets in, and because the photographs worth using arrive when a job finishes rather than when a calendar says post.
And any offer claim read against the rule before it goes out. That is a small step and it is the only part of this function that carries real exposure.
Sold as one job, useful for another
A residential roof is a large, infrequent, urgent purchase, usually triggered by damage or age rather than by discovery. That is close to the worst possible fit for a channel built on browsing, and it explains an experience nearly every owner in this trade has had: months of posting, no attributable work, quiet resentment about the invoice.
The mismatch is in the expectation, not the channel. Watch what actually happens instead. A neighbour recommends you. The homeowner searches your name. They land on your Facebook or Instagram page — and what they find there decides whether the recommendation survives the next few seconds. An active page confirms it. A page last touched two Augusts ago quietly undoes it.
Which reframes the whole function. It is not a channel for acquiring strangers; it is corroboration for people already halfway to calling you. That is a smaller claim and a true one, and it changes what good looks like: not reach, but the absence of doubt. It also changes what the work costs, because corroboration does not require volume.
We are deliberate about not attaching numbers to any of this. The engagement and frequency figures that circulate in this industry are platform guidance restated as fact, and we could not trace them to anything we would show you. The argument does not need them: an abandoned profile speaks for itself, and so does a current one.
Two words that are regulated wherever they appear
The riskiest thing on a roofing channel is not an opinion — it is an offer, and two specific offer words carry federal guidance. The first is “free”. Under 16 CFR Part 251, “an offer of ‘Free’ merchandise or service is based upon a regular price for the merchandise or service which must be purchased by consumers in order to avail themselves of that which is represented to be ‘Free’”. A free inspection offered to everyone, unconditionally, is a different thing from one contingent on a purchase, and the wording has to match which it is.
Discount wording is the other one. At 16 CFR 233.1, the test is stated directly: “If the former price is the actual, bona fide price at which the article was offered to the public on a regular basis for a reasonably substantial period of time, it provides a legitimate basis for the advertising of a price comparison.” A crossed-out figure invented for the post fails that, whatever the intent.
Both are guides addressed to the advertiser rather than rules with their own penalties, and neither tells you what to charge or what to offer. They are here for one operational reason: a post takes a minute to write and can be shared for years, so the offer wording gets drafted and checked rather than typed into a phone on a Friday. Whether a given offer meets the tests is a question about your prices and your practice, and it stays with you.
This describes two federal advertising guides in general terms. It is not legal advice, it makes no determination about your offers, your pricing or any post you publish, and other rules may reach the same content. Those questions belong with your own counsel.
Roofing Back Office is not affiliated with, endorsed by, or certified by any software vendor named on this site. All product names and trademarks are the property of their respective owners.
One channel among the department’s several
This desk sits inside Marketing Support, which carries the boundary for the department as a whole — including the rule on reviews and endorsements that governs every channel and is not restated here.
What owners ask when the invoice arrives
Will this bring us jobs?
Probably not directly, and we would rather say so at the start than explain it later. Homeowners do not generally decide to replace a roof because of a post. What these channels do is answer the person who already has your name and is checking whether you are real — which is a different job, and worth doing, but not the one it is usually sold as.
So why bother at all?
Because the alternative is what an empty or abandoned channel says. A profile whose last post is from two summers ago reads as a company that may not exist any more, and that impression is formed by exactly the people who were already interested. You are not competing for attention here; you are removing a doubt.
How often should we post?
Often enough that the channel does not look abandoned, and no more. We will not quote you a number, because the number circulating in this industry is platform advice repeated as fact and we cannot source it. The practical test is whether somebody landing on the profile today would conclude the business is active.
What gets posted?
Completed work, mostly — jobs your crews actually did, with the homeowner’s agreement where a property is identifiable. Storm-season practical notes. Occasionally an offer, which is the one category that gets checked before it goes out rather than after. We work inside your own Facebook and Instagram accounts rather than any system of ours, and we are not affiliated with, endorsed by or certified by either.
Can we run a giveaway or a free-inspection offer?
You can, and the wording matters more than owners expect, because both "free" and discount claims are specifically addressed in federal guides set out below. What we will do is draft it against those and tell you where a phrase is doing more work than the facts support. What we will not do is publish an offer nobody has checked.
Do you write reviews or testimonials for these channels?
No. Never, on any channel. That boundary belongs to the department as a whole and the page below sets it out in full — this desk publishes your own work and responds in your voice, and does not manufacture anybody else’s.
The offer guides quoted above
- 16 CFR Part 251 — Guide Concerning Use of the Word “Free” and Similar Representations — U.S. Office of the Federal Register (eCFR)
- 16 CFR 233.1 — Former price comparisons — U.S. Office of the Federal Register (eCFR)
Look at your own profile the way a referral would
Decide whether it confirms the recommendation or quietly costs you it. That is the only measurement this channel owes you.