The roofing industry faces unique challenges and opportunities, especially during the seasonal downtime in January.

It is a period that provides a valuable window for business owners to recalibrate their strategies, refine operations, and prepare for future growth.

This month’s State of Marketing for Roofers explores actionable insights on how roofing companies can thrive by leveraging marketing, planning, and artificial intelligence (AI).

Seasonal Downtime: A Hidden Opportunity

January is often a slow month for roofers, but this downtime offers a golden opportunity to:

• Refine Business Plans: Develop 5 to 10-year strategic goals. Think about where you want your company to be in a decade and plan backward from that vision.
• Create and Update SOPs: Document standard operating procedures for all departments, including marketing, sales, operations, and HR. This ensures smooth onboarding and transitions.
• Team Training and System Development: Use this period to train your team and improve or establish systems for efficiency and scalability.

Marketing Insights for 2025

With a clean slate and a new year ahead, this is the perfect time for optimizing marketing budgets and creating an efficient new marketing plan.

Roofing companies should allocate 5 to 10% of their revenue to marketing efforts.

Here is how to maximize returns:

• Ad Spend Post-Holiday: Ad costs tend to decrease after the Q4 holiday rush, offering a cost-effective period to invest in marketing.
• Leverage Google Ads: Focus on Local Service Ads (LSAs) and Pay-Per-Click (PPC) campaigns. These platforms offer high-quality leads and are essential for maintaining a competitive edge.

Slow seasons are the perfect time to increase your marketing efforts rather than scaling back.

By doing so, you are preparing your business for a busy season ahead.

Ensure marketing strategies align with long-term growth goals and set aside an appropriate budget for future campaigns.

AI – Transforming the Roofing Industry

Artificial intelligence is rapidly changing the way roofing companies handle sales and marketing.

With advancements in AI and voice search, monitoring emerging trends is crucial.

Companies that adopt AI technologies early gain a significant competitive edge, making it easier to dominate their local markets.

Key applications of AI include:

• AI Voice Assistants: These tools can simultaneously handle thousands of customer calls, qualify leads, and schedule appointments 24/7. This ensures that no potential client is left waiting.
• Chatbots for Lead Management: AI-powered chatbots can manage follow-ups, automate interactions at different sales pipeline stages, and help convert more leads.
• Improving Conversion Rates: By leveraging AI tools, companies can increase conversion rates from 10% to 20% or even 40%, which has the potential to double or triple revenue.

Building a Leadership Team

A strong leadership team is essential for sustainable growth.

If you lack in-house expertise, outsourcing marketing to professionals can provide the necessary support to achieve your goals.

Key roles should include:

• Operations Manager: Oversees day-to-day tasks and ensures smooth workflow.
• Sales Leader: Focuses on revenue generation and client acquisition.
• HR Specialist: Handles hiring, training, and employee well-being.
• Marketing Expert: Develops and implements effective campaigns, possibly with external help like roofing-specific marketing agencies.

Learn About Getting Ahead During January Downtime

In this month’s State of Marketing episode of Roofer Growth Hacks, Chris from RoofingSites.com discusses some of the best and most effective ways to use January downtime to create an achievable marketing plan for a profitable 2025.

 

Implement Effective Marketing Insights To Increase Profits in 2025

The January State of Marketing for Roofers episode emphasizes the importance of strategic planning, optimized marketing budgets, and embracing AI.

Roofing companies can achieve long-term success by utilizing seasonal downtimes, investing in marketing, and adopting cutting-edge technologies.

For a deeper dive into any of these strategies, feel free to connect with the experts at RoofingSites.com by scheduling a free marketing call with Chris.

And do not forget to get a free copy of his book, “The Ultimate Guide to Digital Marketing for Roofers,” by clicking this link!

Need Help With SEO and Marketing in 2025? 

Contact the SEO Experts at RoofingSites.com!

Call 888-308-2168 To Find Out More!