Social media brings some roofing jobs, but far fewer homeowners use it to find a roofer than ask people they know. In a summer 2025 homeowner survey run with Owens Corning, about a quarter used social media to find a roofer, while 74% found one through referrals from neighbors, friends or family.
Roofing Contractor published the survey, and homeowners could pick more than one answer. After referrals, 62% called a contractor they had used before and 50% used a search engine. About 70% of roofing contractors in the same research said they advertise on social media, so homeowners who look for a roofer there find a crowded feed.
Put your first hours into past customers and into showing up when homeowners search, and give posting the time that’s left.
On Reddit, the posts that brought jobs went to roofers’ own friends lists
On r/RoofingSales, a commenter told a first-year roofing company to post finished projects on personal social media now and then to remind friends and family, and said many early jobs came that way. A roofer in another thread friended insurance and real estate agents on Facebook, then posted and commented, and reported decent luck getting leads from social media. He stopped chasing real estate agents, because sellers usually handle the roof.
If you try the agent route, add a few a day. Meta publishes no fixed limit on friend requests, and Facebook restricted our account after three days at about 20 a day.
In a July 2026 r/RoofingSales thread asking whether posting on social media brings jobs, a salesperson said a former coworker still posts heavily on personal accounts and rarely gets a reaction. The salesperson added that posts like those mostly recycle the same promotion to the same friends.
Post a finished job now and then from your own account, where the people who know you will see it, and leave out the repeated sales pitch. Roofing Social Media Post Ideas, With Examples From Real Roofers has examples of what to post.
On Reddit, posts to strangers brought little back
A rep who posted about once a week on Nextdoor and in Facebook roofing groups reported little return and a few leads, and kept door knocking alongside it. Another rep said posting in those places, plus messaging realtors and insurance agents, produced nothing, and door knocking stayed the best source. The six roofing industry groups on Facebook we’ve read through were mostly ad boards and automated posts, with little real discussion.
Someone helping a roofer set up a Google Business Profile, Instagram, Facebook, Nextdoor and a website reported no sales from any of it, and kept knocking doors around each job. The accounts were new: Instagram had 50 followers and Facebook had none.
Keep knocking doors while you try posts to strangers, and ask each new customer how they found you before you give posting more hours.
Nextdoor bars a licensed roofer from advertising on a personal account
As of October 2026, Nextdoor bars anyone from using a personal account to advertise a business in the main feed, in comments or by unsolicited direct message. Its casual-services exception allows one post every 30 days under your own name. That exception excludes anyone registered, licensed or otherwise formally recognized as a business, so a licensed roofer can’t use it.
A business has to post from a Business Page, buy Nextdoor Ads or use Opportunity Alerts, according to Nextdoor’s help page. Nextdoor says self-promotional posts may be suppressed or blocked automatically, and repeat violations can restrict the account. Posts from a Business Page appear in the feed labeled as coming from a business.
The person who brings in leads for a U.S. roofing company wrote on r/RoofingSales in August 2026 that Nextdoor had been one of the company’s more consistent sources of homeowner leads. Changes and restrictions on the platform then made leads from unpaid posts harder to get, the post said.
Post from a Business Page, and keep your personal account out of threads where a neighbor asks for a roofer. Does Nextdoor Work for Roofers? goes further into Nextdoor.
Meta’s housing ad rules widen every local target to a 15-mile radius
Meta treats housing repairs as part of its Housing special ad category, alongside home listings, homeowners insurance and mortgages. A U.S. campaign in that category has to include ages 18 to 65+ and all genders. Any city, address or pin you target expands to a 15-mile radius, and you can’t target by zip code or exclude people by their interests and other details.
So a paid Facebook ad in that category can’t be fenced to one hail-hit subdivision. A roofer on r/smallbusiness wrote in 2022 that Facebook and Instagram ads are saturated and don’t return much.
Knock doors in the one subdivision a hailstorm hit, and save Facebook ads for the wider area. Facebook Ads for Roofers: Why the Leads Come Cheap and Rarely Close goes further into paid ads.
The FTC’s 2024 rule bans fake followers and undisclosed staff reviews
The FTC announced its final rule on fake reviews on August 14, 2024. It bans buying fake social media influence, such as followers or views from bots or hijacked accounts, when the buyer knew or should have known they were fake. The FTC can seek civil penalties from knowing violators.
The same rule bans reviews and testimonials from a company’s officers, managers or employees that don’t clearly disclose the connection. It also bans paying for reviews on the condition that they’re positive or negative.
Turn down anyone selling followers or views, and when crew or office staff praise the company online, have them say they work there.
Do these before you put more hours into posting
- Ask every new customer how they found you, and write the answer down.
- Post a finished job now and then from your own account, and leave out the repeated pitch.
- On Nextdoor, post only from a Business Page.
- Knock doors in the subdivision a storm hit, and save Facebook ads for the wider area.
- Turn down follower sellers, and have staff who praise the company online say they work there.
More homeowners in the Owens Corning survey found a roofer through search than through social media, so check where you show up on Google Maps. Run the free Google Maps heatmap: pick your Google profile and a search, and in a few minutes you’ll see your rank at 49 points around your office.