If your roofing business serves both homeowners and property managers, you already know these audiences think—and buy—very differently. Trying to market to both the same way is a fast path to low-quality leads and wasted ad spend. That’s where intent data comes in.
By using intent data to identify and segment residential and commercial roofing leads, you can deliver messaging that speaks directly to each audience’s pain points, timelines, and decision-making process. The result? Better leads, higher conversion rates, and more efficient marketing across the board.
In this article, we’ll show you how to use intent data to separate residential from commercial leads—and build targeted campaigns that drive real results.
What Is Intent Data in Roofing?
Intent data refers to the signals people give off through their online behavior that show they’re in the market for roofing services. This includes:
- Search terms used on Google
- Pages visited on your website
- Ad clicks and engagement
- Download activity, email interactions, and form submissions
By tracking these actions, you can gauge what kind of roofing help someone needs—and whether they’re a homeowner or a commercial prospect.
Why Segmenting Residential and Commercial Leads Matters
Residential and commercial roofing jobs differ in almost every way:
| Residential Roofing | Commercial Roofing |
|---|---|
| Shorter sales cycles | Longer decision timelines |
| Driven by emergencies or referrals | Driven by budgets, bids, or compliance |
| Homeowners looking for trust | Property managers looking for documentation |
| Emotional decisions | Logical decisions |
That’s why your targeting, messaging, and follow-up should reflect those differences.
How to Use Intent Data to Segment Residential vs Commercial Leads
1. Segment by Search Keywords
Start with how people find you. Keywords are one of the clearest intent signals for lead segmentation.
Residential keywords:
- “roof repair near me”
- “roof replacement Plano”
- “storm damage roof help”
- “best shingle roofing company”
Commercial keywords:
- “flat roof coating contractor”
- “commercial roofing bids Dallas”
- “metal roof for warehouse”
- “multi-family roofing contractor”
Action: Set up keyword-specific ad groups in Google Ads to automatically segment based on intent.
2. Segment by Website Behavior
Track which pages visitors view and how they move through your site. Residential leads often visit pages like:
- /roof-replacement
- /storm-damage-repair
- /financing-options
Commercial leads tend to view:
- /commercial-roofing
- /flat-roof-installation
- /schedule-a-bid
Pro tip: Use behavior-based tagging in your CRM or marketing automation platform to apply “Residential” or “Commercial” labels automatically.
3. Use Form Field Triggers
Ask for role or property type in your lead forms:
- “Are you a homeowner or business owner?”
- “What type of property needs roofing?”
This simple field instantly segments the lead—and can trigger different follow-up workflows.
4. Analyze Ad Engagement and Click Paths
In Google PPC or Meta Ads, segment based on:
- Which headline or sitelink they clicked (e.g., “Get a Bid” = commercial intent)
- Landing page viewed (e.g., /residential vs /commercial)
- Ad format (commercial leads may engage more with longer-form video or carousel formats)
5. Use Email and Content Engagement
In nurture campaigns, track email clicks and content views. Someone who clicks a case study about a “70,000 sq ft flat roof restoration” probably isn’t looking to patch a leaky shingle roof.
Tag that contact as commercial and enter them into a longer, value-driven follow-up sequence focused on trust, documentation, and bid readiness.
How to Build Campaigns Based on Residential vs Commercial Segments
For Residential Leads:
- Use urgency-focused language: “Fast repairs after storm damage,” “Book your free inspection today”
- Highlight trust elements: reviews, warranties, before-and-after photos
- Offer flexible payment options or financing
- Follow up fast—within 15 minutes of form fill
For Commercial Leads:
- Use value and logic: “Extend your flat roof life by 20 years,” “Schedule a bid today”
- Show credentials: licenses, insurance, safety compliance
- Provide long-form case studies and technical specs
- Include downloadable proposals or bid request forms
How HOWL Segments Roofing Leads Using Intent Data
At HOWL, we don’t just generate roofing leads—we qualify and segment them using real-time intent data. Our lead intelligence system identifies:
- Search behavior by service type and location
- Page views that signal homeowner vs property manager
- Ad interaction patterns that reveal buyer stage
- Form data and email engagement that fine-tunes the path
That allows us to deliver exclusive, high-quality leads that match your exact goals—whether you want to fill your calendar with residential inspections or win big commercial contracts.
Final Thoughts: Segmenting = Smarter Roofing Growth
The more accurately you can identify who you’re speaking to, the more effective your marketing becomes. By using intent data to segment residential and commercial roofing leads, you can cut through the noise, speak directly to each audience, and convert more of the right jobs—faster.
Apply to work with HOWL and let us build you a roofing lead system that doesn’t just deliver names—it delivers the right opportunities, at the right time, with the right message.