When most roofing companies think about social media, they picture likes, shares, and the occasional before-and-after photo. But if you’re only using social media for branding, you’re missing its most powerful opportunity—targeting high-intent homeowners who are ready to book roofing services.
In this article, we’ll break down how to use platforms like Facebook, Instagram, and even YouTube to go beyond awareness and actually generate leads from people actively looking for roof repairs, replacements, or storm damage inspections.
What Is a High-Intent Homeowner?
A high-intent homeowner is someone who is either:
- Actively researching roofing services
- Looking for storm damage help
- Dealing with a roof issue that requires a fast solution
- Ready to contact a roofer for a quote or inspection
These are the leads most likely to convert—and they’re on social media. Your job is to identify them, target them effectively, and deliver ads or content that speaks directly to their situation.
Why Social Media Is a Goldmine for Roofing Leads
Social platforms like Meta (Facebook and Instagram) offer powerful targeting tools that let you reach homeowners based on:
- Zip code and radius targeting
- Homeownership status
- Income and household value
- Behavioral signals (like visiting roofing-related pages or watching videos)
- Recent activity, including engagement with your business or competitors
This makes social media one of the few channels where you can reach high-intent leads they even start searching on Google—giving you a head start over competitors.
Top Platforms to Reach High-Intent Roofing Leads
1. Facebook
Still the most powerful platform for lead generation. Facebook lets you run detailed targeting campaigns using custom audiences, lookalikes, and interest groups. You can layer in high-intent behaviors like:
- Visited your website or landing page
- Engaged with roofing content
- Watched 50%+ of your videos
Learn how to use Facebook intent signals effectively.
2. Instagram
Instagram is ideal for visual storytelling—before-and-after shots, storm damage reels, and educational tips. You can retarget people who engaged with your Facebook ads or Instagram posts and deliver high-converting offers directly in their feed or stories.
3. YouTube
Owned by Google, YouTube is a great place to capture intent through video content. Run pre-roll ads on local DIY or home repair content, targeting users in your service area who’ve searched for roofing or storm-related issues.
- “How to spot roof damage after a hailstorm”
- “What to expect during a roof replacement”
- “Why you should inspect your roof before storm season”
4. Nextdoor
Hyper-local and trust-based, Nextdoor is ideal for reaching neighbors discussing repairs, weather, and referrals. Sponsored posts and business pages let you show up where homeowners already look for local services.
How to Target High-Intent Homeowners on Social Media
1. Use Retargeting Ads
These ads follow users who have:
- Visited your roofing website
- Viewed specific service pages (like roof replacement or insurance claims)
- Opened but didn’t complete a lead form
Show them trust-building offers like:
- “Still need a roof inspection? We’ve got availability this week.”
- “Your roof deserves a second opinion. Get one for free.”
2. Target Weather-Affected Areas
After a major storm, you can geo-target ads around affected zip codes using location targeting. Combine this with weather-based messaging to maximize relevance.
Explore weather-triggered campaigns here.
3. Build Lookalike Audiences Based on High-Intent Leads
Upload a list of past roofing leads or customers into Meta Ads Manager and create a lookalike audience. Facebook will find users with similar behavior—helping you expand your reach without sacrificing quality.
4. Run Video Engagement Funnels
Post videos educating homeowners on roof damage or insurance claims. Retarget users who watch at least 50% with ads for inspections or repair estimates. This filters out low-interest users and focuses on the most engaged prospects.
5. Use Lead Forms for Fast Conversions
Facebook and Instagram offer in-platform lead forms that are mobile-friendly and pre-filled with the user’s info. Pair these with like:
- “Get My Free Roof Estimate”
- “Schedule Storm Damage Inspection”
- “Book Roof Replacement Quote Now”
Learn why lead forms work so well for roofers.
How HOWL Helps Roofers Find High-Intent Homeowners on Social
At HOWL, we specialize in building ad strategies that connect roofers with the right homeowners at the right time—using a combination of intent data, geo-targeting, and proven ad creative frameworks.
Our approach includes:
- Custom audience building based on behavior, geography, and timing
- Dynamic ad creatives tailored to service type and homeowner intent
- Full-funnel tracking to measure ROI by lead source and campaign
- Creative testing to find the most effective angles and messaging
Final Thoughts: Get in Front of the Right Homeowners, Not Just More Homeowners
Social media is more than a place to post project photos—it’s a precision marketing platform that, when used correctly, can deliver high-intent roofing leads ready to take action. By leveraging the full power of targeting, retargeting, and intent signals, you can generate real results without wasting ad spend.
Apply to work with HOWL and let us build a social media strategy that connects your roofing business with homeowners who are actively searching for exactly what you offer.