In short
A roofing company marketing plan should follow the weather. Storm season, which the Met Office runs from September to August, brings urgent repair work in autumn and winter, while re-roofs and planned work are researched in spring and installed through the summer. Plan each season's campaigns, content and budget in advance, lead with proof that you're the real thing, and keep your Google profile and reviews working all year.
On this page
A roofing company marketing plan should follow the weather. Storm damage and leaks are urgent work that peaks in autumn and winter. Re-roofs and bigger projects are researched in late winter and spring and installed when it’s dry. Plan each season’s marketing before it arrives, and you’re ready when the phone needs to ring.
This guide gives you a month-by-month calendar, the proof that wins roofing work in 2026, and a one-page plan to fill in. If you want the bigger decisions first, which work to chase and how to position the business, start with our page on marketing strategy for roofing contractors. This is the calendar that puts it into action.
Why roofing marketing needs a calendar
Three things make roofing marketing different from most trades.
- Storms set the urgent work. The Met Office names a storm when it could cause enough disruption or damage for an amber or red warning, and its storm-naming list runs from early September to late August. The first named storm of the 2026 to 2027 season, Austen, arrived in October. When one hits, people search and call the same day.
- Weather limits the work itself. HSE’s guidance is not to go on any roof in rain, ice, frost or strong winds, and it notes that winds over 23mph affect a person’s balance. That creates gaps in the diary in winter, and the marketing should fill the next dry spell, not the next wet day.
- Bigger jobs are planned months ahead. A homeowner thinking about a new roof researches costs, reads reviews and gets quotes long before the work starts.
Run the same campaign all year and much of the budget goes out in months when few people are looking. Plan by season and it goes out when they are.
The month-by-month calendar
| Months | What customers are doing | What your marketing should do |
|---|---|---|
| January and February | Storm repairs, leaks, emergency calls | Emergency ads on, Google profile posts about storm repairs, fast call-back, ask every customer for a review |
| March and April | Researching re-roofs and bigger projects | Publish cost guides and case studies, re-roof and flat-roof pages, start planned-work ads |
| May to July | Getting quotes and booking summer installs | Show finished jobs (photos, drone shots, short videos), follow up every quote, book the summer diary |
| August | Last summer installs, gutters and maintenance | Set up and test your storm campaigns, update emergency pages, check your Google profile is complete |
| September and October | Storm season starts, autumn maintenance | Switch emergency campaigns on when warnings start, post storm-prep advice, push gutter and maintenance work |
| November and December | Storm damage, leaks, insurance work | Emergency ads and fast response, insurance-friendly paperwork on your site, collect reviews from every repair |
Always on, every month
- Google Business Profile. Recent photos, accurate hours, every service listed, and replies to every review. Our guide to SEO for roofing contractors covers what moves the map listing.
- Reviews. Ask every customer, the same way, on the day the job finishes. Our reviews guide covers the rules and the messages to send.
- Follow-up. A missed call in a storm is a job lost to the next roofer on the list. A missed-call text-back and a simple CRM mean a storm call doesn’t go elsewhere while you’re up a ladder.
Lead with proof: roofing has a trust problem
National Trading Standards reported a continued rise in roofing and building fraud and scams in its 2025 strategic assessment, and highlighted misleading online listings for roofers as a concern. Customers know it, and the roofer who makes it easy to check them out wins the job.
- Registration you can check. In England and Wales, re-roofing usually needs building regulations approval. Roofers registered with a competent person scheme such as CompetentRoofer or NAPIT can self-certify that work, which saves the customer a separate building control application. If you’re registered, say so and explain what it means for them.
- Trade bodies. NFRC describes itself as the UK’s largest roofing trade association and runs a “find a member” directory. TrustMark is the government-endorsed quality scheme for work in and around the home. Show the ones you hold, and only those.
- A real address and real people. Your business address, your team and your vans, not stock photos.
- Safe work on camera. HSE says almost one in five deaths in construction involve roof work. Photos and videos showing scaffolding, edge protection and harnesses tell customers you do it properly, and a rogue trader can’t fake them.
- A written guarantee, if you offer one, with what it covers.
Where the budget goes, season by season
Most roofers don’t need a bigger budget. They need to move the budget they have into the right months.
- Autumn and winter: more on Google Ads for storm and leak searches, because people search and call the same day. Set the campaigns up in August and test them, so they’re ready to switch on when the first warnings come.
- Spring: more on content and planned-work ads for re-roofs, flat roofs and bigger projects, aimed at people researching costs.
- Summer: less on ads, more time on capturing proof from every job, because that’s what next spring’s customers will read.
Don’t run ads until your reviews and website are ready. I tell every trades owner the same: paying to send people to a profile with a handful of old reviews burns the budget. Our guide to Google Ads for roofing contractors covers which searches book jobs and which waste money.
Test one new thing at a time, for a full season
When you want to try a new channel, give it a fixed window, around three months, and judge it at the end: green shoots, do more; nothing, drop it and move on. A bounded test like that is how you learn what works. What kills a plan is starting something new every month and never giving anything long enough to work.
What our audits show about local search
This autumn we audited a group of local trades businesses as part of our UK Construction Visibility Report. It’s a small sample, so treat it as field notes, but the pattern matters for roofers. Directories, Google’s own listings and social sites took 58% of the top five Google results for a trade plus a town, and Google’s AI Mode named the local business in only 8% of answers. Your own listing, your reviews and your profiles on the sites that rank in your area all count.
Your one-page roofing marketing plan
| Line | What to write |
|---|---|
| Goal | The number and value of jobs you want this year, by type: repairs, re-roofs, flat roofs, commercial |
| Work you want more of | The jobs with the best margin and the areas you want to cover |
| Proof | Registrations, trade bodies, guarantee, reviews, photos and videos of your own jobs |
| Storm plan | Campaigns set up and tested in August, who answers the phone, how fast you call back |
| Spring plan | Cost guides, case studies and planned-work pages, live by March |
| Always on | Google profile, reviews, follow-up |
| Not doing | The channels you’re deliberately ignoring this year |
| Measures | Calls, quotes, jobs booked and cost per booked job, by season |
| Review | A date at the end of each season |
The “not doing” line matters most. Strategy is as much about what you choose not to do as what you do.
If you’d like the plan built and run for you, the Booked Solid System is £1,500 + VAT a month for trades businesses, and our page on marketing for roofers covers how the pieces fit.
Sources: Met Office, UK Storm Centre; HSE, working at height FAQs and roof work; Planning Portal, building regulations for re-roofing; GOV.UK, competent person schemes; NFRC; TrustMark; National Trading Standards, Strategic Assessment 2025.
Frequently asked questions
What should a roofing company marketing plan include?
Your goal in jobs and value, the work you want more of (repairs, re-roofs, flat roofs, commercial), the proof customers need to trust you, the channels for each season, a budget that moves with demand, and the numbers you'll track. Because roofing follows the weather, the most useful format is a month-by-month calendar that plans storm campaigns before the storms arrive.
When is the busiest time for roofers in the UK?
It depends on the work. Storm damage and leak repairs peak in autumn and winter, when the Met Office names most of its storms. Planned re-roofs and bigger projects are usually researched in late winter and spring and installed in the drier months. A good plan markets each type of work before its peak, not during it.
How can a roofer stand out from rogue traders?
Lead with proof a customer can check. Show your registration with a scheme like CompetentRoofer, NFRC membership or TrustMark if you hold them, a real business address, named recent reviews, photos of your own jobs and a written guarantee. National Trading Standards has reported a continued rise in roofing and building scams, so proof is a selling point, not a formality.
Should roofers use Google Ads?
Yes, for storm repairs and emergency leaks, when people search and call the same day. Set campaigns up in late summer so they're ready to switch on when a storm is named. Don't run ads until you have a decent number of recent reviews and a website that shows your work, or you'll pay for clicks that don't turn into calls.
