Updated March 2025.
Between Facebook, Instagram, TikTok, YouTube, X (formerly Twitter), LinkedIn, and others, there’s always another social media platform where you can share your roofing videos. Video marketing is a powerful way to highlight your skills as a roofer and get ahead in an increasingly competitive industry—but not all videos are created equal.
When it comes to video marketing for roofers, things like your market, target audience, and production capabilities play an important role in the type of content that will work best for your company. Keeping these factors in mind is important for creating videos that align with your marketing goals.
Many roofing companies are already tapping into video marketing, and you can, too—once you know the basics. In this post, we’ll cover why video marketing is essential for roofers and share five great examples to inspire your own video strategy. Let’s dive in!
Video Marketing for Roofing Companies: Why It Matters
In the roofing industry, video marketing is a game-changer. People love watching the process of a roof being installed or repaired—it’s engaging and informative. By showing the craftsmanship behind your work, you help potential customers understand the value you bring.
Here’s why roofing video marketing works:
- It Helps You Build Your Brand: Establish a unique brand identity and show your commitment to quality and excellence with every video.
- It Allows You to Educate Your Audience: Share roofing tips, maintenance advice, and other helpful content through video.
- It Establishes Your Authority: Position yourself as a roofing expert in your area. This can also have an incredible effect on your search engine rankings.
- It Promotes Increased Engagement: Videos grab attention more than other content types, driving more traffic to your website and improving conversion rates.
With the right videos, you can connect emotionally with your audience, build trust, and increase your chances of closing sales.
Uploading videos to major social media platforms will also increase your brand awareness. Since videos are more eye-catching than other forms of content marketing, such as text posts or static images, more people are likely to view and engage with your content. This means that leads will visit your website at a higher rate, which can, in turn, lead to more conversions and sales for your company.
Video marketing works well because you can easily personalize your videos to appeal to your target audience. Videos can evoke certain emotions and create a deeper connection, allowing you to build trust with potential customers.
Key Takeaways from 5 Real-Life Roofer Video Marketing Strategies
Video marketing can be used in a number of ways, whether highlighting a long history of excellence in the industry or promoting your company’s use of cutting-edge tools to delivery top-notch results. Let’s look at some real examples of how roofing companies are using video marketing effectively.
Telling a Compelling Story: Baker Roofing Company
With over 100 years in the industry, Baker Roofing Company uses video to showcase its longstanding history and quality craftsmanship. This is one of the nation’s leading commercial and residential roofing companies, with over a thousand employees listed on LinkedIn. They’re well-known for their work in hospitals and even government buildings, and the company’s video marketing expresses its ethos precisely.
Baker’s digital marketing combines video and content marketing. One of their most popular videos, about an unnamed homeowner who ran into serious trouble looking for the “cheapest roofer,” is a case in point.
What We Like About It
Instead of just writing a blog post about the homeowner’s experience, which could have done well on its own, Baker used video to tell a compelling story that highlights the value of quality roofing. It’s short, educational, engaging, and helps customers understand the company’s pricing while also strengthening their brand—all in a few-second-long clip!
Emphasizing Quality: CentiMark Corporation
With over 95 locations in North America, CentiMark Corporation is a prominent industrial and commercial roofing operation. They specialize in preventative maintenance roofing, repair work, and metal roofing installation and even offer flooring services through a subsidiary called QuestMark. CentiMark’s marketing, as you might imagine, largely targets a business-to-business audience—and they do a good job.
Many of their videos highlight the materials they use, such as Polyurea coatings and Thermoplastic Polyolefin membranes. These videos emphasize the quality of construction and reliability of their finished products, which is exactly what their industrial and commercial clients want to see.
What We Like About It
CentiMark knows their brand, and they know their audience even better. With videos tailored to their business-to-business audience, they’re able to reinforce their brand as one committed to expertise and professionalism. They even allow their audience to drive content by sharing videos that showcase their services.
Quality of Life Marketing: Empire Roofing
With over 35 years of roofing experience, Empire Roofing is a respected name in the roofing industry. Their video marketing consists of "quality of life" videos. That includes day-in-the-life videos, seasonal content celebrating holidays, and even motivational clips that showcase their passion for roofing.
What We Like About It
Empire’s video marketing reflects their company culture and values, focusing on their business model, what they do, and why. Their videos highlight what they do best: quality work and customer satisfaction.
Highlighting Specialization with Advanced Tech: Cedar Roofing Company
A family-owned small business, Cedar Roofing Company LLC has served communities across Illinois and Wisconsin since the 1980s. The company focuses on cedar roofing installation, a specialized niche within the roofing industry.
Cedar Roofing Company’s video marketing mostly consists of finished projects, often using drones to capture unique angles that truly showcase the quality of their work. And they’re consistent. The company uploads a new video nearly every time they finish an installation.
What We Like About It
Cedar Roofing Company leans into their specialization. They know what they provide and funnel their marketing efforts in that direction. Using drones to film their installations is an especially nice, technology-forward touch.
Creating a Dynamic Video Portfolio: API Roofing and Construction
API Roofing and Construction is a certified roofing contractor from Richmond, VA. They offer residential roof replacement, flashing, gutter repair, and other services to residents in their area. Because their target audience is mostly homeowners, API’s roofing videos focus almost exclusively on them.
API uses sweeping aerial shots to showcase their projects. They know they do great work, and they make sure you know it, too. These shots capture metal shingles, skylights, and other features beautifully, creating a dynamic portfolio that potential customers can view before reaching out to schedule a service.
What We Like About It
API Roofing’s marketing approach is a great example of using video as a portfolio. This is a popular marketing strategy in the roofing industry, and one API does particularly well. It’s an effective way to show prospective clients the quality of work they can expect.
How You Can Use Video Marketing to Grow Your Roofing Business
These real-life examples of great video marketing within the roofing industry show how you can use video to build trust, highlight expertise, and engage potential customers. For roofers, video marketing helps you stand out in a crowded market and brings your brand to the forefront.
Ready to start your own video marketing campaign? At Scorpion, we help roofers create impactful video content and marketing strategies that attract new clients. We love helping roofing companies of all sizes meet—and exceed!—their business goals through top-quality video marketing campaigns.
Contact us today to start creating your own digital marketing videos. We can also help if you’re looking for complete marketing support to grow your roofing business.
