3 min read
Your Google Business Profile hasn't posted in eight months. Here's what that costs.
The profile is where your next call comes from, and most contractors have not touched theirs since last year.
Residential roofing · Storm and insurance · Repair
After a storm, they choose between you and whoever knocked first.
Roofing is bought under time pressure from a shortlist assembled in an afternoon. Whether you are on that list depends almost entirely on whether the homeowner can see you working nearby, recently, on houses that look like theirs.
From the job
A photo your crew
already uploaded
Instagram
Kitchen, Manalapan
Cabinets in, tile Thursday.
Lic. #13VH00000000
How it works, drawn. Posts from real customer jobs go here once they are cleared for use.
Local proof
A finished roof three streets over is the whole argument.
Nothing sells roofing like a job on a house the reader recognizes. Tear-off, deck, underlayment, finished ridge, photographed from the street: it says you were here, it was this week, and it looks right. Posted with the neighborhood named, it is the closest thing to a yard sign that works while you sleep.
Post the job, not the brochure
The tear-off is the interesting photograph. Everyone else posts a stock shingle.
Name the area
Neighborhood, not just city. It is what makes a reader think that is my street.
Finish the story
A gap between the before and the after reads as a job that went wrong.
Where the calls come from
Your Google Business Profile is doing the deciding.
Storm work drives a spike of searches into a few days, and the profile is where they land. A company posting through the ordinary months is already current when that spike arrives; a company that starts posting the week of the storm looks exactly like the trucks with out-of-state plates.
Your work first
We will never post a roof you did not put on.
Storm-chasing has made homeowners suspicious of roofers in general and of roofing photographs in particular, and generated imagery has made that worse. Every roof we show is one of yours, photographed, which over a year is the difference between a company that looks local and one that looks like it appeared after the hail.
Written for Roofers
Read before you decide
2 min read
How to make before-and-after posts without hiring a photographer
One habit on day one, one set at the end, and a phone. That is the whole method.
3 min read
You already take the photos. Here's how remodelers turn them into marketing.
The hardest problem in contractor marketing is getting content out of the field. If your crew uploads to JobTread, you have already solved it.
Terms
Worth knowing
- AI chatbot
- A chat window on your website answering visitors' questions with an AI model, usually with the goal of capturing a name and number.
- AI Overviews
- The AI-written answer Google shows above the ordinary search results, assembled from pages it has crawled and frequently citing a handful of them.
- AI photo tagging
- Software that looks at job site photographs and labels them automatically — by phase, trade, room, condition or damage — so they can be found later without anybody sorting them.
- AI receptionist
- Software that answers your phone in a synthetic voice, works out what the caller wants, and books, qualifies or routes the call without a person on the line.
- AI review response
- Software that drafts replies to customer reviews, usually inside a reputation platform, for a person to approve or send automatically.
- AI-generated imagery
- Pictures produced by software rather than a camera — including a "before" that never existed and an "after" that has not been built.
Questions
The ones we get asked
We do mostly insurance work. Does social matter?
Less than the profile does, which is why we start there. But an adjuster is not the only person deciding: the homeowner still picks who files, and they still look you up.
Can you post drone footage?
If you are already shooting it, yes. We are not going to tell you to buy a drone to feed a marketing service.
How fast can you post after a storm?
Same week, from the photos your crews take. What we will not do is post about a storm you did not work.
Not what you do?
The other business types we write for
Two minutes on the phone is enough to know.
Tell us what you build and where. We will tell you what we would post, and what it would cost.
By location
Where we work
What marketing for Roofers looks like in each area we cover.