best video types for roofing lead generation

The roofing industry is fiercely competitive, with nearly 99,000 contractors in a market projected to exceed $60 billion by 2025. To stand out, video marketing has become an essential tool for generating roofing leads. Here’s why:

• Videos boost conversions: Adding a video to your website can increase conversion rates by up to 86%.
• Retention is higher: Viewers retain 95% of a video’s message compared to just 10% from text.
• Video dominates online traffic: By 2025, 82.5% of all consumer internet traffic will be video-based.

Homeowners trust companies that feel human, transparent, and knowledgeable. Videos help roofing businesses showcase their expertise, address customer concerns, and build trust - all without requiring expensive equipment. Below are the best video types to generate roofing leads:

• Testimonial Videos: Build trust with real customer stories.
• Project Walkthroughs: Highlight your process and craftsmanship.
• Educational Content: Answer common homeowner questions to establish authority.
• Promotional Offer Videos: Present clear, actionable offers with urgency.
• Before-and-After Videos: Visually demonstrate transformations.
• Time-Lapse Videos: Condense projects into engaging, short clips.
• Behind-the-Scenes Videos: Show the people behind the work.
• Drone Footage: Offer unique aerial views to showcase large-scale projects.
• How-To Guides: Teach homeowners practical tips while positioning your business as the expert.

These video types address key homeowner concerns, such as trust, transparency, and value, while driving measurable results like increased leads and higher conversion rates. Whether filmed with a smartphone or through professional production services, consistency and clarity are key to success.

1. Testimonial Videos

Ability to Showcase Expertise and Build Trust

In the roofing industry, testimonial videos can be a game-changer for attracting quality leads. These videos highlight real clients sharing their experiences, which creates an immediate sense of trust. Seeing actual homeowners talk about their roofing projects adds a layer of authenticity that's hard to fake.

Testimonial videos also address common homeowner concerns, like worries about poor craftsmanship, unexpected costs, or unreliable teams. For example, a neighbor describing how thoroughly a crew cleaned up after a job reinforces trust through social proof. By showcasing these genuine accounts, testimonial videos help build confidence and encourage potential clients to take action.

Potential to Drive Measurable Lead Generation Results

Testimonial videos don't just build trust - they also deliver results. They can increase conversion rates by 34%, and nearly half of consumers (46%) trust online reviews as much as recommendations from friends and family. Even better, referral-style leads generated through social proof tend to close at rates above 50%, compared to just 10–20% for leads from third-party aggregators.

For maximum impact, keep your videos concise. Aim for two to three minutes for your website and under 60 seconds for social media platforms. Including before-and-after project footage can make your client's testimonials even more compelling. Wrap up each video with a clear call to action, like "Click below for your free estimate", to turn viewers into leads. To capture the most genuine feedback, ask for testimonials right after completing a project, when customer satisfaction is at its peak.

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2. Project Walkthroughs

Effectiveness in Engaging Potential Roofing Customers

Project walkthrough videos are a powerful way to grab attention, especially when they showcase the transformation of a roof from start to finish. To hook viewers, make the first 3–15 seconds count with a direct headline or a targeted question. Start by highlighting the problem and quickly reveal the solution.

A great framework to follow is the HPS Blueprint: Headline (your hook), Problem (what’s wrong with the roof), and Solution (how it was fixed). Keep it focused - stick to one problem and one solution per video to avoid overwhelming your audience. Since many people watch videos on social media without sound, adding captions is a must. This way, your message lands effectively, even in silence, and sets the stage to demonstrate your expertise.

Ability to Showcase Expertise and Build Trust

Walkthrough videos are a great way to earn trust by being transparent about your process. From setup and safety measures to the final cleanup, these videos address common fears homeowners have, like whether a contractor will leave a mess or cut corners.

"Process transparency makes you look organized, professional, and trustworthy. It answers the homeowner's unspoken fears: 'Will this company leave a mess or cut corners?'"

• Sandroid, Roofing Business Partner

Highlighting tools like magnetic nail sweepers or palm nailers for tight spaces adds a layer of technical credibility. Including your crew and even your company founder in the video creates a personal connection, putting real faces to your business. This combination of transparency and expertise builds credibility, making homeowners more likely to reach out.

Potential to Drive Measurable Lead Generation Results

Adding a project walkthrough video to your landing page can significantly boost conversions - up to 86% more effective, according to studies. Videos also have a lasting impact, with viewers retaining 95% of the message compared to just 10% when reading text. This retention translates directly into leads, as 90% of marketers report that video content delivers strong ROI for lead generation and brand recognition.

Keep your videos short and engaging. For platforms like Instagram Reels or TikTok, aim for under 60 seconds. For YouTube, you can go a bit longer - 2 to 5 minutes works well. The good news? You don’t need fancy equipment to get started. Even with a modest ad budget, you can amplify your reach and drive measurable results.

Relevance to the Roofing Industry and Customer Pain Points

Walkthrough videos hit the mark when it comes to addressing homeowners’ biggest concerns. With new roofs costing $15,000 or more, potential customers want reassurance before signing a contract. These videos help reduce perceived risks, showing your team in action and proving your expertise upfront.

The transformation story works especially well in roofing. Footage of a damaged or outdated roof transitioning to a polished, finished product visually demonstrates your commitment to quality and safety. Plus, these on-site job videos align with Google's E-E-A-T (Experience, Expertise, Authority, and Trust) guidelines, improving your search rankings while boosting customer confidence. By addressing concerns and showcasing results, walkthrough videos become a key tool in reducing hesitation and generating high-quality leads.

3. Educational Content Videos

Effectiveness in Engaging Potential Roofing Customers

Educational videos take a refreshing approach by focusing on teaching homeowners what they need to know instead of directly promoting services. Using the PITA Principle, you can position your business as the go-to expert, making homeowners ask competitors technical questions they may not be prepared to answer. For instance, if someone asks, "Do you use a palm nailer for tight spaces?" and the competitor doesn’t know the tool, your expertise already stands out.

The Thought Reversal Strategy adds another layer by debunking common roofing myths and shifting attention to essential factors like underlayment quality and proper installation standards. Pair this with the HPS Blueprint, where a captivating headline grabs attention within the first 3–15 seconds, and your videos are primed to connect with viewers. This approach naturally builds on the trust established through testimonial and walkthrough content.

Ability to Showcase Expertise and Build Trust

Educational videos go beyond just showcasing your work - they highlight your expertise before homeowners even reach out. For example, Adam Sand’s video on using a palm nailer didn’t just demonstrate a technique; it also set a high standard that less knowledgeable competitors couldn’t meet.

"The goal of educational marketing (Process Videos) isn't just to inform your customer; it's to disqualify your competition." - Adam Sand, Success Tips Marketing

Financial guidance videos are another powerful tool. Explaining how to read roofing estimates, navigate insurance claims, or avoid insurance fraud (like paying a customer’s deductible) transforms you into a trusted advisor rather than just another salesperson. This transparency builds trust and credibility, making you the obvious choice.

Potential to Drive Measurable Lead Generation Results

Educational videos aren’t just informative - they get results. Video content significantly boosts organic traffic, and viewers retain 95% of a video’s message compared to only 10% of text-based content. By targeting common homeowner questions - like identifying hail damage or choosing the right shingles - you meet potential customers exactly where they’re searching.

These videos also help pre-qualify leads. When prospects come to you already familiar with your processes and pricing, you’re attracting serious buyers instead of casual inquiries. Stick to the Rule of ONE - each video should tackle one problem and one solution - and keep them concise and tailored to the platform for better engagement.

Relevance to the Roofing Industry and Customer Pain Points

Roofing is a big investment, and homeowners often feel uncertain before making a decision. Educational videos ease these concerns by addressing specific issues, like spotting wind damage, understanding ventilation problems, comparing asphalt and metal roofing, or recognizing ice dam warning signs. These topics speak directly to the challenges homeowners face.

Transparency is key. Show your cleanup protocols, safety measures, and how you fix mistakes. Adam Sand’s "$4,000 Color Mistake" video is a perfect example. After installing the wrong shingle color, he openly explained the error and its cost to fix. This honesty built immense trust, leading to his company securing nearly every home in that neighborhood.

4. Promotional Offer Videos

Effectiveness in Engaging Potential Roofing Customers

Promotional videos combine a clear offer with a sense of urgency, making them a powerful tool for attracting leads. A short explainer video that ends with a call-to-action, like offering a free inspection, helps break down the initial barriers to contact and encourages immediate responses. Emergency-focused promotions, such as "roof tarp installation", are especially effective for homeowners in urgent situations.

Using the HPS Blueprint structure ensures your video grabs attention and holds it. Start with a strong headline or hook in the first 3–15 seconds, address the problem your audience is facing, and then present your solution - the promotional offer. This keeps viewers engaged long enough to hear your message instead of scrolling away.

Retargeting strategies can amplify the impact of these videos. Focus on warm audiences, such as those who have watched at least 50% of your educational content, to increase conversion rates. Promotional videos deliver results comparable to other video formats, with video ads consistently achieving the highest click-through rates in digital marketing.

Ability to Showcase Expertise and Build Trust

Promotional videos do more than drive action - they also reinforce trust and reliability. They complement testimonial and educational videos by highlighting your company’s values and commitment to the community. For example, Adam Sand of Roofing Business Partner created the Barkitecture Campaign, a "Giving Pledge" promotion where his company built and donated custom shingled dog houses for every roof sold. This initiative not only engaged the local community but also provided unique and memorable video content.

Transparency is another crucial element. Highlighting manufacturer warranties, guaranteed timelines (like a 2-day completion), and quality standards builds credibility. Additionally, educating customers about industry pitfalls - like why covering a customer’s deductible constitutes insurance fraud - positions your business as honest and knowledgeable.

Potential to Drive Measurable Lead Generation Results

The stats don’t lie: 90% of marketers say video marketing delivers a positive ROI, and 93% have gained new customers directly from social media videos. Videos are effective because people retain 95% of a video’s message compared to just 10% from text.

Once you achieve at least 50% viewer retention in the first 15 seconds, consider investing $5–$10 daily in paid promotion to amplify results. Seasonal offers, such as "20% off roof inspections this Spring", create urgency and motivate immediate action. Always include a clear call-to-action, like "Click the link for a free estimate", to guide viewers on what to do next.

Relevance to the Roofing Industry and Customer Pain Points

Roofing is a major investment, and homeowners need strong reasons to choose your services. Promotional videos address this by offering clear, tangible value. For example, free inspections eliminate financial risk, educational content like "Pro Tips" courses provides immediate solutions, and emergency services address urgent needs. Including captions is essential since many viewers watch videos without sound.

"The pain of making videos will always be there. So you have to get sick of not having enough leads." - Adam Sand, Founder, Roofing Business Partner

Next, let’s dive into how before-and-after content can visually demonstrate transformations and build customer confidence.

5. Before-and-After Videos

Effectiveness in Engaging Potential Roofing Customers

Before-and-after videos are a powerful way to grab attention and showcase your work. By visually contrasting a damaged roof with its fully repaired state, these videos provide undeniable proof of your expertise.

Short videos - under 30 seconds - perform especially well on platforms like TikTok, Instagram Reels, and YouTube Shorts, which favor authentic, local content. To make the most of this format, try the "Mess to Magic" approach: start with a shot of the damaged roof, show a quick glimpse of the repair process, and end with a clear view of the finished result. For the best visuals, film during the "golden hours" (early morning or late afternoon), which offer flattering natural light - no fancy equipment needed.

"Show the mess. Then show the magic." - Mandelyn Miller, Marketing Manager, Hook Agency

Ability to Showcase Expertise and Build Trust

These videos do more than just show your skills - they make your business relatable. By documenting the process from start to finish, you position yourself as a professional who gets the job done right, rather than someone just trying to sell a service. Homeowners often worry about sloppy work or lingering messes, and these videos directly address those fears. Highlight specific issues like granule loss, curling shingles, or ice dams, and show how you resolved them to demonstrate your knowledge and build credibility.

Stick to the "Rule of ONE": focus on one transformation or problem per video. This keeps things simple and ensures your message is clear.

Potential to Drive Measurable Lead Generation Results

Adding video content to your marketing strategy isn’t just about looking good - it delivers results. A landing page with a video can boost conversion rates by 86%, and pages with video often see an 80% increase in conversions compared to those without. Plus, video content can drive 157% more organic traffic from search engines. Embedding YouTube videos on your site also helps build quality backlinks and keeps visitors on your page longer, which Google sees as a positive signal.

To maximize impact, always include a clear call-to-action (CTA). Use the "Law of Command" to guide viewers - say something like, "Click below for a free roof estimate". And don’t delay - responding to leads within five minutes can increase your chances of converting them by 21 times compared to waiting 30 minutes. These stats highlight how before-and-after videos can build trust and generate leads.

Relevance to the Roofing Industry and Customer Pain Points

Roofing transformations directly address common homeowner concerns, such as water damage, structural safety, and whether to repair or replace a roof. By showcasing specific problems and their solutions, these videos provide clarity and reassurance. Tailor the length of your clips to fit the platform: keep it under 60 seconds for social media or go for 2–5 minutes for more detailed walkthroughs.

"Short-form video builds trust fast. It puts a face to your name and gives homeowners a reason to call you over the other guy." - Mandelyn Miller, Marketing Manager, Hook Agency

6. Time-Lapse Project Videos

Effectiveness in Engaging Potential Roofing Customers

Time-lapse videos take days of roofing work and compress them into a few seconds of captivating visuals - perfect for grabbing attention as people scroll through their feeds. On social media, videos outperform text and images combined, generating 1,200% more shares. For roofing companies, this means your project footage has the potential to reach a much larger audience compared to traditional posts.

The secret to making these videos work? Start with impact. Skip lengthy intros like logos or slow drone shots, and dive straight into the most dramatic transformation moment. Using a fixed-position camera on a tripod ensures your footage is stable and professional-looking. And for platforms like Instagram Reels or TikTok, keep clips under 60 seconds to maintain viewer attention. This approach not only grabs attention but also builds credibility as viewers see your team’s work in action.

Ability to Showcase Expertise and Build Trust

Time-lapse videos go beyond aesthetics - they provide solid proof of your team’s expertise. By condensing the setup, installation, and cleanup into an engaging format, these videos demonstrate your ability to handle complex projects while maintaining high standards of safety and site management. This transparency directly addresses common homeowner fears about contractors cutting corners or leaving behind messes.

You can also use these videos to highlight what sets your company apart. Show off unique services like solar panel installations, specialized tools like magnetic nail sweepers, or adherence to strict safety protocols. These details not only showcase professionalism but also help potential clients recognize the difference between your team and less qualified competitors.

Potential to Drive Measurable Lead Generation Results

The numbers speak for themselves: adding time-lapse videos to your landing page can increase conversions by 86%, drive 157% more organic traffic, and deliver a positive ROI for 90% of marketers using video content.

To make the most of these results, always end your videos with a clear call-to-action, like: "Click below for a free roof estimate". You can also repurpose longer time-lapse projects into quick 15–30 second clips for Reels or TikTok, focusing on the most impactful transformations. This way, you maximize the value of a single recording across multiple platforms.

Relevance to the Roofing Industry and Customer Pain Points

Roofing projects are naturally suited for time-lapse videos. They’re visually engaging, time-intensive, and provide homeowners with exactly what they need: reassurance. People want to know their property is in good hands and that the work will be done professionally. By condensing multi-day projects into short, easy-to-understand visuals, you make the process accessible to modern consumers with limited attention spans.

Time-lapse videos also address common concerns directly. Worried about jobsite cleanliness? The footage shows your team cleaning up. Concerned about quality? Every step of the installation process is on display. This level of transparency builds trust faster than any written guarantee. For best results, shoot horizontally for websites and YouTube, but switch to vertical orientation for platforms like Reels, TikTok, and Stories to match their formats.

7. Behind-the-Scenes Team Videos

Effectiveness in Engaging Potential Roofing Customers

People connect with people - not faceless companies. Behind-the-scenes team videos let potential customers meet the individuals behind your roofing services, creating an emotional connection right away. As Nolen Walker, Founder of Roofing Webmasters, puts it:

"The first thing homeowners look for in a company is humanity. If your roofing brand lacks names and faces, nobody will trust its services."

These videos work because they highlight your crew’s personalities, interactions, and the care they bring to each project. Video content is particularly impactful, delivering higher message retention compared to text. Simple moments like your crew arriving on-site, setting up safety measures, or participating in community events can resonate deeply. This authentic glimpse into your operations builds trust while showcasing your team’s expertise.

Ability to Showcase Expertise and Build Trust

Homeowners often hesitate to hire contractors due to concerns about property damage, messy worksites, or lack of accountability. Behind-the-scenes videos help alleviate these fears by offering visual proof of your professionalism. Show your team following safety protocols, maintaining clean worksites, and paying attention to detail - this reassures potential customers that their home is in good hands.

A great example is the "Caught Doing It Right" video. If a mistake happens - like a color mismatch - record how your team handles it, showing transparency and accountability. Adam Sand from Roofing Business Partner explains:

"When you spend money to fix a mistake, you haven't incurred a loss; you have made an investment in your reputation."

This level of honesty not only builds trust but also enhances your reputation, which directly translates into more leads.

Potential to Drive Measurable Lead Generation Results

The data speaks for itself: adding behind-the-scenes videos to your landing pages can increase conversion rates by 86% and organic traffic by 157%. With 93% of marketers reporting a positive ROI from video marketing efforts, it’s clear this approach works.

To maximize results, ensure your videos have clear audio - something as simple as a lapel microphone can make a big difference. Start with a strong hook, address a problem your audience faces, and offer your solution. Wrap it up with a direct call-to-action, like "Call today for a free estimate", to turn viewers into leads.

Relevance to the Roofing Industry and Customer Pain Points

Roofing projects require a high level of trust and financial commitment. Homeowners want to know their contractor will respect their property, deliver quality work, and honor their guarantees. Behind-the-scenes videos address these concerns by showing exactly how your team operates.

These videos also double as recruitment tools. A positive team culture not only attracts skilled workers but also reassures homeowners that your crew is professional and customer-focused. When paired with testimonials, walkthroughs, and other video formats, behind-the-scenes content becomes a key part of a trust-building strategy that generates quality leads.

8. Drone Footage Videos

Effectiveness in Engaging Potential Roofing Customers

Drone footage offers a fresh perspective that grabs the attention of today’s tech-savvy homeowners. Unlike ground-level views, aerial footage reveals hidden issues like thermal imagery of hail damage, wind uplift, or missing shingles - problems that are often invisible from below. Austin Ryder, Owner of Contractor Clarity, highlights the safety and efficiency benefits:

"Crews no longer risk slips on steep roofs or brittle tiles. You can inspect large commercial roofs in minutes instead of hours and still pick up tiny defects you might miss by eye."

To make the most of drone footage, it’s important to focus on strategy. Avoid slow, logo-heavy intros that can lose viewers quickly. Adam Bensman from The Roof Strategist advises:

"The first few seconds of your video determine whether people keep watching - or scroll away. Your audience isn't here to admire your logo. They're here because they have a problem and they need a solution."

Start with a compelling verbal hook, like "How much should your new roof actually cost?" Then, use drone footage to showcase the scale and complexity of your work. This approach not only keeps viewers engaged but also reinforces your commitment to quality and detail.

Ability to Showcase Expertise and Build Trust

Drone footage doesn’t just look impressive - it also builds trust by showing your investment in professional tools. This sets you apart from less-equipped competitors or unreliable "storm-chasers". Mandelyn Miller, Marketing Manager at Hook Agency, explains:

"Got a drone? Show how it helps you spot damage without stepping on the roof. This kind of content proves you take the job seriously and have invested in doing it right."

Advanced features like 3D modeling and augmented reality allow customers to preview shingle styles on their home, while autonomous damage detection uses computer vision to identify roof issues and create detailed reports for insurance purposes. These tools highlight your expertise and dedication to precision.

Potential to Drive Measurable Lead Generation Results

Drone footage can significantly boost lead generation when used effectively. With 83% of consumers preferring brands that offer more video content, short clips from your drone footage can be repurposed for platforms like Instagram Reels or TikTok to attract younger homeowners. Pair aerial shots with before-and-after montages to showcase the transformation of a roofing project. Keeping these clips under 30 seconds ensures maximum engagement.

Relevance to the Roofing Industry and Customer Pain Points

Roofing projects often represent a major financial decision, requiring transparency and trust. Drone footage provides a clear, unobstructed view of the entire roofing process, from initial setup to final cleanup. For large-scale commercial projects, aerial views demonstrate your ability to handle complex jobs with ease. Additionally, drone footage addresses a practical challenge: during peak seasons, roofing companies miss up to 30% of inbound calls. Dynamic, engaging drone content can capture interest and keep potential customers engaged even when staff are unavailable.

9. How-To Guide Videos

Effectiveness in Engaging Potential Roofing Customers

How-to guide videos are a powerful way to connect with homeowners by answering their most pressing roofing questions directly. In a crowded roofing market, these videos do more than educate - they build trust and establish credibility, turning viewers into loyal leads. Imagine someone searching for "how to spot roof leak signs" on Google or ChatGPT. If your video shows up, you’re not just providing answers - you’re positioning your business as the go-to expert. According to Nolen Walker, Founder of Roofing Webmasters, video marketing for roofing companies can boost conversion rates by 86% and ensure visibility across platforms like Google, YouTube, TikTok, and ChatGPT.

To make the most of your videos, follow the HPS Blueprint: grab attention in the first 3–15 seconds with a strong headline, define the viewer’s problem, and deliver a clear solution. Skip lengthy intros and dive right into solving issues like identifying hail damage or explaining high energy bills. This direct approach keeps viewers engaged while showcasing your expertise.

Ability to Showcase Expertise and Build Trust

How-to videos are a fantastic way to demonstrate your knowledge while building trust with potential customers. By offering clear, expert advice, you establish yourself as a reliable resource. The PITA Principle (Competitive Education Strategy) is particularly effective here - educating homeowners so thoroughly that they start asking questions your competitors can’t answer. For instance, a video explaining why you use a palm nailer in tight spaces or how attic ventilation impacts roof longevity can make a lasting impression.

Video content also builds trust quickly. Keep each video focused on solving one problem to avoid overwhelming viewers. For YouTube, aim for videos between 2–5 minutes, while social media clips should stay under 60 seconds.

Potential to Drive Measurable Lead Generation Results

When done right, how-to videos can deliver measurable results. Online video now accounts for about 82.5% of all consumer internet traffic, and 90% of marketers say video content delivers a positive ROI by generating leads and building brand recognition. Timing is key - responding to a lead within 5 minutes of video engagement can make you 21 times more likely to convert them than if you wait 30 minutes.

End each video with a strong call-to-action, like "Click for a free inspection" or "Call us today." This simple step transforms your educational content into a powerful tool for generating leads.

Relevance to the Roofing Industry and Customer Pain Points

How-to videos are especially effective in the roofing industry because they tackle the exact concerns homeowners have. Roofing decisions often involve significant financial investments, so homeowners want to feel confident before reaching out. Videos addressing common worries - like spotting storm damage, understanding estimates, or deciding between repair and replacement - help ease those concerns. Tailor your content to local issues, such as "How to spot hail damage in [Your City]" or "Preventing ice dams in [Your Region]", to capture local search traffic.

You can also use Thought Reversal to challenge misconceptions. For example, a video titled "Why your underlayment matters more than your shingles" shifts the focus from flashy shingles to the importance of quality materials underneath. This approach positions you as an educator who values quality over quick sales. Mandelyn Miller, Marketing Manager at Hook Agency, puts it best:

"Short-form video isn't about going viral or acting goofy, it's about showing potential customers what you do best".

10. Brody Film Edit's Video Production Services

Effectiveness in Engaging Potential Roofing Customers

Professional video production services take care of everything - from filming and editing to integrating the final product into your online platforms. This all-in-one solution ensures your roofing business produces consistent, high-quality content based on proven strategies like the HPS Blueprint, designed to grab attention immediately. By handling these technical aspects, you’re free to focus on running your business while maintaining a steady stream of engaging content across platforms like Google, YouTube, TikTok, and Facebook. This seamless process also sets the stage for more advanced marketing strategies to strengthen your reputation in the industry.

Ability to Showcase Expertise and Build Trust

These services also implement the 6 Video Matrix, a strategic framework that highlights key elements of your business: People, Product, Process, Thought Reversal, Integrity, and Community. This approach helps establish authority by showcasing your team’s expertise in various areas. For instance, Process videos using the PITA Principle can educate homeowners in-depth - like explaining why a palm nailer is ideal for tight spaces - encouraging them to ask questions that your competitors may struggle to answer. Additionally, the Mistake ROI Principle turns potential setbacks into trust-building opportunities by documenting errors (such as installing the wrong shingle color) and demonstrating how you resolved them, reinforcing your commitment to quality.

Potential to Drive Measurable Lead Generation Results

Video marketing has proven to be a powerful tool, with 93% of marketers reporting a positive ROI from their efforts. In fact, video content can increase organic search traffic by 157%. Professional video services help you monitor performance using metrics like the 10/50/15 Rule, which ensures that 50% of viewers watch the first 15 seconds and 10% stick around for at least half the video. Armed with this data, they can implement strategies such as video retargeting, focusing promotional offers on viewers who engage deeply with your content. By identifying your best-performing videos and allocating small daily ad budgets (around $5–$10), these services can push your content into local feeds, maximizing visibility.

Relevance to the Roofing Industry and Customer Pain Points

Professional video production aligns perfectly with the unique challenges of the roofing industry. One of the biggest hurdles roofing businesses face is overcoming a lack of trust - homeowners often worry about scams or unprofessional contractors. Video services directly address this by showcasing your team’s professionalism and transparent processes. As Nolen Walker, Founder of Roofing Webmasters, puts it:

"If your roofing brand lacks names and faces, nobody will trust its services".

These services also ensure your videos meet Google’s E-E-A-T standards (Experience, Expertise, Authority, and Trust) by focusing on on-site jobs and professional workflows. With 82.5% of all consumer internet traffic now driven by video, producing content that tackles roofing-specific concerns - like storm damage, insurance claims, and quality assurances - positions your business exactly where homeowners are looking for solutions.

Video Marketing Tips for Roofing Companies

Conclusion

The roofing industry has embraced a shift toward video-first marketing, driven by homeowners who now expect to see your work, your team, and your process before making a call. Using a mix of video types can create a lead generation system that works nonstop. Testimonial videos build trust, project walkthroughs showcase your craftsmanship, educational content establishes you as an authority, and integrity videos turn potential setbacks into opportunities to demonstrate credibility. Together, these formats support what’s known as the Roofing RevOps Flywheel - a system where each video type helps guide prospects through the stages of attraction, engagement, and advocacy. By combining these video strategies, roofing businesses can create a smooth journey for customers, from the first impression to lasting trust.

The numbers speak for themselves: viewers retain 95% of a message when delivered via video, compared to just 10% when reading text. Additionally, video now accounts for 82.5% of all consumer internet traffic, making it crucial for roofing businesses to adopt this medium or risk losing visibility to potential customers. With 93% of marketers reporting positive ROI from video marketing and landing pages featuring videos boosting conversion rates by up to 86%, the value of video content is hard to ignore.

And here’s the good news: you don’t need expensive equipment to get started. A modern smartphone paired with an affordable lapel mic is enough to create effective videos. Consistency and authenticity are key. As Adam Sand, Founder of Roofing Business Partner, wisely advises:

"Make enough bad videos that eventually you can't help but get better".

Begin with one platform, apply the HPS Blueprint (Headline, Problem, Solution), and focus on addressing one specific homeowner concern per video.

For those seeking professional help, BrodyFilmedIt offers tailored services for roofing businesses. From filming and editing to integrating videos across websites and social platforms, they handle the technical side so you can focus on what you do best. Whether it’s testimonials, walkthroughs, educational content, or a complete video strategy, professional production ensures your videos meet the high standards today’s homeowners expect.

FAQs

Which video type should I start with?

For roofing companies just getting started with video marketing, short-form videos are a smart first step. These quick, attention-grabbing clips - like a brief roof inspection walkthrough or a simple roofing tip - help build trust with potential clients and are perfect for sharing on platforms like Facebook and Instagram.

You can also try creating educational content or behind-the-scenes videos. These types of videos not only position your business as an expert in the field but also create a personal connection with your audience, making them excellent for attracting leads and encouraging interaction.

What gear do I need to film these videos?

To create high-quality roofing videos, you'll want to have the right tools on hand. Start with a smartphone or camera that can capture high-resolution video for clear visuals. Pair it with a tripod to keep your shots steady and professional. For lighting, natural daylight works wonders, but having portable LED lights as a backup can help in dim conditions.

Don't overlook audio - using a microphone like a lavalier or shotgun mic can make a big difference in sound clarity. If you're looking to take your videos to the next level, consider adding a drone for stunning aerial footage. Finally, use editing software to polish your videos before sharing them. These tools together can help you produce polished, engaging content.

Where should I post roofing videos for leads?

Posting your roofing videos on platforms like YouTube can significantly enhance your visibility since YouTube is closely connected to Google search results. Beyond that, sharing these videos on social media platforms such as Facebook, Instagram, LinkedIn, and TikTok helps you connect with potential customers and effectively generate leads. These platforms offer a great way to showcase your expertise and engage your audience where they spend most of their time.