Roofing is a high-value trade. A full re-roof on a standard NZ house runs from $15,000 to $30,000 or more. When a homeowner is spending that kind of money, they do their research. They look up the company, read reviews, look at photos of past work, and check whether the business looks like it will still be around to stand behind the warranty.
Getting more roofing work means being findable when they search, and looking trustworthy when they land on your profile or website. Both of those are things you can control — and most roofers in NZ haven't bothered. Our roofing marketing guide covers the full strategy.
Why word of mouth isn't enough in 2026
Roofing jobs are infrequent enough that referrals are slow. A homeowner who had their roof done five years ago doesn't bump into a neighbour needing one every month. Most people who need a roofer search Google, ask on a Facebook community group, or look at Neighbourly. If you're not visible in those places, you're out of the running before the homeowner even picks up the phone.
The roofers who get consistent work aren't necessarily the best in town. They're the ones who are easiest to find and look credible when found.
Google Business Profile — your most important marketing tool
For roofing, the Google map pack is where most local searches end. When someone types "roofer Auckland" or "roof replacement Hamilton," the three businesses at the top of the results get almost all the clicks.
Claim your Google Business Profile at business.google.com. Set your service area to the specific towns and suburbs you cover. Add photos of your work — completed roofs, in-progress jobs, before shots with serious damage and after shots showing the finished result. Add your phone number and website.
Then collect reviews. Roofing customers are generally very willing to leave a review because it was a stressful experience and you solved it. Ask them within a day or two of job completion. Send a direct link. A roofer with 20 or more good reviews looks categorically more trustworthy than one with two or three.
Always respond to your reviews. A response to a negative review, handled professionally, often reassures potential customers more than the glowing ones.
Photos matter more than you think
Most homeowners can't tell a good roofing job from a mediocre one by looking at it. What they can tell is whether the before and after photos look dramatic, whether the site looks clean and professional, and whether you've done work on houses similar to theirs.
Take photos of every job. Before you start, after you finish. If the old roof was badly damaged, get a good shot of that too — the contrast sells the value. Photos on your Google Business Profile and website build confidence faster than any description you could write.
If you have a drone, use it. An aerial photo of a completed roof is striking and shows the whole picture in a way a ground-level photo can't. It also signals that your business is professional and well-equipped. Even a few drone shots on your site sets you apart from most local competitors.
Storm damage response — be ready to move fast
When a storm hits, searches for "roofer" in affected areas spike within 24 hours. Homeowners with missing tiles or storm damage want someone quickly. The roofers who win that work are the ones who show up at the top of Google in that moment.
Your Google Business Profile and website need to mention storm damage and emergency repairs if you do that work. Have a section on your site about storm damage assessment and repair. When someone searches "storm damage roof repair [suburb]" after a wild weather event, you want to come up.
Speed of response matters too. If someone fills out a quote form after a storm and you reply two days later, they've already hired someone else. Have a direct phone number prominently on your website and respond to enquiries the same day.
Local SEO — name the places you work
Google matches search queries to pages based on what those pages say. A roofing company whose website mentions Tauranga, Mount Maunganui, Papamoa, Te Puke, and Whakatane will rank for suburb-level searches that a site saying "Bay of Plenty roofer" won't.
Add a service area section to your homepage. List the specific towns and suburbs you cover. You don't need a separate page for each one — a clear list on your homepage is enough to start.
Also list your services by name. Re-roofing, tile replacement, metal roofing, butyl and membrane flat roofing, fascia and spouting, and leak repairs are all searched individually. If your site names them, you show up for them.
For more on online marketing for roofers, read the online marketing guide for roofers.
Insurance work — how to get into that pipeline
Storm and weather-related insurance claims are a real revenue stream for roofers. Homeowners with insurance claims often don't know who to call — they look for a roofer their insurer recommends, or search for one themselves.
If you have experience with insurance repairs and can produce the kind of documentation insurers require, say so on your website. "We work with insurance claims and can provide full written assessments" is a line that can attract an entirely different category of enquiry from a homeowner who doesn't know where to start.
Use Builderscrack but own your own leads too
Builderscrack is worth maintaining a profile on. But roofing jobs through the platform mean you're competing on price with several other roofers submitting quotes on the same job. Margins are tighter and the customer owes you no loyalty.
Leads from your own website come in at a different level. The homeowner searched for a roofer, found you, read about you, looked at your photos, and called. They're already more than halfway sold before you pick up. The conversion rate is higher and the price discussion is easier.
The goal is to have enough work coming through your own site that Builderscrack is a supplement, not a lifeline.
Vehicle signage — with a URL
A roofing van with your company name and phone number is visible in every street you work on. Add your website address. Neighbours who see your van outside a house down the road often look you up later that day. Without a website URL, that curiosity goes nowhere. With one, it turns into an enquiry.
How SiteSorted fits in
High-value jobs require trust. Trust requires something to look at — a proper website with your photos, your services, your service area, and your reviews. A Facebook page isn't the same thing. Google reads a real website differently to a social profile, and homeowners spending $20,000 on a roof want to see a company that looks established.
SiteSorted builds roofing websites from $299. One payment, no monthly fees, hosting included. You answer a few questions about your business and your site is built — with local SEO baked in, mobile-ready, and designed to build the kind of trust that wins high-value jobs.
One re-roof enquiry from the website pays for it many times over.
Get started
Start with your Google Business Profile and a website. Add photos. Collect reviews. The rest follows from there.
Build your free preview and see what your roofing website could look like before you pay anything.
Also worth reading: how to get more tradie jobs in Auckland.
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