Customer Relations in the Roofing Business


The roofing business is a relationship business. Your success as a roofer pivots on how well your customers like you. Five proven ways to forge good customer relations are comprised of the following: your roofing insurance, your expertise, your referrals, your digital presence and your ease of doing business.

Roofing Insurance

Roofing insurance fortifies your customer relations because your contractors’ insurance acts as a guarantee for your workmanship. Your client can make legitimate claims against your general liability as long as long as your contractual warrantee with your client has not run out. Likewise. your workers’ compensation free your customer from liability if your worker gets hurt on their property. Both your workers’ compensation and general liability create a platform for great customer relations.


Your expertise can include your knowledge of the local area and reputation, a specialty such as solar shingles, metal shingles, architectural shingles or just being ‘green”, or an in-depth understanding of regional climate such as tornadoes, hurricanes, wildfires and how to minimize their impact on roofs. Whatever your niche is; it contains your brand. Publicizing your brand properly and widely generates good customer relations.

If you’ve had specialized training, endorsements from clients, companies like Corning or professional recommending sites like Angie’s List; these qualifications substantiate your claims of expertise. Work to garner these types of credentials because these credentials will impress your clients and enhance your customer relations.


Many times a roof replacement is only part of a major home renovation. In this case, customer want referrals to other contractors: plumbers, electricians or builders. If the client is pleased by the contractors that you referred, you have improved customer relations with those homeowners. Likewise, if the contractors are happy with the work that you have sent their way, they may reciprocate and recommend you to their clients.

Digital Presence

Digital presence refers to whatever marketing you have going on in the virtual world. These marketing strategies include:

  • Your Website
  • Facebook
  • Twitter
  • LinkedIn
  • Roofing/Contractors Professional Groups
  • Angie’s List or other sites like it
  • If you do not have a presence on these websites, you may want to sit down with an IT professional to help you launch your business on these sites. Remember your customer base is between 25 and 45 years old. People of this age like to do business with technically-savvy companies. Demonstrating that you are a technically-savvy company creates good customer relations.

Ease of Doing Business

Ease of doing speaks to how quickly potential customers are responded to, how available is information on your company, and how easy is it for clients to make payments? Many times small roofing contractors are so focused on getting the current job done that they are not paying enough attention to gaining future clients.

When a potential clients call, they should be responded to immediately. If you’re on the job, you can contact potential customers with a host of mobile devices, including a cell phone tablet. Your company info should be available on your website, which should include endorsements, pictures of current projects, a brief explanation of what your company does and device to allow interested homeowners to get an estimate on a new roof. There are a number of ways to make payments, including automatic bank withdrawals, payment plans, E-Signatures and cell-phone pictures of your credit card. For good customer relations utilize as many diverse payment strategies as possible.