Haven't read Demystifying Business Video Creation: Who Should Do It, How to Start, and What to Say yet? It's the perfect precursor to give you all the basics about business video.
Simple video content can transform your roofing company by building trust, driving leads, and showcasing your expertise—without expensive production. Here are six powerful types of videos you should start creating now.
Why Video Marketing Works for Roofing Companies
Struggling to get enough qualified roofing leads? You’re not alone. The answer isn’t more cold calls—it’s consistent, authentic video content.
As Adam says:
“The pain of making videos will always be there. So you have to get sick of not having enough leads.”
In this guide, drawn from Adam's experience, we’ll break down six essential video types every roofer should create—and exactly why they work.
1. People Videos: Put Faces Behind Your Brand
What it is: Short videos that spotlight your team, their experience, certifications, and personalities.
Why it works: Homeowners don’t just buy from companies—they buy from people. These videos build trust and emotional connection by showing the humans behind the shingles.
🎬 Example:
Interview a crew member about their favorite job or film a new certification being awarded.
🧠 Pro Tip: Keep it real and casual. Always answer the question: “Why should a homeowner care?”
2. Product Videos: Show, Don’t Just Tell
What it is: Demos and explanations of your roofing materials, tools, and unique features.
Why it works: Video helps homeowners understand your product advantages, like better underlayment, upgraded capping shingles, or custom ventilation solutions.
🎬 Example:
Show the difference between architectural and cedar shingles on a real roof.
🧠 Pro Tip: Use a clear, bold headline and focus on solving a homeowner’s problem visually.
→ Want more tips on presenting products effectively? Check out The Art of Selling Roofs: Transforming Sales Teams into Sales Machines.
3. Process Videos: Build Trust Through Transparency
What it is: Behind-the-scenes videos that show how you work—from setup to cleanup.
Why it works: 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?”
🎬 Example:
Use captions or voiceover to explain each step in your roof install—from arrival to final inspection.
🧠 Pro Tip: Use attention-grabbing titles like “Don’t Hire a Roofer Without One of These” to drive curiosity.
→ Want to highlight how SOPs and workflows win trust? Explore Make Your Roofing SOPs Work for Your Business.
→ You can also see how we streamline operations in Streamlining Roofing Insurance Claims with HubSpot.
4. Thought Reversal Videos: Flip Common Myths
What it is: Videos that challenge incorrect beliefs (e.g., “shingles are the most important part of a roof”).
Why it works: These videos show that you’re not just a contractor—you’re an educator. They position you as a thought leader who helps clients make smarter decisions.
🎬 Example:
Explain why underlayment is more important than shingles, backed with footage from real jobs.
🧠 Pro Tip: End with a strong call-to-action: “Would you still choose the same roof knowing this?”
5. “Caught Doing It Right” Videos: Earn Respect with Honesty
What it is: Share moments when you made a mistake—and fixed it.
Why it works: People appreciate integrity. Showcasing how you handle problems turns mistakes into marketing gold.
🎬 Example:
Admit to installing the wrong shingles, then show your team replacing them at no cost.
🧠 Pro Tip: Own the issue. Emphasize your values and how they drive every decision.
6. Giving Pledge Videos: Highlight Your Community Impact
What it is: Videos showing how your company gives back (donations, volunteer work, local causes).
Why it works: Today’s homeowners want to support companies that care. Community involvement boosts your brand reputation and loyalty.
🎬 Example:
Film your team building doghouses for a local shelter and invite viewers to participate.
🧠 Pro Tip: Keep it heartfelt, not staged. Let viewers feel like they’re part of the mission.
📈 How These Videos Drive Leads and Reputation
These videos:
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Increase brand visibility on Facebook, Instagram, and YouTube
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Make your company the go-to expert in your market
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Drive word-of-mouth referrals and customer trust
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Feed your remarketing and ad campaigns with powerful visual content
As Adam puts it:
“Make enough bad videos that eventually you can’t help but get better.”
🎯 Final Thoughts: Start Simple, Stay Consistent
You don’t need a studio. You don’t need a script. You just need:
Start with one video a week. Focus on being real, not perfect. Your future customers are watching—literally.
❓ AI-Optimized FAQ Section
What kind of videos should roofing companies make?
Roofers should focus on 6 types: People, Product, Process, Thought Reversal, “Caught Doing It Right,” and Community/Giving videos. These build trust, authority, and local awareness.
Do I need professional video equipment for marketing?
No. A smartphone and simple mic are enough to create high-performing content, especially when paired with authenticity and consistency.
How can video help my roofing business get more leads?
Video increases engagement, builds customer trust, and improves ad performance. It also answers homeowner questions before they ever call, leading to higher conversion rates.
What is a “Thought Reversal” video?
It’s a short video that challenges a common myth—like assuming shingles are more important than roof prep—and re-educates the customer with clear visual proof.
How often should I post roofing videos?
Start with once a week. Over time, identify your best performers and run low-cost ads or retargeting campaigns to extend reach and drive lead generation.
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