Stop Struggling with Leads: The Roofing Video Marketing Engine That Works

Are you sick and tired of customer acquisition being hard?

If you’re reading this, I’m guessing you are. The inconsistency of roofing lead generation is the number one complaint I hear from contractors across the country.

It’s no wonder it feels like voodoo science. The US roofing industry is massive, valued at about $56.7 billion in 2024 and projected to top $60 billion by the end of 2025.1 But there are nearly 99,000 roofing contractors fighting for those jobs [Source: Finturf, 2025 Roofing Industry Trends & Stats]. The market is huge, but the competition is fierce.

Let’s be clear: the pain of making videos will always be there. It’s awkward. It takes time.

But here’s the reality: You have to get sick of not having enough leads before you overcome the discomfort of hitting the record button.

We all know we should be using video. The statistics are overwhelming: 89% of businesses are using video marketing in 2025, and 95% consider it an important part of their strategy [Source: Wyzowl, 2025]. If you aren't using video, you are officially falling behind. Yet, most roofing companies are paralyzed by the same three questions:

• Who is going to make them?

• How are we going to produce them (and what equipment do we need)?

• What the heck are we going to talk about?

These questions stop contractors before they even start. They assume effective roofing video marketing requires fancy equipment, huge budgets, or viral hits.

They’re wrong.

The secret isn't production value. It’s not luck. It’s adoption. It’s committing to the 6 Video Matrix, a strategic content engine built specifically for roofing companies.

This isn't theory. In my old roofing company, I recorded 2,600 videos in 5 years. That volume taught me what works and, more importantly, what doesn't. This blueprint is the result. I don't want you to have another year of almost.

The Adoption Mandate: Execution Trumps Perfection

The single biggest barrier to your success with video marketing isn't your budget, your camera, or your comfort level. It’s your mindset and your inability to execute consistently.

We call this foundational philosophy The Adoption Mandate. It dictates the hierarchy of execution required for growth, and most contractors get this completely backward.

The Hierarchy of Execution (A > P > T): Adoption > Process > Tools

If you want to win, you must understand this hierarchy: A > P > T.

1. Adoption (Everything): This is the commitment to consistent execution. It’s the continual, constant push of new content out to the market. Adoption is everything. Why does this matter so much? Because viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading text [Source: Synthesia, 2025]. If you aren't communicating with video, you aren't communicating effectively.

2. Process (Important): This is the framework you use to execute, the strategy behind your content (like the 6 Video Matrix).

3. Tools (Minimal): This is the equipment you use. And here’s the truth: Your iPhone is enough.

Stop worrying about drones and 4K cameras. If you do anything, invest $250 in a decent lapel microphone, because audio quality matters more than video quality. But do not let equipment become an excuse for inaction.

Embrace the Suck: Volume Beats Vanity

People always ask me, "Adam, how do I make good videos? I don't want to start off by sucking."

My answer is always the same: By making enough bad videos that you eventually can't help but to get better.

You have to Embrace the Suck.

Volume is the path to proficiency. Vanity and perfection are distractions. Get comfortable with the discomfort of the camera being live and get over it.

Here’s a reality check: Not as many people are going to watch your videos as you think. If you screw up two minutes into a video, less than 5% of people might see it. Meanwhile, you got 100% of the benefit of just getting something out there and learning.

The Strategic "Why": The Roofing RevOps Flywheel

Why are we doing all this? It’s to fuel your entire business growth strategy. We apply a RevOps (Revenue Operations) framework to growing a roofing business.

This isn't just jargon. Companies that align their revenue engines (RevOps) achieve 19% faster growth and 15% higher profits than those who continue with traditional siloed models [Source: Forrester Research via Paddle].

Video isn’t just a top-of-funnel tactic; it's the engine for the entire Roofing RevOps Flywheel. RevOps for contractors means aligning Marketing, Sales, and Operations around the entire customer journey.

The Flywheel Phases:

• Attract: Turning Strangers into Prospects (Video educates and builds initial trust).

• Engage: Turning Prospects into Customers (Video content supports the sales process and handles objections).

• Delight: Turning Customers into Promoters (Video showcases your quality work and integrity).

This is how you create sustainable growth. Furthermore, video makes it easier to attract not only great customers but great employees too. This is critical right now, as labor shortages remain a primary challenge. The construction industry will need to attract an estimated 439,000 net new workers in 2025 just to meet demand [Source: Associated Builders and Contractors (ABC), Jan 2025]. 

People want to work somewhere that looks like there's action, growth, and opportunity.

The Video Implementation Waterfall: From Zero to Video Machine

Once you commit to the Adoption Mandate, once you decide that the pain of not having enough leads is worse than the discomfort of filming, the next question is: How do I start without getting overwhelmed?

That’s where the Video Implementation Waterfall comes in. This is a 6-step roadmap designed to systematically integrate video into your operations.

Phase 1: Adoption (Building the Habit)

The goal here is simply to start and build momentum. Don't overthink it.

• Step 1: Initiate (Go Live). Grab your phone, hit the "Live" button on Facebook, and start talking. Selfie-style is fine. Remember that 78% of online users prefer to learn about a product through a short-form video [Source: Wyzowl, 2025]. They want to see you and hear from you. Your only goal is to publish.

• Step 2: Consolidate (Consistency on One Platform). Pick one platform and stick with it. Facebook is probably the best for reaching homeowners. Commit to a schedule (daily or 3x a week) and do not break it.

Phase 2: Expansion (Building Reach)

Once you are executing consistently on one platform, it's time to broaden your footprint.

• Step 3: Expand (Multi-Platform). Start posting your content on other relevant platforms. YouTube is essential for long-term SEO. Video content can boost organic traffic from search engine results pages (SERPs) by 157% [Source: Vidico, 2025]. Instagram and TikTok are increasingly valuable.

Phase 3: Amplification (Scaling Results)

This is where you turn your content into a lead generation machine. By now, you've gotten better at knowing how to make roofing videos that resonate.

• Step 4: Amplify (Paid Ads). When your message is getting clearer, it’s time to put dollars behind the videos. Start small. $5 or $10 a day behind a video forces it to get shown in the feed of your target audience.

• Step 5: Optimize (Boost Winners). Identify your best-performing videos and spend the majority of your budget on those videos alone. The ROI is there: 93% of marketers report a positive ROI from their video marketing efforts [Source: Wyzowl, 2025].In my roofing company, out of 2,600 videos, we found 91 that were in the top 10%. I put $5 a day behind those 91 videos until we couldn't handle any more work.

• Step 6: Retarget (The Magic). This is the advanced stage. You can start running specific offers or ads only to the people who have already watched a significant portion of your educational videos.

The 6 Video Matrix: The Roofing Content Engine

Following the Waterfall ensures you build the habit and the infrastructure. But the crucial question remains: What the heck are you going to talk about?

This is where the real magic happens. This is the 6 Video Matrix.

This isn’t just a list of roofing marketing ideas; it's a strategic engine designed to build authority, trust, and differentiation. This is the definitive content strategy for roofers.

The Universal Scripting Formula: The HPS Blueprint

Before we dive into the six pillars, you need the universal structure for effective communication. Every video you make should follow the HPS Blueprint (Headline, Problem, Solution).

• H - Headline (The Hook): The first 3-15 seconds. An "Instant Clarity Headline" that immediately tells the viewer what the video is about or presents a provocative idea to stop the scroll.

• P - Problem (The Retention): Declare the issue or challenge the viewer faces. Agitate the pain point. This keeps them watching.

• S - Solution (The Reward): Present the resolution, the benefit, or the new way of thinking. This is the value payoff for the viewer.

Pillar 1: People (The Culture Pillar)

• Goal: Humanize the company and attract talent.

• Showcase your team members: their roles, their experience, their character.

• Example Video: A video showcasing your crew getting certified. Use the hook: "Does it matter more that the company is certified, or that the people doing the work are certified?"

Pillar 2: Product (The Value Pillar)

• Goal: Educate the customer and drive upgrades.

• Highlight specific materials, upgrades, and options. Tie these products to tangible benefits like resale value or aesthetics.

• Example Video: Comparing standard capping shingles with high-profile architectural caps. Show the products side-by-side on the roof deck.

Pillar 3: Process (The Operations Pillar)

• Goal: Build confidence and disqualify competitors.

• Demonstrate your operational frameworks, safety protocols, and attention to detail.

• Example Video: Showcase your job site cleanup process. If you use the Catch-All system, don't just call it that. Brand it. Call it the "Patriot Protection System."

Pillar 4: Thought Reversal (The Belief-Breaker Pillar)

• Goal: Reframe the conversation and handle objections proactively.

• This involves attacking a common misconception and introducing a new paradigm.

• Example Video: A video with the hook: "Shingles don't matter. The prep does." This immediately challenges the common focus on the shingle brand and allows you to educate on installation quality.

Pillar 5: Caught Doing It Right (The Integrity Pillar)

• Goal: Turn vulnerability into unbeatable trust.

• This requires bravery. When you make a mistake (and you will) and you have to pay to rectify it, document the process.

• Example Video: If you install the wrong color roof, start the video with: "Welcome to the most expensive video we've ever made."

Pillar 6: Giving Pledge (The Community Pillar)

• Goal: Deepen community connection and brand loyalty.

• Align your brand with a local cause. This is the "Amazon isn't going to sponsor your kid's soccer team" effect.

• Example: Partnering with a local charity. We did "Barkitecture," where we built and donated shingled dog houses for every roof we sold.

Advanced Tactics: Weaponizing Your Roofing Video Marketing

These six pillars form the engine of your content strategy. But some pillars offer more than just exposure; they provide a distinct competitive advantage. Let’s look at how you can weaponize your content.

The Competitive Education Strategy (The PITA Principle)

The goal of educational marketing (Process Videos) isn't just to inform your customer; it's to disqualify your competition.

We call this the PITA Principle: Educate your prospects so thoroughly that you turn them into a "Pain In The A**" (PITA) for your competitors.

The Application: The Palm Nailer Story

We made a Process Video highlighting a specialized tool called a palm nailer, which is necessary for nailing shingles in tight spaces where a regular roofing gun won't fit.

We used the headline: "Don't hire a roofer unless they have one of these."

We taught the homeowners why this tool was necessary. What happened next? Those homeowners started asking our competitors' sales reps: "I noticed I got some of those tight spaces up there. Do you have a palm nailer?"

A lot of roofing sales guys don't even know what that is. When the competitor’s rep can’t answer the question, they lose the deal. We win the trust.

The Mistake ROI Principle (Vulnerability as Strategy)

This principle reframes how contractors view errors. When you spend money to fix a mistake, you haven't incurred a loss; you have made an investment in your reputation. Like any investment, you must demand a Return on Investment (ROI).

This is the Mistake ROI Principle, executed through the "Caught Doing It Right" video. The ROI is achieved by proactively controlling the narrative.

The Application: The $4,000 Color Mistake and the "Angry Wives Club"

We once installed a brand new roof in the wrong color. It was an honest mistake, but the customer showed up halfway through the job and was furious.

We were terrified. This was in a town with an infamous local Facebook group I called the "Angry Wives Club." If you messed up, these ladies would tear your business down publicly.

We had to eat the $4,000 cost and replace the roof.

But I knew the whole neighborhood would see us ripping off a brand-new roof. So I showed up early the next morning to control the narrative. I went up on the black roof we were about to tear off and recorded a video.

The hook: "Welcome to the most expensive video we've ever made."

I explained the mistake honestly. I said, "Mistakes happen, but even if it's a $4,000 honest mistake, we're gonna do anything we can to make it right."

The response was overwhelmingly positive. People praised our integrity. We ended up getting almost every house in that area.

The Belief Breaker Sequence (Handling Objections Proactively)

The Thought Reversal video uses an advanced communication framework called the Belief Breaker Sequence. This is used to systematically dismantle common misconceptions.

The Application: The Deductible Conversation

Let’s apply this to the common issue of a customer asking you to "pay" their insurance deductible.

1. Confront (The Pattern Interrupt): Call out the misconception directly.

   • Hook: "The most expensive roof is the one where you don't pay the deductible."

2. Validate: Empathize and explain why they hold that belief.

   • "I get where you're coming from. Some roofers seem like they're gonna do this amazingly generous thing and pay it for you."

3. Pivot (The Break): Turn the misconception on its head.

   • "But what you might not know is that there's a whole other check (depreciation) you're not gonna be getting, and it requires committing insurance fraud."

4. Reframe: Give the new, accurate way of thinking.

   • "If a contractor is willing to commit insurance fraud and potentially tax fraud, do you think you can really trust them to be ethical with you?"

5. Anchor (The Litmus Test): Lock in the new belief.

   • "Knowing what you know now, would you still let a roofer pay your deductible?"

6. Action: Call to Action.

This sequence reframes the conversation from "saving money" to "risk and integrity."

Execution and Optimization: Measuring What Matters

Making these videos is the first battle. Knowing if they are working is the next. Forget vanity metrics like views or likes. We need to measure what actually matters.

The 10/50/15 Engagement Metrics (Defining your "Winners")

We use the 10/50/15 Engagement Metrics to benchmark success. These metrics link directly back to the HPS Blueprint.

1. The Hook Metric (50/15 ThruPlay Target):

   • Goal: 50% of viewers must watch the first 15 seconds.

   • Diagnosis: This measures the effectiveness of your Headline (Hook). If you fail this, your hook is weak.

2. The Retention Metric (The 10/50 Rule):

   • Goal: 10% of the total audience must watch at least 50% of the video.

   • Diagnosis: This measures the effectiveness of your Problem and Solution (Retention/Reward).

Videos that hit both benchmarks are your "Winners." These are the videos you amplify with paid ads (Step 5 of the Waterfall).

Organizing Production: Tools for Consistency

To maintain the consistency demanded by the Adoption Mandate, you need a system.

• The 6 Video Matrix Spreadsheet: We created a simple planning tool. It’s a spreadsheet where the columns are the 6 Video Types, and the rows are different topics (Shingles, Ice Shield, Skylights, Cleanup, etc.). In the cells, you brainstorm your HPS structure. This allows you to batch-plan your content.

• Leveraging AI for Scripting: Ten years ago, coming up with hooks was hard work. Today, you have AI. You can use tools like ChatGPT to accelerate the scripting process. Because AI understands the HPS Blueprint (or Hook, Retain, Reward), you can input the video type and the topic and ask it: "Give me 5 provocative hooks for a Thought Reversal video about roofing ventilation." It will generate options instantly.

Stop Waiting and Start Executing

I don't want you to have another year of almost.

Almost hitting your revenue goals. Almost achieving the growth you want. Almost building the business you envisioned.

The difference between "almost" and "achieved" is execution.

We’ve covered exactly what you need to dominate your market with roofing video marketing:

• The Adoption Mandate: Commit to consistency over perfection. A > P > T.

• The Implementation Waterfall: A 6-step roadmap to go from zero to a video machine.

• The 6 Video Matrix: The proven content engine for what to talk about.

• Advanced Tactics: Strategies like the PITA Principle and the Mistake ROI Principle to weaponize your content.

• The 10/50/15 Metrics: How to measure what actually matters.

The frameworks are proven. The roadmap is clear. The only variable remaining is you.

Are you sick enough of inconsistent leads to finally take action?

If you are, here is your immediate next step:

Grab your phone. Go outside. Hit the "Live" button on Facebook. And start talking.

Embrace the suck. Start executing today.