What should a roofing company do for marketing when the phone slows down?<\/h2>\n
Start with the people who already know you: work through every unsigned estimate and past customer from the busy months before you spend more on ads. Keep a smaller ad budget running for the leak and repair calls that still come in instead of switching everything off, and post offers and finished-job photos on your Google Business Profile. Then use the quiet weeks for work that pays off at the next peak, such as SEO, which typically takes 3 to 6 months to build, new reviews, and getting ready for storm season.<\/p>\n
This is the planning we do with roofers before the quiet months: tracking and follow-up first, then ads and SEO sized to the season, as laid out on our packages page<\/a>. Our roofing marketing<\/a> page covers how we work with roofers year round. For the other end of the calendar, the storm-season roofing marketing guide<\/a> covers catching demand when a storm hits, and the rest of the roofing marketing questions<\/a> library goes question by question.<\/p>\n It depends on your market, so check two things instead of guessing. First, your own history: pull signed contracts and new leads by month for the last two years from your job software. The dip is usually obvious, and so is whether it’s getting deeper or shallower.<\/p>\n Second, what homeowners in your area search for. Google’s Keyword Planner lets you set a date range to see average monthly searches for that period, and compare two date ranges, which Google says is useful for deciding whether keywords perform better at different times of year and planning your campaign timing (Google Business<\/a>). Compare a roof repair search and a roof replacement search across the year for your service area.<\/p>\n In our judgement, most roofers find that demand for replacements drops harder than demand for repairs. Leaks don’t wait for spring, but a homeowner thinking about a new roof often does. That difference shapes the rest of the plan.<\/p>\n Plan while you’re still busy. In our judgement, a few weeks before the dip is the right time, because once the phone goes quiet you’ve already lost the weeks it takes to get anything moving. A one-page plan covers it:<\/p>\n The people who already know you, starting with open estimates. A busy season leaves a pile of quotes that never got a second call. In Jobber, the Quotes Report breaks quotes down by status, including Awaiting response and Changes requested, and lets you filter by salesperson and date (Jobber Help Center<\/a>), which turns that pile into a call list.<\/p>\n Then, roughly in this order:<\/p>\n In our view, a phone call from the office still books more of the first three groups than an email does. How to follow up without pestering is covered in following up on unsigned estimates<\/a>.<\/p>\n Marketing email falls under the federal CAN-SPAM Act, which covers any email whose primary purpose is advertising or promoting a product or service, including a message to former customers. The FTC’s compliance guide lists the main requirements: accurate header information, a subject line that reflects the content, a clear disclosure that the message is an ad, your valid physical postal address, and a clear way to opt out. Your opt-out has to keep working for at least 30 days after you send, and you must honor a request within 10 business days (FTC<\/a>).<\/p>\n One roofing-specific catch: emails that give warranty information about a roof the customer bought count as transactional or relationship messages, which are exempt from most of the rules. But when an email mixes the two, the FTC says the primary purpose decides it, and the email is treated as commercial if the subject line would make a reader think it’s an ad, or if the transactional part doesn’t come first. A warranty reminder that opens with a gutter promotion is a marketing email and needs everything above. You also can’t hand off responsibility: the FTC says both your company and any company sending email for you can be held responsible. This is a summary of the FTC’s guide, not legal advice.<\/p>\n In our judgement, trim them instead of switching everything off. Leak and repair calls slow down but don’t stop, and one hard storm can bring the phones back in a day.<\/p>\n Google Ads gives you both options. Pausing a campaign stops its ads, and when you resume, any ad groups or keywords you also paused have to be turned back on by hand (Google Ads Help<\/a>). Lowering the average daily budget keeps a campaign running at a smaller size; Google spends more on days it expects more clicks and conversions and less on others, but won’t charge more than twice the average daily budget on any day or 30.4 times it in a month for most campaigns (Google Ads Help<\/a>).<\/p>\n One tool not to reach for: seasonality adjustments. Google describes them as an advanced tool for short events of 1 to 7 days, says they may not work as well over longer stretches, and notes that Smart Bidding already manages seasonal events (Google Ads Help<\/a>). A whole slow season isn’t what they’re built for.<\/p>\n The work homeowners still need, and the work they can be talked into booking ahead. In our view that means:<\/p>\n Repairs and replacements usually need separate campaigns and pages, and the slow season is a good time to split them if you haven’t; going after repairs or replacements<\/a> explains the trade-off.<\/p>\n Use posts, especially offers, and the photos you took all year. Google lets you post updates, offers and events that show on your Business Profile in Search and Maps. An offer post needs a title and dates and adds a “View Offer” button automatically, with optional photos, a coupon code, a link and terms. You can schedule posts ahead or set them to repeat weekly or monthly, and posts older than 6 months are archived unless they have a date range (Google Business Profile Help<\/a>).<\/p>\n So an inspection offer can be written once, scheduled for the week the weather turns, and given an end date. Google also warns that a post with a phone number in the description may be rejected if the number can’t be verified as connected to your business, so let the profile’s call button handle that. Finished-job photos from the busy season are good material for update posts in the quiet months, when there’s less new work to show.<\/p>\n The work that pays off at the next peak and never gets done during one:<\/p>\n Look at your business the way a storm-hit homeowner is told to. The FTC’s advice to people hiring after severe weather is to use online review sites they trust, search a contractor’s name with words like “scam,” “review” or “complaint,” confirm the contractor’s license and insurance, and get estimates from more than one contractor (FTC<\/a>).<\/p>\n That’s a checklist for the slow season. Recent reviews on your Google profile, proof of license and insurance easy to find on your website, a clean result when someone searches your name, and an estimate that clearly lists the work, materials, completion date and price, which the FTC tells homeowners a written estimate should include. None of that can be built in the week after a hailstorm. The storm-week playbook itself, from landing pages to targeting the hit ZIP codes, is in the storm-season guide linked above.<\/p>\n Carefully, in our judgement. A modest offer on inspections or small repairs can fill a quiet week, but a deep discount on replacements trains homeowners to wait for the sale and draws in people shopping on price alone. On a high-ticket job, a reason to decide now usually works better than a lower price: an install date before the busy season, faster scheduling, or financing if you offer it.<\/p>\n Whatever you offer, give it an end date. A slow-season offer that runs all year stops being an offer.<\/p>\n Compare the slow months with the same months last year, not with the busy months just behind you. Then look past the call count: how many inspections, how many signed contracts, from which source, and what each cost.<\/p>\n Count the pipeline too. In roofing, much of the slow-season payoff shows up later: replacements signed in winter and installed in spring, estimates revived from the busy season, and pages that start ranking months after they were written. If you only judge the slow months by what was installed in them, you’ll undercount the plan.<\/p>\n A free visibility audit checks the Google profile, reviews, site and tracking, and shows what to fix first.<\/p>\n<\/div>\n Weather sets the calendar twice.<\/strong> It limits when crews can work and when homeowners think about their roof. In our judgement, the marketing job in the slow season is to keep the second one going even when the first one slows you down, by selling inspections and booked-ahead replacements.<\/p>\n Storms break the pattern.<\/strong> A single storm can turn a quiet month into the busiest of the year. That’s why trimmed ads beat paused ones, and why your profile and website should be ready before it happens rather than after.<\/p>\n Big tickets, long decisions.<\/strong> A replacement often takes weeks of thinking. The slow season is when homeowners have time to think, so it’s a good time to be in front of them with clear estimates and follow-up, even if the install happens later.<\/p>\n Crews, not just the office.<\/strong> Keeping a good crew busy through the quiet months is often the real reason to market in the slow season. In our view, repair and commercial work are what keep crews on the roof when replacements slow.<\/p>\n These numbers are made up to show the math, not a benchmark for your market. Say your busy season left 80 estimates that never signed and were never lost to a known competitor.<\/p>\n The estimate list costs mostly office time, which is why it comes before ad spend in a slow-season plan.<\/p>\n On our side, Google Business Profile posts are part of both Essentials ($3,500 a month, one post a week) and Growth ($4,500 a month, three a week), and Growth adds Meta remarketing. Ad spend is paid to Google and Meta separately. A free visibility audit is the simplest way to see where your slow months are leaking jobs.<\/p>\n Only if you resume the campaign, and anything you paused separately inside it, such as ad groups or keywords, has to be turned back on by hand. If ads still don’t run after that, Google suggests checking your budget, bid strategy and other settings.<\/p>\n Yes. Google lets you schedule a post for a later date and time, or set it to repeat weekly, monthly or on a custom schedule. Give offers a date range so they don’t run past the season.<\/p>\n A message that only gives warranty information about a roof the customer bought is a transactional or relationship message and is exempt from most CAN-SPAM rules. Add a promotion near the top or in the subject line and it becomes a marketing email that needs the opt-out, the ad disclosure and your postal address.<\/p>\n Start in the slow season. SEO typically takes 3 to 6 months to show meaningful growth, so starting in spring means it’s still ramping through the busy months.<\/p>\n In our judgement, it’s a better time than the middle of a busy season, because a gap in ads or tracking costs less. Make sure you own your ad account, Google profile and website before you change.<\/p>\n We'll look at how you show up locally and where calls are leaking, then send you a plain-English breakdown.<\/p>\n<\/div>\n A step-by-step slow-season plan for roofing owners: who to contact first, what to do with ads, Google profile posts, and what to build before storm season.<\/p>\n","protected":false},"author":2,"featured_media":753,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_canonical":"","ll_review_state":"approved","ll_template_version":"v1","ll_sources":"[\"https:\/\/business.google.com\/us\/resources\/articles\/using-google-ads-keyword-planner\/\", \"https:\/\/help.getjobber.com\/en\/articles\/quotes-report\/\", \"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\", \"https:\/\/support.google.com\/google-ads\/answer\/2404259?hl=en\", \"https:\/\/support.google.com\/google-ads\/answer\/6385083?hl=en\", \"https:\/\/support.google.com\/google-ads\/answer\/10369906?hl=en\", \"https:\/\/support.google.com\/business\/answer\/7342169?hl=en\", \"https:\/\/consumer.ftc.gov\/articles\/how-avoid-scams-after-weather-emergencies-and-natural-disasters\"]","ll_faq":"[{\"q\": \"Will my Google Ads start again on their own after I pause them?\", \"a\": \"Only if you resume the campaign, and anything you paused separately inside it, such as ad groups or keywords, has to be turned back on by hand. If ads still don't run after that, Google suggests checking your budget, bid strategy and other settings.\"}, {\"q\": \"Can I schedule Google Business Profile posts for the whole slow season?\", \"a\": \"Yes. Google lets you schedule a post for a later date and time, or set it to repeat weekly, monthly or on a custom schedule. Give offers a date range so they don't run past the season.\"}, {\"q\": \"Do warranty emails to past roofing customers need an unsubscribe link?\", \"a\": \"A message that only gives warranty information about a roof the customer bought is a transactional or relationship message and is exempt from most CAN-SPAM rules. Add a promotion near the top or in the subject line and it becomes a marketing email that needs the opt-out, the ad disclosure and your postal address.\"}, {\"q\": \"Should I start SEO in the slow season or wait for spring?\", \"a\": \"Start in the slow season. SEO typically takes 3 to 6 months to show meaningful growth, so starting in spring means it's still ramping through the busy months.\"}, {\"q\": \"Is the slow season a good time to switch marketing agencies?\", \"a\": \"In our judgement, it's a better time than the middle of a busy season, because a gap in ads or tracking costs less. Make sure you own your ad account, Google profile and website before you change.\"}]","ll_cluster_id":"roofing-0270","ll_hub":"roofing","ll_lang":"en","ll_last_regenerated":"2026-10-24","tldr":"When is the slow season for a roofing company?<\/h2>\n
Step 1: What should I do before the slow months start?<\/h2>\n
\n
Step 2: Who should I contact first?<\/h2>\n
\n
Step 3: What rules apply to emailing past roofing customers?<\/h2>\n
Step 4: Should I pause my roofing ads in the slow season?<\/h2>\n
Step 5: What should my ads and offers push in the slow months?<\/h2>\n
\n
Step 6: How do I use my Google Business Profile in the slow season?<\/h2>\n
Step 7: What should I build while the phones are quiet?<\/h2>\n
\n
![\"Roofing](\"https:\/\/www.limitless-local.com\/resources\/wp-content\/uploads\/2026\/10\/roofing-owner-sorting-open-estimates-at-office-desk.webp\")
<\/figure>\nStep 8: How do I get ready for storm season before it arrives?<\/h2>\n
Should I discount roofs to fill the slow months?<\/h2>\n
How do I know if the slow-season plan worked?<\/h2>\n
Not sure which of these is costing you jobs?<\/h4>\n
What's different about the slow season for roofers<\/h2>\n
A worked example: open estimates first, then a trimmed ad budget<\/h2>\n
\n
![\"Five-step](\"https:\/\/www.limitless-local.com\/resources\/wp-content\/uploads\/2026\/10\/market-roofing-company-in-slow-season-slow-season-plan-steps.webp\")
<\/figure>\nFrequently asked questions<\/h2>\n
Will my Google Ads start again on their own after I pause them?<\/h3>\n
Can I schedule Google Business Profile posts for the whole slow season?<\/h3>\n
Do warranty emails to past roofing customers need an unsubscribe link?<\/h3>\n
Should I start SEO in the slow season or wait for spring?<\/h3>\n
Is the slow season a good time to switch marketing agencies?<\/h3>\n
Key takeaways<\/h2>\n
\n
Want a second set of eyes on your setup?<\/h4>\n
More in this section<\/h2>\n
\n
Sources<\/h2>\n
\n