Most marketing strategies are built around capturing leads who are already “problem aware.” These are the homeowners actively researching roofing companies or requesting quotes for siding and window replacements. But here’s the truth most brands overlook: only 20 percent of your market falls into that category. The majority—roughly 60 percent—are not problem aware. They don’t yet realize that their roof, siding, or windows are outdated or inefficient. They are not looking for help because they don’t think they need it.
This creates a massive opportunity for roofing companies willing to approach marketing differently.
The Power of Awareness-Level Marketing
To reach the 60 percent who are not problem aware, roofing companies must shift their messaging. Rather than leading with “Get a free quote” or “We offer the best prices,” you need to educate, guide, and relate. Build content and campaigns that help homeowners recognize potential risks and improvements they may have overlooked:
- Create blog posts or 30 second reels about how granule loss or attic condensation signals a failing roof
- Run Facebook or YouTube ads that show subtle signs of aging siding
- Use seasonal reminders to nudge awareness (e.g., “Fall is the best time to check your gutters for signs of damage”)
This is where trust is earned before the need becomes urgent. By the time those homeowners are ready to act, your brand is already in their mind and considered a reliable expert.
The Next 20 Percent: Problem Aware but Not Decided
Another 20 percent of the market is aware that something is wrong but hasn’t yet chosen a contractor. They are shopping. For these homeowners, messaging should shift to clarity, authority, and proof:
- Showcase before-and-after transformations
- Share real testimonials and 5-star reviews
- Simplify the process: highlight financing, timing, and what to expect
You are no longer just educating; you are showing why your company is the obvious choice.
A Full-Funnel Roofing Strategy
If your roofing company is only targeting the tip of the funnel—the 20 percent who are ready to buy—you are missing the larger market opportunity. At Infinity Exteriors, we believe in building long-term brand equity by creating marketing that reaches all three levels:
- The unaware
- The aware but undecided
- The ready-to-buy
This approach builds demand earlier, earns trust faster, and drives more conversions over time. Roofs don’t fail overnight. Neither should your strategy. If you’re ready to elevate your marketing approach and become the brand homeowners trust before they even know they need you, start speaking to the 60 percent today.