Marketing Agencies Are Notorious for Over-Promising and Under-Delivering—Especially for Remodeling Contractors. Don’t Be Fooled Again.
If you’re a roofing or siding contractor, chances are you’ve heard it all from marketing agencies: “We’ll double your leads.” “You’ll be booked solid in 30 days.” “Our system is guaranteed.”
Yet time after time, those promises fall flat. The leads are junk, the conversion rates are awful, and the reporting is vague at best. Worse, you’re often locked into long contracts with no real accountability.
Sound familiar?
You’re not alone. Exterior remodeling contractors across the country—and especially in the Midwest—have been burned by marketing agencies that don’t understand their business model or customer base. But with the right knowledge, you can spot the red flags, ask the right questions, and partner with a marketing firm that actually delivers.
Here’s your no-fluff guide to choosing the right marketing agency for your roofing or siding business—along with the industry click-through rate (CTR) benchmarks you should use to evaluate performance.
1. Does the Agency Understand Your Target Customers?
Not every “lead” is a good lead. You need an agency that knows how to generate interest from the right prospects—homeowners who need a new roof or siding job, property managers looking for maintenance support, or general contractors seeking subcontractors.
Ask: “How will you identify and target these specific customer segments in my local market?”
If their answer is vague or generic, that’s your first red flag.
2. Do They Know the Roofing & Siding Industry?
Selling home improvement services isn’t like selling t-shirts or gym memberships. It’s a big-ticket, high-trust decision. The agency you work with needs to understand:
- Seasonal demand cycles (like storm damage repair spikes).
- How to position warranties and financing.
- Local SEO and Google Business Profile optimization.
Ask: “Do you have proven results in marketing for roofing contractors or remodeling businesses?”
If they can’t produce case studies or references, move on.
3. Can They Set Clear, Measurable Goals?
Any serious contractor marketing partner should help you define—and track—specific performance metrics such as:
- Monthly lead volume.
- Website-to-estimate request conversion rates.
- Cost per lead (CPL) and customer acquisition cost (CAC).
Ask: “What KPIs (Key Performance Indicators) will we use, and how will you report them?”
Avoid any agency that hesitates to tie their work to clear outcomes.
4. Do They Offer a Full Marketing Strategy?
You don’t just need leads—you need predictable, scalable demand from multiple sources. An effective contractor marketing agency should recommend an integrated strategy using several digital channels tailored to your business and market.
Here are the average CTRs for popular B2C channels, according to FirstPageSage:
- Email Marketing: 2.8%
- SEO (Search Engine Optimization): 2.1%
- Organic Social Media: 2.4%
- Paid Social (e.g., Facebook Ads): 2.1%
- SEM/PPC (Search Engine Marketing): 1.2%
- Geo-Fencing (location-based targeting): Varies based on strategy and timing
Email and SEO are top performers in the B2C space—especially for contractors. Social media is strong for brand-building and trust. Geo-fencing and PPC are excellent for storm response or targeting neighborhoods near recent installs.
Ask: “Which tactics will you prioritize, and how do they align with my market and goals?”
If their strategy relies on just one tactic, it’s likely incomplete.
5. Will There Be Regular Check-Ins?
Many agencies do a slick onboarding and then disappear. Don’t accept a “set it and forget it” approach.
Your roofing marketing strategy agency should offer:
- Monthly or bi-weekly performance reviews.
- Strategic updates based on lead volume and ROI.
- A dedicated point of contact.
Ask: “How often will we meet, and what happens if campaigns underperform?” Accountability is key. If they avoid this conversation, walk away.
6. Do They Provide Transparent Reporting?
If your marketing agency can’t clearly show you where your money is going—or where your leads are coming from—you’ve got a problem.
Expect reports on:
- Source attribution (Google, Facebook, email, etc.).
- Cost per lead (CPL) by channel.
- Website traffic, call tracking, and conversion rates.
Ask: “Can I see a sample client dashboard or monthly report?”
If the data isn’t clear, it’s not useful.
7. Is Their Pricing ROI-Focused?
Plenty of agencies charge big monthly retainers but avoid talking about ROI. That’s unacceptable in today’s data-driven world.
Look for a partner that:
- Connects spend to results.
- Offers flexible packages based on volume and scale.
- Helps you forecast lead-to-revenue outcomes.
Ask: “How will you improve ROI over time?”
Any agency that charges without delivering better return is a liability—not an asset.
8. Do They Have Real Contractor References?
Forget the pitch deck—ask for proof. A legit agency should be able to point you to:
- At least 10 Google reviews from real businesses.
- Contractor testimonials and video case studies.
- Direct contacts you can call for a reference.
Ask: “Can I talk to one of your roofing or siding contractor marketing clients?”
If they say no, there’s a reason.
Final Tip: Set Smart Expectations Based on Real Channel Performance
Understanding click-through rates is essential. But so is having a practical, market-tested perspective on what actually drives revenue.
Here’s what you should know:
- Email marketing and SEO are your long-term powerhouses. They’re cost-effective, consistent, and lead to high-quality inquiries.
- Social media (paid and organic) works well for trust and visual storytelling—before-and-after project photos and testimonials thrive here.
- Geo-fencing and PPC let you move fast in storm-affected areas or zip codes where you’ve recently installed a roof.
- And the best ROI in contractor lead generation still comes from canvassing. No digital ad beats a neighbor seeing a new roof going on and getting a knock on the door from your rep. Use marketing to support canvassing—not replace it.
Bottom Line: Don’t Be Fooled Again
Marketing agencies have made a mess of this industry for years by promising easy leads and delivering underwhelming results. You don’t have time or money to waste on another “plug-and-play” system.
Instead, ask better questions. Demand real accountability. Expect your marketing partner to understand your business, your market, and your goals.
Need help reviewing agencies or building your own integrated roofing marketing strategy and canvassing approach? Reach out. We help remodeling contractors build sustainable growth systems—online and at the door.
It’s time to stop hoping and start winning.
View a few testimonials here.
Clint Klepp
Director of Sales and Marketing
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