The Golden Rule: Facebook doesn't close the job; it builds the trust that makes them call you instead of the other guy.
Step 1: Set Up Your "Storefront" (Do this once)
Name & Info: Your Facebook name and address MUST match your Google Business Profile exactly to help your local search ranking.
Cover Image (Your most underused asset): Pack it with 1 value prop, 1 trust signal (licensed, certified, years in business), and 1 CTA ("Book a Free Roof Inspection"). Optional: add your service area in small text.
CTA Button: Pick one that matches your sales process—Book Now, Call Now, Send Message, or Get Quote. Use that same CTA everywhere (on your cover image, in your pinned post, and on every conversion post).
Services Section: List your services with "starting at" anchors: Free inspection, Free storm assessment, Asphalt replacement starting at $X, Leak repair starting at $X. Even rough ranges reduce sticker shock and improve lead quality.
The Pinned Post: Treat this like a mini-website at the top of your page. Include who you serve, what you do, social proof, and one clear CTA.
Step 2: The 5-Bucket Content Mix (What to post)
Stop guessing what to post. Rotate through these 5 proven categories to build local trust.
Before & After Projects
Your highest-engagement posts. Show the transformation and specifically name the problem (e.g., "Wind Damage Repair" vs. "New Roof").
Educational & Seasonal Tips
Tie advice to local weather (e.g., "How to spot hail damage before it leaks"). Keep it helpful, not salesy.
Community Involvement
Post about the neighborhoods you are working in, local events, or team sponsorships. Trust is built locally.
Behind the Scenes & Crew
Introduce the crew and show job site cleanup. Homeowners want to know who they are letting onto their property.
Reviews & Stories
Post a screenshot of a great review alongside a photo of that exact finished roof.
Step 3: The "Minimum Effective Dose" Routine (When to post)
Do not burn yourself out posting 6 times a week. The algorithm rewards consistency and quality over noise. Aim for 3 permanent Feed posts and 2-3 disappearing Stories per week.
Monday: The "Proof" Post (Feed) — A Before & After photo carousel of a recent job.
Tuesday: The "Pulse" Update (Story) — A quick 15-second video from a roof or material delivery.
Wednesday: The "Authority" Post (Feed) — A short educational video or seasonal tip.
Thursday: The "Culture" Update (Story) — A photo of the crew having lunch or a job site cleanup.
Friday: The "Trust & Convert" Post (Feed) — A 5-star review screenshot paired with a CTA (e.g., "Message us for your free inspection").
Step 4: The 5-Minute Follow-Up (How to close)
Roofing is urgent. Whether a homeowner calls, fills out your website form, or sends a Facebook message, if you don't reply in under 5 minutes, they will contact the next company. Use this simple qualification script to take control of the conversation:
1."Thanks for reaching out! Are you located in [Your Service Area]?"
2."Is this related to recent storm damage, or a leak/age replacement?"
3."What's your address? We'll check our schedule and confirm availability."
4."Would you prefer a morning or afternoon slot?"
5."If you have a quick picture of the area from the ground, feel free to text/send it so we can prep!"
Need help putting this system together? Resonating Brands builds complete revenue systems for roofing companies — including social strategies that integrate with AI voice agents, smart websites, and automated follow-up.
