There’s a lot of noise out there about what you should be doing in your marketing—but let’s ground it in what’s actually happening.
Here are some trends we’re watching closely, especially as we help roofing and construction businesses create aligned, brand-driven, integrated marketing that performs.
The global social media ad market is expected to grow 12% this year (WARC). That means competition is heating up—especially for attention spans.
What’s more interesting?
- 59% of marketers say they’ll partner with more influencers in 2025 than they did in 2024 (Sprout).
- 76% of users say social content has influenced a purchase decision. And among Gen Z, that jumps to 90%. (Sprout)
- And yes, 41% of Gen Z now use social media as their first stop when looking up a brand or product (Sprout).
What it means for roofers:
If your Instagram looks like a ghost town, or your Facebook content hasn’t changed in 6 months, it’s time to rethink your visibility strategy. And no—you don’t need a TikTok dance team. But you do need consistency, authenticity, and proof that you’re active, relevant, and trusted in your community.
According to Boston Consulting Group, 71% of marketers plan to invest $10M+ in AI over the next three years. That’s a 14% jump from last year.
Even more telling: 83% of CMOs feel optimistic about AI’s role in how they work and scale (Boston Consulting Group).
What this Means For you?
Roofers don’t necessarily have to build their own AI tools, but you should be using smart automation for follow-up emails, estimate reminders, and even content repurposing. AI doesn’t replace your team —it just makes it easier to help you and them scale the parts that take too much of their time.
According to Gartner, 42% of consumers are delaying large purchases in 2025. That’s a big leap from 28% just last year.
At the same time:
- 66% of people still feel confident paying for necessities
- And nearly half feel okay splurging on non-essentials (Gartner)
Here’s your edge:
Position your services as both essential and valuable. Educate clients on long-term savings (energy efficiency, maintenance prevention, proactive storm preparation, etc.). Help them feel confident choosing you now—not six months from now.
Gartner also found:
- 84% of CMOs struggle to execute their own strategy
- Only 15% plan beyond 3 years
- And 30.6% of budgets are going straight to paid media
Why it matters to you:
Marketing isn’t about throwing money at ads anymore. It’s about internal alignment—between what you say, what you show, and how your team delivers. Strategy without cohesive and effective execution is just a nice slide deck.
This might feel early, but Gen Alpha (born ~2010–2025) is already making waves:
- They hold $28B in direct spending power (Horizon)
- Their global footprint is expected to hit $5.5T by 2029
- And their parents? 90% say digital content is unavoidable
You’re not marketing to kids—but you are marketing to their parents.
Millennial homeowners are online, visual, and skeptical of outdated sales tactics. Your brand presence—website, social, reviews—needs to feel fresh, professional, and easy to trust.
Digital video ad spend is expected to hit $72.4B this year (IAB), with 58% of video spend now going toward digital.
Even Connected TV (streaming ads) is still on the rise—expected to grow another 13% in 2025.
No, you don’t need a Super Bowl level ad.
But short-form, branded videos showcasing installs, testimonials, or “a day in the life” on the job site? That’s gold.
You don’t have to be everywhere. But you do need to be aligned, consistent, and strategic about how you show up—especially online.
If you’re not sure where to start, a simple marketing audit can help identify:
- Where your roofing leads are leaking – Is it your outreach, your content, your follow up, or your closing rates.
- What content your buyers trust and engage with the most.
- What your competitors are doing right (or not doing at all).
- Where your website is not performing and where you can make improvements.
- What your customer journey is vs. what it could be.
- And what tools will save you time and money (without chasing trends).
Book Your Roofing Marketing Audit Today! | Let’s build a marketing plan that works as hard as you do.
