Timing, trust, and relationships are paramount in commercial roofing. When it comes to building those at scale with decision-makers, however, no platform is more suited than LinkedIn. When you need to fill your pipeline with facility directors, property managers, and operations leaders, LinkedIn lead gen for roofers is one of the most targeted solutions available.
This guide will show you exactly how to use LinkedIn to connect with high-value prospects, build credibility, and start conversations that lead to booked commercial roofing appointments. Whether you have a small team or are using an outsourced partner, this strategy will help you own your niche.
Contents
- 1 Why LinkedIn Works for Commercial Roofing Lead Generation
- 2 Utilize LinkedIn Sales Navigator to Engage the Right Prospects
- 3 Create a LinkedIn Profile that Builds People’s Trust
- 4 Connection Request Strategy
- 5 Follow-Up Messaging Sequence
- 6 Share Content That Positions You as a Partner
- 7 Use LinkedIn Events or Webinars
- 8 Track Results and Sync with Your CRM
- 9 Do You Need to Outsource LinkedIn Lead Generation?
- 10 Request a Free LinkedIn Lead Gen Audit
Why LinkedIn Works for Commercial Roofing Lead Generation
Unlike almost every other platform, LinkedIn is B2B specific. Regional directors, building engineers, and property managers are all utilizing LinkedIn to network, find vendors, and search for maintenance solutions.
Here’s why it works:
- You can target by job title, company size, industry, and location
- You can reach facility decision-makers directly
- Prospects are more likely to respond during the workday
- Messaging is non-intrusive compared to cold calls
- It gives you a stage to build authority with content
Most commercial roofers are still not utilizing LinkedIn to its full potential, giving you an upper hand if you do it well.
LinkedIn’s professional-grade prospecting tool is Sales Navigator. It allows you to get laser-focused in your outreach so that you’re not wasting time on unqualified leads.
Here’s how to build high-performing searches:
1. Job Titles to Target
- Property Manager
- Facility Director
- Regional Maintenance Manager
- Building Engineer
- VP of Operations
- Asset Manager
2. Industry Filters
- Real Estate
- Construction
- Facilities Services
- Education
- Manufacturing
3. Geography
- Filter by service area, zip code, or city radius
4. Company Size
- Target 11-500 employee companies for mid-market properties
- Use larger filters (500+) for school districts, hospitals, and national chains
5. Keywords
- Try combos like “commercial property,” “maintenance director,” or “facilities”
Once you’ve constructed your search, save it. LinkedIn will continue to bring up fresh leads that meet your criteria.
Create a LinkedIn Profile that Builds People’s Trust
Your company page and sales rep profiles should act as landing pages. Have this set up before you send out even one message:
- Clearly state whom you help and how
- Include photos of commercial roofing projects
- List certifications or safety qualifications
- Align with your website and case studies
- Feature advice or testimonials from past customers or vendors
A prospective customer visiting your profile should know immediately:
- That you possess commercial roofing experience
- That you are familiar with their world (compliance, preventive maintenance planning, etc.)
- That you are seasoned and reliable
Connection Request Strategy
The secret to starting conversations is getting connections. In sending connection requests:
- Always include a note
- Keep it short and relevant
- Don’t sell within the first message
Sample request:
“Hi Sarah, I noticed you’re the facility manager at ABC Properties in St. Louis. We work with comparable property portfolios on forward-looking roof planning and it appeared to be a good idea to get in touch.”
Be sincere, individualized, and respectful of their time. If they reply favorably, they realize you are on their mind.
Follow-Up Messaging Sequence
Once having become connected, the true lead generation begins. The following is a straightforward outreach sequence:
Message 1 (Day 1):
“Thanks for getting in touch, Sarah. I work with property teams to simplify commercial roof repairs and planning. Happy to be a point of reference if you ever need to talk things through.”
Message 2 (Day 3–5):
“Quick query: Do you already have a go-to commercial roofing specialist for planned maintenance or emergency repairs?”
Message 3 (Day 7–10):
“We’ve assisted some St. Louis properties shave repair budgets in half with predictive maintenance and thermal inspections. Want to test the strategy out for yourself?”
Include a CTA like:
- “Open to a 15-min call next week?”
- “Want a brief roof audit summary?”
Leave space between messages and don’t be aggressive. Connect back to helpfulness, not pushing.
Posting content keeps your profile active and reinforces your authority. Make an effort to post 2–3 times a week with value posts.
Examples:
- Before and after photos of commercial work
- Brief video tutorials on roof types or common repairs
- Q&As on TPO vs EPDM, coat vs re-roof
- Seasonal advice: “3 ways to prep your flat roof before winter”
- Screenshots of Google reviews or customer emails
Utilize the following hashtags:
- #CommercialRoofing
- #FacilityManagement
- #BuildingMaintenance
- #RoofPlanning
Tag your clients or locations (with permission) for increased visibility and social proof.
Use LinkedIn Events or Webinars
Need to warm up a few prospects at once? Host short virtual events.
Ideas:
- 20-minute “Roof Maintenance Planning 101” webinar
- Q&A: Advice on what to ask before hiring a roofer
- Reading a thermal scan
Promote through connection messages and direct invitation. Record the event and make it available to non-attendees later.
Track Results and Sync with Your CRM
It’s not lead gen if you don’t measure results. Use your CRM to perform the following:
- Tag contacts sourced from LinkedIn
- Log calls and call outcomes
- Set up follow-up tasks
- Track appointment rate and response trends
Top CRMs like HubSpot, Salesforce, and Zoho all get along well with LinkedIn or allow manual entry. Make all outreach efforts pipeline data.
Do You Need to Outsource LinkedIn Lead Generation?
LinkedIn lead gen is a game of consistency. If you don’t have time to write messages, follow up with responses, or build targeting, a third-party platform can help. The key is selecting a partner that:
- Has commercial roofing experience
- Builds personalized targeting lists in Sales Navigator
- Writes and delivers your messages from experienced SDRs
- Offers insight into booked meetings and results
At Abstrakt, our outbound lead generation process includes:
- LinkedIn Sales Navigator targeting
- SDR-written and delivered connection + nurture sequences
- Weekly reporting of responses, connections, and scheduled meetings
- Seamless integration with your CRM and scheduling calendar
We design programs that make noise, booking qualified meetings.
Request a Free LinkedIn Lead Gen Audit
If you’re not tapping into LinkedIn to engage with decision-makers, you’re leaving business on the table. Have our experts take a look at your current LinkedIn presence and figure out how to:
- Target the right facility and property contacts
- Maximize your profiles for relevance and credibility
- Make appointment setting and follow-up messages automated
We’ll give you a tailored report of action steps and campaign concepts to your market.
Madison Hendrix
Madison has worked in SEO and content writing at Abstrakt for over 5 years and has become a certified lead generation expert through her hours upon hours of research to identify the best possible strategies for companies to grow within our niche industry target audiences. An early adopter of AIO (A.I. Optimization) with many organic search accolades - she brings a unique level of expertise to Abstrakt providing helpful info to all of our core audiences.
