Let’s be honest, roofing CEOs love the idea of inbound leads. But when deal flow slows, most fall back to cold calls and random outreach.
The truth? Inbound without outbound is slow. Outbound without inbound is desperate. But when you merge both strategically, that’s when momentum becomes inevitable.
Here’s the exact system I teach roofing founders to merge both for predictable, high-quality deal flow:
1. Warm Your Outbound with Content Before you message anyone, show up where they scroll. Post consistently around the 3 pillars property managers care about:
→ Asset protection
→ Energy efficiency
→ Lifecycle cost savings
When they see your name in their feed, your outreach won’t feel cold, it’ll feel familiar.
2. Turn Comments into Conversations Forget pitching in DMs. Start by engaging publicly comment insightfully on posts by property managers, GCs, and developers.
Then, move that conversation to private messages with genuine curiosity: “Hey, really liked your point on managing tenants during reroofing, how are you handling that challenge this quarter?” That’s outbound through inbound visibility.
3. Build Micro-Lists, Not Massive Lists Outbound shouldn’t mean blasting messages to 1,000 people. Build small, hyper-qualified lists of 30–50 property managers or REIT executives. Study their projects, vendors, and procurement cycles. Then, tailor your inbound content around their world. They’ll feel like your posts are written specifically for them, because they are.
4. Use Content as a Filter Every inbound comment, like, or profile view is data. They’re silently raising their hand. Create a simple spreadsheet tracking who’s engaging, and start soft-touch outbound: “Hey, noticed you’ve been engaging with our roofing maintenance content curious, are you managing industrial portfolios?” That’s how content fuels your pipeline without paid ads.
5. Combine Outreach with Authority Assets Never just send “Let’s talk.” Attach proof, something that builds trust before conversation.
Examples:
→ A case study PDF showing a 17% energy reduction on a facility roof
→ A 2-minute video breaking down a common maintenance mistake
→ An audit checklist or guide on storm-prep for commercial roofs.
When value leads, conversations flow naturally.
6. End Every Outbound with a Relationship, Not a Pitch Stop thinking in transactions. Think in timelines. The best commercial deals often happen months after the first message. Keep nurturing: reply to their content, share useful updates, send industry reports. Trust compounds faster than any pitch ever will.
Here’s the playbook in short: Inbound gives you attention. Outbound gives you intention. Together, they create momentum.
That’s how roofing CEOs are turning connections into $250K–$2M contracts without ads, without begging for bids, and without chasing ghosts.
Start with content that attracts. Follow with outreach that cares. And watch how the right people start calling you.
P.S. I’ve helped commercial roofing founders generate over $25M in inbound deal flow using this exact framework. If you want to see how it applies to your company, DM me “FLOW.” I’ll send you the step-by-step system.
Cheers,
Khizar Javed
Founder, RoofBuzzler, Founder, Digilight Marketing Helping roofing CEOs build authority and attract premium projects
Audit here to check if you qualify to be an authority in your commercial market!
Leave a Reply