From awareness to sale: how to guide roofing materials buyers through the buying journey
Commercial roofing manufacturers and marketers are facing a pivotal moment. Sustainability mandates, rising material costs, smart technology, and labor shortages are reshaping buyer expectations. The way companies respond to these challenges will define their success in 2025. Buyers aren’t just looking for roofing products; they need guidance, expertise, and confidence in their investment decisions.
The commercial roofing industry is evolving fast. Sustainability mandates, rising material costs, smart technology, and labor shortages are reshaping buyer expectations. In 2025, successful marketing isn’t just about pushing products—it’s about leading the conversation to offer holistic solutions. The brands that eliminate complexity, provide clarity, and solve pain points will win.
At BrandAction Agency, we call this BrandDemand—a marketing approach that speaks directly to buyer needs, removes friction, and drives action. Here’s how commercial roofing companies can turn industry shifts into strategic advantage.
Sustainability: Buyers need certainty
Eco-friendly roofing isn’t just a buzzword—it’s a business priority. Green roofs, cool roofs and solar integration are surging in demand, but many buyers struggle to navigate the costs, regulations and ROI.
Marketing focus:
- Give them the numbers. Facility managers need proof. Create cost-savings calculators, energy efficiency comparisons and case studies that highlight real-world results.
- Eliminate complexity. Sustainability regulations can be overwhelming. Develop easy-to-understand guides that break down incentives, rebates and long-term benefits.
- Tell stories, not specs. Instead of listing sustainability features, showcase developers who’ve reduced cooling costs or earned LEED certification with smart roofing choices.
When sustainability feels like a strategic win instead of a regulatory burden, buyers move faster.
Smart roofing systems: Buyers need simplicity
IoT-enabled roofing, drones for inspections and predictive maintenance are revolutionizing the industry. But many buyers feel overwhelmed by tech jargon. They don’t want a deep dive into specs—they want to know how it makes their job easier.
Marketing focus:
- Show, don’t just tell. Create interactive demos, video explainers and augmented reality tools that let buyers experience smart roofing in action.
- Focus on what matters most. Instead of listing every capability, highlight the top benefit for each buyer—cost savings for facility managers, reduced maintenance for contractors.
- Use testimonials strategically. A manufacturer saying “we offer real-time monitoring” is expected. A contractor saying, “This system detected a leak before it became a disaster” is powerful.
Material innovations: Buyers need strength and sustainability
Durable and eco-friendly materials are driving purchasing decisions. With extreme weather events on the rise, property owners want roofs that last—and they want proof.
Marketing focus:
- Position durability as an investment. Use data-driven content to compare traditional vs. impact-resistant materials.
- Highlight sustainability as a differentiator. Feature success stories from property managers who’ve cut emissions and costs with recycled materials.
- Turn contractor trust into credibility. Contractors are the gatekeepers to most roofing projects—develop influencer partnerships and testimonial-driven campaigns.
Market growth & rising costs: Buyers need ROI
With the commercial roofing market growing at 4.5% annually through 2030, buyers are looking for value—but rising material costs mean they’re also price-sensitive.
Marketing focus:
- Shift the conversation to total cost of ownership. Highlight long-term savings over upfront costs.
- Address re-roofing urgency. Over 80% of roofing demand is driven by re-roofing—help buyers understand why acting now can save money in the long run.
- Be transparent about price trends. Educate buyers on factors influencing material costs and offer budget-friendly alternatives.
Labor shortages: Buyers need solutions
The skilled labor crisis isn’t easing anytime soon, and roofing contractors are feeling the pressure. Brands that help solve workforce challenges will win loyalty.
Marketing focus:
- Sell time savings, not just materials. Showcase how your products reduce installation time or require less labor.
- Invest in contractor education. Offer digital training, certification programs and resources that help new workers upskill faster.
- Make workforce development part of your brand. Support trade school programs, scholarships and recruitment initiatives to strengthen the industry’s talent pipeline.
Regional trends: Buyers need localized expertise
Optimism in the South is fueling commercial roofing growth, while severe weather events are reshaping demand in other regions.
Marketing focus:
- Tailor messaging by region. A property owner in Miami cares about hurricane resistance, while another in Arizona prioritizes heat mitigation.
- Develop targeted campaigns. Use location-based digital ads and content that speaks directly to regional pain points.
- Leverage local expertise. Partner with regional industry leaders to add credibility and trust.
Winning in 2025: Marketing as industry leadership
Commercial roofing isn’t just about materials—it’s about problem-solving. Decision-makers are overwhelmed by options, and they don’t have time for marketing that adds complexity instead of removing it.
What marketers must do now:
- Make sustainability a business advantage. Provide clear numbers, case studies and easy-to-follow transition guides.
- Simplify smart roofing messaging. Show how technology makes their jobs easier, not more complicated.
- Turn workforce challenges into brand strength. Support contractors with training, resources and recruitment solutions.
The brands that treat marketing as leadership—guiding customers through complexity, eliminating friction, and making buying decisions easier—will define the future of commercial roofing.
Winning in 2025 isn’t about reacting to trends. It’s about owning them.
To see how this applies to your brand, check out BrandAction Agency’s What’s New, What’s Next report or reach out for a strategic consultation.
