Before you try that new marketing trend, do this first

By Jenny Yu. 

gFour Marketing’s Felipe Ros explains why roofing contractors should strengthen foundational marketing systems in a rapidly changing marketing landscape. 

In a recent episode of Roofing Road Trips®, Heidi J. Ellsworth sat down with Felipe Ros, president of gFour Marketing, to explore how roofing contractors can drive revenue growth without relying on purchasing more leads. The conversation centered on a key theme: maximizing the value of existing leads before chasing new ones. 

For 15 years, gFour has worked exclusively with home improvement contractors across the country. Over 60% of those customers are roofers. “We have a lot of experience with the kind of marketing strategies that work specifically for roofers,” Felipe shared. “We try to help contractors get more revenue from the leads that they already have. We think that's foundationally important — putting a system in place to help drive repeats, referrals, rehashes.” 

As marketing has evolved over the last decade, Felipe noted the importance of diversification. “It's just good business, right? Having diversification in your lead sources, especially in the current environment that we're in right now where there's rapid change, lots of AI, new buzzwords, new leads sources coming in,” Felipe stated. At the same time, he stressed that diversification only works when foundational marketing pillars are in place to capture repeat and referral opportunities.  

Part of establishing a strong system is remembering what’s at the core of your service: relationships. “At the end of the day, roofing businesses, home improvement businesses — these are local services. It’s a high-ticket purchase, high trust, so you’re going to ask your neighbor or a family member for referrals,” Felipe explained, pointing to smaller mom-and-pop businesses as sources for inspiration. “Leveraging that relationship that you have, that reputation you have in your local markets, is a strength. That personalized approach has a very big impact on reply rates and engagement.”  

So, rather than diving head-first into each buzzy marketing trend, consider strengthening the foundational marketing pillars first. “Before you start pouring money into ads, you need to have the foundation, your house in place, right? That will allow it to continue to scale,” Felipe advised. “Those are big strategies to focus on for anyone that's in the marketing space for 2026.” 

Listen to the podcast or Watch the recording to learn more strategies for strengthening your marketing foundation.