National Women in Roofing (NWiR) kicked off the 18th Best of Success conference in Scottsdale, Ariz., with an engaging event that got attendees liking and commenting.

On Dec. 4, a panel of NWiR marketing gurus shared their insights on how to become a powerhouse in the roofing industry by growing your business through social media. The panel featured Sara Lechowich, CEO of True North Roofing of Cottage Grove, Minn.; Liz Garza, director of marketing for My Roofing Crew in Springfield, Tenn.; and Kristina Hill, co-owner of HomeShield Roofing & Exteriors of Lincoln, Neb.

The panel touched on everything from using social media channels like TikTok to strategies on how to address negative comments and reviews. Fittingly, the event was shared via Facebook Live for those who couldn’t attend in person.

Lechowich spoke about how branding is more than just a logo and color themes, it’s about representing yourself. She shared a story on how, after a job caused some problems due to unprofessional behavior, she went to the job’s neighboring homes and gave them Starbucks gift cards as a way of apology and shared this on social media.

“Sometimes you have to talk about the times that it didn’t go right,” she said. “The story got copied and pasted into a neighborhood Facebook group, and when a big windstorm came through, we had every single house in that neighborhood.”

Hill, who runs the popular Harnesses & Heels women in roofing online community, said as a business owner, you can use social media as a way to humanize your business and provide information to homeowners instead of trying to sell to them.

“Your goal when you’re posting should be to educate and to bring value,” she said. “If you’re not doing those two things you need to reevaluate your marketing strategy.”

Garza, who also runs the She’s in Roofing brand, said no matter the size of your company, you should aim to not only post relevant content, but show your unique qualities and take the time to respond to comments and reviews.

“It is so important to reply to your reviews, it’s so important to make them feel heard,” Garza said. “Make them feel like a person.”

Lee Lipniskis, owner of Levello Construction in Denver, Colo., and a member of NWiR’s events committee, said the organization has focused on career paths for women in the industry over the past year. The Best of Success panel represents one of the latest events the organization has held to encourage women to take on leadership roles.

“What we’re trying to do is bring other women up to sit at that table with us and have them realize that, ‘Hey, there’s more than one seat here, there’s not just one,’” she said.

The panel capped the event with a TikTok video where attendees took part in a “mannequin challenge,” showing just one of the ways to have fun with your social media and brand.

@liz_shesinroofing In the spirit of our social media session and powehouse pathway!!!! We had an amazing group of contractors and marketing gurus attend our @nationalwomeninroofing event! Let me know if you attended and where you are from!!! follow along ❤️ #shesinroofing #womeninroofing #nwir #roofing #bestofsuccess #powerhouse #marketing #roofingmarketing ♬ mannequin challenge - tyler funke