Live from IRE 2026

Digital Marketing Is Now Roofing’s Baseline

Poncho Serrano outlines why contractors must embrace multi-platform marketing, consistency and organic content to stay competitive in 2026.

By Jill Bloom, Group Publisher, Roofing Contractor, Tanja Kern, Senior Strategic Content Editor

In this episode of Roofing Contractor’s Best of Success Podcast Show, Executive Director Jill Bloom sits down with Francisco “Pancho” Serrano, CEO of Roofers Going Digital. to break down what roofing contractors must prioritize in their marketing strategies for 2026.

Serrano’s core message is clear: digital marketing is no longer the future—it’s the present, and in many ways, contractors are already behind. Platforms like Google and Facebook, once considered cutting-edge, are now decades old. Contractors who are just beginning to invest in these channels are entering a highly competitive, mature space and must adjust their expectations and strategies accordingly.

Roofing Contractor presents The Best of Success Podcast Show

Why Roofers Must Be Everywhere Online in 2026

Marketing expert Poncho Serrano explains why roofing contractors must embrace multi-platform visibility, consistent content and organic strategy to compete in 2026. Learn how AI fits in—and why being “everywhere” online is no longer optional.

One of the most important shifts Serrano emphasizes is the need for contractors to be active across multiple platforms—not just one or two. He outlines a “basic bundle” of essential platforms: Facebook, Instagram, X (formerly Twitter), and LinkedIn. Beyond that, he recommends expanding into what he calls the “extensive bundle,” which includes Threads, TikTok, YouTube, and even Google’s content features. The goal is clear: visibility everywhere your audience may be.

Consistency is another critical factor. Many contractors start strong but fall off as business demands take priority. Serrano compares marketing to sales—something that must be continuous and evolving, not a one-time investment. Successful companies treat marketing as an ongoing commitment, often requiring a dedicated person or team.

Equally important is the role of organic content—content created and shared without paid promotion. While paid ads can drive leads, Serrano stresses that organic efforts build brand recognition and trust. Without that foundation, paid campaigns are far less effective. Contractors need to regularly create and share valuable, authentic content to stay top-of-mind with potential customers.

The conversation also explores the growing role of artificial intelligence in content creation. Serrano notes that AI tools can be useful for generating ideas and drafts, and content created with AI can still be considered organic. However, he advises contractors to “humanize” AI-generated content—either through editing or specialized tools—to avoid sounding robotic and to better connect with audiences.

Ultimately, Serrano outlines four key pillars for roofing marketing success in 2026: be present on all major platforms, stay consistent, prioritize organic content, and leverage AI thoughtfully. Contractors who embrace these principles will be better positioned to stand out in an increasingly crowded digital landscape.

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Jill Bloom is the innovative Group Publisher of Roofing Contractor, Walls & Ceilings, Building Enclosure, Roofing Supply Pro, and the highly regarded Best of Success event. With a deep commitment to advancing the roofing, construction, and building enclosure industries, Jill oversees a robust portfolio of publications, podcasts, and events that empower professionals with knowledge, inspiration, and connections.

Her brands deliver exceptional value across multiple platforms, including:

Techos y Más, the Spanish-language newsletter of Roofing Contractor.
Safety Advisor, a newsletter focused on critical resources for jobsite safety.
Thermal Talk, a newsletter focused on insights and news for the insulation contractor.
eRock, a leading newsletter for drywall contractors.
The Enclosure Experts podcast, offering architects deep insights into building enclosure technologies.
If Walls Could Talk, a podcast dedicated to exploring trends and innovations for the wall and ceiling contractor.
The Best of Success Podcast, providing thought leadership and practical advice for roofing professionals.

Jill’s passion for professional development and fostering industry connections is exemplified by the Best of Success event, a premier gathering of contractors, suppliers, and thought leaders for unmatched education and networking.

Tanja Kern covers economic trends and the intersection of architecture, design, and construction for Roofing Contractor, with an emphasis on the forces reshaping the industry. She develops and amplifies content that connects roofing professionals with the intelligence they need to compete and grow.

With more than 20 years of experience, Tanja has written for national business, consumer and trade publications. She holds a Master of Science in magazine publishing from Northwestern University's Medill School of Journalism.