Fostering positive online reviews from customers continues to be an important part of business development for any roofing contractor. And it’s often a lot harder than it sounds.

That’s especially true when the reviews are less than glowing, and may leave a future prospect surfing for the next roofer with a strong digital footprint. Whether in the residential or commercial sectors, roofers need to be marketing their reviews today, said digital marketing consultant R.J. Lowery in a recent video chat with RC Publisher Jill Bloom.

“We went from this mindset that reputation management was reactive — where someone would leave a review and we’d respond — to now where we try and get in front of it,” said Lowery, a regional sales manager with RevLocal, a full-service, digital marketing agency based in Ohio.

“You truly need to be marketing for reviews of the people you know appreciate your business.”