TOPWATER ROOFING — SOCIAL MEDIA ROADMAP
6 MONTHS · INSTAGRAM + LINKEDIN
A social presence built on real work — and designed to travel.
A six-month content system built to make Topwater recognizable, credible and useful — while giving its real-estate partners content they can easily share with their own audiences.
THE SOCIAL SYSTEM
Build the system once. Let the content travel.
REAL WORK
CONTENT
TOPWATER SOCIAL
PARTNER SHARING
LOCAL REACH
TRUST + REFERRALS
01 — REAL WORK FIRST
Projects, inspections, people, technology and customer proof become the source material for everything we publish.
02 — DESIGNED FOR EVERY PLATFORM
One story becomes multiple useful formats — feed, carousel, Reel, Story and LinkedIn — without extra shoots.
03 — BUILT TO BE SHARED
Relevant content is intentionally designed so real-estate partners can repost it to their own audiences.
CONTENT PILLARS
Six pillars turn what Topwater already does into content.
01
Real Work
Projects, before/after, inspections, completed roofs and drone footage.
02
Education
Roof lifespan, storm damage, inspections, maintenance, insurance and homeowner education.
03
Technology
Drone inspections, documentation, technology, quoting and field tools.
04
Customer Proof
Reviews, testimonials, customer stories and completed projects.
05
People & Company
Team, crews, inspectors, behind the scenes and company culture.
06 — PARTNER + LOCAL
Partner + Local
Real-estate partners, local communities, local projects, referrals and shareable homeowner content.
WHAT WE ACTUALLY CREATE
Every month produces a complete social content system — not just a handful of posts.
Feed posts
Carousels
Reels
Reel covers
Stories
Before / after
Educational graphics
Thought-leadership posts
Project stories
Case studies
Commercial content
Educational posts
PARTNER CONTENT
Story-ready assets
Feed-ready assets
Educational posts
Project content
Storm / homeowner content
Designed for agents to reshare
MONTHLY CONTENT VOLUME
Consistent output. Enough variety to stay interesting.
8
INSTAGRAM FEED POSTS
4
INSTAGRAM REELS
8–12
INSTAGRAM STORIES
4
LINKEDIN POSTS
TOTAL EACH MONTH
24–28 assets
One roof project becomes a full week of content — not one post.
ONE ROOF PROJECT
Instagram carousel
Reel
Story sequence
LinkedIn project story
Partner-ready Story
Before / after post
CONTENT DESIGN SYSTEM
Every format has a job.
01
FEED POST
T
topwaterroofing
STORM DAMAGE
3 signs your roof may have storm damage.
topwaterroofing After a storm, small issues become expensive fast. Here’s what to look for before it’s too late.
02
CAROUSEL
T
topwaterroofing
1/5
SWIPE →
What to check after a hailstorm
topwaterroofing Save this before the next storm. A 5-point homeowner checklist.
03
REEL
REELS
DRONE INSPECTION
What a drone sees that you might not.
@topwaterroofing
04
STORY
T
topwaterroofing
2h
JUST COMPLETED · CHARLOTTE
Swipe to see the transformation.
See the transformation →
05
LINKEDIN POST
T
Topwater Roofing
Commercial & Residential Roofing
2d · Public
Why documentation matters more than ever in commercial roofing. On every project, our drone capture and inspection reports become the record facility managers actually rely on.
Commercial re-roof · 42,000 sq ft
Like
Comment
Repost
Send
06
PARTNER SHARE
B
blabla.realty
now
topwaterroofing
3 things to check after a major storm.
Helping homeowners know what to look for after a storm.
Great resource from @topwaterroofing
REELS
Turn the work into something people want to watch.
REELS
ON SITE
What a roof inspection actually looks like.
@topwaterroofing
REELS
AFTER THE STORM
3 things we look for after a hailstorm.
@topwaterroofing
REELS
PROCESS
From drone to roof report.
@topwaterroofing
REELS
RESULTS
Before → after.
@topwaterroofing
STORIES
Stories make the work feel current.
T
topwaterroofing
2h
WEATHER ALERT
Storm coming through?
Here’s what we do →
T
topwaterroofing
2h
TALK TO US
Need a second set of eyes?
Talk to Topwater →
T
topwaterroofing
2h
DRONE INSPECTION
A second set of eyes, from above.
Watch the flyover →
T
topwaterroofing
2h
AFTER IT PASSES
Here’s what we look for.
See the checklist →
B
blabla.realty
now
topwaterroofing
3 things to check after a major storm.
Helping homeowners know what to look for after a storm.
Great resource from @topwaterroofing
PARTNER-READY VARIATION
The same sequence is re-cut as a single story frame a real-estate partner can add to their own feed — useful on its own, and quietly credited to Topwater.
THE PARTNER CONTENT SYSTEM
Topwater content should work beyond Topwater’s own audience.
Create content that real-estate agents can pick up, share and make their own.
01 — TOPWATER
Creates useful homeowner content from real work.
02 — PARTNER
A real-estate partner shares it with their audience.
03 — HOMEOWNER
Discovers Topwater through someone they already trust.
04 — TOPWATER
Gets local visibility and referral opportunities.
A REAL EXAMPLE
T
topwaterroofing
HOMEOWNER TIPS
3 things to check after a major storm.
topwaterroofing After a storm, small issues become expensive fast. Here’s what to look for before it’s too late.
TOPWATER INSTAGRAM POST
Published to Topwater’s own feed.
RESHARED
B
blabla.realty
now
topwaterroofing
3 things to check after a major storm.
Helping homeowners know what to look for after a storm.
Great resource from @topwaterroofing
BLA BLA REALTY
Shares it to their Instagram Story.
PARTNER-READY CONTENT
Designed to be shared, not just published.
STANDARD SOCIAL CONTENT
Designed only for Topwater’s audience.
Good for the brand — but it stops at Topwater’s own followers and needs context to make sense.
PARTNER-READY CONTENT
Useful without any extra context
Visually clean and easy to repost
Branded, but not overly promotional
Relevant to homeowners, not just the trade
Naturally gives credit to Topwater
EXAMPLES OF PARTNER-READY POSTS
HOMEOWNER
3 things to check after a hailstorm
HOMEOWNER
Should you get your roof inspected?
HOMEOWNER
Signs of storm damage
HOMEOWNER
What a drone inspection can find
FOR BUYERS
Before you buy: 5 roof questions to ask
FOR SELLERS
Why roof documentation matters when selling
ONE STORY, MANY OUTPUTS
One project can become a week of content.
THE PROJECT
Charlotte roof replacement
01
Instagram carousel
02
Reel
03
Story sequence
04
Before / after post
05
LinkedIn project story
06
Partner-ready Story
07
Customer proof
08
Educational post
“We don’t need to constantly invent new content. We need to extract more value from the work already happening.”
THE SIX-MONTH ROADMAP
From system to proof to scale.
01
Foundation
Build the system.
02
Proof
Show the work — and the people behind it.
03
Authority
Own the storm-damage conversation.
04
Commercial
Demonstrate commercial expertise.
05
Local
Become recognizable in the communities Topwater serves.
06
Optimize
Use real data to scale what works.
M1
Build the social system before scaling it.
Set the foundations: identity, templates and cadence across every format.
WHAT WE SET UP
Profile optimization
Visual identity
Content templates
Reel system
Story system
ALSO INCLUDED
LinkedIn format
Partner-ready format
Content calendar
Baseline metrics
DELIVERABLES
8 Instagram posts
4 Reels
8–12 Stories
4 LinkedIn posts
Template library
Partner-ready templates
M2
Make the real work — and the people behind it — central to the brand.
Put projects, customers and crew at the center of the feed.
CONTENT FOCUS
Before / after
Projects
Customer stories
Team
ALSO
Crew
Drone footage
Reviews
DELIVERABLES
8 Instagram posts
4 Reels
8–12 Stories
4 LinkedIn posts
Partner-ready project content
M3
Own the storm-damage conversation.
Answer the questions homeowners have right after a storm.
CONTENT FOCUS
Storm damage
Hail
Wind
Inspection
ALSO
Insurance
Homeowner education
Drone inspection
DELIVERABLES
8 Instagram posts
4 Reels
8–12 Stories
4 LinkedIn posts
Partner-ready education
M4
Demonstrate commercial expertise — don’t just claim it.
LinkedIn becomes especially important this month.
CONTENT FOCUS
Commercial projects
Case studies
Technology
ALSO
Documentation
Facility managers
Project breakdowns
DELIVERABLES
8 Instagram posts
4 Reels
8–12 Stories
4 LinkedIn posts
Commercial case studies
M5
Become recognizable in the communities Topwater actually serves.
Show partner collaborations and local work prominently.
CONTENT FOCUS
Local projects
Local customers
Community stories
ALSO
Real-estate partners
Local storm activity
Partner collaborations
DELIVERABLES
8 Instagram posts
4 Reels
8–12 Stories
4 LinkedIn posts
Partner collaboration content
M6
Use real data to scale what works.
Double down on the formats, topics and partners that perform.
WHAT WE REVIEW
Best-performing formats
Best-performing topics
Reel performance
Story engagement
ALSO
Partner shares
LinkedIn performance
Content refinement
NEXT STEPS
Refined content system
Scaled winning formats
Partner distribution plan
Next-quarter recommendations
THE COMPOUNDING LOOP
The partner flywheel.
01
Topwater project
02
Content created
03
Posted to Instagram
04
Partner reshares
05
Homeowner audience
06
Local discovery
07
Trust builds
08
Referral happens
09
New project
10
More content
More useful content. More people sharing it. More local visibility.
HOW WE MEASURE
We measure attention — but optimize for business value.
Reach
Saves
Shares
Profile visits
Reel plays
Story engagement
Impressions
Engagement
Profile visits
Post shares
Commercial audience growth
PARTNER NETWORK
Partner shares
Story reshares
Partner engagement
Referral visibility
BUSINESS IMPACT
Qualified inquiries
Referral opportunities
Project visibility
THE NEXT SIX MONTHS
Build the audience.
Create the proof.
Give partners something worth sharing.
Six months of consistent, useful and recognizable content — engineered to travel through every real-estate partner in the network and compound into local visibility.
TOPWATER ROOFING