Construction Team Leader Provides Social Media Tips for Roofing Contractors

Adams & Reese Partner and Construction Team Leader Trent Cotney recently appeared on a RoofersCoffeeShop podcast – “Using Social Media Thoughtfully” – to discuss best practices in social media for roofing contractors and professionals in the construction industry.

“I think most roofing contractors use social media for marketing purposes to promote their companies and things of that nature. But where I see social media really being effective is thought leadership,” says Cotney. “I've leaned into that and that's been something that over the years has helped me from my marketing and branding by putting out useful content, whether it’s what type of roof system to put on or common problems associated with roofs or whatever. People are looking for useful content.”

In particular, Cotney says video content is most useful as people tend to pay attention more to short sound bites of useful information. “It helps create authenticity, helps solidify that brand and I think that's where a lot of the smart roofing contractors are trending towards,” says Cotney.

Cotney said just as in any profession, such as roofing, it is important for professionals to stay on top of the news in their industry.

“Especially with AI and everything else that's changing with the use of SEO and social media in general, it's important to stay on top of things. So, what worked even three years ago isn't going to work today,” he says. “I think part of it is understanding how does your potential customer digest information. What are they looking for and how can you make sure that you're in front of them when they're picking up a phone or their computer or whatever.” 

At Adams & Reese, Cotney is a leading member of one of the largest construction teams in the country with more than 90 attorneys licensed to practice construction law across more than 35 states. A Partner in the Adams & Reese Tampa office, Cotney represents construction and infrastructure clients, including GCs, subcontractors, suppliers, manufacturers, architects, engineers, roofers, developers, and other professionals. Cotney is a board-certified construction lawyer licensed in eight states and Washington, DC. Cotney is an EU arbitrator for construction-related disputes. He is also experienced in construction litigation and arbitration, including OSHA defense, lien law, bond law, bid protests, and construction document review and drafting. 

Cotney serves as general counsel for more than 10 trade associations and organizations, including the National Roofing Contractors Association, Florida Roofing & Sheet Metal Association, National Slate Association, Roofing Technology Think Tank, Western States Roofing Contractors Association and several other industry associations. Cotney has published more than 1,000 articles in 100 different local, regional, and national publications. Cotney recently published his fourth construction law book, Roofing Law: Contracts.