Roofing
A Roofer's Biggest Marketing Problem Is Usually the Phone
You already paid for the lead. The crew was on a roof when it rang.
Roofing leads are expensive — often the most expensive per-lead of any trade, because storm season, insurance work and a homeowner comparing three quotes all bid the same clicks up. Which makes it worse that so many of them are lost after they arrive rather than before. We work on both ends: the visibility that produces the call, and the response that decides whether it becomes a job.
Common Challenges for Roofing Contractors
✗The phone rings mid-tear-off and nobody can answer it — and nobody calls back that evening either
✗Storm-season lead volume spikes past what the office can physically return in a day
✗Homeowners contact three roofers and hire whoever calls back first, not whoever is best
✗Google Ads spending on “roof repair cost” and DIY searches that were never going to book an inspection
✗Insurance-claim enquiries take the same slot as a full replacement and are triaged by whoever picks up
✗Estimates get sent and then never followed up, so a $14,000 proposal quietly ages out
✗Google Business Profile has fewer recent reviews than the competitor two towns over, so the map pack goes to them
✗No idea which of the leads that came in last month were even answered
What actually happens to a roofing lead
Almost nothing goes wrong at the top of this. Everything goes wrong at step four.
Run the arithmetic on your own numbers
We are not going to quote you an industry statistic about missed calls, because the only figures that matter are yours and you already have them. Pull last month and work through this — it takes about ten minutes and it tells you whether any of this is worth your attention.
- →Total ad and marketing spend last month, divided by the number of leads it produced. That is your real cost per lead.
- →How many of those calls went to voicemail, and how many of those voicemails got a return call the same day. Most offices have never counted this.
- →Unanswered leads × your cost per lead. That is money you have already been invoiced for and got nothing back from.
- →Now the other side: unanswered leads × your close rate × your average job value. That is the revenue, not the ad spend.
- →If the second number is small, you do not need a lead recovery system and we will tell you so. If it is the price of a truck, that is the conversation.
Systems We Build for Roofing Contractors
AI Lead Recovery
A missed call gets a text back in seconds, the conversation qualifies the job and the address, and the inspection gets booked — while the crew stays on the roof.
Learn moreGoogle Ads (Local Services)
Search and Local Services Ads managed against cost per booked inspection, with the DIY and price-shopping searches negated out rather than paid for.
Learn moreAI Search Visibility
“Best roofing company near me” is increasingly answered by an assistant naming three companies. We measure whether you are one of them, and who is named instead.
Learn moreSEO & Google Business Profile
Map pack visibility, service and city pages, and the review profile that decides which three roofers a homeowner sees first.
Learn moreJob Dispatch
Crew assignment and job status once the work is sold, with completion photos, so the office is not calling the foreman to find out where anyone is.
Learn moreCRM Dashboard
Every estimate tracked from inspection to signed contract, with follow-up reminders so a $14,000 proposal does not age out in silence.
Learn moreWhat You Get
Every missed call gets an answer within seconds, including evenings and weekends
Storm-season spikes get absorbed instead of overwhelming the office
Leads arrive at your team already qualified: job type, address, urgency, insurance or retail
Inspections booked directly into the calendar, or a callback scheduled at a time the homeowner picked
Ad spend moved off the searches that never book and onto the ones that do
Estimates followed up automatically instead of when someone remembers
A monthly view of leads received, leads answered, and appointments generated — most roofers have never had this
Reviews and map-pack presence worked on deliberately rather than whenever someone remembers to ask
Questions Roofing Contractors Ask Us
We already have a call answering service. Is this different?
It overlaps, and if yours is genuinely answering every call and booking inspections, you may not need this. Four differences decide it in practice. First, this replies to a missed call by text within seconds rather than picking up the next call in the queue, so a homeowner who has already dialled two other roofers hears from you before they finish the third conversation. Second, it treats website forms and Facebook lead ads exactly the same way as calls, which most answering services do not touch at all. Third, it follows up more than once, and the second and third attempt is where a lot of the bookings actually come from. Fourth, you get the transcripts, so you read what was said rather than trust a summary. Send us a week of your service's call reports and we will tell you plainly whether we would be adding much, including when the answer is that we would not.
Will it try to quote a roof?
No, and that is a deliberate limit rather than a missing feature. Roof pricing depends on pitch, access, square count, material, how many layers are already up there, and what gets found on the deck once the old roof comes off. None of that is knowable from a text message. A system that guesses costs you twice: the homeowner anchors on a number you cannot honour, and your estimator spends the inspection arguing upward from it. What it does instead is collect what the homeowner is describing, the address, the rough age of the roof, whether water is actively coming in, and whether this is an insurance or a retail job, then book the inspection and hand your estimator a ticket with that context already attached. If you want it to state a fixed inspection or diagnostic fee, it can, because that is a number you set rather than an estimate it invented.
Does this work for insurance and storm work?
It qualifies for it rather than handles it, and the distinction matters. The questions it asks are the ones that decide routing: whether a claim has already been filed, whether an adjuster has been out, when the damage happened, and whether the homeowner has their carrier and claim number to hand. That means an insurance job arrives at your team already labelled, instead of being discovered fifteen minutes into a call by whoever picked up. What it will not do is discuss coverage, deductibles, or whether a claim is likely to be approved. Those answers belong to the carrier and the adjuster, and a confident wrong answer from your side is how a homeowner ends up angry at you for something you never controlled. Supplements and scope negotiation stay with your people. Where storm work genuinely changes things is volume: after a hail event you can take a month of leads in three days, so write the routing rules before that week rather than during it.
We are seasonal. Does the monthly fee make sense in winter?
That is a fair question, and the answer depends on your market rather than on our preference. In a market with real winters the honest structure is heavier work in season, with ads live, the response system running hot and review requests going out after every job, then a lighter monitoring arrangement out of season, where the search and Business Profile work continues but ad management scales down with the spend. Two things argue against going completely dark. Search visibility built in January is what ranks in April, and the storm that arrives in February does not check your calendar first. What we will not do is bill the same fee twelve times for four months of work. Tell us your actual seasonality month by month and we will scope against it, and if the honest answer is that you only need us for two quarters a year, that is what we will propose.
How fast would we see anything?
The pieces move at very different speeds and it is worth separating them. Lead response is immediate: missed-call text-back changes what happens to tomorrow's calls, and by the end of the first week you can read the transcripts and count conversations that would previously have been hang-ups. Google Ads gives a readable cost per booked inspection in roughly a month, once tracking is verified and there is enough volume to mean anything, and before that you are reading noise. Google Business Profile corrections often move within a few weeks because you are fixing things that were simply wrong. Local search and AI visibility are the slow ones and we would not draw conclusions inside a quarter. Nobody controls what a model says about your company, so we measure whether you are named and what the answer is built from rather than promising a mention. If someone offers you map-pack results in thirty days, ask for it in writing.
Ready to Build a System for Your Roofing Contractors?
Tell Jordan about your business and get a custom proposal within 2 business days.