Roofing
Roofing marketing, measured in signed contracts.
I've run roofing marketing from every side of the table: as the agency behind a Florida roofing contractor, as Director of Marketing at a national roofing contractor after it bought my agency, and as CMO of a PE-backed roofing platform. Now I sit on yours.
Why roofing marketing is harder to read than it looks.
A roofing company runs two businesses on one brand. Retail work is planned and seasonal. Storm work arrives all at once, in the markets the weather picked. Both flow through the same call center, the same reps and the same CRM, and they don't behave the same way in any of them.
Add search, lead vendors, canvassing, referrals, a sponsorship or two and a couple of agencies, and every source looks productive on its own report. The question that matters, which of them turns into signed contracts, is the one no single report answers.
I've run roofing marketing in markets from Florida to the upper Midwest, where storm seasons, housing stock and the competition all differ. The fog looks the same in every one of them, and so does the way out.
Where the fog usually sits in roofing
- The same source under three names"Google", "Website" and "Inbound call" in the CRM, all the same channel, none of them agreeing.
- Retail and storm blended togetherSo a storm month makes a weak channel look strong, and a quiet month does the opposite.
- Lead vendors judged on price per leadCheap to buy, expensive to close, and it only shows up in cost per sale.
- Estimates with no second visitThe appointment was kept, the estimate went out, and nobody owned what came next.
Every one of these is fixable, and fixing them is usually cheaper than buying more leads.
What a clear read changes.
At a PE-backed roofing platform, I traced every lead source to signed contract value. Search and website leads reached approved work far more often than purchased leads. Third-party sources were closing at roughly a fifth the rate of website leads.
So I moved the money, cut monthly lead count by about 30% on purpose, and defended it upward as a quality shift. The sales math supported it, because a roofing company doesn't grow on leads. It grows on signed contracts.
Cheaper per lead. Not cheaper per sale.
What I do in roofing companies
Diagnose, Lead or Build, for how roofing actually works.
- Lead sources you can trust.Dozens of names consolidated into a handful of parent sources with accurate sub-sources, carried into the CRM and the call center.
- Retail and storm read separately.So each gets judged on what it returns, and a storm month never flatters a channel.
- Storm data on every lead.Each lead geocoded and matched to regional storm history, with a date of loss written back to the CRM.
- Markets scored before you spend.Every residential ZIP scored on housing and storm history, including the list of places to stay out of.
- Reps who follow up.Rep-level landing pages, share-by-text and a follow-up message tool, so the second touch actually happens.
- Reporting up in revenue.Signed contract value by lead source, the way an owner or a board reads the business.
Running retail and storm work across more than one market? That's the conversation I'm best at.
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