Roofing marketing from storm to signed contract. More inspections that close, and steady work between storms.
Say a hailstorm hits and you run 60 inspections in two weeks. Three months later, 14 have signed and the pipeline is dry. We build marketing that turns more inspections into contracts, keeps retail demand coming between storms, and shows which channel produced each roof you installed.
Where roofing companies lose signed contracts.
A roof sale passes through more hands and more weeks than most home service jobs. Here are the seven places it drops.
- Problem 01Marketing strategy
Your year rises and falls with the weather.
Storm months bring more inspections than you can run. Then the pipeline dries up. Without retail replacement, repair and maintenance demand planned for calm months, crews sit idle and you overspend chasing the next storm.
- Problem 02Marketing data
You count inspections, not what they produced.
Leads come from door knocking, referrals, ads and insurance work. Track each source through inspection, claim approval and signed contract. Otherwise you keep funding channels that produce free inspections and few roofs.
Tracking and attribution for home service companies - Problem 03Funnel friction and CRO
Homeowners don't know what happens after the inspection.
Insurance claims confuse people. If nobody explains the adjuster meeting, the paperwork and the timeline in plain words, homeowners stall. Then they sign with whoever explained it better, or wait another season.
- Problem 04Marketing process
Follow-up stops after the first estimate.
Homeowners compare three bids, wait on the adjuster and talk it over at dinner. One estimate email and one phone call won't hold them for six weeks. The contract goes to the roofer who keeps showing up.
A marketing plan for home service companies - Problem 05Marketing team
Your best salesperson is also your production manager.
When the person running inspections also runs crews, marketing gets nothing in busy months. Leads pile up, appointments slip, and nobody checks which reps turn inspections into contracts.
- Problem 06Marketing technology
Your CRM shows names, not stages.
A roofing CRM can track inspection, claim filed, adjuster visit, approval and signed contract. Most are set up as a contact list. You can't see where deals stall, so you can't forecast installs.
- Problem 07Marketing communication
Every roofer in town shows up with the same yard sign.
After a storm, neighborhoods fill with trucks and flyers. Your reviews, warranty, years in the area and photos of local roofs have to make trust obvious. Otherwise you look like the storm chasers the neighbors warned about.
How the Marketing Impact OS works for a roofing contractor.
We track every roof from first contact to final payment. We plan the year around storms nobody can predict.
- 01
Weeks 1 and 2
Inspect
We trace leads from every source through inspection, claim, approval and signature.
You see cost per signed roof by channel and how many days each stage takes. That shows where good leads stall, whether it's the inspection, the claim or the signature.
What you getA dashboard of cost per signed roof by channel and days spent in each stage.
Marketing Impact OSRoofing companyInspectMarketing attributionLast 90 days vs the 90 beforeBooked jobs852+6%Cost per booked job$97+2%Close rate38%+2 ptsRevenue$771,500+7%Source Spend Leads Booked Revenue Cost per job Google Ads $36,000 720 288 $259,200 $125 Local Services Ads $15,000 400 200 $176,000 $75 SEO $9,000 360 150 $141,000 $60 Meta $12,000 300 60 $42,000 $200 Angi $10,500 350 70 $52,500 $150 Referrals $0 120 84 $100,800 $0 Total $82,500 2,250 852 $771,500 $97 - 02
Weeks 3 and 4
Ideate
We build a plan with two speeds. One is a storm playbook ready to launch within a day. The other is steady retail, repair and maintenance campaigns for calm months.
Each move is ranked by the signed roofs we expect it to add.
What you getA two-speed plan with a storm playbook and calm-month campaigns, ranked by expected signed roofs.
Marketing Impact OSRoofing companyIdeateThe plan, ranked by impactGains per month- 1Call back every missed call in 5 minutesOnly 38% of leads book today.+40 booked jobs+$36,000 revenue
- 2Follow up on every unsold estimateUnsold estimates get no second call today.+20 booked jobs+$18,000 revenue
- 3Move $2,000 a month from Meta to LSALSA costs $75 per booked job. Meta costs $200.+17 booked jobs+$15,000 revenue
- 4Ask for a review after every jobMore reviews lift your rank in Local Services Ads.+8 booked jobs+$7,000 revenue
If the plan holds+85 booked jobs a month
- 1
- 03
From week 5, biggest fix first
Implement
We set up CRM stages, follow-up for open bids and inspection booking pages. We add review requests after every install and ads that switch on by zip code after hail or wind.
Each item has an owner, a due week and a status, so the storm setup is ready before the storm.
What you getA work list of CRM, follow-up, booking and storm ad setup with owners and due weeks.
Marketing Impact OSRoofing companyImplementThe work2 of 4 done- Missed-call text back and 5 minute callbackOffice manager · Week 1Office managerWeek 1Done
- Estimate follow-up on day 2 and day 7Sales manager · Week 2Sales managerWeek 2Done
- Move $2,000 a month from Meta to LSAAgency · Week 3AgencyWeek 3In progress
- Review request text after every jobCSR lead · Week 5CSR leadWeek 5Next
Monday check-in Every open task gets a status. A late one gets a new date and a reason.
- 04
Every week, with a review every 90 days
Iterate
We watch the numbers every week. Each month we compare inspections to contracts by source and by rep, and every 90 days Zachary reviews results against where you started.
After each storm season we tighten the playbook, so the next response starts faster and wastes less.
What you getA 90-day review of inspections, contracts and cost per signed roof, with the next decision.
Marketing Impact OSRoofing companyIterate90 days laterBefore → after- Cost per booked job$97$80−17%
- Booked jobs8521,032+21%
- Close rate38%45%+7 pts
Cost per booked job by monthZachary's reviewBooked jobs went from 852 to 1,032 on the same $82,500. Cost per booked job fell from $97 to $80. Next: staff the phones until 8 pm, then move the other $2,000 a month off Meta and into LSA.
Six numbers that forecast your install schedule.
- Cost per inspection
- Inspection to signed contract rate
- Cost per signed roof
- Average contract value, retail vs insurance
- Days from inspection to signature
- Signed revenue by lead source
The right level of help for where you are.
Roofers who boom and bust with storms usually start with the Marketing Impact Roadmap to build a pipeline that holds between them. Contractors with a sales team add the Fractional CMO Retainer for weekly attention on stage conversion. Owners stretched across sales and production often choose the Fractional Marketing Team.
Compare all fractional CMO servicesFrequently asked questions.
How do roofing companies get leads without storms?
Build demand the weather doesn't control: retail replacement for aging roofs, repairs, maintenance inspections, gutters, and referrals from realtors and past customers. Keep search ads and your Google Business Profile running all year, and follow up with every past inspection that didn't sign. Organic search takes longer to build and keeps paying after the ads stop.
Why do roofing inspections not turn into contracts?
Most stall in follow-up. Homeowners wait on adjusters, compare bids and put off the decision. Give them clear next steps, a CRM that tracks each stage and a follow-up sequence that runs for weeks. Then measure the rate from inspection to contract by source and by rep.
Is roofing marketing different for insurance and retail jobs?
Yes. Insurance work needs fast response after storms, visible trust and clear help through the claim. Retail buyers have older roofs, plan ahead, compare options and often need financing. Track the two apart, because cost per signed roof and cycle length differ a lot.
How much does a fractional CMO cost for a roofing company?
Scope sets the price: how many markets, how many reps, and whether you need campaigns run or strategy only. Storm-heavy contractors often want more help in peak months. Because there are no setup fees and no long contract, scaling support up or down is simple. We quote after the assessment call.
Where to next.
Start with your free Marketing Impact score.
It takes a few minutes. You get a score from 1 to 5 on each of the seven dimensions of your marketing and see where to start. If you’d rather talk first, book a free 30-minute call.