Roofing Sales: Land More Jobs With Our Proven Playbook

We know you'd rather be on the roof knocking out a project vs. pitching a sale, but without signed deals, your business is at risk. Let's cut to the chase and get real about sales. While marketing is crucial, practical sales strategies are also essential to help you win more jobs, boost your bottom line, and get back on the roof doing what you do best.

Build a Strong Foundation

Know Your Stuff: Be the Expert

Customers are savvy; they're on Google and watching YouTube, and you have to know more than they do. When they ask about the R-value of a new underlayment or if a certain shingle meets the latest wind-resistance code, you better have the answer, and you can't just say, 'yeah, it's good,' you need to explain why it's good. If they ask about solar shingles, don't just say, 'They're expensive,' but rather, explain the long-term energy savings, tax credit benefits, and how they may increase property value.

Codes are constantly changing, so what was okay last year may no longer be the case this year; make sure you stay on top of local building requirements, especially after a big storm when they might fast-track changes. After a hurricane or tornado, be prepared to answer all homeowner questions, including those about ventilation and other roof components.

Tips:

Attend manufacturer training on new materials
Subscribe to industry publications
Use OneClick Code to stay current on building and roofing codes

Equip Yourself for Success: Building Trust and Efficiency

Providing accurate initial estimates is paramount, especially when dealing with insurance claims. Getting it right the first time minimizes back-and-forth with adjusters, saving everyone valuable time and accelerating project timelines, ultimately leading to happier homeowners. Utilize robust estimating software and meticulously verify all measurements and necessary repairs to ensure a comprehensive and defensible initial quote. Don't overlook crucial elements like material quantities, labor costs, and disposal fees to create a solid foundation for the project.

Furthermore, offering and utilizing quality roofing materials with strong warranties is a cornerstone of building trust and ensuring homeowner satisfaction. By installing durable shingles, underlayment, and other components backed by solid manufacturer warranties, you provide long-term protection against the elements. This commitment to quality not only safeguards the homeowner's investment but also reinforces your reputation as a reliable and trustworthy roofing contractor dedicated to lasting solutions.

Tips:

Invest in reliable software like OneClick Code that helps generate comprehensive and transparent estimates.
Partner with quality material suppliers who offer robust product warranties.
Showcase your commitment to quality by including photos of past projects and testimonials highlighting material durability and customer satisfaction.

Mindset: Stay Positive, Stay Confident

Sales is hard work; you'll do a lot of prospecting and rely on positive word-of-mouth, and sometimes you'll land the job, and sometimes you won't. Focus on endurance and consistency every step of the way. Maintain a positive mindset and know that more projects are headed your way.

Confidence comes from knowing your stuff and doing great work. You're the expert and there to help homeowners in need. Showcase confidence and that you care first and foremost.

Remember, you're not just selling a roof; you're selling peace of mind and restoring their home. For example, a homeowner is stressed about a leaking roof, so don't just give them an estimate, but let them know you are there to complete the job as quickly and efficiently as possible so they get back to normal.

Tips:

Visualize success before each sales call or job site visit
Practice your pitch until it's natural
Celebrate your wins

The Sales Process: Cut to the Chase

Door-to-Door, Prospecting, and New Business

It’s unrealistic to chase every lead, so you must focus on the people who are actually going to buy, which means knowing your target area and qualifying leads like a pro. Your time is precious, so focus your efforts on a restricted geographic area that needs roof replacement to minimize drive time and maximize efficiency because you're not just selling roofs; you're solving problems, and to solve problems, you have to know what they are.

Steps:

Target Your Area: Don't just hit every house on the block; instead, focus on neighborhoods with older homes, recent storm damage, or visible signs of roof wear. Consider the geographic area and ages of roofs; certain areas of towns with older homes may be more likely to be damaged or not up to code. Think about the types of homes in areas that have had recent hail storms, using tools like HailTrace to see where the hail has landed.

Door-to-Door, the Smart Way: Don't just knock and pitch; instead, offer a complimentary roof damage inspection, potentially using a drone to provide a more thorough assessment. Introduce yourself, explain that you're a local roofer, and offer a free, no-obligation inspection while being professional and not pushy. Have a quick visual inspection checklist ready to look for missing shingles, damaged flashing, or signs of leaks, and take photos.
Leverage Technology: Use online tools to identify homes with older roofs or potential storm damage. For older roofs, utilize aerial imagery platforms like Nearmap and EagleView (offering historical views and AI analysis), property data aggregators such as Verisk and Cotality (combining various records for age estimates), and even local County/City Property Appraiser websites (for build dates). To pinpoint storm damage, employ hail and wind mapping services like HailTrace, WeatherHub by GAF and WeatherGuidance. General weather sources like AccuWeather can also provide historical data. Some platforms use satellite imagery for large-scale damage detection, and monitoring local news and social media can offer early damage indicators.

Qualifying Leads: Focus on Immediate Needs

To quickly assess if a lead is a good fit, focus on their immediate concerns and situation. Instead of a lengthy list, ask targeted questions that reveal their urgency and how you can best assist them. Remember to actively listen to their responses – their answers will guide your next steps.

Here are a few key questions to consider:

Are you currently experiencing a leak, or would you like a complimentary drone inspection to assess potential storm damage from the recent weather?
Have you already filed an insurance claim for the roof damage?
What is your anticipated timeline for addressing these roofing concerns?

By focusing on these direct questions, you can quickly gauge the homeowner's needs and whether they are ready to move forward, allowing you to prioritize your time and resources effectively. Remember to follow up promptly with relevant information based on their answers.

Pitching: Strategies That Work

You can have the best roofing skills in town, but if you can't pitch your services, you'll lose jobs, so your pitch is your chance to show them why they should pick you, not the other guy. It's gotta be quick, punchy, and packed with proof that you're the real deal, and you've got about 15 minutes to make an impression, so don't waste a second.

Pitch Essentials: What to Show and Tell:

What sets you apart? Clearly state your unique selling proposition and what makes you the best choice.
Your company story (keep it short): Give a brief, relatable background to build trust and connection.
Before/after photos (show, don't tell): Visually demonstrate your quality workmanship and impact.
Shingle options (give them choices): Present a range of quality materials to fit their needs and budget.
Warranty details (be clear): Clearly outline your guarantees and protect their investment.
Testimonials (prove you're good): Share real customer experiences to build credibility and trust.
Quality standards (don't cut corners): Emphasize your commitment to using the best materials and practices.
Technology (show you're ahead of the curve): Illustrate how tech integrations and software, like OneClick Code, lead to quicker project completion and fewer headaches.
Next Steps and clear expectations: Outline the project timeline and what they can expect from you.

Closing: Land More Roofing Jobs

Body Language: Read the Room

You know when a customer is tense, right? Arms crossed, avoiding eye contact—they're not sold, so match their energy. If they're laid-back, keep it casual, but if they're serious, be direct and show confidence. Don't be pushy because you're there to help, not pressure them.

Example: If they seem hesitant, pause and ask, 'What are your main concerns?' Let them talk, and then address those specific points.

Accurate Quotes: Underpromise, Overdeliver.

Avoid providing homeowners with inaccurate project timelines and estimates just to land the job. Be honest about costs and timelines. If you finish earlier than expected, you will have one happy homeowner. Build trust with honesty.

Example: 'I'm estimating this job will take five days, but we'll do our best to finish sooner. And we will keep you informed every step of the way.'

When It Fails: Try Again (Once), Then Move On.

Sometimes, you're just not going to land the project. Don't spend time being difficult or argumentative with homeowners. Send a polite follow-up, address any remaining concerns, and if they still say no, move on. Everyone's time is valuable.

Example: 'I understand you're not ready to move forward right now. If anything changes, feel free to reach out. We are here to help.'

Clear Communication: Keep Your Word

Your word is your bond, and clear communication and reliability are as crucial as a solid shingle in this business. Missed appointments and blown deadlines don't just lose you jobs; they tarnish your reputation.

To stay on track, leverage technology.

Use a CRM to manage leads, track project timelines, and automate reminders.
Digital calendars synced across your devices ensure you're never double-booked, and project management software like CompanyCam helps document progress and communicate updates to clients in real-time.
Simple text message updates can show a level of professionalism that sets you apart.
Set reminders for follow-up calls, use templated emails to keep clients informed, and always confirm appointments the day before.

By honoring your commitments, you build trust and turn customers into advocates, leading to more referrals and a stronger business.

Level Up Your Sales Game: Grow Your Knowledge, Network, and Jobs

Find a Mentor: Learn from the Best

Don't try to reinvent the wheel. Find a seasoned roofer or sales professional who's been there, done that. Ask them to share their experiences, both the wins and the losses. A mentor can give you invaluable insights into closing deals, handling tough customers, and navigating the industry. Look for someone who's not just good at roofing, but good at running a business. This is about more than just technique. It's about seeing the big picture. Network with other roofers, and see if anyone would be willing to help you grow.

Track Your Results: Learn from Every Job

Don't just move on to the next job. Analyze every sales interaction. Use a spreadsheet or CRM to track your closing rate, lead sources, and customer feedback. Ask yourself:

How do you consistently land jobs? Knowing this will help you focus your efforts.
What closing techniques worked best?
Where did you consistently lose deals?
What questions did customers ask that you couldn't answer?

Pay attention to what excites homeowners. Are they drawn to high-efficiency materials? Do they value quick turnaround times? Knowing this will help you tailor your pitch. Adjusters are also a good source of information. They see many roofing jobs and know what is working and what is not.

This data is gold. Use it to refine your sales process and improve your closing rate. You can not improve if you don't know what you are doing wrong.

Keep Learning: Invest in Your Future

Company Training: Take advantage of any training your suppliers or manufacturers offer. New materials and techniques are constantly emerging, and staying up-to-date will make you a more valuable asset.
Industry Events: Trade shows like the International Roofing Expo, Western Roofing Expo, Midwest Roofing & Siding Expo, North/East Roofing Contractors Association are more than just product showcases. They're networking hubs. Attend seminars, connect with other roofers, and learn about the latest industry trends. These events can open doors to new partnerships and opportunities.
Online Courses: Consider online courses to expand your sales, marketing, or business management knowledge. Many states require continuing education for licensing.
Show Your License and Insurance: This is non-negotiable. Customers need to know they're working with a reputable professional. Display your credentials prominently on your website, marketing materials, and proposals to instill trust and confidence in your business.
Stay sharp and up-to-date in the roofing industry: Consider adding these podcasts to your professional development routine for insights on trends, techniques, and business strategies: Your Go-To Lineup For Roofing Podcasts.

Expanding your customer base means more than just finding new leads. It's about building long-term relationships. Go above and beyond for your customers, and they'll become your best source of referrals.

Beyond Marketing: Winning More Jobs in 2025

While sales is how you close the deal, marketing is what gets you in the door. A strong marketing strategy generates qualified leads, builds brand awareness, and establishes your credibility before you even pick up the phone. Think of marketing as your lead generation machine and sales as the engine that converts those leads into paying customers. To learn more about how to grow your roofing business through effective marketing strategies, check out our other blog articles.

Roofing sales aren't easy, but you're a roofer—you're built for hard work. Focus on the fundamentals, learn from every job, and use the right tools. Stop chasing leads and start closing deals. It's time to work smarter, not harder.

With OneClick Code, you can confidently navigate the complexities of building codes and manufacturer requirements, ensuring that every project is completed to the highest quality and safety standards.