Fill Your Roofing Pipeline in 30 Days: What You'll Achieve
Can you get predictable work without depending only on referrals and storm chasing? Yes. In 30 days this plan will put a steady stream of qualified homeowner leads into your calendar and create the systems that keep them coming. You won't become immune to slow seasons overnight, but you'll have:
- A live funnel that produces owner-contact leads every week A repeatable ad + outreach campaign suited to your service area A scripting and follow-up system that turns inquiries into appointments Tools to track where every lead came from and which channels actually pay off
Will you close every job? No. But you'll stop trusting chance as a business plan. The goal is steady volume, predictable appointment flow, and lower stress when storms die down.
Before You Start: Documents, Tech, and People You Need
Do you have the basics ready? Before spending ad dollars or knocking on doors, gather these items so you can act fast and track results.
- Business online basics - active Google Business Profile, a working phone number that reaches a person, and a live website with a clear contact form and service pages. Proof of past work - at least 10 project photos (before/after if possible), a handful of customer reviews, one or two short case studies. Sales documents - a one-page estimate template, three pricing options (basic, recommended, premium), and a financing partner contact if you offer payments. Staff roles - who answers calls, who books appointments, who runs ads, and who follows up. If one person wears all hats, expect some delays. Tracking tools - a simple CRM or spreadsheet, call tracking (like CallRail), and UTM-tagged URLs for ads so you can see source-to-close. Budget ready - plan to spend in the first 30 days. For most local roofing businesses, $1,500–$4,000 on ads and $500–$1,500 on direct mail or door hangers gives a fair test.
Tools and Resources: Platforms, Templates, and Scripts
- CRM: JobNimbus, AccuLynx, or a simple Airtable template Ads: Google Local Services Ads, Google Ads search + local, Meta (Facebook/Instagram) ads Reputation: Google Business Profile, Podium, or Broadly Call tracking: CallRail or Ringba Direct mail/print: Postalytics, Click2Mail, or a local printer for door hangers SMS and email: Twilio or Mailgun for automated follow-up
Keep copies of two scripts: one for the phone intake and one for the estimator closing the appointment. You will use them every day.
Your Roofing Lead System Roadmap: 8 Steps from Setup to Weekly Leads
This is the repeatable process I recommend. Follow it in order and run each step for one week minimum before pushing the next level.
Week 1 - Audit and Quick Wins
Ask: Where are my current leads coming from? Check the last 12 months and label each lead by source: referral, Google, ad, door, or storm. Fix the low-effort technical issues first.
- Claim and complete your Google Business Profile with photos, services, and business hours. Turn on call recording and call tracking numbers for all ads and listings. Add two obvious service pages to your website: Emergency Roof Repair and Full Roof Replacement with clear CTAs.
Week 2 - Launch a Local Ads Test
Ask: Who exactly is my ideal homeowner? Target neighborhoods with a high mix of single-family homes and similar roof ages.
- Start Google Local Services Ads if available - they often send highly qualified local calls. Run a Google Search ad and a Meta lead campaign aimed at "roof repair near me" queries and local homeowners. Use an offer: free roof inspection with drone photos or a free leak diagnosis. Keep form fields minimal to reduce friction.
Week 3 - Follow-up and Conversion Systems
Ask: Are we booking appointments when someone calls or submits a form? Build the follow-up sequence now.
- Instant response: automate an SMS that confirms the appointment and includes the tech's name and ETA window. Two-day nurture: send a photo-heavy email showing similar completed projects and customer testimonials. Missed-call flow: every missed call gets two SMS attempts and a call-back within 24 hours by a designated person.
Week 4 - Local Outreach and Offline Channels
Ask: Which neighborhoods should we own? Pick 1-3 micro-areas to test direct outreach.
- Run a 1,000-piece direct mail test offering a neighborhood discount or free inspection. Do door hangers in a 200-home orbit around recent jobs - use brief messaging and a QR code to a dedicated landing page. Post short homeowner-focused videos on local Facebook groups and Nextdoor explaining common roofing issues.
Optimize and Measure Weekly
Ask: Which channels produced contact-info leads and which produced appointments? Track cost per lead, appointment rate, and close rate.
MetricGood Target Cost per lead$60 - $200 Appointment rate (from lead)40%+ Close rate (from appointment)25% - 50%Scale What Works
Ask: Which ads, neighborhoods, or scripts delivered the best ROI? Double down on those. Cut underperformers after a 30-day test window.
- Increase budget on the top two performing campaigns by 25% each week while keeping a reserve test budget for new ideas. Refine landing pages to reflect the top-converting headline and photo.
Train Your Team for Conversion
Ask: Do your estimators and intake staff use the same language? Standardize the pitch.
- Use a 6-point estimator checklist: roof age, damage type, urgency, homeowner concerns, photos, and close options. Role-play common objections: price, timing, insurance. Create one short rebuttal for each.
Repeat the Cycle Every 30 Days
Ask: What can we improve next cycle? Each 30-day run should focus on a single variable - offer, creative, or neighborhood - to learn quickly.
Avoid These 7 Lead-Generation Mistakes That Kill Momentum
Which mistakes are most common? I see the same dead-ends repeatedly. Watch for these problems and fix them early.
- Not tracking lead source - If you can't see where leads come from, you waste money chasing assumptions. No follow-up system - Most sales are won in follow-up. If leads are left to sit, they go to a competitor. Overcomplicating forms - Long forms scare people away. Ask for name, phone, and address only at first. Poor online review presence - One bad or no reviews kills trust locally. Ask happy customers to leave a review while the job is fresh. Chasing quantity over quality - Mass-unqualified leads look good on paper but burn staff time. Adjust targeting to homeowner demographics and roof age. Estimator inconsistency - Different pitches and prices confuse homeowners. Standardize estimates and presentation. Ignoring seasonality - Don’t stop marketing in off-peak months. Pivot to maintenance and gutter work when big jobs cool off.
Pro Contractor Strategies: Advanced Lead Tactics That Work for Roofers
Ready for techniques that outperform basic ads? These are higher-skill, higher-return moves. Do you have the bandwidth to test them?
- Neighborhood microsites - Create short landing pages for specific subdivisions with recent job photos and a map marker. Use direct mail and geo-targeted ads to send traffic there. Video inspections - Offer drone or roof-walk videos sent via text. Videos increase appointment show rates and trust. Google Local Service Ads plus SEO - Run LSAs for immediate calls and invest in local SEO for long-term organic leads. LSAs usually have higher lead quality. Owner-focused content - Publish simple homeowner guides: "3 Signs You Need a Roof Repair" and use them as lead magnets on social platforms. Finance-friendly offers - Partner with a provider and advertise monthly payments. Many homeowners will upgrade if terms look affordable. Retargeting funnels - Retarget visitors who hit your estimate page with a discount or social proof video. Retargeted traffic converts much better. Partnership pipelines - Build relationships with local insurance agents, realtors, and property managers who can refer jobs regularly.
When Leads Dry Up: How to Diagnose and Fix Funnel Breaks
What do you do when the phone goes quiet? Use this diagnostic checklist to find the leak.
No traffic to website or landing page?
Check ad delivery and budgets. Is your daily budget exhausted by noon? Are ads disapproved? Look at search terms. Are you targeting the right keywords like "roof repair near me" or the wrong ones like "DIY roofing supplies"?
Traffic but no leads?
Test page speed, mobile experience, and form length. Use a heatmap tool or just try the form as a homeowner would. Is the CTA clear? Does the page show recent project photos?
Leads but no appointments?
Monitor response time. If calls or forms aren't answered within 15 minutes, conversion drops sharply. Review your scripts and have someone mystery-shop your intake team.
Appointments but no closes?
Listen to estimator calls. Are they selling features instead of benefits? Do they present options and financing? Make sure proposals are emailed immediately after the visit with a short follow-up plan.
High ad spend with low quality?
Refine targeting. Exclude renters, focus on homeowner zip codes, and use demographic filters where possible. Move spend to platforms that produced the best conversions in your initial tests.
Quick Scripts and Templates
Do you need wording you can use now? Try these short scripts.
- Initial phone pickup: "Hi, thanks for calling [Company]. This is [Name]. Are you calling about damage or a general inspection?" Confirm appointment SMS: "Thanks [First Name]. We’re confirmed for [Date/Time]. Tech [Name] will text when en route and bring drone photos. Call if you need to reschedule." Follow-up after inspection: "Hi [First Name], thanks for your time today. I sent your estimate and drone photos to [email]. Can I schedule a 15-minute call to go over options?"
Final Notes and Next Steps
If you're tired of waiting for storms, start small and measure everything. Which step will you run this week? A practical first move is claiming your Google Business Profile and setting up a call tracking number - you’ll know more after that than you do now.
Ask yourself: What single change would most increase my appointment rate - faster follow-up, better photos, or a clearer offer? Pick one, test it for 30 days, and keep improving.
If you want, tell me your service area, monthly ad budget, and current close rate Go to this website and I’ll sketch a focused 30-day ad and outreach plan you can implement this week.