Phone qualification before scheduling
Never send a rep to an unqualified home. The 4-question qualification: (1) Are you the homeowner? (2) When did you first notice the issue? (3) Do you have insurance claim, or are you paying cash/financing? (4) When would you want the work done?
Unqualified: renter, project 6+ months out, wants estimate to bring to their contractor cousin. Qualified: homeowner, project within 60 days, real budget conversation, both decision-makers available.
The in-home presentation
The visit sequence that works: exterior inspection (measurements + photos, drone if steep/complex) → interior inspection (attic, ceilings) → kitchen-table presentation with laptop/tablet.
Presentation flow: (1) here's what I found (photos, video), (2) here's what I recommend and why, (3) here are your material options (good/better/best), (4) here's the investment with financing options, (5) here's when we can start.
Never leave without a signed contract or a scheduled follow-up. Emailing the proposal is the death of the deal.
Financing as the anti-discount
Discounting a $22,000 roof by 10% costs you $2,200 in margin. Offering $319/month financing (18 mo 0% APR) costs you $400–$700 in dealer fees and closes at 2–3x the rate. Every roofing salesperson should lead with monthly payment, not total price, on 70%+ of presentations.
Have 3 financing options ready: 18mo 0%, 60mo low rate, and 120mo lowest payment. Homeowners self-select. The presence of options anchors the middle — most pick the 60mo.
The 6 objections and their answers
Every objection is one of six:
| Objection | Response |
|---|---|
| 'I need to think about it' | 'What specifically would you like to think about? Let's talk through it now.' |
| 'I need to get more estimates' | 'How many have you gotten? What are you comparing on? Would apples-to-apples pricing help?' |
| 'You're too expensive' | 'Compared to what? Let's look at scope side-by-side. What's your budget?' |
| 'I need to talk to my spouse' | 'Understood — is she home? Would a 10-minute call work?' |
| 'The insurance won't cover it' | 'Let me talk to your adjuster and put together a supplement. That's included.' |
| 'I need to check reviews' | Hand them tablet with reviews open. 'Take a minute.' |
Unsold estimate follow-up
Unsold estimates are worth 15–25% of estimate value if followed up systematically. Most roofers give up after one call. The 7-touch, 30-day cadence: Day 1 (thank-you text), Day 3 (call — 'any questions?'), Day 7 (SMS with financing reminder), Day 14 (call), Day 21 (email with recent job photo in their area), Day 28 (call with time-limited offer), Day 45 (SMS check-in).
This cadence typically resurrects 10–15% of unsold estimates and produces the highest ROI activity in a roofing sales operation.
The 5 sales metrics that matter
Track weekly per rep: (1) qualified leads assigned, (2) sits (in-home presentations completed), (3) sit rate (sits / leads), (4) close rate (sold / sits), (5) average ticket. A rep at 60% sit rate × 45% close × $18K average generates $486K per 100 leads. A rep at 40% sit rate × 25% close × $18K generates $180K on the same 100 leads. The gap is coaching, not talent.
Frequently Asked Questions
What's a good close rate for roofing sales?
35–50% on qualified in-home leads. Below 30% signals a qualification, presentation, or pricing problem.
Should reps present monthly payment or total price?
Monthly payment first, then total. Financing is a close accelerator on 60%+ of residential jobs.
How do I stop reps from discounting?
Cap discount authority at $500 without manager approval, and require a documented reason in the CRM. Coach with financing scripts instead of discount scripts.
Should I use door-to-door canvassers?
Yes in storm-heavy markets. Pay commission-only or low base + high commission. Best canvassers convert 2–4% of doors knocked into sits.
How many follow-ups is too many?
Homeowners disengage after 8–10 unrequested touches over 30 days. After that, move them to a quarterly nurture.
What CRM should a roofing company use?
One that automates the 7-touch follow-up, syncs estimate signatures, tracks close rate per rep, and works on mobile in trucks. URBLD is built for this.