Automated roofing sales are here to stay. Here’s how to surpass competitors and close more sales with less work.
Back in the day, big roofing companies hired inside sales teams. The entire team had one job. To follow up with leads. They sent emails to and called anyone who expressed interest in a new roof. Costly, yes. But it worked.
In 2024, you can have all the advantages of an inside sales team for a fraction of the price. That’s because you can hire software instead of a sales team to manage follow-up for you.
And that translates to more sales with fewer employees and less work.
Here’s how to create an automated roofing sales process in three simple steps.
Step 1: Choose the right software.
There are plenty of great softwares out there that automate the sales process. You could probably find a few in an afternoon that would get you fairly good results.
But you’d likely get the best results with a roofing-specific CRM.
Why? Because solo automation platforms need lots of configuring and integrating to work. You’d have to integrate with your existing CRM, bookkeeping, calendars, quoting, reporting, and more. And that might work until an update comes along and breaks everything.
No, the more you can do under one roof, the better.
CRM stands for “Customer Relationship Manager.” Doesn’t it make sense that your CRM should manage customer relationships automatically?
Regardless of where you look, here’s how to choose the best software for you…
Automated communications. These form the backbone of an efficient sales process. Look for software that sends personalized messages based on triggers. No more slipping through the cracks. Each lead feels valued, and every customer stays informed.
Automated processes. Projects should move from one stage to the next based on triggers. For instance, when a customer signs a contract, the software should update their status, notify the team, and schedule the next steps. The less you drag and drop stages, the better.
Automated tasks. Appointment reminders, updating project statuses, and tracking follow-ups should happen with zero effort. This frees your team to focus on closing deals and building relationships. Let the software handle the grunt work while your team tackles the big picture.
Those are the core features. In addition, the software you choose should include…
Reporting. Strong reporting features are vital. You need to track your sales, customer interactions, and other metrics. Good reports help you make informed decisions.
Mobile Access. Can you access the software on the go? Mobile access keeps you connected with your business, no matter where you are.
User-Friendliness. Pick software that’s easy to navigate. You don’t want to waste hours figuring out how to use it. Time is money, after all.
Integration. Ensure it integrates smoothly with your current systems. You want seamless data flow, not a tangled mess.
Support. Solid customer support can be a lifesaver. If something goes wrong, you need quick help. Avoid companies with poor support reviews.
Choosing software isn’t like finding a needle in a haystack. It’s more like picking the right tool for the job. Consider these criteria, weigh your options, and you’ll find the right fit. As the old saying goes, measure twice, cut once.
If you want a CRM that handles all your automations, check out ProLine. It’s a communication-first roofing CRM that gives each user their phone number. Then, it automatically sends messages from that number based on your sales process.
If you like what you see, you can book a demo to get a live tour.
Step 2: Automate your speed to lead responses and Estimate follow-ups.
So you’ve chosen your roofing automation software. What’s next?
Your top priority is to automate your first contact with leads.
Speed-to-Lead Explained
A recent study from Roofing Contractor revealed that homeowners prefer a 1-to-2-day response time from roofers. Only 2% of homeowners said they expected same-day responses.
Do not believe that statistic. We’re not trying to start beef with Roofing Contractor. But what homeowners say and what works are two drastically different things.
Same-day responses work well. Same-hour responses work better. And same-minute responses will skyrocket sales so much that you’ll wonder if it’s legal. We hear it time again from ProLine users. Those instant response automations change the game.
What works best is a one-two-three combo. When they opt-in, send a text and email immediately after the form fill. That message should push your lead to book an inspection. Then within 5 minutes, pick up the phone and call.
Follow-up a few hours later with a text-email combo. Keep following up at a consistent cadence until you get a response. Remember, most sales happen after multiple touchpoints, so don’t automate just one message.
Automate Your Quote Follow-Ups
Once you’ve squared away the automated process for the initial contact, the next crucial step in your roofing automation is to automate your quote follow-ups. After sending a quote, automate follow-ups to stay top-of-mind with your homeowner.
- Immediate Acknowledgment. Right after sending the quote, send an automated message thanking them for considering your services and providing a brief overview of what to expect next.
- Check-In Email. A day or two later, follow up with an email asking if they have questions about the quote or need further clarification. This shows that you are attentive and available to address their concerns.
- Reminder Email. A week later, send a gentle reminder about the quote and reiterate the benefits of choosing your roofing services. Include testimonials or case studies to build trust and credibility.
- Limited-Time Offer. If there’s no response, consider sending a limited-time offer or a small discount to encourage them to buy. This urgency can often nudge them toward closing the deal.
- Final Follow-Up: After a couple of weeks, send a final follow-up message. Express your willingness to answer any last questions and let them know you’re ready to help when they are.
Getting ghosted at the quote doesn’t mean the opportunity is lost. Automate follow-ups every few weeks to every few months to re-engage cold leads. These check-ins should be friendly and low-pressure. Sometimes, circumstances change, and a lead that wasn’t ready might need your services. Consistent, periodic follow-ups keep your business top-of-mind when they’re down to make a decision.
Set up your automation to send personalized messages that show genuine concern for their roofing needs. They don’t have to be complicated, and they should ALL lean towards a response coming back. A simple “Hey, did you happen to get thr roofing project done?” will do.
Remember, persistence pays off. And with automation, it requires minimal effort.
Automate your first contact and quote follow-up and you’ll blast past your competitors. Also, automation can help you discover sales opportunities you didn’t even know existed…
Step 3: Automate Review and Referral Requests
Customer reviews and referrals can significantly boost your business. They drive new leads and establish trust with homeowners looking into your service. Automating review and referral requests lands reviews and generates referrals for no extra work.
Let’s start with reviews!
Automating Review Requests
The good news is that most of your customers want to give you a good review. So long as you make the process easy, they’ll happily share their positive experiences. Automating your review requests is key to achieving this.
Timing is Key. Once a project is completed, set up an automated system to send a review request to your customers promptly. This ensures the satisfaction of a job well done is still fresh in their minds. Send the first request within a day or two of project completion.
Simplify the Process. Include a direct link to your preferred review platform in your request. Whether it’s Google, Yelp, or another site, making it easy for customers to leave their feedback increases the likelihood they will do so.
Personalize Your Messages. Customize your review requests to add a personal touch. Address the customer by name and mention specific details about their project. For example, “Hi [Customer Name], we hope you’re happy with your new roof! We’d love to hear your feedback on our work. Please leave us a review here [link].”
Incentivize Reviews. Consider offering a small incentive like a gift card. Remember, the best incentives work instantly!
Keep it Consistent. Set up an automated six-month to two-year review request campaign. Some roofers run indefinite review request campaigns with great success. Space out messages between once per month and every six months, depending on your time horizon.
Like with all follow-ups, don’t expect results on the first message. Persistence wins. Keep dripping those requests on customers, and you’ll see a swell of positive reviews!
Automating Referral Requests
The process for automating referral requests is straightforward and mirrors the review process. Happy customers are often willing to refer your services to friends and family, especially if you make it easy and rewarding for them.
Start with Gratitude. Begin your referral request by expressing sincere thanks for their business. This sets a positive tone and shows your appreciation.
Make It Simple. Just like with reviews, simplicity is key. Provide a direct link or easy instructions on how they can refer someone. The fewer steps, the better.
Offer Incentives. Encourage referrals by offering a small incentive. This could be a discount on future services, a gift card, or entry into a prize draw. Immediate and tangible rewards often motivate customers to act.
Consistent Reminders. Set up an automated campaign to remind customers about referral opportunities periodically. A gentle nudge every few months keeps the idea fresh in their minds without being overbearing.
Track and Reward. Use your CRM to track referrals and ensure that rewards are promptly given. This keeps your customers happy and reinforces their positive experience with your company.
By automating your referral requests, you tap into the power of word-of-mouth marketing. Happy customers become your advocates, driving new leads to your business with minimal effort on your part. This consistent and thoughtful approach will help your roofing business grow and thrive.
Bonus: Automation Goldmines
Automating your sales process can extend beyond initial contacts and follow-ups. Here are three key areas where automation can streamline your operations and keep your customers happy:
Roof Inspection Reminders
Set reminders for roof inspections. Customers need regular check-ups to catch problems early. Send reminders every six months or yearly. This keeps roofs in shape and saves customers from costly fixes. Regular nudges build trust and show you care about their roofs.
Invoice Reminders
Chasing payments? Automate those invoice reminders. Set up messages to alert customers about due dates and late payments. Reminders keep the cash flowing and reduce the need for manual follow-ups. Prompt payments mean fewer headaches for you and your customers.
Project Updates
Keep customers in the loop with project updates. Automate messages to inform them when you order materials, start work, and finish the job. Regular updates build confidence and show your reliability. Customers appreciate knowing what’s happening with their roof.
By automating these tasks, you streamline operations and boost customer satisfaction. Automation keeps communication moving. It cuts down on admin work. And above all, it lets you focus on delivering great roofing services.
Conclusion
In the past, big roofing companies relied on inside sales teams to follow up with leads. Today, you can achieve the same results with less effort and cost with automations. Choose the right software. Automate your initial responses and quote follow-ups. And set up automated review and referral requests. It’s transformed the sales process for hundreds of roofers. And it will transform your business, too.
You’ll streamline your operations, boost efficiency, and increase sales. Automated systems will handle the grunt work, allowing you to focus on building relationships and closing deals.
And if you want a simple place to start, check out our CRM overview. Our CEO AJ covers how ProLine can automate your entire follow-up process.
Then, book a demo to see it live for yourself!
