Marketing for roofers doesn’t stop with ads.
In Marketing for Roofers Made Stupid Simple Part 1, you learned how to:
- Identify your ideal customer
- Craft an irresistible offer
- Pick the right channel to reach them
Now, you’ve got the groundwork for your marketing plan. But here’s the deal: most of your top customers won’t hand you their money on the first ask. You need a system that takes interest and turns it into a sale.
That’s where lead nurturing comes in, and it’s what we specialize in at ProLine CRM. We’ve learned a thing or two about follow-up and boosting conversions, and we’re here to share it all with you.
This strategy is based on The 1-Page Marketing Plan by Allan Dib. To follow along, grab a sheet of paper and draw three vertical and three horizontal lines to create nine squares. We’re focusing on the middle row in this article!
Square 4: Lead Capture
You know better than most that leads don’t just hand over money. Homeowners don’t visit your site or see an ad and immediately send their credit card info. Turning attention into profit takes a plan.
First, you need a hook—something free and useful to grab their interest. For most roofers, that’s a free inspection. People love free stuff, especially when it means avoiding a ladder.
The success of capturing leads depends on using the right marketing channel. That’s what Square 3 is all about. The channel you pick shapes how you gather contact info and turn curiosity into sales.
For an online audience, add a simple form to your website. Ask for their name, phone number, and email. Keep it brief—the longer the form, the more likely they’ll bail. Short and sweet wins. Promote this form through social media ads, Google ads, and your site.
But not everyone’s online. For traditional audiences, consider newspaper ads. Include a phone number and invite them to call for a free inspection. It’s perfect for those who still rely on print.
Direct mail is another strong option. Send postcards to homes in your service area with a tear-off section they can mail back. Old-school? Sure, but it works. People still appreciate physical mail in a digital age.
Flyers on doorsteps or car windshields also grab attention. Include a call-to-action with a phone number or a link to your landing page. The key is making it easy for them to respond.
Don’t forget your existing customers. Offer referral discounts for every new lead they send. Happy clients are your best marketers, and they can help you grow your reach.
Picking the right marketing channel is crucial to capturing leads. Tailor your strategy to the places your customers are. The right channel can turn interest into profit.
READ: The Residential Roofing Lead Generation Elite Playbook
Square 5: Lead Engagement
Now that you’ve got their contact info, the real work starts. At ProLine, we know the money’s in the follow-up. The more you stay top of mind, the better your chances to close. That’s where lead nurturing comes in.
Most roofing sales follow a simple process. After gathering a lead’s info, your goal is to book an inspection. Then, you inspect the roof and send a quote.
The key, above all, is to text that lead fast. Homeowners often pick the first contractor who reaches out. Get their attention before anyone else, and you’ll likely close the sale.
Booking the Inspection
The first text or email you send should offer a free inspection. Be direct—no need for flowery language. Short, simple, and to the point.
They might ignore that first text. That’s normal. Keep following up over the next 24 hours. If they still don’t respond, don’t sweat it. Stick to a regular schedule of checking in, offering to inspect their roof. This could go on for months or even a year if needed.
Creating the Quote
After a few texts, the homeowner bites. Your sales rep inspects the roof, measures, and crunches the numbers. Now, it’s time to send the quote.
Quotes bridge interest and action. They need to be clear, detailed, and professional—not scribbled on a napkin. Think of your quote as your business card. Make it leave a strong impression.
Here’s what to include in every quote:
- Inspection photos
- A brief intro about you and your business
- Terms and conditions
- Your offer
When crafting your offer, think of it like a restaurant menu. Start with your top-tier option (the steak). Leading with your highest price sets a benchmark, making other options seem more affordable.
Next is your middle-tier choice (the burger). This is the one you want them to pick. It’s solid, offers great value, and sits comfortably between price and features.
Finally, offer a bare-bones option (the hot dog). This is for those who can’t afford or won’t go for the steak or burger, but it ensures you don’t lose the sale.
You’ll also need to decide how to present your quote. Some roofers prefer in-person presentations, creating and showing the quote right after the inspection. Others prefer sending quotes via text or email.
Whatever your approach, make sure you have the tools to close the sale. That’s your next square!
READ: Every Profitable Roofing Quote Needs These 5 Things
Note: Not every roofer runs the same sales process. For instance, some roofers offer instant free estimates on their website in exchange for contact information. From there they start the engagement and booking sequence and then circle back around to less of a ballpark and more of a precise 3 option quote. Either way, once a final quote is presented to the homeowner, here’s what comes next…
Square 6: Closing the Deal
You’ve captured their info, nurtured the lead, and sent the quote. Now it’s time to close the deal. Sales is a big topic, but here are some quick tips to get you started.
Quote Follow-Up
No matter how you send the quote, follow-up is key. Too many contractors take a “wait and see” approach—hoping for a response after sending the quote.
Don’t wait. One day later, check in. Ask if they have questions or concerns. If you still don’t hear back, ask what their next steps are.
Using humor can also help. Fun GIFs can put homeowners at ease, just be sure it’s tasteful and doesn’t make you seem desperate.
Like with inspections, expect to follow up a few times to get a response. And don’t worry if months pass without a clear “no”—you’re still in the game.
Getting Paid
Congrats—you closed the deal! Now it’s time to get paid.
But roofing jobs often cost thousands, and few homeowners have that on hand. Most roofers use a deposit model: invoice for a percentage upfront to cover supplies, then bill for the rest after the job’s done.
If you go this route, use the deposit only for job costs. Paying yourself with it can land you in trouble fast.
Some roofers wait to invoice until after the job’s done and offer financing options to help homeowners cover costs.
Again, follow-up is crucial. Some homeowners need reminders to settle their balance. A quick message asking when they plan to pay can help nudge them along.
Closing the Deal
The goal is to turn all that interest and nurturing into a solid “yes.” You’ve got this. Close those deals and watch your business grow. At ProLine, we’re rooting for you. Go get ‘em!
READ MORE: 6 Best Roofing Marketing Companies & Agencies
Conclusion
You’ve moved from capturing leads to nurturing them, and now, closing the deal. You’ve mastered the essentials of turning interest into action. Remember, you’re not just selling roofs—you’re building trust, delivering value, and giving customers peace of mind.
In Square 4, you saw the power of a strong hook and the impact of choosing the right channel. Whether it’s offering a free inspection or running a clever newspaper ad, the goal is the same: grab contact info and get in the door.
Square 5 reminded you that follow-up is where the money is. The first to respond often wins. Use your CRM to automate and track these interactions so you stay top of mind with consistent, valuable communication.
Finally, in Square 6, you learned how to close deals confidently. Present clear, professional quotes with a tiered offer system. Lead with your highest price, transition smoothly to the middle-tier, and have a basic option as a backup.
Now, put it all together. Capture leads with an irresistible hook, nurture them with timely, personalized follow-ups, and close deals by making customers feel informed and valued. Your CRM is your best ally, automating and tracking each step to ensure no lead slips through the cracks.
And if you need to turn leads into customers, check out ProLine. It’s a communication-first roofing CRM.
Once you get contact info, ProLine sends automated texts and emails within seconds. What’s more, we’ve got a mobile app that lets you text, email, and call from your CRM.
Book a demo to see if it could work for you.
Also, check out our YouTube channel.
It’s full of insights about sales and follow-up that all roofers should know.
Oh, and check out our 35 proven marketing ideas for roofers while you’re at it!
