Discover how to make roofing leads easy with proven referral strategies that drive more jobs with less effort.
Referrals are one of the most effective ways to generate roofing leads. In fact, they might be the best. While SEO and advertising are important, a strong referral system transforms every customer interaction into a potential lead. When done right, your satisfied customers become a low-cost marketing force, driving new business without the high costs of ads. Asking for referrals should be your go-to strategy for landing more roofing jobs.
And we’re not talking about Facebook or social media referrals—this is about asking directly, the old-fashioned way.
The Power of Referrals: Why They Work and How to Use Them
Referrals are valuable because they come with trust built in. A happy customer recommending your services to a neighbor carries more weight than any ad. This trust speeds up the sales process—leading to quicker, easier deals.
Look at the numbers:
- Referral marketing has a 3-5X higher conversion rate than other channels.
- Customers gained through referrals spend 200% more than the average buyer.
- Referred customers are 4X more likely to bring in additional referrals.
There’s no question—referrals are top-tier for generating roofing leads. But they’re not all about face-to-face conversations anymore. Today, a lot of referrals happen online, and creating a social media strategy to capture these is essential.
That said, traditional offline referrals still play a huge role. Roofing businesses thriving on word-of-mouth in 2024 prove that. You just need the right approach.
Mastering Referral Requests
Adam Bensman from The Roof Strategist nails this tactic: ask for referrals immediately after closing the deal. Don’t walk out the door without asking. The best time is when customers are excited about their purchase and feeling confident in their decision. They’ve just trusted you with thousands of dollars—why wouldn’t they share their experience with others?
Make asking for referrals part of your sales process. Train your team to include it in their routine, just like finalizing paperwork or thanking the customer. By building this habit, you ensure every interaction has the potential to generate new leads.
This approach also deepens your customer’s trust. It shows you value their input and see them as partners in growing your business. To strengthen this strategy, prepare a simple script or talking points for your sales reps to follow. Clarity and confidence go a long way. Adding a small reward for referrals sweetens the deal and gives customers extra motivation.
But what if a name doesn’t pop into their head right away? Not many homeowners instantly think of someone who needs a roof. That’s why you need a follow-up strategy. Even if they don’t give a referral immediately, you’ve planted the seed. With time, that seed can grow into your next lead.
Timing Your Referral Requests: Strategies That Work
Timing is everything when it comes to asking for referrals. By making your requests at the right moments, you can increase your chances of getting high-quality leads. Let’s dive deeper into the best times to ask for referrals and why each stage is crucial.
During the Post-Job Inspection
The post-job inspection is a goldmine for referrals. This final walkthrough not only ensures the customer is fully satisfied, but it also gives you an opportunity to showcase the quality of your work once more. Use this time to take photos of the finished project for testimonials or social media. While you’re at it, ask the homeowner for a quick Google review or Facebook post recommending your services.
Pro Tip: Offer to share those photos with the customer for their own social media. Most people love showing off their newly finished home improvements, and this gives them a reason to post about your work, subtly promoting your business to their network.
30 Days Later: Follow-Up While the Roof is Fresh
After about a month, your customer has had time to live with the new roof and fully appreciate the work you’ve done. A follow-up at this point serves two purposes: you can check in to see if they’re still happy with the results and resolve any minor issues before they become bigger problems. It also serves as a gentle reminder of the great job you did—making it an excellent time to ask for referrals.
Actionable Tip: Use this follow-up to offer something helpful, like roof maintenance tips, a seasonal weather guide, or even a reminder to schedule gutter cleaning. Offering value in your follow-up shows you’re still invested in their satisfaction and can lead to even more goodwill when you ask for referrals.
Regular Follow-Ups: Every Six Months
Staying in touch without being overbearing is key. A six-month interval between follow-ups is enough time to remind the customer of your services without feeling like a nag. These check-ins keep you top-of-mind, so when someone in their circle needs a roofer, they think of you first.
But it’s not just about waiting for them to remember. Every six months, provide helpful content or reminders that offer value. For instance, reach out before storm season with tips on how to protect their roof, or during the summer with advice on keeping their home cool.
Pro Tip: Automate these reminders with a CRM (like ProLine) to ensure consistency. Include a personal touch by customizing the message to their experience—reference the work you did or offer them a unique seasonal deal. This keeps the communication relevant and engaging, increasing the likelihood they’ll refer someone.
How to Maximize Every Follow-Up
When planning your follow-ups, don’t just think about the timing—think about the method of communication. People respond differently to different platforms. Some prefer texts, while others might respond better to emails or even phone calls. Tailor your follow-up strategy based on the customer’s preferences.
Advanced Tip: If you know your customer is active on Facebook or Instagram, consider sending a message or tagging them in a post featuring their completed project. This keeps the conversation going on a platform where they can easily share your work with their network.
Incentivizing Referrals: The Power of Instant Rewards
Offering rewards can significantly boost your referral numbers, but not just any gift will do. One of the most effective strategies comes from Adam Bensman: instant incentives. A $50 reward today is far more enticing than the promise of $200 in the future. The immediacy creates excitement and motivates your customers to act quickly.
How to Maximize Instant Incentives:
- Clear Communication: When you ask for a referral, be upfront about the reward. For instance, say, “We appreciate your business! Refer a friend today, and we’ll give you a $20 gift card on the spot as a thank you.”
- Be Prepared: Always have the incentive ready to deliver right away. Delays can dull the impact and trust you’ve built.
- Make It Simple: Offer an easy way for customers to refer someone. A short form or quick link works best, so they can provide contact info without effort.
Instant rewards create urgency and excitement. When customers know they’ll receive something immediately, they’re much more likely to refer others right away.
Persistence and Patience: The Long Game of Referrals
At ProLine, we’ve learned one thing about referrals: you have to ask consistently. However, don’t expect instant results. The most successful referral strategies balance persistence with patience. Here are a few key lessons we’ve learned over the years:
- Respect Boundaries: Don’t bombard customers with too many referral requests in a short period. Spread them out so your messages are effective without becoming a nuisance.
- Personalize Your Messages: Tailor your requests to each customer. Personalization makes your message feel relevant, not like a generic sales pitch.
- Offer Value with Every Ask: Whenever you reach out for a referral, include something useful. Whether it’s a tip, seasonal advice, or the instant incentive, make sure there’s value in the interaction.
- Monitor Customer Feedback: Pay attention to how customers respond. If they seem uninterested or annoyed, adjust your approach.
By blending immediate rewards with a thoughtful follow-up strategy, you’ll create a referral engine that keeps generating leads without frustrating your customers.
Leveraging Technology to Maximize Referrals
Automating your referral requests not only saves time but significantly improves the efficiency of your referral strategy. It ensures you never miss an opportunity to reach out. Whether you’re following up after a job or six months down the line, automation keeps the process running smoothly without the need for constant manual input.
This is how ProLine got its start—by building automation into referral requests. Our CEO, AJ Briley, originally set up an automation engine for John DeLaurier, and one thing led to another. Now, we offer a CRM with robust follow-up automation baked right in.
Why Automate?
Automating referrals is about more than convenience—it’s about consistency and scalability. A manual approach might get the job done occasionally, but automation ensures that every lead gets the same attention at the right moment. Messages go out on time, customers stay engaged, and roofing leads keep flowing in.
Boosting Your Automation Strategy:
- Select the Right Tools: Your automation software must integrate seamlessly with your CRM or other systems. Avoid the headaches of incompatible tools by choosing software that can handle everything in one place. For example, ProLine’s CRM is built to handle automation from start to finish, ensuring smooth operations.
- Personalize Your Messages: Automation shouldn’t feel robotic. To make it more personal, tailor each message based on the customer’s purchase history or specific project. Mention their roof type, or ask how they’re liking their new installation. Personalized outreach feels genuine and increases the chances of a positive response.
- Track and Tweak: Don’t just set it and forget it. Monitor your campaigns—look at metrics like open rates, click-through rates, and actual referral conversions. If you see certain emails underperforming, adjust them. Split-test different approaches to see what resonates with your audience, and always be refining your strategy.
- Diversify Your Channels: Different customers respond to different forms of communication. Some prefer the personal touch of a text, while others are more likely to act on an email or social media post. By using multiple platforms—email, SMS, and social media—you increase the odds of your message being seen and acted upon. Automation lets you schedule these messages across platforms without extra effort.
Conclusion: Time to Take Action
A solid referral strategy is crucial for generating more roofing leads. Referrals build trust and grow your business, and timing is everything. Ask for referrals at key moments—right after the job, 30 days later, and every six months. This approach keeps you on your customers’ radar without being pushy.
Using automation makes this even easier, ensuring that your follow-ups are consistent and timely. Incentivize referrals to get quicker responses, and let technology handle the rest. The process doesn’t have to be complicated—just well-structured and consistent.
Now, it’s time to put these strategies into action. They’re not just theories—they’re practical steps you can implement immediately. Start by asking for referrals, automating reminders, and offering instant rewards. You’ll see results quickly, with new roofing leads flowing in and your business growing steadily. Don’t wait—start building your referral strategy today and watch your roofing business take off!
See ProLine in Action
Curious how automation can streamline your referral strategy and grow your roofing business? Check out ProLine’s overview video to see exactly how our CRM makes it happen. Watch it here: https://youtu.be/z6wV3ObcSq0
Book a Demo of ProLine
Ready to take your referral strategy to the next level with ProLine’s built-in automations? Book a demo today and see how our CRM helps roofing contractors close more jobs with less effort. Get started here: https://useproline.com/sell-more-roofing-jobs/Discover the Best Roofing CRMs
Looking for the right CRM to help boost your leads and referrals? Check out our guide to the 8 best roofing CRMs for residential roofers, and find the perfect fit for your business. Read the guide here: https://useproline.com/8-best-roofing-crms-for-residential-roofers/
There’s no doubt about it. Referrals are the absolute best in class when it comes to roofing leads and customers.
But it’s not all sunshine and rainbows when it comes to referrals. We’ve covered it at length on YouTube and here on the blog. A good chunk of referrals happen online these days, not in person. You’d do well to come up with a social media referral strategy.
That said, offline referrals can still make a huge difference. Roofing companies built on referrals exist even in 2024. You just have to play your cards right! Here’s how…
Starting at the Point of Sale
We’re stealing this tactic whole-cloth from Adam Bensman of The Roof Strategist. The idea is simple. Ask for referrals right after you close the deal. Don’t step out the door without asking for a referral.
Think about it. The best time to ask for referrals is when customers are most excited about their purchase. They’re happy with their decision and thrilled with your service. Their positive feelings make them more willing to share their good experience. After all, this homeowner just trusted you with thousands and thousands of dollars. They already trust you. Why would they bat an eye about a referral or two?
Making this a habit in your sales process ensures you never forget to ask. Train your sales reps to ask for referrals in their closing routine. It should feel as natural as finalizing the paperwork or thanking the customer. By making this a standard part of every sale, you consistently create chances for new roofing leads.
Asking for referrals at this stage also strengthens the customer’s positive feelings. It shows you value their opinion and trust them to help grow your business.
To make this strategy even better, use a structured approach. Prepare a script or key points for your sales reps. This ensures they ask clearly and confidently. You can also offer a thank-you or a small reward for referrals. This extra touch can motivate customers to help out.
But what if they no one comes to mind on the spot? After all, how many homeowners know someone who needs a new roof off the top of their heads? Not many.
That’s why you need an overarching follow-up strategy. At the very least, you’ve planted the idea of a referral in the homeowner’s mind. With a little patience, you turn that seed into a new lead!
Timing Your Requests: Post-Job Follow-Up
Asking for referrals at the right time can make a big difference. Here’s when to seek referrals and why it works:
Right After the Job. As we said, the best time to ask for a referral is right after you finish the job. Your customer is happy and impressed with your work. Their positive feelings are at their highest, making them more likely to tell others. A simple, direct request can turn their excitement into roofing leads.
Post-Job Inspection. Your quality assurance check can do some heavy lifting for your business. It’s a great time to take photos for a Facebook testimonial, get a Google review, and ask for referrals. Again, simple and direct is the name of the game!
30 Days Later. By now, the customer has had time to enjoy the results. A follow-up serves as a gentle reminder of the great experience they had. It’s also a good time to answer any questions they might have, making them even happier with your service.
Every Six Months. Regular follow-ups keep your business in their mind without being annoying. It gives them time to go about their lives and talk with their friends. And who knows? Maybe one of their friends needs a new roof!
We’ve seen these timings get the best responses. Asking right after the job catches their initial excitement. Asking after 30 days catches their settled satisfaction. Asking every six months keeps your business fresh in their mind. You can keep that six-month interval going for years if you need. You might be surprised by how many roofing leads you get.
Next, we’ll look at how to set up your referral campaign to make sure it runs smoothly.
Incentivizing Referrals
Giving rewards can boost how many referrals you get. But not just any gift will do! Again, we’re taking this strategy from Adam Bensman. It’s too good not to share!
Instant Incentives. A $50 reward today is better than a $200 in the future. Have some kind of incentive ready to hand out on the spot. This quick reward makes them happy and encourages more referrals.
How to Use Instant Incentives:
- Clear Communication. When asking for a referral, tell your customers about the instant reward. For example, “We appreciate your business! Refer a friend today, and we’ll give you a $20 gift card right now as a thank you.”
- Be Prepared. Always have the incentive ready to hand out. This way, you can keep your promise without any delay.
- Make It Easy. Provide a short form or a quick way for customers to share contact information right then and there.
By offering instant rewards, you create urgency and excitement about referrals. Customers are more likely to act quickly when they know they will get a reward right away.
Balancing Persistence and Patience
ProLine’s been running referral request automation for a long, long time. And if there’s one thing we’ve learned, it’s that you’ve got to ask. But you can’t expect instant results. Patience and persistence are the name of the game here.
Here are a few lessons we’ve picked up…
Respect Customer Boundaries. Don’t ask for referrals too many times in a short period. It can annoy customers. Spaces out messages so they’re effective but not annoying.
Personalize Communications. Make your messages personal. Tailored messages feel more relevant and less like a generic ask.
Offer Value. Include something useful or interesting in your referral requests. This should almost always be the instant incentive we talked about earlier.
Monitor Customer Feedback. Watch how customers respond to your requests. If they seem annoyed or uninterested, change your strategy.
Leveraging Technology for Referrals
Automating referral requests can make your life easier and your referral campaigns better. In fact, that’s how we got started. Our CEO, AJ Briley, hooked up an automation engine for John DeLaurier. One thing led to another, and now we’re a CRM with follow-up automations built into it!
And automation is among the most valuable things we provide. Automated systems ensure you never miss a chance to ask for referrals. They send messages on time without you having to do it manually. This saves you time and keeps new roofing leads coming in.
Here are a few tips we’ve picked up by building an automation platform and CRM.
- Pick Compatible Tools. Make sure the automation tools you choose can work with your current CRM and other software. You can avoid this with a CRM that handles the automation by itself.
- Personalize Your Messages. Customize messages based on customer data and purchase history to make them feel personal and relevant.
- Monitor and Adjust. Check how your automated referral campaigns are doing. Look at open rates, click-through rates, and referral conversions to see what’s working and what needs fixing. Keep improving your strategies.
- Use Different Channels. Send referral requests through various channels like email, text, and social media. Different customers prefer different ways to communicate. Using multiple channels increases the chances your messages get seen and acted upon.
Conclusion
Let’s wrap it up! A solid referral strategy is key to getting more roofing leads for your roofing business. First, we talked about the power of referrals. They build trust and grow your business. Timing is key. Ask for referrals right after you finish a job, 30 days later, and every six months. This keeps you in your customers’ minds without bugging them too much. Using technology to automate these requests makes your job easier and keeps things consistent.
The main idea is simple. A well-structured referral request strategy is the easiest and best way to get more roofing leads. Ask for referrals at the right times. Use incentives to get quick responses. Automate your processes to make everything smooth.
Now, it’s time to take action. These strategies aren’t just ideas. They are practical steps you can start using today. Start asking for referrals. Set up automated reminders. Offer immediate rewards. By doing this, you’ll see more roofing leads and your business will grow. Don’t wait—start building your referral request strategy now and watch your roofing business take off!
And if you don’t know where to start, book a demo with ProLine!
We’ll show you around our CRM built just for roofers.
And yes, it comes stacked with a referral request campaign.
