How to Make $100K in Roofing Sales

1. Define your revenue targets and map out your success

Before you can grow your roofing business, you need a clear picture of what success looks like—and how to get there. That starts with setting realistic revenue goals and working backward to understand how many jobs you’ll need to hit them.

For example, let’s say your average roofing job brings in $5,000. That means you need to land 20 jobs in a year to hit 100K in sales.

That sounds doable.

But what if you focus more on patch jobs, seasonal gutter installs, or light commercial work? In that case, your average ticket might be lower, like $2,500. Now you’re looking at 40 jobs for the year instead of 20, which means your sales efforts will double.

Here’s a quick way to run your own numbers:

• Revenue goal: $100,000
• Average job price: $2,500
• Needed jobs: $100,000 / $2,500 = 40 jobs per year

Break it down even further, and you’re aiming for 3-4 jobs every month. That’s manageable, especially if you’ve got a solid close rate and some trusty sources for leads.

Assess your local market size and demand

Before you set those job targets in stone, though, answer these questions:

• What’s the opportunity like in your market?
• Are you in a fast-growing suburb where everyone’s got a 12-year-old roof and a leaky skylight?
• Or are you in a more rural area with lots of DIY homeowners and low turnover?

Look at Google results to see how many roofing companies show up in your service areas. What kind of jobs do their customers mention in reviews? The demand for your services is probably there, so you just need to get a feel for how crowded the competition is and what kind of jobs are done most often.

Set realistic benchmarks for closing rates and pricing

First, are you charging what you’re worth? If you’re stuck at $2,000 per job when people are paying competitors $4,000 for that same job, you’re underselling yourself.

Next, how many leads do you close? If it’s one in three (a 33% close rate), and you want 25 jobs, you’ll need about 75 good leads over the course of the year. That’s 6-7 leads per month.

On the other hand, if your close rate isn’t very good, you’ll want to focus on improving that right away to hit your $100K sales goal quicker.

2. Build a steady stream of leads

To make $100K in roofing sales, you’ve got to treat lead generation as part of the job, just like hauling shingles and running underlayment.

Diversify your lead sources

One lead source probably won’t cut it. Here’s what the best roofing businesses do:

• Referrals: These are gold. Ask for them every time a job wraps up. Happy customers might send their friends your way if you just ask. Sweeten the pot with a referral bonus, like a gift card or a discount on their next service.
• Digital marketing: This means doing Google ads, local SEO, and setting up your free Google Business Profile to ensure you appear prominently on Google Search and Google Maps.
• Local partnerships: Get to know realtors, property managers, and even other contractors who don’t do roofs. A painter, for instance, might know which homes have water damage under the soffits.
• Canvassing: Door knocking is old-school, but it can still work, especially after a storm. If you’ve got downtime, grab a clipboard and some business cards.

READ MORE: How to get roofing leads

Invest in a professional website

Make your roofing business stand out with a professional roofing website. Here’s what it should include:

• Your business name, logo, and easy-to-find contact information
• A clear list of the roofing services you offer, like installations, repairs, maintenance, and gutter work
• The areas you serve, whether it’s a single town or a broader region
• Reviews and testimonials from past roofing customers
• A straightforward way for customers to request a quote or book your services online

3. Master the roofing sales process

What do the folks who make $100K in roofing sales have in common? They have a system for it.

Let’s break that system down:

• Prospecting: Don’t spend all your time on someone who just wants to “get a feel for pricing.” Ask qualifying questions. Is this their forever home or a flip? Do they have a budget range? What’s their timeline, right now or in a few months?
• The sales pitch: Make the pitch feel like a conversation. Take the prospect through their options, like materials or ventilation, without sounding like a textbook. Use stories from past jobs to build credibility. Remind them this is a big investment, and you’re here to protect it.
• Overcome objections with confidence: Some prospects will tell you the cost is more than they expected, or they’ll say they’re just getting a few quotes. Shift the conversation by asking what part feels out of their range. Admit that you might not be the cheapest option, but you’re the best value for what the customer gets. Help them see your worth.
• Roof inspections: If you’re still eyeballing roofs, it’s time to level up. Use a simple roof inspection checklist, or break out tools like drones for aerial inspections, and 3D models and imagery from apps like Hover or RoofSnap. Use photo markups to highlight issues like soft decking or flashing failures.
• Proposal presentation: You need more than just a number on a Word doc to win over potential clients. Your proposal should include a clear breakdown of materials, labor, and warranties, spell out the timeline, and feature your branding.

4. Organize and track client details with a CRM

A CRM (customer relationship management) system is designed to help you manage your business operations more efficiently and deliver excellent customer service.

Here are the best CRM features to have in your roofing toolbox:

• Lead management: Your CRM should separate your roofing leads and customers to ensure that each group is getting the attention they need. You should also be able to segment leads based on details such as job type, location, or urgency.
• Job management: Roofing contractors need a CRM with strong job and project management features. For example, with Jobber, you can send “on-my-way” texts with just one click to avoid no-shows and ensure that your customers are prepared for your arrival.
• Automated communication: Following up after every lead or customer interaction can be tedious. It’s also easy to forget. Automating your communication ensures that no potential client slips through the cracks. You can send follow-up messages after sending an estimate or automatically send payment reminders for unpaid invoices.
• Quoting: The faster you get quotes to prospective customers, the more likely you are to win the job and reach $100K in roofing sales. Jobber lets you build a professional-looking quote in minutes. Plus, Jobber automatically sends a quote follow-up to customers you haven’t heard back from.
• Mobile app: As you know, roofers are always on the go. So, the best CRM should fit in your pocket. Jobber’s mobile app lets you stay connected to your business from anywhere. You can even create quotes and generate invoices from the app, so that you can have a done deal before leaving the job site.

5. Offer flexible payment and financing options

Many homeowners who want a new roof will flinch at the price tag. This is where flexible payment and financing options help win you that job.

Let’s say you pitch a $10,000 roof replacement. The homeowner thinks it’s fair, but they don’t have that in the bank.

The next thing you could say is, “We offer financing, which could run you a couple of hundred bucks per month. Want me to take you through it?”

You can include financing information right in your quote, and Jobber’s Wisetack integration makes this easy.

Offering financing does two things:

Take the “we need to think about money” part of the conversation out of the equation. Spread out the cost to increase your close rate and boost your average ticket size.

6. Launch a customer referral program

A referral program can turn happy customers into leads for your roofing company. You can ask for a referral in person when the job is done or in a follow-up email. You could also include it as a boilerplate at the bottom of your invoices.

Here’s how to start:

• Offer an incentive. A $100 gift card, a discount on their next service, or even a charitable donation in their name.
• Make it easy for customers to participate. Provide a quick online form or even a direct link they can share.
• Measure your success. Track the number of referrals you’re getting, how they convert to jobs, and which incentives work best.

Over time, you can fine-tune your approach to make this strategy even more effective for getting leads for your roofing business. Jobber makes it easy to promote your referral program to customers with a professional email campaign that’s ready to send in seconds flat.

And don’t forget trade partners. Real estate agents, property managers, and general contractors are great referral sources if you give them a reason to keep you top of mind. A flat fee (like $200) per booked job for their properties can go a long way.

READ MORE: Brilliant customer referral program ideas (with examples)

7. Track progress and adjust for growth

To make $100K in sales consistently, you need to know what’s working, what’s slowing you down, and where the best prospects are hiding.

Regularly review sales metrics

Look at these numbers, month by month, to look for patterns and opportunities:

• Leads generated: Where are they coming from? How many came in?
• Closing rate: Are you winning one in three jobs? One in five? Why?
• Average job value: Are you stacking up smaller repairs or landing full replacements?
• Customer feedback: How many stars do your reviews get? Do the reviews mention fast response, great work, or good communication?

Use your CRM to monitor progress

Don’t just plug names into your CRM and forget about them. Use it to:

• Tag lead sources, so you know if those lead gen sites or Facebook ads are pulling weight
• Track pipeline status. Was an estimate sent? Did you follow up?
• Forecast revenue based on jobs pending and jobs closed

Adjust your strategies based on what’s working

Maybe you’re closing referrals at a 70% rate, but only 15% for Google ads. Or you’re getting lots of leads from one part of town, but none whatsoever in another part.

Now you know where to double down. Invest more time or budget there.

And for the things that aren’t really working, you could drop them or make an adjustment. Test new offers, switch up your sales pitch, or try a different landing page.

Want to go the extra mile? Here’s a checklist to follow: