Every roofing company wants to grow—but only a few make the leap from surviving to scaling. The difference? A repeatable, dialed-in sales process that doesn’t rely on luck or one rockstar rep. Instead of chasing every opportunity, 7-figure roofers build a system that attracts, qualifies, closes, and retains high-value clients consistently.
Whether you’re a one-crew shop or managing a full team, here’s how to structure a roofing sales process that fuels serious growth.
Step 1: Lead Generation That Attracts the Right Clients
You can’t sell to people who aren’t ready to buy. Top-performing roofing companies use multiple lead sources to create a steady stream of qualified prospects, such as:
- Google Ads (high-intent searchers)
- Local SEO (organic visibility)
- Facebook & Instagram Ads (educational offers)
- Door knocking and canvassing after storms
- Referral programs
Pro tip: Use lead forms that capture name, address, service type, and urgency level so your sales team can prioritize fast movers.
Step 2: Speed-to-Lead Contact System
One of the biggest deal-killers in roofing is slow response time. The best companies follow up within minutes—not hours.
Set up:
- Auto-confirmation emails or texts upon lead submission
- A dedicated phone line for inbound calls
- Sales rep notifications via SMS or app
- A 5-minute rule: all leads get a human call-back within 5 minutes
This builds immediate trust and keeps competitors from swooping in.
Step 3: The Perfect Inspection and Presentation
When your rep shows up, they’re not just measuring a roof—they’re building confidence. Every 7-figure roofer trains their team to follow a structured inspection process, including:
- Thorough photo documentation
- Core damage or storm signs clearly explained
- Drone or aerial photos for added clarity
- A professional, branded digital sales binder or pitch deck
The goal? Make it crystal clear why the homeowner should choose you, not the cheapest bid.
Step 4: Presenting the Estimate Like a Pro
Sending a quote by email and hoping they call you back? That’s not how 7-figure companies operate.
Instead, top roofers present estimates in person or via video call, walking the customer through:
- Scope of work
- Material choices and warranties
- Job timeline
- Payment options and financing
- What sets your company apart
And most importantly—they ask for the sale.
Step 5: Strategic Follow-Up for Every Lead
Even great estimates fall flat without follow-up. Your reps should have a defined sequence for leads who didn’t close on the first call.
Follow-up should include:
- A 48-hour check-in call
- Text reminders with value-adds (e.g. “Don’t forget this repair could prevent major water damage”)
- A deadline-based incentive (e.g. “$500 off if booked by Friday”)
- Personalized messages referencing their roof type or damage
Use automation tools and CRMs like JobNimbus or HubSpot to track and execute follow-up tasks without letting anything slip through the cracks.
Step 6: Post-Sale Onboarding and Referrals
The sales process doesn’t end when the contract is signed. High-performing companies create a killer post-sale experience to ensure:
- Happy customers
- 5-star reviews
- Referrals and repeat business
Send a welcome email, give updates during the project, and always ask for a review and referral when the job is done right.
Final Thoughts
A 7-figure roofing business isn’t built on hustle alone—it’s built on systems. By refining your sales process from lead to close, you not only increase your win rate, but also build a scalable foundation that works with or without you in the field.
Sales isn’t just a department—it’s the engine of your roofing business. Turn it into a machine, and 7 figures won’t just be a dream—it’ll be your new normal.