Owner’s worksheet · Roofing
How to read roofing lead quality.
A roofing lead is useful when it fits the work, area and timing your company can serve. The cheapest inquiry is not automatically the most valuable.
Separate repair and replacement requests first
Give each original inquiry a job category. Add commercial work separately if the bidding process differs. Record uncertain scope as uncertain; an owner describing a leak cannot diagnose the roof for you.
Keep inquiry, inspection and proposal counts distinct
Log whether the inspection was scheduled and held, whether a quote went out and whether it was accepted. These steps show where demand stops. Count rescheduled visits once rather than inventing extra opportunities.
Allow time for the decision
Compare groups of inquiries from the same period after a sensible follow-up window. Note open proposals as open. Do not divide this week’s accepted older jobs by this week’s brand-new leads.
Record a useful reason for a loss
Examples include outside area, work not offered, no capacity, no response, postponed, or declined after quote. If the reason is unknown, say unknown. That is better than guessing every lost job went to a cheaper roofer.
Use the result to change one part of the process
Wrong job mix points to campaign and page fit. Unheld inspections may point to scheduling. Many open proposals need consistent follow-up. Price and scope questions need an estimator’s judgment, not an automatic marketing diagnosis.
A record your office can use.
Copy these headings into your existing job or inquiry record.
- Inquiry reference
- Repair / replacement / commercial
- In service area?
- Inspection held?
- Quote issued?
- Accepted / open / lost
- Reason / next date
Use your own figures
What did a completed job cost to acquire?
Use costs and outcomes from the same group of inquiries. Include related management and page costs. Wait for an appropriate decision window; open estimates are not completed jobs.
Figures stay in this browser. They are not sent with an inquiry.
Enter all four figures to calculate. Enter 0 where a cost is zero.
Illustration: $1,000 in advertising + $500 in fees, 20 inquiries and 5 completed jobs = $75 per inquiry and $300 per completed job. This is not a trade benchmark. Compare costs with actual job margin; the calculator does not calculate profit or recommend a budget.
Your team assesses the roof, prepares the quote and agrees the work. Stan Consulting handles the agreed marketing and follow-up; advertising does not guarantee contracts.
See the work
Try the worksheet with a worked example.
Roof replacements: page wording, useful questions and a record that keeps open inquiries separate from completed work.
Includes editable downloads. The sample inquiries are fictional.
How Stan Consulting builds and checks the workWork with Stan Consulting
Tell us which jobs you want.
Your trade, service area and the work you want more of are enough to start. We confirm the fit, scope and price before work begins.
Stan Consulting services are paid. Advertising spend is separate.