What You’ll Learn:
✔ The key stages of the roofing sales process
✔ How to generate and manage leads effectively
✔ Techniques for handling objections and closing deals
✔ Post-sale follow-ups that build long-term customer relationships
The Roofing Sales Process: Why Structure Matters
Roofing isn’t a one-call-close business. It’s a high-ticket sale, meaning customers need education, trust, and clear decision-making. A structured roofing sales process ensures every interaction moves the prospect closer to the finish line.
The 6 Steps of the Roofing Sales Process:
- Prospecting and Lead Generation – Finding potential homeowners who need a new roof
- Initial Contact and Appointment Setting – Getting the customer interested in a free roof inspection
- The Roofing Inspection and Assessment – Showing them why their roof needs replacement
- Presenting the Proposal – Explaining the value of your offer and overcoming objections
- Closing the Sale – Turning interest into a signed contract
- Post-Sale Follow-Up and Customer Service – Ensuring smooth installation and securing referrals
Now, let’s break down each step.
1. Prospecting and Lead Generation
No leads = no sales. Your success as a roofing sales rep starts with a steady stream of homeowners who need new roofs. Here’s how to find them:
Door-to-Door Prospecting
Door-knocking remains one of the most effective ways to generate leads. It puts you face-to-face with homeowners and gives you an edge over competitors who rely solely on digital marketing. Incorporating roofing sales training into your strategy can further enhance your skills, helping you build rapport, handle objections, and close more deals efficiently.
Pro Tip: When knocking doors, use a hook that makes homeowners pause:
🗣 “Hey, I’m not here to sell you anything—just giving free roof inspections since the recent storm. A few of your neighbors found damage, and I wanted to make sure you weren’t left out. Can I take a quick look?”
Canvassing in Storm-Damaged Areas
If a storm has recently hit, you’re in the best possible position to generate roofing leads. Homeowners with storm damage often qualify for insurance claims, making their decision to replace a roof much easier.
Using Referrals and Networking
Happy customers are your best lead source. Ask the homeowner after every installation:
➡ “Do you know anyone else in the neighborhood who might need a free inspection?”
Social Media and Online Lead Generation
Many homeowners search online for roofing solutions. Running targeted Facebook and Google ads in storm-affected areas can generate inbound leads that are easier to close.
If you want to master lead generation and roofing sales, book a free call with D2D Experts today.
2. Initial Contact and Appointment Setting
You can set up an inspection once you’ve found a potential lead. Homeowners won’t always say yes on the spot, so your initial pitch should create urgency without pressure.
Effective appointment-setting techniques:
✔ Offer something valuable: “We provide a free inspection and a photo report of your roof—no obligation.”
✔ Use the neighborhood effect: “I was just on your neighbor’s roof, and they had wind damage. I’d love to check yours too.”
✔ Give a reason to act now: “The insurance claim window is closing soon. Let’s make sure you don’t miss out.”
Set a clear time and date for the appointment. If they hesitate, offer to send a reminder text so they don’t forget.
3. The Roofing Inspection and Assessment
This is where you build trust and educate the homeowner. You need to show them why they need a new roof.
Steps for an excellent roofing inspection:
✔ Check for visible damage – Missing shingles, soft spots, hail damage
✔ Document everything – Take clear photos and videos for proof
✔ Explain findings in simple terms – Avoid jargon; make it easy to understand
✔ Highlight urgency – “This damage could lead to leaks in your attic, which will cost more.”
🔹 Tip: Instead of just telling homeowners about the damage, show them photos. This visual proof makes it easier for them to say yes to a roof replacement.
4. Presenting the Proposal
Now that the homeowner knows their roof needs replacing, you must show them why your company is the best choice.
What Your Proposal Should Include:
✔ The full scope of work
✔ Roofing material options (shingles, metal, etc.)
✔ Cost breakdown and payment options
✔ Warranty details
✔ Timeline for installation
Common Objections & How to Overcome Them:
❌ “I need to think about it.”
✔ “Totally understand! Most of my customers had the same thought before seeing how our financing makes this stress-free.”
❌ “I need to get more quotes.”
✔ “That makes sense! Just make sure to check their warranty and installation methods. Some companies cut corners, and I’d hate to see you stuck with a bad job.”
❌ “This seems expensive.”
✔ “It’s an investment, but with our warranty, you’ll never have to worry about your roof again.”
🔹 Pro Tip: Offer financing options! Many homeowners say yes when they realize they can replace their roof for as little as $99/month instead of paying $10,000+ upfront.
5. Closing the Sale
Closing isn’t about forcing the homeowner to sign—it’s about helping them make a decision they feel good about.
How to Close Roofing Deals Smoothly:
✔ Use trial closes early – “Would this be the color you’d want if we move forward?”
✔ Get micro-agreements – “Do you prefer to handle the insurance claim, or should we assist?”
✔ Create urgency – “Our schedule is filling up, so we can lock you in for next week if you’re ready.”
If they hesitate, ask the closing question:
➡ “Is there anything stopping you from moving forward today?”
If they say no, sign the contract. If they say yes, handle their concern and ask again.
6. Post-Sale Follow-Up and Customer Service
The job isn’t done when the contract is signed. You need great post-sale service to ensure the homeowner is happy and willing to refer you to others.
✔ Confirm installation dates and expectations
✔ Follow up after the job is done (“How’s your new roof? Everything looking great?”)
✔ Ask for referrals (“Do you have any friends or family who might need help too?”)
✔ Request a review (“Would you mind leaving us a quick Google review? It helps!”)
A happy customer can become three more sales—don’t skip this step!
FAQs
How do you succeed in roofing sales?
✅ Knock on doors and generate leads consistently
✅ Build trust by educating the homeowner
✅ Show clear, visual proof of roof damage
✅ Offer financing to remove price objections
✅ Follow up after every appointment
What is the roofing sales cycle?
The cycle typically follows these steps:
- Lead generation (door knocking, referrals, marketing)
- Initial contact and appointment setting
- Roof inspection and assessment
- Presenting the proposal
- Closing the sale
- Post-sale follow-up and referrals
Mastering these steps is what separates average reps from top closers.
Ready to Dominate Roofing Sales?
If you want hands-on training from top roofing sales pros, book a free discovery call with D2D Experts and close more roofing deals today!
Albert Brand boasts over a decade of expertise in the telecommunications industry, with a particular emphasis on fiber optics sales. His rich career spans both corporate roles and entrepreneurial ventures in sales fulfillment. With a proven track record in door-to-door sales, especially in the fiber optics domain, Albert has seamlessly bridged the gap between corporate leadership and hands-on sales, showcasing his versatility and commitment to excellence in this specialized field.
