Morgul Marketing

    The close rate is decided before your estimator reaches the property

    Most roofing companies do not have a traffic problem. They have a handling problem, and the money it costs never shows up as a line item. An inquiry arrives, somebody calls back late, an appointment gets set without asking what the driveway looks like, the estimator burns two hours crossing town for a roof he could have priced from a photograph, and the proposal goes quiet on a Thursday. Every one of those is fixable without buying a single extra click. In a metro where drive times swing wildly between Georgetown, Central Austin and Dripping Springs, the handling is worth more than the headline.

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    Ask for two photos on the first call and half the drive time disappears

    The cheapest conversion improvement available to a roofing company is qualifying the roof before anybody gets in a truck.

    Whoever answers the phone should be asking for a picture of the roof from the yard and a picture of the driveway or approach, sent by text while the caller is still talking. Most people will do it immediately.

    Two images settle several questions at once: rough size, pitch, covering, obvious damage, whether there are panels, and whether a truck and dumpster can reasonably get in. An estimator who sees them first knows how much time to allow and what to bring.

    Sequence matters. Set the appointment first, then ask for the photos, so the caller is not being screened before they feel committed.

    Count what it does to appointments per estimator day. Time recovered from unnecessary drives is time spent in front of people who are ready to sign, which is the whole exercise.

    A hillside lot in West Lake Hills changes the bid, so ask before you promise a number

    Access and slope are priced variables here, and a figure given on the phone without them is a figure you will have to walk back.

    Terrain west of the city adds pitch and approach difficulty on top of everything else. Cut lots over limestone, retaining walls, tight turnarounds and steep drives change staging, crew size and material handling.

    Build the access question into the intake script rather than leaving it to the estimator. Steep drive, gate, tight street, low limbs, distance from the street to the roof: five seconds of questions that prevent an argument later.

    Never give a number over the phone on a property nobody has seen. Say plainly that conditions vary by site, explain the variables, and offer the evaluation. Buyers respect the reason if you actually give one.

    Where a phone estimate has already been given and reality differs, the revision conversation is where deals die. The fix is upstream, in the script, not in a better apology.

    Set the tree and permit expectation at the quote, or it becomes a change order at the tear-off

    Local rules on tree protection and impervious cover are unusually strict, and surprises at the start of a job are the most expensive kind.

    Protected canopy affects dumpster placement, material drops and equipment staging. Requirements vary lot to lot and are worth confirming with the city before a date is promised.

    Put the expectation in the proposal in one short paragraph. What generally applies, what could add a review step, what it might mean for scheduling. Careful language, no guarantees.

    Homeowners who moved here from elsewhere in Texas are the ones most likely to be blindsided, because they have worked with contractors under looser rules and assume the same applies. Telling them early reads as competence.

    Cancellations after signing are worth tracking with a reason code. If a cluster of them trace back to timing surprises, the proposal template is the thing to change, not the salesperson.

    The newcomer collecting three bids is comparing paper, so write the paper

    A buyer with no referral network makes the decision on the documents in front of them, often at a kitchen table with a spouse and no roofer present.

    Your proposal is read by people who cannot evaluate a roof. It should name the covering, the underlayment, what happens to the decking if rot is found, how flashing and penetrations are handled, the cleanup standard and the warranty terms in plain sentences.

    Include a short comparison section explaining what a lower bid commonly excludes. Not an attack on competitors, a checklist the homeowner can use on all three quotes, including yours.

    Follow up on a fixed schedule with something useful each time rather than a request for a decision. A photograph of a similar job, an explanation of one line in the proposal, a note about scheduling.

    Know whether the proposal was opened. If a document goes unread for a week, the follow-up call is a different conversation than if it has been opened five times, and the person calling should know which it is.

    One number tells you most of it: appointments held, not appointments set

    Set appointments flatter everybody involved, and held appointments are the first honest checkpoint in the pipeline.

    Track the funnel in four stages: inquiry, appointment set, appointment held, contract signed. Most roofing companies measure the first and the last, then argue about which end is broken.

    Split those stages by area. Travis, Williamson and Hays behave differently on drive time, on scheduling patience and on job mix, and a blended close rate hides whichever one is losing money.

    Add source. If phone calls are not tracked, a large share of your best inquiries are attributed to nothing, which usually leads to defunding the channel that produced them.

    Review the numbers monthly with the people who do the work, not just the owner. Whoever answers the phone will explain a drop in held appointments faster than any dashboard.

    Your sample size is a conversation, not a chart, so learn to read the calls

    A single metro will not produce enough volume to prove a small change, which makes call recordings and reason codes better evidence than split tests.

    Testing a button color needs traffic no roofing company in one city has. Testing whether the phone script asks about access, or whether the proposal explains decking, needs about twenty conversations and an afternoon of listening.

    Record calls where permitted and disclosed, and review a handful every week. The question that kills sales is usually the same question, and it is usually answered vaguely.

    Change one meaningful thing at a time and judge it over a stretch long enough to include a normal mix of job types. Big changes to process are readable at small volumes in a way that layout tweaks never will be.

    Where you do want a page test, test the offer or the whole page rather than an element, and accept the result as directional. Directional evidence used carefully beats precise evidence you cannot collect.

    Questions we get

    How fast do we actually need to respond to an inquiry?
    Faster than you currently do, and the gap between minutes and hours generally matters more than anything on your website. Before changing the site, measure your answer rate by hour and your average callback time. Most roofing companies find their worst hours are the ones when crews are on roofs and the office is thin.
    Should we give ballpark prices over the phone to save appointments?
    It is risky on properties nobody has seen, particularly where slope, access and decking condition can move the job substantially. A better approach is to explain the variables, say plainly that conditions vary by site, and use that explanation to earn the evaluation. Buyers usually accept a reason; they rarely accept a number that changes later.
    What should we do about proposals that go quiet?
    Build a fixed sequence that delivers something useful each time instead of asking for a decision. Knowing whether the document has been opened helps you pick the message. And record the reason when a job is lost, because a list of real reasons is worth more than any assumption about price.
    Can we run A/B tests on our website?
    Not usefully for small changes at the traffic levels one metro produces. Testing whole pages, offers and intake scripts is realistic, and call review is often the strongest evidence available to a roofing company. Judge changes on booked and signed work over a reasonable stretch rather than on click rate over a week.
    How do we handle callers who lead with an insurance question?
    Answer generally, describe what you do, such as documenting the roof condition and meeting an adjuster on site, and be straight that coverage decisions belong to their insurer. A vague or overreaching answer ends calls, and anything resembling a promise about a claim outcome is worth reviewing with your own counsel first.

    Written by KC Thompson, Morgul Marketing. Updated .

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