Morgul Marketing

    Why your close rate falls apart in the eight days after the inspection

    Most Denver roofing companies do not have a demand problem in a hail year. They have a handling problem. Calls come in while everyone is on a roof, inspections get rescheduled by weather, proposals go out and then sit while a homeowner talks to a spouse and an insurer, and by the second week somebody else has the job. None of that shows up in a marketing report, which is why it survives year after year. The work here is unglamorous and it pays better than any new channel: tighten intake, qualify by address before you burn an estimator's afternoon, write proposals that survive comparison, and measure the handful of numbers that move before revenue does.

    Talk to us

    Your competition is not another website, it is a canvasser already on the porch

    In storm season the contractor standing in the yard has an advantage no amount of copywriting overcomes, and speed of response is the only counter.

    Decide what your answer window is, then staff it. During and after a hail run, the difference between answering in two minutes and calling back tomorrow morning is usually the difference between an inspection and a card in the recycling.

    Cover the hours homeowners actually call. Evenings after work and the first hour of the morning are when people who took a canvasser's card start dialing.

    Give voicemail and text a script, not an apology. A message that names a callback window and asks for the address and roof age moves the conversation forward even when nobody picked up.

    In the quiet months the pressure changes but the leak does not. Fewer calls means each missed one costs more, not less.

    Ask when hail last came through that block before you send a truck

    Qualification protects the scarcest thing you own, which is estimator hours during the weeks that matter.

    The address comes first because it determines everything else: drive time, which crew, whether it is inside your zone at all, and what the neighborhood's housing stock suggests about roof age.

    Then a short, fixed set of questions. Roof age, covering type, whether hail came through the area recently, whether water has come inside, and who else is involved in the decision.

    Route on the answers. A leak today belongs on the phone with someone senior. A worn roof in Aurora belongs on a route that also picks up two other Arapahoe County stops that morning.

    Have a plan for the inquiries you cannot serve. An honest referral or a repair recommendation costs a minute and buys goodwill that comes back later.

    Write the proposal assuming two other folders are on the same kitchen table

    Your proposal is almost never read alone, and the one that is easiest to compare tends to be the one that gets discussed.

    Make the scope line up against a competitor's without effort. Tear off and layers, decking allowance, underlayment, ice and water at the eaves, flashing, ventilation, cleanup and disposal, and what happens if something unexpected turns up under the old roof.

    Say what is excluded as clearly as what is included. Ambiguity reads as risk to a homeowner who has been warned about storm chasers by three neighbors already.

    Put photographs from their own roof in it. A proposal with the customer's own flashing detail in it is a different document than a template with a price at the bottom.

    Skip the expiring discount. Along the Front Range that tactic is strongly associated with the crews people are trying to avoid.

    Every weather reschedule is a chance for the homeowner to start over

    Wind, snow and heat move the calendar constantly here, and each move quietly reopens the decision.

    When an inspection gets pushed, rebook it in the same conversation. A vague promise to call back later hands the slot to whoever calls tomorrow.

    Confirm twice: the day before and the morning of, with an arrival window and the estimator's name. It sounds small and it removes one of the most common reasons appointments evaporate.

    When an install date slips, phone the customer. Silence during a weather delay is read as trouble, and it is the point where deposits start getting questioned.

    Track how many appointments were rescheduled and how many of those were ever completed. That single ratio usually exposes more lost revenue than any traffic report.

    Measure days from call to signature, because that number moves before revenue does

    The useful metrics in this trade are the ones you can influence this week, not the ones you review at year end.

    Track calls answered inside your own window, inspections booked per inquiry, inspections actually completed, proposals delivered within the standard you set, and contracts signed per completed inspection.

    Split every one of those by county and by source. Winning work in Denver County and winning it out in Douglas County are not the same exercise, and a blended average hides which one is failing.

    Insist that every record carries an address, a roof age and a source. A CRM without those three fields is a task list wearing a database costume.

    Review a few call recordings each week where permitted. The question that kills sales is usually the same question, and hearing it three times is more persuasive than any dashboard.

    With this much traffic, a split test is a coin flip wearing a lab coat

    A single metro rarely produces enough volume to resolve small differences, so spend the effort where the effects are large.

    Button colors, headline variants and small layout changes need sample sizes a regional roofing company will not reach. Running those tests anyway produces confident conclusions from noise.

    Change whole things instead. A different intake script, a rebuilt inquiry form, a proposal format, a follow up sequence. Effects that big are visible without statistics.

    Compare over long enough windows to survive the weather, and be honest about seasonality. A hail week will flatter whatever you happened to change that month, and altitude and dry air do not care about your test calendar.

    Add qualitative evidence, because it is cheap and it arrives fast. Call the last ten homeowners who chose somebody else and ask why. Most will tell you, and most answers will point at your process rather than your marketing.

    Questions we get

    We answer most calls. Why would intake be our problem?
    Answering and qualifying are different things. Most roofing companies can tell you how many calls came in and very few can tell you how many inspections were completed per inquiry, split by county. The gap between booked and completed appointments is where a surprising amount of revenue usually sits.
    How do we handle the insurance question on a first call?
    Answer it plainly and stay in your lane. You inspect roofs and you document what you find. The homeowner should speak with their own insurer about coverage, and in most cases with their own counsel if a dispute develops. A vague or evasive answer ends calls, and an overreaching one creates a problem far bigger than a lost job.
    Is it worth recording calls?
    It is generally the fastest source of insight available to a roofing company, provided you follow the applicable consent rules, which is worth confirming with your own counsel. Ten recordings usually reveal the objection your team has been losing to for a year without anyone noticing.
    What about following up while a homeowner waits on their insurer?
    Stay useful and stay neutral. Send the inspection photographs, the scope, and answers to questions about the roof itself. Do not advise on the claim, do not chase the adjuster, and do not create the impression that you are managing the process for them.
    If split testing does not work at our volume, how do we know a change helped?
    Pick metrics that move fast and measure them over a long enough period to survive a storm week. Inspections completed per inquiry and contracts per completed inspection respond quickly to process changes. Change one process at a time, write down what you changed and when, and compare against the same stretch of the previous year rather than against last month.

    Written by KC Thompson, Morgul Marketing. Updated .

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