Do you love sales? Ever considered selling roofs?
It’s worth it. The roofing industry’s market size is worth around $75 billion in the US. So making over $100k in sales is perfectly realistic, if you know what you’re doing.
In this article, we’re breaking down the roofing sales process. And we’ll share some lesser-known roofing sales tips that’ll put you on the path to making $100k in roofing sales.
Know what you’re selling
Before learning how to sell roofs, you need to understand what you’re selling and why it matters to the customer.
Roofing’s all about solving problems. That mindset shift makes a big difference in closing deals.
Common roofing materials:
- Asphalt shingles – Affordable, popular, and used all over North America. Great for homeowners on a budget. Low maintenance, but have a short lifespan.
- Metal roofing – Durable, weather-resistant, and fireproof. Growing in demand. Lightweight and easy to transport. Life expectancy of 40 to 70 years. Big margins here.
- Clay tiles – Great for hot, dry climates, since they don’t expand and contract as temperatures change. Long lifespan, but heavier and pricier.
- Slate – Premium, with a great natural look. Weather-resistant. Doesn’t need much maintenance, but can be expensive. Ideal for higher-end projects.
When you’re talking to homeowners about roofing materials, don’t focus on the technical specs. Talk about how the product solves a problem.
This type of roof is more durable. Won’t leak. Lasts a long time. Energy efficient. Has curb appeal. That kind of thing.
Qualifying as a roofing salesperson
Technically, all you need is a high school diploma to start working as a salesperson.
Buuuut… previous experience in construction or roofing is pretty important too. It helps you understand the market and compete properly. You need to be an expert on what you’re selling, so if you haven’t actually spent much time on a roof yet, do that first.
For most folks, the path into roofing sales starts with a roofing apprenticeship or by learning from someone who’s done it (and can teach you the stuff our blog can’t).
The roofing sales process in a nutshell
Hitting $100k starts with mastering the basics and refining them into a repeatable process.
Step 1. Generate and qualify leads
Use digital ads, referrals, and Google Business Profiles to fill your pipeline.
Step 2. Build trust before selling
Homeowners buy from local folks they trust.
Step 3. Present a professional proposal
Create branded, professional proposals with visuals and pricing breakdowns.
Step 4. Handle objections the right way
Take time to put homeowners at ease and explain the costs line by line.
Step 5. Follow up, again and again
Use email and text reminders to stay top of mind.
Roofing sales tips for hitting six figures
Here are the best practices (and some lesser-known advice) that separates the top reps from the rest:
Speed to lead wins
Homeowners who ask for an estimate aren’t browsing for fun. They’re ready to talk NOW. So reach out within minutes, not hours.
Response times under five minutes work best, though most companies still miss that window.
How to make it work:
- Use call routing, instant text replies, and automations.
- Keep calls short and effective by being direct, honest, and straight-to-the-point.
- If you miss the first window, don’t give up. Keep following up over the next few days.
Show three options, not one
A single price forces a yes or no. Three choices invite a conversation.
Good, better, best packages nudge most buyers to the middle tier and often increase average job size. Multi-option proposals will earn you more work and raise your revenue.
Then, assuming you offer financing, present the monthly price alongside the total. Trade groups and contractor data show that adding consumer financing can boost your close rates and average ticket size.
How to package it:
- Good. Three-tab or entry architectural. Basic underlayment. Standard ventilation.
- Better. Arch shingles with enhanced wind rating. Ice and water at eaves and valleys. Better ventilation.
- Best. Class 3 or Class 4 impact-resistant shingles where it makes sense. Synthetic underlayment. Upgraded metal. Extended workmanship warranty.
Use short videos, not long essays
Most homeowners won’t read a long PDF. A two-minute video that explains scope, warranty, and timeline works better these days.
In your video, you can walk the homeowner through the price breakdown line by line, use visuals like similar houses, and explain why ventilation and underlayment matter.
Plus, if you do it right, you can reuse videos for similar jobs where appropriate.
Good reviews are gold
People scan stars before they answer your call. You’ve done it yourself for restaurants or products, probably looking for at least a four-star rating on Google. Well, homeowners expect the same from you.
Make reviews part of the roofing sales process:
- Ask every customer within two weeks of completion.
- Use automated text and email templates.
- Reply publicly to every review, even if it’s just with a “thanks for your business!”
Nail your in-home flow
Little things move big numbers. Here’s a tight script for reps learning how to sell roofs.
- For homeowners in a hurry, use the Instant Estimator to give quick ballpark pricing.
- Before the visit, confirm the appointment by text. Share a short bio and photo so they know who is coming.
- When you arrive, set expectations. “We still good for 25 minutes?”
- Listen to the homeowner’s concerns. Then ask: “What would make this easy for you?”
- Present three options, starting with what you’d put on your own house. “Which option fits how long you plan to stay in the home?”
- Book a decision or a follow-up time on the spot.
- Send a same-day recap with your proposal link.
Get the timing right
Whether you’re sending emails or going door-to-door, be smart about where and when you focus your energy.
- Pay attention to wind and hail, then get to the hardest-hit spots immediately.
- Use local proof. “We just finished two roofs down the street. Check out these photos.”
- Offer same-day measurements and multi-option estimates with no obligation.
- Keep circling back (without being too pushy). If someone says not right now, that means maybe in the future.
Level way up with roofing software
Getting the basics down is one thing, but scaling up to $100k or more is another conversation. To get there, you’ll need to optimize your process using top-notch software like Roofr.
CRMs and tech tools shorten your roofing sales process and help you hit your revenue goals faster. They let you refine your process, set it up once, then let the tools do the boring parts. Here’s how:
- Fast, accurate measurement reports — no climbing, no guesswork.
- Beautiful, branded proposals homeowners love.
- Instant estimates that cut turnaround times from days to minutes.
- CRM workflows to manage leads, follow-ups, and jobs in one place.
- Automations that send review requests and follow-ups on autopilot.
Roofr helps you quote faster, raise your show rate, close more jobs, and look more professional while doing it.
It’s an investment, but one that pays off fast. And we’re more adaptable, with more personalized service compared to other CRMs.