What Is a Good Close Rate for a Roofing Company?
Ask ten roofers their close rate and you will hear ten numbers, most of them guesses. Here is how to get a real one and what to do with it.
The benchmark
Roofr reports that many roofing shops aim for a close rate in the 30–50% range on qualified leads, and adds that the trend matters more than the exact figure (Roofr).
Your number depends on where the customer came from. Referrals close high. Cold marketplace leads close low. Mixing them into one average hides what is working.
How to measure it properly
Close rate = jobs sold ÷ inspections held.
Two rules:
- Count inspections held, not leads received.
- Split it by source: referrals, repeat customers, ads, marketplaces, door knocking.
Five ways to raise it
- 1Arrive on time. A late rep starts behind.
- 2Inspect properly and show it. Photos of the damage beat any sales line.
- 3Give the quote at the house when you can. Every day of delay cools the job.
- 4Offer two or three options. Good, better, best. People like to choose.
- 5Follow up. Many jobs are sold on the second or third contact. See our follow-up schedule.
What a low close rate really tells you
If one source closes badly, the source may be the problem. If every source closes badly, look at the sales process: timing, presentation, pricing, follow-up.
The number that matters more
Close rate alone can mislead. A rep who closes 60% of four inspections sells fewer roofs than one who closes 35% of twelve. Watch jobs sold per rep per week alongside close rate.
Questions roofers ask
Is 20% bad?
Not always. On cold, shared leads it can be normal. On referrals it would be low.
Should I count repairs?
Track repairs and replacements separately. They are different sales.
Do booked inspections close better than leads?
They should, because the homeowner has already agreed to meet you. But the close is still your job. NorthLine books the inspection. You sell the roof. Check your area.