7 Numbers Every Roofing Company Should Track Weekly

Most roofing owners know their bank balance and little else. Seven numbers, once a week, change how you run the company.

1. New requests

How many homeowners asked for an inspection, by source. This is the top of everything.

2. Minutes to first reply

The time from request to your first text or call. Minutes matter. See speed to lead.

3. Inspections booked

Requests that turned into a date on the calendar. If many requests but few bookings, follow-up is the problem.

4. Inspections held

Booked minus no-shows and cancellations. Held ÷ booked is your show rate.

5. Jobs sold and close rate

Jobs sold ÷ inspections held. Roofr notes many shops aim for 30–50% on qualified leads (Roofr). Track it by rep and by source.

6. Average job size

Revenue sold ÷ jobs sold. Watch for a slow slide, which often means discounting.

7. Cost per sold job

Marketing spend ÷ jobs sold, by source. This is the number that tells you where to put the next dollar.

How to use them

Put them on one page. Review it at the same time each week with whoever runs sales.

Read them in order. The first weak number in the chain is your problem:

• Few requests → marketing
• Slow replies or few bookings → follow-up
• Low show rate → confirmation and qualifying
• Low close rate → the sales process
• Shrinking job size → pricing and options

Start simple

A spreadsheet is enough. Add a CRM when the sheet becomes painful. The habit of looking matters more than the tool.

Questions roofers ask