Navigating lead generation with changes to the TCPA

By Dani Sheehan.

Instant Roofer is preparing for changes to the TCPA to protect contractors and homeowners alike.

Editor’s note: The information contained in this article is for general educational purposes only and should not be construed as legal advice. Business owners are strongly encouraged to consult with legal counsel to ensure their practices meet all requirements of the Telephone Consumer Protection Act (TCPA) and other applicable regulations. 

The roofing industry is facing a significant shift in how businesses collect and use consumer consent for marketing. With the Telephone Consumer Protection Act’s (TCPA) new one-to-one consent rules set to take effect on January 27, 2025, roofing contractors must ensure compliance to protect their businesses. These rules, enforced by the Federal Communications Commission (FCC), require explicit, direct consent from consumers for marketing communications, fundamentally changing how lead generation works. Jeff Berzolla, CEO of Instant Roofer, recently shared insights into how his company is preparing for these changes and what roofing contractors need to know to stay ahead. 

How the TCPA relates to roofing lead generation 

“The new regulations require one-to-one consent, which is going to massively change the industry,” says Jeff. Traditionally, lead generation companies often resell leads multiple times, sometimes up to as many as 16 times, creating confusion and frustration for consumers and businesses alike. Jeff explains, “If you do the math, this could result in at least a 60-70% decline in lead flow for roofers across the industry.” 

This shift means the cost of leads could significantly increase in some markets, but Jeff sees an opportunity amidst the challenges. “With the one-to-one consent nature of all leads in the roofing industry, companies’ close rates could go up. Data-driven companies that understand these changes and adapt could see substantial benefits in conversion rates,” he notes. 

How Instant Roofer is leading the charge 

Instant Roofer has long operated with one-to-one consumer consent at its core, ensuring each lead is directly tied to a specific roofing contractor. Jeff emphasizes the importance of meticulous tracking and documentation: “We have great technology that records every contact form that’s filled out. It captures the IP address, physical location, time and details to maintain a digital copy of consent. All this data is stored on our cloud-based service for seven years to help protect contractors from potential lawsuits.” 

This proactive approach allows Instant Roofer to provide roofing contractors with leads that already meet the new TCPA requirements while minimizing friction for homeowners during the lead submission process. 

Considerations for roofing contractors 

As you navigate these changes, Jeff shares practical steps to ensure compliance and protect your business: 

• Update contact forms and privacy policies: Ensure your contact forms explicitly state that that the person filling them out is granting permission for calls, texts and emails. “This wording is specifically mentioned in the TCPA regulations,” Jeff says. Align your privacy policies with these updates and consult legal counsel to ensure accuracy. 
• Track revocations: Businesses need a mechanism to track and honor opt-out requests. Jeff explains, “You need a way for a homeowner to come back to your brand and opt out. There should be a system, likely integrated into your CRM, that records when they opt out.” 
• Evaluate lead generation partners: If you are using third-party lead services, you should ask whether the leads provided are TCPA-compliant. “Get it in writing,” Jeff advises. “Then review the homeowner’s journey to ensure everything aligns with the new rules.” 
• Leverage technology: Instant Roofer’s technology enables homeowners to select up to three contractors they wish to connect with, maintaining one-to-one consent. “Our leads are TCPA-compliant, but contractors must still update their privacy policies and terms of use.” 

Opportunities amid disruption 

While the new rules bring challenges, they also encourage a shift toward more transparent and efficient lead generation. Jeff highlights the benefits: 

• Improved close rates by targeting genuinely interested homeowners 
• Reduced litigation risk from non-compliant practices 
• Building trust with consumers through clear communication and ethical marketing 

Jeff underscores the importance of preparation: “Educate yourself and use the tools available. These changes are significant, but they’re manageable with the right approach.” By updating processes, leveraging compliant technology and focusing on clear communication, you can not only avoid penalties but also build stronger relationships with potential customers. 

The one-to-one consent rule marks a turning point for the industry. Ready to join the revolution? With the insights and tools provided by Instant Roofer, you can navigate these changes confidently and streamline your lead generation.