Why mastering every lead is key for roofing contractors

By Jesse Sanchez. 

Learn more about making the most of every sales opportunity in a competitive market. 

In this Coffee Conversations, host Heidi J. Ellsworth welcomed a distinguished panel of industry experts, including Dean Curtis, CEO of Ingage; Chuck Thokey, owner of Top Rep; and Adelaide Opitz, director of operations at Mighty Dog Roofing, to tackle one of the most pressing topics for 2025: sales strategies for roofing contractors. With market conditions shifting and competition at an all-time high, the discussion zeroed in on why maximizing every lead is more crucial than ever. 

Dean set the tone early, expressing the need for contractors to refine their approach. “It's really about ensuring that when you show up to someone's home, that you are doing everything you can. Actually, even before you show up to their home, that you're doing everything you can to ensure that that lead has the greatest chance of closing,” he said. In a market where leads are no longer overflowing, companies can no longer afford to waste opportunities. 

Echoing this sentiment, Chuck addressed the shift from the past few years. “The last four years, it was like Oprah — 'everybody gets leads.' You just had to show up and the homeowners were practically chasing you with a checkbook. That’s not happening anymore,” he warned. With an influx of new roofing businesses since 2019, competition has tripled, making it imperative for companies to sharpen their follow-up strategies and ensure their sales reps are well-trained. 

Adelaide highlighted another evolving challenge: the increasingly informed customer. She explained, “I would say it's not really so much changing in the new year how we are selling, but more how we are presenting to our customer. I think now more than ever, our customers are becoming more and more educated with all of the resources that are available online. You have these instant-quote generators where they can go and get a ballpark price for their roof in a couple of seconds. And so, a lot of our customers are coming into these conversations already having more education. And having some standard set or an expectation for the outcome of that appointment.” As a result, businesses must adapt by refining their approach, ensuring transparency and providing added value to meet these well-informed customer expectations. 

Read the transcript, Listen to the conversation or Watch the webinar to learn more about how to refine your sales approach, leverage technology and maximize every lead in 2025.