Why price-conditioned leads are key to success

By Dani Sheehan. 

Thanks to Instant Roofer, this contractor repeatedly converts leads to loyal customers. 

When you’re looking to grow your business, the number one place to start is by increasing the number of leads you can convert into customers. One contractor who has seen the power of increased conversions is Vice President of American Home Contractors David Silverstein. He was first introduced to Instant Roofer’s CEO, Jeff Berzolla, through his work with Tesla. From the very beginning of Instant Roofer, the company has transformed how American Home Contractors handles leads and boosts conversions. 

David recalled the early stages of working with Instant Roofer and his introduction to Jeff: “He gets marketing. He gets conversions. He gets where the future’s heading in the roofing industry... He helped get our website better optimized for SEO and fine-tuned our Google Ads campaigns.” 

Instant Roofer quickly began sending high-quality leads to David’s team, particularly for Tesla solar roofs, which at the time, they were just beginning to enter that market. As Instant Roofer’s technology advanced and their business grew, they worked seamlessly with American Home Contractors to promote the same success. Having used third-party cost calculators on his website with limited success, David switched to Instant Roofer’s roofing cost calculator – now, he knows that potential customers will always receive an accurate price range upfront, saving time for both his sales team and the homeowner. “Contrary to common sales practice, we like people to have an idea of what the roof is going to cost upfront... It’s like we needed that just to filter the traffic and weed out the people that didn’t have the budget,” he explained, particularly highlighting his higher-end products like Tesla solar and standing seam metal.  

What sets this sales approach apart is how the instant estimate primes customers for more productive conversations by price-conditioning them before they ever meet with a sales rep. David shared that this has made a huge impact on his sales process. “When customers come to the calculator, they select the materials they’re interested in and get ballpark pricing. This opens the door to conversations about a wider range of products, like standing seam metal or solar roofs, which may not have been on their radar. Instead of assuming everyone wants asphalt shingles, we can talk about other options early in the process and get a gauge of their budget,” he explained. 

When customers come to the conversation already aware of the estimated cost, the sales process can focus more on value and options than mitigating sticker shock. David has seen a change in his customer base, saying, “Now we’re dealing with more educated, sophisticated buyers who’ve done their research and are ready to have a meaningful discussion about what works for them. It’s a much stronger, warmer opportunity when we can talk about price upfront rather than holding it back until the end.” 

By streamlining the lead qualification process, American Home Contractors not only improved its conversion rate but also started more informed, productive conversations with homeowners who were serious about their roof replacement projects. David shared, “These leads are much better than someone coming in with misinformation from low-ball contractors or other lead generations sources. Now, we’re providing accurate, market-range pricing and educating the customer from the start.” 

David’s experience highlights how the right tools can filter leads, optimize marketing efforts and close more sales. If you’ve been considering a new approach to lead generation and conversion, Instant Roofer is both a practical and scalable solution. Join the Instant Roofer revolution today!