Did you know that most roofing professionals reach out to their customers 4–6 times? It’s true, and it’s in the latest roofing report from JobNimbus—Peak Performance: 2023 Roofing Industry Benchmarks for Success.
We surveyed hundreds of roofing professionals across the U.S. to find what drives roofing success right here, right now.
The companies these roofing respondents represent had:
- Revenues from below $250k to over $20 million in 2022
- Average customer review ratings from 1–5-stars
- Low to high (over 40%) profitability margins
With these ranges, we found benchmark levels of the top-performing companies and the secrets behind their profitability, high ratings, and high revenue.
With 74 pages and a value of over $2200, our roofing report has priceless insights and actionable takeaways. And today, we’re sharing some of those insights with you.
For full access (including stats, action items, and advice from industry leaders), download the Peak Performance report now for free!
Get Our 2023 Peak Performance Report
This report has all the juicy roofing industry details to help you grow your business in 2023.
Get Our 2023 Peak Performance Report
This report has all the juicy roofing industry details to help you grow your business in 2023.
7 Areas for Roofing Success
Services
Our recent industry survey found that residential retail is the most common roofing market sector. The least common type is commercial insurance work.
Because most roofing companies fall under the residential roofing category, it’s an incredibly competitive industry.
If you’re a residential roofing contractor struggling to find the success you want, break into another segment: residential insurance, commercial insurance, or commercial retail.
Marketing
We all know that word-of-mouth referrals are a powerful marketing resource. But how useful can they really be?
We asked roofers what percentage of their customers come from word of mouth. The answer? Over 60% of roofers get at least 25% of their leads from word-of-mouth referrals. In other words, about a fourth of all their leads come from referrals. That’s a pretty significant chunk of the pie.
So how do you tap into this marketing strategy? Make it easy for your customers to spread the word. Incentivize them with discounts, prizes, or swag. Those small gestures simplify the word-of-mouth process and give them another reason to talk about you!
Sales
Roofing sales are top of mind for all roofing companies, but how much do you think about your roofing leads?
Our research shows that each roofing salesperson brings in an average of 10 leads or fewer per week. That number is shockingly low since fewer leads make keeping your pipeline full of jobs increasingly challenging.
Your salespeople should bring in several leads a week. If they aren’t, that’s a sign that they’re spending time on other things and need more efficient lead processes. Give them a streamlined process, and they’ll land more leads.
Production
Software is becoming increasingly common for roofers to use. Our study found that 99% of roofing professionals use at least one software to run their business.
Interestingly, about 50% of roofers regularly use more than 4 software tools. With that many tools in the mix, you risk overcomplicating your processes and creating more busywork for your team.
For example, having JobNimbus, QuickBooks, and EagleView will cover multiple business needs (project management, accounting, and measuring/estimating), so each of those would be essential.
But using several project management platforms simultaneously leaves information in multiple places and can cause jobs to fall through the cracks.
Cash Flow
How much markup do you add to materials? How much should you add?
Roofers weighed in, and we saw a 21–30% general markup trend. While that range is the standard, many roofing companies (32%) shoot for a markup of over 30%.
It’s not unreasonable to have a higher markup, but it doesn’t necessarily translate to higher profits. On the other hand, if you’re getting less than a 10% markup on your materials, you ought to bump that up.
Communication
Have you wondered if you’re reaching out to your customers too much? Unless you’re sending messages, calls, or emails to a customer every hour of the day, you’re probably in the clear.
According to our study, roofing contractors average 4–6 reaches from getting the lead to the end of a job. Job length does affect how many touchpoints roofers make. But you should contact customers at least 4 times per job to stay on par with your competitors.
Something else to note: Roofing companies with an average 5-star rating tend to contact their customers more than companies with lower ratings.
Team & Culture
How much time do you take out of your week to train your employees? For roofers, a shocking amount (26%) said more than 4 hours. In a 40-hour week, that’s 10% of your working hours spent on training!
Our roofing report unearthed an even more surprising roofing culture fact: Nearly as many roofers spend less than an hour a week on training as others spend 4+ hours.
That means about half of the roofing industry falls into two extreme categories: too much training or not enough. Training is valuable, but too much can hinder productivity. Too little training can lead to cut corners and safety violations.
You’ve got to find the sweet spot. About 2 hours per week is a typical amount of training across the industry.
Take a Deep Dive into the State of the Roofing Industry
The roofing industry is evolving, and we’ve only highlighted a snippet of it here.
If you want to see more of our exclusive survey insights, download our Peak Performance roofing report for free. Get access to all 74 pages in the above seven categories (and a bonus category about the future outlook of roofing) with observations, takeaways, stats, and quotes from industry experts.
Get Our 2023 Peak Performance Report
Unlock all the confidential roofing industry details to help you get ahead of the game in 2023.
Get Our 2023 Peak Performance Report
This report has all the juicy roofing industry details to help you grow your business in 2023.
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