Sumo Stomp
We acquired SumoQuote! Learn more here
Sumo Stomp
We acquired SumoQuote! Learn more here

How to Achieve Peak Performance: The Ultimate 2023 Roofing Report

Peak Performance Roofing Report cover with logo of graph skyline over roofs

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


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.

Bar graph showing 55% residential insurance, 80% residential retail, 33% commercial insurance, and 52% commercial retail


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!

Bar graph showing 13% of roofers get 0–24% of leads through word of mouth, 27% of roofers get 25–49% of leads through word of mouth, 29% of roofers get 50–74% of leads through word of mouth, 21% of roofers get 75–99% of leads through word of mouth, and 10% of roofers get 100% of leads through word of mouth


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.

Pie chart showing 61% of roofing salespeople bring in 10 leads or less, 30% of salespeople bring in 10–25 leads, 7% of salespeople bring in 26–50, and 2% of salespeople bring in more than 50 leads per week


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.

Bar graph showing 20% of roofers charge less than 10% markup on materials, 20% charge 11–20% markup, 27% charge 21–30% markup, 13% charge 31–40% markup, 12% charge 41–50% markup, 2% charge 51–60% markup, 2% charge 61–70% markup, and 3% charge more than 70% markup


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.

Bar graph showing the number of reaches roofers do per job: 18% do 1–3 contacts, 30% do 4–6 contacts, 17% do 7–9 contacts, 17% do 10–12 contacts, 9% do 13–15 contacts, and 10% do 16 or more contacts

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.

Laptop open with JobNimbus Boards showing different steps of a contractor's process

Grow your business

JobNimbus is more than software—it’s a true growth accelerator. Boost efficiency and maximize profit with the simple, all-in-one tool.

Table of Contents

Keep on learnin'

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

🛻 Test Drive JobNimbus

Try playing in our sandbox

Take JobNimbus for a test drive before you sign up for your 14-day free trial.