Are your sales close rates improving or declining? Winning new customers requires mastering an effective sales pitch. When you’ve achieved this, you could improve close rates and customer satisfaction. There are many approaches to take depending on the customer and job type. To help you meet your goals, you’ll want to check out these roofing sales pitch examples.
In this guide, you’ll learn about roofing sales, building trust, qualifying potential customers, creating a compelling pitch, handling objections, and best practices.
You’ll encounter lots of different motivations and challenges from potential customers. With these practical strategies, you’ll be able to apply them to your sales efforts immediately.
Introduction to Roofing Sales
First, let’s discuss some basics about roofing sales. There are differences in strategy by service. A roof installation or replacement is a one-time purchase that typically only occurs every 15 to 20 years (or even longer for certain materials). Roofing maintenance and inspections are recurring revenue opportunities.
The first type of sale takes longer, as it’s a large investment by the property owner. You may have to meet with potential customers several times, but you’ll always start with your best roofing sales pitch.
In these conversations, your expertise and experience in roofing will be front and center. Prospects need to know you’re reliable and credible.
The second type of sale may be a quicker decision. It may also be one made in haste due to an emergency. The season may also impact your pitch. For example, if you service a high-heat region, people may be eager to do inspections before the summer begins.
In these pitches, you’re focusing on your ability to respond quickly and provide needed services at a fair price.
One way to set the stage is with a basic script that includes language like:
“When it comes to choosing a roofing service, we understand it’s about more than fixing your roof. It’s about providing peace of mind and protecting what matters most to you. That’s why we focus on creating tailored solutions for every homeowner.”
This is a great opener to then go deeper into how you customize your offerings and your wide array of services.
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Building Trust with Homeowners
Trust is a critical building block in acquiring new customers. There are some trust-building strategies to have in place before you ever make a pitch.
The Homeowner Roofing Survey from Roofing Contractor revealed that company reputation is the top consideration when choosing a business. It’s possible to do this through social proof, such as:
- Collecting more reviews on third-party sites
- Publishing testimonials from happy customers
- Highlighting star ratings
With this foundation, you can then plant more seeds of trust during the pitch. Some key phrases to use to foster rapport include:
- “I’d love to hear more about your concerns and what you envision for your home. Our priority is to meet your specific needs.”
- “We truly value transparency, so I’ll walk you through every step of the process, ensuring there are no surprises along the way.”
- “Here are reviews from homeowners like you who trusted us with their roofing projects. We aim to deliver the same trusted service for you.”
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Qualifying Potential Clients
Not everyone who contacts your company will be a viable lead. That’s why it’s important to qualify clients before you put too much energy into your roofing sales pitch.
Consider these qualifiers:
- Urgency: This criterion examines whether the person is in the market today for a new roof or repairs. If it’s not urgent, they may just be “kicking the tires” to see what the costs are. It doesn’t mean they won’t become a customer, but it may be way in the future.
- Budget: You will need to assess if the property owner has the funds for the project. It can be a challenge in any conversation. Some may have insurance money from a claim, so they have the budget. Others may be gathering estimates to apply for a home equity line of credit (HELOC).
- Authority: It will be hard to close with your pitch if your main contact isn’t the decision maker. They may be influencers or simply gathering information.
Some crucial questions to ask to evaluate these qualifications include:
- What’s the primary issue you’ve noticed with your roof?
- Do you have a budget you’re looking to hit for this job?
- Do you have a preferred timeline of services?
- Are there additional people to include in our conversations?
- When were you last able to look into any repairs or replacements for your roof?
- What’s most important to you in a roofing service? Is it timeline, pricing, or durability?
Creating a Compelling Pitch
What do the best roofing sales pitches have in common? Each of these elements is vital to your pitch being persuasive.
Let’s review those and look at roofing sales pitch examples.
Tell Your Company’s Story
As the introduction to your pitch, share the business’s beginnings. Being a local business with roots in the community matters to people making buying decisions.
They’ll be interested in how long the company has been in business and how the owners started out. Weave this into conversation by telling a brief story about the company’s origins.
Personalize with Empathy
Empathy happens when we put ourselves in the shoes of others. At its core, it’s about understanding their perspective. What’s important to each customer is unique, so you’ll need to have a clear idea of this.
An example of how to engage this way should call back to what they’ve told you during the assessment. You could say, “Based on what you mentioned, I understand budget and durability are key for you. Here’s how we can meet those needs while ensuring the long-term safety of your roof.”
You’ve recalled what matters to them and then noted you’re prepared to meet those goals while ensuring safety and longevity.
Highlight Value
While much in roofing is universal as far as materials and installations, your company has its own defined value. In this roofing sales pitch example, you want to call out what makes your services more valuable than the competition.
You want to spotlight expertise, certifications, warranties, years in business, and other attributes.
Put this into practice with this language: “Our materials come with a 25-year warranty, and our team is certified, so you’re guaranteed quality that lasts.”
Play to Aesthetics
While roofs are structurally important, they are also about curb appeal. One that looks worn is an eyesore, and it is certainly something to resolve before putting the property on the market.
If aesthetics seem to be a vital factor to customers, then be sure to include the visual aspects of the job. It might be an opportunity to present architectural shingles, which have more depth and contrast. Shingle color options would be another option.
Some example wording to use: “Your new roof will help your property with curb appeal, and we’ve got a wide array of options that are much more exciting than standard shingles.”
Communicate Clearly
If there is miscommunication, your chances of winning the job drop. Customers are looking for concrete answers to their questions, as their roof is an essential part of their home or building. It’s a serious subject; they don’t want to deal with uncertainty.
Be clear and direct with phrases like “We specialize in solving common issues like leaks and storm damage efficiently, often within just two days.”
Be a Problem Solver
The homeowner has contacted you because they have a problem. It may be a leak or puncture, or it could be that their roof is at the end of its useful life. You’re there to solve that problem with logic and compassion.
You’ll be performing a complete assessment and should have some immediate recommendations. You won’t know everything until you begin pulling back layers. However, you want to voice what you’ve witnessed and how severe the damage is.
Some ways to demonstrate you’re a problem-solver include:
- Show them some of the pictures on a tablet and go over what you believe to be the main problem.
- Offer immediate solutions on how to remedy the situation. Are there multiple ways to repair it? What are they, and how do they differ?
- Remove burdens they are carrying, like dealing with insurance or other third parties. Let them know you can help with this.
These tips can be a great reassurance to those who feel very overwhelmed by the process.
Create Urgency
Are your potential customers aware of the long-term damage and consequences of not taking care of their roofs? It’s important to point this out to them during the initial assessment of inspecting and measuring the roof.
You want them to make a fast decision so you can book the job, but this is also a service to the property owners. You don’t want the situation to become worse. Changing seasons may also be a cause for concern, especially in snow-prone regions.
You could approach this by saying, “Waiting even a few more weeks to correct this could cause further damage. We can start work in just a few days to protect your property.”
Another angle on urgency is limited-time deals. You may want to offer these so that there is an incentive to say yes quickly. Some ideas include:
- Offering a discount if they approve the quote within 24 hours
- Promoting a new customer special that’s only good for a week
- Throwing in an off-season discount if applicable
These may work on a subconscious level and get people to move on from decision paralysis. They may already have several quotes to compare. If so, go over the differences and highlight why your proposals are the best option.
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Handling Objections
Any salesperson hears objections from potential customers. It’s a natural part of the sales cycle. In roofing, these vary from cost to timing. Be ready and confident to respond to these during your pitch.
Pricing Objections
Costs are usually the top concern in roofing sales. There can be some sticker shock, especially if they’ve never had to replace a roof before.
It’s an investment—but a necessary one. It’s also a good time to discuss why things cost as they do. Quality materials aren’t cheap, but they last. Experienced roofers have higher rates than those who aren’t.
The cheap way is rarely ever the right one when it comes to something as critical as a roof.
Some ways to address this include:
- Reaffirming that you understand budget is a big factor
- Relaying flexible financing options available
- Presenting good, better, best estimates
- Talking about the ROI of a new roof in terms of resale value and long-term structural integrity
- Going over any additional costs outside of labor and materials
Trust Issues
Is a homeowner going to trust you at the initial meeting? Probably not, even if your company is reputable and established. They may have some reservations because it’s a pricey home improvement.
Your best strategy here is to acknowledge their concerns and respond with the social proof you have of reviews, testimonials, ratings, awards, and case studies. The more evidence you have, the more likely they’ll begin to trust you.
Timing Barriers
Another topic of objection is timing. This could play out in a few ways. They may feel rushed to make a decision. You haven’t been pushy, but you’ve advised them of the potential effects of waiting.
You may not get an answer immediately, and you can alleviate this by recommending a follow-up inspection within two weeks. You could also give them a preview of your schedule so that they know what you have available in the next few months.
Strategies for Successful Closures
The close of your roofing sales pitch is your final unique selling proposition combined with understanding the customer’s motivations.
It should summarize what you’ve discussed and hit the main things that make your company stand out.
Some pointers for this include:
- Reiterate what matters to them. “Thanks for letting me know about your preferences for materials and installation. We have lots of experience with these jobs and would be glad to help you make this vision a reality.”
- Be urgent, not pushy. “This is a great time to replace your roof before the winter weather starts. Acting now ensures you’ll be protected through the season.”
- Use follow-up language. “I’ll follow up with you on Thursday to answer additional questions and, if you’re ready, finalize the next steps for your roofing project.”
- Assure customers of your commitment. “Our goal is to make this process seamless for you. With your approval today, we can get started as soon as next week!”
Real Roofing Sales Pitch Examples You Can Use
The right roofing sales pitch adapts to your audience, environment, and service. Here are three pitch examples that demonstrate different approaches you can personalize and use today:
1. Homeowner with Storm Damage (Urgent Need)
“Hi [Name], I understand how stressful storm damage can be. That’s why we prioritize fast inspections and repairs, often within 24 to 48 hours. Our certified team uses durable, impact-resistant shingles that stand up to the weather better than standard materials. We also work directly with insurance companies to reduce your burden. Let’s take a look today and get your roof back to protecting your home.”
Why it works: It addresses urgency, eases insurance concerns, and emphasizes speed, reliability, and protection.
2. Budget-Conscious Customer Considering a Roof Replacement
“Thanks for sharing your budget goals, [Name]. We offer flexible financing and a good-better-best estimate structure, so you can choose the solution that works best for your home and finances. All our packages include warranties, and the materials we use are energy-efficient, helping you save on utilities, too. Let’s walk through the options together.”
Why it works: It meets financial concerns head-on while highlighting long-term value and personalization.
3. Aesthetic-Focused Client Prepping for a Home Sale
“Curb appeal is key when selling your home, and an outdated roof can lower buyer interest. We offer modern architectural shingles in a variety of colors to enhance your property’s appearance. Plus, our quick turnaround means your listing won’t be delayed. Want to see a few mockups of how the new roof could look?”
Why it works: It appeals to emotional and financial motivations. Getting top dollar on a home sale and looking great doing it.
More Roofing Sales Pitch Best Practices
We’ve covered a lot of territory, and you’ve got lots of roofing sales pitch examples to implement.
Here are some additional best practices to keep in mind:
- Keep language professional yet easy to understand and relatable for roofing sales professionals. Avoiding industry jargon is a good idea so customers don’t feel intimidated.
- Provide your expert opinion. Customers are looking to you for guidance, so deliver it the best way you can.
- Practice active listening by asking open-ended questions. Attentive listening also allows you to relay back what you’re hearing about their needs and desires.
- Emphasize the benefits of the materials you recommend or the installation methods. A feature means little without context.
- Be honest about timelines and material availability. There could be lead times or scarcity for some things needed in the job. Being upfront about this at the beginning builds trust and prevents confusion later.
Sales Strategies Evolve, Keep Updated
Sales strategies in roofing will change. As more advanced technologies and diverse approaches rise, you’ll need to adapt. These can come from consumer preferences or other industry shifts.
Stay in the know about sales techniques and actionable insights by visiting our blog often!
How RoofSnap Can Help You
RoofSnap is the roofing industry’s trusted partner for innovative tools and solutions. Companies rely on us for digital measurement software and project management features. Our roofing sales tools streamline the estimating processes and help you close more deals.
We’re here to assist you in all the tasks related to estimating. With our platform, you can reduce manual work and accelerate the process.
You can get started today by requesting your free trial.
