Roofing & Exterior
Playbook

Storm season is when roofing companies either capture huge volume or get buried under it. Most lose leads not because they're slow — but because their competitors respond faster. A hailstorm generates 50+ quote requests in 48 hours. Without automation, you're manually texting leads while your phone rings.

Set up a surge-mode workflow before storm season starts. When a new lead comes in tagged as "storm" or "insurance," the Lead Bee fires immediately with a storm-specific message: "Hey [Name], got your roofing inquiry — we're in the area and can get out for a storm inspection this week. What's your address?"

The key difference from a standard lead bee: storm leads need same-day response, not same-hour. Set your first follow-up to 30 minutes if no reply, then 2 hours, then next morning. Volume is too high to leave gaps.

Roofing estimates don't close in 3 days — they close in 3 weeks. A homeowner gets a $18,000 quote and they're going to think about it, talk to their spouse, check their insurance, get 2 other quotes. Your follow-up sequence needs to match this timeline.

Build a 5-touch sequence spanning 30 days:

• Day 1Confirm you received their request and set timeline expectations — "inspections are typically 3–5 business days"
• Day 3Estimate delivered — follow up to confirm they received it and answer questions
• Day 10Value add — send a "what to look for in a roofing contractor" guide. Position yourself as the expert.
• Day 21Soft check-in — "still thinking things over? Happy to answer any questions."
• Day 30Final ask — close the loop, make it easy for them to say yes or no

Insurance jobs are a different beast. The homeowner isn't paying out of pocket — they're waiting on their adjuster. Your follow-up sequence can't push too hard (they literally can't say yes yet) but can't go quiet either. You need a parallel track.

Create a separate "Insurance Claim" pipeline stage with its own automation. When a lead is tagged as insurance-related, the sequence changes:

• →Day 1: Confirm inspection scheduled, explain the claims process in plain language
• →Day 5: Check in on their adjuster appointment — offer to be present when adjuster visits
• →Day 14: Follow up on claim status — "any news from your insurance company?"
• →Claim approved: Immediate outreach with scheduling options and materials selection

The trick is that "being present at the adjuster visit" is the highest-converting offer in insurance roofing. Your bee can send this offer automatically on Day 5 — most companies forget to mention it at all.

When you put a new roof on a house, every neighbor driving by sees your yard sign. That passive exposure is valuable — but most roofing companies don't actively convert it. The Neighborhood Referral Bee does.

2 weeks after a job is marked complete, the bee sends a message to the homeowner: "Hey [Name], thanks again for trusting us with your roof. If any neighbors ask who did the work, feel free to pass along my number — I'll make sure they're taken care of. And if you ever need anything, you have it."

Add a neighborhood canvass trigger: In the same automation, set a task for your team to door-knock the 5 houses on either side of each completed job. Text the homeowner first so they can give you a warm intro if their neighbor asks. Pair the human touch with the automation.

A roofing job doesn't repeat — but gutters, soffit, fascia, siding, and exterior painting often come after a roof. If you offer any of these, the same homeowner who trusted you with their roof is your warmest possible prospect.

Set up a 12-month upsell sequence that triggers from job completion:

• 3 moGutter cleaning check-in — "with your new roof, clean gutters are more important than ever"
• 6 moSeasonal exterior inspection offer — free or discounted for existing customers
• 12 mo1-year anniversary check-in — "it's been a year since your roof. Everything looking good?"

Most homeowners who've had a good roofing experience will buy add-on exterior work from the same contractor — if you stay in front of them. This sequence keeps you there without any manual effort.