Roofing
Your best month is decided by a storm you didn't schedule.
RevThread keeps a roofing business visible between the events that drive the work.
What this business is actually like
Roofing is high-ticket, infrequent and heavily event-driven. A storm produces a surge of demand that every competitor chases at once, and the quiet stretch between events can run for months. Most homeowners will buy a roof once or twice in their lives, so there is effectively no repeat business to fall back on — every job has to pay for its own acquisition.
Worth knowing: Roofing margin is thinner than the ticket suggests — a 10% discount can remove a third of the profit.
Where growth gets lost
Not generic marketing problems. The specific ways a roofing business loses money it had already earned the right to.
Everyone competes for the same week
After a storm, every roofer in the market advertises simultaneously, costs spike, and the homeowner is fielding calls from a dozen companies including several who arrived from out of town.
There is no repeat business to cushion a bad quarter
A customer who was delighted will not need you again for twenty years. The pipeline has to be rebuilt continuously, from scratch, with no base of returning work.
Judging a roofing campaign on cost per lead instead of cost per signed job
Judging a roofing campaign on cost per lead instead of cost per signed job. It is the kind of loss that never shows up as a bad month — the spend still goes out, the phone-call click or estimate request still gets counted, and nothing tells you the money went to the wrong place.
What marketing costs before anyone has sold anything
These are the ranges businesses are quoted when each piece is bought separately. Turn a line off to see what the stack looks like without it.
And then the advertising itself
- Cost per click
- $8.33
- Cost per lead
- $91
Median US search advertising for Home & Home Improvement, the published category this business sits in — against an all-industry median of $67 per lead. Your market and competition move this considerably.
Then there are the hours every week spent briefing, reviewing and chasing it. And after all of it, the owner is still the one coordinating the marketing.
What actually convinces your customer
In order. This is what RevThread leads with for a roofing, and it is not the same order as the business next door.
- 01Licensing and insurance where verified
- 02Completed local jobs with photos
- 03Insurance-claim experience where genuine
- 04Manufacturer relationships only where verified
- 05Reviews naming the neighbourhood
What changes
- Visibility maintained between the events that drive demand
- A pipeline that does not depend entirely on weather
- Trust established against out-of-town competition
The parts of RevThread that matter here
Marketing Director
Decides what the business should be promoting this week, and why, based on the goal you set and what has already worked.
Campaign planning
You approve itBuilds the campaign — objective, audience, budget shape and the creative to run — so what you launch is a decision, not a guess.
Landing pages
Builds the page a campaign points at, so the click lands somewhere built for the offer.
Reviews
Once connectedSurfaces new reviews and drafts replies that sound like you, so responses stop sliding by a week.
Learning loop
Feeds approvals, edits and results back in, so next week's plan reflects what actually happened.
See what RevThread would do for your roofing
Tell us about the business and we'll look at it properly — what you're running now, what the numbers on this page look like in your market, and whether this is a fit.