How Many Leads Does a Roofing Company Need Each Month?
"More leads" is not a plan. A number is. Here is how to find yours in five minutes.
Start from the money
Work backwards from what you want to sell.
- 1Monthly revenue goal
- 2÷ average job size = jobs needed
- 3÷ close rate = inspections needed
- 4÷ show rate = inspections to book
- 5÷ booking rate from leads = leads needed
A worked example
Example numbers only:
- Goal: $300,000 a month
- Average job: $15,000 → 20 jobs
- Close rate: 33% → 60 inspections held
- Show rate: 85% → about 71 inspections booked
- 1 in 4 leads books → about 284 leads
So this company needs roughly 71 booked inspections, or 284 raw leads, every month. That is about 17 inspections a week.
Take away what you already have
Referrals, repeat customers and yard signs bring some of those inspections for free. Count last year's monthly average and subtract it. The gap is what marketing has to fill.
Check your capacity
A number you cannot service is useless. If each rep can run 10–12 inspections a week, 17 a week needs two reps. See how many inspections a roofing sales rep can handle.
Where the plan usually breaks
- The booking rate. Slow follow-up turns 284 leads into 40 inspections instead of 71.
- Seasonality. The same ad budget brings fewer requests in February than September.
- Production. Selling 20 roofs helps only if crews can install them.
Questions roofers ask
What if I do not know my close rate?
Use 30% as a starting guess and replace it with your real number after a month of tracking.
Is it better to buy leads or inspections?
If your booking rate is low, buying booked inspections skips the weakest step.
Can NorthLine fill the gap?
You control the volume with your calendar. Open more slots and we fill them. We do not promise a number before we know your area. Check your area.