Sales & Marketing · Standard Operating Procedure
Targeting Retail Roof Replacements
A consistent prospecting process for generating and closing retail (non-storm) roof replacement opportunities by targeting homes with aging shingles.
| Document ID | FRI-SOP-004 |
|---|---|
| Version & Revised | v1.0 · 2026-04-29 |
| Owner | Sales Manager |
| Audience | Sales Representatives |
| Review Cycle | Annual |
1. Purpose
Build a consistent, repeatable process for finding, working, and closing retail roof replacements that aren't driven by storm or insurance work.
2. Scope
This applies to every sales rep prospecting retail (non-storm/non-insurance) roof replacements.
3. Tools & Materials
- ProLine Pro Canvas feature
- Ladder
- Tape measure
- Business cards, flyers, door hangers
- Phone, CompanyCam app, ProLine Customer Relationship Management (CRM)
- Homeowner contact information
4. Procedure
Step 1 — Identify & Tag Target Roofs
- Locate neighborhoods with visibly aging roofs by asking, driving, searching ProLine, using Hail Recon, talking to the marketing team, or other research.
- Tag every target home as Retail Target — Roof Replacement Needed.
- Pull and save homeowner data: name, mailing address, phone, email if available.
- Build a route or plan for door knocking.
Standard
Log every tagged home in ProLine Pro Canvas with a status update.
Step 2 — Door Knock or Drop Materials
- Knock the door.
- Open with a quick roof conversation: age, leaks, granule loss, curling, blown-off shingles, ventilation.
Standard
If no contact, leave materials and note the visit so you can return.
Step 3 — Follow Up On Site
- If you missed them on the first attempt, knock the door again on a return pass.
- If you make contact, attempt to close.
- The follow-up average is 5 touches before a deal closes.
Standard
Follow up until you receive a hard no.
Step 4 — Follow Up Across Channels
If you have contact data, work the lead via phone, text, and email.
- Phone: open with something other than roofing. Call at different times of day.
- Text: short, light, fun, casual. Last attempt: “You ghosting me?”
- Email: start the subject with
RE:. - Wait 2–3 days between new touches.
- Bring new value to each conversation: price increase, insurance trends, weather data, financing news.
- Set clear next steps every time: appointment, what comes next, expectations.
- Send resources: financing info, roofing education, weather, economy, industry trends.
- Be persistent — but set a limit.
5. Breaking Up With a Lead
If a prospect goes silent across multiple channels, send a clean break-up message and remove them from the active follow-up list:
Break-up template
“Hello Mr./Mrs. Homeowner, I've tried multiple times to contact you. Clearly your roof isn't a priority right now. Since I haven't received a response, I'm going to close your file at this time and take you off my follow-up list so I'm not bothering you. If you need anything in the future, just reach out. Thank you and have a great day!”
6. Tracking & Success Metrics
Track the following minimum Key Performance Indicators (KPIs):
- Doors knocked per week
- Conversations and presentations
- Quotes sent
- New deals
- Average ticket ($)
- Closing percentage
8. Revision History
| Version | Date | Summary | Approved By |
|---|---|---|---|
| 1.0 | 2026-04-29 | Format reset; active voice; KPI/CRM acronyms spelled out; standards promoted to callouts. | Sales Manager |