Roofer FAQ · Playbook
Canvassing has the best conversion-per-conversation in roofing and the worst reputation — because most programs send good reps to random doors. The fix isn't a better script. It's knowing, before the first knock, which doors deserve one.
THE SHORT ANSWER
Effective roofing canvassing starts before the street: score the doors, then knock. A rep covers 60–80 doors a day; on unscored streets most were never candidates. Reworked.ai ranks every home by roof condition (EagleView aerial imagery) and owner fit (50+ signals) at $1.79 each, so canvassers walk ranked lists — and pair knocks with mail already on the counter.
60–80
doors one canvasser can hit in a day
$1.79
to know a door qualifies before you walk to it
50+
owner signals behind every ranked address
2 touches
of mail warming the door before the knock
Canvassing's real economics
A canvasser's day is a fixed budget: 60–80 doors, whatever the street gives. On a random suburban street, only a small fraction of homes have a roof old enough to sell and an owner who can fund it. Every knock on the rest — renters, new builds, fresh installs — is budget burned learning what software already knew. The script was never the problem; the denominator was.
Warm the door before the knock
The strongest canvassing programs never knock cold. A two-touch Direct Mail Sequence — letter, then an aerial postcard of the homeowner's own roof — lands first; reps follow within the week, opening with 'you may have seen our letter.' Around jobsites, HALO makes it warmer still: the rep points at the crew working down the street. And when a mailer's QR code gets scanned, Mail Alerts text the rep in seconds — that door gets a same-day visit while interest is real.
Build the list before the shift
1
Rank the territory — pull AI-qualified homes across your zips; every address carries a propensity score built from roof condition and owner fit.
2
Route by score — knock the top of the list first; a high-scoring pocket beats a geographically tidy route.
3
Arm the rep — each record shows roof age, condition indicators and owner name, so the opener is specific, not generic.
4
Skip with confidence — a door that scores out is a door you never pay a rep to discover.
Run it like a system
1
Score — ranked list pulled per territory, refreshed as conditions change.
2
Mail — sequence drops on the qualified doors.
3
Knock — reps work the list top-down, logging outcomes against each address.
4
Measure — conversations, inspections and contracts per 100 knocks — watch the rate climb when the denominator is qualified.
Frequently asked questions
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