Roofer FAQ · Costs
The honest answer isn't a percentage — it's an allocation. Two roofers can spend the same 8% of revenue and get wildly different job counts, because one buys auctions and the other buys demand. Here's how to build the budget backwards from the jobs you want.
Price a demand-first budget for my market
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THE SHORT ANSWER
Roofing companies typically budget 5–10% of revenue for marketing — growth-mode companies push higher. But the percentage matters less than the math per signed job: divide every channel's spend by the jobs it produced. Demand-first channels reset that math — AI-qualified homes at $1.79 plus direct mail at 3–5% response gave one contractor roughly $130K from a $2,500 campaign.
5–10%
of revenue — the typical roofing marketing range
$2,500
one measured campaign's total spend
~$130K
signed work that campaign returned (~52×)
$1.79
per opportunity — the budget's first line item
Start from jobs, not percentages
Pick the number of installs you want next quarter. Estimate your close rate from first conversation to contract. Now you know how many real conversations the budget must create — and every channel can be judged by one question: what does a conversation cost here, and what share of them are with homes that actually need a roof?
Judge the budget quarterly, by one number
Cost per signed job, per channel, every quarter. Kill or shrink what's above your target; feed what's below it. Most contractors who run this honestly discover the same thing: auction channels drift up over time as competition bids in, while owned demand — a list you scored, mail you branded, households you targeted — holds or improves. Budgets should flow toward whatever compounds.
What each budget line really buys
1
Shared leads — $150–700 per shared lead buys a conversation you split with 4–5 competitors.
2
PPC — roofing clicks are among the priciest in home services, and you're outbid daily by national aggregators' budgets.
3
Blanket mail / EDDM — cheap per piece, but you pay for every unqualified door; response commonly lands under 0.5%.
4
Demand-first — $1.79 per AI-qualified home, then 3–5% mail response on doors verified by EagleView imagery and 50+ owner signals. The waste is removed before the first dollar of outreach.
A sample allocation that compounds
1
60% — owned demand — AI-qualified opportunities + Direct Mail Sequences + Home Ads on those exact households.
2
20% — jobsite leverage — HALO radius campaigns around every signed job; each install markets the next.
3
10% — reputation — reviews, referral prompts, a credible website. Multiplies every other line.
4
10% — reserve — storm response. When hail hits, funded speed (mapping as fast as 90 minutes after impact) beats any planned campaign.
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