Roofer FAQ · Playbook
Referred customers arrive pre-sold by someone they trust — the highest close rate and lowest acquisition cost in roofing. The reason most companies get so few isn't quality of work. It's that hoping isn't a program. Here's the engineered version.
THE SHORT ANSWER
A roofing referral program needs four engineered parts: a specific ask built into the job's happiest moments, a reward worth mentioning, a frictionless way to refer, and systematic timing — ask at completion, again at first storm. Layer neighborhood proof on top: Reworked.ai's HALO turns each finished job into scored outreach on the same street — 1 job reached 100 doors and booked 3 appointments in 48 hours.
Highest
close rate of any roofing channel — referred customers
~$0
marginal acquisition cost on a referred job
2
moments to ask: completion day and first storm after
100
scored neighbor doors HALO adds to every install
Why referrals stall without a system
Homeowners talk about their roof for about two weeks — while the crew is visible and the neighbors ask. After that, it's just a roof. Companies that 'do great work and let it speak' miss the window on every single job. A program exists to catch that window deliberately: right ask, right moment, right reward, every time.
Multiply word-of-mouth with neighborhood proof
A referral program works one relationship at a time; the jobsite itself can work the whole street. HALO scores every roof around a finished job on EagleView aerial imagery and mails the doors that verifiably need work, timed while your trucks are visible — the measured benchmark is 1 job → 100 qualified doors → 3 booked appointments in 48 hours. The referral program and the radius campaign feed each other: neighbors who got the mailer ask the customer about you, and the customer's endorsement closes what the mailer opened.
The four parts of the engine
1
The ask — specific and personal: 'Who on this street or in your family has a roof coming due?' Asked by the person the homeowner likes most — usually the crew lead or the salesperson at walkthrough.
2
The reward — meaningful and instant: a check or gift on the referred job's signing, not a discount on hypothetical future work. Pay both sides if margins allow.
3
The friction — remove it: a card with a QR code, a text link, a one-field form. If referring takes more than a minute, it doesn't happen.
4
The timing — completion day while pride is high, and the first hail event after — 'your neighbors will be getting knocks; send them someone honest.'
Measure it like a channel, because it is one
1
Track the source — every referred job tagged in the CRM, tied to the referring customer.
2
Watch two rates — asks made per completed job (discipline) and referrals per 10 asks (health).
3
Pay fast and loudly — same-week rewards, thank-you notes, social shoutouts; visible payouts recruit the next referrer.
4
Compare CAC — referral cost per signed job next to every paid channel; it wins, which justifies raising the reward.
Frequently asked questions
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