What we'd do for a commercial roofing company.
The full playbook: our experts dig through data on commercial building owners and property managers in your service area, flag the aging and storm-path roofs, plug in email and SMS outreach, put callers on the warm replies, and book roof inspections on your calendar.
The scenario
- The company
- A commercial roofing contractor doing flat and low-slope work — repairs, maintenance plans, and full replacements on TPO, EPDM, and metal systems. Strong crews and warranty standing, but a pipeline that swings between storm seasons and referrals.
- Service area
- A metro area plus a ~50-mile radius the crews can actually cover.
- The goal
- More inspections that turn into maintenance plans and budgeted replacements — planned, higher-margin work instead of storm-chasing.
Step one — the dig
What our experts dig through before anything sends.
Before anything sends, your outbound specialist builds the prospect universe for your exact service area. Not a bought list — a dig through the records of who actually controls the roof budgets near you:
Flat-roof commercial stock & its owners
Warehouses, retail centers, schools, and industrial buildings in your radius — mapped past the LLC on title to the building owners and property management companies who actually approve roof spend.
Roof-age signals in the records
Building records and permit history that show when a roof last saw permitted work — the buildings quietly moving into the repair-plan and replacement window.
Storm-path properties
Buildings that sat under recent storm and hail paths — where a no-cost inspection is an easy yes and the findings get documented before the next leak shows up in a tenant's ceiling.
Multi-property portfolios
Owners and managers holding multiple buildings in your area — one inspection relationship that can hand you the portfolio, roof after roof.
Verification before launch
Every email verified, every dead number and wrong title suppressed, your current customers and any do-not-contact list excluded. Bounce-prone data never ships.
Step two — the engine
Then we plug in the channels.
Emails segmented by roof age and storm path
Separate warmed domains carry the volume; your company address never sends cold. Aging-roof buildings get replacement-planning angles, portfolio managers get maintenance-plan angles, and buildings under recent hail paths get storm-check angles while the damage is still documentable.
SMS
Storm-season texts that move fast
After a hail event, the first roofer on the roof writes the report everyone else argues with. Texts confirm inspection windows, roof access, and who meets the crew — same week, not next month. Opt-outs honored instantly.
Calling
Callers on storm-path and permit signals
Callers work the warm accounts with the building file open: roof system if known, permit history, what the storm map says. They qualify condition, capital timing, and who controls the budget — then book the inspection.
Reply handling
'Roof's fine' starts the year-three clock
Roofs age on a schedule, so no reply is wasted. Questions get a same-day human answer; 'the roof's fine' gets logged with a follow-up date, because the year-three touch wins the year-five replacement.
Booking
On the roof first
Inspections arrive booked, with notes: building type, roof system and age where known, condition, capital timing, who you're meeting. The roofer who inspects first usually writes the spec everyone else bids against.
What it sounds like
A sample first touch.
Illustrative only — your real campaign gets written for your offer, your proof, and your market, and you approve every word before launch.
Email subject
The roof at {{Property Name}}
First email
Hi {{FirstName}},
We handle commercial roofing across {{Service Area}} — mostly flat and low-slope systems on warehouses, retail centers, and office buildings.
If the roof at {{Property Name}} hasn't had a real look in a few years, we'll inspect it at no cost and give you a straight read: what's fine, what needs a repair, and what belongs on next year's capital plan. You get a written report you can budget against — no scare tactics.
Worth getting on the roof before the season turns?
{{SenderName}}, {{CompanyName}} SMS follow-up (engaged prospects only)
Hi {{FirstName}}, {{SenderName}} from {{CompanyName}} — following up on the roof inspection at {{Property Name}}. Does Tuesday morning work? Reply STOP to opt out.
The clock
How do the first weeks run?
- Week 1
Kickoff with your account manager. Service area locked, offer and incentive confirmed (a free roof inspection works well), domains and inboxes set up and warming, prospect dig underway.
- Week 2
You approve the messaging. Email goes live at controlled volume to the first segments; the calling list builds from early signals.
- Weeks 3–5
Multi-channel in full swing: sequences running, SMS on engaged threads, callers qualifying. First inspection conversations land on your calendar.
- Ongoing
Weekly reporting on opportunities (not opens). Segments that produce get scaled; angles that don't get cut. 'Roof's fine' contacts stay on the follow-up calendar, and no-shows get chased until they rebook or close out.
The math
What does $2,500 actually buy a roofing company?
Same budget, three ways to spend it. Click costs are live Google Ads benchmarks; lead-marketplace pricing is what the sellers themselves quote.
Google Ads
≈ 91 clicks
At ~$27.39 per click ("commercial roofing leads" ads benchmark). A click is not a lead — even at a generous 1-in-10 inquiry rate that's ~9 raw inquiries, before anyone qualifies them. And the meter resets to zero next month.
Lead sellers
≈ 8–33 shared leads
At $75–$300 per lead — sold to three to five of your competitors at the same time. You're racing to the phone for prospects who never asked for you specifically.
Smarter Outbound
10–15 quote-ready
$2,500 runs the entire system — list, infrastructure, email + SMS + calling, human reply handling, booking. At 10–15 quote-ready conversations that's ~$165–$250 per opportunity, exclusive to you — and the list, domains, and pipeline keep compounding instead of resetting.
Run your own numbers: the ROI calculator takes your job value and close rate; the pipeline calculator prices your contact list.
The deliverables
What you get.
- A verified prospect universe for your service area — building owners and property managers mapped to the roofs they control
- Dedicated sending infrastructure that never touches your company domain
- Email, SMS, and calling worked as one thread by an outbound specialist
- Replies answered by a person the same day — storm threads can't sit
- Booked roof inspections with full context notes — building, roof age, timing
- An account manager accountable for inspections booked, not activity reports
Verified client, same trade
“Airtight Construction has been in the family for three generations and more than 75 years. We do commercial roofing, asphalt and concrete paving, waterproofing, structural repairs, and emergency response across the SF Ba…”
Dennis — Airtight Construction
Outcome: Steady commercial roofing, paving, and waterproofing jobs across the SF Bay Area, Central Valley, and Northern California
Measured result (real engagement)
34 qualified meetings booked in 45 days
Commercial Services Client · 45 days · read the case study →
Go deeper
Roofing lead generation — buyers, angles, and qualified-lead definition
The full industry page →
Want this playbook built for your roofing company — free?
Tell us your service area and ideal accounts. Your outbound specialist prepares the targeting, messaging, and launch plan before you pay anything.