Why it matters for a roofing company
Almost every roofing call starts the same way: "I've got a problem with my roof. What would it cost?" On the phone, you spend ten minutes finding out the address, how old the roof is, whether it's leaking now, and whether it's a house or a warehouse. A quote form that asks the right questions and takes a photo gets you most of that up front. A picture of the water stain, the missing shingles in the yard, or the ponding water on a flat roof tells you what kind of visit to schedule and what to bring.
A photo is not an estimate. You still have to get on the roof, measure and look at the decking before you give a real price. What a good form does is sort the work, save time on both sides, and make your company easier to deal with. The other half is answering fast, which this page also covers.
What you need
- A form tool that accepts photo uploads from a phone: your website's form builder, Jotform, a roofing CRM, or a form Annie's builds for you (Google Forms uploads require the person to sign in to Google)
- A set place the requests and photos land: an inbox the office checks, or the job file in your CRM
- Your reply, follow-up and "we need to see it in person" templates saved on your phone and computer
- Written policies: when you give ballpark ranges, when you need an inspection, and your deposit terms
- A link to the form on your website, Google Business Profile, social bios, yard signs and door hangers
Fields to ask for
Keep required fields short. Ask what you truly need to sort the job and plan the visit. Everything else can be optional.
| Field | Required? | Notes |
|---|---|---|
| Name, phone, email | Yes | Ask how they prefer to be contacted, and a checkbox for OK to text |
| Property address | Yes | You'll check the roof on satellite maps before calling |
| Home, rental, or commercial building | Yes | Sorts the job to the right person |
| What's going on? | Yes | Dropdown: old roof / storm or hail / leak / missing shingles / flat roof problem / gutters / selling or buying / other |
| Is water coming in right now? | Yes | If yes, show your phone number on screen: "Call us now" |
| Upload photos | Optional, strongly encouraged | Allow several. Phone photos are fine |
| About how old is the roof? | Optional | With "Not sure" |
| Roof type | Optional | Shingle, metal, tile, flat (TPO, EPDM, tar and gravel, coating), not sure |
| Insurance claim filed? | Optional | Yes / No / Not yet. So you know an adjuster may be involved |
| When do you want this done? | Yes | As soon as possible / within a month / just planning / before a sale on [date] |
| Permission to post photos of the finished job | Optional checkbox | Feeds your weekly posts (C2); address never shown without OK |
Extra fields by kind of work
| Kind of work | Add these fields |
|---|---|
| Residential re-roof | Number of stories; steep or walkable; one layer or more of old shingles (if known); interest in metal or upgrades; financing questions yes/no |
| Storm & hail restoration | Date of the storm; visible damage (dents on gutters, shingles in yard, broken windows); claim number and adjuster visit date if they have them |
| Commercial & flat roofs | Building type and rough size; current system if known; access (roof hatch, ladder); decision maker and property manager contact; bid due date |
| Repair & maintenance | Where the leak shows inside; when it leaks (every rain, only wind-driven rain); tenant contact and access for rentals |
What photos help most
| Photo | Why it helps |
|---|---|
| The whole house or building from the street | Shows roof size, pitch, stories and material |
| The ceiling stain or drip inside | Tells you roughly where to look on the roof |
| Shingles or pieces in the yard | Wind damage and roof age at a glance |
| Gutters, downspouts, AC units, window screens | Dents and marks can point to hail |
| Flat roofs: ponding water, bubbles, split seams | Helps you bring the right materials to the walk |
Tell people to take photos from the ground or through a window. Put it right under the upload button: "Please don't climb on your roof. Photos from the yard or a window are plenty."
Step-by-step setup
- List your fields using the tables above. Cut anything you don't use to plan a visit.
- Build the form in your tool. Turn on photo upload, allow multiple files, and let it take pictures straight from a phone camera.
- Add the safety line under the upload: don't climb on the roof.
- Add the "leaking now" rule: if they answer yes, show your phone number big on the screen.
- Set the confirmation message (template below) so people know when to expect a reply.
- Send notifications to the phone the office actually checks. Test that photos arrive and open.
- Put the link everywhere: website menu and a button on every page, Google Business Profile, social bios, email signature, yard signs and door hangers (as a QR code), and the end of every post caption.
- Submit a test from your phone as if you were a homeowner. Fix anything confusing.
Replying fast
Set a reply window, such as the same business day, and keep it. After a storm, when requests pile up, a quick "got it, here's when we can come" is better than silence. Most roofing requests should end with an inspection, not a price by text.
Form confirmation message
Thanks, we got your request and photos. We reply within [one business day]. If water is coming in right now, please call [phone]. [Company], [license no. if your state issues one].
Reply: book an inspection
Hi [name], thanks for the photos. From what I can see, it looks like [lifted shingles near the ridge / a flashing problem at the chimney / an older roof near the end of its life / possible hail marks on the gutters]. To give you a real price, I need to get on the roof and check the decking and flashing. Can I come by [day] at [time] or [day] at [time]? It takes about [45 minutes], and you'll get photos of everything I find.
Reply: ballpark range (only if you give them)
Hi [name], thanks for sending this. For a roof like yours, a [re-roof / repair like this] usually falls somewhere between $[low] and $[high] (example only), depending on what we find under the shingles, like soft decking. That's not a quote. I'll give you a written price after a quick inspection. Want to book one? [booking link]
Written estimate summary
Hi [name],
Here's your estimate for [address]:
Scope: [tear-off of [#] layer(s) / repair of [area]]
Roof size: [squares] squares
Materials: [shingle or system], [color]
Includes: [new drip edge, ice & water shield in valleys and eaves, synthetic underlayment, new pipe boots, ridge vent, flashing]
Decking: [up to [#] sheets included; extra at $[amount] (example only) per sheet]
Permit: [included / pulled by us]
Cleanup: daily, with a magnet sweep for nails
Price: $[amount]
Deposit: [terms], balance due [on completion]
This estimate is good for [30] days. Questions? Reply or call [phone].
[Your name]
[Company] · [license no.]
Follow-up (a few days later, once)
Hi [name], just checking in on the roof estimate I sent on [day]. Happy to go over it, or look at a different material or timing. If now isn't the right time, no problem at all.
When the photos don't show enough
Hi [name], thanks for the photos. I can't quite tell from these, and I'd rather not guess on your roof. Could you send one of the whole house from across the street, and one of [the stain inside / the spot where the shingles came off]? Or I can just come take a look: [booking link].
Weekly routine
| When | What |
|---|---|
| Daily | Check new requests. Call active leaks right away. Reply to everyone else within your window with an inspection time. |
| Weekly, 15 min | Send one follow-up to anyone with an open estimate. Note questions people skip or get wrong, and fix the form. |
| Monthly | Test the form from a phone. Make sure photos still arrive and the link works on every page and sign. |
Checklist
- Form asks address, building type, what's going on and timing
- "Leaking now?" shows your phone number
- Photo upload takes several phone pictures
- "Don't climb on your roof" line under the upload
- Kind-of-work fields added
- Text consent checkbox; unsubscribe on any marketing follow-ups
- Confirmation message states your reply time
- Reply, estimate, follow-up and "need more photos" templates saved
- Form linked from website, Google profile, bios, signs and captions
Mistakes to avoid
- Quoting a firm price from photos. Rotted decking and bad flashing hide under shingles. Say it's a range, or book the inspection.
- Any form or reply offering to waive, pay, "eat" or rebate the deductible. In many states that's illegal. Don't put it in writing or say it out loud.
- Telling people you'll handle or negotiate their claim. Unless you're a licensed public adjuster in that state, you can document damage and meet the adjuster, and that's all.
- Skipping licensing, permits or insurance. Be registered or licensed as your state requires, pull permits, and carry the insurance your state requires. Put the license number in your estimates where your state asks for it.
- Texting or emailing marketing follow-ups without consent, or without a way to unsubscribe.
- Posting a customer's photos that show their house number or address without asking.
- Too many required fields. People quit halfway through.
- Following up over and over. Once is helpful; after that it feels pushy.
Want Annie's to do this for you? We can build a roofing quote form with photo uploads on your website, route every request to your office phone, and set up your reply templates.