Why this matters for a roofing company
Roofing runs on weather. Storm season brings a flood of calls all at once. Summer heat slows crews and shortens the workday. Fall is the last good window for re-roofs before winter. Winter brings ice dams, leaks and emergency tarps, then long quiet weeks. Commercial buyers plan around their budget year, not the weather.
You can see most of this coming. Companies that plan ahead have their materials ordered, their crews scheduled, their posts written and their past customers reminded before the rush, and they have something to sell when the phones go quiet.
What you need
- The calendar below, printed and hung in the office
- A calendar app with reminders
- Your past customer list (see C10)
- A clear count of your real capacity: how many squares your crews can install in a week, and how many repair calls you can run
- Last year's job log, if you have one, to see when your busy and slow weeks really were
The roofing year
Timing below is a starting point. Storm season, freeze dates and the length of the roofing season vary a lot by region. Adjust to your area and your own records.
| Season | What buyers need | Get ready | What to promote |
|---|---|---|---|
| Late winter (Jan–Feb) | Leak repairs from ice and snow melt, planning for spring re-roofs | Book spring re-roofs, order materials, renew licenses, insurance and permits paperwork, crew training | Early booking for spring re-roofs, inspections for anyone who had a winter leak |
| Spring storm and hail season | Storm damage inspections, emergency tarps, insurance-claim documentation, wind repairs | Tarps and supplies stocked, a storm-call script, a way to log every call, extra help lined up | Post-storm inspection offer to past customers and the areas hit; honest "what to do after hail" posts |
| Summer heat | Re-roofs, attic ventilation, flat roof coatings, repairs from pop-up storms | Early start times, water and shade for crews, heat safety plan, fall protection checked | Ventilation and ridge vent checks, reflective coatings for commercial, re-roof scheduling |
| Fall pre-winter checks (Sept–Nov) | Inspections before winter, gutter cleaning, flashing and sealant repairs, last re-roofs of the year | Know your area's cold-weather limits for shingle and adhesive installs; book the last re-roof slots | "Get it checked before winter" inspections, gutter and flashing tune-ups, last call for re-roofs |
| Winter ice dams and emergencies | Ice dam leaks, emergency tarps, snow load worries on flat roofs, repairs between cold snaps | After-hours call plan, tarps and roof deck safety gear, a clear emergency rate sheet | Emergency repair number, ice and water shield upgrades on spring re-roofs, attic insulation and venting checks |
| Year-end commercial budgets (Sept–Dec, and before each client's fiscal year) | Condition reports for next year's budget, spending leftover budget on repairs or coatings, reserve planning for HOAs | Photo roof reports and written estimates ready to send, list of commercial contacts and their budget months | Budget-season roof assessments for property managers, HOAs, churches and schools |
Ask your commercial buyers when their budget year starts. Schools, churches, HOAs and companies don't all run on the calendar year. Write each one's budget month in your account sheet (see C7) and send condition reports a couple of months before it.
Step-by-step setup
- Look at last year. Go through your jobs by month. Note when calls spiked, when crews sat idle, and what kind of work came in each season.
- Put three dates on your calendar for each season. "Get ready" (stock, staffing, paperwork), "Start promoting," and "Last booking" for re-roofs before weather closes in. Set reminders for all three.
- Check your capacity. How many roofs can your crews really install in a week in good weather? How many repair calls? That tells you how far out to book and when to stop taking re-roofs for the year.
- Order ahead. Shingles, underlayment, ice and water shield, flashing and tarps can run short after a big storm. Talk to your supplier before the season, not during it.
- Write your storm plan now. Who answers the phone, how calls get logged, who does inspections, how you'll tell people how long the wait is. Write it on one page while it's calm.
- Take seasonal photos. Keep a folder of your own photos: a clean tarp job, ice and water shield going down, a finished re-roof in fall color, a crew in harnesses. You'll use them in every post.
How to run a seasonal push
- Pick one message. "Get your roof checked before winter" is easier to act on than a list of everything you do.
- Set a clear offer. Name the service, what's included (for example, a photo report), how to book, and the last date. A season doesn't need a discount. The weather is the reason to act.
- Post it everywhere you already are. Google Business Profile, Facebook, your website, your email list, your yard signs and truck.
- Post on a schedule. Once to announce, once a week while it runs, and a last call before the booking date.
- Reach past customers directly. Anyone whose roof is getting older, or who's in an area that just had hail, gets a personal message (see C10).
- Write down what happened. Calls, jobs booked, what ran short. Read it before next year.
Copy-ready templates
After a hail or wind storm (post)
Storm came through [area] on [date]. If you're worried about your roof, here's what to do:
1. Stay off the roof.
2. Take photos of any damage you can see from the ground: dented gutters, shingles in the yard, dings on vents.
3. If water is coming in, call for a tarp.
4. Call your insurance agent if you think you have damage.
We're a local roofer in [Town] and we'll come look and send you photos. Call [phone] or book at [link].
Fall pre-winter check (post or email)
Winter's coming. Is your roof ready?
Our fall roof check covers shingles, flashing, vent boots, gutters and the attic where we can see it, with a photo report you can keep.
Book by [date] at [link] or call [phone].
Winter emergency (post)
Ice dams and leaks this week? If water is coming through a ceiling, move valuables, catch the drip, and call us at [phone]. We handle emergency tarps and repairs around [Town] when it's safe to get on the roof.
Commercial budget season (email)
Subject: Roof condition report for next year's budget
Hi [Name],
If [Building / Organization] is setting next year's budget, I can inspect your roof and send a written condition report with photos: what's in good shape, what needs repair soon, and what to plan for over the next few years.
Want me to set a time before [month]?
[Your Name]
[Company] · [Phone]
Last call for re-roofs (post)
We're booking our last re-roofs of the year through [date], while the weather still works for a good install. Want yours done before winter? Call [phone] or book an inspection at [link].
Mistakes to avoid, especially in storm season
- Deductibles. Never offer to waive, pay or "eat" a deductible, or give a rebate that covers it. In many states that's illegal, and it's the first thing storm chasers promise.
- Claims. Don't negotiate a claim for the homeowner unless you're a licensed public adjuster in that state. You can document damage and meet the adjuster.
- Door-knocking. Check your city's door-to-door solicitation rules and permits before canvassing a storm area, and respect "No Soliciting" signs.
- Drones. Flying a drone for business inspections needs an FAA Part 107 certificate.
- Licenses and permits. Be registered or licensed as your state requires, pull permits, and carry the required insurance, even when it's busy.
- Crew safety on camera. Summer photos and videos should show proper fall protection. So should the real job.
- Past customer messages. Only email or text people who agreed to hear from you, and include an unsubscribe or "Reply STOP."
Keep it going: the routine
- First Monday of each month: look two to three months ahead. What should you be stocking, promoting or closing out?
- During a push: one post a week plus the last-call post.
- After every major storm: the storm post, messages to past customers in the area, and every call logged.
- After each season: ten minutes of notes for next year.
Checklist
- Last year's jobs reviewed by month
- Get-ready, promote and last-booking dates on the calendar
- Weekly capacity counted
- Supplier talked to before storm season
- One-page storm plan written
- Seasonal photo folder started
- Commercial budget months recorded
- Heat safety and fall protection plan checked
- Notes written after each season
Common mistakes
- No plan until the storm hits, then losing calls because nobody's answering.
- Booking more re-roofs than crews can finish before the weather turns.
- Going quiet in winter instead of booking spring work.
- Scary storm posts. Helpful and calm works better and keeps trust.
- Missing commercial budget deadlines by sending estimates after the budget is set.
- Using stock photos instead of your own jobs.
Notes by kind of roofing work
| Work | What's different |
|---|---|
| Residential re-roof | Book spring work in late winter, and fill fall slots early. Cold-weather install limits decide your last booking date. |
| Storm and hail restoration | The season can arrive in a single afternoon. Have the plan, the supplies and the call log ready before it does. |
| Commercial and flat roofs | Follow your buyers' budget calendars. Coating work depends on temperature and dry weather; plan it for the right months in your area. |
| Repair and maintenance | Busy all year: storm repairs in spring, pre-winter checks in fall, ice dam and leak calls in winter. The steadiest work to fill slow weeks. |
Want Annie's to do this for you? We can build your roofing season calendar, write your storm, pre-winter and budget-season posts and emails, and schedule them ahead of time.