What it is and why it works
Most people have never been on their own roof. When a roofer climbs down and says "you need a new roof," the homeowner has to take it on faith. Some do. Many don't, and they call two more roofers.
A photo report closes that gap. You take the same set of photos on every roof, add a short note under each one, and send it to the customer the same day or the next. They see the cracked pipe boot, the lifted shingles, the worn granules, or the roof that's actually fine. They can forward it to a spouse, a landlord, a realtor, or an insurance adjuster.
It also makes you look organized and honest, because you are showing, not telling. And a report with your logo on it tends to get saved in a file, so your name is there the next time they need a roofer.
Who gets a report
| Customer | What they use it for |
|---|---|
| Homeowners with an older roof | Deciding between repair and replacement, and when to budget |
| Homeowners after a storm | A record of the damage they can share with their insurance company |
| Realtors, buyers and sellers | Negotiating repairs before closing. See G2. |
| Landlords and property managers | A record of each property. See R1. |
| Commercial and church buildings | Board meetings and budget requests for flat roofs |
What to prepare
- A standard shot list (below) so every crew member takes the same photos
- A report template: your logo, customer, date, roof facts, photos with notes, options, next steps
- A phone or tablet with a good camera, and a way to mark up photos (circles and arrows)
- Chalk or a marker for pointing at damage in photos (on shingles you are replacing, or on tape)
- A way to send it: email with a PDF, or a link from your inspection app
- If you use a drone: your FAA Part 107 certificate
- Your license number and contact info on every page
The standard shot list
| Photo | Why |
|---|---|
| Front of the house from the street | Sets the scene (crop out the house number if you'll share it) |
| Each slope, wide | Shows overall condition |
| Close-ups of shingles on each slope | Granule wear, cracking, curling, hail or wind marks |
| Every pipe boot and vent | Common leak points |
| Flashing at chimneys, walls, and skylights | Common leak points |
| Valleys and ridge | Wear and ridge vent condition |
| Drip edge and gutters | Clogs, sagging, rot at the fascia |
| Attic, if you can get in | Stains, daylight, decking condition, ventilation |
| Flat roofs: seams, drains, ponding, curbs | Main trouble spots on TPO, EPDM, and mod-bit |
Step by step
- Write down your shot list and give it to everyone who inspects.
- Build your template once. Keep it to a few pages: a summary on page one, photos after.
- Take the photos in the same order every time. It keeps reports fast and complete.
- Write one plain sentence under each photo. "Cracked rubber on this pipe boot. This is a common leak spot." Not jargon, not scare words.
- Put the summary first: roof type, approximate age, overall condition, and your options: leave it, repair, or replace.
- Send it the same day or the next, with a short note (below).
- Follow up in two or three days with a phone call. Answer questions. Don't push.
- Save every report by address and date. It becomes your record of that roof.
Scripts
Before you climb
I'm going to take photos of every part of the roof: each slope, the vents, the flashing, and the gutters. I'll send you a report with the pictures and a note under each one, so you can see exactly what I see. You'll have it by [today / tomorrow].
Email or text with the report
Hi [name],
Thanks for having us out today. Your roof report is attached, with [number] photos.
Short version: [one sentence, e.g. "The roof is in fair shape. Two pipe boots are cracked and should be replaced soon."]
Your options are on page one, with prices. There's no rush. If you have questions, call or text me at [phone].
[name], [company]
License #[number]
Follow-up call
Hi [name], this is [name] with [company]. I wanted to make sure you got the roof report and see if you had any questions about the photos. [Listen.] Whatever you decide is fine. If you want to wait, I'd suggest a look again after next spring.
When the roof is fine
Good news: the report shows a roof in good shape. I noted a couple of small things to keep an eye on. Save this report. If you ever need it for a sale or an insurance question, it shows the roof's condition as of today.
How to price inspections and follow-on work
| Service | Example price (example only) |
|---|---|
| Roof inspection with photo report, home | Example: no charge, or $150 credited toward work |
| Inspection with report, for a real estate deal | Example: $150 to $200 |
| Flat roof inspection with report | Example: priced by size |
| Repair from the report | Example: priced line by line in the report |
| Re-inspection after a repair, with "after" photos | Example: included with the repair |
These numbers are only examples. Set your own from your costs and your market.
Timing
| When | Why |
|---|---|
| Spring | Winter damage, ice dam leaks, and the start of storm season |
| Right after hail or wind | Homeowners want a record of the damage |
| Before listing a home | Sellers want to know before the buyer's inspector finds it |
| Fall | Check before winter; good time for repair work |
Checklist
- Shot list written and shared with the crew
- Report template with logo, license number, and summary page
- Plain note under every photo
- Options with prices on page one
- Report sent within a day
- Follow-up call on the calendar
- Reports saved by address and date
Mistakes to avoid
- Misleading photos. Never photograph damage from another roof, and never make damage look worse than it is. Show the real roof.
- Creating damage. Never mark, scuff, or break anything to make it show up in a photo. It's dishonest and can be fraud.
- Promising what insurance will do. You can document damage and meet the adjuster. Don't say a claim will be approved, don't negotiate a claim unless you're a licensed public adjuster in your state, and never offer to waive, pay, or "eat" a deductible. In many states that is illegal.
- Posting report photos publicly without asking. Get the homeowner's OK before posting anything that shows their house number or address.
- Drone photos without Part 107. Flying for business needs an FAA Part 107 certificate.
- Unsafe climbing. Use proper fall protection, especially on steep roofs, and especially in any photo or video you post.
- Adding customers to your email list without asking. Get consent and include an unsubscribe for marketing emails and texts.
Turning one report into repeat business
- Send a one-year check-in with a line like "Want us to look again and compare to last year's photos?"
- Show before and after when you do the repair. Customers share those.
- Ask for a review after the work. See C6.
- Keep them on your list, with permission. See C10.
- Use the report as a sample (with the address removed) when you pitch realtors and property managers.
Want Annie's to do this for you? We can design your branded roof report template, write your shot list, and set up a simple way to send reports and schedule follow-up calls.