1. Who you serve
Roofing work comes in four kinds. Each one has different buyers, a different sales cycle, and a different way to find you. Pick the one or two you want most. A plan that chases every kind of roof usually does none of them well.
| Kind of work | Buyers to start with |
|---|---|
| Residential re-roof (full replacements on homes) | Homeowners with roofs 15 to 25 years old, people selling or buying a home, realtors, home inspectors |
| Storm and hail restoration (insurance-claim work) | Homeowners with a claim after hail or wind. Insurance adjusters and agents are part of every job. |
| Commercial and flat roofs (TPO, EPDM, metal, modified bitumen, coatings) | Property managers, building owners, HOAs, churches, schools, small-business owners |
| Repair and maintenance (leaks, flashing, missing shingles, gutters, inspections) | Landlords, property managers, older homeowners, realtors fixing a roof before a sale |
My main kind of work: ______________________ Second kind: ______________________
My top three buyer groups: 1. ______________ 2. ______________ 3. ______________
Towns and zip codes I will work in: ______________________
How many crews I run now: ______ Squares a crew can install in a day: ______
2. What you offer
Write a short menu of services you can do well and quote fast. A clear menu makes it easier for a buyer to say yes, and easier for you to say no to work that does not fit.
| Kind of work | Services to consider |
|---|---|
| Residential re-roof | Tear-off and replace, decking repair, new drip edge, ice and water shield in valleys and eaves, underlayment, ridge vent and attic ventilation, flashing, gutter replacement, skylight work |
| Storm and hail restoration | Free damage inspection with photos, emergency tarping, meeting the adjuster on the roof, full or partial replacement, gutters, siding and window screens if you do them |
| Commercial and flat | TPO and EPDM replacement, roof coatings, metal roof repair, modified bitumen, drain and scupper work, roof surveys, repair contracts |
| Repair and maintenance | Leak finding and repair, flashing and boot replacement, shingle replacement, gutter cleaning and repair, yearly inspections, pre-sale roof letters, maintenance plans |
My main services:
1. ______________________ Starting price: $______
2. ______________________ Starting price: $______
3. ______________________ Starting price: $______
Work I will NOT take on right now: ______________________
Shingle and material lines I install: ______________________
3. How to price a job per square
Roofs are measured in squares. One square covers 100 square feet of roof. Price every part of the job every time, even on small jobs.
- Materials per square. Shingles or membrane, underlayment, ice and water shield, drip edge, starter, ridge cap, vents, flashing, nails. Add a waste allowance for cuts, hips, and valleys.
- Labor per square. What you pay your crew to tear off and install one square, including payroll costs. Steep or high roofs take longer.
- Tear-off and disposal. Dumpster, dump fees, and the extra time for each layer you remove.
- Job costs. Permit, extra decking you replace, equipment, and the drive to the job.
- Overhead and margin. Your insurance, trucks, office, and sales time, plus profit so the company can grow.
The formula
Worked example (EXAMPLE numbers only, replace with yours)
A 25-square asphalt shingle re-roof, one layer off, walkable pitch.
| Line | Example math | Example amount |
|---|---|---|
| Materials | 25 squares x $150 per square (example), waste included | $3,750 |
| Labor | 25 squares x $90 per square (example) | $2,250 |
| Tear-off and disposal | 25 squares x $30 per square (example), dumpster included | $750 |
| Permit | Example local permit fee | $150 |
| Decking allowance | Example: 4 sheets x $60 per sheet installed | $240 |
| Job cost subtotal | $3,750 + $2,250 + $750 + $150 + $240 | $7,140 |
| Overhead and margin | Example 35%: $7,140 x 1.35 | $9,639 |
| Quoted price | Rounded to a clean number | $9,650 |
Fill in your rates
My materials cost per square: $______ (for my most common shingle or membrane)
My labor cost per square: $______ Steep or two-story add: $______ per square
My tear-off and disposal per square, per layer: $______
My price per sheet of decking replaced: $______
My overhead and margin: ______% My waste allowance: ______%
4. Deposits, change orders, and the rules
Write your terms down and put them in every contract so nobody is surprised.
Deposit: ______% when the contract is signed (check your state's rules on deposits)
Final payment due: ______________________
Decking replacement: $______ per sheet, only with photos shown to the owner
Workmanship warranty I offer: ______ years, in writing
How I handle change orders: written and signed before extra work starts
How to say it to a homeowner
Never offer to waive, pay, or "eat" an insurance deductible, or give a rebate that covers it. In many states that is illegal.
Do not negotiate a claim for the homeowner unless you are licensed as a public adjuster in that state. You can document damage and meet the adjuster.
Be registered or licensed as your state requires, pull permits, and carry the insurance your state requires.
Only use a shingle maker's name, badge, or certification if you actually hold it.
5. Sales plan: go after repeat buyers
A homeowner may need a new roof once in twenty years. These buyers call again and again. Pick two to work on first.
| Repeat buyer | What they need | When they need it | First move |
|---|---|---|---|
| Realtors | Roof inspections, condition letters, repairs before closing | Every listing and every buyer's inspection | Drop by the office with a sample condition letter (see G2) |
| Home inspectors | A roofer to refer when they flag a roof | Every week | Call and offer fast, honest second looks with photos |
| Property managers and landlords | Repairs, yearly inspections, maintenance plans, replacements | All year, and after every storm | Offer one free inspection of a building they manage |
| HOAs | Clubhouse and common roofs, advice for homeowners | Budget season and after storms | Ask to speak for five minutes at a meeting |
| Churches and schools | Flat and metal roof repair, coatings, surveys | Before budget votes and summer break | Ask who handles buildings and offer a roof survey |
| Insurance agents | A roofer they can name when clients call after a storm | Storm season | Visit and leave a card and a sample photo report |
Script: first contact with a repeat buyer
Follow-up email template
6. 90-day launch plan
| When | Focus | Tasks |
|---|---|---|
| Week 1–2 | Get set up | Fill in this plan. Set your per-square costs and minimums. Check your license, insurance, and permit process. Claim your Google Business Profile (see C1). Set up a Facebook page. Gather photos of your best past roofs. |
| Week 3–4 | Get seen | Start posting (see T2). Put up yard signs on every job, with permission. Deliver neighbor notes around each job (see G1). Tell past customers you are booking. |
| Week 5–6 | First repeat buyer | Pick one repeat-buyer group. Visit or call five of them. Send the follow-up email the same day. |
| Week 7–8 | Online and reviews | Set up online booking or a quote form (see C4 and C5). Ask every finished customer for a review (see C6). |
| Week 9–10 | Second repeat buyer | Pick a second group. Contact five more. Plan for the next season: storms, fall leaks, or winter ice (see C8). |
| Week 11–12 | Review and adjust | Look at your weekly numbers. Which kind of work paid best per crew day? Where did your jobs come from? Raise prices on anything that keeps you booked too far out. |
| Week 13 | Plan the next 90 days | Write down what worked and what did not. Set goals for the next quarter. Decide if you need another crew, a second truck, or a new service. |
7. Numbers to track every week
Pick one day a week, such as Friday afternoon, and fill in this table. It takes about ten minutes. Over time it shows you what is working.
| Number | Why it matters | This week |
|---|---|---|
| Inspections done | Shows how many people are asking | ______ |
| Estimates sent | Your pipeline of possible jobs | ______ |
| Contracts signed | Compare to estimates to see how often people say yes | ______ |
| Squares installed | Shows how busy your crews are | ______ |
| Sales dollars signed / collected | Money promised and money in the door | $______ / $______ |
| Jobs by kind (re-roof, storm, commercial, repair) | Shows which kind of work you are really doing | ____ / ____ / ____ / ____ |
| Where each job came from | Tells you which place to spend time on | ______ |
| Reviews received | Builds trust with new buyers | ______ |
| Posts made | Keeps you honest about staying visible | ______ |
8. One-page summary
Fill this in last. Keep it in the truck.
Company name: ______________________ Area served: ______________
Main kind of work: ______________________ Second kind: ______________
License number and state: ______________ Insurance carrier: ______________
Top three services and starting prices: ______________________________
Materials / labor / tear-off per square: $______ / $______ / $______ Margin: ______%
Minimum repair charge: $______ Deposit: ______%
Two repeat-buyer groups I am going after: 1. ______________ 2. ______________
Where I post and list: ______________________________
Weekly sales goal (my own target): $______
Date written: ______ Date I will review this plan: ______