- Leads per roof = 1 ÷ (replacement share × booking rate × show rate × close rate).
- Repair calls inflate the lead count without adding roofs. Track them apart.
- A few points on inspection booking can do more than a bigger budget.
- Storm and insurance work runs on its own ratio.
Four places roofing leads fall out
A roofing lead has to clear four steps before it becomes a signed replacement. Each one loses some homeowners, and each needs its own count.
- Replacement share: some inquiries are leak repairs, gutter questions, or a realtor who needs a letter
- Inspection booking rate: replacement buyers who agree to a time for you to get on the roof
- Show rate: inspections that actually happen, with the decision-maker home
- Close rate: inspections that end in a signed contract
Worked example (example numbers, not a benchmark)
Take 100 roofing leads. 60% are replacement inquiries: 60 leads. Half of those book an inspection: 30. Nine in ten inspections happen: 27. You sign 35% of them: 9.45 roofs.
That’s about 10.6 leads per signed roof (100 ÷ 9.45). Counting only replacement inquiries, it’s about 6.3 (60 ÷ 9.45). Both are useful. The first tells you what your ads need to produce. The second tells you how the replacement funnel itself is doing.
Want 4 more roofs a month? At these rates that’s about 43 leads (4 × 10.6, rounded up), and about 26 of them should be replacement inquiries.
Which rate moves the ratio most
Each rate multiplies the others, so a gain anywhere shrinks the lead count. In the example above, raise inspection booking from 50% to 60% and leads per roof fall from about 10.6 to about 8.8. Nothing changed in the ad account.
Raising replacement share works too, and it’s mostly an ad and page decision. Show tear-offs and finished roofs, not dripping ceilings, and ask “repair or replacement?” before anyone books.
Storm and insurance roofs run on their own ratio
After hail or a big wind event, replacement share and booking rate can both jump, and whether a job signs may hinge on the adjuster as much as on you. Blend those months into your normal numbers and every plan built on them comes out wrong.
Tag insurance and storm leads at intake and keep their ratio in its own column. Plan your normal months on retail replacement numbers.
Use the ratio to plan crews and spend
Leads per roof turns a crew calendar into a lead target. Count the replacements your crews can add, multiply by your ratio, and you have the leads needed. Multiply that by your cost per lead and you have a starting ad budget to test.
Recheck the ratio every quarter with real counts. A new page, a faster callback, or a new estimator can move it in either direction.
