How do roofers keep estimates coming in during the slow season?
By the Margin Media team · Updated
Roofers keep estimates coming in the slow season by working the leads they already have: following up every open estimate, contacting past customers about repairs and maintenance, asking for reviews from the busy months, and keeping ads on searches that never stop, such as leaks. The slow season is when the unanswered leads of summer get answered.
Why does the phone go quiet?
The phone goes quiet because storm and replacement demand follows the weather, and homeowners put off a roof they can live with. What does not stop is leaks, house sales that need a roof looked at, and people planning a replacement for spring. Those callers are fewer, so each unanswered one matters more.
What should a roofer do when work slows?
Start with the work that costs time and no ad money, then adjust the ads. In a quiet month you have the hours for jobs that were skipped all summer.
- Pull every estimate from the last year that was never signed and contact each homeowner again.
- Write to past customers offering an inspection, gutter work or a small repair before the weather turns.
- Ask every customer from the busy season for a Google review while you have time to chase them.
- Keep search ads running on leak and repair terms, and pause the storm campaigns.
- Update your Google profile and website with photos and jobs from the season just finished.
- Book spring inspections now for homeowners who said they would wait.
Should you cut the ad budget in the slow season?
Cutting ads to match demand is reasonable. Stopping them completely means starting from nothing in spring, and a homeowner planning a spring replacement is choosing a roofer now. If cash is tight, cutting ads is the right call, and the unpaid work in the list above comes first.
How does Margin help a roofer through it?
Margin runs a win-back campaign to your past customers, and Mia follows up by text with everyone who asked and never booked, until they book or say no. Ads keep running in your own account at the budget you set, and the monthly strategy call is where the seasonal changes are agreed.
The limits: win-back and follow-up go by text, so they wait for carriers to approve your texting number, and a win-back needs a customer list with mobile numbers that you actually hold.
What Margin sets up for this.
- A win-back campaign to past customers
- Follow-up until they book or say no
- Ads on Facebook and Instagram, in an account you own
- Review requests after each visit
- A monthly report and strategy call
What a business needs is decided on its audit. It is a one-time setup fee and a monthly fee, with exact numbers on the audit.
How Margin works for roofersSee the portal with a sample business
Related questions
What month do roofing leads slow down?
It depends on your climate. In cold regions roofing leads thin out through winter, and in hot ones the height of summer can be the quiet stretch. Look at your own calls by month for the last two years to see your pattern.
Is winter a good time to advertise roof replacements?
It can be for a roofing company that can install in winter or book ahead for spring. Homeowners who are planning rather than panicking take longer to decide, so the follow-up over the following weeks matters more than the first call.
How do I use past customers to fill a slow roofing month?
Contact them with a reason: a yearly roof check, gutter work, or a repair before bad weather. Past roofing customers already know your crew, so a short personal text is an easy thing to say yes to.