How to Get Commercial Roofing Leads: Your In-Depth Guide

What Are Commercial Roofing Leads?

Commercial roofing leads are potential job opportunities where roofing contractors connect with property managers, businesses, or building owners in need of one-off or ongoing roofing services.

Unlike homeowners who tend to look for quick roof inspections or roof replacements, these leads usually involve larger and more complex projects with longer sales cycles and project managers involved. 

Generating leads in the roofing industry comes from referrals, direct inquiries, digital marketing, and networking. 

Since B2B lead generation is about building long-term relationships, creating structured plans for managing and nurturing them is the key to landing more contracts and growing your business.

Tools like ServiceTitan, which integrates with third-party lead providers, help keep leads accessible and organized all in one place. This makes following up and tracking more efficient and simple.

Why Are Commercial Roofing Leads Important for Your Business?

A steady stream of commercial roofing leads is what keeps a roofing business profitable. Unlike residential work, commercial roofing contractors rely on very high-value jobs that require a bit more planning and coordinating with decision-makers.

Consistently generating these leads means more financial stability, minimizes any downtime, and creates plenty of opportunity for expansion. One of the biggest reasons why roofing companies tend to fail over time is an inconsistent pipeline of new business, so make lead generation a top priority.

Effective contractor lead generation also allows for more precise targeting so your business can connect with people who actually need your services while actively searching for them. It creates opportunities to reach potential clients in the right places, with messaging tailored to your goals. 

Platforms like Google Ads, local directories, and trade-specific marketplaces like Home Advisor and Angi are typically used to attract commercial clients. As a result, you’re more likely to attract qualified leads who are ready to move forward with commercial work.

Key benefits:

• Higher project value: Commercial jobs, like metal roof installations and TPO systems, bring in a bit more revenue. The upfront costs are, of course, higher, but so are the returns.

• Longer contracts: These projects often include extended service agreements that keep cash flow consistent even after completion. It gives roofing contractors a more steady and predictable income.

• Recurring service opportunities: Property managers and commercial sites generally need ongoing maintenance and repairs. This creates more repeat business and reliable cash flow.

• Stronger referral potential: Satisfied commercial clients provide word-of-mouth referrals that speak a little louder than residential, helping land more commercial jobs.

How Can You Generate More Commercial Roofing Leads?

A strong roofing marketing strategy for commercial roofing lead generation combines digital outreach, networking, and referrals to bring in steady business. 

Targeted efforts can help roofers connect with commercial clients and secure long-term contracts. Below are five proven ways to generate leads more effectively.

1. Leverage digital marketing

A few ads on radio and TV aren’t enough to cut it. Nowadays, a strong digital presence is essential for roofers looking to generate more and better leads.

Running Google Ads and Facebook Ads allows you to target property managers who are actively searching for roofing services. Investing in Search Engine Optimization (SEO) for your website and landing page will also help you rank higher when someone searches for “commercial roofing contractors near me.” 

Your website should also use content marketing tools such as blogs, case studies, and videos to build trust and showcase your expertise. Make sure you consistently update your website to keep it fresh and relevant to your audience.

To simplify all this and get better results, contractors can deploy tools like ServiceTitan’s Marketing Pro, which helps you improve local search visibility and make the best of digital marketing platforms. For companies focused on commercial service agreements, Convex, which is now a part of ServiceTitan, offers tools to find high-value properties, identify the right contracts, and win more profitable long-term clients.

2. Build referral networks

Building relationships with those you’re likely to do business with and for, such as real estate agents and fellow contractors, can result in steadier referrals. 

These professionals often connect businesses with roofers, making them invaluable as contacts. Offering referral incentives like discounts, cash bonuses, or exclusive service packages can encourage more people to recommend your services.

Strong word-of-mouth marketing attracts high-quality leads and boosts your reputation among local businesses. Regularly following up with referrers to maintain connections will also strengthen your network. 

A well-structured referral program also increases the potential for generating leads—all while creating long-term business relationships within your community.

3. Attend networking events and trade shows

Trade shows are an excellent opportunity to meet general contractors, developers, and property managers who could very well become future customers.

These events provide direct access to the decision-makers needing roofing services, making pitching your services for larger projects easier. Set up a booth with your project portfolio, live demonstrations of your experience with roofing technology, and case studies to showcase your expertise and happy customers. 

Participating in these events helps establish your company as a credible name in the roofing industry, making it more likely that attendees will remember you when the time comes for any roofing projects.

In addition to networking, many roofing trade shows feature expert-led educational sessions, hands-on product demos, and the latest innovations in roofing materials and tech. These events are a great way to learn from industry peers, explore new tools, and even earn continuing credits. 

4. Cold outreach and email campaigns

Cold calling and email campaigns remain among the most powerful tools for generating leads in the commercial roofing industry. Research upcoming developments, restorations, and building projects, and craft personalized emails highlighting how your services can help them.

With cold calling, persistence is key, but professionalism is equally important. Regular follow-ups significantly increase your chances of converting a prospect into a lead, and ultimately into a booked job.

Following up with direct mail or phone calls, including clear contact information and Calls to Action (CTAs) means they will know how and when to reach you. For calls, prepare short scripts showcasing your experience and solutions, but don’t forget to leave some wiggle room for your genuine personality to shine through.

To make this process easier, many contractors turn to tools like ServiceTitan Marketing Pro – Email, which allows you to automate follow-ups, build a hyper-targeted audience, and track the actual revenue generated from your campaigns. You can even create smart lists based on unsold estimates or expiring memberships. This all happens in real time, so your business can focus on sending messages that actually convert.

5. Register with online lead platforms

Commercial roofing companies can use online platforms such as Angi, HomeAdvisor, and The Blue Book to their advantage to connect to other businesses seeking roofing jobs.

When it comes to larger projects (and small ones, too), these platforms act like the directories of yesteryear and are incredibly useful for generating leads.

Many of these platforms also feature customer reviews, which can boost your reputation if you deliver excellent work. Pairing this strategy with local SEO will further boost visibility and attract more leads.

Using a roofing Customer Relationship Management (CRM) to track and manage these incoming leads means follow-ups are timed correctly. A combination of lead platforms, reviews, and content marketing means you remain competitive in the roofing industry. 

To make it even easier, ServiceTitan integrates directly with online lead sources like Angi, Home Depot, and American Standard. This means that every lead gets pulled into one system automatically. This makes sure that no opportunity falls through the cracks and helps your team respond faster and more effectively.

Generating leads is only half the battle—effectively managing those leads is just as important.

What Are the Best Practices for Managing Leads?

Maintaining a steady flow of high-quality leads is a great start, but they’re only valuable if they’re managed properly. Without a structured process in place, roofing companies risk losing those potential customers they worked so hard to gain in the first place. 

Below, we list the four best methods for keeping those leads hot once you have them.

1. Follow up in a timely manner

Quick responses mean the difference between winning or losing a client. As you know, most businesses seeking commercial roofers don’t just ask one business for a quote but approach many. So, any delay on your part gives your competitors the edge.

Setting up a structured process for your follow-ups via calls, texts, or emails means there’s much less likelihood those precious leads will slip away. Automated personalized reminders help keep responses prompt while letting your leads know you mean business. 

Every single follow-up at a minimum should contain direct contact information like a phone number and business hours, making it easier for potential customers to get in contact fast. 

2. Qualify your leads

Not all leads are actually worth pursuing, but how can your sales team know the difference without a process in place to qualify them? 

Roofers must focus on leads with the highest potential conversion rates and ask customers key questions, such as whether they need a full replacement or just a roof repair, to clarify their needs and expectations. 

Have they worked with other roofing contractors before?

Are they actively looking for services right now, or are they just collecting estimates?

These are the kinds of questions sales representatives should be asking to filter out unqualified leads early. This way, the hottest leads will get the most attention and businesses can direct their efforts toward more serious prospects.

3. Track your lead sources

To refine your lead generation strategy, understanding where leads are likely to come from is key to success. Whether leads come from Google Ads, SEO, referrals, or direct mail, tracking them with a CRM means resources are allocated efficiently.

A structured system helps measure ROI on different marketing channels, which allows businesses to pivot and adjust their marketing campaigns as needed.

If one source consistently brings in high-value projects while others flop and completely underperform, shifting the budget to a better-performing strategy improves results.

Monitor these lead sources over time and you’ll begin to get a better picture of where you should direct your marketing efforts.

4. Focus on customer relationships

Of course, securing first-time commercial roofing leads is important, but so is keeping past clients engaged. A great customer experience increases repeat business and referrals from property managers. 

Commercial roofers should stay connected with past clients through email newsletters, seasonal maintenance offers, and some gentle reminders of their services. 

When customers feel valued, they’re much more likely to recommend your roofing services to their colleagues and peers, leading to a steady stream of new opportunities. 

Keep your past clients engaged, and you will create long-term partnerships rather than just one-time transactions.

To support contractors even further, ServiceTitan now partners with the digital marketing provider Scorpion to help businesses get the most out of Marketing Pro. From campaign management and audience targeting, to direct mail and SMS, this partnership helps roofing businesses generate more leads, convert faster, and improve their marketing ROI.

What Are the Key Metrics to Track for Lead Generation Success?

Keeping track of key performance indicators (KPIs) is another important method for helping roofing companies fine-tune their lead generation efforts. Without data, it’s tough to know what’s actually working and what needs more attention. 

Using your CRM and roofing apps to track that performance lets businesses understand the effectiveness of their marketing strategies and get more conversions.

• Number of leads generated per month: Keep tabs on how many leads are coming in every single month. This helps commercial roofers gauge the effectiveness of campaigns. A drop in leads is a signal that something isn’t working and needs revising.

• Conversion rates for commercial leads: To reveal glaring gaps in the sales process, track how many leads are actually converting to clients. If conversions are low, revise your follow-up processes, lead qualification, and customer engagement to get leads flowing again.

• Average lead response time: Quick responses are the lifeblood of securing high-quality leads, so keep an eye on how long it’s taking a rep to make contact. CRM and software platforms designed specifically for roofers are your best bet to automate follow-ups and boost this metric.

• ROI for each lead generation channel: Roofing businesses should understand whether they’re getting any bang for their buck when it comes to marketing efforts. Understanding the ROI on your various marketing channels lets you know where you should be spending more and reduces budget allocation. 

Once those leads are secured and metrics are in place, managing them efficiently is equally as important. This is where the right tools can make all the difference.

How Can ServiceTitan Help Optimize Lead Management?

Generating commercial roofing leads, understanding key metrics, and managing incoming opportunities are essential to turning objections into paying customers. Without the right tools though, it’s easy to lose time or the lead altogether.

ServiceTitan roofing software brings it all together in one place: lead tracking, call booking, follow-ups, scheduling, and performance reporting. Roofing businesses use ServiceTitan to centralize customer data, deliver modern customer experiences, and gain real-time visibility into how their teams and marketing campaigns are performing.

The result is more jobs booked, faster decisions, and stronger ROI across the board.

Key features:

• Centralize customer and lead information: ServiceTitan’s CRM organizes and integrates customer and lead details all in one place. With full client histories, roofing contractors can personalize their communication, increase conversations, and make every customer feel special.

• Automate follow-ups and scheduling: Following up fast with automated texts and emails means leads won’t go cold and look elsewhere. Along with automated scheduling tools, ServiceTitan keeps clients engaged and assigns leads to available teams quickly.

• Leverage AI to improve efficiency and recapture missed revenue: ServiceTitan’s AI tools for roofing help generate invoice summaries, respond to online reviews, and even recover lost opportunities through features like Second Chance leads. It’s all designed to save time, reduce manual work, and increase booked jobs while taking the pressure off of CSRs.

• Monitor marketing campaign performance: Built-in analytics with ServiceTitan’s Marketing Pro measure ROI from Google Ads, social media, and referrals. Tracking the leads that perform best helps you fine-tune and perfect your marketing strategies.

• With ServiceTitan’s Marketing Pro, and its reputation feature, Guardian Roofing gets alerts and responds quickly to every positive and negative review. This has allowed them to generate more quality reviews through automated review requests. Marketing Pro also matches specific reviews to technicians, customers, and jobs. Read the full story here.

• Enhance team collaboration: Sales and service teams are all kept in the loop with lead updates, job progress, and client feedback in real time, keeping everything organized and efficient.

• Generate reports to track success: Produce detailed and accurate data on conversion rates, marketing ROI, and team performance with the Field Reporting Software. This helps businesses refine their strategies and improve commercial roofing lead generation.

Marketing Pro – Reputation helps boost your local search visibility by keeping online profiles accurate and consistent across more than 70 sites. It also makes it easy to read, respond to, and request reviews. These tools directly improve trust and help you win more customers online.

Sales Pro, on the other hand, focuses on conversion. It gives roofing contractors the tools to increase average ticket size and close more deals. This is all without needing to spend more on lead generation. It’s a proven way to grow revenue by getting more out of every opportunity.

With the right lead management strategies and tools, commercial roofing businesses can convert more leads into long-term clients. 

It’s Your Turn Now

Bringing in commercial roofing leads is key to growing your roofing business, but the real success lies in managing them effectively. A steady flow of opportunities can easily go to waste without the right processes and systems in place to turn an inquiry into long-term and loyal clients. 

Use the strategies we’ve outlined in this guide—digital marketing, referrals, and networking—to help maintain a strong pipeline. Equip your business with the right CRM and marketing automation tools to seal the deal and convert leads. 

ServiceTitan is the leading software solution for commercial roofing businesses just like yours. We help roofers organize their leads, track key performance indicators, automate their scheduling, and get the most from customer relationships. With advanced tools designed for efficiency and developed specifically for the trades, ServiceTitan can help your business manage its operations seamlessly.