Key takeaways
- The first roofer to reply by name, about the right problem, usually gets the inspection.
- The goal of the first contact is a booked inspection, not a price over the phone.
- Run two tracks: a fast one for leaks and storm damage, and a slower one for aging-roof replacements.
- Texting a lead needs consent captured on the form, a registered business number and a working STOP.
Facebook lead follow-up for a roofing company comes down to who reaches the homeowner first with a specific, credible reply. Text within a minute, call within five, and aim for a booked inspection, not a quote. Then keep following up for a week, because a homeowner who did not answer at dinner is usually busy, not lost.
Why speed decides
Speed decides because roofing leads arrive in clusters and homeowners compare. After hail or high wind, a homeowner who sees your ad often submits two or three forms the same night. By the next afternoon, a canvasser may be at the door offering an inspection on the spot. The roofer who replies first, by name, about the actual problem, sets the appointment the others end up competing with.
Replacement leads are different. The homeowner with a 20-year-old roof who taps your form is not in a hurry, but they are paying attention right now. Miss that window and the lead quietly drifts until the next ad, which may be someone else's.
The follow-up sequence
- Form submitted
- Instant text and email Confirms you have it
- A call attempt As soon as someone is free
- Follow-up sequence Spaced texts and calls
- Booked or closed out Every lead ends with an outcome
The follow-up sequence
- Minute one: an automatic text. Name the company, the person and the request. Example: "Hi Jordan, this is Sam at [Your Roofing Co]. Thanks for asking about the leak over your back bedroom. I can have an inspector out tomorrow at 10 or 2. Which works? Reply STOP to opt out."
- Minutes two to five: a call from whoever books inspections. Confirm ownership, what happened and the address, then book. For an active leak, tell them what to do tonight (move belongings, catch the water, stay off the roof) and when a tarp crew can come.
- Within the hour: a second attempt. If there was no answer, call once more and leave a short voicemail that matches the text.
- Same evening: a text with a face. Send the inspector's name and photo and a line on what the inspection covers. Homeowners wary of storm chasers want to know who is coming.
- Day two: call at a different time. Try midday if you tried evening. Mention the photos they will get from the inspection.
- Day three: an email with substance. Explain what a roof inspection includes and, for storm leads, how the insurance claim process usually runs, without promising coverage.
- Day five: a closing text. "Should I keep your inspection request open?" A clear question gets replies a fourth reminder does not.
- After the inspection: follow the proposal. Send it the same day, call within two days, and for insurance jobs, check in after the adjuster's visit.
- Not ready yet: a seasonal touch. For replacement leads who say "next year", a short message before each storm season with a recent job nearby keeps you on their list.
Automating it
Automation runs the timing so your office only handles the conversations. Most of it can be set up in the CRM you already use, or in a follow-up platform connected to it.
Lead arrives : The lead lands in JobNimbus, AccuLynx or your roofing CRM with "Facebook" as the source, the minute-one text goes out, and the person who books inspections gets an alert.
No reply : The call reminders, the evening text and the day-three email run on schedule and stop the moment the homeowner replies, books or opts out.
Inspection booked : A confirmation and a reminder the day before go out with the inspector's name.
Proposal sent : Follow-ups are scheduled, and the job moves on your board, so open proposals do not sit untouched.
Texting has rules. Business texting over a 10-digit number needs A2P 10DLC registration of your brand and campaign (The Campaign Registry); unregistered messages can be blocked by carriers. You need the homeowner's consent before marketing texts, so put a clear consent line on the lead form, and every message has to honor STOP (FCC telephone consumer rules, CTIA messaging principles).
Improving lead quality
Better leads come from better forms and better feedback, not from calling faster alone.
- Ask two or three honest questions on the form: do you own the home, what is happening with the roof, and is an insurance claim already open.
- Pick the right offer. "Free roof inspection" brings more leads than "replacement quote", but more of them want a free opinion. Track which one books jobs.
- Report outcomes back to Meta. Send booked inspections and signed jobs back, so the platform learns which people became customers.
- Fix the replies before the targeting. A form that gets a reply in an hour looks like a quality problem when it is a speed problem.
For calls you miss while crews are on a roof, see missed-call text-back for roofing companies. For the ads themselves, see Facebook and Instagram ads for roofing companies.
How VETS Growth Marketing helps
We connect your Facebook lead forms to your roofing CRM, write the texts and emails in your voice, register your texting number, and set the sequence so every lead hears from you in the first minute. The accounts and the CRM stay in your name. Setup is a short project with a date, and we report how many leads became booked inspections and signed roofs. Bring last month's lead list to a growth consultation and we will show you where leads went quiet.
Sources
- 47 CFR 64.1200: Delivery restrictions (TCPA rules), Electronic Code of Federal Regulations
- Messaging Principles and Best Practices, CTIA
- The Campaign Registry (A2P 10DLC brand and campaign registration), The Campaign Registry