Lead Scoring for Roofing Companies (A Simple Framework You Can Build)

Your best closer spent Tuesday driving 40 minutes to a "hot lead" that turned out to be a renter calling on behalf of a landlord. Your second-best closer spent Wednesday on a homeowner whose roof was replaced 18 months ago. On Thursday, the lead with a 22-year-old roof, hail damage from April, and an open insurance claim got handed to the rep who started two weeks ago because he happened to pick up the phone first.

That's the cost of no lead scoring. Your sales manager isn't managing a pipeline , she's running a lottery. Roofing is one of the easiest industries to score because the signals are concrete and public. Build a working system in an afternoon.

Why Generic Lead Scoring Fails Roofing

HubSpot/Salesforce scoring weights email opens, webinar attendance, pricing page visits. None of that matters for a homeowner wanting a roof. They either have a roof problem now, have one coming in 18 months, or don't. Everything downstream is noise. Generic scoring also weights engagement too heavily. A roofing lead who answers your first call beats one who opened five emails. Property reality first, claim status second, engagement last. That reversal is the whole game.

The 5 Roofing-Specific Signals

1. Roof age (0-30 points)

Single strongest predictor.

• Unknown: 10 (neutral)
• 0-5 years: 0 (disqualify for replacement)
• 6-12 years: 10
• 13-19 years: 20
• 20+ years: 30

Get it from county permits, MLS listings, or ask on the first call.

2. Storm exposure (0-25)

• No storm in 24mo: 0
• Minor (sub-1" hail, sub-60mph wind): 10
• Moderate (1-1.75" hail, 60-80mph): 18
• Major (1.75"+ hail, 80+mph): 25

3. Insurance status (0-20)

• No claim, not planning: 0
• Considering filing: 8
• Filed, awaiting adjuster: 15
• Claim approved: 20

4. Homeowner vs renter (gate)

Not a range , a gate. Renter = lead paused until owner reached. Spouse of owner = +5 (can set appointment).

5. Contact responsiveness (0-15)

• Picked up first call or responded within 1 hour: 15
• Within 24 hours: 10
• Within 3 days: 5
• No response after 3+ attempts: 0

The Scoring Formula

Simple addition. No weighted averages, no ML, no exponential decay. Every rep should explain why a lead is a 72 without a data science degree.

Score = Roof Age + Storm Exposure + Insurance Status + Ownership Modifier + Responsiveness

Max 100. Tiers:

• 80-100 (A): Assign to top closer.
• 60-79 (B): Mid-tier rep.
• 40-59 (C): Newer reps or nurture.
• 0-39 (D): Don't send a rep. Nurture or disqualify.

A 22-year roof (30) + moderate storm (18) + approved claim (20) + owner (+10) + same-day response (15) = 93. A lead. Best rep.

A Leads to A Reps

The rule: A leads go to A reps. B leads go to B reps. Rank reps by trailing 90-day close rate, not seniority. Your close-rate leader on B leads will close A leads even higher. Newer reps cut teeth on C leads.

Senior reps will push back when a B shows up on their board while a new rep gets an A. Hold the line. Close rate data settles it within 60 days. More on assignment in lead attribution on multi-rep teams.

Disqualify Fast

Disqualify on first call when: roof under 5 years with no storm damage. Caller is renter refusing owner contact. Homeowner explicitly "just getting quotes for insurance paperwork." Outside your service radius with small job. Track disqualification rate as a metric, not a failure.

Reboot Cold Leads

A 35 in January can become an 80 in June. Re-score triggers: storm through their ZIP, lead responds to re-engagement, neighbor becomes customer, 12 months passed. Monthly review , any lead crossing tier boundary gets a touch.

Tooling

You need CRM with custom fields (roof age, storm exposure, insurance, ownership, responsiveness + computed score). Storm data source (NOAA free, paid hail services faster). Routing rule engine. Re-score trigger. See features. If wiring from generic CRM + spreadsheets, budget a weekend for v1 and another to tune after 90 days. For how scoring interacts with stages: lead stages. For revenue metrics: metrics.

Build the scoring, run a quarter, check close rate by tier. If A leads aren't closing 2x C leads, tune thresholds. Start a trial and import your lead list , you'll usually find 3 A leads you were treating like C leads in the first hour.