The Monthly Owner Review: 10 Metrics for Roofing Owners

The monthly owner review is sacred

Every first Friday of the month, block 3 hours. Close the door. Turn off Slack. Read the business like a book. If you do not do this, you are steering by gut feel and the business grows lumps.

Here is the 10-metric dashboard plus the deep review format.

The 10 KPIs to review every month

Pull these from RoofKnockers or your CRM + accounting + ops systems:

1. Revenue for the month: Actual vs target. Year-to-date vs target. Same month prior year comparison.
2. Gross margin percentage: Actual for the month. Year-to-date. Trend line.
3. Net margin percentage: Same three views.
4. Jobs installed: Count this month. YTD. Average job size.
5. New contracts signed: Count and dollar value. Future pipeline.
6. Sales conversion rate: Inspections to signed contracts.
7. Leads generated: By source (door, Facebook, Google, referral, repeat).
8. AR days outstanding: Total AR. AR over 60 days. AR over 90.
9. Rep scorecard: Revenue, contracts, activities per rep. Top and bottom quartile.
10. Customer review score: Google star rating trend. New reviews this month.

The P and L read

Block 45 minutes for the P and L. Not glance. Read. Ask questions.

Line by line

• Revenue by segment: insurance, retail, commercial, repair
• Cost of goods sold: materials, labor, subs, dumpsters, permits
• Gross profit and gross margin percentage
• Operating expenses: sales comp, marketing, office, insurance, equipment
• Operating income
• Other expenses: interest, taxes
• Net income

Ask these questions

• Is gross margin trending up, down, or flat?
• Did any OpEx category grow faster than revenue? Why?
• Are we over-spending on marketing relative to leads generated?
• Is comp as a percentage of revenue in line with plan?

Write down 3 action items from the P and L read. Not 10. Three.

The AR aging review

45 minute block. Pull the AR aging report.

Categories

• Current (0 to 30 days)
• 31 to 60 days
• 61 to 90 days
• 90 plus days

Actions per category

Current: nothing. Normal.

31 to 60: office admin calls this week. Log outreach in RoofKnockers.

61 to 90: sales manager calls. Escalate if needed.

90 plus: owner calls. Decision: negotiate, settle, write off, or legal.

The pipeline review

30 minutes. Pull the sales pipeline dashboard.

• Total open pipeline dollar value
• Pipeline by stage
• Pipeline by rep
• Pipeline aging (how long deals have sat)
• Expected close value for next 30 and 60 days

Questions

• Do we have 3x the monthly target in open pipeline? If not, sales is under-fed.
• Are any reps stalling disproportionately? 1-on-1 needed.
• Are any stages clogged? Diagnose why.

The rep scorecard review

30 minutes. Per rep:

MetricTargetMonthlyYTDRevenue closedPer planActualActualContracts signedPer planActualActualClose rate40 percentActualActualAverage deal size14,000ActualActualPipeline owned400,000ActualActual

Top 2 reps: thank them this week. Bottom 1 to 2 reps: deep dive 1-on-1 next week.

The customer review read

15 minutes. Read every new Google review and every NPS survey response. Do not skim. Read.

• What patterns show up in the 5-stars? Double down on those.
• What patterns show up in 1 to 3 stars? Fix those.
• Any names of reps or crews being singled out (good or bad)?

Respond to every single review within 48 hours. Good or bad. Your response matters more than the review.

The monthly action list

End the 3 hour review with a written list of 5 to 8 specific actions:

1. Specific action, owner, due date
2. Example: "Call top 3 delinquent customers this week. Owner: Jen. Due: Friday."
3. Example: "Coach Dave on close rate with 1-on-1. Owner: Sales Manager. Due: Wednesday."
4. Example: "Audit shingle supplier pricing vs 3 competitors. Owner: Controller. Due: end of month."

Put the actions into RoofKnockers tasks. Review at the next monthly.

When the monthly review goes off the rails

Signs:

• You are reading the same numbers for 6 months straight without acting
• You cannot pull the 10 KPIs without a week of spreadsheet work
• Your bookkeeper is weeks behind

Fix: clean up your data systems first. The monthly review is useless on bad data. Invest in a controller, cleaner chart of accounts, and a CRM that actually reflects reality.

Related reading: weekly ops meeting template, quarterly business review, and year over year planning.

FAQ

Should my leadership team be in the monthly review?

The deep read is owner-only. Then hold a 1-hour leadership team review the following Monday where you share findings and align on actions.

What if I miss a month?

Do a double the following month: cover 2 months of data and specifically look at trend lines. Do not skip the habit.

How do small companies do this without a controller?

Under 2 million, the owner plus bookkeeper plus CRM dashboard is enough. The review is shorter (90 minutes instead of 3 hours) but the discipline is the same.