Roofing Sales KPI Dashboard Setup: 10 Metrics That Matter

Most roofing dashboards track 30+ metrics that nobody uses. The useful dashboard tracks 7-10 metrics that every rep and every manager look at weekly. The difference is whether decisions get made from the dashboard or from gut feel.

The 10 KPIs

1. Knocks per Week

Volume metric at the top of the funnel. Benchmark for a mature rep: 300-500 knocks per week. New reps: 200-350. Below 200 is a coaching conversation. Above 600 raises a quality question (are these rushed doors).

2. Contacts per Week

Contacts = conversations of 60+ seconds with a decision maker or adult household member. Good canvass neighborhoods produce 15-20% contact rate (knocks to contacts). Weaker neighborhoods or poor times: 5-10%. Target contacts per week: 40-75 depending on territory.

3. Inspections Set

Inspections scheduled during a canvass conversation. Good reps convert 20-30% of contacts into inspections. Target: 10-20 inspections set per week.

4. Inspections Run

Set is not run. No-show rates range 15-30%. Inspections run is where the rep sees the roof, documents damage, and has a chance to close or file a claim. Target run rate: 70-85% of set inspections.

5. Proposals Sent

For retail work: proposals/quotes delivered to the homeowner. For insurance work: the "proposal" is either a signed contingency contract (pre-claim) or a direct contract at the carrier-approved scope. Target: 5-10 proposals per week per rep.

6. Signed Contracts

The commitment moment. Close rate on inspections run: 20-40% typical. New reps 10-15%. Top reps 35-45%. Signed does not equal installed; cancellation rates still apply.

7. Supplements Filed

Supplements are the hidden margin in insurance work. Target: 1 supplement per claim on average, approved supplement average $1,500-$3,500. Reps filing zero supplements are leaving 15-25% of revenue on the table.

8. Supplements Approved Percentage

Of supplements filed, what percentage get approved. Good: 70-85%. Below 50% means documentation or scope interpretation is weak. Above 95% means you are under-filing.

9. Average Deal Size

Total signed revenue divided by signed contracts. Trends matter more than absolute number. If deal size is dropping, reps are closing smaller work (maybe price pressure, maybe scope-cutting). If rising, either upsell is improving or insurance claims are getting stronger.

10. Days to Close

From first contact to signed contract. Retail benchmark: 14-21 days. Insurance benchmark: 28-45 days. Trending up over 30 days means pipeline is aging. Trending down under 14 means reps may be pressure-closing.

Weekly Dashboard Layout

Arrange the 10 KPIs in funnel order on a single screen. Each metric shows:

• This week's number
• Trailing 4-week average
• Team average (for rep view) or last year same week (for team view)
• Target or benchmark
• Color indicator: green (at or above), yellow (within 10% below), red (more than 10% below)

Monthly Roll-Up

Monthly view adds:

• Revenue signed
• Revenue installed
• Revenue collected
• Gross margin by job
• Cancellation rate
• Installation backlog in days

Rep View vs Manager View

MetricRep ViewManager View Knocks per weekPersonal + team avgBy rep ContactsPersonalBy rep + trend Inspections setPersonalTeam funnel health Close ratePersonal onlyBy rep, coaching flag SupplementsPersonalBy rep + team total RevenuePersonalBy rep, branch, total

Reps should not see other reps' private metrics unrequested. Team averages are fine. Direct rep-to-rep comparisons produce drama.

What to Cut

Metrics you do not need on the dashboard:

• Hours worked (leads to time-card gaming)
• Miles driven (micromanagement without clear signal)
• Average email response time (noise)
• Page views on proposal (bad data, not actionable)
• Any metric you have not used in the last 30 days

Alerting and Coaching Triggers

Set automatic alerts when a rep drops below threshold 2 weeks in a row:

• Knocks per week under 200
• Close rate under 15% on inspections run
• Zero supplements filed on 3+ insurance claims
• Cancellation rate above 25%
• Days-to-close rising by 20%+ for 3 consecutive weeks

Alerts trigger a 1-on-1 conversation, not a write-up. Numbers open conversations, not close them.

Building the Dashboard

Options:

1. In your canvass tool: RoofKnockers has the 10 KPIs pre-configured with the alerting above. See the dashboard feature.
2. Google Sheets: works for 1-3 reps. Breaks down at 5+ reps because data entry becomes the bottleneck.
3. Tableau or Looker: overkill for teams under 20 reps and costs $70-$150/user. Reserve for large organizations.
4. Custom Supabase/Postgres dashboard: if you have a dev team and specific reporting needs not covered by SaaS.

The First 90 Days of Using a Dashboard

1. Week 1-2: data cleanup. Expected to see ugly numbers because historical data is inconsistent.
2. Week 3-4: set team benchmarks from actual performance, not aspirations.
3. Week 5-8: introduce weekly review meetings, 30 min, dashboard on screen.
4. Week 9-12: tie specific coaching actions to specific metric movements.
5. Month 4: revisit and remove any metric that has not triggered a conversation.

Related: weekly canvass competition ideas, first week check-ins, and top rep retention playbook.

See RoofKnockers pricing or start a trial.

FAQ

How often should a rep look at the dashboard?

End of each day: knocks, contacts, inspections set. End of week: full review. Daily obsession with close rate creates neurotic behavior. Weekly rhythm is right.

What if a rep refuses to log activity?

That is a non-negotiable basic job requirement. A rep who does not log activity cannot be coached and cannot be paid fairly. Address in week 1. Release in week 4 if unchanged.

Can I benchmark against other companies?

Broad industry averages circulate in trade publications. Use them as directional guidance, not targets. Your market, your territory, and your claim mix drive your real numbers.