Territory-Level Conversion Tracking for Roofing Sales

Rep-level conversion data is table stakes. Territory-level conversion data is where the money hides. A zone can have healthy rep stats on paper but be quietly killing your conversion rate, because the territory itself is the problem. You cannot see that without tracking conversion by zone.

The Five Conversions That Matter

Every knock should roll up into a five-stage funnel:

1. Knock to contact: door knocked, homeowner answered
2. Contact to inspection: homeowner agreed to a roof inspection
3. Inspection to contingency: rep signed a contingency agreement
4. Contingency to claim approval: insurance approved the claim
5. Claim approval to built job: job actually got built and invoiced

Track all five by territory. Not just by rep.

Benchmark Numbers

Typical healthy rates for storm-exposed markets with recent hail:

StageWeak zoneAverage zoneStrong zone Knock to contactUnder 25%30 to 40%45%+ Contact to inspectionUnder 15%20 to 30%35%+ Inspection to contingencyUnder 40%50 to 60%70%+ Contingency to claim approvalUnder 50%55 to 65%70%+ Claim approval to builtUnder 85%90 to 95%97%+

Retail (non-storm) numbers are lower across the board: knock-to-contact around 25 to 30%, contact-to-inspection around 10 to 15%, inspection-to-contingency around 25 to 35%.

The "Same Rep, Different Zone" Test

The cleanest way to isolate territory effect from rep effect: take one rep and have them work two different zones for a week each. Compare conversion rates. If rep A converts at 22% in zone A and 8% in zone B, zone B has a problem.

Common reasons for weak zones:

• Saturation from prior canvassing (neighborhood is picked over)
• Wrong roof age profile (too many new roofs)
• Wrong insurance carrier mix (too many non-RC carriers)
• Competitor saturation (3 other roofers working the same zone)
• HOA or rental property concentration (renters do not sign contingencies)

When to Redraw

A zone should be redrawn or retired when:

• Knock-to-contact drops below 20% for 60+ days
• Contact-to-inspection drops below 10% for 60+ days
• Built jobs per 1,000 doors drops below 3 per year

Redrawing means either expanding the zone into new neighborhoods, shrinking it to concentrate on the working streets, or retiring it entirely and reallocating the rep.

Conversion Overlay on the Map

The most useful tool we have built is a conversion heatmap overlaid on the territory grid. Green cells are converting above 60%. Yellow is 40 to 60%. Red is below 40%.

When you see a zone that is mostly green with a red cluster in one corner, you redraw to exclude the red cluster. When you see a zone that is mostly red, you retire it and reassign the rep. When you see a zone that is all green, you expand it.

RoofKnockers shows this overlay at the street-block level so managers can zoom in and see exactly which streets are earning.

Rep Diagnostic Questions

When territory-level conversion is low, interview the rep before redrawing. Ask:

1. What are homeowners saying when they say no?
2. What percent of doors have visible roof damage from the street?
3. Have you seen other roofing trucks in the zone?
4. What percent of homes look like rentals?
5. How many homeowners mention already having an inspection?

Answers to these questions will tell you whether the problem is the zone, the rep, or the market conditions.

Tracking Ad Attribution

If you run Facebook ads or door hangers in a zone, the conversion rate should spike 2 to 4x for 30 to 60 days after the campaign. If it does not, the ad spend is not working in that zone. Cut it.

Conversely, if a zone has steady 1.5x conversion lift from ads, invest more there. Territory conversion data is what makes marketing spend accountable to the sales team.

Quarterly Territory Review

Every 90 days, pull the conversion data by zone and rank them:

• Top quartile: expand
• Second quartile: hold
• Third quartile: diagnose and redraw
• Bottom quartile: retire or reassign

This is not optional. Teams that skip the quarterly review end up with 30% of their territory producing 80% of their revenue, and the other 70% is just rep hours burned.

See also: how to draw sales territories for roofing.

FAQ

How many data points do we need before a conversion number is reliable?

At least 100 knocks per zone before you trust the knock-to-contact rate. 50 contacts before you trust contact-to-inspection. 25 inspections before you trust inspection-to-contingency.

Do we separate insurance from retail conversion tracking?

Yes. They are different funnels. A zone might be great for retail and terrible for insurance, or vice versa.

Can we compare conversion rates across markets?

Cautiously. Dallas storm conversion looks different from Seattle retail conversion. Compare within a market, not across markets.