How Does Your Roofing Business Handle Objections From Leads?
Contractors who specialize in roofing sales have likely heard this from prospects before: "We're still receiving more quotes before we decide." It may be the most common objection in home improvement sales, and for good reason. Remember, a new roof is a significant investment, and most smart homeowners know the importance of doing their homework.
The mistake that a lot of roofing contractors make is in treating this common objection as a stall, instead of treating it as an opportunity. If you can handle your response correctly, the multiple-quotes conversation represents your chance to differentiate, build trust, and position yourself as the only logical choice before the prospect moves over to your competitor.
Understand What the Objection Is Really Saying
When a homeowner says they're getting multiple quotes, what they're not saying is, "I don't trust you." More often, "I don't yet have enough information to feel confident" is what they mean, and that obstacle is a problem you can easily solve.
After all, your job as a roofing contractor isn't to talk them out of making healthy comparisons. Your job is to make sure that when they do their comparison homework, every other contractor falls short of what you're offering. Let's take a look at how you can accomplish this.
Lead With Value, Not Price
Roofing contractors who consistently lose multiple-quotes battles like the one described here tend to compete exclusively on price. The ones who win, however, compete on value. To do this, get specific about what sets your roofing company apart—this is where things like years in business, manufacturer certifications, crew experience, local reputation, and quality of materials tell your story best.
When you show up to a meeting with prospects, be sure to bring the right documentation. Roofing contractors who show up with a high quality portfolio, specific and local references, and qualified manufacturer credentials can effectively communicate professionalism that a low-ball bid simply won't be able to beat.
For roofing contractors looking to sharpen their overall lead conversion approach, the RGR Marketing blog covers sales and lead optimization strategies across the home improvement space.
Make Your Warranty the Centerpiece
In roofing, warranty terms are often the clearest point of differentiation. Because of this, they are also one of the most persuasive tools a roofing salesperson has in their arsenal.
Here's why: a 50-year manufacturer warranty paired with a robust workmanship guarantee is a fundamentally different product than a 20-year warranty with limited labor coverage. This is true even when the roofing shingles look identical from one brochure to the next.
Be sure that in your sales pitch, you carefully walk prospects through the warranty comparison, and do it explicitly. Most competing bids will forget to do this, which means you're educating the homeowner in a way that works in your favor.
Use Timeline as a Closing Lever
Quality roofing contractors book out months in advance. If you have availability in the next two to three weeks, then be sure to say so, but make clear that the level of availability isn't going to last. Homeowners who are on the fence about moving quickly tend to respond to honest, low-pressure scarcity.
When you pair timeline pressures with financing options, you can remove the final barrier. Offer prospects a flexible payment plan that fits the contours of their monthly budget to close more deals. This typically matters more to a homeowner's decision than the total project cost.
According to the National Roofing Contractors Association, by offering financing options, roofing contractors can increase close rates significantly by shifting the conversation from total cost to monthly affordability.
Follow Up Like It's Your Job — Because It Is
Most roofing sales are not closed on the first visit. A structured follow-up sequence — a thank-you email the same day, a check-in call at 48 hours, and a value-add touchpoint at day five — keeps you top of mind while competitors go silent. Reference something specific from your conversation to make each touchpoint feel personal rather than automated.
The contractors who follow up consistently and thoughtfully win a disproportionate share of the deals that start with "we're getting multiple quotes." The best follow-up strategy works better when your pipeline is full of high-intent prospects from the start. When it's time to buy high quality roofing leads, be sure to get in touch with RGR Marketing to see how we can help you connect with homeowners who are ready ready to go.
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