Most roofing companies don’t have a lead problem — they have a math problem. If your goal is to reach $100,000 per month in revenue, the real question isn’t “How do I get more leads?” It’s “How many qualified roofing leads do I actually need, given my close rate and average job size?”
This article breaks the numbers down clearly so you can plan growth based on reality, not guesswork.
Start With Your Average Roofing Job Size
The first variable is your average contract value.
Typical monthly revenue targets look like this:
- $100K with $10K average jobs = 10 jobs per month
- $100K with $8K average jobs = 13 jobs per month
- $100K with $5K average jobs = 20 jobs per month
Higher job values dramatically reduce the lead volume required. This is one reason many contractors focus on insurance, commercial, or premium residential work.
Know Your Close Rate (Most Roofers Don’t)
Your close rate is the percentage of leads that turn into signed contracts.
Common ranges:
- 15–20% = low-performing funnel
- 25–35% = average, stable operation
- 40%+ = strong sales process with qualified leads
If you don’t know this number, you’re flying blind. Improving close rate often produces more revenue than doubling lead volume.
The Roofing Lead Math (Simple but Powerful)
Let’s use a realistic example:
- Average job size: $8,000
- Target revenue: $100,000
- Jobs needed: ~13 per month
- Close rate: 25%
To close 13 jobs at a 25% close rate, you need:
52 qualified roofing leads per month
If your close rate improves to 35%, that drops to:
- ~37 leads per month
If your average job size increases, lead needs drop even further.
This is why lead quality and funnel structure matter more than raw volume.
Why “More Leads” Is Usually the Wrong Goal
Many roofing companies chase volume because:
- They’re using shared leads
- Their funnel leaks after inspections
- Follow-up is inconsistent
Adding more leads to a broken system just increases chaos.
Instead, focusing on better-qualified, exclusive leads — like those generated through systems at https://roofingleads.help/services/ — often reduces the total lead count needed to hit revenue goals.
Residential vs Commercial Lead Volume Requirements
Lead requirements vary by market.
Residential roofing:
- Higher lead volume
- Shorter sales cycle
- Lower average job value
Commercial roofing:
- Fewer leads needed
- Longer sales cycle
- Higher contract values
This is why many companies blend both models. Commercial content and funnels are often discussed in more depth at https://roofingleads.help/blog/.
The Hidden Multiplier: Follow-Up
Most roofers underestimate how many deals are lost due to poor follow-up.
If you:
- Miss calls
- Don’t text back
- Don’t follow up after estimates
Your lead requirement skyrockets.
Strong follow-up systems can:
- Increase close rate by 10–20%
- Reduce lead volume needed
- Improve ROI without spending more on ads
Lead Ownership Changes the Equation
Shared leads force you to:
- Compete on speed
- Compete on price
- Accept lower close rates
Exclusive leads allow:
- Structured follow-up
- Trust-based selling
- Higher close rates
Owning your lead funnel often means you need fewer leads to reach $100K, not more.
Local Market Factors Matter
Market competition, average home values, and insurance prevalence all affect lead math.
If you operate in multiple cities or plan to expand, location-specific funnels help normalize performance across markets. You can see how this is handled at https://roofingleads.help/locations/.
A Realistic Monthly Roofing Lead Range
For most growing roofing companies aiming for $100K/month:
- 30–60 qualified leads per month is typical
- Less if job size or close rate is high
- More if leads are shared or poorly qualified
The exact number depends on your funnel — not just your ambition.
How to Build a Lead Plan That Actually Works
Instead of asking “How many leads do I need?” ask:
- What’s my average job size?
- What’s my real close rate?
- Where does my funnel leak?
- How can I increase lead quality?
If you want help mapping this out for your business, book a strategy call here:
https://roofingleads.help/contact-2/
Hitting $100K per month in roofing revenue isn’t about flooding your business with leads. It’s about building a system where every lead has a clear path to becoming a contract.
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