The Roofing Accelerator by The Call Center Doctors
You have a sales problem. We will sell.
Roofing sales training alone does not fix it. We recruit, hire, train and run your closers, and we follow up on every estimate until it is a yes or a clear no.
jason@ccdocs.comSarah, who answers our phone line, is our AI assistant.
Made with AI
The sales problem nobody in your office will say out loud
Made with AI
You are the closer everyone waits for. That is the problem.
You built this company with your own voice at the kitchen table. You walk the roof, you read the homeowner, and you know when to talk about the deductible and when to stop talking. Your close rate is the one number in the company nobody else can match, and everybody in the office knows it.
So every estimate that matters waits for you. You run inspections in the afternoon, take the adjuster's call between them, and return the homeowner's message at night from the truck. When you are on a roof, the sale is on hold.
Meanwhile the estimates you could not get to sit in a folder. Only 16% of roofing contractors consistently follow up with homeowners the same day on unsold estimates.1 The rest go cold while the owner is busy doing the work nobody else in the company can do.
That is not a work-ethic problem. You work harder than anyone you employ. The ceiling is you: the company can only sell as much as you can personally carry, and you are already carrying all of it.
This page is about taking that weight off you. Not with another course or another pep talk. With a sales team we recruit, train and run beside you, as one part of The Roofing Accelerator by The Call Center Doctors.
Why roofing sales training alone does not fix it
Training is an event. Selling is a system that has to run every day, whether you are in the room or not.
Most owners have already tried it. You paid for the seminar, bought the course, sent a couple of reps to the weekend workshop. They came back fired up. A few weeks later they were back to their old habits, and you were back to closing the big ones yourself.
Roofing sales training fails for the same reasons every time. It teaches a script and walks away. Nobody hires the right people to use it, nobody manages them on a Tuesday, nobody reviews how each estimate was won or lost, and nobody calls the homeowner back the following week.
Here is what that looks like from the owner's chair.
The training fades within weeks
A course is a single event. Without someone reviewing the work every week, reps drift back to whatever feels comfortable, and comfortable does not close.
Reps move on fast
Across sales jobs in general, not only roofing, average sales rep turnover is 35% a year, versus 13% across all industries.2 Every rep who leaves takes a pipeline and your training dollars out the door.
One call attempt, then silence
Sales reps make only 1.3 call attempts, on average, before giving up on a new lead.3 A homeowner who is collecting quotes does not wait for the call that never comes.
Nobody actually runs the team
Training expects someone to manage the reps after the trainer leaves. In most roofing companies that someone is you, between inspections, with no time left to do it.
Most reps miss their number
In a survey across all industries, 84% of sales reps missed quota last year; 67% don't expect to hit it this year.4 A course alone does not change that.
Every hour a lead waits, it gets harder to win
Older studies and new roofing surveys say the same thing: the first company to reach the homeowner has the edge.
Each figure below links to its source at the bottom of this page. Read them as a scorecard for your own office: how fast does a new lead hear from you today?
For what this looks like inside a roofing office, read speed to lead for roofers.
- nearly 7 times
Firms that contact a lead within an hour are nearly 7 times as likely to qualify it as firms that wait even one hour longer -- and over 60 times as likely as firms that wait 24 hours.5
- 100 times
Calling a lead within 5 minutes instead of 30 makes contact 100 times more likely and qualification 21 times more likely.6
- 42 hours
was the average response time to a web lead, among companies that responded at all.5
- 37%
In an audit of 2,241 US companies, only 37% answered a web lead within an hour and 23% never responded at all.5
- 16%
of roofing contractors consistently follow up with homeowners the same day on unsold estimates.1
- 39%
of homeowners expect to hear from a roofer the same day; 56% expect it within one to two days.7
The cost of doing nothing, estimate by estimate
Every roofing owner is already in a bake-off, whether he likes it or not. 66% of homeowners gather three roofing quotes; just 1% accept one quote.7 You are not competing with the whole market. You are competing with the other trucks that parked in that driveway this week.
And the lowest number is not what decides it. 74% of homeowners say responsiveness and communication matter more than the price of the project.8 The roofer who calls back first, explains clearly and follows up without being chased wins jobs he was never the lowest bid on.
Now look at your own pipeline honestly. Every unsold estimate in a folder is a homeowner who already let you on the roof, already heard your number and already said maybe. That is the warmest lead you will ever have, and it is the one most companies stop calling.
Of 9,538 companies sent a test lead, 47% never responded.3 Nobody sets out to ignore a lead. It happens because nobody owns the follow-up, and in a roofing company the one person who could own it is usually on a ladder.
Each week the sales engine runs on you alone, the unsold estimates pile up and the homeowners sign with someone else. You already paid for the inspection: the drive, the ladder, the afternoon. You never got paid for the roof.
That is the loss. Here is exactly what we do about it.
We recruit and hire your closers
The hardest part of a sales team is the people. We take the hiring off your desk.
A great closer is hard to find, and every roofing owner knows it. 92% of construction companies that are hiring have trouble finding qualified workers.9
A bad hire is worse than no hire. Replacing one employee costs one-half to two times that person's annual salary.10 That is before you count the jobs a weak rep lost while you were finding out he was weak.
So we run recruiting for your sales team as part of The Roofing Accelerator. We write the role, find the candidates, screen them and put the strongest in front of you. You meet the finalists. You approve every hire. Nobody joins your team that you did not say yes to.
We hire for the two kinds of selling roofing actually has. Storm work needs closers who can walk a homeowner through an insurance claim with patience and honesty. Retail work needs closers who can sell a new roof to someone whose old one is not leaking yet. Different people, different strengths, one standard.
The same recruiting work staffs the rest of your company, too. See how we handle recruiting, training and the back office for every role, not only sales.
The training program we build for your company (retail and insurance)
Not a generic course. The roofing sales process, written down around how your company sells, then practiced until it is habit.
We build your sales training program from the ground up, around your company, your market and your jobs. It is written down, it belongs to you, and every new closer learns the same way from the first day. It covers the whole sale, in the order it happens.
The first conversation. How to answer, what to ask, and how to set an inspection time the homeowner actually keeps.
The inspection. Walking the roof, documenting what you find with photos, and explaining it at eye level to someone who has never been on a roof.
The kitchen table. Presenting the options clearly, talking about the number with confidence, and asking for the signature without pressure and without apology.
Insurance and storm work. How claims work, how to meet the adjuster prepared, and how to keep the homeowner informed from the inspection to the install.
Retail work. Selling a replacement on value, age and risk, when there is no storm and no claim to point to.
Objections. 'We are getting other quotes.' 'We need to talk it over.' 'The other roofer came in lower.' Every common objection, with an answer that respects the homeowner and keeps the door open.
The follow-up. What happens after the homeowner says 'we need to think about it': which day, which channel and who owns it.
Then we practice it. Role-play before a closer ever runs an appointment alone, and a weekly review of real work for as long as that closer is on your team. If you want a simple place to start grading calls today, use the roofing call scorecard template.
A roofing sales training course, or a sales team we run
Same goal: more signed jobs. Very different odds of getting there.
A course hands you knowledge and leaves the rest to you. The Roofing Accelerator takes the whole sales function and runs it with you, line by line.
| What changes | The usual way | With The Roofing Accelerator |
|---|---|---|
| Who finds the reps | You do, between inspections | We recruit, screen and present finalists; you approve every hire |
| Training | A course or a weekend seminar | A written program built for your company and practiced every week |
| Daily management | Whoever has time, usually the owner | We run the daily work; you make the big calls |
| Coaching | Now and then, when something goes wrong | AI coaching for every closer, every week |
| Speed to lead | Whenever someone gets to it | Every new lead gets a call first, then a text and an email, on a set schedule |
| Follow-up | A call or two, then nothing | A follow-up sequence our team owns, on every unsold estimate |
| Paying for growth | You buy leads and hope | A fixed cost per acquisition, with every signed job's cost in your weekly report |
| What you see | A gut feeling at month-end | Your weekly report, with every number that matters |
AI coaching for every closer, every week
Made with AI
Here is the part no seminar can do. Your closers get AI coaching built into their week.
The coaching cycle begins as soon as the team is hired and the training program is written: weeks 3-6 of the Winter Sprint.
Every sale leaves a trail: the notes, the estimate, the follow-up messages, the outcome. AI reads that trail across your whole team, spots where deals stall, and turns it into specific coaching. This closer loses deals after the estimate goes out. That one wins the inspection but not the signature. This one follows up once and quits.
Then we act on it. The coaching lands in the weekly review, and the next week's numbers show whether it worked. No guessing about who is improving. No waiting a whole quarter to find out a rep was never going to make it.
The research points the same way. 83% of sales teams using AI saw revenue growth, versus 66% of teams without AI.4 That is a correlation, not proof of cause, and we treat it that way: the proof that matters is your own signed jobs.
In a large study of support agents, AI help raised support-agent productivity 14% on average -- and 34% for newer, less-skilled workers.11 Different job, same lesson: the people with the most to learn gain the most from coaching that shows up every week.
The AI also takes back the hours your closers lose to busywork. Sales reps spend 70% of their time on non-selling tasks.4 Notes, reminders, follow-up drafts and scheduling move to the systems and people around them, so your closers spend their day in front of homeowners.
Very few of your competitors are doing any of this. Nearly 79% of roofing contractors use no AI at all; only 4% use AI built into their CRM.1 That leaves your market wide open to the first company that coaches every closer, every week.
Speed to lead and follow-up on every estimate
Speed and follow-up are the two close-rate gains almost every roofing company leaves on the table.
Made with AI
So we build the sales process around the clock that matters: the homeowner's. Every inbound call is answered. Every new lead gets a call while it is still warm, then a text, then an email, on a set schedule, until the homeowner books an inspection or tells us no.
Homeowners want exactly that. When homeowners reach out to a roofer, most prefer a phone call (56%).7 Answering it, fast and every time, is work we run for you through every inbound call answered and every lead followed up.
Then comes the part most companies skip: the unsold estimate. After the kitchen table, every homeowner who said 'let us think about it' goes into a follow-up sequence our team owns, not one that lives in a closer's memory. Calls, texts and emails keep coming at a steady, respectful pace until the homeowner signs, says no, or asks us to stop.
Follow-up is where the quiet money is. According to MarketingSherpa, 79% of marketing leads never convert into sales; lack of lead nurturing is the common cause.12 Every one of those estimates cost you an afternoon and a truck on the road. Following up is how you finally get paid for them.
The old names count too. 74% of homeowners find a roofer through a recommendation; 62% would call a roofer they've used before.7 Your past customers and your old estimates are a sales channel. We work them, starting with the money already sitting in your CRM.
Want to see what faster follow-up is worth to your company right now? Put your own numbers into the speed-to-lead calculator.
The first 90 days: the Winter Sprint
Your sales team is not a someday project. It is on the calendar from the first week of the Winter Sprint.
Winter is around the corner. Prepare now.
- Weeks 1-2
Phones, CRM and reactivation wired in
Every inbound call is answered, and the old estimates in your CRM start getting calls again.
- Weeks 3-6
Closers and AI coaching
Recruiting runs, the training program goes live, and every closer starts the weekly coaching cycle.
- Weeks 7-13
Full appointment flow, books closed by the 5th
Your trained team runs on a full calendar, and you see what every signed job cost to win.
The sales math, step by step
No example numbers. Your own numbers go into the calculator below.
Every roofing sale runs on the same chain. Improve any link and the whole chain pays. Improve every link at once and the gains multiply, because each step feeds the next.
| Line | What it is | The formula | Why it matters |
|---|---|---|---|
| 1 | Appointments | leads a month x the share that book an inspection | Speed to lead and follow-up raise this share. It is the first place a slow company loses money. |
| 2 | Signed jobs | appointments a month x close rate | Hiring, training and AI coaching raise the close rate. So does following up on every unsold estimate. |
| 3 | Revenue | signed jobs x average job | Trained closers present the full scope of the job with confidence, so the average job holds up instead of shrinking at the table. |
| 4 | Cost to win each job | what you spend on leads and selling / signed jobs | This is your cost per acquisition. On The Roofing Accelerator it is a fixed cost per acquisition, and every signed job's real cost shows up in your weekly report. |
| 5 | Profit per job | average job - materials and labor - cost to win the job | When the cost to win each job is on your books and the close rate climbs, more of every job stays in your company. |
| 6 | Profit added each year | added signed jobs a year x profit per job | This is the number that matters. Not revenue on its own: profit you can see, count and keep. |
Run your own numbers
Enter your leads, your close rate, your average job and your own margin. You will see an estimate of your yearly revenue and profit at those numbers, and what the company could be worth run the way it runs today versus systemized.
Every number in it is yours, except the valuation multiples. It is an estimate from your own numbers, not an appraisal.
The exit side uses the tiers roofing M&A advisors publish, linked at the bottom of this page. Roofing M&A advisors put owner-dependent roofing companies at 3-4X EBITDA, companies with a management team at 5-6X, and systemized companies with the owner in a strategic role at 7X+.13
One fixed cost per acquisition
Here is the line that changes how a sales team feels to own. Unlimited sales at a fixed cost per acquisition.
We can say that because we buy at a scale few roofing companies ever see. We spend $150,000 a day on Google roofing leads and book hundreds of roofing appointments every day. And we have done this before. We've worked with over 1,500 roofing companies.
Most roofing owners pay for growth in the dark. You buy leads, pay reps and run ads, and only find out months later what each signed job actually cost you. When a month goes badly, the cost per job climbs and the margin disappears with it.
We turn that around. You buy at a fixed cost per acquisition, and your weekly report shows what every signed job actually cost to win, so every new job arrives with its margin in plain sight. What that cost is for your markets, we walk through with you on the strategy call.
Those appointments feed the team we build. See how roofing appointments at a fixed cost per acquisition work for storm and retail, residential and commercial.
And we do not stop at the sale. We will squeeze every last penny out of every last thing in your business.
What we put our name on
Not a thin $5M-$10M. A wildly profitable $5M-$10M.
One-third of roofing contractors report EBITDA margins between 6% and 15%.1 EBITDA is your yearly profit before interest, taxes and a few accounting items. That is the industry's figure, not a promise of ours. It is why we count the cost of every signed job, not only the number of jobs.
The guarantee covers new business. Profit comes from the work we do together on every margin lever, and we show you that math line by line.
There is no hard revenue minimum. It is for any roofing company that is ready to add $5M-$10M profitably.
Here it is, in writing.
What you see every week: your weekly report
You keep final say. We run day-to-day.
Every week you get a report on all of it, and you approve the big calls.
On the sales side, that report answers the questions you ask yourself at night. How many leads came in? How fast did we reach them? How many inspections ran, how many estimates went out, how many signed, and what did each signed job cost to win? Which closers are climbing, and which need help?
The big decisions stay with you: who joins the team, how the pay plan works, which markets you chase. We run the daily work that turns those decisions into signed jobs.
Our founder, Jason Shouldice, puts it in one line in his letter: "I will personally be your CEO."
The sales team is one part of the full Roofing Accelerator offer, and your weekly report covers every part we run.
We are doing this together.
Why start now, not next season
Life is short. None of us is promised tomorrow. Why wait a day?
Every week you wait is another week of unsold estimates going to someone else's crew. You have already seen what the research says happens to a lead that waits.
The slower months are the right time to hire, train and coach a sales team, while the calendar is quieter, so the team is ready when the phones get busy again. Start after the season turns, and you spend the next busy stretch closing everything yourself, again.
Storm season does not wait for your hiring plan. The sooner the team is running, the sooner you stop being the only closer in your own company.
Questions about the sales team
How do you get good at roofing sales?
Three habits matter most: reach homeowners fast, run a clear inspection and presentation every time, and follow up on every unsold estimate on a set schedule. Calling a lead within 5 minutes instead of 30 makes contact 100 times more likely and qualification 21 times more likely.6 The rest is practice with feedback: role-play, a weekly review of real work, and coaching on the exact moment each deal stalled.
Why do people quit roofing sales?
Mostly because they are left alone. New reps often get a few days of training, a stack of leads of mixed quality and nobody reviewing their work, then a slow month on commission. Across sales jobs in general, not only roofing, the average sales rep stays about 18 months.2 Reps stay longer when the appointments are steady, the training is real and someone coaches them every week. That is the system we build.
What does a roofing sales rep do?
A roofing sales rep, often called a closer, turns an inspection into a signed contract. The job is to reach the homeowner fast, inspect and document the roof, explain the options in plain words, work through the insurance claim on storm jobs, present the estimate, ask for the signature and follow up. On the teams we run, follow-up, scheduling and notes are carried by the systems around the closer.
How do you hire roofing sales reps?
Write the role around how your company actually sells, storm or retail. Then screen for the traits that close: they listen more than they talk, they follow a process, and they follow up without being told. Test them in role-play before they meet a homeowner. In The Roofing Accelerator we run that whole process for you: we recruit, screen and present the finalists, and you approve every hire.
How do you build a successful roofing sales team?
Four parts, in order: the right people, a written training program, a steady flow of appointments, and weekly management with real numbers. Most companies buy one part and hope for the rest. We build and run all four, and your weekly report shows the leads, the speed to lead, the inspections, the signed jobs and what each signed job cost to win.
Is there online roofing sales training?
Yes, and plenty of it. A course or a video library can teach a script. What it cannot do is hire your closers, manage them on a Tuesday, review their real work every week and call back every homeowner who said maybe. That is the part we run, alongside a written training program built for your company.
Who manages the reps day to day?
We do, and you stay in charge. We run the schedule, the coaching, the follow-up and the weekly reviews. You make the big calls: who joins the team, how the pay plan works and which markets you chase. You see all of it in your weekly report, and any question you have gets a straight answer from the people running your team.
Can you train the reps I already have?
Yes. Your current reps go through the same training program as every new closer, with the same role-play, the same weekly reviews and the same AI coaching. The weekly numbers soon show you who is growing and who is not, so every decision about your team rests on facts instead of a hunch.
Does this work for both storm and retail roofing?
Yes. The Roofing Accelerator serves roofing companies in the USA only, storm and retail, residential and commercial. Storm closers are trained on insurance claims and on meeting the adjuster prepared. Retail closers are trained to sell a replacement on value when there is no claim to point to. Both run on the same speed to lead, the same follow-up and the same weekly numbers.
What exactly is the guarantee?
At least $5M in new business in the next 12 months. In writing. We aim for $10M. If we miss $5M, we keep working free until we hit it. The conditions, printed plainly: you follow the playbook; you have install capacity; you are ready for the volume; you sign a 12-month agreement. The full terms are in the written agreement.
Apply, then book your strategy call
You have been the closer everyone waits for long enough. Apply today, and we will build the team that sells when you are not in the room.
Winter is around the corner. Prepare now.
We are doing this together.
- 45 minutes on Zoom, weekdays 10am-6pm ET.
- Or call Sarah, our AI assistant, at (844) 766-3535. She answers, qualifies you and books your strategy call, or sets up a call back with our team.
- jason@ccdocs.com
A short application, then you pick a time for your strategy call on the spot.
Step 1 of 3
Your application is in.
Pick a time for your Roofing Accelerator Strategy Call now. You can also call Sarah, our AI assistant, at (844) 766-3535, or write to jason@ccdocs.com.
Book your Roofing Accelerator Strategy Call45 minutes on Zoom, weekdays 10am-6pm ET.
Keep reading
Every part of The Roofing Accelerator has its own page.
- The whole plan, in one readThe Roofing Accelerator
- Booked appointmentsroofing appointments at a fixed cost per acquisition
- Call centerevery inbound call answered and every lead followed up
- CRM reactivationthe money already sitting in your CRM
- Back office and peoplerecruiting, training and the back office
Sources
Every number on this page is either our own, stated by our founder, or linked to its source below.
- Roofing Contractor (reporting ServiceTitan's 2026 Roofing & Exterior Market Report), "Roofing Contractors Bet on Tech for Growth in 2026" (2026) https://www.roofingcontractor.com/articles/101759-roofing-contractors-bet-on-tech-for-growth-in-2026
- Xactly, "10 Sales Turnover Statistics You Need to Know" (2022) https://www.xactlycorp.com/blog/motivation/sales-turnover-statistics
- InsideSales.com (XANT), "2014 Annual Lead Response Report" (2014) https://resources.insidesales.com/wp-content/uploads/2019/11/2014-Lead-Response-Report.pdf
- Salesforce (6th State of Sales report), "Salesforce Report: Sales Teams Using AI 1.3x More Likely to See Revenue Increase" (2024) https://www.salesforce.com/news/stories/sales-ai-statistics-2024/
- Harvard Business Review, "The Short Life of Online Sales Leads (HBR, March 2011)" (2011) https://hbr.org/2011/03/the-short-life-of-online-sales-leads
- InsideSales.com (Lead Response Management Study), "Lead Response Management Study" (2007) https://25649.fs1.hubspotusercontent-na2.net/hub/25649/file-13535879-pdf/docs/mit_study.pdf
- Roofing Contractor, "The Homeowner's Roofing Journey in 2026" (2026) https://www.roofingcontractor.com/articles/102121-the-homeowners-roofing-journey-in-2026
- Roofing Contractor (sponsored; reporting Roofr's 2026 Homeowner Study, 292 homeowners), "What Homeowners Actually Want From Their Roofer" (2026) https://www.roofingcontractor.com/articles/102503-what-homeowners-actually-want-from-their-roofer-and-its-probably-not-what-you-think
- NRCA, reporting a 2025 contractor workforce survey (2025) https://www.nrca.net/RoofingNews/labor-shortage-in-construction-is-main-cause-of-project-delays.9-16-2025.12933/details/story
- Gallup, "This Fixable Problem Costs U.S. Businesses $1 Trillion" (2019) https://www.gallup.com/workplace/247391/fixable-problem-costs-businesses-trillion.aspx
- National Bureau of Economic Research (published in The Quarterly Journal of Economics, 2025), "Generative AI at Work (Working Paper 31161)" (2023) https://www.nber.org/papers/w31161
- HubSpot, "30 Thought-Provoking Lead Nurturing Stats You Can't Ignore" (2012) https://blog.hubspot.com/blog/tabid/6307/bid/30901/30-thought-provoking-lead-nurturing-stats-you-can-t-ignore.aspx
- AXIA Advisors, "How Much Do Roofing Companies Sell For?" (2025) https://axiaadvisors.com/how-much-do-roofing-companies-sell-for/