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Selling roofs isn’t just about knocking doors or handing out business cards—it’s about building a process that works. That’s why RCAT invited Nic, Senior Sales Lead at Roofr, to present at our recent conference and break down exactly how Texas contractors can build scalable, reliable, and repeatable sales systems. With decades of hands-on experience—from working with his dad's roofing business to closing hundreds of deals virtually—Nic has seen it all, and he brought a no-fluff, practical mindset to the stage. This blog highlights key takeaways from his presentation: The Roofing Sales Process – From Quotes to Closing Deals. For the full experience, including personal stories, real examples, and audience interaction, watch the entire video here: ?? Watch Nic’s Full Talk Why Roofing Sales Needs a Process (Especially in Texas) The Texas roofing market is one of the most competitive in the country( And possibly the world!) With no licensing requirements, a “truck-and-a-ladder” contractor can pop up overnight. That’s why process matters more than ever. Nic emphasized that while many roofing companies rely heavily on referrals or gut instinct, building a documented sales process is what separates scalable businesses from owner-dependent chaos. Whether you’re running a team of 3 or 30, your process should do the heavy lifting, not just you. The Three Pillars of a Great Roofing Sales System Nic broke down the foundation of every great roofing sales operation into three key components: 1. Document Everything Too often, owners become bottlenecks. Nic challenged the audience: Can you put your full sales process on paper—from lead to invoice? If not, it’s time to sit down and map it out. Having a simple, defined path (pre-sales, sales interaction, post-sales) lets you train others and scale without losing control. 2. Capture, Don’t Just Generate Lead generation is great, but if you’re not capturing interest and data effectively, you’re leaving money on the table. Nic gave practical examples of how contractors can use QR codes on yard signs, leave-behinds, and trucks to grab a prospect’s attention and get them into the funnel immediately. “Your marketing should do something. A QR code that gives an instant estimate does more than a business card ever could.” 3. Train for Replicability The faster you can train your team on your process, the faster they can start producing. Nic shared the importance of having checklists, SOPs, and systems in place—so new hires don’t have to rely on your time or memory to succeed. Standing Out in a Crowded Market According to Nic, Texas has the highest number of roofers per capita. So how do you rise above the noise? By offering something the “Chuck in a Truck” can’t: clarity, professionalism, and reliability, starting with your sales process. Whether it’s: Setting clear expectations on your website Using branded leave-behinds with tech-enabled tools Following up quickly and systematically ...it all adds up to trust, and trust closes deals. “People aren’t just buying a roof. They’re buying a process that protects their home and makes them feel confident about the decision.” Speed to Lead: Why Every Minute Matters One of the biggest sales killers? Delay. Nic shared stats that hit home: Contacting a lead within the first hour makes you 7x more likely to close the deal Dropping off the proposal before your competitors increases close rates by 40% 44% of sales require four or more follow-ups—so don’t give up after one Texas roofers know how fast a storm can hit. Your sales process should be just as responsive. Scouting Beats Canvassing Nic introduced a smart strategy: “The Six-Pack” Method. Instead of knocking 100 random doors, start with six: the house you’re quoting or installing, plus the neighbors on both sides and across the street. It’s more personal, more targeted, and more effective. Leave a door hanger with a 30-second instant estimator QR code. Follow up if scanned. This isn’t just marketing—it’s lead capture in action. Referrals Are Your Best Salespeople Nic made it clear: if your business runs on referrals, you’re doing something right. But could you be doing more? He shared ideas like: Sending thank-you gifts or birthday mailers to past customers Creating branded “roofiversary” postcards using CRM data Asking for Google reviews in a structured, repeatable way “Referrals close at 90% or more. It’s not just the cheapest lead source—it’s the best one.” Lessons from a Sales Surge Nic shared a story about a once-in-a-century windstorm in Toronto that dumped over 100 leads into his lap overnight. While the volume was great, the chaos exposed every flaw in the process. What saved them? Pre-built checklists, training, and a scalable system. Texas contractors know storm season well. The question isn’t if the leads will come, but whether your process is ready when they do. Tools Help—but Only If the Process Exists First CRMs, instant estimators, proposal builders—they’re great. But they don’t fix broken processes. “Buying new tech won’t help if you don’t already know what you’re trying to fix.” Nic recommends building the process first. Then, find tools that support it, not the other way around. Final Takeaways from Nic’s RCAT Presentation Nic’s talk was packed with practical advice and hard-earned lessons. Here’s what stuck with us most: Write it down: If it’s not documented, it can’t scale Speed wins: Be the first to respond, and you’re halfway to closed Referrals are gold: Make it easy for customers to refer you Keep it simple: A small, clear process is more powerful than a complex one Process first, tech second: Tools support structure—they don’t replace it Watch the Full Presentation This blog just scratches the surface of what Nic shared with RCAT members. If you’re serious about tightening your sales game and building a stronger, more scalable roofing company, we highly recommend watching the full session here: ?? Watch Now: The Roofing Sales Process – From Quotes to Closing Deals RCAT is proud to host expert sessions like these to help Texas contractors grow smarter, not just bigger. For more resources, upcoming events, and membership benefits, visit www.rcat.net.
Selling roofs isn’t just about knocking doors or handing out business cards—it’s about building a process that works.
That’s why RCAT invited Nic, Senior Sales Lead at Roofr, to present at our recent conference and break down exactly how Texas contractors can build scalable, reliable, and repeatable sales systems.
With decades of hands-on experience—from working with his dad's roofing business to closing hundreds of deals virtually—Nic has seen it all, and he brought a no-fluff, practical mindset to the stage.
This blog highlights key takeaways from his presentation: The Roofing Sales Process – From Quotes to Closing Deals.
For the full experience, including personal stories, real examples, and audience interaction, watch the entire video here: ?? Watch Nic’s Full Talk
The Texas roofing market is one of the most competitive in the country( And possibly the world!) With no licensing requirements, a “truck-and-a-ladder” contractor can pop up overnight.
That’s why process matters more than ever.
Nic emphasized that while many roofing companies rely heavily on referrals or gut instinct, building a documented sales process is what separates scalable businesses from owner-dependent chaos.
Whether you’re running a team of 3 or 30, your process should do the heavy lifting, not just you.
Nic broke down the foundation of every great roofing sales operation into three key components:
Too often, owners become bottlenecks.
Nic challenged the audience: Can you put your full sales process on paper—from lead to invoice?
If not, it’s time to sit down and map it out.
Having a simple, defined path (pre-sales, sales interaction, post-sales) lets you train others and scale without losing control.
Lead generation is great, but if you’re not capturing interest and data effectively, you’re leaving money on the table.
Nic gave practical examples of how contractors can use QR codes on yard signs, leave-behinds, and trucks to grab a prospect’s attention and get them into the funnel immediately.
“Your marketing should do something. A QR code that gives an instant estimate does more than a business card ever could.”
The faster you can train your team on your process, the faster they can start producing.
Nic shared the importance of having checklists, SOPs, and systems in place—so new hires don’t have to rely on your time or memory to succeed.
According to Nic, Texas has the highest number of roofers per capita.
So how do you rise above the noise?
By offering something the “Chuck in a Truck” can’t: clarity, professionalism, and reliability, starting with your sales process.
Whether it’s:
...it all adds up to trust, and trust closes deals.
“People aren’t just buying a roof. They’re buying a process that protects their home and makes them feel confident about the decision.”
One of the biggest sales killers? Delay.
Nic shared stats that hit home:
Texas roofers know how fast a storm can hit. Your sales process should be just as responsive.
Nic introduced a smart strategy: “The Six-Pack” Method.
Instead of knocking 100 random doors, start with six: the house you’re quoting or installing, plus the neighbors on both sides and across the street.
It’s more personal, more targeted, and more effective.
Leave a door hanger with a 30-second instant estimator QR code.
Follow up if scanned.
This isn’t just marketing—it’s lead capture in action.
Nic made it clear: if your business runs on referrals, you’re doing something right. But could you be doing more?
He shared ideas like:
“Referrals close at 90% or more. It’s not just the cheapest lead source—it’s the best one.”
Nic shared a story about a once-in-a-century windstorm in Toronto that dumped over 100 leads into his lap overnight.
While the volume was great, the chaos exposed every flaw in the process.
What saved them? Pre-built checklists, training, and a scalable system.
Texas contractors know storm season well.
The question isn’t if the leads will come, but whether your process is ready when they do.
CRMs, instant estimators, proposal builders—they’re great. But they don’t fix broken processes.
“Buying new tech won’t help if you don’t already know what you’re trying to fix.”
Nic recommends building the process first.
Then, find tools that support it, not the other way around.
Nic’s talk was packed with practical advice and hard-earned lessons. Here’s what stuck with us most:
This blog just scratches the surface of what Nic shared with RCAT members.
If you’re serious about tightening your sales game and building a stronger, more scalable roofing company, we highly recommend watching the full session here:
?? Watch Now: The Roofing Sales Process – From Quotes to Closing Deals
RCAT is proud to host expert sessions like these to help Texas contractors grow smarter, not just bigger.
For more resources, upcoming events, and membership benefits, visit www.rcat.net.