Every roof you've done
is a lead you stopped calling.

What it tends to cost

Asking is most of the work, and the survey data on this is unusually clear.

A 2026 vendor survey of 1,002 U.S. adults found 78% had been asked for a review in the past year, and that 83% of the people asked left one. Asking works on four out of five people, which is a better conversion rate than anything else you do.

Roofr's 2025 survey found 75% of roofers ask for reviews while only 35% have a formal way of doing it. That gap is the whole leak. Asking when you remember is not a system, and what you get from it is whatever your best crew leader happened to feel like that week.

There's a deadline hiding in here too. Owens Corning's enhanced warranty has to be registered within 60 days of installation. One registered late isn't covered, and the homeowner finds out years later at the worst possible moment.

A better plan

A review ask within a day of completion, while the new roof is still the best thing that happened to them all month.

A referral ask at close-out, with words they can actually repeat. "Tell them we're the roofer you trust" is easier to pass on than "let us know if anyone needs anything."

Referrals logged as a lead source, so they can be counted. If referrals aren't a source in your CRM, you'll never know they're your best one.

A check-in after every storm, and every eligible warranty registered inside the window.

No reward for a review, ever. It violates Google's policies and the FTC has been active here.

Check this yourself this week

Count your Google reviews by month for the last 12 months. Divide by completed jobs from your CRM for the same period.

That ratio is your real ask rate, regardless of what anyone believes about how often the crews ask. Most shops guess high.

The napkin version

Ten minutes with your own numbers, no spreadsheet needed:

Completed jobs last year, times the extra referral leads per job you think an ask would bring, times your close rate on referrals, times your average job, times your gross margin.

Count a job you didn't sell at gross profit, because you never bought the materials. Count money you already earned at full value.

It'll be rough. That's the point. A rough number you worked out yourself is worth more than a precise one somebody sold you.

What the assessment does differently

The Leak Assessment takes your completed jobs, your review rate and your close rate on referrals, and sizes what a routine would be worth in your shop. It also checks your warranty registrations against the 60-day window, which is a liability question as much as a revenue one.

Haven't taken the scorecard yet? It's twelve questions and about three minutes.