You don't have a lead problem. You have a follow-up problem.
Most roofing companies already get enough calls and quote requests to hit their number. The jobs get lost after the lead comes in — a call that rings out while you're on a roof, a quote nobody chased. I fix that part, and it costs a fraction of what buying more leads costs.
- Every call you miss gets answered by text in under a minute
- Every new lead and every old quote gets followed up until it books or says no
- You get a report of booked appointments, not a dashboard full of clicks
- Roofing companies only
- Pricing is on this page
- Month to month
- You work directly with me
Missed call, 4:12 PM — you were on a roof.
Sorry we missed you — this is Dale at Ridgeline Roofing. What's the address, and what's going on with the roof?Sent 41 seconds later
3402 Bella Vista Rd. Lost a bunch of shingles in the wind Sunday and there's a stain on the ceiling now.4:14 PM
Got it. Dale can be there Thursday at 9 or Friday at 1 — which works?4:14 PM
Nobody touched a phone. That homeowner was going to be your competitor's job by 4:15.
The homeowner hires whoever gets back to him first — and keeps showing up.
How much more likely you are to have a real conversation with the decision maker if you make contact within the hour instead of an hour later. Wait a full day and it's 60× worse.
Harvard Business Review, 2011 — audit of 2,241 companiesOf leads never get a second call attempt. Not a second week of chasing — a second call.
Velocify, analysis of roughly 3.5 million leadsOf the leads that eventually turn into jobs are reached inside six call attempts. Most companies quit after one.
Velocify, analysis of roughly 3.5 million leadsPut those three together and the conclusion is simple: speed and persistence decide who gets the job, not price. That is a process problem, and process problems can be fixed without spending another dollar on advertising.
Four places roofing companies lose jobs they already won
Not one of these is a marketing problem. Every one of them happens after the lead has already come in — which means you are paying for these leads twice and getting nothing for it.
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The calls you can't answer
You're on a roof, under a truck, or talking to a homeowner. The phone rings out. That was a $10,000 to $30,000 job, and you'll never know it existed.
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The quotes that go quiet
You measured it, you priced it, you sent it. He said he'd think about it. Three weeks later someone else is on his roof — not because they were cheaper, but because they called him back.
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The customers you already have
You did a roof for them two years ago. They need gutters cleaned, a vent resealed, a neighbour referred. Nobody's talking to them, so they Google it like a stranger.
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The agency that doesn't know roofing
Generic ads, a dashboard full of clicks, and an account manager who's never heard of a drip edge. You pay monthly for impressions instead of jobs.
Services
Six services in the order I'd actually build them. The first three stop you losing jobs you already have. The last three go get you new ones. Doing them in that order matters — new leads poured into broken follow-up just leak out faster.
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Missed-call text back
The second a call goes unanswered, the homeowner gets a text from your number asking for the address and the problem. You reply when you're off the roof. The lead is still warm.
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Speed-to-lead follow-up
New enquiries get a reply in under a minute, seven days a week. The ones who don't answer get worked for two weeks — call, text, email — until they book or tell us to stop.
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Pipeline recovery
Your recent quotes that went quiet and your past customers get contacted properly, with permission, on your behalf. This is the cheapest work on this page because you already paid to get these people.
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Reviews on autopilot
Every finished job gets a review request at the moment the homeowner is happiest — off your phone, without you having to remember. Reviews are the highest-leverage free thing in local marketing: they lower what every lead costs you and they push you up the map pack.
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Local SEO and Google Business Profile
Close to half of homeowners find their roofer through search. I build out your Google Business Profile properly, work you into the map pack for each city you actually drive to, and write service and city pages the way a homeowner types — "roof leak repair" plus the town name, not "premier roofing solutions." Straight answer on timing: this one takes six to twelve months to carry real weight, which is why it sits underneath the follow-up work instead of replacing it.
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Google and Meta ads
Google Ads, Local Service Ads and Facebook, built around roofing's seasons and your service area. Your ad budget goes straight to Google and Meta — never through me — and you see the management fee and the ad spend as two separate numbers, because mixing them is how roofers end up not knowing what anything cost.
Pricing
Most agencies make you sit through a call before they'll say a number. Here are mine. Everything is month to month — you can cancel at the end of any month with an email.
Plans start at
Month to month. No setup fee, no onboarding fee, no minimum term. Cancel at the end of any month with one email.
Everything that stops you losing the leads you already have. Missed-call text back. Every new lead answered inside 60 seconds, seven days a week. A 14-day follow-up sequence on anyone who goes quiet. Review requests after every completed job. And in month one, I work your last six months of dead quotes and your last two years of past customers at no extra charge.
If month one doesn't book you at least 3 appointments, month two is freePlan 1, plus getting found. Google Business Profile built out and posted to weekly, map pack work for every city you serve, service and city pages written for how homeowners actually search, citations and listings cleaned up, and a monthly report that shows booked jobs rather than traffic. Published rates for this level of local SEO run $750 to $1,500 a month — the follow-up system is bundled in at that price, not charged on top.
+ your ad budget
Plan 2, plus Google Ads, Local Service Ads and Meta managed properly, with call tracking on every channel so you know which one paid for itself. I'd want at least $2,500 a month in ad budget for this to be worth running, and that money goes straight to Google and Meta, not to me. I won't sell you this until Plan 1 is working, because ads on top of slow follow-up just lose money faster.
Who these prices are built for
Residential roofing companies doing roughly $500,000 to $3 million a year. That is deliberate. The agencies everyone recommends — Hook, Blue Corona and the rest — start around $2,000 to $2,500 a month and generally want you above $2 million before they'll take the call. I built these plans for the companies sitting underneath that line, at rates that still buy real work rather than a template.
The maths, using your numbers not mine
- An average residential re-roof runs about $11,000 to $15,000.
- At a 30% gross margin, one job puts roughly $3,500 to $4,500 in your pocket.
- That single job covers Plan 1 for seven months, or Plan 2 for three.
- So the question isn't whether you can afford it. It's whether I can find you one extra job a quarter.
If I can't, you should fire me, and month-to-month billing means you actually can.
What one more job costs you, three ways
This is the whole argument for fixing follow-up before you buy more advertising. Same outcome — one more roof on the schedule — at three very different prices.
What one roofing lead cost on Google search ads in early 2026 — and that's a lead, not an appointment and not a job. Run it through a normal close rate and you're near $1,000 a job.
SearchLight, Q1 2026 — $310,000 of tracked spend across 15 contractorsWhat a shared lead site costs per job you actually book, because the same lead gets sold to as many as eight contractors and closes around one time in ten.
Published 2025–2026 roofing channel benchmarksWhat Plan 1 works out to per extra job, if it recovers you two a month from leads you had already paid for. No ad spend behind it.
$497 a month divided across two recovered jobsPlanning for the slow season
Most shingle manufacturers want it at or above about 5 °C (40 °F) for the seal strip to bond properly. In a cold market that leaves you roughly six weeks of install weather from here, then four or five months of a phone that doesn't ring.
Which means the work that fills your April happens in January — chasing the quotes that died over the season, getting back in front of past customers, and taking deposits on spring installs while every competitor in town has gone quiet. Nobody feels like paying for marketing in February. That's exactly why it's cheap to win in February.
Warm market? Ignore the weather. The January slump still turns up on your bank statement.
Process
Four steps with dates attached, so you know exactly what happens and when. You can stop after any of them.
- Day 1
A 20-minute call
I ask how many quotes you send a month, how many calls you miss, and what happens to a lead after it comes in. If the numbers say I can't help you, I'll tell you on that call and we're done.
- Day 2
You see the numbers before you pay anything
Before you pay anything, you get a plain-English page showing roughly how many leads are falling through and what that's worth at your average job size. Your numbers, not made-up ones.
- Week 1
Setup
I need about an hour of your time, access to your phone number and whatever list of past jobs you've got — even if it's a notebook and a phone log. I'll rebuild it.
- Every Monday
Reporting
Calls answered, leads chased, appointments booked. One page. If the number is bad, I'll say so before you have to ask.
When I'd tell you to save your money
I would rather turn down the work than take a retainer from someone I can't move the needle for. If any of these describe you, don't book the call.
- You send fewer than about 15 quotes a month. There isn't enough in your pipeline yet for this to pay for itself. Build up volume first and come back — I'll tell you that on the call rather than take the retainer.
- You want a twelve-month contract to feel safe. I only work month to month, and an agency that needs to lock you in is telling you something about its results.
- You want somebody to blame when the phone is slow. I'll give you the numbers either way, including the bad ones.
- You chase storms and you'll be in a different state in six weeks. Nothing here has time to work.
- Your crews are already booked six months out and you're turning work away. Come back when that changes.
About RIF
Who you're actually dealing with, and how I work.
- Name
- John Watson
- Company
- RIF Agency
- Works with
- Roofing only
- Serves
- North America
- Based
- British Columbia
- You deal with
- Me, directly
- Phone
- 250-540-4238
- john@rifagency.com
- @rifagency
- TikTok
- @rif.agency
I'm John, and I run RIF Agency. When you call, you get me — not an account manager three layers down who has never been on a roof and needs a week to get you an answer.
I only work with roofing companies. Not HVAC, not landscaping, not dentists. Most agencies work with whoever walks in the door, which means they learn your business on your money and run you the same campaign they ran for a chiropractor last week. I already know what a tear-off costs, what a lost quote is worth, and why your phone stops ringing in November.
No made-up logos, no fake screenshots. The prices are published on this page, everything is month to month, and on Lead Rescue, if month one doesn't book you at least 3 appointments, month two is free. If I don't produce, you can walk with one email.
How I work
- Bad numbers come first. If a week went badly you'll hear it from me on Monday, before you have to ask.
- One thing at a time. I won't sell you ads until the follow-up is working. Ads on top of broken follow-up just burns money faster.
- If I'm not the fit, I'll say so. On the first call, and I'll point you at someone better.
Common questions
How much is this going to cost me?
Plans start at $497 a month and all three are listed above with real numbers. No setup fee, no onboarding fee, no minimum term. Plan 3 also carries an ad budget that you pay straight to Google and Meta — I never touch it, and I always quote it to you separately.
Do you work outside my area?
Yes. I work with roofing companies across North America. None of this depends on me being local — it depends on your phone, your leads and your calendar. The strategy gets built around your market, your crew size and your average job.
Is this going to spam my customers and make me look bad?
No, and this is worth two minutes of your time. I only message people who gave your company their number — recent enquiries and past customers — and only inside the windows the law allows. In Canada that's six months from an enquiry and two years from a customer. Anything older gets a phone call instead, not a text.
Every message goes out with your business name and an easy way to stop. Anyone who says stop is off the list that day and never gets contacted again. That's your reputation, and your licence to text, and I'm not spending either to hit a number.
I've been burned by an agency before. Why would this be different?
Fair, and you should be. Three differences you can check before you spend anything: the prices are published on this page instead of hidden behind a call, it's month to month so you're never trapped, and on Lead Rescue, if month one doesn't book you at least 3 appointments, month two is free. If I don't produce, you can walk with one email.
How fast will I see anything?
Missed-call text back works the day it's turned on — you'll see it on your own phone. Pipeline recovery usually books appointments inside the first week, because we're talking to people who already know your name. Ads take 30 to 60 days to settle down, which is why I don't start there.
Am I locked into a contract?
No. Everything is month to month. Send an email and you're done at the end of that month — no cancellation fee, no notice period, no winding-down clause. I'd rather keep you because the calendar is full than because a contract says so.
I don't have a CRM. My leads are in my phone and a binder in the truck.
That's most roofing companies, and it's fine. Call log, text history, a folder of quote PDFs, a notebook — I'll rebuild it into a proper list. That's part of setup, at no extra charge.
What do you need from me to get going?
About an hour on a call, access to your business phone number and calendar, and whatever record of past jobs and quotes you've got. That's it. I don't need your bank details, your passwords or the keys to your website.
Twenty minutes, and you'll know either way.
I'll ask about your quote volume and your missed calls, and then tell you roughly what's leaking and what it's worth. If I'm not the right fit, I'll say so on the call — that's a faster answer than most agencies give you after a month.
Free. Twenty minutes. No slide deck.
Or skip the calendar and just call me.
250-540-4238Roofing companies only. If I'm up a ladder, leave a message — I'd be a hypocrite if I didn't call you back.