Roofing Lead Follow Up

Define the new platform leads covered by the follow-up program

Only enquiries saved through a network-owned site, tracking number, or chat are enrolled in this follow-up program, and enrollment happens automatically once the lead record itself is saved — there is no separate step where your team has to request follow-up for a specific contact.

That scope matters because it draws a clear line around what the program can and cannot do. It follows up on a new enquiry that just came in through a covered channel. It does not reach into your company's existing customer list, your own website's contact form, or a homeowner your team met through a referral, because none of those originate in the network's lead record.

• Covered: a call to a tracking number on a network site, saved even if the caller hung up before leaving every detail.
• Covered: a form or chat submission on a network site, saved even when fields like preferred time are left blank.
• Not covered: a homeowner your company already has on file from a prior job or a referral outside the network.
• Not covered: a contact your team manually adds to your own CRM outside of a delivered network lead.

Why incomplete leads are still enrolled

A homeowner who calls and gives a name and a ZIP but hangs up before stating urgency is still saved as a lead, and that incomplete record is still enrolled for follow-up, with the program using whatever urgency or problem information is available and falling back to the standard timing where it isn't. A missing field does not remove the record from the program; it just means the first message may need to ask for what's missing.

Here is how that looks on a real roofing week. A homeowner fills out a form on Monday night about a ceiling stain under a bathroom vent. Because it is not marked as an emergency, the first touch waits a few hours and arrives Tuesday morning with a reminder to stay off the roof and to save a photo of the stain from inside. If she replies with the photo, that reply lands on the lead and your office can call with real context. If she books a time, the sequence is meant to stop. If she texts STOP, texting ends for her number right away. Nothing in that path sends a price, a promise about insurance, or a claim that the roof is safe, and nothing keeps going after the homeowner has asked it to end or has already moved forward with your team.

Coordinate the first response with the roofer's assigned owner

Every enrolled lead has a response owner on your team, and the follow-up sequence is built to work alongside that person's outreach, not instead of it — the automated first touch and your team's direct call are meant to reach the homeowner from two angles in the same window, not compete.

First-touch timing is set by the urgency the homeowner stated or that was inferred from their description of the problem: about five minutes for an emergency, about thirty minutes for a high-urgency repair, and about three hours for a routine or planning enquiry. The faster tiers exist because a homeowner describing an active leak or storm damage is less likely to wait for a callback, and a quick first message can buy time until a person on your team reaches them directly.

Problem-specific safety guidance

Where the homeowner described a roof-related safety concern, the follow-up message includes basic safety guidance appropriate to what they described — for example, a reminder never to climb on the roof themselves to inspect or tarp it. This guidance is informational, not a substitute for your team's own assessment or instructions once they're in direct contact with the homeowner.

• The response owner assigned to the territory is the person your team should expect to follow up directly, independent of the automated sequence.
• Automated first-touch timing is a floor for speed, not a replacement for your team calling the homeowner directly.
• Safety guidance in a message is general and problem-specific, never a diagnosis or a repair instruction.

Use relevant messages based on the original roofing enquiry

Follow-up messages reference what the homeowner actually said, not a generic roofing script, so a message to someone who reported a leak reads differently than one to someone who asked about a maintenance inspection.

Email sequences only run for homeowners who opted in to email as part of the original enquiry; a lead that didn't opt into email is not added to an email sequence regardless of how useful that might seem, and text follow-up always runs under the program's registered texting campaign and checks the opt-out list before every send.

1. The lead record's stated problem, urgency, and service shape which message variant is used.
2. A homeowner who provided a preferred contact time has that preference reflected in message timing where practical.
3. Email follow-up is sent only where the homeowner opted in to email at the point of enquiry.
4. Text follow-up checks the STOP list before every send and is never sent to a number that has opted out.

Texting rules, stated plainly

An inbound reply of STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, or QUIT from a homeowner's number is saved as an opt-out, and that number is never texted again by the program; a reply of START or UNSTOP re-subscribes the number. These keyword rules are handled automatically on every send, and your team should follow current carrier and provider rules, and your own counsel, for anything your own staff texts outside of this program.

Stop or change follow-up when the lead responds or is handed off

Follow-up is intended to stop the moment the homeowner books an appointment or your team marks progress on the lead, so the sequence doesn't keep sending messages to someone your team is already actively working.

• A homeowner booking an appointment through the program's booking flow is an intended stop condition for further automated outreach on that lead.
• Your team marking progress on the lead in the record (for example, confirming contact or scheduling a visit outside the booking flow) is an intended stop condition.
• A homeowner replying with a clear "not interested" or similar response is treated as a reason to stop, not a reason to keep trying variations.
• An opt-out (STOP and equivalents) always ends texting immediately for that number.

These stop conditions are configured per program and per territory rather than hardcoded as one universal rule, so the exact trigger your account uses — for instance, exactly which CRM status counts as "progress" — is something to confirm for your written agreement rather than assume from this page.

A reply changes the sequence, it doesn't just add to it

When a homeowner replies to a follow-up message, that reply is meant to redirect the conversation toward a person on your team rather than trigger more automated messages layered on top of a live conversation. Staff can take over the conversation thread directly.

Prevent duplicate contact from platform and roofer systems

The biggest risk in any automated follow-up program is a homeowner getting messages from two systems at once — the platform's sequence and your own CRM's workflow — without either side knowing about the other.

The platform's side of that is straightforward: it checks the STOP list before every send, and it is designed to stop sending once the lead is booked or marked as progressed in the record. Staff can take over a conversation thread directly, which pauses the automated side of that specific exchange.

1. Confirm in your written agreement which CRM status change is read as "progress" that stops platform follow-up for a lead.
2. If your own CRM also runs an automated drip or text sequence, coordinate timing so the homeowner isn't contacted by both at once.
3. Use the lead record's timeline to see what the platform has already sent before your team's own outreach goes out.
4. Make sure staff know they can take over a conversation thread directly rather than running a parallel manual sequence.

Where the burden of coordination sits

The platform exposes the lead record and its contact timeline so your team can see what's already been sent, but coordinating your own CRM's independent sequences against that timeline is a step your team needs to own — the program isn't connected to the internal logic of every roofing CRM on the market and can't automatically suppress a separate workflow running purely inside your own system.

Measure follow-up through observed contact and appointment events

Follow-up performance is measured against what actually happened on the lead record — replies received, appointments booked, progress marked — not a projected or guaranteed contact rate, because the program does not promise a set percentage of leads will respond to any given message.

What's worth reviewing on a Roofing Market Review is which events your account treats as a successful follow-up outcome, how those events show up in your CRM delivery, and whether the timing tiers (emergency, high urgency, routine) match how your team actually prioritizes incoming work.

A HYPOTHETICAL example can frame this, using assumptions you set yourself, not a published conversion rate: say your team receives 40 enrolled leads in a month, and you estimate that 35% reply to or engage with a follow-up message before your team reaches them directly, and of those, half go on to book an appointment through the booking flow. That would model out to roughly 14 engaged leads and about 7 booked appointments for the month — again, a labeled assumption using your own estimated rates, not a measured or guaranteed result.