A multi-market roofing group grew from $13.3M to $43.3M in sales by growing demand without losing sales discipline.
3.3x
sales, $13.3M to $43.3M, Year 1 to Year 6
2.7x
appointments, Year 1 to Year 6
31-33%
closing rate held, Year 1 to Year 6
$7.1k to $8.1k
average ticket, Year 1 to Year 6
At a glance
Industry
Roofing
Footprint
7 metros
Period
Six years
Focus
Demand, lead tracking, follow-up
The challenge
Growing sales across seven metros meant more leads, more appointments, and more places for jobs to slip. The group needed to scale demand without letting closing rate or ticket size erode.
What changed
• Lead tracking by source, so every channel was judged on booked work.
• Faster follow-up on new leads, so appointments kept pace with demand.
• One shared set of KPIs for leadership and marketing, reviewed on a steady cadence.
Results
More appointments,same closing rate,higher ticket.
Case study - regional roofing group
Residential sales won, up 3.3x
Case study - regional roofing group
Appointments run per year, up 2.7x
Company and brand names are withheld. Figures reflect the periods shown. Results vary and are not a guarantee of future performance. Year 6 appointments are estimated.
Search visibility
From an average position of about 18 to 3.3 across 71 tracked keywords.
Rankings are not the goal, booked jobs are. But visibility in search is one of the inputs, so the group tracked it next to calls, appointments and closing rate instead of treating it as a separate report.
Search rankings
Average Google position, start
About 18
Average Google position, latest
3.3
Keywords tracked
71
Takeaway
Growth held because demand, follow-up, and measurement moved together.
Appointments grew 2.7x while closing rate stayed in a 31 to 33 percent band. That is what a system looks like, as opposed to a channel that spikes and fades.
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