The three numbers, adjusted for roofers
- Weekly inbound lead volume by source — Google local pack, Facebook, referral, storm-chase / canvassing, repeat customer. Roofers see big variance week to week; weekly granularity matters.
- Days from inspection to signed contract — the most predictive number in roofing. Under 7 days = healthy. Over 14 = sales process is broken or competing on price.
- Close rate by source — referral converts 60-80%, Google local pack 25-40%, Facebook 8-15%. If your mix favors low-close channels, that is the problem.
What gets added for roofers
- Insurance vs retail mix tracking — different sales cycles, different margins, different marketing playbooks
- Storm-week multiplier — record what storm-event-driven leads do to volume so the next storm gets handled, not panicked
- Canvassing efficiency — leads per canvassing hour by neighborhood (if canvassing is part of the mix)
What to remove
- 'Engagement rate' on social media — irrelevant to closed roofing jobs
- Generic GA4 'sessions' — roofers close on the phone, not on the site
- Vanity metrics from marketing agency reports — focus on the three numbers
What BayouEdge sets up
- Call tracking on every channel (Google, Facebook, organic, referral) so every closed job ties back to a source
- One-page Looker Studio dashboard built around the three roofer numbers
- Monthly review call with the owner, walking through what changed and what to do about it
- Storm-event reporting overlay that activates during hurricane and hail seasons
What to do next
Call James at 832-338-2926. Bring your last quarter's close rate by source if you have it; we will name the next lever on the call.
Frequently Asked Questions
- How does storm season change the reporting?
- Volume goes up 3-10x for 30-60 days. The dashboard needs a storm-week overlay so you can see normal-state and storm-state numbers separately. Otherwise the storm averages obscure the real baseline.
- Should we report insurance and retail jobs separately?
- Yes. They have different close rates, different margins, and different sales cycles. Mixing them in one bucket hides the truth about each.
- What about canvassing teams?
- Track leads-per-canvassing-hour by neighborhood. The best canvassers cluster their hours in 2-3 high-density neighborhoods and the data confirms it.
- Can BayouEdge integrate with our roofing CRM?
- Yes — AccuLynx, JobNimbus, Acculynx, and the major ones all have APIs. We pull close data from there into the dashboard.