Episode 03:
Roofing Leads Are Expensive: How The 9 Essential Nails Make Sure They Don’t Go To Waste

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Noah Johnson (Intro):
Welcome back to Big Ideas for Roofers! I’m Noah Johnson, and today’s episode is all about FOLLOW-UP, because the reality is, most roofing contractors are losing sales simply because they’re not following up enough. In this episode I want to make sure every roofing contractor listening is leaving no qualified lead behind and because there’s a big reward for improving the ability to do this through  the Power of AI Follow-Up, that’s exactly what we’re diving into today! How AI workflow automation ensures that every single qualified lead you generate gets followed up with, nurtured, and converted into a paying customer.

Each week, we touch on all Nine Nails to Roofing Contractor Growth, but today’s focus is how AI-powered follow-up can help you recover lost sales, convert hesitant homeowners, and make sure your hard-earned leads don’t slip through the cracks. To help break this down, I’ve brought back Eric Herman, an expert in AI workflow automation for the roofing industry. Eric, welcome back to the show!

Eric Herman:
Hey Noah, thanks for having me back! This is one of my favorite topics because follow-up is the difference between struggling roofers and the ones consistently closing deals. Too many contractors think, ‘If the customer was serious, they’d call me back.” But that’s just not how it works. People get busy, they forget, they need reminders. And the truth is, the contractor who stays in touch the longest usually wins the job. AI workflow automation makes that easy.

Noah Johnson:
Let’s kick things off by discussing why consistent follow-ups are so crucial in roofing sales. An often-quoted statistic is that 80% of sales happen after more than five follow-ups. Yet, it seems many contractors give up after just two. So, Eric, let me ask you. Why do so many contractors struggle with it?

Eric Herman:
Great question. The biggest issue is time. Roofing business owners are busy running job sites, managing crews, and dealing with customers. They don’t have time to follow up on every lead multiple times. So what happens? Leeds get ignored, follow-ups get missed, and potential sales go to competitors. That’s why AI workflow automated follow-up is a game-changer. Ya know Noah, I can’t overstate just how important consistent, “Intelligent” follow-up, is in the roofing industry.

The sales cycle for roofing is longer and often involves higher stakes, so it’s crucial to stay top-of-mind with potential clients. Many contractors lose out on potential sales simply because they fail to follow up sufficiently. Customers often need time to consider their options, secure financing, or wait for the right moment to commit. By not maintaining regular contact, contractors allow potential clients to slip away, often into the hands of competitors.

Noah Johnson:
That’s a compelling observation and serves as a wake-up call for those who might not realize the long-term value follow-ups can offer. And what does this mean for a roofing company’s bottom line?

Eric Herman:
It means more sales, fewer wasted leads, and no need for extra staff. Instead of hiring more office workers to make follow-up calls, AI does it for you automatically. Your best closers get to focus on closing. You don’t need to waste time chasing leads. And of course, more leads turn into booked jobs.

Noah Johnson:
That’s huge. AI isn’t replacing sales teams—it’s making them more efficient by handling the grind work so that closers can focus on closing. That sounds like a game-changer for contractors trying to juggle numerous leads. Could you break down this AI follow-up system into its phases and explain a bit more about each one?

Eric Herman:
Absolutely. Our system is divided into three key phases. 

1. Immediate Response is the first. We setup a cadence where an AI assistant, calls, texts, and emails new leads within seconds of them reaching out. If the prospect doesn’t respond, the AI Assistant keeps following up. Depending upon the contractor, that follow up can be every few minutes, every  few hours or over the course of 48 hours typically. The goal, is of course to get the lead on the phone and book an appointment.  

2. Phase 2. This is short-term prospect nurturing. Over the first month we typically follow up every other day. Mind you, this is “intelligent follow up”. It’s not just pestering the prospect for an appointment or call. After the first month, we move the follow up to twice a week. Again, offering something of value, just trying to keep the contractor top of mind and appearing consistently. 

3. By the end of the first 90 days, we move the prospect into a long-term follow up sequence that can last up to 18 months. The idea here is to strategically engage with these leads over an extended period, ensuring that your business remains top-of-mind when they’re ready to make a decision.

Noah Johnson:
That sounds like a comprehensive approach. I can see how the structured nature of these phases ensures no lead is left unattended too long. Apart from increasing engagement, how does this system impact the cost structure typically associated with workforce requirements in managing leads?

Eric Herman:
Great question, Noah! One of the core benefits of integrating AI workflow automation into the lead-follow-up process is cost efficiency. By automating repetitive and time-consuming follow-up tasks, AI allows companies to save significantly on staffing expenses. Contractors can reallocate resources more strategically, enabling their best sales closers to focus on high-value tasks like closing deals rather than spending energy on chasing down unresponsive leads. Moreover, this ability to streamline operations not only reduces costs but also enhances operational efficiency.

Noah Johnson:
Efficiency and cost-effectiveness are critical for any successful business. Can you share any real-world examples where AI automation strategies have proven successful for roofing contractors?

Eric Herman:
Certainly, Noah. One mid-sized roofing company that implemented an AI workflow automation follow-up system was struggling with managing leads effectively and often lost them due to delayed follow-ups. By deploying AI workflow automation they increased their response rate by 70%. In another case, a contractor used AI to nurture long-term leads over a period of two years, eventually seeing a 40% rise in booked jobs compared to the prior year. These are just a couple of examples showing how AI can drive concrete results in improving sales and enhancing customer relations.

Noah Johnson:
That’s impressive. Now, let’s tie this into Nine Nails to Roofing Contractor Growth, okay?

Eric Herman:
Let’s do it.