Roofing lead response playbook for storm and steady demand

Capture the inspection record

Collect customer, property address, contact preference, roof or problem description, visible interior damage, insurance involvement when volunteered and scheduling constraints. Avoid promising coverage or claim outcomes.

Tag the source and campaign at intake so completed revenue can be connected to marketing spend. Preserve the original source when records merge.

• Property and service area
• Urgency and active leak
• Inspection availability
• Source and assigned owner

Use separate storm-mode rules

High-volume events require a declared operating mode with tighter territory, honest response windows, backup staffing and clear priorities. Do not leave normal booking promises active when the team cannot deliver them.

Publish approved customer messages for inspection timing, temporary mitigation boundaries and next updates. Consistency reduces repeat calls.

Move from lead to inspection

Make the next action obvious: schedule, request missing property information or route to human review. Confirm the appointment and state what the homeowner should expect without implying a sales outcome.

If demand exceeds capacity, maintain an honest waitlist or referral policy. Unowned leads and repeated generic texts create reputational damage.

Measure completed value

Track time to first response, inspection booked, inspection completed, proposal delivered, contract won and collected revenue by source. Storm volume can make early metrics look strong while production capacity becomes the real constraint.

Review leads marked lost or unreachable. Fix bad phone routing, slow assignment and territory leakage before buying more lead volume.