As publicly traded companies have their “earnings seasons,” the roofing and exteriors industry, too, seems to have its horizonal reporting month.

Following the publication of Roofing Contractor’s “2025 State of the Roofing Industry” and Houzz’s similarly titled “State of the Industry” reports, customer relationship management provider JobNimbus released its annual data-driven offering on Wednesday titled “Peak Performance 2025 Roofing Industry Benchmarks for Success" report.

The account — clocking in at a meaty 150 pages — includes graphs, charts, tables and statistics aplenty, and is undeniably comprehensive. 

The elevator analysis: The roofing industry is undergoing significant changes driven by evolving customer expectations, technological advancements and shifting market dynamics.

The report surveyed roofing professionals across the U.S. and offers a detailed look at industry benchmarks, emerging trends and growth action strategies.

Demographics and Workforce Trends

The report begins by examining the roofing industry's demographics: 75% of roofers are between the ages of 26 and 45, with nearly half (46%) having five years or less of experience. This suggests a relatively young and growing workforce but also underscores the need for training and mentorship to ensure quality and consistency in the industry.

“Diversity,” a hot-button word that has since come under attack, remains a challenge, with 80% of the workforce identifying as non-Hispanic/Latino. The report notes, "Our goal for next year is to get more Hispanic/Latino participation to make up the gap," indicating a push for greater inclusivity in the industry.

Owners make up the largest portion of survey respondents at 53%, yet the report also highlights the multiple roles owners often play, including: office management (66%), sales management (70%) and production management (63%). 

This underscores the importance of efficient systems and tools to help owners manage their multifaceted responsibilities.

Business Operations and Revenue Growth

The report identifies key trends in business operations, particularly the shift towards high-volume and high-revenue models. 

High-volume roofing companies, defined as those completing at least 400 roofs annually, tend to be more established, with 67% having been in business for 11 years or more. 

Similarly, high-revenue companies earning over $4 million annually also tend to have longer business tenures, with 64% operating for at least 11 years.

One of the most striking findings is the correlation between technology adoption and business success. JobNimbus users, for example, are more likely to complete 201–500 roofs annually than contractors not using a CRM, including competitors like Acculynx and ServiceTitan. 

"If you want to do more roofs, you need processes in place," the report advises. "Get a project management software to help you keep jobs organized."

Marketing, Leads and Sales

Marketing strategies have evolved significantly, with customer referrals remaining the most effective lead source, cited by 91% of respondents. 

However, high-volume companies increasingly rely on active lead-generation strategies, such as canvassing (70%) and paid online ads (52%). Social media also plays a crucial role, with Facebook (97%), Instagram (72%), and TikTok (22%) being the most popular platforms for roofing businesses.

The report emphasizes the importance of online reviews, noting that 66% of high-revenue businesses have 100 or more reviews. 

"Having over 200 reviews is a best-in-class number," the report states. "Put a consistent effort into getting more reviews for your business to see major dividends."

Video marketing is another growth area, with 33% of roofers creating videos in-house and 19% using YouTube to reach a wider audience. High-revenue companies are more likely to invest in video marketing, with 16% spending over $10,000 annually on this strategy.

The report highlights the importance of tiered pricing and upselling in driving revenue. Over half of all roofers (61%) use a "good, better, best" pricing model, with high-volume companies being 8% more likely to offer these options. 

High-revenue companies also see a higher percentage of customers choosing the "best" option, with 21% reporting that 71–90% of their customers select the highest-priced package.

Commission structures vary, with 73% of roofers basing commissions on gross sales and 27% tying commissions to profit. 

High-revenue companies are more likely to offer higher salaries, with 30% paying sales teams $100,000 or more annually. "To attract and retain stronger sales talent, consider offering higher salaries or introducing performance bonuses," the report advises.

Efficiency and Technology Adoption

Production efficiency is critical for profitability, with the report revealing that 64% of roofers take between two weeks and a month to complete a job from lead to final invoice. 

However, highly rated companies tend to complete jobs faster, with 32% finishing within a month and 11% in less than a week.

Technology plays a significant role in streamlining operations. CRM tools are the most commonly used software, with 79% of roofers relying on them for communication, scheduling, and project management. 

High-revenue companies are more likely to use advanced tools like scheduling software (54%) and project management software (53%). The report also highlights the importance of transparency and communication in enhancing customer satisfaction. 

"By adopting advanced technologies, the industry can improve communication, providing clarity for customers and a more efficient workforce," the report states.

Cash Flow, Remits and Corporate Culture

Cash flow management remains a challenge for many roofing businesses, with 55% of roofers spending $500 or less on video marketing and 28% investing more than $2,000. High-revenue companies are more likely to invest heavily in marketing, with 16% spending over $10,000 annually.

Payment methods are also evolving, with credit cards (86%) and financing options (77%) becoming increasingly popular. 

High-volume companies are more likely to offer financing, with 83% providing this option to customers. 

"Offer financing not as an afterthought but as a key sales tool," the report advises. "It turns 'hell no' into 'hell yes' for larger, more profitable jobs."

Company culture and employee satisfaction are driving business success. Highly rated companies tend to have lower employee turnover, with 51% reporting no departures in the past year. 

Conversely, companies that focus on insurance face increased turnover, underscoring the necessity for enhanced training and support in this area.

Compensation is another key factor, with most installers earning between $51,000 and $100,000 annually. 

High-revenue companies are more likely to offer higher salaries, with 62% paying installers in this range. "Investing in your crew's well-being is just as important as maintaining clear customer communication," the report states. "A happy crew delivers better results."

Industry Challenges

Looking ahead through 2025, the report identifies several key trends and challenges for the roofing industry. 

Revenue projections show a divide, with 49% of companies expecting to earn under $4 million and 51% aiming for higher revenues. High-volume companies are particularly ambitious, with 27% projecting revenues over $20 million.

Industry challenges include, unsurprisingly, labor shortages, supply chain disruptions and increasing material costs. 

"The ongoing labor shortage in the construction and roofing industry" is a top concern, the report states. Additionally, insurance companies are expected to tighten policies, making it harder for roofers to manage claims and effectively serve homeowners.

Actionable Takeaways for Roofing Contractors

The JobNimbus Peak Performance 2025 Report offers several actionable insights for roofing contractors looking to thrive in a competitive market:

• Invest in Technology: Adopt CRM and project management tools to streamline operations and improve customer communication.
• Focus on Reviews: Prioritize online reviews and customer satisfaction to build trust and attract new leads.
• Leverage Financing: Offer financing options to make your services more accessible and close larger deals.
• Enhance Marketing: Use social media and video marketing to reach a broader audience and differentiate your business.
• Optimize Pricing: Implement tiered pricing models to upsell customers and increase revenue per job.
• Prioritize Employee Satisfaction: Invest in training, competitive salaries, and benefits to reduce turnover and improve performance.

RC, Houzz — and now JobNimbus — all lead readers to a similar takeaway: as the roofing industry continues its evolution, contractors who adopt these strategies and adjust to changing market dynamics are sure to achieve success. 

The JobNimbus Peak Performance 2025 Report is another excellent resource for roofing professionals looking to elevate their businesses and attain thrilling new performance benchmarks. Download the full report.