search
cart
facebook twitter linkedin youtube instagram Spotify Podcasts Apple Podcasts Spotify Podcasts Apple Podcasts
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • TOPICS
    • Cool Roofing
    • Event News
    • Latinos in Roofing
    • Low Slope
    • Legal
    • Metal
    • Project Profiles
    • Roofing Supply Pro
    • Roofing Safety
    • Steep Slope
    • Sustainable Roofing
    • Technology
  • EXCLUSIVES
    • Best of Success
    • Contractor Profile
    • IRE Show
    • Roofing Contractor of the Year
    • Top 100
    • Young Guns
    • State of the Industry
    • Century Club
  • MULTIMEDIA
    • Videos
    • Podcasts
    • Interactive Spotlights
    • Roofing Quizzes
    • IRE Videos
    • Webinars
    • Photo Galleries
  • PRODUCTS
    • New Products
    • Featured Products
  • COLUMNS
    • Editor's Note
    • Exit Planning
    • Legally Speaking
    • Safety Advice
    • Technical Details
    • Guest Column
  • EVENTS
    • International Roofing Expo
    • Webinars
    • Best of Success Conference
    • Industry Events
  • DIRECTORY
    • Associations
    • Distributors
    • Manufacturer/Supplier
    • Business Services
    • Get Listed
  • MORE
    • Roofing Contractor eNews
    • Techos y Más Advisory Board
    • RC Store
    • Roofing Supply Pro
    • Custom Content & Marketing Services
    • Market Research
    • Sponsor Insights
    • Company Spotlights
    • Classifieds
      • Auctions
      • Business For Sale
      • Business Opportunities
      • Equipment For Sale
      • Positions Available
      • Products
      • Safety
      • Software
      • Services
      • Training
    • Contact Us
  • EMAGAZINE
    • eMagazine
    • Advertise
      • Media Kit
      • Editorial Calendar
      • Contact
    • Archive Issues
  • SIGN UP!
ColumnsLow Slope RoofingSteep Slope Roofing

Roofing Contractor Sales and Estimating Efficiency

Use technology to be more efficient in processing the estimate, but don’t look for technology to make the sale

By Monroe Porter
Roofing estimates
Roofing estimates
Roofing estimates
Roofing estimates
June 3, 2016

Fax machines, email, texting and many other technological efficiencies are supposed to make our lives easier. Unfortunately, we can be held hostage by these constant interruptions. This instant-communication ‘insanity’ has a way of overtaking our priorities. While communication has changed, roofing is still a business of estimating/selling and installing work.

So how does a roofing contractor remain profitable and efficient? By focusing on the tasks that generate profits. For most contractors, this is their ability to efficiently procure and install jobs. 

Procuring jobs tend to fall into a couple of categories. Let’s start with commercial projects. Commercial estimating requires either taking details off of blueprints or measuring existing jobs. Numerous types of electronic estimating tools — like satellite imaging — exist, and contractors must go digital to survive the commercial bidding process. If not, they can’t keep up with frequent change orders and addendums.

But even if roofing contractors use the most efficient estimating technologies, they must also treat estimating as a profit center. General contractors, developers and building owners will let you constantly quote their work. In fact, many cast broad nets hoping to get multiple prices.

Estimating takes time and costs money. Know that the majority of price gatherers are not the decision makers. Also know your cost per estimate, and don’t let estimators blindly quote work and track estimate success by: type of work; customer; or other factors.

Qualify potential customers before blindly quoting work. Be slower to estimate and quicker to ask questions and connect with customers. One of the advantages to paper drawings was that in many cases you met potential customers when you picked drawings up. Today, the actual buyers and decision makers are a little like “big foot.” You’ve heard of them but you’ve never really see one. If you can, meet with potential commercial customers and develop a strategy.

Suppose a commercial estimator is paid $50-$60k. Add payroll taxes and insurance and you easily have an annual investment of $75,000 or more. Divide $75,000 by 2,000 hours (40 hours a week, 50 weeks a year) and you’ll come up with a cost of $37.50 per hour. If it takes all day or eight hours to estimate a job, you’ve spent $300. Do you and your estimators realize you’re spending $300 each time you do this?

Residential sales and estimating can also benefit from technology. If you can measure and calculate estimates more efficiently, this leaves more time to talk with the customer and do more estimates. Less complicated jobs should be estimated on the spot. Software packages are available for an iPad or you can set up a printer and laptop in your vehicle. However, you can’t let the efficiency of technology turn you into a drive-by estimator. The residential sales process is about connecting with people, not just producing quotes.

I find it curious that so many residential sales people sell so little and fail to understand their efficiency. Suppose it takes two hours for each residential estimate and your average job size is $5,000. If you average nine estimates per week and close 1/3, you’d spend 18 hours estimating and sell three jobs per week. That would equal $15,000 in sales a week or $750,000 annually based on a 50-week year. Suppose it took three hours to do the estimate and meet with the customer, that’s still only 27 hours a week of sales time. Of course spring and fall may be busier, but what contractors don’t work longer hours in the spring and fall? I know many contractors are hesitant to estimate residential jobs on the spot. But not doing so is a colossal waste of time, and most customers that have two working breadwinners appreciate an opportunity to get the estimate over and done with. 

The other reason you want to estimate on the spot has to do with fast brain, slow brain. All calculations take place in slow brain. It takes a while to make that transition and think about the job. If you do the estimate later, you have to think about the job all over again and that wastes time. It’s much less stressful and efficient to do the estimate while there. Stop hurrying from estimate to estimate and building a massive stack of estimates you’re dreading to do at a later time. Slow down and do them on the spot. It’s much less stressful.

Technology can be tough to learn and it’s a generational thing. However, if you’re 50 years of age, statistics show it will be 15 to 17 years before you retire. That’s too long to be locked out of the technology process. Hire a college kid as your coach and let them teach you. Once you get a foothold, the rest will be easier.

Use technology to be more efficient in processing the estimate but don’t look for technology to make the sale. People buy through connection and understanding your bid, not an emailed quote. Don’t know the exact price because you have to check on a product’s cost or some other detail? Ballpark it and test close: “Looks like this is going to be between $5,000 and $5,500, how does that sound?”

What’s the worst that will happen? They’ll tell you no. Look in the mirror, it’s not like it’s the first time that happened. No other change will make your life more efficient and less stressful than by calculating estimates on the spot. 

KEYWORDS: estimating sales

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Monroeporter
Monroe Porter is the president of PROOF Management Consultants. He can be reached at 804-267-1688.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Roofing Contractor Group Publisher Jill Bloom

    Physics, the Power of Authenticity and You

    In February's Publisher's Note, Jill Bloom describes a...
    Editor's Note
    By: Jill Bloom
  • The Family Food Fare supermarket in Midland, Mich.

    ‘Rooftop Ninja’ Discovered Living on Roof, Inside Grocery Sign

    A bizarre tale out of Midland, Mich.: a woman dubbed the...
    Roofing News
    By: Bryan Gottlieb
  • A before and after heat measurement comparison

    How Hot is Too Hot in the Attic?

    If the ventilation is working, how hot should the attic...
    Columns
    By: Paul Scelsi
You must login or register in order to post a comment.

Report Abusive Comment

Manage My Account
  • eMagazine Subscription
  • Sign Up for the eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Roofing Contractor audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Roofing Contractor or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • TAMKO Titan XL Shingles
    Sponsored byTAMKO®

    Built for Business: How Titan XT® Shingles Keep Proving Their Value

  • An overhead view of a residential block
    Sponsored byCBIZ CompuData

    From Spreadsheets to Strategy: How Roofing Companies Can Transform Financial Operations

  • Snow Guard Solutions for Metal Roofs by S-5!
    Sponsored byS-5!

    Safeguard Your Building: How Snow Guards Prevent Costly Roof & Property Damage

Popular Stories

The Home Depot is weighing a bid for GMS. The potential offer would pit the retail giant against QXO Inc.

UPDATE: Home Depot Pushes QXO Out of GMS Pursuit

Brad Jacobs, chairman and CEO of QXO, offers $5 billion to acquire GMS, a major distributor of gypsum and interior building products.

QXO Sets Its Sights on GMS in $5 Billion Offer

Undocumented workers make up 36% of the U.S. roofing workforce, leaving contractors and workers alike especially vulnerable.

Roofing is Left Exposed by Trump’s Deportation Flip-Flop

Roofing Contractor Webinar

Events

December 3, 2025

The Premier Roofing Conference: Best of Success

Join roofing professionals from across the nation at the 2025 Best of Success conference, the ultimate destination for roofing professionals seeking the latest industry insights and networking opportunities. Pick up strategies for critical challenges like workforce shortage with innovative solutions, explore the latest advancements in roofing technology and sustainable practices, and gain valuable insights from industry leaders on navigating the evolving roofing landscape.

View All Submit An Event

Related Articles

  • Avoiding Financial Suicide as a Roofing Contractor

    Avoiding Financial Suicide as a Roofing Contractor

    See More
  • measuring up

    Bypassing Blunder: Avoid Common Pitfalls to Ensure Profits Grow With Sales

    See More
  • roofing contractor myths

    Three Dangerous Roofing Contractor Myths

    See More

Related Products

See More Products
  • roofingconstructionestimatingrevised_web_1.png

    Roofing Construction & Estimating Revised

See More Products

Related Directories

  • Estimating Edge

    Estimating Edge, a Foundation Software company, has provided commercial construction takeoff and estimating software for the roofing, fireproofing, interior and exterior finishing trades for 30+ years. Their products, which include The EDGE Estimator, EDGE Onsite and EDGE SmartTakeoff are trusted by estimators to produce quick, accurate estimates that win bids. Visit www.estimatingedge.com
×

Be in the forefront of the roofing industry!

Join thousands of professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing