Count accepted, unique opportunities
A busy phone does not establish more roofing jobs. Start with inquiries the business actually receives, then separate duplicates, spam, suppliers, and existing-customer support from new sales opportunities. Apply consistent rules across calls and website forms.
Keep unknown sources unknown. Receiving a phone call is not proof that SEO generated it. If an attribution record is unavailable, do not substitute a campaign label or a guess. Review volume alongside the service and area requested.
Define service fit before qualification
Use your genuine services and coverage. An out-of-area repair and an in-area replacement are different opportunities. Record the requested work, relevant timing, responsible person, and next action without gathering unnecessary customer details.
Decide who evaluates fit and what makes a lead qualified. A page visit, email address, or answered call cannot make that decision. Document exceptions so rejected requests have a clear reason and suitable ones do not disappear without an owner.
Follow inspection, estimate, and outcome
Use this reporting sequence with actual records: accepted unique inquiry → qualified request → inspection booked → inspection attended → estimate issued → won job. These stages are distinct. An appointment scheduled is not evidence that an inspection happened.
Compare equivalent date windows and explain how later outcomes connect to the original inquiry cohort. Keep incomplete attribution visible. Before changing channel investment, review handling delays, unsuitable work, and lost contact as well as inquiry totals. A won job and collected revenue are also separate outcomes.
- Period and original inquiry cohort
- Accepted and qualified requests
- Booked and attended inspections
- Actual estimates and won jobs
Frequently Asked Questions
Is every roofing inquiry a qualified lead?
No. A responsible person needs to review service fit, genuine coverage, and the next action.
Are booked and attended inspections the same metric?
No. Keep them separate to see where the operating process loses opportunities.
How should unknown phone sources be reported?
Label them unknown. Do not automatically assign them to SEO or advertising.