Our pals at JobNimbus recently published their Peak Performance: 2024 Roofing Industry Benchmarks for Success report.
It’s an in-depth, data-rich look at the current state of the roofing industry, highlighting everything from marketing and sales numbers to cash flow and company culture.
There are a lot of insights packed into this report, so we’re just pulling out a few of the biggest takeaways that roofers should keep in mind as they look to scale their operation this year.
1. More Offerings = More Revenue
Residential roofing is a highly competitive and crowded business — 91% of the respondents to the Peak Performance survey listed it as an offering.
One of the ways you can make your business stand out is by offering a secondary service like gutters, siding, and solar. These additional services bring in revenue and correlate to high customer satisfaction and positive reviews.
From the Peak Performance report.
As you look into offering other services, keep the current stage of your business in mind. Adding a secondary service might not be worth it if you’re just starting to carve out your part of the market. Figuring out how to sell and install a roof and support your customers consistently should be your primary focus.
2. Want More Sales? Pay Up
Nearly 3 in 5 roofing businesses want to hire sales representatives this year. But, attracting and retaining successful reps requires you to make an investment.
Before overtime or commission, the average sales rep makes an average of $81,000 per year (depending on location and types of projects). About half of the roofers surveyed pay a 10% commission to their sales reps, with some going as high as 20%.
Money is a big part of keeping this talent on your team, but it’s not the only thing. Investing in training and coaching and understanding their motivations for this work is critical to keeping them with your company as they advance their careers.
This focus not only equates to reliable income for your business, but it also means they’re more likely to stick around and help to grow the skills of other roofing sales representatives.
3. High Revenue Roofers Use Multiple Software
Roofers reporting high revenues revealed that they use 2 to 5 (even as high as 8 to 9!) software daily.
To scale your business, you must invest resources in apps and processes that streamline customer relationship management, accounting, project management, and estimating motions.
It’s also important to choose software that effortlessly integrates—like JobNimbus and CompanyCam—so that you can spend less time manually moving data and more managing your job sites, teams, and customers.
There’s plenty more where this came from, including articles by SumoQuote and Eagleview and insights into what homeowners are looking for from roofers.
So be sure to download the report and use it to help set the direction of your roofing business in 2024.
