RoofingSlatingTiling

Better jobs, not more jobs: a shift from small repairs to full re-roofs and specialist slate and tile work

Elephant Roofing & Slating · Coventry, West Midlands · 60 days

The challenge

Discretionary, high-ticket work: full re-roofs and slate or tile restorations are often delayed when households feel squeezed, so demand swings with the economy
Pipeline gaps: work arrived in bursts, with quiet spells when households held back
Low-value enquiries took up time: small repairs, gutter jobs and price-shoppers filled the diary and the phone
Tyre-kickers: free quotes and site visits for people comparing five prices with no real budget or timeline
Wrong areas: enquiries from outside the target postcodes meant travel time and lower margins
Slow follow-up: the team is on roofs all day, so quotes went out late and larger jobs went to faster competitors

Google Business Profile with Coventry and surrounding service areas, services split by job type and before/after photos of full re-roofs
Dedicated landing pages for re-roofing, slate roofing and tiling, each with project gallery, process, guarantees and a qualifying quote form
Quote form questions that filter: job type, property type, roof size, postcode, timeline and photo upload
Review-collection process: request review within 48 hours of every completed job, prioritising larger projects

Google Ads on high-intent searches (re-roof cost Coventry, slate roof replacement Warwick, tile roof specialist Kenilworth) with negative keywords for repair, cheap and DIY terms
Facebook and Instagram ads with before/after videos and a 'free roof condition check' offer, targeted by postcode and homeowner profile in target areas
Local SEO and Google Business Profile posts focused on larger projects to build trust ahead of paid spend
Partnerships with builders, extension and loft conversion firms, architects and estate agents for referral work
Storm and winter-damage seasonal campaigns that convert repair enquiries into full re-roof conversations where genuinely needed

Automated form scoring: job type, roof size, postcode and timeline put leads into A (target), B (maybe) or C (decline or redirect)
A-leads get a same-day call from the owner or estimator; C-leads get a polite text redirecting to a paid call-out or a signposted alternative
Photo or video request before booking any site visit, to avoid wasted trips
Budget framing in early messages ('most full re-roofs on a home like yours start around...') so price-only shoppers self-select out

Instant response · Within 60 seconds
Automatic text and email confirming receipt and asking for roof photos and postcode
Qualifying call · Same day for A-leads
Call to confirm scope, property age, timeline and budget range
Site visit or video survey · Within 3 days
Roof inspection with drone or photo report showing issues found
Quote · Within 24 hours of survey
Itemised written quote with tile or slate options, guarantee details and photos of similar finished roofs
Follow-up 1 · Day 2
Text confirming quote received and offering a call to walk through it
Follow-up 2 · Day 5
Relevant review or before/after case from a similar property
Follow-up 3 · Day 10
Offer of an alternative option (phased work or different material) if budget is the blocker
Follow-up 4 · Day 21
Final check-in with the next available start date
Post-job · 48 hours after completion
Request review and referral, and book a 12-month roof check

New → Qualified A/B/C → Survey booked → Quoted → Won → Lost → Redirected

Better jobs, not more jobs: filtering at the enquiry stage matters more than increasing lead volume
A lower qualified rate is fine if the jobs that remain are worth four times as much
Speed still wins: instant replies and same-day calls lift close rates on high-ticket jobs
Follow-up closes the sale: big-ticket buyers need several touches and an option to phase work
Pre-qualifying by postcode, job type and budget protects the owner's time and margin
A steady pipeline of bigger jobs reduces exposure when households hold back on discretionary spend