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Make More Money By Tracking This in Roofing Sales

Want to make more money?

If so, the chances are you’re doing it by working harder, working more, and putting in more effort.

Well, what if I told you there’s a smarter way to earn more in roofing sales without overwhelming yourself?

Believe me, I’m not a math guy (and you’ll know that if you’ve been following me for a bit). But, by tracking these numbers or these roofing sales KPIs, it IS possible.

So, I’m going to teach you how to make more money in roofing sales by tracking the right KPIs (instead of working more).

This is really perfect for everyone in roofing sales, including:

  • Brand-new folks and seasoned pros: If you’re looking to sharpen your sales acts and get a competitive edge, all it takes is that one little nugget, insight, or strategy to reach the next level and start earning bigger paychecks.
  • Managers and owners: I’m going to share the numbers that you want to your team to be accountable for. Making these really clear can drive better performance.

How to Earn More in Roofing Sales: 5 KPIs to Track

“KPIs” stands for “key performance indicators.” Now, I look at this a bit nontraditionally, and the way I’ve practiced this is to:

  1. Get the emotional buy-in
  2. Fine tune the areas that are going to help move the needle

That’s going to help us do what we all want to do — make GOOD money.

Welcome or welcome back, by the way. My name is Adam Bensman, The Roof Strategist, and I’m really glad to have you here.

Everything I do here — and on my YouTube channel, Instagram, and my podcast (on Apple and Spotify) — is designed to help you and your team smash your income goals and give every customer an amazing experience.

And we’re going to dive in now, starting with simpler numbers and then moving onto to the slightly more complex roofing sales KPIs.

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Roofing Sales KPI #1: Your Average Commission

Believe it or not, most people can’t tell me their average commission when I ask them about it. They’ll mention the amount of a recent sale, but they don’t know that average. And if they do just spitball a number, it’s usually higher than the actual average.

So, how do we figure out the average commission?

Use the simple equation below:

Total Income   ÷   Total Number of Customers   =   Average Commission

Now, if you have outliers, like a six-figure commission on a commercial property, pull that out and don’t include it in your average.


Because you want to look at these from the residential side OR the commercial side. By knowing that average commission, you’re going to be able to reverse engineer some plans (we’ll get to that shortly).

One last note here for those who are newer to roofing sales — this KPI is the easiest one to get from other sales reps, the managers, or the owners when you’re trying to figure out what’s standard and what to aim for.

Roofing Sales KPI #2: Your Close Rate

Your close rate is the next roofing sales KPI you want to keep your eyes on.

By the way, these rates can be ALL across the board. In fact, I hear documented close rates of about:

  • 27% from some of the largest roofing sales companies in the U.S.
  • 70 to 80% from less competitive companies in smaller markets (some even have close rates up to 86%)

So, I can’t really give a blanket rate to go by here because it depends on several factors, including (but not limited to):

  • Whether it’s storm or retail roofing sales
  • How competitive the market is
  • Where your leads come from — Are you knocking on doors, buying leads from telemarketers, or getting them another way?

ALL of these factors will impact the close rate. Plus, some bigger roofing sales companies will have a lower close rate, BUT they also have far more diverse ways of generating leads.

The point is that:

  • You should NOT worry about what other people do or what their close rates are.
  • All you need to worry about is what YOU do and how YOU can get better at doing that.
  • Use yourself for the base measurement. It does NOT matter if the guys are at 80% and you’re at 30% because if you go from 30% to 40%, you make A LOT more money without changing much else (and if you go from 30% to 60%, you’ve just doubled your sales!).

So, again, don’t worry about what other people do. Focus on YOUR close rate.

Defining “Leads” in Roofing Sales: What Counts a Lead?

Before we move onto the next roofing sales KPI, let’s pause for a moment to define what a “lead” actually is. Here’s how I look at them:

A lead is any a qualified person, meaning they have a roof that could, indeed, get replaced.

It does NOT matter if that lead comes from the retail side or if you ran the sales appointment. If they qualify to get their roof replaced, it’s a lead.

And if you’re stuck on trying to figure out whether you’ve got a lead, ask yourself these questions:

  1. Did I show up?
  2. Were they qualified?

If you answered “yes” to both, it’s a lead.

Once you know your total leads, you can use them to calculate your close rate with this simple equation:

Total Deals Closed   ÷   Total Leads (including Sales Appointments)   =   Average Close Rate

Roofing Sales KPI #3: Your Knock-to-Deal Rate

If you’re knocking on doors, the next number you need to track is your knock-to-deal rate.

This number, your knock-to-deal rate, is so incredibly important because it’s going to be the most unique to your market.

Now, I’ve seen folks on the internet claiming that, for every five doors they knock on, they make one sale. That’s NONSENSE. It can happen, of course, but that’s not going to happen all the time.


Because we’re in sales. That means that, sometimes:

  • People won’t be home.
  • You’re going to be told to get off someone’s property the second they open the door.
  • We’re going to get rejected.

So, out of all the doors you knock on — regardless of whether they’re home, whether they answer, or whether they kick you off their property — you just need to know:

  • Your knock-to-deal rate
  • How many doors you have to knock on before you get a deal

Remember, ALL that matters with the knock-to-door rate is what that number looks like for you:

  1. In your specific market
  2. With your competition
  3. With the type of roofing sales you’re doing

When you pair your knock-to-door rate with your close rate and your average commission, you can see that we’re poised to develop a true daily sales plan.

Speaking of sales plans, in my program — the Roofing Sales Success Formula — the first thing that I help you or your team do is develop a daily sales plan. And it’s built 100% around your income goal.

So, we can take your average commission, your close rate, and your knock-to-deal rate and then:

  1. Look at your income goal
  2. Break that down into a 9-month selling season

Beyond that reverse engineering, my program also gives you the metrics that have worked for me and thousands of others in the roofing sales industry. That can help you figure out what type of sales activities you should be doing and how many:

  • Doors to knock on
  • Letters to send
  • Cold calls to make
  • Average touchpoints to get contact
  • Average touchpoints to close a deal
  • And more

By managing this data — whether you’re using my stuff or your own — you can predictably change what you do.

After all, if you know your close rate, you’ll know that you’ll close more you’ll know if you get in front of more people. And if you know how many knocks to a deal, you can predict how many deals you can generate if you knock on X number of doors. It’s now predictable.

Example: Let’s say you have a 50% close rate. If you get in front 10 more people per month, you know you’re going to get about 5 more deals that month.

Again, predictability is what it is all about.

Now, let’s move a bit outside the norm with the next two roofing sales KPIs.

Roofing Sales KPI #4: Your Actual Time Worked

I’m in sales. The only thing that matters is my results!

If that’s what you’re thinking, look, I tend to agree, but documenting your actual time worked does matter too.

In fact, I’ve spent several days doing these little time-tracking sprints. I run my stopwatch to literally track and record how much time I spend on activities like:

  • Checking email
  • Making sales calls
  • Responding to social media comments

What I’ve found is that when things get measured, they get managed.

So, when we start managing that time and how we’re spending it:

  • We start to become aware of it.
  • Our awareness can spark change.
  • We begin to realize where our time “leaks.”
  • We start to recognize the difference between the time we’re actually working versus the time we spend on day-to-day life activities.
  • We get VERY clear on where our time goes.

Roofing Sales KPI #5: Your Sales Activities

Because our time is limited, it’s really important we put it towards the proper sales activities.

How do we do that?

One way is with my program, the Complete Sales Strategy. It includes tools for developing that daily sales plan. You get the daily plan around the sales activities you need to be doing. With that:

  • Salespeople can ask themselves, Am I doing the right sales activities every day?
  • Owners and managers can ask their teams, Are you doing your sales activities every day?

Now, if those sales activities aren’t getting done and if you’re not getting results, what’s that tell you? Just do those activities and remeasure.

Think of it like losing weight with a meal plan. If you’re tracking your weight week to week, you’re going to ask yourself:

Did I lose weight this week?

Did I stick to the meal plan?

Did I stick to the workout routine?

If the answers are all “no,” then, get back to the plan. You’re not going to lose weight if you don’t.

Roofing sales is no different.

So, when you actually manage the activity, it can become the benchmark for improving and achieving peak performance.

After all, sales is like a staircase, and we don’t step skip steps. We have to start at the bottom if we want to get to the top. And, at one point or another, every single person will get stuck on a step. So:

  • We ALL need that coach to help us and teach us how to get our foot up to that next step.
  • If you’re not getting that sale or hitting your goals, the first thing to do is go back to the plan and those sales activities. From there, you can work through what needs to happen.

By the way, this isn’t just for salespeople. The same applies to owners and managers too.

Recap: 5 KPIs to Track to Earn More in Roofing Sales

Summing it all up, tracking these numbers and KPIs can help you start to earn more in roofing sales:

  1. Your average commission
  2. Your average close rate
  3. Your knock-to-deal rate
  4. Your actual time worked
  5. Your sales activities

By tracking these numbers, you as a salesperson are going to:

  • Optimize your day-to-day life
  • Have crystal-clear clarity on how to hit your income goals
  • Establish a predictable, reliable close rate
  • Have a workable plan that you can fine tune and continually optimize to improve your performance AND earn more in roofing sales

Get More Roofing Sales Strategies, Scripts, Tips & Videos

If you want more on any topic in roofing sales, check out my all-in-one sales training, sales strategy, and sales system, the Roofing Sales Success Formula & Complete Sales Strategy.

This exclusive program covers everything from knock to close, with packages for individual roofing sales reps and entire teams. Many roofing sales companies LOVE this program because it’s a consistent process to train everybody on a relatable sales system that WORKS and that’s a lightning-fast way to get results.

If you have questions, just call or text (303) 222-7133 for more info or a private demo.

You can also subscribe for the latest roofing sales training videos and/or get a copy of my Pitch Like a Pro roofing sales training video library. It includes every roofing sales video I’ve ever done, organized by category, along with a bunch of tips, tricks, and more. It’s great for new people and seasoned veterans, and it’s updated all the time to help you and your team smash your income goals and give every customer an amazing experience.

And don’t forget to check out my Marketing Battle Pack for instant access to 70+ pieces of my proven, turnkey roofing sales and marketing materials. It’s an entire suite, specially designed for sales teams, managers, and owners, providing:

  • Scripts
  • Scheduling
  • Direct Mail Letters
  • Door Hangers
  • Goal Projection Planners
  • A LOT more!

It’s affordably priced and comes with a 100% money-back guarantee. There’s also a playlist of instructional videos in there, explaining every single thing. So, you can watch the videos, and you’ll know exactly what to do.

Thanks for joining me, and I look forward to sharing more with you in the next blog.