The jobs you already paid for are the ones you keep losing.
A homeowner calls while you're on a roof. It rings out, and he calls the next guy on the list. A quote goes quiet and nobody chases it. I fix that part — the answering and the following up — so more of the leads you already have turn into signed jobs.
- Roofing companies only
- Pricing is on this page
- No contracts
- Four clients at a time
Missed call, 4:12 PM — you were on a roof.
Sorry we missed you — this is Dale at Ridgeline Roofing. What's the address, and what's going on with the roof?Sent 41 seconds later
3402 Bella Vista Rd. Lost a bunch of shingles in the wind Sunday and there's a stain on the ceiling now.4:14 PM
Got it. Dale can be there Thursday at 9 or Friday at 1 — which works?4:14 PM
Nobody touched a phone. That homeowner was going to be your competitor's job by 4:15.
How much more likely you are to have a real conversation with the decision maker if you make contact within the hour instead of an hour later. Wait a full day and it's 60× worse.
Harvard Business Review, 2011 — audit of 2,241 companiesOf leads never get a second call attempt. Not a second week of chasing — a second call.
Velocify, analysis of roughly 3.5 million leadsOf the leads that eventually turn into jobs are reached inside six call attempts. Most companies quit after one.
Velocify, analysis of roughly 3.5 million leadsWhere the money actually goes
None of this is a marketing problem. It's a follow-up problem, and it costs more than any ad budget.
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The calls you can't answer
You're on a roof, under a truck, or talking to a homeowner. The phone rings out. That was a $10,000 to $30,000 job, and you'll never know it existed.
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The quotes that go quiet
You measured it, you priced it, you sent it. He said he'd think about it. Three weeks later someone else is on his roof — not because they were cheaper, but because they called him back.
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The customers you already have
You did a roof for them two years ago. They need gutters cleaned, a vent resealed, a neighbour referred. Nobody's talking to them, so they Google it like a stranger.
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The agency that doesn't know roofing
Generic ads, a dashboard full of clicks, and an account manager who's never heard of a drip edge. You pay monthly for impressions instead of jobs.
What I actually do
Four things. They build on each other, and you don't have to buy all of them.
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Answer the calls you miss
The second a call goes unanswered, the homeowner gets a text from your number asking for the address and the problem. You reply when you're off the roof. The lead is still warm.
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Chase every lead until it answers
New enquiries get a reply in under a minute, seven days a week. The ones who don't answer get worked for two weeks — call, text, email — until they book or tell us to stop.
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Go back through your old pipeline
Your recent quotes that went quiet and your past customers get contacted properly, with permission, on your behalf. This is the cheapest work on this page because you already paid to get these people.
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Get you more reviews, and more ads if you want them
Every finished job gets asked for a review at the right moment. And once the follow-up is working, I'll run Google and Facebook ads — but not before, because ads without fast follow-up is money on fire.
What it costs
Most agencies won't tell you this until they've got you on a call. Here it is. Everything is month to month and you can cancel any time.
Starting at
If you don't make more than you spend, cancel. There's nothing to get out of.
Every call you miss gets an instant text from your number. Set up in one day. You'll watch it work on your own phone before you pay for a second month. Most companies save more than this on the first call they would have lost.
Start hereI take your recent quotes that went quiet and your past customers, rebuild the list properly, and follow up on your behalf for two weeks. You get appointments on your calendar and a written list of everyone still worth chasing. If it doesn't book you at least two appointments, you don't pay me.
Free for the first three companies I work with+ $150 per booked appointment
Everything in 1, plus every new lead answered in under a minute and chased for fourteen days, appointments booked straight onto your calendar, and reviews collected after every job. The $150 is only charged when an appointment is actually booked and meets the rules below. If nothing books, you only pay the $750.
+ your ad budget
Your ad budget goes straight to Google and Facebook, not to me, and I'd want at least $2,000 a month in it for this to be worth running. So budget $3,000 a month all in. I'll only take this on for companies already running number 3.
What counts as a booked appointment
So we never argue about an invoice. All five have to be true or you aren't charged:
- The person owns the home.
- It's inside the area you actually drive to.
- Whoever signs the cheque will be there.
- The date and time are confirmed and within 21 days.
- If they no-show and won't rebook, that one's free.
Billed weekly, so you see the appointments before you see the invoice.
Compare that to what you're paying now
A booked appointment with someone who already knows your company name is not the same thing as a click.
What one roofing lead cost on Google search ads in early 2026. That's a lead, not an appointment, and not a job.
SearchLight, Q1 2026 — $310,000 of tracked spend across 15 contractorsWhat a shared lead site effectively costs per job you actually book, because the same lead is sold to as many as eight contractors and closes around one time in ten.
Published 2025–2026 roofing channel benchmarksWhat I charge for a confirmed appointment with a homeowner who already gave your company their number. And only when it books.
See the five rules aboveIf you're north of the snow line, read this part
Most shingle manufacturers want it at or above about 5 °C (40 °F) for the seal strip to bond properly. In a cold market that leaves you roughly six weeks of install weather from here, then four or five months of a phone that doesn't ring.
Which means the work that fills your April happens in January — chasing the quotes that died over the season, getting back in front of past customers, and taking deposits on spring installs while every competitor in town has gone quiet. Nobody feels like paying for marketing in February. That's exactly why it's cheap to win in February.
Warm market? Ignore the weather. The January slump still turns up on your bank statement.
How it works
Four steps, and you can stop after any of them.
A 20-minute call
I ask how many quotes you send a month, how many calls you miss, and what happens to a lead after it comes in. If the numbers say I can't help you, I'll tell you on that call and we're done.
I show you the leak
Before you pay anything, you get a plain-English page showing roughly how many leads are falling through and what that's worth at your average job size. Your numbers, not made-up ones.
Setup, usually within a week
I need about an hour of your time, access to your phone number and whatever list of past jobs you've got — even if it's a notebook and a phone log. I'll rebuild it.
You get a number every Monday
Calls answered, leads chased, appointments booked. One page. If the number is bad, I'll say so before you have to ask.
When I'd tell you not to hire me
I take four companies at a time, so a bad fit costs me more than it costs you.
- You send fewer than about 15 quotes a month. There isn't enough in your pipeline yet for the recovery work to pay for itself — take the $297 plan and nothing else.
- You want a twelve-month contract to feel safe. I don't offer one, and an agency that needs one is telling you something.
- You want somebody to blame when the phone is slow. I'll give you the numbers either way, including the bad ones.
- You chase storms and you'll be in a different state in six weeks. Nothing here has time to work.
- Your crews are already booked six months out and you're turning work away. Come back when that changes.
Who you're actually dealing with
- Name
- John Watson
- Company
- RIF
- Works with
- Roofing only
- Serves
- North America
- Based
- British Columbia
- Clients at once
- Four
- Phone
- 250-540-4238
- john@rifagency.com
- @rifagency
- TikTok
- @rif.agency
I'm John, and I run RIF on my own. That means you get me on the phone instead of an account manager who's never been on a roof, and it means I take four roofing companies at a time and no more.
It also means I'm new, and I'm not going to pretend otherwise by putting made-up logos on this page. That's exactly why the recovery sprint is free for the first three companies I work with, why nothing here has a contract, and why most of what I charge only gets charged when an appointment actually books.
I only work with roofers. Not HVAC, not landscaping, not dentists. So I'm not learning what a tear-off costs on your money, and I'm not running the same campaign I ran for a chiropractor last week.
Call the number on the left. A real person picks it up.
Questions roofers ask me
How much is this going to cost me?
$297 a month to start, and everything is listed above with the actual numbers. No setup fees, no minimum term. The only variable cost is $150 per booked appointment on the full plan, and that's only charged when one actually books.
Do you work outside my area?
Yes. I work with roofing companies across North America. None of this depends on me being local — it depends on your phone, your leads and your calendar. The strategy gets built around your market, your crew size and your average job.
Is this going to spam my customers and make me look bad?
No, and this is worth two minutes of your time. I only message people who gave your company their number — recent enquiries and past customers — and only inside the windows the law allows. In Canada that's six months from an enquiry and two years from a customer. Anything older gets a phone call instead, not a text.
Every message goes out with your business name and an easy way to stop. Anyone who says stop is off the list that day and never gets contacted again. That's your reputation, and your licence to text, and I'm not spending either to hit a number.
I've been burned by an agency before. Why would this be different?
Fair. Three differences you can actually check: the price is on this page instead of behind a call, there's no contract to trap you, and most of what I charge is tied to appointments booking rather than to a monthly invoice landing. If I don't produce, I lose money before you do.
How fast will I see anything?
Missed-call text back works the day it's turned on — you'll see it on your own phone. Pipeline recovery usually books appointments inside the first week, because we're talking to people who already know your name. Ads take 30 to 60 days to settle down, which is why I don't start there.
Am I locked in?
No. Month to month. Cancel with an email and you're done at the end of that month. I'd rather you stay because the calendar's full.
I don't have a CRM. My leads are in my phone and a binder in the truck.
That's most roofing companies, and it's fine. Call log, text history, a folder of quote PDFs, a notebook — I'll rebuild it into a proper list. That's part of what the sprint fee covers.
What do you need from me to get going?
About an hour on a call, access to your business phone number and calendar, and whatever record of past jobs and quotes you've got. That's it. I don't need your bank details, your passwords or the keys to your website.
Twenty minutes, and you'll know either way.
I'll ask about your quote volume and your missed calls, and then tell you roughly what's leaking and what it's worth. If I'm not the right fit, I'll say so on the call — that's a faster answer than most agencies give you after a month.
Free. Twenty minutes. No slide deck.
Or skip the calendar and just call me.
250-540-4238Roofing companies only. If I'm up a ladder, leave a message — I'd be a hypocrite if I didn't call you back.