The short answer
At ACE, we find the commercial decision-makers in your market with ACE Data, then give them a simple reason to take a first look at your company. A short video, a coffee on you, a 15-minute meeting. With ACE Gift Cards, you pay rewards only when the person actually watches the video or shows up to the meeting. Your team spends its time on people who engaged, not on cold calls that go to voicemail.
Who actually buys commercial roofs
Commercial roofing isn't one buyer. It's a few kinds of people, each with different needs:
- Property managers run multiple buildings for owners. They want a roofer who answers the phone, shows up and documents everything.
- Facility managers at schools, churches, warehouses and offices care about avoiding leaks and downtime.
- HOA and condo boards make decisions as a group, often with a property management company advising them. They care about fair bids and clear explanations.
- Building owners and investors care about cost over the life of the roof.
Know which one you're talking to. A pitch that works for an owner won't work for a board.
Step 1: Build a list of the right people
You can't call "commercial properties." You need names.
- Find the companies. Property management firms, HOA management companies, owners of commercial buildings, churches and schools in your service area.
- Find the people. ACE Data finds the decision-makers at those companies, like property managers and facility directors, with verified contact details. It can also flag companies showing signs they're researching roofing work.
- Clean the list. We verify emails and phones before anyone reaches out, so your team isn't chasing dead numbers.
Step 2: Earn a first look
Busy property managers ignore cold emails. Give them a small, easy reason to engage:
- Watch. The decision-maker gets a short, personal offer by email, mail or LinkedIn and watches a 60-second video about your company: the buildings you've done, how you handle maintenance and how fast you respond.
- Earn. A real gift card unlocks when they finish. For B2B, a coffee works well: "Coffee's on us."
- Meet. A bonus unlocks when they show up to a 15-minute meeting or site walk.
Some companies, HOAs and public entities have rules about gifts their staff can accept. ACE keeps rewards small and reviews each campaign, and the person always chooses whether to take part. Check the rules for your market with your own attorney.
Step 3: Show up where they already are
- LinkedIn. A personal post or message offering "coffee on me for the first 10 property managers who want to compare roofing notes" works surprisingly well.
- Trade and association events. Property management and HOA association meetings are full of the right people. Hand out ACE cards with a QR code instead of brochures.
- Targeted ads. ACE Ads can put your video in front of property managers and facility directors on LinkedIn and Meta. (For established businesses that qualify; you fund the ad spend up front.)
Step 4: Make the first meeting easy to say yes to
Don't pitch a roof replacement in the first meeting. Offer something useful:
- A free roof condition report for one of their buildings, with photos.
- A maintenance plan that catches small problems before they become leaks.
- A promise on response time. Property managers remember the roofer who called back first.
Your team should use simple call scripts so every follow-up sounds the same, fast and professional.
Step 5: Stay top of mind
Commercial roofs come up on budget cycles, not storms alone. Keep in touch:
- Check in after big storms with a short note offering to inspect their properties.
- Send a seasonal reminder before their budget planning starts.
- Ask for introductions. One property manager knows ten others.
What we've seen
In a B2B ACE campaign, a LinkedIn post offering 10 Starbucks gift cards had all 10 claimed within a few hours, and 3 turned into booked meetings. Across ACE campaigns, engagement has ranged from about 5% to 28%. Good Faith Roofing is one of the roofing companies running ACE campaigns. These are past results, not a promise for your market.
When this isn't the right fit
- You don't do commercial work yet. Build your residential roofing pipeline first.
- You can't handle a large project. Make sure you have the crew, insurance and bonding before you chase big buildings.
- You want a job this week. Commercial relationships take time to build.
Frequently asked questions
How do roofers get commercial roofing leads?
Find the property managers, facility managers, HOA boards and building owners in your area, give them a simple reason to take a first look at your company, and stay in touch until a roof comes up.
Who makes decisions on commercial roofs?
Usually property managers, facility managers, HOA or condo boards, or the building owner. Each one cares about different things, so tailor your pitch.
How do I get a meeting with a property manager?
Make it small and easy. Offer a short video, a coffee or a 15-minute site walk, and follow up fast when they engage.
Can I give gift cards to property managers?
Small rewards can work, but some companies, HOAs and public entities have gift rules for their staff. ACE keeps rewards small and reviews each campaign. Check your market's rules with your attorney.
How long does it take to win commercial roofing work?
Longer than residential. Plan on building relationships over months, with check-ins after storms and before budget season.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
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