The short answer
At ACE, we write call scripts for every roofing campaign we run, so your team knows exactly what to say when a lead picks up. Because ACE leads have already watched a 60-second video about your company, your team isn't cold calling. The homeowner already knows your name and has seen your story. The script just has to book the appointment.
Three rules before you dial
- Call within minutes. A lead who just filled out a form or watched your video is thinking about their roof right now. An hour later, they're thinking about dinner.
- Know who you're calling. Have their name, address and how they found you on the screen before they answer.
- Have one goal. Book the inspection. Don't sell the roof on the phone.
Script 1: A homeowner who just watched your video
"Hi, is this [Name]? This is [Your Name] with [Company]. You just watched our video about roof inspections in [Neighborhood], so I wanted to call you personally and say thanks.
Quick question: is anything going on with your roof, or were you mostly checking us out?
[Listen.]
That makes sense. The easiest next step is a free inspection, so we can tell you exactly what we see. I have [Day] at [Time] or [Day] at [Time]. Which works better?"
Why it works: They already know you. You thank them, ask one easy question and offer two specific times instead of "when works for you?"
Script 2: A new inbound lead after a storm
"Hi [Name], this is [Your Name] with [Company]. I'm calling about the roof request you sent us. Did the storm on [Date] hit your area pretty hard?
[Listen.]
We've been working all over [Neighborhood] this week. The first step is a free inspection. We'll get on the roof, take photos and show you exactly what we find, good or bad. I can be there [Day] at [Time] or [Day] at [Time]. Which is better for you?"
Why it works: You lead with their situation, mention you're already nearby, and promise to show them the evidence.
Script 3: An old estimate that went quiet
"Hi [Name], this is [Your Name] with [Company]. We put together an estimate for your roof back in [Month]. I'm not calling to pressure you. I just wanted to see where things stand.
[Listen.]
Totally understand. A few things have changed since then, and I'd like to make sure you have current numbers. Can I swing by [Day] at [Time] to take a fresh look and update the estimate?"
Why it works: You take the pressure off, acknowledge the history and give them a reason to update. Pair this with our guide on old estimates.
Script 4: A neighbor referral
"Hi [Name], this is [Your Name] with [Company]. Your neighbor [Referrer] sent you our way. We just finished their roof on [Street].
They mentioned you might have some storm damage too. Have you noticed anything, like missing shingles or leaks?
[Listen.]
We're already on your street, so it's easy for us to stop by. Would [Day] at [Time] or [Day] at [Time] work for a free inspection?"
Why it works: You open with someone they trust. Neighbor referrals are the warmest calls you'll make.
Script 5: Voicemail
"Hi [Name], it's [Your Name] with [Company], calling about your roof. I'll send you a quick text too. Call or text me back at [Number]. Thanks!"
Keep voicemails under 20 seconds, then send a text so they can reply without calling.
Handling the three most common objections
"I'm just getting quotes."
"That's smart. We're happy to be one of them. The inspection is free and you'll get photos either way."
"I need to talk to my spouse."
"Of course. Would it help if we did the inspection when you're both home? I have [Day] evening."
"I'm not sure I have damage."
"That's exactly what the inspection is for. If the roof is fine, we'll tell you that too."
What not to say
- Never promise what insurance will pay. You're not the adjuster.
- Never offer to cover or waive a deductible. It's illegal in many states.
- Never tie a gift card to the inspection in Florida. Florida law (Fla. Stat. 489.147) bars roofers from offering anything of value for a roof inspection or an insurance claim. In ACE's Florida campaigns, rewards are only for watching your video, and your team should never mention a reward on the call. We review every campaign, and you should confirm with your own attorney.
What we've seen
In a typical ACE roofing campaign, about 9 in 100 homeowners who receive the offer activate it, and one homeowner booked an inspection 20 minutes after a roofing direct mail offer arrived. Speed and a simple script are what turn those hand-raisers into appointments. 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
- Nobody on your team can call within the hour. Fix that first. A great script can't save a cold lead.
- You want a high-pressure close on the first call. These scripts book inspections. They don't hard-sell.
Frequently asked questions
What should I say when a roofing lead answers the phone?
Say who you are, why you're calling and thank them in the first ten seconds. Ask one easy question about their roof, then offer two specific times for an inspection.
How fast should a roofer call a new lead?
Within minutes. A homeowner who just reached out is thinking about their roof right now, and the longer you wait, the colder the lead gets.
How do roofers handle "I'm just getting quotes"?
Agree with them. Getting quotes is smart. Remind them the inspection is free and they'll get photos either way.
Should roofers leave voicemails?
Yes, keep them under 20 seconds, then follow up with a text so the homeowner can reply easily.
Does ACE provide call scripts?
Yes. ACE writes call scripts for every campaign so your team knows exactly what to say when a lead picks up.
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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