How to write a roofing quote homeowners say yes to

Most homeowners get two or three roofing quotes. Price matters, but the quote that wins is often the one that makes the homeowner feel they understand the job and trust the roofer. Here's how to write that quote.

Measure properly, and show it

Guessing squares from the ground costs you either money or the job. Measure, or use a measurement report, and put the numbers on the quote: roof size in squares, pitch, number of layers to tear off, stories. A homeowner comparing quotes notices when one roofer clearly measured and another didn't.

Take photos, and use them

Photograph the front, each side, the back and the roof itself, plus anything that affects the price: soft decking, damaged flashing, a chimney that needs work. Photos:

• show the homeowner what you saw, which makes add-ons like decking replacement easier to accept
• protect you if there's a dispute about the roof's condition later
• give your crew a picture of the job before they arrive

Break it into clear lines

One number for "new roof" invites suspicion. Separate lines build trust:

• Tear-off (per square, and per extra layer)
• Underlayment and ice and water shield
• Shingles, with the product line named
• Drip edge, starter, ridge cap and ventilation
• Flashing work (pipe boots, step flashing, chimney)
• Dumpster and disposal
• Permit (as a pass-through)

Homeowners don't need every nail, but they should be able to see what they're paying for.

Say what's not included, and what might change

Be upfront about decking: "Includes up to 2 sheets of decking replacement; additional sheets at $X each if needed once the old roof is off." That one sentence prevents the most common argument in roofing.

Offer options, not a single take-it-or-leave-it number

A good, better, best set (for example, standard architectural shingles, a premium line, and a premium line with upgraded underlayment and ventilation) lets the homeowner choose instead of comparing you only on price. Many choose the middle.

Make the terms clear and short

State the deposit, when the remaining payments are due, the workmanship warranty, the manufacturer warranty, and how long the quote is valid. Short and plain beats a page of fine print.

Make it easy to say yes

A quote that can be signed on a phone gets signed sooner than one that has to be printed, signed and scanned. Send it while you're still top of mind, ideally the same day as the visit.

Follow up

If you haven't heard back in a few days, follow up with a short, helpful message: answer a question, remind them about the material choice, mention your schedule. Many jobs are won on the follow-up.

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Guildmark builds roofing quotes from your own price list, requires the photos you choose before a quote goes out, and lets homeowners sign on their phone. Join the waiting list.