Competitive intelligence for roofers

Be the roofer they call after the hail, and the one they choose when the roof just gets old.

Storm buyers pick a contractor in the first week. Replacement buyers take weeks to compare. ShingleWatcher scores every roofing company in your market on the signals that win both, then shows you what to fix first.

See my free scorecard → Read the 2026 industry report

Score in 60 secondsNo credit cardNo login

XX,XXXroofing companies scored

7weighted signals

50states covered

60 secto your score

Why it matters now

Roofing just became a private equity trade. Here's what that means for your company.

Roofing contractors bring in $56–59B a year, and more than 100,000 independent companies still split it. The ten biggest players hold less than 10% of the market. Private equity has noticed.

PE-backed roofing platforms grew from 17 to more than 56 in two years, and they close a deal about every 48 hours. They bring central marketing teams, distributor rebates, and big ad budgets into your ZIP codes. At the same time, cost per lead keeps climbing, and insurance carriers are moving older roofs to ACV payment schedules that leave homeowners with a $10,000–$15,000 gap.

What separates the companies that grow, or sell at a premium, from the ones that get squeezed is mostly measurable: reviews, Map Pack position, website conversion, how fast you answer, and content depth. We measure all of it.

See the sourced industry report

47 hrsAverage time it takes a roofing contractor to respond to an inbound lead.

21×How much more likely a lead is to qualify when you contact it within five minutes instead of after thirty.

<10%Share of Map Pack clicks that go to listings below position #3.

229%Growth in PE-backed roofing platforms from early 2023 to late 2024.

Sources: Salty's Media; CT Acquisitions; Lightning Path Partners. Full citations in the industry report.

Two buyers, two funnels

Your website has to win a storm-week scramble and a six-week decision.

Storm restoration and retail replacement need different marketing, different sales processes, and different proof. Most roofing sites are built for neither.

Funnel 01

The Storm Call

Trigger: Hail ≥ 1″ or wind > 60 mph
Window: First 7 days = up to 10× the leads
Typical ticket: $15,000–$28,000
Peak search CPL: $400–$600 in major metros

Homeowners searching after a storm want someone credible, local, and fast. Once the contingency agreement is signed, 65–80% of jobs close, and contractors who attend the adjuster meeting average approved scopes of $18,500–$22,000, compared with $9,000–$12,000 when they don't.

A top-3 Map Pack position before the storm hits, not after
Fresh, geotagged job photos and recent reviews that read as "local and legit"
Tap-to-call and a missed-call text-back within 60 seconds
Pages that explain the claim process without crossing anti-solicitation lines

Funnel 02

The Planned Replacement

Trigger: Aging roof (median home is 40+ yrs)
Window: Weeks of research, one 60–90 min visit
Typical ticket: $9,500–$22,000
Close rate: 25–35% of in-home consults

Retail buyers compare. They read reviews, look at materials, and stall at a single lump-sum price. Showing financing raises close rates 17–30% and ticket sizes 20–35%, and good-better-best proposals add $1,400–$2,800 per job.

An instant estimate and a "from $189/mo" financing frame
Material pages (architectural, Class 4, standing-seam metal) that rank and convert
Neighborhood service-area pages with local permit and weather context
Reviews that mention crews, cleanup, and warranties by name

And the long game: commercial. Preventive maintenance agreements at $0.05–$0.15 per sq ft per year often lead to the reroof, with no bid, when the membrane reaches end of life. We track who's winning facility managers in your market, too.

Built for owners

If any of this sounds like you, you're in the right place.

Increasing what your company is worth

A founder-dependent retail roofer trades at 3–5× earnings. A systematized one with strong digital acquisition gets 5–6.5×. Commercial-led maintenance platforms get 7–9×. The difference is documented and measurable.

Winning the week after the storm

When hail hits, the storm chasers show up with door-knockers and ads. Be the company homeowners already recognize and trust when they search.

Paying less for every lead

Non-branded Google Ads leads run $235–$310 in median markets. Local Services Ads land at $75–$150, and disputing invalid leads recovers 15–25% of that spend. We show you where your money is leaking.

Owning the Map Pack

The top three listings get most of the calls. Below #3, you split less than 10% of clicks. We track your category setup, photo cadence, and review velocity against everyone above you.

Closing the insurance gap with retail

As carriers move older roofs to ACV schedules, "insurance pays for it" is no longer a pitch. Build the retail funnel, financing, and proposals that close homeowners who have to pay out of pocket.

Getting your nights back

You run crews, inspections, and adjuster meetings. You don't have time to blog. Our team can do the content, pages, and fixes your scorecard calls for.

The seven signals

Homeowners judge you on seven things. So do we.

Every roofing company in your market gets the same weighted score, so you can see exactly why the company above you gets the call, and what it takes to pass them.

Scores refresh weekly. Your composite rolls up to a percentile, a letter grade, and your rank in the local market.

ReviewsRating, velocity, response rate, sentiment

25%

Website & Neuro DesignDoes the page earn the call in five seconds?

20%

AI Search & SEOGoogle, Map Pack, ChatGPT, AI Overviews

15%

Domain AuthorityTrust and backlinks compared with rivals

15%

PageSpeedMobile load on a jobsite connection

10%

Content DepthMaterials, storm, insurance, service-area pages

10%

ProximityDistance to the searcher and service-area fit

What you get

Six capabilities that move your score and your company's value.

Composite score & market position

Your seven-signal score, percentile, and rank against every roofer in your market, refreshed weekly.

Neuro web design analysis

AI review of your site against proven persuasion principles: trust, urgency, social proof, and the first five seconds on mobile.

Review intelligence

Score, velocity, response rate, and sentiment themes across Google, Yelp, BBB, and Angi, compared with the companies you're losing to.

Prioritized action plan

A SWOT and a ranked list of moves, so you know which fix gets you the most calls this month.

Service gaps

Services you offer but don't rank for (metal, TPO, gutters, skylights, repairs) and how many monthly searches you're missing.

Done-for-you execution

Want it handled? Our team builds the pages, writes the content, and makes the fixes. You stay on the roof.

Free industry report

The 2026 roofing industry, by the numbers.

Market size, the PE roll-up, valuation multiples, margins by work type, cost-per-lead benchmarks, and the insurance changes reshaping storm work. Every figure is sourced. No email required.

Read the report →

ShingleWatcher · 2026 edition

State of the Roofing Market

U.S. contractor revenue $56–59B
PE platforms, 2023 → 2024 17 → 56+
Google LSA cost per lead $75–$150
Median non-branded CPL $235–$310
Lift in close rate with financing +17–30%

How it works

From score, to roadmap, to a company you're proud of.

Know where you stand

Your score, percentile, letter grade, and rank, refreshed every week so you can see progress.

Fix what matters first

Your top three moves, ranked by impact. Do them yourself, or have our team do them.

Win more of the jobs you want

See why prospects leave, track calls and score changes, and move toward more retail and higher-margin work.

Free scorecard

Your free scorecard, in about sixty seconds.

Enter your website and we'll match you to your company profile and score you against every roofer in your market.

Composite score
Market position
Review intelligence
Neuro design grade
SEO & AI search analysis
Your top three moves

Simple process

Up and running in three steps.

STEP 1

Claim your company

We match you to your profile among XX,000+ roofing companies we already track. No setup, no software to install.

STEP 2

See where you stand

Get your seven-signal score, your rank, and the competitors taking the calls you should be getting.

STEP 3

Improve and track

Work the action plan yourself or with our team, and watch your score, Map Pack position, and call volume go up.

Pricing

Choose the right path for your company.

Risk-freeNo card for the trialCancel anytimeNo long-term contracts

Free Trial

$0 for 30 days

Composite score & market rankings
Dashboard access
SEO & PageSpeed analysis
SWOT & recommendations

Start free trial

Monthly Plan

$XX / month

Everything in Free
Neuro web design analysis
A/B test recommendations
Keyword & service-gap reports
Content creation services

Get started today

Best value

Annual Plan

$X,XXX / year

Everything in Monthly
Two annual business reviews
Advanced competitive analytics
Priority feature access

Lock in annual rate

In their words

AI engineering, bringing intelligence to roofing marketing.

Placeholder: needs approval

"[Testimonial from a residential retail roofer about Map Pack gains and call volume.]"

[Name], [Company], [City, ST]

Placeholder: needs approval

"[Testimonial from a storm/restoration contractor about being found first after a hail event.]"

[Name], [Company], [City, ST]

Placeholder: needs approval

"[Testimonial from an owner preparing for a sale or recap about valuation readiness.]"

[Name], [Company], [City, ST]

FAQ

Straight answers.

How much of my time does this take?

The scorecard takes about a minute. After that, plan on a short weekly look at your dashboard. If you'd rather not do the work yourself, our team can handle the pages, content, and fixes.

We mostly do storm work. Is this still for us?

Yes. Storm demand rewards the companies homeowners already recognize, with strong reviews, a top Map Pack spot, and fast response. As carriers move to ACV schedules, a retail funnel is also your hedge. ShingleWatcher scores both.

Do you replace my CRM or marketing agency?

No. Keep AccuLynx, JobNimbus, Roofr, or whatever you run, and keep your agency if they're delivering. ShingleWatcher is the scoreboard: it shows what's working, what isn't, and what to fix next. Your team, your agency, or ours can do the work.

How soon will I see results?

Your score is immediate. Quick wins like Google Business Profile activity, review responses, and page fixes often show up within weeks. Rankings and content depth build over months.

Is there a contract?

No. The trial is free for 30 days with no card, and monthly plans cancel anytime.

Find out where you rank, before the next storm does.

The next hail event is going to hand someone in your market a month of leads. Make sure it's you.

Get my free scorecard → Talk to our team