How To Get Roofing Leads From Insurance Companies In 6 Steps
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“Insurance always pays by check, and it never bounces.”
– Contractor Talk
Want more roofing jobs? Of course, you do!
And insurance companies are one of the best and most reliable sources of consistent work. But how do you get those leads and ensure they keep coming your way?
Building connections with insurance insurance adjusters and agents requires a good strategy, consistent effort, and let’s be honest, delivering top-notch work also helps. When insurance adjusters and agents see that you provide excellent results every time, they’ll keep coming back to you. Here are six proven ideas to help you secure roofing leads from insurance companies.
1. Focus on Quality Work That Speaks for Itself
“Your referral is ten times better once you’ve successfully handled a claim from front to back as they can tell their friends that you not only put on a top-quality roof, but you were kind enough and knowledgeable enough to handle everything.” – Contractor Talk
Quality matters—both for the homeowner and the insurance adjuster. When you consistently deliver excellent roofing work, insurance adjusters will take notice and be more likely to refer you to homeowners. In this industry, word-of-mouth and a good reputation are priceless.
Key Actions:
Maintain High Standards:
Always perform high-quality work. Insurance companies want roofers who do the job right the first time. A solid reputation for durable, well-done roofs will keep insurance adjusters returning. So use premium materials, and don’t just say that your materials are premium, be specific ‘’ We use GAF Timberline HDZ shingles, which are the most durable, and most wind-resistant’’
Provide Excellent Documentation:
Include before-and-after photos, repair notes, and any issues found during inspections. Insurance companies rely on well-documented work to justify claims. Use a checklist to ensure you capture all the necessary information. Make sure the photos show the damage from different angles. After photos should showcase the entire roof repaired also from different angles.
Considered using CompanyCam to capture time-stamped, GPS/tagged photos of every stage of the roofing process. This will provide clear documentation for insurance adjusters and show transparency with the homeowners.
Complete Projects Efficiently:
Meeting deadlines is key. Insurance adjusters operate on tight schedules, and completing jobs on time without sacrificing quality makes you an asset to the process. Insurance adjusters know how you rank on efficiency when compared to other roofing contractors. Having excellent (SOP) standard operating procedures will ensure that you get the job done efficiently.
You don’t want your SOPs to only be available in your brain. You want to have them written so your team can easily get access to them and update them in your weekly meetings. You can maybe consider having your SOPs in Google Drive or use something more robust like Subtrack.
Stand Out With Professionalism:
How you present yourself and interact with clients sets you apart. Invest in uniforms for your team. Make sure your trucks are branded with your logo, clean, and well-maintained. Train your team to communicate properly with clients, they all need customer service skills. Be respectful of your client’s property, clean up the job site after the job is done, and make sure it’s spotless.
Have a Strong Online Presence:
A well-maintained website showcases your best work and builds credibility. Ensure your website is up-to-date, easy to navigate, and features testimonials from satisfied clients, and high-quality photos.
Encourage your customers to leave positive reviews on Google, Yelp, and other platforms. Monitor your online reviews and reply promptly. Need help with roofing web design? Learn more about how our web design services can help you connect with insurance adjusters and customers effectively.
Nobody wants to refer mediocre roofing contractors. Therefore, it is critical that you first establish yourself as being one of the best in your local area. If you approach insurance agents and insurance adjusters, but you don’t have a professional image and strong online presence, then they will likely think twice before referring you. When insurance adjusters see your high-quality work, they are more likely to refer you to homeowners needing roofing services.
2. Maintain a Stellar Reputation to Earn Trust
Your reputation is your most valuable asset. A long list of satisfied customers and positive reviews will help you stand out and earn the trust of both insurance adjusters and homeowners. When asking for reviews, make sure to ask your clients to include pictures. It not only helps your SEO, but it also shows potential new customers real jobs that you’ve done.
Key Actions
Be Transparent:
Open communication is key. Explain the work clearly, provide accurate estimates, and stick to your timelines as much as possible. If there are delays, let people know. Nothing makes a customer more upset than surprises when it comes to money and time.
Follow-Up With Insurance Adjusters:
After each job, check in with insurance adjusters to thank them for the referral and reinforce your professionalism. It shows that you care. Here are some key questions you will want to consider asking.
“Thank you for working with us on this project.
Is there anything we could have done better?”
Listen and if it’s something you could have done better, then thank them for your feedback and work on improving that area of your business.
By following these steps, it becomes much easier to ask your customers for a positive review. Most people tend to check reviews before making a decision, so having a strong overall rating from your customers helps build trust and credibility. It increases conversion rates, boosts your online presence, and adds authenticity and transparency to your roofing business.
Plus, it plays a huge role in generating word-of-mouth marketing, which is incredibly valuable. A strong reputation isn’t built overnight, but with consistent, high-quality work and customer service, you’ll become the roofer of choice for insurance companies and homeowners alike.
3. Building Strong Relationships with Insurance Adjusters and Agents
Insurance agents and insurance adjusters are often a great source of roofing referrals. But they serve different roles. Insurance agents are often the gatekeepers when it comes to referrals for roofing jobs. They are the ones who recommend contractors to homeowners. Insurance adjusters, on the other hand, are professionals who assess damage and determine the scope of insurance claims.
So, you want to keep relationships with both of them as that will lead to steady work because they trust your work and professionalism. Roofing contractors and insurance adjusters work closely, and they can help you with the claim process, so be reliable, professional, and proactive in understanding their needs.
Key Actions:
Reach Out to Existing Connections:
Do you know who your business or homeowner’s insurance agent is? Often, they can introduce you to insurance adjusters who need trusted roofing contractors. But don’t just call without a plan, instead, prepare a personalized message. Here is a script you can maybe consider:
“Hi (Ajuster’s name) This is (Your Name) from ( Your company). We worked together on the Smith residence last year, and I’m calling to touch base and let you know I’m still serving the area and I would love to get together for a quick chat. Would you be available sometime next week?’’
At a minimum, you want to connect with them on social media. However, you can stop by and drop off a coffee mug or business card magnet in person, then it will make a bigger impact. Many roofing contractors don’t do this. This will set you apart from the competition and keep your business in mind with them.
Attend Industry Events:
Trade shows, conferences, and workshops are great opportunities to meet insurance adjusters and agents in person, network, and stay informed. If you go to Google and type “insurance events near me”, then you will get upcoming insurance events. Many of these events are free to attend and it will allow you to network with people in the insurance industry.
But don’t just give out business cards and collect them. Have your script ready:
‘’ Hello, I’m ( Your Name) from ( Your company). We specialize in insurance claim roofing repairs. We provide detailed documentation and fast turnaround times, which is exactly what insurance adjusters like yourself are always looking for’’
Follow up within 24 hours with a personalized email. Example: “Hi (Insurance adjuster Name), it was a pleasure speaking with you at the (Event Name) yesterday. Following up on our conversation about the complexities of hail damage claims, I’m sharing a link to a case study detailing a recent project we completed: (Link)”
Use Social Media:
Join LinkedIn or Facebook groups focused on insurance adjusters and agents or restoration professionals. Not only do you want to join these groups, but you also want to connect with your local insurance adjusters and agents.
Share your expertise and engage with potential leads. Also, make sure you have a Facebook and an Instagram page for your business. People want to do business with people.
As a result, you’ll want to make sure you add a real profile picture of yourself. Once you start connecting with people send them an instant message and ask them if they currently work with any other roofing contractors. Also, don’t be afraid to like and comment on their post.
According to Jay Conrad Levison the author of “Guerilla Marketing” a prospect needs to see your brand at least 26 times before they can begin to trust you. This is why you want to make sure you post often to your social media accounts.
If you are not sure what to post about, then you can consider reviewing our social media calendar. This means it will take some time to earn that trust. However, once you earn it, then you can consistently expect referrals.
Share valuable content. Example: ‘’Did you know your roof’s seams are its weakest point? Here’s a quick video on how to inspect your roof: (Link to Blog Post/Video).” And then be sure to interact with people who leave comments. Offer helpful advice in response to questions. Want to learn more about how to maximize your social media presence? Explore our social media advertising services.
Pick Up the Phone:
Call local insurance agencies, introduce yourself, and explain how your services provide value.
Keep the initial call brief and to the point. “Hi (Insurance adjuster Name), I’m (Your Name) from (Your Company). I understand you handle claims in the (Area) area. I’m a local roofing contractor specializing in insurance work. I’d love to introduce myself and briefly explain how our efficient processes can benefit you and your clients. Would you have five minutes for a quick chat sometime next week?”
Prove Your Reliability:
If you say you’ll be there at 8:00 am, be there at 7:45 am. Always provide clear, concise, and error/free documentation, communicate proactively, and don’t wait for the insurance adjuster to reach out to you to see how things are going with the job. Keep him/her informed of your progress. A good motto to live by is to “Never over-promise and always over-deliver.”
By establishing personal connections with insurance adjusters, you’ll position yourself as the go-to contractor for roofing projects. A strong relationship will encourage them to refer you to homeowners who need roofing services.
4. Get Certified with Insurance Companies
“Having a contractor who knows how to handle an insurance claim can be an invaluable asset to a homeowner.”
– Contractor Talk
Insurance companies prefer contractors they can trust. Many insurance companies offer “preferred contractor” programs to create a list of go-to professionals. For example, you can apply with State Farm to be one of their roofing vendors by going to their roofing vendor form page.
By becoming certified and joining these programs, you increase your visibility, establish credibility, and increase your chances of getting more insurance-related roofing jobs.
Key Actions:
Find the Right Insurers:
Research local insurance companies with preferred roofing contractor programs and understand their specific requirements. Don’t just visit the general website. Look for ‘’Contract Programs’’ or ‘’Preferred Vendor’’ sections. Usually, these sections have information about their requirements. Call the insurance company directly and ask for someone in their contractor relations department.
Meet Their Requirements:
Ensure you have the necessary licenses, insurance coverage, and a solid history of successful jobs. Many insurers require background checks, proof of financial stability, and compliance with industry standards.
Promote Your Certifications:
Use your certification as a marketing tool—promote it on your website, in your advertising, and when speaking with homeowners.
Don’t just list the certifications. Explain what they mean ‘’we are an (IKO Certified Contractor) certified contractor, which means we’ve met their rigorous standards for quality workmanship, customer service, and financial stability. This gives you added confidence that your roof repair will be done right’’
Maintain High Standards:
Once you’re on a preferred contractor list, consistently deliver top-quality results to remain in the program.
Stay up to date on the latest roofing practices and building codes by attending courses. Regularly review your company’s performance and identify areas of improvement. Always ask for feedback from customers and insurance adjusters, they can point out any blind spots that you might have. Being aware of your blind spots will help your roofing business become better.
Being a certified contractor boosts your credibility, positioning you as a trusted partner for insurance companies, and ensuring that you’re the first contractor they turn to for roofing claims. To make the process of getting certified as a preferred contractor simpler, check out this helpful guide that outlines everything you need to know: How to Become a Preferred Contractor for Insurers Effortlessly
5. Guide Homeowners Through the Entire Claims Process
“We owe it to our clients to be educated in the process to look out for their best interests.”
– Contractor Talk
Most homeowners don’t fully understand how the insurance claims process works. By guiding them through each step, you help expedite approvals and position yourself as a knowledgeable, trustworthy professional in the eyes of the homeowner and the insurance adjuster.
Key Actions:
Make the Process Simple:
Explain each stage of the claims process to the homeowner, from the initial inspection to the final payment. A clear roadmap will help ease stress and build trust.
‘’Here is a checklist outlining the steps to file a roof damage claim with your insurance company. We’ll be here to assist you every step of the way.”
Making it easy for your homeowner to go through insurance claims will increase customer satisfaction and help you get paid faster.
Help With Documentation:
Assist homeowners in gathering necessary paperwork, including estimates and photos. The more complete the claim, the less chance for delays.
Communicate With Insurance Adjusters:
Act as the intermediary between the homeowner and the insurance adjuster to ensure all information is accurate and that the claim progresses smoothly.
Schedule inspections and meetings. Provide the insurance adjuster with all necessary documentation. Follow up with the insurance adjuster to ensure the claim is being processed on time. Be professional and respectful. Homeowners will appreciate your guidance, and insurance companies will value contractors who streamline the claims process.
6. Act Quickly After Storms to Gain the Edge
“Most people don’t even know their roof is damaged—they’re completely unaware.”
– Adam Bensman, The Roof Strategist
Timing is crucial, especially after a storm. Homeowners and insurance companies need immediate assessments, and if you’re one of the first contractors on the scene, you’ll gain a major advantage over competitors.
Key Actions:
Monitor Storm Alerts:
Use weather-tracking tools to stay ahead of the storm and identify affected areas before your competitors. Don’t just wait for the weather news to tell you about a storm. Use weather pages like National Weather Service to track the storms and get a head start.
Be Prepared:
Have your team and equipment ready to deploy immediately after a storm. Make sure they know exactly what to do, the trucks are filled up, the equipment is in good working order, and you have extra tarps and materials on hand. Think of it like being ready for camping but instead of night under the stars it’s repairs.
Educate Homeowners:
Many homeowners are unaware of potential roof damage. Tell them about hidden damage and the risks of delaying the claims process. Don’t wait for homeowners to call you. Proactively reach out to neighborhoods damaged by storms, and offer free inspections. Knocking on doors is very effective.
We came across a statistic recently from a Harris poll by the Hanover Insurance Group which found that fewer than 40% of U.S. homeowners checked their roofs for issues between February 2023 and February 2024.
That means that a lot of people are missing potential roofing problems that could lead to bigger and more expensive issues down the road.
Launch a Social Media Campaign:
You can use Facebook ads to target homeowners who live in storm-affected areas. Let them know that you’re available to inspect and repair roofs.
These are the steps to set up a Facebook Ad campaign:
- Go to Facebook Ads Manager and click “Create.”
- Choose the campaign objective “Lead Generation” or “Traffic.”
- Define your target audience by selecting storm-affected locations.
- Target people over 30 years of age
- Target people in the top 50% income bracket
- Target people that have expressed an interest in “home improvement”. This will increase the probability that you will target homeowners.
- Set your budget and ad duration.
- Design an engaging ad with clear visuals and a strong call to action (e.g., “Get a Free Roof Inspection Today!”).
- Launch your campaign and monitor its performance daily.
The faster you act, the more jobs you can secure, establishing your reputation as a reliable contractor after storms.
A strong reputation isn’t built overnight, but with consistent, high-quality work and customer service, you’ll become the roofer of choice for insurance companies and homeowners alike.
There you have it—six proven strategies to help you secure a steady stream of roofing leads from insurance companies. Remember, it’s not just about roofing; it’s about building trust, demonstrating expertise, and providing value at every step.
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