Powerful Strategies to Convert Asphalt Shingle Leads into Metal Roof Sales

Issue #234 | November 28, 2023 | Todd Miller


How can you turn a shaky lead – even one planning on buying an asphalt roof — into a successful and profitable metal roof sale? Here are some high points from a recent webinar I hosted. I recommend watching the whole thing for a more in-depth look if you have the time. 

Click here and enter this password to view it: !&fS9OeC.

  • Metal is 18% of the residential roofing market, an all-time high. 
  • The market share of roofing materials like wood, slate, and tile has dropped to nearly zero. 
  • The metal roofing industry must improve at selling the value proposition offered by quality metal roofing.
  • Most homeowner re-roofing leads have asphalt shingles. 
  • The first interaction with the prospect is critical. From there, it depends on a professional sales presentation.
  • You need a professional appointment setter trained to sell the appointment and help the homeowner understand why they can’t get a price for a new roof over the phone. 
  • Your appointment setter’s first question is simple, “How long do you plan to stay in your home?”
  • If they say 8 – 10 years or longer, introduce them to the idea of a longer-lasting option. Don’t mention metal by name.
  • Here are some questions to ask early on:
    • How long have you lived in your home?
    • Have you replaced your roof before?
    • What type of roof do you have now? Do you know if you have just one layer or multiple layers of roofing?
    • What concerns do you have with your roof today?
    • Do you like the aesthetics of your current roof and how it looks on your home?
    • Are you planning any other exterior remodeling that the new roof needs to match?
    • Do you think that your current roof might be negatively affecting your home’s energy efficiency or overall health?
  • Be empathetic in your responses – make them feel cared about and listened to. Above all, plant seeds of why they need to talk to your company.
  • People are motivated by the fear of missing out, so instill the idea that your salesperson will discuss points no one else will. 
  • Introduce the attic inspection: “Has anyone taken a look in your attic and done some moisture and ventilation readings to ensure there aren’t any hidden leaks or damage?”
  • Your competition is not asphalt shingles, someone else’s metal roof, or even a slate or tile roof. Your competition is that homeowner’s next new car.
  • Have financing options readily available for homeowners and talk in terms of monthly payments, not total cost.
  • Assume it will be a financed deal until they tell you otherwise. Make it very natural for them to think of financing their roof.
  • Research the prospect and have a good understanding of them. 
  • Get there early enough to drive around the house and look at other roofs in the neighborhood.  
  • Ask the homeowners if you can walk around the outside of their house with them and get some measurements.
  • Take some pictures of critical areas on their roof and potential problem areas. Ask them to point out any concerns they have about their roof. 
  • Engage them in conversation and help them get emotional about finding a permanent solution to their ongoing roofing problem. Ask them:
    • How long have you lived in your home?
    • What major improvements have you made?
    • What major improvements do you dream of?
    • Are you aware of any issues with your roof?
    • How long do you intend to stay in this home?
    • Will you sell the home someday or pass it on to relatives?
    • Do you have anything particular in mind when you think about a new roof? Perhaps something to blend well with the rest of your home?
    • What bothers you about your current roof?
    • Have you ever considered how your roof might impact your home’s energy efficiency?
    • When we look in your attic, we will look at ventilation. Any concerns about the amount of heat in your home? Any problems with condensation or ice dams in the winter?
    • Do you think your current roof hurts the beauty or value of your home?
  • If they’ve never looked much at roofs or aren’t aware of common problems, this is where your drive around the neighborhood comes into play. Bring up any problems of nearby roofs as comparison points.
  • Set their criteria for choosing a new roof.
  • Bring up specific benefits to owning a metal roof in their area.
  • Create a sense of urgency about their roof replacement through the attic inspection and involve the homeowner. 
  • As a salesperson, you are not a hero. Instead, position yourself as a reliable expert.
  • People want reviews and the opinions of others. They do not want to make purchase decisions – especially major ones –based on what a salesperson tells them.
  • A formal presentation makes training easier and gives you a measuring stick for salesperson performance.
  • Many quality metal roof manufacturers offer formal in-home presentations you can customize and use, like Ingage.
  • Start your formal presentation by going through their various roof options, talking about the pros and cons of each. 
  • Your goal is to have them disqualify the other materials themselves.
  • Understand their needs, help them determine their purchasing criteria, and then present their options to earn the right to show them your product.
  • Explain warranties in-depth, workmanship, and manufacturer alike.
  • Unlike many other products, roofing warranties are not a promise of life expectancy.
  • Save warranty discussion for the end and dedicate time to doing it justice.
  • Talk about your company last; it’s your best tool.
  • Don’t tell folks how great you are – instead, tell stories of times you went above and beyond.
  • Share about your installers and their skills.
  • Give your price proposal and value proposition after you have built the value of your product and services up beyond your quoted price.
  • Combat sticker shock by reminding them of their criteria and how metal roofing is the only option that fits.
  • Compare the total cost per year between roofing types and mention the rising costs.
  • Emphasize the improved home value a metal roof brings.

You have just switched their thinking on what a roof is and what it means to them. Your presentation will justify the cost of a quality metal roof and turn that asphalt shingle lead into a metal sale again and again.

has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.

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