Responding To The Death of the 3 Bid Sale
How today’s homeowners buy roofing has fundamentally changed. For decades, homeowners followed a fairly predictable process when it came time to replace their roof.
They asked a neighbor for recommendations. They checked the yellow pages (remember those?) And they called three or more roofing contractors. Each contractor came out, measured the roof, scribbled out a proposal, and hoped for the best.
The homeowner compared the three estimates and made a decision. They told friends they did the smart thing and chose the middle bid (but they often chose the lowest one). There was very little opportunity for the homeowner to really analyze their needs and choose the best product for their home.
This “three-bid sale” became so ingrained in our industry that many contractors still assume it’s how people buy today. It isn’t. And the contractors who fail to recognize that shift are finding themselves wondering where all the leads went.
Where Have All The Leads Gone?
Here’s what has happened – the buying process has moved largely online. Think about how you make major purchases today. Whether it’s a vehicle, a vacation, or a new television, chances are you’ve already done hours of research before ever talking to a salesperson.
Roofing is no different. Today’s homeowner begins online. They read reviews. They visit websites. They watch YouTube videos. They ask AI platforms questions. They compare warranties. They study products. They research contractors.
By the time they contact you, they’ve often already formed opinions about the product they want and the contractor they want to work with. Lead counts have naturally diminished, and the contractors getting the leads are the ones who provide the information homeowners need during their research.
This is one of the biggest changes I’ve observed. Homeowners aren’t necessarily shopping less. They’re simply becoming more selective. Instead of calling three or four companies to educate them, they’re educating themselves first. Then they call the one or two contractors who appear to be the best fit.
Why? Because inviting contractors into your home is time-consuming. Scheduling appointments is inconvenient, and homeowners don’t enjoy the process. If they can narrow the field online first, they will gladly do so.
Of course, some contractors hear this and think, “Great! Instead of competing against three contractors, I’ll only compete against one.” Not exactly. The fact is, you’ve already been competing online for weeks before the homeowner ever contacted you.
And here’s the reality of that: If your website doesn’t answer questions, if your reviews aren’t compelling, if your company doesn’t appear trustworthy, and if AI doesn’t recognize your business as an authority, you will never receive the phone call in the first place.
Changed Consumer Behavior Has Changed The Numbers
Twenty years ago, 100 homeowners might have generated 300 or more roofing appointments. Today, those same 100 homeowners may generate 150–180 appointments because they’re only inviting one or two companies to visit. The total number of sales opportunities has shrunk—not because roofs stopped wearing out, but because consumers have become more efficient shoppers. That means every appointment has become more valuable.
Price Is No Longer the Mystery It Once Was
Contractors tell me, “We don’t put pricing online because we don’t want to scare people away.” The reality? Homeowners already have access to pricing information. Between AI, national remodeling websites, manufacturer resources, homeowner forums, and online calculators, consumers can easily decide whether they’re shopping for a $15,000 or $60,000 roof before ever contacting a contractor.
Fact is, they’re not looking for an exact quote. They’re looking to self-select the product type and price range they’re seeking for their new roof.
So, rather than try to save all of your information for the in-home presentation, your website needs to cover the following information homeowners are seeking:
- The products you offer
- How your sales process works
- The types of homeowners you’re able to help
- What systems do you specialize in, and why
- What makes you different?
- What sort of price ranges do your projects fall within
Your appointment-setting phone call reinforces these things, and by the time your salesperson arrives, the sales presentation becomes a continuation of an ongoing conversation—not the beginning of one. Projects are now often sold long before the traditional “close”.
User Experience Is Now Your Competitive Advantage
Amazon, Apple, and Uber changed consumer expectations. Every positive buying experience consumers have elsewhere raises the bar for you. The companies delivering outstanding customer experiences clearly separate themselves from competitors who still say, “I’ll explain everything when I get there.”
Homeowners now expect the following on your website; if you do not provide them, they will seek them elsewhere:
- Easy scheduling
- Fast (immediate, really) responses
- Education
- Online reviews
- Professional communication
- Transparency
Differentiation Matters More Than Ever
When homeowners begin researching online, every roofing contractor can look alike. “We’ve been in business 25 years.” “We use quality products.” “We offer great service.” “We’re fully insured.” These things aren’t differentiators. They’re expectations.
Contractors who stand out communicate something unique. Things like:
- A Design-Build approach
- Specialized expertise in premium residential metal roofing
- Free online estimates
- Educational videos
- Ongoing manufacturer training
- Financing
- Energy efficiency
Whatever it is, homeowners need to understand it before deciding who to call.
The Future Belongs To Those Who Educate
Marcus Sheridan famously said, “They ask, you answer.” That philosophy is so applicable to roofing and other home improvements. The companies that consistently answer homeowner questions—through articles, videos, FAQs, pricing guidance, AI-friendly content, and transparent communication—are the companies homeowners trust and call.
Today’s buyers hey have more information, more choices, more technology, and more confidence than ever before. Contractors who don’t adapt will not survive. The future belongs to companies that educate first, differentiate clearly, and create an exceptional buying experience long before the first handshake.
Todd Miller 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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