Author:  Sheryll Poe | October 30, 2023

No matter what industry you're in, great service and clear pricing will lead to loyal and happy customers, and hopefully, referrals. Explaining roofing costs to customers is no different.

Buying a new roof is a major purchase for most homeowners. Naturally, they need to count on their roofing contractor to provide them with research and reassurance that they're making the right choices. Trust and integrity are important components in the contractor-client relationship. Very few homeowners will feel comfortable signing off on such a large purchase without fully understanding the process, scope of work, timelines and potential technicalities, and how those factors dictate the price.

So, while it might be uncomfortable to have that first discussion about prices with a potential customer, it's an important part of forging a lasting bond. Here are a few tips that can help residential roofing contractors foster understanding and win more business.

Take the Lead

First impressions count: How you present yourself will set the tone for the entire project. You want to go into a potential client meeting prepared, confident and willing to discuss all aspects of pricing. If you postpone the pricing discussion for a later date, it might suggest that you're uncomfortable tackling difficult topics and will be hard to talk to if the project runs into problems or delays.

Nothing is more frustrating to a homeowner than not knowing who they should bring their concerns to. Should they talk to the salesperson, the contractor, the roofer onsite, the project manager or the office manager? If you won't be handling all communications, introduce your client to a single point of contact who is familiar with the progress and able to answer any questions that come up.

Be Transparent

Describe each step of the process in as much detail as possible, including the various communication channels between yourself and the client. How often will the homeowner be updated on progress? When will invoices be sent, and how should they be paid? How will you communicate any changes to the project or timeline? Ask whether a customer prefers phone calls, texting or email, and keep a written record of all your conversations.

Keep in mind that the average homeowner doesn't know a soffit from a fascia. Using complicated or industry-specific terminology that only professional roofing contractors understand will confuse the average person. Whether you outline a job in person or over email, use simple terms and explain every step of the process.

Use Compelling Visuals

Make sure you tell the homeowner about similar projects you've worked on, showing examples of your roof work using visual aids like photo slideshows and videos. You can even try crafting digital 3D models to show how their particular project will turn out.

Some popular apps can help roofers make snazzy visuals without hours of work or a computer engineering degree. Hover creates 3D models using smartphone photos to help customers visualize their new roof. That's the technology behind Beacon 3D+, which can produce a customizable model in just 30 minutes and automatically calculate the amount of materials contractors need to order.

Stay Calm

No matter how many precautions you take, when a homeowner is presented with a large invoice, their first reaction might be anger or confusion over the cost of their roof. The important thing is to stay calm and listen. Ensure that you're explaining roofing costs to customers in a way that is easy to understand, opening up a dialogue for any questions they may have. Remember, it's not a personal attack — they're frustrated by the situation and may just need to blow off steam.

If there is a problem or discrepancy, acknowledge it and offer a solution right away. Delays and unexpected costs are to be expected, but if you've had clear lines of communication throughout the project, you should be able to come to a reasonable solution.