How to follow up roofing leads from Facebook
Call within minutes, try several times over a few days, and text when they don't answer. Facebook leads cool off fast, and the roofer who reaches them first usually gets the inspection. Here's the research and a routine you can copy.
Why speed matters so much
A widely cited study in Harvard Business Review looked at 1.25 million sales leads across 42 US companies. Companies that tried to contact a lead within an hour were nearly seven times as likely to qualify it as those that waited longer, and more than 60 times as likely as those that waited a day or more (Harvard Business Review, "The Short Life of Online Sales Leads"). The same research found many companies never responded at all.
Facebook leads make speed even more important. The homeowner filled out a form in a few taps while scrolling; an hour later they may barely remember it, and another roofer may already have called.
A follow-up routine you can copy
- Within 5 minutes: call. If no answer, leave a short voicemail and send a text right after.
- Same day: call again in the late afternoon or early evening, when homeowners are home.
- Day 2: call once, text once with a simple question ("Still want someone to take a look at the roof this week?").
- Day 4: one more call and a text offering two specific inspection times.
- Day 7: final text. Leave the door open and mark the lead in your tracker.
Meta's lead forms can also confirm the phone number by text (SMS verification), which cuts down on fake numbers, but it may block homeowners who give a landline. Decide on purpose whether to turn it on (Meta).
What to say
First call
"Hi, this is [name] with [company]. You asked about [roof leak / an inspection] on Facebook a few minutes ago. Is now a good time for two quick questions so I can get someone out to you?"
Text after a missed call
"Hi [first name], it's [name] from [company]. Just tried calling about your roof. When's a good time to talk, or would you like me to send two inspection times?"
Day 7 text
"Hi [first name], [name] from [company] again. I'll stop reaching out, but if the roof is still on your list, just reply here and we'll get you scheduled."
Track every lead, not just the good ones
Write down every lead, every attempt and the outcome: no answer, talked, inspection booked, estimate sent, won, lost. After a month you'll know your real cost per booked inspection, which is the number that tells you if your ads are working. It also shows whether a "bad leads" week was really bad leads or slow follow-up.
Every TavaTrack client gets lead texts and a shared tracker built for exactly this. See the tracker.
Common follow-up mistakes
- Calling once and giving up.
- Only emailing. Most homeowners respond to calls and texts faster.
- Letting leads sit until the end of the day or the weekend.
- Judging ads by leads that were never contacted.
- No owner for the leads: if everyone is responsible, nobody calls.
FAQ
How fast should I call a Facebook roofing lead?
Within minutes if you can, and always within the hour. Research on online sales leads found contact within the first hour makes qualifying a lead far more likely.
How many times should I follow up?
Plan on five or six attempts over about a week, mixing calls and texts. Plenty of leads answer on a later try.
Should I text or call first?
Call first, then text right away if they don't answer. The text gives them an easy way to reply on their own time.
Why do Facebook leads not answer the phone?
They often filled out the form quickly and aren't expecting a call from an unknown number. A fast call, a voicemail with your company name and a follow-up text fix most of that.