Roofing in Columbus, OH
From the fourth call on a shared lead to the first call.
A one-crew roofer who was tired of being the fourth call on a shared lead. Now homeowners message him directly, after they’ve seen a roof he finished a few streets over.
Owner-operated roofing company, 4-person crew. Told by Marcus, owner-operator.
- Leads from the groups
- 138
- over 10 months
- Leads a month, once running
- 16.7
- Cost per lead
- $72
- was $88 from ads
- Close rate
- 19%
- 26 jobs closed
- Closed revenue
- $237k
- $9,970 spent
- Return on spend
- 24x
- revenue ÷ fees
The business
Marcus runs one crew and still tears off roofs himself two or three days a week. His wife does the books. Most jobs are asphalt replacements on 1990s subdivisions, plus gutters when the customer asks.
- In business
- 7 years
- Average ticket
- $9,400
- Tracked
- Mar 2025 to Dec 2025
- Service area
- Westerville, Hilliard, Dublin, Grove City and Pickerington
Before
HomeAdvisor sold each lead to three or four roofers. By the time Marcus called back, the homeowner had two quotes and wanted him to beat the lowest one.
- Where leads came from
- HomeAdvisor
- Door knocking after hail
- Yard signs
- HomeAdvisor
- $1,800 a month
- Typical cost per lead
- $88
What we did
We got Marcus into 148 local groups and posted about 11 times a week across them: tips, offers and finished jobs, with every comment and message answered the same day. A few of the groups:
- Westerville Area Moms
- Hilliard Community Forum
- Grove City Neighbors
- Pickerington Parents
What worked for roofing
- Photos from finished tear-offs, posted only in the group for that suburb, so neighbors recognize the house.
- Hail-season posts in May explaining what bruised shingles look like, with a link to book a free roof check.
- Gutter guard posts that answered the same three questions every time and ended with a spring install offer, which led to a steady run of smaller add-on jobs.
Results
Leads per month from group threads, Mar 2025 to Dec 2025
| Month | Leads |
|---|---|
| Mar | 2 |
| Apr | 7 |
| May | 12 |
| Jun | 15 |
| Jul | 17 |
| Aug | 14 |
| Sep | 18 |
| Oct | 16 |
| Nov | 19 |
| Dec | 18 |
The May hail pushed month three to 12, most of it from the bruised-shingle post. August slipped to 14 while Marcus was on a family trip and callbacks slowed down.
| Measure | Before | With the groups |
|---|---|---|
| Monthly spend | $1,800 | $997 |
| Cost per lead | $88 | $72 |
| Leads that became jobs | 7% | 19% |
| Cost per closed job | $1,257 | $383 |
Along the way
- Week 3
All 148 groups joined and first posts live.
- Month 3
Two full replacements signed from one hail post in Grove City Neighbors.
- Month 7
Cancelled HomeAdvisor.
“With HomeAdvisor I was the fourth guy calling. Now they’ve already looked at a roof I did three doors down before they ever send me a message. Different conversation. I stopped having to be the cheapest.”
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Enough spring bookings to hire a fourth technician.
One company per trade per city
Is your trade still open where you work?
We take one roofing company per city, with a 25-mile territory. $997 a month flat, no ad spend, and 15 leads a month by month four, or we work free until you get there.