Roofing company calling playbook: call blocks, cadence and KPIs

What this playbook covers

Roofing calling runs on a season clock: storm weeks produce surges that drown unprepared offices, and off-season months starve offices that stop dialing. This playbook structures both: the storm inquiry block that books inspections while interest is hot, the estimate approval list where revenue actually materializes, and the off-season reactivation that fills the spring calendar. It assumes a three-line browser dialer on your own Telnyx numbers, human reps on every call, and recordings with after-call AI summaries.

List hygiene before the block

The storm list is staged within a day of the event: inspection requests first, canvass contacts with signed interest second, sourced lists last and only after registry scrubbing on the 31-day cycle. Every row carries source, event date and neighborhood notes, because the opener and the crew plan both depend on them. Dedupe the canvass sheets against the phone list; the same homeowner talks to two reps and deserves one call. Your internal DNC list applies to everything, quiet hours run per lead, and the TCPA’s wireless restrictions at 47 CFR 64.1200 apply to every list, which is why nothing here autodials a cell.

Calls to homeowners who requested inspections are consumer telemarketing under the Telemarketing Sales Rule: truthful disclosures, 8 a.m. to 9 p.m. at their location, DNC rules unless consent or an established business relationship applies (16 CFR 310.4). Canvass contacts are their own compliance question: the signed inspection request is your evidence, so keep it with the record.

The calling week in blocks

Storm inquiry block, storm days and the week after. Fresh-first ordering, three lines, four facts per connect: roof age and type, what they noticed, insurance status, household timing. The window that fits the household calendar is the product. Wrong roofs (rentals, replaced last year, shaded addresses) get dispositioned in one minute; they are list hygiene, not failures.

Estimate approval block, daily. Homeowners with inspection reports in hand get the approve-and-schedule conversation: the findings, the deductible discussion inside your state’s rules, financing where it applies. These calls are logged with their own dispositions and summaries, and they convert the storm into installs. A storm that produces 300 inspections and no estimate calls produced nothing.

Off-season reactivation block, weekly. Inspection reports never converted, fall estimates, the after-the-holidays list, and the 15-year-old roof flagged last year. Each gets called with the original summary attached so the call opens with their November objection instead of a fresh pitch. The 15-year roof flagged during last year’s inspection is a spring conversation with the notes attached.

Crew planning, Friday. Neighborhood and roof-type fields from the week’s summaries become next week’s routes: which streets first, which roofs need the ladder crew, which inspections share a block. The wrong-roof dispositions keep the crew list clean.

Attempt cadence and the storm clock

Storm leads: two attempts inside seven days, varied hours, one voicemail drop, then stop. Storm interest is front-loaded and decays fast; the third-week call damages the reputation the first call built. Estimate approvals: three attempts over two weeks, then a dated re-entry when the deductible or financing question resolves. Off-season lists: one attempt per cycle per lead. Attempt caps make the policy automatic, and the do-not-call disposition drops the number from every list, which is what the homeowner asked for and what the rules require.

Dispositions that route the work

Inspection booked, estimate follow-up, insurance claim started, deductible conversation, not interested, wrong roof, unreachable, do not call. Insurance status is a field with values, not a disposition, and never a promise. “Wrong roof” carries a reason because in two years the rental changes hands and the list lives on. The disposition set is shared by temp and permanent reps in storm weeks, which is how a surge staff runs at permanent quality.

Three lines and the AI summary workflow

Three lines clear the voicemail layer while the rep takes connects. After each connect, the AI writes the transcript and pulls the fields: roof age and type, event date, insurance status, household timing, the objection, the next step. The rep verifies roof age and event date against the recording before the next dial; a misheard age books the wrong conversation. The manager’s week is ten minutes per rep: two recordings, the summary scan for insurance promises or improvised deductible answers, one coaching fix.

The recordings are also the company’s defense. When a homeowner later recalls a promised new roof or a covered deductible, the tape shows what was actually said, and the summary shows the conversation’s shape without a replay.

KPI ranges and the production benchmark

• Dials per active calling hour: 70 to 100, median near 85 in DialBreeze production use, 3-line sessions, 90 days.
• Dials per rep day: 450 to 700 in storm weeks, median near 600 for a full day; off-season runs 150 to 300 by design.
• Person-connect rate: 12 to 22 percent planned, 17.8 percent production median. Storm lists run high, off-season low.
• Inspections booked per storm week: your own baseline; list quality and event severity decide it, so set the target after two events, not before.
• Estimate approval follow-ups completed within 14 days: 100 percent; the cadence enforces it.

The production figures come from 37,411 dials over 90 days to 2026-09-26 in DialBreeze operation, aggregate activity, not customer results and not a promise about your storm.

Compliance checklist for the roofing office

Calling hours, disclosures, DNC and registry scrubbing where the list is not your own inquiry, per the Telemarketing Sales Rule and 47 CFR 64.1200. No adjuster impersonation or implied carrier affiliation, under the FTC’s impersonation rule (16 CFR 461.3). Deductible waivers and inducements only where your state allows them, with counsel’s confirmation before storm season, not during. Damage claims that match what inspections actually find. All-party recording consent with the approved disclosure where required. Nothing here is legal advice; the state layer changes fast and belongs in a reviewed policy.