Gary A. Cohen, Executive Vice President, Certified Contractors Network (CCN) - February 2026
Ask any successful roofing contractor where their best jobs come from and you’ll hear the same answer over and over again: referrals.
People trust friends, family members, neighbors and coworkers' actual experience more than any ad, website or sales pitch. Referrals close faster, are less price sensitive and tend to be better customers overall. But here’s the part many contractors don’t like to hear: If you are not consistently delivering a world-class customer experience, you will never fully
maximize your referral potential, no matter how often you ask for referrals. Referrals are not something you “turn on.” They are something you earn.
Referral leads are different from every other lead source in your business. A referred homeowner already trusts you before the first call. They are calling because someone they know had an excellent experience and that trust changes everything. Referred customers typically:
■ Close at higher percentages
■ Push back less on price
■ Move faster through the sales process
■ Are more patient during production
■ Become referral sources themselves
That’s why many of the strongest roofing companies generate 30 to 60 percent of their annual revenue from referrals alone.
The question isn’t whether referrals work. The question is whether your business is built to generate them consistently.
Most roofing companies believe they deliver “good service.” But good service doesn’t drive referrals. Customers refer companies that make the process easier, clearer and less stressful than expected. Think about it from the homeowner’s perspective:
■ Roofing is unfamiliar
■ It’s expensive
■ It disrupts their home
■ It comes with fear, uncertainty and risk
When a contractor removes that stress through communication, professionalism and follow-through, customers talk about it.
If referrals are weak, it’s usually not because you don’t ask. It’s because nothing about the experience stood out.
Referral-driven companies don’t rely on good intentions. They rely on process. They intentionally map the entire customer journey, including:
■ First call or web inquiry
■ Sales appointment and proposal
■ Pre-production communication
■ Installation day
■ Final walkthrough and follow-up
Every handoff, every expectation and every touchpoint is defined.
When expectations are clear and communication is proactive, problems don’t disappear but frustration does. And frustration is the enemy of referrals.
Consistency is what creates trust. Trust is what creates referrals.
Most homeowners don’t refer because there was nothing memorable about the job. That doesn’t mean you need grand gestures or expensive giveaways. Small and thoughtful actions done consistently have far more impact. Examples include:
■ Clear pre-installation emails or packets explaining exactly what will happen
■ Proactive updates during the job
■ Respectful crews who protect landscaping and clean thoroughly
■ A post-job thank-you note, small gift of appreciation and follow-up call
These are “talk triggers.” They give customers something positive to share when your name comes up in conversation.
Referrals are emotional. People talk about how you made them feel and not the brand of roofing materials you used on the job.
Your referral reputation lives or dies with your people. Sales reps, production managers and crew leaders all influence whether a homeowner becomes an advocate or just another completed job. High-referral companies train their teams to:
■ Communicate clearly and confidently
■ Show respect for the homeowner and their property
■ Address issues quickly instead of deflecting them
■ Close every interaction professionally
Referrals are rarely the result of one moment. They’re the result of many small moments handled well.
Once you’ve earned the right to ask, asking becomes easy. The biggest mistakes contractors make are:
■ Asking too early
■ Asking generically
■ Asking before the customer feels fully satisfied
The best time to ask is after the job is complete and the customer has clearly expressed satisfaction. And the best way to ask is simple and respectful:
“Most of our business comes from homeowners who refer us to friends, family or neighbors. If you
know anyone who would appreciate the same experience you just had, we’d be grateful for the
introduction.”
This positions referrals as a compliment and not a favor.
Referral programs don’t need to be complicated. What they do need is:
■ Clarity
■ Simplicity
■ Follow-through
Whether you offer gift cards, home improvement credits or another form of appreciation, the most important step is acknowledgment. When someone refers you:
■ Thank them immediately
■ Keep them informed
■ Follow up when the job is complete
Silence kills referral momentum faster than anything else.
Referrals don’t only happen right after installation. Many happen months or years later – if the customer remembers you. Companies that generate long-term referral flow stay lightly connected through:
■ Annual inspections
■ Seasonal reminders
■ Educational emails
■ Community involvement
These touchpoints aren’t focused on sales. They’re relationship focused.
When a past customer is asked, “Do you know a roofer?” Your goal is to be the first name that comes to mind.
The most important takeaway is this: You don’t get referrals because you want them. You get referrals because you’ve earned them. A referral-driven roofing business is built on:
■ World-class customer experience
■ Clear systems and expectations
■ Well-trained teams
■ Thoughtful follow-up
When those pieces are in place, referrals stop being unpredictable and start becoming a reliable, compounding growth engine for your business.
Gary A. Cohen is Executive Vice President of Certified Contractors Network (CCN), North America’s leading training, coaching and networking organization for home improvement contractors. With over 30 years of home improvement industry experience and a background in business education, Gary specializes in helping contractors achieve scalable growth through proven systems and processes. He can be reached at gary@contractors.net.