Sheppard

Vertical Playbook · For PE-backed Platforms

Roofing

Residential roofing, storm response, and retail re-roof.

Roofing platforms split cleanly into two operating models: storm-chase and retail. Each demands a different marketing engine, and most sponsors don't fund both correctly. The platforms that build a defensible retail brand on top of a storm capability are the ones that exit at a real multiple.

Operating Realities

The way the trade actually runs.

  • 01Storm work has 90-day attention windows; retail work has 18-month consideration cycles. The marketing org has to support both calendars.
  • 02Insurance-claim navigation is the highest-converting consultative sale in the trade. The marketing has to teach it, not just close.
  • 03Roof financing changes which ticket sizes a household will entertain. Most marketing engines don't surface it correctly.

The Sheppard Playbook

What we install in roofing platforms.

— 01

Storm-response capability as marketing

Pre-staged geo-targeting, ad creative, and door-to-door routing for the 72 hours after a hail or wind event. This is operational, not creative.

— 02

Retail brand investment

Most roofing brands are interchangeable. Sponsors who differentiate on warranty, workmanship guarantee, and consultation experience build pricing power that compounds.

— 03

Financing surfacing

Surface affordability inside the lead form, not at the kitchen table. Average ticket goes up; close rate goes up; CAC stays flat.

KPIs We Move

What the sponsor sees on the dashboard.

Storm response time-to-market

Retail lead-to-inspection ratio

Inspection-to-contract conversion

Average ticket by lead source

Financing attach rate

Frequently Asked

On roofing in private equity.

How does PE-backed roofing marketing work?

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Roofing splits cleanly into storm-chase and retail operating models. Storm work runs on 72-hour attention windows after hail or wind events. Retail work runs on 18-month consideration cycles. The marketing org has to support both calendars — most sponsors fund one and starve the other. The platforms that build defensible retail brand on top of storm capability exit at premium multiples.

What's the role of financing in roofing marketing?

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Roof financing changes which ticket sizes a household will entertain. Surfacing affordability inside the lead form (not at the kitchen table) lifts average ticket and close rate while keeping CAC flat. Most platforms surface financing too late in the funnel and leave meaningful EBITDA on the table.

What are the most important roofing marketing KPIs?

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Storm response time-to-market, retail lead-to-inspection ratio, inspection-to-contract conversion, average ticket by lead source, and financing attach rate. These five metrics tell sponsors whether the platform is operating both halves of the trade — storm and retail — efficiently.

Engage Sheppard

Have a roofing platform under LOI?

We can be in the data room next week with a commercial diligence on the marketing engine. Pre-close, post-close, or pre-exit — same operating model.

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