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For growth-focused franchise owners, the right roofing business KPIs (Key Performance Indicators) are critical tools. They help you:
- Increase profitability
- Optimize daily operations
- Improve sales performance
- Make smarter, data-driven decisions
Whether you’re just starting a roofing franchise or managing multiple territories, monitoring the right franchise KPIs can transform both your short-term efficiency and long-term success.
👉 Here are the top roofing franchise KPIs to track —metrics that provide visibility, highlight opportunities, and help you scale smarter.
Why Roofing KPIs Matter for Franchise Owners
The roofing industry in the U.S. is projected to continue growing steadily as demand for replacements, repairs, and upgrades increases. But growth brings complexity—more leads to manage, higher labor costs, and tighter competition.
Without a clear system to measure what’s working and what isn’t, franchise owners risk:
- Overspending on marketing that doesn’t convert
- Losing profit margin to labor and materials
- Failing to spot inefficiencies in crews or sales teams
- Missing out on referral and repeat business
By consistently monitoring roofing franchise KPIs, you gain visibility into your entire operation—from marketing and sales to jobsite performance and customer satisfaction.
The Top Roofing Franchise KPIs to Track
Lead-to-Sale Conversion Rate
Formula: (Closed deals ÷ Qualified leads) × 100
Why it matters: This KPI reveals how well your sales process turns inquiries into paying customers. A low conversion rate may indicate issues with sales follow-up, lead quality, or pricing strategy. Improving this metric often has a direct impact on revenue growth.
Action step: Track conversion by lead source (Google Ads, referrals, website, door-to-door) to identify your strongest channels.
Average Revenue per Job
Formula: Total revenue ÷ Total number of jobs
Why it matters: This shows how much value you generate per project. If the average is low, you may be missing upsell opportunities such as premium shingles, ventilation upgrades, or extended warranties.
Action step: Train your sales reps to present upgrade packages consistently.
Gross Profit Margin
Formula: (Revenue – Cost of Goods Sold) ÷ Revenue × 100
Why it matters: Gross profit margin is a core financial KPI. It tells you how much money stays in the business after covering direct costs like labor and materials. Shrinking margins are often a red flag for inefficiencies or rising supplier costs.
Action step: Benchmark your margins against industry averages (typically 25–40% in roofing).
Job Completion Time
Formula: Total days/hours worked ÷ Number of jobs
Why it matters: The faster your crews complete jobs without sacrificing quality, the more projects you can take on. Long completion times inflate labor costs and slow revenue flow.
Action step: Use scheduling software to improve crew coordination and monitor bottlenecks.
Cost per Lead (CPL)
Formula: Marketing spend ÷ Leads generated
Why it matters: Roofing is a competitive industry, and advertising costs can climb quickly. This KPI ensures your marketing dollars are producing qualified leads at a sustainable cost.
Action step: Compare CPL across channels (Google Ads, Facebook, local SEO). Eliminate underperforming campaigns.
Close Rate by Sales Rep
Formula: (Deals closed by rep ÷ Qualified leads assigned) × 100
Why it matters: Not all sales reps perform equally. Tracking close rate per rep helps identify top performers, training opportunities, and accountability gaps.
Action step: Reward high performers and implement coaching for reps with lower close rates.
Referral Rate
Formula: Referral leads ÷ Total jobs closed
Why it matters: Referrals are among the cheapest and highest-converting lead sources. A strong referral rate signals excellent customer satisfaction. A weak rate suggests issues with service quality or lack of a referral program.
Action step: Launch a customer referral incentive program to encourage repeat and referral business.
Labor Cost as a Percentage of Revenue
Formula: Total labor cost ÷ Total revenue × 100
Why it matters: Labor is often the largest expense in roofing. If payroll grows faster than revenue, profitability shrinks.
Action step: Track this KPI monthly and adjust crew size or scheduling as needed.
Number of Callbacks or Service Issues
Why it matters: Callbacks eat into profit margins and damage your reputation. Each rework means lost crew hours and material costs that could have gone toward new projects.
Action step: Analyze root causes of callbacks—materials, training, or process gaps—and fix them systematically.
Monthly and Quarterly Revenue Growth
Formula: (This period’s revenue – Previous period’s revenue) ÷ Previous period’s revenue × 100
Why it matters: Revenue growth is the ultimate measure of momentum. If growth stalls, you may need to adjust marketing, pricing, or expansion plans.
Action step: Use growth targets to guide decisions about scaling into new territories.
Bonus KPIs for Home Service Franchises
While this article focuses on roofing franchise KPIs, many of these metrics apply to other home service businesses such as HVAC, plumbing, painting, or cleaning franchises.
If you’re building a multi-service operation, add these to your dashboard:
- Customer Lifetime Value (CLV) – How much an average customer spends over their entire relationship.
- First-Time Fix Rate – Especially relevant for HVAC or plumbing.
- Repeat Business Rate – Key for services like cleaning or pest control.
By framing your KPIs broadly, you can position your roofing franchise as part of a larger home services growth strategy.
How to Track Roofing Business KPIs
- Use CRM software to log leads, sales activity, and referral tracking.
- Integrate accounting tools (QuickBooks, Xero) for real-time financial metrics.
- Build dashboards in platforms like Google Data Studio or HubSpot for visibility.
- Review KPIs regularly—daily for sales activity, weekly for job performance, monthly for financial metrics.
Tracking roofing franchise KPIs isn’t just a corporate exercise—it’s a practical roadmap for owners who want to scale smartly.
By consistently reviewing these performance metrics, you can:
- Boost profits without overspending
- Optimize crews and operations
- Improve customer experience
- Build a stronger, more resilient franchise
In an industry as competitive as roofing, data-driven decisions are your best competitive edge.
Want help setting up KPI tracking for your roofing business? The FS Agency specializes in building the systems and reporting you need to scale with confidence. Schedule your consultation today!