Roofing companies trying to grow their business often market through several channels at once, like Google Ads, door-to-door canvassing, and direct mailers. One way to evaluate whether these strategies are working for your business is to look at your cost per booked appointment: what it costs a channel to put your team in front of a homeowner who has agreed to an inspection or estimate.

The lower your cost per booked appointment, the less you spend to win each job. That makes each signed job more profitable, and it shows you which channels you can scale without your costs climbing with them.

In this post, we look at:

• How two roofing companies lowered their cost per booked appointment with our digital door knocking software, GlassHouse, plus revenue results from three more.
  
  

• How GlassHouse supports other roofing marketing channels, plus the metrics you can use to evaluate their performance.

How two roofing companies lowered their cost per booked appointment with GlassHouse

GlassHouse, our digital door knocking software, lets roofing companies text homeowners who fit the jobs they want to win, in the neighborhoods they choose. These are homeowners who aren’t already leads or past customers in your CRM.

In our experience, outbound text marketing can lower your cost per booked appointment, in part because:

• Your spend goes toward messaging the homeowners who fit your jobs.
  
  

• Your messages reach homeowners where they can easily reply to you (on their phone) when it’s convenient for them.
  
  

• You can quickly send messages to homeowners in your target neighborhoods. For example, if a storm hits your city, you can send out texts to affected homeowners the same day.

Our clients have seen very strong results after using GlassHouse.

Mighty Dog Roofing in Pittsburgh closed $135,000 in revenue over 6 weeks. They had spent $6,500 on outbound marketing with GlassHouse and their cost per booked appointment with GlassHouse was only $197. Plus, at the time when we pulled these numbers, they had another $126,000 in proposals still open.

Complete Roofing in Woodstock, Georgia, brought their cost per booked appointment down to $121, and during their busy season, they booked one to two appointments per day through GlassHouse.

Below, we look at how GlassHouse works, but if you’d like a more personalized walkthrough, you can schedule a free demo.

How GlassHouse helps you lower your cost per booked appointment

Outbound texting with GlassHouse works best alongside the channels that are already working for you. Roofing clients typically put 10 to 15% of their marketing spend toward outbound text with GlassHouse, and the warm touches it creates can raise conversion rates across their other channels. 

Later in this post, we look at how GlassHouse fits in with each channel, but first let’s take a look at what makes GlassHouse unique among other marketing strategies and why it can help lower your cost per booked appointment.

You can get granular with the homeowners you message. You can target homeowners within the neighborhoods and ZIP codes you choose, or draw a custom shape on the map around specific streets. When GlassHouse is integrated with your CRM, the map also plots pins for prospects, customers, and upcoming jobs, so you can see where you already have a presence and decide whether to build route density or expand elsewhere. 

Plus, you can filter homeowners by home age, home value, home size, lot size, last sale date, and income level. This means you’re not wasting spend on messaging homeowners who aren’t the right fit for your business.

You can easily create and launch your campaigns. Because we work with so many roofing companies, we know which types of messaging and campaigns have historically worked and have templates that are ready to go. Plus, our customer success team will help you write your first campaigns.

You can also A/B test multiple messages in one campaign and change your messaging throughout the year, so your campaigns stay relevant to each season and neighborhood.

We work to make sure your text messages are seen. Carriers filter texts that pass through their networks and can block messages that look like spam. GlassHouse helps your texts get delivered by registering your number and campaigns with the carriers, reviewing your messages against carrier requirements, and personalizing each text to the homeowner. We also confirm homeowner contact information is accurate, so you aren’t spending your marketing budget on texts that get blocked or go to the wrong number.

Plus, we consult with a national law firm that specializes in the Telephone Consumer Protection Act (TCPA) to keep your campaigns compliant, and we check contacts against national and state Do Not Call lists. Read more in our post: Is Cold Texting Illegal?

We make it easy to turn positive replies into booked appointments. Positive replies show up in your sales board as hot leads, with real-time SMS, email, or browser alerts. Your team can respond directly, or JackieAI, our AI sales agent, can carry the conversation to a booked appointment. From there, your leads from GlassHouse push directly into your CRM or FSM. GlassHouse integrates with CRMs like ServiceTitan, AccuLynx, and HubSpot.

Finally, you can see which campaigns produced the most signed jobs. When a homeowner replies, you know which campaign and neighborhood the lead came from. Some homeowners won't reply and will come through another way instead. To capture those jobs, GlassHouse runs an automatic matchback with your CRM, or you can upload your list of closed jobs, and we match those homeowners against the campaigns sent through GlassHouse. That shows you two numbers:

• Impacted leads: Homeowners you texted who became contacts in your CRM, including those who searched for your business and came through another way.
  
  

• Impacted revenue: Revenue from jobs sold to those contacts.

Those numbers help you calculate your outbound spend per matched signed job, compare performance across channels, and shift budget toward the campaigns and neighborhoods that are working.

Revenue results from three more roofing companies

Here are three other roofing companies whose performance metrics we pulled from their dashboards in 2026, showing jobs sold and impacted revenue.

• A roofing and construction company in Washington generated $217,294 in impacted revenue from June to September 2026. They texted homeowners in the neighborhoods around their job sites, and eight of the homeowners who became contacts in their CRM signed, at an average ticket of $27,161.75.
  
  

• A roofing and siding company in Grand Rapids, Michigan, signed two jobs at $25,700 each in their first three months, from August to October 2026, for $51,400 in impacted revenue.
  
  

• A roofing company in Shreveport, Louisiana, generated $512,045 in impacted revenue from April to October 2026. They texted homeowners consistently over those seven months, and 31 of the homeowners who became contacts in their CRM signed, at an average ticket of $16,517.58.

The channels roofing companies use to market their business (and how outbound texting fits in)

Roofing companies commonly win customers through a mix of inbound channels, which reach homeowners who are already looking for a roofer, and outbound channels like canvassing, which reach homeowners before they start looking. These channels can work well for roofing companies, but some of them are costly to scale or hard to track. Here's how each one works, and where outbound texting can help.

Google Ads and Local Services Ads

Google Ads and Local Services Ads (LSAs) appear at the top of search results when homeowners search for terms like "roofer near me." With LSAs, you pay when a homeowner contacts you through the ad, not when they click, and Google ranks your ad based on factors like your reviews, your distance from the homeowner, and how quickly you respond to leads.

Paid search reaches homeowners who are already searching, but you're competing with other roofers on the same page, and costs tend to rise during busy seasons and after storms. It also doesn't reach homeowners who haven't noticed their roof needs work. GlassHouse lets you reach those homeowners before they start searching, in the neighborhoods you choose.

SEO and Google Business Profile

A strong website and a Google Business Profile help homeowners find you in Google Maps and local search results. You aren't paying for each click or lead, but SEO can take months to build, and you can't turn it up when you want more jobs.

Outbound texting and your Google presence also work together. Some homeowners who get your text won't reply. Instead, they'll search for your business and come through another way. A complete Business Profile with recent reviews helps turn those searches into leads, and a matchback identifies jobs from homeowners who previously received your texts.

Door-to-door canvassing

Canvassing means sending reps to knock on doors in the neighborhoods you want to target. Reps can meet homeowners face to face, point out visible damage, and offer a free inspection on the spot. But each rep can only knock on so many doors in a day, and the homeowner answering the door often hasn't heard of your company.

GlassHouse can support your canvassing team in two ways. When homeowners get a text before a rep knocks, the rep is following up on a message instead of making a cold introduction. You can also text a neighborhood first and send reps to the homeowners who reply, instead of knocking door after door to find them.

Direct mailers

Direct mailers let you reach the neighborhoods you want to target, either through a purchased mailing list or a route-based service like USPS Every Door Direct Mail. But a mailer can take a week or more to arrive, and it's often unclear which mailer brought a homeowner in.

Like direct mailers, GlassHouse lets you reach the neighborhoods you choose. But where route-based services reach every address on the selected routes, GlassHouse lets you filter homeowners before you reach out, so your budget goes toward the homes that fit your jobs. A text also reaches a homeowner within minutes, which matters after a storm.

Referrals

Referrals come from past customers who recommend your business to people they know. Leads from referrals often close well because the homeowner starts the conversation with your business, but you can't control how many referrals come in.

GlassHouse lets you extend that same trust to the homes around a completed job. You can text neighbors about the roof you just finished and offer a free inspection while your crew is in the area. They can see your work on their own street, which gives them a local reason to trust you.

Other metrics to evaluate your channels

Above, we looked at cost per booked appointment. It works best alongside a few other metrics, as long as you can attribute your jobs to their source:

• Cost per lead (CPL): What you pay, on average, for each lead a channel produces. CPL is the quickest way to compare how efficiently channels spend your budget and to notice when a channel gets more expensive, such as when ad costs rise after a storm.
  
  

• Customer acquisition cost (CAC): Your total spend on a channel divided by the number of new customers it produced. CAC shows what a signed job actually costs.
  
  

• Blended cost per booked appointment: Your total marketing spend across all channels divided by the total number of appointments they booked. Because channels overlap, such as when a homeowner gets your text, searches for your business, and calls you, your blended number shows whether adding or cutting a channel is lowering what you pay overall. In our experience, adding outbound text alongside your existing channels can lower your blended cost per booked appointment.

Reviewing these together, rather than any one of them alone, gives you a clearer picture of which channels to scale up and which to keep optimizing or pull back on.

Next steps: Track cost per booked appointment across your channels

To see whether outbound texting would lower your cost per booked appointment, it helps to start with what you're paying now. For each channel, track:

• Your total spend, including ad budgets, rep pay, and printing and postage

• The number of booked appointments the channel produced

Divide your spend by appointments to get your cost per booked appointment for each channel, and divide your total spend by your total appointments to get your blended number. Use these numbers as a baseline to measure whether adding outbound texting lowers your overall cost per booked appointment.

To see how GlassHouse would fit into your sales and marketing, schedule a free demo. You can also use our ROI calculator below to estimate the kind of ROI you could see with GlassHouse.

You can also read our posts on:

• 3 Alternatives to Direct Mailers for Roofing Companies

• SMS Marketing for Roofers: How to Get More Leads and Increase ROI

• Is Cold Texting Legal for Home Service Businesses?