2024 Roofing Industry Insights: Navigating the Future

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JOBNIMBUS | PEAK PERFORMANCE 2024 JOBNIMBUS | PEAK PERFORMANCE 2024
3
Contents
Introduction
4
Download the Full Report
34
Sponsors
36
Notes
38
Glossary
7
The JobNimbus Mission
6
A Hero’s Story:
Olympus Roofing
The Power of a
Proposal in the Buyer
Experience
16
28
FEATURED ARTICLE
FEATURED ARTICLE
Production
14
Sales
12
Future Outlook
26
Services
8
Communication
22
A Hero’s Story: Olympus Roofing
28
Cash Flow
20
The Power of a Proposal in the Buyer Experience
16
Marketing
10
Team & Culture
24
BENCHMARK OVERVIEW

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THE FULL
REPORT ↓
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Do you
know where
you stand?
That’s why we’ve created our Peak Performance: 2024
Roofing Industry Benchmarks for Success report. We’re
digging into what makes roofing companies succeed across
the country so you can put those tried-and-true strategies to
work for your business.
Chock-full of industry trends, insights, and takeaways, this
report lets you see exactly where your business stands and
what you can do to climb toward success.
Roofing businesses are facing unique challenges,
and how you navigate that landscape determines
how successful your business is.

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THE FULL
REPORT ↓
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The journey starts now—are you
ready to take the next step?
We created this report because we want to advance more than just
software. We’re advancing the entire roofing industry.
This industry-leading report is a dynamic roadmap meticulously designed
to empower roofers at every rung of the ladder. It’s your strategic compass,
guiding you to unprecedented heights in every aspect of your business.
Get ready to level up, because at JobNimbus, we believe in making
contractors heroes, one roofing success at a time.
The JobNimbus Mission
JobNimbus is the all-in-one roofing software
that isn’t just about optimizing your operations—
it’s about transforming you into the hero of your
contracting story.
Our mission is to help contractors:
• Achieve their business goals
• Have more time with their family and friends
• Make their dreams a reality
• Give back to their communities
• Improve the experience that hundreds of
thousands of homeowners have while getting
the services they need to protect and beautify
their homes
What are we looking at here? We use a few different lenses to understand this year’s
Peak Performance data: base, high revenue, high ratings, and high profitability. Here’s
how we define those terms for this report:
1. Base - All responses without segmentation
2. High-Revenue Companies - Roofing businesses that achieved over $4 million of
annual revenue in 2023
3. Highly Rated Companies - Roofing businesses with an average online review rating
of 5 stars
4. High-Profitability Companies - Roofing businesses that had a profit margin of 40%
or above on every job in 2023
Glossary

Base
8
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Services What services do
you provide?
01
Residential retail is the most
common roofing sector of those
we surveyed, while commercial
insurance is the least common.
Synopsis
Get all the insights
in the full report
As your company grows, keep
your eyes open for opportunities
to expand your services.
How to nail it
“I love seeing the variety of services this industry
provides homeowners—services that take a lot of
pressure off their lives. From large commercial jobs
to hanging up Christmas lights, roofers make a big
impact in people’s everyday lives.”
KAILI SMITH
VICE PRESIDENT OF MARKETING, JOBNIMBUS

Base High Profitability
10
11
What percentage of your
customers come from word-of-
mouth referrals?
02
Marketing
“Customer referrals are so important and are a great
indicator that you’re doing the right things. But you
have to understand where referrals come from. They
come from people who you do good work for and
provide a great experience.
Marketing at its core is buying new customers, and
those customers turn into the people who refer you.
Set aside some money to invest in building your brand
in other places this year.”
JIM AHLIN
CO-FOUNDER, ROOFER MARKETERS
49% of high-profitability
companies depend on referral
marketing to bring in over half of
their leads.
Word-of-mouth referrals are free,
which causes higher profitability.
But to grow, you must expand
your reach beyond just referral
marketing. Too high a percentage
of referrals means your other
forms of marketing aren’t as
effective as they should be.
Synopsis How to nail it
in the full report

High Revenue High Profitability High Rating
12
13
If you provide proposals to your
customers, do you present them?
03
Sales
High-revenue, high-profitability,
and highly rated companies
present more proposals in person.
Presenting proposals in
person gives you more upsell
opportunities and lets you work
through objections, leading to
higher earnings.
“When selling in person, we hear time and time again
that having the ability to present a beautiful, detailed,
and accurate quote at the time of the estimate
enables contractors to close more deals on the spot,
grow their sales teams, and crush their competition.
With Good/Better/Best quotes and optional
upgrades, our users can tell a story and empower
homeowners—removing almost all barriers for
closing in person.”
JAYDEN RUTKOWSKI
BUSINESS DEVELOPMENT MANAGER, SUMOQUOTE
in the full report

Base High Rating
14
15
How long does it take to go from
lead to final invoice*?
04
Production
Companies that get five-star
ratings take as long as the project
requires to get it done right.
Either surprise and delight your
customers quickly or set really
good expectations. You don’t
always need to finish fast, but you
do need to communicate regularly,
especially if issues come up that
will affect the timeline.
“Too many roofing contractors go out to the job site
and just do the bare minimum. If you want people to
notice you, then you have to stand out in every aspect
of the job—especially at the job site where everyone
can see your amazing work firsthand.”
JOHNY WUDEL
COO, JOBNIMBUS
*sent after the job is complete
in the full report

JOBNIMBUS | PEAK PERFORMANCE 2024
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The Power of a
Proposal in the
Buyer Experience
Who is the hero when
you’re selling a roof?
The homeowner.
This may seem strange when the salesperson has
the most knowledge and the contractor is better
equipped with the expertise to install the roof.
However, if the homeowner’s experience is not
at the center of a sales experience, it is a missed
opportunity for everyone.
By presenting proposals, there are three key ways
you can make the homeowner the hero in any
sales opportunity: education, pricing options,
and consistency. In addition to creating a positive
experience for the buyer, proposals will also
impact close rates and increase your job size.
Education
When the homeowner is looking to purchase a
new roof, they don’t understand the same things
that a roofer does. Proposals allow you to educate
the homeowner on the process and details of
the project, which builds confidence before you
introduce pricing. By using proposals from a
software like SumoQuote, you can:
• Include a photo of the home on the
proposal’s cover so that the
homeowner feels emotionally
connected to the project.
• Showcase photos of the roof, hail
damage, or notable details for the
homeowner to reference and clearly
understand the scope of work.
• Share information about your business
practices, cover what the homeowner
can expect in the roof replacement
process, and include testimonials.
• Easily include product knowledge pages
to help the homeowner understand the
differences between product quality
and warranty.
By providing valuable education in the proposal,
the homeowner will feel empowered to make
purchasing decisions for their roof.
Pricing Options
Providing the homeowner with pricing options in a
proposal is a powerful way to engage them in the
buyer experience. Choosing allows them to have
ownership over the project outcomes and builds
trust. Some of the pricing options you might
consider include:
Good/Better/Best Pricing Tiers: Present the
homeowner with three different quotes that
may range in price and/or material quality. They
can choose the option that suits their budget or
differentiate their home from the neighbors with a
Better or Best option.
By Sancia Toth, Content Marketing Manager, SumoQuote
Optional Upgrades: Give the homeowner a
selection of optional improvements, and they can
decide which they want to opt into. This pricing
choice also gives them the ability to customize
their final product.
In 2023, the average increase in job size for
contractors offering optional upgrades in
SumoQuote was $3,103, a clear indicator that
homeowners engage when presented with
proposals with these options. It also suggests
huge potential to increase the average job size,
earn more revenue per project, and further
empower the homeowner.
Consistency
Having consistency throughout the entire
selling experience is crucial for the homeowner.
Presenting a proposal that is easy to understand,
communicates expectations, and reflects the
company brand is an effective way to build that
consistency.
Company Branding: When building a proposal,
include your logo and company colors so each
proposal template is consistent with your
visual brand.
Communication: Including a
company story, information
about what to expect
in the installation
process, and detailed
agreements in all
proposal templates will
ensure consistency.
Pricing: By importing live
pricing from a distributor or
creating templates that reflect your
pricing and margins, homeowners
can make decisions about the project
with accurate costs. Should they select
an optional upgrade or one of the Good/
Better/Best quotes, the totals will adjust
without you having to make a revision.
Thanks to proposals, the homeowner can
experience consistency without you having to
say outright, “We’re consistent.” When dollar
values add up and aren’t prone to change, this
consistency builds trust.
To Consider
Selling at the kitchen table is a powerful
approach, and a proposal tool increases this
impact. You can build education, pricing, and
consistent communication into proposals so
you can visit a home, inspect the roof, and have
something to show the homeowner soon after
coming down the ladder.
Homeowners can E-sign virtually or in person,
and if they would prefer a paper copy, that’s
an option too. Centering the homeowner’s
needs in every sales opportunity is beneficial
for everyone. Consumers have become
well accustomed to having a very
personalized sales experience, and
using a proposal can help you
meet that expectation.

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Conclusion
When selling to a homeowner, there is power in
using a proposal to provide education, pricing
options, and consistency. Educating them about
your business and the project at hand builds trust
so they can feel confident in both your reputation
and their understanding of a property they care a
lot about.
Presenting pricing options, whether a Good/
Better/Best breakdown or optional upgrades, gives
homeowners ownership of the outcome and a
voice in the process.
Using a proposal to create consistency in brand,
communication, and pricing further elevates
the buyer’s experience. By empowering the
homeowner in the process of purchasing a new
roof, siding, or gutters, they become the hero in
every sales opportunity and are much more likely to
sign the dotted line.
“By providing
valuable education
in the proposal, the
homeowner will feel
empowered to make
purchasing decisions
for their roof.”
SumoQuote
When it comes to closing the deal, SumoQuote has
it dialed. With a best-in-class proposal and estimate
toolset, they help contractors step easily from sales
into successful project mode.
Learn more at sumoquote.com

Base High Revenue
20
21
What types of payment
do you accept?
05
Cash Flow
High-revenue companies accept
more payment types in every
category except mobile apps.
If you want more revenue, you
need more ways to accept money.
Meet your customers where
they’re at to reduce friction and
improve profits.
“Everything goes back to cash flow. If you don’t have
the money, you can’t run your business.”
BEN HODSON
CEO, JOBNIMBUS
in the full report

Base High Rating
22
23
How are you following up
with your customers?
06
Communication
Highly rated companies are
reaching out more with phone
calls, emails, and texts.
Everyone wants to hear from their
roofer in different ways. Be sure
to ask homeowners how they’d
prefer to communicate with
you and empower your team to
communicate accordingly.
“The early bird catches the worm. If you want to be the
top roofer in your area, you need to have a plan to reach
out to new leads within minutes. You also need to reach
out in the way most homeowners want to hear from you,
and more often than not, that means text messaging.”
TRENT CHAPMAN
CO-FOUNDER, KING CONSTRUCTION AND RESTORATION LLC
in the full report

Base
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25
What roles do you want
to hire for next year?
07
“Company values are the guiding principles of any good
company. Your roofing business needs to have simple and
powerful values your employees know by heart and your
customers can feel through every interaction.”
JARED OLSEN
VICE PRESIDENT OF PEOPLE EXPERIENCE, JOBNIMBUS
Sales reps are the most
in-demand role in roofing
for 2024.
Who you hire in 2024 should
depend on where you’re at and
what you want to accomplish next
year. Keep in mind, though, that
you might face more competition
when hiring for sales roles in 2024.
Team
& Culture
in the full report

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27
What industry news
concerns you?
08
Future Outlook
Deductible amounts
Insurance rates
Material shortages
Defects in shingles
Workers’ comp
insurance
Lack of rain and hail
Finance pricing increases
Interest rates
Rising material costs
Looming recession
Insurance carriers
raising deductibles
Real estate market
high interest rates
Getting products
in on time
Rising equipment
and fuel costs
Insurance companies
leaving the state
Inflation and War
Fraud
in the full report
“Although the future is uncertain, you’ll naturally hit
your goals by building a great company.”
MARK NOVAKOVICH
CFO, JOBNIMBUS

Olympus Roofing owner,
Cason Curriden
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In the vast expanse of Utah’s
picturesque landscapes, where
rugged mountains meet clear blue
skies, a roofing company has been
crafting a legacy in the industry.
Olympus Roofing, a Utah-based
enterprise, has emerged as a
shining star, and their ascent to
success is intricately tied to their
innovative approach to roofing
and their strategic use of cutting-
edge technology, particularly the
revolutionary all-in-one roofing
software JobNimbus.
Soaring Above the Rest
In the heart of Sandy, Utah,
Olympus Roofing stands as
a testament to the pursuit of
excellence in the roofing business.
Established in 1973, Olympus
Roofing has become a trusted
name, synonymous with quality
craftsmanship, attention to detail,
and unparalleled customer service.
“I really want to build a company
that everyone who interacts
with that company can really be
proud of,” says Cason Curriden,
the owner of Olympus Roofing.
“We have the opportunity to step in and change the way that
homeowners perceive contractors. And the impact we make
in doing that can really help lift the community and bless
people’s lives.”
Elevating Operations with JobNimbus
While dedication and passion were instrumental in Olympus
Roofing’s journey, the company’s strategic use of technology
has played a pivotal role in their growth. JobNimbus, an
end-to-end roofing software, has been a game-changer for
Olympus Roofing, streamlining their operations and boosting
efficiency in every aspect of the business.
“Because of JobNimbus, we get more of our project
manager’s time and energy and skill set in other important
areas like managing production, helping develop our plans
for producing our jobs, making sure that there’s a plan in
place, and managing our crews and all the materials,” states
Curriden. “All of that stuff gets
more of her attention, which is
really valuable to the company.”
JobNimbus empowers Olympus
Roofing with a centralized platform
that seamlessly integrates project
management, communication, and
customer relations. The software
allows Olympus Roofing to keep
track of every project detail,
from initial assessments to final
inspections, ensuring a smooth and
transparent workflow.
Efficiency Unleashed: A
Closer Look at JobNimbus
Olympus Roofing’s partnership
with JobNimbus isn’t just about
using a tool; it’s about leveraging
a comprehensive solution that
addresses the unique challenges
of the roofing industry. The
software provides features tailored
to the specific needs of roofing
companies, allowing them to
easily communicate with customers, document projects with
photos, and track project progress.
Communication Management:
Nurturing Relationships
One of the standout features of JobNimbus is its robust
communication abilities. Olympus Roofing uses the software
to reach out to leads and stay in touch with customers,
facilitating quick responses and personalized communication.
A Hero’s Story:
Olympus Roofing
By Briquelle Simpson, Digital Content Specialist, JobNimbus

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Clockwise from top left:
Olympus foreman Will Rivero
represents on a job site. The crew
get materials and tools in place
for the day. You can never have
enough buckets of nails around...
Getting the work done right
happens both on the roof and in
the office.
“We have the
opportunity
to step in and
change the way
that homeowners
perceive
contractors.”

32
33
“JobNimbus does make it a lot easier
for all of us to communicate,” says
Will Rivero, foreman at Olympus
Roofing. “It’s an app that you can
all communicate with as far as a
team, and homeowners can also get
communication from the app. Honestly,
it’s awesome.”
Photo Taking:
Document Damage
JobNimbus enables Olympus Roofing
to document roofing projects with
before and after photos. Thanks to
photo capabilities, the software lets the
team know if any roof damage is new or
existing, empowering them to fulfill their
commitment to excellence.
“If a problem arises, I’ll see if there
are any previous photos I can refer
to,” states Rivero. “A lot of times, we’ll
mark photos on the app just to be more
descriptive and know precisely what
areas we’re looking at. Referring to those
photos on JobNimbus helps me know if
there’s a new issue I need to solve.”
Project Tracking: From
Start to Finish
In a business where timelines and
project milestones are critical,
JobNimbus serves as Olympus
Roofing’s compass. The software’s
project-tracking capabilities empower
the team to monitor progress, allocate
resources efficiently, and ensure timely
job completion.
“In JobNimbus, you get a step-by-step
view of the process of where a job
goes,” notes Rivero. “Assigned, create
a work order, pending start when we’re
waiting on a start date, and even in
progress. If it’s completed, I can move
the job, so we can send out an invoice.
We can see what jobs are pending
payment and which ones are paid and
closed. It’s all right there on the Boards.”
Client-Centric Approach
Beyond the technology, Olympus
Roofing attributes its success to a
client-centric approach. The company
prioritizes communication, transparency,
and exceeding customer expectations,
building lasting relationships within
the community.
“We try to treat homeowners as if
they were somebody that we’re going
to see in the grocery store,” Curriden
emphasizes. “We want to know that
when we leave there, we’ve taken care
of them in a way that we’re proud of.”
Looking Toward the Horizon
As Olympus Roofing continues to rise
to new heights, their partnership with
JobNimbus remains a crucial element
in their journey. The roofing company’s
success story, rooted in passion, quality,
and technological innovation, serves as
an inspiration for businesses aspiring to
reach the pinnacle of their industries.
“A lot of contractors forget about
the opportunities they have to touch
people’s lives in their regular everyday
operations,” concludes Curriden. “For
us, it’s identifying the needs of the
customer and really working hard to
make sure that they have not just a
solution, but the right solution for
those needs.”
In the vast and dynamic world
of roofing, Olympus Roofing’s
commitment to quality and efficiency,
fueled by their partnership with
JobNimbus, has positioned them as a
leader in Utah’s rooftop landscape, and
their story continues to inspire those
who aim to soar to new heights in their
respective fields.

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Scan to get
the full 2024
benchmark
report:
The full Peak Performance 2024 Roofing Industry Benchmarks
for Success is available to view and download on our website at
https://www.jobnimbus.com/peak-performance
The full report includes:
• Additional data for each section
• More ways to slice the data
• Homeowner survey data
As 2024 comes into full swing, use our Peak Performance guide to
help you seize the reins of your roofing destiny and improve your
business. Scan the QR code to get the full report today.
This is just the beginning.
Get the
full report.

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The information in this report is general and should not be considered legal, tax, accounting, consulting, or any
other professional advice. In all cases, you should consult professional advisors familiar with your situation for
advice on specific matters before making any decisions.
JobNimbus does not accept any liability for any loss or damage caused by any errors, omissions, or reliance on any
information or views in this document. All trademarks and copyrights remain the sole ownership of their rightful
owners/licensees.
Copyright © 2024 JobNimbus. All rights reserved. Reproducing, redistributing, or disseminating this document
without written permission is completely forbidden.
Learn more at jobnimbus.com.
TITLE SPONSOR:
SumoQuote
Designed with both the homeowner
and contractor in mind, SumoQuote
transforms the proposal process so
roofers can create winning quotes
within minutes.
sumoquote.com
Thank you to our incredible industry partners and friends who
generously sponsored this year’s Peak Performance report—
your dedication to the craft will drive our industry forward.
Contributors
We want to extend our thanks to the following individuals who
contributed their time, talents, and insights to this report:
• Ben Hodson, CEO, JobNimbus
• Brad Hodson, Director of Demand Generation, JobNimbus
• Briquelle Simpson, Digital Content Specialist, JobNimbus
• Grace Wagner, Operations Manager, Mainsail Partners
• Jake Nichols, Senior Business Intelligence Analyst, JobNimbus
• Jared Olsen, Vice President of People Experience, JobNimbus
• Jayden Rutkowski, Business Development Manager, SumoQuote
• Jim Ahlin, Co-founder, Roofer Marketers
• Johny Wudel, COO, JobNimbus
• Kyle Larson, Director of Business Operations, JobNimbus
• Nate Wilson, Director of Ancillary Revenue, JobNimbus
• Ryan Quackenbush, Senior Product Manager, JobNimbus
• Sancia Toth, Content Marketing Manager, SumoQuote
• Seth Neilson, Executive Creative Director, JobNimbus
• Trent Chapman, Co-founder, King Construction and Restoration LLC
SPONSOR:
Beacon Roofing Supply
As a premier distributor in the U.S. and
Canada, Beacon delivers top-quality materials
and unmatched services. With a century of
expertise, Beacon empowers roofers to build
more confidently.
becn.com
SPONSOR:
EagleView
EagleView is a leading aerial imagery and
insights company. With over 300 unique
patents, they provide unmatched geospatial
data that sets the gold standard for accurate
property measurements.
eagleview.com

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NOTES NOTES

2024 Roofing Industry Insights: Navigating the Future

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