The Instant Estimate Tool That Doubled This Roofer's Leads

Most roofing websites have a simple contact form: name, email, phone, message. The problem? You get flooded with tire-kickers who want a price but aren't serious buyers. Your sales team wastes hours chasing leads that go nowhere.

M&T Roofing was stuck in this exact cycle – until we built them something different.

The Traditional Quote Request Problem

Think about what happens when someone fills out a generic contact form. They give you almost no information, so your first call is spent asking basic questions. Half the time, they're just price shopping and have no intention of hiring you.

Meanwhile, the serious buyers – the ones ready to sign a contract this week – get the same slow follow-up process as everyone else.

Enter the Instant Estimate Tool

We built M&T Roofing a custom calculator that lets homeowners get a ballpark estimate in seconds. Not a final quote – that still requires an inspection – but a realistic range based on their inputs.

How It Works

Visitors answer a few quick questions: roof size (they can estimate or measure), roof type, current condition, and what they're looking for. The tool instantly generates a price range and captures their contact info.

Why It Works

• Qualifies leads automatically – By showing pricing upfront, you filter out people who can't afford your services. If someone sees "$15,000-$22,000" and bounces, they were never going to close anyway
• Builds trust immediately – Transparency creates confidence in your brand. You're not hiding prices or playing games
• Captures better data – You know the roof size, type, and budget before you ever pick up the phone. Your first call is productive, not investigative
• Creates urgency – We added "This estimate expires in 48 hours" messaging that drives action. Homeowners are less likely to sit on the quote for weeks

The Results for M&T Roofing

Within 60 days of launching the tool, M&T Roofing saw their qualified leads double. But here's what mattered even more: their close rate improved significantly because they were talking to pre-qualified prospects.

The sales team stopped wasting time on calls with people who had no budget. Every lead that came through the calculator was someone who already knew the ballpark price and was still interested.

Should You Add One?

An instant estimate tool isn't right for every contractor. But if you're spending more than 5 hours a week on leads that go nowhere, it will pay for itself in the first month.

Good Fit If:

• You have standardized pricing for common jobs
• Your sales team is overwhelmed with unqualified leads
• You compete on value, not just price
• Your website gets decent traffic but conversions are low

Maybe Not If:

• Every job is completely custom with no pricing patterns
• You're in a market where all competitors offer instant estimates (differentiate differently)
• Your main lead source is referrals, not web traffic

The key is matching the tool to your business model. For M&T Roofing, it was a game-changer. For your business, it might be too – or there might be a different approach that works better.