RF RoofFathom Roofing Revenue Leak Diagnostic
Scanned 2026-09-15
Diagnosis

Your lead capture and mobile trust are strong. The biggest leak is in estimate recovery.

You told us estimates usually aren't followed up after the first contact. Combined with the number of quotes still open, that makes estimate recovery the clearest opportunity in this report -- and it's demand you already paid to generate.

24 of 25 checks completed 6 of 6 owner questions answered
Lead Capture / Response
When a motivated homeowner raises their hand, how likely are you to actually capture and engage them before a competitor does?
10 of 10 checks completed
100%
Trust / Mobile Conversion
When a homeowner checks you out, does your digital presence make hiring feel safer and easier -- or send them back to Google?
9 of 10 checks completed, 1 not assessed
100%
Estimate Recovery
How much already-acquired demand is sitting in your pipeline without systematic follow-up?
5 of 5 checks completed
0%

Where to focus first

Ranked by how much of the pillar's applicable score they cost — not a full list of every finding.

1

Defined follow-up cadence

You told us estimates usually aren't followed up after the first contact. Combined with the number of quotes still open, that makes estimate recovery the clearest opportunity in this report -- and it's demand you already paid to generate.

critical severity Owner Reported Confidence: high
Why this matters
This is the core operational question of the whole pillar. A defined cadence is the single biggest predictor of whether an open estimate ever gets resolved, versus quietly going cold. We ask about the process, not the outcome, because the process is what the owner can act on directly.
What we recommend
Start with a minimum viable cadence: one follow-up at day 3, one at day 14. That alone recovers a meaningful share of stalled decisions for most contractors, and it does not require new software -- a shared spreadsheet with dates is enough to start. (quick win)
Where this could be wrong
Owners may describe the intended process rather than what a busy crew actually does week to week; the finding text for the top answer is worded 'actually run it' to invite honest self-assessment rather than aspirational answers.
2

Understanding of why estimates are lost

You told us you're not sure why estimates are usually lost. That's honest, and it's worth fixing before anything else in this pillar -- without it, every other change here is a guess.

medium severity Owner Reported Confidence: high
Why this matters
You cannot fix a leak you cannot name. An owner who knows their loss reasons can target a specific fix; an owner who doesn't is flying blind on this entire pillar, independent of what their actual cadence is.
What we recommend
Add a single required field to your estimate process: a one-line reason when an estimate is marked lost. Review it monthly. This alone often reveals a fixable pattern within a few months. (quick win)
Where this could be wrong
Self-assessed; an owner who believes they know their loss reasons may be wrong, but we have no independent way to check this, so we present it as their own report, not a verified fact.
3

Share of estimates that go unsold

The majority of your recent estimates are still open. Whatever your close rate ends up being, this is a large amount of already-spent effort with no resolved outcome yet.

high severity Owner Reported Confidence: medium
Why this matters
This is the single largest number in this pillar's economic relevance -- it directly sizes the pipeline that the follow-up cadence and loss-reason questions are about to explain.
What we recommend
Before changing anything else in this pillar, get an accurate current count of genuinely open estimates -- many owners are surprised by the real number once they actually look. (quick win)
Where this could be wrong
Self-reported and imprecise by nature (owners are not always tracking this number precisely, which is itself often the underlying finding). We present the owner's own number back to them rather than implying we independently verified it.

What's working

Real, verified strengths — not filler. Every line here is a signal that scored at its best rubric outcome.

Opportunity scenarios

These are scenarios built from numbers you provided, not measurements of money you are currently losing. Adjust the assumptions below.

One additional job per month
$186,000
At your stated average project value of $15,500, recovering one additional project per month would represent approximately $186,000 in annual revenue. This is a scenario, not a claim that you are currently losing this amount.
Recovering 20% of your currently open estimates
$74,400
You reported 24 open/unsold estimates. If improved follow-up recovered just 20% of those (4.8 jobs) at your stated $15,500 average value, that would represent approximately $74,400 in additional revenue -- a one-time scenario from your existing pipeline, not a recurring monthly figure. The 20% recovery rate is an adjustable assumption, not a promise.

These are illustrative scenarios based on numbers you entered, not an estimate of revenue you are currently losing. Adjust the assumptions above to see how the numbers change.

Evidence explorer

Every check we ran, and exactly what kind of evidence it produced.

Phone number findable on mobile
Your phone number is tappable and visible immediately on mobile.
Observed
Phone stays reachable while scrolling
Your call button stays on screen as homeowners scroll.
Observed
Text-message contact option
Homeowners can text you directly from your site.
Observed
Contact/quote form exists
Homeowners can request a quote in writing at any hour.
Observed
Form length and friction
Your form is short enough that a cautious homeowner will finish it.
Observed
Direct inspection scheduling
Homeowners can book an inspection time without waiting for a callback.
Observed
Stated response time
You tell homeowners when to expect a reply, which reduces the urge to keep shopping.
Observed
After-hours and emergency path
Homeowners with an active leak know how to reach you outside business hours.
Observed
Actual reported response time
You told us leads get a reply within minutes -- that is genuinely fast for this trade.
Owner Reported
Missed-call recovery
Missed calls get an automatic response, so a busy crew does not cost you the lead.
Owner Reported
Recent estimate volume
This number gives your other answers context -- it isn't scored on its own.
Owner Reported
Share of estimates that go unsold
The majority of your recent estimates are still open. Whatever your close rate ends up being, this is a large amount of already-spent effort with no resolved outcome yet.
Owner Reported
Defined follow-up cadence
You told us estimates usually aren't followed up after the first contact. Combined with the number of quotes still open, that makes estimate recovery the clearest opportunity in this report -- and it's demand you already paid to generate.
Owner Reported
Understanding of why estimates are lost
You told us you're not sure why estimates are usually lost. That's honest, and it's worth fixing before anything else in this pillar -- without it, every other change here is a guess.
Owner Reported
Post-estimate education material
Shown as report context only, to avoid counting the same finding twice.
Observed
Mobile page speed (lab-measured)
Your site loads fast on mobile. This is not where you are losing homeowners.
Tested
Buttons and links are actually tappable on a phone
Buttons and links are properly sized for a thumb on mobile.
Tested
Page is actually built for mobile, not just shrunk
Your site is genuinely built for mobile screens.
Observed
Local, real-business identity is visible
Your site clearly establishes you as a real, local, established business.
Observed
Reviews are referenced on the site
Your site actively points homeowners to your reviews, saving them the step of searching separately.
Observed
Real project photography vs. stock imagery
We found no obvious stock-photo indicators on your homepage. (We cannot fully confirm every photo is your own work -- see confidence note.)
Inferred
License and insurance information disclosed
You clearly disclose licensing and insurance, including a checkable license number.
Observed
Financing and pricing-process transparency
You give homeowners real context on cost and process before they have to call and ask.
Observed
Basic accessibility of key actions
No critical accessibility issues found in our baseline check.
Tested

Priority action plan

Do first
quick win
Before changing anything else in this pillar, get an accurate current count of genuinely open estimates -- many owners are surprised by the real number once they actually look.
quick win
Start with a minimum viable cadence: one follow-up at day 3, one at day 14. That alone recovers a meaningful share of stalled decisions for most contractors, and it does not require new software -- a shared spreadsheet with dates is enough to start.
quick win
Add a single required field to your estimate process: a one-line reason when an estimate is marked lost. Review it monthly. This alone often reveals a fixable pattern within a few months.

Could not verify

We never guess. These are the checks that didn't run, and why.

Want help implementing any of this?

Entirely optional. Everything above is yours to act on with your own team or any provider you choose.