Operational benchmarks for Roofing
$1–10M residential shops · sources cited inline
Roofing is fundamentally one-and-done — median 1.3 jobs per customer lifetime, 3% recurring revenue, and an estimate close rate below the trade average (median 24% vs. ServiceTitan's 30% cross-trade base). The economics demand mastery of two things: estimate close rate and post-storm response speed. Most $1–10M roofing shops are leaking the most on cold-quote follow-up — multi-touch sequences across 21 days have measured 8–28 percentage points of close-rate lift.
- Cold estimate follow-up — every quote that goes more than 4 days without a touch is closing at the bottom end of the 12–38% range.
- Live answer rate during storm windows — roofing's revenue spikes in weather events; voicemail during those windows is the most expensive leak.
| Metric | Top Quartile | Median | Bottom Quartile | Source |
|---|---|---|---|---|
| Live answer rate | 90% | 78% | 60% | CallRail State of Inbound Call Tracking 2024 |
| Callback time (min) | 12m | 28m | 60m | CallRail State of Inbound Call Tracking 2024 |
| Web form response time (min) | 5m | 30m | 90m | MIT/InsideSales Lead-Response Management Study, n=15,000 leads |
| Booking rate | 60% | 45% | 30% | ServiceTitan Industry Benchmark Report 2024 |
| Metric | Top Quartile | Median | Bottom Quartile | Source |
|---|---|---|---|---|
| Estimate close rate | 38% | 24% | 12% | ServiceTitan Industry Benchmark Report 2024 |
Multi-touch follow-up lift: +8 to +28 percentage points on estimate close rate, measured across structured 4-touch sequences over 21 days. Source: ServiceTitan + Jobber 2026 Home Service Trends Report.
| Metric | Top Quartile | Median | Bottom Quartile | Source |
|---|---|---|---|---|
| Billable hrs/tech/wk | 32h | 26h | 20h | Service Roundtable Operating Benchmark Report 2024 |
| First-time fix rate | 88% | 78% | 65% | Service Roundtable Operating Benchmark Report 2024 |
| Callback rate | 3% | 6% | 12% | Service Roundtable Operating Benchmark Report 2024 |
| Jobs per tech per day | 5 | 4 | 3 | Service Roundtable Operating Benchmark Report 2024 |
| Metric | Top Quartile | Median | Bottom Quartile | Source |
|---|---|---|---|---|
| Repeat customer % of revenue | 22% | 12% | 5% | Service Roundtable Operating Benchmark Report 2024 |
| Membership penetration | 8% | 3% | 0% | Service Roundtable Operating Benchmark Report 2024 |
| Metric | Value | Source |
|---|---|---|
| Loaded hourly rate | $90/hr | Stack6 internal composite |
| Jobs per customer lifetime | 1.3 | Stack6 internal composite |
| Recurring revenue ratio (median / top-quartile) | 3% / 8% | Service Roundtable Operating Benchmark Report 2024 |
Pressure-test your shop against the ranges
Top-quartile (TQ) reflects the upper 25% of shops in the cited datasets. Median (Med) is the middle of the cohort. Bottom-quartile (BQ) is the lower 25%. Numbers are ranges, not laws — service mix, market, and team size shift them.
If you're below median on 3+ metrics, the leak math in your free Leak Audit is your top recovery opportunity. Most $1–10M shops can move to top-quartile on 2–3 metrics inside 12 months with structured ops changes — no new headcount required.
If you ran the Leak Audit at stack6.ai/leak-audit, these are the exact benchmarks we calibrated your leak figures against.
Where each number comes from
Every benchmark on this page traces to one of the publishers below. We cite them by report name + year so you can verify directly with the publisher — these aren't internal-only numbers.
- CallRail State of Inbound Call Tracking 2024Annual report on inbound call performance across home services. Cited for live answer rate and callback time benchmarks.
- ServiceTitan Industry Benchmark Report 2024Aggregate FSM platform data across thousands of residential service operators. Cited for booking rate, estimate close rate, and follow-up lift figures.
- MIT / InsideSales.com — Lead Response Management StudyAcademic study of n=15,000 leads measuring conversion vs. response time. Cited for web-form response benchmark.
- Service Roundtable Operating Benchmark Report 2024Trade-organization operating benchmark for residential service businesses. Cited for billable hours, first-time fix, callback rate, jobs per tech per day, repeat-customer share, and membership penetration.
- Jobber 2026 Home Service Trends ReportAnnual FSM platform trends report. Cited for multi-touch follow-up lift figures alongside ServiceTitan data.
- Stack6 internal compositeTrade-specific economics (loaded hourly rate, jobs per customer lifetime, recurring-revenue ratios) compiled from ACCA / NATE / BPI / NRCA trade-association membership reports, FSM platform aggregate data, and Stack6 diagnostic submissions. Not from a single peer-shop survey — we cite the composition honestly.
Find out where your shop stacks against these
The free Stack6 Leak Audit walks 12 sections against the same benchmarks above and produces a dollar-quantified leak report in ~45 minutes. No card. No sales call unless you ask.
Stack6 · stack6.ai · justin@stack6.ai · Nashville, TN