The re-roof cycle most roofers ignore

Your roofing customers come back every eight to ten years. That’s a built-in calendar trigger sitting in your database. Most roofers chase fresh Google Ads leads at £100+ each and forget the past-customer list is already paid for.

How the campaign works

Customer Revival is a done-for-you 7-email Monday-to-Friday campaign sent to your past-job list — customers due an inspection or whose roof was installed eight or more years ago. We pick a theme — annual inspection reminder, post-storm check, gutter clear & check, fascia/soffit refresh, chimney repair — and write seven emails in your firm’s voice.

Why this works for roofing firms

Roofing is high-ticket, low-frequency — which is exactly why reactivation works. One re-roof or major repair pays back the £750 retainer many times over. We’ve seen this framework book 47 jobs in 4 days for one local service business. The niche changes — the principle doesn’t.

Compliance and tone

We send only to customers you’re entitled to contact under UK PECR Regulation 22 soft opt-in rules. Every email contains a working unsubscribe link, your business postal address, and matches ICO direct marketing guidance.

Which roofing sub-niches we work with

Best fit for UK roofing firms covering pitched roofs, flat roofs, slate, tile, lead-work, gutter and exterior trades, chimney repair, and fascia/soffit installs. Minimum 500 past customers with email addresses on file.

What the seven emails actually say

Monday opens with the calendar fact, not a pitch — your customer’s roof was finished a specific number of years ago and roofs of that age want looking at. Tuesday explains what an inspection actually involves so nobody imagines a hard sell on the doorstep. Wednesday carries the offer itself, usually a fixed-price inspection or a free gutter check bundled with it. Thursday deals with the reason people stall: they cannot see a problem from the ground, so they assume there isn’t one. Friday is the short close.

Two re-sends go to non-openers mid-week with different subject lines. Roofing customers read email in the evening, not at 9am, so send times are set accordingly. The theme rotates campaign to campaign — post-storm checks land hard in autumn, gutter and fascia work sells better in late summer, full re-roof messaging works best against the eight-to-ten-year segment in spring.

What we need from you

A customer export with name, email and job date. That is the whole ask. It comes out of JobLogic, ServiceM8, BigChange or Tradify in a couple of clicks, and a spreadsheet is equally fine. We segment it by job age ourselves — you don’t need to clean it first, and half-finished records are normal.

After that you pick a theme from the shortlist we send, and we write. You get the full seven emails to read before anything is scheduled, with a 48-hour window to change anything you don’t like. Most roofers change one or two lines — usually to match how they actually talk about warranties.

Getting ready for the calls

This is the part firms underestimate. A campaign that works produces a burst of enquiries in a compressed window, and roofing enquiries are time-sensitive — a customer who can’t reach you on Tuesday calls a competitor on Wednesday. Before we schedule, agree who is answering the phone that week and whether they can book an inspection slot without checking with you first.

Keep a handful of survey slots deliberately free across the campaign week. If every slot is already committed, the enquiries still arrive, they just convert worse. The firms that get the most out of this treat the campaign week like a booked-in job.

What this is not

It is not lead generation. Nobody new enters your database — we are working the list you already paid to build, which is a different exercise entirely from buying clicks. If you want new-customer volume, this is the wrong service and we will tell you so on the call.

It is also not a rescue for a list under 500, or one with no email addresses on file. If you want the full mechanics before speaking to anyone, the complete UK guide walks through the whole framework.

Frequently asked questions

Other trades we run this for

The same seven-email framework, written for a different trade: electricians and solar maintenance firms. The full service breakdown covers how it runs across all fourteen.