You don't need 50 automations. You need five that run flawlessly. Build these first, in this order, and don't move on until each one is earning. Most roofers skip the basics and try to build clever workflows — that's exactly why they get nothing.
1. Speed-to-lead auto-reply
New lead hits any source — web form, phone call, Facebook lead — auto-text within 60 seconds: 'Got your message! [Sales Rep] will call you within 2 hours. Reply with your address if you'd like a faster response.' Single biggest close-rate lift in the playbook. Build this first, before anything else.
2. Estimate follow-up sequence
Estimate sent → Day 1 thank-you text. Day 3 'questions?' email with photos. Day 7 SMS check-in. Day 14 final email with financing reminder. Most roofers stop at one touch. This sequence alone closes 25 to 40 percent more estimates from the same lead pool.
3. Inspection reminder plus ETA
Day before: confirmation text. Morning of: 'we'll be there at 2pm.' Twenty minutes out: 'on the way, parking by the mailbox.' Cuts no-shows by 60 to 70 percent and makes a one-truck operation feel like a 50-truck brand.
4. Post-install review request
Install complete → 2-hour wait → SMS plus email with one-click Google review link. Happy homeowner is never more ready than the first day. Wait a week and conversion drops 80 percent.
5. Annual maintenance ping
Twelve months after install → automated 'let's tune up your roof' text. Books gutter cleanouts, minor repairs, and warranty checks. Often pulls in $200 to $800 per past customer per year — pure margin on zero marketing spend.
Stop building automation #6 until automations 1 through 5 are running and earning. Most roofers skip 1 and try to build 6. That's why they get nothing.