Case study · Roofing Companies · New Zealand

Roofing Case Study New Zealand: +100% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How a roofing company with 5 crews in Christchurch grew inspection requests 100% and cut cost per lead 42% in 6 months with Lead Generation and Email Marketing.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Roofing Companies · New Zealand

Roofing

A roofing company with 5 crews based in Christchurch, serving the wider Christchurch area and focused on re-roofing, plus roof repairs and leaks. Before working with us, 69% of enquiries came through Builderscrack and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive inspection requests, a lower cost per contract and a pipeline the owner controls.

Results After 6 Months

Leads per month

+100%

Cost per lead

-42%

Marketing-sourced revenue

+138%

Return on marketing spend

17.4x

The challenge

Where the business was stuck

Roof replacements are high-value but infrequent purchases, so buyers are cautious and compare several quotes.
Storm and weather events create sudden demand spikes that most roofers aren't set up to capture.
Roofing has a trust problem. Buyers worry about cowboys, so credibility signals matter more than in most trades.
Peak season (repairs spike after storms; re-roofs are strongest from spring to autumn) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Lead Generation Program and Email Marketing, the two channels with the best cost per contract for roofing businesses in Christchurch. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our roofing marketing service in New Zealand

What we did

The technical work behind the numbers, service by service.

Service 1

Lead Generation Program

Added the business to our exclusive lead generation program: one roofer per service area, so leads are never shared or resold.
Launched dedicated lead capture pages and campaigns for re-roofing and roof repairs and leaks across 8 service areas in the wider Christchurch region.
Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
Replaced paid lead credits on Builderscrack with a fixed monthly program and weekly reports on cost per lead and booked jobs.

Related service

Service 2

Email Marketing

Set up SPF, DKIM and DMARC on the sending domain and warmed it up, taking inbox placement from 75% to 99%.
Segmented 4,900 past customers and quote recipients by job type, area and last service date.
Built 5 automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
Sent a monthly campaign with seasonal offers for re-roofing and related work, A/B testing subject lines and send times.

Related service

The numbers

Before and after

Metric	Before	Month 6	Change
Inspection requests per month	33	66	+100%
Cost per lead	NZ$241	NZ$139	-42%
Cost per contract	NZ$1,140	NZ$554	-51%
Lead-to-job rate	21%	25%	+4 pts
Website conversion rate	2.3%	3.4%	+51%
Marketing-sourced revenue / month	NZ$91k	NZ$216k	+138%
Share of leads from paid directories	69%	16%	-53 pts
Exclusive leads delivered / month	0	29	new
Email open rate	15%	45%	+30 pts

Lead growth

Inspection requests per month

Marketing-sourced revenue went from NZ$91k to NZ$216k a month, measured from booked roofing contracts in the CRM.

Optimisations That Moved The Numbers

01
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 52%.
02
Exclusive leads close at 25%, compared with 7% for shared platform leads.
03
Email flows now bring in NZ$35k of repeat and referral work a month from customers who were already on the books.
04
Segmented campaigns reach a 45% open rate and 6.2% click rate, compared with 15% for the old one-size newsletter.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Lead Generation and Email Marketing.
Weeks 3 to 6
Build and launch
Lead Generation and Email Marketing live for re-roofing, plus roof repairs and leaks.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Hamilton and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.