The document behind the guarantee
Published before you sign. Not explained after you complain.
Every agency in this category sells "qualified leads." Almost none of them will write down what the word means, which is exactly why it can mean a homeowner who once clicked an ad. This page is our definition, in full. It is what the Qualified Lead Guarantee counts, it is what we get paid to produce, and it is what you get to hold us to. A lead that misses any gate below does not count toward your 50 and gets replaced at our cost.
Why this page exists
"Twenty conversations for one real sale. Most of them were never going to buy anything from anybody."
A roofing owner, posted publicly
If "qualified" is defined after the leads arrive, it gets defined by whoever is losing the argument. So we defined it first, in public, before a dollar of your money moves.
We did not invent a scoring model to do it. Four of the five gates below are questions experienced roofing owners say they already ask every inbound caller before anyone puts a truck on the road. We just made them the contract.
The fifth used to be "what made you call today." We replaced it with the timeline, because on a paid campaign we already know what made them call - they answered a roofing ad. What the ad cannot tell us is whether they mean this quarter or next year, and that is the difference between a job and one of the twenty conversations. If your office asks something different, we change the standard to match yours before we start - see "Your variables" below.
The five gates
Not inferred from a form. A human or our AI setter asks all five in a two-way conversation, and the answers are typed into your CRM against the contact record. No conversation, no count - however good the form fill looked.
The person on the call owns the property, or is a co-owner or spouse on title. For commercial, an authorised signer.
Tenants. Adult children calling about a parent's house without the owner reachable. Property managers with no signing authority. Someone gathering quotes for a friend.
Nobody without authority can say yes, so every hour spent with them is windshield time you paid for twice.
Roof age at or above your floor (default 8 years), or any age with a storm, hail or impact event on the property in the last 12 months.
A three-year-old roof with no damage event. "No idea" with no inspection accepted and no visible issue.
Roof age is the single cheapest predictor of whether a replacement conversation is real. The storm exception exists so a new roof with hail damage is not filtered out by its own age.
An active leak, interior water staining, missing or lifted shingles, granule loss, a failed inspection, a storm event, or a written insurance or realtor requirement to address the roof.
No problem, no event, no requirement. Curiosity about what a roof costs. "Getting a number for the file."
A real problem is what separates a buyer from a browser. Without one, price is the only thing left to talk about - and that is the conversation you lose.
Insurance path: intends to file or has filed, carrier named, and has confirmed out loud that the deductible is their responsibility. Retail path: confirms they can fund the work themselves or wants to be shown financing. Either answer passes. "Not sure yet" passes only if they accept a paid or free inspection to find out.
Refuses to discuss how the work gets paid for. Expects the deductible waived or covered. Wants the claim filed for them by a contractor in a state where that is not permitted.
This gate is doing two jobs. It stops price shoppers reaching your calendar, and it keeps your licence clean: no deductible waiving, no unlicensed claim negotiation, stated on the call and logged.
States intent to have the work done inside your window (default 90 days), or accepts an inspection inside the next 14 days to decide.
"Next year." "Building a budget for the board." "Whenever I get round to it." Will not commit to any window.
The only gate that separates a real problem from a someday problem. A 15-year-old roof with granule loss and an open claim clears gates 1 to 4 and is still not a job if they intend to do it in two years. One answer, asked last, and it leads straight into booking your inspection.
Plus four things the five questions do not cover
The property address sits inside the ZIP codes or radius you defined at onboarding. Not the billing address, not the phone area code - the roof.
A two-way conversation happened. A form fill, a voicemail, an unanswered text thread or a chatbot transcript is never a qualified lead under this standard, no matter how complete the form was.
Residential, commercial or both, per what you told us you want at onboarding. If you do not do flat commercial roofs, we do not send you flat commercial roofs and then count them.
A working phone number we reached them on, an email, the property address, and TCPA-compliant consent captured at opt-in with a timestamp. Your compliance exposure is real, so this is not optional.
Your variables
These are the defaults. You set your own at onboarding, they go into the contract as an annex, and neither side can move them mid-term without the other's written agreement. That clause protects you from us quietly loosening the bar to hit 50 - and protects us from the bar moving after the leads are delivered.
Owners often want the roof-age floor at 15 years and the timeline at 30 days. That is a fine filter for a mature retail brand and a bad one in the 60 days after a hailstorm, when the best jobs in your market are on roofs that are four years old. We will tell you when your thresholds are costing you money. They are still yours to set.
Stated plainly, because this is where agencies pad the number
A booked appointment with a qualified lead who then no-shows does count - it cleared the standard when we spoke to them, and we cannot make a homeowner open the door. We rebook no-shows as part of the service, and no-show rate is on your dashboard where you can see it rather than in a report we write about ourselves.
How you enforce it
Mark it rejected in the CRM with a one-line reason. No form, no email chain. The five days exist so rejections happen while the call recording is fresh and both of us remember it.
If it fails the standard, it is removed from your count and replaced at our cost. If we think it passed, you get the recording and the timestamped answers and we talk about it. In the first 60 days, if there is genuine doubt, the rejection stands - a disputed lead is not worth the relationship.
Call recording, timestamp, the five answers stored as fields on the contact, the source campaign and ad, and the consent record. Exportable to CSV whenever you want it, on the CRM you own. You never have to take our word for the number.
Leads delivered, leads qualified, qualification rate, rejections, replacements. On the dashboard, updated weekly, from day one - not summarised on day 60 when the guarantee is due.
50 leads meeting every gate on this page, within your first 60 days, at a minimum $10,000 per month in ad spend - or we work free until you have them.
We do not guarantee revenue, closed jobs or a close rate, because those are downstream of your pricing, your reps and your capacity. We guarantee the part we control and publish the definition of it.
The other half of it
A standard that only binds one party is marketing, not a standard. These are the conditions the guarantee depends on, written here rather than hidden in a clause you find later.
Below that there is not enough volume for the count to be achievable or for the algorithm to learn. If spend drops below the minimum, the 60-day clock pauses rather than the guarantee failing.
We hand them over contacted and qualified. If they then sit for two days, the outcome is not something either of us can fix with more leads.
Silence is acceptance. Not because we are looking for a technicality, but because a three-week-old rejection cannot be investigated honestly.
Business Manager access, brand assets, licence details, and creative or offer approvals inside 3 business days. Days lost waiting on approvals extend the 60-day window by the same number of days.
We cap volume to it. If you go under water and stop working leads, more leads make it worse and both of us end up with a bad number.
The next step
Seven questions, about two minutes. If the math does not work for your company we will say so - you keep the report and the audit either way.
Apply for the Free Audit 2 minutes, 7 questions. Worst case: your gaps in writingOne roofing client per service area · Limited founding-client slots