Every roofing manager has a gut feeling about who their best reps are. And most of the time, that gut feeling is partially wrong.
We analyzed performance data from 340+ roofing sales reps across 78 companies in our network and found a consistent pattern: the rep that managers perceive as their top performer is actually the highest producer only 61% of the time. The rest of the time, a different rep is quietly outperforming them on metrics the manager is not tracking.
The problem is not that managers lack judgment. The problem is that most managers track one or two metrics—usually revenue and maybe close rate—while the full picture requires at least eight data points working together.
This guide covers the eight metrics that matter most, the benchmarks to measure against, and how to use this data to coach your team without creating a surveillance culture.
Why Gut Feeling Is Not Enough
Gut-based management creates three specific problems in roofing sales teams:
1. Loud reps get credit. Quiet reps get overlooked. The rep who talks the most in team meetings and tells the best stories about big closes often receives more attention and better territory assignments. Meanwhile, a quieter rep who consistently knocks more doors and maintains a higher appointment rate flies under the radar.
2. Activity problems are invisible until revenue drops. Without leading-indicator tracking, a rep can coast for 3–4 weeks—knocking fewer doors, skipping follow-ups, leaving early—before the revenue impact shows up in their pipeline. By then, you have lost a month of productivity.
3. Coaching becomes generic. Without metric-level visibility, coaching conversations default to "you need to close more deals" instead of "your appointment-to-contract rate dropped from 62% to 44% this month—let's talk about what's happening during inspections."
The fix is not complicated. It is consistent tracking of the right numbers using the right tools. A platform with built-in rep performance tracking eliminates the manual work and gives you real-time visibility.
The 8 Key Metrics
1. Doors Knocked Per Day
What it measures: Raw activity volume. The number of residential doors a rep physically knocks during a canvassing shift.
Why it matters: Doors knocked is the foundational leading indicator of the entire roofing sales funnel. Everything downstream—appointments, inspections, contracts, revenue—starts with a door knock. A rep who is not hitting door-knock targets will never hit revenue targets regardless of how talented they are.
Benchmarks:
| Performance Level | Doors Per Day |
|---|---|
| Below expectations | Under 40 |
| Meeting expectations | 50–70 |
| Exceeding expectations | 70–90 |
| Top 10% | 90+ |
Coaching trigger: If a rep's door-knock volume drops more than 20% from their 30-day average, schedule a coaching conversation within 48 hours. The cause is usually burnout, personal issues, or frustration with a specific territory—all of which are coachable if caught early.
2. Appointment Rate
What it measures: The percentage of door knocks that result in a scheduled inspection appointment.
Why it matters: This metric isolates pitch effectiveness from raw activity. A rep knocking 80 doors at a 5% appointment rate (4 appointments) is less productive than a rep knocking 50 doors at a 15% rate (7.5 appointments).
Benchmarks:
| Performance Level | Appointment Rate |
|---|---|
| Below expectations | Under 8% |
| Meeting expectations | 10–14% |
| Exceeding expectations | 14–18% |
| Top 10% | 18%+ |
Coaching trigger: Low appointment rate with high door volume suggests a pitch problem. Listen to how the rep approaches the door, review their opening language, and do side-by-side knock sessions to identify specific improvements.
3. Close Rate (Inspection to Contract)
What it measures: The percentage of completed inspections that result in a signed contingency agreement.
Why it matters: This metric reveals a rep's ability to convert in-person opportunities. A low close rate with a high appointment rate means the rep is good at getting on the roof but struggles at the kitchen table.
Benchmarks:
| Performance Level | Close Rate |
|---|---|
| Below expectations | Under 40% |
| Meeting expectations | 50–60% |
| Exceeding expectations | 60–70% |
| Top 10% | 75%+ |
Coaching trigger: Close rates below 50% warrant a ride-along during the inspection-to-presentation workflow. Common issues: rushing the inspection, not explaining the process clearly, not building rapport before presenting the agreement, or not handling objections about deductibles and timelines.
4. Average Job Value
What it measures: The average revenue per completed job, including supplements.
Why it matters: Two reps can close the same number of jobs but generate wildly different revenue. The difference is usually supplement capture. A rep who averages $18,000/job versus $14,000/job is adding an extra $4,000 per roof—often by simply documenting damage more thoroughly and submitting complete supplement packages.
Benchmarks:
| Performance Level | Average Job Value |
|---|---|
| Below expectations | Under $12,000 |
| Meeting expectations | $14,000–$17,000 |
| Exceeding expectations | $17,000–$20,000 |
| Top 10% | $20,000+ |
Coaching trigger: If a rep's average job value is significantly below team average, review their inspection documentation and supplement submissions. Often the fix is better photo documentation and more thorough damage identification during the initial inspection.
5. Time to Close
What it measures: The average number of days from initial lead/contact to signed contract.
Why it matters: Speed correlates directly with close rate in storm restoration. Our data shows that leads contacted within 24 hours of a storm close at 2.3x the rate of leads contacted after 72 hours. Reps with long time-to-close metrics are either slow to follow up or spending too long nurturing leads that will never convert.
Benchmarks:
| Performance Level | Average Time to Close |
|---|---|
| Below expectations | Over 14 days |
| Meeting expectations | 7–10 days |
| Exceeding expectations | 4–7 days |
| Top 10% | Under 4 days |
Coaching trigger: A long time-to-close combined with a reasonable close rate suggests a follow-up problem, not a selling problem. Review the rep's follow-up cadence and ensure they are using automated reminders.
6. Supplement Rate
What it measures: The percentage of jobs where the rep (or the team) successfully submits and collects on a supplement.
Why it matters: Supplements are where profit margins expand. The average successful supplement adds $4,247 to a claim. A rep who supplements 80% of their jobs versus 40% is generating tens of thousands more per month in revenue.
Benchmarks:
| Performance Level | Supplement Rate |
|---|---|
| Below expectations | Under 50% |
| Meeting expectations | 60–70% |
| Exceeding expectations | 70–85% |
| Top 10% | 85%+ |
Coaching trigger: Low supplement rates usually indicate one of two issues: the rep is not documenting enough detail during inspections (missed line items) or is not submitting supplements due to time pressure. Both are solvable with better processes and tools.
7. Customer Satisfaction
What it measures: Homeowner satisfaction with the sales and communication experience, typically measured through post-install surveys or review requests.
Why it matters: A rep who closes deals but leaves homeowners frustrated generates complaints, negative reviews, and zero referrals. In an industry where referrals can represent 20–30% of future business, customer experience is a revenue metric.
Benchmarks:
| Performance Level | Satisfaction Score |
|---|---|
| Below expectations | Under 3.5/5 |
| Meeting expectations | 3.8–4.2/5 |
| Exceeding expectations | 4.2–4.6/5 |
| Top 10% | 4.7+/5 |
Coaching trigger: If a rep has high close rates but low satisfaction scores, they may be overpromising during the sales process. Review what they are telling homeowners about timelines, scope, and out-of-pocket costs.
8. Revenue Per Rep
What it measures: Total revenue generated by each rep over a defined period (monthly, quarterly, annually).
Why it matters: This is the ultimate output metric—the sum of all other metrics working together. But it should never be the only metric. Revenue alone does not tell you what is working, what is broken, or how to improve.
Benchmarks (monthly):
| Performance Level | Monthly Revenue |
|---|---|
| New rep (months 1–3) | $30,000–$50,000 |
| Meeting expectations | $75,000–$120,000 |
| Exceeding expectations | $120,000–$175,000 |
| Top 10% | $175,000+ |
How to Track Without Micromanaging
This is the objection every manager hears when implementing metric tracking: "You're micromanaging us."
The distinction between tracking and micromanaging is how you use the data.
Tracking feels like micromanaging when:
- You check in hourly asking "how many doors have you knocked?"
- You use data to punish but never to praise
- You require manual reporting (reps filling out spreadsheets at the end of each day)
- You focus exclusively on lagging indicators that reps cannot control
Tracking feels like coaching when:
- Data collection is automated through CRM activity logging (no extra work for reps)
- You use data in weekly one-on-one conversations, not daily interrogations
- You celebrate wins as often as you address problems
- You focus on leading indicators that reps can directly influence
- You tie data to specific coaching suggestions: "Your appointment rate dropped—let's role-play your door approach"
The key: Use analytics and reporting tools that collect data passively through CRM usage, so reps never have to manually enter their numbers. When the CRM tracks door knocks, appointments, and pipeline progression automatically, the data is a natural byproduct of doing the work—not an additional burden.
Building a Performance Dashboard
Your performance dashboard should answer three questions at a glance:
- How is the team performing right now? (Team-level metrics this week vs. target)
- Who needs attention? (Reps significantly below benchmarks on any metric)
- What is trending? (Are key metrics improving or declining over the past 30 days?)
Dashboard Layout
Top row: Team summary
- Total doors knocked this week (vs. target)
- Total appointments set (vs. target)
- Total contracts signed (vs. target)
- Pipeline value
Middle row: Individual rep scorecards
- One card per rep showing their 8 metrics with color coding (green/yellow/red vs. benchmarks)
- Sortable by any metric
Bottom row: Trend charts
- 30-day rolling average for doors, appointments, and close rate
- Week-over-week comparison
Most modern rep performance tracking platforms generate this dashboard automatically. If you are building one manually in a spreadsheet, you are spending 2–3 hours per week on data that should take 2 seconds to view.
Using Data for Coaching
The most powerful application of performance data is not ranking reps or identifying who to fire. It is having better coaching conversations.
The Weekly Coaching Framework
Every rep gets a 15-minute one-on-one each week. Here is the structure:
Minutes 1–3: Wins Start with what went well. "Your appointment rate jumped from 11% to 16% this week. What changed in your approach?"
Minutes 4–8: One Metric Deep Dive Pick the single metric that would create the biggest improvement if addressed. Do not try to fix everything at once. "Your close rate is strong at 64%, but your average job value is $13,200—about $3,000 below the team average. Let's talk about what's happening during inspections."
Minutes 9–12: Action Plan Agree on one specific action for the coming week. Not "try to do better" but "document at least 15 damage photos per inspection and include close-ups of all penetrations and flashings."
Minutes 13–15: Rep's Agenda Let the rep raise anything on their mind—territory concerns, tool issues, personal challenges, ideas for improvement.
Coaching Calibration
Use data to calibrate your coaching, not to dictate it. A rep with 90 doors knocked per day and an 8% appointment rate needs pitch coaching, not activity coaching. A rep with a 17% appointment rate but only 30 doors per day needs a motivation conversation, not a skills conversation.
The data tells you where to focus. The coaching conversation tells you why the metric is where it is and how to improve it.
For a comprehensive framework on building the systems around these metrics, see our complete guide on how to build a high-performing roofing sales team.
Conclusion
The eight metrics outlined here—doors knocked, appointment rate, close rate, average job value, time to close, supplement rate, customer satisfaction, and revenue per rep—give you a complete picture of each rep's performance and a clear roadmap for improvement.
The companies in our network that track all eight metrics and use them for weekly coaching conversations see 26% higher revenue per rep compared to companies tracking only revenue. That is not because the metrics themselves are magic—it is because measurement creates awareness, awareness creates focus, and focus creates improvement.
Start by implementing automated tracking for the top three leading indicators: doors knocked, appointment rate, and close rate. Once your team is comfortable with those, layer in the remaining five. Within 90 days, you will have more coaching clarity—and better results—than you have ever had.
Related Reading
- The Complete Door Knocking Guide for Roofing Companies — Door knock metrics are meaningless without the right canvassing strategy. Start here.
- How to Choose the Best Roofing CRM in 2026 — You can't track metrics without the right CRM. Here's how to pick one that gives you real data.
Data sources: HailMate internal network data (340+ rep performance records across 78 companies, 2024–2025), HailMate 2025 State of Storm Restoration Survey. Benchmarks reflect storm restoration-focused companies during active storm seasons and may vary by market. This article is for informational purposes only.