Key Takeaways:
- Insurance company referrals are the highest-value roofing leads you can get, with average job sizes 2-4x larger than retail work
- Certifications like Haag Engineering and manufacturer designations are your entry ticket to preferred vendor programs
- Building genuine relationships with adjusters takes 6-12 months but creates a self-sustaining lead pipeline
- Storm chasing without a strategy burns your reputation; a structured storm response plan builds it
- Supplement writing expertise can become a lead generation engine on its own
If you have been running a roofing business for any length of time, you already know this: insurance restoration jobs are the most profitable segment of residential roofing. Average ticket sizes run $12,000 to $25,000 or more, homeowners are motivated to move fast, and the insurance company is paying the bill.
The problem is breaking into this world. Insurance companies do not hand out work to just anyone. They have preferred vendor lists, certification requirements, and established relationships with contractors they already trust.
This guide breaks down exactly how to position your roofing company to receive consistent leads from insurance companies, step by step.
Why Insurance Roofing Leads Are Worth the Effort
Before we dig into strategy, let us ground this in numbers. According to industry data, the average insurance restoration roof replacement in the US costs between $14,000 and $22,000. Compare that to a retail reroof at $8,000 to $14,000, and the math speaks for itself.
But the value goes beyond ticket size:
- Motivated homeowners - They have damage. They need it fixed. There is no "let me think about it for six months."
- Third-party funding - The insurance company pays, which removes the biggest objection in roofing sales.
- Referral potential - One storm-damaged home on a street means 10-20 neighbors with the same damage.
- Supplement revenue - Skilled supplement writers can increase job revenue by 20-40% over initial estimates.
The trade-off is that building this channel takes real investment in certifications, relationships, and reputation. Here is how to do it right.
Step 1: Get the Certifications That Matter
Insurance companies and adjusters do not care about your years of experience nearly as much as they care about your credentials. Certifications signal that you understand the insurance process, can document damage properly, and will not create problems for them.
Certifications Comparison Table
| Certification | Provider | Cost | Time to Complete | Value to Insurance Cos. | Best For |
|---|---|---|---|---|---|
| Haag Certified Inspector (Residential) | Haag Engineering | $800-$1,200 | 2-3 days | Very High | Storm damage documentation and credibility with adjusters |
| Haag Certified Inspector (Commercial) | Haag Engineering | $800-$1,200 | 2-3 days | Very High | Commercial insurance restoration work |
| IICRC Water Damage Restoration | IICRC | $500-$900 | 3-5 days | High | Roofers who also handle interior water damage |
| GAF Master Elite | GAF | Varies | Ongoing | High | Manufacturer backing and extended warranties |
| Owens Corning Preferred | Owens Corning | Varies | Ongoing | High | Preferred vendor program eligibility |
| CertainTeed SELECT ShingleMaster | CertainTeed | Varies | Ongoing | Moderate | Additional manufacturer credibility |
| HAAG Certified Inspector (Wind) | Haag Engineering | $600-$900 | 1-2 days | High | Wind damage claims specifically |
| RRO (Registered Roof Observer) | RCI, Inc. | $1,500+ | Self-study + exam | Moderate | Commercial and high-end residential |
The non-negotiable: Haag Certification is the gold standard. If you do one thing after reading this article, sign up for Haag residential certification. More adjusters recognize and respect this credential than any other in the roofing industry.
Manufacturer certifications serve double duty. They give you credibility with insurance companies and allow you to offer extended warranties that help close homeowners on the spot.
Step 2: Build Relationships with Insurance Adjusters
This is where most roofing contractors fail. They treat adjusters as adversaries instead of potential referral partners. Adjusters are people with a job to do, and the contractors who make their job easier are the ones who get referrals.
How to Connect with Adjusters
Meet them in the field. When you are on a roof inspection and the adjuster shows up, be professional, be prepared, and do not argue. Present your documentation cleanly. If you disagree with their assessment, use Xactimate language and reference specific line items, not emotions.
Attend industry events. Insurance restoration conferences like the PLRB (Property Loss Research Bureau) conference, local Claims Association meetings, and WIND (Windstorm Insurance Network) events put you in the same room as adjusters and claims managers.
Provide value first. Offer to do free lunch-and-learns at local insurance offices. Teach adjusters about new roofing materials, installation best practices, or common damage patterns they might miss. Position yourself as an expert resource, not a salesperson.
Follow up consistently. After meeting an adjuster, send a brief email with your certifications, a link to your company profile, and a note about something specific you discussed. Then check in quarterly. This is a long game.
What NOT to Do
- Do not offer adjusters kickbacks or gifts of significant value. This is unethical and potentially illegal.
- Do not bad-mouth other contractors on job sites. Adjusters remember who is professional and who is not.
- Do not argue about line items in front of the homeowner. Handle disputes through proper supplement channels.
Step 3: Develop a Storm Response Strategy
Storm damage creates the biggest surges in insurance roofing work. But "storm chasing" has earned a terrible reputation for good reason: too many contractors show up, do shoddy work, and disappear. Your storm response strategy needs to be the opposite of that.
The 72-Hour Storm Response Framework
Hours 0-24: Assessment and mobilization. Monitor weather patterns using tools like HailTrace or CoreLogic. When a significant storm hits your service area or a target market, activate your response team. Prepare door-knocking crews, marketing materials, and your documentation equipment.
Hours 24-48: First contact. Begin canvassing affected neighborhoods. Offer free inspections, not sales pitches. Document everything with photos, drone footage, and written reports. File the homeowner's claim for them if they want help.
Hours 48-72: Follow-up and positioning. Follow up with every homeowner you inspected. Provide a detailed damage report whether they hire you or not. This builds trust and referrals even from people who do not become customers immediately.
The key principle: You are providing a disaster response service, not running a hard-close sales operation. Communities and insurance companies remember which contractors helped and which ones exploited.
Step 4: Master Supplement Writing as a Lead Generation Tool
Here is a strategy most roofing contractors overlook entirely: becoming known as the company that gets supplements approved is itself a lead generation engine.
When insurance companies initially scope a roofing job, they frequently miss items or undervalue certain line items. A well-written supplement, backed by proper documentation and Xactimate pricing, can add thousands of dollars to a claim, and that extra money pays for the quality materials and workmanship the homeowner deserves.
Why This Generates Leads
- Homeowners talk. When Mrs. Johnson tells her neighbor that you got her an extra $4,000 on her claim by documenting damage the adjuster missed, that neighbor calls you.
- Public adjusters refer you. If you are easy to work with and your documentation is solid, public adjusters will send you their clients (more on this below).
- Adjusters respect you. A clean, well-documented supplement signals professionalism. Adjusters would rather work with a contractor who uses proper codes and documentation than one who submits sloppy paperwork.
Supplement Writing Best Practices
Use Xactimate software for all supplements. Reference specific line items, attach photo documentation for every disputed item, and cite manufacturer installation requirements when applicable. A supplement is a business document, not a complaint letter.
Step 5: Partner with Public Adjusters
Public adjusters represent homeowners (not insurance companies) in the claims process. They have a financial incentive to maximize claim payouts, and they need reliable contractors to perform the work.
Building relationships with public adjusters can create a steady stream of pre-sold insurance leads. The homeowner has already decided to file a claim, the public adjuster has already documented the damage, and now they need a qualified contractor.
How to Find and Approach Public Adjusters
- Search your state's public adjuster licensing board for active licensees in your area.
- Attend the same industry events mentioned above. Many public adjusters attend PLRB and state-level claims conferences.
- Join local contractor networking groups and ask for introductions.
- Offer to inspect properties for free as part of the public adjuster's claims process.
Important note: In some states, there are legal restrictions on referral fees between contractors and public adjusters. Know your state's regulations before entering any formal arrangement.
Step 6: Get on Preferred Vendor Lists
Many insurance companies maintain lists of preferred contractors they recommend to policyholders. Getting on these lists is competitive, but the leads that come from them are essentially pre-qualified and pre-sold.
Requirements Typically Include
- Proof of proper licensing and insurance (general liability and workers' comp)
- Manufacturer certifications (GAF Master Elite, Owens Corning Preferred, etc.)
- Haag certification or equivalent
- Clean BBB record and online reviews
- Demonstrated experience with insurance restoration work
- Willingness to follow the carrier's pricing and documentation standards
Contact regional claims managers at carriers like State Farm, Allstate, USAA, and Farmers directly. Ask about their preferred contractor program requirements. Be prepared for a vetting process that may include background checks, financial reviews, and sample work inspections.
Combining Insurance Leads with Direct Lead Generation
Insurance company leads are powerful, but they are seasonal and unpredictable. Storm seasons create surges followed by dry spells. Smart roofing companies maintain multiple lead sources to keep their pipeline full year-round.
Exclusive roofing leads from a verified provider give you a consistent baseline of work between storm seasons. Unlike shared marketplace leads, exclusive leads go only to you, which means higher contact rates and better close rates.
For a complete breakdown of all the ways to keep your roofing pipeline full, read our comprehensive guide to generating roofing leads. And if you are evaluating lead providers specifically, our comparison of the best roofing lead generation companies breaks down pricing, quality, and ROI for each option.
Remember that no matter where your leads come from, responding within five minutes dramatically increases your chances of closing the deal.
Frequently Asked Questions
How long does it take to start getting roofing leads from insurance companies?
Expect a 6-12 month ramp-up period. Getting certified takes a few weeks to a couple of months. Building adjuster relationships takes consistent effort over several months. Most contractors start seeing meaningful referral volume around the 9-month mark if they are actively networking, attending events, and performing quality work on every job.
Is Haag certification really necessary?
Strictly speaking, no. You can do insurance restoration work without it. But in practice, Haag certification is the single fastest way to gain credibility with adjusters and claims managers. It is a relatively small investment ($800-$1,200) that signals competence immediately. If you are serious about insurance work, get it.
How much do insurance roofing leads cost compared to buying leads?
Insurance referrals from adjuster relationships are essentially free in terms of per-lead cost, though you invest time and money in certifications, networking, and relationship building. Purchased roofing leads typically cost $50-$150 per exclusive lead. The best approach is running both channels simultaneously.
Can I do insurance restoration work in states where I am not based?
Yes, but you typically need to obtain a contractor's license in each state where you work. Some states have reciprocity agreements. Storm chasing across state lines is legal, but you need proper licensing, insurance, and knowledge of each state's specific regulations around roofing claims.
What is the difference between working with a staff adjuster and an independent adjuster?
Staff adjusters work directly for one insurance company. Independent adjusters are hired by insurance companies during high-volume periods, often after storms. Both can refer work, but independent adjusters tend to cover broader geographic areas and may have relationships with multiple carriers, making them especially valuable networking contacts.
How do I handle disputes with adjusters without burning the relationship?
Always use the formal supplement process rather than arguing on-site. Submit documented supplements through Xactimate with photos and manufacturer specifications supporting your position. Be factual, not emotional. If the supplement is denied, you can request a re-inspection. Most adjusters respect contractors who follow the process professionally, even when they disagree.