Most roofing companies run on gut feel longer than they should. The owner knows roughly how many leads are in the pipeline, roughly how many jobs are in production, and roughly how much is owed — but the moment you want precision, you're digging through spreadsheets or texting your project manager. A roofing CRM with built-in reporting changes this. Here's what reports actually matter and what to do with them.
The Four Report Categories That Matter for Roofing
Roofing companies have four distinct data domains that need to be tracked:
- Lead pipeline — What's coming in, who's working it, and how fast it's converting
- Sales performance — How each rep is performing and what the revenue forecast looks like
- Job production — What's being built, what's behind, and where the crew capacity is
- Accounts receivable — What's been invoiced, what's been paid, and what's overdue
A good CRM reporting suite covers all four. Most roofing companies either have data in only one or two of these categories, or have the data spread across multiple tools that don't talk to each other.
Lead Pipeline Reports
A lead pipeline report shows you all active leads grouped by stage — new, contacted, inspected, quoted, signed, in production, closed. At a glance, this tells you:
- How full the pipeline is at each stage
- Where leads are getting stuck (a large number in "quoted" for 30+ days is a sales problem)
- Which lead sources are generating the most volume
- Lead age — how long leads have been at each stage
The most actionable version of this report shows both count and dollar value at each stage, so you can see not just how many leads are in the pipeline but how much revenue potential is sitting there.
Filter this report by rep, by location, and by lead source. A pipeline that looks healthy company-wide can hide a single rep sitting on 40 cold leads or a location that hasn't closed anything in three weeks.
Sales Performance Reports
Sales performance reports answer: who is generating revenue, at what rate, and at what quality.
Key metrics to track per rep:
- Leads worked — total leads assigned in the period
- Quotes sent — how many got to the proposal stage
- Close rate — percentage of quotes that converted to signed contracts
- Average deal size — revenue per closed job
- Revenue closed — total contract value signed in the period
- Time to quote — average days from lead to quote sent (a slow time here suggests reps are sitting on leads)
Compare these metrics across your rep team. A high volume rep with a 15% close rate and a lower volume rep with a 40% close rate present very different coaching conversations — and very different scaling strategies.
Revenue forecasting comes from this same data: sum the dollar value of all leads in late-stage pipeline and apply each rep's historical close rate. This gives you a probabilistic forecast of what will close in the next 30-60 days — far more useful than a gut estimate.
Job Production Reports
Production reports answer: what's being built right now, what's next, and is anything behind schedule.
What a production report should show:
- All jobs currently in production, with scheduled and actual start dates
- Jobs scheduled to start in the next 14 days (forward capacity view)
- Jobs past their scheduled completion date (at-risk flag)
- Crew assignment by job and date
- Material status — ordered, delivered, pending
The most valuable use of production reporting is identifying capacity conflicts before they happen. If you have 12 jobs scheduled for the same two-week window and only capacity for 8, you need to know that now — not when you're calling the homeowner to reschedule the day before the job.
For storm restoration companies, production reporting is especially critical. Managing 50+ simultaneous jobs means the production report is effectively a daily operations dashboard. Crews without a report to look at will inevitably miss something.
Accounts Receivable Reports
An AR report shows every open invoice — what was billed, what was paid, and what remains outstanding.
The most useful format is an aging report that groups outstanding balances by how long they've been open:
- Current (0-30 days): Normal — payment typically follows within the agreed terms
- 31-60 days: Worth a follow-up call or reminder email
- 61-90 days: Escalating — these need active attention
- 90+ days: At-risk — may require a collections process or write-off decision
A contractor doing $3M in revenue with $400K in AR over 90 days has a significant cash flow problem — even if the business looks profitable on paper. The AR aging report is how you catch this before it becomes a crisis.
For companies collecting deposits and progress payments, the AR report should also show partial payment status — how much has been collected vs. how much is still owed per job. This is especially important when insurance jobs have held-back depreciation that comes in after completion.
Canvassing & Door Knock Reports
If your company does any door-to-door canvassing, activity reports from the field tell you:
- Total doors knocked by rep and by date
- Contact rate (doors answered ÷ doors knocked)
- Appointment conversion (appointments set ÷ doors answered)
- Lead-to-close rate from canvassing vs. other sources
- Territory coverage — which neighborhoods have been worked and which haven't
This data lets you evaluate whether your canvassing investment is generating leads at an acceptable cost per acquisition — and which reps and territories are most productive.
Commission Reports
For companies paying reps on commission, a commission report aggregates what each rep has earned in a period based on closed and paid jobs. This should match what your accounting team is paying — discrepancies between what reps expect and what they receive are a significant morale problem.
Good commission reporting shows: jobs closed in period, contract value, commission rate applied, and amount owed — by rep and in total. If you have tiered commission structures or team lead overrides, these should be calculated automatically, not by hand.
What to Look for in a CRM's Reporting
When evaluating roofing CRMs, don't just look at whether they have reports — look at whether the reports are built-in and live, or require manual data entry to generate. The best roofing CRM reports pull automatically from the data your team enters as they do their work. A report that requires someone to update a separate spreadsheet isn't a report — it's just a different spreadsheet with extra steps.
Ketterly includes lead pipeline, sales performance, production, AR, canvassing activity, and commission reports as built-in features, with date range filtering and rep-level or company-wide views. No configuration or exporting required.