Original Data & Framework
Cost Per Sold Roof: How We Benchmark It
Direct Answer
How do you calculate cost per sold roof?
Cost per sold roof is your total marketing and acquisition spend divided by the number of roofs sold from it. This model also traces the full path from lead to sale — leads, appointments, and sales — so you can see where cost accumulates. It's the truest end-of-process acquisition metric because it ties spend directly to jobs won. All figures are estimates based on your inputs.
Purpose
Cost per lead and even cost per appointment can mislead. Cost per sold roof ties marketing spend to actual jobs, giving owners the one acquisition number that maps directly to revenue and margin.
The metric that survives scrutiny
A channel can look cheap on cost per lead and expensive on cost per sold roof. This benchmark ranks channels and offers by what they cost to actually win a job.
Full lead-to-sale view
By tracing leads to appointments to sales, the model shows whether your cost problem is volume, booking, or closing — not just the final number.
Inputs
- Total acquisition spend
- Ad spend, lead costs, and tooling for the period.
- Leads generated
- Total leads from that spend.
- Lead-to-appointment rate
- Share of leads that become held appointments.
- Appointment-to-sale rate
- Share of appointments that become sold roofs.
How the calculation works
Sold roofs = Leads × Lead-to-appointment rate × Appointment-to-sale rate
Cost per sold roof = Total acquisition spend ÷ Sold roofs
The model also reports cost per lead and cost per appointment for comparison.Example calculation
| Spend / Leads | $10,000 / 100 leads |
|---|---|
| Lead-to-appointment (30%) | 30 appointments |
| Appointment-to-sale (40%) | 12 sold roofs |
| Cost per sold roof | $10,000 / 12 = $833 (estimate) |
| For context: cost per lead | $100 |
Assumptions & disclaimer
- Conversion rates are assumed stable and come from your own data.
- Attribution is simplified to one spend pool and one lead-to-sale path.
- The model excludes overhead, labor, and material costs.
- This report is designed to become RooferFuel.ai's ongoing benchmark dataset. Until live client data is available, calculations are based on disclosed assumptions and should be treated as estimates, not guaranteed outcomes.
This benchmark produces planning estimates from your inputs. It does not guarantee acquisition cost, close rates, or revenue. Actual results depend on market, offer, sales process, and factors outside RooferFuel.ai's control.
Frequently Asked Questions
Related Pages
Data & ReportsKnow your true cost per sold roof
Book a free audit and we'll trace your path from lead to sale and show you the real cost of winning a job — and how to lower it.
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