Win-back Sequence for Roofers Email Guide
Why Win-back Sequence Emails Fail for Roofers (And How to Fix Them)
You finished a big roofing project last year. The client was thrilled.
But now, they're considering a new contractor for their next job, and you're not even on their radar. Many roofing businesses find that after a project completes, clients often forget the excellent service they received, especially when months or years pass.
This means potential repeat business or referrals are left on the table. A win-back sequence isn't about chasing old leads; it's about nurturing valuable relationships.
It systematically reminds past clients of your expertise, the quality of your work, and the solutions you provide, ensuring you're top-of-mind for their next roofing need. The templates below are designed to re-ignite those connections, share your latest services, and bring past clients back into your project schedule without sounding desperate.
The Complete 4-Email Win-back Sequence for Roofers
As a roofer, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
It wasn't long ago we completed your roof project at [CLIENT ADDRESS/PROJECT NAME]. We still recall the satisfaction of seeing that new, durable roof protecting your home.
We pride ourselves on delivering lasting results, and we hope the [TYPE OF ROOFING, e.g., asphalt shingle, metal] system we installed continues to perform flawlessly, just as we intended. Our goal is always to provide peace of mind and protection for years to come.
We wanted to touch base and ensure everything is still in top condition. If you have any questions about your roof's condition, or if you're thinking about other exterior projects, we're always here to help.
Consider us your trusted resource.
Best, [YOUR NAME]
This email uses the 'reciprocity' principle. By reminding the client of the value and positive experience they previously received, you create a sense of goodwill. It also uses 'social proof' implicitly by referencing a successful past project, reinforcing your reliability and expertise.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last worked together, the world of roofing has continued to evolve. We've been busy researching and implementing new materials and techniques to better serve our clients.
For example, we've expanded our offerings to include advanced [NEW SERVICE/MATERIAL, e.g., energy-efficient cool roofing systems] that can significantly reduce utility costs and improve home comfort. We've also refined our project management with new [TOOL/PROCESS, e.g., drone inspection technology] for more precise assessments and faster project timelines, minimizing disruption for homeowners.
Our commitment remains the same: provide the highest quality roofing solutions and exceptional service. We believe these updates help us deliver even more value.
Best, [YOUR NAME]
This email employs the 'novelty' effect. People are naturally drawn to new information and improvements. By sharing updates, you demonstrate continuous innovation and expertise, positioning your company as forward-thinking and committed to providing the best available solutions, thereby increasing perceived value.
The Offer
Give a special incentive to return
Hi [First Name],
We truly value the trust you placed in us for your previous roofing project. As a thank you for being a part of our client family, we wanted to extend a special invitation.
For a limited time, we're offering past clients a [SPECIFIC OFFER, e.g., complimentary roof inspection, 10% off a repair service, upgrade to premium shingles] on any new roofing work or significant repair. This is our way of ensuring your home continues to receive the best protection possible, with a little extra appreciation from our team.
It's an exclusive benefit just for you. If you've been considering a new project, an inspection, or simply need some advice, now is an excellent time to reach out and take advantage of this offer.
Best, [YOUR NAME]
This email utilizes the 'scarcity' and 'reciprocity' principles. The 'limited time' offer creates urgency, prompting quicker action. The 'special thank you' and 'exclusive benefit' trigger reciprocity, making the client feel valued and more inclined to respond positively to the offer.
The Final
Last chance before you move on
Hi [First Name],
This is a quick reminder that the special offer we extended to you as a valued past client is set to expire on [DATE]. We truly hoped you would take advantage of the [SPECIFIC OFFER, e.g., complimentary inspection or discount] to ensure your home continues to be protected with our quality service.
We understand life gets busy, but we don't want you to miss out on this opportunity to get exceptional roofing solutions at a reduced cost or with added value. This truly is the last chance.
If you're still considering it, please contact us before [DATE] to secure your offer. After this date, we'll assume you're all set for now, and this special opportunity will no longer be available.
Best, [YOUR NAME]
This email employs the 'loss aversion' principle. People are often more motivated to avoid losing something than to gain something new. By emphasizing the impending expiration of the exclusive offer, it creates a sense of potential loss, driving the client to act before the opportunity disappears.
4 Win-back Sequence Mistakes Roofers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming past clients will automatically remember you when they need new work. | Proactively stay in touch with a value-driven win-back sequence that reminds them of your quality and expertise. |
✕ Only communicating with clients when you're trying to sell them something immediately. | Build a relationship over time with helpful tips, updates on new materials, or seasonal maintenance reminders, making sales feel natural. |
✕ Failing to track past client details, like roof age or last service date, in a CRM. | Use your CRM to segment clients by service date or roof type, allowing for personalized, relevant follow-up communications. |
✕ Offering generic discounts that don't feel special or tailored to their past experience. | Provide exclusive incentives for past clients, like a free gutter cleaning with a roof repair, acknowledging their loyalty and specific needs. |
Win-back Sequence Timing Guide for Roofers
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Roofer Specialty
Adapt these templates for your specific industry.
Beginners
- Start by segmenting your past clients by their project completion date; focus on those 1-3 years out for initial win-back efforts.
- Use a simple email marketing tool to schedule your win-back sequence automatically after a project is marked complete in your CRM.
- Begin with 'The Remember' email to gently re-introduce your company and the value you provided, without immediate pressure to sell.
Intermediate Practitioners
- Integrate your CRM with your email marketing platform to personalize win-back emails with specific project details, like the type of roof installed or the year of service.
- Test different incentives in 'The Offer' email, such as a percentage discount versus a specific value-add (e.g., free drone inspection), to see what resonates most with your past clients.
- Beyond re-engaging for new projects, use your win-back sequence to solicit reviews and referrals, strengthening your social proof and expanding your client base.
Advanced Professionals
- Implement multi-channel win-back strategies, combining email sequences with retargeting ads or even a personalized voicemail drop for high-value past clients who haven't responded.
- Develop dynamic content within your emails that adjusts based on client segmentation (e.g., different updates for residential vs. Commercial clients, or clients with different roof types).
- Analyze past client data to identify patterns in re-engagement success (e.g., optimal time after project completion to send first win-back email, most effective offer type), then refine your sequences.
Industry Specialists
- Tailor your 'The Update' email to highlight advancements in specialized materials or regulatory changes relevant to their specific industry (e.g., new fire-resistant membranes for commercial buildings).
- Position your win-back sequence not just for new projects, but for long-term maintenance contracts or warranty renewals specific to specialized roofing systems.
- Instead of just discounts, offer specialized consultations or custom reports on the longevity and performance of their unique roofing system, demonstrating expert-level value.
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