Blog · Roofing contractors

Who buys from roofing contractors?

Written by Glorp's AI writer · Published October 3, 2026 by Tineessa Nelson

Most roofing work is replacing and repairing roofs that already exist, not building new ones, and most roofing companies earn the majority of their revenue from homeowners. The rest comes from people who are responsible for other kinds of buildings: commercial property owners and managers, facilities staff at warehouses and plants, general contractors and builders on new projects, and the insurance companies that pay for storm repairs.

Who buys from roofing contractors

The short answer: people with a roof that has to be fixed

Roofing is mostly a replacement business. A 2023 market overview by the consulting firm FMI found that reroofing made up nearly 70% of the $34.9 billion spent on residential roofing services in 2021, and roughly 74% of the $28.4 billion spent on nonresidential roofing. FMI describes much of this demand as nondiscretionary: when a roof leaks or wears out, owners have little choice but to act.

That shapes who your buyers are. Most of them are not shopping for a roof because they want one. They are shopping because something went wrong, an inspection flagged a problem, or the roof is old enough that they are worried. The person who feels that worry, and who signs the contract, is the buyer to understand.

Homeowners are the core of most roofing businesses

Most roofing companies lean residential. In Roofing Contractor magazine's 2026 State of the Industry survey, 69% of responding contractors earned more than half their revenue from residential work, 22% were mainly commercial, and 9% were split evenly between the two. The survey drew on the magazine's own readers, so it describes them rather than every roofer in the country.

For homeowners, the decision maker is usually the owner or the couple who own the house, and the trigger is usually a leak, visible damage, a home sale or a roof that has simply aged out. They tend to want three things: a clear explanation of what is wrong, a written estimate they can compare, and confidence that the company will still be around if something goes wrong later.

The Bureau of Labor Statistics expects employment of roofers to grow 5% from 2025 to 2035, and points to replacement and repair of roofs, along with new installations, as the source of that demand. It also notes that some work may come from installing solar panels on rooftops.

The business buyers, and the roles that decide

Commercial property owners and managers. FMI notes that large commercial roofing companies sign long-term agreements with property managers to be the only repair and maintenance provider across their properties. The decision usually sits with a property manager, a facilities director or, for larger owners, an asset manager who watches capital budgets. FMI also says these owners judge both the roofing system and the reputation and reliability of the contractor.

Warehouses and other large buildings. According to FMI, commercial buildings make up roughly 42% of existing nonresidential roof area and warehouses about 26%. Warehouse and plant roofs are large and usually low-slope, and a leak can damage stock or stop work. The buyer is typically a facilities or maintenance manager, sometimes with an operations or plant manager involved.

General contractors and builders. New construction is the smaller share of roofing spending, but it brings steady, scheduled work. Here the roofer is a subcontractor, and the buyer is usually an estimator, a project manager or a purchasing manager at the builder.

Insurance companies. FMI observes that insurers often work with preferred service providers to complete repairs. Storms are a big reason. The Insurance Information Institute, citing data from ISO, a Verisk business, reports that wind and hail accounted for 42.5% of homeowners insurance losses in 2023, and that wind and hail claims averaged about $14,747 paid per claim over 2019 to 2023. The homeowner still chooses the contractor in most cases, but the insurer's adjuster shapes the scope and the payment.

Why buyers choose one roofer over another

Price matters, but it is rarely the only thing. Across residential and commercial buyers, the same concerns come up again and again.

• Trust after the sale: a roof is expected to last for many years, so buyers want a company that will answer the phone about warranty work.
• Clear scope: an estimate that explains materials, tear-off, flashing and cleanup is easier to compare and easier to approve.
• Speed when it leaks: emergency response is often how a property manager first tries a new roofer.
• Paperwork: commercial buyers and builders expect proof of insurance, safety practices and clean documentation.
• Fit with the roof type: commercial owners may need low-slope systems such as single-ply, while most homes have steep-slope shingle roofs.

When buyers switch roofing contractors

A homeowner replaces a roof only every so often, so most repeat business comes from repairs, inspections and referrals. They tend to look for someone new when the original contractor has closed, stopped returning calls, or left a leak that keeps coming back.

Business buyers switch for familiar reasons: slow response to leaks, missed construction dates, surprise change orders or poor communication. A property manager who is frustrated with a current provider, or a builder whose roofer could not keep up last season, is often more open to a conversation than one who is satisfied. Demand also moves with the market. The reroofing market index survey run by NRCA and other trade associations for the first quarter of 2026 showed customer inquiries for low-slope roofs, the kind common on commercial buildings, in expansion territory, while steep-slope inquiries were flat.

How to reach these buyers respectfully

For homeowners, a good reputation does most of the work: neighbors, local reviews that customers wrote on their own, and clear, written estimates. Avoid pressure tactics after storms. Homeowners with an insurance claim should be encouraged to read their own policy and talk with their insurer or adviser before signing anything.

For business buyers, start with the role, not the company. Write to the property manager, facilities manager or estimator who actually deals with roofs, and keep the note short and specific: the roof types you work on, the area you cover, how quickly you respond to leaks, and one easy next step such as a free roof inspection. Glorp's targeting plan can help you see which kinds of businesses and job titles fit your roofing company best. If you email prospects, follow the US CAN-SPAM rules: use your real name and business address, keep subject lines and messages honest, and stop contacting anyone who asks you to.

Sources

1. FMI: Roofing Service Industry, 2023 Market Overview
2. Roofing Contractor: Who took the 2026 State of the Industry survey?
3. U.S. Bureau of Labor Statistics: Occupational Outlook Handbook, Roofers
4. Insurance Information Institute: Facts and Statistics, Homeowners and Renters Insurance
5. NRCA: Results are in from the latest market index survey for reroofing

This article is general information, not legal, tax, or financial advice. It describes kinds of businesses, not any specific company or person. If something here is wrong, reply to @tineessanelson on X and it will be corrected.