5 Numbers Every Roofing Owner Should Check Every Monday

Most roofing owners run on gut feel: "we're busy, so we must be fine." Busy isn't the same as healthy. A company can be slammed with work and still be bleeding cash, losing bids, or sitting on uncollected invoices. Five numbers, checked every Monday morning, cut through the noise.

1. New leads this week

How many new opportunities entered the business? Not website visits, not impressions — actual leads: calls, form fills, door knocks that turned into conversations. If this number drops for two weeks running, your next month's revenue is already in trouble, because everything downstream starts here.

2. Inspections booked

Leads don't pay; inspections do. Track what share of leads turned into booked inspections. If leads are strong but inspections are weak, the problem is speed-to-contact or qualification — fix the front of the funnel before spending more on marketing.

3. Estimates sent and awaiting decision

Two numbers in one: how many estimates went out, and how many are sitting without a follow-up. A growing pile of undecided estimates is the most expensive problem in roofing — the work to win them is already done, and they're quietly expiring. This pile should never grow unchecked.

4. Close rate

Of the estimates decided this month, what share did you win? Track it by lead source too — referrals might close at triple the rate of bought leads, which tells you exactly where your next marketing dollar goes. A falling close rate usually means a pricing, speed, or follow-up problem, not a "tough market."

5. Cash collected vs. invoiced

Revenue on paper means nothing until it's in the bank. Compare what you invoiced against what you collected, and look at what's overdue. Roofing companies rarely die from lack of work — they die from slow collections. If receivables are aging past 30 days, that's Monday's most important fire.

Make it a habit, not a project

The trick isn't the numbers — it's seeing them without assembling them. If pulling these five figures takes an hour of spreadsheet archaeology, you won't do it. They should be visible the moment you open your business: pipeline counts, estimate status, invoice aging. That's what a dashboard is for.

GableFlow's dashboard shows pipeline counts, job values, invoiced amounts, and payments at a glance — the Monday numbers without the Monday archaeology. $40 a month to actually know your business every week.