Hiring the right salesperson can be one of the most important decisions for your roofing business.
A strong sales rep brings in consistent revenue, represents your brand well in the field, and builds lasting relationships with homeowners.
A poor hire? They cost you time, money, and reputation.
The challenge isn’t just finding someone who can talk but someone who understands the roofing industry, follows up, and can actually close.
In this guide, we’ll break down what to look for when hiring roofing salespeople, where to find the best candidates, and how to onboard them for real success. Whether you’re making your first hire or expanding your team, this is about building smart, not fast.
What Makes a Great Roofing Salesperson?
Not everyone is cut out for roofing sales. It’s tough, competitive, and requires more than just charm. The top performers usually share some key traits:
Drive 🔥
The best reps don’t wait for motivation, they bring it with them. They’re self-starters who set their own pace and don’t need to be micromanaged. Whether it’s 100 degrees out, leads are slow, or morale is low, they’re still out knocking doors, making calls, and pushing toward their goals. Drive is what keeps them consistent, especially when conditions aren’t ideal. It’s not about hype, it’s about habit.
“Treat this job as your career, not just your job. When you focus on serving homeowners, the money will follow.”
— Dan Walrack
Grit 🧱
Roofing sales isn’t for the faint of heart. Rejection is constant, and the pressure to perform is real. But top performers don’t get rattled. They stay composed, show up every day, and keep following up long after others have given up. Grit is what turns tough weeks into learning curves, not losing streaks. They don’t take a “no” personally; they take it as a challenge.
Coachability 📚
Confidence is great, but adaptability is essential. Even experienced salespeople need to align with your process, your pricing, and your market. The best reps can take feedback without getting defensive. They’re willing to try new approaches, test adjustments, and keep refining their pitch. Coachable reps evolve quickly, and they’re not afraid to be challenged if it helps them grow.
Follow-Through 📞
Making a good first impression is just the beginning. The most successful reps are organized, proactive, and detail-oriented when it comes to their pipeline. They don’t let hot leads cool off, and they don’t need reminders to follow up. Follow-through is where deals are won, and they know that staying on top of every touchpoint is what separates great from average.
Where to Find Sales Reps That Aren’t Just Talk
Hiring great roofing salespeople means knowing where to look and what to look for. The usual job boards are just one tool, the best reps often come from the field or referrals.
Go Beyond the Usual Job Boards
- Your best reps know others who hustle. Ask for introductions.
- Roofing and contractor groups are full of potential hires already familiar with the grind.
- Search for reps with commission-heavy or home service backgrounds. Salespeople from solar, pest control, or alarms often transition well.
- These reps already know rejection and have thick skin. Many are looking for better opportunities.
What to Look for in Past Experience
- Don’t settle for someone who just “supported” sales. Ask for close rates and deal sizes.
- Look for reps who’ve thrived in 100% commission roles. Roofing is seasonal and performance-driven.
- Reps who’ve sold HVAC, windows, or construction understand homeowners and objections.
💸 As for earnings, RoofClaim reports the average roofing sales rep makes around $52,265 per year, with senior reps hitting $65,187. Entry-level reps start near $31,264, but strong performers can earn far more with commissions.
Once you find the right person, give them the tools to succeed. Start with Dan Walrack’s Top 5 Roofing Sales Strategies to help your hires close faster.
Writing a Job Ad That Attracts Closers (Not Clock-Punchers)
The best reps want three things: income potential, autonomy, and a growth path. Spell that out. Let them know there’s no cap on earnings, that you value hustle over micromanagement, and that they’ll get real support if they perform.
But don’t sugarcoat it. Mention that roofing sales isn’t for everyone. There are long days, weather curveballs, and plenty of no’s before the yes. Being upfront sets the tone and filters out the fluff.
Also, include the next steps. Tell them how to apply, what to include in their message, and how to stand out. If you want hungry reps, give them a hoop to jump through🎯.
🎥 Want to attract better people and tell your brand story right? Check out this video:
Interview Like a Pro and Test More Than Their Talk
A polished resume and confident handshake are nice, but they don’t guarantee sales. To hire roofing salespeople who actually close, your interview process needs to simulate the pressure and unpredictability of the real job.
Red Flags to Watch Out For
While listening to what they say, you’re actually watching how they handle discomfort.
- Frequent job changes with no clear reason can signal they won’t stick around.
- Weak body language or slow response time may show they can’t think on their feet.
- No real interest in roofing or home improvement? That’s a clear sign they’re not serious. The best candidates do their homework. They ask questions, bring energy, and even reference your brand or services.
And here’s a tip: if they’re tuned into how modern roofing companies grow, they’ll likely mention marketing, reputation, or even influencer strategies. That’s a plus. If you haven’t already, check out how you can leverage influencers for your roofing company, a concept that forward-thinking salespeople increasingly understand.
Roleplay That Reveals the Real Closer
Don’t rely on hypotheticals. Give them real objections and see how they respond:
- “That’s too expensive.” Watch how they reframe the value.
- “I want to wait.” Do they push or plant a follow-up strategy?
- Quick trust-building. Can they create a connection in 30 seconds?
- Follow-up test. Ask them to leave a mock voicemail or write a quick email. You’ll learn more in 30 seconds than from 3 pages of resume fluff.
Set Them Up to Win With Smart Commission and Onboarding
Hiring closers is only half the battle. If your comp plan is vague and your onboarding takes months, even good reps will stall out. Here’s how to keep things sharp from day one.
Commission Structure That Actually Motivates
Percentage vs. Flat Fee
Most roofing companies stick with 8–12% per job, but flat rates can work too, just make sure it scales with deal size.
Bonuses That Drive Behavior
Want more premium upgrades or bigger deals? Pay for it. Incentivize upsells, reviews, or multi-service closes.
When to Drop a SPIFF
Need a weekend push? A $100 bonus for a signed job by Sunday works wonders. Use these sparingly to keep them fresh.
Onboarding That Doesn’t Drag
Ride-Alongs
Pair them with your top closer for 3–5 job shadows. They’ll pick up scripts, body language, and how to handle curveballs.
Objection Cheat Sheet
Keep it simple. A one-pager with answers to “That’s too expensive” or “I need to think about it” builds confidence fast.
Weekly Coaching Calls
First 30 days = weekly check-ins. Not micromanagement, just course correction and momentum building.
One Great Sales Rep Is Worth Ten Average Ones
In roofing sales, the difference between an average month and a record-breaker often comes down to who’s selling for you. Rushing the hire might plug a short-term hole, but a bad fit drains your culture, burns leads, and stalls growth.
Want more leadership tips to grow your roofing company? Check out our full blog for insights on hiring, sales, marketing, and scaling smart.
