Overview
Understanding the roofing sales lifecycle in ServiceTitan helps your team track inquiries from first contact to sold work. Every inbound inquiry starts as a lead, with the goal of converting it into a customer, booking a job, and selling an estimate.
This article provides a high-level overview of how calls move through the system and how follow-ups are managed—so your team can track every opportunity and take the right next step toward a sale.
Who uses this feature
CSRs, Administrators, Office employees
Primarily benefits Residential Construction and Commercial Construction business types
Primarily benefits Roofing and Exterior trades
Feature configuration
The Book Job permission is required to schedule appointments. Please contact the account administrator on your team.
The View Follow Ups and Edit Estimates in Follow Ups permissions are required to access the Follow-Up module. Please contact the account administrator on your team.
Things to know
Customer and location records are stored separately in ServiceTitan. This allows one customer to have multiple locations, or to create a new location if they move.
Each sales rep can track their personal sales metrics directly in the mobile app/FMA under the Menu > Opportunities section.
Best practices
Search for existing customer records before creating new ones to avoid duplicate profiles.
Use the Follow-Up module daily to manage both Unsold Estimates and Leads systematically.
Configure call reasons in Settings and mark them as lead or not lead to ensure proper tracking.
Use cases
An inbound call comes in from a homeowner who needs a roof inspection. The CSR searches for the customer, creates a new profile, and books an estimate appointment. After the salesperson visits and creates estimates, the customer wants to think about it. The estimates appear in Follow-Up under Unsold Estimates for systematic follow-up.
A potential customer calls asking about roofing services but is not ready to schedule an appointment yet. The CSR creates a lead profile, selects a call reason marked as lead, and logs a follow-up for one week later. The lead appears in the Follow-Up module under Leads for tracking.
Primary sales lifecycle workflows
There are two primary workflows in the roofing sales lifecycle:
Workflow 1: Job is booked
A call comes in and is considered a lead
The CSR searches for or creates a customer profile
The CSR books a job for an estimate appointment
A salesperson visits the customer's home and creates estimates
If the estimate is not sold immediately, it becomes an opportunity
The opportunity is followed up on through Unsold Estimates in the Follow-Up module
Workflow 2: Job is not booked
A call comes in and is considered a lead
The CSR searches for or creates a customer profile
The customer is not ready to schedule an appointment
The CSR dispositions the call and logs a follow-up
The lead is followed up on through Leads in the Follow-Up module
When the lead converts and an estimate job is booked, the sales lifecycle continues to Workflow 1.
Navigate the sales lifecycle
Access the Calls screen
The Calls screen is where inbound and outbound phone activity is tracked in ServiceTitan. This is often the first touchpoint in the sales lifecycle.
Go to the navigation bar and click Calls.
The Calls screen opens showing all call activity.
Access the Follow-Up module
The Follow-Up module helps you manage both unbooked leads and unsold estimates.
Go to the navigation bar and click Follow Up.
The Follow Up screen opens with two main sections:
Leads: Shows all leads that haven't been booked into estimate jobs
Unsold Estimates: Shows all estimates from booked jobs that are not sold
View Unsold Estimates
Go to the navigation bar and click Follow Up.
Click Unsold Estimates.
Adjust filters to view specific opportunities by date range, salesperson, business unit, or other criteria.
Click on an opportunity to view details.
Note: Multiple estimates from the same job are grouped into one opportunity. For example, if a customer received Good, Better, and Best estimate options, all three appear in one opportunity since only one can ultimately be sold. This approach allows you to fairly and accurately report on sales metrics.
View Leads
Go to the navigation bar and click Follow Up.
Click Leads.
Filter the screen to view specific leads by date, CSR, call reason, or other criteria.
Click on a lead to view details and take action.
Next steps in the sales lifecycle
After understanding the overview, learn how to execute each part of the sales lifecycle:
Create customers and book jobs from inbound calls for Roofing: Learn how to search for existing records, create new customer profiles, and convert leads into booked sales appointments
Follow up on unsold estimates for Roofing: Learn how to manage opportunities from booked jobs where estimates were not sold immediately
Manage unbooked leads from inbound calls for Roofing: Learn how to track and follow up on leads when a job is not booked during the initial call