Business Growth · July 6, 2026 · 14 min read · By BJ, Nashville TN Roofer & Founder

Mid-Year Business Review for Roofing Contractors: Template & Guide

Halfway through the year is the perfect time to assess and adjust. Here's how.

Mid-Year Business Review for Roofing Contractors: Template & Guide 📈

July is the best time of year to review your roofing business—and most contractors skip it entirely. By mid-year, you have enough real data to see what's working and what isn't, and you still have half a year to course-correct. Here's the complete review framework.

Why Mid-Year Reviews Matter

A year-end review shows you what happened. A mid-year review lets you change it.

With six months of data, you can identify:

• Whether you're on pace to hit your annual revenue goal
• Which job types are most and least profitable
• Whether your marketing is generating the right leads
• Whether your team is performing and growing
• Cash flow trends heading into fall season

Most importantly, the fall is your second-biggest season. The decisions you make now determine whether you end the year strong or stressed.

Section 1: Revenue Review

Pull your job records for January–June. Calculate:

Total Revenue

• Actual vs. goal: Are you on track for your annual target?
• Monthly trend: Is revenue growing month over month?
• Comparison to prior year: Up or down vs. same period last year?

Revenue by Job Type

Break out revenue by:

• Full replacements
• Repair jobs
• New construction
• Commercial
• Other (gutters, inspections, maintenance)

Which job types are growing? Shrinking? Are you doing more or fewer of the profitable types?

Average Job Value

Total revenue ÷ number of jobs = average job value

Compare to your target. If your average is lower than expected, you may be taking too many small jobs or underpricing.

Section 2: Profitability Review

Revenue doesn't matter without margin. Calculate:

Gross Profit by Job Type

For each major job type, calculate:

• Average materials cost
• Average labor cost
• Average gross profit margin

If you're not tracking job costs consistently, this is the wake-up call to start immediately.

Target: 25–35% gross margin for residential. Below 20% is unsustainable.

Overhead vs. Revenue

Total overhead for the period ÷ total revenue = overhead percentage

Target: Under 25% overhead. If your overhead is eating 35%+ of revenue, you need to either grow revenue or cut costs.

Section 3: Sales and Pipeline Review

Lead Volume

• How many new leads did you receive Jan–June?
• How many came from each channel (referral, Google, ads, etc.)?
• Is lead volume trending up or down?

Close Rate

• Jobs won ÷ total proposals submitted = close rate
• Industry benchmark: 35–50% for residential in competitive markets; 50–70% for less competitive
• If your close rate is below 30%, focus on: pricing transparency, follow-up systems, proposal quality

Sales Cycle Length

Average days from first contact to signed contract. If this is growing, something in your sales process is creating friction.

Lead Quality by Source

Which channels produce the highest-value, highest-close-rate leads? Double down on those. Cut the channels that produce low-quality leads.

Section 4: Team Review

Capacity vs. Demand

Are you turning down work? Or struggling to fill schedules? This gap tells you whether you need to hire or trim.

Crew Productivity

Squares installed per crew per day. If this number has dropped, investigate: is it training, materials, job complexity, or morale?

Subcontractor Performance

If you use subs: track quality issues, callbacks, and reliability by sub. Cut the bottom 20% of performers.

Section 5: The Second-Half Plan

After completing the review, build your second-half action plan:

Top 3 Revenue Priorities (July–December):

Example: Increase average job size, add commercial to portfolio, launch referral program

Top 3 Operational Priorities:

Example: Implement CRM, improve review collection, add a second crew

Marketing Focus for Fall Season:

Which channels will you increase? What's your fall budget?

Financial Goals:

Year-end revenue target, net income target, cash reserve target

Document your answers. Share with your key team members. Schedule a December review to compare actuals to this plan.

The contractors who review systematically consistently outperform those who operate purely on instinct. Use tools like Squares For Sales to make sure your estimating process is efficient—so your team can focus on the high-value work this fall season. Start your free trial.

Related Guides

• How to Price Roofing Jobs 2026 — Reprice for the second half if margins slipped.
• Seasonal Roofing Marketing Calendar — Plan the back half of your marketing year.
• Roofing Business Scaling Guide 2026 — Mid-year is when you decide if scaling is right this year.
• Roofing Lead Generation 2026 — Reset your lead engine after the review.

*Written by BJ — Nashville roofer, founder of SquaresForSales.com, and dad who'd rather be home for dinner than on a ladder at 5pm.*