ROOFING AGENCY EVALUATION Published October 22, 2026 8 min read

Roofing Marketing Agency RFP and Asset-Ownership Checklist

A buyer checklist for evaluating a roofing marketing agency, comparing scope, proof, reporting, asset ownership, and the terms that matter later.

Ask for the Actual Scope

Do not accept “full service” as a scope. Ask which deliverables, channels, meetings, approvals, tracking tasks, reporting, and response responsibilities are included. Ask what is excluded and what requires a separate fee or vendor.

For roofing, ask how the agency handles the differences between residential, commercial, maintenance, repair, and storm work. A useful answer should explain the process, not just repeat a list of services.

Check Proof and Reporting

Ask for permissioned case studies that state the date range, baseline, definitions, attribution method, and limitations. A testimonial is useful, but it is not a substitute for a documented process or a report you can understand.

Ask to see the reporting format. It should connect marketing activity to leads, qualified opportunities, booked inspections, and revenue where the business can reliably measure it. The agency should explain what it can measure and what depends on the contractor’s sales process.

Confirm Ownership Before You Sign

Document who owns the website, domain, Google Business Profile, Google Ads account, Local Services account, analytics, call-tracking numbers, creative, content, CRM data, and audience lists. The answer should be in writing, not a verbal assurance.

Also ask about cancellation notice, data access, handoff process, reporting access, and what happens to in-progress work. The goal is not to expect the relationship to fail. It is to make sure the contractor remains able to run the business if it changes.

NEED HELP APPLYING THIS TO YOUR MARKET?

Roofing Marketing Crew is FANNIT’s roofing specialty division and a roofing marketing agency. We can help you map the next marketing, website, or lead-operations decision to the business you have today.

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FREQUENTLY ASKED QUESTIONS

What should a roofing company own when working with an agency?

Confirm the ownership and access rules for the domain, website, Business Profile, advertising accounts, analytics, tracking, creative, content, CRM data, and audiences before signing.

What makes an agency case study useful?

It identifies the client with permission, explains the date range and baseline, defines the measurement, describes the attribution method, and states whether the result is typical or exceptional.