Is anyone still picking up the phone?

By Centerpoint Connect

In a world driven by speed, AI and unread DMs, you might wonder: is the phone call dead?

Not even close. You just have to use it right.

Sure, traditional telemarketing is fading. But in roofing — where urgency, clarity and trust matter — a well-timed phone call still delivers. The goal isn’t to ditch old tools. It’s to evolve. Clients want fast updates, app notifications and texts, yes, but they still value a human voice when it counts.

We are all quickly becoming able to identify the difference between AI and a person on the phone. We’ve all been there yelling “REPRESENTATIVE” into an automated system. That difference between AI and a real person matters.

The winning formula: Blend the old with the new

The companies thriving today aren’t choosing between calls and texts. They’re combining both and using each where it works best.

Roofers who understand this are building stronger, faster relationships. And they’re winning because of it.

Know your audience. Use what works.

Every client has preferences. Some rely on email. Others live in their text threads. And some just want a quick call to keep the project moving. In roofing, where issues range from emergency leaks to 50-page spec books, you need to adapt your communication style to fit the moment.

Think of it this way: you’re a roofer, but act like a dentist.

It’s not a stretch. Both professions depend on preventive care people often ignore, emergencies that show up without warning and the hard truth that quality service matters most when it’s urgent.

Dentists who succeed don’t just fix problems, they build trust, follow up and stay in touch. That’s what gets referrals. Roofing is no different.

Technology is evolving. So should you.

Messaging apps are the new norm with WhatsApp, Messenger, even Slack. And today’s decision-makers? They grew up on instant replies. They expect real-time updates, not voicemails.

Roofers must meet these expectations. Picture this: a project manager texts a photo of roof damage and gets an update within 30 seconds through your software. That’s the new standard and the companies that deliver are the ones that grow.

AI can help, too — automating first replies, scheduling, follow-ups — so your team can focus on the high-touch moments that build loyalty.

Just don’t overdo it.

Cut through the noise

Inbox fatigue is real. Most people wake up to 50+ unread messages.

To stand out, be smart:

• Send a personalized text instead of another email.
• Use subject lines that matter.
• Make calls that solve problems, not create new ones.

Say what counts. Be direct. Be yourself. Your communication style is part of your brand.

Personalization drives loyalty

Generic messages get ignored. Personalized ones get remembered.

Texting a property manager after a storm with a “just checking in — need anything?” leaves an impression. Knowing their preferred style and tailoring your outreach and respecting each client’s preferred channel builds trust fast and makes a huge difference.

Your CRM is your secret weapon

Your CRM should work for you, not just to track jobs, but to track how each client wants to hear from you.  

Text only? No problem. Weekly summaries by email? Let’s do it. Your CRM should flag preferences so your team can communicate clearly and effectively, every time. That’s smart service and it shows you’re paying attention.

Test. Measure. Adjust.

Not sure what’s working? Find out.

Compare calls versus texts. Look at response times and open rates. Experiment. The data will tell you what’s working and what’s not. Don’t guess. Know.

Make it easy. Make it about them.

Here’s the bottom line: if it’s harder to reach you than to order takeout, you’re losing business.

Offer online booking, virtual consults, text alerts, drone inspections not as perks, but as expectations.

To stay competitive, roofing companies need to be fast, client-focused and ready to communicate across any channel.

Final word

Roofing isn’t just about shingles and specs anymore. It’s about communication. When you get that right, everything else follows: faster jobs, better client retention and more referrals.

Whether it’s a phone call or a push notification — make it something worth picking up.

Original article and photos source: Centerpoint Connect