Most roofers know the struggle of chasing low-quality leads. Whether it’s unresponsive homeowners, tire-kickers, or leads sold to five other contractors, it’s a drain on your time and money. That’s where intent data comes in—and it’s changing the game for roofing companies that want better, faster, and more predictable lead generation.
In this guide, we’ll break down exactly what intent data is, how it works, and how roofers can use it to get ahead of the competition and connect with homeowners who are actively in the market for roofing services right now.
What Is Intent Data?
Intent data is information collected about online behavior that signals what someone is interested in or planning to buy. For example, if a homeowner is visiting articles about “how to file a roofing insurance claim” or searching for “best roofers near me,” that activity shows clear intent—they’re likely in need of roofing services soon.
Unlike traditional lead sources that give you a name and number (and not much else), intent data shows who is actively researching roofing solutions—often before they’ve even filled out a form or made a call.
This gives you a massive edge: you can reach out to the right people, at the right time, with the right message.
Types of Intent Data Roofers Can Use
There are two main types of intent data:
1. First-Party Intent Data
This is data you collect directly from your own website or marketing assets. For example:
- Website visitors who look at your “roof replacement” service page
- People who click on your ads or open your emails
- Leads who watch a full roofing video testimonial
These actions indicate that someone is interested in what you offer. With the right tools, you can track this behavior and follow up accordingly.
2. Third-Party Intent Data
This is data collected from outside sources. At HOWL, we specialize in providing true intent data for roofers by tracking online behavior across the web—not just on your site.
For example, we can identify homeowners in your service area who are:
- Reading roofing comparison guides
- Searching for storm damage assistance
- Researching roof financing or warranties
- Checking out competitors
We then feed that data into ad campaigns, email outreach, or direct sales strategies to help you get in front of the most likely buyers—before your competitors do.
How Can Roofing Companies Use Intent Data to Generate Leads?
1. Build Smarter Advertising Campaigns
Instead of targeting broad audiences, you can use intent signals to create highly focused Google or Meta ad campaigns. That means you spend less money reaching people who aren’t ready to buy—and more money reaching those who are.
Example: If intent data shows a homeowner recently searched for “hail damage roof repair” in your area, your ads can specifically address that pain point with an offer like “Free Hail Damage Roof Inspections – Book Today.”
2. Prioritize Your Sales Outreach
If your sales team is doing outbound calls or follow-ups, intent data helps them focus on the leads most likely to convert. Instead of calling every name in your CRM, they can prioritize the ones who’ve shown recent buying signals.
This not only improves close rates—it also saves your team time and keeps morale high by reducing wasted effort.
3. Power Email and SMS Campaigns
When you know what a homeowner is interested in, you can tailor your messaging to match. Someone researching roof financing gets a different message than someone reading about emergency repairs.
Use intent data to trigger email or SMS follow-ups based on behavior. For example:
- “Still comparing roofers? Here’s why [Your Company Name] is trusted in [City].”
- “Storm damage in your neighborhood? Get a free inspection before the next one hits.”
4. Improve Website Conversion
Intent data helps you understand what people care about most. If your visitors are consistently spending time on your insurance claim process page, for example, you might move that information higher up on the homepage or create an ad campaign that speaks directly to that interest.
This improves your overall lead conversion rate—even if you don’t increase your traffic.
How HOWL Uses Intent Data Differently
Here’s where we set ourselves apart. Many companies claiming to sell “intent data” are really just selling contact lists scraped from directories or people who clicked on a roofing article once. That’s not true intent—it’s context.
At HOWL, our intent data is behavior-based and demand-driven. We track real online activity across hundreds of trusted data sources. That means you get visibility into who is actively showing interest in roofing services in your area—before they even start shopping around.
Then we plug that data into high-converting campaigns that blend Google PPC, SEO, and retargeting to make sure your brand shows up exactly when and where it matters.
Benefits of Using Intent Data for Roofing Leads
- Higher quality leads: Reach homeowners who are already in-market.
- Lower cost per acquisition: Spend less money chasing unqualified prospects.
- Faster close times: Talk to people who are already problem-aware and ready to act.
- Competitive edge: Get to homeowners before they even contact another roofing company.
- Smarter marketing: Optimize ads, emails, and website content based on real user behavior.
Is Intent Data a Fit for Every Roofing Company?
If you’re only doing word-of-mouth and aren’t interested in growth, probably not. But if you’re looking to scale your roofing business and want leads that convert faster and easier, intent data is one of the most powerful tools you can use.
It works especially well for roofers offering:
- Storm damage repair
- Insurance claim support
- Premium or specialty roofing systems
- Roof financing
- Emergency or same-day service
When paired with a fast website, a responsive sales team, and a strong offer, intent data can transform how you grow your business.
Final Thoughts: Stop Chasing Leads—Start Attracting the Right Ones
Intent data gives roofers the one thing they’ve always needed—timing. Instead of blasting ads to anyone and everyone, you can now target the homeowners who are actively researching roofing services right now.
If you're ready to ditch low-quality leads and grow with intent, apply to work with HOWL. We'll show you how to turn intent signals into booked jobs—without wasting time, money, or energy.