Most roofing companies send the same generic emails to every contact on their list—and wonder why their open and click rates are low. The truth is, homeowners don’t want another mass email. They want a message that feels relevant to what they need, right now. That’s where intent signals change the game.
By using behavioral data to identify what each contact is looking for, you can craft personalized email content that gets attention, builds trust, and drives leads. In this article, we’ll break down how to collect intent signals and turn them into email campaigns that actually convert.
What Are Intent Signals?
Intent signals are actions or behaviors that suggest a contact is actively in the market for roofing services. These signals can come from multiple sources, including:
- Pages they visit on your website (e.g., /roof-replacement)
- Search terms they’ve used (e.g., “hail damage roof repair near me”)
- Ad engagement on platforms like Google or Meta
- Form submissions or chat activity
- Re-engagement with previous emails
When used correctly, these insights allow you to segment your list and send highly relevant, personalized content that speaks directly to what each contact needs.
Why Intent-Based Personalization Works
Generic campaigns say, “We do roofing.” Personalized campaigns say, “We saw you’re looking for storm damage repair in McKinney—here’s what to do next.”
The result:
- Higher open and click-through rates
- Lower unsubscribe rates
- More scheduled inspections and estimate requests
- Faster lead-to-customer conversion
Want to improve your inbox performance too? Learn how intent-based targeting improves email deliverability.
Step 1: Capture and Organize Intent Data
Before you can personalize anything, you need to collect the right signals. Start by integrating your CRM, website, and ad platforms to track:
- Which pages each contact visits
- What forms or buttons they click
- Which ads or emails they engage with
Tools like HubSpot, ActiveCampaign, or Mailchimp (with proper tracking) can help you tag contacts based on behavior—so you know who’s interested in roof repair, replacement, storm damage, or financing.
Step 2: Segment Your Email List by Intent
Once you’ve tagged contacts, create separate lists or segments like:
- Homeowners who viewed the “Roof Replacement” page
- Contacts who clicked a storm damage ad
- Leads who opened a financing email but didn’t convert
- Customers in hail-affected zip codes (based on recent weather)
Pro tip: Layer your segments with location data to create hyper-targeted campaigns (e.g., “Roof Replacement – Frisco TX”)
Step 3: Create Personalized Email Content for Each Intent Segment
1. Roof Replacement Intent
“Considering a New Roof in Allen? Here’s What to Know”
- Benefits of new roofing materials
- Photos of recent local jobs
- “Get a Free Estimate” call-to-action
2. Storm Damage Repair Intent
“McKinney Homeowners: Did Hail Hit Your Roof?”
- Timeline of storm events
- Warning signs of hidden roof damage
- CTA: “Book a Free Storm Inspection Before the Next Rain”
3. Financing or Budget-Focused Leads
“Need a New Roof? Flexible Monthly Payments Available”
- Financing options breakdown
- Zero-interest promo (if available)
- CTA: “Get Pre-Qualified in 60 Seconds”
4. Recently Engaged but Not Converted
“Still Thinking About Your Roof? Here’s a Local Review”
- Customer testimonial or before/after photo
- “Why homeowners in [City] choose us” message
- CTA: “Schedule a Call With a Roofing Specialist”
Step 4: Use Dynamic Fields for Personalization
Go beyond just including someone’s name. Use dynamic fields for:
- City or zip code
- Specific service interest
- Referring source (e.g., “From Facebook” or “From Google”)
“Hi {{first_name}}, we noticed you were looking at roof replacement options in {{city}}. We just finished a project down the street—want to see how it turned out?”
Step 5: Automate Your Follow-Ups
Once a contact shows interest in a specific service, don’t rely on manual emails. Set up automation sequences that:
- Send a follow-up one day after viewing a service page
- Remind contacts to schedule after opening a quote email
- Offer testimonials, FAQs, or trust signals mid-funnel
Smart automation ensures no high-intent lead slips through the cracks.
How HOWL Uses Intent Signals to Build Better Roofing Emails
At HOWL, we use real-time behavior data to power segmented, automated, and personalized email campaigns that move roofing leads through the funnel faster.
Our approach includes:
- Syncing ad click and website activity into CRM lists
- Location-specific content paired with storm and search behavior
- Email workflows that match the buyer journey
- Intent-based targeting that boosts open and conversion rates
Our campaigns don’t talk at homeowners—they talk to them, based on what they’re already showing interest in.
Final Thoughts: The Future of Roofing Emails Is Personalized
If your email content isn’t personalized, it’s ignored. But if it’s built around what homeowners are actually searching for, reading about, and clicking on—you’ll see better open rates, more leads, and faster conversions.
Apply to work with HOWL and let us build a personalized email system powered by real intent data—so every send has a real shot at bringing in your next roofing customer.