How Hoel Roofing Answered the Question Every Homeowner Asks and Grew Website Leads by About 55%

Hoel Roofing’s Endless Customers Journey

Based in Rushville, Indiana, between Indianapolis and Cincinnati, Hoel Roofing & Remodeling helps homeowners with roofing, siding, gutters, windows, and other remodeling projects. Owners Bob and Emily built the business on word of mouth and referrals, and it worked.

But one question kept costing them opportunities.

As Adam Martin, Hoel’s Media Director, described what callers kept telling the team:

“I don’t know, I just I just want to know what it costs.”

The office’s only answer was to offer an in-home estimate. For homeowners who weren’t ready for that kind of commitment, the conversation often ended there. They never shared their information and never became a lead.

As Hoel began implementing the Endless Customers System™ with coaching from IMPACT, the team kept coming back to the same question: what would it take to become the most known and trusted roofer in their area?

The moment it clicked

The answer came at an Endless Customers event, where Adam, sales manager Chris, and owner Bob heard Marcus Sheridan present on instant pricing tools.

Adam described the moment:

“It was basically like somebody had just dropped a gold bar into our laps and said, here you go.”

Hoel launched its first estimator using Price Guide, starting with metal roofing and then shingle roofing based on what buyers were most interested in. In late February 2026, Adam rebuilt it into a full instant estimator covering most of the company’s major services.

How they implemented

With coaching from IMPACT, Hoel Roofing:

• Put pricing on the website, launching an instant estimator so homeowners can get a realistic range without booking an appointment.

• Expanded it based on buyer questions, so homeowners can now price shingle roofing, metal roofing, siding, gutters, and windows individually or as one combined project.

• Kept the questions simple, such as roughly how many feet of gutters a home needs and whether the homeowner wants gutter guards, then emailed each buyer a full breakdown.

• Aligned sales and marketing with a monthly meeting where the sales team shares the questions they hear in the field and marketing turns them into content and tool improvements.

• Built a content team, with a dedicated content writer and salespeople serving as subject matter experts for articles and videos.

• Used short-form video in sales, recording quick, practical answers at real job sites that salespeople can share with homeowners.

• Started tracking website behavior with Microsoft Clarity, a tool IMPACT introduced, to see how people actually use the site.

Results

Adam shared what changed as the estimator and content took hold:

• Website leads: grew from about 60 in 2024 to about 93 in 2025, roughly a 55% increase, with 48 more before the end of the first quarter of 2026.

• Weekly lead volume: after falling short of a goal of 70 leads a week in past years, the team spent several weeks in early 2026 above 80 and even 90 leads a week, before peak season.

• Revenue milestone: Hoel passed $1 million in revenue earlier in the year than ever before.

• Estimator engagement: visits to the estimator page nearly doubled in the 25 days after the new version launched.

• Shorter appointments: the sales team reported cutting appointment time in half when homeowners had already watched its educational videos.

• More prepared buyers: homeowners now arrive already knowing a likely range for their project and more ready to move forward.

Adam shared what homeowners tell the team:

“We checked out your website. We learned quite a bit and we went, okay, let’s do it.”

Why coaching mattered

Hoel has worked with IMPACT coach Brian Casey from the start of its Endless Customers journey. Adam said the biggest value has been staying in a mindset of constant improvement, never treating the website, the estimator, or the content as finished.

Adam described how Brian keeps the team focused:

“To sit with it and to go, okay, this is good, but how can we be better?”

That mindset is why the estimator has gone through several versions, and why sales and marketing now sit down together every month to decide what to improve next.

What’s next

Hoel Roofing plans to keep building on what’s working:

• Adding exterior doors to the instant estimator

• Separating estimator leads from other website leads to track them more precisely

• Continuing to turn the sales team’s questions into new content and video

• Keeping up with a lead flow that has the sales team busier than ever

Adam’s advice for other businesses:

“If you’re not answering the questions, your competition’s probably trying to answer the questions.”

Want results like this in your business?

If buyers keep asking what something costs and your best answer is “we’ll have to come take a look,” Hoel Roofing’s story shows what can happen when you answer the question honestly and early.

Curious where your business stands today? Take the free Instant Diagnostic to see how buyers and AI see you, or schedule time to talk with our team about what the Endless Customers Coaching Program could look like for you.