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If you're in the roofing industry, whether as a sales rep or a business owner, you've probably had plenty of discussions (or debates) about commission structures. Sales reps want fair roofing sales pay that reflects their effort, while business owners need to ensure profitability and sustainable growth. The key is finding a balance that works for both sides.
A common mistake sales reps make is assuming that the highest commission percentage always means the best deal. But that’s not always true. Every dollar a company spends on commissions is a dollar that isn’t going into marketing, office support, lead generation, or operations. Some companies that offer extremely high commissions might be cutting corners elsewhere—either by charging customers too much, not running a stable business, or skipping out on things that would actually help you close more deals.
This article is based on insights from over 50 roofing contractors and sales professionals, providing valuable data on roofing sales pay, commission models, and what leads to success.
When evaluating roofing sales pay, it's important to understand the two main commission models: flat percentage and split commissions.
A flat percentage means the sales rep gets a fixed percentage of the total contract value. Industry averages suggest most reps earn 12–15% for self-generated leads and 6–10% for company-provided leads. This system is simple and easy to track, but it doesn’t always push reps to focus on profit margins.
A split commission model, like the 10/50/50 system, divides earnings where 10% covers overhead, 50% goes to the company, and 50% goes to the sales rep. While this can mean big earnings for high performers, many business owners say it’s hard to sustain while trying to grow.
Each model has its trade-offs. A flat percentage keeps things predictable, while a split model can give top performers higher earnings but may reduce the company’s ability to invest in resources that help reps succeed.
A sales rep’s responsibilities can vary widely from company to company, and that directly affects how much they should be paid. Based on our industry survey, here’s what most roofing sales reps typically handle:
Finding leads
Meeting with adjusters (for insurance claims)
Helping homeowners pick materials and colors
Collecting payments like deductibles and final balances
Some companies also expect reps to take on project management duties, such as:
Scheduling and overseeing job timelines
Ordering and handling materials
Ensuring job site quality and completion
Reps who take on more responsibility should be paid more. Survey responses indicate that:
Reps who only sell: 10–12% for company-provided leads, 12–15% for self-generated leads.
Reps who also manage projects: 15–18% for self-generated leads, since they’re doing more work beyond just selling.
Some companies are moving toward a base salary plus commission model to attract and retain good sales reps. This system offers a stable paycheck plus a commission on every sale, usually at a lower percentage (around 4–10% of the contract value).
This model is great for reps who want consistency, especially in slow seasons. It’s also a smart move for companies looking to train and grow their sales team without high turnover. However, high-performing reps who are used to big commission checks might prefer a pure commission model where they can maximize their earnings.
If you're looking at a commission-only job, pay close attention to how well other sales reps at the company are doing. If they aren’t consistently making good money, that could be a red flag that the company isn’t setting reps up for success. Commission-only jobs aren’t necessarily bad, but you need to make sure the company is providing the right support, leads, and resources to help you close deals.
For sales reps, picking a company is about more than just the commission percentage. The best-paying jobs are the ones that set you up to win—by providing strong lead generation, marketing, and operational support. High commissions don’t mean much if you can’t close enough deals to make a good living.
For business owners, setting up a fair and effective pay structure is about balancing profitability and attracting top talent. A commission structure that looks great on paper but doesn’t work in real life will lead to high turnover. Business owners should set realistic expectations and make sure they have the right investments in place—whether it’s a strong lead system, marketing, or training—to ensure their reps can actually succeed.
There’s no one-size-fits-all commission model in roofing sales. Flat percentages, split commissions, and base salary plus commission structures all have pros and cons. The key is making sure the pay structure works in a way that helps both sales reps and the company succeed long term. Reps should look beyond just the commission percentage, and owners should make sure their pay plans are sustainable and truly support their team.
Reference: This article is based on discussions from a roofing industry survey and insights from over 50 roofing contractors and salespeople.