How Two Roofing Leaders Turned Referrals Into a Growth Engine

At a recent Coffee Conversations episode on Roofer’s Coffee Shop, two home improvement leaders — Anissa Westfall, Director of Marketing at Westfall Roofing, and Patrick Readyhough, Owner of Pond Roofing — shared how referrals have transformed their businesses.

$10M in Referral Revenue

For Westfall Roofing, referrals aren’t just word-of-mouth — they’re a measurable growth channel.

“Combining word-of-mouth referrals and gFour’s referral system, we did roughly $10 million in business last year,” said Anissa. “It’s an absolute no-brainer — you’re spending a dollar to make two back.”

Lower Costs, Higher Conversions

Patrick explained that referral leads consistently outperform digital leads.

“We spend $150–$200 per lead on Google. Referrals cost about the same — but they close faster, convert higher, and turn into repeat customers. You have to be referable before you can get referrals.”

From Handshakes to Systems

Both owners admitted that early referral programs started with gift cards and ad hoc thank-yous. But as they grew, they needed consistency.

“You can’t expect what you don’t inspect,” said Anissa. “When everything is tracked and automated, referrals become predictable.”

Patrick agreed:

“It started with me writing checks myself. Now it’s automated — customers get thanked every time, and that cadence of touches keeps our business top of mind.”

Why It Matters for Owners

Referrals are often treated as “bonus” business, but leaders like Westfall and Pond prove they belong at the core of your growth strategy. They lower acquisition costs, improve customer lifetime value, and hold your team accountable to delivering a great experience every time.

The takeaway: Referrals aren’t lucky breaks. They’re a system — one that smart owners are scaling to drive 7- and 8-figure revenue growth.