Integrity Roofing & Construction has brought in $299,831.83 from 13 completed referral projects since launching its referral program on ReferralHero. That's an average of about $23,000 per referred job, and no one in the program is ever paid more than $500 per referral.
Integrity is a Seattle-area roofing and construction company founded in 2016. It handles roofing, siding, and decking. Before ReferralHero, they had no automated way to track referrals that synced with their CRM. They also wanted their marketing dollars to stay closer to home: instead of paying Google and Meta, Integrity wanted to give that money back to its community.
This case study covers how the program is built: the tiered rewards, the three stages Integrity tracks for every referral, how homeowners join and share, and what the numbers show so far.
Results at a glance
The Challenge: Untracked Referrals and Marketing Dollars Leaving the Community
Integrity was already getting referrals. Keeping track of them was the hard part. There was no automated system for tracking who referred whom, and nothing synced with the CRM the team worked in every day.
"We did not have a systematized way to track referrals that was automated and synced with our CRM." — Katie Rains, Integrity Roofing & Construction
Integrity had tried another referral platform before ReferralHero, and it fell short in two ways that mattered:
"We used a different platform, but it was lacking. There was no customization in what customers saw and we couldn't offer a rebate to the customer alongside an advocate award." — Katie Rains, Integrity Roofing & Construction
Integrity's projects range from under $3,000 to more than $20,000, and the new program's rewards are tiered to match.
There was a bigger reason behind the program, too. Money spent on Google and Meta ads leaves the community Integrity serves. Integrity wanted its customer acquisition budget to go back into that community instead.
“[We wanted] to give money back to and invest in our community instead of paying Google and Meta.”
— Katie Rains, Integrity Roofing & Construction
The new program had to do all of it: track referrals automatically, reward both the advocate and the new customer, let Integrity control what customers saw at every step, and put its marketing dollars back into the community.
The Solution: Three Tracked Stages and Rewards That Grow With the Job
Integrity built its program in ReferralHero around how a roofing job actually moves. Every referral is tracked through three conversion events:
1. Lead: the homeowner scheduled an appointment.
2. Approved: the estimate was approved by the homeowner and a contract signed.
3. Installation: the project is finished and paid in full.
Rewards only unlock at Installation, so Integrity pays out only on completed, paid projects. The Lead and Approved stages show the team how many referrals are in progress and where each one stands.
The reward amount is set by the value of the finished project, in five tiers from $25 to $500. The advocate and the referred customer each get the same amount as a gift card or cash.
To cover referrals that happen in conversation, the program gives members more than one way to send someone over: a personal link, a QR code, a form to add a friend's details directly, and the option to have the friend simply mention the member's name when they call.
Built With ReferralHero's Team
Integrity's setup goes well past a standard customer program: five reward tiers, three conversion stages, approval-triggered emails and separate programs for partners. Katie worked directly with ReferralHero to build it.
"Work with ReferralHero on your big ideas. They are there for it. I had a huge vision that stretched what was possible on their platform, and they met me step by step to make it happen." — Katie Rains, Integrity Roofing & Construction
Referral Program Rewards
Integrity runs three reward tracks, all tied to completed project value: one for advocates, one for referred customers, and a one-time reward for program members who complete a project of their own.
Rewards are issued as a gift card or cash once the project is complete and paid in full.
Why tie the reward to project value?
The tiers keep the reward in proportion to what the referral is worth. Look at where each band starts: a $3,001 job pays $150 across both people, a $5,001 job pays $250, a $10,001 job pays $500, and a $20,001 job pays $1,000. Each of those is 5% of the project. For any job of $1,000 or more, Integrity's combined reward cost never goes above 5%, and on most jobs it's lower. Our guide to referral rewards covers other ways to set amounts.
In practice, a referral that becomes a project over $20,000 earns the advocate $500, while a project under $3,000 earns $25.
The tier model came from inside the company. Integrity was building a preferred partner program with a referral partner that already used a structured tier system, and it carried the same approach over to customers.
"We were setting up a preferred partner referral program with a related business that had a structured tier system, and we replicated that for our customers and non-profit partners." — Katie Rains, Integrity Roofing & Construction
Integrity now runs referral programs for customers, company partners and non-profit partners on ReferralHero. This case study focuses on the customer program.
Advocate reward
Advocates are paid when the person they referred finishes a project with Integrity and pays in full. The amount follows the tier of that project, from $25 up to $500.
Referred customer reward
The referred homeowner gets a matching reward when their own project is complete. Because the amounts match, the advocate can describe the offer in one sentence: "We both get up to $500 when your job's done."
One-time member reward
Program members can also earn a one-time reward on their own completed project, whether or not they were referred. The amounts follow the same five tiers.
How the Referral Program Works: Participant Flow
The flow follows a roofing job from the first recommendation to the final payment. Each step lines up with one of the three conversion events Integrity tracks.
Step 1: A Member Shares Their Referral Link
Every member gets a personal dashboard on Integrity's website. From there they can copy their referral link, download a personal QR code for sharing in person, or fill in a friend's name, email and phone number through the Quick Add Referral form. The dashboard also points out the simplest option: have the friend mention the member's name when they call to schedule. Covering both online and in-person sharing matters for any small business referral program, since so many recommendations happen in conversation.
Step 2: The Referred Homeowner Requests Service (Lead)
The referred homeowner lands on Integrity's referral page and submits a request for service. They're taken to a thank-you page letting them know the team will be in touch shortly. At that point the referral is recorded as a Lead, the first conversion event, and credited to the member who sent it.
Step 3: The Job Is Scheduled (Approved)
As the homeowner moves through Integrity's sales process, the referral is moved to Approved once the job is on the calendar. This separates real projects from early inquiries and shows the team how many referred jobs are coming up.
Step 4: The Project Is Completed and Paid (Installation)
When the work is done and paid in full, the referral reaches Installation, the final conversion event. The project's value decides which reward tier applies.
Step 5: Both Sides Get Rewarded
The advocate and the referred customer each receive the reward for that tier, from $25 to $500, as a gift card or cash.
Step 6: The Next Referral Starts
Every referred homeowner is a likely next advocate. Once their own job is approved, an automated email sends them a personal advocate link, so they can start referring friends while their project is still underway. Those referrals then move through the same Lead, Approved and Installation stages.
Referral Program Launch
Website Integration
Integrity put the program where customers already look for company information: a Referral Program link in the website footer, next to About, Financing and Careers. From there, homeowners can read the program's terms and conditions and sign up. If you're planning a launch of your own, our guide on how to set up a referral program walks through the steps.
The Signup Page
The signup page is short. It asks for name, email and phone number, and states the offer up front: refer a friend for any project and you'll both earn up to $500 when their job is complete.
A few details on the page do a lot of the work:
• Two separate SMS consent boxes. One covers transactional texts like referral status updates. The other covers promotional texts like reminders and special offers. Keeping them separate lets homeowners get updates on their referrals without opting into marketing.
• Social proof. A running count shows how many homeowners have joined, alongside short reviews from current members.
• A three-step explainer. Sign up, refer, get rewarded. It repeats the "mention my name" option so phone referrals are part of the pitch from day one.
Ongoing Promotion
Always-On Website Access
The footer link stays on the website, so the program is always easy to find. Members log in to their dashboard to view their referral activity, get their referral link and track their rewards.
Automated Email and SMS
Most of the ongoing promotion runs on its own through ReferralHero's automated emails and texts:
• Advocates get a message when they sign up and another each time someone they referred joins the program.
• Referred customers get an automated email once their job is approved, with their own advocate link.
• All members get reminder and follow-up emails that keep the program in front of them over time.
Katie points to one automated email as the biggest driver: the one sent when a referral is approved, which gives that homeowner their own advocate link. It reaches people right after they've committed to a project.
"I think the automated email that is sent out after the referral becomes approved and they get their own advocate link [drives the most referrals]." — Katie Rains, Integrity Roofing & Construction
Other Promotion Channels
Outside of automation, staff bring the program up during service, which is one of the easiest ways to ask for referrals without it feeling like a pitch. Integrity also promotes it through:
• Email campaigns and post-purchase emails
• Social media posts
• Printed referral cards and flyers
• Staff mentioning the program during service
Referral Program Results
Since launch, Integrity's referral program has produced 13 completed projects worth $299,831.83, from 124 referred visitors and 62 referral leads. The program has 1,193 members.
ReferralHero tracks each referral from the first visit through the completed project:
ReferralHero reports a 50% conversion rate from referred visitors to referral leads. So far, 13 of the 62 referral leads have become completed, paid projects.
Why These Numbers Matter
A 50% conversion rate. ReferralHero recorded 124 referred visitors and 62 referral leads. For comparison, Solatube Home's referral program converted 19.1% of referred visitors into quote requests, against a 2-5% industry average for cold traffic.
Referred projects are large. The 13 completed referral projects averaged 23,064.76each(299,831.83 in total), above the $20,001 threshold for the top reward tier.
The reward cost is small next to the revenue. Even if all 13 completed jobs landed in the top tier, the combined advocate and customer rewards would total $13,000. That's about 4.3% of the $299,831.83 those jobs brought in, paid only on finished, paid-for work. You can run your own numbers with our referral marketing ROI calculator.
Room to grow. The program has 1,193 members and 62 referral leads so far. Integrity's goal is for referrals to make up 30% of all incoming leads.
The Moment It Started Working
The program didn't take off overnight. The clearest sign it was working showed up in the reward budget.
"I think ours was a bit of a slow start, but now it's when I realize I need to add more money to our award platforms before the month is over. And when I go through and see how many projects are pending." — Katie Rains, Integrity Roofing & Construction
Business Impact Beyond Revenue
The biggest shift came from the non-profit partner program, which changed how Integrity approaches community giving. Giving used to mean one-off sponsorships in exchange for a banner at an event or a logo on a T-shirt. Now it's tied to the work those partnerships bring in.
"Now, we are creating real partnerships with an ongoing giving structure that is essentially bottomless, as all of our giving is tied to increased work. We never have to wonder about our giving budget. We also have created volunteer opportunities every quarter for our staff to work with our non-profit partners during work hours." — Katie Rains, Integrity Roofing & Construction
It also gives the team something real to talk about with customers. When homeowners book work, Integrity can invite them to support its non-profit partners too. In Katie's words, it "changes how we talk about marketing in all avenues."
What's Next
Integrity's goal for the next 6 to 12 months is for referrals to make up 30% of all incoming leads.
Key Lessons for Roofing and Home Improvement Contractors
1. Scale the Reward to the Job
If your projects range from a few thousand dollars to tens of thousands, a single flat reward will be too much on small jobs or too little on big ones. Tiers tied to project value fix both. Integrity's tiers keep the total payout at or under 5% of any job over $1,000, while still giving advocates $500 for sending a major project.
2. Pay on Completion, but Track Every Stage
Paying only after the job is finished and paid protects your margins. Tracking Lead and Approved along the way shows how many referrals are in progress and where each one stands. Katie watches how many referred projects are pending as one of her signs the program is working, and a referral tracking system keeps that visible without a spreadsheet.
3. Count the Referrals That Happen via Word of Mouth
Integrity gives members four ways to refer: a link, a QR code, a Quick Add form, and having the friend mention their name when they call. Referrals made in person or over the phone still get credited. Read more about tracking referrals with referral codes and physical referral cards.
4. Reward Members on Their Own Projects
Members can earn a one-time reward on their own completed project, even if they weren't referred, at the same tiers as the referral rewards.
5. Separate Transactional and Promotional Texts
Two consent boxes, one for referral updates and one for promotions, let homeowners stay informed about their referrals without signing up for marketing they don't want. It's a small detail that keeps the SMS side of the program clean.
6. Map Your Process Before You Build
Integrity's three conversion events follow its own sales process: a service request, a scheduled job, and a completed, paid project.
"Take the time to go through the setup and really consider your process and your company's process. This matters for how the reporting looks for your conversion events." — Katie Rains, Integrity Roofing & Construction
7. Know Your Big Vision and Push for It
Integrity didn't stop at a customer program. It now runs programs for customers, company partners and non-profit partners, and Katie credits that to knowing what she wanted from the start.
"I knew what our big vision was, and kept pushing for it. Communicating that idea to the RH team and working with them through process and structure was a vital part of our success." — Katie Rains, Integrity Roofing & Construction
8. Get Expert Help With the Setup
Katie's most direct advice was about who should build the program:
"If you go with ReferralHero, just go with the done-for-you option. Even if you need more than one program set up. They know what they are doing and they do a great job." — Katie Rains, Integrity Roofing & Construction
Integrity's program has a lot of moving parts: five reward tiers, three conversion events, approval-triggered emails, and separate programs for customers, company partners and non-profits. That's the kind of build ReferralHero's done-for-you plans are designed for, and it's why Katie recommends them even to businesses that need more than one program.
9. Let Your Values Shape the Program
Integrity didn’t start its referral program only to track leads. It wanted the money it would otherwise spend on Google and Meta to go back into its community, and that goal led to its non-profit partner program. Katie says the result is a program that reflects what the company stands for.
“We now have a stellar program for customers, company partners, and non-profit partners that communicates our company’s values.”
— Katie Rains, Integrity Roofing & Construction
Frequently Asked Questions
How much revenue has Integrity Roofing's referral program generated?
Integrity Roofing & Construction's referral program has generated $299,831.83 from 13 completed referral projects since launch. The average completed referral project was worth $23,064.76.
Why did Integrity Roofing start a referral program?
Integrity Roofing wanted an automated way to track referrals that synced with its CRM, and a way to reward both the advocate and the referred customer. It also wanted to invest its marketing dollars back into its community instead of paying Google and Meta for advertising.
What is a good referral reward for a roofing company?
Integrity Roofing uses a tiered reward based on completed project value. It pays $25 to $500 to both the advocate and the referred customer, which keeps the combined cost at or below 5% of any job over $1,000.
When do advocates get paid in a roofing referral program?
In Integrity Roofing's program, advocates are paid after the referred customer's project is completed and paid in full. Rewards are not paid when a lead first comes in or when a job is scheduled, only at the final Installation stage.
How does a roofing company track a referral from lead to finished job?
Integrity Roofing tracks each referral in ReferralHero through three conversion events: Lead when the homeowner requests service, Approved when the job is scheduled, and Installation when the project is finished and paid. This shows how many referred jobs are in progress at each stage.
What conversion rate did Integrity Roofing's referral program achieve?
ReferralHero reports a 50% conversion rate for Integrity Roofing's program: 124 referred visitors and 62 referral leads. So far, 13 of those 62 referral leads have become completed, paid projects.
Can a referral count if the customer calls instead of using a link?
Yes. Integrity Roofing's program lets referred homeowners mention the advocate's name when they call to schedule, so phone referrals still get credited. Members can also refer through a QR code or by entering a friend's details in a Quick Add Referral form on their dashboard.
How are referral rewards paid out?
Integrity Roofing's rewards are issued as a gift card or cash once the referred project is completed and paid in full.
Do referral programs work for high-ticket home improvement services?
Integrity Roofing's results suggest they do. Its 13 completed referral projects generated $299,831.83, an average of $23,064.76 each, and each referral costs at most $1,000 in combined rewards.
What advice does Integrity Roofing give contractors starting a referral program?
Integrity Roofing recommends mapping your company's process before setup, since it shapes how your conversion events report. It also suggests choosing ReferralHero's done-for-you setup and sharing your full vision with the team building it, especially if you need more than one program.
Can a referral program support non-profit partnerships?
Yes. Alongside its customer program, Integrity Roofing runs a non-profit partner program on ReferralHero, set up much like an affiliate program. Its giving is tied to the work those partnerships bring in, which replaced one-off sponsorships with ongoing support and quarterly staff volunteer days.
What are Integrity Roofing's referral program goals?
Integrity Roofing wants referrals to make up 30% of its total incoming leads within the next 6 to 12 months.
Conclusion
Integrity Roofing & Construction was getting referrals before this program existed. Now each one is tracked from first request to final payment, rewarded based on the size of the job, and paid out only once the work is done and paid for.
The result so far is $299,831.83 from 13 completed referral projects and a 50% conversion rate on referred visitors. Instead of paying Google and Meta, Integrity’s referral spending goes to its customers and community partners. The same tiered model also runs its company and non-profit partner programs, and the next goal is for referrals to make up 30% of incoming leads.
Integrity built its program with ReferralHero's team, and Katie's advice to other contractors is to do the same: "just go with the done-for-you option." If you run a roofing, siding or remodeling business, book a demo to see how we'd set up tiered rewards, multi-stage tracking and phone referrals for you.
For more results, browse our case studies, including Solatube Home, Trash Daddy, Legends Camps and a fitness app's referral program.
