The short answer: price per square installed. Multiply squares by your per-square rate, then add ridge cap, valleys, drip edge, and flashings as line items. A 30-square asphalt-architectural reroof at $550/sq = $16,500 base. Add $1,500-$3,000 of accessory line items. Roof Launch auto-calculates squares + pitch + ridge + valley + hip geometry from Google Solar API and applies your per-square rate to generate the quote in 30 seconds.
The pricing formula
Total install = (squares × per-sq rate) + (ridge LF × ridge-cap rate) + (valley LF × ice-and-water rate) + flashings + tear-off + dump
- Squares (1 sq = 100 sq ft).
- Per-square rate covers material + install labor + margin.
- Ridge linear feet for ridge cap install.
- Valley linear feet for ice-and-water shield.
- Flashings around chimneys, skylights, penetrations.
- Tear-off + dump for existing roof removal (usually $50-$100 per square).
Typical per-square rates by material and region
| Material tier | Per-square range | Notes |
|---|---|---|
| Asphalt 3-tab | $300-$450/sq | Budget tier, 15-20 yr warranty |
| Asphalt architectural (most common) | $450-$700/sq | GAF Timberline HDZ, Owens Corning Duration, CertainTeed Landmark, Tamko Heritage, IKO Cambridge |
| Designer/premium asphalt | $700-$1,000/sq | Tamko Heritage Premium, CertainTeed Presidential, GAF Camelot |
| Standing-seam metal | $1,000-$1,800/sq | 40-70 yr lifespan |
| Stone-coated steel | $900-$1,400/sq | Hail-resistant, 40+ yr |
| Slate / clay tile | $1,500-$3,500/sq | Premium-home applications |
Coastal and high-labor markets sit at the high end; rural/Midwest sit lower. Add 10-20% for steep-pitch installs (7/12 and above) due to slower labor and lift equipment.
Insurance scope vs retail pricing
Most established roofers run both. The two have different economics:
- Insurance scope is Xactimate-driven. Carriers publish per-line-item pricing (per square, per ridge LF, etc.) and adjusters apply it. Supplements capture items the initial scope missed. Margin is reliable but capped by carrier rates.
- Retail pricing is contractor-set without carrier constraint. Premium-tier closes here. Margin is higher but volume is lower in non-storm markets.
Roof Launch's CRM tracks insurance vs retail status on every lead so the pricing math doesn't get crossed.
Code-required upgrades — include them transparently
Code-required items vary by jurisdiction but commonly include:
- Ice-and-water shield in valleys + 6 ft past the eave (cold climates).
- Drip edge at eaves and rakes.
- Proper attic ventilation (intake + exhaust balance).
- Updated flashings around chimneys, walls, and penetrations.
For insurance jobs, supplement these explicitly. For retail jobs, include them in the base quote rather than as surprises post-contract.
Target gross margin
A healthy residential roofing business runs 20-30% gross on retail and 30-45% gross on insurance work (insurance margins are higher because supplement-driven scope captures items the homeowner can't price-compare). New roofers running heavy aggregator leads in year 1 typically run 12-20% gross; migration to direct acquisition (mailed quotes + storm-response mail) lifts margin into the upper range.
The fastest quote workflow
- Render the roof in Roof Launch's Render Agent (~30 seconds).
- Read the auto-calculated squares + pitch + ridge + valley from Google Solar API.
- Apply your per-square rate + accessory rates (set once in account settings).
- Send the customer portal link or mail the postcard. Homeowner sees three material-tier prices and picks one.
Quote any roof in under a minute.
Free rendering, automatic squares + ridge geometry + tier pricing on every render. $1 per mailed roof quote when you're ready.
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