Insurance Adjuster Advice For Roofers

By Mike Coday •  Updated: 03/29/21 •  4 min read

Roofing Adjuster Advice

Don’t Be Stupid: 3 Money-Making Tips Straight From The Adjuster’s Mouth

Some of you like to sell your homeowner’s by promising to meet with their insurance adjuster BEFORE you seal the deal.

While I personally believe this strategy is a bad terrible horrible idea, I understand why you do it… but, there’s a better way.

I’ve met with hundreds, maybe thousands, of insurance adjusters since 1995.

I can tell you, based on my experience, that there’s definitely a right way and a wrong way to conduct yourself in that meeting.

If you blow your adjuster’s meeting, you can kiss your commission goodbye.

Just the other day, I was on the roof with a long-time insurance adjuster. Since he was so kind, I asked him what advice he would give a young roofing salesman. His first reply was, “Don’t Be Stupid!”.

When we both finished laughing, I asked him to be more specific. He was MORE THAN HAPPY to share these 3 money-making tips…


Adjusters are regular people under a lot of pressure with an important job to do. When you start talking the second they get out of their truck, that’s not a good sign for an experienced adjuster.

Like they tell football players about celebrating in the end-zone… act like you’ve been there before. Show your confidence by keeping your mouth shut.

There may be a time later in the adjuster’s meeting when your opinion is needed… if they want it, they’ll ask. Until then, shut up!


If you want to start a fight (that you can’t win), show up early and start chalking up all your “hits” on the roof. Go ahead! Circle every last single little scuff mark. Even if the adjuster agrees with 100% of your hits (unlikely), you’ll still irritate the crap out of them.

Do you really want to annoy them when they’re deciding how many squares, how much waste, how much they’ll pay for odds/ends and whether you qualify for overhead & profit?

Sure, there’s a few adjusters out there (1 in 1,000) who don’t mind you getting happy with your chalk marks.

Isn’t it better to play the odds and put your chalk away?


It is much better for the adjuster to ask you for help. Why?

Experienced adjusters will only see you as being obnoxious if you jump in before being asked. It’s like telling a cop how to walk their beat… don’t do it.

BONUS: There’s an even better reason to wait. It is called the “Law of Reciprocation”. You won’t hear this from any adjuster, but I want to share it with you so you can make more money.

Car Salespeople are taught the “Law of Reciprocation”.

Here’s how that law works… They’ll invite you into their little office and immediately ask you if you would like something to drink before you get down to business.

Before you know it, they’re back with your favorite cold beverage in hand… Impressive!

You slowly sip your drink while the “Law of Reciprocation” takes hold.

You can’t help but feel at least a little obligated to your salesperson because of that kindness, but they knew exactly what they were doing… and it wasn’t about being nice.

That single act sets an anchor for a future obligation… they’ll soon trade in that obligation for a slightly higher car payment or interest rate because you subconsciously feel obligated to return the favor.

They’re counting on you giving up earlier than you wanted because you feel a little guilty.

The Law of Reciprocation

The “Law of Reciprocation” works the same way in all walks of life… you are more likely to be favorable to those who have first extended a favor to you.

Wouldn’t you like to have that little edge on your next adjuster’s meeting?

You can if you’ll do them a favor… shut up, hide your chalk, and help only when asked.

There’s only 1 time when it’s always okay for you to help without being asked 1st.

Do you know the 1 time it is always okay to help without getting asked 1st?

Share you answer with me. I would like to hear about your adjuster experiences.


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Mike Coday

Mike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.