🤝 Facebook Referral Program · Standard Operating Procedure
How a referral becomes a $250 gift card — and another signed roof
This is the end-to-end playbook for every JAM Roofing customer referral campaign. Every step has a clear owner — Sales, Marketing, or Customer — so we know exactly what to do, when, and who's responsible.
💳
The Customer Reward
$250 Visa Gift Card · for every signed referral job
📁
Facebook Referral Folder · Google Drive
All customer photo + video assets live here. Reps create a sub-folder per customer (using customer's name) before uploading before/after photos and drone footage.
📂 Open Folder →
🗺️ The Process · Visual Flow
Seven steps from contract signing to a customer's FB post going live. Color-coded by responsible party.
Sales Rep
Marketing
Customer
1
Once the customer signs the contract for their roof, the rep introduces the referral program on the spot: "For every signed job you send our way, you'll get a $250 Visa gift card. We'll make it easy — we'll create a Facebook post for you with your before/after pictures, all you have to do is share it."
2
During the rep's first site visit, they capture before photos of the roof — multiple angles, close-ups of damage, full-house shots. These get saved straight to the customer's Drive folder (step 5).
3
During the final inspection walkthrough, the rep pitches the referral program a second time while excitement is at its peak. The pitch: "We'll build the Facebook post for you with your before/after photos and a custom link. All you have to do is share it on your profile — every signed job from your post earns you $250."
Why it works: Customers are happiest right after seeing the finished roof. This is the moment they'll say yes to sharing.
4
Capture after photos from the same angles as the before shots so we get clean side-by-side comparisons. Drone shots are ideal when possible — aerial before/after is what stops the scroll on Facebook.
Equipment: If the rep doesn't have drone access, coordinate with Marketing in advance so a drone operator is scheduled for the final inspection.
5
Inside the
Facebook Referral folder, the rep creates a new sub-folder using the customer's name (e.g.,
"Sarah & Mike Johnson"). Drop in
all before photos, after photos, drone footage, and any videos.
Naming convention: Use the format "FirstName LastName" — exactly as it appears on the contract — so Marketing can quickly find the right folder.
6
Marketing edits the photos, creates a branded post (before/after carousel or video reel), and publishes it to the JAM Roofing Facebook Page. The post includes a custom Typeform link unique to that customer so every lead can be attributed back to their referral.
Tracking: The unique Typeform link is what powers the dashboard — every submission is automatically tied to the customer whose post generated it.
7
Marketing sends the live post link to the Sales rep. The rep texts the link to the customer with simple instructions, then follows up with a phone call to remind them to share it on their personal Facebook profile. Once shared, the post starts reaching the customer's network — every lead form fill flows into this dashboard automatically.
Follow-up cadence: Day 1 — text. Day 2 — call. Day 7 — check post performance + thank them. Day 30 — payout signal if any signed referrals.
📝 The Process · Step-by-Step Written
Same seven steps, fully written out for printing, training, or sharing with new reps.
Owned by · Sales Rep
When: Immediately after the homeowner signs the roofing contract.
What to say: "Before we wrap up — I want to tell you about our referral program. For every signed job that comes from a referral you give us, you'll get a $250 Visa gift card. We make it dead simple: we'll build a Facebook post for you with photos of your roof before and after, and all you have to do is share it to your profile. Sound good?"
Goal: Plant the seed early so when they see the finished roof, they already know what's coming.
Owned by · Sales Rep
When: Initial site visit (same day as contract signing or first measurement).
What to capture:
- Wide shot of the entire house from the front
- Side shots from both angles
- Close-ups of any visible damage (missing shingles, water marks, etc.)
- Vertical / portrait shots for Instagram + Facebook Stories
Where to store: Camera roll for now — upload to Drive in Step 5.
Owned by · Sales Rep
When: Final walk-through after the roof is complete.
What to say: "Remember the referral program we talked about? Here's how it works in practice: we're going to build a Facebook post for you with these before-and-after shots. You'll have your own custom link — every lead that comes in through your post is tied to you. Every job that gets signed = $250 in your pocket. Want me to make this happen?"
Why this moment: The customer just saw their finished roof. Satisfaction is peak. Trust is peak. This is when they say yes.
Owned by · Sales Rep
When: Same final inspection day.
What to capture:
- After photos from exactly the same angles as the before shots — clean side-by-sides are what convert on social
- Drone shots if possible — aerial before/after stops the scroll like nothing else. Coordinate with Marketing if a drone operator needs to be scheduled
- Short video clip of the customer reacting (optional but powerful — testimonial-style)
If no drone is available: Note it in the Drive folder so Marketing knows to work with stills only.
Owned by · Sales Rep
When: Same day as final inspection — don't let assets sit on the camera roll.
How:
- Open the Facebook Referral folder
- Create a new sub-folder named "FirstName LastName" (e.g., "Sarah Johnson" or "Robert Chen")
- Upload all photos, drone footage, and video clips from the job
- Add a short note in a text file: customer name, contract date, neighborhood, job size, any special context
Notify Marketing: Drop a quick message in the team channel that a new customer folder is ready — that's the trigger for Step 6.
Owned by · Marketing
When: Within 48 hours of receiving the folder notification.
What Marketing does:
- Edit the photos — color grade, crop, build the before/after comparison
- Write copy: customer's first name, neighborhood, brief story (e.g., "Sarah's roof in Frisco was leaking after the May storm — here's how it looks now")
- Create a unique Typeform link for this customer (e.g., typeform.com/jam-roofing-sarah-johnson) — this is what enables per-customer attribution in the dashboard
- Publish to the JAM Roofing Facebook Page
- Copy the live post URL
Send to Sales: Drop the live post link + Typeform link in the team channel and DM the rep directly.
Owned by · Sales Rep + Customer
Day 1: Sales rep texts the post link to the customer with a short message: "Hey [Name] — here's the post we built for you. Just tap share to put it on your profile. Every signed job from this post = $250 to you. Let me know if you have any questions!"
Day 2: Sales rep calls the customer to confirm they shared it. If they haven't, walk them through it on the phone.
Day 7: Check post performance in the dashboard. If it has any leads, thank the customer with a quick text update.
Day 30+: Once a referral lead becomes a signed job, the $250 Visa gift card is mailed to the customer. Sales rep sends a thank-you note.
❓ Quick FAQ
Common questions reps + customers ask.
What if the customer doesn't have Facebook?
Ask if they have family members who'd be willing to share — kids, siblings, neighbors. The reward still goes to the customer who signed the original contract. If no one is willing to share, we skip the FB post for that job but still keep them in the program for word-of-mouth referrals (they can just text the Typeform link to friends).
How does the customer know a referral is "theirs"?
Every customer post has a unique Typeform link. Anyone who fills out that Typeform is attributed to that customer in the dashboard. No guesswork — the system tracks it automatically.
When does the $250 gift card actually get sent?
The customer earns the gift card when a referred lead becomes a signed contract (not just a quote or a phone call — a signed job). Marketing mails the Visa gift card within 30 days of the referred job being signed.
What if multiple posts attribute the same lead?
Each Typeform submission is captured once, with the specific Typeform link they came through. If someone fills out two different forms, the first submission is the attributed one — first post to capture them wins the $250.
How quickly should Marketing turn around a post?
Target: within 48 hours of receiving the customer folder notification. Faster turnaround = customer is still riding the post-installation high and more likely to actually share. Stale = the moment passes.
Can a customer earn the bonus more than once?
Yes — every signed referral pays $250, no cap. If one customer's post generates 5 signed jobs, that's $1,250 to them. The leaderboard on the dashboard tracks this so we can celebrate top referrers publicly (with their permission).
What if a lead comes in but never signs?
No payout for the customer — the program is signed-job only. But the lead still appears in the dashboard under that customer's referral count so we can see overall post engagement (some posts drive lots of leads that don't convert, others drive fewer but higher-quality leads).