June 18, 2025 • 41 mins
The roof over your home protects everything you value, your family, possessions, and the structural integrity of your biggest investment. Yet most homeowners don't think about their roof until water starts dripping from the ceiling. By then, damage has already begun.
In this value-packed episode, Ty Cobb-Backer reveals his proven seven-part framework for effective roofing communication that helps contractors connect with homeowners on a deeper level. This isn't about high-pressure sales tactics or quick closes, it's about genuinely serving homeowners by addressing their real concerns and providing solutions that deliver lasting peace of mind.
Ty walks through each element of the framework from creating a compelling hook that resonates with homeowners' emotions to positioning yourself as a trusted guide rather than just another contractor. You'll learn how to reframe pricing conversations around value and protection rather than cost, craft clear action plans that build confidence, and deliver calls to action that feel helpful rather than pushy.
What sets this approach apart is its authenticity. Throughout the episode, Ty shares candid stories of both successes and failures, emphasizing the importance of making things right when mistakes happen. The focus remains squarely on building relationships through what he calls "the three-legged stool" – creating repeat customers, generating referrals, and earning positive reviews.
Whether you're a roofing contractor looking to improve your sales approach, a homeowner wanting to understand what to look for in a quality contractor, or an entrepreneur in any field seeking to build stronger customer relationships, this episode delivers actionable insights you can implement immediately. Listen now to transform your approach to communication and discover why a solid roof isn't just about shingles – it's about providing genuine peace of mind.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Ty Cobb Backer (00:01):
and we are live.
Welcome back everybody to be onthe tool belt, episode 285.
Thank you for joining us onthis warm wednesday edition.
We will be back after our shortintro from our sponsors dc,
backer, dc backer.
Roofing siding windows, gutter,solar roofing siding windows,
(00:22):
gutter, solar dc backer.
Speaker 2 (00:25):
Dc backer.
Welcome to Behind the Tool Belt, where the stories are bold,
the conversations are real andthe insights come to you live,
raw and uncut.
Every week, host Ty Cobb-Backersits down to bring you the
stories, the struggles, thelessons learned and the wins.
(00:47):
No filters, no scripts, justthe truth.
Please welcome your host ofBehind the Tool Belt, ty
Cobb-Backer.
Ty Cobb Backer (00:56):
Hey, hey, welcome back everybody to Behind
the Tool Belt.
Today we are talking aboutsomething that every homeowner
needs but nobody really wants totalk about until it's too late.
The roof, your roof, protectsyour home and your family,
everything inside of it, butwhen it fails, the damage is
already done.
In this episode, I want tobreak down how to communicate
(01:18):
about your roofing servicesclearly, using a seven part
framework right that helps youconnect with homeowners, builds
trust and serve more homeowners,whether you're a contractor,
sales rep or someone who justwants to protect their biggest
investment.
You're going to want to hearthis.
I'm going to give you exactlywhat we do, how we do it, what
(01:40):
it sounds like and why it works.
So let's dive right into this.
First off, like when it comesto marketing and brand, or even
like a sales pitch and you'regoing to probably hear me
mention sales and free and a lotof things that a lot of people,
I think in our industry, don'twant to use in their marketing
and stuff like that.
Free is free, right, and Ithink we're in a world where
everybody thinks like you knowthere's nothing free in this
(02:03):
world.
Well, I beg a differ.
There are free estimates, thereare free gutters, there are all
types of free things.
Hell, when you go to BJ's downhere, they're giving away free
samples of cheese right now.
Of course, that's kind of likethe hook, right?
This is where you grab theirattention, this is where you
know you get them to sit up,take notice, right.
It's about stating the problemin a way that resonates with
(02:26):
them, right, and if you notice,right, you kind of grab their
attention.
And one way that we do it it'slike you might not, you know.
One thing that we might say islike you might not notice your
roof until it fails, right, andI think that's what most of us
even I'm a consumer, we're allconsumers right, until it fails.
(02:48):
But then the damage is alreadydone.
There's leaks, there's mold,there's rising energy costs and
even at times it will ruin theinterior Shit.
I've even seen where it hasruined people's HVAC units up in
their attic spaces, especiallyif the house is newer, or shit.
We've went out to places inpeople's HVAC units up in their
attic spaces, especially if thehouse is newer, um, you know, or
(03:10):
shit.
We've went out to placesalready where, um, they thought
they had a roof leak, butthere's a pan that sits
underneath their their unit thatwas actually clogged and it
overfilled and was making stainson their ceilings and on their
second floor.
But that would be like one ofthe hooks you know that we would
use.
You know?
Sorry, I feel like I havesomething in my throat.
(03:32):
Plus, too, somebody keepstrying to blow my phone up here.
Don't they know what we'redoing right now?
Or should I say, don't theyknow who I am?
Who said that?
So, anyhow, this, this kind ofhits the homeowner with emotions
, right, and it makes theproblem feel real and it makes
it feel urgent.
Right, like if, if you'repointing out and if you have any
(03:56):
experience whatsoever.
And what we try to do.
We try to train our team,everybody that comes in.
They learn product knowledge,they learn every single part,
piece, everything that has to dowith the roof, down to the drip
edge, down to the fasteners,down to the nails, down to
everything.
Like when they come in here, weshow them everything.
If they haven't came from ourindustry, right, just like
(04:17):
Lauren.
Lauren came to work for us.
She came from the medicalindustry and she was actually a
sales rep, for I don't know whatthe hell she was selling, but I
do know she came from themedical industry, the health and
safety and equipment and stufflike that.
I don't know exactly whatequipment she was selling, but
anyhow, long story short, shehung out with me and a lot of
(04:39):
you heard me talk about thisstory and big shout out to her
because she plays a big, hugerole in our, in our company.
I mean she just she pretty muchmanages every single retail job
that that comes to the door,she gets it on schedule, she
manages the crews, she delegatesto our in-house crews.
She just is an amazing humanbeing.
(05:00):
So, anyhow, a little bit offtopic there.
But you know, the first thingyou're going to want to do is
the hook.
You know this is where you grabtheir attention, this is where
you make them sit up, and it'sabout stating the problem in a
way that resonates with them.
And that's I mean you can goonline, you can find that, that
anywhere.
I mean the hook, the solution,the plan, the price, the guide,
(05:26):
the call to action.
I mean these are all things ifyou're in sales, if you're in
marketing, and then, for thecherry on top, I like to call it
the cover letter, where youkind of just tie everything
together in a nice neat bow andtake them through.
You know the customer journeythat.
You know that we take themthrough.
So, solution right, so there isa solution right.
So there is a solution right.
And those of you that know meand know what the solution, the
(05:49):
chapter for the solution, so,anyhow, the solution next.
Next, we're going to, we'regoing to present them the
solution right.
Show them how you can solvetheir problem and why you're the
best one to do the job right.
This is where we come in andthis is how this is what it
sounds like.
Right, at ABC Roofing or at TCBacker Construction, we don't
(06:13):
just replace roofs, we restorepeace of mind.
Right, we make the processsimple, fast and stress-free
with top quality materials andprofessional crews.
Let me tell you why this works.
Okay, you're showing them thatyou understand their pain and
that you have a clear fix right.
And that's again going back towhy you want to make sure that
(06:36):
everybody on your team is on thesame exact page.
You have your SOPs, you gotyour KPIs, you got your training
in place, because you want yourprocess to be easily
duplicatable.
You want to know, rest assured,as the owner, as the manager,
as the sales manager, whoever'sin place you want to be able to
(06:56):
rest assured that when your teamis out there because we can't
be on every single job, right, Ican't be in every single
homeowner's living room with allmy sales rep, but I do in fact
want them to have the same exactservice, the quality of service
, the quality of materials, asif it was me in their home,
trying to identify theirsolution, identify their pain
(07:19):
points, hear them out.
And I think this is where a lotof sales reps get caught up.
They go out there and theyspeak real loud and they speak
real fast and they don't givethe homeowner time to actually
explain what they're looking foror what they have been
experiencing.
So the trick to that is isactually learning how to ask
(07:41):
better questions.
Right, listen, ask betterquestions, take them on that
journey of like okay, what hasbeen your experience?
What are you experiencing?
Right, and shit that can takeyou down all kinds of rabbit
holes, that could take you downto their experiences with other
contractors, their experienceswith their home over the past
couple of years, and here upNorth Northeast, where we're at
(08:03):
right now, I know it has beenraining.
I mean, I feel like it's beenraining for months, like
literally months, even over thewinter, like last year.
Going back to like last year,it just seems like it's been
raining at least three, fourdays a week, okay, this weekend,
last weekend, the weekendbefore that, even on the
weekends.
I mean, it just seems like wecan't catch a break in the rain
(08:24):
here.
But today, like I said, it is awarm and it's been cold.
So what we've done, one of thethings that we have done right
is we kind of like we can'tcontrol the weather, but what
we're getting a lot of callsabout is gutter leaks, roof
leaks, chimney leaks, all thesetypes of things.
So we come up with a plan rightNow.
We lay out a plan for them.
(08:44):
This is our plan.
We're going to give them aroadmap of how they'll get from
point A to point B, and this ishow we do it.
Step one we do do an inspectionFree.
Free, no cost, no obligation.
Free I'm saying the F word,everybody free.
(09:05):
It's going to be on ourmarketing, it's going to be I'm
saying I'm going to say it allday free, and probably
salesperson, saleswoman,salesman, sales consultant,
sales, sales, sales, sales.
We are here to help and giveyou free shit Anyhow.
Lay out the plan.
We show them how we're going toget them from a to b.
(09:26):
Right, we're going to come out,we're going to give you a free
roof inspection and show youexactly what's going on.
Step two we're going to do athorough walk and give you
options right, includingfinancing, insurance, help or
emergency repairs, whatever,whatever the case might be.
Step three we show up, knock itout and leave your home better
than where, better than it wasthe way that we found it Right.
(09:48):
We don't want to go to thereand cause more damage and I'm
not saying we haven't actuallyaccidentally have done that in
people's you know, homeownerseyes, where it's like.
But okay, well, we got to cashthat check that our ass wrote
and stand behind the products,stand behind our people and, yes
, we make mistakes, but as ateam we work together to fix
these mistakes.
Even though it might not besomebody's job here, right, Like
(10:11):
it wasn't in their descriptionwhen they were hired.
We just kind of pull together asa team.
Why?
Because we're all on the sameteam, we all work for the same
company, so we pull together asa team, right and one turn out a
great job, or if there's aproblem, we pull together,
doesn't matter why?
Because there's something thatI like to talk about all the
(10:32):
time.
We always use the three-leggedstool analogy, right, and we
have a couple of things here,right?
So what you're really trying todo is you're trying to create a
repeat customer, trying to get areferral, right, and you want a
good review, right.
So if you do what you sayyou're going to do, but actually
do it better, because I like toyou know under promise and over
(10:53):
deliver, right.
I don't want to do the oppositeof that.
I don't want to like overpromise and under deliver.
Again, we've done that.
We've made mistakes, but we gotto pull together and I
personally I said this the otherday in a salesman is like I
would.
I would not just because I'mthe owner, but I would recommend
us to anybody why Over anyoneelse?
(11:14):
And I'm not saying that we'reusing different products where
our warranties are better thananybody else.
I mean, everybody that's in thesame space that we're in right
now is probably using one offive shingle manufacturers Okay,
probably apples to appleswarranties, but the thing that I
can tell you is is that we'reprobably have been in business
(11:36):
twice as long as most of thecompanies out there.
I've seen us screw up, okay, andembarrassingly enough, I'm
going to admit, we make mistakes, but when we do, we make it
right.
We go over and beyond and weassure that that lasting
(11:57):
impression lasts a lifetime,okay, no matter if we have to
eat a whole entire roof, whetherwe have to eat an entire gutter
guard, whatever the case mightbe.
So you have to be ready as theowner, as a manager, as whatever
position that you hold atwhatever company, you have to be
prepared to take it on the chin.
You really do.
(12:17):
And your sales reps have to beprepared to take it on the chin
too, because there may be timesthat you know, because a lot of
sales reps in our industry is ispaid based upon their
performance right Now, here,fortunately, what we do here, we
do pay based upon performance.
So if somebody leaves here andthey say it's better pay, well,
(12:39):
that's not saying a lot aboutyou.
That was kind of a jab, by theway, because we do pay salary,
we do pay bonuses, right, andbut we do also pay them based
upon their performance, right,which it's the best of both
worlds, because we don't havesales reps that are going out
there that are desperate theycould literally live off of
potentially live off of thesalary that we pay them.
(13:00):
So you're not going to get ahigh pressure and I don't
suggest the high pressure thingor the one call close.
There are times that you can doa one call close, but I
wouldn't make that.
Just my personal opinion andagain, this is for just
educational purposes and I amjust speaking from my
experiences here, and who knowsmy opinion about any of this
might change next week and Imight come on the podcast and
(13:22):
totally rebut everything thatI'm talking about today.
Right, so we gave them the plan.
Why?
Why does that work?
Right, it's simple, it'sactionable and it trusts.
It builds trust, right, andthat's the shit.
I'm a glutton for punishment.
We've been doing this for fiveyears.
I am the owner, ceo, founder ofTC Backer Construction.
If anybody ever wanted to throwshade, they'd know where to
(13:43):
find me every single fuckingWednesday.
I'm not scared, because I havethe best team.
I have the best team.
I've devoted time, energy,resources into the team and they
have reciprocated that back tome and I totally 100% trust the
team.
Okay, now here's the kicker.
We got to talk about the price,right, but when you do right,
(14:08):
be clear.
Be clear about the price.
Remember, it's not about thecost, right, it's about the
value.
A lot of us we hear about this,about the value that we're
offering and what that mightsound like.
Right, some people think a newroof is expensive.
Right, and it can be.
It will cost you more in thelong run, especially if you get
a shitty roof put on your houseor if you wait too long to get
(14:31):
it.
A new roof or repair doesn'tnecessarily always mean that you
need a new roof.
When you call us, sometimes wecan go out there and we can
rejuvenate it.
We do offer different,different forms of you know,
repairs, rejuvenation,warranties, things like that.
Right, make sure you're offeringdifferent options for a
homeowner.
Give them options.
People like options Sometimes.
Sometimes people don't.
(14:51):
Some, some people are veryindecisive and they they need
you to help them on that journey.
Right, like no, this is whatyou need.
Right, I am the trainedprofessional and this is what
I'm recommending for you to gowith.
Right, we offer financing.
It might be storm damage.
The insurance company might beable to help out with some of it
, all of it, who knows?
Right, but because of thetraining, the experience that we
have, right, and hopefullyyou're pouring that into your
(15:13):
team, right, but letting it go,that's going to, that's just
going to create more damage,right there, it's going to
destroy your attic.
It's going to destroy yourdrywall, like I said earlier,
your HVAC system.
I've seen it.
I've seen it because newerhomes now they don't have the
units outside anymore, theyhaven't the attic spaces.
You know, we offer solutions forevery budget and that's really
(15:36):
what you got to do the good,better, best.
That's something that we'vealways, you know, ensured that
homeowner like oh okay, weunderstand you're selling the
house six months or we plan onstaying here for forever.
We just bought this home, thisis our forever home.
We love this place.
This is my palace, this is myparadise.
And there's a Ferrari in thedriveway, right.
So that means they're probablynot going to want a Ferrari on
(15:58):
their or a Pinto on their roof.
I got that from Agatha.
Agatha when she came on theshow, she was like, you know,
when you pull in the drivewayand you see that they're driving
Pintos, are probably going towant a Pinto on their roof,
right.
But if you pull in and get aBMW, a Beamer, chances are
they're going to want a Beameron their roof, right?
I don't know, just myexperience and I love that
(16:24):
analogy, I really did, you know.
And we offer financing.
I know Chris Colville out there, he's crushing it right now
with offering us contractorsfinancing in very easy payback
terms and very affordableinterest rates and all that good
stuff terms and very affordableinterest rates and all that
good stuff.
The big plug out there to ChrisColville my man, you know, I'll
finance it.
Protect your home withoutdraining the wallet, right.
(16:46):
And why does this work?
It frames, it reframes the costinto protection, right, like
we're protecting your biggestinvestment, right.
Savings and long-term value,right.
And this is thing Gary V talksabout give, give, give.
Or is it jab, jab, jab right,hook, right.
And that's the thing like, whatvalue?
What are you actually givinghim?
Or because everybody, even me,me, as a consumer, I like to
(17:06):
feel like I'm getting a gooddeal.
I like to feel like I'm gettingthe best value, best best bang
for my buck, right.
I want to feel like I'm reallyI.
I don't want to suffer fromremorse, buyer's remorse, right.
That's like the last thing thatany of us and I've done that
already I've been at the grocerystore or someplace like that
where I'm, like I'm alreadyexperiencing remorse.
(17:27):
You know what I mean.
But the thing is about a roof.
Okay, first and foremost,somebody should never feel
remorseful for purchasing a roofor thinking or contemplating
about the investment One,because they probably need it.
It's a necessity, having a goodroof on your house, a good,
solid roof on your home.
(17:47):
It's protecting your mostvaluable possessions, your
family, your kids, um, you know,uh, your gadgets, your all all
those things.
I was trying to think that thatreal expensive, um vacuum
cleaner shit, I couldn't thinkof it damn it it's right on the
tip of my tongue, but anyhow,all your gadgets, right, you
(18:10):
know all these things I meanvick.
Think about if your roof leakedinto the, into your second
floor, into your studio, right,and this is the shit people
don't think about.
That's why you should get afree thing about.
If your roof leaked into the,into your second floor, into
your studio, right, and this isthe shit people don't think
about.
That's why you should get afree inspection at any time, no
obligation, and offer freeinspections because we don't
know what the hell is going onup there as homeowners.
I'm looking up at oh, it looksgreat.
I have no idea.
There's a fricking three inchtree limb sticking out of the
(18:32):
back of my home because I can'tsee it because two and a half
stories out of the groundbecause I have an exposed
basement right, but the frontlooks great.
Every day I drive in, I pull infrom work, I pull in, I open the
garage, I look at the garageroof and it's like.
That's only like one littlefacet and chances are that's
probably the side that's notgetting the most weather right.
There's three or four,sometimes eight, 10, 12 other
(18:54):
facets of your roof that atrained professional with
trained eye can go up there andinspect your roof, right, and
give you a full blown videoreport full blown, you know,
picture, still, picture, report,like ask for that.
These are things as, as aconsumer, should be asking for a
full blown report, right, likegive me a full blown, give me
(19:15):
your professional opinion abouthow much longer you think my
roof will last.
And if they're honest andyou'll know I think most of us
know, I mean, it's become aninternet world, the knowledge
that we have access to today, Ithink most people will know if
they're being taken advantage of, right, it's really hard to
sell people, and I guess that'smy point.
(19:37):
It's like we're not there tosell things, we're there to help
, and we got to look that up.
The word sales means help insome language and it's actually
called something else, likeSadella or something like that,
I can't remember.
But anyhow, again, it reframesthe cost into protection,
savings and long-term value, andthat's really what we're trying
(19:59):
to provide.
If we're going back to thethree-legged stool, right, and
that's repeat customer reviewand referrals, right.
And again, this is all justeducational purposes, it's not
necessarily facts, it's justbased upon my experiences, right
.
So now we've got to be theguide, right.
We've got to guide them downthis journey.
(20:20):
I touched on that a little bit.
You know it's position yourselfas the guide.
Show them that you're there tohelp them and I'm talking to Vic
here, by the way, and he's kindof agreeing with me and stuff
like that.
By the way, dude, you got thestudio looking fire right now.
I mean, the picture quality,the audio, everything up there
just looks amazing, dude.
(20:40):
So thank you Always, alwaysthank you for that.
So show them that you're thereto help and navigate them
through this journey.
All right, be on the journey.
And what that might sound likeis we've helped thousands of
homeowners okay, just like you,and get the protection that they
(21:00):
deserve.
We give them the protectionthat they deserve.
We're licensed, insured andcertified by the top
manufacturer in the country,right, which we are GAF, master,
elite, right, and that's notjust a pay-to-play type of thing
for us, right.
But if you are a roofingcontractor out there,
solopreneur or whatever, Ihighly recommend this.
(21:20):
I don't care if it's IKO, tamco, certainteed, owens, corning,
gaf become a certifiedcontractor, because that gives
you recognition, that says thatyou have been trained by a
manufacturer.
Right, that stands behind thequality of your workmanship.
Okay, at least I know, gaf hasan outstanding and amazing
(21:42):
workmanship warranty.
They cover us completely,totally cover us up to 25 years,
right?
And then of course it kind oflike depends on what, what
package, we're offering, butit'll, it'll peel some layers of
that off.
But again, it all comes down tothe value that the homeowner is
seeking, right?
Some people can't afford alifetime roof put on their house
(22:03):
.
Manufacturer and workmanship,lifetime warranty.
And again, somebody keepsblowing me up.
I wish I'd just leave me amessage or text me.
Text me, right?
If I don't ever answer thephone, I don't care if I'm on
the shitter in my office or onthe road, just if I don't answer
the phone, text me.
If anyone's listening,somebody's asking a question.
(22:24):
What are my thoughts on doorknocking?
Love door knocking, especiallyif the phone's not working.
Get off your dead ass and goout there and let people know
what it is that you do.
I don't want to say that Ihighly recommend everybody going
out and door knocking, becausethere's a technique to that too
and you're going to get a lot ofno's before you get yeses.
But it's all a numbers game.
So I wholeheartedly and we havepeople that canvas and door
(22:46):
knock for us and I guess I'mspeaking in terms more so on the
retail aspect of things buteither case, at some point in
time whether it's door knockingor they call you looking for
your services at some point intime you're either going to be
at the tailgate of your truckshowing them shingle samples or
in their kitchen showing themshingle samples.
So a lot of this stuff willpertain to exactly what it is.
(23:10):
I feel a lot of companies thatsay they won't do it.
Yeah, there are a lot ofcompanies out there and I think
in a lot of people's eyes itmight be a little cringy to go
out and actually interruptsomebody during dinner or
whatever like that, but there'sa lot of homeowners out there
that don't know that they needour services.
So, yes, if you're in a doorknocking area, store, market
(23:33):
stuff like that, be genuine, beauthentic, right.
When you go out there and letthem know that you're there to
serve them, you're serving yourlocal community.
It's not always about thepaycheck because you want them.
You're not there to just sellthem a roof.
You just you're there to betheir roofer, right, and that's
how we look at it Like you'reout to be everybody's roofer
right and not just sell a rooftoday, whether it's a repair
(23:55):
today and a full blown roof 10years from now, and a referral
and a good review and a repeatclient right.
And a lot of times when you getout to these homeowners and
you're in the midst of doing,you know, a project for them,
people come out.
They'll see you guys that arethere.
They'll ask you hey, give me aprice.
So, um, yeah, referrals, repeatcustomers and um reviews is the
(24:20):
way to go, regardless if you'reknocking doors or not.
That's that should be yourthree-legged stool, along with
the other three-legged stoolthat we use to kind of getting
off track.
Here is sops, kpis and what'sthe other one vic.
It is core values.
Yeah, he's got a gutter company.
(24:42):
I have a gutter company show upin my.
Pop that up there.
Let's see this.
Let's pop.
Let's pop this up here.
Yeah, let's pop that up.
What do we got here?
I have a gutter company show upin my new neighborhood and of
about 100 houses, only five mayget gutters.
(25:03):
They never knock a neighbor'sdoor.
I feel it's doing a disservice.
Yeah, of course I do too.
I mean that should just be ruleof thumb Whether you're in a
retail market or a door knockingmarket, your team should be out
doing at least a six pack Threeleft, three to the right and
six across street and then goover to the other street and do
the same thing and let everybodyknow that you're out there
(25:23):
doing a really good job.
And I would use name recognitionto like hey, we did Bobby Sue's
roof down on the corner there.
I don't know if you know BobbySue or not, but we you know.
If you want, I can get her on acall or we can walk down there
and I can get her on a call.
We can walk down there and Ican show you the type of quality
of work that we did for RobbieSue down the street.
But always, name recognition isgood.
(25:44):
That helps build trust.
So great, great questions.
Thank you for chiming in.
Actually, that's awesome, right, you know what that does.
That positions yourself as atrusted local expert who has
done this before, right?
So so great question, great,great, great question on.
You know that.
(26:05):
So thank you, dennis.
Yeah, thank you for tuning in.
If you think somebody could getsomething for this, please
don't hesitate to share thiswith them.
And of course, there's the callto action, right?
I'm sure we all heard of thecall to action.
Finally, include a compellingcall to action, encourage them
to take the next step, andwhat's that sound like?
(26:27):
Well, don't wait until yourceiling's leaking or your
insurance company denies yourclaim.
Now I'm going to touch on theinsurance thing here a little
bit, at least up north here.
What a lot of homeowners areexperiencing is their insurance
companies actually calling themand letting them know that
they're going to be droppingthem if they don't get their
roof replaced.
(26:47):
Yeah, that's happening rightnow, a lot actually up north
here and, I'm sure across thecountry.
I'm sure a lot of otherhomeowners are going to
experience that call, thatdreaded call.
Now, it's not always doom andgloom.
We have gone out and have beenable to go out and do repairs
and give a certified letterstating that there's 5, 10, 15
(27:08):
years left after repairs havebeen made, or rejuvenation
Insurance companies are allowingus to do a roof rejuve on
homeowners' houses without,because most people, when they
get that shocking call fromtheir insurance company, are not
in a position to replace theirroof, nor was it on their radar,
and again, that's why youshould probably have someone
(27:29):
come out and inspect your roof.
That way maybe you are a littlerepaired and maybe you can start
squirreling pennies back.
But yeah, insurance companies,you know it's business, they're
in business to stay in business,you know to do business, to
have clients and stuff like that.
So, anyhow.
So insurance, so getting backto being denied your claim, give
(27:54):
us a call today and let usschedule your free inspection,
again using the word free, free,it is free, no obligation.
Right, you know, and this isthe thing I encourage homeowners
, right, we're running specialfree gutters, right?
The guarantee is that we'regoing to probably be, we're
going to be very competitivewith everybody else, right?
(28:16):
So I encourage them to get twoother quotes, us being the third
one.
I want them to see that we fallright in line with everybody
else.
We're not going to again.
We use in the same damn shingles.
We have the same damnwarranties.
Outside of the value, theoutside the other value.
Being in business longer, we'veserved every other customer,
every other neighbor in theneighborhood there are values
(28:38):
added to that.
But every other neighbor in theneighborhood, there are values
added to that.
But jab, jab, jab, right hook,you're getting up to 250 foot of
free gutter and downspoutsinstalled on your home free,
right, if you're in a position Iunderstand not all businesses
are in a position, not allroofing companies are in a
(28:58):
position to give free guttersaway.
Now, we don't sub our guttersout I'm not saying we haven't
and I'm not saying that we don'tbut the majority of all gutters
being installed is all in-house.
We have in-house gutter crews.
Right and honestly, what we'retrying to do is provide value
and keep everybody busy, right,and keep food on everybody's
plate.
Plus, getting back to thetrifecta, the three-legged stool
, we want repeat customers,right, because we're in this for
(29:19):
the long game, the long game.
We're not here to just smash ahome run and chase a storm and
then beat town real quick.
No, no, no, no, no, no.
We're in this for the long haul, right, we'll take it on the
chin, especially right now, whenpeople can't afford things.
If you're not lowering yourprices on stuff right now, I
think you're going to miss outon a lot of opportunities,
whether it's market share,whether it's a footprint,
(29:41):
whatever the case, you're goingto miss out on a lot of deals if
you're not lowering your pricesright now.
So that's just another littlegold nugget that I wanted to
throw in there and give, give,give something Don't you want.
Don't you want them to call youin six months when they want
windows?
Don't you want them torecommend you to their neighbors
, their friends, their families?
Don't you want them to give you?
(30:02):
Because what's more valuable tous entrepreneurs?
A lead that I don't have to payfor, a review that I don't have
to beg somebody Right, or arepeat client?
What sounds more valuable to methan making an extra 25, sounds
(30:24):
more valuable to me than makingan extra 25, 30 grand on a roof
today or providing so muchvalue that they actually think
we had a client last week.
No, shit felt bad at the pricewe are giving them and the
things that we were giving themthe upgrades, the free, free
upgrades that we gave them rightFive to six inch gutters, no
upcharge, right.
Why we reviewed it?
I hope, ben, with this truestory, the way that the size of
(30:46):
this roof and it was a hip roofthere was no way that five inch
gutters was going to carry allthat water around that entire
house where it needed to drainsafely, not in their home and
not in the neighbor's home,because sometimes that can be
tricky.
But, being the professionalsthat we are knowing, having the
experience that we have, we knowwhere to place downspouts.
(31:07):
I know that sounds trivial, Iknow that sounds well, maybe it
sounds obvious, but maybe noone's really thought about that
before.
Right Through our experiences,we know that we got to
strategically place downspoutsin certain areas.
Right Through our experiences,we know that we got to
strategically place downspoutsin certain areas right.
And we also think later,long-term, right.
We don't want water dumpingright in somebody's driveway,
(31:27):
especially if they experience,or if they live in a colder
climate, like we do.
Right, it's going to freeze inthe wintertime in your driveway,
it's going to freeze on theirsidewalk.
Or let's just say, you don'tlive in a colder climate but it
rains like an SOB, like it doeshere lately.
We don't want the neighbors toflood out because of all that
water.
But long story short, sorry,got off on a tangent there a
(31:50):
little bit.
My point is is that we're likeyou know what, just give them
their good people.
They'll refer us right.
They'll probably give us areview.
Let's just give them a freeupgrade to six inch gutters
because we know it's the rightthing to do, not just because of
those other first things that Imentioned, but it's it was the
right thing to do.
It was no sleazeball tactic.
It was already after the fact.
(32:11):
Already after the fact that wegot the deposit, we started the
job at the last minute.
We gave one more thing.
Got the deposit, we started thejob at the last minute.
We gave one more thing, gaveone more thing upgrade,
re-upgrade six inch gutters.
Right, I mean, what was wrongwith that?
Didn't kill me, we didn't goout of business.
It's based on our core values,exactly.
I must put them in here too.
(32:34):
So, right, getting back to thecall of action right, I talked
about don't wait until yourceiling is leaking or your
insurance company denies yourclaim.
Give us a call today.
Right, getting back to the callof action right, I talked about
don't wait until your ceilingis leaking or your insurance
company denies your claim.
Give us a call today.
Right, why does this work?
It's low pressure, pretty muchwhat I've been talking about
this whole entire time.
Right, low pressure.
Right, low pressure, actiondriven, but makes the risk of
(32:59):
waiting very real.
Right, can't wait.
Promotions can help with thatRight now.
Running a promotion, 4th ofJuly promotion Again.
Free gutters, 4th of July.
God bless America.
Free gutters on your home,right, why not Run a special
give, give something.
Give something to yourneighbors, right, give them.
Run a special Give, givesomething.
(33:19):
Give something to yourneighbors, right, give them.
You know, just because you got aroof we all know anybody that's
been in the roofing industrylong enough that a gutter system
is just as important and a partof the roofing system.
It all helps carry the wateraway.
It's called water Shit.
Jacob used to have a real good.
It's water remediation, nowater water management Shit.
(33:43):
I wish he was here right now.
My son Jacob.
He used to do gutters for us,but it it, it.
It controls all the watercoming off your house.
It doesn't go into your home,into your basement, wash out
your flower beds, or into theneighbor's house or freeze over
your driveway or your sidewalksor your back patio and all those
things right.
Basically carries every bit,every drop of water that comes
off your roof.
Why wouldn't it be a part of it?
(34:04):
It's just as important to me asdrip edge ice and water felt
paper nails, the nails.
You wouldn't install a roofwithout nails, would you?
I mean, I don't know if youcould, but I'm sure somebody's
tried right, or using the wrongnail or the wrong ventilation
Shit.
Sure somebody's tried right.
Or using the wrong now or thewrong ventilation shit.
That's a whole other topic.
We talk about ventilation maybenext week like seriously, I got
(34:24):
some good clips on that shitanyhow.
So call of action, right?
Oh okay, so let me take a drinkhere real quick.
You got another question.
Oh yeah, pop it up real quick.
(34:48):
Oh yeah, pop it up.
I had a company reach outyesterday say that they were
looking to hire but they're sobusy that they can't take the
time to train, hire someone, butthey need it for growth and it
seems like they're stuck.
Thoughts on that.
Man, you got to make time.
You got to make time.
I mean, ride alongs, don't takemuch time, right, get up
(35:13):
earlier, stay later.
I think training, hiring Idon't think it's necessarily a
bad thing to, you know, bookthings out with homeowners.
You are going to probably losequite a bit, because we were in
a position like that too, where,like we'd get a call Okay, and
we would literally have toschedule appointments out three
weeks 50% of them.
(35:35):
We were losing because othercontractors weren't as busy as
we were for one reason oranother, but got out there and
most people are getting two tothree quotes.
I've even had homeowners getsix, up to six quotes.
But if they know you're good,they'll wait.
They'll wait.
And they hear that Some peopleunderstand like, oh wow, they're
really busy, right, especiallyif they haven't ever heard of
(35:57):
you before.
But you know, but maybe theywere referred but don't know a
whole lot about you.
And they call you up and yousay unfortunately I can't get
anybody out there to look atyour home for about three, four
weeks.
Wow, okay, now, sometimes youneed to explain yourself too.
Like you know, once we do getsomebody out there, the process
tends to move a lot quicker.
(36:18):
You're not gonna have to waitsix months to get the roof put
on your house.
But it also depends upon thesituation.
If it's an emergency repair, wehandle it probably different
than most people.
We have 24 hours to get outthere and take care of that,
unless it's something that weneed to do like right now.
But if we had a call for repair, it doesn't matter.
All hands on deck.
Whenever we get windstorms,storms come rolling through.
(36:39):
It's all hands on deck andthere's nothing better than
real-world, hands-on experience.
Grab your new guys up, go outhave them help tarp off roofs.
Right, because we've hadproduction shortages, manpower
shortages, we've had salespeopleI mean, we've had it all.
That's probably a good problemto have, and that's a good
(37:00):
problem to try to create.
Is that you can't get theresoon enough because you're
lacking manpower.
That's a good problem to have.
So I wouldn't stress over thattoo much.
If that is you, dennis, and Iwouldn't let it.
If you're a consumer, Iwouldn't let it put a bad taste
in your mouth.
If you called a company andthey said they couldn't get out
(37:22):
there for a while, that probablysays a lot about them and their
reputation and the quality ofwork and products that they use.
So yeah, so thank you again foranother.
That was freaking greatquestion.
So, last but not least, thecover letter.
Okay, cover letter.
Think of it as the cherry ontop.
This is where you kind of justwrap a nice neat little bow over
(37:44):
the first six steps that wedescribed.
Okay, a well-crafted coverletter can tie all the channels
together and create a lastingimpression.
Right, and what does that soundlike?
How do we do that here at ABCRoofing or TC Backer, it says
your home is your biggestinvestment.
I already talked about that andyour roof is what protects
(38:07):
everything under it and I'vealready talked about a lot of
this whether you've got stormdamage, an aging roof or just
want peace of mind, right?
That's why we're here.
At the end of the day, we'rejust trying to provide that
peace of mind with a solid roof.
We're here to help.
At TC Backer, we treat your homelike it's our own and that's
(38:27):
exactly how our team representsourselves on every single job.
I don't care how big it is, Idon't care how small it is, I
don't care if it's a repair.
We treat it as if we wererepairing our mother's home, our
home, your mother's home, yourgrandmother's home, your
daughter's home, your father,your aunts, your uncles, your
neighbors.
We will treat it like it's ourown home, right?
(38:51):
So that's how you kind of tiethat all up.
Your home is your biggestinvestment, right?
And why does that work?
I know my home's my biggestinvestment, right.
Why does that work for me?
Right, because it's emotional.
Right, I can connect to thatit's relatable, right, and it
(39:12):
ties the whole message together,the first six steps to this.
It ties it all together, right.
So be genuine, be authentic,right, and to kind of like wrap
this whole thing up like listen,if you're a contractor out
there struggling or if you'rethriving, it doesn't matter, you
(39:32):
want to learn more about thisstuff.
Follow us, like our stuff,share our stuff out there, ask
more questions like Dennis isout there asking us questions
right now.
We're here every single week.
Lately it's been 12 pm EasternStandard Time Wednesday
afternoon.
Sometimes we got to switch up,but Vic does an amazing job on
(39:52):
letting everybody know.
But now we got our TC BackerYouTube page up.
You'll throw that out there.
You can find us on YouTubebeyond tool belt.
Facebook beyond tool belt pageTC backer beyond tool belt on TC
backer right now.
And my personal Ty Cobb backermy personal Facebook page.
Any questions hit me up in inmy inbox.
(40:14):
Um, so and I'm going to goahead and plug this one more
time If you're a homeowner right, if you're a homeowner the roof
is old, it's leaking or it'sdamaged.
Don't wait for things to getworse.
Give us a call, free, free, nopressure, no obligation.
Roof inspection at tc backerconstruction.
(40:35):
We have helped thousands rightright Thousands of homeowners
protect their homes with qualityroofing, financing options and
a team they can trust.
Want to take it to the nextstep?
Please visit our website orgive us a shout 717-650-2197.
No pressure, just answers.
(40:55):
Remember, a solid roof isn'tjust shingles, it's about a
peace of mind.
You guys enjoy your warmWednesday.
Until next week, take care ofeach other.
Thank you for watching.
and we are live.
Welcome back everybody to be onthe tool belt, episode 285.
Thank you for joining us onthis warm wednesday edition.
We will be back after our shortintro from our sponsors dc,
backer, dc backer.
Roofing siding windows, gutter,solar roofing siding windows,
(00:22):
gutter, solar dc backer.
Speaker 2 (00:25):
Dc backer.
Welcome to Behind the Tool Belt, where the stories are bold,
the conversations are real andthe insights come to you live,
raw and uncut.
Every week, host Ty Cobb-Backersits down to bring you the
stories, the struggles, thelessons learned and the wins.
(00:47):
No filters, no scripts, justthe truth.
Please welcome your host ofBehind the Tool Belt, ty
Cobb-Backer.
Ty Cobb Backer (00:56):
Hey, hey, welcome back everybody to Behind
the Tool Belt.
Today we are talking aboutsomething that every homeowner
needs but nobody really wants totalk about until it's too late.
The roof, your roof, protectsyour home and your family,
everything inside of it, butwhen it fails, the damage is
already done.
In this episode, I want tobreak down how to communicate
(01:18):
about your roofing servicesclearly, using a seven part
framework right that helps youconnect with homeowners, builds
trust and serve more homeowners,whether you're a contractor,
sales rep or someone who justwants to protect their biggest
investment.
You're going to want to hearthis.
I'm going to give you exactlywhat we do, how we do it, what
(01:40):
it sounds like and why it works.
So let's dive right into this.
First off, like when it comesto marketing and brand, or even
like a sales pitch and you'regoing to probably hear me
mention sales and free and a lotof things that a lot of people,
I think in our industry, don'twant to use in their marketing
and stuff like that.
Free is free, right, and Ithink we're in a world where
everybody thinks like you knowthere's nothing free in this
(02:03):
world.
Well, I beg a differ.
There are free estimates, thereare free gutters, there are all
types of free things.
Hell, when you go to BJ's downhere, they're giving away free
samples of cheese right now.
Of course, that's kind of likethe hook, right?
This is where you grab theirattention, this is where you
know you get them to sit up,take notice, right.
It's about stating the problemin a way that resonates with
(02:26):
them, right, and if you notice,right, you kind of grab their
attention.
And one way that we do it it'slike you might not, you know.
One thing that we might say islike you might not notice your
roof until it fails, right, andI think that's what most of us
even I'm a consumer, we're allconsumers right, until it fails.
(02:48):
But then the damage is alreadydone.
There's leaks, there's mold,there's rising energy costs and
even at times it will ruin theinterior Shit.
I've even seen where it hasruined people's HVAC units up in
their attic spaces, especiallyif the house is newer, or shit.
We've went out to places inpeople's HVAC units up in their
attic spaces, especially if thehouse is newer, um, you know, or
(03:10):
shit.
We've went out to placesalready where, um, they thought
they had a roof leak, butthere's a pan that sits
underneath their their unit thatwas actually clogged and it
overfilled and was making stainson their ceilings and on their
second floor.
But that would be like one ofthe hooks you know that we would
use.
You know?
Sorry, I feel like I havesomething in my throat.
(03:32):
Plus, too, somebody keepstrying to blow my phone up here.
Don't they know what we'redoing right now?
Or should I say, don't theyknow who I am?
Who said that?
So, anyhow, this, this kind ofhits the homeowner with emotions
, right, and it makes theproblem feel real and it makes
it feel urgent.
Right, like if, if you'repointing out and if you have any
(03:56):
experience whatsoever.
And what we try to do.
We try to train our team,everybody that comes in.
They learn product knowledge,they learn every single part,
piece, everything that has to dowith the roof, down to the drip
edge, down to the fasteners,down to the nails, down to
everything.
Like when they come in here, weshow them everything.
If they haven't came from ourindustry, right, just like
(04:17):
Lauren.
Lauren came to work for us.
She came from the medicalindustry and she was actually a
sales rep, for I don't know whatthe hell she was selling, but I
do know she came from themedical industry, the health and
safety and equipment and stufflike that.
I don't know exactly whatequipment she was selling, but
anyhow, long story short, shehung out with me and a lot of
(04:39):
you heard me talk about thisstory and big shout out to her
because she plays a big, hugerole in our, in our company.
I mean she just she pretty muchmanages every single retail job
that that comes to the door,she gets it on schedule, she
manages the crews, she delegatesto our in-house crews.
She just is an amazing humanbeing.
(05:00):
So, anyhow, a little bit offtopic there.
But you know, the first thingyou're going to want to do is
the hook.
You know this is where you grabtheir attention, this is where
you make them sit up, and it'sabout stating the problem in a
way that resonates with them.
And that's I mean you can goonline, you can find that, that
anywhere.
I mean the hook, the solution,the plan, the price, the guide,
(05:26):
the call to action.
I mean these are all things ifyou're in sales, if you're in
marketing, and then, for thecherry on top, I like to call it
the cover letter, where youkind of just tie everything
together in a nice neat bow andtake them through.
You know the customer journeythat.
You know that we take themthrough.
So, solution right, so there isa solution right.
So there is a solution right.
And those of you that know meand know what the solution, the
(05:49):
chapter for the solution, so,anyhow, the solution next.
Next, we're going to, we'regoing to present them the
solution right.
Show them how you can solvetheir problem and why you're the
best one to do the job right.
This is where we come in andthis is how this is what it
sounds like.
Right, at ABC Roofing or at TCBacker Construction, we don't
(06:13):
just replace roofs, we restorepeace of mind.
Right, we make the processsimple, fast and stress-free
with top quality materials andprofessional crews.
Let me tell you why this works.
Okay, you're showing them thatyou understand their pain and
that you have a clear fix right.
And that's again going back towhy you want to make sure that
(06:36):
everybody on your team is on thesame exact page.
You have your SOPs, you gotyour KPIs, you got your training
in place, because you want yourprocess to be easily
duplicatable.
You want to know, rest assured,as the owner, as the manager,
as the sales manager, whoever'sin place you want to be able to
(06:56):
rest assured that when your teamis out there because we can't
be on every single job, right, Ican't be in every single
homeowner's living room with allmy sales rep, but I do in fact
want them to have the same exactservice, the quality of service
, the quality of materials, asif it was me in their home,
trying to identify theirsolution, identify their pain
(07:19):
points, hear them out.
And I think this is where a lotof sales reps get caught up.
They go out there and theyspeak real loud and they speak
real fast and they don't givethe homeowner time to actually
explain what they're looking foror what they have been
experiencing.
So the trick to that is isactually learning how to ask
(07:41):
better questions.
Right, listen, ask betterquestions, take them on that
journey of like okay, what hasbeen your experience?
What are you experiencing?
Right, and shit that can takeyou down all kinds of rabbit
holes, that could take you downto their experiences with other
contractors, their experienceswith their home over the past
couple of years, and here upNorth Northeast, where we're at
(08:03):
right now, I know it has beenraining.
I mean, I feel like it's beenraining for months, like
literally months, even over thewinter, like last year.
Going back to like last year,it just seems like it's been
raining at least three, fourdays a week, okay, this weekend,
last weekend, the weekendbefore that, even on the
weekends.
I mean, it just seems like wecan't catch a break in the rain
(08:24):
here.
But today, like I said, it is awarm and it's been cold.
So what we've done, one of thethings that we have done right
is we kind of like we can'tcontrol the weather, but what
we're getting a lot of callsabout is gutter leaks, roof
leaks, chimney leaks, all thesetypes of things.
So we come up with a plan rightNow.
We lay out a plan for them.
(08:44):
This is our plan.
We're going to give them aroadmap of how they'll get from
point A to point B, and this ishow we do it.
Step one we do do an inspectionFree.
Free, no cost, no obligation.
Free I'm saying the F word,everybody free.
(09:05):
It's going to be on ourmarketing, it's going to be I'm
saying I'm going to say it allday free, and probably
salesperson, saleswoman,salesman, sales consultant,
sales, sales, sales, sales.
We are here to help and giveyou free shit Anyhow.
Lay out the plan.
We show them how we're going toget them from a to b.
(09:26):
Right, we're going to come out,we're going to give you a free
roof inspection and show youexactly what's going on.
Step two we're going to do athorough walk and give you
options right, includingfinancing, insurance, help or
emergency repairs, whatever,whatever the case might be.
Step three we show up, knock itout and leave your home better
than where, better than it wasthe way that we found it Right.
(09:48):
We don't want to go to thereand cause more damage and I'm
not saying we haven't actuallyaccidentally have done that in
people's you know, homeownerseyes, where it's like.
But okay, well, we got to cashthat check that our ass wrote
and stand behind the products,stand behind our people and, yes
, we make mistakes, but as ateam we work together to fix
these mistakes.
Even though it might not besomebody's job here, right, Like
(10:11):
it wasn't in their descriptionwhen they were hired.
We just kind of pull together asa team.
Why?
Because we're all on the sameteam, we all work for the same
company, so we pull together asa team, right and one turn out a
great job, or if there's aproblem, we pull together,
doesn't matter why?
Because there's something thatI like to talk about all the
(10:32):
time.
We always use the three-leggedstool analogy, right, and we
have a couple of things here,right?
So what you're really trying todo is you're trying to create a
repeat customer, trying to get areferral, right, and you want a
good review, right.
So if you do what you sayyou're going to do, but actually
do it better, because I like toyou know under promise and over
(10:53):
deliver, right.
I don't want to do the oppositeof that.
I don't want to like overpromise and under deliver.
Again, we've done that.
We've made mistakes, but we gotto pull together and I
personally I said this the otherday in a salesman is like I
would.
I would not just because I'mthe owner, but I would recommend
us to anybody why Over anyoneelse?
(11:14):
And I'm not saying that we'reusing different products where
our warranties are better thananybody else.
I mean, everybody that's in thesame space that we're in right
now is probably using one offive shingle manufacturers Okay,
probably apples to appleswarranties, but the thing that I
can tell you is is that we'reprobably have been in business
(11:36):
twice as long as most of thecompanies out there.
I've seen us screw up, okay, andembarrassingly enough, I'm
going to admit, we make mistakes, but when we do, we make it
right.
We go over and beyond and weassure that that lasting
(11:57):
impression lasts a lifetime,okay, no matter if we have to
eat a whole entire roof, whetherwe have to eat an entire gutter
guard, whatever the case mightbe.
So you have to be ready as theowner, as a manager, as whatever
position that you hold atwhatever company, you have to be
prepared to take it on the chin.
You really do.
(12:17):
And your sales reps have to beprepared to take it on the chin
too, because there may be timesthat you know, because a lot of
sales reps in our industry is ispaid based upon their
performance right Now, here,fortunately, what we do here, we
do pay based upon performance.
So if somebody leaves here andthey say it's better pay, well,
(12:39):
that's not saying a lot aboutyou.
That was kind of a jab, by theway, because we do pay salary,
we do pay bonuses, right, andbut we do also pay them based
upon their performance, right,which it's the best of both
worlds, because we don't havesales reps that are going out
there that are desperate theycould literally live off of
potentially live off of thesalary that we pay them.
(13:00):
So you're not going to get ahigh pressure and I don't
suggest the high pressure thingor the one call close.
There are times that you can doa one call close, but I
wouldn't make that.
Just my personal opinion andagain, this is for just
educational purposes and I amjust speaking from my
experiences here, and who knowsmy opinion about any of this
might change next week and Imight come on the podcast and
(13:22):
totally rebut everything thatI'm talking about today.
Right, so we gave them the plan.
Why?
Why does that work?
Right, it's simple, it'sactionable and it trusts.
It builds trust, right, andthat's the shit.
I'm a glutton for punishment.
We've been doing this for fiveyears.
I am the owner, ceo, founder ofTC Backer Construction.
If anybody ever wanted to throwshade, they'd know where to
(13:43):
find me every single fuckingWednesday.
I'm not scared, because I havethe best team.
I have the best team.
I've devoted time, energy,resources into the team and they
have reciprocated that back tome and I totally 100% trust the
team.
Okay, now here's the kicker.
We got to talk about the price,right, but when you do right,
(14:08):
be clear.
Be clear about the price.
Remember, it's not about thecost, right, it's about the
value.
A lot of us we hear about this,about the value that we're
offering and what that mightsound like.
Right, some people think a newroof is expensive.
Right, and it can be.
It will cost you more in thelong run, especially if you get
a shitty roof put on your houseor if you wait too long to get
(14:31):
it.
A new roof or repair doesn'tnecessarily always mean that you
need a new roof.
When you call us, sometimes wecan go out there and we can
rejuvenate it.
We do offer different,different forms of you know,
repairs, rejuvenation,warranties, things like that.
Right, make sure you're offeringdifferent options for a
homeowner.
Give them options.
People like options Sometimes.
Sometimes people don't.
(14:51):
Some, some people are veryindecisive and they they need
you to help them on that journey.
Right, like no, this is whatyou need.
Right, I am the trainedprofessional and this is what
I'm recommending for you to gowith.
Right, we offer financing.
It might be storm damage.
The insurance company might beable to help out with some of it
, all of it, who knows?
Right, but because of thetraining, the experience that we
have, right, and hopefullyyou're pouring that into your
(15:13):
team, right, but letting it go,that's going to, that's just
going to create more damage,right there, it's going to
destroy your attic.
It's going to destroy yourdrywall, like I said earlier,
your HVAC system.
I've seen it.
I've seen it because newerhomes now they don't have the
units outside anymore, theyhaven't the attic spaces.
You know, we offer solutions forevery budget and that's really
(15:36):
what you got to do the good,better, best.
That's something that we'vealways, you know, ensured that
homeowner like oh okay, weunderstand you're selling the
house six months or we plan onstaying here for forever.
We just bought this home, thisis our forever home.
We love this place.
This is my palace, this is myparadise.
And there's a Ferrari in thedriveway, right.
So that means they're probablynot going to want a Ferrari on
(15:58):
their or a Pinto on their roof.
I got that from Agatha.
Agatha when she came on theshow, she was like, you know,
when you pull in the drivewayand you see that they're driving
Pintos, are probably going towant a Pinto on their roof,
right.
But if you pull in and get aBMW, a Beamer, chances are
they're going to want a Beameron their roof, right?
I don't know, just myexperience and I love that
(16:24):
analogy, I really did, you know.
And we offer financing.
I know Chris Colville out there, he's crushing it right now
with offering us contractorsfinancing in very easy payback
terms and very affordableinterest rates and all that good
stuff terms and very affordableinterest rates and all that
good stuff.
The big plug out there to ChrisColville my man, you know, I'll
finance it.
Protect your home withoutdraining the wallet, right.
(16:46):
And why does this work?
It frames, it reframes the costinto protection, right, like
we're protecting your biggestinvestment, right.
Savings and long-term value,right.
And this is thing Gary V talksabout give, give, give.
Or is it jab, jab, jab right,hook, right.
And that's the thing like, whatvalue?
What are you actually givinghim?
Or because everybody, even me,me, as a consumer, I like to
(17:06):
feel like I'm getting a gooddeal.
I like to feel like I'm gettingthe best value, best best bang
for my buck, right.
I want to feel like I'm reallyI.
I don't want to suffer fromremorse, buyer's remorse, right.
That's like the last thing thatany of us and I've done that
already I've been at the grocerystore or someplace like that
where I'm, like I'm alreadyexperiencing remorse.
(17:27):
You know what I mean.
But the thing is about a roof.
Okay, first and foremost,somebody should never feel
remorseful for purchasing a roofor thinking or contemplating
about the investment One,because they probably need it.
It's a necessity, having a goodroof on your house, a good,
solid roof on your home.
(17:47):
It's protecting your mostvaluable possessions, your
family, your kids, um, you know,uh, your gadgets, your all all
those things.
I was trying to think that thatreal expensive, um vacuum
cleaner shit, I couldn't thinkof it damn it it's right on the
tip of my tongue, but anyhow,all your gadgets, right, you
(18:10):
know all these things I meanvick.
Think about if your roof leakedinto the, into your second
floor, into your studio, right,and this is the shit people
don't think about.
That's why you should get afree thing about.
If your roof leaked into the,into your second floor, into
your studio, right, and this isthe shit people don't think
about.
That's why you should get afree inspection at any time, no
obligation, and offer freeinspections because we don't
know what the hell is going onup there as homeowners.
I'm looking up at oh, it looksgreat.
I have no idea.
There's a fricking three inchtree limb sticking out of the
(18:32):
back of my home because I can'tsee it because two and a half
stories out of the groundbecause I have an exposed
basement right, but the frontlooks great.
Every day I drive in, I pull infrom work, I pull in, I open the
garage, I look at the garageroof and it's like.
That's only like one littlefacet and chances are that's
probably the side that's notgetting the most weather right.
There's three or four,sometimes eight, 10, 12 other
(18:54):
facets of your roof that atrained professional with
trained eye can go up there andinspect your roof, right, and
give you a full blown videoreport full blown, you know,
picture, still, picture, report,like ask for that.
These are things as, as aconsumer, should be asking for a
full blown report, right, likegive me a full blown, give me
(19:15):
your professional opinion abouthow much longer you think my
roof will last.
And if they're honest andyou'll know I think most of us
know, I mean, it's become aninternet world, the knowledge
that we have access to today, Ithink most people will know if
they're being taken advantage of, right, it's really hard to
sell people, and I guess that'smy point.
(19:37):
It's like we're not there tosell things, we're there to help
, and we got to look that up.
The word sales means help insome language and it's actually
called something else, likeSadella or something like that,
I can't remember.
But anyhow, again, it reframesthe cost into protection,
savings and long-term value, andthat's really what we're trying
(19:59):
to provide.
If we're going back to thethree-legged stool, right, and
that's repeat customer reviewand referrals, right.
And again, this is all justeducational purposes, it's not
necessarily facts, it's justbased upon my experiences, right
.
So now we've got to be theguide, right.
We've got to guide them downthis journey.
(20:20):
I touched on that a little bit.
You know it's position yourselfas the guide.
Show them that you're there tohelp them and I'm talking to Vic
here, by the way, and he's kindof agreeing with me and stuff
like that.
By the way, dude, you got thestudio looking fire right now.
I mean, the picture quality,the audio, everything up there
just looks amazing, dude.
(20:40):
So thank you Always, alwaysthank you for that.
So show them that you're thereto help and navigate them
through this journey.
All right, be on the journey.
And what that might sound likeis we've helped thousands of
homeowners okay, just like you,and get the protection that they
(21:00):
deserve.
We give them the protectionthat they deserve.
We're licensed, insured andcertified by the top
manufacturer in the country,right, which we are GAF, master,
elite, right, and that's notjust a pay-to-play type of thing
for us, right.
But if you are a roofingcontractor out there,
solopreneur or whatever, Ihighly recommend this.
(21:20):
I don't care if it's IKO, tamco, certainteed, owens, corning,
gaf become a certifiedcontractor, because that gives
you recognition, that says thatyou have been trained by a
manufacturer.
Right, that stands behind thequality of your workmanship.
Okay, at least I know, gaf hasan outstanding and amazing
(21:42):
workmanship warranty.
They cover us completely,totally cover us up to 25 years,
right?
And then of course it kind oflike depends on what, what
package, we're offering, butit'll, it'll peel some layers of
that off.
But again, it all comes down tothe value that the homeowner is
seeking, right?
Some people can't afford alifetime roof put on their house
(22:03):
.
Manufacturer and workmanship,lifetime warranty.
And again, somebody keepsblowing me up.
I wish I'd just leave me amessage or text me.
Text me, right?
If I don't ever answer thephone, I don't care if I'm on
the shitter in my office or onthe road, just if I don't answer
the phone, text me.
If anyone's listening,somebody's asking a question.
(22:24):
What are my thoughts on doorknocking?
Love door knocking, especiallyif the phone's not working.
Get off your dead ass and goout there and let people know
what it is that you do.
I don't want to say that Ihighly recommend everybody going
out and door knocking, becausethere's a technique to that too
and you're going to get a lot ofno's before you get yeses.
But it's all a numbers game.
So I wholeheartedly and we havepeople that canvas and door
(22:46):
knock for us and I guess I'mspeaking in terms more so on the
retail aspect of things buteither case, at some point in
time whether it's door knockingor they call you looking for
your services at some point intime you're either going to be
at the tailgate of your truckshowing them shingle samples or
in their kitchen showing themshingle samples.
So a lot of this stuff willpertain to exactly what it is.
(23:10):
I feel a lot of companies thatsay they won't do it.
Yeah, there are a lot ofcompanies out there and I think
in a lot of people's eyes itmight be a little cringy to go
out and actually interruptsomebody during dinner or
whatever like that, but there'sa lot of homeowners out there
that don't know that they needour services.
So, yes, if you're in a doorknocking area, store, market
(23:33):
stuff like that, be genuine, beauthentic, right.
When you go out there and letthem know that you're there to
serve them, you're serving yourlocal community.
It's not always about thepaycheck because you want them.
You're not there to just sellthem a roof.
You just you're there to betheir roofer, right, and that's
how we look at it Like you'reout to be everybody's roofer
right and not just sell a rooftoday, whether it's a repair
(23:55):
today and a full blown roof 10years from now, and a referral
and a good review and a repeatclient right.
And a lot of times when you getout to these homeowners and
you're in the midst of doing,you know, a project for them,
people come out.
They'll see you guys that arethere.
They'll ask you hey, give me aprice.
So, um, yeah, referrals, repeatcustomers and um reviews is the
(24:20):
way to go, regardless if you'reknocking doors or not.
That's that should be yourthree-legged stool, along with
the other three-legged stoolthat we use to kind of getting
off track.
Here is sops, kpis and what'sthe other one vic.
It is core values.
Yeah, he's got a gutter company.
(24:42):
I have a gutter company show upin my.
Pop that up there.
Let's see this.
Let's pop.
Let's pop this up here.
Yeah, let's pop that up.
What do we got here?
I have a gutter company show upin my new neighborhood and of
about 100 houses, only five mayget gutters.
(25:03):
They never knock a neighbor'sdoor.
I feel it's doing a disservice.
Yeah, of course I do too.
I mean that should just be ruleof thumb Whether you're in a
retail market or a door knockingmarket, your team should be out
doing at least a six pack Threeleft, three to the right and
six across street and then goover to the other street and do
the same thing and let everybodyknow that you're out there
(25:23):
doing a really good job.
And I would use name recognitionto like hey, we did Bobby Sue's
roof down on the corner there.
I don't know if you know BobbySue or not, but we you know.
If you want, I can get her on acall or we can walk down there
and I can get her on a call.
We can walk down there and Ican show you the type of quality
of work that we did for RobbieSue down the street.
But always, name recognition isgood.
(25:44):
That helps build trust.
So great, great questions.
Thank you for chiming in.
Actually, that's awesome, right, you know what that does.
That positions yourself as atrusted local expert who has
done this before, right?
So so great question, great,great, great question on.
You know that.
(26:05):
So thank you, dennis.
Yeah, thank you for tuning in.
If you think somebody could getsomething for this, please
don't hesitate to share thiswith them.
And of course, there's the callto action, right?
I'm sure we all heard of thecall to action.
Finally, include a compellingcall to action, encourage them
to take the next step, andwhat's that sound like?
(26:27):
Well, don't wait until yourceiling's leaking or your
insurance company denies yourclaim.
Now I'm going to touch on theinsurance thing here a little
bit, at least up north here.
What a lot of homeowners areexperiencing is their insurance
companies actually calling themand letting them know that
they're going to be droppingthem if they don't get their
roof replaced.
(26:47):
Yeah, that's happening rightnow, a lot actually up north
here and, I'm sure across thecountry.
I'm sure a lot of otherhomeowners are going to
experience that call, thatdreaded call.
Now, it's not always doom andgloom.
We have gone out and have beenable to go out and do repairs
and give a certified letterstating that there's 5, 10, 15
(27:08):
years left after repairs havebeen made, or rejuvenation
Insurance companies are allowingus to do a roof rejuve on
homeowners' houses without,because most people, when they
get that shocking call fromtheir insurance company, are not
in a position to replace theirroof, nor was it on their radar,
and again, that's why youshould probably have someone
(27:29):
come out and inspect your roof.
That way maybe you are a littlerepaired and maybe you can start
squirreling pennies back.
But yeah, insurance companies,you know it's business, they're
in business to stay in business,you know to do business, to
have clients and stuff like that.
So, anyhow.
So insurance, so getting backto being denied your claim, give
(27:54):
us a call today and let usschedule your free inspection,
again using the word free, free,it is free, no obligation.
Right, you know, and this isthe thing I encourage homeowners
, right, we're running specialfree gutters, right?
The guarantee is that we'regoing to probably be, we're
going to be very competitivewith everybody else, right?
(28:16):
So I encourage them to get twoother quotes, us being the third
one.
I want them to see that we fallright in line with everybody
else.
We're not going to again.
We use in the same damn shingles.
We have the same damnwarranties.
Outside of the value, theoutside the other value.
Being in business longer, we'veserved every other customer,
every other neighbor in theneighborhood there are values
(28:38):
added to that.
But every other neighbor in theneighborhood, there are values
added to that.
But jab, jab, jab, right hook,you're getting up to 250 foot of
free gutter and downspoutsinstalled on your home free,
right, if you're in a position Iunderstand not all businesses
are in a position, not allroofing companies are in a
(28:58):
position to give free guttersaway.
Now, we don't sub our guttersout I'm not saying we haven't
and I'm not saying that we don'tbut the majority of all gutters
being installed is all in-house.
We have in-house gutter crews.
Right and honestly, what we'retrying to do is provide value
and keep everybody busy, right,and keep food on everybody's
plate.
Plus, getting back to thetrifecta, the three-legged stool
, we want repeat customers,right, because we're in this for
(29:19):
the long game, the long game.
We're not here to just smash ahome run and chase a storm and
then beat town real quick.
No, no, no, no, no, no.
We're in this for the long haul, right, we'll take it on the
chin, especially right now, whenpeople can't afford things.
If you're not lowering yourprices on stuff right now, I
think you're going to miss outon a lot of opportunities,
whether it's market share,whether it's a footprint,
(29:41):
whatever the case, you're goingto miss out on a lot of deals if
you're not lowering your pricesright now.
So that's just another littlegold nugget that I wanted to
throw in there and give, give,give something Don't you want.
Don't you want them to call youin six months when they want
windows?
Don't you want them torecommend you to their neighbors
, their friends, their families?
Don't you want them to give you?
(30:02):
Because what's more valuable tous entrepreneurs?
A lead that I don't have to payfor, a review that I don't have
to beg somebody Right, or arepeat client?
What sounds more valuable to methan making an extra 25, sounds
(30:24):
more valuable to me than makingan extra 25, 30 grand on a roof
today or providing so muchvalue that they actually think
we had a client last week.
No, shit felt bad at the pricewe are giving them and the
things that we were giving themthe upgrades, the free, free
upgrades that we gave them rightFive to six inch gutters, no
upcharge, right.
Why we reviewed it?
I hope, ben, with this truestory, the way that the size of
(30:46):
this roof and it was a hip roofthere was no way that five inch
gutters was going to carry allthat water around that entire
house where it needed to drainsafely, not in their home and
not in the neighbor's home,because sometimes that can be
tricky.
But, being the professionalsthat we are knowing, having the
experience that we have, we knowwhere to place downspouts.
(31:07):
I know that sounds trivial, Iknow that sounds well, maybe it
sounds obvious, but maybe noone's really thought about that
before.
Right Through our experiences,we know that we got to
strategically place downspoutsin certain areas.
Right Through our experiences,we know that we got to
strategically place downspoutsin certain areas right.
And we also think later,long-term, right.
We don't want water dumpingright in somebody's driveway,
(31:27):
especially if they experience,or if they live in a colder
climate, like we do.
Right, it's going to freeze inthe wintertime in your driveway,
it's going to freeze on theirsidewalk.
Or let's just say, you don'tlive in a colder climate but it
rains like an SOB, like it doeshere lately.
We don't want the neighbors toflood out because of all that
water.
But long story short, sorry,got off on a tangent there a
(31:50):
little bit.
My point is is that we're likeyou know what, just give them
their good people.
They'll refer us right.
They'll probably give us areview.
Let's just give them a freeupgrade to six inch gutters
because we know it's the rightthing to do, not just because of
those other first things that Imentioned, but it's it was the
right thing to do.
It was no sleazeball tactic.
It was already after the fact.
(32:11):
Already after the fact that wegot the deposit, we started the
job at the last minute.
We gave one more thing.
Got the deposit, we started thejob at the last minute.
We gave one more thing, gaveone more thing upgrade,
re-upgrade six inch gutters.
Right, I mean, what was wrongwith that?
Didn't kill me, we didn't goout of business.
It's based on our core values,exactly.
I must put them in here too.
(32:34):
So, right, getting back to thecall of action right, I talked
about don't wait until yourceiling is leaking or your
insurance company denies yourclaim.
Give us a call today.
Right, getting back to the callof action right, I talked about
don't wait until your ceilingis leaking or your insurance
company denies your claim.
Give us a call today.
Right, why does this work?
It's low pressure, pretty muchwhat I've been talking about
this whole entire time.
Right, low pressure.
Right, low pressure, actiondriven, but makes the risk of
(32:59):
waiting very real.
Right, can't wait.
Promotions can help with thatRight now.
Running a promotion, 4th ofJuly promotion Again.
Free gutters, 4th of July.
God bless America.
Free gutters on your home,right, why not Run a special
give, give something.
Give something to yourneighbors, right, give them.
Run a special Give, givesomething.
(33:19):
Give something to yourneighbors, right, give them.
You know, just because you got aroof we all know anybody that's
been in the roofing industrylong enough that a gutter system
is just as important and a partof the roofing system.
It all helps carry the wateraway.
It's called water Shit.
Jacob used to have a real good.
It's water remediation, nowater water management Shit.
(33:43):
I wish he was here right now.
My son Jacob.
He used to do gutters for us,but it it, it.
It controls all the watercoming off your house.
It doesn't go into your home,into your basement, wash out
your flower beds, or into theneighbor's house or freeze over
your driveway or your sidewalksor your back patio and all those
things right.
Basically carries every bit,every drop of water that comes
off your roof.
Why wouldn't it be a part of it?
(34:04):
It's just as important to me asdrip edge ice and water felt
paper nails, the nails.
You wouldn't install a roofwithout nails, would you?
I mean, I don't know if youcould, but I'm sure somebody's
tried right, or using the wrongnail or the wrong ventilation
Shit.
Sure somebody's tried right.
Or using the wrong now or thewrong ventilation shit.
That's a whole other topic.
We talk about ventilation maybenext week like seriously, I got
(34:24):
some good clips on that shitanyhow.
So call of action, right?
Oh okay, so let me take a drinkhere real quick.
You got another question.
Oh yeah, pop it up real quick.
(34:48):
Oh yeah, pop it up.
I had a company reach outyesterday say that they were
looking to hire but they're sobusy that they can't take the
time to train, hire someone, butthey need it for growth and it
seems like they're stuck.
Thoughts on that.
Man, you got to make time.
You got to make time.
I mean, ride alongs, don't takemuch time, right, get up
(35:13):
earlier, stay later.
I think training, hiring Idon't think it's necessarily a
bad thing to, you know, bookthings out with homeowners.
You are going to probably losequite a bit, because we were in
a position like that too, where,like we'd get a call Okay, and
we would literally have toschedule appointments out three
weeks 50% of them.
(35:35):
We were losing because othercontractors weren't as busy as
we were for one reason oranother, but got out there and
most people are getting two tothree quotes.
I've even had homeowners getsix, up to six quotes.
But if they know you're good,they'll wait.
They'll wait.
And they hear that Some peopleunderstand like, oh wow, they're
really busy, right, especiallyif they haven't ever heard of
(35:57):
you before.
But you know, but maybe theywere referred but don't know a
whole lot about you.
And they call you up and yousay unfortunately I can't get
anybody out there to look atyour home for about three, four
weeks.
Wow, okay, now, sometimes youneed to explain yourself too.
Like you know, once we do getsomebody out there, the process
tends to move a lot quicker.
(36:18):
You're not gonna have to waitsix months to get the roof put
on your house.
But it also depends upon thesituation.
If it's an emergency repair, wehandle it probably different
than most people.
We have 24 hours to get outthere and take care of that,
unless it's something that weneed to do like right now.
But if we had a call for repair, it doesn't matter.
All hands on deck.
Whenever we get windstorms,storms come rolling through.
(36:39):
It's all hands on deck andthere's nothing better than
real-world, hands-on experience.
Grab your new guys up, go outhave them help tarp off roofs.
Right, because we've hadproduction shortages, manpower
shortages, we've had salespeopleI mean, we've had it all.
That's probably a good problemto have, and that's a good
(37:00):
problem to try to create.
Is that you can't get theresoon enough because you're
lacking manpower.
That's a good problem to have.
So I wouldn't stress over thattoo much.
If that is you, dennis, and Iwouldn't let it.
If you're a consumer, Iwouldn't let it put a bad taste
in your mouth.
If you called a company andthey said they couldn't get out
(37:22):
there for a while, that probablysays a lot about them and their
reputation and the quality ofwork and products that they use.
So yeah, so thank you again foranother.
That was freaking greatquestion.
So, last but not least, thecover letter.
Okay, cover letter.
Think of it as the cherry ontop.
This is where you kind of justwrap a nice neat little bow over
(37:44):
the first six steps that wedescribed.
Okay, a well-crafted coverletter can tie all the channels
together and create a lastingimpression.
Right, and what does that soundlike?
How do we do that here at ABCRoofing or TC Backer, it says
your home is your biggestinvestment.
I already talked about that andyour roof is what protects
(38:07):
everything under it and I'vealready talked about a lot of
this whether you've got stormdamage, an aging roof or just
want peace of mind, right?
That's why we're here.
At the end of the day, we'rejust trying to provide that
peace of mind with a solid roof.
We're here to help.
At TC Backer, we treat your homelike it's our own and that's
(38:27):
exactly how our team representsourselves on every single job.
I don't care how big it is, Idon't care how small it is, I
don't care if it's a repair.
We treat it as if we wererepairing our mother's home, our
home, your mother's home, yourgrandmother's home, your
daughter's home, your father,your aunts, your uncles, your
neighbors.
We will treat it like it's ourown home, right?
(38:51):
So that's how you kind of tiethat all up.
Your home is your biggestinvestment, right?
And why does that work?
I know my home's my biggestinvestment, right.
Why does that work for me?
Right, because it's emotional.
Right, I can connect to thatit's relatable, right, and it
(39:12):
ties the whole message together,the first six steps to this.
It ties it all together, right.
So be genuine, be authentic,right, and to kind of like wrap
this whole thing up like listen,if you're a contractor out
there struggling or if you'rethriving, it doesn't matter, you
(39:32):
want to learn more about thisstuff.
Follow us, like our stuff,share our stuff out there, ask
more questions like Dennis isout there asking us questions
right now.
We're here every single week.
Lately it's been 12 pm EasternStandard Time Wednesday
afternoon.
Sometimes we got to switch up,but Vic does an amazing job on
(39:52):
letting everybody know.
But now we got our TC BackerYouTube page up.
You'll throw that out there.
You can find us on YouTubebeyond tool belt.
Facebook beyond tool belt pageTC backer beyond tool belt on TC
backer right now.
And my personal Ty Cobb backermy personal Facebook page.
Any questions hit me up in inmy inbox.
(40:14):
Um, so and I'm going to goahead and plug this one more
time If you're a homeowner right, if you're a homeowner the roof
is old, it's leaking or it'sdamaged.
Don't wait for things to getworse.
Give us a call, free, free, nopressure, no obligation.
Roof inspection at tc backerconstruction.
(40:35):
We have helped thousands rightright Thousands of homeowners
protect their homes with qualityroofing, financing options and
a team they can trust.
Want to take it to the nextstep?
Please visit our website orgive us a shout 717-650-2197.
No pressure, just answers.
(40:55):
Remember, a solid roof isn'tjust shingles, it's about a
peace of mind.
You guys enjoy your warmWednesday.
Until next week, take care ofeach other.
Thank you for watching.
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