February 25, 2025 • 44 mins
Ever wondered how to go from a roofing sales rep to a trusted influencer in the roofing industry? In this episode, we chat with Andrew Itnyre, a second-generation roofer who’s turned his roofing expertise into a powerful personal brand. Andrew shares his journey from managing sales at his family’s company to creating content that connects with homeowners, roofers, and industry brands alike. Learn how Andrew uses social media to educate, engage, and inspire his audience while leveraging his influence to secure brand partnerships and land clients.
🔑 Key Takeaways:
- How to create a roofing company marketing plan that resonates with homeowners and industry peers.
- Andrew’s tips for using video marketing to boost roofing sales and generate leads.
- The secrets to building a personal brand while scaling a family roofing business.
- Why email marketing, customer testimonials, and local SEO are must-haves for roofing companies.
- How influencer partnerships and social media engagement can transform your business.
Don’t miss Andrew’s insights on storytelling, content creation, and building community trust—all while navigating the roofing industry’s challenges.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What happens when a second generation roofer decides
to turn his daily grind into asocial media phenomenon.
In this episode, we chat withAndrew Ittenauer about his
journey from traditional salesto becoming an industry
influencer, leveraging contentto connect with homeowners and
roofers alike.
Andrew Ittenauer is adecade-long roofing expert who
(00:21):
started by showcasing hisfamily's company work on social
media and ended up building acommunity of engaged followers.
His innovative content strategyhas helped him land clients and
inspire others in the roofingindustry.
What sets Andrew apart is hisgenuine passion for educating
others while constantly refininghis craft, whether it's helping
(00:43):
homeowners navigate insuranceclaims or mentoring new roofers.
Get ready to learn how toleverage social media to amplify
your business and influence.
Let's dive in with AndrewIttenauer.
Welcome to the Roofing SuccessPodcast.
I'm Jim Alleyne and I'm here tobring you insights from top
leaders in the roofing industryto help you grow and scale your
(01:04):
roofing business.
Andrew Ittenauer, welcome back,man.
How are you Good?
How are you doing?
Jim Appreciate?
Speaker 2 (01:11):
you having me back on .
It's been a minute.
Speaker 1 (01:14):
It has.
Man, I love your journey, Ilove chatting with you, so I
wanted to have you back on,because I love the progression
of things.
I really love seeing peoplethat put in the work and get an
outcome on the other side right,and then go man, I'm getting
(01:34):
some good results there.
Let's go in a little more,let's dig in a little more.
Let's continue this evolution.
So I want the audience first tohear your story.
What we're going to talk abouttoday is becoming an influencer
right From going from contentcreation to being an influencer.
So I want people to hear yourstory and your journey.
Speaker 2 (01:56):
Yeah, definitely so to kind of speed everything up a
little bit.
You know I've been sellingRoost for the past 10 years.
July 14th was my 10th yearanniversary selling roost for
Master Proofing and during thattime, about the third or fourth
year into selling roost, it gotkind of to the point where I was
really good at selling roost.
I was doing really well.
But as far as keepingentertained with what I was
(02:18):
doing and kind of going throughthe motions each and every day,
roofing sales just kind of got alittle bit kind of boring for
me.
And so you know I it's myfather's company, so I have an
obligation to be here.
You know, it's not the normalthing where people can say, hey,
I just want to switch up and dosomething else, and we were
going through at that time, backin 2017, we were going through
(02:39):
some growing pains as well, andone of the things I was told my
father is that if I could showpeople what we do each and every
day, I feel like even if therewas a price difference, people
would do business with us eachand every time, and so that is
what started the wheels turningin my head as far as getting on
social, and I started my journeyon social media back in 2017.
(03:01):
What I love about my content isthat you can go back to that
time and you can actually seehow humble of a beginning it was
when I started.
And you know, what's funny isthat you always think you're
producing your best content, butlooking back, I mean I can even
go back four or five years.
It wasn't the best stuff that,that I thought it was
revolutionary at the time, butit really wasn't up to par to
(03:23):
what I'm doing today.
Speaker 1 (03:24):
You are, though.
You're producing the bestcontent with your skillset at
the time right.
Speaker 2 (03:30):
Yes, yep, and just over time, it's like I've always
enjoyed documenting around theroofing process and talking
about selling roofs, becausewhen I first started in sales,
there was no one really to guideme other than my brother, who
was the general manager at thetime, and he left back in 2018
to start off his own consultingbusiness, and now he owns his
(03:52):
own exterior company.
They're one of the top 25 hardyinstallers in the United States,
does very well for himself, butwhen he left, there was kind of
a void there, because my fatherhe's a very stern individual,
you know, and he's more abouthey, listen, go out, do what you
do, perform at a high level andmake money, you know, and for
(04:12):
me, it was just always a littlebit more than that, you know.
Uh, I always needed something tofeed off of, and so social um
became my way of pouring intothe roofing community, uh, being
able to help other people ontheir journeys, you know,
selling roofs or, if they're inthe roofing industry, owning
their own roofing company.
Because I have so many mentors,from roofing salesmen to my
(04:35):
father, who's the owner of thecompany, to my brother.
I kind of get to see the insand outs of the business at
every stage.
And so I have people till thisday that come to me, you know,
and I'll have the 30 minutephone call, the 45 minute phone
call, where we're either walkingthrough a claim that they're
having a hard time gettingapproved through State Farm or
and you know, we'll go throughthe systems and processes that I
(04:57):
have in place to ultimately beable to help them in whatever
difficulty they're having,whether it's an insurance claim
or whether they're dealing withissues with a sales rep and how
to kind of navigate, that I cankind of help them in their
journey.
And that's always what I wantedwhen I first started.
And so over time I think thatgenuineness and being able to go
(05:19):
ahead and put that out therefor people and document it
around what I do each and everyday, not only does it give you
kind of validity when you'vebeen doing it for as long as I
have, but also you know peopleunderstand that I'm always there
for them and that has justbuilt up a community to where,
even though the algorithm as awhole has been much more
difficult to deal with recently,I'm still blessed enough to
(05:43):
still be able to get to peopleand stay relevant because the
community is there.
So pouring into the communityover time has just kind of built
the community that I have now,and it's kind of been life
changing over the past six toeight months.
Speaker 1 (05:57):
Yeah, I remember in one of our maybe it was a couple
of years ago in one of ourfirst conversations it was you
had become surprised at theamount of followers.
Instagram was your platform.
That was your thing, instagram,and it probably still is.
(06:17):
I'm assuming there was a pointin time and I remember a
conversation with you and wewere talking you were very
surprised at the amount ofroofing industry people that
started following your contentbecause the content was being
created for more, for thehomeowner right.
Speaker 2 (06:35):
Yes, yeah, and yeah, that's kind of when I kind of
got hit to understanding howengagement works, right, and we
all have what's called a baseengagement, right, and that
dictates how your contentperforms as a whole, right?
So the amount of people and thething that's crazy about the
algorithm now is that it'sgotten more simpler for us as
(06:55):
creators.
There's no longer hacks orusing a certain audio or you
know different little thingsthat you can do that will
skyrocket your views, right, andgetting you in front of more
people.
Now it's just you post andeither it's good or it sucks.
One of the two and the peopleengaging with it will let you
(07:16):
know that.
You know, like the algorithm isso good at dictating whether a
post will perform or not, you'llknow by the end of the day
whether that's a good post ornot.
And so the funny thing is backin 2000, I think 19 is when a
lot of the growth came in, rightbefore the pandemic, and then
throughout the pandemic, I had atremendous amount of growth in
that time period.
(07:36):
One, because I think I was oneof the only roofers out there
that was actually sellingthrough the pandemic, so I did a
lot of content around that andand kind of let people know once
again, going back and pouringinto the community, a lot of
people reaching out and saying,hey, listen, you know we're
going in through this pandemic.
We can't go out and work.
How are you navigating thatprocess?
(07:58):
You know, at that time I wasdoing a lot of virtual phone
calls with homeowners.
You know, signing them up thatway, going out to their house
and sitting on the back patiopicking out sheet of colors.
So I feel like a lot of peoplereached out for advice back then
.
I just poured into those peopleand were just honest and
genuine with them and that justkind of I started seeing the
contractors come in and followat that point in time and my
(08:21):
numbers started to jump and Isaid, ok, I can sit there and
target homeowners Right, whichthat's ultimately what I want.
I want more jobs out of this.
But how do I get to morehomeowners?
Well, if I have more peopleengaging with my content
organically, then ultimatelyit'll get me in front of more
people, which means thatpotentially there's some
(08:42):
homeowners in there that neednew roofs.
Which means that potentiallythere's some homeowners in there
that need new roofs.
So it's like, okay, how about Istart making content that not
only homeowners can get valueout of but also people in the
industry can get value out of,and then also, you know people
that are home enthusiasts right,the HGTV mothers of the world
can get value out of, and sothat's when I started making
(09:04):
content that kind of hopefullygets to all of them in a certain
way.
Obviously, I want people to dobusiness with me and I have a
lot of people that Sue Hall is arecent one that I just did a
four square roof out inCollierville, where she actually
found me on Instagram and shewas having a hard time with.
State Farm Saw a video aroundwhere I was talking about how I
(09:27):
was having an issue with a.
It was a three-tap shingle thatwasn't matching or maintaining a
uniformed appearance.
State Farm ended up saying thatit was a charcoal shingle that
was on the roof and saying thatwe had to do a repair attempt
with it.
But it was a gray shingle thatwas on the roof.
So I was pointing out thehilarious aspect of like I'm out
(09:50):
here doing a repair attemptwith a shingle that they
identified as black, but it'sactually gray and I'm doing the
repair attempt and thathomeowner still didn't get a new
roof after that, and so she washaving difficulty with State
Farm at that time, and so Iended up getting her a new roof
that way.
But she found me on Instagramand so I still get customers
(10:11):
that come up from Instagram.
But the thought process when itcomes into the content is I
want to make content that onethat's entertaining, that people
want to watch but also they canlearn and get something out of,
whether they're a homeowner, aroofing contractor or a home
enthusiast.
Speaker 1 (10:29):
Yeah, that's a great intention behind your content,
right?
And did it take you a while todevelop that intention?
Or was that like something thatjust came natural?
Or in the beginning days didyou just kind of hope for the
best, put stuff out and hope forthe best.
Now you've kind of refined thatover time.
Speaker 2 (10:47):
I think a lot of the times when I was going through
content creation at thebeginning of it, I was looking
for hacks and looking for waysthat I could leverage the
algorithm to get to more people,and then now it's just to a
point where the content has tobe great.
There's no way around it, andit can't be one dimensional
(11:08):
either.
So that's the big issue with alot of the especially the
experts in the industry that Ifeel like they fall into a rut
where the content is just thesame thing that they're putting
out each and every day.
The information might bedifferent, but the content you
know, the pitches, the deliveryit's all one dimensional.
And at some point in time,people want to see something
else, a different view, adifferent lens.
(11:31):
They want to see it from adifferent point of view, and so
for me it's like, ok, I can sithere and have these things that
I know will perform well.
You know I can, I can documentin a certain way that you know,
whether it's my drone videos oror on site shooting, I know
these things work, and sometimesI'm even creating for myself,
(11:52):
right?
You know, I'm not even worriedabout what, what I'm getting off
of it, it's just I'm having fun, but I try to make it fun,
enjoyable for me and then alsobe like aware that at some point
in time, people want value outof what I'm doing too.
You know, I can't just sit hereand do what I want to do all day
, like there.
(12:12):
There are questions that comeinto my direct messages, there
are comments that I see wherepeople are saying, hey, please
elaborate on this.
Or I loved the fact that youbroke down the shingle collar
and gave me two roof Iventproducts, that two different
color Ivent products that I cango out and purchase, and I know
that's going to look goodbecause you gave me that
information.
(12:33):
And can you do a series on that?
So you know, I think beingaware of what you're, having,
that dialogue with people firstof all with your community and
then also coming up with tacticsand different ways that you can
navigate and just beingcreative, will ultimately get
you to the point where you'reable to create content that's
engaging.
Speaker 1 (12:52):
Yeah, that relatable, engaging, educational.
Give me more thoughts on that.
What you had said.
Like a lot of times people getcaught in it maybe and I'm
paraphrasing here but get caughtin a loop of kind of doing the
same thing over and over againand maybe that gets boring to an
audience versus like what doyou, you know, go into more of
that?
Speaker 2 (13:11):
that's an interesting one yeah, and I say this
because, like, I study theindustry as much as I, I am
active in it, right, and Igenuinely love going on and
listening to people talk about.
You know, some of my favoritecreators of John Cenac, you know
, love his stuff Adam, of course, dimitri, of course, right.
But even when I'm going on andI'm listening to those guys,
(13:35):
right, if I'm at home and I'mdoing creative stuff on my iPad
and I'm editing for the day, alot of times I'll have a podcast
on in the background, or theroofing news or whatever the
case is, and it's great content.
You know, the production valueis high.
Everything resonates, right.
But the problem is is like whenyou're only seeing that you know
(13:56):
, rather than behind the scenesor you know something else
that's outside of what they'redoing, it just gets repetitive
and at some point in time it'slike, okay, I need something
else in the loop.
So you go and find differentpieces of content.
So the way I study content is Istudied it as a consumer too,
you know.
So I'll go on Instagram and Ithink we talked about this
(14:18):
before where I'll scroll throughand I'll just kind of
understand what, what is beingfavored by the algorithm and why
it is.
You know.
A lot of times that will leadto technical hacks that you can
do, but more importantly, itjust lets you know, gives you a
pulse on what, what, what isresonating with people as a
whole on these platforms.
Speaker 1 (14:40):
You know, from a marketing perspective and you
know understanding and some ofthe coaching that I've had like
from from YouTube experts andthings like that it's really
defining your avatar of whoyou're speaking to and just keep
speaking to that one person.
But what and maybe I'm wronghere, but you're kind of you're
speaking to multiple avatars.
(15:01):
Yes, yeah, and I think that'sit.
Speaker 2 (15:03):
I think that's right, building out one avatar, right.
And then you know, like oncethat you find a successful way
to communicate with that oneavatar, right.
Then it's like, okay, who's thesecond avatar?
You know who's the other personthat's viewing my content and
then once you find a way tospeak to that person, then you
speak to the next one, you know.
And the good thing is, when youhave an open dialogue, which is
(15:24):
one of the things that I thinkstill to this day, people don't
comment enough on their posts,they don't interact with their
audiences enough.
You know, the good thing is likethe way I communicate with
people and how open I am tohaving conversations.
People will tell me what theywant and I'll ask some of my
closest friends, like I got aguy that flies drones out in New
(15:45):
Mexico.
I'd be like hey, you know, whatdo you like about my content
right now?
What do you don't like about mycontent right now?
Be brutally honest with me,like nothing.
Like don't worry about hurtingmy feelings, because my feelings
don't get hurt, you know, justbe honest with what you think
about my content and they'lltell you.
You know, and the funny part islike a lot of times it will be
(16:06):
met with nothing but praise, butyou will get a few insights
that that kind of you know, kindof lets you in on you know
things, that that you're notdoing right or that you could be
doing better.
Speaker 1 (16:18):
Yeah, and maybe ask a little bit deeper too.
You like everything I do, areyou sure?
Speaker 2 (16:23):
Yeah, I did a pitch video.
I did a pitch video that I planon running sponsored ads around
out in a neighborhood out inMississippi and I like going on
the Facebook groups like thehardcore door to door guys and
I'll say, hey, roast this, Letme know everything that's wrong
with it.
Speaker 1 (16:41):
Right and people sit there and say like hey, I love
this Like the pitch.
Speaker 2 (16:45):
The delivery was great.
Or they'll say hey, you'respeaking entirely way too fast,
the intro was way too long.
That's insight that willultimately help me build down
the road.
And could they be right?
Speaker 1 (16:57):
Could they be wrong.
Speaker 2 (16:58):
Either way, that's their thoughts and that's what
we have to be conscious of ascreators.
Speaker 1 (17:05):
That's an interesting thing, that's a mindset shift
right there.
Instead of being frustratedwith the negative feedback that
you get, because if you goonline, I promise you you're
going to get some negativefeedback Like it's going to be,
there's going to be, it's goingto happen, and I love that
you're going out andintentionally creating a
(17:25):
negative feedback, like, hey,give me some.
Not that it's all negative, butlike you're okay with negative
feedback.
Oh, you're talking too fast, oh, okay.
Well, let me let me take thatRight.
Like you're.
You're actually creating afeedback loop for yourself to
learn from the negative feedback, where a lot of people will get
(17:47):
very frustrated with thenegative feedback and and make
seeing people quit altogetherbecause they're like I don't
even want to.
I don't even want that in mylife, right.
Speaker 2 (17:58):
Yeah, and the funny part about it is like if you ask
them for the feedback a lot oftimes, there'll be a lot nicer,
you know.
Speaker 1 (18:05):
That's right.
Yeah, so that's right, man, Ithink that being relatable,
though right Like, how do you,how do you feel that that being
relatable?
Because it has built that, thattrust in becoming more of an
influencer than just a contentcreator always been for me.
Speaker 2 (18:32):
It's like what you see is what you get.
You know, I don't really havethat filter, you know, which
kind of hurts me in somesituations.
Like you know, I had a biginterview a while back and and I
didn't even realize it wasreally an interview, you know,
and I kind of you know once thatI kind of walked it through.
I went to a marketing meetupthe next night and I was talking
it through with one of theladies and she's like that was
an interview.
Speaker 1 (18:51):
You know, and she's like you, don't know how to
interview.
Speaker 2 (18:53):
And I'm like, no, I've been working at
Masterproofing for 10 years, youknow like what.
And either way, like if resultsare results, that's my whole
thing.
It's like either it works or itdoesn't work.
And so for me, when I'm talkingto someone getting on to the I,
I, if you ask me for my opinion, I'm going to give it to you
(19:13):
110%, you know, because I wantyou to grow, I want you to get
better, and it's, it's awesomebecause you get to see that
growth.
But when you're brutally honestwith people and say, hey,
listen, this is what you do toget better.
I have this one guy out inCleveland having a Lawrence,
that's what his name was, buthe's a handyman contractor and
(19:37):
we first met this guy had a carthat was broken down, you know,
and he couldn't get to workevery day and you know.
But he was just so into what Ihad going on and, you know,
constantly asking me forquestions on claims and this and
that, and I just sat him down.
I'm like, hey, listen, this iswhat you do.
Right?
This is how you win a statefarm claim by doing a repair
(19:59):
attempt.
This is the argument I will putforward.
Here's the email that I sentrecently that won me one right.
And he did it went out, did therepair attempt, ended up
getting the roof and he's threwthe roof about it, just losing
his mind.
And I said, now that you hadsome success, let me tell what
you do next.
Right, you go to theseapartment complexes.
(20:20):
If you're a handyman, go tothese apartment complexes, say,
hey, listen, I'll give you agreat stellar deal on fixing
these roofs that are in badshape, you know, and so slowly I
started working with him andyou know he got better.
You know he started workingwith real estate agents and
people that were flippingproperties and the next thing,
(20:41):
you know, the guy's buying a newtruck.
You know he has his life on theright track and he got better.
And so that's my whole thing isnever.
I don't want anyone tosugarcoat it for me, and I feel
the same way if I'm talking tosomeone else.
It's like I'm going to give youmy honest opinions, whether
it's on a podcast or whetherit's somewhere else, and I want
the same thing in return, that'sright, yeah, because it's all.
Speaker 1 (21:04):
It's all lessons, for it's all lessons, man.
And like, if you just take itas a lesson, like there's no one
, that is, that is at thepinnacle of it.
You know what I mean.
Speaker 2 (21:15):
Like, yeah, you can always get better, and that's
like I may be an influencer,quote-unquote online, but in my
household I am just, you know,in the family business I am grew
, you know, and so, like myfather could, he could be done
with all of it tomorrow, hewould be perfectly fine with it.
You know, like I'll neverforget, I went out to the
(21:37):
International Roofing Expo lastyear and he was giving me grief
about going.
You know he's like why do yougo?
He's like I'm like well, dad, Ihave, you know, 60, 100 people
come up to me and further myrelationships with them.
I get to have conversationswith other contractors, experts
in the industry, and he's likewell, don't you think that
people on stage, if they couldrun a $7 million roofing company
(22:00):
, probably wouldn't?
they do it, you know like.
Speaker 1 (22:04):
Wouldn't they rather do that?
Speaker 2 (22:05):
He's like I'm a half owner of this company.
I would much rather do thatthan get up and speak on stage,
you know.
So you know, why do you sithere and put yourself like go
out and sell roots, you know.
So everything is very frank ona individual basis with my
family company and what we do,and so yeah, so that's kind of
(22:28):
it's worked out very well for us.
So I try to do that witheveryone I interact.
Speaker 1 (22:33):
But there's a lot of opportunity that happens and
that's where, for him, it's notan opportunity that he that he's
interested in.
Right, which is fine, right,not everyone that you know.
It reminds me of a book that Iread years ago, and it's it.
Was it talked about the peopleonline?
1% are creators, 9% arecontributors.
(22:57):
Those are the people that areliking and commenting and
interacting with you.
90% of people are just lurkers.
So it's not, and, to that point, there's not a lot of people
that want to do the contentcreation.
There's not a lot of peoplethat, and maybe some of them
want to, but they don't executeon it, right.
There's not a lot of peoplethat'll go out to the events and
speak on stage and do it Likeit's just, it's a.
(23:20):
It's a different thing, butit's okay.
How have you kept your personalbrand kind of separate from the
from from master's roofing, butalso together with it, like,
how have you balanced that?
Speaker 2 (23:36):
I think just the individual interactions.
You know when, when, when thebrands that I work with come
into town, they speak with me.
They don't speak with master,they don't.
My father's not in the roomwith me, you know.
So, on individual interactions,I just always make sure that
you know.
People know that I'm the.
I don't want to sit there andsay I'm the face of
masterproofing, but people knowthat, that I'm the guy that
(23:57):
represents what we do here.
You know, and you're still onlyseeing a percentage of what we
do.
You know most of the jobs I'mfilming each and every day
unless it's something crazy aremy jobs.
Rarely do I go out to someoneelse's job other than mine.
So what I document around iswhat I do each and every day.
So I think people see that, butthey just know that it's a part
(24:19):
of a bigger scheme that we'vegot going on here in Memphis.
Speaker 1 (24:25):
So you said something there that I want the audience
to understand.
You said when brands I workwith come to town and this is
where I think now why I'vedifferentiated you as an
influencer versus a contentcreator right, explain what you
mean by when.
What brands are coming to townto meet with Andrew?
Right, like what are youtalking about, andrew?
(24:48):
Like people listening are likedon't you sell roofs?
What do you mean?
Brands?
Speaker 2 (24:52):
Yeah, so I never really saw this until recently.
But I had a few brands reachout to me and say, hey, listen,
you know I have this product.
I think it's going torevolutionize the industry.
And I decided to look intothose brands and say, ok, do I
think it's something my audiencecould get value out of?
Does it think it?
Is it a product that I coulduse each and every day and you
(25:14):
know, and put my name behind?
Once that they came in andpresented to me and we worked
out a deal, I kind of said youknow what?
This is kind of something thatwe want to do, you know, and so
getting people on board withthat, as far as my father and
everything else, was a littlebit challenging at first.
Ultimately, people see thebrand that I've built online and
(25:38):
they know that I do the contentproductions, whether it's a
drone video or whether it'sgoing through a product.
I think people get value out ofthat.
I've been able to not only sellroost each and every day, but
also get paid by the brands I'mrepresenting to put on the
product.
Now, unfortunately, I alwaysthought that I could get a deal
(25:59):
with like a GAF or Owens Corningright, but they're big already,
you know.
So they got their own thingsgoing on and they're more
worried and I've had thosemeetings but they're so
corporate that they're lookingfor any little thing not to have
you represent their brand,whereas the smaller guys are
just like, hey, I love yourstuff and a lot of times they're
(26:21):
fans before I even you knowthey're fans of the content
before I even talk about theproducts.
You know, those are the peoplethat really want.
They just want eyeballs ontheir products and they're a fan
of the content to begin with.
And then, when we worked outthose deals, I said you know
what?
It's kind of cool One.
These are awesome products thatI think are game changers.
(26:42):
But also it's helping the momand pops of the industry.
You know the people that don'tnecessarily have millions and
millions of dollars to flood themarket and just put money
behind things to get thingsgoing for them.
And the results have been great.
You know, I think they're happywith what I'm doing.
You know they sold out.
Both products have sold outneon nails when we initially
(27:05):
launched many this was two,three years ago.
I mean that's been a projectthat's been many years in the
making.
But we put the information outthere initially and within 48
hours they were completely soldout of their stock.
And then same thing with RoofI-Bits.
Like you know, we have severalcontractors that are lifetime
customers now because they seethe benefits of the Roof I-Bit
(27:26):
product.
Speaker 1 (27:32):
Yeah, it's an evolution and I wanted, I wanted
people to understand thisbecause, like, when you start
doing the content creation, Iwould say, do it for your
business, right, or for yoursales, for it to to generate,
you know, a presence in themarketplace, that in the market
that you're in, and and then Ifeel like your evolution started
there.
Right, let's, let's gethomeowners to buy.
Let me show people I, let meshow people I'm a trusted
(27:53):
individual, I know my stuff andthat I can help you with your
roof.
And that evolved to wow, man,there's industry folks that I'm
helping along the way andthey're catching on and stuff.
And now there's this next levelof things.
It's like there's the branddeals, that, that that you've
accomplished in it.
(28:14):
It's like, oh, wow, that this isa whole, a whole nother aspect
of this that that most peoplewould never even think of, right
, and I really want people tounderstand that.
That it's not, man, this, thiscan lead to much more.
Putting yourself out there,picking out, taking out the
(28:34):
camera, picking up the phone,start, start talking into it 10
years from now, leads to a wholedifferent there.
You know, if you do itconsistently and with intention,
right, I think you do.
It's not that you don't do itwith intention.
You're you intention.
The content that you create isnow more.
It has become probably more andmore intentional in the way
(28:54):
that you do it, and more andmore professional, and, and and
with higher production value andall the little things.
But.
But it's crazy where thesethings can go Right, like I
think that's a good point tobring up.
Speaker 2 (29:08):
but the secret sauce there, right, and what you said
right is that a lot of people inour industry whether they're
trying to sell roofs or doingwhat I'm doing with the brand
deals and stuff and how it'skind of evolved the secret sauce
for me has always been takingit from hey, my name's Andrew.
Now we're with Massive Roofing.
I need you to buy a roof for me, right To.
(29:29):
Okay, here's what we're doingtoday.
We're addressing this deadvalue on the front, right-hand
side of the house and we'regoing to use this TPO product,
right, and this is how the TPOproduct works.
So, being able to break downand understand that is not only
what you're trying to accomplish, but how you accomplish it is
what differentiates you from themarket.
(29:53):
There we go.
That's the word I was lookingfor.
Speaker 1 (29:56):
Yeah, so that's what it is, it does, and it shows
your that you have a higherlevel of knowledge and and, and
people want to work with peoplewho they trust Right, and that's
that that I think that thatshowing your expertise is is is
you know, helping that, thattrust Right, and that's that
that I think that that showingyour expertise is is is you know
, helping that, that trust.
But the other parts of that isknow you, like you right, like,
(30:21):
and if no one knows you, this isa way for people to get to know
you Like.
Social media has been a way forpeople to get to know you.
And then you know they're likeI, like Andrew, I mean those 60
people that walk up to you at aroofing show.
You know it's like wow, theylike Andrew, they might have
only seen your videos, but theylike you and they trust you and
(30:43):
now you know.
So it really to me the contentcreation strategies that work
well for people.
It really follows that core,that same core thing, right,
it's just the know you, like you, trust you.
It just works very, very well.
Mm-hmm, what have been some?
(31:05):
I think a lot of peoplestruggle with getting audience
engagement right.
What things have you done tohelp with and increase your
audience engagement?
Speaker 2 (31:17):
Yeah, so I think the biggest thing is just having
conversations, which is stillthe one thing that I see
neglected more than anything.
It's like people do not want totalk to people, whether it's in
their comments section or intheir direct messages.
And I mean, I've had experts,I've reached out into the
industry, you know, like just ondifferent things, and I'm sure
they're busy, you know, and Iget it, you know.
(31:38):
but it's like when you're lefton rev for an hour, you know, or
two hours or or the whole day,and then it's like three days
later they get back to you andsay two hours or the whole day
and then it's like three dayslater they get back to you and
say, oh sorry, I've just beenbusy, it's like I get it, but
you know, just making sure thatyou always get back and you're
always willing to have thosegenuine conversations.
You know you got to givesomething away, not necessarily
(32:01):
for free, but you want to givesomething of value to people.
You know that people can takeaway of.
And if you're in a position towhere you can sit there and help
people through the processesthey're going through, like I am
, it takes, you know, 30 minutesto respond to someone in my
direct messages, you know, and alot of these comments or
questions that I get arerepetitive.
(32:23):
You know, it's just one of thosethings that you know, I hear
over and over again and I knowwhat works.
You know, it's just one ofthose things that you know, I
hear over and over again and Iknow what works.
So I go in and I fix theproblem, you know.
But being able to have thoseconversations is the most
important part.
Speaker 1 (32:34):
Yeah, I love that response time.
Yes, right, I think of from amarketing perspective.
I want to communicate withpeople where they want to be
communicated with, right.
So if they pick up the phone,that's fine with me.
If they fill out a form on mywebsite, that's fine with me.
(32:55):
If they want to chat with me onmy website, that's fine with me
.
If they want to send me amessage on Facebook or Instagram
, that's fine with me.
That's the way that they'rechoosing to communicate with me.
So I think that that's great.
But then what I hadn't thoughtof is what's your response time
on your Instagram messages?
Speaker 2 (33:12):
right On your Instagram.
Speaker 1 (33:13):
DM.
What's your response time onyour Facebook messages?
It's something that I hadn'treally considered, but I
definitely consider that on the,you know somebody fills out a
form on your website.
Boy, you better be on that.
You got, you know, minutes,minutes.
This has to be done in minutes,so I love that you take it
there right, like yeah and.
I'm getting back to peoplequickly and that response time
(33:37):
creates that loop in there.
I wonder how much the algorithmlikes that.
Oh, yeah, yeah.
I think a while back I meanthis was probably a year and a
half ago they said that theywere going to start measuring
response times.
Speaker 2 (33:50):
Yeah, you know two direct messages and if you're
having those intimateconversations.
Yeah, so one of the biggestmetrics, biggest metrics right
now is as far as the algorithmand what it favors is whether
the algorithm, whether whetheryour content is being shared or
not.
Right, you know being shared,whether it's in direct, private
(34:12):
messages or if it's being sharedto stories.
So that's what no longer iscomments, good enough, or likes,
you know now it's more iswhether it's being shared or not
.
So that's something to be awareof too.
Speaker 1 (34:25):
Yeah, I think that really it's.
You know, I refer to it as thetick tockification of platforms.
Right, it's the, it's the movefrom, from a connection based
algorithm to an interest basedalgorithm.
And and what a way to show thatit is an interesting piece of
content to share it with someoneelse.
Right, like that would be a bigindicator that this has value,
(34:49):
this has value.
Check it out right, like that.
You know.
It's like you know, from an SEOperspective, it's backlinks.
If people are linking to yourwebsite, it's telling Google
well, this is a good way.
Like there's something valuableon this website.
It crosses over there.
What are some other metrics youlook at when you're figuring
out if something is good or ifsomething sucks?
(35:10):
Watch time.
Speaker 2 (35:12):
Watch time is the most important metric there is
whether it's being consumed ornot and whether people are
watching it, and a lot of timesif you have a, let's put it into
perspective here.
So if you have a 45 secondvideo, you know a good watch
time is between 20 to 30 seconds, you know.
And if you get 20 to 30 secondson that video that people are
(35:35):
consuming, that then you'll getto.
You know, 25,000, 50,000 people, you know because it's being
engaged.
But if that same video onlygets six to eight, 12 seconds
worth of watch time, it's notgoing to perform well, you're
only going to get 2000 views.
Speaker 1 (35:51):
So what do you think that like?
Is it a percentage basis, like50% watch time or greater, or
30% watch time or greater?
Like because the videos aregoing to vary in length?
Or does it like, let's say, youhave a four minute video, is it
the first minute that matters?
Have you found a video?
Speaker 2 (36:11):
What are your just to ?
Speaker 1 (36:12):
go deeper right.
Speaker 2 (36:13):
Especially with like Instagram, tiktok, facebook.
Shorter videos are favoredwithin the algorithm right, so
anything under 60 seconds isautomatically going to do well.
Speaker 1 (36:23):
If I do, if I do a reel, that goes to 90 seconds,
right.
Speaker 2 (36:27):
I just know, inherently, that's going to get
less views than if it's under aminute or if it's under.
If I can keep it to 30 to 45seconds, especially if I'm
talking in it, right, whichthat's hard to do.
I mean, talk about.
Something that's difficult todo is be able to get that
information out in a shortperiod of time and for it to be
(36:47):
good enough to people to be notswiped right through it.
You know, but it's kind of likeone of those things where you
know the length of the video,especially with YouTube, all
these other algorithms, thelonger they are, you have to be
able to keep someone's attentionthrough it.
So, if you're only seeing aminute watch time on a and
that's one thing that I had anissue with with a podcast that I
(37:09):
was doing was like, hey, listen, you got a 30, 45 minute
podcast.
People are only listening tofive, 10 minutes of it, you know
.
And it's like, oh man, they'remissing all the good stuff, you
know.
So what do I do?
Put all the good stuff at thebeginning.
Well, that's not authentic tome, like you know, like I just
want to be able to go out thereand speak.
I don't know why I can sitthere and, on the other hand,
(37:32):
when it comes to Instagram andFacebook, I can sit there and
make that adjustment, but in along form conversation, I just
feel like you should be able totalk.
Speaker 1 (37:41):
Yeah.
Speaker 2 (37:42):
But yeah, if you have a longer form video, obviously
the closer it is to fully beingwatched, the better.
You know, but it's a yeah, it'sa percentage Like I said I, if
I have a 15 second video andit's getting 12 seconds of it's
getting watched, usually thatvideo performs really well.
So the greater the watch time,the better it will perform.
Speaker 1 (38:05):
Yeah, and that's that that essentially.
Again, we're just thinking like, thinking like the algorithm
would think.
Well, that means that this is athis is a good piece of content
right, like valuable piece ofcontent.
It's the way for a computer toknow if it's good or not.
Would someone enjoy this?
(38:26):
And so now I think you told melike you're getting, you get
like five to 20,000 views avideo.
And how long do you ever takevideos down that aren't
performing well to redo them,stick back up?
You just stick it up there andlet it go.
It is what it is.
Yeah, I heard of people doingthat Sometimes they'll take
(38:46):
something down and they'll putit back up, and sometimes it
goes, it does better, and I'mlike I don't know, and that's
true, like there's.
Speaker 2 (38:52):
There's a couple of videos Like I thought about
taking down a reposting.
Like I have this video whereI'm I'm stomping on Vince,
promoting a product, roof I Um,and so you know that one didn't
perform all that well and I onlygot, uh, 2000 views, you know,
somewhere around there, and Ifelt like it was too good of a
(39:15):
video to not perform well.
Like it's one of those videoswhere I was shocked that it
didn't do well and I thoughtabout taking it down.
But then I was like, you know,like my whole purpose and what I
do is to be authentic and showwhat it's like being a creator
in the roofing industry, youknow.
So, whether it performs well,whether it doesn't perform well,
either way, I'm going to postit, you know, you know, and so I
(39:36):
can make another video that'sin the same realm, you know,
maybe change a few thingsdifferently and address certain
things that I think to myselfbecause that's one thing that I
always do do is that if a videodoesn't perform well, I sit
there and ask myself why didn'tthis perform well?
You know, and if you answerthat question, you can always
(39:57):
try it out in the next videothat you do.
Maybe you might do a video inthe same style, but change the
things that you didn't like orwhat you feel was the reason why
you didn't get the responsethat you wanted out of that
video.
Right, I can do a same themedvideo and change those things
and see how it performs.
Now maybe it might do better,maybe it does the same.
Maybe it was just a crappy ideato begin with.
Speaker 1 (40:20):
We all have those.
You know, and that's what Ithink we got to.
Everyone has to give themselvessome grace in that right.
Like man, give it a shot, testit out, see what happens.
If you were going to start overtoday, what would you do
differently?
That's a tough one.
Speaker 2 (40:36):
I mean, I would definitely focus more earlier in
my career on understandingvideo in depth and understanding
the editing processes.
Right, I do all the editingmyself.
I don't outsource any of it, soI like being at the helm of it
and I understand my editing appsvery well.
I create all the content onsite myself and I break it down
(41:00):
and I do everything myself, andthat's kind of cool because it
doesn't cost me anything, right,if I'm a new roofing company
starting today, that's where Istart, because I want to be able
to have the ability to createcontent at scale in my own hands
, and so that's kind of the coolthing.
And probably the reason whyI've been so successful over a
long period of time with it isbecause I haven't had to sit
(41:22):
there and outsource and pay forit, which that goes.
That's the exact opposite ofwhat the industry recommends.
You know, industry recommendshey, have a camera guy come out
Monday, wednesday, friday, film,have your stuff prepared before
you, and that's cool.
And especially if you're abusiness owner right, if you own
a roofing company that's a lotmore feasible.
(41:42):
But for someone like me, that'sthe heir to the throne rather
than the head of the throne, youknow, you know, I had to be
very smart and just be veryconscious of how much money I
spent on this adventure over theyears, and what I kind of found
is that, by not having amarketing budget right that was
(42:04):
set out for me and saying, hey,this is what we're going to
allocate to it, towards itAcquired these skills that
allowed me to create content onthe spot.
So the other night we're havinga Christmas party and there's
this magician there and this guydoes it as a side hustle and
I'm sitting there talking andhe's one of the nicest guys you
know, just started going tochurch.
I has this amazing story abouthow he turned his life around
(42:28):
and he has a full time job andhe has two side gigs as a rapper
and as a magician and he startsdoing these car tricks and it's
just blowing my mind, right.
I said, you know what?
I'm putting it on the ground,right, so I pull out my phone, I
do the video, I post it.
It gets 30,000 views.
The guy goes crazy about it,you know.
(42:49):
And it's like to be able to havethat power in your hands at all
times, whether I'm going to aroofing expo or whether I'm on
site creating content each andevery day.
It's extremely cost-effectivefor me to create content,
because it doesn't cost me asingle penny to do it, you know.
Speaker 1 (43:06):
That's awesome, man.
All it costs is time.
That's right.
It's time.
Put in the time, you'll reapthe rewards.
This has been an Appreciateyour time today, man.
This has been another episodeof the Roofing Success Podcast.
Thank you for tuning into theRoofing Success Podcast For more
valuable content, visitroofingsuccesspodcastcom.
While there, check out oursponsors for exclusive offers,
(43:30):
shop for merchandise and sign upfor our newsletter for industry
updates and tips.
Also join the Roofing SuccessFacebook group to connect with
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If you enjoyed this episode,please subscribe, like, share
and leave a comment.
Your support helps us continueto bring you top industry
(43:51):
insights.
The website link is in thedescription.
Thanks for listening.
What happens when a second generation roofer decides
to turn his daily grind into asocial media phenomenon.
In this episode, we chat withAndrew Ittenauer about his
journey from traditional salesto becoming an industry
influencer, leveraging contentto connect with homeowners and
roofers alike.
Andrew Ittenauer is adecade-long roofing expert who
(00:21):
started by showcasing hisfamily's company work on social
media and ended up building acommunity of engaged followers.
His innovative content strategyhas helped him land clients and
inspire others in the roofingindustry.
What sets Andrew apart is hisgenuine passion for educating
others while constantly refininghis craft, whether it's helping
(00:43):
homeowners navigate insuranceclaims or mentoring new roofers.
Get ready to learn how toleverage social media to amplify
your business and influence.
Let's dive in with AndrewIttenauer.
Welcome to the Roofing SuccessPodcast.
I'm Jim Alleyne and I'm here tobring you insights from top
leaders in the roofing industryto help you grow and scale your
(01:04):
roofing business.
Andrew Ittenauer, welcome back,man.
How are you Good?
How are you doing?
Jim Appreciate?
Speaker 2 (01:11):
you having me back on .
It's been a minute.
Speaker 1 (01:14):
It has.
Man, I love your journey, Ilove chatting with you, so I
wanted to have you back on,because I love the progression
of things.
I really love seeing peoplethat put in the work and get an
outcome on the other side right,and then go man, I'm getting
(01:34):
some good results there.
Let's go in a little more,let's dig in a little more.
Let's continue this evolution.
So I want the audience first tohear your story.
What we're going to talk abouttoday is becoming an influencer
right From going from contentcreation to being an influencer.
So I want people to hear yourstory and your journey.
Speaker 2 (01:56):
Yeah, definitely so to kind of speed everything up a
little bit.
You know I've been sellingRoost for the past 10 years.
July 14th was my 10th yearanniversary selling roost for
Master Proofing and during thattime, about the third or fourth
year into selling roost, it gotkind of to the point where I was
really good at selling roost.
I was doing really well.
But as far as keepingentertained with what I was
(02:18):
doing and kind of going throughthe motions each and every day,
roofing sales just kind of got alittle bit kind of boring for
me.
And so you know I it's myfather's company, so I have an
obligation to be here.
You know, it's not the normalthing where people can say, hey,
I just want to switch up and dosomething else, and we were
going through at that time, backin 2017, we were going through
(02:39):
some growing pains as well, andone of the things I was told my
father is that if I could showpeople what we do each and every
day, I feel like even if therewas a price difference, people
would do business with us eachand every time, and so that is
what started the wheels turningin my head as far as getting on
social, and I started my journeyon social media back in 2017.
(03:01):
What I love about my content isthat you can go back to that
time and you can actually seehow humble of a beginning it was
when I started.
And you know, what's funny isthat you always think you're
producing your best content, butlooking back, I mean I can even
go back four or five years.
It wasn't the best stuff that,that I thought it was
revolutionary at the time, butit really wasn't up to par to
(03:23):
what I'm doing today.
Speaker 1 (03:24):
You are, though.
You're producing the bestcontent with your skillset at
the time right.
Speaker 2 (03:30):
Yes, yep, and just over time, it's like I've always
enjoyed documenting around theroofing process and talking
about selling roofs, becausewhen I first started in sales,
there was no one really to guideme other than my brother, who
was the general manager at thetime, and he left back in 2018
to start off his own consultingbusiness, and now he owns his
(03:52):
own exterior company.
They're one of the top 25 hardyinstallers in the United States,
does very well for himself, butwhen he left, there was kind of
a void there, because my fatherhe's a very stern individual,
you know, and he's more abouthey, listen, go out, do what you
do, perform at a high level andmake money, you know, and for
(04:12):
me, it was just always a littlebit more than that, you know.
Uh, I always needed something tofeed off of, and so social um
became my way of pouring intothe roofing community, uh, being
able to help other people ontheir journeys, you know,
selling roofs or, if they're inthe roofing industry, owning
their own roofing company.
Because I have so many mentors,from roofing salesmen to my
(04:35):
father, who's the owner of thecompany, to my brother.
I kind of get to see the insand outs of the business at
every stage.
And so I have people till thisday that come to me, you know,
and I'll have the 30 minutephone call, the 45 minute phone
call, where we're either walkingthrough a claim that they're
having a hard time gettingapproved through State Farm or
and you know, we'll go throughthe systems and processes that I
(04:57):
have in place to ultimately beable to help them in whatever
difficulty they're having,whether it's an insurance claim
or whether they're dealing withissues with a sales rep and how
to kind of navigate, that I cankind of help them in their
journey.
And that's always what I wantedwhen I first started.
And so over time I think thatgenuineness and being able to go
(05:19):
ahead and put that out therefor people and document it
around what I do each and everyday, not only does it give you
kind of validity when you'vebeen doing it for as long as I
have, but also you know peopleunderstand that I'm always there
for them and that has justbuilt up a community to where,
even though the algorithm as awhole has been much more
difficult to deal with recently,I'm still blessed enough to
(05:43):
still be able to get to peopleand stay relevant because the
community is there.
So pouring into the communityover time has just kind of built
the community that I have now,and it's kind of been life
changing over the past six toeight months.
Speaker 1 (05:57):
Yeah, I remember in one of our maybe it was a couple
of years ago in one of ourfirst conversations it was you
had become surprised at theamount of followers.
Instagram was your platform.
That was your thing, instagram,and it probably still is.
(06:17):
I'm assuming there was a pointin time and I remember a
conversation with you and wewere talking you were very
surprised at the amount ofroofing industry people that
started following your contentbecause the content was being
created for more, for thehomeowner right.
Speaker 2 (06:35):
Yes, yeah, and yeah, that's kind of when I kind of
got hit to understanding howengagement works, right, and we
all have what's called a baseengagement, right, and that
dictates how your contentperforms as a whole, right?
So the amount of people and thething that's crazy about the
algorithm now is that it'sgotten more simpler for us as
(06:55):
creators.
There's no longer hacks orusing a certain audio or you
know different little thingsthat you can do that will
skyrocket your views, right, andgetting you in front of more
people.
Now it's just you post andeither it's good or it sucks.
One of the two and the peopleengaging with it will let you
(07:16):
know that.
You know, like the algorithm isso good at dictating whether a
post will perform or not, you'llknow by the end of the day
whether that's a good post ornot.
And so the funny thing is backin 2000, I think 19 is when a
lot of the growth came in, rightbefore the pandemic, and then
throughout the pandemic, I had atremendous amount of growth in
that time period.
(07:36):
One, because I think I was oneof the only roofers out there
that was actually sellingthrough the pandemic, so I did a
lot of content around that andand kind of let people know once
again, going back and pouringinto the community, a lot of
people reaching out and saying,hey, listen, you know we're
going in through this pandemic.
We can't go out and work.
How are you navigating thatprocess?
(07:58):
You know, at that time I wasdoing a lot of virtual phone
calls with homeowners.
You know, signing them up thatway, going out to their house
and sitting on the back patiopicking out sheet of colors.
So I feel like a lot of peoplereached out for advice back then
.
I just poured into those peopleand were just honest and
genuine with them and that justkind of I started seeing the
contractors come in and followat that point in time and my
(08:21):
numbers started to jump and Isaid, ok, I can sit there and
target homeowners Right, whichthat's ultimately what I want.
I want more jobs out of this.
But how do I get to morehomeowners?
Well, if I have more peopleengaging with my content
organically, then ultimatelyit'll get me in front of more
people, which means thatpotentially there's some
(08:42):
homeowners in there that neednew roofs.
Which means that potentiallythere's some homeowners in there
that need new roofs.
So it's like, okay, how about Istart making content that not
only homeowners can get valueout of but also people in the
industry can get value out of,and then also, you know people
that are home enthusiasts right,the HGTV mothers of the world
can get value out of, and sothat's when I started making
(09:04):
content that kind of hopefullygets to all of them in a certain
way.
Obviously, I want people to dobusiness with me and I have a
lot of people that Sue Hall is arecent one that I just did a
four square roof out inCollierville, where she actually
found me on Instagram and shewas having a hard time with.
State Farm Saw a video aroundwhere I was talking about how I
(09:27):
was having an issue with a.
It was a three-tap shingle thatwasn't matching or maintaining a
uniformed appearance.
State Farm ended up saying thatit was a charcoal shingle that
was on the roof and saying thatwe had to do a repair attempt
with it.
But it was a gray shingle thatwas on the roof.
So I was pointing out thehilarious aspect of like I'm out
(09:50):
here doing a repair attemptwith a shingle that they
identified as black, but it'sactually gray and I'm doing the
repair attempt and thathomeowner still didn't get a new
roof after that, and so she washaving difficulty with State
Farm at that time, and so Iended up getting her a new roof
that way.
But she found me on Instagramand so I still get customers
(10:11):
that come up from Instagram.
But the thought process when itcomes into the content is I
want to make content that onethat's entertaining, that people
want to watch but also they canlearn and get something out of,
whether they're a homeowner, aroofing contractor or a home
enthusiast.
Speaker 1 (10:29):
Yeah, that's a great intention behind your content,
right?
And did it take you a while todevelop that intention?
Or was that like something thatjust came natural?
Or in the beginning days didyou just kind of hope for the
best, put stuff out and hope forthe best.
Now you've kind of refined thatover time.
Speaker 2 (10:47):
I think a lot of the times when I was going through
content creation at thebeginning of it, I was looking
for hacks and looking for waysthat I could leverage the
algorithm to get to more people,and then now it's just to a
point where the content has tobe great.
There's no way around it, andit can't be one dimensional
(11:08):
either.
So that's the big issue with alot of the especially the
experts in the industry that Ifeel like they fall into a rut
where the content is just thesame thing that they're putting
out each and every day.
The information might bedifferent, but the content you
know, the pitches, the deliveryit's all one dimensional.
And at some point in time,people want to see something
else, a different view, adifferent lens.
(11:31):
They want to see it from adifferent point of view, and so
for me it's like, ok, I can sithere and have these things that
I know will perform well.
You know I can, I can documentin a certain way that you know,
whether it's my drone videos oror on site shooting, I know
these things work, and sometimesI'm even creating for myself,
(11:52):
right?
You know, I'm not even worriedabout what, what I'm getting off
of it, it's just I'm having fun, but I try to make it fun,
enjoyable for me and then alsobe like aware that at some point
in time, people want value outof what I'm doing too.
You know, I can't just sit hereand do what I want to do all day
, like there.
(12:12):
There are questions that comeinto my direct messages, there
are comments that I see wherepeople are saying, hey, please
elaborate on this.
Or I loved the fact that youbroke down the shingle collar
and gave me two roof Iventproducts, that two different
color Ivent products that I cango out and purchase, and I know
that's going to look goodbecause you gave me that
information.
(12:33):
And can you do a series on that?
So you know, I think beingaware of what you're, having,
that dialogue with people firstof all with your community and
then also coming up with tacticsand different ways that you can
navigate and just beingcreative, will ultimately get
you to the point where you'reable to create content that's
engaging.
Speaker 1 (12:52):
Yeah, that relatable, engaging, educational.
Give me more thoughts on that.
What you had said.
Like a lot of times people getcaught in it maybe and I'm
paraphrasing here but get caughtin a loop of kind of doing the
same thing over and over againand maybe that gets boring to an
audience versus like what doyou, you know, go into more of
that?
Speaker 2 (13:11):
that's an interesting one yeah, and I say this
because, like, I study theindustry as much as I, I am
active in it, right, and Igenuinely love going on and
listening to people talk about.
You know, some of my favoritecreators of John Cenac, you know
, love his stuff Adam, of course, dimitri, of course, right.
But even when I'm going on andI'm listening to those guys,
(13:35):
right, if I'm at home and I'mdoing creative stuff on my iPad
and I'm editing for the day, alot of times I'll have a podcast
on in the background, or theroofing news or whatever the
case is, and it's great content.
You know, the production valueis high.
Everything resonates, right.
But the problem is is like whenyou're only seeing that you know
(13:56):
, rather than behind the scenesor you know something else
that's outside of what they'redoing, it just gets repetitive
and at some point in time it'slike, okay, I need something
else in the loop.
So you go and find differentpieces of content.
So the way I study content is Istudied it as a consumer too,
you know.
So I'll go on Instagram and Ithink we talked about this
(14:18):
before where I'll scroll throughand I'll just kind of
understand what, what is beingfavored by the algorithm and why
it is.
You know.
A lot of times that will leadto technical hacks that you can
do, but more importantly, itjust lets you know, gives you a
pulse on what, what, what isresonating with people as a
whole on these platforms.
Speaker 1 (14:40):
You know, from a marketing perspective and you
know understanding and some ofthe coaching that I've had like
from from YouTube experts andthings like that it's really
defining your avatar of whoyou're speaking to and just keep
speaking to that one person.
But what and maybe I'm wronghere, but you're kind of you're
speaking to multiple avatars.
(15:01):
Yes, yeah, and I think that'sit.
Speaker 2 (15:03):
I think that's right, building out one avatar, right.
And then you know, like oncethat you find a successful way
to communicate with that oneavatar, right.
Then it's like, okay, who's thesecond avatar?
You know who's the other personthat's viewing my content and
then once you find a way tospeak to that person, then you
speak to the next one, you know.
And the good thing is, when youhave an open dialogue, which is
(15:24):
one of the things that I thinkstill to this day, people don't
comment enough on their posts,they don't interact with their
audiences enough.
You know, the good thing is likethe way I communicate with
people and how open I am tohaving conversations.
People will tell me what theywant and I'll ask some of my
closest friends, like I got aguy that flies drones out in New
(15:45):
Mexico.
I'd be like hey, you know, whatdo you like about my content
right now?
What do you don't like about mycontent right now?
Be brutally honest with me,like nothing.
Like don't worry about hurtingmy feelings, because my feelings
don't get hurt, you know, justbe honest with what you think
about my content and they'lltell you.
You know, and the funny part islike a lot of times it will be
(16:06):
met with nothing but praise, butyou will get a few insights
that that kind of you know, kindof lets you in on you know
things, that that you're notdoing right or that you could be
doing better.
Speaker 1 (16:18):
Yeah, and maybe ask a little bit deeper too.
You like everything I do, areyou sure?
Speaker 2 (16:23):
Yeah, I did a pitch video.
I did a pitch video that I planon running sponsored ads around
out in a neighborhood out inMississippi and I like going on
the Facebook groups like thehardcore door to door guys and
I'll say, hey, roast this, Letme know everything that's wrong
with it.
Speaker 1 (16:41):
Right and people sit there and say like hey, I love
this Like the pitch.
Speaker 2 (16:45):
The delivery was great.
Or they'll say hey, you'respeaking entirely way too fast,
the intro was way too long.
That's insight that willultimately help me build down
the road.
And could they be right?
Speaker 1 (16:57):
Could they be wrong.
Speaker 2 (16:58):
Either way, that's their thoughts and that's what
we have to be conscious of ascreators.
Speaker 1 (17:05):
That's an interesting thing, that's a mindset shift
right there.
Instead of being frustratedwith the negative feedback that
you get, because if you goonline, I promise you you're
going to get some negativefeedback Like it's going to be,
there's going to be, it's goingto happen, and I love that
you're going out andintentionally creating a
(17:25):
negative feedback, like, hey,give me some.
Not that it's all negative, butlike you're okay with negative
feedback.
Oh, you're talking too fast, oh, okay.
Well, let me let me take thatRight.
Like you're.
You're actually creating afeedback loop for yourself to
learn from the negative feedback, where a lot of people will get
(17:47):
very frustrated with thenegative feedback and and make
seeing people quit altogetherbecause they're like I don't
even want to.
I don't even want that in mylife, right.
Speaker 2 (17:58):
Yeah, and the funny part about it is like if you ask
them for the feedback a lot oftimes, there'll be a lot nicer,
you know.
Speaker 1 (18:05):
That's right.
Yeah, so that's right, man, Ithink that being relatable,
though right Like, how do you,how do you feel that that being
relatable?
Because it has built that, thattrust in becoming more of an
influencer than just a contentcreator always been for me.
Speaker 2 (18:32):
It's like what you see is what you get.
You know, I don't really havethat filter, you know, which
kind of hurts me in somesituations.
Like you know, I had a biginterview a while back and and I
didn't even realize it wasreally an interview, you know,
and I kind of you know once thatI kind of walked it through.
I went to a marketing meetupthe next night and I was talking
it through with one of theladies and she's like that was
an interview.
Speaker 1 (18:51):
You know, and she's like you, don't know how to
interview.
Speaker 2 (18:53):
And I'm like, no, I've been working at
Masterproofing for 10 years, youknow like what.
And either way, like if resultsare results, that's my whole
thing.
It's like either it works or itdoesn't work.
And so for me, when I'm talkingto someone getting on to the I,
I, if you ask me for my opinion, I'm going to give it to you
(19:13):
110%, you know, because I wantyou to grow, I want you to get
better, and it's, it's awesomebecause you get to see that
growth.
But when you're brutally honestwith people and say, hey,
listen, this is what you do toget better.
I have this one guy out inCleveland having a Lawrence,
that's what his name was, buthe's a handyman contractor and
(19:37):
we first met this guy had a carthat was broken down, you know,
and he couldn't get to workevery day and you know.
But he was just so into what Ihad going on and, you know,
constantly asking me forquestions on claims and this and
that, and I just sat him down.
I'm like, hey, listen, this iswhat you do.
Right?
This is how you win a statefarm claim by doing a repair
(19:59):
attempt.
This is the argument I will putforward.
Here's the email that I sentrecently that won me one right.
And he did it went out, did therepair attempt, ended up
getting the roof and he's threwthe roof about it, just losing
his mind.
And I said, now that you hadsome success, let me tell what
you do next.
Right, you go to theseapartment complexes.
(20:20):
If you're a handyman, go tothese apartment complexes, say,
hey, listen, I'll give you agreat stellar deal on fixing
these roofs that are in badshape, you know, and so slowly I
started working with him andyou know he got better.
You know he started workingwith real estate agents and
people that were flippingproperties and the next thing,
(20:41):
you know, the guy's buying a newtruck.
You know he has his life on theright track and he got better.
And so that's my whole thing isnever.
I don't want anyone tosugarcoat it for me, and I feel
the same way if I'm talking tosomeone else.
It's like I'm going to give youmy honest opinions, whether
it's on a podcast or whetherit's somewhere else, and I want
the same thing in return, that'sright, yeah, because it's all.
Speaker 1 (21:04):
It's all lessons, for it's all lessons, man.
And like, if you just take itas a lesson, like there's no one
, that is, that is at thepinnacle of it.
You know what I mean.
Speaker 2 (21:15):
Like, yeah, you can always get better, and that's
like I may be an influencer,quote-unquote online, but in my
household I am just, you know,in the family business I am grew
, you know, and so, like myfather could, he could be done
with all of it tomorrow, hewould be perfectly fine with it.
You know, like I'll neverforget, I went out to the
(21:37):
International Roofing Expo lastyear and he was giving me grief
about going.
You know he's like why do yougo?
He's like I'm like well, dad, Ihave, you know, 60, 100 people
come up to me and further myrelationships with them.
I get to have conversationswith other contractors, experts
in the industry, and he's likewell, don't you think that
people on stage, if they couldrun a $7 million roofing company
(22:00):
, probably wouldn't?
they do it, you know like.
Speaker 1 (22:04):
Wouldn't they rather do that?
Speaker 2 (22:05):
He's like I'm a half owner of this company.
I would much rather do thatthan get up and speak on stage,
you know.
So you know, why do you sithere and put yourself like go
out and sell roots, you know.
So everything is very frank ona individual basis with my
family company and what we do,and so yeah, so that's kind of
(22:28):
it's worked out very well for us.
So I try to do that witheveryone I interact.
Speaker 1 (22:33):
But there's a lot of opportunity that happens and
that's where, for him, it's notan opportunity that he that he's
interested in.
Right, which is fine, right,not everyone that you know.
It reminds me of a book that Iread years ago, and it's it.
Was it talked about the peopleonline?
1% are creators, 9% arecontributors.
(22:57):
Those are the people that areliking and commenting and
interacting with you.
90% of people are just lurkers.
So it's not, and, to that point, there's not a lot of people
that want to do the contentcreation.
There's not a lot of peoplethat, and maybe some of them
want to, but they don't executeon it, right.
There's not a lot of peoplethat'll go out to the events and
speak on stage and do it Likeit's just, it's a.
(23:20):
It's a different thing, butit's okay.
How have you kept your personalbrand kind of separate from the
from from master's roofing, butalso together with it, like,
how have you balanced that?
Speaker 2 (23:36):
I think just the individual interactions.
You know when, when, when thebrands that I work with come
into town, they speak with me.
They don't speak with master,they don't.
My father's not in the roomwith me, you know.
So, on individual interactions,I just always make sure that
you know.
People know that I'm the.
I don't want to sit there andsay I'm the face of
masterproofing, but people knowthat, that I'm the guy that
(23:57):
represents what we do here.
You know, and you're still onlyseeing a percentage of what we
do.
You know most of the jobs I'mfilming each and every day
unless it's something crazy aremy jobs.
Rarely do I go out to someoneelse's job other than mine.
So what I document around iswhat I do each and every day.
So I think people see that, butthey just know that it's a part
(24:19):
of a bigger scheme that we'vegot going on here in Memphis.
Speaker 1 (24:25):
So you said something there that I want the audience
to understand.
You said when brands I workwith come to town and this is
where I think now why I'vedifferentiated you as an
influencer versus a contentcreator right, explain what you
mean by when.
What brands are coming to townto meet with Andrew?
Right, like what are youtalking about, andrew?
(24:48):
Like people listening are likedon't you sell roofs?
What do you mean?
Brands?
Speaker 2 (24:52):
Yeah, so I never really saw this until recently.
But I had a few brands reachout to me and say, hey, listen,
you know I have this product.
I think it's going torevolutionize the industry.
And I decided to look intothose brands and say, ok, do I
think it's something my audiencecould get value out of?
Does it think it?
Is it a product that I coulduse each and every day and you
(25:14):
know, and put my name behind?
Once that they came in andpresented to me and we worked
out a deal, I kind of said youknow what?
This is kind of something thatwe want to do, you know, and so
getting people on board withthat, as far as my father and
everything else, was a littlebit challenging at first.
Ultimately, people see thebrand that I've built online and
(25:38):
they know that I do the contentproductions, whether it's a
drone video or whether it'sgoing through a product.
I think people get value out ofthat.
I've been able to not only sellroost each and every day, but
also get paid by the brands I'mrepresenting to put on the
product.
Now, unfortunately, I alwaysthought that I could get a deal
(25:59):
with like a GAF or Owens Corningright, but they're big already,
you know.
So they got their own thingsgoing on and they're more
worried and I've had thosemeetings but they're so
corporate that they're lookingfor any little thing not to have
you represent their brand,whereas the smaller guys are
just like, hey, I love yourstuff and a lot of times they're
(26:21):
fans before I even you knowthey're fans of the content
before I even talk about theproducts.
You know, those are the peoplethat really want.
They just want eyeballs ontheir products and they're a fan
of the content to begin with.
And then, when we worked outthose deals, I said you know
what?
It's kind of cool One.
These are awesome products thatI think are game changers.
(26:42):
But also it's helping the momand pops of the industry.
You know the people that don'tnecessarily have millions and
millions of dollars to flood themarket and just put money
behind things to get thingsgoing for them.
And the results have been great.
You know, I think they're happywith what I'm doing.
You know they sold out.
Both products have sold outneon nails when we initially
(27:05):
launched many this was two,three years ago.
I mean that's been a projectthat's been many years in the
making.
But we put the information outthere initially and within 48
hours they were completely soldout of their stock.
And then same thing with RoofI-Bits.
Like you know, we have severalcontractors that are lifetime
customers now because they seethe benefits of the Roof I-Bit
(27:26):
product.
Speaker 1 (27:32):
Yeah, it's an evolution and I wanted, I wanted
people to understand thisbecause, like, when you start
doing the content creation, Iwould say, do it for your
business, right, or for yoursales, for it to to generate,
you know, a presence in themarketplace, that in the market
that you're in, and and then Ifeel like your evolution started
there.
Right, let's, let's gethomeowners to buy.
Let me show people I, let meshow people I'm a trusted
(27:53):
individual, I know my stuff andthat I can help you with your
roof.
And that evolved to wow, man,there's industry folks that I'm
helping along the way andthey're catching on and stuff.
And now there's this next levelof things.
It's like there's the branddeals, that, that that you've
accomplished in it.
(28:14):
It's like, oh, wow, that this isa whole, a whole nother aspect
of this that that most peoplewould never even think of, right
, and I really want people tounderstand that.
That it's not, man, this, thiscan lead to much more.
Putting yourself out there,picking out, taking out the
(28:34):
camera, picking up the phone,start, start talking into it 10
years from now, leads to a wholedifferent there.
You know, if you do itconsistently and with intention,
right, I think you do.
It's not that you don't do itwith intention.
You're you intention.
The content that you create isnow more.
It has become probably more andmore intentional in the way
(28:54):
that you do it, and more andmore professional, and, and and
with higher production value andall the little things.
But.
But it's crazy where thesethings can go Right, like I
think that's a good point tobring up.
Speaker 2 (29:08):
but the secret sauce there, right, and what you said
right is that a lot of people inour industry whether they're
trying to sell roofs or doingwhat I'm doing with the brand
deals and stuff and how it'skind of evolved the secret sauce
for me has always been takingit from hey, my name's Andrew.
Now we're with Massive Roofing.
I need you to buy a roof for me, right To.
(29:29):
Okay, here's what we're doingtoday.
We're addressing this deadvalue on the front, right-hand
side of the house and we'regoing to use this TPO product,
right, and this is how the TPOproduct works.
So, being able to break downand understand that is not only
what you're trying to accomplish, but how you accomplish it is
what differentiates you from themarket.
(29:53):
There we go.
That's the word I was lookingfor.
Speaker 1 (29:56):
Yeah, so that's what it is, it does, and it shows
your that you have a higherlevel of knowledge and and, and
people want to work with peoplewho they trust Right, and that's
that that I think that thatshowing your expertise is is is
you know, helping that, thattrust Right, and that's that
that I think that that showingyour expertise is is is you know
, helping that, that trust.
But the other parts of that isknow you, like you right, like,
(30:21):
and if no one knows you, this isa way for people to get to know
you Like.
Social media has been a way forpeople to get to know you.
And then you know they're likeI, like Andrew, I mean those 60
people that walk up to you at aroofing show.
You know it's like wow, theylike Andrew, they might have
only seen your videos, but theylike you and they trust you and
(30:43):
now you know.
So it really to me the contentcreation strategies that work
well for people.
It really follows that core,that same core thing, right,
it's just the know you, like you, trust you.
It just works very, very well.
Mm-hmm, what have been some?
(31:05):
I think a lot of peoplestruggle with getting audience
engagement right.
What things have you done tohelp with and increase your
audience engagement?
Speaker 2 (31:17):
Yeah, so I think the biggest thing is just having
conversations, which is stillthe one thing that I see
neglected more than anything.
It's like people do not want totalk to people, whether it's in
their comments section or intheir direct messages.
And I mean, I've had experts,I've reached out into the
industry, you know, like just ondifferent things, and I'm sure
they're busy, you know, and Iget it, you know.
(31:38):
but it's like when you're lefton rev for an hour, you know, or
two hours or or the whole day,and then it's like three days
later they get back to you andsay two hours or the whole day
and then it's like three dayslater they get back to you and
say, oh sorry, I've just beenbusy, it's like I get it, but
you know, just making sure thatyou always get back and you're
always willing to have thosegenuine conversations.
You know you got to givesomething away, not necessarily
(32:01):
for free, but you want to givesomething of value to people.
You know that people can takeaway of.
And if you're in a position towhere you can sit there and help
people through the processesthey're going through, like I am
, it takes, you know, 30 minutesto respond to someone in my
direct messages, you know, and alot of these comments or
questions that I get arerepetitive.
(32:23):
You know, it's just one of thosethings that you know, I hear
over and over again and I knowwhat works.
You know, it's just one ofthose things that you know, I
hear over and over again and Iknow what works.
So I go in and I fix theproblem, you know.
But being able to have thoseconversations is the most
important part.
Speaker 1 (32:34):
Yeah, I love that response time.
Yes, right, I think of from amarketing perspective.
I want to communicate withpeople where they want to be
communicated with, right.
So if they pick up the phone,that's fine with me.
If they fill out a form on mywebsite, that's fine with me.
(32:55):
If they want to chat with me onmy website, that's fine with me
.
If they want to send me amessage on Facebook or Instagram
, that's fine with me.
That's the way that they'rechoosing to communicate with me.
So I think that that's great.
But then what I hadn't thoughtof is what's your response time
on your Instagram messages?
Speaker 2 (33:12):
right On your Instagram.
Speaker 1 (33:13):
DM.
What's your response time onyour Facebook messages?
It's something that I hadn'treally considered, but I
definitely consider that on the,you know somebody fills out a
form on your website.
Boy, you better be on that.
You got, you know, minutes,minutes.
This has to be done in minutes,so I love that you take it
there right, like yeah and.
I'm getting back to peoplequickly and that response time
(33:37):
creates that loop in there.
I wonder how much the algorithmlikes that.
Oh, yeah, yeah.
I think a while back I meanthis was probably a year and a
half ago they said that theywere going to start measuring
response times.
Speaker 2 (33:50):
Yeah, you know two direct messages and if you're
having those intimateconversations.
Yeah, so one of the biggestmetrics, biggest metrics right
now is as far as the algorithmand what it favors is whether
the algorithm, whether whetheryour content is being shared or
not.
Right, you know being shared,whether it's in direct, private
(34:12):
messages or if it's being sharedto stories.
So that's what no longer iscomments, good enough, or likes,
you know now it's more iswhether it's being shared or not
.
So that's something to be awareof too.
Speaker 1 (34:25):
Yeah, I think that really it's.
You know, I refer to it as thetick tockification of platforms.
Right, it's the, it's the movefrom, from a connection based
algorithm to an interest basedalgorithm.
And and what a way to show thatit is an interesting piece of
content to share it with someoneelse.
Right, like that would be a bigindicator that this has value,
(34:49):
this has value.
Check it out right, like that.
You know.
It's like you know, from an SEOperspective, it's backlinks.
If people are linking to yourwebsite, it's telling Google
well, this is a good way.
Like there's something valuableon this website.
It crosses over there.
What are some other metrics youlook at when you're figuring
out if something is good or ifsomething sucks?
(35:10):
Watch time.
Speaker 2 (35:12):
Watch time is the most important metric there is
whether it's being consumed ornot and whether people are
watching it, and a lot of timesif you have a, let's put it into
perspective here.
So if you have a 45 secondvideo, you know a good watch
time is between 20 to 30 seconds, you know.
And if you get 20 to 30 secondson that video that people are
(35:35):
consuming, that then you'll getto.
You know, 25,000, 50,000 people, you know because it's being
engaged.
But if that same video onlygets six to eight, 12 seconds
worth of watch time, it's notgoing to perform well, you're
only going to get 2000 views.
Speaker 1 (35:51):
So what do you think that like?
Is it a percentage basis, like50% watch time or greater, or
30% watch time or greater?
Like because the videos aregoing to vary in length?
Or does it like, let's say, youhave a four minute video, is it
the first minute that matters?
Have you found a video?
Speaker 2 (36:11):
What are your just to ?
Speaker 1 (36:12):
go deeper right.
Speaker 2 (36:13):
Especially with like Instagram, tiktok, facebook.
Shorter videos are favoredwithin the algorithm right, so
anything under 60 seconds isautomatically going to do well.
Speaker 1 (36:23):
If I do, if I do a reel, that goes to 90 seconds,
right.
Speaker 2 (36:27):
I just know, inherently, that's going to get
less views than if it's under aminute or if it's under.
If I can keep it to 30 to 45seconds, especially if I'm
talking in it, right, whichthat's hard to do.
I mean, talk about.
Something that's difficult todo is be able to get that
information out in a shortperiod of time and for it to be
(36:47):
good enough to people to be notswiped right through it.
You know, but it's kind of likeone of those things where you
know the length of the video,especially with YouTube, all
these other algorithms, thelonger they are, you have to be
able to keep someone's attentionthrough it.
So, if you're only seeing aminute watch time on a and
that's one thing that I had anissue with with a podcast that I
(37:09):
was doing was like, hey, listen, you got a 30, 45 minute
podcast.
People are only listening tofive, 10 minutes of it, you know
.
And it's like, oh man, they'remissing all the good stuff, you
know.
So what do I do?
Put all the good stuff at thebeginning.
Well, that's not authentic tome, like you know, like I just
want to be able to go out thereand speak.
I don't know why I can sitthere and, on the other hand,
(37:32):
when it comes to Instagram andFacebook, I can sit there and
make that adjustment, but in along form conversation, I just
feel like you should be able totalk.
Speaker 1 (37:41):
Yeah.
Speaker 2 (37:42):
But yeah, if you have a longer form video, obviously
the closer it is to fully beingwatched, the better.
You know, but it's a yeah, it'sa percentage Like I said I, if
I have a 15 second video andit's getting 12 seconds of it's
getting watched, usually thatvideo performs really well.
So the greater the watch time,the better it will perform.
Speaker 1 (38:05):
Yeah, and that's that that essentially.
Again, we're just thinking like, thinking like the algorithm
would think.
Well, that means that this is athis is a good piece of content
right, like valuable piece ofcontent.
It's the way for a computer toknow if it's good or not.
Would someone enjoy this?
(38:26):
And so now I think you told melike you're getting, you get
like five to 20,000 views avideo.
And how long do you ever takevideos down that aren't
performing well to redo them,stick back up?
You just stick it up there andlet it go.
It is what it is.
Yeah, I heard of people doingthat Sometimes they'll take
(38:46):
something down and they'll putit back up, and sometimes it
goes, it does better, and I'mlike I don't know, and that's
true, like there's.
Speaker 2 (38:52):
There's a couple of videos Like I thought about
taking down a reposting.
Like I have this video whereI'm I'm stomping on Vince,
promoting a product, roof I Um,and so you know that one didn't
perform all that well and I onlygot, uh, 2000 views, you know,
somewhere around there, and Ifelt like it was too good of a
(39:15):
video to not perform well.
Like it's one of those videoswhere I was shocked that it
didn't do well and I thoughtabout taking it down.
But then I was like, you know,like my whole purpose and what I
do is to be authentic and showwhat it's like being a creator
in the roofing industry, youknow.
So, whether it performs well,whether it doesn't perform well,
either way, I'm going to postit, you know, you know, and so I
(39:36):
can make another video that'sin the same realm, you know,
maybe change a few thingsdifferently and address certain
things that I think to myselfbecause that's one thing that I
always do do is that if a videodoesn't perform well, I sit
there and ask myself why didn'tthis perform well?
You know, and if you answerthat question, you can always
(39:57):
try it out in the next videothat you do.
Maybe you might do a video inthe same style, but change the
things that you didn't like orwhat you feel was the reason why
you didn't get the responsethat you wanted out of that
video.
Right, I can do a same themedvideo and change those things
and see how it performs.
Now maybe it might do better,maybe it does the same.
Maybe it was just a crappy ideato begin with.
Speaker 1 (40:20):
We all have those.
You know, and that's what Ithink we got to.
Everyone has to give themselvessome grace in that right.
Like man, give it a shot, testit out, see what happens.
If you were going to start overtoday, what would you do
differently?
That's a tough one.
Speaker 2 (40:36):
I mean, I would definitely focus more earlier in
my career on understandingvideo in depth and understanding
the editing processes.
Right, I do all the editingmyself.
I don't outsource any of it, soI like being at the helm of it
and I understand my editing appsvery well.
I create all the content onsite myself and I break it down
(41:00):
and I do everything myself, andthat's kind of cool because it
doesn't cost me anything, right,if I'm a new roofing company
starting today, that's where Istart, because I want to be able
to have the ability to createcontent at scale in my own hands
, and so that's kind of the coolthing.
And probably the reason whyI've been so successful over a
long period of time with it isbecause I haven't had to sit
(41:22):
there and outsource and pay forit, which that goes.
That's the exact opposite ofwhat the industry recommends.
You know, industry recommendshey, have a camera guy come out
Monday, wednesday, friday, film,have your stuff prepared before
you, and that's cool.
And especially if you're abusiness owner right, if you own
a roofing company that's a lotmore feasible.
(41:42):
But for someone like me, that'sthe heir to the throne rather
than the head of the throne, youknow, you know, I had to be
very smart and just be veryconscious of how much money I
spent on this adventure over theyears, and what I kind of found
is that, by not having amarketing budget right that was
(42:04):
set out for me and saying, hey,this is what we're going to
allocate to it, towards itAcquired these skills that
allowed me to create content onthe spot.
So the other night we're havinga Christmas party and there's
this magician there and this guydoes it as a side hustle and
I'm sitting there talking andhe's one of the nicest guys you
know, just started going tochurch.
I has this amazing story abouthow he turned his life around
(42:28):
and he has a full time job andhe has two side gigs as a rapper
and as a magician and he startsdoing these car tricks and it's
just blowing my mind, right.
I said, you know what?
I'm putting it on the ground,right, so I pull out my phone, I
do the video, I post it.
It gets 30,000 views.
The guy goes crazy about it,you know.
(42:49):
And it's like to be able to havethat power in your hands at all
times, whether I'm going to aroofing expo or whether I'm on
site creating content each andevery day.
It's extremely cost-effectivefor me to create content,
because it doesn't cost me asingle penny to do it, you know.
Speaker 1 (43:06):
That's awesome, man.
All it costs is time.
That's right.
It's time.
Put in the time, you'll reapthe rewards.
This has been an Appreciateyour time today, man.
This has been another episodeof the Roofing Success Podcast.
Thank you for tuning into theRoofing Success Podcast For more
valuable content, visitroofingsuccesspodcastcom.
While there, check out oursponsors for exclusive offers,
(43:30):
shop for merchandise and sign upfor our newsletter for industry
updates and tips.
Also join the Roofing SuccessFacebook group to connect with
other professionals and stayupdated on the latest trends.
If you enjoyed this episode,please subscribe, like, share
and leave a comment.
Your support helps us continueto bring you top industry
(43:51):
insights.
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Thanks for listening.
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