December 9, 2025 • 42 mins
Most roofers are obsessed with more leads. But 90% of those leads? Wasted. Forgotten. Gone cold.
Brian Niebler, co-founder of Roof for Marketers and now JobNimbus Marketing, reveals a SIMPLE system to turn your existing leads into closed deals. This new “B.E.S.T.” Framework can explode your profits without spending more on marketing.
🧠 B = Build Your Audience
🎯 E = Establish Perfect Messaging
📈 S = Scale Your Ads (Omnipresence = Top of Mind)
💰 T = Turn Leads Into Revenue
If you’ve ever felt like leads are slipping through the cracks, this episode is your wake-up call.
And if you're spending thousands on Google Ads and only converting a few leads… wait ‘til you see what Brian reveals. 🤯
This system works for any roofing company doing $2M+ who already has a warm list sitting in the CRM. All it takes is strategy, segmentation, and staying in front of the customer until they’re ready to buy.
Watch now and see how the top companies are building omnipresence and closing more deals from the same leads you already have.
Listen to the episode on Spotify & Apple Podcasts (285) 👇
🎧 https://roofingpod.com/spotify
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
We turn the leads into revenue.
SPEAKER_01 (00:02):
Okay.
This is where it was the biggestchallenge from us as a marketing
agency.
Correct.
Yes.
Because there are some peopleout there that can't sell.
That's true.
It's a good amount of people.
There's a few contractors.
Won't name any names.
Uh-uh.
(00:23):
That never answer their phone.
That's true also.
And then they wonder why they'renot getting business.
Welcome to the Roofing SuccessPodcast.
I'm Jim Aline and I'm here tobring you insights from top
leaders in the roofing industryto help you grow and scale your
roofing business.
Today's episode has been a longtime coming.
(00:45):
Years and years and years,Brian.
Decades.
Maybe not decades.
I'm not that old.
You are not that old, that's forsure.
I am here with the co-founder ofRoofer Marketers, which is now
Job Nimbus Marketing, the greatBrian Niebler.
Thank you for having me.
(01:05):
On short notice.
On short notice.
But here's the thing about Brianthat you guys might not know.
I talked about Roofer Marketersand Job Nimbus Marketing.
Brian was the guy behind thescenes, uh, really designed the
frameworks that we executed onfor our roofing clients.
So I wanted to have him onbecause he's been really working
(01:26):
on ever evolving our strategyfrom the best known roofer into
the best framework, uh the bestbusiness system.
I don't know exactly what youcall it yet, but what what what
are you what do you what are youwhat are you calling it now that
it's it's a little bit morecomprehensive?
SPEAKER_00 (01:43):
It's simple.
SPEAKER_01 (01:44):
It's best known framework.
The best known framework.
That's awesome.
So if any of you haven't readthe best known roofer book, go
to Amazon, grab it.
We published that in 2021.
SPEAKER_00 (01:55):
A while ago.
In digital marketing years.
SPEAKER_01 (01:58):
In in a decade, a century in digital marketing
years, right?
So a lot of things have changedsince then.
Um let's for everyone, how howdid you you know I mean, how did
you get into the roofingindustry?
SPEAKER_00 (02:15):
Into the roofing industry.
Well, I ran a marketing agencybefore I met you.
And uh my very first, well, Iwould say one of our first
clients was a roofing company.
Yeah.
Um, you know, did I knowanything about roofing?
Absolutely not.
But I also had a number of otherclients in, you know, any other
(02:37):
industry, and you know, roofingis the one that we got the best
results for, or I got the bestresults, I should say.
It was just a one-man band backthen.
Yeah.
Um, and it just turned into asnowball effect, I guess.
Everything worked out well, andyou know, met you, and then we
decided roofing is the game.
Like, let's go for it.
SPEAKER_01 (02:56):
I I've had a lot of fun in the roofing industry.
I think you have to.
SPEAKER_00 (02:59):
I think we all have had a lot of fun in the roofing
industry.
SPEAKER_01 (03:01):
Yes.
Um, you know, we're both partowners of a roofing company now.
Yep.
You are you a part owner of acouple roofing companies?
Couple roofing companies.
Couple roofing companies now.
So essentially a CMO role in inmost roofing companies, a
certain chief marketing officer.
So getting all of the gettingeverything dialed in uh as you
(03:22):
did in the agency days for aroofing company from the
marketing perspective and theninto the the like through the
the lead follow-up, right?
All the way through that thatappointment set is really where
you've spent a lot of timebuilding out uh the best
framework.
So let's talk about that alittle bit.
(03:42):
Um talk through the kind of thethe how you came to the best
framework.
SPEAKER_00 (03:50):
Sure.
So I think one of the mainproblems with marketing, in just
in general today, for any typesof service businesses, is we I
think we forget about we forgetabout the leads we actually have
in reality.
I mean, a lot of like marketingagencies, marketers in general,
we you know, we run Google adsand we do SEO and we try to get
(04:11):
all these leads in.
And and yeah, they come in, butwhat happens if we uh don't
convert those immediately intojobs?
They kind of get forgotten mostof the time.
I would say 90% of those leadsjust get thrown off to the
wayside.
Yeah.
And I think we see this as a bigproblem in marketing, right?
It's because it's always aboutleads, leads, leads, leads.
(04:32):
But we forget about, you know,who are the people, who are
these leads?
What are they thinking?
And so the best framework isreally here.
I I put it together because Ithink if we forget about that
90%, once they don't closeimmediately, uh, it's taking
those that 90% and staying infront of them for forever until
(04:53):
they actually do come in and wecan close them into actual jobs.
SPEAKER_01 (04:57):
Yeah.
And that and that concept issomething that we've kind of
talked about for years to the tothe roofing industry and being
omnipresent, being everywhere oromnipresent, being everywhere.
Um let let's walk through likethe who is a good company that
could implement this type offramework in their business.
SPEAKER_00 (05:20):
Right.
So so what we're really talkingabout here is warm leads, warm
audience already.
Okay.
So um, you know, these arepeople that, you know, one have
probably seen something thatyou've done before, whether it
be a a video you put out onsocial media, or maybe that was
a Google ad, someone came toyour website and left, or
(05:41):
something like that.
Maybe it is an email opt-in,someone that's on your list or a
prospect you've had in your CRMforever.
That's who we're targeting here,right?
And so in order to have anaudience like that already,
you're probably already anestablished roofing company.
You're probably done, you know,upwards of two million, I would
say.
Got it.
Um you have some sort ofaudience.
(06:02):
You've done some sort ofmarketing before.
And that's really what thissystem is is positioned towards.
So it's more of a accelerator.
Accelerator, correct.
And that's not to say withomnipresence, I mean you still
want to do that on the frontend, right?
As a smaller company.
But this system we're focusingon everything we already have.
So explain best.
(06:23):
Best.
So we we try to keep it simplehere, right?
Uh best known framework.
So best, the acronym.
So B, it's build your audience,build your perfect audience.
E, it's establish the messaging.
Perfect messaging, I should say.
S is scale your ads, and T isturn those leads into revenue.
SPEAKER_01 (06:44):
All right.
So what I heard from you in inthe first one, build your
audience.
Let's go into that.
What are what are three likewhat are the the core things
that a roofing company needs todo to build their audience?
Because I what you had said wasthis is this isn't for the new
(07:06):
company that that doesn't haveany business yet, that hasn't
done any marketing.
So let how do you how doessomeone build their audience or
how do you refine that, or whatwhat are you doing there?
SPEAKER_00 (07:18):
So I mean I would just think of, you know, one, we
could just list out what thataudience is.
Because there's so manydifferent places that people
have probably seen your companyboth offline and online, but now
that we're spoke we're we'refocusing on the online.
So let's talk anybody that'sever visited your website,
right?
Anyone that's ever viewed avideo that you've put on
(07:39):
Facebook or Instagram or TikTokor wherever, any of those.
Um anybody that's viewed aYouTube video, right?
And then we're talking to alsomaybe people that have been in
your CRM forever.
They've been sitting in there,um, maybe it was a deal that
just didn't get closed,prospects that have been in
there, um, you know, old leads,form fills, any of that stuff.
(08:00):
So I would just make a checklistand think about all those
different places that peoplehave have probably seen your
company at one point or another,that can be turned into an
audience.
Okay.
SPEAKER_01 (08:12):
I think you said something that was an aha moment
for I think a lot ofcontractors, which is their CRM.
Um anyone that's and ever beenentered into a CRM can be used
in an audience.
Correct.
Now what does that mean?
SPEAKER_00 (08:32):
Well, it means um they have officially entered
your hemisphere, right?
So you can take theirinformation and you know, on
Facebook you have the option to,well, you can export it from
your CRM.
Doesn't matter what CRM youhave, you can do it, and you can
upload into Facebook as its ownaudience.
Depending on what stage orpipeline they were in, you can
(08:52):
also separate those audiencesout.
You know, did we get in contactwith them?
Was an appointment actuallybooked?
Uh was an estimate put out andjust never close.
All three of those are threedifferent audiences, in my
opinion.
So you can segment the audience.
You can segment them, correct.
SPEAKER_01 (09:08):
Right.
So now that so, and then so youhave your audiences from your
CRM.
Um, how do you collect visitors?
It might get a little technicalfor people, but how do you
collect visitors that havewatched a Facebook video or
something like that?
SPEAKER_00 (09:23):
Well, the nice thing is it's already been collected
for you.
It's already right there.
If you have a Facebook page andyou know you've put out a video
and people have watched it,Facebook already knows this.
It's right there.
So what you need to do is youcan go into the back end of the
business manager and you canactually create these audiences
that have already been created,essentially.
Okay.
SPEAKER_01 (09:42):
So it sounds like it's important.
So this is but this is on theirbusiness page, not their
personal profiles.
Correct.
Okay.
So for people that do personalbranding, this might change a
little bit, right?
Like you're not going to be ableto do this from a personal
branding perspective, but if youhave a business page.
Before we carry on with theepisode, let's give a shout out
to one of our sponsors.
(10:04):
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steady stream of leads?
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If you want more quality leads,more book jobs, and more growth,
(10:26):
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You're not going to be able todo this from a personal branding
perspective, but if you have abusiness page, all of that data
is.
SPEAKER_00 (10:41):
If you do have a personal page and it's the
professional version, you canalso use those audiences as
well.
Yes.
Yes.
So but you need the audience.
SPEAKER_01 (10:50):
Why is the audience important?
SPEAKER_00 (10:53):
Well, the audience is important because I mean,
those are the guys that, again,they know who your company is,
they've at least seen onemention of your company before.
And when you think about thehomeowner, right, that's gonna,
you know, for a roofing company,I mean, they're all in different
stages, right?
There's gonna be people that,you know, are looking for, you
(11:13):
know, maybe the if you've evertalked about the marketing
funnel, right?
You know, you've ever a lot ofyou probably know what this is,
right?
You got top of the funnel,middle of the funnel, and bottom
of the funnel.
Like just as an example, I knowyou give this example.
SPEAKER_01 (11:25):
We talk about it all the time.
SPEAKER_00 (11:26):
Yeah, like what's what's the color of what color
is the what's the best color ofroof, right?
They're not bottom of the funnelbecause they're probably not
ready to buy today.
Yeah.
They might be mid to the topfunnel.
So we can segment those becauseeveryone's in different um parts
of the buying journey, right?
And each one of those segmentswe can turn into a different
angle.
Now that's one piece of it.
(11:46):
The other piece is like, whatare they actually looking for,
right?
So is there, you know, ifthey're looking for stuff around
like what's the cost of a roof,that's its own angle in itself
because they're very interestedin that sort of stuff.
Um and so we can go into that alittle bit more, but there's
there's different ways tosegment the audience, and that
becomes important because that'show we're gonna get those ads
out to stay in front of them andkeep them interested.
(12:07):
Got it.
SPEAKER_01 (12:08):
So once you've defined, once you've built these
audiences, you can use them inFacebook, you can use them in
Google.
You you're they're essentiallythat foundation that you're is
what I'm hearing.
What we're talking about here isthey're the foundation, right?
We're starting with the person.
Yes.
Um so we're starting with theperson.
(12:29):
Who is the person that we'retargeting?
Well, they visited our whenwe're kind of this is
essentially a a warm list.
Correct.
Right?
It's a warm list versus a coldlist.
It's not just um, it's not justget a bunch of names and phone
numbers or like target aspecific geographic location.
This is let's take these people.
(12:52):
So you could say, hey, these areall the people we closed.
This is now we can say that findpeople like these people as
they've closed before.
Yes.
From developing good audiences,what have you seen on from the
results of that on the otherside of that?
(13:12):
Because that's what that'sreally what people care about,
right?
Like, great, I have all theseaudiences, I uploaded them, and
my Facebook ads still sucked.
And we'll move on to make talkabout how to make all of your
ads better, also.
But like what have you seen ifit's the right audience versus
just a cold audience in ageographic area?
SPEAKER_00 (13:33):
Well, I mean, uh like I said, everyone's in their
own buying journey.
We you talk about this all thetime.
Where are we in the customerjourney?
Well, if you hit them with theright, you know, if everyone's
got their own pain points,right?
You know, what is your painpoint for buying a roof?
Is it, you know, I needfinancing, is it uh I got storm
damage, you know, is myinsurance gonna cover it?
There's all sorts of differentangles.
(13:53):
If you can hit them with thecontent that's gonna really tear
into their heart, right, that'sthe ones that are are likely
they're gonna continue to followyou and are likely gonna be the
converters later on.
Got it.
So what we've seen is when we dothis and we we figure out where
they're at in that buyingjourney, and then we create the
vi the content and the videocontent in the ads that will
target that specific pain point,typically it'll convert three,
(14:15):
four times as good, essentially.
And that's what we're lookingfor.
And again, we're talking aboutan audience that got left at the
wayside too.
Yeah.
Like these people, you know, alot of times the roofing
companies forget about them.
So we're just talking about evenconverting people that otherwise
wouldn't have been touchedagain.
SPEAKER_01 (14:31):
So now you you kind of led into your next point.
What is E investing?
SPEAKER_00 (14:37):
E is establishing the perfect messaging.
SPEAKER_01 (14:39):
Got it.
So that's what you were talkingabout is like where are they in
the buying journey and what canwe say to them at that point of
the buying journey that makesthem react, raise their hand,
interact with us, make give,make a phone call, fill out a
form.
How are we developing goodmessaging?
SPEAKER_00 (15:00):
Well, uh again, I mean, it's going to depend on
what your industry is.
So in roofing, I mean, we'vealways talked about it.
Like, what are the number onequestions that your sales reps
get at the door?
I mean, that's there's typicallythe same ones over and over and
over again.
We just talked about them too.
It's like, you know, uh what canI get financing?
Is, you know, uh what's going tobe covered with insurance, you
(15:23):
know, what are what are things Ishould be looking out for?
What are some red flags?
You know, all that sort ofstuff.
Each one of those is its ownsegment again.
SPEAKER_01 (15:30):
Yeah.
SPEAKER_00 (15:30):
So um, that's who we're targeting with the ads.
SPEAKER_01 (15:33):
So the messaging, though, is you know, we I talk
about it a lot on the or havetalked about in a lot of talks
and podcasts, right?
It's mark market who you'remarketing to, right?
Your mark your message and andhow you're getting it in front
of them.
And that's kind of what you'refollowing here, but you're
getting very specific.
SPEAKER_00 (15:50):
Yeah.
Because one message never worksfor everyone.
That's right.
Everyone's on a different partof the buying journey, and you
know, you gotta, again, get intouch with them at that specific
point.
SPEAKER_01 (16:00):
But if you're a if you're a marketing manager at a
roofing company or if you're anowner, what what are some
practical things that they cando to determine the messaging?
Like, what's a good connectingpoint for them?
Something simple that that theydon't have to like, man, I have
oh man, I'm thinking about allthese different people, where
they're at in the buyingjourney.
(16:20):
What would be some simple thingsthat they could do?
SPEAKER_00 (16:23):
Um, I mean, the simple ones would be what we
just talked about.
I would just ask your salesreps, you know, let's come on
in, let's do a meeting quick,write down the top five things
you hear every single day interms of selling out there.
Yeah.
Um you know, other than that, Imean, I I mean I think most of
you already know what the corepain points are.
Like, right?
I mean, it's pretty similar,it's not just roofing, it's it's
(16:45):
every home service uh kind ofcompany.
It's you know, it's always aboutcost, it's always about uh
trust, um, and then it's alwaysabout you know the work that's
being done.
So there's a number of differentthings in each one of those
categories, in my in my opinion.
SPEAKER_01 (16:59):
So how do you differentiate messaging?
Or should it just be the samemessaging that everyone else is
using?
SPEAKER_00 (17:07):
I think that's gonna depend on like most of the
messaging I think is pretty muchthe same in terms of those
categories.
Now, in terms of how you handlespecific situations and like
your core values and stuff likethat, um, I think that's where
it would get unique.
But you guys, you know,hopefully you already have that
um, you know, together for yourcompany.
So that's something that, again,that goes in that trust column.
(17:30):
Yeah.
SPEAKER_01 (17:30):
I talk about things like uh one of the a great
roofing company that we workedwith for many years, they ended
up selling the PE uh with MHI.
They, you know, they theyessentially created the frame of
messaging in their market where,hey, this is what you look for
in a good contractor.
SPEAKER_00 (17:47):
Yeah.
SPEAKER_01 (17:48):
And it was like the top five, four or five things
were things that you could sayabout any good contractor.
SPEAKER_00 (17:54):
Yeah.
SPEAKER_01 (17:55):
But yeah, like the fifth and sixth were things that
you could only say about them.
That's a good one, yeah.
Right?
Like things like that that umbut but tying that into the
messaging, it's just knowing youknow, knowing where they are at
in that journey.
So now they're in your database,they're segmented out as like a
(18:15):
uh sit no sale, they theyhaven't, they're they're not,
uh, they haven't converted.
They've been in your databasefor 30 days, 45 days, 60 days.
What how do you get theirattention again?
SPEAKER_00 (18:29):
Well, I mean, that comes along with uh you know the
audience building, right?
So we split them up into theaudience, and then we figure out
so what what we like to do is wecall them uh V loops,
essentially video loops, on oneach one of those paint points.
Might choose three to four tofive of the top ones that are
really gonna hit.
And we've already talked aboutthose just now, right?
So um now it's about you know,again, uploading those audiences
(18:51):
into the specific ad frameworks,segmenting them in back into
your CRM or wherever you'redoing your um outreach with uh
for leads and stuff like that,and then um and then creating
the messaging around that.
So for example, you know, ifwe're doing something about
cost, like what's the cost of aroof, stuff like that, and maybe
they they hit a page like thatbefore, they had questions
around it or whatever.
(19:12):
Um, you know, I'm gonna createuh what we like to do is uh
educate, educate, educate,action, call to action.
Okay.
So it's uh, you know, that'sagain it's going back to what
are they asking, answer thosequestions.
What are the questions alongthat topic?
You know, what's the cost of aroof typically in this area?
And then um, you know, why whyis it what's the difference in
cost between this versus this?
(19:33):
Um and then in the final one,it's like, you know, send them
somewhere, right?
So for if it's a cost one, maybethere's a there's a pricing
calculator or something likethat.
And that's your final, hey, comeon over here and take a look and
get get that for yourself andsee what it is.
SPEAKER_01 (19:46):
Yep.
I know you've been working onpricing calculators for for the
roofing companies you'reinvolved in right now, with ours
and and the other one you'reinvolved in.
What is what's the impact onthat?
Like, how is that converting?
Because I everyone at, you know,I was just at a Marcus Shared
intervention, he talks aboutprice all the time.
And uh all of you are so afraidto talk about price, right?
(20:08):
Uh Roofal has made uh a greatname for themselves in in
pricing.
Uh Roofar has, I think, uh thethe estimator, online estimator
that people can fill out andstuff like that.
But as you're running ads andand giving open and honest
estimates on pricing, I I camefrom the mortgage industry, as a
(20:32):
lot of you guys heard you knowmany times here.
There's something called a goodfaith estimate.
It's uh an estimate, huh?
Think about the wording there.
An estimate in good faith,right?
So, like you're not trying totrick anyone, you're not trying
to just, you know, but so sothis new kind of framework that
(20:52):
you've been running to thesecalculators, what is what has
the outcomes been there?
How how has that impacted, youknow, opt-ins or lead flows?
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(21:13):
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(21:38):
What has the outcomes beenthere?
How how has that impactedopt-ins or lead flows?
SPEAKER_00 (21:44):
So, I mean, I'll give you a little nugget here
that we've discovered.
And we were always kind ofskeptical of this, and this is
nothing against those, the thepricing calculators or anything
like that.
But from a perspective of myselfand a lot of other people, I
think you'd agree, is that likepeople are not dumb anymore when
it comes to online marketing.
Are you sure?
(22:05):
Yeah, I'm I'm pretty sure.
They've seen it all at thispoint.
Um and I think what what one ofthe problems is is people, you
know, hey, get a get a quotereal quick, right?
Get an instant price.
But then they get to it and it'slike, oh, put in your contact
information, put your address,put this, the this.
And you know, a lot of us justwant to kind of get an idea on
(22:25):
the price, and we don't want togive you our contact
information.
You know?
Um, and so something I thinkwe've kind of discovered is um,
you know, why not just give thema pricing calculator that they
can play around with on theirown?
And then if they've they'vefigured out, like, oh, okay,
it's you know, it's between 10to 15 grand, great.
I actually want to get a anactual, you know, exact price
(22:48):
quote.
Well, here's the call to action.
Here, you know, you can get thatexact price quote, just put in
your exact information.
So I think what we've discoveredis, you know, in doing something
like that, it makes people feela little more uh like you're
trustworthy.
You're not just trying to grabtheir information.
And you know, the the nice thingabout that, and we're talking
about audiences, if someone hitsa page like that and they still
(23:11):
don't enter their information,they're not a dead lead, you
guys.
Like that's right.
They've hit that page and weknow they've hit that page.
SPEAKER_01 (23:18):
There's so many ways to stay in front of them.
SPEAKER_00 (23:20):
And guess what?
We can stay in front of themforever now with all that
information about the cost.
SPEAKER_01 (23:25):
And really online and offline.
SPEAKER_00 (23:27):
Online and offline, exactly.
Yeah.
SPEAKER_01 (23:29):
Right?
Like you the there's post,there's mailings that you could
do too.
Mailers you can send, like onfrom an offline perspective.
There, you know, you I mean, alot of times you can have their
address, you can knock theirdoor even.
Yep, yep.
Maybe a little creepy.
Yeah.
Maybe a little creepy, but youcan do it.
SPEAKER_00 (23:46):
Yeah, you sure can.
SPEAKER_01 (23:49):
So but okay, now we have like the perfect messaging,
and some of that perfectmessaging that's a little bit
more unique, thinking about thebuyer too, is what I'm hearing
from you.
Like, we got to think about thebuyer and what where they're at
in the journey, what they wantto do.
Um, they don't want to no onewants a salesperson at their
house.
Yeah.
Like, it's not something thatwe're like, hey, can I have
(24:10):
another sales pitch?
SPEAKER_00 (24:11):
I think we really tend to forget about the buyer
as business owners.
And that's a problem becauseit's a big problem.
Because they're our customer,they're the ones buying from us.
So you really got to think aboutit from their perspective and
think about it from your ownperspective.
I mean, if you're gonna be goingout to a company and um, you
know, they're invasive and doingall this other stuff.
I mean, you know, you got yougotta think about that sort of
(24:32):
stuff.
SPEAKER_01 (24:33):
We built our audience, we've established our
messaging.
S is we're gonna scale our ads.
Scale our ads.
Okay.
Talk through that as a kind of ahigh-level concept.
SPEAKER_00 (24:44):
Well, so I mean, it goes back to what we're talking
about with omnipresence.
Yep.
Um, you know, everyone thinksabout ads and we think about,
you know, running Google ads andall this other stuff.
Well, you know, there's allthese platforms now that people
consume information on, youknow, Facebook, Instagram,
TikTok, LinkedIn, YouTube, allthat sort of stuff.
And when we talk aboutomnipresence, we talk about
(25:04):
being in all those places.
Well, now we know, you know,hopefully we've established from
this audience building that weknow what part of the buyer's
journey they're in.
So now we we can kind of buildthese uh video content, uh build
all the video content, any ofthe ads that we need to, and and
now we stay in front of themconsistently on all of these
different platforms.
(25:25):
And and I want to be clear aboutbeing consistent because you
know, if someone goes toFacebook and they're, you know,
it's about and the ads are aboutthe cost sort of stuff, it
should stay that way onInstagram too, unless they've
converted and on YouTube.
And everything needs to becongruent.
And that's what we're trying todo.
We're trying to establish anomnipresence consistently around
(25:46):
that same sort of subject tothat audience, no matter where
they go.
SPEAKER_01 (25:50):
That's where, you know, we've talked about this
forever, but it it's like that'swhere we it's like how why are
they every time I see, everytime I open my phone, every time
I go to now you're I mean youcould even do streaming now and
you you know, like on TV andYouTube TV.
I mean it it's like it's a lotof people watch YouTube on their
(26:11):
TV.
So your YouTube ads are on theTV.
Yeah.
Um we run ads for this podcaston the on YouTube, and it it I
was like, wow, we have a lot ofviewers on like watching on a
television.
Yeah.
It was crazy to me.
Yeah.
Um and so what does that triggerin people from a psych
psychological perspective?
SPEAKER_00 (26:32):
Uh it's a it's a top-of-mind thing, again, right?
Um, you know, with roofingspecifically, we're talking a
high-ticket item that people,you know, may not be ready for
at this point in the thing.
And uh there's been a lot ofresearch done around these
topics, and you know, you mighthave heard like the seven touch
point type thing.
Well, in 2025, we're talkingmore of like 30 to 40 to 50
(26:56):
touch points before someoneactually makes a decision.
People have to tell me moreabout touch points.
Talk about touch or tell theaudience more about touch
points.
So I mean what do you mean bythat?
SPEAKER_01 (27:04):
They're like, what do you mean touch points?
I don't know.
SPEAKER_00 (27:06):
Touch points, like uh we're talking like an
impression.
Like we're talking, um, youknow, maybe you opened up
Facebook and you're scrollingand then you see, you know, you
see this roofing company, right?
And then you kind of forgetabout it, but then you go over
to YouTube, you're watching avideo, and you know, they pop up
there.
Um, you know, and then you getthat that postcard in the mail
from them.
And it's just them seeing youconsistently, all these parts,
(27:27):
and they it makes any companyseem bigger than they actually
are.
That's the biggest one.
SPEAKER_01 (27:33):
The biggest thing.
We've talked about this with alot of companies on this
podcast.
I remember um uh Travis withPlanet Roof uh talking about he
did a rebrand from from theirfirst roofing company into
Planet Roof, and and I think hesaid he only had like two or
maybe two or three rap trucks.
Maybe one.
(27:53):
I can't remember what he said.
I'll have to go back to theepisode and and think about it.
But like it was very few raptrucks, but it was good brand
seen all like always.
It does start with a good brand,yes.
It's it's it's it's just anon-stop, like they just started
seeing it everywhere, and it'slike, wow, that's crazy.
SPEAKER_00 (28:12):
And I'm sure most of the people that that come in,
they're like, oh, I've seen youeverywhere, right?
Everywhere.
SPEAKER_01 (28:18):
When your customers say those words to you, you know
you got it.
unknown (28:26):
Right.
SPEAKER_01 (28:27):
Like listen for that.
Listen for I see you everywhere.
If you're not hearing that,you're not doing it right.
SPEAKER_00 (28:35):
You got work to do.
Yeah.
You got work to do.
But if you're hearing that, it'sa beautiful thing to hear.
SPEAKER_01 (28:38):
It is a beautiful thing to hear.
You know you're onto somethingthere.
Conversion rates increase whenthey see you everywhere.
SPEAKER_00 (28:46):
And and the the nice part about the scaling the ads
in the omnipresent way is thatit's really not that expensive.
Like if we're talking about howexpensive, I mean, a lot of you
run Google ads, and you know howcrazy expensive it can get 20,
30, 40, 50, 100,$150 per click,we're talking about.
I mean, how much is a lead then?
We're you know, beyond that.
(29:07):
The nice part about having theseaudiences is, you know, one,
that Google ad that didn'tconvert, remember, they clicked
on something, they just cost you$50, and they didn't put in
their information or give you acall.
Well, you still have them in thesystem and you can remarket them
on all these platforms forpennies on the dollar.
unknown (29:26):
Right?
SPEAKER_00 (29:26):
Okay.
Pennies on the dollar.
SPEAKER_01 (29:28):
What is a good marketing budget for that type
of for the remarketing side ofthings?
SPEAKER_00 (29:34):
I would say, I mean, you could probably get away.
Now, and again, this depends onhow many different audiences
you're going after and and howbig they are.
But I mean you could give it arange.
Let's do a range.
You could do 10 bucks a day.
Okay.
On the low end.
On the low end.
On the low end.
Uh maybe fifty bucks a day.
But you're you know staying infront of these people on all
these different platforms,right?
Trevor Burrus, Jr.
SPEAKER_01 (29:55):
But even at fifty dollars a day, what's that a
month?
SPEAKER_00 (30:00):
Is nothing when we think about it in terms of well
again like comparing it toGoogle Ads to cold traffic and
stuff like that.
SPEAKER_01 (30:07):
So I know uh I was speaking with a contractor down
in Orlando recently uh on one ofthe RSRA calls, and I think his
lead cost from PayPalClick waslike eight or nine hundred
dollars per lead, right?
Like so when you think about itthat way, it's like, man, I
could it's not that you don'twant to it's not that you want
to stop pay-per-click, but it'sit's an in addition to, right?
(30:28):
Like so a lot of this stuff isin addition to.
I know you're enjoying theepisode, but let's give a shout
out to another one of oursponsors.
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Not because they're not workinghard, but because they're
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Or their culture's falling apartbecause their team's unclear,
(30:51):
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And when change hits, they'rereacting instead of leading
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(31:13):
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It's not that you want to stoppay-per-click, but it's it's an
in addition to, right?
Like so a lot of this stuff isin addition to.
SPEAKER_00 (31:29):
And and to compliment to that is you when
you a lot of you may not knowthis, but from a marketing
perspective, like a really goodconversion rate on Google Ads is
like that would be a really goodone, is like 20%.
So that leaves 80% of the peoplethat came into that funnel.
That clicked.
That clicked.
SPEAKER_01 (31:48):
So what you're talking about, let's what let's
let's clarify that per people.
It's called a landing pageconversion rate.
Right.
SPEAKER_00 (31:54):
A landing page conversation rate.
SPEAKER_01 (31:55):
So they've clicked, they hit your landing page, only
like on an outrageouslysuccessful.
SPEAKER_00 (32:04):
Outrageously successful.
Landing page.
Landing page.
I would say the most successfulones I've ever seen that we've
done, and I still have everseen, maybe like 25 percent,
maybe up to close to 30, butover a span of time.
Over a long period of time.
SPEAKER_01 (32:17):
You might get like a good month where you're at like
40 percent or something.
Another one.
But over an extended period oftime.
SPEAKER_00 (32:24):
But on average, we're talking less than 10
percent.
Yeah.
And that leaves ninety percentof the people that clicked on
that ad came to your landingpage and didn't do anything.
Aaron Ross Powell So they typedsomething into Google.
Roofing company near me.
They clicked on an ad.
Clicked on it.
That costs you$75 or whatever itcosts.
SPEAKER_01 (32:45):
But they didn't convert.
SPEAKER_00 (32:47):
They didn't fill out the form, they didn't make a
file.
They got to the landing page andthey said, nope, and then they
just went back, right?
SPEAKER_01 (32:53):
So on the good side, 80% do that.
80% don't call.
80% don't fill out a form.
That's a good frame for people.
And then and and so you youdon't want to lose them.
Like keep in front of them.
Turn the remarketing out.
SPEAKER_00 (33:07):
You know the intent is there.
You know they're there, theyknow they're interested, but
maybe who knows?
There's a million reasons whythey didn't do anything.
SPEAKER_01 (33:15):
Um what about Google ads?
I I think let's just talk aboutthat for a second because I
think the Google search ads, notthe display remarketing stuff
that we're talking about.
Google search ads are achallenge for roofing
contractors.
Um are there any ways what areyou seeing that is working in
(33:36):
today's c today's environment?
SPEAKER_00 (33:39):
Um I I I've always stressed on this, and I think
the biggest thing is it's justadd congruency to what what the
landing page says.
SPEAKER_01 (33:48):
We haven't talked about that.
It's crazy how it's amazing.
How many people run Google Adswithout congruency.
What do you mean by that?
Give me an example.
SPEAKER_00 (34:00):
Um so I mean, like, let's just say, for example, say
you're even running a campaignfor um a metal roofing.
Like, say you're running a metalroof campaign, just something
around like, hey, yeah, um, youknow, metal roofing company near
me.
People click on it and it goesto just the homepage web of the
website that just says somethingrandom about, you know, you
(34:23):
know, number one company inChicago, and then it's just like
a bunch of random stuff.
Like it, there needs to becongruency on what people are
clicking on.
If it if they're clicking onMinneapolis Roofing Company as
the headline of the ad, well,that landing page better say
Minneapolis Roofing Companyright there.
Or if there's some sort of offerthat you're putting in that ad
(34:43):
copy, like you know, whatever itis,$2,500 off your roof.
If they click on that and theygo to the landing page and it's
nowhere in existence, well okay,what was the intent behind that?
They probably clicked because ofthe offer.
SPEAKER_01 (34:58):
Great financing options, and there's nothing
about financing.
Right?
Like there's how do it'scongruency in in that messaging.
So you've developed youraudience, you've built the
perfect audience.
We've established the messaging.
We've established the messaging.
SPEAKER_00 (35:12):
We've built and scaled the ads.
Scaled the ads in T.
We turn the leads into revenue.
SPEAKER_01 (35:20):
Okay.
This is where it was the biggestchallenge from us as a marketing
agency.
Correct.
Yes.
Because there are some peopleout there that can't sell.
That's true.
This is a good amount of people.
There's a few contractors won'tname any names.
Uh-uh.
(35:41):
That never answer their phone.
That's true also.
And then they wonder why they'renot getting business.
What does it look like?
What does a perfect process looklike to that from lead to
appointment?
SPEAKER_00 (35:58):
Um, so I mean, this has been talked about millions
of times, but it's always speedto lead.
Yeah.
It really is.
I mean, let's think about thisagain.
We're talking about from thebuyer's perspective, from the
homeowner's perspective.
If I'm not getting a responseright away, where am I going?
I'm going right back to Googleor wherever I came from to find
the next person and give themthe call.
(36:19):
Because I mean, most of theseguys, like, they're ready to go
now.
People have ADD.
They gotta, they're gonna go onto the next thing, right?
Yeah.
Um, you know, uh, we talkedabout touch points.
It's not just touch points priorto them entering their
information.
That is a big piece of the bestframework, but it's also touch
points after they enter theirinformation.
Got it.
Um and a lot of people we weretalking about even after they
(36:43):
input their information, it'stry to get in touch with them
once, and I didn't get in touch,so you know, on to the next,
right?
On to the next.
And again, that's where they godormant in the CRM and they just
sit there.
Um so what we're what we reallywant to do is, you know, one, we
gotta be answering the phone ifthey're calling in.
I don't care how it happens,it's gotta happen immediately.
(37:06):
Um, you know, if you don't haveuh an after-hours service, you
need to hire someone.
If they're not great, then youneed to figure out another
option to that.
Yeah.
There's a lot of AI voiceoptions now that even just will
get the job done, honestly.
Um and so that's the first one.
If it's a form fill, someonefill types something in or it's
a it's a Facebook message orwhatever, there better be a
(37:29):
response immediately, right?
And it's gotta be via thatplatform too.
This is another thing we we weran into and we figured out that
um you know, if they're typing,if they're submitting a Facebook
lead directly, a lot of peoplearen't like they send a text
right away.
I mean, they were just onFacebook.
So maybe you should get incontact with them via Facebook.
(37:50):
Let's de dig deeper on that.
Okay.
SPEAKER_01 (37:54):
You're running an ad on Facebook, it's it's a
messenger ad.
People reach out throughMessenger or through a lead form
even on on their and they get atext message right away.
SPEAKER_00 (38:04):
It's a switch in people's brain, right?
Yeah.
I mean, I was just scrolling onsocial media and I just
submitted something on Facebook,but now I have a text message
over here, and you know how manynotifications we get on our
phones.
Nonstop.
Nonstop.
So like it's it is it's kind ofa it's a psychological thing,
people being able to switch fromeven just apps, right?
Yeah.
Facebook over to SMS orwhatever.
(38:26):
Yeah.
If you can keep them where theyoriginally submitted it, that's
gonna be your best option.
Yeah.
Now, if they submit it throughthe website, right?
Form fill is very common.
Yeah, um, you know, that's whereyou try all the options.
What we used to do, and I stillthink we we do it, is we place
the call immediately.
Yeah.
It's an autocall, goes out tothem, um, press one to connect,
(38:50):
you know.
If it connects to them, it andwe automatically pick up.
If that's if there's no oneavailable, we're sending an SMS
text message, we're sending anemail, and then we're doing that
every few minutes in a sequenceuntil we can get touch with
them, and along with manualcalling until they they pick up.
SPEAKER_01 (39:04):
It's it's extremely important.
And that's the leverage thatpeople don't understand in their
uh in their marketing, right?
They think that marketing stopswhen the lead comes in.
Right.
But it but there's there'sthere's a lot more to create
efficiency in that ad spend, inthat marketing budget.
SPEAKER_00 (39:22):
And then we we can go beyond that and say it's not
just once you get in touch withthem for the first time.
You know, if you get theappointment booked, well, now
you got the time between gettingthat appointment booked and
actually going and showing up,right?
And there's a lot of things thatcan get lost in translation
there too.
So what are we doing there?
Again, touch points, right?
(39:42):
Text messages about what toexpect, maybe a video sent over
to them, like, hey, you know,this is what this is what you
can expect, and these are thingsto watch out for, and this is
what we'll be talking about, soyou can prep them ahead of time.
SPEAKER_01 (39:54):
Yeah.
I I like how you've simplifiedthe the framework, right?
Like, uh, you know, I mean we Ith I thought we did a good job
with the best known roofer bookand and really putting that in a
in a in a digestible format, butI think you've I mean the
evolution of this is is evenmore simple for contractors to
understand and to help them out.
(40:16):
Um what do you what do you youknow we'll we'll get links to
all your stuff in the in thedescription, your new YouTube
channel.
SPEAKER_00 (40:23):
Yep.
SPEAKER_01 (40:24):
Yep.
All your new social mediacontent that you're gonna be
producing around the bestbusiness framework.
SPEAKER_00 (40:31):
My goal is to really create a movement to help, you
know, any local servicebusiness, honestly, but
especially in the in the um youknow the home service industry,
um you know, it this is allpossible, it can all be done.
I just think a lot of peopleforget about this piece because
everyone's taught about thecertain about the leads, leads,
(40:52):
leads, and they forget about youknow what what that buyer is
actually thinking.
And I think, especially intoday's day and age with all the
nonstop information coming atyou, you know, you really got to
be on the same wavelength withthe customer.
SPEAKER_01 (41:06):
All right, well, everyone check out Brian's new
content.
This has been another episode ofthe Roofing Success Podcast.
Thank you for tuning in to theRoofing Success Podcast.
For more valuable content, visitRoofing SuccessPodcast.com.
While there, check out oursponsors for exclusive offers,
shop for merchandise, and signup for our newsletter for
(41:28):
industry updates and tech.
Also, join the Roofing SuccessFacebook to connect with other
professionals and stay updatedon the latest project.
If you enjoyed this episode,please subscribe, like, share,
and leave a comment.
Your support helps us continueto bring you top industry
websites.
The website link is in thedescription.
(41:49):
Thanks for listening.
We turn the leads into revenue.
SPEAKER_01 (00:02):
Okay.
This is where it was the biggestchallenge from us as a marketing
agency.
Correct.
Yes.
Because there are some peopleout there that can't sell.
That's true.
It's a good amount of people.
There's a few contractors.
Won't name any names.
Uh-uh.
(00:23):
That never answer their phone.
That's true also.
And then they wonder why they'renot getting business.
Welcome to the Roofing SuccessPodcast.
I'm Jim Aline and I'm here tobring you insights from top
leaders in the roofing industryto help you grow and scale your
roofing business.
Today's episode has been a longtime coming.
(00:45):
Years and years and years,Brian.
Decades.
Maybe not decades.
I'm not that old.
You are not that old, that's forsure.
I am here with the co-founder ofRoofer Marketers, which is now
Job Nimbus Marketing, the greatBrian Niebler.
Thank you for having me.
(01:05):
On short notice.
On short notice.
But here's the thing about Brianthat you guys might not know.
I talked about Roofer Marketersand Job Nimbus Marketing.
Brian was the guy behind thescenes, uh, really designed the
frameworks that we executed onfor our roofing clients.
So I wanted to have him onbecause he's been really working
(01:26):
on ever evolving our strategyfrom the best known roofer into
the best framework, uh the bestbusiness system.
I don't know exactly what youcall it yet, but what what what
are you what do you what are youwhat are you calling it now that
it's it's a little bit morecomprehensive?
SPEAKER_00 (01:43):
It's simple.
SPEAKER_01 (01:44):
It's best known framework.
The best known framework.
That's awesome.
So if any of you haven't readthe best known roofer book, go
to Amazon, grab it.
We published that in 2021.
SPEAKER_00 (01:55):
A while ago.
In digital marketing years.
SPEAKER_01 (01:58):
In in a decade, a century in digital marketing
years, right?
So a lot of things have changedsince then.
Um let's for everyone, how howdid you you know I mean, how did
you get into the roofingindustry?
SPEAKER_00 (02:15):
Into the roofing industry.
Well, I ran a marketing agencybefore I met you.
And uh my very first, well, Iwould say one of our first
clients was a roofing company.
Yeah.
Um, you know, did I knowanything about roofing?
Absolutely not.
But I also had a number of otherclients in, you know, any other
(02:37):
industry, and you know, roofingis the one that we got the best
results for, or I got the bestresults, I should say.
It was just a one-man band backthen.
Yeah.
Um, and it just turned into asnowball effect, I guess.
Everything worked out well, andyou know, met you, and then we
decided roofing is the game.
Like, let's go for it.
SPEAKER_01 (02:56):
I I've had a lot of fun in the roofing industry.
I think you have to.
SPEAKER_00 (02:59):
I think we all have had a lot of fun in the roofing
industry.
SPEAKER_01 (03:01):
Yes.
Um, you know, we're both partowners of a roofing company now.
Yep.
You are you a part owner of acouple roofing companies?
Couple roofing companies.
Couple roofing companies now.
So essentially a CMO role in inmost roofing companies, a
certain chief marketing officer.
So getting all of the gettingeverything dialed in uh as you
(03:22):
did in the agency days for aroofing company from the
marketing perspective and theninto the the like through the
the lead follow-up, right?
All the way through that thatappointment set is really where
you've spent a lot of timebuilding out uh the best
framework.
So let's talk about that alittle bit.
(03:42):
Um talk through the kind of thethe how you came to the best
framework.
SPEAKER_00 (03:50):
Sure.
So I think one of the mainproblems with marketing, in just
in general today, for any typesof service businesses, is we I
think we forget about we forgetabout the leads we actually have
in reality.
I mean, a lot of like marketingagencies, marketers in general,
we you know, we run Google adsand we do SEO and we try to get
(04:11):
all these leads in.
And and yeah, they come in, butwhat happens if we uh don't
convert those immediately intojobs?
They kind of get forgotten mostof the time.
I would say 90% of those leadsjust get thrown off to the
wayside.
Yeah.
And I think we see this as a bigproblem in marketing, right?
It's because it's always aboutleads, leads, leads, leads.
(04:32):
But we forget about, you know,who are the people, who are
these leads?
What are they thinking?
And so the best framework isreally here.
I I put it together because Ithink if we forget about that
90%, once they don't closeimmediately, uh, it's taking
those that 90% and staying infront of them for forever until
(04:53):
they actually do come in and wecan close them into actual jobs.
SPEAKER_01 (04:57):
Yeah.
And that and that concept issomething that we've kind of
talked about for years to the tothe roofing industry and being
omnipresent, being everywhere oromnipresent, being everywhere.
Um let let's walk through likethe who is a good company that
could implement this type offramework in their business.
SPEAKER_00 (05:20):
Right.
So so what we're really talkingabout here is warm leads, warm
audience already.
Okay.
So um, you know, these arepeople that, you know, one have
probably seen something thatyou've done before, whether it
be a a video you put out onsocial media, or maybe that was
a Google ad, someone came toyour website and left, or
(05:41):
something like that.
Maybe it is an email opt-in,someone that's on your list or a
prospect you've had in your CRMforever.
That's who we're targeting here,right?
And so in order to have anaudience like that already,
you're probably already anestablished roofing company.
You're probably done, you know,upwards of two million, I would
say.
Got it.
Um you have some sort ofaudience.
(06:02):
You've done some sort ofmarketing before.
And that's really what thissystem is is positioned towards.
So it's more of a accelerator.
Accelerator, correct.
And that's not to say withomnipresence, I mean you still
want to do that on the frontend, right?
As a smaller company.
But this system we're focusingon everything we already have.
So explain best.
(06:23):
Best.
So we we try to keep it simplehere, right?
Uh best known framework.
So best, the acronym.
So B, it's build your audience,build your perfect audience.
E, it's establish the messaging.
Perfect messaging, I should say.
S is scale your ads, and T isturn those leads into revenue.
SPEAKER_01 (06:44):
All right.
So what I heard from you in inthe first one, build your
audience.
Let's go into that.
What are what are three likewhat are the the core things
that a roofing company needs todo to build their audience?
Because I what you had said wasthis is this isn't for the new
(07:06):
company that that doesn't haveany business yet, that hasn't
done any marketing.
So let how do you how doessomeone build their audience or
how do you refine that, or whatwhat are you doing there?
SPEAKER_00 (07:18):
So I mean I would just think of, you know, one, we
could just list out what thataudience is.
Because there's so manydifferent places that people
have probably seen your companyboth offline and online, but now
that we're spoke we're we'refocusing on the online.
So let's talk anybody that'sever visited your website,
right?
Anyone that's ever viewed avideo that you've put on
(07:39):
Facebook or Instagram or TikTokor wherever, any of those.
Um anybody that's viewed aYouTube video, right?
And then we're talking to alsomaybe people that have been in
your CRM forever.
They've been sitting in there,um, maybe it was a deal that
just didn't get closed,prospects that have been in
there, um, you know, old leads,form fills, any of that stuff.
(08:00):
So I would just make a checklistand think about all those
different places that peoplehave have probably seen your
company at one point or another,that can be turned into an
audience.
Okay.
SPEAKER_01 (08:12):
I think you said something that was an aha moment
for I think a lot ofcontractors, which is their CRM.
Um anyone that's and ever beenentered into a CRM can be used
in an audience.
Correct.
Now what does that mean?
SPEAKER_00 (08:32):
Well, it means um they have officially entered
your hemisphere, right?
So you can take theirinformation and you know, on
Facebook you have the option to,well, you can export it from
your CRM.
Doesn't matter what CRM youhave, you can do it, and you can
upload into Facebook as its ownaudience.
Depending on what stage orpipeline they were in, you can
(08:52):
also separate those audiencesout.
You know, did we get in contactwith them?
Was an appointment actuallybooked?
Uh was an estimate put out andjust never close.
All three of those are threedifferent audiences, in my
opinion.
So you can segment the audience.
You can segment them, correct.
SPEAKER_01 (09:08):
Right.
So now that so, and then so youhave your audiences from your
CRM.
Um, how do you collect visitors?
It might get a little technicalfor people, but how do you
collect visitors that havewatched a Facebook video or
something like that?
SPEAKER_00 (09:23):
Well, the nice thing is it's already been collected
for you.
It's already right there.
If you have a Facebook page andyou know you've put out a video
and people have watched it,Facebook already knows this.
It's right there.
So what you need to do is youcan go into the back end of the
business manager and you canactually create these audiences
that have already been created,essentially.
Okay.
SPEAKER_01 (09:42):
So it sounds like it's important.
So this is but this is on theirbusiness page, not their
personal profiles.
Correct.
Okay.
So for people that do personalbranding, this might change a
little bit, right?
Like you're not going to be ableto do this from a personal
branding perspective, but if youhave a business page.
Before we carry on with theepisode, let's give a shout out
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(10:04):
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You're not going to be able todo this from a personal branding
perspective, but if you have abusiness page, all of that data
is.
SPEAKER_00 (10:41):
If you do have a personal page and it's the
professional version, you canalso use those audiences as
well.
Yes.
Yes.
So but you need the audience.
SPEAKER_01 (10:50):
Why is the audience important?
SPEAKER_00 (10:53):
Well, the audience is important because I mean,
those are the guys that, again,they know who your company is,
they've at least seen onemention of your company before.
And when you think about thehomeowner, right, that's gonna,
you know, for a roofing company,I mean, they're all in different
stages, right?
There's gonna be people that,you know, are looking for, you
(11:13):
know, maybe the if you've evertalked about the marketing
funnel, right?
You know, you've ever a lot ofyou probably know what this is,
right?
You got top of the funnel,middle of the funnel, and bottom
of the funnel.
Like just as an example, I knowyou give this example.
SPEAKER_01 (11:25):
We talk about it all the time.
SPEAKER_00 (11:26):
Yeah, like what's what's the color of what color
is the what's the best color ofroof, right?
They're not bottom of the funnelbecause they're probably not
ready to buy today.
Yeah.
They might be mid to the topfunnel.
So we can segment those becauseeveryone's in different um parts
of the buying journey, right?
And each one of those segmentswe can turn into a different
angle.
Now that's one piece of it.
(11:46):
The other piece is like, whatare they actually looking for,
right?
So is there, you know, ifthey're looking for stuff around
like what's the cost of a roof,that's its own angle in itself
because they're very interestedin that sort of stuff.
Um and so we can go into that alittle bit more, but there's
there's different ways tosegment the audience, and that
becomes important because that'show we're gonna get those ads
out to stay in front of them andkeep them interested.
(12:07):
Got it.
SPEAKER_01 (12:08):
So once you've defined, once you've built these
audiences, you can use them inFacebook, you can use them in
Google.
You you're they're essentiallythat foundation that you're is
what I'm hearing.
What we're talking about here isthey're the foundation, right?
We're starting with the person.
Yes.
Um so we're starting with theperson.
(12:29):
Who is the person that we'retargeting?
Well, they visited our whenwe're kind of this is
essentially a a warm list.
Correct.
Right?
It's a warm list versus a coldlist.
It's not just um, it's not justget a bunch of names and phone
numbers or like target aspecific geographic location.
This is let's take these people.
(12:52):
So you could say, hey, these areall the people we closed.
This is now we can say that findpeople like these people as
they've closed before.
Yes.
From developing good audiences,what have you seen on from the
results of that on the otherside of that?
(13:12):
Because that's what that'sreally what people care about,
right?
Like, great, I have all theseaudiences, I uploaded them, and
my Facebook ads still sucked.
And we'll move on to make talkabout how to make all of your
ads better, also.
But like what have you seen ifit's the right audience versus
just a cold audience in ageographic area?
SPEAKER_00 (13:33):
Well, I mean, uh like I said, everyone's in their
own buying journey.
We you talk about this all thetime.
Where are we in the customerjourney?
Well, if you hit them with theright, you know, if everyone's
got their own pain points,right?
You know, what is your painpoint for buying a roof?
Is it, you know, I needfinancing, is it uh I got storm
damage, you know, is myinsurance gonna cover it?
There's all sorts of differentangles.
(13:53):
If you can hit them with thecontent that's gonna really tear
into their heart, right, that'sthe ones that are are likely
they're gonna continue to followyou and are likely gonna be the
converters later on.
Got it.
So what we've seen is when we dothis and we we figure out where
they're at in that buyingjourney, and then we create the
vi the content and the videocontent in the ads that will
target that specific pain point,typically it'll convert three,
(14:15):
four times as good, essentially.
And that's what we're lookingfor.
And again, we're talking aboutan audience that got left at the
wayside too.
Yeah.
Like these people, you know, alot of times the roofing
companies forget about them.
So we're just talking about evenconverting people that otherwise
wouldn't have been touchedagain.
SPEAKER_01 (14:31):
So now you you kind of led into your next point.
What is E investing?
SPEAKER_00 (14:37):
E is establishing the perfect messaging.
SPEAKER_01 (14:39):
Got it.
So that's what you were talkingabout is like where are they in
the buying journey and what canwe say to them at that point of
the buying journey that makesthem react, raise their hand,
interact with us, make give,make a phone call, fill out a
form.
How are we developing goodmessaging?
SPEAKER_00 (15:00):
Well, uh again, I mean, it's going to depend on
what your industry is.
So in roofing, I mean, we'vealways talked about it.
Like, what are the number onequestions that your sales reps
get at the door?
I mean, that's there's typicallythe same ones over and over and
over again.
We just talked about them too.
It's like, you know, uh what canI get financing?
Is, you know, uh what's going tobe covered with insurance, you
(15:23):
know, what are what are things Ishould be looking out for?
What are some red flags?
You know, all that sort ofstuff.
Each one of those is its ownsegment again.
SPEAKER_01 (15:30):
Yeah.
SPEAKER_00 (15:30):
So um, that's who we're targeting with the ads.
SPEAKER_01 (15:33):
So the messaging, though, is you know, we I talk
about it a lot on the or havetalked about in a lot of talks
and podcasts, right?
It's mark market who you'remarketing to, right?
Your mark your message and andhow you're getting it in front
of them.
And that's kind of what you'refollowing here, but you're
getting very specific.
SPEAKER_00 (15:50):
Yeah.
Because one message never worksfor everyone.
That's right.
Everyone's on a different partof the buying journey, and you
know, you gotta, again, get intouch with them at that specific
point.
SPEAKER_01 (16:00):
But if you're a if you're a marketing manager at a
roofing company or if you're anowner, what what are some
practical things that they cando to determine the messaging?
Like, what's a good connectingpoint for them?
Something simple that that theydon't have to like, man, I have
oh man, I'm thinking about allthese different people, where
they're at in the buyingjourney.
(16:20):
What would be some simple thingsthat they could do?
SPEAKER_00 (16:23):
Um, I mean, the simple ones would be what we
just talked about.
I would just ask your salesreps, you know, let's come on
in, let's do a meeting quick,write down the top five things
you hear every single day interms of selling out there.
Yeah.
Um you know, other than that, Imean, I I mean I think most of
you already know what the corepain points are.
Like, right?
I mean, it's pretty similar,it's not just roofing, it's it's
(16:45):
every home service uh kind ofcompany.
It's you know, it's always aboutcost, it's always about uh
trust, um, and then it's alwaysabout you know the work that's
being done.
So there's a number of differentthings in each one of those
categories, in my in my opinion.
SPEAKER_01 (16:59):
So how do you differentiate messaging?
Or should it just be the samemessaging that everyone else is
using?
SPEAKER_00 (17:07):
I think that's gonna depend on like most of the
messaging I think is pretty muchthe same in terms of those
categories.
Now, in terms of how you handlespecific situations and like
your core values and stuff likethat, um, I think that's where
it would get unique.
But you guys, you know,hopefully you already have that
um, you know, together for yourcompany.
So that's something that, again,that goes in that trust column.
(17:30):
Yeah.
SPEAKER_01 (17:30):
I talk about things like uh one of the a great
roofing company that we workedwith for many years, they ended
up selling the PE uh with MHI.
They, you know, they theyessentially created the frame of
messaging in their market where,hey, this is what you look for
in a good contractor.
SPEAKER_00 (17:47):
Yeah.
SPEAKER_01 (17:48):
And it was like the top five, four or five things
were things that you could sayabout any good contractor.
SPEAKER_00 (17:54):
Yeah.
SPEAKER_01 (17:55):
But yeah, like the fifth and sixth were things that
you could only say about them.
That's a good one, yeah.
Right?
Like things like that that umbut but tying that into the
messaging, it's just knowing youknow, knowing where they are at
in that journey.
So now they're in your database,they're segmented out as like a
(18:15):
uh sit no sale, they theyhaven't, they're they're not,
uh, they haven't converted.
They've been in your databasefor 30 days, 45 days, 60 days.
What how do you get theirattention again?
SPEAKER_00 (18:29):
Well, I mean, that comes along with uh you know the
audience building, right?
So we split them up into theaudience, and then we figure out
so what what we like to do is wecall them uh V loops,
essentially video loops, on oneach one of those paint points.
Might choose three to four tofive of the top ones that are
really gonna hit.
And we've already talked aboutthose just now, right?
So um now it's about you know,again, uploading those audiences
(18:51):
into the specific ad frameworks,segmenting them in back into
your CRM or wherever you'redoing your um outreach with uh
for leads and stuff like that,and then um and then creating
the messaging around that.
So for example, you know, ifwe're doing something about
cost, like what's the cost of aroof, stuff like that, and maybe
they they hit a page like thatbefore, they had questions
around it or whatever.
(19:12):
Um, you know, I'm gonna createuh what we like to do is uh
educate, educate, educate,action, call to action.
Okay.
So it's uh, you know, that'sagain it's going back to what
are they asking, answer thosequestions.
What are the questions alongthat topic?
You know, what's the cost of aroof typically in this area?
And then um, you know, why whyis it what's the difference in
cost between this versus this?
(19:33):
Um and then in the final one,it's like, you know, send them
somewhere, right?
So for if it's a cost one, maybethere's a there's a pricing
calculator or something likethat.
And that's your final, hey, comeon over here and take a look and
get get that for yourself andsee what it is.
SPEAKER_01 (19:46):
Yep.
I know you've been working onpricing calculators for for the
roofing companies you'reinvolved in right now, with ours
and and the other one you'reinvolved in.
What is what's the impact onthat?
Like, how is that converting?
Because I everyone at, you know,I was just at a Marcus Shared
intervention, he talks aboutprice all the time.
And uh all of you are so afraidto talk about price, right?
(20:08):
Uh Roofal has made uh a greatname for themselves in in
pricing.
Uh Roofar has, I think, uh thethe estimator, online estimator
that people can fill out andstuff like that.
But as you're running ads andand giving open and honest
estimates on pricing, I I camefrom the mortgage industry, as a
(20:32):
lot of you guys heard you knowmany times here.
There's something called a goodfaith estimate.
It's uh an estimate, huh?
Think about the wording there.
An estimate in good faith,right?
So, like you're not trying totrick anyone, you're not trying
to just, you know, but so sothis new kind of framework that
(20:52):
you've been running to thesecalculators, what is what has
the outcomes been there?
How how has that impacted, youknow, opt-ins or lead flows?
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(21:38):
What has the outcomes beenthere?
How how has that impactedopt-ins or lead flows?
SPEAKER_00 (21:44):
So, I mean, I'll give you a little nugget here
that we've discovered.
And we were always kind ofskeptical of this, and this is
nothing against those, the thepricing calculators or anything
like that.
But from a perspective of myselfand a lot of other people, I
think you'd agree, is that likepeople are not dumb anymore when
it comes to online marketing.
Are you sure?
(22:05):
Yeah, I'm I'm pretty sure.
They've seen it all at thispoint.
Um and I think what what one ofthe problems is is people, you
know, hey, get a get a quotereal quick, right?
Get an instant price.
But then they get to it and it'slike, oh, put in your contact
information, put your address,put this, the this.
And you know, a lot of us justwant to kind of get an idea on
(22:25):
the price, and we don't want togive you our contact
information.
You know?
Um, and so something I thinkwe've kind of discovered is um,
you know, why not just give thema pricing calculator that they
can play around with on theirown?
And then if they've they'vefigured out, like, oh, okay,
it's you know, it's between 10to 15 grand, great.
I actually want to get a anactual, you know, exact price
(22:48):
quote.
Well, here's the call to action.
Here, you know, you can get thatexact price quote, just put in
your exact information.
So I think what we've discoveredis, you know, in doing something
like that, it makes people feela little more uh like you're
trustworthy.
You're not just trying to grabtheir information.
And you know, the the nice thingabout that, and we're talking
about audiences, if someone hitsa page like that and they still
(23:11):
don't enter their information,they're not a dead lead, you
guys.
Like that's right.
They've hit that page and weknow they've hit that page.
SPEAKER_01 (23:18):
There's so many ways to stay in front of them.
SPEAKER_00 (23:20):
And guess what?
We can stay in front of themforever now with all that
information about the cost.
SPEAKER_01 (23:25):
And really online and offline.
SPEAKER_00 (23:27):
Online and offline, exactly.
Yeah.
SPEAKER_01 (23:29):
Right?
Like you the there's post,there's mailings that you could
do too.
Mailers you can send, like onfrom an offline perspective.
There, you know, you I mean, alot of times you can have their
address, you can knock theirdoor even.
Yep, yep.
Maybe a little creepy.
Yeah.
Maybe a little creepy, but youcan do it.
SPEAKER_00 (23:46):
Yeah, you sure can.
SPEAKER_01 (23:49):
So but okay, now we have like the perfect messaging,
and some of that perfectmessaging that's a little bit
more unique, thinking about thebuyer too, is what I'm hearing
from you.
Like, we got to think about thebuyer and what where they're at
in the journey, what they wantto do.
Um, they don't want to no onewants a salesperson at their
house.
Yeah.
Like, it's not something thatwe're like, hey, can I have
(24:10):
another sales pitch?
SPEAKER_00 (24:11):
I think we really tend to forget about the buyer
as business owners.
And that's a problem becauseit's a big problem.
Because they're our customer,they're the ones buying from us.
So you really got to think aboutit from their perspective and
think about it from your ownperspective.
I mean, if you're gonna be goingout to a company and um, you
know, they're invasive and doingall this other stuff.
I mean, you know, you got yougotta think about that sort of
(24:32):
stuff.
SPEAKER_01 (24:33):
We built our audience, we've established our
messaging.
S is we're gonna scale our ads.
Scale our ads.
Okay.
Talk through that as a kind of ahigh-level concept.
SPEAKER_00 (24:44):
Well, so I mean, it goes back to what we're talking
about with omnipresence.
Yep.
Um, you know, everyone thinksabout ads and we think about,
you know, running Google ads andall this other stuff.
Well, you know, there's allthese platforms now that people
consume information on, youknow, Facebook, Instagram,
TikTok, LinkedIn, YouTube, allthat sort of stuff.
And when we talk aboutomnipresence, we talk about
(25:04):
being in all those places.
Well, now we know, you know,hopefully we've established from
this audience building that weknow what part of the buyer's
journey they're in.
So now we we can kind of buildthese uh video content, uh build
all the video content, any ofthe ads that we need to, and and
now we stay in front of themconsistently on all of these
different platforms.
(25:25):
And and I want to be clear aboutbeing consistent because you
know, if someone goes toFacebook and they're, you know,
it's about and the ads are aboutthe cost sort of stuff, it
should stay that way onInstagram too, unless they've
converted and on YouTube.
And everything needs to becongruent.
And that's what we're trying todo.
We're trying to establish anomnipresence consistently around
(25:46):
that same sort of subject tothat audience, no matter where
they go.
SPEAKER_01 (25:50):
That's where, you know, we've talked about this
forever, but it it's like that'swhere we it's like how why are
they every time I see, everytime I open my phone, every time
I go to now you're I mean youcould even do streaming now and
you you know, like on TV andYouTube TV.
I mean it it's like it's a lotof people watch YouTube on their
(26:11):
TV.
So your YouTube ads are on theTV.
Yeah.
Um we run ads for this podcaston the on YouTube, and it it I
was like, wow, we have a lot ofviewers on like watching on a
television.
Yeah.
It was crazy to me.
Yeah.
Um and so what does that triggerin people from a psych
psychological perspective?
SPEAKER_00 (26:32):
Uh it's a it's a top-of-mind thing, again, right?
Um, you know, with roofingspecifically, we're talking a
high-ticket item that people,you know, may not be ready for
at this point in the thing.
And uh there's been a lot ofresearch done around these
topics, and you know, you mighthave heard like the seven touch
point type thing.
Well, in 2025, we're talkingmore of like 30 to 40 to 50
(26:56):
touch points before someoneactually makes a decision.
People have to tell me moreabout touch points.
Talk about touch or tell theaudience more about touch
points.
So I mean what do you mean bythat?
SPEAKER_01 (27:04):
They're like, what do you mean touch points?
I don't know.
SPEAKER_00 (27:06):
Touch points, like uh we're talking like an
impression.
Like we're talking, um, youknow, maybe you opened up
Facebook and you're scrollingand then you see, you know, you
see this roofing company, right?
And then you kind of forgetabout it, but then you go over
to YouTube, you're watching avideo, and you know, they pop up
there.
Um, you know, and then you getthat that postcard in the mail
from them.
And it's just them seeing youconsistently, all these parts,
(27:27):
and they it makes any companyseem bigger than they actually
are.
That's the biggest one.
SPEAKER_01 (27:33):
The biggest thing.
We've talked about this with alot of companies on this
podcast.
I remember um uh Travis withPlanet Roof uh talking about he
did a rebrand from from theirfirst roofing company into
Planet Roof, and and I think hesaid he only had like two or
maybe two or three rap trucks.
Maybe one.
(27:53):
I can't remember what he said.
I'll have to go back to theepisode and and think about it.
But like it was very few raptrucks, but it was good brand
seen all like always.
It does start with a good brand,yes.
It's it's it's it's just anon-stop, like they just started
seeing it everywhere, and it'slike, wow, that's crazy.
SPEAKER_00 (28:12):
And I'm sure most of the people that that come in,
they're like, oh, I've seen youeverywhere, right?
Everywhere.
SPEAKER_01 (28:18):
When your customers say those words to you, you know
you got it.
unknown (28:26):
Right.
SPEAKER_01 (28:27):
Like listen for that.
Listen for I see you everywhere.
If you're not hearing that,you're not doing it right.
SPEAKER_00 (28:35):
You got work to do.
Yeah.
You got work to do.
But if you're hearing that, it'sa beautiful thing to hear.
SPEAKER_01 (28:38):
It is a beautiful thing to hear.
You know you're onto somethingthere.
Conversion rates increase whenthey see you everywhere.
SPEAKER_00 (28:46):
And and the the nice part about the scaling the ads
in the omnipresent way is thatit's really not that expensive.
Like if we're talking about howexpensive, I mean, a lot of you
run Google ads, and you know howcrazy expensive it can get 20,
30, 40, 50, 100,$150 per click,we're talking about.
I mean, how much is a lead then?
We're you know, beyond that.
(29:07):
The nice part about having theseaudiences is, you know, one,
that Google ad that didn'tconvert, remember, they clicked
on something, they just cost you$50, and they didn't put in
their information or give you acall.
Well, you still have them in thesystem and you can remarket them
on all these platforms forpennies on the dollar.
unknown (29:26):
Right?
SPEAKER_00 (29:26):
Okay.
Pennies on the dollar.
SPEAKER_01 (29:28):
What is a good marketing budget for that type
of for the remarketing side ofthings?
SPEAKER_00 (29:34):
I would say, I mean, you could probably get away.
Now, and again, this depends onhow many different audiences
you're going after and and howbig they are.
But I mean you could give it arange.
Let's do a range.
You could do 10 bucks a day.
Okay.
On the low end.
On the low end.
On the low end.
Uh maybe fifty bucks a day.
But you're you know staying infront of these people on all
these different platforms,right?
Trevor Burrus, Jr.
SPEAKER_01 (29:55):
But even at fifty dollars a day, what's that a
month?
SPEAKER_00 (30:00):
Is nothing when we think about it in terms of well
again like comparing it toGoogle Ads to cold traffic and
stuff like that.
SPEAKER_01 (30:07):
So I know uh I was speaking with a contractor down
in Orlando recently uh on one ofthe RSRA calls, and I think his
lead cost from PayPalClick waslike eight or nine hundred
dollars per lead, right?
Like so when you think about itthat way, it's like, man, I
could it's not that you don'twant to it's not that you want
to stop pay-per-click, but it'sit's an in addition to, right?
(30:28):
Like so a lot of this stuff isin addition to.
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It's not that you want to stoppay-per-click, but it's it's an
in addition to, right?
Like so a lot of this stuff isin addition to.
SPEAKER_00 (31:29):
And and to compliment to that is you when
you a lot of you may not knowthis, but from a marketing
perspective, like a really goodconversion rate on Google Ads is
like that would be a really goodone, is like 20%.
So that leaves 80% of the peoplethat came into that funnel.
That clicked.
That clicked.
SPEAKER_01 (31:48):
So what you're talking about, let's what let's
let's clarify that per people.
It's called a landing pageconversion rate.
Right.
SPEAKER_00 (31:54):
A landing page conversation rate.
SPEAKER_01 (31:55):
So they've clicked, they hit your landing page, only
like on an outrageouslysuccessful.
SPEAKER_00 (32:04):
Outrageously successful.
Landing page.
Landing page.
I would say the most successfulones I've ever seen that we've
done, and I still have everseen, maybe like 25 percent,
maybe up to close to 30, butover a span of time.
Over a long period of time.
SPEAKER_01 (32:17):
You might get like a good month where you're at like
40 percent or something.
Another one.
But over an extended period oftime.
SPEAKER_00 (32:24):
But on average, we're talking less than 10
percent.
Yeah.
And that leaves ninety percentof the people that clicked on
that ad came to your landingpage and didn't do anything.
Aaron Ross Powell So they typedsomething into Google.
Roofing company near me.
They clicked on an ad.
Clicked on it.
That costs you$75 or whatever itcosts.
SPEAKER_01 (32:45):
But they didn't convert.
SPEAKER_00 (32:47):
They didn't fill out the form, they didn't make a
file.
They got to the landing page andthey said, nope, and then they
just went back, right?
SPEAKER_01 (32:53):
So on the good side, 80% do that.
80% don't call.
80% don't fill out a form.
That's a good frame for people.
And then and and so you youdon't want to lose them.
Like keep in front of them.
Turn the remarketing out.
SPEAKER_00 (33:07):
You know the intent is there.
You know they're there, theyknow they're interested, but
maybe who knows?
There's a million reasons whythey didn't do anything.
SPEAKER_01 (33:15):
Um what about Google ads?
I I think let's just talk aboutthat for a second because I
think the Google search ads, notthe display remarketing stuff
that we're talking about.
Google search ads are achallenge for roofing
contractors.
Um are there any ways what areyou seeing that is working in
(33:36):
today's c today's environment?
SPEAKER_00 (33:39):
Um I I I've always stressed on this, and I think
the biggest thing is it's justadd congruency to what what the
landing page says.
SPEAKER_01 (33:48):
We haven't talked about that.
It's crazy how it's amazing.
How many people run Google Adswithout congruency.
What do you mean by that?
Give me an example.
SPEAKER_00 (34:00):
Um so I mean, like, let's just say, for example, say
you're even running a campaignfor um a metal roofing.
Like, say you're running a metalroof campaign, just something
around like, hey, yeah, um, youknow, metal roofing company near
me.
People click on it and it goesto just the homepage web of the
website that just says somethingrandom about, you know, you
(34:23):
know, number one company inChicago, and then it's just like
a bunch of random stuff.
Like it, there needs to becongruency on what people are
clicking on.
If it if they're clicking onMinneapolis Roofing Company as
the headline of the ad, well,that landing page better say
Minneapolis Roofing Companyright there.
Or if there's some sort of offerthat you're putting in that ad
(34:43):
copy, like you know, whatever itis,$2,500 off your roof.
If they click on that and theygo to the landing page and it's
nowhere in existence, well okay,what was the intent behind that?
They probably clicked because ofthe offer.
SPEAKER_01 (34:58):
Great financing options, and there's nothing
about financing.
Right?
Like there's how do it'scongruency in in that messaging.
So you've developed youraudience, you've built the
perfect audience.
We've established the messaging.
We've established the messaging.
SPEAKER_00 (35:12):
We've built and scaled the ads.
Scaled the ads in T.
We turn the leads into revenue.
SPEAKER_01 (35:20):
Okay.
This is where it was the biggestchallenge from us as a marketing
agency.
Correct.
Yes.
Because there are some peopleout there that can't sell.
That's true.
This is a good amount of people.
There's a few contractors won'tname any names.
Uh-uh.
(35:41):
That never answer their phone.
That's true also.
And then they wonder why they'renot getting business.
What does it look like?
What does a perfect process looklike to that from lead to
appointment?
SPEAKER_00 (35:58):
Um, so I mean, this has been talked about millions
of times, but it's always speedto lead.
Yeah.
It really is.
I mean, let's think about thisagain.
We're talking about from thebuyer's perspective, from the
homeowner's perspective.
If I'm not getting a responseright away, where am I going?
I'm going right back to Googleor wherever I came from to find
the next person and give themthe call.
(36:19):
Because I mean, most of theseguys, like, they're ready to go
now.
People have ADD.
They gotta, they're gonna go onto the next thing, right?
Yeah.
Um, you know, uh, we talkedabout touch points.
It's not just touch points priorto them entering their
information.
That is a big piece of the bestframework, but it's also touch
points after they enter theirinformation.
Got it.
Um and a lot of people we weretalking about even after they
(36:43):
input their information, it'stry to get in touch with them
once, and I didn't get in touch,so you know, on to the next,
right?
On to the next.
And again, that's where they godormant in the CRM and they just
sit there.
Um so what we're what we reallywant to do is, you know, one, we
gotta be answering the phone ifthey're calling in.
I don't care how it happens,it's gotta happen immediately.
(37:06):
Um, you know, if you don't haveuh an after-hours service, you
need to hire someone.
If they're not great, then youneed to figure out another
option to that.
Yeah.
There's a lot of AI voiceoptions now that even just will
get the job done, honestly.
Um and so that's the first one.
If it's a form fill, someonefill types something in or it's
a it's a Facebook message orwhatever, there better be a
(37:29):
response immediately, right?
And it's gotta be via thatplatform too.
This is another thing we we weran into and we figured out that
um you know, if they're typing,if they're submitting a Facebook
lead directly, a lot of peoplearen't like they send a text
right away.
I mean, they were just onFacebook.
So maybe you should get incontact with them via Facebook.
(37:50):
Let's de dig deeper on that.
Okay.
SPEAKER_01 (37:54):
You're running an ad on Facebook, it's it's a
messenger ad.
People reach out throughMessenger or through a lead form
even on on their and they get atext message right away.
SPEAKER_00 (38:04):
It's a switch in people's brain, right?
Yeah.
I mean, I was just scrolling onsocial media and I just
submitted something on Facebook,but now I have a text message
over here, and you know how manynotifications we get on our
phones.
Nonstop.
Nonstop.
So like it's it is it's kind ofa it's a psychological thing,
people being able to switch fromeven just apps, right?
Yeah.
Facebook over to SMS orwhatever.
(38:26):
Yeah.
If you can keep them where theyoriginally submitted it, that's
gonna be your best option.
Yeah.
Now, if they submit it throughthe website, right?
Form fill is very common.
Yeah, um, you know, that's whereyou try all the options.
What we used to do, and I stillthink we we do it, is we place
the call immediately.
Yeah.
It's an autocall, goes out tothem, um, press one to connect,
(38:50):
you know.
If it connects to them, it andwe automatically pick up.
If that's if there's no oneavailable, we're sending an SMS
text message, we're sending anemail, and then we're doing that
every few minutes in a sequenceuntil we can get touch with
them, and along with manualcalling until they they pick up.
SPEAKER_01 (39:04):
It's it's extremely important.
And that's the leverage thatpeople don't understand in their
uh in their marketing, right?
They think that marketing stopswhen the lead comes in.
Right.
But it but there's there'sthere's a lot more to create
efficiency in that ad spend, inthat marketing budget.
SPEAKER_00 (39:22):
And then we we can go beyond that and say it's not
just once you get in touch withthem for the first time.
You know, if you get theappointment booked, well, now
you got the time between gettingthat appointment booked and
actually going and showing up,right?
And there's a lot of things thatcan get lost in translation
there too.
So what are we doing there?
Again, touch points, right?
(39:42):
Text messages about what toexpect, maybe a video sent over
to them, like, hey, you know,this is what this is what you
can expect, and these are thingsto watch out for, and this is
what we'll be talking about, soyou can prep them ahead of time.
SPEAKER_01 (39:54):
Yeah.
I I like how you've simplifiedthe the framework, right?
Like, uh, you know, I mean we Ith I thought we did a good job
with the best known roofer bookand and really putting that in a
in a in a digestible format, butI think you've I mean the
evolution of this is is evenmore simple for contractors to
understand and to help them out.
(40:16):
Um what do you what do you youknow we'll we'll get links to
all your stuff in the in thedescription, your new YouTube
channel.
SPEAKER_00 (40:23):
Yep.
SPEAKER_01 (40:24):
Yep.
All your new social mediacontent that you're gonna be
producing around the bestbusiness framework.
SPEAKER_00 (40:31):
My goal is to really create a movement to help, you
know, any local servicebusiness, honestly, but
especially in the in the um youknow the home service industry,
um you know, it this is allpossible, it can all be done.
I just think a lot of peopleforget about this piece because
everyone's taught about thecertain about the leads, leads,
(40:52):
leads, and they forget about youknow what what that buyer is
actually thinking.
And I think, especially intoday's day and age with all the
nonstop information coming atyou, you know, you really got to
be on the same wavelength withthe customer.
SPEAKER_01 (41:06):
All right, well, everyone check out Brian's new
content.
This has been another episode ofthe Roofing Success Podcast.
Thank you for tuning in to theRoofing Success Podcast.
For more valuable content, visitRoofing SuccessPodcast.com.
While there, check out oursponsors for exclusive offers,
shop for merchandise, and signup for our newsletter for
(41:28):
industry updates and tech.
Also, join the Roofing SuccessFacebook to connect with other
professionals and stay updatedon the latest project.
If you enjoyed this episode,please subscribe, like, share,
and leave a comment.
Your support helps us continueto bring you top industry
websites.
The website link is in thedescription.
(41:49):
Thanks for listening.
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