Podcast: Why Door Knocking Still Beats SEO for Contractors

Summary:

In this episode, Jenni from Renoworks sits down with Evan Griffiths, founder of Canopy Roofing & Exteriors, a roofing and exterior company based in Charlotte, North Carolina. Evan shares his journey from the banking and insurance industry to starting as a "greenhorn door-knocking roofer" and building his own successful companies. The core of his strategy is a continued focus on the fundamentals of networking and door-knocking, arguing that these methods still provide the most reliable results and personal connections in an industry being disrupted by expensive and rapidly changing digital marketing trends.

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Key Takeaways:

1. Rethink Digital Marketing: Prioritize "Back to Basics" Networking Over Volatile SEO: Evan highlights that digital marketing is being "flipped upside down" by AI and overrun by private equity firms spending $50-100k a month on Google, making it "impossible" for local companies to compete. His number one strategy is still door-knocking and networking. He argues that in a storm environment, a company's "online presence really means absolutely nothing" and that the "one-on-one connection" from dropping off a card is what builds long-term, referred business.

2. Use Insurance Claims as a "Gateway" to Larger Retail Jobs: Evan originally thought his insurance work and his retail work (siding, gutters, windows) would be separate. He discovered the opposite: an insurance-paid roof is the perfect time to upsell. Homeowners who are "getting the roof for almost free" are far more willing to spend money on other projects they've been considering. The lesson: Position yourself as a "one-stop shop" that can handle the entire exterior, as homeowners will pay for the convenience of using a single, trusted contractor.

3. Build Trust by Highlighting What Unlicensed Competitors Lack: In a market with "very laxed" licensing requirements where Evan estimates only 25% of "roofers" are licensed, he uses his credentials as a key differentiator. While storm-chasers win jobs by being first on-site, retail customers are "a lot more in tune". The lesson: Educate homeowners on the importance of licensing, detailed estimates (not just "roof replacement $10,000"), and having a physical office to prove you are a stable, professional company that will be around to honor its warranty.

4. Survive Market Downturns with Financial Discipline, Not a "Jacked Up Truck": Evan's advice to contractors is to "focus on the craftsmanship" and "be careful how you spend your money". He notes that many contractors who were "printing money" during the COVID boom are now in trouble because they spent it all. The lesson: While it's tempting to buy the "jacked up pickup truck", true long-term success comes from investing in education, building a quality product, and maintaining the financial discipline to "weather the storm" when the market inevitably changes.