Roofing Podcast Roundup - Nov 7: 3 Moves to Add Profit This Week

This week’s playbook: shift budget to Google Local Services Ads, wake up your past-customer list, and raise average job size with an add-on checklist.

November 07, 2025

We listened to 23 roofing podcasts and pulled only what you can implement now:

Top 3 to Implement This Week:

  • Prioritize Google Local Services Ads (LSA): Move budget from generic search to LSA to capture higher-intent, on-call buyers. Signature stat: one contractor cut cost-per-qualified-lead 52% after shifting 40% of spend—start with a $500/week test and tighten your dispute process.

  • Activate your past-customer email list: Monthly value emails plus seasonal alerts drive repeats and referrals at the lowest CAC you’ll ever see. Signature stat: a 5,000-contact list produced $752,000 in 12 months—export, clean, and send your re-engagement email this week.

  • Cross-sell on every estimate: Present gutters, ventilation, skylights with a two-minute options checklist while you’re still at the table. Signature stat: one team lifted average job size 32% by offering add-ons every time—drop your checklist into proposal templates today.

Sponsored: Design + Estimate in 1 Tool

Why now (≤60 words): Homeowners decide faster when they can see it. Renoworks Pro lets your rep show photorealistic designs and generate a ballpark estimate on the first visit—fewer callbacks, more premium options selected, and cleaner follow‑ups.

Proof & payoff: Contractors report 3× upsell attach rate and up to 60% better close rates with visualization in the workflow; homeowners prefer visualized options.

URGENT: Make LSA Your Primary Paid Channel

Why now (≤60 words): After head-to-head testing, LSA delivered the highest-quality roofing leads at the lowest cost. One team shifted 40% of budget and saw cost-per-qualified-lead fall 52%—and close rates beat standard Google Ads.

Steps (6):

  1. Stand up LSA: create/verify your profile (license/insurance, service areas, hours, job types), add high-quality photos.

  2. Routing & bookings: connect call recording + calendar; require job type on intake (leak, re-roof, storm).

  3. Bid & budget: start with “maximize leads” bidding; set a weekly cap you’re comfortable burning to learn.

  4. Lead QA & disputes: listen nightly; tag spam/mismatches; submit disputes within platform rules.

  5. Pair with speed-to-lead: hit new LSA leads in ≤5 minutes via instant SMS + live callback.

  6. Score by outcome: track qualified rate, set rate, show rate, sold rate by lead source weekly.

Copy/paste asset — LSA call intake & dispute mini-script:

“Thanks for calling [Company], I can help right now. Are you seeing an active leak or planning a replacement? (tag) What’s your address, roof type, and best call/text? We serve [area] and have [next 2 slots]—which works? If the request isn’t roofing or outside service area: ‘We only handle roofing; I’ll note this and we won’t charge for this lead.’”

Proof & payoff: Teams report 52% lower CPQL after moving budget to LSA and 38% higher closes than standard Google Ads, with modeled $46,080 annual acquisition savings at modest spend.

Source: The Business of Roofing — “Lead Generation Mastery” (Marcus Thompson), [09:15–14:30].

IMPORTANT: Turn Your Past-Customer List into a Profit Engine

Why now (≤60 words): You already paid to acquire them. A simple monthly cadence plus seasonal, weather-timed emails compounds repeat work and referrals—and positions you as the trusted advisor before storms.

Steps (5):

  1. Export all emails; dedupe/validate; segment (past customers, open leads, referral partners).

  2. Set up Mailchimp/ActiveCampaign; authenticate domain; add UTM tracking.

  3. Ship a re-engagement email this week; schedule a monthly value email.

  4. Add seasonal campaigns (pre-storm prep, post-storm inspections).

  5. Turn on a 30-day referral automation for every completed job.

Copy/paste asset — 3-email reactivation pack:

  1. Subject: “Quick roof check for you” — “We inspected/installed in [year]. Want a 10-minute once-over before winter? Book here.”

  2. Subject: “Storm watch: here’s what to do” — “High winds forecast for [city]. Use this 5-item checklist. Want us to pop by after? Tap to schedule.”

  3. Subject: “Know a neighbor who needs help?” — “We send [referral reward] for every referral who becomes a customer. Share this link.”

Proof & payoff: A 5,000-contact list drove $752,000 in 12 months (287 repeats, 143 referrals); a single pre-storm email generated 94 inspections and $387,000 in work.

Source: Roofers Reboot — “Email Marketing for Roofers” (Tom Bradley), [12:30–19:45] & [28:15–34:20].

IMPORTANT: Cross-Sell Add-Ons on Every Estimate

Why now (≤60 words): Most reps only quote “the roof.” Homeowners routinely say yes to gutters, ventilation, and skylights when you frame them as problem-solvers at the table—and you already paid to be in that kitchen.

Steps (4):

  1. Pick 4–6 add-ons (gutters, guards, ridge/soffit vents, skylights, solar attic fan).

  2. Price bundles and load into templates (good/better/best).

  3. Train a two-minute options walkthrough; require reps to present on every estimate.

  4. Track attachment rate by rep; coach weekly on win/loss patterns.

Copy/paste asset — 45-second options script:

“While we’re replacing the roof, many clients add [Gutters] to protect fascia, [Ventilation upgrade] to extend shingle life and cool the attic, and [Skylight upgrade] for natural light with leak-proof flashing. Of these, which would make the biggest difference for you?”

Proof & payoff: Average job size jumped $8,200 → $10,850 (+32%) with a 42% attachment rate—about $1.06M extra on 400 jobs, often at higher margin.

Source: Roofers Reboot — “Sales Process Optimization” (Amanda Foster), [14:20–21:35].

Quick Wins (Do Before Next Friday)

  • Same-day estimates: Build/send the proposal before you leave the kitchen table using mobile estimating + a portable printer. (Source: Roofers Reboot — “Sales Process Optimization,” [26:45–32:10].)

  • Standardized job folder: Create a 15-point digital checklist (permits, materials, insurance docs, photos) and make it mandatory at handoff. (Source: The Business of Roofing — “Scaling Through Systems,” [08:30–12:45].)

  • Automated review asks: Turn on post-job SMS/email requests and respond to reviews inside 24 hours. (Source: The Business of Roofing — “Customer Experience Excellence,” [24:30–29:50].)

  • Insurance photo discipline: Document roof conditions before claims; organize line-items for supplements later. (Source: Roofing Insights — “Insurance Claim Strategies,” [28:15–35:40].)

Benchmarks to Screenshot

  • Lead response: ≥90% of new leads contacted in ≤5 minutes (alert + live callback workflow). (Basis: Lead conversion lift at 5-minute rule.)

  • Review operations: Review response time <24 hours for 95%+ of reviews; track weekly.

  • Communication cadence: Enforce the 11-touchpoint customer timeline across all active jobs.

  • Production alignment: Weekly 90-minute production meeting (sales ↔ production handoffs) every Monday at 7am.

Watchlist — Market Shifts You Can Monetize

  • Commercial and cold-climate markets are pivoting budget from replacements to winter services (gutters, snow removal, ice-dam steaming) to keep assets safe and cash flow steady through March.


    Try this next: Publish a winter services page, price a gutter + de-icing bundle, and email your database with 48-hour storm prep offers; line up capacity to handle 50–100 inspection requests within 48 hours.

Finish Line Checklist

LSA Priority — we’re done when…
▢ LSA profile verified; calls recorded; bookings route to the right calendars.
▢ Weekly budget and bid strategy set; lead disputes processed within platform window.
▢ Dashboard shows qualified rate, set rate, show rate, and sold rate by LSA.

Email List Activation — we’re done when…
▢ Database cleaned/segmented; platform authenticated; tracking (UTM) turned on.
▢ First re-engagement + seasonal campaign shipped.
▢ 30-day referral automation enabled for all closed jobs.

Cross-Sell on Every Estimate — we’re done when…
▢ Add-on checklist lives in all estimate templates.
▢ Ride-alongs confirm reps present options on 3 live calls each.
▢ Attachment rate tracked by rep on the sales dashboard.

One Last Nudge

Pick one play and get exceptional at it before adding another.

Want help implementing? We’ll pick one person who replies in the first 24 hours with a 30 minute advisory session helping to implement one of the items listed above. Just reply with the play you want help with.

Podcasts we listened to: The Cash Flow Contractor — “Buying the Business You Work For” (Shaun Sykes), The Roof Strategist — “Think D2D Roofing Sales is a ‘Numbers Game?’” (Adam Bensman), RoofersCoffeeShop — “Technology and the Roofing Lifecycle” (John Kenny & Zach Carpenter), Dirt Talk — “Jared Kuepfer w/ ARRO Crushing” (Jared Kuepfer), Design‑Build Delivers — “AI and Data Management” (panel), Stories of an Extraordinary Industry — “Seth Larson, Resilient Roofing” (Seth Larson), RoofersCoffeeShop — “ARC Gives Back Event,” The Roofer Show — “Building a Sales Organization That Converts” (Ryan Groth), Construction Brothers — “Synergize… Yep. We Said It,” The Contractor Fight — “The Real Cost of Poor Communication” (Derek Johnson & Tim Cutroni), Roofing Insights — “Good vs. GREAT Roofing Content” (Jonathan Cater), Contractor Evolution — “Secrets of $10MM Contractors: 6 Steps to Freedom” (Danny Kerr); The Business of Roofing — “Scaling Through Systems” (Spencer Ballew), “Lead Generation Mastery” (Marcus Thompson), “Technology Stack for Modern Contractors” (Rachel Chen), “Customer Experience Excellence” (Jennifer Martinez), Roofers Reboot — “Email Marketing for Roofers” (Tom Bradley), The Roof Strategist — “Financial Planning for Growth” (Michael Stevens), The Roof Strategist — “Hiring and Team Building” (Lisa Chang), Roofing Insights — “Insurance Claim Strategies” (Rob Patterson), Roofing Insights — “Winter Operations Planning” (Chris Anderson), Roofers Reboot — “Sales Process Optimization” (Amanda Foster), The Business of Roofing — “Year‑End Tax Planning” (Karen Mitchell).