Roofing Podcast Roundup - Oct 17: 3 Moves to Add Profit This Week

Top 3 to Implement This Week:

• Reactivate “dead” quotes with a 90‑day follow‑up. You already paid for these leads—recover them with a simple email/text/call sequence. Expect 10–15% of dormant quotes to convert; pull last year’s $10K+ quotes and enroll them now.

• Win on speed‑to‑lead + trust. Most homeowners hire the first company that responds—so be first and personalize the touch. Seventy‑eight percent choose the first responder; set 0–10 minute response automations today.

• Put dollar amounts on contingency agreements. Florida and Minnesota now require it; it also preps a retail/financing pivot when insurance drags out. Receivables stretching to 60–90 days make this urgent—update contracts this week.

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: Recover Six Figures from “Dead” Quotes

Why now (≤60 words): A routine CRM audit exposed ~$1M in dormant quotes at a roofing company—work inspected, priced, then abandoned after one email and one call. When they ran a structured 90‑day sequence, six‑figure revenue popped within weeks. The gap wasn’t interest—it was timing and persistence.

What to do this week (6 steps):

1. Export all quotes ≥$10K from the last 12 months marked “lost/no response.”

2. Remove true “hard no” records (went with competitor, canceled project).

3. Segment by age: 0–3, 3–6, 6–12 months; assign owners.

4. Load the cadence below into your CRM (JobNimbus/ServiceTitan/etc.).

5. Block 9–11am daily for follow‑ups; role‑play once before calling.

6. Track replies, meetings set, and closes; review weekly to tweak copy.

Copy/paste asset(s) - 90‑Day Reactivation Cadence (drop straight into your CRM):

• Day 1 (email): Subject: “Quick walkthrough of your roofing estimate” — 60–90s Loom summarizing scope and choices.

• Day 3 (text): “Quick check—did my walkthrough make sense? Want me to re‑inspect before weather shifts?”

• Day 7 (call): “We’re holding your pricing—any questions blocking a yes/no?”

• Day 14 (email): “3 homeowner mistakes before winter storms (+ how to avoid them).”

• Day 21 (email): Neighborhood social proof (photos/GCs).

• Day 30 (call): “Final review—want us to update anything before you decide?”

• Days 31–60: Biweekly education emails + one call offering re‑inspection.

• Days 61–90: Seasonal hook + financing option + “we’re here when you’re ready.”

Proof & payoff: In the first 30 days: 127 quotes reactivated, 23 meetings, 7 closes = $108K recovered; projecting 12–15% conversion across 300 quotes for $180K–$225K in Q4.

Source: The Roofer Show — “Q4 Planning and Price Increase Strategy,” 24:15; “Jason Eustace (Eustis Roofing)” panel, reactivation framework.

IMPORTANT: Beat Competitors with a 4‑Video, 10‑Minute Follow‑Up

Why now (≤60 words): The “easy button” of Google is fading and buyers act fast. 78% hire the first responder, so whoever humanizes quickly wins. A four‑touch video sequence lifted close rate from 42% to 58%—without more leads—by answering questions before the estimate and keeping momentum after.

Steps (6):

1. Speed layer: Trigger instant SMS + email on every form/call; alert the rep and auto‑send a short intro video.

2. Video #1 (auto, 30–60s): “Who we are & thanks for reaching out.”

3. Video #2 (auto, 2–3 min): “Top 5 questions before we visit.”

4. Video #3 (custom, 2–3 min): Loom over the estimate explaining your why (materials/ventilation/details).

5. Video #4 (auto, 30–45s): “You signed—what happens next” to kill remorse.

6. Track median response time and quote‑to‑close weekly; coach CSRs accordingly.

Copy/paste asset(s) - Script — Video #1 (intro, pre‑record once):
“Hey [Name], I’m [Owner/Rep] at [Company]. We’re local to [City/Neighborhood] and we’ve helped [landmark/area] homeowners with repairs and replacements for years. Thanks for reaching out—here’s what happens next: we’ll confirm your appointment and, before we arrive, send a short video that answers the top questions we get so you feel prepared.”

Proof & payoff: Implementing this raised close rate 42% → 58% (16‑point lift). Combine with 0–10 minute auto‑response to capture the 78% who pick the first to reply.

Sources: Phil Risher playbook, 37:07–37:29; Adam Terranova, 29:08).

IMPORTANT: Make Contingencies Retail‑Ready (and Compliant)

Why now (≤60 words): Storm‑work rules are shifting: Florida & Minnesota now require specific dollar amounts on contingency agreements, and carriers’ managed‑repair networks are siphoning your approved claims. With 60–90‑day receivables stressing cash, a retail‑ready contingency protects deals and accelerates funding.

Steps (5):

1. Update paperwork: Add scope‑based dollar amount fields and a plain‑English explanation of what changes if insurance underpays.

2. Train reps: Role‑play the new talk track; introduce financing early for deductible/coverage gaps.

3. Price integrity: Include a no bidding‑war clause tied to your documented scope.

4. Pivot protocol: If carrier pushes managed repair, present retail path + financing and the advantages of staying with you.

5. Compliance check: Review with counsel for state‑specific wording; refresh quarterly.

Copy/paste asset(s) - Clause (paste into your contingency):
“Customer authorizes [Company] to perform the scope of work described in Estimate #[####] for $[amount]. If the insurer authorizes less than this amount, Customer may (a) proceed at the listed price using financing or other payment methods we offer, or (b) reduce scope via a written change order. We do not price‑match undisclosed scopes.”

Proof & payoff: Statutes now require dollar amounts (FL/MN); contractors report 60–90‑day receivables and rising managed‑repair redirections—making a clean retail pivot essential to win and fund work on time.

Source: Adam Bensman (Roof Strategist), 1:48; 2:39–3:05; 6:22–7:19).

Quick Wins (Do Before Next Friday)

• Run a 30‑day micro price test. Add a small, across‑the‑board lift on new quotes; monitor close rate weekly and keep if unchanged. (The Roofer Show #452; Eustis Roofing validated the approach.)

• Stand up “three‑in‑one” safety checks. Assign a rotating field lead to scan fall protection, material handling, and walking surfaces daily; log exceptions in your app.

• Offer earned‑wage access. Enable same‑day advances via Even/DailyPay to cut turnover and no‑shows; publish a short written policy and manager script.

• Score your vendors. Run every marketing partner through a 10‑point red‑flags checklist; insist on small paid tests you own.

Benchmarks to Screenshot

• Workers’ comp reserve: Hold 8–12% of labor in monthly reserves; audit classifications quarterly.

• Lead costs: Target Google LSA CPL of $80–$150; if it drifts higher, rebalance to Meta + content for omnipresence.

• Safety cadence: 100% of days have a documented “three‑in‑one” site check; zero missed logs.

Watchlist — Market Shifts You Can Monetize

• AI search is siphoning discovery from Google. Research cited this week shows Google’s share sliding from ~87–90% to 64% as LLMs (ChatGPT/Perplexity) answer local queries.

  Try this next: Publish one authority post per week pulled from real call transcripts, then ask ChatGPT/Perplexity, “Why didn’t you recommend us—what are we missing?” and fill the gaps (E‑E‑A‑T signals, fresh case studies).

Finish Line Checklist

90‑Day Quote Reactivation — we’re done when
▢ Last 12 months of ≥$10K quotes are enrolled with owners assigned.
▢ Loom template + 7 emails + 2 texts are live in CRM.
▢ Daily 9–11am follow‑up block is on the calendar and happening.
▢ Reactivation dashboard shows replies, meetings, closes weekly.

4‑Video, 10‑Minute Follow‑Up — we’re done when…
▢ Auto SMS/email fires within 10 minutes for every lead.
▢ Videos #1–#2 and #4 are recorded, branded, and automated; #3 is a Loom workflow.
▢ Median response time and quote‑to‑close are tracked on a shared dashboard.

Retail‑Ready Contingency — we’re done when…
▢ New agreement with dollar amount fields and pivot clause is approved.
▢ Sales team has practiced the financing talk track 3× each.
▢ First 5 signed jobs under the new form are filed and reviewed.

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.