I am going to go through what I did for the following things:

As proof the stuff that I am going to go over works, here are just some of the roofing businesses that my team and I work with, paying us thousands of dollars to help them get ahead of their competition.

Your messaging positions you as the cheapest roofer in town, instead of positioning you as someone who offers a fair price and does really good work. And that's really all people care about, especially people with money who are ready to buy right now.

Most roofing businesses rely far too heavily on referrals, shared leads and door knocking.

The problem with referrals, shared leads & door knocking is that they are:

Cold Outreach is a form of outbound marketing.

The most popular cold outreach strategies in the roofing industry are cold calling and door knocking.

You can exclusively email and direct message thousands of commercial property owners, asset managers, insurance agents, commercial property managers, homeowners associations, construction managers, facility managers…each month etc – AUTOMATED!

You can do it legally – without spamming or annoying people.

You can do it for 1/10th of the cost of ads – so you can close high ticket commercial roofing projects without needing $10,000+.

And it actually works.

Secondary domains are additional domain names that a business or individual gets to complement their main domain. The secondary domain names are often similar to the primary domain. 

These domains are used for various purposes, including cold email marketing, brand protection, or redirecting traffic to the main website. 

trydfwroofing.com

dfwroofingcompany.com

dfwroofingllc.com

 This step ensures your cold email traffic is redirected to your main domain.

This permanent redirect informs search engines about the change, preserving SEO rankings.

Purpose: Specifies the mail servers that are responsible for receiving emails on behalf of the domain.

Format: Points to a mail server hostname and includes a priority value to determine the order of preference if multiple mail servers are listed.

Purpose: Helps prevent email spoofing by specifying which mail servers are authorized to send emails on behalf of the domain.

Format: Contains a list of authorized IP addresses or hostnames.

Purpose: Provides a method for validating the authenticity of email messages by associating a domain name with an email message, allowing the recipient to check that it was really sent by the domain owner.

Contains policy settings and reporting addresses.

This record will be the exact same for every domain:

Type: TXT

Name: _dmarc

We create 20 email addresses using Google Workspace and another 20 email addresses using Microsoft Outlook

What is Email Warm-Up?

Email warmup is the strategic process of gradually establishing a positive sender reputation for a new email account.

It ensures that your IP or emails are not perceived as spam by the internet service providers (ISPs) when you send bulk emails.

Why We Warm Up Our Clients Inboxes?

Builds Sender Reputation: Warm-up establishes a positive sender reputation, crucial for email deliverabilityš

When to Warm Call:

Call Script Structure:

LinkedIn:

Cold Email:

Warm Calls:

Personal angle

Use selfies of the roofer and his family

Use images or video of the roofing crew working together.

Use selfies of the roofer and his crew standing on a commercial roof.

Images should mimic organic posts.

Use images or video of actual work being performed.

Image sizes should focus on 1:1 and 9:16.

Both images & video should include real people.

No stock photos

Personal copy works best.

Use the words…I, we and us.

People buy from People…not companies.

Personalize your ad copy by calling out your target audience.

Location targeting must cover a wide range of square miles.

Target your entire state.

Facebook Feed

Instagram Feed

Facebook Stories

Instagram Stories

If you're using a video creative, include Facebook Reels and Instagram Reels

$100 per day ad budget for B2B lead generation

Adjust for Market Competitiveness:

Allocate for Testing:

2 by 2 Method (Aggressive Scaling)

Rule of 20 (Conservative Scaling)

Horizontal Scaling (Expansion Scaling)

They only focus on a few keywords.

They only focus on 1 placement

Google SEO

Google Adwords

Google Maps

Exclusive Leads

Leads are PHENOMINEL

Headers

Sub-Headers

750 words

Service pages and Blog Posts

Phone calls from landing pages

Call extensions

Maximize Clicks - Get as many clicks as possible within your budget. Takes a few days(3-7 days) to ramp up

Set a maximim cost per click bid limit

$28.00

Go into Keyword Planner and take the average of your top keywords to be on the top of Google

Roofing company

Roofing repair

Roof replacement

Audiences, keywords and content → Locations

Example: Choose Philadelphia

Radius targeting - you will get leads/calls outside of your location

Good Keywords versus Bad Keywords

Add images - only upload authentic images. No stock photos. Stock photos will ruin your click through rates!

Add sitelinks

Add callouts

Add structured snippets

Add call extension - whichever phone number you put here must be on your landing page. You can drop this phone number in the footer of your landing page.

Add lead form

Why: Can be inexpensive and the leads are very high-intent

May not provide the volume of leads you need. Competition definitely matters

Newer companies may not do well because they don't have a ton of Google reviews

Any post or any add and link to your account center

Website Visitors

Video Views

Facebook & Instagram

Campaign Objectives

Visitor Lands on Your Website:

Data Matching:

Identification:

Actionable Insights:

Recover Lost Leads:

Target the Right Audience:

Increase ROI on Traffic:

Personalized Follow-Ups:

Enhanced Retargeting:

Commercial Roofing Lead Identification:

Residential Retargeting Campaigns:

Cross-Selling Opportunities:

Geo-Targeted Campaigns:

Transparency:

Compliance:

Segment Your Audience:

Act Quickly:

Combine with Intent Data:

Benefits of Enriching a Property Owner's, Property Manager's, Insurance Agents etc., Email Addresses

Wider Reach: Identify other decision-makers like executives or facility managers to increase engagement opportunities.

Higher Conversions: Target multiple stakeholders to reduce reliance on a single contact.

Faster Approvals: Engaging multiple decision-makers accelerates internal buy-in and decision-making.

Personalized Outreach: Tailor messaging to specific roles, addressing their unique pain points.

Influencer Insights: Uncover internal advocates who can champion your services.

Backup Contacts: Mitigate risks if the primary contact is unresponsive or leaves the company.

New Opportunities: Discover additional properties or projects managed by the company.

Whenever a commercial property owner submits their name, phone number and email address, we initiate a bridge call between our client and the property owner.

Implement a seamless inspection request system into your conversion funnel.

Guide prospects through the booking process with ease.

Ensure the page loads quickly, is mobile-friendly, and provides calendar integration so users can pick a time slot instantly.

Add urgency with statements like, "Limited slots available this week!"

Open your calendar up.

Allow your leads to book an inspection on any day and time that they want.

Build trust by creating a "confirm by default" policy where inspectors arrive on time, whether the customer reconfirms or not.

Send reminder notifications with appointment details via SMS and email to increase the likelihood of attendance.

Assume the close

Train your team to present a complete solution during the inspection.

Use a consultative selling approach to address concerns and outline costs transparently.

Why it Matters: Prospects engage through multiple touchpoints

Why it Matters: Commercial Property Owners & Managers want to work with experts they trust.

How to Implement:

Why it Matters: Continuous improvement ensures your lead nurturing strategy remains effective.

How to Implement:

Goal: Confirm the appointment and set expectations while building excitement.

Actions:

Email: Send a confirmation email with appointment details (date, time, location, and what to expect).
Subject: “Your Roofing Appointment is Confirmed for [Date/Time]”
Body: Include benefits of the inspection (e.g., “We’ll assess your roof’s condition and provide an on-the-spot estimate.”)

SMS: Send a short confirmation text:

“Hi [Name], your roofing inspection with [Your Company] is confirmed for [Date/Time]. We can’t wait to help! Reply if you have questions.”

Goal: Minimize no-shows and keep the appointment top of mind.

Actions:

Email: Reminder email with a checklist:
Subject: “We’re Looking Forward to Your Appointment on [Date]!”
Body: Include preparation tips (e.g., “Please ensure we have access to your roof or attic areas.”)

SMS: Short and polite reminder text:
“Hi [Name], just a reminder that your roofing inspection is scheduled for [Date/Time]. We’ll see you soon!”

Goal: Build trust and excitement just before the appointment.

Actions:

SMS (Morning):
“Hi [Name], we’re excited to meet you today at [Time]. Our inspector will review your roof’s condition and discuss next steps. See you soon!”

Goal: Maintain momentum, provide any promised information, and move toward closing.

Actions:

Email: Recap key points from the inspection:
Subject: “Next Steps After Your Roofing Inspection”
Body: Summarize findings, remind them of the estimate, and provide a CTA (e.g., “Click here to schedule your installation.”).

SMS: Short follow-up text:
“Hi [Name], thank you for meeting with us today! Let us know if you have any questions about your estimate.”

Goal: Keep leads engaged and revisit the decision without being pushy.

Actions:

Marketing

Initial Lead Qualification Criteria:

Lead Scoring System: Implement a point system based on:

Key SQL Qualification Criteria:

Critical Metrics to Track:

SQL Qualification Process:

a) Initial Assessment:

b) Sales Engagement:

c) Final Qualification:

Disqualification Triggers:

Key Conversion Stages:

Critical Success Metrics:

Winning Strategy Elements:

a) Pre-Proposal:

b) Proposal Stage:

c) Negotiation Phase:

Common Deal Killers:

What is it?

Assess your overall pipeline health and compare the revenue benefits of different pipeline sources bring to your business by taking into account the speed at which deals close, the number of deals, and the value of deals within a given period of time. 

When to use:

You should be tracking your pipeline velocity as an indicator of the health of your overall marketing strategy. It’s good as an overall directional indicator, but it’s even better when you look at your pipeline velocity by pipeline source. 

Auditing your pipeline velocity is a great idea if your pipeline is stagnating, the sales team is falling short of goals, or you need help deciding where to dedicate resources. 

Attribution in Marketing helps you determine:

“What’s my marketing dollars doing?”

“Why didn’t we see a decent number of conversions with all the ad spend we blew through?”

"How do we attribute marketing campaigns and our efforts to my bottom line?”

Google SEO

Google Maps

Google Adwords

Google Local Service Ads

Facebook

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