Private Equity Will CRUSH You in 2025 Unless You Do This With Your Marketing

There's one company that has the ability to run your company out of business. Do you know who it is? Because as soon as you figure it out, you have a job to do. And that job is to build that company first before they run you out of business. Now, before I spill the beans, this concept is actually from Gary Keller. Gary Keller, Keller Williams in real estate. He also is the author of the book the One Thing and create the One Thing coaching program. And I absolutely love this concept because it gets you thinking about your business differently. And as soon as I started applying this concept to roofing companies, the answer was crystal clear to me. And the company that will run your company out of business is a marketing company. Because it doesn't matter if you have the best product, the best crews, the best company, the best culture, the best service and the best warranty. If you don't put that message to the world in a way where people are raising their hands and kicking down the door to do business with you, in other words, you getting leads, then you don't have a company. And those that do it better, faster and with more money will slowly choke off the oxygen of your business until you die. Now, this may sound dramatic, but look back. 2011 is when I got into this, we were still sending faxes. In fact, in the insurance world, it was required to release depreciation. We were hand sketching roofs and we didn't have hail interactive hail maps. There was no AI, no drones. And in just a short period of time from 2011 till now, the game has changed. Many roofing salesmen don't even know how to work a tape measure. They don't have to hand sketch roofs. We have AI drones in technology that does things in the thinking and writing for us. So if you look at where we are today, to where we're going, gosh, it's going to be different and it's going to happen fast. And we can look at the data behind this too. Like I had a friend of mine who sold his roofing company. He had a $15,000 per month budget. And you know what? As soon as he got acquired, because he had great marketing, they said, let's pour gas on this fire. And all they did was a little capital call to the investment group and guess what? His budget went from 15,000amonth to 150,000amonth. So imagine if you're competing with him in their market and they have more money, more resources and are doing stuff in house with Facebook and pay per click. Okay, These are bidding platforms, so just like at a car auction, if you want that Porsche 997, by the way, it's a model of a 1911, kind of the last like iconic 911s before they turned them into what they are today. And people are bidding on it and it's 50 and then 55 and then 60 and then 75 and then 80 and then all of a sudden the price goes up. Well, guess what, the same thing's happening on roofing. So your job is to understand that if you have $15,000 budget and these guys have 150 and the prices go up on these, bidding on these word keywords like roofing, roof repair, roof replacement, what that means is that you'll be spending the same amount of money and slowly start getting less and less and less and less leads until what the oxygen is slowly turned off again and you choke to death and you are out of business. So your job is to become a marketing company and to do that you need to become what I call the GC or general contractor of your marketing. That's what I'll be diving into in today's video. Welcome, and welcome back. Adam Bensman here. And you're going to notice a shift of what I'm doing on my YouTube channel and inside my community, the Roofing and Solar Reform Alliance. And that's helping great roofing companies who are value aligned adapt in today's unpredictable and fast changing times. And one of my biggest focuses right now is marketing. And even though I'm known as like the sales guy, my real passion and one of my greatest strengths is marketing. So I'm peeling back the curtains of what I've learned since 2011, running marketing for a roofing company and then marketing my business and marketing my business to become the number one most followed roofing sales training channel on YouTube. The number one most followed roofing sales training in the industry before I gated it and made it application only so I could work with less but better people. Listen, this idea of becoming a marketing company actually applies to almost every business. But in roofing it applies even more with the pressure that we're seeing from private equity in this big injection of capital. So what does it mean to become a GC of your marketing? Now there's five elements of becoming a GC of your marketing. And this is actually being brought to life inside rsra. I'm doing. I call it the audit your marketing mega thread. People are posting ads and videos we're talking through using videos that sell, which by the way is a new course I just launched or built as of today for rsra. I'm building out an entire training course library for owners and managers who are taking over training, covering the eight laws of marketing. The three essentials for any profitable campaign. A copy crash course. How to analyze and optimize any marketing campaign based on these certain metrics. So anyway, all that's in there, but I want to share with you what is the definition? How do you become the GC of your marketing? I want you to think of a GC like because many of you are maybe you do roof, siding, windows and gutters. A GC has the capability of understanding first like like a house. In fact, let's go through it down the list. Number one is a clear vision. So if you're a general contractor building a house, you have to have a clear vision of what you're building. Now the problem is for most roofers, we don't have a clear vision. What is it? I want more leads. And when you think like a roofer, you're going to end up where most roofers are going to end up, which is out of business. Because high level business people are getting into roofing, the level of thinking is escalating. So instead of just throwing money at leads because you need leads, you need a clear vision. What does your marketing look like? What are the results you're looking for? Which of the four lead types fuel your company? You go to them, they come to you, they're introduced to you, or they stumble upon you. My guess is it's one and two or one in three. Oops, that's a hard one. So anyway, my point is you need to have a clear vision. So to GC your marketing step number one is you have a clear vision. Number two, just like a general contractor, you have to hire and manage subs. So even if you don't know what buttons to click and how to do everything, just like a home builder or a GC doesn't necessarily need to know how, how to do everything. They don't even know how to do plumbing or electrical and siding and concrete work. They just need to know enough to be dangerous to figure out who, who, how these pieces fit together to bring that clear vision to life. Number three, to be a GC of your marketing, you need to have budget and cost control is where roofers go off the rail. How much is an average lead? No idea. What was your lead cost last month? No idea. What is your customer acquisition cost? In other words, how much money do you have to spend to get a customer? No Idea. Having a baseline of these metrics allows you to measure from where you are to where you want to go. And if you were to build a house you need to have budget and cost control. And without it things go off the rails and you go over budget. Which is why I have heard, let's see just in the. This is all true from within the last 30 days, maybe maybe a little more than 30 days, talked to one person, spent 600,000 and had a almost no return, little to no return from 600 grand in ad spend. Another one that's doing 35,000amonth and feels like it's dismal. The other one's at 30,000amonth has a loose idea but it could be better. Another one at 15,000amonth and decided to cut marketing because it's not working. But guess what all those had in line, no clear vision of what they needed to have in place. No idea to hire and manage subs because it was just like you try this, you try this. And the left hand didn't know what the right hand was doing. And they had no cost control because if you ask them their lead costs or customers acquisition costs, there was no benchmark data to measure against. Okay. Number four is the ability to solve unforeseen problems. This will happen. Things don't always go as planned. It's construction. You're in roofing, you know the drill. You have to to be able to spot when something is not right proactively before it's too deep. So instead of just like throwing 10 grand at some lead gen getting campaign and then looking at it two months later being what the hell man, I wasted 20 grand on that. I got nothing. You should know within a week, you should know in 14 days. You should know in 30 days. So that's the ability to spot those problems. And then this brings me to number four, five which is hey, I'll make this quick. My goal is to help you win big. So now you can get free one on one coaching advice from my brand new AI clone. That's right. You can call, text and even video chat with me. So click the link in the description and check it out right now. Performance tracking. If you're a gc, you got to have quality control on your people. You have to oversee projects so you don't end up getting callbacks. And for you to GC your marketing you need the same thing. Performance tracking. This is what goes into having again that clear vision and, and a clear understanding, knowing hey, these are the three elements of any campaign. Okay, it's a good list, a strong offer and conversion. I've got baseline data to understand what my marketing is doing for me. Do I have a slot machine where I put money in and pull a lever and just really pray I hit something? Or do I have a vending machine where I put something in and then guess what? I know what comes out. So by you building your company to be a marketing company so you can get reliable, consistent leads will allow you to have everyone's in my opinion should be dream goal is to spend even more money on marketing because you know that it will help you scale predictably and reliably. And by you becoming the GC of your marketing, you can take control of every dollar you spend, trim the fat, pour gas on what's working and open up new and endless marketing opportunities. What it takes is a knowledge and education and you can get that in two places. One is free here with the videos and the new videos that I'm making and the new GC your marketing video playlist or by joining me inside the Roofing and Solar Reform Alliance. Now, if you want to learn more about getting your campaigns humming along actively click into this very next video and I'll teach you the three essentials for any lead getting campaign and how to optimize your ROI.