In this YouTube masterclass, Adam Bensman walks roofing business owners and sales teams through the creation and presentation of roof packages that resonate with homeowners. He begins by diagnosing the current market pain—lower close rates, intense price competition, and overwhelming numbers of estimates that extend sales cycles. He then breaks down a roof package into four core components: product (shingle class), accessories (underlayment, ventilation, ice‑and‑water shield, etc.), installation practices (standard vs. premium methods), and warranty (manufacturer, extended, workmanship). Bensman stresses that each component must be tailored to the local market (e.g., hail‑prone regions vs. non‑hail areas) and that the traditional “good‑better‑best” hierarchy should be flipped to “best‑better‑good” to leverage price anchoring. He demonstrates how to mix and match the four components into three tiered packages, shows examples of naming conventions (Superhero, Underdog, etc.), and explains how to price them strategically so the premium option becomes the anchor, making the middle tier appear as high‑value. Psychological pricing insights illustrate how small price differentials can drive homeowner choice. The video concludes with three concrete action items: review existing packages, ensure the team presents them in the best‑better‑good order, and adjust the packages to maximize perceived value. A call‑to‑action invites viewers to join the Roofing Strong Alliance for further support.
Chapters
How to present roof packages that homeowners actually want to buy. Well, you might be feeling this as close rates have been reportedly being lower from some companies, that price competition has become stiffer, and folks are really getting picky on who they choose and getting even more estimates than we've heard of in the past. With some, I heard someone say they ran an appointment and a homeowner had gotten 12 estimates. We add that to the fact that so many roofing companies now have adopted the practice of good, better, best, which means if they got 12 estimates from 12 roofers and 3 each, that's 36 things to choose from. Oh, no wonder people are having a hard time right now making a decision. And we're seeing sales cycles extending longer than we have historically. Well, in this Roof Package Masterclass, I'm going to demystify it to help you create the perfect packages that your homeowners are going to love And then I'm going to share with you how to present those to the homeowners that you serve. Welcome or welcome back. My name is Adam Bensman here. And if you've been following along since 2015 when I first got started or tuned in during the long-haired— the long hair days, or maybe when I had like a shaved head, you'll notice that there's been one constant on this channel and it's continual evolution to level up how I serve you. And this latest evolution is a focus to become the go-to resource Roofing Business Education. So you're going to see a trend on this channel for more in-depth business practical skills along with the tried and true trusty sales skills, which just kind of blends the line here, uh, or blurs the line in a really great way. So I am so jazzed up for this. I'm making this video because today alone I had 4 conversations with roofers in one day about roof packages, all completely separate. I'm like, I gotta make a video. So I mapped it out. It's here for you. Let's rock and roll. I'm going to share my little iPad and we're going to dive into this together. All right. First, a roof package. Let's understand the components because there's 4 components to a roof package and I'm going to break them down for you one by one, starting with the product. Okay. This, of course, would be, let's say, your roofing type or your shingle type, whether it's a standard shingle, Class 3, Class 4, yada yada, etc., right? Now, number 2, your accessories that are going on that roof. This will be everything from ice and water or underlayment, synthetic underlayment, your ventilation, pipe jacks, all that jazz. Number 2 is your installation. Your installation could include your installation practice, and I'll talk more about that. That kind of overlaps on accessories, but I broke it out by design. You'll see why in a minute. And then number 3 is your warranty, and that is separate. It could be your warranty that you provide, a manufacturer warranty, an extended warranty, etc. All right. So this is the bones of a roof package is these 4 things. And you can mix and match these 4 almost any way you like them to create a roof package that's best suited for your customers. Now, it's important you do not heed this advice as like the best advice for everybody, because frankly, that doesn't exist. The best roof package is designed to serve the unique needs of your homeowners in your market. So for example, if you're in a hail-prone area like the Midwest, if you're in Texas, if you're in Colorado, Kansas, or Missouri or Minnesota, that gets really big hail frequently, in Oklahoma, you might be looking at Hail Guard as an example of a premium product as, as your best option. However, if you're in Florida and it doesn't hail, or if you're in a retail market where it doesn't hail, that product makes no sense. So be very careful in who you listen to on like, the best, better, good is this. There's no such thing. It's got to be matched to your market. So what we get to do now is pick and choose the combination of these 4 things and put them together in our packages. You might have, and I really hope that by now there's someone in the comments that's like, you said good, better, best, but it should be best, better, good. Agree. And we'll talk more about that in a minute. But we're going to start with our best option. Our better option, and our good. And you'll notice, you know, most people do it this way, good, better, best. All right, so we're gonna scroll up and we see that we can combine any variation of our products and accessories in any unique combination. And of course, by the way, I do actually have a training for this in the free training center. There's a link in the description below in more detail that expands out like what you can include in your packages and how to present them and all that. But in Good, Better, Best, it would look something like this. Let's just say this is a Class 3 product in, you know, better— oh, wait a minute, Adam, you're writing that as a Class 3 product too. Yeah, it can be. And then maybe this is your Class 4 product. Okay, now, as I just want to share as an example, these don't need to be different products. They can be, but you get to open up this realm of possibility for yourself because we get to decide what accessories are on each roof system. So let's just say as an example, these are standard accessories. And for brevity's sake, when I mean standard, it's like bare bones minimum. We're going to use whatever is code right now. This might be premium. And what I mean by premium, because you'll have folks that say, hey, we only use synthetic underlayment here. We always do 2 rows of ice and water shield to expand code. You know, if ice and water in code is 16 inches inside the heated wall, we're going to go beyond that. And maybe some folks which I've talked to will say, hey, you know what, I want to make sure when Well, I'm getting into installation in a minute. I'll get there. So, and then this one would also be premium. And maybe in the best package, we are gonna include a full attic ventilation upgrade, not only ridge vent, but all of our intake as well. We've done our calculation, our net free area, and we're just gonna totally rock it outta the park. So we've got some differences. Then we're gonna go down and take a look at number 3, which is our installation practice. So again, installation might be standard. And then let's say as an example on the better option, you might do ice and water shield and metal in the valleys. And by the way, I know there's preferences to all of this and people are probably gonna go keyboard commandoing on me and that's okay. I just wanted to share that there are options on your better plan. As an example, some people, some roofers will reuse step flashing that is just harder to get to and others will go the extra mile to replace that step flashing.. If that is a move you are making, that can be indicated here. If you are using any ventilation accessories that are premium, or maybe premium ridge cap, anything along those lines, that's where we outline in our installation practice. The ridge cap would actually fall under accessories. Okay. And then same thing here. I'm going to just say ice and water and metal. And you'll notice that these two, the best, the better and the best, are quite similar with the exception of the shingle. So here between good and better, the difference is actually in the accessories and the install. And the best is so far between the shingle. And this is where things get fun is our option with warranties. Your warranty, as an example on yours, I'm going to again call it standard, which might be your warranty that you provide to all of your homeowners, your, your workmanship or labor warranty. This could be an extended warranty that you provide with your manufacturer. And then I'm going to just put extended plus. Y, what do I mean by that? It just means like the even, the even more premium option. So now I get to choose what all of this means. Do I want these, these shingles being the same, or do I want this maybe a standard shingle, this a Class 3, this a Class 4? We get to play with it however we like. There's the bones of your best, better, good package. Now let's talk about positioning them. We have two things. We have Naming and pricing. Okay, I'm going to talk about naming first, then we'll get to pricing. Naming. In my personal opinion, I like to see these packages named so they have an identity. And if your company is something like Superhero Roofing, you might have like the Underdog package and like the Superhero package and then the like Super Grand package. And by the way, those are absolutely awful names. But you can play with it. Again, same thing. You'll have companies that have naming conventions around like Hospital or Medic or Roof Medic or Roof 911, and you can create naming conventions in line with that, right? The— some people go like Silver, Bronze, Gold. I like to get a little more clever and playful with it, but that's entirely up to you. Name it so it is yours. Okay. Now, when each of these packages have its own naming convention, it becomes easier to talk through with homeowners. Now let's talk about pricing. What's interesting with pricing in this video is not telling you what to price, it's how to position your pricing. And there is a difference. So I just want to use this as an example. We're going to go down to best, better, and good. Now, the reason that we usually show— I shouldn't say usually, I'm going to say always, always show our best price first is for the concept known as price anchoring. If you are unfamiliar with the concept of price anchoring, let me share it with you. That is that the first price we share becomes the anchor point, meaning everything else we compare to it. So if you show up with a $15,000 good package and the other person had a $12,000 roof, the homeowner says, whoa, you're $3,000 more than the other guy. And you're like, don't worry, we have more. We have a $20,000 package and a $25,000. And you're fighting an uphill battle. So what we do is we anchor or we share the premium option first. This provides an opportunity to break the cycle that salespeople have known as selling out of your own pocket. Now, selling out of your own pocket is— and I heard a salesperson once say, I know how to read the room. I don't offer the best one. I was like, who are you to decide what the homeowner wants? I'll never forget years and years ago, we had a homeowner with a $220-some thousand home. Who chose this ultra-premium $60,000 roof. I have also never seen such a happy, proud customer. They love this system that they picked out. Now, again, if it was me, I wouldn't spend that much money on my own roof if the roof was like a significant percentage of the home value. But again, that's not my choice. My job is to provide incredible options for the people I serve and let them choose what they want. So when we lead with our best, we provide a price anchoring option, which again means all of the comparison will happen off of that number. So if it's really expensive, things will appear more attainable off of the anchor, the price anchor. Now, again, you'll find similar patterns if you're in real estate, you're shopping for a house. You'll usually be shown the most expensive home first. That's slightly out of budget. When you're car shopping, they'll show you the higher trim first because it makes everything a comparison against what slightly might be too much. Or maybe you say, hey, I'm going to make this work because it's so meaningful to me. Now, the other thing that I do want to share with you is that when you present these options, you get to say to a homeowner something along the lines of, hey, Mr. Homeowner, listen, we've got 3 options, 3 great options for you. And some may make sense, some won't. But my job is to show you your options and help you make a decision, even if it's not with us. Let's rock and roll, and then we can go through those options together. All right. Now that we've covered best, better, good and the concept of price anchoring, let's just talk about general positioning. Now, again, this is not advice for you to price it. It's just how you can present packages to your homeowner based on how you can best suit their needs. So if we look at this, I just want to go through some of the psychology that goes into pricing and it goes like this. Let's say, for example, and I know this number is going to be high for some markets, a good roof, your basic package is $20,000. Big home. Big home. Okay. And then your better package is $21,000. Right? And then your best package might be $25,000. Which one do you think people will gravitate towards more? Well, if you guessed it, then I'd say you probably guessed this one because people will say, hey, it's only $1,000 more. There's so much more value. Now, likewise, let's just say this as an example. This roof is $20,000. Okay. This roof is $22,000 and this roof is $23,000. Which roof might people gravitate towards more? Yeah, this one. Now, again, these aren't actual pricing examples. It's simply to show that our best, better, good packages create a comparison that's going on in the homeowner's mind where they weigh the pros, positive versus cons. Better yet, let's do it this way. The happy faces versus the cons. And if we can create so much value in our packages that make it, make it feel as if, if I'm spending $1,000 or $2,000 more, I'm getting so much more value, I'm going to go that, I'm going to go that route because I feel like I'm winning. But if I feel like it's not a good value or I'm not getting a fair exchange for the paying more, then I'm not going to go that direction. So that is the power of, of moving our packages around to create immense value and again, to fit our homeowners' needs. So your action items for tomorrow morning are two. Number one, review your roof packages. Number 2, confirm with your team that they are in fact presenting best, better, good, because the team that I surveyed today was starting in the middle and no one was even presenting the best option. And the owner was shocked. And then number 3 is to play with your packages to create so much value for your homeowners that they want to choose the best value for them. Now, if you want to join me to help build an incredibly strong roofing company in today's fast-changing times, then click the link in the description to learn more about the Roofing Strong Alliance by TAMKO, because membership is now available at no additional cost to the TAMKO EDGE contractors. I'll be seeing you in more videos just like this in the next one. See you soon.
