STOP Wasting Money on Marketing! The ONLY 4 Ways to Get Roofing Leads

This is going to shock you. There are only four ways to get leads. Yes, you heard me right. Only four ways to get leads. You're going to want to watch this video to learn all four, because what I'm going to share with you is where to put your marketing dollars and why. And also by the end of this video, you're going to know exactly where to stop spending money. I talked to two people recently, one of which was spending 30 to $35,000 per month. They did not have any trackable results from their marketing. All they told me was it was terrible and they weren't getting any results back. And out of fear and needing more leads, what do they do? They write bigger and bigger checks. I have another member that I spoke to recently who is spending nearly $600,000 a year. They're a very large company spending about $600,000 a year on marketing. And guess what? Results are terrible. They don't know what to do or where to turn. And with both people, I went through these four different ways to get leads. Completely altered their thinking. They were able to trim the fat and start getting more leads from their marketing. And I'm going to share all of that with you right now. Welcome or welcome back. My name is Adam Bensman. If you're new, glad to have you. And if you're returning, you may be noticing a shift in the content that I'm bringing to the roofing world. What many people don't know is that even though I'm known as the sales guy, my number one passion is actually marketing. And I haven't been sharing my wisdom of marketing of what I've learned since 2020 15, being in the trenches and spending a five year break from the roofing industry as a very well compensated direct sales consultant and copywriter. So I've worked with big names, I've worked with big lists and I've built my brand using organic marketing. And the way that I approach direct worked with big lift will run you out of business. Build it first and in my head for a roofing company, the company is going to run you out of business. The company that markets far better than you. Because the wave of the future, whether it's online sales or in person, it doesn't matter. The person who has the lead sources and the ability to bring to bring prospects in is the one that wins. And as private equity is injecting crazy amounts of cash into the businesses they acquire turned into the marketing spend. Like if roofers don't know how to adapt, you're Done for period. Mark my words. So let's get into these four lead sources and help you get more money from your leads and trim the fat really quickly. Roofing sales is personal development in disguise and the reward for growth is life changing. I hope my content helps you create a richer life and bank account four lead sources in order starting with lead source number one. The number one way to get leads. And by the way, this isn't like numbered is in the best. This is just the four ways starting at the top. Number one is you go to them. So what is you go to them leads, you go to them as what we call direct sales. So that's knocking doors or sending direct mail letters or doing cold calling as an example where the prospect may or may not know that they have a problem with the roof but you are hunting them out. Okay. Door knocking, cold calling or direct mail companies. And I'm going to introduce these and then I'm going to share how you figure out where to trim the fat and what to put money into. Okay, so that's number one. Now number two, they come to you. Okay, number two is they come to you. This is the company that let's say I had a client out west retail company, one of the largest in their state and they were drowning in leads. Leads was not a problem. They had people coming to them. So this will be SEO, so organic search, local service ads, pay per click ads again, people that are reaching out to them. That's lead source number two. Now I'm going to get into three and four in a minute. But you're going to, you're going to see that each, every company, yours included will be really good at one, maybe two and not so great at the others. And that's okay, we'll get there. Okay, number three is they are introduced to you. Lead source number three, they are introduced to you. Now this can happen by two types of referrals. One is a consumer referral. So that's usually you did my roof, I tell my neighbor, my friend about you. Then the other is a center of influence. These are things like insurance agents and potentially realtors. Even though did a whole other video on realtors, they're not my favorite to network with. So as an example would be an insurance agent. Folks like Matt Damskin with restoration referral system has an entire system built around it. It's one tiny part of my sales system is connecting with the insurance agent of every customer. But these are the businesses that are built on people, word of mouth, sending business to them. Their leads are very hot like insurance agents and potentially realtors. Even though did a whole other video on realtors, they're not my favorite to network with. So as an example would be an insurance agent. Folks like Matt Damskin with restoration referral system has an entire system built around it. It's one tiny sales system is connecting with the insurance agent of every customer. But these are the businesses that are built on people word of mouth sending business to them. Their leads are very hot. Okay, their leads are lay down deals and I'm going to talk about how these lead sources will change your sales process in just a minute. And then number four is they stumble upon you. Now they stumble upon you are people that just like discover you on social media. All right, so again those four lead sources and their categories you go to them direct sales which is often door to door sales, cold call. Okay their leads are lay down deals and I'm going to talk about how these lead sources will change your sales process in just a minute. And then number four is they stumble upon you. Now they stumble upon you are people that just like discover you on social media. All right, so again those four lead sources and their categories you go to them direct sales which is often door to door sales, cold calling or direct mail they come to you. And I failed to mention before branding will fall in this bucket. Thank you to Jim Alleen who works with me in rsra. Challenge me on recategorizing that one. So branding will be in. They come to you pay per click advertising, local service ads, SEO. Again that organic traffic where people having top of mind name recognition and reaching out to you. Number four is they're introduced to you again individual referraling or direct mail. They come to you and I failed to mention before branding will fall in this bucket. Thank you to Jim Alleen who works with me in rsra. Challenge me on recategorizing that one. So branding will be in. They come to you pay per click advertising, local service ads, SEO. Again that organic traffic where people having top of mind name recognition and reaching out to you. Number four is they're introduced to you again individual referrals from your customers and then centers of influence. And then number four they stumble upon you. These are people that are killing it on social media. So I want to pause for a minute or which lead source is your business built on? 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. So my guess is if you're in the storm world, you're likely on a. You go to them. If you're in the retail world, they come to you. By the way, have some companies in RSRA that are phenomenal. Both retail and storm are hybrid companies that are built one of them doing like north of $50 million a year that's built on referral, referral by again individuals and centers of influence. And then very few people that I know are good on the social media where people from your customers and then centers of influence and then number four, they stumble upon you. These are people that are killing it on social media. So I want to pause for a minute. Which lead source is your business built on? 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. People just stumble upon them. This is kind of a filler lead source, but generally not the backbone of a company. Now we're going to break into a few concepts here. Concept number one is identifying which of those lead sources you're already doing great at. Okay, so which one is it? Write it down right now. Now ask yourself how much money are you spending on the others that you're not so great at? Now my guess is you might check it out right now. So my guess is if you're in the storm world, you're likely on a. You go to them. If you're in the retail world, they come to you. By the way, have some companies in RSRA that are phenomenal, both retail and storm hybrid companies that are built one of them doing like north of $50 million a year that's built on referral. Referral by again individuals and centers of influence. And then very few people that I know are good on the social people spending some money on the they stumble upon you. Which this would even categorize. Like I had a member of RSRA which I did a training inside RSRA in response to this and said hey, you know this weather, it was a local weather channel had an app and they said we can do display advertising inside our app for you. And it's only, you know, I forget it was like a thousand or $2,000 a month and he thought maybe I'll just throw money at it. I'm like, that's not marketing, that's gambling. People just stumble upon them. This is kind of a filler lead source, but generally not the backbone of a company. Now we're going to break into a few concepts here. Concept number one is identifying which of those lead sources you're already doing great at. Okay, so which one is it? Write it down right now. And it turned out to not be a good idea. Didn't end up doing it. But the point is, is like these stumble upon things like a weather app, ad or social media that's like just throwing money out and hoping it works. So instantly, boom cut just saved him, you know, one to $2,000 per month that could be reallocated. Now ask yourself, how much money are you spending on the others that you're not so great at? Now my guess is you might so look at what you're doing and say, hey, am I spending money in other areas that is not producing. Be spending some money on the they stumble upon you. Which this would even categorize. Like, I had a member of rsra, which I did a training inside RSRA in response to this and said, hey, you know this weather. It was a local weather channel, had an app and they said we can do display advertising inside our app for you and it's only. And I just want you to cut it right now and I'll explain why in a minute. Okay, so you've identified what kind of company you are one through four. You've identified where your whole or where you're hemorrhaging cash on the one to four types of leads that aren't fueling your core comp. You know, I forget it was like a thousand or $2,000 a month and he thought maybe I'll just throw money at it. I'm like, that's not marketing, that's gambling competency as a business, as in what you're great at. Because companies that are great at knocking doors generally are not great at running. And it turned out to not be a good idea. Didn't end up doing it. But the point is, is like these stumble upon things like a weather app, ad or social media that's like just throwing money out in leads. Which brings me to my third point, that with each of these lead sources, your sales process will helping it work. So instantly, boom cut just saved him, you know, one or $2,000 per month that could be reallocated, likely be slightly different. And you may fight me on this. That's okay, you can try all you want. And we all are entitled to our opinions. I'M going to share mine with you. When you're a direct sales company with a you go to them model, you are going to be selling to people very differently. When you show up at their front door and they have no idea that they're so look at what you're doing and say hey, am I spending money in other areas? And that is not producing roof is damaged for example, or we're not searching for a roofer is a very different type of sale. When the level of awareness of their problem is nonexistent, they don't even know they have a problem which is different than a they come to you model which the problem is established, the need is established and they've pre vetted your company so they have high brand awareness. And I just want you to cut it right now and I'll explain why in a minute. Okay? So you've identified what kind of company you are one through four. You've identified where your whole or where you're hemorrhaging cash on the one to four types of leads that aren't fueling your core comp a high need and are very aware of the problem. Those are the three levers that need to get pulled Potency as a business, as in what you're great at. Because companies that are great at knocking doors generally are not great at running in order to get a buying decision from a marketing standpoint. Whereas if you're direct sales, they often have no brand recognition, they don't have a need because they don't know that they even have a problem. So therefore the sales process is different. Which brings me to number three, which is they're introduced to you. And if people are introduced to you, you have a whole lot less of a need to sell who you are as a company because the leads. Which brings me to my third point, that with each of these lead sources your sales process will likely be slightly different. And you may fight me on this. That's okay, you can try all you want. And we all are entitled to our opinions. I'm going to share mine with you. When you're a direct sales company with a you go to them model, you are going to be selling to people very differently when you show up at their front door and they have no idea that the person who introduced you already did that. So that sales process, those leads will naturally have a much higher close rate than one that you are going after on your own. So the person that's used to closing referrals and then they're in charge of going to Generate their own leads. They are going to struggle because they've never had to create brand awareness to get someone to understand they have a problem and create a need because all that's already done. Okay. And then again a number roof is damaged for example, or we're not searching for a roofer is a very different type of sale. When the level of awareness of their problem is nonexistent, they don't even know they have a problem which is different than a they come to you model which the problem is established, the need is established and they've pre vetted your company so they have high brand awareness for they stumble upon you. That is a very, very cold sale. People may know that they have a problem, there may be some loose need, but they may not know your brand. So again, each of these will will be a very different lead source and marketing channel as well as sales process as well a high need and are very aware of the problem. Those are the three levers to get pulled those different core competencies for your team. So my advice to you, when you understand these four different literally in order to get a buying decision from a marketing standpoint. Whereas if you're direct sales, they often have no brand recognition. They don't have a need because they don't know that they even have a problem. So therefore the sales process is different. Which brings me to number three, which is they're introduced to you. And if people are introduced to you the only four ways, the only four types of leads, you want to build your business around what you are already great at, accelerate your core competency. Now I am all for diversification and developing multiple lead sources. But my advice to you is this. First, identify your core strength. Second, cut everything that's not working that's in the other two to four or excuse me, two to three, you have a whole lot less of a need to sell who you are as a company because the person who introduced you already did that. So that sales process, those leads will naturally have a much higher close rate than one that you are going after on your own. So the person that's used to closing referrals and then they're in charge of going to generate their own leads, they are going to struggle because they've never had to create brand areas that don't fuel your core strength. Three, when you want to expand, pick one. Let's say you're a direct sales company. A you go to them. Lead lead company. Okay, so this is door knocking, direct mail, cold calling. You want people to come to you so you're likely going to invest in pay per click advertising, SEO and LSA local service ads. Now instead of get someone to understand they have a problem and create a need because all that's already done. Okay. And then again a number of diluting your budget, which is what a lot of people do is throwing money at a lot of different things and hoping something works. You just pick one with a focus and you crack that code first before moving to the next one. So you take that 3, 5, $10,000 per month test budget and you say I'm going to put this into local service ads, pay per click. Okay. And some SEO and I'm going to see what works. I'm going to track everything and obviously if it was me, I'd probably put off before they stumble upon you. That is a very, very cold sale. People may know that they have a problem, there may be some loose need, but they may not know your brand. So again, each of these will will be a very different lead source and marketing channel as well as sales process as well. SEO for a little bit because I see the writing on the wall and that one with AI and it takes about a year or so ramp up to start getting results in my experience. Drop a comment below if you disagree with me. I'd love a rich conversation about that. So my point is instead of spreading it to like hey, we're going to do this and we're also going to try this and we're also going to try this, but we're only going to put a thousand here and 2000 here and 3000 here and 3000 there and then all of it. You just don't get enough data to find out if something is working. So you crack the next code to becoming a they come to you company by dialing in your focus, tracking the leads, testing and analyzing. This is the kind of thing that I work with our members in. In fact, they just started an audit your marketing mega thread where I'm giving feedback. We're launching this entire new GC or marketing approach in rsra. I'm building out a lot of my marketing philosophies and trainings to help you analyze campaigns, understand the copy and the messaging and your offer. The eight marketing laws. I know you watched the video. There were seven. I added one, a very important one that I wish I had there before I produced the other video. The three different metrics to analyze any marketing campaign so you can fix it. So all this is getting poured in there because I want you you to be able to crack the code to the next marketing channel and then once you do, then you move on to the next one. You get strong in one or two of these things, you'll have a bulletproof business. So now drop a comment below and share with me. Which lead source are you great at and which one do you want to to get better at? I'd love to hear from you. If you want to continue acing your marketing and become a GC of your marketing, jump into this next video. I'm going to break down the 18 different lead sources and the pros and cons of each to help you figure out where to put your funds next. I'll see you in the next one.