Adam Sand (speaker) gives a short, actionable monologue advising roofers/marketers to provide immediate value to leads via educational content (e.g., videos explaining market-specific advice such as insurance deductible pitfalls). He recommends retargeting the educated audience with valuable offers and includes a call-to-action to save and execute the strategy later.
You have to give them some value right away. You have to make it so that they understand something about the roof that they need to be better. So if they happen to be in the market for a roof, if they have to happen to be thinking about buying a roof, you have to give them something that's going to make them feel more equipped to make a competent decision so that they'll feel confident in making a purchase. Then, if you educate them about something in their market, people, product, process, something, even thought reversal, why you shouldn't let a roofer pay for your deductible. You do some kind of video value, then you retarget those people with an offer, and that offer has to be something that they would value. Save this video and execute on it later.
