Adam Sand explains a case study targeting cedar-roof leads in the Wedgwood neighborhood. He diagnoses a systemic installation problem (cedar installed directly to deck instead of on skip sheathing), created a branded solution called the "Strap Cedar Cold Roof Advantage," and used custom-infographic assets to communicate the pain and solution. Key campaign learnings: custom visuals matter, offers must make customers "like and understand the value" (not just price), tie incentives tightly to perceived value (e.g., free metal valleys or vents worked well), limit giveaway exposure (e.g., metal valley ft caps), and time campaigns (May performed best for rain-related messaging).
Questions this video answers
"Strap Cedar Cold Roof Advantage"
Wedgwood
Shakes installed directly to the roof deck instead of on skip sheathing (no ventilated grid).
Average cedar roof: ~125 bundles, ~50 shakes, ~12,500 nails (approximate figures mentioned).
$50,000 (spent on ads and got zero leads until the offer/value linkage worked).
Chapters
Foreign. So we had a campaign, an offer of value, and we wanted to get cedar roof leads in this neighborhood called Wedgwood. So the interesting thing about Wedgwood was that this neighborhood had all pine shakes installed directly on the roof deck. And these shakes were going bad really early because essentially the moisture was getting into the shakes causing the split. I'm not a roofer. The long story short, installed them wrong. And the best way to install see to roof is on some kind of skip sheathing, some kind of grid of wood that elevates it, allows it to breathe. Right. And I didn't know about this. I just googled it and that's the stuff that I found. So then I went to the roofing side of my business, said I think we could do a really good job of fixing this problem in Wedgwood because every homeowner has this problem. And if I can associate a pain to a solution and I can articulate that problem or that pain even better than they can, I will probably be perceived as the thought leader on that pain. I'll be the expert source of knowledge that they will trust to solve their pain. So I said we need to try and find a way to talk about Wedgwood cedar roofs not lasting the pain. And the solution, which we called again, we white labeled it. This is not some kind of radical concept of putting a what we like a cold roof on. We call it the strap cedar cold roof advantage. So we had a name for it. Again, there's a little mouse click, right? And there's the city skyline for Edmonton where I was right? So that's the Edmonton city skyline. Everybody recognizes this slanty roof right here. So we talked about the strap cedar roof advantage. So those were all of our ad thumbnails because we had to get our assets together. Then we had our infographic on why cedar roofs in Alberta don't last and how to fix it. We had a welcome to Wedgwood and again the city skyline behind here. And people recognize the skyline when you're from here. Now let's break down what made this infographic successful. Because I tried the infographic stuff and I went to Fiverr and I got a bunch of garbage that was made with some template tool. I needed stuff that actually spoke. We needed custom illustrations for a lot of this stuff because there's just. There isn't much roofing custom illustrations out there. Like this little house. We had to get it custom illustrate. So it's like did you know, right? The average cedar roof is 125 bundles with approximately 50 shades, 12,500 nails going into your roof, all it takes is one good leak to cause significant damage to your home. We're circling in on the pain. We also would talk about the solution. We did this exploded view that talked about how we built this grid system, built a sub fascia. The air would come up here, go up here, basically keep the cedar shingles nice and dry. We try and bring the customer into the scenario, right, by saying like, wow, that roof still looks like it's new. Yes. We had the Sardis roofing war roof done on it. We had a comparison page that talked about the differences. And again, like, this is stuff that we had, like this whole thing here. We had to get this custom illustrated, but it showed people that yes, this is more money up front, but it was also cheaper in the long run because you didn't have to do it. And the warranty could be voided by not installing to the specs. Because in Canada, western red cedar said that you had to install it on a grid of wood. You couldn't just install it direct to deck and then order to get your warranty. So then we showed the value of this whole thing and then we had a blog post that lined up with it. And then we had a offer on cedar roofing. Now, this was not one of our best performing campaigns because cedar is expensive. This was one of our better ones. And so this was. We wanted to get buyers for our roofs. And so we talked about the life of a raindrop. And so we, what we want to do is we want to discuss valleys because the incentive that we had at the end was free metal valleys. But free metal valleys, homeowners don't understand the value of that. And what do you think they'll do if they don't understand the value? Like, well, how much are metal valleys? How much did the metal valleys cost on my house? How much is metal per foot? These are all the questions I feared they would ask. So I said, I need them to see the value of metal valleys, not the price. When I spent that 50,000 on those ads and got zero leads when it started to work, the reason it started to work was because we understood the concept of make them like and understand the value, not the price, the value of drip edge vents, middle valleys, whatever, and then offer that thing for free. That's why the cedar roof one didn't work that well because we couldn't offer all that lumber for free. There was no way to connect the value of the thing being done better to, to the Incentive that we were going to offer that month. But when we could link something to the incentive, the ads worked better. So that was good for getting cedar roof leads. But the Rainmaker ads, not to, you know, pun intended, with the. The life of a raindrop, but the, the Rainmaker ads, the one that made us tons of money with really cheap leads, were the ones where we could tie the content to the value of the product. We would talk about, hey, there's different kinds of valleys. The valley is actually the weakest point of the roof because there's two sheets of plywood stuffed together. And so then we would talk about, hey, there's, you know, you could have a weaving valley, right, which the water, the life of the raindrop, right? They go down this slide and they swish back and forth and it wears out the valley faster. Or you could have a close cut valley where you shingle one side shingle the other side cut the shingle gives a straight line, but it still wears out the valley faster. And then there was the metal valley, which was better because it created this little water slide for the raindrops go down to get to their puddle party in the grass. And we actually end up making a video of this. It did so well. So we actually took these design elements and then animated this. And then we had an offer which was a free upgrade for metal valleys. And then the term, before we figured this out, we, we ended up getting a job where it had 400ft of metal valley. And it was just a really weird cut up roof and it cost us a fortune. So then we limited it to I think 140ft. And then I think we went as low as 40ft and we still started making money on it. But the point was, is that it was. It got the lead. It got the lead, right? And we did this. April showers bring May flowers. People understood rain in May, so we did that. We found that this campaign did the best in May. And we did this over and over and over again with all of these examples, right? We did the free how roof Ventilation saves thousands of dollars. This one did really well because we talked about ventilation components and how it reduced attic rain and how it kept the hot air out of your attic, reducing the radiant heat into the home. Stop the shingles from baking. And we kind of showed that, like, life sucks with no proper attic ventilation in summer. Life sucks with no proper attic ventilation in the winter. And then there's the middle, just right. Then we had another one which is where we talked about Euro shield before anybody knew about it. We called it the military military grade rubber roof system because we were sergeants roofing. So it kind of made sense. But again the value of it, the rubber roofing didn't line up with the incentive which is that we did free delivery because back then the delivery of the shingles, so you had to hire a trucking company but we had a big truck so then we would go pick it up and bring it up ourselves and so we did free delivery. Now the problem was is that nothing about the product rubber roofs lined up with free delivery in the same way that ventilation is good, here's free vents. So even though the delivery was about a $900 savings, the customer didn't understand the value of delivery. But when the events only cost us 250 bucks to give away for free, the customers understood the value of ventilation to being thousands and thousands of dollars. So I need you guys to understand when it works and when it doesn't.
