Still Wasting $5K/Month on Marketing? DON’T Hire the Wrong Agency

Still wasting 5k month on marketing. That brings zero roofing leads. I'm Adam San, CEO of the Roofing business Partner. Today we expose why cheap overseas marketers destroy your reputation and how to pick the perfect marketing agency for your roofing business. What an agency is, it's a business that sells services, in this case advertising on your behalf. So they're working as an agent for you. There's a lot of different agencies that you could hire because you could hire an in house marketer is hopefully not your niece because just because she has 30,000 followers on Instagram doesn't mean that she knows how to market a roofing company company. You can hire that Pakistani guy that emailed you. No shade towards Pakistani guys, you know, and there's not a lot of recourse because you're getting a new email every day. You don't necessarily know where you're working with. So it can be tough. You can hire a contractor on upwork which is kind of like a level up from that where you get some Google reviews of sorts. Right. They have previous work reviews. You could hire a niche agency, a roofing specific agency, one who specializes in advertising for your niche or you could hire a nationally recognized agency. So a big giant company that's recognized all over the place. We have to understand who we're buying from if we want to be good customers. We want to know who are we buying from and what is the makeup of their company. So let me give you a refresher and I say refresher because I'm happen to be in this position right now which you have to think what skills do you need if you're going to hire a marketing agency, what skill do they need to have? Well, they need to have web development skills because they have to know how to make a website work, how to make it fast, how to make it smooth, how to make it a good user interface. They have to have search engine optimization skills. They have to know how to make it that all the different little things that Google Google's trying to do to remain competitive. Google is rapidly changing their algorithm. So understanding not what worked two years ago, but what's working today is important. And I would say that SEO has to add a word which is generative engine optimization. How are you optimizing for perplexity? ChatGPT Claude the different search engines that are being created that people are using more, that's causing their traffic to go down. Then you also have to make sure someone knows how to do search engine marketing so you're not Just optimizing for the search, the organic results, which are hugely important and becoming more important today. And for a short period it's AI uses SEO basically for its results. But eventually AI is going to get its own data sets too. So then search engine marketing is another skill which is learning how to use the actual ad platforms for Google and Bing and any of the new platforms that arise. Who knows if Perplexity eventually is going to run ads. You never know, right? They might keep it to AI, but we don't know how the online advertising world's going to evolve exactly yet. Then there, there's Google my business. They have to understand how that tool works. There's directory listings that they got to post on. There's a lot of leads that come from directories, especially now that AI is also referencing those directories as part of its recommendation engine. And then there's this social media, right, the social media ads, social media posting, meta ads. I use meta as an amorphous term for anything social media. This could be Google, YouTube, stuff like that. So that's if you do in house. Now let's talk about the different types of marketers. So if you do like the Pakistani guy, and I use that as an amorphous term for like the people all over the world that don't typically speak English as a first first language and they're living in an economy that gives them a disproportionate advantage in approaching you at a lower price because they have a lower cost of living relative to the value of the US dollar. So that's what I mean by hiring that guy. Right? So they're cheaper. And sometimes you can find a diamond in the rough, sometimes you find a real piece of crap. It's potentially risky that they're going to do some black hat stuff to get their results. Black hat stuff is the stuff that gets you into trouble because they will do things that aren't allowed by Google to get you to rank. So lease Funnels is where you have a company, say christmaslights calgary.com he says, I'll lease christmaslights calgary.com for $2,500 a month that generates 30, 40 leads or whatever. Then he uses your money to build up the authority of that page more. And then the minute and then he starts to ratchet up the price on you and then eventually there's the takeaway and then you don't have it anymore and he sells it to the next guy, kind of like you leased a car and then they take it back. Now, sure, you don't have the money to go back again, but you made your car worth more, not less in this case. So lease funnels, not a good idea. Incredible business for marketers, not a great business for business owners. Hiring contractor on upwork. The nice thing, you can pay per action or outcome. You can read reviews based on their previous work and you can control costs with no long term contract. So this is nice because you can control those costs and you don't have to have the employer thing, but you could get what I call agency duped, which means they have somebody on there who says they're a solo operator and you think you're working with them, but then what they really are is they're just a third party pimp for the Pakistani guy and you're not actually working with the thing, the person you think you're working with because they're actually a dupe agency. And sometimes you're going to likely need to hire multiple contractors because again, some of these skills are mutually exclusive. They don't transmit well to one another. Finally, you don't, to be a good manager, you don't need to know how to do the thing because they know how to do the thing. Now here's a niche agency. So this would be like roofing business partner, right? You know, the riches are in the niches and that like we understand this industry so we can usually charge more, which means you're usually going to pay more, but that means that you're going to get niche experience. Like you don't have to teach us what drip edge is. When you say you're doing a campaign for free ventilation components and you're giving away free ridge vent to roofs that you know need up to 40ft or whatever, we know what that is because we know your industry, we know your trends, we know the tactics that work in this industry. But we're lucky. Likely working for your competitors too. Like there's a good.