In this conversational video, Adam Sand explains how roofing contractors can decide when to add an outside‑sales rep and how to set them up for success. He argues that hiring should be triggered once a business consistently generates enough leads to keep 1.5 salespeople busy (roughly four leads per day). New reps thrive only in a "blisteringly busy" environment where they are constantly handling appointments, shadowing the owner on the job, and learning systems on the fly. Adam outlines a rapid onboarding process that mixes system training, on‑site shadowing, and short‑interval practice drives. The core of his growth strategy is a disciplined "video a day" habit: daily short videos that showcase people, products, processes, thought‑reversal angles, pledges, and moments of the team "caught doing it right." These videos create buzz, improve brand familiarity, and feed retargeting loops that turn passive scrollers into roof‑seeking customers. He recommends supporting the video engine with SEO, Google Ads, Google Business Profile, and listings on platforms like Thumbtack, Nextdoor, Angie's List, and Renovation Find. A free hook‑generation tool (matrix.roofingbusinesspartner.com) helps generate video ideas, and Adam stresses that the first videos will feel awkward, but quantity beats perfection. He contrasts his own success at Sargent's Roofing—where daily videos eliminated lead anxiety—with a former partner who skipped the habit and struggled to regain market share despite identical crews and reviews.
Chapters
It's a position where when you start to feel like you've got enough leads to take care of one and a half people, then you're gonna hire one. It could go a couple ways. So let's say you hired a guy, you're getting like four leads a day. So you're hopping, right? Your inside sales is booking you steady. You're doing Saturday appointments and you're like, "This is crazy. How could I possibly train somebody?" The first thing they're doing is just learning how to use the systems, and now they're just. Taking pictures and annotating at your direction. They're making you faster on the appointment and you're training them in the drive half an hour, 40 minutes, 20 minutes between each house. Let's say you go to the I do and then you do the we do, right? So they start presenting with you there to catch them and they do amazing. They do so good. If you hire them too early and now you're just like, all right, we'll just hang out. Salespeople want to come into a blisteringly busy environment. They don't want to come into an environment where it's like, all right, you're here, now let me go see if I can work on the leads. You know what I mean? They don't look and go, oh, you know, I'm so lucky I get to just— I only have to work for 2 hours a day. They're like, man, I need work. I'm like, I'm here on commission. So then you end up like, well, you know, I'm working on the leads, but I don't want to lose you because now I invested in you. So what if I paid you a minimum? Now you're paying for him to sit around. No, you want him to come in blisteringly busy.
So how do we create that environment? Do we create that environment through doing things like we're doing right now with You know, like the marketing, improving our SEO and things like that. But how do we really, at the end of the day, create a scenario or an environment?
The videos is the biggest thing. They want to work at a place that looks like there's buzz. I mean, that there's growth, where there's opportunity and looks like it's a fun place to work and they feel like they know the company before they even come there. That's the videos, right? The thing that makes customers feel the most comfortable with working with you is when they see seeing your stuff just, you know, at first it was very passive. You know, they scrolled past you and then all of a sudden they saw something that hooked their interest for 10 seconds. And then the retargeting made it so that now every time they open their feed, they're seeing you. And then periodically they watch you sometimes. And then all of a sudden they need a roof and you're the obvious choice. If you want to maybe get there, yeah, we do SEO, we do the Google Ads, we do Google Local My Business. We make sure your profiles are good on Thumbtack or Nextdoor, Angie's or Renovation Find, the one in Canada. Those are all like Good to-dos, even great to-dos. But if you want to create absolute certainty in your world of leads, it's a video a day. That was the one thing I never worried about at Sargent's Roofing. Never, never. After like 2 years, never worried about a lead. What I did there made such a difference that my partner, who didn't do a video a day, spent years trying to get back what we did after he split with his wife and had a whole bunch of personal stuff. And then went and did another company and with another guy called Peak Guard. in all this, he never got back what we had because he didn't do the daily discipline. Same shingler, you know what I mean? Same ability to roof, same shinglers, like same crews, even 2 different companies, even the same Google reviews for a while, you know what I mean? Even the same name for a while, but he just didn't keep it up. Just do a video a day.
What kind of videos are we looking for?
People, product, process, thought reversal, giving pledge, and caught doing it right. And if you don't know what to talk about, it's matrix.roofingbusinesspartner.com. And it will literally write your hooks for you. Now you'll have to practice them and just make 100 shitty videos. Who cares? Just make a video a day. Talk about something that's happening in the roofing business. Just make sure your roofer has one of these. Did you know where shingles go after you're done with them? This is what a supply house looks like. This is how you take coil out of a nail gun. We got to put 6,000 nails in the roof and everyone's got to be on this line. That's why you want to pay for quality. Like Just talk about what you do, about, about the business. Just talk about it. A video a day. And you know what? The first few will feel awkward and you'll be yelling at the screen and you'll say, hey, it's David from Action Roofing, which sucks. And don't do that, but you'll still do it anyway and just make 100 shitty videos. Just do it like your child wouldn't eat. Suddenly it won't feel so hard.
