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Adam Sand Jun 9, 2022 7:33:27 AM 63 min read

3 Video tricks that Roofers SHOULD Be using in 2019, but AREN'T!

Adam Sand:
Hello folks, and welcome to yet another episode of the Roofing Business Partner podcast, the podcast made by a roofer for roofers who want to learn how to connect with more customers that are willing to pay the right price for a quality contractor that they can trust.


Adam Sand:
In a world full of contractors, where anyone can get a loan for a truck and tools and build a fancy website and then crank out a few well designed Facebook ads, or they can just hit the bricks, knocking on doors and then immediately compete with you. How do we all have the ability to stand out? What do we do to earn the ability to stand out? And that's what today's episode is all about.


Adam Sand:
Two episodes ago, we talked about the top tools for roofers going into 2019, and the one tool that by a landslide got the most clicks was our video tool. So you can check that out in the show notes or go to roofingbusinesspartner.com/join my team, and you can get the link to that video tool. But in the first week that episode was live it was getting 30 plus signups a day. Of course, that is when all the questions started rolling in, so I thought I would make an episode just for you guys.


Adam Sand:
To be more specific, what are you going to get in this episode is a crash course on how you can use the tool properly to send instant personalized videos and automated pre-made videos. I'm going to explain what those are and the four types of video emails that have made the biggest difference in the roofing companies that I've worked with, including my own. Finally, I'm going to show you how we use Zapier to connect with even more customers, improve the customer experience and put the system on autopilot by running in the background, even while you sleep or take a day off. So let's get started. Cue the intro music.


Narrator:
This is the show where you'll learn the mind hacks, strategies and process we use every day to turn everyday roofing companies into the dominating local authority with our ultimate roofer marketing method. You'll also learn how we use Facebook ad to rapidly and affordably scale up business for roofing companies and generate leads on autopilot, putting you in touch with the right customers who pay the right price at the right time. Here's your host, Adam Sand. Now let's get after it.


Adam Sand:
For those of you that didn't get a chance to listen to that Top Tools episode, I will give you a little bit of a recap here quickly. For those of you that did listen to it, please bear with me. In that show, we discussed how I choose the tools that I implement in my business and in my clients, what I feel the best ones are and why they are the best, and how they impact our business, my client's businesses and our lives. Long story short, the video tool has been absolutely without a doubt hands down the biggest change engine when it comes to increasing roof sales in these companies, especially on estimates where our sales people are unable to meet the customer on site for their estimate.


Adam Sand:
For example, imagine what it would be like to generate 61% more revenue per bundle you sell. That's what this tool allowed us to do with repair estimates and with roof replacements. It was like turning a light switch on, the difference was that clear. Obviously, the impact in our businesses has been the ability to sell more roofs with less estimates. We have better relationships with our clients and that helps at every stage of their journey.


Adam Sand:
Then, when it comes to the effect on our lives, well, anyone I have got on the tool has found that they've had more personal time, they feel less frustrations with their emails and, of course, more money in the bank account for less work with happy customers never hurt anyone. But I always say that my favorite benefit is the speed that customers have responding to my team and I when we send them questions. I love that. When we want something from a customer, it's like that. No longer having sales cycles that take days and constant back and forth is a huge breath of fresh air in my eyes.


Adam Sand:
A lot of you went to download that tool but were immediately curious on how to use it effectively, especially when it came to automating. In this episode, I'm going to address some of the more common questions that people asked me on Facebook messenger and by email. I even had one guy call me on my cell phone, totally out of the blue, while I was at grocery shopping with Beth. But hey, I totally, I'm good. I understand the excitement about the tool. The reason you went into business for yourself is because you saw that you could do better for the homeowners and that you could install roofs to a higher standard, or you wanted to train others to do it too, or you thought it would be a good sales trainer.


Adam Sand:
Maybe you were in sales and you knew that you had the power and thus the responsibility to make sure that the people you dealt with went to with your company because the alternative would result in them having a poorly installed roof. Or perhaps you do storms and insurance work and you're dealing with the adjusters, and you saw the opportunity of having a business because you have a stronger ability to communicate with customers and adjusters and that you could help them protect their investment and represent their entitlements with their insurance company. No matter what part of the industry, the one thing you all have in common is that you start your company because you saw an opportunity in your unique above average ability to communicate with the homeowner and connect them to the best possible roof related outcome.


Adam Sand:
In the digital age where customers are getting more and more comfortable with remaining behind a computer screen, the internet has become a great equalizer and industries everywhere are being disrupted, not just the roofing industry. Many of the blessings of technology in the roofing industry have also become a curse in some ways. We can now hire and train estimators without worrying that they will fall off a house because we can measure a roof from the comfort of our office or from a drone. We can put out things like Google or Facebook ads, and we can use that to generate leads faster, like never before, or we can partner with sites like Home Advisor who will generate leads for us, and we don't have to knock on a door or meet strangers or deal with the weather. It's easier than ever to start a roofing company or expand into a new market and be up and running right away.


Adam Sand:
But I always say that everything is both a blessing and a curse because now the customers can find roofers so easily it's getting harder to stand out, and it will continue to get harder yet to motivate a customer for an in person appointment as time goes on. Face it, people are busy. When we can estimate from our offices, it allows us to do more estimates, but we lose our unique advantage that we had going into business to connect with customers and become that trusted expert advisor. Since we can use Facebook or Google to generate a nearly endless supply of leads in our inbox, it can be easy for us to forget the value of every opportunity, just as easily as customers will lose sight of your value or our value, my value, us roofers, as valuable people and the importance of choosing you over your competitor.


Adam Sand:
This video tool is how we put an end to that problem. By using it and my methods of in the moment selling, roof walk arounds, instant evergreen roof explainers, and a few other things I'm going to show you, the first thing you need to know is that with the video tools mobile app, you can easily record a quality video on your phone and without any logins or uploading or editing or copy pasting of YouTube links, you can send that video instantly to your customer from your email address. With many tools, you can record a video or you can upload it to YouTube, and then you can copy paste the link into your email.


Adam Sand:
But with this, it actually takes the first few seconds of that video and makes an animated gif, like one of those little animated pictures. It'll show you moving, just like a little animated picture, and it puts a play button on top of that that says, "Play this 28 second video." When people see this, they always click on it. It's because it's just not some random link that's going to take them to some random place. They can see that it's a real authentic video of you. When it comes to that first impression, it's the difference between you sending a customer a text. When you arrive for an estimating appointment and saying, "Hey, I'm in the driveway. Come on out and come to the door," or you're walking up, ring the doorbell, be smiling and dress professionally, extend your hand and give them that warm welcome.


Adam Sand:
Once you send it, you'll get up a notification when the customer opens it, watches the video or clicks on something, so you have meaningful insights into your customer's behavior. Lastly, what I'm going to show you is how you can record answers to your most commonly asked questions, using what I call you language, I'm doing little air quotes right now. That makes videos feel fresh and personalized, but they're also going to allow you to give your best answer every time, no matter what you're doing or how busy you are, with just a few clicks or actually no clicks at all, if we automate it.


Adam Sand:
Like I said at the start, there are two types of videos that I suggest you start using right away with the mobile app. One is instant personalized videos, and two is automatic pre-made ones. Now you don't need to write any of this down. I imagine you're probably driving. Don't worry, it's all in the show notes. But then there's four styles, or techniques or scripts you could even say, that I'm going to show you today. In the moment selling, roof walk throughs, instant evergreen roof explainers, and the storm reward.


Adam Sand:
First things first. Instant personalized videos are videos you record once and show once. They require no scripting and are typically recorded and sent immediately, usually because they're personalized to the customer, the roof, the date, or some circumstance that wouldn't really be relevant to someone else in the future. Automated pre-made videos usually require a couple takes, and they have a script or at least some kind of pre-thought out flow or story to tell the viewer. We use a lot of you language and I'll get to that later, but it's to make them feel that this is a personalized video without it being ungenuine or ingenuine or disingenuine or whatever the word is, let me know what the... unauthentic. Yeah. One of those words. Anyways, these videos are not always required to be sent immediately but their intent is to provide quality content that is way more engaging-
PART 1 OF 4 ENDS [00:10:04]


Adam Sand:
But their intent is to provide quality content that is way more engaging than any kind of text you could send. And they're used in common situations that you encounter all the time, so you have them when you need it, but you can get them to the customer without hardly any effort. Ultimately, once you start using the tool consistently, your instant personalized videos that you find yourself recording over and over and over again, they become that audition, that practice for a really great automated pre-made that's tested, effective and efficient. So by using the mobile app, when a customer asks that common question, such as what they can expect the morning of the roof install date, or why you recommend this certain brand of shingle instead of another, you can quickly pick from your pre-made answer videos, add a little bit of text if you like and send it, that quick, that easy. But because we record it with quote-unquote you language, it feels like a personalized response, but only takes a second of your time to send it.


Adam Sand:
So now we need to go over the styles of videos. Again, the four I have found to be the most effective in all these different markets that I've worked in is in-the-moment selling, roof walkthroughs, instant evergreen roof explainers, and the storm reward. Now, when I say these are the most effective videos, I'm talking about when you're dealing with homeowners, okay? A lot of people out there are dealing with insurance companies and builders and all this kinds of stuff, and there are great videos for those people as well. In fact, one is called "The storm reward," but what I really want to help you guys see is that by using a lot of these tools, we can take all the benefits of a lot of these other different types of customers or ways to get business and bring it into this Facebook ad type of lead generation world, but maximize profitability, your competitiveness, the speed in which you close deals, because you're bringing the human element back into the digital world.


Adam Sand:
So these are the formats that you can start using to boost your business today. No matter what tool you use to send them, I just suggest you use the one at roofingbusinesspartner.com/joinmyteam, because it's the one I use, so it'll feel familiar. Now, in-the-moment selling, the first script is just as the name implies. It's a style that sells roofs because it's used in-the-moment. The key to this style, I tell all my roof sales people, is speed and authenticity. If a new lead comes in or a prospect asks a question and you're at your phone when the notification comes in, drop what you're doing, copy the email address and open the mobile app immediately. In 30 seconds or less, you want to address their inquiry or answer their question. The goal being to have your answer sent to them before they even get to the next roofing company's website or back to whatever else they had planned in that moment. The five keys to a successful in-the-moment sales video on email starts with their name.


Adam Sand:
You want to begin, right away, letting them know that this is for them. So it's going to be, "Hi, John." Especially with this tool's thumbnail feature, you want to address them by name as soon as possible. When I'm in the office, I actually have people write their name on a little whiteboard, and so we'll hold it up and we'll wave in the video because that's what becomes a thumbnail. They're going to see you smiling and waving and their name "John" written on a little whiteboard, because that way the customer knows that this video is for them. This is a huge, huge benefit of the thumbnail feature in this video tool. The second key is to make an effort to display that you dropped everything for them. So if any of you received a video from me, from Roofing Business Partner, quite often, you'll see me say something like, "Oh, just hanging on the couch with my dog," or, "Just start walking with my dog." And I'll actually turn the camera around and show the dog.


Adam Sand:
That's me trying to show you that I stopped what I was doing to connect with you because that's how important you are as an individual to my business, right? You want to give that same experience to your customer. Now, the third key to success is brevity. The great thing about brevity in a personalized video versus brevity in a text based email is that you can accomplish way more human connection in a 10, 20-second video than you can ever get done in a two-page email. This is because you have sound and visual eye contact, a smile, all the things that make it a human experience. Recording the video faster and finishing faster means that's the faster it gets sent to them. So when it says, "Watch this 20-second video," there's almost no chance and no reason for them to skip your email and not watch it.


Adam Sand:
The fourth key to success of the in-the-moment selling videos is to answer the question. So many people try to use this video style to force an estimate booking or to hold back on price or hold back on an answer to try and control the customer. They're just going to go somewhere else if you do that. They talk about useless anecdotes. And sometimes they'll totally just forget to address the question. It wasn't really intentional. So you have to remember to address the concern, answer the question. If it's impossible to answer the question, then just quickly explain why, but if you can answer the question, you'll be happy that you did.


Adam Sand:
The fifth and final key is a call to action. Tell them what's next. You are guiding them through the process of this roof project. You're taking them on this journey. So help them know what the next step is. Let them know what you need and inform them that they have everything they need to make a decision if they do so that they can then now make the decision. Is it you or the other guy? You could ask for their business, or you can just ask for an email reply, but make sure the video ends with a call to action. Not just like, "Okay, thanks, bye." So that is the in-the-moment selling video.


Adam Sand:
The next style is a roof walkthrough. This would be an instant personalized video. So you want to do this right away, as often as you can. But this is what has ultimately made the biggest difference in revenues on repairs and closing ratios on estimates where the customer couldn't meet on site. Now, you can also do these on a computer when reviewing, say, an EcoView estimate from your desktop, but for the purpose of keeping it simple today, I just want to discuss estimates where you are actually inspecting the roof in person, but the customer isn't there to meet you. Now, when a storm rips through town and competition is at its highest, or when the storm hasn't come in a long time and there's a lot of roofers that are looking for work, the principle is the same. Customers have their pick of the roofers. And if you cannot meet them on site, you risk becoming a commodity instead of a service, where if all the roofers have workmanship compensation, they're all certified, they all talk about same kind of three types of shingles, they all promise to do a good job and they all have got good Google reviews, how's the customer supposed to pick?


Adam Sand:
If they've got 11 emails and all 11 of you have seven, or 10 four or five star Google reviews, and you're all BBB, how are they supposed to pick? So it simply comes down to a price war. When I was estimating roofs, nothing drove me more crazy than when a customer said, "Ah, yeah, you could just leave the estimate in the mailbox or you can email me," because I knew that meant he was just going to pick a handful of top-rated roofers, basically have a broken pool cue out on his front doorstep and let the roofers see who is willing to bleed the most for the deal. There was no way to actually get the human experience. And that's what frustrated me. It wasn't the fact that I didn't get a chance to sell it for a lot of money.


Adam Sand:
It just reduced our integrity and hard work to a simple commodity. And I knew what all of you know, that no matter what price the customer is willing to pay, we all have a subcontractor with a drug habit that'll do it for that rate. So I knew that his lack of valuing us or his inability to trust contractors would ultimately lead to him having the exact experience that would continue to perpetuate his worldview. So the roof walkthrough became our tool for overcoming that situation and allowing our integrity and dedication to service shine, even in an email box. Because once you're done taking your measurements and doing your job notes, you can make a quick, two to three-minute video, just walking around the roof, going through a few key points about their current roof install and what you plan to do. And there's no magic recipe of what to show, but I always like to focus on ways to make them see that we were on the roof and that we took a good look.


Adam Sand:
This can be a great way to show a video of what you identified for storm damage. I like to focus on critical install areas as well, so a place where we would say, "Hey, we're only going to have our most experienced installers touch this area." Sometimes I like to explain the difficulty of the pitch. You can even demonstrate how important it is to protect their property and show them how the shingles might slide off this edge down onto their flower beds or down onto their brand new composite deck and tell them how you're going to protect it. "We're going to put some plywood down there and put a tarp over."


Adam Sand:
There's no magic. The point is, you're supposed to show the customer that you've thought out the job from start to finish and that you're going to take care of them. You know you have a winning roof walkthrough video when the customers start responding with, "Oh, I didn't think of that," or, "Oh, I would never have thought of that," or, "Wow. There's a lot more to this than I thought." The other way you know you're doing it right is if you get a lot of follow up questions. This means that they watched the video and they said to themselves, "Oh, great. Finally, an expert and one who cares too. Perfect." So then you get a bunch of questions and that's how you know you're on the right track because they trust you and they want you to do the job, and they want you to clarify some things that they've been wondering because they trust you.


Adam Sand:
So now, speaking of questions, I have this problem. When a customer sends me an email asking a question that I just know is a buying question. And it's one of those questions that I know, it's going to be another sale once they get the answer or a confirmation of a condition that you know you can answer in the affirmative. So you have it. It's all laid out, but you're busy. Something in me, I just can't help myself. I have to answer it immediately, but if I'm driving or something like that, I can't. And if I see that it's a question for one of my sales reps, there's a timer that just starts ticking in my head. And if I don't get a response sooner, like see, get forward on something, I start forwarding emails and calling people, texting people, wondering why they're not taking care of the customer. The method by which we do business is constantly evolving, but the two things that remain the same when it comes to earning a customer's money is being timely and-
PART 2 OF 4 ENDS [00:20:04]


Adam Sand:
... Same when it comes to earning a customer's money is being timely and informative. So in the same breath, I know that anyone that works for me, I expect them, if they're in a sales capacity, they're staying busy. They're following up, they're working, they're estimating, or they're ultimately trying to get a deal done somehow.


Adam Sand:
So it's natural that when I freak out, wondering why they haven't responded in 18 seconds, that if that response time goes over five minutes and I start going crazy, it's because they're probably doing something else, and the same goes for me. If I'm driving, or I'm walking my dog Thanos, sometimes I have to do things like eat or sleep or go to the bathroom. Not all at once, but if I could, it would definitely save time. If I could figure that out, that would be efficient.


Adam Sand:
But in this situation, the logical outcome is that people, or my other people or myself, they begin to shift our focus more to timely, but less informative. We want to get quick answers, but that causes spelling errors, typos. The next thing you know, we're typing and driving, or we say, "Hey, I'll get back to you, I'll call you later," and then it becomes a failed promise because you forget, because it was in the moment and all of a sudden you're off to doing something else.


Adam Sand:
So I was confronted with a dilemma in my business, and it's a problem we all face when trying to maximize every opportunity and not waste leads or a customer's time. So there's no magic to having a top-performing sales department without high-pressure sales. It's just basic stuff done consistently. Be timely, be informative, consistently over time, every time. I expected us to score a 10 out of 10 on response time, but I also want to score a 10 out of 10 on the quality of the response as a standard. To do that, I needed a process, and that is how the evergreen roof explainer video came to be.


Adam Sand:
Early on, it became pretty clear that we received some mixture of the same 50 questions from our customers in their journey from lead to invoice. Now, we were able to eliminate about 30 of them with our Facebook videos and our infographics, our ebook, that were all used as part of our lead generation process, and making sure that we taught first, sold second. You guys can listen to plenty of podcasts where I talk about that stuff. The remainder of, you know, 20 questions or so, they seemed to linger, because their curiosity didn't even begin until about halfway into the process, long after the lead generation part. So this is what gave birth to these videos.


Adam Sand:
The great thing about the video tool is that, and I put a link to it in the show notes, so it's free to try, but the great thing is that you can record a video and then put it in a bucket of favorite videos. Those videos are often then easily accessible from the mobile app. So with those remaining 20 questions that frequently came up, we began to invest some time into making videos that were a 10 out of 10 quality answer. Remember, most people only do a roof once or twice in a lifetime. You do it every day, so you're conditioned to the environment. So we're addressing simple, common stuff like what to expect on install day, or how the financing process works.


Adam Sand:
As we started to install some premium roofs and we started to qualify for higher levels of extended warranties, the evergreen roof explainer videos was a logical fit for communicating this to customers. This way, if a customer sent an email asking about, you know, what warranty was on our shingles, or they didn't understand what we meant when we told them we use a closed-cut method of install on our valleys, our process was now to load up the app, pick the appropriate evergreen roof explainer, and send it right away.


Adam Sand:
That way, even if someone was driving, like one of our sales people, or they were at home watching a movie, it would only take a moment and we could score a 10 out of 10 in response time, and almost any circumstance, we could also not sacrifice a 10 out of 10 response. So no more weak answers, no more typos, no more forgetting to go back and answer those emails later, or call people, right? Just a simple process that allows us to touch it once and be done. Or as Justin Beaudry says from Beaudry Roofing, "We do it right the first time!"


Adam Sand:
I didn't want to yell too loud, because I was worried it might make the microphone blow up. But on a side note, if you do not follow Beaudry Roofing on Instagram, you got to check him out. He's like the married version of Dan Bilzerian with a roofing hatchet, and he has a huge fascination with mountain lions. So those of you that know him and would like to have him come on the show too, please let him know because I want get him on the podcast. He'd be a good time.


Adam Sand:
Anyways, back to the roof explainers. So the word evergreen, what evergreen means is that we want these videos to be always fresh. Right? So what I mean by that is, well, would it still be valuable if I recorded a video explaining what drip edge is for a guy named Timmy, and then I just sent that video out to everyone that asked about something about drip edge? Sure, I could just say, "Hey, I made a video for another customer answering that same question." Yeah, that would probably work. But it would make them feel maybe a little bit like, "Oh yeah, you have the same question everybody does." It doesn't make them feel like, "Hey, great question. That's a good..." You know, it doesn't give them that affirmation, right?


Adam Sand:
But the goal here is to be influential without manipulating people either, so you want it to feel personalized. Now, that doesn't mean I want you to go out and lie and tell people that, "Hey, I made this video just for you," because, you know, if it's fall and the leaves are yellow and red in your video, but it's the middle of July when you send it, boom, all credibility is lost. You're a liar. It's not a huge deal, but a lie's a lie, which is why you need to use you language, but more on that in a second.


Adam Sand:
If the video to Timmy talks about a specific part of his house, or a specific problem he was having with his gutters, that can decrease the value of your answer, because, well, maybe Julie doesn't have those exact same circumstances, or maybe in the video, you work off some previous communication that you had that has now formed Timmy's basis of understanding, so something that Timmy knows that Julie doesn't know yet, because you didn't have that same start-off conversation. So in your eyes, this is a perfectly good drip edge video, but you also have the curse of knowledge. You listen to it, and you don't see the gaps that a first-time customer gets. And I get it, you're busy, but sometimes it pays to focus on the work that matters in your business, and it pays dividends down the road,


Adam Sand:
Blocking time to plan out your evergreen roof explainers, and then recording them a few times, and having a person who knows nothing about roofing will give you some feedback, and they'll tell you if this is starting to make sense for an amateur. This is a project that will pay you over and over and over again, time and time again. The key factor is that you use a lot of you and your type language in the video, so like the intro of your drip edge one would sound something like this. "Hey, it's me. I just wanted to personally thank you for the opportunity to serve you. That is a great question, and I thought this would be a better way to familiarize you with this very important component of your roof system." Right?


Adam Sand:
Notice the yous and the yours, right? There is an intentional inclusion of a lot of that, and as well, it's a super clear admission that you, as the expert, thought that, and I'm using air quotes here, this would be the best way to answer the question. This is a hundred percent authentic. It sets the tone that this video was meant for them specifically and is going to result in a better overall experience, especially when compared to sending them a link telling them to reference some text-based brochure that you gave them, or sending them to a website, because odds are they're not going to click the link, and the brochure was probably put in the garbage a week ago the minute after you left their house.


Adam Sand:
So you're busy, so are your customers. They don't have time to read a bunch of emails or texts or websites in today's digital world, and you do not have time to be writing big, long emails just to say you put in the work to answer their questions each time. Some other great examples though that I've seen work are follow-up videos on roof anniversaries. Wishing the roof a happy birthday always gets a laugh, and it lets them know you're still around. And if you let them know that if they ever have a concern about the roof, to let you know, you're going to really start to build more rapport with that customer. And you can even build an automation in Zapier that will put their name in the subject line and create the video, right, that you've created once using that you language, and you can trigger it to send the same email with the video one year after their invoice date for every customer.


Adam Sand:
So it's a real simple zap that we set up so that when the invoice date in your CRM is 365 days later, it triggers this email to be sent from BombBomb. It pulls the first name from your CRM, puts it in the subject lines, and then adds, so it'll be like, "Adam, thanks so much. Happy birthday to your roof." And then it'll put the video in there that can be like, "Hey, I just wanted to thank you so much again for your business. I wanted to let you know that it's been one year since your roof's been put on. If you have any questions or have any concerns, or if you have any friends looking for a roof, we'd love to hear from you." Right?


Adam Sand:
This kind of stuff really often triggers a request for more services, gutters or siding, and quite often generates a referral. You can even record a thank-you video that automatically triggers off when you move a customer into job-completed status in your CRM. This is a great thing about something like Pipedrive, and you get bonus points if you add a friendly request for a Google review if they're happy. One roofer we implement this process for went up two stars and doubled the reviews in just a few months, which completely transformed their business because they had a 3.2 out of five score. They were generating no leads from search results due to some reviews that, in many cases, either weren't real or they were just totally unreasonable.


Adam Sand:
So I hope by now you're starting to see the combination of all these videos in your sales process and how they can have an immediate impact on your business. So just to recap, we've covered the instant personalized videos, the ones that are like a lead response, right? Something like that, or answering a question, right? Roof walkthroughs that help people understand how much effort you put into their estimate, even when they're not there, and evergreen roof explainers to answer commonly asked questions, or to prepare them better for their roof job, or to do good follow up, ask for reviews, ask for referrals, right? The next video is what you can use to generate leads for free from previous customers. So if your business is based in an area like Colorado or Florida, or anywhere with a pretty consistent-
PART 3 OF 4 ENDS [00:30:04]


Adam Sand:
... based in an area like Colorado or Florida, or anywhere with a pretty consistent flow of business as a result of hail or storm damage, you likely have a collection of previous customer emails that hopefully replace the roofs with a stronger roofing system that kind of will hold up to the next storm. And these people might most likely not need you to come out and replace a repair of their roof, but it is likely that the majority went with some other kind of replacement in kind. So, what's important to separate the two out. No matter the case, the storm reward video is a great prerecorded video that boosts your customer loyalty, engagement, and referrals. The best way to pull this off is you record two storm reward videos, one for the customers who replaced with a more permanent system after the last storm, and those are likely to survive the next one.


Adam Sand:
And then another video for those who went with a more, a basic roofing system that has a higher chance of being damaged again. You send these videos out to their respective list of previous customers as soon as you know a bad storm is coming through to hit your service area. The permanent video, of course incorporating a lot of you language for the intro is to remind them that you exist. The goal is to communicate that you feel confident that their investment will pay off in resisting this storm that's on the way. But you're more than happy to come do an inspection of the roof afterwards. Many of you might be sending an email or phoning or sending door knockers into the area to communicate this same thing to them, but the open rate on these video emails is off the charts and it has that human connection that keeps you to the top of mind. Plus you can send it at 8:22 in the evening before the canvasers even start knocking or calling people.


Adam Sand:
This reaffirms that they made a great decision and gives them peace of mind that you are taking the effort to focus on caring for your existing customers first. But in the end of the video, you want to slip in a referral bonus. Keep in mind that when an established homeowner in a neighborhood switches to a premium roof system, it will become a conversation with the neighbors at two points in time. One, when you install it and two, after a storm when they come to see if it worked out. So, this is a great opportunity to remind your previous customers to be ambassadors of their investment and to take pride in their purchase. So, the following morning when people are taking stock of the aftermath of this storm, the discussion comes up of the value of the premium roofing system. No deductibles to pay, no insurance hassles, nobody knocking on their door, just go on with life.


Adam Sand:
Now, if they have a small financial incentive to make sure that their affected neighbors call you first before their insurance company, whatever you decide that incentive should be there's a really strong chance that it will pay off. And in many cases, it will allow you to upgrade those neighbors and install a roof that you can show off on your social media channels and increase the equity of your roofing company's brand as not just another roofing company, but a premium one that does premium roofs. Now, the second video is the one you sent to every person who repaired or replaced their roof in the last storm with something in kind a more standard product or have a higher likelihood of suffering another loss due to the storm. The formula here is more or less the same, reminding them of who you are, that you're ready to take care of them again and they have great opportunity as a previous customer.


Adam Sand:
Since they're more likely to be staring down the barrel of that deductible gun, once again, what is their motivation? Usually they want to find a roofer that will pull off the no deductible scam or otherwise avoid having to pay out of pocket, but it's bad business in most markets to be doing that to be paying for or otherwise be working around the deductible. But if you're good with Xactimate and you know all the codes and you have the skills and the experience to deal with the adjusters, you have real value to your customers in your ability to connect them with the best possible outcome. One ethical way to help them avoid the expense of the deductible is to once again, offer a sweet referral incentive. Let them know that you will be in the neighborhood anyways.


Adam Sand:
You would be happy to check the roof and should it happen to give you the warm introduction to the neighbors that results in a contract, you'd be more than honored to write them a check for the help getting that introduction. So, how much easier could life be if your previous customer happens to be the leader of the condo board or the neighborhood watch or community league that manages the local rec center and they could leverage their position to score themselves a sweet bonus to cover their deductible by giving you a warm introduction to 20 or 30 homeowners on the same street the night of the storm, without even sending a single person into the street and they do it because they're using their emails on their lists to their contacts, giving you that warm runner up. So, while the other guys are shaving and putting their Crest Whitestrips on and getting ready to throw on the polo and go knock on doors tomorrow morning, you've already reached out.


Adam Sand:
You've already gotten forwarded emails. Who wins in that environment? Who does less work per client? Who fills up their schedule first? Who gets the Google reviews? That's right, you do. That's the power of bomb bomb. So, if you want to pick that up, you can use my affiliate link at roofingbusinesspartner.com/joinmyteam. And you get a bunch of other freebees there as well. And there we have it, but don't stop there. I'm sure there is many more great ways for you to use bomb bomb to leverage that intersection of the human advantage and the scalability of technology to create radical growth in your sales process and the customer experience that delivers. I don't need to tell you what that will do for your revenues, for your profits, and for your marketing expenses. The little hint, they're going to go way down. I would love to hear your ideas. What kind of video do you think would work in your market? Share it in the comments, leave me a like and review, and let me know what video strategy I might have missed, right?


Adam Sand:
Now, if you would like a little help setting all this up, I've created yet another free guide this week. If you visit the show notes for this episode or my website, I've set up this little ebook guide that'll walk you step by step through setting up your account, tips on how we record great videos that work. In that guide I show you how to set up a wicked template that is proven to get customers to take the action you want and also maps out the process you need to create ever green video lists. So, you can start delivering 10 out of 10 answers in record time, as quickly as this week. And again, the link to that guide is roofingbusinesspartner.com/videotool. Go check that out and we will get you that free guide. Now, make sure you download that guide right away and start taking action. I know a bunch of you signed up for trials and hopefully this answers all your questions and empowers you to get going. I would love to hear some of your results as well as any follow up questions.


Adam Sand:
And lastly, I want to thank you once again for listening. I had two 90 minute calls today that totally left me jacked for the week. After I helped provide some roadmaps and some clarity on a plan to proceed this month. It's not about the money or having someone buy a program. I mean, yeah it helps and it's great. But honestly, even Beth knows when I walk out of my office, if I look like pumped and energized it's because I helped some roofer on a call, work through a challenge. And quite often I do it for free, but that rush of energy is what keeps me going until 1:00 AM when I'm usually planning out these episodes. I mean, right now it's 1:30 in the morning and I'm recording. All thanks to the opportunity to serve a few of you today. So, thank you for that energy. Thanks again for listening. And I hope you're looking forward to hearing the next episode as much as I'm looking forward to making it so. See you next time, I got to go to bed.


Adam Sand:
And that concludes another episode of the Roofing Business Partner Podcast. Thank you so much. I do not take your attention lightly. I sincerely appreciate you coming out and listening to every episode. As usual, there's always a freebie at the end of every episode. So, make sure to go to a roofingbusinesspartner.com/podcast and check out the show notes for this episode's free gift. On top of that, I also just wanted to ask you guys a small something. If you don't mind, leave a rating, leave a review wherever you listen to podcast, just leave me a quick little note on what I'm doing right, what I'm doing wrong, what I should do more of, really appreciate it. And I look forward to having you back on the next episode and I'm already in the workshop figuring out what kind of value, what kind of lessons, and what kind of tips I can deliver to you guys, so that I'm always continuing to make a bigger, better improvement in your roofing business every time.

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