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The Roof Report That Sells Itself: The “i35” Framework w/ Jon Broce

📅 June 16, 2026 ⏱️ 19:06 🎤 Adam, John Broce

Chapters

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  • 0:00
    Introduction to the i35 Framework
    Adam introduces John Broce and his i35 framework, highlighting its success in increasing retail close rates by shifting the sales conversation.
  • 1:53
    Framework Timing and Discovery
    John explains that the i35 framework is implemented after the attic and roof inspection, emphasizing discovery and building 'pain' without offering immediate answers.
  • 4:44
    Understanding the i35 Components
    John breaks down i35: 'I' for inspection, '3' for showing three pictures, and '5' for asking five deep questions.
  • 7:24
    Common Salesperson Mistakes
    John discusses key mistakes salespeople make, such as trying to be the hero, telling instead of asking, and showing too many pictures, which disrupt the emotional curve.
  • 11:55
    The Bad, Good, Worst Picture Arc
    John details the strategic order of showing pictures: bad, good, then worst, to create an emotional journey for the homeowner and encourage ownership.
  • 19:44
    Reporter vs. Journalist Approach
    Adam clarifies the difference between being a reporter (just stating facts) and a journalist (interpreting findings and their meaning), advocating for the latter in sales.
  • 22:19
    The Five Tactical Questions
    John reveals the five powerful questions designed to engage homeowners, foster ownership, and guide them to make informed decisions without being prescriptive.

Speakers

A
Adam
Host
J
John Broce
Day 41 Thrive

Key Takeaways

✦

Shift from 'telling' to 'asking' to engage homeowners more effectively and boost retail close rates, focusing on discovery and building 'pain' before offering solutions.

✦

Implement the 'i35' framework: 'I' for inspection, '3' for showing only three carefully selected pictures, and '5' for asking five tactical, open-ended questions.

✦

Avoid common sales pitfalls like trying to be the hero, over-explaining, or showing too many pictures; instead, act as a guide and mentor.

✦

Utilize the 'bad, good, worst' arc when presenting inspection photos to create an emotional journey, helping homeowners take ownership of the problem and potential solutions.

✦

Master the art of asking questions, avoiding 'why' and focusing on 'how's, what's, where's, when's, can's' to prompt deeper engagement and uncover homeowner needs and feelings.

✦

Conclude by asking, 'What would you like to do about it?' to empower the homeowner and guide them towards their own decision, fostering buy-in and ownership.

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