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The Roofer Show Growth

451: Roofing Marketing Exposed: Red Flags, KPIs, and a Smarter Plan for 2026

⏱️ 52:05 🎤 Dave Sullivan
AUDIO EPISODE
451: Roofing Marketing Exposed: Red Flags, KPIs, and a Smarter Plan for 2026
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Chapters

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  • 0:00
    Marketing Spend & Transparency
    Dave Sullivan introduces the episode's focus on marketing, highlighting common contractor struggles with understanding their marketing spend and the dashboards provided by agencies.
  • 3:11
    Three-Legged Stool of Business
    Sullivan explains his 'three-legged stool' philosophy for business success, emphasizing the need to balance selling work, doing work, and keeping score through financial understanding.
  • 11:52
    Defining Leads & Conversions
    The host stresses the importance of clearly defining what constitutes a 'lead' and 'conversion,' advocating for tracking booked appointments as the true measure of marketing success.
  • 27:07
    Common Marketing Red Flags
    Sullivan lists critical red flags to watch out for with marketing agencies, such as lack of administrative access to data, vague conversion reporting, and excuses for poor performance.
  • 31:44
    Independent Marketing Audit
    He recommends conducting an independent audit of marketing assets like websites, SEO health, and Google Ads to get an unbiased assessment of current performance.
  • 35:39
    Optimizing CRM & Reporting
    The importance of a robust CRM system like Proline and unified reporting across all marketing channels is discussed to gain clear insights into lead sources and costs.
  • 39:01
    Choosing Marketing & Sales Path
    Sullivan advises aligning marketing strategies (SEO, paid ads) with business goals and developing a strong sales team with clear processes, pay structures, and coaching.
  • 47:46
    Actionable Marketing Checklist
    A checklist is provided for contractors to immediately implement, including securing login access, questioning agencies about keyword targeting, and setting clear KPIs.

Speakers

D
Dave Sullivan
Host

Key Takeaways

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Always maintain administrative access to all your digital marketing assets, including websites, analytics, and ad accounts; do not let your agency hold your data hostage.

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Clearly define what a 'lead' means for your business, focusing on booked appointments rather than vague 'conversions' or 'clicks' from your marketing agency.

✦

Implement a robust CRM like Proline and unified reporting across all marketing channels to accurately track where leads originate, their conversion rates, and the cost per sale.

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Conduct an independent audit of your website, SEO, Google Ads, and GMB performance to get an unbiased assessment and identify areas for improvement.

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Develop a clear and transparent pay structure and sales process for your sales team, aligning their goals with business profitability and ensuring effective lead conversion.

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Prioritize securing five-star reviews through an automated process, as they are crucial for local search rankings and building trust with potential customers.

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Remember that you're not just buying 'marketing'; you're investing in 'booked appointments' that can convert into sales, and all your KPIs should reflect this understanding.

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