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Build It To Sell It Growth

The $20M Marketing Strategy Behind Roof Maxx’s Explosive Growth with CEO Mike Feazel

📅 March 7, 2025 ⏱️ 38:15 🎤 Mike Feazel

Chapters

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  • 1:33
    Roof Maxx Explained
    Mike Feazel explains how Roof Maxx's bio-oil treatment rejuvenates asphalt shingles, extending their lifespan.
  • 5:07
    Roof Maxx's Dealer Model
    Feazel details Roof Maxx's successful dealer model, which provides exclusive territories, product, and extensive support including leads and marketing.
  • 7:52
    Early Life & Business Lessons
    Feazel shares his challenging early life, including dropping out of high school and overcoming addiction, and how these experiences shaped his approach to business discipline.
  • 12:23
    Creating a New Industry
    Feazel recounts how he identified a gap in the roofing industry, leading him to create Roof Maxx as a solution to declining shingle quality and the pitfalls of storm chasing.
  • 21:25
    Dealer Support & Marketing Strategy
    Feazel explains Roof Maxx University and the extensive support provided to dealers, emphasizing the company's significant investment in marketing to drive leads and build brand recognition.
  • 26:58
    The Value of Rejuvenation
    Feazel advocates for roof rejuvenation as a profitable and customer-centric alternative to full roof replacements, especially as the insurance-driven storm-chasing model declines.
  • 32:48
    Building a Billion-Dollar Company
    Feazel discusses his ambition to build a billion-dollar company, driven by belief and a passion for the game, beyond just financial gain.
  • 39:16
    Marketing's Intangible Value
    Feazel stresses the importance of marketing for building an intangible brand, which he believes is crucial for long-term value and success.
  • 43:23
    Future Expansion & Employee Ownership
    Feazel reveals Roof Maxx's plans for employee ownership, adding roof replacement and solar services, and a potential public offering, all while maintaining his leadership.

Speakers

M
Mike Feazel
CEO of Roof Maxx

Key Takeaways

✦

Invest in a strong brand across all touchpoints, as it speaks volumes about your company and fosters customer trust.

✦

Prioritize excellent customer service, especially for initial contact, as a strong brand relies on consistent positive interactions.

✦

Actively manage your leads; don't just generate them, but support your sales team in converting them effectively.

✦

Consider offering maintenance or rejuvenation services, as they provide a profitable alternative to full replacements and can extend customer relationships.

✦

Implement robust training and support for your team, akin to a 'university' model, to ensure consistent service delivery and product knowledge.

✦

Be disciplined in knowing your numbers (e.g., CAC) to effectively evaluate marketing strategies and make informed business decisions.

✦

Cultivate a strong company culture and empower employees to make decisions, as this contributes to team loyalty and overall success.

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