Small Batch System Members’ Only Workshop

Small Batch System Training Session | July 20, 2026

Reply-Driven Email Workshop — Roofing Contractors as Top Niche, Live Campaign Build, and Pricing Models Deep Dive 
Live Webinar with Vanessa Roberts
(Raw transcription; not proofed for grammar or spelling.)
Click here for Google Doc of the transcript.

[0:01] Everybody, let me know — can you hear me, can you see me? Happy Monday. I hope everybody — I know it’s early — is our time shift their own daylight savings time? Small Batch office savings time, okay. There you go. Let me chat, everything is way down. I’m afraid my wife supports us looking at each other. Hey Craig, great to see you. Mike says the audio and visuals are good. Awesome. We are — okay, I’m going to jump off camera. I think it’s slowing us too much. Great. All right, so we are at our new time — same date, new time, 11 a.m.

[1:18] I see that we’ve got less than half of the folks who usually join us at noon, so that does make me nervous. Craig, Mike, let’s see who all’s here — Chris, Frank, Walt, and Brent, hey — did you guys get my email, Facebook post, everything? I wanna make sure I did everything possible to make sure folks got the update. Yes, email and Facebook, Frank, thank you so much. All right, yes, got your update. Thank you, Mike. Appreciate it, appreciate it, appreciate it. I get nervous. I try to give everybody as much warning. We talked about it for two weeks, but if you guys can think of anything I could do to help make that communication better, you know, I’ll go knocking on doors, right? We’ve moved to 11. Just going to give a couple more minutes to see if folks jump in. I hate for folks to miss it, but I know a time shift is different. Chris says, “I never looked, just jumped on the call.” Craig, you were here when we talked about it, so thank you for updating your calendar. Awesome.

Niche Overview — Why Roofers Are Next

[2:35] Vanessa: All right, so we have — like, I’ve been researching the best industries, niches, etc., to reach out to with our five-touch call-to-action reply email campaign, where we are sharing our ability to help their businesses, right? It’s not necessarily advertising or selling Small Batch as a service, although you absolutely can. But these are industries that are likely to respond and benefit from local marketing, right? So if you remember, our criteria was we want somebody that we can get past the gatekeeper, right? An owner — somebody who’s checking their phone, their email on their phone, they’re able to do a quick reply, but maybe not interested in booking an appointment or going through a complicated funnel.

[3:47] Previously, we’ve covered that the number one and two are mold and water damage. And we rolled those up and we studied those for a few weeks. High urgency with an immediate intent, massive project value upside, and clear visible marketing gaps to exploit. So if you want to revisit those, we do have them in the members area — absolutely fantastic niche. That was actually brought to my attention by my brother-in-law, who is a part owner in his family’s mold remediation and water damage repair. And so in talking to him, it really inspired me with the training because the gaps that he was telling me that he was absolutely experiencing, I knew we could fill.

[4:32] So we talked about mold and water damage. Now, my research shows that after this type of contractor, next was roofers. Funnily enough, I have a dear, dear friend that has been one of my husband’s best friends since high school, which is now going on over 25 years. He worked in the marketing department for a roofing company. And he told me that what has worked for them for decades — which is just knocking on doors and talking about storm damage and how insurance can help people get roof replacement — it’s just not working, right?

[5:19] Craig says, “I use my insurance company over mold and water damage. I called them about mold and water damage and they told me that where the water came in isn’t covered. It came in through the walls instead of the roof, so I wasn’t covered.” I spoke sternly to the former person who took that phone call. “I sued them.” Oh, fantastic. See, I didn’t take it that far, but maybe you’ll have to give me the tips and tricks. Well, insurance companies are still replacing roofs, but the spiel that absolutely — my mom did it, knocked on doors and talked about quote free roofs 15, 10, 15 years ago — it just doesn’t work anymore. People have all gotten the message. They’ve either tried it, they’ve done it, etc. So now roofers are kind of like throwing their hands up. If you were basically printing money and all of a sudden that printer ran out of ink — if you hadn’t been honing your skills and developing other funnels or plans on how to generate revenue, now you’re kind of like going “I don’t know, it worked for 20, 30 years, what do we do now?” And that’s why roofing contractors are who we’re going to talk about today — how we can help them find people who instead of going out and pushing an offer, we’re going to talk about how to bring them in, right?

[6:44] So they’ve got high-ticket jobs. I don’t know of any roofs that will cost less than $10,000 and they go definitely up to $30k plus. The competition for local traction is cutthroat. And we’re going to deep dive into outreach and fulfillment. So we’re going to talk about how to reach out to roofers but then also how to help roofers land those new clients. Because as you can imagine, cold email to an existing client list will only take a roofer so far. But don’t worry, we’ve got a plan, right?

Roofer Outreach Strategy — What They Need and How to Cut Through the Noise

[7:22] Vanessa: All right, so our roofer outreach strategy. Roofers are heavily pitched, right? But people are saying the same things to them. You need a quality reputation because if you’re knocking on doors and leaving a card or talking to somebody, people are going to check their reviews, right? So you need to have a solid online reputation. But what they aren’t talking to them about is how to capture people looking for a roofer, right? So we’re going to review deficits, we’re going to map their invisibility, we’re going to talk about weak calls to actions, so that you can cut through the noise. You don’t want to be offering the same thing every other person who’s talking to the roofer is saying, and you don’t want to say it in the same way. We want to be very visible, and we’re going to talk about their extensive pain points.

[8:19] Okay, so after you have their attention, you have to be practical and have scalable services to offer. And so we use the revenue generators. Yes, absolutely — the Small Batch System can work for contractors and for your clients. Yes, you can cold email to their clients or to residences or consumers around them, but you are not limited to that once you get a client. So in the Small Batch System, we do want to use the tools to fulfill for the clients you get — that you generate for yourself with Small Batch, right? So we’re going to provide immediate value through reactivation, transition into recurring monthly services that build their local authority and pipeline, right?

[9:05] And these are tools that you may be familiar with that Brian has presented in the past. But we have negotiated with the owners of these services, products, etc., to allow Small Batch to still have exclusive access to them, so that we can continue to support them. So we’re looking for a quick win using their existing assets, expanding their reach with targeted new leads, and solidifying their online presence and AI readiness. That’s how we’re going to serve these roofers.

Four Revenue Generators for Servicing Roofers

[9:35] Vanessa: Okay, so first — Small Batch leads. Obviously, right? Turn your Small Batch account into a database reactivation service. So the strategy for using Small Batch right off the bat — let’s talk about it — there’s no additional list cost. You’ve got the Done For You service, everything from pulling contacts, pulling leads, to helping you with the Done For You campaigns, etc., etc., etc. So the idea here is that you take the roofer’s old estimates, past customers, and dead leads, craft a compelling offer, and then use your Small Batch System to run the outreach campaign on their behalf, right?

[10:16] It works because it requires zero ad spend from the roofer and generates immediate inspection appointments from people who already know their brand. This is low-hanging proof, right? It’s the easiest point of access. While you’re setting up other things to help them grow, this is a very quick win. And it is something that you could go in and say “this costs you basically nothing,” right? You will need to work with the roofer to develop that compelling offer. They want to do a free pre-storm roof inspection, right? Are you up in the north and you’re fighting snowstorms? Are there wind storms, hailstorms, tornadoes? Know your area and speak with the roofer to see what they are able to give, because the approach here is to let them know that we are going to give to this contact list — these old leads, these dead leads, these estimates that didn’t bite — and we’re going to try to get them back. We’re going to try to win them over. What are you willing to give? Because we’re going to give before we ask, right?

[11:27] Use your Small Batch System to run the outreach campaign on their behalf. You’ll need to craft the email — definitely recommend that you use AI, recommend that you use the five-touch call-to-action reply technique that we’ve been working on for months and months and months and months — but apply it to their business. Talk about their voice, their offer, how do they want to handle the replies? Do you want to send them to a specific phone number so that you can track your efficacy, right? Do you wanna send them to a specific reply email address so that you can monitor them and then deliver those leads to them? Remember — measuring your success, prove your value, lock in your paychecks, right? So don’t send it off into the ether and just hope that they feel the vibe that you’re doing a good job. Quantify and qualify.

[12:22] Okay, so that’s using Small Batch as your step one. Any questions? Right? So second up — the revenue generator I recommend for fulfilling your roofers. Not necessarily getting roofers to talk to you, but once you’ve got a roofer talking to you, how are you going to fulfill them? Leadsly. This was an offering from Jeff Hershey. Absolutely fantastic. The feedback that I’ve gotten since we started partnering with him on Leadsly has been absolutely off the charts. People love Jeff. If you didn’t already know Jeff, your first experience getting to work with him with Leadsly — you’re gonna love it.

[13:06] What my favorite thing about Leadsly is that you are able to identify when someone is searching for something on the internet. Okay, it sounds too cool to be true. It is my absolute favorite thing. So what are you doing? You’re able to find these people and immediately interact with them. Trigger a Small Batch System Go High Level email campaign, text message service, or trigger you to make a phone call to them — however you want to take action once you know. But when someone goes online and searches “roofer in Atlanta,” for example, you get an alert. You know who they are. You get their contact information and you can say “oh, you’re looking for a roofer? I’ve got you.” Or you can simply be less creepy and just happen to be in front of their face, right? Oh, what coincidental timing — this email pops in right after. And people aren’t as creeped out about it as you would think because they’ve grown accustomed to it. Cookies follow you everywhere to the point where, you know, “oh, Google’s always listening.” Now you can use Google’s ears, right? It’s incredible.

[14:26] You can search LinkedIn and B2B directories for property managers and facility directors. Remember, roofers don’t just work on houses. You can build lists of commercial building owners. You can identify local real estate agents and HOA presidents who refer to roofing work. It’s an incredible tool. You provide verified, enriched contact data directly to their CRM, right? If they don’t already have a CRM that you could interface with, you can provide them a CRM, right? You can make them a sub-account. When you have a Pro Small Batch System CRM, you can create a sub-account in your Pro Go High Level for your clients. So you can take Leadsly, plug it directly into their CRM or the one you provide them, and automate an entire sequence as you’re drumming up these leads.

[15:20] Does everybody know what enriched contact data means? Let me know. Yeah, well you’re absolutely right. All right. Enriched contact data — their personal info. Exactly. So when you are able to see what someone’s doing online, you get basically their IP address. This is how it works. This is how the sausage is made behind the scenes. Their IP address is registered to an Internet Service Provider, ISP. So their address tells who they are, right? You can look up ISP information and get a name, phone number, etc. Leadsly not only identifies who they are, but then does the research into that company — a phone number, an email, a primary contact, who should you talk to. It enriches — it takes a little bit and then gives you so much more. So enriched data. I mean, the one-two punch of being able to track somebody in the moment that they’re searching for it, and then getting the enriched data fed directly into your CRM, and then automating outreach on the keyword — it blows my mind. It’s a dream come true, right?

[16:44] So Leadsly is the revenue generator I would absolutely recommend after using the Small Batch System on their existing list. Any questions about Leadsly? Yep, and the Leadsly is closed to the public. Like I had to go to Jeff and pull the friend’s favor for Small Batch System members being able to keep enrolling. I mean, he did an original launch that was deeply discounted and he said he’d honor that same price for us. So inside the Small Batch System on the revenue generators page — that’s the only place you can get it, right? With all the bells and whistles and bonuses, etc. Same package.

[17:31] All right. So after you start catching people when they are looking for it in Google — another way you could service is through AI search readiness. It’s called SERP Sling. We last week, I believe, shared an AI agency from Josh Zamora. SERP Sling is his original offer from earlier in the year and some folks were confused about — he does have two products, they do work together, but they are separate. What SERP Sling does is load AI answers, so when folks are asking AI — ChatGPT, Manus, Claude, etc. — “who’s the best roofer near me?” AI relies on structured data, citations, and authority signals different from what Google looks for, right? So Google, when you search in Google, you’re getting a bunch of sponsored paid ads, sponsored listings, etc. You’re now going to the second, sometimes even the third page of Google before you get legitimate results. And I hate it. If I see “sponsored,” I scroll right past it.

[18:52] Mike has a great question — I’ll have to research that. “What range of pricing are roofers paying for these kinds of services?” That’s an excellent question. I don’t have that answer, but we will look at pricing. So folks are turning away from Google. I don’t search Google anymore. I go straight to Gemini or Manus — those are my personal preferences — when I want to look for a product, compare products, and absolutely service providers, because AI can compare, not just find, but also compare, right? Reviews, quality, links of business, etc., etc., etc. So when a homeowner asks an AI tool for “the best roofer near me,” AI relies on structured data, citations, and authority signals. So the solution is SERP Sling cleans up those citations, structures website content, and builds the trust signal that AI search engines demand. So this is going to position the roofers better than folks who don’t know. Your client roofer is going to have the tools and knowledge to master that AI search where everybody else is still fighting over Google.

[20:17] Okay, so you can see when they’re searching on Google or the internet, and here you could get in front of them when they search AI. So that’s SERP Sling for AI answers and Leadsly for catching folks when they’re searching. Does the difference in those two tools make sense? And you see how it’d be really powerful to layer those.

[20:47] And lastly, to put the cherry on top — the fourth revenue generator I would recommend when you’re servicing roofers is GBP Lee. So GBP-Lee — deliver recurring local presence management with Google Business Profile Lee. Quickly, GBP Lee. So the four P’s for roofers. You want to optimize their profile, their service areas and categories. Post regular updates on seasonal maintenance. You want to load it up with pictures — before and after photos of roof replacement — and create automated review request workflows. So this is a tool, very, very, very inexpensive, that just really wraps all of it together. You want a presence in Google, but I personally don’t want to pay for ads, pay for a sponsored role, pay for a top three, pay for a top listing, right? But if you get your Google Business Profile in order, then when someone comes to look — when you pop up in a search, you do look established, credible, professional, etc. And the tool GBP Lee automates all of it for you, and it’s under $100, right? So it’s just a really great profit center when you add that on to a service for your clients, right?

[22:21] And between these four approaches, you are covering basically all of the marketing avenues online that roofers have neglected, that their competition isn’t doing. They’re still knocking on doors. And it’s an interesting, revolutionary, inspiring — when you’re talking about this approach to the roofers, they’re going to get excited about it. And no easier deal to close when somebody’s excited about what you’re offering, because it really does — these tools really do solve a problem that these guys’ salesmen are mad about, you know. They’re frustrated. They were relying on those $30,000 roofs to feed their families, and people are just — what Nate told me, basically, is “I knock on the doors and people open it up and they’re like, are you selling pine straw or a roof?” Like, they’re dead to it. They are not interested. They’ve heard it all. There’s been so many door knockers that they can’t make any headway. So offering them this other avenue, this other approach — they’re hungry for it, right? So the time is great for you to start solving this problem for roofers.

Live Gemini Workshop — Building the Five-Touch Roofer Email Campaign

[23:56] Vanessa: All right. So the public offers for Leadsly, SERP Sling, and GBP Lee — all of them are closed. The launch pricing is not publicly available. The bonuses that were offered from me, the bonuses I built for these tools — if you get them, if you use them, yes, you still get the launch pricing, yes, you still get my bonuses that I built specifically to augment every single one of these products. So they are still available to you. Information is on the revenue generator page. If you have any questions, don’t hesitate to reach out. So that is what I’ve got for why roofers are who we should be talking to and what we should do once they start talking to us. Everybody ready? I’ll jump into — let’s build a campaign, right? Sounds good?

[25:32] All right, so — “I want to write an email outreach campaign to roofers in Atlanta, Georgia. My call to action is to reply to me.” I’ve copied this prompt so many times. I’m going to copy it from somewhere else. Five-touch email campaign sequence. We’re going to change this to roofers. The audience is local roofing company businesses that need more exclusive local inquiries from homeowners, landlords, property managers, and real estate-related buyers. Okay. Keep it personal, direct, and business casual. Each email must be under five sentences. Do not use hype, exaggerated claims, or technical jargon. Make every call to action a simple reply, not a booking link. Use niche language naturally. All right, let’s not quote that — use right. Because Walt says, “Here’s the problem — you must use their language.” Use niche roofing industry language naturally. Reference success via Google Business Profile, local search, reviews, and lead cost where appropriate.

[27:55] Act — how about “speak confidently that the recipient will be interested. Don’t ask ‘do you have time?’ Expect that they want to talk to you and time you are available with the assumption that they will jump on a call with you.” All right, this is a good start. Oh yeah, we didn’t say “act like you’re at a bar talking to a friend.” That really is a strong tone-setting instruction. I like it.

[29:03] All right. So a five-touch cold email sequence tailored for a local roofing company. Okay, “quick question regarding Atlanta roof inquiry. I noticed your team has been pulling in solid reviews for your roofing work in Atlanta lately. We’re currently setting up exclusive local search inquiries for single roofers in your area, connecting them directly with homeowners and property managers needing roof replacement. Unlike shared lead platforms, these people are looking for your business specifically, which heavily cuts down—” Okay, so we already know this is run-of-the-mill, right? This is too similar to every run-of-the-mill marketing email. Change the voice to be that of speaking to a business owner you happen to meet at a pub or bar.

[29:57] I prefer visually interesting content structure such as bullet points, breaking sentences up with line breaks. You can use bold, italic, and even emoji sparingly. All right, I’m not even going to read. I want more line breaks — add spaces in between sentences. People will decide not to read a wall of text before you even get a chance to get their attention. See, I didn’t even read what they wrote. It could have been great emails, but they say you eat with your eyes first — I think you consume emails the same way.

[32:18] All right. “City, Roofer, quick question. All right. Hey, I caught your crew’s work online. You guys are racking up some killer reviews. We’re setting up a pipeline for exclusive roof replacements here and matching you directly with homeowners. It completely bypasses those annoying shared lead sites, so your actual cost per job drops. I’m looking at the local map data this Thursday at 10 or 2. Reply with which time works best and I’ll call you then.” I don’t know, it’s a little funky, but we told them to use their language.

[33:00] Okay, problem and differentiation. Why this email exists — it calls out the frustration of competing for shared leads and positions local search dominance as a fit, right? So the subject — “The shared lead headache.” And that’s true, right? “So let’s be honest — buying shared leads is just a race to the bottom against five other local crews. We do things differently by locking down your Google Business Profile so the landlords and homeowners call you first. No bidding wars, just straight-up exclusive residential jobs where you control the estimates. I’m free to lay this out for you Friday at 1 or 3:30.” I like that. That’s a good conversion sentence, right? “Which slot works best? Just reply and let me know.” Okay. I really like that one.

[33:49] Market proof or search intent. Why this email exists — it uses current local search volume to show them exactly what their competitors are stealing from them. This is powerful. I think this comes from Leadsly, right? So this is data available to you, so you’re not just making it up. You really can show this to them if you’re using Leadsly. “So hey, John — quick reality check. And remember, enriched data — you can get a name. So a quick reality check. Dozens of homeowners in Atlanta are searching for roofers right now, but the guys at the top of Google Maps are stealing the bookings. We just helped a similar crew lock in four new replacement jobs in three weeks by capturing that exact location —” Okay, now right here — if you haven’t done that, I wouldn’t claim that, right? So I’ve got some feedback. I’m gonna say “should not make specific claims” — but let’s finish this out.

[34:38] “I’m diving into the Atlanta search numbers next Monday at 11 or 2. Reply with a time that fits your schedule and I’ll share the details.” Great. All right. “Small sample or audit offer.” Why this email exists — it offers a zero-obligation visual look at their map rankings compared to their local competition. The subject is “Mapped out your competitors.” So “hey, I took a quick look at your local two competitors. I found a few major blind spots where you’re actively losing rooftops to other crews. I put together a one-page breakdown you can give your team to fix your lead costs. No sales pitch here. I’m available next Tuesday at 9 or 1 to walk you through it. Drop a quick reply — what time works best for you?” Good. I like that. And I like how there’s no claims.

[35:34] And the five — right-person swap. We know it, we love it. “Final check for Atlanta territory. Hey, assuming you’re either completely booked out or I’ve got the wrong person here — if you change your mind about scaling up retail or storm jobs later, you know where to find me.” Nope, I don’t like that either. Some people like that scarcity hard close. I personally don’t. So I’m going to give it two adjustments. Do not make specific claims of success or past work. Generalize capability without citing specific cases or customers. Now, if you have customers, absolutely go in and add that in. Definitely, it’s very strong. But for what we’re doing here, I don’t want to make false claims. And don’t threaten to give away leads to competitors — it’s too hard of a close, in my opinion.

[37:23] Okay, so no change here — we liked the first email great. “Let’s be honest buying shared leads—” Yes, really like email two. I think email two is my favorite. And three here — this is where we took out the citing specific claims, right? “Dozens of homeowners in Atlanta are searching for roofers right now, but the guys at the top of Google Maps are stealing the bookings. We focus entirely on capturing that high-intent local traffic and turning it into steady inbound phone calls.” Perfect. Okay, so they’ve made that adjustment.

[38:00] Okay, here — “I took a quick look at your local map rankings, how they stack up against competition. We regularly put together one-page visibility breakdowns to show business owners exactly how to optimize their local footprint and lower their lead costs.” Strong. See how we took out the claim, but it’s still a strong statement, right? It doesn’t weaken your position as an authority, right? “There’s no sales pitch here. It’s useful insights you can hand to your team.” And the right-person breakup — “Assuming you’re either completely booked — no worries at all. I’ll close my file.” So I thought — nope, we’re not gonna give up, right? In email five, don’t say you’re closing the book. Don’t threaten or insinuate that you won’t follow up again. We’re fighting the breakup — you know, “not you, it’s me.” All right, so we liked one through four. We’re just making a change on five.

[39:19] “Figuring your flight’s out, got jobs right now, you’re focused on managing the crew — completely get it. So I’ll pause these messages for a bit while you’re busy.” I don’t like it. But remember — the point of email five is to say “I may have reached the wrong person” and to ask them to connect you to who you should be speaking with about growing their business. All right. “Starting to think I might have landed the wrong inbox or you’re just completely buried in field work right now. If you are the right one handling the big-picture strategy or business growth, could you point me towards the right person to talk to? I just want to show them how we —” without the shared lead headache. “Update email five further asking them to forward your message, asking them for the contact info of the right person, or to simply reply and CC my email.”

[41:20] All right. “Starting to think I might have landed in the wrong inbox or you’re flat out buried in field work right now. If you aren’t the one handling marketing or business growth, could you shoot over their contact info or forward this email to them? I’m free to show how we pull in exclusive local entries without shared lead headaches. Just reply with their info or CC them right here and I’ll take it over from there.” Fabulous. Okay, email five is good now. “Give me the full final campaign.” And I’m going to turn it into a PDF so I can share with you guys.

Roofer Pricing Models — What to Charge and How to Structure It

[43:14] Vanessa: And then we’re going to jump into — we’ve got a few minutes left — researching what roofers are paying. Okay, all right. “When I get a roofer’s attention and they are ready for my services, what should I charge? What are roofers paying? What are local marketers charging for these services? How are they structuring their pricing models?”

[43:37] Since a single residential roof replacement easily ranges from $8,000 to $20,000, roofers have high average ticket values. This means they are highly willing to invest top dollar in marketing if you can actually deliver exclusive high-intent jobs. Here’s a direct, unfiltered breakdown of what the local marketing industry charges for roofers, how the deals are structured, and exactly what you should charge them.

[43:55] So what the market charges. Tier one — basic local search and Google Business Profile. All right, so that’s the GBP Lee revenue generator, or if you have your own tool, your own service, your own history, knowledge of how to do it — about $750 to $1,600 a month. GBP Lee, again, costs under $100. So nice markup. Best for smaller, single-city markets or low competition. It focuses entirely on Google Business Profile optimization, local citation cleanup, and basic review strategy. All right, so incredible ROI there. Even if you charge $500, one client’s going to fly back the expense of that tool.

[44:39] Right, tier two — multi-city growth, $1,500 to $3,500 a month. The sweet spot for established mid-size roofers. Does expand the reach into 5 to 10, 15 surrounding high-value areas and includes heavy content creation and local link building. This would be — I would use the combination of Leadsly and SERP Sling, right? So you’re getting people searching. You can expand their service area by simply setting up your keywords for local searches in surrounding cities, and you can set up the AI search results for these new markets, right? $3,500 a month.

[45:25] And tier three — major metro dominance for highly competitive markets — Houston, Phoenix, Atlanta — where they want to aggressively take the top map spot from the local players. I don’t know if I should go after these things. When you start charging $7,500, they want a lot of attention. $7,500 a month — that’s some pretty comfy service right there. I would much rather have five folks who are paying me $2,500 than three folks paying me $7,500. Just because the expectations when you’re paying nearly $10,000 a month is — it’s a lot on your shoulders, right?

[46:05] So common pricing models. How it works — flat monthly fee, typically $1,500 to $3,000, separate from any paid ad budget. So if you are gonna do ads, of course that is a cost plus. The reality is traditional and great for predictable agency cash flow. However, roofers are naturally cynical about retainers because they’ve been burned by agencies charging thousands for vanity metrics without phone calls, right? Oh, I can get you to the top of the search, I can get you noticed — but attention doesn’t necessarily translate to dollars. Vanity metrics. Oh, you can get 3,000 views on your Facebook post, but are people calling you? You can have very clever, interesting reels on Instagram and TikTok, but are people buying new roofs? Vanity metrics.

[46:56] Model B — a one-time setup plus a lower maintenance fee. How it works: you charge a heavy upfront setup, $1,500 to $3,000, to completely overhaul their website, fully customize their Google Business Profile. And then once the foundation is laid, you drop to a lower monthly maintenance fee to manage reviews and keep things fresh. I like this approach, right? You give them your attention, your effort. Leadsly and SERP Sling have a lot of Done For You services, so it doesn’t really take a lot of your time. But it allows you to really schmooze that client, get them locked in, explain everything you’re doing, show them their new CRM that you built for them when you build it out in your sub-account with a Small Batch CRM, and show them the dashboard where you’re generating their leads. Really prove what you’re doing so they believe what they’re paying for, that they’re getting their money’s worth.

[47:56] And then it’s a lot easier to drip in results with these automated systems and let them just drip in, keep paying you. So it doesn’t take as much hands-on effort. If they’re paying less per month, you can really get away with a lot more automation — let the system work for you and just build your recurring revenue. So if you’ve got — if today, in July, you add five customers, right? You charge them each two grand for a setup — boom, $10,000 — and then every month it’s $500. Next month sign up 5, 6, 7 more — another $10,000, and you set up another $500 a month. So $3,500 in recurring revenue. It just grows and grows and grows. Residual income increases because all of your focus is really going on hooking a new customer and doing the setup, and then you let your systems work for you in the background. Of course, you still need to chat them up, check in, prove what you’re doing is working. But it’s a lot less maintenance than a high-ticket $2,000 a month. When people are looking at their bills, they look less at a $500 a month bill than they do a $2,000 a month bill, right? When they have to cut, people at the top of that pile get cut off first. The tips of the trees get trimmed first, right?

[49:24] The reality is the easiest to sell is the roofer has a broken setup, but it doesn’t tie your value directly to incoming jobs. It does give you time to get the traction, get the leads coming in, and really — because sometimes you have to train the customer on how to handle the leads that you’ve got coming in. If you’re generating leads and they can’t close the deal, right — it’s worth it to you to help them identify where that breakage is happening so that they can get more money that ties back directly to your effort, right, so that they keep paying you.

[49:53] And pure pay per lead, pay per call. This one’s tough. You really need to have a really strong system if you’re willing to put your money where your mouth is, so to speak. So you set up the local search infrastructure on your own dime, free setup, and charge the roofer a flat fee only when an exclusive high-intent lead or inbound phone call lands in their lap. So that doesn’t sound like you’re charging by conversion, but the market rate for exclusive high-intent roofing leads trades anywhere between $150 to $350 per lead depending on location. Here you really want to have a foolproof tracking mechanism. For all of your marketing they need to go through your lead form, they need to go through your phone call, your ad — you need to be able to prove that you generated this lead for them and then work out a way to track if they convert. So maybe you have the pay per lead plus commission. That’s an idea. It’s the easiest model to close by far, right? There is zero risk. If you don’t perform, you don’t make any money, right?

[51:00] And then there’s the hybrid performance model — of course, a lower base retainer to cover your base labor plus a performance bonus per closed job or qualified lead generated, right? So Mike, what do you think about those pricing models? So what should you charge? Local builder, small suburban market — $1,250 per month with GBP optimization, local map focus, call tracking. Or a market leader, a mid-size metro — $2,500 plus, multi-city ranking, local authority building, lead tracking, right?

[51:36] And we’ve got a no-brainer closing framework. When they get on the phone after your email sequence, frame the cost against their average job value. “Look, a decent roof replacement lands you about $12K in revenue, right? My gross package is $2,500 a month. If my local search setup lands you one extra roof every two months, you’ve already completely cleared my fee. Everything else is pure profit.” Avoid charging less than $1,000 a month. Roofers associate ultra-low pricing with low quality, right?

[52:17] I’ll tell you this. A lot of you know that my sister is an artist, and I help her on the weekends. I’m an investor in her company, and we go to art festivals and we sell her wares on the weekends. One thing that we did for fun is we made bumper stickers. So we had bumper stickers and we also made bumper magnets, right? So she was giving away stickers and charging for the magnets. And there wasn’t a lot of traction — people weren’t really excited about it. She started charging for the stickers — eight bucks for one, two for I think twelve — they flew off the shelf. The exact same stickers that people were just saying “no thank you” to, people were now paying eight, twelve dollars. The exact same stickers. All we did was charge. Real life, true. People, I love free stuff, I will always fill up my bag with free stuff. I love swag. But for things people — they assign free to be worthless, right? So if you’re so cheap, “why is it so cheap? Is it garbage, is it trash? We’re just gonna throw these away?” So pricing yourself in a way that shows that you respect what you’re doing, you respect your own time, you see your own value — they will see the value.

Wrap-Up and Psychology of Sales

[53:59] Vanessa: All right, we are wrapping up. We’ve got five minutes left. Craig says, “People are fickle-minded.” I will tell you, I misread that and I thought you were saying something else. Oh, that’s funny, but they are — very easily swayed. The psychology of sales is fascinating to me. They say don’t use your powers for evil, right? Understanding the psychology and the psyche of folks, why they spend money the way they spend it — it makes all the difference. Like, why do people pay attention to this but not that? It could come down to — if I see a block of text, I don’t want to read it. It might be my ADHD, it might be specific to me. I’d love to hear what you guys think about that. But if I can make an email, line break, bullet point, throw some bold in there, maybe some italics — oh, don’t get me started on the nice strategic highlight. I love it. It makes all the difference, right? And then like Walt said, you have to speak their language. You don’t want an email to feel like it was sent to 100,000 people, even if it is sent to 100,000 people. You want it to feel like “hey, I’m Vanessa and I’m talking to you, Nate. I’m talking to you about your business because Vanessa is going to help Nate,” right? Even if Vanessa helps 500 other people, right now I’m talking to Nate, right?

[55:39] All right, everybody. Thank you so much. Thank you for coming an hour early. We’re going to get the swing of this. We’re going to get into a routine. I’m sure next week we’ll have even more folks back. I’m sure I’m going to have to field some cranky support tickets in about the next 15, 20 minutes when people figure out that the call already happened. So let me hurry up and get this rendered. We’re going to save the PDF. It’ll be available for you in the membership area on the replay page. Thank you, Craig. Kat — oh, yep, we moved to 11 AM today. This is our big week for change. All right, so from now on our calls are at 11 a.m. Don’t worry, Kat — I’m gonna get this video rendered for you, get the replay. We talked about roofers today — how to service them, how to find them, how to sell them, how to get them to pay. And we will — hope you all have a great week. All good, Kat. Yes, thank you. Have a great week. I’ll see a lot of you on the Wednesday call for the FinTitan training — got some cool stuff to go over with you. I’ll see you there. Um, 8 a.m. — that’s early, I’m sorry about that. 11 a.m. Eastern — that’s where we’re at right now. All right, everybody. I’m gonna get this published for you in case you just want to revisit if you missed any of it. And I’m gonna let everybody know in the Facebook group that I am sorry we missed them. All right, have a great week. We’ll talk to you next time. Bye-bye.