Gordon Van Wechel’s Alchemy Consulting Group began in 2003 as a marketing and business growth strategy firm.  At that time most of the work done for clients was offline. Now it is 80% digital marketing and 20% standard ad agency work.

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Alchemy Transitions has been added most recently to help owners prepare their business for selling and having an exit strategy plan.  They guide and demonstrate the best ways to enhance business value, therefore putting it in a better position for sale.

The best part of his job, Gordon says “working with people from all across the country, those with different businesses from (small and inexperienced) to those who’ve been in business 15-20 years.  It has been a great run!”

Reputation Marketing

An often-overlooked marketing strategy for contractors is reputation marketing.  It is critical to your reputation these days to ask clients for their review.  It has become increasingly important because 85% of prospects now look for reviews online to make the decision whether to hire someone.

Google is also looking for those good reviews and gives preferential treatment to companies with good ratings.  And, keep in mind, any average star rating under 3 has translated into a substantially discounted business when selling, even by 50%.

Website Improvements

Another essential is website improvement.  You have roughly 3-5 seconds to capture the attention of a website visitor, so be sure to convey your value proposition.  Display why you should be paid that much money to do work for them, and why you are better than competitors.

Most people only have 2 or 3 roofs installed in their lifetime.  They don’t know proper terminology or know the latest techniques and products on the market.  Answer those questions for them on your website and you will stand out.

Consider your website your main salesperson.  The salesperson who is available 365 days per year.  Don’t build and forget! Update your website every couple of years. Add fresh photos, new information and keep contact and about pages up to date.  Consumers have become sophisticated; they don’t want to view a website that screams 2003 with its old design.  Put in the effort to make it effective!  Remember, it is your 3.6.5 salesperson.

Paid Ads and Social Media

In the roofing industry it is unusual that someone looking for a roof will go to Facebook to find a roofer.  However,  paid ads are different.  With only the top 3 on Google and then the Map pack, Google can keep raising prices on this pay-to-play situation.  Your return on investment for paid ads is not always there.

While a properly designed paid ad campaign can be the best marketing strategy for effective advertising in the current market, realize it may not be one year from now. At this time, you can profit quickly when done correctly.

Bing, Yahoo and other search engines are 25% of search volume opportunity.  For the foreseeable future, Google still reigns supreme as the major search engine.

Alchemy Consulting has been helping roofers since 2013 construct the proper paid advertising strategy to get an effective ROI for success.  Using someone experienced only makes sense so you don’t burn through client money while you’re learning the game.

Prepare For Sale

Most businesses today do not sell, and there are numerous reasons for this.  A lack of preparation, the owner has overvalued its worth, bank financing falls through, but the most frequent reason is an owner deciding not to (at least temporarily). For instance, said owner gets initially pitched 3x the annual revenue and is excited about retirement, by the end of the due diligence period that number has decreased to 1.6x revenue, and the current owner is expected to stay on for a couple years during the transition.  It becomes discouraging and the owner just continues as is until he or she is no longer able to.

Gordon and the Alchemy team recommend looking at your business through the lens of the acquiring entity.  An acquirer uses a different set of glasses than the owner.  Most owners are looking in the rearview mirror of all they have put into their business, but in the end this has no meaning for the acquiring party.  The buyer is looking only at future potential.   How many people will stay on, what is the profitability of this business, do I need a job or is this an investment only….etc.  Begin to view your business as they do to prepare properly for its sale.

Ratings and Models

Gordon explains the Switzerland structure.  Sadly many businesses are overly dependent on one customer, employee, vendor and so forth.  Delegate and diversify within your business model. Not an issue for most roofers, but it is still important to make sure you are not more than 15% dependent on any one thing or person.

In this episode, Gordon also warns of the hub and spoke: the owner being the hub and all avenues of the business branch off only or mostly from him/her.  When the owner is the focal point for all aspects, there will be problems. And, in terms of selling, it’s a drawback for the investment-only buyer when the central hub leaves the business.  Buyers are future minded and success driven.  If it seems the whole business is leaving when the one owner does, the buyer wonders if this is a wise investment.

This Scale Matters

“On a scale of 1 to 10:  How likely are you to recommend our company to family and friends?” This question is the only real one Alchemy asks.   Based on extensive research, this question among an adequate number of customers answers it all. If you have a strong base of those willing to recommend you, then your foundation is strong.

Implementing proven strategies that add value to your company will have benefits for many years down the road.  Whether you are just beginning, ready to retire, or somewhere in the middle, a plan that has been proven helps.  The young person can gain all the benefits, the retiring gentleman will have a suitable and profitable exit strategy, and the 40-year-old can scale back from 60-70 hours per week to run the business to 30-40 hours per week and not be exhausted (leaving time for all the other things that matter as well).

Born and raised in small town South Carolina, Hunter Bailew has always served others. From marine to firefighter turned business owner, Hunter strives to be his best and set that example in all areas of life.

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During days off from firefighting, he pursued many endeavors. This eventually led him to the roofing industry and starting RoofCON, a support network and leadership summit for roofers. With his service background, Hunter always felt part of a brotherhood, and created RoofCON to extend that connection of purpose to roofers and other business owners.

Deciding to get serious about the hiring process, he made a promise to his team to give them training, tools, and technology to make six figures.  He said, “if you do (what I’m teaching and equipping you with), you will make money and we will invest in you, your work ethic is all you have to bring.”

Most of life is determined by moments of realization of what is possible, and then acting on it. 

LEADERSHIP: Success and income happen more naturally when the most important focus is that of being the best father, husband, person, LEADER you can be.  Hunter expects that of himself and wants that for conference attendees.  Leaving a lasting impact from legacy focused leadership that transforms others is the end goal.

TRANSFORMATION: “Self-worth before net worth.” At the conference, men discuss difficult subjects like imposter syndrome (that nagging feeling of self-doubt).  You must shift your focus off yourself and to “how can I bring more value to the table, the community, and  how can I help others be their best?”  Hunter and the team help you get to the next level in business and life by transforming your mind from cocoon to butterfly vision.

BUTTERFLY EFFECT:  Expand your vision and recognize leadership as a privilege, then work to multiply it.  Consider whose life will you change, how your children, family, employees, co-workers are impacted by your leadership.  Hold yourself accountable by making sure you are a leader “creating more leaders, not just creating more followers”.

PERSONAL BALANCE:  Start here.  You can do more marketing, have better sales and promotion, but most importantly a good leader must have their own life in order.  Be intentional and present during each interaction. Time management and a support system are essential.  Communicate with your support people whether spouse, family, or business partner to be sure everyone has the same mindset about why you do (and need to do) what you are doing.

MULTIPLICATION OVER ADDITION: “You can sell 10 roofs a month consistently and make thousands of dollars, but what if you bring in 10 more people and teach them how to do what you do?”  Rather than just one by one, multiply your wisdom into people, train more sales reps and multiply the effect.

LEFT BEHIND: Solar and coatings are taking off so don’t be left behind. Many guys don’t want to accept it, but if you’re at the beginning of your career you need to integrate solar as it will be part of new construction in the years ahead. And for commercial roofing, it’s about coatings.  The trajectory of people seeing the value of coating a roof is growing rapidly.  Like solar, it is not right for every building, but don’t be naïve to new or different options. Customers are often knowledgeable and listen to many sources, they may want to consider the latest options for their property.

SEMINARS FOR GROWTH: RoofCON is about the proper process to healthy growth.  Start asking questions of yourself, how do I set priorities, am I building my business right, hiring the right people, am I investing in the team, who am I impacting and how?

RoofCON offers expos and panels of important information like planning an exit strategy for retirement or making more money, but the goal is to build a network of individuals who are driven toward self-improvement and determined to be their best in all areas of life, especially as leaders.

For more practical advice and inspiration see the hiring funnel and videos at cchiring.org

Discount for Rocket Roof Show viewers: Use the ROCKET promo code for 10% off for RoofCON.com tickets.  Sept 30-Oct 2, 2021 in Orlando.

Making the transition from employee to business owner takes more than just guts and willingness, it takes a completely different focus and thought process.  Learn more about making this transition successfully.

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In this episode of the Rocket Roof Show, Andy has a conversation with Francisco Armenta of The Roofing Company, a Master Roofer who has spent years in the industry and openly shares about his experiences.

Francisco has three general rules for laborers: Show Up, Shut Up, Do What You’re Told. This may sound harsh, but he couples it with helpfulness, humility and a teachable attitude to supply others with what is needed for success and a better life.

SHOW UP

Originally motivated by the lack of respect he was receiving, Francisco focused his mindset on transitioning from employee to successful business owner. After standing up for himself to be promoted and being denied, he realized the life he wanted at the wage he was making wasn’t going to happen. Francisco took a leap of faith.

“I’m a great foreman, a great roofer” was the recognition he found while considering his options, so the proper step was to show up for himself. Francisco read the business code of California and began to prepare himself to go out on his own. After a few setbacks, including growing too fast at one point, a new group of connections and community was established. He scaled back until his energy, comfort level and experience were all in sync and things began to take off.

“Every day I could get better, I realized I was good at roofing and decided to be great at it!” Francisco has always had the mindset of success and was determined to make it happen. But ignorance is often bliss and he’s glad now he wasn’t sidetracked by fear or “all that could go wrong”. Instead, his leap of faith combined with wise preparation was the right path forward.

SHUT UP AND DO WHAT YOU’RE TOLD

Yikes that’s old school, and who among us wants to hear that! Francisco says the reality is “this is usually for your own safety in the roofing industry” and can lead to better things. “You need to be teachable and not think you know everything” because there is a lot of risk, and the boss wants you and the whole crew to remain safe.

Humbly gaining knowledge and experience is a good thing and can lead to master status as you learn to solve problems. It took time but Francisco now considers himself a Master Roofer because he has the ability to problem solve, think through all the fundamentals and expertly install the right solution. He has never become set in his ways and is learning something new all the time. Being a Master Roofer is also playing out scenarios in your mind strategically before those challenges arise. When they do, you have already solved them in your thoughts numerous times.

Andy adds that it is important to be the “roof doctor”; not only finding the diagnosis but providing the cure. Let your customer know you are the expert, and what you recommend and why. Clearly identify “this is the (resolution) my company can stand behind, we won’t go below this level of repair to do the job correctly”. This will build your reputation of trustworthiness and quality work.

PROACTIVE PROGRESS

The character trait of helpfulness can pay great dividends. If progressing in the industry and in position is important to you ask your boss “what can I take off your plate today? What can I do to make your job easier?” Notice when your boss or foreman is tired and see that as an opportunity to show responsibility and take charge of the situation. A laborer that is proactive and helpful will always be valuable and progress faster.

Invest in yourself, buy your own tools and have them along as this shows preparedness for any task. An apprentice with this attitude turns journeyman and quickly progresses to master roofer.

For the young person wanting to start their own business, Francisco’s advice is to talk to someone who has done it, “someone outside of family, because they often think you will fail. Not because they don’t believe in you, but because they love you and don’t want anything bad to happen to you.”

THE FUTURE

The younger generation often has a reputation for laziness, but this is not necessarily true. Many times they have just learned to work smarter and earn a living in less time. Young workers today have not known a time without technology and the internet. It is not lazy to work smarter, but it is also a great time for anyone to show a strong work ethic of physical labor. This is an essential aspect for success in the roofing and construction industry.

A shortage of workers is prevailing but Francisco views this as an opportunity, “treat yourself as an independent contractor and work for several different companies”. This gives you control over your time and progression, and as the cost for labor goes up because of more demand and fewer workers you will be setting your own path. A hard worker can advance rapidly.

Find a mentor, and by the way you don’t have to like them to appreciate their advice. Educate yourself and realize you will either spend time or money, and maybe both to learn what is needed. Implement it, whether it’s something learned from one conference or just one sentence you read in a book.

Ask questions and piece all the mentoring answers together for your playbook to success! This humble, teachable attitude offers the best way to build up maturity and skill. Combine this with a proactive mindset and you are on your way to greatness!

SPONSOR APPRECIATION
Special thanks to our sponsor Top Roof Marketing. As the first marketing company specializing in commercial roofing, the team behind this company has unparalleled experience on what works. Today, they service 200+ roofing companies throughout the United States. Learn more about them at Top Roof Marketing.com.

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In this live edition of the Rocket Roof Show, Andy takes your questions on the fly!

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This candid, educational and interactive show was put together to answer your questions about investing in your crew, how to decide your financial risks, setting priorities and more.

Scale seems to be a buzzword these days, but is it really that important?  From Andy’s perspective, no. Other more important criteria than just growth and money should determine your business decisions. But income is important so the first thing you might consider is, where can you make the most profit with the least amount of time and energy expended?

The answer for Andy was clearly commercial jobs. His enthusiasm and energy expanded once he moved into commercial, He had fewer headaches but a bigger payout and was more excited to start work on Monday mornings. Win, win, win!  That may or may not be true for you, so weighing your own situation and goals is important.

Know your limits on how much risk you want to take on. Grow appropriately and take risks accordingly. Only you know what you can handle and the market around you. Like investing in anything else, don’t wing it. Consider what you can gain AND what you can lose.

With only leadership experience of overseeing an apple picking crew on the family farm and four years in residential roofing, Andy started his business in 1998.  Driving past big commercial jobs he would think, “that’s outside of my lane, that’s for guys whose dad’s have been in business for many years”, etc. It was easy to come up with excuses not to step out in faith. But eventually, he stumbled into commercial roofing by helping a former employee with roof coatings.  After a few years helping, Andy purchased the equipment and started his commercial business in earnest.

Believing education only matters if others understand what you are teaching, Andy keeps good relationships with the guys he has trained who made the decision to go out on their own or take on other work. His investment in the team is personal; “When my dad retired, I thought, here is this man with decades of experience who needs to pass it on to others”. Andy made the decision then to share his knowledge and help others.

Telling your team what to do isn’t always the best way, it is important to let them gain confidence by figuring things out and thinking for themselves.  On the job, when asked questions Andy in return asks, “how would you do it?” Encourage team members to start with the fundamentals, but follow up with why would you do it that way, what happens if you do it like this or that instead? Give your crew the ability to come up with problem-solving skills, this method helps them develop as craftsmen and gain a deeper understanding of the process.

In 5 to 10 years Andy wants to step away from his business so he has developed an exit strategy and a plan was made for his son-in-law Brandon to be part owner in 5 years.  Always against partnerships in the past, this opportunity felt right and a five-year plan allows time to mentor and train Brandon to take over, so he will not start from ground zero. Andy will continue on for a few years after the transition to make sure business is going strong, and then happily move on to other valuable pursuits.

A passionate follower of Jesus Christ, Andy wants to participate in mission trips and feels called to do so. He sees himself possibly starting an agency or training center for missions. His goal has never been to be a multi-millionaire. Living life to the fullest includes living out his faith by helping others and caring for his family properly.  We all need money for survival and provision, but it is not the only need.

Do you have the gumption and fortitude it takes to focus on scaling and growing?  If you do choose to focus on growth and more offices, make sure to hire good managers and know how to delegate.  Let others take over tasks and have everyone in position to use their best skills. Ultimately, though, business cannot be your end goal and sole focus. If it is, you may need a realignment.

SPONSOR APPRECIATION
Special thanks to our sponsor Top Roof Marketing. As the first marketing company specializing in commercial roofing, the team behind this company has unparalleled experience on what works. Today, they service 200+ roofing companies throughout the United States. Learn more about them at Top Roof Marketing.com.

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Guest Joe Buechler is an equipment consultant with CJ Spray.  With over 10 years in the equipment industry, Joe shares his expertise in the fluid-applied equipment arena.

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CJ Spray is a fluid applied equipment company.  Any type of fluid applied system, including spray foam and spray coatings, as well as non-roofing related applications.  Started in 1995,  CJ Spray started finding a high demand in the “architectural protective coatings” or, as it is called in the roofing industry, waterproof coatings.  That has grown into their second largest division, just behind the spray foam division.

Joe says though not terribly complicated, customization of the equipment to meet the commercial roofer needs, is one of the most important things we can do.  It is important to understand the equipment and what your roofing company needs are to be effective with your equipment provider.  It is a separate relationship than with your coating manufacturer.  It is important to keep those relationships separate, allowing you to manage your business more efficiently.

Speaking personally, his concerns are focused with finding the most efficient manner to get your selected materials from their vessel and onto the appropriate surface.

Overview of the Fluid-Applied Market

Seamless, fluid-applied systems are currently in a growth phase, particularly over the last 5 years.  More contractors are utilizing this option and more businesses are making that choice.  With the pre-Covid labor shortage, labor intensive projects were having a lot of challenges.  Fluid applied systems requires a smaller crew for installation than TPO, for example.  3-5 people are sufficient for an average-sized project

Additionally, post-Covid, there are a lot of material shortages.  Though coatings also have a longer lead team than the past, it is still significantly quicker than most single-ply membranes with their associated material needs.

Pumps

With a new contractor just entering the industry, the first question is the scope of the work being done.  What is the average sized roof you have been doing?  Though there may be jobs that fall outside the norm, knowing the average size determines the overall scope.  Next, is how frequently does the contractor anticipate working with spray-applied systems.  Goal is to find the equipment that is most profitable, most productive and fits the contractor’s budget.

There are a lot of pump options out there and CJ Spray represents a lot of different manufacturers.  So, we know there is no such thing as a one-size-fits-all pump.  It is more appropriate to determine the contractor’s needs, both now and in the near-term future.

When considering used equipment on eBay, for example, it can be helpful to contact a 3^rd party and get a consultation to ensure you are getting what you expect and to identify the issues you may want to consider.  This is an area Joe works in frequently.

Hoses

Things a new contractor needs to understand is the longer you want to pump the material, the bigger the diameter the hose needs to be.  For simplicity, that is a basic concept.  The viscosity of the product within the hose creates friction, which creates pressure loss.   In a small diameter hose, the pressure loss is a lot higher.

Unlike shingle roofers, which run air through long, low-diameter hoses, fluid materials require larger hoses, tips and so on.

Pressure loss concerns include the amount of pressure to get the fluid from your pump to whatever apparatus is being used for application and how much fluid is actually coming out of that apparatus.  The higher the flow, the more pressure that is needed as viscosity increases.

Guns

From a gun standpoint, we need to look at something ergonomic, and comfortable to use.  It needs to match what the roofer is doing daily.   It also has to be reliable and robust.  No one wants an equipment failure in the middle of their project.

One example is the Forefinger Heavy-Duty Texture Gun – originally designed for drywallers using level 5.  Highly abrasive and thick, it is one of the hardest items to spray.  This particular gun has a larger orifice than any other in the market.  The fluid path actually acts as a door and decreases clogging issues.

Extensions

Primarily this is personal preference, with 40” extensions most popular.  Allows for surgical application and 180 degree swivel to maintain a parallel application with substrate.  Reduces overspray and “kick out” issues.  Personally, Joe prefers an extension that is heavy duty with an outer wall due to its larger diameter and easier to handle design.

Pattern consistency will depend on angle of spray, this allows for the risk of an inconsistent material application.  If the spray material is not hitting the substrate directly, it will “bounce off”.  The tip needs to remain level to maximize application consistency.

In ultra-high pressure applications, such as 7000 psi and higher, the number of accessories become limited.  With lower pressures, we have more extension options.  This limitation is primarily related to consumer demand, more than anything else.  We generally spec urethane and silicone applications for the ultra-high pressure systems.

Tips

Material manufacturers frequently recommend specific tip sizes to be utilized with their product.  CJ Spray works with those manufacturers, conducting testing to help make those determinations.  We also assess data sheets to determine manufacturer recommendations and help the contractor find the best option.

Manufacturers generally provide a range, such as 6.35 to 6.45 tip size recommendation for their product.  Each of the number mean something specific

The first number determines the fan size 10” away from the roofing surface.  You take the first number, multiple x2 to determine fan diameter.  For example, a 6.35 breaks down as the 6 doubled is 12, which is the distance, in inches of the fan from the substrate.  So, a 6.35 provides a 12” fan when applied from a 10” distance.

The second 2 digits (.35) is size of the orifice itself, in thousandths,  As the size gets bigger, the amount of material through the tip increases.

When a tip wears out, which it will do over time, the orifice gets larger.  This allows the fan to shrink while the material volume increases and results in overapplication and decreased profitability.  A test spray pattern less than 70% of the goal fan size indicates a worn out tip.

The Future

Anticipate more robotic and automation to address labor shortages.  Also, better integration to allow for easier movement within the jobsite.  From a coating standpoint, there is a movement to a fast-set product to reduce the amount of time between applications.  Rather than “new” technology, Joe anticipates a move to improving the current technology on the market and retaining the current employees.  Anticipates large growth in the coating industry over the next decade as it allows for fewer employees to manage the projects.  An interesting and exciting industry to be a part of right now.

For more information, you can find Joe on his cell phone at 952-454-1889 or email jbuechler@cjspray.com.  Toll-free 888-257-7729 or visit their website at https://www.cjspray.com/.

SPONSOR APPRECIATION
Special thanks to our sponsor Top Roof Marketing. As the first marketing company specializing in commercial roofing, the team behind this company has unparalleled experience on what works. Today, they service 200+ roofing companies throughout the United States. Learn more about them at Top Roof Marketing.com.

JOIN US LIVE TWICE A MONTH
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In today’s conversation, Andy talks with Erick Vargas of Followup CRM. Though Erick joined the company in 2017, Followup CRM started in 2008.

MARKETPLACE & MINDSET

With knowledge in the roofing industry, a Fort Lauderdale company was purchased and a shift in perspective took Best Roofing from bleeding to best over the years. With an amazing sales team and proper tracking of leads, now often in the top 10 for roofing companies, Best Roofing wasn’t always that way.

Facing the choices of turning things around or going out of business, they considered many different CRMs and attended various seminars, but nothing fit the business model. The new team became determined, a new mindset of success was developed, and a great CRM was born.  Built by contractors for contractors.

Shift your perspective and get serious about following up with leads and clients. If you follow up more than 4 or 5 times, you are going to win more business – that’s just common sense. It is also why the name Followup CRM was chosen, and why they will do $65 million in business this year due to their system and tracking of data.

A company that was hurting and struggling decided to create something that wasn’t in the marketplace of ideas.

BASICS & CUSTOMIZATION

If you are unfamiliar, it is time to understand. CRM means customer relationship management and is a critical part of any business.  Maybe this seems unnecessary because you are old school and your handshake is your bond. Building electronic records is daunting and complicated anyway. No longer! A good software like Followup CRM makes the process simple and efficient.

Having a CRM system helps you track every lead, jobs currently in the pipeline, open quotes/opportunities, and contracts that have been completed so you can continue to follow up and service those clients well.

They have incorporated all the “must haves” from a CRM. It offers a good mobile version. It is customizable enough to meet your needs while not overwhelming those who want immediate structure. It can adapt as changes in technology and will grow with your business.

Followup CRM offers capabilities to customize while being significantly structured and out of the box ready to go. It also functions and looks the same whether using it on your desktop, laptop, or mobile device.

Always ask of the CRM provider to see a demo and “do you have clients in my industry and at my size?”

LEADS & TRACKING

Everyone thinks “I need more quality leads”, but you also need to follow up with the ones you already have. When someone calls in to your company. Open a new file in the CRM and capture that info on the spot. Ask questions like “how did you hear about us?”. Maybe it was from a truck wrap, sign, trade show, neighbor. Gather this information to compile your data and tracking record for leads and where they are coming from. And then double down on what is working!

Whenever you are in a conversation about your business, open the CRM and enter their contact info on the spot.  View each contact like they are their own company. Track proposals and estimates given to each building owner and squeeze the juice out of every lead!

ACQUISITION & RETENTION

Create opportunities for service repairs no matter what. Build trust with each client experience during maintenance and general service and when the roof replacement is needed, they will stick with you.

Build relationships, take notes in your CRM about what your client likes to do in their spare time. This is a great way to send pertinent and meaningful gifts and appreciations when appropriate.

Ultimately, you want any acquisition to become full retention of that client. Track your return on investment.  Acquire your new customer base then keep them by how you treat them and service their building needs. A good CRM helps you be accountable by reminding you, allowing for good history and information on each client. Be trustworthy and reliable with each lead and follow up consistently.

FOLLOW UP & INNOVATION

How to decide when to follow up? Ask directly “When is a good time to follow up with you?”. This gives you permission to reach out again and you will not feel it is pestering them. Put that reminder into the CRM and then be sure to follow up.  This also gives you opportunity to build respect with the client appreciating their time. Be sure to reach out if there is any price change or update that is significant, even if it isn’t during the scheduled time. Reminders are essential and a good CRM provides easy reminders for the most important meetings, proposals, client interactions, and more. Don’t remind yourself to the point of frustration, pick the essentials and be proactive!

Coming soon is more automated data entry. Easy fill addresses and information are gaining trust and making the software more user friendly and efficient. Followup CRM is working diligently to build more data entry capabilities that save you time and help with accuracy. The bottom line, we know your greatest need is to close leads and we strive to put that structure at your fingertips.

Host Andy Near and Jeffrey Marcus of Certifly discuss how drones are being used in the commercial roofing industry today, while also answering questions about the return on investment for adding drone technology to your roofing tool set.

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Jeffrey Marcus had a marketing and business development career for many years.  In 2002, he began working with an aerial images and roofing measurements company, reselling data to commercial contractors and insurance companies. Now he’s taken that to a new level with his forward-thinking business, Certifly.

DRONE VALUE

Very accurate at collecting physical measurements, a drone brings better resolution in picture and video quality. Waiting will be a thing of the past as aerial views are now immediate and easy to access rather than taking months or requiring safety equipment.

Collecting an aerial view from a drone makes four seasons roofing doable.  Weather can affect a drone’s performance but will not sideline it for a whole season like climbing on the roof and inspecting from corner to corner.  If “CYA” is your concern, use your drone to document the inspection of the adjuster.

Documentation and inspections are what drones have mostly been used for to date, and this certainly changed the industry. Now you can gather measurements and provide instant quotes to prospects and customers as Certifly creates measurements in real time.

It takes just 90 seconds of drone footage and an online roof measurement report to increase your close rate for any sales quote. Imagine having photographic and video footage and a report complete in 15 minutes, without climbing ladders or putting on harnesses.  What that can do for your return on investment is dramatic. You will also impress any potential customer and provide trust and satisfaction as you respect their time as well as your own.

DRONE SAFETY

Automating and allowing technology to do some of the more dangerous work is smart and innovative. Not using scaffolding, ladders, or needing other equipment to simply inspect, measure, or take footage of a project can have a huge impact on your bottom line.

Safety is a huge issue because let’s be honest, when using a drone, it’s impossible for you to fall off a roof.

You can also reduce your insurance liability by reclassifying staff and keeping the salesperson from climbing up to the roof. This savings alone can pay for the cost of the drone.

To remain legally safe, be sure to learn the restricted, unrestricted, and controlled areas. But do not be intimidated. Register your drone and follow guidelines. Groups and online videos are available to help.

DRONE FUN

It becomes easy to document any project from beginning, middle, to end of the job, and fun to post on social media bringing interaction and immediate attention to your company. Place sponsored ads, display your OSHA compliance, and tag customers in your posts to boost interest.

Drones help with employee morale. Getting the crew involved in taking company pictures together on the roof while staying safe is easy. Stay connected with your team, customers, and family in the process while advertising your business in a simple fun manner.

If you have interest in drones then broaden your conversation by joining Jeffrey’s online group “Drones For Contractors”. About 2,500 members strong this group builds the dialogue and development of best drone practices for business success and immeasurable joy. All drone enthusiasts are welcome.

How about just giving the crew a cool down. Yes drones provide much needed relief from the heat when up on a roof as they generate a nice breeze. Someone on the roof gets a small cut, fly an adhesive bandage up to them quickly and safely. The possibilities are endless.

DRONE OPTIONS

To have a good experience think of your drone as a tool not a toy and don’t by the cheapest one. Jeffrey considers three types of drones for purchase that he classifies as the hobby, economy, and professional.

The hobby drone type costs $100-150 and is often what children receive as a gift, and usually find broken within days.

The economy is between $500-$1000 and offers some good features. Think ahead for upgrades and attachments. Will your drone accommodate new technology or be compatible as innovation occurs.

The professional drone is more costly but heavier and more stable. It won’t crash as easily because it comes with better sensors, creating a smoother experience. A drone that has crashed and is in the repair shop affects your cost benefit analysis, so a better purchase saves you in the long run. Consider that being able to shift worker’s comp and other insurance liabilities will easily pay for a higher quality drone.

DRONES NOT RETIREMENT

Experienced employees looking at retirement due to the physical limitations of roofing can extend their careers with drones. Technology instead of ladders keeps their knowledge within the company.

Sales personnel can use a drone for aerial scans and photos for any sales pitch. Those who have proven successful should not be nudged into retirement because of the danger of scaffolding. Wisdom can be put into a different mechanism when they go a step above using drone data sales.

Older staff and crew are often quick to engage in conversation and more interesting because of their life experience. When the drone comes out, “It’s like the ice cream truck has arrived, it brings out all the neighbors”.

DRONE TRAINING

Several free videos are available online to assist you, but ultimately your training is in the practice of flying and piloting. The United States sets most regulations for the globe but always stay up to date on rules and regs here, and in other countries if you will be traveling. At the end of the day, the FAA has jurisdiction.

Federal licensing is required, and some local jurisdictions may set some regulations like not flying over a school or city building.  It’s easy to feel antsy because of licensing and requirements but practices can be followed with just a little attention. If time is a concern, dedicate one or two members of your team to learning all things drone and stay current on mandates.

Ultimately, drones are affecting many industries and making it much more efficient and productive to keep up with competitors. Don’t miss out or come late to the game!

SPONSOR APPRECIATION
Special thanks to our sponsor Top Roof Contractors. Membership in this organization includes reduced prices for commercial roofing leads, third-party-verification to add credibility to your company, and a host of valuable benefits upon acceptance into the network. Learn more about them at www.TopRoofContractors.com.

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If you haven’t met Paul Scelsi, you’re in for a treat.  Among many things, Paul trains others how to give great presentations.  With public speaking a number one fear for most people, it is helpful to hear from an expert who will make you: STAND OUT.  BE MEMORABLE.  CAUSE ACTION.

His book “Grab and Hold Their Attention: Creating and Delivering Presentations that Move Your Audience to Action” is appropriately titled as you will find yourself easily pulled into Paul’s world of messaging.

After joining Air Vent Inc. (Dallas, TX) in 1996, the company began offering seminars two years later.  Each seminar has allowed Paul to enhance his presentation skills of taking any topic and making it exciting. Holding 30 seminars per quarter for over 23 years, it is obvious he has the experience to guide any roofing contractor into greater success.  Whether you need to call on a lead, give an estimate, or follow up after a project, your body language and words are always communicating with others.  Let Paul’s knack for making nearly any topic more compelling build your confidence, communication, and impact with every current or prospective customer.

RESEARCH AND PREPARATION

Content and presentation are given equal importance in “Grab and Hold Their Attention”.  Substance is critical as your message has to have some shared value and importance with your audience, but how you deliver the message determines its impact. Understanding your audience is key and Paul tries to step into his audience’s shoes and expectations to bring a clear delivery.

When presenting to a large group, small committee, or one on one, Paul says, “give them all your best, every time”.  It’s easy to feel more energetic in a room with a large group, but an individual deserves the same enthusiasm.  It is likely the first time that person is hearing your message.

Paul finds it helpful to assume the audience has only a baseline knowledge of the subject.  He then raises the content level as questions are asked and accommodates for more audience knowledge.

USE VISUALS

Visual aids can drive home your message and help connect the dots, but they should not become a crutch, only a tool.  Some people believe more fully in something they see, and visual impact will validate the message for them.  Remember the old adage, a picture is worth a thousand words.

GATHER FEEDBACK

Any Q&A session helps you gather information. The questions your audience is asking will help you determine if more or less is needed in the next presentation..  Talk with individuals and ask, “was that helpful, did it connect with you?”. Conversation with them directly is good follow up and will benefit future messages as well.

STAND OUT

Be full of energy and pay attention to your audience. Even if you lack a natural gift to present, realize you still have a story to share, be yourself and tell what you know with enthusiasm.

Remember, you are branding and offering something of value to others. You want the audience to leave saying I really like that person AND they had a great message!

Andy recalls in one of Paul’s seminars being asked, “who of you are foremen, managers, owners?”  Every hand raised and then they realized as representatives for their company only a few had on clothing that promoted their brand.  No insignias or logos while in the city was a missed opportunity.  Advertise your brand as often as possible.

BE MEMORABLE

Enthusiasm is contagious, show it and share it with your audience of one or many.  Imagine one sale that offers all the amazing upgrades your customer could enjoy.  If you don’t sell the upgrades, people will have a negative impression when they learn you never told them about more great options their neighbors are now enjoying. Leave them wanting more, and of course any memorable message leaves your audience with something that carries them to action.

CAUSE ACTION

Find your message, research, prepare, gather materials, and implement your idea.  If the topic doesn’t excite you then find a new topic.  Any valuable topic delivered in a compelling, dynamic, memorable way leads to action.  Keep your points digestible and easy to understand and the audience will have the practical steps to act.

Being energetic, interesting, and positive means having a well engaged audience.  Paul says, “if you’ve found a way to make attic insulation fun then the audience definitely connected with your presentation!”  Paul eagerly invites you to participate in the conversation.

SPONSOR APPRECIATION

Special thanks to our sponsor Top Roof Marketing, a full-service marketing group that specializes in the commercial roofing industry.

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Guest Wally Brown is the Senior Commercial Installation Specialist with GAF.   With a background in roofing going back decades, Wally knows a thing or two about the industry and the specialized equipment needed to get the job done right in an effective and productive fashion.

Starting just out of high school, Wally began his roofing career as a general laborer.  He worked both commercial and residential roofing and moved his way through the business until reaching the level of foreman.  After 18 years, Wally went into business for himself for 6 years until injury sidelined him.   He has now been happily working with GAF for the last 16 years.

Wally enjoys the teaching involved in his work, paying it forward and teaching the mistakes he has made to the young up-and-coming generation.  Wally says he prefers commercial over residential roofing.  Not only is it easier on the body, with all of the systems available it allows for the roofer to truly become a craftsman in his field.

Of all the systems he has worked with over the years, Wally says his all-time favorite is single-ply membranes.   They have special needs, but with the right knowledge and equipment, they are a fun and easy system to work with.

Installation Equipment.

Referring to those doing larger sized commercial projects, 50 square and up, you need to focus on production.  Wally says the equipment you really need to be productive and profitable are:

Heat Gun.  Depending on where you are in the U.S., a good heat gun will cost $400 to $600.  Yes, they are available cheaper, but you get what you pay for.  Equipment is not the place to cut corners.

Screw Gun.  When connecting things like single-ply membranes to metal, you really need a low torque RPM screw gun to get the job done effectively.

Robot.  With a cost of $7500 to $9000, you have to make sure you get a robot equal to your task and with the durability your business demands.

Power Source.  Not all generators are created equal.  10,000 watt should be your absolute minimum.  You can run some of the equipment on less, but to run everything effectively and not risk the occurrence of cold welds, 10,000 watt is your starting point. Wally recommends one with a good engine, like a Honda or Tecumseh.  Though 20-30% more, they offer a more stable energy source and will last up to twice as long as their less expensive competition.

Cords.  Manufacturers specific sized cords to be used with their equipment.  Don’t grab a 12-gauge extension cord and cut off the ends.  Invest in that 10/3 cord the manufacturer recommended.  Not only will you avoid the OSHA violation, your equipment will last longer, and you will get better overall results.

Rhino Bond.  Though not necessarily a requirement, depending on the type and size of project, Rhino Bond may be an excellent investment to consider. Like a convection oven, it allows for immediate heating.  The membrane is welded directly to the Rhino Bond plate.  Best used in projects over 150 square in scope.

Accutrack.  Reduces labor costs and body fatigue.  The biggest problem is the crew that doesn’t want to learn the new equipment.  If you can save labor, you will pay for the cost of the equipment over time.  There are other manufacturers including Milwaukee, as well as others.  Accutrack will send out a representative to train your crew at no charge to you.

Tear-Off Equipment

A big tear off has special equipment requirements.

Vacuum.  If that big job requires gravel removal or pieces of EPDM, invest in a vacuum or vacuum service rather than the labor-intensive shovel method.  Wally estimates on 200 square, you could save $10,000 or more in your labor costs by using a vacuum.

Distribution.  On a large job, work with your partners to help get materials distributed.  Ask the General Contractor to use his crane to lift the materials up, for example.

Four Wheeler or Power Cart.  Particularly if weight is a concern, be certain to assess the interior of the building and ensure the building is sufficient to support the weight of the equipment, as well as the materials involved.

Power Roof Cutters/Spuds.  These are expensive but compared to removing the roof with an axe and tear-off bar, you will absolutely find the labor savings will make the difference.

Safety

T-Rex/Raptor.  This is a large piece of equipment that provides multiple hook on locations to protect the roofer.  An OSHA fine or lawsuit is much more expensive to contemplate.

Protective Barricades.  Connecting to the roofing structure with U-clamps and using 2x4s or other material, this barricade prevents a fall from the edge of the roof.

Catch-22

Do you buy the equipment before you sell the job or do you wait until the job is signed, then try to buy?  That’s the decision each commercial roofing business faces.  If you build a partial cost into each job, you can pay for the equipment right out of the projects themselves.  Some locations even offer the ability to rent the equipment.

SPONSOR APPRECIATION

Special thanks to our sponsor Top Roof Marketing, a full-service marketing group that specializes in the commercial roofing industry.

JOIN US LIVE TWICE A MONTH

To be part of the real-time discussion with our live audience, like us on Facebook and tune in every 1st and 3rd Thursday of the month at 7pm ET: www.facebook.com/RocketRoofShow.

Warren Pavon, from New York City, NY, owns CCM Roofing. With over 34 years of experience, Warren has learned what it takes to grow your business and has seen many good contractors fail. From his viewpoint, one of the most important things that many roofers fail to adequately address is ensuring a profit in every single job they do.

Profit is more than just money left over at the end of the day. It is also the fuel that drives the growth and development of a roofing company over the years.

He states that your balance sheet is a barometer of how the business is growing.

To ensure that the profit and loss columns are working in your favor, you must truly know the costs associated with each job or, as he put it, “you have to know your numbers”. Even the smallest line items must be addressed and compensated for. Failing to address this can easily result in a negative number or loss at the end of your business year.

Line items that are commonly missed or overlooked in a roofing estimate include things like primer necessary per linear foot of edge metal, cover tap per linear foot of edge metal, the amount of portable sealer for every pitch pocket, fasteners to be used and other small details that can make or break the bottom line.

Warren believes that most roofing contractors don’t go out of business because they are poor roofers, they go out of business because of a basic failure to understand the BUSINESS of roofing. You must separate yourselves from your competitors who may underbid you on a job but are doing so because they are not including all their costs and will eventually end up falling by the wayside.

Job costing at the end of every job will help identify areas that may have been overlooked or inadequately addressed when developing the original bid. Finding these shortages as you go enables you to address them immediately rather than waiting to the end of the year to see where your mistakes may have occurred. Being proactive in addressing issues is one of the primary keys in ensuring a healthy profit at the end of the year and the opportunity to reinvest and grow your business.

To help, Warren has developed a spreadsheet that Andy Near has available for people who want it, along with a video explaining how to use the spreadsheet effectively.

Beyond simply job costing, part of ensuring a profit and growing your business is monitoring cash flow. Overtime, for example, can cause money to go out faster than you are able to collect. This cash flow crunch can lead to an inability to grow the business appropriately. Balance between outflow and intake is critical.

Another example of watching costs to increase profit is monitoring your labor needs and adjusting appropriately, as the project develops. Change orders are another area of potential profit loss. If you are going to get paid for that change, you need to get it signed and approved BEFORE implementing the change.

To ensure a healthy bottom line, remember you aren’t just a roofer, you are in the roofing BUSINESS and you are foremost a businessman. This mindset will help ensure your business grows and flourishes over time.

SPONSOR APPRECIATION

Special thanks to our sponsor Top Roof Marketing, a full-service marketing group that specializes in the commercial roofing industry.

JOIN US LIVE TWICE A MONTH

To be part of the real-time discussion with our live audience, like us on Facebook and tune in every 1st and 3rd Thursday of the month at 7pm ET: www.facebook.com/RocketRoofShow.