More roofing leads will not fix the wrong job mix.

Four decisions and a plan. Job mix and market priority, meaning which roof systems and which service areas get funded and which are declined; positioning and messaging, meaning why a homeowner or property manager should choose you; channel roles, meaning what each channel is for and in which season; and budget and measurement, meaning owners, spend by quarter and the numbers leadership reviews weekly. The output is a written marketing plan, not a workshop summary.

An agency executes a plan. This engagement writes one, and because we take no execution work inside it, the plan can say that a channel should be cut or that a market should stop advertising until its booking rate improves. The deliverable includes a one-page brief written so any agency, including your current one, can deliver against it. Execution is scoped separately afterwards if you want us to do it.

No. Coaching is a recurring relationship built on accountability and the coach's own playbook, usually priced monthly and open-ended. This is a fixed-scope consulting engagement that ends with a document: your numbers analysed, four decisions made with your leadership, and a marketing plan with owners and dates. Plenty of operators use both. If what you want is weekly pressure to execute, a coach is the better purchase.

A fixed fee quoted after a scoping call, with deliverables and dates written down before you commit. It varies with the number of markets and brands in scope and the state of your CRM and call tracking data, so publishing a rate would mislead most readers. For budget context, The CMO Survey puts marketing at 9.0% of company revenue on average across industries, with 33.6% of digital activity run by outside agencies. Book a meeting for a scope and a number.

As a demand pattern to be planned for rather than reacted to. We measure what insurance work actually contributes in margin and cycle time against retail replacement, then write a plan that has a storm response ready in advance, including how the office staffs the phones and what the follow-up sequence looks like once adjusters slow down. We give no advice on claims handling, supplements or anything that touches licensing and legal obligations.

Because a lead is not revenue and the cheapest leads are usually the least profitable work. We rebuild reporting around sold jobs, average job value, rep close rate and margin by roof system, which often reverses the ranking of markets and channels. With top performers booking 62% of inbound lead calls against 39%, what looks like a marketing problem is frequently a call-handling problem.

Substantially, and it is one of the first decisions. We measure each brand's local search strength, review volume and sold revenue before recommending whether to consolidate, keep local names with unified operating standards behind them, or run a staged migration. Consolidation looks cheaper in a spreadsheet and can cost real demand in markets where the local name is the reason people call.

We make the trade-off visible and your leadership decides. Roofing Contractor's 2026 survey shows steep-slope asphalt shingles averaging 22% of residential contractor revenue and single-ply 28% of commercial revenue, but your own margins, crews and backlog matter far more than any average. The plan states which mix you are funding, at what share of budget, and what evidence would change it.

Different question. Roofing growth consulting looks for the commercial constraint on growth wherever it sits, including price per square, job mix, rep close rate and production capacity. Marketing strategy consulting takes the commercial model as given and answers what marketing should do about it: job mix, positioning, channel roles, budget and measurement. Operators who already know their constraint usually want this one.

Yes, within the agreed scope. Customer and lost-call review is the fastest route to a positioning claim that survives contact with a homeowner, and sales reps and production managers know which jobs are profitable and which marketing promises the field cannot keep. We agree the list with you, keep interviews short and confidential, and feed findings into the positioning platform rather than publishing them.

A sponsor, usually the owner or president; the sales and production leaders; whoever runs the office or call centre; and whoever owns marketing today, even if that is a coordinator with a long list. Expect around two hours of interviews each in week one and a half-day decision session in week three. If the sponsor cannot attend that session, we move it rather than run it without them.

No, it is often the right first step, because the plan states what the first hire has to do and what stays with vendors. Where the question is really about structure and sequencing of hires, marketing team advisory covers it, and where you need someone to lead the function while you build it a fractional CMO is the engagement. Both are quoted separately and neither is required to use the plan.

Yes, and we will say plainly where it limits a conclusion. We work from financial records first, reconcile CRM, estimating software and call tracking against them, and label which findings are solid and which are directional. Validity's 2026 research found 62% of organisations losing revenue to poor CRM data and 67% having campaigns delayed or scrapped because of it, so this is normal rather than disqualifying. Marketing operations consulting implements the fix.

Yes, and the plan treats it as one more place your proof has to exist rather than a separate strategy. Homeowners now ask an assistant what a roof replacement involves before they ever search a company name, and the answers are assembled from reviews, manufacturer certifications and content that explains systems honestly. Roofing Contractor recorded contractor AI use rising from 29% in 2024 to 40% in 2025, mostly internally so far, which leaves the customer-facing side open.

Yes. The parent engagement is marketing strategy consulting, and the same method runs in neighbouring trades with the commercial mechanics changed, for example HVAC marketing strategy consulting, plumbing marketing strategy consulting and electrical growth consulting.

Your team runs it, and every workstream has a named owner on your side. Many operators book a review at ninety days to check the leading indicators and adjust the sequence, which takes half a day and is optional. Where you want a standing numbers habit instead, scorecard advisory sets one up and hands it back. Execution, if you want us to do it, is scoped separately.