Guest:
Paul Burleson – Sales Strategist & Consultant, Westlake Royal Building Products

Guest Links:
Website: https://www.westlakeroyalbuildingproducts.com
Instagram: https://www.instagram.com/remodelingrockstar
LinkedIn: https://www.linkedin.com/in/paul-burleson-34464a43/

This episode explores the evolution of roofing and home improvement sales, tracing how the industry moved from high-pressure, scripted closing tactics to modern, consultative systems built on trust, psychology, and simplicity. It explains why relying solely on insurance proceeds limits both customer outcomes and contractor profitability, and how reframing sales around homeowner needs creates stronger closes and longer-term relationships. The episode breaks down why rigid, overcomplicated sales systems often fail at scale, how unnecessary steps kill momentum, and why elite sales teams learn to read buying signals instead of blindly following scripts. It dives into objection handling early in the process, the importance of uncovering the true reason a homeowner called, and why asking better questions consistently outperforms talking more. The discussion also covers how homeowners now arrive educated through AI tools, why sales professionals must reclaim expert positioning through preparation and product mastery, and how affirming buyers instead of fighting them increases trust. The episode examines mindset shifts that separate average salespeople from top performers, including viewing sales as service, understanding the emotional impact of home improvement decisions, and recognizing the responsibility to protect homeowners from poor outcomes. It also unpacks the concept of “the better the show, the better the dough,” explaining how storytelling, humor, personalization, and even pet acknowledgment reduce anxiety and increase engagement. The episode concludes by showing how modern sales success comes from simplification, empathy, and repeatable systems that allow teams not just individuals to win consistently in an increasingly competitive market.

Guest:
Zachiary Kuper – Owner, SNK Construction & Remodeling

Guest Links:
Website: https://skroofingandconstruction.com

This episode dives deep into advanced DIY roofing SEO strategies that go far beyond basic meta titles and keyword research, using real-world execution from a roofing website with one of the strongest organic footprints in the industry. It breaks down how Zachiary Kuper built long-term search authority through consistent, field-driven content creation, why answering highly technical homeowner questions compounds trust and rankings simultaneously, and how real jobsite scenarios translate into high-performing blog content. The episode explores advanced keyword research methods rooted in homeowner pain points, inspection conversations, and technical roofing problems rather than relying solely on third-party SEO tools. It explains how internal linking, topical siloing, and location-based service pages work together to strengthen relevance, how to identify striking-distance keywords with real purchase intent, and why local intent terms often outperform higher-volume national keywords. The discussion also unpacks backlink strategy at an advanced level, including anchor text ratios, brand-link cushioning, guest posts versus link inserts, niche directories, and when higher-risk tactics like expired domains may or may not make sense. It further examines why updating top-performing pages annually, adding original diagrams and jobsite photos, and optimizing image naming and alt text unlock additional traffic from both search and image results. The episode closes by covering Google Business Profile optimization, the real impact of photos and reviews, common myths around geo-tagging and CTR manipulation, and why disciplined execution of fundamentals over time consistently outperforms shortcuts.

Guest:
Brynn Wilson – Sales Consultant, Hook Agency

This episode breaks down what a realistic and effective roofing marketing budget looks like heading into 2026, and why many roofing companies either overspend emotionally or underspend out of fear—both of which stall growth. The episode explains why most roofing companies should expect to invest roughly 5–10% of revenue into marketing depending on market size, competition, and growth goals, and why that range feels uncomfortable in today’s increasingly aggressive landscape. It explores how private equity, higher competition, AI-driven tools, and expanded channel options have permanently raised the cost of visibility, while also clarifying when it actually makes sense to not be in growth mode. The discussion walks through when traditional channels like TV, radio, and billboards begin to make sense—typically in the $5–10M range—and why those channels only work when branding is strong, memorable, and differentiated. It dives into the importance of sticky brand names, visual identity, and cutting through noise before spending on awareness channels. The episode then outlines where most roofing companies should prioritize budget first: high-intent search channels like Google Ads and Local Service Ads, local brand visibility through trucks, yard signs, jobsite branding, and community presence, and social media that features real people on camera rather than generic posts. It also explores low-cost, high-effort strategies such as Facebook group engagement, referral ecosystems, networking groups, geographic dominance (“five-mile fame”), sales enablement materials, and compounding word-of-mouth. Finally, the episode emphasizes the principle of layering instead of chopping, explaining why sustainable growth comes from stacking channels over time rather than constantly restarting marketing efforts, and why focusing on being referable, visible, and trusted in a tight local market outperforms spreading efforts thin.