How a residential and storm restoration roofer generated $6.2M in revenue and lifted close rate to 51% by replacing shared lead vendors with owned demand.
Heavy reliance on storm-chasing competitors and shared lead vendors squeezed margins and made revenue unpredictable between weather events.
The firm needed a comprehensive marketing system that could:
We built an owned-demand engine that performs in both storm and non-storm periods:
Built out service-area pages and review velocity to rank in map-pack for every meaningful neighborhood in the metro.
Separate funnels for storm/insurance and retail replacement, each with intent-matched messaging and pre-qualification.
Standardized inspection-day workflow with on-site proposal tools and financing pre-qualification lifting close rate from 28% to 51%.
Revenue from owned channels in 12 months
Inspection-to-close rate, up from 28%
Reliance on shared lead vendors
"We stopped buying shared leads and now own our pipeline. The team closes more, margins are healthier, and we are not at the mercy of the next storm to hit revenue."
By building service-area local SEO across every neighborhood in the metro and ranking in the map-pack, the company replaced shared vendor leads with owned demand.
Yes. Dual-intent funnels capture both insurance restoration during storm periods and retail replacement during steady-state months.
A standardized inspection-day workflow with on-site proposal tools and financing pre-qualification lifted inspection-to-close rate from 28% to 51%.
Local SEO and Google Business Profile dominance accounted for most owned demand, supported by paid search for high-intent retail replacement queries.