Transcript
Joe Troyer: So Carolyn Huff has a great question here, and I’m going to think of a way to rephrase this better. Do you offer different lead prices for different services? I don’t know how else to say that. If you guys figure out a way to rephrase this, at the end when we’re done, that would be freaking fantastic, but let’s see here. Basically what I’m trying to say is, let’s say we’re going after roofing. If you’re dealing with a roofer, there’s a couple of different types of roofers out there. You got roofers that do commercials. You got roofers that do residential. Then you could even say that there’s storm chasers. These are all three different types of prospects. Understand? They’re also three different types of roofing companies. Give me a two if that makes sense. That makes sense, right?
Joe Troyer: What we’ve tried in the past for example, and I think what Carolyn is really getting at, is let’s say that you decide that you decide to go after residential. I’m going to make the market going after roofers that focus on residential. They don’t chase storms, because the ones that chase storms aren’t ready to do retail work. Meaning, when a phone call comes in, they’re going to be like, “Yeah, well our crew is out in a different state. Or they’re four hours away, working on this storm, and canvassing neighborhoods.” It’s a very different setup than a company that’s focused on residential roof repair, and re-roof in an area.
Joe Troyer: Let’s say that you’ve decided to focus on residential. You’re going to have repair leads, and you’re going to have new roof leads, or re-roof leads. Meaning re-roof, your roof is bad. It’s old as shit. It’s past your warranty. There’s problems with it. It’s just old. You need a new one. Give me a three if that makes sense to everybody. It should make perfect sense.
Joe Troyer: These are two very specific types of leads within residential roofing. So Carolyn’s question is, “Would you change the price? Or would you charge different prices for repair, versus new or re-roofs?” Give me your feedback in the chat. I’d love to hear from you guys, your thoughts on this one. I have a feeling the answer is not going to be what you guys suspect. All right, let me know. I see some good answers coming in. I want some more. Let me know in the chat.
Joe Troyer: [Marcus Roman 00:03:08] says, “Joe, I hate to say … Or Joe, I moved on to other people in the industry a few years ago. I see I should have stayed with you, because you’re saying things this past few weeks that make total sense to me. Keep doing what you’re doing. Thanks buddy, you’re awesome.” I appreciate you saying that Marcus, and it has been a long time brother. Glad to see you on the webinar man.
Joe Troyer: Are you going to charge differently for repairs versus re-roofs? Yeah, so here’s the problem. I don’t ever charge different prices. I can’t say ever. In 95% of circumstances, I don’t charge different prices. I’ll give you guys some distinguishing characteristics between the two models.
Joe Troyer: The problem is with residential, is if somebody needs a repair, most of the volume is in repairs. Give me a one if that makes sense. People don’t just say, “Oh, I need a new roof. Let me call a roofer.” That’s not near as common as, “I have a leak in my roof. Let me call a roofer. A tree fell on my roof. Let me call a roofer. I can see that a shingle blew off my roof. Let me call a roofer.” That doesn’t mean that the lead is not going to turn into a new roof. But wouldn’t you rather repair your roof, for let’s say 500 bucks, if you thought that was possible, than get a whole new roof for 15,000 bucks? Duh.
Joe Troyer: I had to replace a roof. When I called, do you think I was asking about a repair, or a re-roof. I’m not a freaking roofing expert. I told the company that I think there needs to be a repair done. I didn’t think I needed to pay 15,000 bucks for a new roof. I belittled the situation too. I didn’t know any better. Come out and repair my roof. Guess what? That turned into quite literally a $12,000 roofing sale, because they came out to my house and pitched me on a new roof. So understand that repair work is going to often lead to new roofs or re-roofs.
Joe Troyer: The problem is, is that the volume is here in repair work, not in new. The repair is a foot in door. That doesn’t mean that every company can handle giving away a foot in the door offer. If their sales team isn’t trained on it, and they go out there and they don’t take the sales guy, and they literally just go bang on the roof and do the repair, are they making the most out of the situation? Probably not.
Joe Troyer: Yeah, Leslie says, “Repairs always lead to a new roof in the future, excellent leads.” Yeah, but you got to be set up for that. So at the end of the day, I don’t like nickeling-and-diming my customers. But at the same token, I don’t want to have to listen to every single call and say, “Yeah, well they called about a repair, but then I see that they called back a week later, and you actually pitched them on a whole new roof, and you want a $10,000 job.” Like, “Dude, give me my difference in $25 in the cost of the lead.” No.
Joe Troyer: I charge for roofing for example, I charge a flat rate. In roofing, I very often, and I’ve helped customers sell an ass load of deals for repairs, or new roofs for $125 for a billable, qualified lead. Do you offer different prices for different services? Not typically. Let me give you a different example though. In roofing I don’t, but then you have niches like restoration.
Joe Troyer: Inside of restoration you got water damage. You got mold. You got fire. Then you also have some sewage. Most people don’t do sewage. Most people do mold and fire. Depending on the location of the business, and also depending on the way that the business is set up, one or more of these is the … Either water damage is concentration, or mold is the concentration.
Joe Troyer: The issue in restoration is you can’t get away paying different lead prices for different services. Or you can’t get away just charging a flat rate. What I mean by that is mold, if you’re a good salesperson, you build good rapport, you’re going to be able to sell mold calls for 100 to 150 bucks. These are some blanket statements. There are times that it’s not quite that much. There’s times that they’re more than that. Understand that these are some blanket statements.
Joe Troyer: Water damage, we successfully sell water damage at 400 to 450 dollars a call. Do you guys think that I can get away with selling mold at 400 to 450? Look at the difference here. No I can’t. There’s too much of a gap. It’s not one service. It’s not a roofing job. This is water damage, and this is mold. I can’t get away with selling mold leads for this price point. I can’t get away with, in terms of fulfillment, I can’t buy water damage in most cities, I can’t buy them for this price in volume. The business model doesn’t sustain me not charging different prices per lead.
Joe Troyer: Wherever you can, like roofing, I would charge a flat rate. When there’s too much of a gap, and there’s clearly multiple services, not just one like roofing … I mean you got water, you got mold, you got fire, you got sewer. Those are very different things. Then and there, and when things are very different lead prices, you have to go with what the market will bear. Give me a three if that makes sense. I know that was a mouthful. I’m hoping that it really sunk in, and you guys got it though.
