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“Because your company is only as STRONG as you are.”
Forward-thinking roofers tune in to get help building STRONG companies, sales teams, leaders, systems, marketing, relationships, culture, and financials.
Whether you own a own a roofing company, manage one, or sell roofs - subscribe to the channel for content that will help you:
1) Close even more roofing sales.
2) Adapt to new roofing industry trends and changes.
3) Take control of your roofing marketing and lead generation.
4) Improve D2D roofing sales.
5) Build the roofing company of tomorrow.
Hosted by Adam Bensman
- Started in D2D roofing sales in 2011
- Former Roofing Company COO (multi-state)
- Creator of the Roof Strategist Sales System (used nationwide for retail + storm)
- Founder of The Roofing STRONG Alliance by TAMKO™ (formerly known as the Roofing & Solar Reform Alliance)
- Author of the #1 Best-Selling Book: The Roofing Sales Survival Guide: Beat the Odds, Overcome Yourself, and Win Big
Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO makes no representations or warranties regarding the content.
If you're selling retail roofs, price
conditioning is wildly important.
This is warming up that customer so they
don't get sticker shock and absolutely
freak out by the time you reveal your
estimate and the various investment
options that you're offering, whether
that's financing options or cash discount.
And we know that if you're watching
this channel, you're likely not going
to be the cheapest roofer out there.
Why?
Because those, as they're known as quote
unquote chuck and a truck, often aren't.
Super skilled when it comes to sales,
and they're often the ones that are
putting together those estimates.
You know, the ones you've seen, remove
and replace roof X dollar amount.
And, and that's pretty much it.
And they do this because they know,
and, and by the way, if you disagree
with the statement, I invite you to
challenge me in the comment section below.
This is my experience.
The companies that will write eight,
what I'll call Lucy Goose estimates,
remove, replace roof X dollars.
That's it.
They do so for one.
To do homeowners because to the
average homeowner, shingles off
shingles on new roofs on there.
Right?
Well, that's not the
whole truth now, is it?
I'll be talking about
that more in this video.
Quick welcome and welcome back.
Adam Benjamin here, the roof
strategist and everything I do here
on my YouTube channel, my podcast.
And in my all-in-one sales training
and sales system that's currently
being used by many thousands of
people we're being used in every state
in the us, Canada, Australia, now
Sweden as well for both retail sales,
which is what we're talking about
today, as well as storm damage sales.
All of that is united
around one simple mission.
You remember what it is?
If you've watched more than one of
my videos to help you and your team
smash your income goal and give
every customer an amazing experience.
So if that excites you, hit the subscribe
button so you don't miss an upload and
hit that thumbs up button to tell me, Hey.
You're diving on it and I
appreciate you being here.
Welcome.
Now let's get back to this whole price
conditioning concept and the idea
of these estimates that are remove,
replace roof with a dollar amount.
Now, first, let's lay some groundwork.
I want to talk with you like a friend.
If you're out competing against
another roofing company and you're
looking at other estimates, would
you agree with this statement?
Most homeowners think
roofing is a com a commodity.
Roof off.
Shingles come off.
Shingles, come on.
I have a new roof.
Would you agree that's a fair.
Yeah, I think so.
Most homeowners don't
really know the wiser.
They just say shingles
off shingles on new roof.
Now, the reality is you and I
both know that's not the case.
Not all estimates are created equally.
We also know, and again, feel free
to disagree with me and drop a
comment in the comment section below.
Most homeowners, they are shopping
based on this factor where they're
gonna look at some estimates.
They're gonna scroll down and look
at the total amount in their mind.
What's it cost?
Right?
Then they're gonna say, They're
gonna factor in the price.
They're gonna scrub out usually the far
cheapest and the most expensive, and
they're gonna try to find the company
that made them feel good, that they
like, that they trust and they feel good
about, and feel good about working with.
So it's kind of this matrix of all
I really care about as a homeowner
is the price that it feels fair that
I'm not being taken advantage of,
that I'm not being scammed, that
it's a company that I like and trust
who's gonna do good work and stand.
At a price that seems fair to me.
Would you guys agree?
So if we know that homeowners are
making decisions based on this criteria,
why aren't we selling to them and
presenting this information in a way that
speaks to exactly what they're doing?
Well, that's what we're
gonna be doing right now.
Well, let me take that back.
We're gonna be doing
that in just a minute.
Cause I have one more thing that's
really important to share and that.
I believe, and I'm inviting you
to challenge me on this one as
well in the comment section below.
I believe that roofing companies
that provide, what I call those Lucy
Goose estimates, are doing so for one
purpose, and that is to do homeowners
because someone who says remove replace
roof, this amount comes in lower.
Why?
Cuz there's zero accountability.
No one knows what type of underlayment
what, what type of valley installation,
what type of ridge caps being used,
what type of pipe jacks are being used,
whether they're removing and replacing
roof to wall flashing sep to wall flash.
, whether they're replacing
drip edge and reg edge, I know
we've seen it replaced before.
Whether they're giving homeowners
a choice of color, all that
isn't on the flight decision.
So a roofer can come in with the
lowest price, get up there, get the
cheapest products that are hiding
underneath the roof, and then make
on the flight decisions about what to
reuse, which means a homeowner could be
left if they have a 20 year old roof,
they could be left with a brand new.
That has 20 year old components.
Drip edge, rake edge or flashing that
now is, has new shingles slapped on
top saying you're good for 30 years
or however many years in your market.
I know they're all different
based on sun, weather, yada, yada,
hail, hurricanes, all that stuff.
The point is, I don't believe it's ethical
to put on a brand new roof and reuse
components that are already 20 years.
That's just not fair yet.
People do it, and this is the most
common practice to dupe homeowners.
Now, I understand that homeowners
often have their guard up.
They're defensive because your logo
reads the same way to everybody else.
It reads this.
I sell roofs.
Every single roofing logo reads
the same way to a homeowner.
I sell roofs.
That's what's happening right now.
When that homeowner is hearing, you
try to quote unquote sell the value.
They're like, you just
want more money from me.
So we need to break down all
of this When it comes to price
conditioning, to prime the customer,
to know what to expect and hear.
My friend is how we do it.
What I like to do is, before I.
Anything at all before, when I go through
my estimate, I'm gonna open up with Mr.
Homeowner.
I just want you to know you can, and you
should choose anyone that you like and
that you trust to do your roof, which
by the way, as a matter of fact, truth.
And then I say, and here's why.
And at this very moment is
where I condition that customer
while strengthening trust for.
Putting distrust against others who
are using, in my opinion, slimy tactics
and conditioning that homeowner to
understand what they should be looking
for in an estimate so they can in fact
make a decision that aligns with how they
already want to make a decision, which
is looking at the investment options
paired with the kind of contractor,
finding the best combination of both.
So, choose them as the roofer of choice.
We do this by telling homeowners
what they are thinking.
I'm gonna repeat this cuz
it's really important.
We're gonna do this by telling
homeowners exactly what they're thinking.
Like this, I'm gonna
shift into role play mode.
Okay, Mr.
Homeowner, Hey, listen, before I share
with you how we can help, I just wanna
explain one thing first, and that is
you can, and you should choose anyone
that you like and that you trust to
do your roof, because I'm gonna guess
as a savvy homeowner like yourself,
collecting numerous estimates, you're
doing what most people would, you're
gonna meet with various contractors.
You don't really trust anybody quite yet
cuz you've seen the news, you've heard of
the scams, you've heard of the gimmicks,
you've heard of people going to jail.
You've heard horror stories of
homeowners being taken advantage of.
So you're gonna collect those estimates.
You're gonna look at one thing, which
is the dollar amount on that estimate,
and you're gonna pair that dollar
amount with some contractors as you
meet with them to say, I like them.
I think they're gonna do a good work.
The reputation's strong.
They'll stand.
So I know that I'm getting a roof at a
fair value done by a company I can trust
who's actually gonna stand behind the
work without becoming another victim
that's gonna show up on the news.
Is that a fair statement, Mr.
Homeowner?
Do you see what I just did there?
I explained to them what they're thinking
and what they're already doing, which is
probably what you and I would do too if
we were to get an estimate, let's say,
for new concrete on our driveway, right?
Imagine the estimate comes into your in.
In an email, you open it up, you
scroll to the bottom, you skip the
cover page, you just look at the
dollar amount, and then you're like,
this guy can do it for this amount.
This guy can do it for this amount.
This guy can do it for this amount.
This one's too expensive.
Throw it out between these two, two guys.
I liked him better.
He's the winner.
That's what we do.
So when I open up by stating
this to a customer, I build
a tremendous amount of trust.
I join the conversation
that's already going in their.
Going on in their mind.
And I build this big wall
between me and other contractors.
Okay, now I take this
now one step further.
So, Mr.
Homeowner, back into role play mode.
I'm glad to see that you're doing your
homework, and my mission and purpose
here in the house is to help one,
understand the problem with your roof.
Two, communicate how we
might be able to help.
And three, let you see and decide for
yourself whether we are in fact the
right company to earn your business.
Do a great job on your
roof and stand behind it.
Now, once I lay that groundwork,
explaining what they're doing, setting
my mission and purpose, I can now work on
a little bit deeper price conditioning.
Now, Mr.
Homeowner, I wanna let
you in on a little secret.
That secret is how many
roofers dup homeowners, I
really like to use that word.
And the way they do this is they
provide what we call these Lucy
Goose estimates that are not
itemized whatsoever because they know
that that's what you're thinking.
Remember what I shared
with you right at the.
How you might make your decision.
So roofers that write these loose
goose estimates are preying upon the
fact that many homeowners believe
that roofing's a commodity, shingles
off shingles on We got a new roof.
They believe that homeowners
think that all estimates are
in fact apples to apples.
Cuz why wouldn't they be right?
Remove a roof, replace a roof.
They're the same.
A roof's.
A roof's a.
But unfortunately Mr.
Homeowner, it doesn't look, it doesn't
actually work like that in the real world.
See, many homeowners think estimates
are apples to apples, but they're
really more like apples and bananas.
And in some cases extreme is
apples versus french fries.
And I'll explain a little further.
See when we write our estimates and
when you review ours, we likely will not
be the cheapest contractor out there.
And the reason for that is we list out
exactly what we will do step by step with
every single component in installation
practice on your roof to comply not
only with local building code, but with
our manufacturer's recommendations.
What this ensures is that you get a
roof that is, Properly the first time
that's gonna protect you and your
family and allow us to stand behind
that product and behind our installation
for the X years of our labor warranty.
Now, unfortunately, these roofers
that give you these Lucy Goose
estimates, they're preying on how
you're gonna make that decision.
They say, we'll come in a little cheaper.
But then once they earn that business,
they're looking around saying, great.
Now we gotta find that way to make
up some money and what they end up
doing, because that estimate is not
itemized, this allows them legally.
To make on-the-fly decisions about
what they're gonna reuse, what
they're gonna replace, the quality
of products they're gonna use, and
how they're gonna do that install.
Would you agree?
My friends?
That's what happens.
You don't know what's being reused.
Drip edge, RA edge roof to wall flashing.
You don't know what grade of
ridge cap shingle underlayment
valley installation practice.
So if that homeowner, by the way, has
another estimate, you can ask them
to get it out so you can compare.
The other thing that we can
do is ask questions that
that homeowner can't answer.
Like do the other contractor explain
what grade a shingle, what type
of ridge cap, what type of valley
insulation, W metal, ice, and water,
if they're using ice and water on
the, on the eaves, and how many rows,
what type of pipe jacks they're using.
Are they removing and replacing roof
to wall flashing and step flashing?
And when we begin asking these
questions, again, if and only
if they've had another estimate.
I've either one, educated them before
they get the estimates, or two, once
they've gotten the estimates, now
they're thinking, oh my gosh, I don't
even know what's happening there.
And we can further this by
saying, the reality is, Mr.
Homeowner, you can't even hold
someone accountable if it's
not written down on there.
So if something does go wrong, your
legal recourses are incredibly limited.
So I want you to think of this as if
you were getting a kitchen remodel.
I'm gonna guess there's not a
Pink Panther in your kitchen,
Imagine you're getting a kitchen remodel
and you're like, yeah, well I don't
really know what grade of cabinets
or even what kind of countertops
they're putting on, but it's 20 grand.
I'll write the check.
Who would do that?
No one.
Mr.
Homeowner, would you write a check
for a kitchen remodel if you had
no idea what grade of cabinets and
countertops you'd be getting, or
kind of hardware, whether you'd be
getting the soft clothes stuff or not?
The answer is absolutely not, and
that's what's going on with your
roof, and there are my friends, you.
The best way to condition a homeowner
regarding pricing of the roof in
positioning yourself as the trusted
authority while showcasing and
educating the homeowner on all the nasty
things that happen in the real world.
Now if you agree with those
statements as I do, you can say
all of that cuz it is truthful.
And our job is to educate our
homeowners to help them make
the best decision for them.
And if you believe in your heart of hearts
that you're the absolute best person to
win that business, then there's absolutely
no reason you shouldn't be doing this.
Cuz I believe it's your moral and
ethical responsibility to communicate
properly to your homeowners so they
can make the decision to choose.
On their own free will.
Now, I know this is a little bit of a
different take on price conditioning
that you may have seen in the
past, so I'd like to hear from you.
Agree, disagree.
Let's have a con.
Let's have a conversation in
the comment section below.
Now, that's all for this video.
Thanks for joining me today, and
I've got another video coming up
talking about good, better, best.
Price anchoring and how
we present all that.
So stay tuned for that video.
And again, thanks for joining me today.
If you wanna hang with me here
on YouTube, you two thinks you're
really gonna like this video.
And if you haven't yet, jumped into our
free training center, pop in right here,
or you can text the word free to 3 0 3 2 2
2 71 33 and I'll see you on the next one.