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Selling storm damaged roofs vs retail? In this video, I use Eugene M. Schwartz's "5 Levels of Awareness" to breakdown the difference.
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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.
Insurance or storm damage,
roof sales versus retail sales.
In this video, we'll be giving
you a detailed breakdown of
the psychology of that sale.
This is a giant can of worms.
Now here's the deal.
I get some hate comments on YouTube
people saying, Hey, you know,
you're a storm chaser selling
storm jam damaged roofs is easy.
It doesn't take any talent there, lay
down deals, someone else's paying for it.
And, you know, I could
not disagree any stronger.
There's very few times, by the
way, we're a storm comes through.
If it's a hurricane and the roof
is laying next to the house,
they know they need a new roof.
It's a very different game than
the majority of true to life storm
sales or insurance restoration
sales, whether that's hailed in.
Whether that's wind damage
or hurricane damage.
And on the other side of the coin,
we've got the retail folks who just
maybe are not well-versed in the storm
side and they're overwhelmed by it.
They don't know where to start,
but at the end of the day, my
true belief is that every company
should be equipped to handle both.
Now.
Why is that?
It doesn't always storm.
And even in a retail market, all it takes
is that one windstorm, that one hailstorm
that comes every few years, you need to
be well-equipped to take advantage of it.
So in this video, I'm going to
break down the true differences of
storm versus retail using Eugene
Schwartz, five levels of awareness.
And for those of you who are
unfamiliar with Eugene Schwartz, he
is one of the greatest copywriters
and marketers of all times in wrote.
World-renowned book called breakthrough
advertising, where I'm pulling some of
these concepts from his five levels of
awareness and showing you what this means
to us here in roofing sales, before we get
into it, I just want to say welcome back.
I'm really glad to have you here.
Everything I do here on this.
It's designed to help you smash
your income goal and give every
customer an amazing experience.
And if you're new here, my name is
Adam Benjamin and I help thousands
of sales reps do just that by
using my all-in-one sales training
sales strategy and sales system.
And there's a link in the description
below, but a great place to start
off for free is in my pitch like a
pro roofing sales training video.
Over 300 videos.
Now I know it says 240, but we have
over 300 in there and there's playlists
organized by categories for like, Hey, I
want more on retail or pitching canvassing
objections, closing you name it.
There's a playlist in there for you.
And it's a hundred percent free.
And again, you can get it at the roof.
Strategist dot.
Or using the link in the description.
So let's get into the meat
and potatoes of today.
So members is retail, the true breakdown.
And again, full credit here
goes to Eugene Schwartz with
his five levels of awareness.
I want to break down what these are.
First.
We have unaware.
Next.
Oops, come on, come on.
There we go.
We have unaware then next to it.
We have problem.
I'm going to short chain shorthand this.
So I have room that's problem aware we
have solution aware and then we've got
product aware and then we have most.
So this is 1, 2, 3, 4, and five.
Now I'm going to use a blue
for storm in red for retail.
Here's the real difference.
Okay.
For most of us working storm damage
claims it could be wind or hail in
most markets outside of the softball
size hail majority of people that we
show up at their home are completely.
Unaware that their roof was even damaged.
They don't know that they
could get insurance coverage
because they don't have leaks.
So majority of people
fall into this category.
All right.
Then what we have is if we go a little
bit deeper into the eye of the storm, the
severe hail, the big wind where people
visibly see damage, either from the
ground, their car got destroyed, inhale.
Maybe they have shingles
laying on the ground.
Maybe they got home and they saw
shingle flapping up in the wind.
These folks are also problem aware.
They see their roof has a problem,
but they may not understand.
What that solution is, meaning choosing
an insurance restoration contractor,
to support them through the process,
understanding how the insurance
claims process works, needing someone
to represent them in supplement
everything, to make sure there's no
additional out-of-pocket expenses.
They don't really care about product,
and they're not really well versed.
Most people aren't by the way in roofing.
So, and they're definitely not most
aware, meaning they know of you, your
company, the problem, everything.
So let me just break that down this most.
Yeah, they're aware of the problem.
They're aware the solution they're
aware of your product and they
are just like, ready to go.
Like, if I need a roof, I'm going
to call this person tomorrow.
All right.
So by the way, if you're injured
in a car wreck call, whoever's the
local attorney in your area just
proved himself on his marketing.
You are most aware of that.
If I'm ever in a wreck and I'm
injured, I'm gonna call attorney blank.
Okay.
Everyone has the attorney
that advertises on TV.
To become most aware, but for majority of
storm damage claims, think the customers
we encounter are completely unaware,
or they're only aware of the problem.
Now let's talk retail.
I changed my mind.
I'm going to green for retail.
Most homeowners that are
electing to replace the roof
are doing it for four reasons.
Okay.
Number one is an active leak or
an active problem, which means.
They are very problem aware.
They're very solution aware
and they meaning a roofing
company is going to fix this.
And all they need to know from
here is who's trusted, worthy, and
who's going to take care of me.
So we have solution
aware and problem aware.
So I'm going to write retail retail.
So you're going to see some overlaps.
All right, next, we have age.
The roof is at the end of my lifespan.
I need someone to come out
and give me an estimate, cause
I know I need to do it soon.
And I know that my roof is the most
expensive maintenance item of my home.
So they jump online and they Google
roofing company in so-and-so area and they
see your great reviews or they see an ad.
They find you somehow and they
call, they will now land into most.
They know they have a problem.
They know that roofing companies exist.
They search for you.
They know your product, which
is your brand in this again,
applying Eugene Schwartz, his
model into the roofing world.
They know your brand.
They have done 85% of the buying
decision before you even show up.
They are most aware that.
On the retail side, I'm going
to talk specialty products.
We've got folks who want metal roofs.
They want stone coated steel.
Maybe they want solar
and a solar roof combo.
These folks are very specific
about the product they want.
They go on the website, they find someone
who specializes in this type of product.
I specifically want this
product for my roof.
I specifically want this roof.
This is where we end up again.
And the retail side.
So you'll notice there is truly
a divide between storm and retail
and that divide is right here.
Meaning majority of the storm drain.
Claims fall into a category where we are
facing an uphill battle where they are
unaware or barely know of the problem,
but they don't know much else on retail.
People know the solution,
they know your product.
They're very aware.
They've hand selected you.
The skillsets to sell.
Each of these is very.
Now I want to tie this in with my
philosophy that there's three Domino's.
We need to knock down in order to make
the sale in order trust, develop, trust,
create the need, not only for you,
but for new roof and the money issue.
You'll notice this, the word need
people must have a semblance of need.
I want to ask you when you first encounter
a homeowner, do they have a heightened.
Or a low need on the retail
side, it's very high.
It is an established need.
Very similar to, if you were
an auto sales, someone shows
up at a car dealership, they
know 90% of what they want.
They don't go.
Am I here for a diesel
Dooley or a Toyota Corolla?
No, they say I'm here for a sedan.
I want a car.
I want a minivan.
They have a high need.
They are very solution aware of car
dealership, the very product where
usually they have a brand or two of
vehicles, so preselected and they're most
aware of the best dealership to go to.
So it is a very high need.
Meanwhile, on the storm side, the
need, if they're unaware, is there.
No, we have to show up
in, create the need.
We have to create the need to
get on the roof, create the need
for them to call in the claim.
Same thing with the problem.
Many of them are unaware of the
problem, or if they are, they don't
know anything else beyond that.
Other than I have a problem.
What's next besides getting it fixed.
This divide shows the difference in both
skillsets and the sales approach and
the types of people that do very well.
Oftentimes I know there's some
car guys watching right now, car
guys and gals, and he'd be like,
dude, I kill it in the sales game.
And you might be doing the storm side,
but many guys who come from the auto
industry are so used to vis side with the
stablish need that their learning curve
is figuring out how to create that need.
So here it is.
Eugene Schwartz five levels of
awareness in how there is truly
a divide between selling storm
damaged roofs and retail roofs.
The key takeaway here is to focus
on this concept of need in the
three Domino's trust need money.
Our need is the big difference
that straddles these two.
And when you understand this, you
spend more time on a storm damage.
Self-generated lead, creating the need.
Where on the retail side, you spend
more time on the trust in the money.
Yeah.
All right.
In my opinion, that's why these storm
damage deals are often harder because
you show up completely unannounced
and people don't even know they have a
problem versus retail when 85% of that
decision made total is made prior to the
lead, even entering your office and, or
they're relatively aware of the general
concept that roofs need to get replaced.
And I hope this video clears up
a lot of the misconceptions that
selling storm damage roofs is easy.
Now I do recognize that the insurance
company covers most of it and we just
have a deductible, but there's other
implications of this need versus retail.
Now I'd love to hear your.
This is a can of worms.
Some people are going to agree.
You're going to disagree.
Now you can put up whatever you want.
I can't control that.
It's the internet, but what I will
challenge you is to have a constructive
comment or feedback to share your
point of view with our community.
So drop a comment below and the reason.
There's a lot of keyboard commandos out
there, but it doesn't help anyone grow.
And if you're part of the roof strategists
community, I know that you're investing
your very valuable time and energy to
learn to better yourself and to grow.
And that's what I love about this
YouTube channel and you being part of it.
So drop a comment and share your thoughts.
Agree.
Disagree.
Do you see another point of view?
I'm excited to hear from you and I'll
be engaging in those comments below.
Thanks for joining me in today's video.
And remember if you haven't yet done
it, hop in right here to get a free.
Uh, my pitch like a pro roofing
sales training, video library,
binge to your heart's content.
And if you haven't yet done
it, subscribe to the channel.
I'd love to see here throughout
the year is I release new content.
Thanks again, and I will
see you in the next video.