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How to flip small repairs into full replacements? Or Actual Cash Value (ACV) roof claims to retail replacements? Follow these steps.
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“Because your company is only as STRONG as you are.”
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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.
You've been asking, I've been
listening, you're dealing with
ACV policies, actual cash value.
So an insurance claim where it might
be a $20,000 replacement, but the
insurance is paying 10 or 12 or
small repairs, whether that's on the
retail front or the insurance front.
And it's up to us to then
flip these into retail.
And if you're working insurance
claims, whether it's tailwind
or hurricane, sometimes you
struggle because these ACV plans.
Or repairs that are, are paid marginally,
and you just can't go anywhere with it.
You need to flip it to retail.
Often turns into a race to the bottom.
And many folks are really good at
selling insurance job, but they're
not super great on the retail front.
Well, that's going to change because
in today's video, I'm going to be
covering how to approach the ACV or.
Jobs and turn them into retail projects
so you can actually win the business.
Firstly, I just wanted to say thank
you for the comments because it's
because of the comments on the
videos that I'm doing this one today.
So any questions that come up, whether
you agree or disagree or things I didn't
cover, or I need to go in more depth
into do drop a comment on the video.
I do take a look and that's what inspires.
Everything that I do.
And before we get started, I
just want to say welcome back.
My name is Adam Benjamin,
the roof strategist.
And if you're new here, everything I
do on the channel and the podcast is
designed to help you and your team
smash your income goal in roofing sales
in the same applies for my all-in-one
sales training and sales system that
works for both store and retail.
And it's currently.
Thousands of people across the U S from
itty-bitty companies to some of the top
100 companies in America, there's links
in the video description for more details.
Now let's get into this ACV and
repairs and flipping them to retail.
First, what we need to do is this,
I want to cover some groundwork.
We need to approach the sale
as insurance first approach.
Insurance first.
Why is that?
Why?
Because here's where we're going to
showcase our expertise and our value.
Now, this is one of the reasons,
and I've done plenty of videos on
the contingency and why I believe
that everyone should use them.
I know some people don't, you
don't have to agree with me.
That's cool.
If it ain't broke, don't fix it.
But as we approach the insured, the
homeowner under an insurance claim,
what we can do is position our
expertise and the value we provide
as an insurance restoration or
hail damage or storm damage expert.
Now, by doing this, we can say, Hey, Mr.
And Mrs.
Homeowner listened by working with us.
We're not just a roofer.
What we're able to do for you is meet
with the insurance carrier and identify
all the items that are damaged or need
to be repaired in order to get your
roof put back together into pre-loss or.
Pre-storm condition.
And we understand not only the roofing
technical side, but how this whole process
works using exact mate, which is the
software that most insurance carriers use.
So even though you may have an actual
cash value policy, my mission is to help
reduce those expenses for you as much as
humanly possible by getting absolutely
everything identified on the roof.
Now, as we go through this and
you meet with that adjuster,
you might get those first round.
But this is where we showcase our value is
to be able to supplement and bring those
repairs up as high as possible that are
also a hundred percent reasonable and in
do to you because if the homeowner were
to pursue just the repair, they need the
proper compensation in line items on the
estimate that you will be able to help
them get in order to bring down the RCV.
So let's just say there's a retail.
That you're going to provide,
they're coming out of pocket.
Your actual cash value might
start here, but the higher you
make, it means there's smaller.
That they're the smaller amount
that they're going to have
to come out of pocket for.
So this is why we want
approach as the insurance.
Showcasing our expertise and our value.
Now I know what you might be thinking,
Hey, well, how do we secure this job?
How do we make sure that the
homeowners and flip to someone
else in technically, there's really
no reason that we can do that.
We can't hold their toes to anything.
You can't sign a contingency on a
retail project, but we can do is
start the relationship off right?
With the proper expectations.
Now, when we use those
proper expectations, we use.
As an opportunity to overcome the biggest
objections that that homeowner is going
to have, which is price, therefore
showcasing the value provider reduced that
out-of-pocket expense you, our expertise.
As you develop this relationship
with the homeowner, you are likely
going to be the contractor of choice.
Who's going to get that retail roof.
Now, next step, approaching
it as insurance.
First, what we need to do
then is then flip to retail.
Now, how do we do this?
We want to take a very similar
approach on the insurance side.
There's one key difference,
obviously, who is putting the.
What do I mean, by flipping to
retail, we need to overcome the
biggest objection, which is what,
who is going to do it cheaper.
And this is why I always in my car
park, closing formula, the same
in-home sales system that I teach
in my program is to overcome this
the biggest objection, straight up.
Which is price.
What most homeowners don't realize is that
a roof estimate is not apples to apples.
In fact, it's apples to French
fries or apples to oranges.
So what homeowners do is they
compare this price versus the
next price, which is you and the.
Take a look at the estimate,
look at the dollar and say dollar
for dollar, which one's cheaper.
That's the best value, but price does
not mean value because of the average
homeowner shingles off shingles
on new roof is installed, but it
doesn't, it doesn't work like that.
You know that.
And I want to ask you
a question right now.
Do you believe in your heart of hearts,
that you are the absolute best contractor
to do the job, to win the business, to
take care of the customer and do the
right thing, stand behind your work
and give them an amazing experience.
And I'm hoping that you're sitting
there saying, hell yeah, absolutely.
And if that's the case, then it is your
responsibility, your ethical duty to
communicate this clearly to the homeowner.
So he or she can make a smart
decision and not just choose the lower
dollar amount as the right value.
So it's through this process
that I explain how estimates
are prepared line by line.
Item means that this estimate is.
The contractor is accountable to
doing each and everything versus
the next one, which is a lump sum
of like removing replace roof with a
few line items for just a few bucks.
And they're like, oh, well
I want to go with that one.
But what the homeowner does not
realize is that it is up to the
contractor with a cheaper estimate
to use whatever materials.
Cut corners on the install
and reuse certain materials.
If it is reusable things like
flashing or edge metal, you
know, the corners that are cut.
So what we need to do is educate
the homeowner on what to look for
in an estimate and break down the
fact that many contractors, and
this is the word I always use.
They dupe homeowners and to thinking,
Hey, we're a better value because we're.
Because shingles off shingles on when in
fact what the homeowner needs to do is
understand what's actually being done and
to help them do this, we don't want it.
Well, we want to do is ask.
We want to ask questions like, Hey,
did the other contractor tell you
what greatest shingle they're using?
Hey, did the other contractor talk about
what type of ice and water shield or
w metal they're using in the valley?
Or how many rows of ice and
water shield are they using?
What type of Ridge cap, what type of
pike Jack flashing are they reusing?
You're replacing the roof to
wall flashing or step flashing.
What about the edge metal?
Did they give you a choice
of edge metal color?
When you start asking these
questions, the homeowner.
Answer.
Cause they don't know, this is how we
bring the paint to help them realize
they have a problem because people
buy things when they have a problem
and they need to seek a solution.
So our mission through first educating
what the difference is between these
estimates line item versus lump sum,
then asking those questions, open
the wound to realize, oh my gosh,
I might be about to make a horrible
choice and I'll ask the homeowner,
Hey, are you comfortable running a
$20,000 check for a kitchen remodel.
If you didn't know what kind of
cabinets or countertops you'd be.
They say no while the roof's
the same, you just don't see it.
And are you comfortable writing
a $20,000 check to a company that
you have zero accountability for?
Because there's nothing listed,
which by the way is true.
No, but using us with our detailed
estimate, which is why you need to
provide a detailed estimate line by
line, think of like an Xactimate.
Gone retail is to provide full
transparency and accountability.
So you know exactly what you're getting.
So you don't end up trusting a roofer
to put on a new roof and end up reusing
20 or 30 year old flashing on a roof.
That's going to last another 30.
So by doing this, let's recap how we're
going to flip from insurance to retail.
Number one, what we need to do is focus
first solely on approaching this from
the insurance perspective to bring
the value, showcase our expertise.
But most importantly is to build
that relationship with the homeowner.
And yes, could time be wasted.
Of course, it's sales.
You're not going to win everyone, but
when you build that relationship the
right way, and you showcase that value.
You are able to then collect the highest
ACV possible, then educate the homeowner.
What to look for on estimates.
Then ask the questions that
are very challenging to answer.
And then by doing this, you're
able to present your retail
estimate and close the deal.
Now that's all for this video.
I'm sure there's a lot more questions.
Cause we've just scratched the tip
of the surface on how to approach
ACV policies or repair projects and
turn them into full replacement.
So.
What questions do you have?
And should I cover in a
future video drop a comment.
I'll take a peak, it'll
inspire a future video.
Now, if you liked this video and you want
more, what I want you to do is click right
here and download a free copy of my pitch.
Like a pro roofing sales
training video library.
I have a playlist in there, all on
retail and there's more coming soon.
Yes.
They work with a lot of
retail companies as well.
So take a peak.
And my entire sales system by the way,
is designed for both storm and retail.
And if you want to continue your journey
with me, YouTube thinks you're really
going to love this video, stay tuned,
and I will see you in the next video.