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Social media videos? Don't know what to say? Steal this framework! Jim Ahlin from Roofer Marketers breaks down this simple framework that's working across the US. Learn what to say, how to film it, and the fastest way to get it all done!
P.S. Like this and want more? Jim Ahlin is a fellow Mentor inside the Pitch Pro Movement. He runs 2 of the 11 monthly sessions and drops golden nuggets in our Private Discussion Boards (1 for everyone, 1 exclusively for owners/managers). Learn more or join the Movement here: https://pitchpromovement.com/
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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.
Jim welcome to the re strategist
podcast and YouTube channel.
I cannot wait to dive into today's
topic, social media video framework.
What do we do when we're
getting our face on camera?
Thank you so much for being here.
Yeah, man, I appreciate you having me.
So Jim, in a land of full of, uh, digital
marketing, Why should we listen to you?
I'm going to let you introduce
you before I introduce you.
I'm the, um, Jim Alim, the
co-founder of roofer marketers.
Um, why should you listen to me?
Well, you'll have to make that decision,
but I've written two books on digital
marketing for roofing contracts.
Uh, I'm the host of the
roofing success podcast.
We are, uh, an ICO preferred
the digital marketing contractor
for, for ICO, roof pros.
Uh, we're part of I'm a member
mentor in the pitch pro movement.
I don't think he would bring me
in if I was, you know, Kenny and,
and keyboard in my mom's basement.
So that's my new favorite
one, if you haven't.
Um, yeah, so, you know, we do this.
We do digital marketing
for roofing companies.
Awesome.
Single day.
Thank you for that.
I know that by the way of this, that
wasn't, Jim didn't know it was coming.
Um, the reason I brought you on
Jim and for everyone tuning in is.
I've played in the digital
marketing world for awhile.
For those of you have started
to be more open about this.
I took a break from the roofing
industry and I stayed in that space.
And when I first crossed paths with
chairman, like he actually gets it.
He knows it.
And I've been sending,
um, by way of referral.
And no, I don't accept any money on this.
Clients to Jim actually
are our biggest fan client.
You know, who that did
that really cool video.
I actually just talked to
them this morning members
of the pitch from movement.
And that's why I invited you to
join in the pitch from women as
a mentor to help for all those,
um, with marketing questions,
whether it's something useful for.
Um, someone who understands this domain.
So that's just a quick background.
Now let's get into this, you
know what you're doing by the
way, anyone who's listening.
If you're interested in joining the pitch
from movement, if you have questions for
Jim about where your next steps should
go on, on marketing, where should you
be investing your marketing dollars?
What should.
For, for return impairing the right
strategy with your specific company.
I do recommend joining
the pitch pro movement.
Joining Jim.
He, he runs two sessions per month
and he hangs out in the discussion
board for you to ask some questions.
And there's a link in the description
below for the pitch pro movement.
So that aside, Jim let's talk video.
We I've got my notes pulled up here.
You work with companies to help
grow their digital presence.
And it's no secret video
is at the top of the list.
This is the wave of how
people are engaging in media.
And a lot of folks get
intimidated getting on camera.
You've got a framework,
big time, five steps.
If my notes are accurate.
Yeah.
And there's, and really going,
going back a little bit.
It's, you know, Contractors have,
uh, um, there's a few problems that
they need to be solved in, in, in
social media content in general,
the first is inconsistency, right?
They are there there's very, most
companies are inconsistent with their
social media posting, you know, and,
and a lot of that comes from, and, and,
you know, as a creator that creativity.
It takes time.
Right?
How many times have you sat in
front of your, your notebook looking
out at that beautiful mountain
view and come up blank, right?
It's like, man, we gotta, like,
we gotta think of something
like, what should I post?
What should I post?
And then we get worried about how
many people are going to see this.
Right.
What who's going to see it.
How many people do is this
going to be engaging enough to
my audience and in doing that,
we just fail to execute, right?
And that's, that's where
this problem comes up.
And then video, if, if you
don't know, you're watching
this video, video is engaging.
And so that is what you need
to be doing on social media.
Going forward from 2022 and beyond
if you haven't already been doing it.
Right.
So video is going to communicate
your message on a much, much
higher level than just writing
a quick post dropping an image.
Right.
We all started off on Facebook typing
in what we wanted or Twitter, right.
Typing in the words.
Then Instagram came along
and there's these images.
And we got so engaged in these images.
And then what does happen recently?
Tick tock, tick tock, uh, loo
things away in time of engagement.
People just flip through those video
video, video, video video, right.
Just short videos.
And so in that's the way that
we love to consume content.
So don't, don't give your audience
something that they don't want.
Right.
It's it's still good to have the
pictures of your projects, befores
and afters, maybe a screen, you know,
kind of a nice screenshot of your, of
a review that you, that a nice review
that you've, that you've received.
Things like that.
Maybe some still shots around the
office, people working out on job sites.
That's great.
But if you can do it in video,
it's going to, you know, there's
an expo exponential benefit to.
Yeah, absolutely.
So this framework you're going to
share, we're going to hit five steps
for, for anyone who's interested.
I do follow my own framework and
it's needed to keep the flow.
I don't, I storyboard, I get my
key points, but I just go with it.
It's a skillset that gets developed with
practice, which is why you need to do it.
I also would not expect
results to be amazing.
In the first video you put up,
you have to have that cadence.
But the biggest thing is just knowing
what to say when you pop on camera.
And before I develop my own framework
to follow, which is different,
we're not going to get too into
that because it's not applicable.
What I do is different, right.
Then how you are trying to produce
videos for your property owners,
residential and commercial.
So let's hit this framework.
And hopefully everyone get your,
your journal handy people by now.
If you're not following me on social,
do that, this thing lives by my side.
And I've got all my notes in here.
Take notes of this framework
because these five, you're going
to be able to write down and start
executing as you begin making videos.
So I'm going to start writing
these on my whiteboard behind me,
Jim let's let's kick things off.
Let's start with the first
thing you want to do is, is
come up with topics in advance.
In coming up with topics in advanced
you'll know what you're going to
be creating this content about.
And then that leads to the second
thing that you want to be doing is
shooting these videos in batches.
Uh, I have a great guest on my PA
that I had on my podcast, Andrew
He has a video guy that comes
out with him once, once a week.
And they, she was on our board.
He was on your show too, man,
like, so he, he creates all
of the content that he needs.
In that one day of shooting in and he
may have changed it up now, but that was,
that was what he was doing back then.
When, and so shoot in batches, right?
Create your content in batches.
Learn how to freestyle in a framework
is the third thing that you need to do.
So having a framework.
So you're not just sitting there going.
Oh, man.
What do I say?
I forgot to introduce myself.
I forgot to introduce the,
what I'm talking about.
I forgot.
Oh man.
I forgot to tell him to
give me a call, right?
Like that type of stuff.
So we want to create a framework
to shoot your videos in, and then
fourth, we're going to amplify your
reach by, by, by being able to use
this content in multiple places.
Right.
So if we want to go through it,
Come up with topics and advances.
The first one shoot videos
and batches is the second one.
Freestyle in a framework is the third one.
Amplify your reach through repurposing
is the fourth one, and I'm talking
too fast for Adam to write.
I can see it here.
So the number one is to come
up with topics and advance.
Okay, got it.
In advance.
Uh, number two was to
shoot video in batches.
Perfect.
Number three is to freestyle in
a framework freestyle framework.
I love that.
I'm excited to dive into that too.
I can share some of my thoughts,
reach amplify and reach.
Yep.
And then, and then the third part is to
remove yourself from the posting process.
Love it remove yourself from
every process that you can in your
business, because it'll get done
if you don't have to do it right.
Like, and if you can't remove
yourself, um, batch the time
to set it up their time.
For sure.
That's awesome.
One thing I do want to interject on.
Hey, Jim.
Um, the reason I was looking down
before my phone, when we talk
about topics and coming up with
ideas, here's my video idealist.
I use Google key and.
I have it and I can check them
off when I do those videos.
When I hear questions or I see YouTube
comments, this like when, when, when I
respond to comments, by the way, have
a question or suggestions for video,
drop it in the comments right now.
I look at those when I see,
Hey, I'll put them on this list.
More of them come up like, Hey, this
is something that I should do because
more people need to hear about it.
And that's what drives everything.
Um, just to, when you come up with
topics in advance, just listen
to what your customers ask and
like the top 20, 30 questions you
get, write those down to stock.
I'm gonna shut up now, back to you.
Anything else I'm coming up with?
Yeah.
So coming up with topics, here's,
here's, here's some, some ideas for
you write a success story the before
and after of a project and the story
about what the homeowner was going.
And the problem you solved
and how you solved it, right?
That is a success story.
A character story.
Maybe you tell your origin story,
how you got into roofing, right?
Teaching on a topic is
another idea for you.
Uh, you know, when to repair
versus replace, like th this
teaching on a topic, motivations
share, uh, your favorite mantra or
quote that keeps you going right.
Again, kind of on teaching on the
topic, being the expert, um, and,
and, and these simple things, you can
keep doing them over and over again.
You could create multiple, multiple
videos in these, in these major kind of
headline topics, a team story, right.
Something that your team has done and
how they solved the problem or how
they, how they came through for that
homeowner or for you as a company.
So now you have some ideas on the topics.
Right now, you sit down with those
topics, you get a success story
together, a character story together,
a topic, a teaching on a topic, a
motivational quote, something that you
could be the expert on a team story.
Now you have like five things right now.
We have to shoot that in a batch right
now we sit down and we shoot those.
That could be going out in the
field and shooting those videos.
It can be done in your office.
It could be done walking down the
road, standing in front of your truck.
You could stick your phone in
their phone holder, in your truck.
How many of these have you seen
done right over and over again,
and they're effective videos.
It doesn't have to be this
professional video shoot with
all the lights, camera action.
And the whole thing.
It just has to be done.
Yeah.
As.
Where it is.
Dayshaun Dayshaun Bryant, Bruce
hustlers, fellow mentor in the pitch
pro movement and his last call.
I actually have notes.
He goes, there it is
progress, not perfection.
Dayshawn Bryant.
Shout out to you.
My friend, love it.
I'm done is better than not
done full tested by the way,
go watch my original videos.
Go watch my original videos.
Go back to years, right.
You start with what you got.
It doesn't matter.
Yeah.
You know what I like to say, Adam
is, is in business business co like
we, we do our business in phases.
Phase one is do something.
Phase two is do something better.
Phase three is do something
a little better than that.
And just continue through these phases
of doing something a little bit better.
Yeah.
People always ask us like, uh, you
know, I speak at a lot of industry
events and things like that.
And I, you know, we, we do a lot of videos
and do a lot of content webinars in there.
Jim, how did you learn how to do this?
Well, I, I was, uh, I was, uh, I've worked
with a company that I became a trainer.
I was a trainer at the company,
one of the corporate trainers.
And they would send in PowerPoints
like new trainings every week.
I trained people six days a week.
And, and, and so I just, I got to the
point where they would send a PowerPoint
in, I know my, my subject matter.
Right.
You as a contractor,
you know, your subject.
Yeah, you are the expert, you
know, your subject matter.
You just have to put it in
a framework that you can
express that to your consumers.
So they would give me
PowerPoints every week.
I got to the point, Adam, I, because I did
so many right it's reps, it's just reps.
The first ones were probably
terrible, you know, but as I got
more reps in all of a sudden they
would just send a new power points.
I wouldn't even look at the PowerPoints.
And I would just like, I would
just train because I knew my
material and I just felt, I knew
the framework of the presentation.
Every time they had a same, a similar
framework to it, to a teaching
educational PowerPoint presentation.
So it was easy.
So that's what we need to do.
Let's freestyle in a
framework, a framework.
Yeah.
And by the way, just to wrap up
shooting in batches, do it anywhere
don't overanalyze the backtalk,
just here's my best advice.
Do it in an environment
that's professional.
That's a true representation
of your day-to-day work life.
Don't shoot it in your while you're
giving your kid a bath or something.
That's the only thing I'd say even then,
maybe that would be, that would go viral.
You might get good engagement.
Yeah, I'll give you guys some
B here's some behind the scenes
on, on me and roofer marketers.
Right?
You see the red backdrop behind us,
the way this red backdrop came to be.
So we started roofer marketers in my
business partner Brian's basement.
We worked out of his basement and
there was nothing in that basement
that I wanted as a backdrop, to
the videos that I was creating.
So I went on Amazon and I
bought a red Muslim photo.
For 30 bucks.
We are many years into this business.
We have an office.
This is a studio office that I'm in.
I have lights, camera action,
acoustic paneling on the walls, the
whole shot, professional cameras
and microphones all around me.
This is that same red Muslim backdrop.
I just hung it on the wall in my office.
You don't have to
over-complicate it it's clean.
It's probably a knowing
to people at this point.
Cause, um, they, they just see me
in front of this red backdrop all
the time, but now it's become kind
of a signature part of our brand.
Right.
Um, and so you just to your
point, just do it, right.
Like it doesn't have to be, it
doesn't have to be too crazy.
Um, Well, let's get into a
framework and there there's multiple
frameworks that you can have.
And, and Adam and I
have talked about this.
He has a framework that
he shoots his videos in.
So he understands, Hey, I want to say
this first, then this second, or, you
know, and, and there's a framework to it.
So here is a basic framework that you
can use and then you can play with it.
You can move some of these parts around,
sometimes you'll want to, you know, Find
that something else works best for you.
Um, so the, one of the things,
one of the elements of your
framework should be branding.
So that could be, Hey, this is Jim
Alene with roofer marketers, or Jim
Helene with ABC roofing or Joe's
roofing or whatever your branding is.
The next thing that
you're gonna gonna to do.
You could do these either way.
We were talking about this,
Adam, your promise or your brand,
and you could do either way.
The promise may be something like
on this video, I'm going to share
with you how to determine the cost
of a roof in Minneapolis, Minnesota.
That's where I'm at.
It's really cold here right now.
The next thing you're
going to do is seed that.
So this is one of the most
common questions that we
get from homeowners in RA.
Then we're going to talk about
the topic and the training.
So how do we determine the cost of a roof?
Right.
We're going to talk about
the pitch and slope.
We're going to talk about
the peaks and valleys.
You can talk about ice and water
shield and drip edge and roof
accessories, and the materials that
you use metal versus asphalt shingle.
And in all of the elements that go
into determining the cost of a roof,
that's your topic or your training.
Then you're going to have a
call to action and a sign off.
Hey, if you'd like to receive deep, a
detailed estimate on your roof, please
visit our website at Joe's roofing.com.
This is thanks for
joining me on this video.
This is, uh, on this quick video.
I'll co I'll.
Look, I'll look forward to
talking to you assume that's
your site like a sign off, right?
So you have your branding, your prompt.
Uh, your seed, your topic and training
your call to action in your sign-off.
And you want to hit these
elements within that.
And now that you have those elements,
now you've developed your topic, right?
You have your character story, so you
could take your character story and
drop it into these, into this framework
and have that conversation every time.
If you watch enough of Adam's
videos, you might be able to figure.
You'll pick it apart.
It's and I'll share some bones of it now.
Yeah, it's it.
That's what profe professional speakers.
That's what they do.
Like they have a framework, right.
You know, it just, and there's a
framework to what they do and that keeps
you on track and what to say and when,
and reminding you to make sure that
you hit on all of those key elements.
Yeah, this whole concept, by the way,
this framework think of this, like
a formula, anyone who's followed the
channel or the podcast, everything I
teach for them in a slap ARL carpark.
Why?
Because of the repetition,
it become natural.
So this framework, the only
thing that I'm going to.
Just kind of give my own viewpoints
on you guys can leave it.
I don't disagree with any of these.
There's, there's two, there's two
things that I would adjust personally.
Number one is I like to bring the
promise in front of the brand.
Uh, why is that?
Because attention is in
limited supply on the internet.
So if someone opens with, you
know, uh, I'm so-and-so with
so-and-so, that's not enough to.
Um, Sabri Suby, you've heard me
quote, or people have probably
heard me quote him before he says,
and I'm going to paraphrase this.
He goes, you're you basically, your,
your message needs to reach out and
grab your prospect by the juggler.
And I love the way he put that.
Cause I was like, that is aggressive.
So it's like you're shopping for a
roof and wondering what it costs.
Hey, my name's Adam was so-and-so
roofing company, and today I'm going
to share the average cost of a roof.
In billing.
So Montana, for example, that's right.
The topic teach.
So the roof factors, the main factors
of roof are the size, the pitch in
the stories and how complex it is.
Meaning how many faces, obviously
an up and over versus a roof that
we say is cut up, meaning a lots
of different faces that need to get
tied together, blah, blah, blah.
By the way, if you're interested in an
estimate, we'd be happy to help you.
And then we go back to teaching.
So there's a couple things I want.
I bring my, bringing the attention to one.
I like to bring the promise
in front of the brand.
To expand on that.
My notes here is, is the, to address
the consequences of not having
this information versus, and then
comparing it to the ideal outcome.
So let's go through some examples.
I'm going to do a story of
Peggy who was a success story.
I'm standing here on Peggy's roof
and she had water pouring through
her ceiling onto the grand piano.
Before she called me rest
assured everything is safe.
My name is Adam with so-and-so roofing
company, and we just helped Peggy
with the worst leak of her life.
Unfortunately, it is no longer.
Now we're going to see leaks mean.
You need to take care of things
now because it's not just the roof,
it's the entire inside of your
home and your precious belongings.
And if you don't address it, you
risk running into long-term issues
like mold and rotting, but handling
it quickly saves you a ton of.
And protects everything inside in this
video, I'm going to teach you this
telltale signs that a leak is coming
and how to take care of it right away.
By the way, if you are facing the leak,
you can contact us at this number here.
Now at a top tech five telltale
signs is 1, 2, 3, 4, and five.
And by the way, if you need help
or you need your roof inspected,
please call the number on this page.
I would be happy to help.
And then on our sign off, we want to
end by giving them a feel good feeling.
So we don't end on a sales note, sign
up now, you know, whether you need
us now or another roofer in 10 years,
exactly what to look forward to keep
you and your property safe video done.
By the way.
I didn't plan that.
That's just, yeah, because it's just using
a framework and if you have the framework,
you could just insert the pieces.
Right.
Insert next piece.
Um, and, and so that's the,
that's the important part, right?
And we were talking about this now
that you have that framework, you
have you, now you can go and shoot,
you know, it'll, it'll take you much
less time to shoot these videos.
Right.
So now that you've, you've done
that now there's different things
that you can do with these videos.
Post them on your Facebook page,
on your Instagram page, on your
tick tock channel on, on your
website, as a blog post as a right.
There's so many different ways
that you can use this content.
In some cases you may have to cut
it short, make it a shorter clip
of view, just, just doing this part
or that part, or, but just, yeah, I
think you did a video recently about.
Cutting it down to you
have 10 seconds, right?
I watched that one of yours recently.
Right?
So taking your slap framework and
cutting it down to a ten second pitch,
like, think about how you can do that
for different, different mediums.
Right?
So you, you won't always have
the same thing, but at least this
gives you something to work from.
Right?
Let it evolve from there.
How you feel comfortable
in talking about things.
It has your, your natural
personality has to come out, come
out within these frameworks, right?
Um, yeah.
That's huge.
Your personality, your personality.
The first few are, you're going to bottle.
It's okay to get through them.
Don't pause.
Get through them.
And then.
So with this, by the way, on the reach,
like splicing it up, I would say,
and challenge me if I'm wrong here.
This is more advanced.
Some people get analysis paralysis.
That's right.
And they're like, well, I don't, I
don't editing who edits your videos?
How do I do it?
Don't worry about it.
Just do the video, put it
up, start there as you go.
Now you can grab this piece
and use this on Tik TOK.
You can grab this piece and
using it in an Instagram story
that has a different timeline.
And you can use this piece, but that
is like the, we could do an entire.
Yeah, maybe we'll do that whole
session on repurposing content.
That actually be a great topic for
a pitch, for a movement for us to
talk about for hunter distribution.
Yeah.
And that's a, that's a big thing.
Like you don't have to recreate everything
or you can come with one big topic and
then create a bunch of videos around that
one big topic right in, and make a lot of
small content from that big content piece.
So, um, and then from there,
you know, try and get yourself
out of the posting process.
Well, whether it's someone on your
team that's posting, but even with
them posting, you know, I recommend
using there's a lot of softwares out
there that, that could do this for you.
So you just upload the posts in,
drop them in a queue and press go,
and they will just post for you.
Um, some of those are, uh, we use.
Uh, social pilot is a good one.
Sprout social meet Edgar.
My favorite feature.
This is the feature that I look
for in these, in these, uh,
softwares is an evergreen post.
Uh, option.
What that means is you, you, you
batch your content into queues.
You set up a calendar for your cue.
So I want to post to go out Monday
at, at 3:00 PM, Tuesday at 8:00 AM.
Right?
And each day you set a schedule,
but you don't schedule any post.
You just set a schedule and then you
build a queue of the content that
goes out in the, in that schedule.
So you just drop that
content into the queue.
And then the, the, the, the software
determines which posts to put in each
one, you can, you can move them around.
You can say, oh, I want this
one to go out before that one.
And, you know, you can drag and drop
things around, but that allows you.
Add it to continue to go out,
whether you're doing it or not.
Because if you shoot those five videos
for the week and then you get busy, no
one sees those five videos for the week.
So you shoot the five videos for the week.
You drop them in the queue
and they just keep going out.
And the way evergreen queues
work is maybe a month from now or
six months from now, if you stop
posting, it'll recycle your posts.
Well, I, uh, by the way, I
did not know of any of this.
You, you told me about Sendible
and we were in the lobby at roof
con after the most delicious steak
dinner with Brian, shout out to
Brian, uh, and Nicki, um, the.
I was just emailing with Nikki
yesterday, by the way, she's super fun.
Remembering conversations over steak.
Anyway, I want to get set up with
Sendible, uh, cause I'm doing this
about as least efficient as possible
and that evergreen feature is great.
Especially this new initiative I was
sharing with you before the call.
So man, we've covered a lot of ground.
Um, can we, can, can you do
a quick summary, the five.
Frameworks and then the
freestyle framework.
Yep.
So the five frameworks come up with
topics in advance, shoot in batches,
freestyle, and a framework amplify your
reach by repurposing and take yourself
out of the process is the fifth.
The framework includes having your
branding in the video, your promise.
Your seed, your topic and training, uh,
your call to action and your sign off.
Love it.
This was great.
Oh, go ahead.
So for everyone watching get
started right now, pick three
topics, shoot three videos, two to
three minutes, each webcam iPhone.
It doesn't matter.
Don't overthink it.
I love that.
Thank you for leaving
everyone with an assignment.
That's what it's about is taking
the learnings from this and
putting it to work with everything.
It will become habit with time.
And then.
Start with those three videos.
Love it, Jim.
Thanks for joining me.
Uh, for anyone who's interested in
joining Jim and I inside the pitch
from within I'd love to have you there.
There's a link in the video
and the podcast description.
You can also call or text, uh, my team
3 0 3 2 2 2 71 33 Alia Sheena, or I will
be able to help and we can chat with you
to make sure it's a good fit as well.
Um, memberships available
for individual sales.
Teams, single owners, you name it.
We've got an option that
may be a good fit for you.
And there's good people hanging inside.
And Jim is the one that spearheads
all the marketing things and basically
acting as your chief marketing
officer for hire on that note.
Jim, thank you so much for being here.
Thanks man.
Appreciate it.
All right, everybody.
Three videos.
Go, go.