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We get hit in the face every single day with this. Fighting against the HORRIBLE reputation of roofers. Homeowners see roofers blasted by news articles, fellow roofers, and even insurance companies. We're called scammers, con artists, and crooks. Learn how to protect yourself. Stay proud of who you are and how you serve. I hope this video helps.
Program questions? Call/text: 303-222-7133
“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.
We are fighting an uphill
battle against the horrible
reputation of roofers in general.
Now, whether you are a five star rated
company or have the moral and ethical
principles that just fuel your business
and how you take care of people, It
ultimately really doesn't matter in the
minds of our customers because they group
almost all of us into this box, right?
You're a scam artist.
A conno artist.
We hear the news media blasting.
Don't trust roofers.
Watch out for roofing scams.
Watch out for door-to-door salespeople.
All of the media is against.
To us, the insurance companies
are blasting out letters.
Now, we've seen this in Florida
saying every contractor that
shows up do not work with them.
They will get on your roof
and cause mechanical damage.
This is insane.
Absolute language.
That's just not fair and not true.
And we have fellow roofers
putting up blogs about.
Scams and con artists, and we have
homeowners who are chatting about their
horrible experiences with roofers.
And then to add insult to
injury, I wanna show you this.
This is a a incognito tab, and I just
wanna show you the predictive search.
When I just begin a, a roof search.
Look at this roofer scams.
This is what we're up against.
We are up against.
Article upon article upon article.
How do you tell if a
roofer's scamming you?
What are some roofing scams?
How do you not get scammed?
How do I know if the
roofer did a good job?
No one trusts us and that's
a shame, but the good news.
Our industry is changing.
And if you're here, you are part of the
cause of bringing some true honor into
the roofing industry, bringing in true
professionalism, a servant's heart, and
doing the right thing so we can earn the
business by saying the right thing and
then truly take care of our customers.
So in this video, I'm gonna be
sharing with you how I've approached
this in the past by starting
with a story that I experie.
Firsthand when I wasn't even selling.
That's how much people hate roofers.
Before we get to it, I just wanna
say a quick welcome or welcome back.
My name is Adam Binman, the roof
strategist, and everything that I do
here is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And I haven't shared this that
much on YouTube here, but.
One of my biggest whys of why I do
this is that I never had access to
the resources like YouTube channels
or, or information, or even free
information to help me in my journey.
And the reality is nearly 66%
of roofing salespeople quit or
get fired in their first year.
And the main reason for that
is just lack of knowledge.
And lack of understanding of
how it goes, lack of training.
And oftentimes it's the mental side.
We're grouped into this category of
roofers, so it begins to poison our
mind of what homeowners tell us.
And then we say, You know what?
I don't wanna be in this industry.
It's full of scumbags.
I've been through that.
Have you, have you questioned it?
Well, I don't want that to happen to you.
So in this video, let's start
talking about how you can fight
against this horrible reputation.
All right?
Now, if you do want more, I do
invite you, by the way, to get a
free copy of my pitch, like a pro
roofing sales training video library.
It's available here@theroofstrategist.com.
And the cool thing is we have
something new and it's our
brand new free training center.
So, uh, if you already have the
pitch, like a pro roofing sales
training video library, you're gonna
be getting an email from us to get
you into the new free training.
Where you're gonna see a welcome video,
You're gonna get the pitch, like a pro
roofing sales training video library.
You're gonna get my new
roof Flames crash course.
My recommended reading list,
10 closing techniques for every
situation, and a direct link to the
wildly profitable sales system that
customers and salespeople love.
That one is hosted on Owens
Corning University, and it's
exclusive there, but you'll have
links to everything right inside.
So head in order, the roof
strategist.com right now.
Or if you're uh, on the road
and can safely text, text the
word free, f r e e to three oh.
2 2 2 71 33.
All right, let's get to it.
So what I wanna share with you
is when you are grouped into the
horrible, uh, reputation of roofers,
we need to rise to the occasion.
We need to meet homeowners head on.
We need to face the uncomfortable.
But first, I just wanna
share a story with you.
It was a few weeks after a
really big storm hit my hometown.
It was hail and wind and a bunch of rain.
And there's two lakes in
Madison, Wisconsin for my friends
who are, who are from there.
And I live just o off of Lake
Mendota, which is a big lake.
And when the water level rises, the homes
are so close to the water that they enact
what, what's called a no wake zoning.
The boats can't go fast, can't cause wake.
And when this.
Sheena and I were like, You know what?
This is a rare opportunity for us to
get out on our paddle boards and let's
go explore the lake with, you know,
water, like glass, and enjoy a really
rare opportunity where this happens.
So we drive just around the corners.
We live not far off the lake.
We park in a neighborhood, grab
our boards, and I'm about 50
feet from my truck when it.
Screen door flies open and
this woman charges out of
her backyard on the channel.
She has her finger up and she's
scolding and she's screaming.
And I'm literally on my board
looking around, looking at Sheena.
I'm like, Sheena's on her board.
What is going on?
What is this woman so irate about?
And it wasn't until I started
to hear these audible.
Curse words and, and that she was
insulting me and calling us, me a
scammer and saying to go get a real job.
And I'm sitting here and I look down,
I'm wearing no shirt and I'm wearing
swim trunks and I'm on a paddle board.
And that's when it clicked.
I looked over my shoulder and saw what
she saw, and you know what it was?
My truck that said roofer.
This woman was so frustrated with
roofers that she assumed that my roofing
truck was the, the, the sly tactic.
I had to paddle through the channels into
people's backyards and try to make sales.
Now, I cannot tell you how hard it took
me to bite my tongue as she's calling
me a scammer and a con artist, and
to go get a real job and to go back
where I came from and all the things
that you've heard before, to just
take a breath and say, Ma'am, I'm very
sorry to see that you're so upset.
I don't know what to tell.
Uh, yes, I am a roofer.
I live around the corner.
My wife and I are simply here to go for
a paddle board on Saturday afternoon
because there's no wake on the lake.
This woman turned white like a ghost.
She felt so incredibly stupid,
and then she apologized to me.
But you know what?
Her response was so emotionally charged
because of her direct experience, because
of what she saw in the news and because
of the disruption she felt at her home.
And it doesn't matter if
you're storm in retail.
So the best advice that I have
for you in anyone, on your
team who's dealing with this.
And by the way, please share this
video with all of the new people on
your team because you and I both know
they're going through this and they're
not equipped yet with the confidence
to stand proudly in the roofing
sales position and hit this head on.
So here we have it.
Let me grab my little notepad and we are
gonna jump in and give you a few tips of
how to overcome this in the real world.
Number one is I want you
to agree or acknowledge.
What the homeowner is saying.
And yes, this is very similar to my aro,
acknowledge, reassure, overcome formula.
By the way, I do teach this objection
Handling formula in my full sales system.
Uh, there's a link in the description
and, uh, if you're interested, you
can also call or text (303) 222-7133.
If you're interested in a demo, If you
just text the word demo over there,
you'll get a link back right away
at a bit book of time for a call.
And then, uh, our team will
happily answer any questions that.
So number one is we need to acknowledge
that homeowner head on and say, Mr.
And Mrs.
Homeowner, I completely understand
and believe me, this is a battle
that I fight every single day.
I am grouped into the category of
horrible roofers because you have
probably seen roofers on the news.
You've heard of the scams.
You've seen other roofing
companies talk about it.
You've seen the news, talk about it.
You've seen insurance companies
talk about it, and now what
I'm doing is I'm repeating back
to them what they're thinking.
Okay?
So this is what we call reassuring
the homeowner, that they're normal.
Now, one key piece on this, when
we reassure them, what we wanna do
is tell them what they're thinking.
Tell them what they're thinking.
The cool part about doing this is if
you are wrong, they'll correct you.
That's a really powerful technique, by the
way, uh, used in FBI negotiations and it's
called elicitation more on that later.
But when we say, Hey, I understand
you've seen this in the news.
You've probably had some bad
experiences with people showing
up, maybe a bad direct experience.
You've seen it on, on,
on the media, you've.
Letters or notices from your
insurance agent or insurance company,
and they're like, Yeah, I have.
And then what happens is builds trust
cuz you've just faced it head on.
And then number one, the third thing
you want to do is then overcome this.
And how are we gonna overcome this one?
We are gonna overcome it
by giving them an option.
To test us for themselves.
So we're gonna remove their risk
and concern and offer a path forward
so we can prove to them and they
can experience for themselves why
we are not like everybody else.
So how do we do that?
Hey, Mr.
Homeowner, and I'll stitch this
together here right at the end, Mr.
Homeowner.
What I wanna do first is of
course I can sit here and tell
you I'm not like the other guys.
I could tell you till I'm blue
in the face and it means nothing.
What means something is what other people.
saying about us, and this is
where we wanna show our social
proof, pulling up our Google
reviews, better business reviews.
In fact, I show bad reviews
and then our response to 'em.
So I even brought up the Better Business
Bureau and showed the one star review,
showed what the customer said, talked
about what we did and how we handled it.
When we can address this stuff
head on, it puts them at ease.
So you don't necessarily
have to show 'em bad reviews.
I know many of you might be freaking out,
but to me I looked at that as an opportu.
There's not one bad review sat without
an honest response of trying to help
and make things right for the homeowner.
So show that social proof of
what other people say about you.
Then even showcase your bad reviews
and how you've overcome them, and then
explain and show how you're different.
Okay, I'm just gonna write
show your difference.
So I'll give you an example.
You know, the top complaints, Mr.
Homeowner of roofing
companies and contractors in.
They don't show up on time.
It costs more than they expected.
Took too long in horrible communication
and horrible follow through.
This is the problem with
contractors working with us.
We, we are different, and I could
tell you until I'm blue in the face,
but I just wanna share with you
our company values and how we work.
Number one, we show up on time.
If we're not on time, we're
gonna be in contact with you.
Number two, we do what we say we're
gonna do, and with our process,
you can hold us accountable to
doing what we say we're gonna do.
Cause we believe in a
transparent communication and.
When you do work with us, you are gonna
get, and then we lay out all the steps.
So that experience they're
gonna have with us.
When you work with us, you're gonna get
a text message and email notification
of all the critical updates of
your project you're gonna be in.
I'll be in touch with you, or
our office or production team
will be in touch with you.
We're gonna prep your home beforehand.
And by the way, the project's not
done until we do our certificate of
completion and you walk around the home
with us and sign off on that project.
So what I'd love, Mr.
Homeowner, is an opportunity to prove to.
That we are different to prove to you that
we are a contractor that you will happily
welcome into your home to serve you.
And if for any reason you're not
satisfied, you let me know and we will
get to the bottom of it right away.
All right, So there you have it
again, just to loop all this back
together, one, we need to acknowledge
that homeowner and say, Hey, I
understand I fight this every day.
Yep.
We're all grouped into the, into the
category of, again, reassuring them,
telling them what they're thinking,
being a scammer and con artist, battling
what the news says, battling what
other roofers are saying, battling
what insurance companies say about us,
maybe what your agent has told you.
All right?
But unfortunately, you know, this
is something that I have to deal
with every day and I can't, I can
explain it away all you want, but
I know it doesn't mean anything.
So I'd like to start off with a,
showing you some of our reviews.
In fact, I'd like for you
to see some of our bad.
What people have said and how
we've responded, cuz it is
construction things go wrong.
But most importantly, I'd like to show
you how we're different and how we are
working so hard to, to heal the reputation
that roofers have in our industry.
One customer at a time.
Do I have the opportunity to show
you for, for, for, for you and
for you to be the judge And that
homeowner is gonna say, You know what?
I really appreciate you addressing
that head on and leaning into it.
I.
And there you have it.
By simply coming along compassionately
and not getting all flustered, I promise
you you're gonna have a great shot of
not only fighting against a horrible
reputation, but preserving your mental
wellness and your own mindset so you
can be as proud as you should be.
Being a true servant here
in the roofing industry.
Hey, I'm really glad you joined
me today and just cuz our time
here is about to wrap up, doesn't
mean you're in my time, has to.
So if you have gotten into my free
training center, I want you to
click right here and download a
free copy of my pitch, like a pro
roofing sales training video library.
And let me change that.
It's not download.
You're gonna get a link to log
into our free training center.
It's new, it's still new for me.
And if you want to hang out with me here
on YouTube, hop right into this video.
They think you're really gonna love
it and I will see you on the next.