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Learn how to overcome this common roofing sales objection the easy way.
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:
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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.
The brush off objection.
We're selling our house soon.
We're not interested.
How often do you hear this?
And sometimes you get it on a retail sale
because your estimate's too high, right?
And they just want the budget option
to get the roof done, to sell the
house, or on a storm damage claim.
Homeowner say, Hey, I
don't wanna mess with this.
I'm selling the house soon.
It ain't worth it either way.
What ends up happening is all the
legwork that you just did, whether it
was an inbound lead or a self-generated,
Goes fornot, flush down the drain.
No deal.
But what if you could quickly
and easily overcome this
objection and close the business?
Wouldn't that be awesome?
Well, that's exactly what
I'll be teaching you here.
And if you're new here,
welcome or welcome back.
My name is Adam Besman, The roof strateg.
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've had the opportunity to help
thousands and thousands and thousands
and thousands of sales reps just
like you overcame, overcome the same
problems and specifically objections
that you're likely facing right now.
So if you haven't yet done it,
hit that subscribe button and the
bell so you don't miss a thing.
And if you need help on
objection handling, I.
Rebi for you.
I want you to go to the roof
strategist.com right now, or pop into
the, uh, video description or podcast
description and click the link.
And I'm gonna send you a free copy of my
pitch, like a pro roofing sales training
video library in there, I've got all
my videos, and the largest playlist
in here is on objection handling.
So go to the roof strategist.com
and hop in and you'll get
access to all that for free.
All right, let's get to it.
So, uh, I'm selling my house soon.
What does this really mean?
Now, would you agree with me that if
someone says I'm selling my house soon,
that's really not the real reason.
They don't wanna move.
Right.
The real reason is deeper because all
objections are a bunch of garbage.
The words aren't what people mean.
I have to talk to my wife.
You have to think about it.
It's not, Oh, I gotta talk to my wife.
Oh, I can't wait to go grab a cup
of coffee and sit down with my wife.
This roofer was great.
That roofer not so great.
No, that's not what's happening.
What's happening is people
want you outta the house.
So let's first digest what this means.
I'm selling my.
Uh, soon.
Now in my program called the
Roofing Sales Success Formula,
that's my full system not to close.
That's being used for both storm and
retail by many thousands of people in
every single state in the us from tiny
companies to quite a few of the top a
hundred roofing companies in America.
One of the most raved about
sections is my objection, strategy.
I wanna give you the bones of that here.
Now, all objections as we realize
we've come terms, they, they're not
the words, it's something deeper.
So let's lay out what those are,
and if you've been falling along,
same with me, it's trust, need.
In money.
They either don't trust you yet,
they don't think they need you, or
a new roof, or it's a money issue.
Now, if someone says, I'm selling my
house soon, what does this really mean?
Ultimately, and I know this one's a little
kind of gray area, but I'm gonna dive in.
What it really means is need.
They don't think they need a new roof.
People don't buy stuff they don't need.
Yeah.
There's a little bit of a money
concern in there because they're
like, Hey, I'm, I'm, I'm, uh, Gonna
be re or excuse me, selling my house.
So if I spend all this
money, do I really need to?
And what it really boils down
to is need more than money.
Okay?
Because people don't buy
stuff they don't need.
If they really needed to get
the roof done to sell the house,
like, I'll give you an example.
Let's say the se, the septic
system was failing in the home.
They have no choice.
You can't sell a house with a.
With a bum septic system, you
need to get that replaced.
So the homeowner says,
I'm selling my house soon.
They don't have enough of a need or
a reason to get that roof done, and
that's really what we want to dial
into is identifying that key problem.
How is this gonna impact
them from selling their home?
What's gonna come up later down the road?
What are the consequences of not
taking action to create the need?
Then later we'll address the money
piece, but for right now, we don't wanna
skip and dive into the money component.
We wanna focus on creating a
need for them to get that roof
replaced prior to the home sale.
So long as it's legit now with
everything that I'm teaching.
This does give you some lance of power,
understanding how people think, and it's
so important that we use this ethically
to serve people the right way and not
to, to sell people stuff they don't need.
I hate that stuff.
It's, you know, sales people are
problem solvers and change makers.
So identify the problem and
help facilitate the change, but
don't do it if it's not there.
All right.
Fair disclaimer aside.
All right, so what we've agreed
upon, yes, yes or no, is that
this issue is a need issue.
They don't need a new roof.
So what do we do?
What we do is we focus
on creating that need.
So number one is we have to do an
inspection that sells, All right,
This is a inspection that sells.
Gosh, my handwriting is degrading in time.
Um, if you can't read,
that's cuz I'm a doctor.
No, I'm not actually.
An inspection that sells is finding
a more compelling reason for
someone to take action right now.
Failing pipe jacks, uh, lack of a
chimney, cricket field, shingles as
ridge cap, neoprene pipe boots that
are failing shiners and nail pops.
No drip edge or rake edge if it's code,
not ice and water shield, if it's code.
Any other problem areas
they weren't aware of.
Creased, folding shingles, missing
shingles, hack repair jobs,
MAs smeared all over the roof.
All of these things
that we can find to say.
Look, there's a bigger problem at hand
in taking in, excuse me, taking care
of this, whether it's on the retail
or storm damage side, is gonna put
that homeowner in a better position.
So we have to do an inspection that sells.
Number two, we need to get the
homeowner telling us, and I'm just gonna
write this down, owning the problem.
We need to get them telling us
about the condition of the roof.
And I did an entire video on this.
I've been linking to it
quite a bit because it's so
fundamentally important and, and a.
Big piece of getting people to own
the problem, which then creates them,
creates the need for them to take action.
So when I say owning the problem,
uh, I'm gonna link to that
video in this card up here.
And that's never ever tell someone
that their roof is damaged.
We want them to tell us their damage.
So we need to do the inspection that sells
and they get them to own the problem.
All right?
From here, what we need to do is
educate, and I'm gonna give you.
Uh, top items here.
Educate the homeowner on
the, on the situation.
So we're doing the inspection that sells.
We're getting them to describe
the damage to us, and then they're
gonna tell us, Hey, you know what?
I don't wanna do the roof cuz
I'm selling the house soon.
But what they don't realize is
that the roof is the most expensive
maintenance item on a home.
I repeat.
The most expensive
maintenance item on your home.
Think of a roof like a car or tires for a
car, except like 20 times more expensive.
Okay, Now homeowners and new home buyers
know that a roof is like the biggest
ticket item, and if there's any issues
with it, it really throws a curve ball.
So let's take a look and I'm gonna
start writing this stuff out in red
because red is pain and problems.
So number one is the most.
Expensive maintenance item.
All right.
Homeowners don't wanna buy
a house with an old roof.
It's like any average realtors
gonna know to point this out.
Any average home inspector's
gonna point it out, okay?
So it's the most expensive.
Number two, it comes up last minute.
This is a big deal when someone's
selling a home, and this is all true.
A home inspector is gonna notice
certain things and they're gonna
highlight those things to a home buyer
cuz the last thing the home inspector
wants is a home buyer to say, How
come you didn't tell me about this?
My roof leaked a week after I moved in.
The roof was old.
We should have known a budget for it.
We, we, we overpaid on the roof.
We should have known, Hey, the
roof should be replaced in three
to five years, whatever it is.
So it comes up last minute.
And on storm damage, if a storm
damage claim comes up last minute.
You did the, the homeowner, for
example, um, filed a claim but never
did the work and pocketed the money
by law in many states, and you'll
have to check with your state.
They have to disclose that.
They have to say, Hey, we had the
claim, it never did the work, and
if they didn't file a claim yet, but
damage does show up, now all of a
sudden a monkey wrench is thrown into
the deal and the deal can get lost.
Okay, deal.
Fall apart.
Now, what'll end up happening in this
final inspection is the homeowner.
Who's selling the property has
this come up in inspection and the
home buyer says, Whoa, whoa, whoa.
We are not moving forward unless Option
one, it gets done beforehand, which
puts time pressure on the homeowner to
pay out of pocket, have it forced to
get done, to make the sale go through
option number two, they negotiate
a lower purchase price, which takes
equity out of the homeowner's pocket.
Or option number three
is that there's some.
Credit at the end at closing.
Either way, what this means is last
minute deals fall through, you lose money.
And this is all just straight up fact.
It's the number one thing.
In fact, when, when she and I just
sold our last house, we had one of our,
our customers in the Denver area do an
inspection on a roof to certify there
was at least five years left on the roof.
I couldn't do it myself.
We needed a third person to do it.
All right.
That was the big sticking point that
we had an older roof on our home and
we, that the home buyer was like, I
don't wanna buy, you know, stretch my
budget, buy this house, and then find
out that we need to do the roof later.
So the stuff comes up and
I've had it happen to me.
So these are three
really big things, right?
Homeowners know it's most
expensive home buyers.
It comes up at the last minute and
it can throw a monkey wrench in
the deal that ends up costing huge
amounts of money for the seller,
which again, also impacts the realtor.
These are some pretty real problems.
Would you agree?
Yes.
Or.
Yeah.
All right.
So now what we wanna do is figure
out how do we educate them on the
outcome and the solution that, that
we need to get to the right place.
So what we wanna do is create the need
by then showcasing that these problems
that they have, the impact of the problem
of some issues on the roof that they've
identified, that they've said, I don't
wanna do cause I'm selling the house.
We highlight the impact of those
problems on their home sale and then
position our solution as an easy.
All right.
And what do we do for that?
We do it this way.
Number one, we can help a new roof,
makes homes sell faster and easier.
Would you agree?
If homeowners know it's the most
expensive thing and we say, Hey,
new roof, here's pictures, here's
the receipt, here's everything.
That's a huge value add.
Yes, And that information
can go into the listing.
So you can have a, a hotter listing.
You can include a receipt, you
can include pictures that can be
in the, these supplements that
are included by the realtor.
In fact, you might be even be able
to chat with the realtor about that.
Okay.
Number three, this allows
for a smooth transaction.
So we can't guarantee what else might
come up in their home inspection,
but we can say is on the roof side
of things, you're gonna get a smooth
transaction cuz they're not gonna
find a thing up there and there's no
monkey wrenches that come up last.
All right.
Now number four is, and this is
entirely up to the company, so this
is up to you, but for many folks,
they'll make their home, excuse me,
their, uh, labor warranty transferable.
Okay, so a transferable warranty.
If you are selling any extended
warranties, please read the fine print on
the process to transfer those warranties.
But if you do advertise a new roof with
a hot listing and pictures, and the
home shows better, looks better, has
better curb appeal, which by the way,
new roof, there's more than the money.
It's the, the, we've got
the money and it looks good.
So it makes people happy.
People want a new roof on their home.
And then if we include the
transferable warranty, which is
up to you, that's a big deal.
New roof transferable
warranty, piece of cake.
. All right.
We might end up getting a fury
of home buyers or open ourselves
up to more buyers who some people
are willing to do work on a home.
Others aren't.
Doesn't matter what it is.
Some people want turnkey.
Ready.
You want your home as turnkey
ready as humanly possible.
And the number five is that many folks are
going to recover that money on the sale.
Okay?
Now, if though the new roof.
20,000 bucks and you end up selling
the home more quickly and you transfer
everything and you get 15 grand back.
That's a much better than, than the
deal falling apart or doing some
sort of negotiation or being forced
to, to delay a sale and find a
contractor who can squeeze you in.
So there you have it.
When someone tells you that, They
don't want, they're selling their
house soon, so they don't need a roof.
Um, we know how to overcome it.
And, and here's the interesting part.
When we get into what I teach,
like, and I said in the objection
strategy right here, that everything
boils on a trust need or money.
You'll notice that the core
root of this objection is very
similar to a very common one.
My roof is fine.
We don't wanna file a claim.
It's not leaking.
We don't need to do anything.
This same approach.
All right, of doing an
inspection that sells.
Getting folks to own the problem
and educating them is the
same exact way to overcome it.
And I teach you all of that in more
inside the objection strategy, all right?
Which is available in the
Roofing Sales Success Formula.
There's a link in the video description
and there's packages available
for individual reps or teams.
But either way, let's summarize this.
So what we're gonna do is
the inspection that sells.
We're gonna find the bigger reason.
Then we're gonna get the
homeowner owning the problem
by describing the damage to us.
I teach you how to do that
in this video up here.
And then we're gonna
educate homeowners on the.
Now once we've kind of laid that
groundwork and we're sitting down with
the homeowner, we need them to really
feel the the pain and the consequences
of what's gonna happen if they decide
not to do the roof, which is number one.
Home shoppers.
No, it's the most expensive
maintenance item on a house.
It is like number one red flag
for even a first time home buyer.
Number two, it always comes up last.
After the deal's accepted, you've got
your contingencies, the inspection
comes up, and this stuff gets dropped
on you, which can throw off the deal.
It can require homeowners
to, to sell for less money.
It could throw a, a monkey
wrench, which I didn't address
before, into financing options.
In fact, some lenders won't write loan
on a home until that work is done.
I remember my first time I bought a
house, believe it or not, I had to
paint the window sills, Excuse me,
the, the, the window frames that were.
I'm the garage of our home.
In order for the underwriter to write
the loan on our home, can you believe
that I had to paint from a 1950s home?
Just some, some wood, that's it.
And the homeowner had to
do it prior to selling.
So this stuff comes up last
minute, can make a deal fall apart.
It ends up costing the deal or a lot of
money, but on the flip side, new roof
saves people money, makes people happy.
Looks great, improves your listing.
Which you can include photos of,
You can include the receipt, you can
have a much smoother transaction that
that doesn't come up last minute.
We're gonna be able to transfer
the warranty potentially, if
that's up to you, both your labor
warranty and extended warranty.
And for most people, they're gonna
recover a whole bunch of that
money and equity on their sale.
And there you have it.
And if you want more, hop
into the Roofing Sales Success
formula for you and your team.
There's links in the
video description below.
And if you have any questions, you
can definitely give our team a call.
Uh, and I'm gonna write that
number here on the screen.
That's (303) 222-7133.
You can call or text that
number with any questions.
Hey, thank you for joining me
in today's video and just cuz
our time here is about to.
Doesn't mean your and my time has to.
So option number one, if you haven't
done this yet, download a free copy
my pitch, look at Pro Roofing Sales
Training video library right here and
jump right into that objections playlist.
You're gonna love it.
Check your inbox for the, for
the link to, to download it
right when you, uh, get set up.
And then if you haven't watched
this video, click right here to
watch that video and stop telling
homeowners their roof damage so
they can then own their problem.
You're gonna watch your close
rate skyrocket from there.
Hey, thanks again for joining me, and I
will see you very soon on the next one.