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“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.
What if I told you that it was
your responsibility to flip
repairs into replacements?
You might be thinking that I was
being greedy or a salesy person, and
if the homeowner wanted a repair, why
would I bring up a replacement cost?
And on the other side, you might
be a sales driven organization.
It's like, yes, yes, yes.
We want to flip repairs into replacements
'cause it's a bigger ticket item.
And all of those can be true at once.
But at the end of the day, it's
about helping our customers
make an informed decision.
And I believe that it's our responsibility
to help our customers not only make an
informed decision, but understand their
options and help them choose the best one.
And that's why what I teach is when
we open up a sales appointment, we
state our mission and purpose, which
is to understand the customer's needs
and their roof, to show them their
options and help them make a decision.
Even if it's not with us.
So in fulfilling that mission and helping
customers make the right choice, whether
you're someone who says, Hey, if they
wanna repair, give it, or someone that
says, push for the replacement, for
both of you, I think you're gonna find
something incredibly valuable that can
help you deliver an amazing experience.
You indeed can smash your income goal.
Hey, a quick welcome or welcome back,
Adam Benjamin here, the roof strategist.
And everything I do here is designed
to do just that, help you smash
your income goal and give every
customer an amazing experience.
So what I wanna do today is break
down the math, and for all of
you who've been tuning in, I'm
just so glad to have you here.
And thank you for joining me
on such an incredible journey.
I wouldn't be here without you.
Uh, so that was my way of saying if you've
been tuning in, you know that I'm horrible
at math, so correct any mistakes that I
might make in the comment section below.
So, how do we flip
repairers and replacements?
We do this by helping homeowners
understand their true costs.
Okay, the true cost of the
repair, and most people don't.
They say, Hey, the repair, an average
repair for this example, by the
way, is gonna be, let's say $2,500.
Okay?
So if someone has a, a repair
on the roof, it's 2,500 bucks.
And when I've surveyed people, I
said, Hey, if you're gonna do a
repair on a roof, how many more
years on average will that roof?
Last, and the number that I
keep hearing is five years.
Okay?
So you're gonna spend 2,500 bucks
to get five more years out of your
roof because generally speaking,
those repairs are coming towards the
end of the service life of the roof.
And I do recognize that
there are anomalies here.
There's shoddy, workmanship,
flashing that wasn't done.
But oftentimes it's fixing
the pipe Jack who seals.
Uh, you know, finally dry rotted out.
And again, it's towards the end of the
roof life where the field shingles aren't
failing, but they're showing it's wear.
So for this assumption is it's
safe to say 2,500 average repair to
get five years more from the roof.
Okay, now let's break this down even more.
'cause we're gonna share this
with our homeowners and you'll
see how I share it at the end.
But, uh, let's say for today an example
roof, average roof, and I'm gonna use
this 20,000 bucks I know up north.
In our northern markets, it's gonna
be higher In southern markets, it
can be lower, even closer to 12,000.
So adjust as you need to, but
you're gonna get the core concept.
So this is a $20,000 average roof price
today, again, for simple math and knowing,
so again, the northern markets where the,
the, um, prices of roofing are a little
higher, and factoring in Florida as well.
Okey doke.
20 grand now in today's economy
with rate increases that are coming
quarterly to the tune of five to 12%.
Again, per quarter.
And these are again, up and down,
but we've just seen a recent rate
increase through, uh, distributors.
So what we're seeing at this
average roof price with this.
Okay.
Quarterly rate increase.
What does that mean?
That means in the simplest terms, that
on average every five years, the price
of roofing doubles, which means a $20,000
roof today will be $40,000 in five years.
Okay?
$40,000.
So now how do we communicate
this to our customer?
They called you out for a
repair, a $2,500 repair.
Okay.
Many people, which I don't agree with,
just do it without educating customers
of this choice who'll say, Hey, it's
2,500 bucks or $20,000 to do your roof.
Most people are gonna say, well,
I don't wanna spend 20 grand.
I'm just gonna spend 2,500
because I can get, I can push
that bill out five more years.
And that's logical.
That makes sense.
But what people don't understand is
the true cost, which is what we're
gonna communicate to our homeowners.
So, Mr.
Homeowner, an average repair
is about 2,500 bucks, or
your repair is 2,500 bucks.
You'll get about five
more years of the roof.
Many people at first glance,
here's the estimate Fear roof.
Today, 20,000 bucks are gonna say,
Hey, let's proceed with the repair.
'cause I can just, you know,
let's punt the, it's worth $2,500
to not have to spend 20 grand.
And I get that.
But here's the true cost.
See, we are getting.
Rate increases of five to 12% per quarter.
And by the way, we wanna show proof.
So take your distributors rate,
increase notices, pull out any
private information and share them.
You'll be able to fan
out four to six of them.
And again, some are are quarterly.
I know that there's a few that are
doing it even more than quarterly.
So you'll have this many rate increase.
Say this is what's happened this
year and these have been continuing
since about 2020, which means that
in five years, that roof that I just
showed you, That you are expecting
to spend 20 grand on is now $40,000.
So if you do proceed with the repair,
you are going to spend $2,500 today
on the repair, and then you're gonna
get five more years from the roof, and
that roof is going to be $20,000 extra.
More money than today, okay?
Which means that if you do proceed to do
this repair, this repair will ultimately
end up costing you $22,500 is what
that true cost of going with the repair
versus going with a $20,000 roof today.
By the way, let me share with you
our wildly affordable financing
options because not only with the
rate increases going up, we are
also seeing financing going up.
Home loans are going, I mean,
everything is tied to home loans
and the Fed's expecting even
more rate increases this year.
So, Mr.
Homeowner, I'm happy to do either
the repair at 2,500 or lock you in
in today's rate on our roof with
the greatest financing available.
Just so you know, if you do decide to
wait, you can expect to spend about 40,000
on your roof in five years, and you'll
be, uh, subject to the rate the financing
options at that time, which means not only
will your monthly investment be higher,
you're gonna tack on higher financing.
It's gonna be.
More than twice as much in
five years than it is today.
Now, knowing those options, which
one would you prefer to take?
Would you like to go with the
repair today, or do you think it'd
be worth it to you to spend an
extra 22,500 bucks in five years?
Again, I can lock you in today
at the $20,000 roof or at
the finance at this amount.
Which option is best for you?
Okay.
This is communicating
the true cost of repairs.
It takes time, but this is why I
believe every single homeowner,
this is ethical selling my friends.
This is giving people
the best path forward.
This is why on every repair call we need
to show them an estimate to supplement
the repair, to say, we can do this.
Or this, and then we spell out what this
will look like if they decide to wait.
And if you're still resistant, I want
you to picture it being your grandmother.
What if it was your very own grandmother
that called a roofing company?
They knew about all these rate increases.
They knew that that repair
would only last five years.
She gets the quote for 20,005
years down the road on her
fixed income in retirement.
She calls up that roofing company.
They come back out and they give
her an estimate for $40,000 and
because she's your grandmother, she
kept the original one at 20,000.
She's sitting there
saying, I don't understand.
Why didn't you tell me that
the price was gonna double?
I would've done it then.
And when I think of it like this, like
if it was our very own grandmother,
we would want what's best for them.
And this is truly what
is best for most people.
And if it's not, it's up to
them to make that choice.
But I believe it is our responsibility to
present this information the right way.
And of course when we do, the
answer is clear, you're gonna.
End up walking outta the house
with many of these with a full
roof replacement versus a repair.
It is a win for the homeowner 'cause
you just save them 22 5 and it's a
huge win for you and the company 'cause
you turn a repair into a replacement.
So that's all I have for this video.
Now, I'd love to hear your
thoughts in the comments below.
If you agree with this philosophy or
you disagree with this philosophy or if
you're using it, is it working for you?
Lemme know.
So again, thanks for joining me and just
'cause our time here is about to wrap up.
Doesn't mean you're in my time.
Has to.
So if you're in retail sales, Hop right
into this playlist, and if you haven't
yet done it, I think you're gonna love
what I have inside my free training
center, and you can get in right
here and it's a hundred percent free.
There's no catch.
We'll see you on the next one.