Sometimes homeowners or property owners are resistant to using their
insurance, even though they've been paying their premiums month over month,
or there's fear about making a claim.
And oftentimes we lose those deals and sometimes those deals are on more
marginal or smaller damage because the homeowner doesn't see it as significant.
The roof seems fine.
It's not leaking.
I don't want to do anything about it now.
We'll handle it later.
Well, guess what?
That's on us.
That's on us because we did not communicate.
Educate and inform our property owners to make a wise decision on
what they should do about their roof.
And what we'll be teaching you now is a sales style on this analogy.
You know what they say, right?
The saying you can lead a horse to water, but you can't make it drink.
Well, what I'll be teaching you is how to lead the horse to water, but getting
the horse really thirsty along the way.
Now, this works really well, as long as you're patient and you really care about
your customer's experience versus some of the more forceful or aggressive sales
tactics where you command and tell your homeowners what to do and direct them and
push them into getting that claim filed.
And that it's kind of like a holding the bucket of water
and tossing it in the horses.
Two very different approaches.
In my opinion, the education approach works a whole lot better
because we're guiding the horse and getting the horse thirsty.
So the decision as if their own free will a decision that that homeowner feels
confident about that they say, Hey, I made the right choice, which means they don't
cancel and they love working with you.
So let's get to it first.
I just want to say welcome or welcome back.
My name is Adam Benjamin, the reef strategist in everything I do here
on our YouTube channel and in my.
And in my all-in-one sales training and sales system is designed to help you and
your team smash your income goal and give every customer an amazing experience.
And that amazing experience starts by winning the customer through informing
them on what they're actually facing.
Now let's get to it first.
There are three main reasons.
That insurance companies cover roof replacements.
What I'm going to do first in this video is highlight to you
what those three reasons are.
And then I'm going to do a little bit of mock role-play to show you exactly
how I explain this to homeowners.
I'm going to lay the foundation for you, and then we'll get into a story.
Number one is the roof is the most expensive maintenance item on a house.
Okay.
Most expensive maintenance.
I'm just going to use main for short.
What I mean by that is people replace HVAC units and these things, right?
The appliances lasts so long.
A roof is a service item on the hall.
There's a service life on the roof.
It has to be replaced.
Most of them.
I know I'm going to get some, oh, well not stone coated steel,
not, not, uh, um, metal roofing.
And they last a lifetime.
If they're damaged, they need to get replaced for an asphalt roofing.
It has a where life that we expect when we are a homeowner, let's say
you bought a roof for yourself.
You buy a brand new roof.
We write a $20,000 check and you're saying, Hey, this is
going to last me 30 years.
Well, if storms come through, the lifespan of the roof is compromised.
So lifespan is what I'm going to say.
Compromise.
I'm just going to say it.
Okay, the lifespan is shortened.
Now no one can wave a magic wand and say, it'll be seven years
less or five years, 10 years less.
But the truth of the matter is that when hail or wind impacts a
shingle or damages shingles, if the manufacturer's warranty was still
applicable, it's now void because that's the fine print on the warranties.
And the lifespan has been compromised, whether it's.
Hail, we have the matting exposing to the UV rays, which again, over time, there's
more granule loss and the shingles begin to deteriorate or dry rot essentially.
So that homeowner was expecting the roof to last 30 years.
It might last 20, which means insurance covers your financial interests.
It's your assets.
That's why we pay insurance.
So you wrote a check for 20 grand expecting to not have to
write another one for 30 years.
Well guess what?
You might have to write one in 15.
That's coming up.
That's why the insurance company covers it.
And the fi the final reason here is to prevent any future problems from arising
because roof problems are expensive enough, but once they creep their way
into the home things start getting a whole lot more expensive, a whole lot
more complicated, and no one wants that.
So it's in the insurance company's best interest.
So.
We know the logic, it's the most expensive maintenance item on the home.
The lifespan of the roof is shortened and there are future problems.
Here is how we tie it all together.
Now, one last piece that I just want to add the most expensive
maintenance item on the home.
Right?
Well, generally speaking, and I know we've had some pretty
wild, uh, rate increases here.
I mean, up to 20% quarterly, the price of roofing is compounding at a higher
rate than, than the S and P 500 has performed over the last 50 years.
We are seeing just, wow.
Rate increases.
So a roof today at today's rate increases.
And I just ran a really simple projection just to sh to spell this out a $15,000
roof today at a 10%, excuse me.
Oops, 10% quarterly increases, which by the way, we see these rate increases
from our suppliers over five years, that roof's going to cost over $25,000.
So what I, the reason I share this with you is that's again, that's in five years.
So even if the whole.
Has a claim.
They don't want to do anything about it.
And then they have to replace the rear.
Five-year sooner.
That's a net $10,000 more that they have to pay for their roof.
This is a big deal.
So the insurance company knows it's the most expensive roofing goes up.
You have to spend more money to replace your roof.
Out-of-pocket later, it's going to cost you a ton more money because the price is.
So now, how do we make this easier to understand for homeowners?
I love using car and truck analogy.
So I'll say that Mr.
Homeowner, imagine you buy yourself a brand new Ford F150 and it's
$45,000 and you expect you're the kind of person that, that will buy a
vehicle and run it through its life.
You're like, I'm going to have this thing for the next 200 years.
Well, what if something happened or the vehicle was stolen and
really driven ragged, right.
And then recovered and you say, Hey, this thing's only gonna last me
another 25,000 miles or 50,000 miles.
You were expecting 200,000 mile.
Life's a service life from, from your investment in your new truck.
Well, now all of a sudden you find out it's only going to last
another five more years, aren't you going to do something about it?
Otherwise it's up to you.
You're going to buy a brand new vehicle 10 years, sooner, five
years sooner, whatever the case is.
Then you expected, this is why people decide to pursue the roof claim with
their insurance, because it is the most expensive maintenance item,
meaning it will wear out if you choose not to do anything, even with the
small damage we found the lifespan of the roof will be reduced, which
means that you will be required at some point in time to replace that.
And if that's not in a future insurance claim that will be coming out of pocket
and their rate goes up tremendously.
And then the last.
Is that when there is damage, we don't want the insurance company
nor us, nor you want any future damage occurring in the home.
Now, worst case, if any of the areas we've identified on your roof do become
problematic in there is interior damage.
The insurance company won't cover it unless you filed a claim.
So if this happens three years from now, you're kind of outside that opportunity
of taking action on using the insurance.
All of that liability and financial responsibility falls on you.
And for those reasons, the people we serve, even if the damage seems
marginal or smaller, the property owners decide to say, Hey, you know what?
I've been paying my premiums month over month, year over year.
And I am protecting a financial investment of mine.
It is my right to use the service, which insurance is a service
that I've been paying for.
And there you have it.
Now.
I hope this video helps you.
Communicate clearly to homeowners by leading them like a horse to water, to
make an informed decision and taking the time to educate them on the true matters
of why the insurance company covers the roof and feel free to use my story
about the Ford F-150 or reference the vehicle that they have in the driveway.
Hey, thanks for joining me today.
And just because our time's about to run.
Doesn't mean you're in my time has to, so if you haven't yet done it, I'd like
to get you a free copy of my pitch.
Like a pro roofing sales training, video library.
It's available right here.
It's every video I've ever done organized by category for easy bingeing.
And it's a great reference tool on key topics like objections
and pitching and canvassing.
Uh, I also have some starter paths for new people.
So owners, it might be a good thing for you to pass on to your team.
And if you like this video, you're going to like a whole lot
more, cause YouTube thinks you're really going to dig this one.
I'll see you soon.