Guest: Brian Niebler, Best Known Business
Host: Jim Ahlin, Roofing Success Podcast
Links:
https://bestknown.business
https://www.instagram.com/itsbrianniebler
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Unlock Predictable Roofing Profit with Brian Niebler’s Best Known Business Framework
Most roofing companies believe they have a marketing problem. Brian Niebler explains that the real problem is something completely different. It is the massive amount of leads that never receive the follow-up needed to turn them into paying customers. Roofing companies often pay heavily for clicks and calls, but roughly 90 percent of those leads never convert because they are forgotten or abandoned in the CRM.
Brian created the B.E.S.T. Known Framework to solve this issue. The system is simple and practical, and it turns warm traffic into consistent revenue. If your ads feel unpredictable, your lead cost keeps rising, or your CRM is full of unworked opportunities, this framework gives you the structure needed to scale with confidence.
Below is a breakdown of the four pillars and how roofing companies can begin using them right away.
Build Your Audience: Use the Attention You Already Have
Brian’s first point is that roofers focus too much on new leads. The most valuable audience is not strangers. It is people who have already interacted with your brand. This includes:
- Website visitors
- Social media video watchers
- YouTube viewers
- CRM contacts and old appointments
- Past leads who never converted
These individuals have already shown interest. Most roofing companies let them drift away. Brian encourages roofing companies to export CRM lists, upload them to advertising platforms, and segment them by behavior and pipeline stage. This creates warm lists that can be targeted cheaply and repeatedly.
“These people are not dead leads. They are waiting for you to stay in front of them.”
Audience building becomes the foundation of everything else. Once you know who engaged with your content or website, you can stay in front of them with the right messaging until they are ready to move forward.
Establish Perfect Messaging: Speak to the Buyer’s Real Concerns
With the audience defined, the next step is to determine what they need to hear. Every homeowner sits somewhere in the buying journey. Some are curious about color, some are comparing prices, some are worried about insurance, and others simply want a contractor they can trust.
The biggest mistake is using one message for everyone. Brian explains that the best messaging aligns with the questions sales reps hear every day. These topics consistently include:
- Cost and price ranges
- Insurance coverage and storm questions
- Financing and payment structure
- Red flags to watch for
- Trust related concerns
Brian uses these questions to build what he calls V Loops. These are sequences of short educational videos that address each pain point clearly. The goal is to help the homeowner understand their situation and feel confident enough to take the next step.
“One message never works for everyone.”
When a homeowner receives content that speaks directly to their stage in the buying process, conversion rates can improve by three to four times.
Scale Your Ads: Create Affordable Omnipresence
Once audiences and messaging are ready, the next step is to scale your advertising across the platforms homeowners frequent. These include:
- TikTok
- YouTube
- Streaming television
Many roofers assume omnipresence requires a large budget. Brian clarifies that retargeting warm audiences is extremely affordable. In many cases, roofing companies can stay in front of large warm audiences for ten to fifty dollars per day.
This is especially powerful when compared to Google search ads, where a single click can cost fifty dollars or more.
“Most Google ads convert less than ten percent. That means ninety percent of people who click never become a lead unless you retarget them.”
Omnipresence works because it increases familiarity. When homeowners see your company again and again, across multiple channels, they begin to perceive your brand as the safe and recognizable choice. Many roofers begin hearing a very important phrase from customers.
“I see you everywhere.”
Once this happens, close rates improve, appointment quality rises, and overall cost per lead decreases.
Turn Leads Into Revenue: Fix the Most Overlooked Step
This is the step where most roofers lose the most money. Companies spend heavily to generate a lead, only to respond slowly or inconsistently when the homeowner reaches out.
Brian explains that speed to lead is everything. Homeowners have short attention spans. If they do not hear from you quickly, they immediately contact another roofer.
Your response sequence should include:
- Instant phone call
- Instant email
- Instant text message
- Instant platform response (for example, replying inside Facebook if the lead came from Facebook)
If no contact is made, the sequence must continue until you receive a response. Many roofing companies give up after one attempt, which leaves thousands of dollars on the table every month.
The nurturing continues even after the appointment is scheduled. Send reminders, pre appointment videos, and clear expectations to keep the homeowner engaged.
“Marketing does not stop when the lead comes in. That is where conversion truly begins.”
This final pillar is what turns a good marketing plan into a profitable one. Fix the follow up process and you instantly increase the return on all of your advertising.
Why the B.E.S.T. Framework Works
Roofing is a high ticket decision and homeowners rarely buy quickly. They need education, reassurance, and repetition. The B.E.S.T. Known Framework fits perfectly into that reality.
It helps roofing companies:
- Recover forgotten leads
- Improve brand recognition
- Reduce wasted ad spend
- Shorten the sales cycle
- Build trust through consistent messaging
- Increase profit without increasing lead volume
The result is a predictable and scalable marketing system. Roofing companies no longer rely on luck or expensive cold traffic to grow. They build a machine that stays in front of homeowners until the timing is right.
Brian created the system to make marketing easier for roofers. The structure is simple, the steps are practical, and the impact is significant.
FAQs: Roofing Business Takeaways from This Episode
1. Topic: Marketing
Q: How can I lower my roofing lead cost without increasing my budget?
A: Use retargeting. By advertising to warm audiences such as website visitors, CRM contacts, and social media viewers, you convert people who already know your brand. Retargeting is inexpensive and performs far better than cold traffic.
2. Topic: Marketing
Q: What messaging is most effective in roofing marketing?
A: Messaging that matches the homeowner’s specific concerns works best. Address cost, insurance, trust, materials, and financing. Avoid generic ads. Use educational content that reflects the questions your sales team hears daily.
3. Topic: Sales
Q: How quickly should I respond to new roofing leads?
A: Immediately. If you wait more than a few minutes, homeowners will contact another roofing company. Use instant calls, texts, emails, and platform responses to increase your chance of booking the appointment.
4. Topic: Operations-Management
Q: Why do so many leads in my CRM never close?
A: Most roofing companies do not nurture leads after the first contact attempt. Without consistent follow up, reminders, and retargeting, the majority of leads go cold even if they were interested.
5. Topic: Growth-Expansion
Q: When should a roofing company start building audiences?
A: Once you are consistently generating leads and have at least a few thousand contacts across your website and CRM. Companies above two million in revenue see the fastest results because they have a larger pool of warm prospects.
6. Topic: Customer-Service
Q: How can I improve the customer experience before an appointment?
A: Send text reminders, short videos, and educational content that explains what to expect. This builds trust and increases the likelihood that the homeowner will be ready and prepared to meet with your representative.
7. Topic: Finance-Accounting
Q: Should roofing companies talk openly about pricing?
A: Yes. Pricing transparency builds trust. Homeowners appreciate tools like pricing calculators that show general ranges. Once they see the ballpark cost, they are more comfortable requesting a full estimate.
8. Topic: Technology-Innovation
Q: Can AI help with lead follow up?
A: Yes. AI voice responders and automated messaging tools can instantly respond to inquiries at any time of day. This ensures no lead gets ignored and helps roofers connect with homeowners faster.
9. Topic: Niche Services
Q: How can I market specialty services like metal roofing more effectively?
A: Create content that speaks directly to metal roofing questions. Use retargeting to show metal roofing videos and information to people who have viewed metal related pages or ads. This warms them up and increases conversion rates.
10. Topic: Education-Training
Q: How do I train my team to follow the B.E.S.T. framework?
A: Hold a meeting to review CRM segments, define top homeowner questions, outline your follow up sequence, and assign responsibilities. Keep the system simple and repeatable so the team can stay consistent.
11. Topic: Marketing
Q: What makes omnipresence so effective for roofers?
A: When homeowners see your company in multiple places, they feel familiar with your brand. Familiarity builds trust, and trust increases booking rates. Omnipresence makes your company appear larger and more established.
12. Topic: Sales
Q: What is the biggest mistake roofers make after generating a lead?
A: The biggest mistake is assuming the job of marketing is complete. In reality, the work begins once the lead arrives. Without a structured follow up system, you lose the opportunity to convert the lead you paid for.
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