Case Studies Archives - Contractor Dynamics

How Modern Roofing Went From 14 Leads a Year to 14 Leads a Week by Taking Back Control of Their Marketing

Posted on July 24, 2026September 2, 2026 by Maricris

Alicia Hannold had never worked in marketing before she became the marketing manager for Modern Roofing in Tucson, Arizona. Her background was in property management, and she knew nothing about Google ads, Meta campaigns, or SEO when she stepped into the role. What she did know was that the roofing marketing agency handling Modern Roofing wasn’t delivering what was promised.

What she found when she dug into the accounts changed everything.

The problem with handing your marketing to someone who doesn’t know your business

When Alicia first came on board, the roofing marketing agency was running the show. Her job was simple: take photos, post them online, and let the agency handle everything else. For the first 90 days, that arrangement seemed fine. Alicia was still learning the basics of what marketing even meant and focused on small things like getting the right images for social media posts. She had no reason to question what the agency was doing because she didn’t yet know enough to question it.

That changed the moment she started going through Contractor Dynamics’ training program. As her understanding of how marketing actually works deepened, she began to look more closely at what the agency had built inside their accounts.

What she found was not a carefully managed system. Advertiser verification hasn’t been completed. The business address was listed inconsistently across different platforms. These weren’t minor oversights; they were the kinds of fundamental errors that suppress ads entirely, which means Modern Roofing had been spending thousands of dollars on campaigns that had almost no chance of generating leads in the first place.

The roofing marketing agency never flagged any of it. This is the core problem with outsourcing your marketing to an agency that doesn’t have a stake in your results. They manage your accounts on autopilot. They set up campaigns and let them run without the kind of daily or weekly attention that platforms like Google now require. And because most roofing owners don’t have the knowledge to audit what the agency is doing, these errors go unnoticed while the budget keeps burning.

What taking control actually looks like

After auditing the Google Ads account and presenting her findings to the owner, Alicia made the call to take over management of the campaigns entirely. She started from scratch, rebuilding everything with the right settings, verified information, and a clear strategy behind each campaign. Within months, Modern Roofing went from generating roughly 14 leads a year from Google to generating 14 leads a week.

That’s not a reporting anomaly or a lucky stretch. That’s what happens when someone who genuinely cares about the outcome takes ownership of the work.

Alicia is clear about what made the difference. When you control your own marketing accounts, you control your data, your messaging, and your decisions. When a roofing marketing agency controls them, those things belong to the agency. If you decide to leave, you often leave empty-handed because the campaign history, the audience data, and the strategy all live in their systems, not yours.

Owning your marketing infrastructure is not just a tactical advantage. It’s a foundational business decision that affects your ability to grow, adapt, and compete.

Having a multi-platform strategy builds brand presence that compounds over time

One of the most important shifts Alicia made at Modern Roofing was moving away from treating each marketing channel as a separate silo and building a consistent brand presence across all of them simultaneously. Google ads, Meta ads, organic social media, and local brand awareness campaigns all run together now, each one reinforcing what the others are building.

On the organic and brand awareness side, the results have been significant without any paid amplification. Modern Roofing has grown its Instagram following by over 350 people purely through consistent organic content, with individual posts generating hundreds of thousands of views and thousands of likes. Those aren’t just vanity numbers. They represent homeowners, real estate professionals, and local businesses who have seen Modern Roofing show up consistently in their feeds over time, building familiarity long before any of them are ready to buy.

Alicia’s approach to brand consistency is deliberate. The same bright yellow production shirts that appear on job sites appear in Google ad creative. The same fonts, colors, and visual standards that run on Meta run on Instagram and YouTube. When someone sees a Modern Roofing ad anywhere, it feels like the same company, because it is. That consistency is what turns brand awareness into brand trust, and brand trust is what turns a prospect who found you on Google into a customer who already felt like they knew you before they ever called. That’s Five Mile Famous built through discipline and repetition across every channel.

Why your next revenue driver might already be inside your business

One of the most common objections roofing owners have to hiring an in-house marketing manager is cost. It feels like adding a salary without a direct line to revenue. Alicia’s story makes the case that this framing is wrong.

In her first several months at Modern Roofing, Alicia eliminated thousands of dollars in wasted ad spend, rebuilt a Google Ads account that had been generating almost nothing, and grew an organic social presence that continues to drive brand awareness and inbound attention at no additional cost. She did this while also managing Meta campaigns, planning events, creating content, and building the marketing infrastructure the company now runs on. That’s not overhead; that’s a revenue engine.

The key to making this work, as Alicia describes it, is a combination of education, support, and structure. She invested serious time in Contractor Dynamics’ training program, working through the modules, and showing up to group calls and one-on-ones. She dedicated specific days to reporting, editing, training, partnerships, and planning so that nothing fell through the cracks. And she had the full support of the owner, who gave her the space to learn, the authority to make decisions, and the trust to go to bat for the company even when that meant confronting an agency that didn’t want to let go.

For owners who want their marketing manager to perform at that level, Alicia’s advice is direct. Give them the grace to learn and grow. Check in with them regularly because marketing moves fast and a week without communication between an owner and a marketing manager is a week where too many things can drift. Understand that the role is bigger than most people expect and that a great marketing manager cannot be in five places at once. And when they ask for help, be ready to provide it or find them the training and support they need to figure it out.

The roofing marketing agency isn’t your partner. Your data is.

When Modern Roofing finally decided to pull their accounts from the agency, the agency didn’t make it easy. They pushed back hard. They made promises. They called the office. That’s not unusual. Agencies that have built their business model around keeping clients dependent on them don’t give up that dependency without a fight.

The best defense against this type of dynamic is the one Alicia built: understanding your own marketing well enough that nobody can tell you the moon is black and have you believe it.

The roofing companies that are going to win in 2026 and beyond are the ones that own their marketing from the inside. Not because agencies can never add value, but because without an internal marketing capability, you have no way to evaluate what an agency is doing, hold them accountable to real results, or adapt quickly when the market changes. The in-house marketing engine is what gives you the visibility, the speed, and the ownership that rented marketing simply cannot provide.

If you’re currently working with a roofing marketing agency and the results aren’t there, Alicia’s advice is simple: rip the band-aid off. Learn what’s actually happening inside your accounts. Take control of your data. And stop accepting effort as a substitute for results.

Build something you own.

Modern Roofing’s story is about a company that decided to take Extreme Ownership over their marketing, hired someone willing to learn, gave her the tools and training she needed, and let her go to work. Fourteen leads a week from Google is not a fluke. It’s what happens when someone who genuinely cares about the outcome is in charge of the outcome every single day.

If you want to build a marketing engine like Modern Roofing’s inside your own company, we train your team to build, manage, and optimize your entire marketing system using proven strategies, AI, and automation so you finally gain control over your growth and never depend on agencies or lead vendors again.

Ready to see how it works?

Every week you’re running on a broken marketing system is a week of revenue you’re not getting back. Book a clarity call with our team and let’s figure out exactly what’s holding your marketing back. If you’re past the research phase, our Consulting Program is where the real work begins.

Why Roofing Companies That Run on EOS Stop Guessing and Start Growing

Posted on July 17, 2026September 2, 2026 by Maricris

Bill Burkhardt Jr. spent a decade away from roofing before returning to join his father at Four Seasons Kanga Roof as VP of Sales and Marketing. He came back with fresh eyes, a background in data-driven sales, and a clear sense that the business needed a better system.

What he found instead was a company working incredibly hard without getting the results that effort deserved. The team was good. The work was good. But nothing was growing in the same direction at the same time. Sales would be up. Cash flow would be off. Marketing was whoever had time for it that week. Nobody could answer the simple question: do we actually know where our leads are coming from?

That’s when Four Seasons Kanga Roof made what Bill calls one of the two most impactful decisions in their company history. They implemented the Entrepreneurial Operating System.

Working hard isn’t enough without a system behind it

This is the trap most roofing companies fall into, and it’s exactly why so many owners who want to know how to scale a roofing company get stuck. The answer is almost never more hustle. It’s having a better system.

The owner is grinding. The team is grinding. Revenue is moving. But the bottom line doesn’t reflect all that effort, and nobody can quite put their finger on why.

For Four Seasons Kanga Roof, it wasn’t a talent problem or a work ethic problem. It was a clarity problem. Who owns what? Where are we going? How do we make decisions as a team? How do we communicate across departments without things falling through the cracks?

EOS answered all of those questions with one consistent operating framework. And after nearly seven years running on it, Bill said that it’s one of the best decisions they have ever made.

The growth has been steady and consistent ever since. Not a spike followed by a collapse. Not a storm-chasing year that looks great on paper and falls apart 18 months later. Just predictable, compounding growth, year after year.

Simple is not the same as easy

One of the core lessons Bill brought back from his decade outside the industry was the value of data and process. In higher education sales, if you didn’t have the numbers to back up your decisions, you weren’t taken seriously. Coming back to roofing, he expected the same discipline. What he found instead was a business running largely on instinct.

EOS gave that instinct a structure. Bill is quick to point out that simple and easy are not the same thing. Roofing is complex. Running a growing company with multiple divisions, a call center, a sales team, and a marketing department is complex. The job of leadership is to take that complexity and make it simple enough that every person in the organization can understand their role and execute it.

Four Seasons Kanga Roof spent years documenting their processes. They built SOPs for everything. Then they realized the SOPs were all buried in a Google Drive folder nobody could navigate. Having the process documented is step one. Making it accessible to the foreman on a roof who needs it in thirty seconds is the actual problem. So they started over and built a searchable onboarding and training library that anyone in the company can find in real time.

Simple doesn’t mean it’s done once. It means you keep working until it’s actually usable. That’s the EOS mindset applied to operations, and it’s the same mindset that applies to marketing.

The first real marketing plan in company history

Four Seasons Kanga Roof has been in business for over twenty years. This is the first year they’ve had a documented, written marketing plan.

Not because they weren’t doing marketing. They were running PPC, posting on social, investing in SEO. But there was no plan behind it. No defined appointment targets by category. No monthly communication calendar. No documented brand positioning. No process for reviewing whether the plan was actually being executed.

EOS forced the issue. Bill’s integrator made developing that marketing plan a quarterly rock, and building it out forced the team to answer questions they had never formally answered. How many repair appointments do we need each week? How many replacement appointments? How many commercial appointments? What does it cost to generate each one? What channels are actually producing them?

Once those questions had answers, everything changed. The marketing team had direction, the sales team had context, and leadership had visibility into whether the system was working or not. That’s what setting roofing marketing goals actually looks like when you do it right.

In-house marketing changes everything

For years, Four Seasons Kanga Roof outsourced pieces of their marketing like most roofing companies do. The problem with that model isn’t that the vendors are bad. The problem is that outsourced marketing can’t move fast enough and it doesn’t connect back to your business the way in-house can.

Bill discovered this the hard way. A publication went out with the wrong phone number. Another went out with the website spelled wrong. Nobody at the outside vendor caught it. The money was spent and the damage was done.

When you bring marketing in-house, those problems don’t disappear but you catch them before they ship. You have someone whose job it is to scrub every phone number, every URL, every detail on every piece before it goes out. When something needs to change fast, you don’t wait for a roofing marketing agency account manager to get back to you. You huddle up for five minutes and you move.

That nimbleness is the real competitive advantage of building an in-house marketing engine. This is one of the core reasons why Contractor Dynamics focuses on training roofing companies to own their marketing from the inside out rather than renting results from outside vendors.

EOS fixes the sales and marketing friction

Every roofing company with a sales team and a marketing team has friction between them. Sales says the leads aren’t qualified. Marketing says they’re generating plenty of leads. Neither side has a shared definition of what a qualified lead actually is.

EOS solves this by forcing the leadership team to define the target market in the Vision/Traction Organizer. Once that definition is written down and agreed to, the argument is over. A lead that fits the demographics is a qualified lead. Whether a sales rep likes the homeowner or not is irrelevant. The rules of engagement are clear and everyone agrees to them.

That clarity reduces the subjective complaints, improves lead follow-up, and aligns the call center, marketing, and sales team around the same goal. It’s one of the most practical answers to how to scale a roofing company without the sales and marketing teams constantly working against each other.

Four Seasons Kanga Roof restructured the company into five divisions with marketing as the fuel that feeds everything else. That reorganization only works because EOS gave them the framework to define who owns what and how each division communicates.

Consistency is the real brand strategy

Four Seasons Kanga Roof doesn’t spend money on billboards. They don’t chase flashy campaigns. Their brand strategy is simpler than that and more powerful.

Every customer-facing team member wears an orange collared shirt. Every truck is wrapped in bright orange. Every yard sign is orange with a QR code. They show up at community events, church fairs, farmers markets, and arts festivals. They run a maintenance program that brings them back to the same neighborhoods year after year.

The goal is to be the company every homeowner in Metro Detroit has seen so many times in so many places that when they need a roof, there’s only one name that comes to mind. Not because of one great ad, but because of relentless, eerily consistent presence built over years.

Bill puts it simply: consistency compounds. It’s why people don’t lose weight. It’s why they don’t save for retirement. The things that build lasting results are rarely complicated. They just require doing the same right things over and over without stopping. That’s Five Mile Famous built through brand consistency rather than ad spend.

For roofing owners trying to figure out how to scale a roofing company, that structure is the difference between growth that compounds and growth that collapses under its own weight.

What EOS actually looks like after seven years

Four Seasons Kanga Roof didn’t feel the impact of EOS in a single moment. It was a gradual shift. Meetings started running smoother. Issues on the issues board stopped being symptoms and started being root causes. The right people started finding the right seats, while the wrong people moved on.

About a year after bringing in an outside EOS implementer, the leadership team could feel it. The company felt different. Decisions were faster. Accountability was clearer. And the team underneath leadership started to trust that this wasn’t a passing initiative. It was how the company actually operated now.

Seven years in, they’re still working on it. They left their most recent EOS conference with a list of things they haven’t figured out yet. That’s not a failure of the system. That’s the system working exactly as it should. EOS doesn’t give you a finish line. It gives you a framework for always knowing what the next mountain is and how to climb it as a team.

If you’re serious about figuring out how to scale a roofing company the right way, Four Seasons Kanga Roof is proof that EOS works. Start with Rocket Fuel by Gino Wickman or What the Heck Is EOS? for a simpler entry point, or visit eosworldwide.com for a full library of resources.

Build the system first before you chase the growth

The roofing companies that sustain growth over decades are not the ones that spike and implode. They’re the ones that build systems first and let the growth follow. That’s the real answer to how you scale a roofing company – not with more leads or more ad spend, but a foundation strong enough to hold the weight of real growth.

Four Seasons Kanga Roof’s father founded the company on a simple premise: work hard, take care of people, and good things will follow. EOS gave that premise the infrastructure to scale.

Bill came back to roofing with a decade of experience proving that data, process, and clarity are what separate companies that grow consistently from companies that grind without getting anywhere. Seven years into EOS, Four Seasons Kanga Roof is proof that the same is true in this industry.

If you want to build a marketing engine inside your roofing company that connects to revenue and runs with that same kind of consistency, that’s exactly what Contractor Dynamics is built to help you do. We train your team to build, manage, and optimize your entire marketing system using proven strategies, AI, and automation so you finally gain control over your growth and never depend on agencies or lead vendors again.

Want to see how it works? Book a Marketing Clarity Call and we’ll walk you through the full picture. Ready to build it with direct support from our team? Explore the Consulting Program and let’s get started.

How Puetz Construction Went 10x by Showing Up Every Day

Posted on July 15, 2026September 2, 2026 by Maricris

Justin Puetz didn’t have a big marketing budget when he started Puetz Construction in southeastern Minnesota. He didn’t have a videographer, a content team, or a polished strategy. What he had was a phone, a willingness to look a little ridiculous in public, and the discipline to show up every single day.

This year, he’s already surpassed his entire previous year’s revenue in the first five months, and his sales are up 10x. His story is one of the best examples of digital marketing tips for roofers put into real practice.

In a recent episode of the Nailed It podcast, Justin sat down with Elizabeth Lytle, Head of Community at Contractor Dynamics, to break down exactly how he did it. What follows are some of the most important lessons every roofing company owner needs to hear.

Nobody goes on Facebook to buy a roof. That’s not the point.

Roofing owners say it all the time. Nobody scrolls Facebook looking for a roofer. So why bother?

Justin’s answer is simple. People spend three to four hours a day on their phones. A huge chunk of that is on social media. In most local markets, almost no roofing company is showing up consistently with real content.

Most roofing owners dismiss social media because they don’t see an immediate return. But the best digital marketing tips for roofers aren’t about instant conversion. They’re about staying in your market’s peripheral vision long enough that when the day comes someone needs a roof, your name is the only one they think of.

Justin calls it building a digital resume or a virtual handshake. People who have never met him feel like they know him before they ever make the call.

This is what we call Five Mile Famous – one of the most durable competitive advantages a roofing company can build.

Start ugly. Start now. Build the muscle.

Justin’s first content was all unedited Instagram stories. Autocaptions that misspelled his own company name. Sixty-second clips shot in the field between jobs. No crew, no editing software, no plan.

He posted anyway. Every day.

This is one of the most underrated digital marketing tips for roofers: start before you’re ready. The first videos will be bad. Post them anyway.

They’ll sink to the bottom of your feed and nobody will ever find them. But the experience you get shooting them will build you a skill you cannot buy. Your on-camera confidence. Your eye for what works. Your ability to frame a job site moment into something a homeowner will actually want to watch.

The muscle analogy matters here. You don’t skip the gym because you’re not strong yet. You show up and lift until you are.

Content works the same way. The roofing companies that are dominating their local markets on socials right now were awkward on camera two years ago. They just didn’t quit.

One specific move Justin recommends for getting started: grab a DJI Mic 2, open Instagram’s free Edits app, and shoot. No expensive gear. No editing suite. Just real people, real job sites, and a little bit of nerve.

Authentic beats polished, every single time.

There is more AI-generated content flooding the internet than ever before. Fake faces, fake job sites, and fake roofs on fake houses. Homeowners can tell even when they can’t name it.

What cuts through is authenticity. A crew chief with mud on his boots explaining why proper ventilation matters. A quick selfie video in front of a job that just got done. An owner in a tuxedo at a home show with baby chickens in the booth. This kind of content builds trust in a way no produced brand video ever will.

Justin wore a full tuxedo for three days at a home show. People asked him why, and he said he dressed to impress. It got a lot of attention.

The age of raw, authentic content is here. For roofing companies willing to show who they actually are online, it’s one of the most powerful content marketing techniques right now.

How to scale content without losing your brand

When Puetz Construction got big enough to hire help, Justin didn’t go around looking for a traditional marketing manager. He hired a content creator named Tyler with one core qualification: the ability to edit fast.

Most videographers, Justin will tell you, want to make highlight reels and turn four days of production into one polished video. Justin doesn’t have time for that and neither does your market.

Volume, consistency, and speed win. One good video posted today beats one perfect video posted next week every time.

Justin’s process with Tyler is straightforward. He shows up to the job site with a rough idea of the video already in his head. He gives Tyler the shot list. Tyler shoots, edits on his phone, adds captions, and posts. The whole thing moves fast because it’s supposed to.

The one other important piece Justin credits for making this work is Contractor Dynamics. We trained Tyler on the marketing fundamentals: how to run ads, how to manage a Google Business Profile, how to use AI tools, and how to read data. That freed Justin to stay in his role as the visionary while Tyler handled the execution with real marketing knowledge behind him.

Turn every roof you install into a neighborhood marketing machine.

Every job site Puetz Construction works is a branded billboard. Yard signs front and back. Wrapped trucks parked in full view. A branded dump trailer. On one recent commercial project, they hung a five by fifteen foot banner on the building. The city loved it.

Justin’s take on yard signs is that it only costs five dollars, so put one up. Every neighbor who drives past that job site is a potential customer. You already earned that visibility by doing the work. Don’t leave it on the table.

For markets where yard signs aren’t allowed, Justin parks a truck and leaves door hangers. He knocks and introduces himself not to pitch, but to make sure nobody’s yard gets damaged and to hand over a number. That’s not soliciting. That’s being a neighbor.

Google reviews are your most underbuilt asset.

Puetz Construction has been in business for nine years. They’ve been actively collecting Google reviews for three. They’re currently sitting at over 335 five-star reviews and are second in their market. Justin tracks competitor review counts in a spreadsheet. He knows exactly when he’ll pass the leader at his current pace. It’s about a year and a half out.

Here’s the math he shared that every roofing owner should write down. To cancel out a single one-star review so it doesn’t show in your rating, you will need 79 five-star reviews. That’s how fast a bad review can drag you down if you’re not building volume. That’s why collecting reviews consistently isn’t optional. It’s infrastructure.

The other reason this matters is pricing power. A 5 star with ten reviews means nothing. A 5 star with 335 reviews tells every homeowner doing their due diligence that this roofing company has done this hundreds of times and every single one of those customers was happy enough to say so publicly.

This kind of reputation lets you charge what you need to charge to run a real business, hire real people, and deliver a real experience. It repels the homeowners looking for the lowest price and attracts the ones looking for the best contractor. That’s roofing business reputation management done right.

The system behind the growth: EOS

Justin runs Puetz Construction on the Entrepreneurial Operating System. He was skeptical at first. He read Rocket Fuel, skimmed the chapters, and didn’t retain much. But he committed to implementing it anyway.

Two and a half years later, he doesn’t know his clients by name anymore. His integrator owns the operations. His project manager owns the production. His sales team owns the pipeline. Justin owns the vision.

For roofing company owners who feel like every decision runs through them, like nothing moves without their direct involvement, like growth keeps creating chaos instead of momentum, EOS is worth a hard look. It’s not a magic system. It’s a structure that forces clarity on who owns what, makes accountability visible, and creates space for the owner to actually work on the business instead of drowning in it.

The book Justin recommends to start your EOS journey: Rocket Fuel by Gino Wickman and Mark C. Winters.

The Bottom Line

Justin Puetz built a roofing company that dominates its local market not by outspending the competition but by outshowing them. More content and more consistency on every platform. A team with the right people in the right seats. A sales process built around a real experience. And a relentless focus on reputation.

This strategy is not complicated. They came from executing the kind of digital marketing tips for roofers that most owners hear and never act on. It requires showing up when it’s inconvenient, posting when you’d rather not, and building systems that keep growing even when you’re not in the room.

Ready to see the system behind results like Justin’s? book a Marketing Clarity Call and we’ll show you exactly how it works. If you’re ready to go deeper and want your team trained to run it all in-house, explore our Consulting Program and let’s build it together.