How Do I get into the Commercial Roof Coatings Industry!!!

Metal-Roof-Restoration

I have guys constantly contact me and ask how do I get into the Commercial Roof coatings Industry? Now let me be blunt and say that there is NO single thing that just gets you rolling care free. If it was that easy the perceived liability would be gone and everyone would be doing it thus the profit margins would be little to zero. BUUUUUTTTTTT there are a few things that we have seen used that have been proven by dozens upon dozens of contractors and if followed have increased the % of success to an amazingly high number. Here are a few of those steps to get things rolling.

1: Set up a contractor account with your chosen manufacturer.
2: Choose a Company Name (add the word coatings to it) or start a new commercial division for better brand awareness.
3: Get busy with any form of marketing to get publicity &/or exposure. Tell EVERYONE you know what you are now involved with and that any referrals would be extremely helpful.

“People want to help”

4: Get to the next manufacturer provided training as soon as you can and commit to make a go of it.
5: Commit yourself or an employee to 20 cold calls a week for next 6 months minimum and record all address’s in a database for future marketing
6: Get a seo optimized website specifically for your coatings division.

“A company without a digital fingerprint doesn’t exist in today’s market.”

7: Blast a (min) 5-7k piece DM campaign and be prepared to do it 2-3x per year
8: Follow up with bid opportunities in 48 hrs or less, & show up when you say you are going to be there.
9: Do demos & face to face presentations in every bid opp if possible.

“Lead deficit disorder is one of the fastest ways to fail in a new business”

10: Stay committed and persistent

If you are interested in a proven training platform, equipment supplier, vast experience in the Industry, and a support system to help you succeed then contact us from our www.RoofCoatingLife.com page and lets see if we can be a fit.

Chad Hedrick

RoofCoatingLife.com

Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

Spec’ing Products for Roofs

Ok bear with me this week is a Looooong post but worth it so read to the end. I recently read an article on the Facilitiesnet.com site/forum (great site BTW) that brought out a few topics that I feel can be expanded on. One of the topics was about which product should facility managers, architects, owners, engineers and contractors specify on a given building.

The author of that article broke it down into the 3 big categories as most do and based the decision more on existing substrates than on specific products & systems. While I agree I still feel there are more situations that the decision should be based more on the system as a whole not a single product or existing substrate.

My point is that there have been such improvements in technology in certain chemistrie’s that the window of differences is becoming very narrow.

The industry and the demands from the end user have dramatically changed what’s expected and what’s required from a fluid applied system. Here’s my $0.02 when we are talking Fluid Applied Roofing systems.

Yes in the consideration on which product/system to use, one should always take existing substrate into consideration. Also we should be looking deeper into the specs of a fluid system and how is it going to enhance or decrease the effectiveness of the existing system once its applied. Remember there are a whole lot of existing restoration opportunities that include: Metal, EPDM, CPA, PVC, TPO, Hypalon/CSPE, Spray foam, Mod Bit, BUR, concrete as well as multiple boardstocks. This is a lot of opportunity for error if not looked at with a open mind and a complete system approach.

Today most all of the quality roof coatings are pretty compatible with these substrates.

Acrylics with the use of a primer can pretty well be applied to all of the above and have great adhesion and long term performance, but do require do diligence on insuring positive drainage. Another concern or issue can be the way that certain substrates literally drink coatings such as Mod Bit, to the point that if aged to much it can take so much acrylic to get your specified mil thickness that a silicon or urethane would have been a better choice financially for the building owner.

Secondly Certain solvent based products for example are not typically spec’d for single ply’s such as EPDM or Mod Bit because of the reaction from the solvents and the EPDM/MB. Also remember that in some circumstances a primer is typically required and recommended to insure that no excessive bleed out happens that could cause dis-bonding/adhesion issues.

Now recently there has been a barrage of silicon manufactures start flooding the market with advertising and claims that it is the best all around product for fluid applied systems.

Now before you get to worked up realize we actually market our own silicon manufactured specifically for Conklin and only Conklin by the BASF company in a private labeling agreement. Unlike many other silicon companies who are having their products produced by 1 of the other 5-6 producers in the industry.

The number one problem with the ‘cure all’ approach is that silicon is being promoted with the so called easy way out, but doesn’t fix the problem. It is no different than putting brand new tires on a car that is severely out of alignment. Yep you have good tires that will do the job, and the cars going to drive fine, but guess what until you fix the front end alignment you basically put a fake facade on that car and will end up spending more money on tires and possibly other issues from the root cause.


Fluid applied roofing systems should be treated like any other system in the way that the NRCA regulations state for ponding water.

If the roof has more than 1/4” of water in an area after 72 hours it is deemed ponding and needs attention. Reasoning behind this is many layers deep.

  • 1: It can be a weight issue if the area is of large sq footage and the buildings dead load can’t handle the additional weight that the water adds to the overall dead load.
  • 2: It allows for enhanced degradation of the roofing system in place, no matter what the technology is. It does this via excessive dirt pick up, increased heat gain via UV absorption (bad for white roofs designed to be cool) and holds pollen, leaves, tree buds and debris that hold moisture and don’t allow for proper dry outs cycles between weather events.

There are products &/or methods that can be used to remedy those low spots whether it is a high build lightweight filler or spray foam or even internal drains, if there is a will there is typically a way to get the water off.

If our industry is going to continue to move forward and capture market share we have to have all hands on deck promoting and providing viable alternatives that follow Roofing Industry standards set forth. If we have manufacturers that are willing to promote a product even though it goes against the Industry standards I feel we are doing ourselves an injustice that will hurt us long term. 

Just as silicon in my opinion is incorrectly marketed as ponding water exempt, and even used by many reps as a stand alone selling point, you have the exact opposite on the acrylic side of the equation. Acrylics can not take standing water for the length of time that most roofs that have water ponding issues but hold up extremely well on slopes surfaces as long as due diligence is given to quality control & mil thickness. The Problem commonly seen in the acrylic industry is guys using a cheap product on any roof even if it has water drainage issues and premature failure is inevitable.


Urethanes are the black sheep of the family due to minimal resources placed into that chemistry.

But due to raw material outlooks and demands from the industry on sustainability the Urethane market share is growing very quickly and looks to continue its growth into the future. Urethane is ideal for Restaurant roof restorations and roofs with high levels of animal fats or chemical contamination plus gives no issues/concerns with re-coat’s within any reasonable time frame of weathering. Also from a ponding water standpoint quality urethanes will hold up as well as any of the Big 3 chemistry’s.

All in all the Fluid Applied Industry has lots to offer and has a solution for the vast majority of the existing roofs out there. But as with anything else in any industry there is seldom a 1 system cure-all that’s the best decision for every party involved, so let’s promote the Industry as it is needed to be which is a diversified, sustainable, evolving, problem solving industry that’s here to stay.


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

Market or Exit

One thing that is quite obvious is that Marketing your coating business is of the utmost importance. But sadly the vast majority of contractors are unprepared for this aspect of their new business and thus suffer and sometimes even fail because of it.

In order to accumulate qualified roof leads, a Marketing Strategy that is tailored to your business, resources, demographics and even your personality needs to be implemented into your business as soon as possible.

Plan to invest a minimum of $5-$10k in your business if you want to accelerate your results.

The sooner it is implemented the sooner your return on investment will happen. Many marketing techniques exist in today’s business world. However with our 20 years of fluid applied experience we have settled mainly on 4 marketing strategies that have consistently proven capable of producing substantial business within 2 years and often see great results in year one. The single greatest hurdle to seeing success is the failure to initiate a strategy quickly and thoroughly.

Marketing & advertising are designed to produce leads & from these leads if properly nurtured Sales will result. But first you must set your course with a strategy and invest into it to see the fruits of your labor.


Here are the strategies that we have see work in our industry.

  • #1 Direct Mail is a staple for our guys efforts and should definitely be entertained in yours. Here are a few highlights on DM. The list, the piece and the mailing house. The list is the names and addresses of the potential buildings that you are interested in bidding roofs on. You can use your own list if you have one, but if not there are a multitude of list companies out there that can provide you with a list.
  • The piece is the actual postcard, trifold or other piece of mail that will physically be delivered to your list. Whatever you choose to use, here is a tip, put your face on it so it builds rapport with your client so they feel they get to know you in your branding campaigns.
  • The mailing house is where the work gets done. You deliver your piece and have your list sent to them electronically and they will do the hard work. They will run your piece through their equipment that will print your address and the postage onto the piece and then they will combine the common zip codes and deliver them pre-sorted to the Postal Service to help reduce your postage costs.

Warm up those doors.

  • #2 Cold Calls are an easy way to drum up leads as well. Cold calls allow you to take rain days and build your own lists that you can then use as your own verified DM campaign list.
  • All a Cold Call needs to consist of is simply stopping in and getting a business card or name of the decision maker for the buildings maintenance. You are not necessarily trying to sell anything, mainly making your name known and seeing if you can get the decision makers info for later use. TIP: Use one of your pre-printed direct mail pieces as something to leave the secretary so when they get your next piece they now have see it 2x at minimum.

Don’t give up on face to face.

  • #3 Trade Shows can still be beneficial lead generators. One Main reason is that you are typically the only commercial roofing contractor there at the show and all of those that attend the show either own, work at or know someone who owns a commercial or agricultural building that could use your services. This alone is a good reason to attend shows as it builds your brand for typically a small cost. Combining DM and tradeshow’s is also a very effective combination.
  • #4 Lead generation through social media. Having a business page that you consistently post pics of your work &/or problems that you solve for building owners is a very effective method of lead generation.  Using Facebook ads targeting audiences that are in your geography and fit the profile of the type of customer your after has become a large player in the service based industries.

Using these strategies all at the same time playing off of each other builds credibility and Brand awareness and can often maximize the dollars you are spending for best ROI. Whatever you do just implement one as soon as possible so you can start seeing results.

If your interested in more details on these methods we share things in way more detail with our Roof Coating Life clients and would love to help you build your business.


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

What are your Customers Costing You?

Do you know what a customer costs you? I recently read a story about a guy who had a friend ask him for a reference to a good roofer. He responded and said no problem you need to call “this guy” and even called his roofer friend and told him that the friend was expecting his call.

His Roofer friend did call and set up an appointment to check out the roof, but about a week or so later when he asked his friend to see how it went with his “Roofer” his friend said your roofer called and set an appointment and never showed or ever followed up so I already had another guy do the job. Can you imagine the embarrassment of him being the one who recommended the roofer and then having him drop the ball like that.

So it got me thinking what did that customer cost that roofer?

Not the profit he loses, but the actual lead acquisition cost for a customer. We all have them but few know the actual cost associated with it.

Quality Contractors actively market their roofing companies using Direct Mail, Digital, Shows, Web site, Social Media & More.

That all amounts to some sort of annual $ spent on marketing. Now I know this customer was basically a freebie but since he dropped the ball lets run some numbers for your business.

  • First: lets take the total $ you spend annually on marketing.
  • Secondly: Let’s take that number and divide it by the total number of jobs closed in that same year.

Here is an example:
Digital Ad Spend: $5,000
Web Site: $3000
Direct Mail: $7500
Trade Shows: $2500
Social Media Ads: $4000

Total Spent: $22,000
This is definitely not a huge ad spend, I know companies who spend this on strictly digital media.

Now let’s look at the total number of customers acquired in that same time period.

Let’s assume you did 1 job every week in the Midwest Roofing season which is about 30-36 weeks so lets assume that is about 20-25 commercial roofs & 15-20 repairs, for a total average of 40 clients.

So $22,000/40 clients = $515.71/client cost.

So using this analysis that guy lost $515 not to mention the profit that he left on the table by just not showing up. This is a unique way to look at your marketing so your team understand the importance of following up in a timely fashion. So when anyone on your team does something to lose a customer you can put a dollar figure on what it cost your company.

So when you are looking at new marketing methods you can do an analysis with this method to see what kind of numbers you are going to need to see an ROI. Marketing is expensive and not only can it drive profits, but it can cost as well, you just need to know how much so you can evaluate and adapt.

Chad Hedrick
Roof Coating Life


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

People don’t buy a roof they buy YOU

I’m not certain but I don’t think many property owners just sit around day dreaming of buying a new roof. Actually most probably have nightmares due to the costs they know they will incur. So when your clients sign the dotted line what are they really buying is “Piece of Mind” “Fear of Loss”, etc.

There can be numerous reasons why and understanding them and tailoring your marketing towards those can make it more effective and shorten the sales cycle.

Let’s try and figure out why clients buy and why they choose you.

The obvious reason for a new roof is strictly necessity of protecting their assets. Being that a roof is the single most important piece of a building envelope when it comes to protection from the elements, keeping that in good working shape is a common reason for a re-roof. If that is a driving force then weighing your marketing towards that is key. Let’s say the economy is really slow you could use your fluid applied option as a low cost method of securing a good working roof for way less than a traditional tear off & re roof.

Maybe it is the only way or more of an investment or need for a real estate transaction to go through. If that is the reason then focusing on how your system can offer a new warranty for less $ up front and is sustainable is a great way to market.

Sometimes in the commercial world it is simply a financial reason or one that is motivated by cash flow. Focusing on that and how you can do as much roof up to what their capital expenditure cap is a great way to get your foot in the door.

Now the question is are you considered a status contractor that makes them feel comfortable?

Or are you more of a value oriented contractor that makes them feel as if they are getting a great deal. Or are you the one known for doing high quality and being honest?

Identify the buying reasons and incorporate methods to make that stand out to your potential clients. If you find those reasons you will be doing more installs than selling and that is a good thing. Now that you know these reasons you now have to set your self to be the one that they feel can provide those solutions, so let’s cover some basics of how you can fit one or more of those desires.

  • 1: Keep your trucks and workers in a neat and orderly fashion. Big companies wear uniform shirts for a reason it shows character.
  • 2: If you have a showroom keep it aesthetically pleasing and make it stand out.
  • 3: Make sure the voice on the end of the line that is as wearing your phone calls is the happiest person in the office. They are the first impression and can carry a lot of clout on how you are perceived. If they can’t answer the call make sure they call back as soon as possible.
  • 4: Same goes for your employees make sure they know that for the benefit of the company they need to be kind, compassionate, and enthusiastic around the public.
  • 5: Your marketing materials may need a face lift, make sure they are not dated and say something about you unconsciously that you don’t want to be said.

Use these methods to live the “Roof Coating Life”

Chad Hedrick
“We Bleed White”


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

This Piece of Equipment is taking the Coatings Industry by Storm

Every once in a while something comes along to an industry that looks so simple, seems so simple, is so simple, yet has never been introduced to the public. Typically these topics, equipment or processes are slow to gain traction and meet resistance from those who have always done it their way. But just like the car changed transportation & then the plane changed it even more, change is inevitable in our world.

When it comes to roof coatings, you look at them and the process and think “what exactly can someone do that can make such a change in an industry like roofing?”

Except for types of materials being used, it’s been pretty much the same for decades. Even less monumental things have came into the smaller niche market of Fluid Applied Systems using Roof coatings. Until now that has been true, but is now rapidly changing.

The Patent Pending Roof Rabbit has caught the Fluid Applied industry by Storm and continues to gain traction daily.

The ability to hand a laborer this piece of equipment and know that with simple “mil plate” checks they can consistently and accurately apply coatings and do it in a quicker time period than with a wand. Andy L from PA says “Thank you for making a wonderful product in the Roof Rabbit. We love ours now that we got it tuned in. We did 19,000 sq ft today in under 6 hrs over foam.”

“Thank you for making a wonderful product in the Roof Rabbit. We love ours now that we got it tuned in. We did 19,000 sq ft today in under 6 hrs over foam.”

-Andy L from PA

With the spray heads always positioned at 12-14” from the target surface you know you’re getting full coverage and not having light spots from back fatigue, not maintaining consistent passes. First time user laying down some primer, Ben V from Iowa says “Why in the heck wouldn’t every coating guy have one of these in their trailer?!!!”

“Why in the heck wouldn’t every coating guy have one of these in their trailer?!!!”

-Ben V from Iowa

Secondly, the ability to stay in an upright position substantially minimizes back cramps and keeps production up even later into the day. With that added production (lower labor) you also gain cure times. If you know after 3 pm in your area is when pop up storms are common, you can have more roof done by noon and keep on schedule, versus using a wand and possibly having cure out issues. Billy P from CO says “My back hurt worse after 20-30 minutes of detailing with a wand than 4+ hours of using The Roof Rabbit.”

“My back hurt worse after 20-30 minutes of detailing with a wand than 4+ hours of using The Roof Rabbit.”

-Billy P from CO

Safety is another key topic these days & should be. With The Roof Rabbit & it’s forward cambered spray pattern, you have the ability to coat right up to the gutter edge of the roof and not have the wheels fall off the roof. This also allows the user to never cross the 6’ warning line from OSHA.

Change is inevitable…

…and more often than not it’s a change for the better of an industry. Stay open minded and attempt to be on the front end of things and it can be a game changer for you & your business. When you see something take off that you were using from the early days you can say that you were part of that movement and use that to your advantage. Spray on!!!!

Chad Hedrick, Roof Coating Life
“We Bleed White”



Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

Grow your Market Share and Not Become a Commodity Roofer

Fluid Applied Growth

Let’s all face it… we would love to have a higher percentage of our market, but doing so by lowering your pricing is not the way to do it. If you can’t find ways to keep your pricing the same and make the same or more profit, it’s not worth the effort required. Let’s discuss a few ways that you can accomplish this:

1: Talk to your past clientele.

Ask them why they chose you, what would they have like changed about you and your experience with them and what areas they were okay with but maybe thought you could still use some improvments on.

2: DON’T try to imitate Nike, Walmart, Lowes etc.

These large companies have millions upon millions at their disposal to literally test marketing each year and see which Branding ads work and which don’t. They also have the money to accrue the data and analyze it down to the penny. Most roofing companies do not fit this mold and are not trying to reach the same audience, hence will never have the capital to spend to accomplish anything like that. Your thoughts should be focused on a consumer who needs a roof and how to make that person want you to do that roof, without knowing you or meeting you.

3: Be definitive in your company’s elevator speech.

If you can’t tell your potential client why they should use you instead of company X, you’re losing sales.  Get it down pat in a way that differentiates you so well that they would feel wrong to choose your competitor over you know matter the price. Don’t say “we have been in business this long” or “our crews are trained and experienced.” Those are generic, simple statements that don’t set you apart.

4: Make sure your marketing game is on point and that it’s doing the pre-selling for you.

If your marketing is hitting the Why of the client, it’s building a relationship with them and they will see your price as a Value because of the impression they already have of you, all from your marketing efforts. Your sales will be easier to close, as the price won’t be the deciding factor.

5: Don’t give discounts, PERIOD.

All a discount says is “I don’t think the customer sees my Value and I am overpriced.” Once you make that statement, it is with you for eternity, every roof you do for that client they will expect the discount or a lower price that equates the same thing. If you are not sold that the value you bring them is worth the price your asking, then you are not sold on your product or service.

If you will drive these points home with everyone on your team, it will help every sales process close and flow much smoother and easier, without price haggling.

Chad Hedrick, Roof Coating Life
“We Bleed White”


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

Is Your Marketing Doing It’s Job?

marketing-quote

Warm up Your Potential Clients:

Have you ever walked into a restaurant and sat down with total strangers and started to try to sell them something? Probably not. If you did, can you imagine how weird that would be to both parties? But think about it this way, when you walk in to talk to a prospective client about their commercial roof, how well has your marketing done it’s job and how well does the building owner know you?

Is the protective client thinking “Will this guy rip me off? Is he trust worthy? Is he insured? Is he going to give me a fair price? Is he experienced?”

We get comfortable in these situations but when you really think about it from the client’s side of things, it’s like speed blind dating and hoping to click with THE ONE. For the vast majority of us that is uncomfortable and rightfully so.

Build Trust:

Your marketing is more than a FB page, direct mail piece or truck sign. The power of a marketing plan is having customers talk about seeing your trucks all over town when you only have 1 or 2 trucks. Using simple things like job signs and vehicle wraps can help build a brand. It builds trust.

Address Concerns:

Using a FAQ section either on your website, Social Media page or even in print on your Direct mail piece helps address some concerns before they arise. This shows your clients that you respect their concerns and have already done your due diligence to recognize them and try to eliminate those concerns. Combining these with written, and video testimonials is powerful.

Testimonials, especially if done by highly regarded community members can be a huge benefit for your business. The testimonial melts customers concerns even more than a FAQ section because they literally have someone pointing out the exact potential issues they were thinking of. A video testimonial also says this person trusts you enough to sing your praises and put their stamp of approval and their name on the line for you. That is the ultimate tension breaker.

Don’t forget to play your strengths, if you are a small owner operator business you should market the fact that your customer can contact you, the owner and that you will most likely be on site or involved in their project. Likewise, if you are a larger operation make sure that your sales people are trained in installations and not just on how to sell and market.

Market, Market, Market:

If you commit to using your marketing as the number one tool in the toolbox and allow it to do the hard work for you, it can make a huge difference when the opportunity to make a sale shows up.


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

Setting Up Your Pump For Maximum Performance

Roof-Coatings-Pump

You’ve landed a roof that justifies purchasing an airless sprayer. “Which one, why and what all is involved” are the next questions to go through your head.

What to Consider when Purchasing a New Pump:

Consider the size of your roof project, as well as the average size that future roof projects may be. Is the average roof that you think you will be doing in the 10 to 12,000 square-foot range or larger?

Sizing your pump is an easy way to save money up front and still get the job done. There is actually no need for a pump the size of an 833 if your average roof is 5 to 10,000 ft.²
Roofs that size can be done with a 7900 all day long. If you get an occasional large roof a 7900 will still perform well, it will just take a little longer when you start top coating.

If your average job is going to be 10,000 square-foot & up, then you’re better off to start with something like a Graco 833. Another question to ask is, are you going to be doing acrylics or silicone. If silicone is in your future and spraying is the method you want to do, then a Graco 933 is your number one option. The 933 will allow you to spray silicone and if you desire to, you can use a second set of hoses and gun to spray acrylics, although it’s not recommended due to labor required to insure pump is spotless of each chemistry before using the other chemistry. Most contractors who spray both acrylics and silicone have dedicated pumps for each system.

Hose Configuration is Equally Important

Once you have decided what size pump you’re going to need, you’ll then need to look at your hose configuration. Make sure that the dealer you’re purchasing from is not trying to make a sale by selling you the wrong size and length hoses just to get the price down. To maximize efficiency and performance you’ll want to run as much of the largest size hose recommended for your pump as you can. For instance on roofs, most contractors run 150 to 200 feet of half-inch hose with a 50 foot section of 3/8 hose connected to their gun or a Roof Rabbit.

Silicon contractors on the other hand, if going over 150 feet of total hose, will typically start out with 1 inch hose for 100 to 150 feet before necking down to 3/4 and half inch, not to exceed half inch or smaller house. This is simply due to the physical characteristics of silicon and it not liking to be sprayed.

Doing these things, as well as using hose reels will set you up for success when you’re ready to tackle the roof that you’ve landed.

Chad Hedrick, Roof Coating Life


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.

Direct Mail and it’s Multitude of Benefits

pile-of-direct-mail

A Proven Marketing Strategy

If you have followed me for any amount of time you know that I am a firm believer in direct mail marketing. The reasons behind it are simple yet very intentional. Direct mail carries an intrinsic value that is easily perceived and appreciated especially when you look at the cost of a First Class stamp nowadays. Direct mail has driven and will continue to drive Billions of Dollars of business annually and it’s not by mistake, even in this digital world.

Recent studies have shown that Millennials actually consider Direct mail as a more trustworthy source of marketing over digital marketing. They know that anything is possible on the internet and that it may or may not be truthful.

Also, consider the age group that you are most likely targeting when you reach out to commercial building owners. Many of them will be 40-70 yrs old and they were born and raised as Direct Mail being a huge part of their lifestyle. They have more than likely purchased something or multiple things from a Direct response mailing.

Benefits of Direct Mail Marketing:

1: You can easily tailor your message to the client you are searching for with DM. If your clientele is upper middle class men, you can have images on your piece that resonate with them as being successful business owners or property owners and the problem that you are proposing to fix for them with your solution.

2: If you search hard enough there is a database somewhere that has your exact niche of people narrowed down for you to use as a mailing list. That, incorporated with a focused message piece is very powerful and gives a better ROI than mass marketing. Also, by doing this in a micro niche size you can do it multiple times and see a higher response from your efforts.

3: With DM you also have the option to send actual samples/products of value or intrigue that you really can’t do with any other method. Think dimensional and send a DM piece that is not an envelope, something unconventional to get your desired clientele to take the time to open and actually digest the message that you are sending. This not only will stand out and brand your name with that person, but when you do a follow up and bring the topic back up you are sure to have a great conversation concerning it.

4: Combining Direct Mail with Digital is a power packed option. If you use your DM campaigns and drive your clientele to a specific vanity landing page, you can you see through analytics of who has visited. You can also see how long they stayed and what they clicked on and then you can deliver an even more hyper focused ad geared towards their perceived interests.

Chad Hedrick, Roof Coating Life


Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.

Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.