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Fractional CMO for Roofing

The fractional CMO for roofing companies.

I embed in your roofing business as your marketing leader, own SEO, paid, LSAs, Google Business Profile, attribution, and intake, and stay accountable to one number: signed contracts and revenue.

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The role

What does it mean to be a fractional CMO for roofing companies?

As your fractional CMO, I'm the senior marketing leader your roofing company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.

The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to your CRM, whether that's AccuLynx, JobNimbus, ServiceTitan, or something else, so we can see which leads actually turn into signed contracts. That tells me where to scale spend and where to cut it, instead of guessing from lead counts. And in roofing the economics are different from most home services: this is a high one-time ticket business with no recurring base. A full replacement runs $10,000 to $40,000 and up, but there's no subscription or maintenance plan compounding in the background. So I don't pretend it's a subscription business. I market to lead quality, reputation, referrals, and financing, where one signed roof can pay for a lot of leads.

That also shapes how I handle demand. A big share of roofing work is storm and insurance driven (hail and wind damage, emergency leak repair, and the claims surge after a storm), so I build the systems to capture those spikes fast and position you as the local, licensed pro who knows the claims process, not an out-of-town storm-chaser. Between storms, the referral and review engine carries the pipeline: review velocity, neighbor follow-up after a street takes damage, and referral asks the moment a job is finished. With no recurring revenue to lean on, that reputation flywheel is the asset that keeps your effective cost per job down.

The role is strategic, not just tactical. I run competitive and market analysis to understand what other roofing companies in your markets are doing, then use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position against the storm-chasers, the out-of-town crews, and the PE-backed consolidators. And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most roofing owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.

Why work with me

Senior marketing leadership and hands-on execution for roofing operators who need a CMO but aren't ready to hire one full-time.

  • I've actually run roofing growth.

    10 years embedded in home services across roofing, HVAC, plumbing, pest, and electrical. I'm not a generalist consultant learning your industry on your dime.

  • I scale revenue, not vanity metrics.

    I've generated $100M+ in revenue and 2M+ leads. I measure CAC, close rate, and signed contracts, not impressions or click-through rates.

  • I work directly on your account.

    No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.

  • I make the attribution real.

    I wire up CallRail and CallTrackingMetrics and connect them to your CRM so we know exactly which leads turn into signed roofs, then scale the channels that actually produce jobs instead of tire-kickers.

How I work with roofing companies

Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.

  1. 01

    Audit the market

    I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.

  2. 02

    Deep-dive your business

    Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your replacements, repairs, insurance jobs, and revenue are actually coming from today. No generic playbook gets applied until I understand your numbers.

  3. 03

    Build the proposal and plan

    I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.

  4. 04

    Dial in positioning and differentiation

    Part of onboarding is getting your positioning right. Most roofers go to market like everyone else, so they get lumped in with the storm-chasers and out-of-town crews and forced to compete on the lowest bid. I tease out what you actually do that no one else does (local, licensed, certified, and standing behind your warranties) and make that the center of your message.

  5. 05

    Rebuild the website and landing pages

    We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, with financing, warranties, manufacturer certifications, and real project photos front and center, then A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time.

  6. 06

    Build streamlined lead-gen systems

    I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your office is booking inspections and whether you're answering every call. Then I report spend, CPL, cost per signed contract, and ROAS by channel every week or two, so we always know where to put dollars to scale.

How I approach marketing a roofing company

This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how roofing actually grows.

01

I market for lead quality and reputation, because there's no recurring base to fall back on

Roofing is a high one-time ticket business. A full replacement runs $10,000 to $40,000 and up, but there's no subscription, no membership, no maintenance plan quietly compounding in the background like HVAC or pest. Each customer is mostly a single high-value transaction, so the whole strategy pivots to lead quality, reputation, referrals, and financing rather than cheap volume. I'd rather pay more for one lead that signs a $25,000 roof than chase a pile of cheap clicks that never convert.

02

I make attribution real before I scale anything

I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your CRM, whether it's AccuLynx, JobNimbus, or ServiceTitan. In roofing this matters even more, because cost-per-lead is high and tickets are big, so one signed contract can pay for a lot of leads. Once I know which channels produce signed jobs versus tire-kickers, I scale the spend that wins contracts and cut the rest.

03

I'm ready for storm and insurance demand, and the seasonal swings

A huge share of roofing demand is storm and insurance driven: hail and wind damage, emergency leak repair, and the claims surge after a storm rolls through. I build the systems to capture that spike fast and position you as the local pro who knows the claims process, not an out-of-town storm-chaser. Then I keep a healthy pipeline through the slow, dry stretches so revenue doesn't crater between storms.

04

I own local search and the Map Pack

Most roofing searches are 'roofing company near me' and 'roof leak repair' plus high-ticket intent like 'roof replacement', 'storm damage roof', and 'metal roof installation'. I tighten your Google Business Profile, build service and city pages for both the urgent repair and the high-ticket replacement intents, and push review velocity and proof (project photos, warranties, and manufacturer certifications like GAF and Owens Corning) so you win the Map Pack and convert once they land.

05

I run LSAs and Google Ads structured by intent, with financing front and center

An emergency leak, a full replacement, and a storm or insurance claim need different bids, different pages, and different messaging. I structure Local Services Ads, search, and paid social by intent, route high-ticket replacement demand to pages built to convert it (with financing, warranties, and proof up top), and send the signed-contract data from your CRM back to Google so it optimizes toward real jobs, not cheap clicks.

06

I build the referral and review engine that carries you between storms

With no recurring revenue, your reputation and referral flywheel are the asset. I build systems for review velocity, neighbor and canvassing follow-up after a storm hits a street, and referral asks at the moment a job is finished. That keeps the brand strong, lowers your effective cost per job, and feeds a pipeline that doesn't depend on always buying the next lead.

07

I fix intake so high-ticket demand turns into signed contracts

Answer every call, schedule the inspection fast, and run a sales process that closes high-ticket with options, financing, and proof. In roofing, where one missed call can be a $20,000 job lost to the next roofer, the difference between a 25% and a 45% close rate is almost always intake and the sales process, not more spend. It's usually the fastest win in the first 60 days.

Fractional CMO vs. agency for a roofing company

An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for roofing.

Incentive
Gets paid to spend your budget and keep the retainer. Wins are measured in rankings, impressions, and leads.
I get paid to grow signed contracts and revenue. One number, tied to your CRM.
Attribution
Reports leads and clicks from the ad platform, with no line back to revenue.
I connect CallRail and your CRM (AccuLynx, JobNimbus, ServiceTitan) so we know which leads become signed roofs and where to scale.
Roofing expertise
Runs the same playbook for a dentist and a roofer. Optimizes for cheap, low-quality leads.
I know roofing economics: high one-time tickets with no recurring base, so reputation, referrals, financing, and insurance-claim expertise win, plus lead quality over the cheapest lead.
Scope
Owns one channel like SEO or PPC. No one owns the full funnel or the intake.
I own the whole marketing function: strategy, channels, offer, intake, attribution, and the vendors plugged in.
Strategy
Executes tactics in their lane. Rarely looks at competitors or business direction.
I run competitive and market analysis and help inform where the business should go from a marketing lens.
Communication
A monthly report and a quarterly check-in.
I'm in your inbox most days, with a weekly performance report and a clear summary of what got done.
Cost
Retainer plus media, with results that are hard to tie to revenue.
A fraction of a $200K+ full-time CMO, embedded in your stack and accountable to revenue.

Ready to grow your roofing company?

Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.