Quote Quick and Lock In Leads with Instant Estimator

Pete: All right everybody. Welcome back to the Roofr Masterclass. I'm your host Pete with my co-host Nic, and we are glad to be back in the saddle here. I think the last one we did, we did live from Roof Con, and then Nic and I spent the last week of our life at IRE.

Got to see a lot of cool new stuff and see a lot of what's going on in the industry and yeah, good trip. Right?

Nic: It was a good back to back for us. It was a good time. Good seeing all of our friends from the industry, users and everything else.

Now it's good to be home though.  

Pete: Yeah, happy to be back in the house for sure.  

We are excited to talk a little bit about Instant Estimator today.

This is a product that we've had for a couple years. It's, evolved a bit over time here. The team's done a really good job with it and, you know, being at these shows like Nic and I have over the last month here, we hear some great stories of ways people are leveraging it and how it has changed their business.

Nic: A hundred percent. It's our first tool. So for anybody who doesn't know the story, this was the first tool that we created back in 2016. We worked it through Marketplace and then we turned it into a customer acquisition channel there, and then we turned it into something that you guys can use for lead capture, for your team.

So the amount of updates and changes that it's been going through, the updates we have for today and how it's being used is just unbelievable.  

Pete: Yeah. It's been pretty slick.

Nic: Also to know this recording is always posted on roofr.com. We also have it on our YouTube channel. Every single one of these you can look back on that usually takes about two days for Joel to get it up there.

Doing his nice, fancy editing and everything, making sure that he cuts out of all my Pete's cuss words that we've been just throwin' around wildly. And if you have any problems with me or Pete, you directly email joel dot castelli@roofr.com.  

Pete: Yeah. It's his job to keep us in order.  

Nic: He will not cuss at you.

Me and Pete might. Joel's a sweet,  

Pete: Not Joel.

Nic: Baby Angel. So.  

Pete: That's right.  

Nic: There'll also be a survey after masterclass. Yes, Luis. There's gonna be some socks as well.

Today we're talking about instant estimates. One of the cool things that we wanna start off with on this is, a big change in the industry.

We've been doing this since 2016 and always talking about the importance of price conditioning and price qualifying your customers with the instant estimate, but now Google's catching onto it. So they've been hearing me and Pete scream for 10 years doing this. And what they've done is a latest update for, showing businesses first who offer online estimates.

They're getting more visibility than ever. Joel wrote an amazing blog about that. So you can really dive into it. And if you don't have an instant estimate tool on your website, now's the time. 'cause this is basically free promotion. It's going to bump up your listing and ranking up to the top.

So it's going to help with your SEO, help with your discoverability, and then also point it directly to that online estimate.  

Pete: Yeah, and if you guys have not read the blogs, Joel does a fantastic job with those. He is. Pretty much the William Shakespeare of the roofing industry.

Beautiful writer.

Nic: He uses shall too much. That's the only problem. Thou and shall.  

Pete: The William Shakespeare.  

Nic: Yeah.  

Pete: But, yeah, if you guys have not read those, tons of great information in those blogs. This is a really good one actually. Very pertinent to what we're talking about today, so that's why we wanted to share it.  

Nic: Before we get started, I figured something that would be cool that we can do is, uh, I built an instant estimator for this.

Everyone in the comments, use it. Have fun with it. See some of the cool features. I will go through this exact instant estimator, how it's built and the specifications, the things that you could turn on and off and stuff. But I do not want to hear that pricing's way off because I just smashed the keyboard for numbers.

That is a demo one, I created it very fast, but should be, you know, within the range of reality.

If you guys don't know what the Incident Estimator is, I can walk you guys through that, but I think it's really important to kind of look at it from this perspective.

Everyone always thinks of instant estimates that, Hey, it's gonna go on your website. And yeah, that is a great spot to put it. Because as you can see now, Google will rank you higher. You can really kind of get people in and get an estimate within 30 seconds and open up that door right off the bat.

A lot of people, are cautious to give out pricing for free to customers because they might figure out that like, oh, this customer's not mine. They wanna do that in-person pitch in general. I really want you guys to think about an instant estimator as the price conditioner.

A price qualifier. Where it's going to condition that client for what you're doing. It's going to self-qualify them and it's gonna weed out the tire kickers, number one, and provide a much better experience that people are expecting nowadays. Number two. And those are big things. 'cause if somebody, if you have like a range of like 10 to $12,000 for this roof and this person comes in, screaming, being like 10,000 is way too much, Hey, that's not your client.

I think it's really important for us to all understand the roofing industry, and I learned this at a young age from my dad, is not every customer is your customer. It shouldn't be. I know it's hard when you're first starting, especially that you want every little bit, but trust me, those ones that are gonna put up a fuss at the beginning are gonna put up a way bigger fuss at the end as well.

Having it on your website is always good, but having it on your socials is super important. On your videos. Making sure that you can click on that link below, and have it on your door hangers, on your postcards.

For realtors, property managers, people always sleep on realtors and property managers, especially if you're a new guy in town, get in with them. Not every lead that they're gonna send you is going to be legit. But if you have something like this that's personalized to them, an instant estimator just for them, you'll be able to see just like tell 'em, hey, write which ones are real and which ones are not.

I won't bug you on the ones that are not. You build up that relationship and everybody's gonna be pointing towards you, that guy, and you'll own that entire area. And once you own that entire area for property managers and realtors, you're gonna be getting a lot of free leads coming your way. Then ultimately we have it for yard signs as well as home shows.

Home shows. This is unreal. This is my dad's home show that he was doing. He's been around for 31 years. I've talked about us on the show, but so is a lot of the competitors in his area. There's one guy that's been around 60 years. One guy's been around 35 years, so my dad's like a baby compared to them.

So at the, last home show that he was doing. It was last spring. People were walking up and talking to all these other roofing companies, and they're like, yeah, we'll come by, you know, Wednesday, take a look at it, give you a price. And then they'd come up to my dad and he'd be like, do you want just a quote right now?

You wanna find out how much it costs? 30 seconds. He would do a DIY and send 'em a quote, a formal bid on the spot with contingencies. And he was closing things on the spot. His competitors came up and said, what are you doing? How can we do that?

So the Instant Estimator shouldn't just be thought about as a online estimate tool. It is for all paid and organic marketing. It's going to really help you out with all that. Pete, I talked so much. I'm so sorry.  

Pete: No, I was just gonna say, get creative with it guys. We've seen some, very unique uses of the instant estimator.

Joshua Keith comes to mind with the back of the grocery store receipt.  

Nic: Mm-hmm.  

Pete: Most people would never even. Think of that as an idea, but he literally has his QR code on the back of the grocery store receipt when it comes out. You can take that, turn it over, scan it, it takes you to his instant estimator, gets the ball rolling.

I remember seeing a picture online of someone who had it on the side of their boat, driving around the lake all weekend. You could scan the QR code off the boat, plus probably made the boat a write off, which was super smart. He's catching leads while he's cruising around the lake on a Saturday afternoon.

If you guys are using, something like a Dope Marketing, you know, and you're doing door hangers and stuff, like Nic mentioned, you could throw this QR code right in there.

One thing I always like to note when we start to talk instant estimator. Early on in our lifetime with this product. People would throw it on their website and they would be like, it doesn't really work.

Right. And it was like, well, are you driving traffic to it? And I think it's good to know that it's not a lead generation tool. Like having the instant estimator, signing up for it, is not gonna suddenly make leads magically appear into your inbox.

It's a way to funnel these leads, to profile these leads, to gain some valuable information on these leads, right? So think of it more like a lead capture tool. A lead funnel than an actual lead generation tool.

People look at it and think like, okay, it's gonna generate me leads that are gonna just magically pop up into my Roofr account. You have to actually drive it there. And like Nic said, the beauty of the Instant Estimator is that it can be attached to pretty much every marketing asset that you have, right?

Every different avenue of marketing that you're using. The Instant Estimator can be tied into it in some way, shape, or form. And so the beauty of that is now you've taken, let's say your five or six marketing channels and they're all funneling to the same location, right? Which is giving you the same information on all those customers,

is definitely going to, narrow the scope of going through some of these customers as they roll in. Like Nic said, you can find out whether they're even the right customers for you that way, and then on top of that, it makes it very easy to track.

You can see exactly where they're coming from, which marketing source, but also. It's going to allow you to just funnel everything into Roofr really easy. So you're not like, oh, I need a Zapier connection to bring in my Facebook ads and, you know, I've got phone answering doing this and blah, blah, blah, and all these other things.

This is a way to hone that in and make it one centralized funnel that captures all your leads and just puts 'em right into Roofr for you, nice and clean with the same pertinent information.  

Nic: There's a couple things that you said there that were great. Like, number one, your data is everything. When you're running a company, knowing exactly what you're doing, and how you're doing it is super important.

That includes close rates and everything. But more importantly is marketing, what's working and what's not, because ultimately you don't wanna be spending your money on stuff that's just not panning out, especially if it's paid ads and not organic. So being able to track that is super important too. But going back to just having on your website and just like hoping for the best and they're like, oh, I got one or two leads in there.

I could put the incident estimator on the website, never drive traffic to it, and I will get one or two leads from it. People are just gonna come by, see my truck, whatever, and come by and go through it. But to really make these things work is to optimize how you're sending it out. Drive traffic to it.

So by doing it on multiple sources, like we're talking about Facebook, door hangers, postcards, home shows, your website, bringing traffic to it there, but also being able to, talk about it. And be able to track exactly where everything's coming from and what's making you the biggest ROI on there.

Pete: In the past, you know, a lot of times it depended on your sales guys or the person answer the phone or whoever's entering those leads into the system to make sure that they put in, you know, ask the question.

How'd you hear about us? Right? Where'd you come from? And physically enter that. A lot of times it's a manual process, picking from a dropdown or typing in the referral source, the marketing source. And if that's not done, then our data is never accurate.

In a previous life when I was at another CRM, going into guys' accounts and more than half of their jobs would have no marketing source on it. Yeah. You would say to them, this is pointless, right? Because now if you go in and you look at your marketing source data. None of it's gonna be accurate because half of it's not been filled out.

When you're working with a CRM, you get out what you put in. And if you're only filling out half the stuff, you're only gonna get half ass information out of it. So this is a great way for the instant Estimator to fill that stuff out for you.

And now you've got some really good data to work with. You can really start to see where's the performance coming from, right? Like what's closing? What's really like where I'm getting my good stuff from? Maybe we invest in more of that. Maybe we go further down that road.

I did a podcast a couple months back with Early Bird. Yeah. They're a fairly new company.

They used the tool to leverage that and see where their marketing was performing. And surprisingly enough, because they had come from an e-commerce background, they had a really good understanding and their Facebook marketing was the best that they had.

It was outperforming all the other ones by almost double. So that was the majority of where their marketing early on their budget was small, the majority of where their marketing was being budgeted because they were able to clearly see that here. You have accurate information that you can use to make educated decisions.  

Nic: Yeah, like right off the bat, I can see that four of you guys have used that instant estimator link already.

You guys are all caught.

Brian did two, Stefan did one. Chandler did another one. So you can see exactly the source has already been, attributed and put it into the backend of that as well. Really cool, powerful way to do that. Put it into Facebook chats, put it into text messages, put it into anything.

One thing I wanna make clear with this as well is the possibilities are really endless.

You can create as many links as you need. Each one of these links are unique. So I created this one today so I can share it with you guys.

I could track all you guys what you're doing. Each one has a separate unique link. That you can send out in, you know, your print media, your Facebook, your Instagram, your videos and all that stuff. A unique QR code. Every single one as well.

So we can have like an SVG or PNG and then also a unique qr embed code, so you could embed it into your website so it lives on your website.

It just opens up as an iframe inside there. So that's pretty cool. That's built in there. And then you can also have some nice integrations built into it, for example. You have your customer reviews built in here, very easy to add in.

And then you can have the data showcase as well.

Once you have one of these very easy to create and duplicate, if I want to duplicate this and change it up to, I want this to be Pete's masterclass. One. What I'll do is I'll post this in and see who wins at the end of the day.

Pete: Outperforms, right?  

Nic: Yeah. Who outperforms who. So we'll be able to track, 'cause each one of these are unique right off the bat. You have up to 15 questions that you could put in there.

You could have as little as three. So you could have the quickest funnel possible, or the longest. The sweet spot that we've seen with the data is around six to 10. That's where you get the most amount of qualification and the lowest amount of drop off. You don't wanna put too much friction in there because those customers are not gonna finish it.

And too little friction means that anybody's coming in and ultimately not all leads are created equally. Some of them are gonna be crap and you want some friction in to get away from the bogus people as well. With the questions we could reorder and turn them on or off very simply, so we can play around with all this stuff as well.

Pete: Yeah, I love the flexibility that we've added here with the questions. You know, we've got a lot of input as far as insurance and solar and financing. There's just a ton of options here that cover any potential scenario that you have coming in.

Giving you some flexibility on the questions, on the number of questions, as well as the information that you're grabbing to be more specific to your business. Like Nic just showed, not only does this work for your marketing sources, but it can also work for your reps.

Your door knockers, right? Whoever you have, whoever you wanna distinctly track to see how they're performing. This is a great way to do it. every door knocker has their own unique Instant estimator, it's easy to look in here and see how that's performing, how many people are hitting it, you know, how often are they leveraging it?

You know, and, and everything is unique to them as far as the links and the QR code and all of that.

Nic: Being able to really be unique and different is a big thing that we always say is separate yourself from the competition.

And you're able to do that through all this here. As you can see here, I've created my Instant estimator, has a bunch of different options. Everything that I personally offer is gonna show up here. And ultimately we can add in our low slope pricing, our moderate, our steep, our flat roof pricing for the flat roofing products in there, and multi-story surcharge.

We could add up to three different photos per, so we can have a carousel, our own description, anything else that you want in there, and you can see exactly what it's gonna look like on the mobile view or on the card view as well. So what this is gonna allow you to do is be very, very direct on who you're marketing to and how.

I don't want it to show standing seam if I only do cedar. So you can really kind of play around with this and we have templates already built in or you can go other and have fun with that as well.

And really be able to kind of customize that to your flow. The other big thing is it's not gonna show pitch products with the flat roof and flat roofing products with the pitch roof. It's going to really be specific to how the questions are answered by that customer and really be able to open it up.

And then the third thing is you're able to add custom items in here. Custom offering means anything that you can measure by square footage can be done here. So you're thinking roof repair and maintenance. Great. That's a gateway drug into roofing. Add that in. If you're thinking roof rejuvenation, silicone coating, anything else like that, boom.

Add that in. And then if you're thinking the regular, you know the good, better, best or, or anything else that you're doing, add that in. And the system's smart enough to differentiate what you're offering so that it won't show everything all at once.  

Pete: I love the flexibility here to actually customize it to what my offerings are, right?

You can customize the verbiage, the pictures, all that kind of stuff. And so you can really. Make this yours, right? Like you can really kind of brand this, in a way that fits your company really well.

We see people use it all the way down to Christmas light hanging, right? So it's like,  

Nic: yep.  

Pete: You know, you can really put in anything in there. Get creative with it. Anything you guys are offering, like Nic said, that you can measure with square footage is gonna work. Just a lot of flexibility there as to how you can set that up.

Nic: Pete, I'm winning forward. I quickly double checked.

Pete: I'm getting killed here.

Nic: Nice goose egg on your side.  

Pete: Well, I'm in product. I'm not a sales guy. Right.  

Nic: That's fair.  

Pete: That's my excuse always.  

Nic: Yeah. So with all that being said, let's go through a full example of it. We can open this up. You can add this all in there and then pick the dropdown that you want. Whatever address that you're doing, the customer can come in and it's gonna zoom in and drop in and be able to pick that up. If you have multiple structures on that property, it's gonna pick out every single one of these, which is great.

Makes it nice and easy for you. Then at this point here, once they go, you can select which roofs you want from a customer perspective. You want all of them great. If you want only a couple, that's fine too, but let's just say for all of them, going, these are steep roofs and we're gonna go to the next step.

Now the next questions that are gonna come up are gonna be the same qualification questions you typically were asked on the phone, and your job is to specify how many want in there. Do you want the full 15? I recommend not. Do you want only three? I'd recommend not. Again, it's six to 10 is the sweet spot there.

So we had how steep is the roof, Mrs. Jones. Then we could say, Hey, is there any multiple stories on there, which as you saw on the backend, that's going to streamline that and add that surcharge automatically. Which type of building do you have? Residential or commercial? This is gonna change up the flow a little bit for you.

Each has its unique flow and then what's currently on your roof. Asphalt, what do you wanna go back with? Now? It only shows what I'm offering, so I got asphalt, metal, roof, rejuvenation, and repair. Hey, when do you want this done? Is there any leaks or damages?

Is it a part of an insurance claim? Are you looking about solar panels? Again, these are all the different options. I have 'em all turned on as you can see. When would you like this done? Are you interested in financing? And then they could write things in like, please help. It's leaking. Please help now. And then once you hit that, we tease 'em a little bit.

Now we're not gonna ask for someone's information off the bat. It's 2026. People will drop off that way. So we're continuing that question. Where should we send your estimates? They came here for an instant online estimate. Where should we send those? And then ultimately they could put in the name, if you could see, blurred out that background as well.

So everything is built in there so it makes it a lot easier.

Once they click on, get my estimate, everything that you offer shows up automatically for them.

You have ranges or solid pricing. I recommend ranges. You have financing or no financing. We have everything broken down piece by piece. We even have carousel of photos. You have unique contact cards that can be unique per sales rep, per instant estimator.

And the customer can click on one or multiple of these. As you can see here, you get a quick roof by the numbers down here, as well as the latest projects with your Company Cam Showcase and any of your reviews that you have on there as well. Nice, clean, easy. You can share it out to them. They're automatically gonna get an email as well, directly from you.

And you're also gonna get an email that's going to say, Hey, you got a new lead assigned at this address.

We'll be reaching out shortly and in big, bold letters it says, note these are only ballpark representations, accurate proposals are provided once we can get more information about the roof.  

Pete: Yeah. Let's talk a little bit about the pricing part here, because I think, you know, early on when we first introduced the Instant Estimator, there was some concerns or conversations around how we should put the pricing.

The two schools of thought were like, well, if I don't want to deal with tire kickers, I'll just overprice it, right? If we price it high, then we can come in with the quote behind it and be like, oh look, it's cheaper than what we showed you. Potentially scares away the tire kickers.

Do we come in low with the idea that we'll capture literally everyone who touches it? Right? And so there's obviously some schools of thought there that have driven some of the modifications that we've made to how it displays. You have the ability to show the pricing in a couple of different aspects.

We heard a lot of stuff around pricing in the very beginning, and so the team did a really good job of getting it under control here and figuring out the best ways to allow you to display it based on your pricing to where it didn't give away the farm but allowed the customer to still get some valuable information out of it.

Nic: We always hear, I don't want my competitor to know. Let's start off with that. I don't want my competitor to know my pricing. I'm just gonna say it, it's gonna sound very abrupt, but they already do.  

Pete: They probably already do.

Nic: Do you know your competitor's pricing? You probably do. Whenever you're sitting down at a kitchen table with a husband and wife, whatever, presenting your quotes, and they're like, I got a quote, two grand. I was like, cool man. Why don't you, can you show me that you could hide the name or whatever, just so I can see if we're comparing apples to apples, you know their pricing, they know yours.

It doesn't make a difference. It's about what you're providing in the value that you're providing, and this is a big way to separate yourself and show value in there. The other thing is, yeah, ultimately you have different options. Here you can see you had the commercial one as we went through, as well as the residential one,

and you have the ability to put the low, moderate, and steep in there. I usually recommend getting as accurate as possible because at the end of the day when you're back into this, you're able to pick your ranges and those are custom ranges. So in this instance, I have a minus 25 plus 10 range on my price per square.

So whatever they're clicking on, it's giving me that range. And that range is great because we need more information to provide accurate proposals. But also that range gives me some room. And as I mentioned at the beginning, if someone starts picking and choosing and complaining about that low range, that ain't your customer. Makes it a little bit easier.

And as Joel writes in his blogs, that customer shall not pass. Always. He says it all the time, guys.  

Pete: Very eloquently.  

Nic: Yeah. But, all that stuff here, they're going to be looking for that price regardless, and you're providing them what they want. Customers don't know about roofing.

They want to be educated, but they also want to know how much it's gonna cost. And having this built in and showing it as a range or solid pricing. Highly recommend.  

Pete: Yeah. Brent made a good comment here his thought process is if we don't show them a price here, they're just gonna keep looking online until they find one

and he's right. In today's day and age, like Nic said, your customers are doing more research on their own before they even pick up the phone and call you or potentially get in touch with you, than ever before. A lot of them have pretty much. Sold themself before they've come to you.

Right? So the more information you can provide, the more transparent you can be. It is only gonna work to your benefit. Allowing them to really make an educated decision so that when they get in touch with you, they're essentially sold, right? It's essentially your job to lose at that point.

We want to be the person who supplies the most information of our competition, so take advantage of it.  

Nic: And then as we're building that out, like here's the default job owner, contact information, scheduling, adding in the Calendly link, all that stuff makes it very easy.

You'll be able to see that new person and exactly what information they've built into Roofr. So it makes your life a hell of a lot easier to play with these, move these around and really kind of open up that flow with it.  

Pete: Yeah, just an incredible amount of flexibility here in the product that the team has built in, from what it was originally to what it is now, it has evolved into an incredibly powerful sales tool, that kind of works on its own right?

Once you have it set up, it's essentially working behind the scenes for you. Pushing these leads into the system, capturing that information and then allowing you to, utilize that information to have more educated conversations when the time finally comes that you talk to them.

And plus it kind of satiates that need. Like we talk often about speed to lead, right? Like, this is a great way to set yourself up.

They're getting the information that they need. In the meantime, you can set up automations based on these leads flowing in, coming from the instant estimator, and utilize our automations to quickly get back in touch with them and keep that ball rolling.

I did a podcast with James Hatfield from Live Switch, and he said you've got 'em at that point, right? Like they're, that's the time to pounce, right? Like they've filled out an instant estimator, they've got that information in their hand, they're ready to go.

Why wait two or three days to get back in touch with them or set up an appointment? If you could jump on them right at that moment. The opportunity to close is considerably higher. We had Amanda Veinott on, you know, talking about her numbers based around the Instant Estimator and the close rate was so considerably higher when it came through the Instant Estimator, and she was able to get right on them, have educated conversations.

It was actually really interesting at how well it was performing for her.  

Nic: She was closing in a shorter period of time at a higher dollar value with leads that came in from the instant estimate. It's a really good episode. It's, she was pulling live stats from her spreadsheets and stuff, so it was crazy.

But as you can see, it creates that lead directly into Roofr. This is why people like Amanda like it, 'cause it will hit that source into a new funnel. Automations are hittin'. Everything that you had and that you wanted is in here as well so that you can match customer urgency with your urgency as well.

You don't even have to be in the country. You could set an automation for text and email and it will automatically go through, you're driving traffic to your site or your ads.

They click on the instant estimate, it comes through. The automations from Roofr, automatically sends 'em an email and text out. You can see directly what they were interested in. So, hey, Mrs. Jones, I noticed that you got a quote. You're looking for 1 70 76 North Mississippi. I saw here that it's a leaking rate, now, and that you'd need some help in there.

It looks like you're looking to get it done soon. You're looking, to get a claim on here. Not sure of the age of the roof, but I also saw that you were interested in the three tab, the repair and the standing seam. Is that correct? Not a problem. Let me get somebody out there. I'm just gonna tag my sales rep cam in here.

Gonna say where it's leaking, okay, it's leaking in the back Valley. Add that in. And then I could automatically go up from that Instant estimator. Have all that information. Be able to click on a time for your sales appointment, bang that in. And then next thing you know, more automation trigger, more emails, more attacks, more automations, moving the stages.

Everything going directly throughout there. So if you're looking to stand apart from this competition, this is a way to do it.  

Pete: If a lead comes in from a traditional lead source, let's say you get a lead through the Facebook ad, right? Your team sees it. They go in, they manually enter it in. Someone in the office calls that customer. Has to ask all these questions, gain all this information, then has to try to figure out scheduling an appointment.

Imagine if that same customer got forwarded to the instant estimator. They're answering the questions on their own. No need for a person to talk to them at that point. They're potentially scheduling a Calendly link if you've got that attached to your sales rep right there. Right? So they're scheduling their own appointment at their leisure, right?

Automations are firing off the second they come in. So now you're communicating with them and you're keeping the ball rolling. All this is happening before any employee in your company has even touched them for the first time.

Nic: Yeah,  

Pete: So you're so much further along in the process and you haven't even interacted with that customer yet. The amount of time that you're saving going that route in comparison to going the traditional way that we used to do it, the power of that is just unbelievable as to how that can really feed your system and how efficiently you can operate.

Nic: And then even knowing at the backend, like here, exactly what's working, what's not. Not only how many leads are coming in from each source, that means nothing. 'cause like you said, not all leads are created equally, but how many of those leads become qualified?

How many of those qualified become won? What's the rate between them and what's the rough ROI to see how valuable that tool is? So if I have a link on Facebook and on Google Ads, and I'm pushing those out at the same dollar amount, but I'm seeing after a quarter that Facebook is kicking Google's butt in qualified leads and won leads and then the dollar amount. That's the kind of stuff that you can do with the data.

You can have competition between Josh, Adel, and Tom right here. You have them going out with their unique QR codes, on their business cards, on their everything else, and allow them to really streamline that process.

Information about previous roofs, previous reviews, all that stuff's here is gonna get you more reviews, more jobs, and ultimately more happy customers.  

Pete: Yeah, and let's be honest, there's certain lead sources that are very difficult to track, right? If I'm sticking a yard sign in every yard, my trucks are driving all over town, I'm dropping door hangers everywhere.

If I don't have any QR codes or any way to track that. How do I know? Like I could, someone could get a door hanger today and call me three months from now. Mm-hmm. Did that really come from that door hanger, or did they run into one of my signs somewhere? Right. So there's some lead sources that obviously are very difficult to quantify,

right. But now, if you've got this QR code attached to them, now we know for sure,

It's much more obvious where that lead came from. It's a complete game changer for a lot of those lead sources that we traditionally just kind of like throw out there because the industry says this is how you should do it.

And we don't really never have a way of tracking how that performed.

I used to deal a lot with Lead Scout, the company, Lead Scout, and you know, one of the things they had a lot of trouble with early on was you tell us an area, we send out postcards, but we have no real way to quantify whether those postcards are driving traffic.

Because someone gets a postcard, they may not respond to the postcard till six months down the road.

So, you know, it just a very, very powerful tool if it's leveraged correctly here. And I just love the way that it kind of dials in that marketing, like you said, we now we can see exactly what's performing. And that's more valuable even so than, just knowing the number that's coming in.  

Nic: A hundred percent. And the cool thing is we'll do a future one, but this is a nice little sneak peek. If you are without a website, you're a brand new company just starting out, you want something that's SEO and AI optimized, and AI built outs and everything else. Roofer sites just dropped as well. So you can go in and select the instant estimator that you want, add that directly in here, and then once you go in, you can start building out your website through AI right off the bat.

You can go in and have fun with everything here and just change this to make it friendlier and then open that stuff up here.

I feel like I have a lot of power sometimes when I'm doing these shows and I can just show you guys something real quick and be like, it's coming and it's right away  

Pete: It's coming, I promise.  

Nic: Just hide it. There you go.

Pete: Just looking here to see Nic, if we have done a good job of answering questions. Scott asked, how do we ask specific questions regarding the mechanics of the process? For example, we have an address that selects the wrong building and will not let us modify it.

Who can we ask for help?  

Nic: Yeah, about 99. I think 99.5 I think is the actual number percent of homes are properly geotagged across North America, and our system works in Canada and the US. And you'll get the proper home. There are some times that Google, 'cause this will run off of Google's backend data that is not correctly located.

And sometimes you have that issue. We will have a solution in the future, but know that it's not the most common thing. What we found with the data is most of those people will complete the flow and actually reach out to you. Be like, actually that's not the right house. So then you can kind of dive back in there and open up that conversation.

The other time that you see it is like sometimes you have row homes and stuff and it'll capture all, 'cause there's no definitive line. Our tools using government data, artificial intelligence and machine learning to kind of develop and give automatic prices in there.

Pete: Yeah, and if you ever need help, Scott, you can always reach out to the team. Mm-hmm. You know, if you have some something specific, a question or an issue, you know, feel free to hit up support.

They're a great resource. Or if you have a customer success manager. And like Nic said, our emails are up there.

They're super simple to remember. You can always hit one of us up and we can at least point you in the right direction if we're not the right guy. But usually we can help at least initially. So yeah, feel free to hit us up anytime,  

Nic: Any other questions?  

Pete: I think that was literally it.

I mean, that means that we were so thorough. We covered everything.

All right everybody. Well, thank you for joining us on another great masterclass here.

Hopefully it gave you some ideas of some creative ways that you can use it and leverage it. Really, appreciate everybody jumping on. As always, be sure to check out our other master classes and also Joel Shakespeare's blogs there as well.

We will see all you guys next time on the Roofr masterclass. Thanks everybody.  

Nic: Thanks everyone.