VSL funnel blueprint, ad scripts, static ad concepts, pre-call email sequence, and a full bottleneck analysis built specifically for your business.
Roof Sales Mastery has trained 3,000+ storm restoration contractors with a 4.9-star rating across 198 reviews. You sell programs from $500 to $20,000 with a 2X ROI guarantee. You have been a guest on 16+ industry podcasts. You have 11,000+ YouTube subscribers and over a million views. Your origin story of selling 65 roofs in 4 months with zero experience is one of the most compelling in the entire trades coaching space.
But your digital infrastructure does not match the quality of your product. Your website runs on a basic GoDaddy platform. Your enrollment page lists 8 programs with prices but does zero selling. Your Facebook pixel is live but there is no visible creative testing framework. And there is no VSL funnel sitting between your ads and your booking page to pre-frame prospects before they get on a strategy call.
We saw that gap and built the system to close it. Everything on this page is ready to implement. It is yours whether we work together or not.
15-minute call. We will show you how each piece fits your current operation and what to launch first.
Get in Touch5 specific gaps holding Roof Sales Mastery back from its next level of growth
Roof Sales Mastery sells programs ranging from $7,500 to $20,000. The current sales process runs through a Calendly booking page on a GoDaddy-built website. There is no video sales letter. No pre-frame. No mechanism to warm a cold prospect before they land on a booking page. The enrollment page lists every program with pricing but does zero selling. A prospect who has never heard of Becca has to go from cold to "let me book a call about a $20,000 program" with nothing in between.
Every cold visitor who lands on the enrollment page and sees $7,500-$20,000 price tags without context bounces. They have no emotional connection to the outcome. No proof the system works for people like them. No story that makes the price feel like a bargain. The booking page converts a fraction of what it should because the prospect arrives unsold. If even 15% more cold traffic converted to booked calls, and your close rate stays the same, that is a significant revenue increase on programs that already have strong margins.
A dedicated VSL funnel that sits between your ads and your booking page. The VSL does the heavy lifting. It tells the story of how you sold 65 roofs in 4 months with zero experience. It shows the contractor who went from 3 crews to 12 after going through the Scaling Machine. It makes the case that $20,000 for a system that produces $160K months is not expensive. By the time the prospect hits the booking page, they already want in. They just need the call to confirm. We built the full VSL funnel blueprint below.
The Roof Sales Mastery website runs on a GoDaddy/wsimg platform. The design looks like it was built in 2016 and has not been meaningfully updated. For a company that has trained 3,000+ contractors and has 198 reviews at 4.9 stars, the website does not match the quality of the product. The enrollment page is a long list of program names and prices with minimal persuasion architecture. There are no testimonial videos embedded at the point of purchase. No urgency mechanisms. No risk reversal positioned next to the CTA.
Your close rate on strategy calls is probably strong because Becca is a phenomenal seller. But every prospect who visits the site before or after the call and sees a dated design questions whether this is the real deal. In a market where your competitors are investing in modern funnels and professional design, the website becomes a silent objection. Prospects do not say "your website looks old." They just do not book. And the ones who do book come in with less conviction, making the close harder.
A modern, high-converting landing page system that replaces the enrollment page as the primary conversion point. Dark, cinematic design. Clean typography. Testimonial videos embedded inline. A single clear CTA per page (book a strategy call) instead of 8 programs listed with 8 different prices. We would build dedicated pages for the Scaling Machine ($20K) and the Xactimate Training ($10K) as the two flagship offers, each with their own persuasion architecture tuned to the specific buyer journey for that program.
The current lead magnet is "Free weekly gold nuggets + 3 free gifts." It is not clear what the 3 free gifts are from the website. There is no dedicated lead magnet landing page. No opt-in funnel. The newsletter signup is buried in the site navigation. For a business that has hundreds of YouTube videos, podcast appearances on 16+ shows, and a book, there is a massive amount of content but no clear entry point that captures cold traffic into an email list with a compelling, specific promise.
Every YouTube viewer, every podcast listener, every Facebook group member who is not on your email list is a prospect you cannot follow up with. You are renting attention on platforms you do not own. When YouTube changes the algorithm or Facebook throttles organic reach, those prospects disappear. A dedicated lead magnet funnel would capture 20-40% of your existing organic traffic into an owned asset. Over 12 months, that compounds into thousands of qualified leads you can market to directly.
A niche-specific lead magnet with its own dedicated opt-in page and email nurture sequence. Not "free gifts." Something like "The Storm Season Playbook: The 5-Step System to Close 10+ Roofs in Your First 30 Days." A resource specific enough that only your ideal prospect would want it, valuable enough that they would pay for it, and positioned as the first step in an ascension toward the $7,500-$20,000 programs. The opt-in page, lead magnet outline, and 5-email nurture sequence that follows are all buildable assets we can create.
Strategy calls are booked through Calendly. There is no evidence of a pre-call email sequence, text reminder system, or value video that fires between the booking and the call. For programs priced at $10,000-$20,000, the gap between booking and showing up is where deals die. Prospects book while they are excited, then cool off, then no-show or cancel.
Industry data shows that pre-call nurture systems improve show rates by 15-30%. If you are booking 40 calls per month and 25% no-show, that is 10 lost calls. At a 30% close rate on $15,000 average deal size, each no-show costs $4,500 in expected revenue. A pre-call sequence that recovers even half those no-shows adds $22,500/month to revenue with zero additional ad spend. This is the highest-ROI fix on the list because the prospects are already sold enough to book. They just need to stay sold until the call.
A 5-email pre-call sequence that fires automatically after someone books a strategy call. Email 1 (immediate): confirmation + "what to expect" + Becca's story. Email 2 (24 hours before): social proof video of a contractor who went through the program. Email 3 (morning of): logistics + "come with your questions ready." Email 4 (1 hour before): quick text reminder. Email 5 (if no-show): reschedule link + the one thing they will learn on the call. We built the full sequence below.
The Facebook pixel (ID: 360888054118270) is live on the site. OpenBridge Facebook integration is installed. Becca originally launched the business with paid ads using a $9 webinar to cover ad costs. So she has history with paid acquisition. But there is no visible creative testing framework. No evidence of multiple ad variations running simultaneously. No UGC-style testimonial ads. No direct response scripts built around her origin story or contractor transformations. The organic content (YouTube shorts, Facebook memes) performs well, which means the raw material for high-performing ad creative already exists. It just has not been systematized.
Without a structured creative testing framework, ad performance degrades over time as audiences fatigue on the same creative. You are probably running 1-3 ad variations when you should be testing 10-15 per month. Each winning creative has a shelf life. When it dies, you need the next one ready. Without a pipeline of fresh scripts and static concepts, CPAs climb, ROAS drops, and the temptation is to blame "the algorithm" when the real issue is creative fatigue.
Three direct response ad scripts and three static ad concepts built specifically around Becca's unique angles. The origin story (65 roofs in 4 months with zero experience). The training gap (your reps are quitting because you are not training them). The supplement money (contractors leaving $3,000-$5,000 per claim on the table). Each script follows a proven hook-story-offer structure. Each static concept is designed to stop the scroll in a feed full of contractor content. We built all six below.
Complete funnel architecture for converting cold traffic into booked strategy calls
Open on a roofing contractor sitting in his truck after a long day. Voice over: "You knocked 47 doors today. Closed zero. Your best rep quit last week. And you just found out the insurance company denied three claims you thought were locked in. If that sounds like your Tuesday, keep watching. Because 4 years ago, that was my every day. And what I figured out in the next 120 days changed everything."
Becca's story. 21 years old. Zero roofing experience. Previous career: selling Cutco knives. Walked into storm restoration with nothing but a willingness to learn the process. First 4 months: 65 roofs. $650,000 in revenue. $105,000 in commissions. Not because she was a better roofer. Because she followed a system.
Key line: "I did not know anything about roofing. I could not tell you the difference between a 3-tab and an architectural shingle. But I knew how to follow a process. And the process worked."
The roofing industry has a training problem. Most contractors learn by getting thrown on a roof and figuring it out. Sales reps quit because nobody teaches them how to handle the insurance company pushback, the homeowner objections, or the supplement process. Company owners are stuck doing everything themselves because they cannot get new hires productive fast enough to trust them.
The Xactimate supplement gap is the biggest silent revenue killer. Most contractors are leaving $3,000-$5,000 per claim because they do not know how to write a proper supplement. Over 100 claims per year, that is $300,000-$500,000 in revenue that belongs to you and is going uncollected.
Walk through the six systems. Not features. Outcomes.
Three contractor stories. Real results. Specific numbers.
Story 1: "Mike came in doing 15 roofs per season with 2 reps. After 8 weeks in the Scaling Machine, he had 6 reps and closed 67 roofs. Same market. Same storm season. Different system."
Story 2: "Sarah was leaving an average of $4,200 per claim in uncollected supplements. After the Xactimate training, she recovered $127,000 in the first quarter. That is not revenue from new sales. That is money that was already owed to her."
Story 3: "Jake's turnover rate was 70% per season. New hires would quit after 2 weeks. After implementing the recruiting and onboarding system, his retention rate hit 85% and his team doubled in size in one storm season."
"Here is what I want to do. I want to get on a 30-minute call with you. Just you and me. On that call, I am going to look at your business, your team size, your close rate, your supplement numbers, and tell you exactly which systems would move the needle fastest. If it makes sense to work together, I will walk you through the options. If it does not, you will leave with a clear action plan either way. There is no pitch on the call. There is a conversation. And a 2X ROI guarantee. You make back double what you invest or you get a full refund."
"Click the button below this video. Pick a time on my calendar. I will see you there."
| Phase | Timeline | Budget | Focus |
|---|---|---|---|
| Creative Testing | Weeks 1-2 | $150/day | 3 ad sets, 2 video + 2 static each. Storm-prone states. Kill underperformers at 72 hours. |
| Scale Winners | Weeks 3-4 | $300/day | Lookalike audiences (1%, 3%, 5%). Retargeting VSL viewers. Email nurture for non-bookers. |
| Full Funnel | Month 2+ | $500+/day | Broad targeting. Full retargeting stack. Weekly creative refresh. Monthly CPA/ROAS review. |
Core Audiences: Roofing contractor, Storm restoration, Insurance claims, Xactimate, Business page admins, Small business owners
Geo: US (storm-prone states weighted: TX, FL, CO, GA, NC, SC, OK, MO, KS, AL)
Exclusions: Current students/members (customer list upload), people who already booked (Calendly list upload)
3 direct response ad scripts built around Roof Sales Mastery's unique angles
Format: Talking head, filmed on phone or webcam. Becca or a team member speaking directly to camera. Raw, authentic energy.
"I sold 65 roofs in 4 months and I had never been on a roof before."
"Before roofing, I sold Cutco knives door to door. I was 21. I walked into storm restoration knowing nothing. I could not tell you the difference between a shingle and a soffit. But I had a system. A step-by-step process for every conversation with every homeowner and every insurance adjuster. Four months later, $650,000 in revenue. $105,000 in my pocket."
"That system is what I have been teaching roofing contractors for the last 12 years. Over 3,000 of them. Beginners who had never knocked a door. Veterans who were stuck at the same revenue for 5 years. Company owners who could not keep reps longer than a season."
"The ones who follow the system close more roofs, keep their reps longer, and collect thousands more per claim on supplements. That is not motivation. That is math."
"If you run a roofing company and you want to see the system, there is a link below this video. Book a free 30-minute strategy call. I will look at your numbers and tell you exactly what to fix first."
Format: Talking head or text-on-screen with voiceover. Fast-paced editing. Bold text overlays on key stats.
"Your roofing reps are not bad at sales. Nobody taught them how to sell."
"You hired them. Handed them a territory. Maybe rode along for a day or two. Then told them to go knock doors. Three weeks later they quit. You blame the market. You blame their work ethic. But here is the thing. Your competitor down the road has the same market, the same leads, the same storm damage. And his reps are closing 3x what yours close. The difference is not talent. It is training."
"At Roof Sales Mastery, we give your reps a 6-day onboarding program, a 150-page training manual, scripts for every objection a homeowner or adjuster will throw at them, and a process for collecting supplements that most contractors do not even know they are owed. Your reps get productive in days. Not months. And they stay because they are actually making money."
"3,000 contractors have gone through this system. 4.9 stars across 198 reviews. The 2X ROI guarantee means if you do not make back double what you invested, you get every dollar back."
"Link is below. Free strategy call. 30 minutes. We will look at your team and your numbers and tell you exactly where the gap is."
Format: Fast-paced text-on-screen with voiceover. Numbers and dollar figures appear as bold overlays. Designed to make contractors stop scrolling because of a specific dollar figure.
"You are leaving $3,000 to $5,000 on every single insurance claim. And you do not even know it."
"Most roofing contractors write their Xactimate estimate, send it to the insurance company, and accept whatever they get back. They do not know what is supplementable. They do not know how to write the supplement. They do not know what line items the adjuster missed. So they leave money on the table. Every. Single. Claim. Over 100 claims in a season, that is $300,000 to $500,000 in revenue that belongs to you. Not the insurance company. You."
"Our Xactimate and Supplement Training is an 8-week live coaching program that teaches you exactly how to identify missed line items, write supplements that get approved, and collect every dollar the insurance company owes your client. You get lifetime access, 5 logins for your team, and direct access to supplementing experts who have recovered millions."
"One contractor recovered $127,000 in her first quarter after the training. That is not new business. That is money from claims she had already closed. Just sitting there uncollected."
"Link below. Free strategy call. We will look at your supplement numbers and tell you how much you are leaving behind."
3 scroll-stopping image ad concepts with full copy
Split-screen design. Left side dark/muted: "Before RSM" with stats like "12 roofs/season, 2 reps, $4K left on every claim." Right side bright/gold: "After RSM" with stats like "67 roofs/season, 6 reps, $0 left uncollected." Bold headline across the bottom.
Headline: Same Storm Season. Different System.
Primary Text: Mike went from 15 roofs to 67 in one season. Same market. Same leads. He just stopped guessing and started following a process. 3,000+ contractors have done the same. Free strategy call below.
CTA Button: Book Free Strategy Call
Dark background. Large bold white text: "Your Best Rep Just Quit." Below it in smaller gold text: "Again." Bottom third shows a simple stat bar: "Average roofing rep tenure: 47 days. RSM client rep tenure: 14 months."
Headline: Stop Losing Reps. Start Training Them.
Primary Text: 70% rep turnover is not a hiring problem. It is a training problem. Roof Sales Mastery's 6-day onboarding + 150-page manual turns new hires into closers in their first week. Your reps stay because they actually make money. 3,000+ contractors. 4.9 stars. 2X ROI guarantee.
CTA Button: Book Free Strategy Call
Dark background with a large, bold dollar figure in gold: "$347,000." Below it: "Left uncollected in supplement money last year." Subtext: "That is yours. The insurance company just hopes you do not ask." Bottom bar with Roof Sales Mastery logo and CTA.
Headline: Your Insurance Company Is Keeping Your Money.
Primary Text: The average roofing contractor leaves $3,000-$5,000 per claim in uncollected supplements. Over a full season, that adds up to six figures. Our Xactimate training has helped contractors recover hundreds of thousands in their first quarter. Free strategy call. We will show you what you are missing.
CTA Button: See What You Are Missing
5 automated emails that fire between strategy call booking and call day
Subject: Your strategy call is locked in
Becca here.
You just booked a strategy call with my team. Good move.
Here is what is going to happen on the call. We are going to look at your roofing business. Your team size. Your close rate. Your supplement numbers. And I am going to tell you exactly which of our six systems would move the needle fastest for you.
This is not a pitch call. It is a diagnostic. You will leave with a clear action plan whether we work together or not.
Quick background on me so you know who you are talking to. I started in storm restoration at 21 with zero experience. Sold 65 roofs in my first 4 months. Built Roof Sales Mastery to help other contractors do the same thing without the trial and error. 3,000+ contractors have gone through our systems. 4.9 stars. 2X ROI guarantee.
One thing to do before the call: write down your biggest bottleneck right now. Is it hiring? Training? Supplements? Closing? Knowing that ahead of time lets us skip the small talk and get straight to the fix.
Talk soon.
- Becca
Roof Sales Mastery
Subject: Before your call tomorrow
Quick story for you.
Jake ran a 4-person roofing crew. Good guys. Worked hard. But his turnover was brutal. He would hire 3 reps, train them for a day, send them out, and lose 2 of them within a month. He was spending more time hiring than selling.
He came through our Recruiting Machine and New Hire system. Six days of structured onboarding. Scripts for every scenario. A training manual his reps could reference in the field without calling him every 20 minutes.
One storm season later, his team doubled. His retention rate hit 85%. He closed 67 roofs.
Jake is not special. He followed a system. That is the same system we will talk about on your call tomorrow.
Come with your questions ready.
- Becca
Subject: We are on in a few hours
Today is the day.
Here is what to have ready:
1. How many reps you have right now
2. Your average close rate (rough estimate is fine)
3. How many claims you supplemented last quarter
That is it. We will take it from there.
Your call link is in your original confirmation email.
See you soon.
- Becca
Subject: Starting in 60 minutes
Just a heads up. Your strategy call starts in about an hour.
Click your Calendly link to join when it is time.
If something came up and you need to reschedule, reply to this email. No problem at all.
- Becca
Subject: Missed you on the call
Hey, no worries. Days get away from all of us. Especially in storm season.
I still have your info and I still want to look at your numbers.
Here is what I can tell you without even getting on the call: if you are running a roofing company with more than 2 reps and you are not collecting supplements on every claim, there is six figures sitting on the table. That is the single fastest revenue fix for most contractors who come through our door.
Grab a new time here: [CALENDLY LINK]
Same deal. 30 minutes. We look at your business and tell you what to fix first.
- Becca
Roof Sales Mastery
Everything above is yours. If you want us to build, launch, and manage the whole thing, let's talk.
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