Transcription
It's funny how the people that put the effort in get the luckiest, right? And I've seen the work you guys have put in over the last few months getting this thing ready and getting, you know, Al out there and all that good stuff. And it's like >> [music] >> you guys have put the work in, you put the effort in, and God was just like, "Hey man, you need a you need one you need a sign." And that that was it. So, I think that's awesome.
Hey, how's it going? It's Tim Brown, and this is the Hook, Better Leads podcast, and I have Jay Bradley from Roof Nuts on. How you doing, sir? Good, brother. How are you, man? Appreciate you having me on. I'm doing very good, and I appreciate you being on cuz I'm going to pick your brain about real stuff related to my roofing company that is happening today cuz we just got hit in with a storm here in Minnesota. I'm a little ways away. Uh we are trying to implement the setter closer model that I think you have you know, I don't know what what do we say? Popularized you're you're taking the the reins on that as a subject matter expert right now. I would love to hear about that, but first, if you don't mind giving a minute or two background about like how you got into this and stuff. >> [snorts] >>
Sure, yeah, I appreciate it, man. Uh so, I was in the restaurant bar business for 20 years in college and got really good [clears throat] at that. I got in the network marketing in the past. And those two things kind of led me to understanding how to recruit people, how to get them trained, and then how to have big systems because my restaurant would seat 400 people um after a big football game in Mississippi State. And then we also had 2,200 college kids that came in, you know, every night that night to party. And so, we had to have systems. We had to have processes in how we went about things. And um so, you know, got really good at that those two things. And then my mom got sick. Uh I was at Mississippi State. My mom got sick, moved down to uh Gulf Shores. Wasn't really sure what I was going to do. And answered uh I had a RV detailing company called Aqua Squad. And we were killing it, and we were washing RVs for all the snowbirds that came from your neck of the woods, Minnesota, Wisconsin, you know, up north. They all had salt on their rigs and stuff. So, we were washing rigs, and we were doing really well. Had about six people that were working for me, and I didn't want to uh I didn't want I really was excited to grow that business and do really well with it. And uh what turned out to be was uh March and April came, and all the flatbellies came. And uh they could all get on their own rigs, and they could all wash their own deals. So, uh instead of laying people off, I wanted to find a way to supplement my income. Answered an Indeed ad for an insurance claim specialist. Uh that led me to an interview for a roof sales, and I told the guy, you know, I'm not going to be getting on any roofs anytime soon. I was about 50 lb heavier than I am today. And uh he said, "Well, you know, really, if you could just get our guys on roofs, you can make money doing that." And uh that was the kind of the birth of the setter closer model almost a decade ago. That was the the very first uh little bit of it. They used to call me downspout daddy. I just stayed on the ground and uh knocked doors and got skinny guys on roofs and skinny girls on roofs and did that for a long time. And then I took that and started helping companies um multiply their efforts. A lot of people would try to blitz on the weekends. They all work together, blitz on the weekends. We had the setter closer model. We blitz every day. So, that's kind of the the birth of it. And uh yeah, I started Roof Nuts, and uh Roof Nuts has been I didn't even say anything about that. But yeah, I started Roof Nuts almost a decade ago. About 1 year you did. I think you and I probably started about the same time. And um yeah, just uh you know, Roof Nuts now is a lead gen company. We uh do cold call services. We do door knocking, and then uh I do door-to-door training and um setter closer uh school. Uh those are four products for that. And then now I have a uh public adjusting firm as well.
A lot of folks are probably like asking you about the setter closer model. Like what are the most common questions that you get? Yeah, probably how do you pay people? Um I think that's probably the first one. The second one's usually how do you get people? I think there's a common misconception of what the setter closer is. I think people try to hire for hire canvassers, and that is not the way to go about it. You don't want to hire canvassers. Uh I know that's kind of not thinking out of differently, but I am looking to hire my next best sales rep and then have them go through a series of gauntlets to make it to the top. So, everybody that gets in our system, they have to earn their way to the top. They don't just get to go to the top. So.
So, when you say don't hire just canvassers, you're kind of saying like don't go for the lowest common denominator. Like you actually want to get somebody that could be could be a killer sales guy one day or something? Could be. I mean, for me, I'm just looking for anybody that can fog up a pocket mirror first off.
Yeah. But a lot of people will hire canvassers and go, "Hey, you're going to knock your knock doors for your career. And this is what you're going to do." And what we do is we have just a series of steps that they can go through to become more and more successful and more and more important to the actual company itself. And we go ahead and lay that road map out for them at the very beginning. So, they understand just like you know, if you're in college, you know, you're going to be freshman, uh sophomore, junior, senior year, or like me. I was a freshman, then I was a sophomore, and then I was a sophomore. Then I was a sophomore, and then I and then I then I left. And so, um you know, we just put it we just put the road map out there, and it's up to them to be successful. A lot of roofing roofing owners out there are just pushing dead bears up trees. I'm just going to go get more bears. If you [music] truly believe in what you're doing, and you want to be the best version of yourself, and you want to build a great organization, there's no other place to do that besides the Roofing Academy.
>> [music] >> Okay, so I'm starting to do this, right? Like I'm I'm and I'm getting some like Medicaid the other day is going through my neighborhood, which is a non you're not allowed to door knock. And he was selling roof and gutter cleaning. And I and he was knocking with a buddy, and I said, "Hey." He he might have thought he was in trouble for a second. I go, "Hey, dude." Hey, let's let's set up something where, you know, when you're up there, you can connect us if there's it looks like the roof is damaged, you know? Um and then we met, and now he's down in Faribault, Minnesota uh knock knocking with our team because he decided to kind of switch sides there. Um but we we've set up a system. Maybe you could rate my system, and then tell me what your prefer your preferred system cuz this is already happening. So, we're kind of like we're in it already. Whoopsie doops. Um but we're at we're doing like a 75 to get up. 75 to get up, and then and then you can roast me if you want, Jay. I'm not I'm not connected This is this is what we're up to. 75 to get up, and then if you get up on 10 plus, they all go to 100. And then if you get up on 15, you get a $500 kicker. So, essentially, you can make 2K a week as a as a just a knocker basically. And that's or like, you know, whatever, however much, but um yeah, so that's that's my system. Tell me how to really do it the right way.
Yeah, I mean, that's there's nothing wrong with that. I love that. I love the incentive base. I love the the fact that you've got layers in it, and that's how most of my knockers that work full-time are paid or you know, they hit certain incentive levels, and then their uh commissions go up, so on and so forth. Um whenever we're talking about the setter closer model and inside of a company, um what we do initially is have those door knockers hit uh 20 leads in 14 days. And we really focus on that. And we pay them anywhere from 50 to $75 a lead. We're not really worried about them getting paid off of that. What we're trying to do is get them to get our top reps on the roof. There's only one rep or maybe two in a company cuz our ultimate objective is is to create as many $5 million sales reps as possible. And we've done that. Uh most people think that's crazy, but uh we've done that in in several markets now, and that sales rep just follows the canvassers, gets on the roofs, closes the deals, and moves it over to the office, and then everything else, they just keep going. And they don't
If you had your ideal like setup, like a little squad, would it be like two canvassers or two setters and one closer? Or how would how would you go around neighborhoods if you had your ideal squads? So, you have an FOD vehicle, which is a field operating director vehicle, which is usually going to have a field operating director and then two canvassers in it. Mhm. And that field operating director, because of where we are, so in the south, you got to be very selective about the roofs, right? Probably the same way up there during off-season. You got to know what an old roof looks like or a new roof looks like. So, um there's certain people that are uh door-to-door people out there that train to have your sales reps and a door knocker go together, and that doesn't do anything but hurt your door knockers uh and hurt your sales reps because the sales the door knockers have no idea what doors to knock. Like we just had to like in Atlanta, you can't just go out and willy-nilly knock any door. Now, if you're in pest control, Sure. and you're a setter closer in pest control, you can certainly go do that in pest control. You can't do that in roofing because the roof age matters. So, you got to identify drip edge, you got to identify like all the things. And so, that's why we have the FOD there. So, we have a FOD, then to his right is a new hire that takes all the houses on the right. Behind him is a new hire that takes all the houses on the left. And And there's a um senior rep that follows them or a rep that follows them and jumps the roofs whenever they get a lead. So that's kind of what a pack looks like. It's two cars. And if the canvassers are really good, we might have two senior reps.
Okay. Like I it's interesting like I'm like you know how you don't you care I've been like doing this podcast for like 5 years pretty heavy on roofing until you need to care. And it's my business is now I care a lot. [laughter] And I'm trying to find that balance on going after insurance stuff. Obviously not when there's not insurance stuff to have but like the back and forth. Do you feel like this could this can work for retail as well? Yeah, absolutely. You know, I'm instead of searching for storms, we're searching for roof age, right? We're just looking for the older roofs. So any roof that's anywhere from 21 if your roof can have a beer then your roof probably needs to be checked, right? At the end of the day. And so anything above 21 years or older or if you're looking at a 60-year-old roof that's probably working on their second roof. Um you know, where we come from now where you are most people are going to get a roof every decade. Um so if you do have some 20 25-year-old roofs up there then those are the ones you'd be slamming. Cuz I don't know how many retail companies are up that way. I've knocked a ton up in around Minnesota around Twin Cities.
Can I tell you a funny story? Yeah, I probably would say. My first door knock. Did I tell you this story already? My first door knock of all roofing. It I like so we were we were driving and so Noah and is essentially Noah was treating me and Casey like setters I think a little bit, you know, like he's he's the beast where he just goes bap bap old old old, you know, like he and and the other guy is pretty good at pointing out those two. So old roof old roof go. And then Casey was like, "Hey, I think they have a no soliciting sign." I was I was probably going to knock it anyways but I didn't think it was a no soliciting sign so I went up and I um I you know, I think it was a ring ring doorbell. I uh donged the ring and no one no one came out. I had pretty good print material. We have good print material. I do think that helps. So I I'm like, "Hey, so I I pressed it again and I just pitched the the ring doorbell." I just said, "Hey, just so you know, we're a news family-owned small business down the road. We do roofing siding gutters and windows and we'd love to help you guys out. So if you have anything that comes up this year, let us know." And then I just put the the print material underneath the rug. And there wasn't there wasn't a no soliciting. It was just like a you know, welcome home type sign. And the next day we get a roof full a roof quote uh from that same homeowner. Yeah. That's great. And then we went out the next day and it was closed. >> [clears throat] >> And we put on the roof already and they're very happy with this. They're like a testimonial. So my first my first door knock I pitched a ring doorbell and we've already put on the roof. Isn't that crazy? You know, the Lord works in mysterious ways, right?
I honestly felt like the dude that's the type of stuff I've been feeling like there's just been like signs. Yeah. Like and there's stuff like that. It is crazy though. That's unusual, right? And like I could take it on myself but I also could just be wildly grateful and take it as a sign. Like I'm not using that to be cocky. I'm saying like I'm grateful and it seems like a sign that I'm doing the right thing. I'm going in the right direction.
Automate your communication with ProLine, the only communication first CRM for roofers. Because when you fix your communication, you'll sell more jobs. We had a few hundred percent [music] growth and I attribute that to ProLine. But just with one automation I was able to get 25 Google reviews. ProLine's not going to win the beauty pageant but it will save your Saturday. You know, I said this on my mastermind Wednesday. It's funny how the people that put the effort in get the luckiest, right? And I've seen the work you guys have put in over the last few months getting this thing ready and getting you know, Al out there and all that good stuff and it's like you guys have put the work in you put the effort in and God was just like, "Hey man, you need a you need one. You need a sign." And that that was it. So I think that's awesome. Thank you very much. Um so in a way we were kind of running the center center closer model. I'm a setter in that situation. Um let's talk we talked a little bit about incentive structures. What do you think about the like how do you how do you get these people? Like where where do you think the most common places to pick them up are? I mean at this point I'd like activated I'm like looking around like I got a great >> [laughter] >> I got a great server at lunch today and I like I'm like, "Hey, dude, I just Actually he's my favorite server. I always go to that restaurant and he's a good server." And I'm like, "Hey, I don't know I don't know how you feel about this job but you're so charismatic and I think you'd be great at selling roofs but
And how did what did he how did what was his reaction? Well, you know, it's like roofing is not like the first choice that you kind of got to like prep people and tell them >> let's act like I'm your let's act like you're in the setter closer system, right? And I'm training you how to recruit that person. So So remember this acronym. It's called FORM. F O R M. Mhm. It's just family occupation recreation motivation. It's an old adage from network marketing in the past.
Family occupation recreation motivation. Correct. And the first one could be from, right? Are you from here? So if I'm going to talk to a server, usually I'm going to say, "Hey man, are you are you from here? Like you look familiar." And they're going to say yes, no, indifferent, whatever it is. And if they say yes, you go, "Okay, oh yeah, I you know, your family's from here? Do you have any family or kinfolk or anything?" And obviously, you know, this is southern type stuff but you know, you could say it up there too and it's I've recruited people in Minnesota just like I've recruited anywhere else. And I've recruited about 120 people into the roofing sales. Nice. Um and so this is just cold cold recruiting. Now what I'm going to do is I'm going to go, "Man, you know what? You're a fantastic server. I love your energy. I love everything you got going on, man. I used to be a server myself. Let me ask you a question like what do you love about it cuz you just seem super passionate about it." Usually they're going to say something like, "Well, I just love people." Or I love working with my hands or I love doing whatever, right? And then I go, "Man, I completely get it. Me too. I I feel you, man. You know, sometimes I didn't love it. Like is there anything you just don't like about the job?" And then sometimes whatever that is, right? That question is really your hook. And then we're going to go to motivation. So listen, whenever you're not working here and working so hard, what do you do for fun, man? What's a good time? Like when when you're not here, what's a good time? And that's the recreation part, right? And then the motivation is so you know, I see you here all the time. Every time I come to the restaurant, you're always working, man. Why do you work so hard? Whatever it is. So let's say that the answers were that they're from there that they love working with people um they don't like it cuz they're not making enough money and they got to work a lot. Um their fun the the fun that they love doing is is going fishing. Okay, whatever. All right. And then they work really hard cuz they have a kid and they want to take him fishing more often, right? So then I would give it a little while I'd banter back or whatever and right when I was about to pay the bill, I would go, "Hey man, let me ask you just a really quick question. Like you may be into this, you may not but like like what we're doing is is something really special and it it's something you could potentially do on the side but here's the thing. Like we work with people, right? We have the ability to to work whenever we want to or whenever we don't want to and maybe I don't know if you're into like if you know anybody that could maybe have a little bit of extra money in their pocket or whatever else. And basically what I do is just regurgitate everything back to them in a different setup in a different order. So that way it sounds more appetizing to them. So if I could show you a way where you could go take your kid fishing a little bit more often and have a little bit more control over your life, would you sit down with me and a cup of coffee over at Starbucks for like 15 minutes? And I usually don't say roofing sales. I don't say anything. And then I'm going to go sit with them at Starbucks. I have a presentation that I carry with me all the time. I'm going to do that presentation. I'm going to show them what it's all about. I explain, you know, hail comes through when hail comes through, homeowners don't know about it. We go and we're proactive. We talk to those homeowners then we move forward. Um that's how I love recruiting people. That's my favorite part cuz I'm hiring for attitude. Um I have this thing called ABS. So attitude, belief, and skill. And I hire for attitude. I build their belief and then ultimately they'll stick around long enough to learn the skill. And so um now most of my companies that I work with we're strictly Indeed, right? We're running Indeed ads. We're blowing people through Indeed. Um you know, we've hired uh I've got to I could probably give you a number. Since April 14th of last year we have hired This will be a fun number. Over under. What what do you what would be your guess out of So I've I've worked with 20 I've worked with 22 companies in the last 12 months. How many people do you think we have uh interviewed? 50. Okay. So we've we've >> I'd say like 300. Yeah, so we've interviewed 20 or we've invited 2,539 people. This is why people This is the hard part about hiring. We've invited 2,500 people to come see the presentation. Yeah. 822 showed up. Hm. Right? Oh. 325 got started. And only 57 graduated with those 20 leads in 14 days. Hm. But in that time they generated 2,500 inspections. Hm. So That's good.
>> Those are some real numbers out there for anybody that's trying to do it on their own without us. Um that gives you kind of a barometer. So
>> Yeah, that's actually that's what we're seeing like that's what we're feeling right now is like the filter is brutal. Like the like they filter themselves. Uh they cuz we've had it we had like two or we had three guys I think that we were really and now it's just down to one. So it's like cuz we were stoked cuz I'm like well we don't need to go that like I get that our setters are getting a little too many leads right now to door knock as hard as I'd like. Which is a good good problem to have and I'm very grateful for that. But I I don't care. I still want to knock around every lead and every job a lot at least. Um it's like pretty like I'm going to keep on pushing on that until we figure it out. And like a setter closer model could be an easier way to maybe do that a bit like without burning out our sales guys. So I'm pushing for this. But we yeah we had like three and then and maybe even a couple other ones that did a day or two that weren't right. But like we're we're down to one. It is my gutter guy that that I recruited basically off the street. Yeah, you're going to have out of So out of 100 applicants and you invite all of 100 to come to the office, you'll have 300 or 30 that show up. Out of the 30 that show up, 15 will get started if you have a good presentation. Out of those 15 that get started, you're going to have 1.5 that graduate. In other words, 20 leads in 14 days. Those are the real numbers. So it takes 100 100 applicants to get one that graduates. And that person is still
>> bit. It does It does feel like it like why is it worth it then? Cuz I like that sounds tiring. Well, during that time though they're generating so many leads for your company, right? So the average start um generates usually anywhere between five to seven leads. So and that includes people that get 20 and it includes people that get one. But if you start somebody, they're going to get somewhere between five to seven leads. So really it's a lead generation system. And if people make their way to the top, they make their way to the top. If they don't, they're still knocking for our company. Um and we're still getting stuff going on. So
>> Okay. That's uh I had a company in Mobile, Alabama. They did 203 roofs last year. And they did really well as far as like $5 million in Mobile. That's really good. Not a storm market at all. Um they got in the setter closer December the 18th. And the first quarter of this year they did 150 roofs. Let's go. Yeah. Most everybody gets in the setter closer three X's. Say that again? Most people that get in the setter closer, they three X their company in a year. Why why do you think it's so effective? Give us the real pitch for the model.
Um I think because we hold tight to the proper KPIs. So we we base it off of eight KPIs, which is how many people did we invite? How many people showed up? How many guys started? How many graduated? That's your recruiting matrix uh KPIs. And then how many leads did we generate? How many of them actually got inspected? How many had damage? And then how many claims did we file or estimates did we give? And that's you know, I stay on top of them and and they govern each other. And we have um you know, scoreboards and we hand out awards. And it's just a lot different when you're in a um mastermind group that's like that. Most mastermind groups are a bunch of different people going in different directions that are just trying to get motivation. Um this is everybody has the same exact model. They're all running the same They all talk the same terminology. They all know what a POC is. They all know what a AMC is. They all know what a DMC is. Like they know what a RTC is. Most roofers have no idea. I love I love hanging out with the the setter closer people at some of the events cuz we'll stand in a circle with somebody that's not in setter closer and we'll be talking about AMCs and DMCs and all this stuff and they're just like you just see them kind of like Have you ever watched that that What is it? A GIF or GIF or whatever like Homer Simpson backing into the bushes? Yeah. Like that's [laughter] that's what they're like yeah, never mind.
Well, [clears throat] let's get to the meat and potatoes a little bit um more to I just I want to like try This is my This is my heart on these things is like try to give people the basic ideas, right? Like try to give as much as we possibly can away and they're still going to want to use you, Jay, because >> Yeah. they're going to want to know more of the nuances. So as much as we can give away in the next like 15 minutes, what else do you think people get wrong about this? Like what what is the what are some of the common mistakes of the setter closer model?
Yeah, I think recruiting or hiring doesn't work, right? A lot of people say that. Just like people say door knocking doesn't work. Um you know, you you just got to go turn over a bunch of rocks. Like that's just all there is. If there was a if there was a you know, a a if there was a creek out in your backyard and there was a million rocks and I told you there was $1 million under one of those rocks, you'd go flip every one of those rocks you could. And that's all we're doing. We're just going to flipping a bunch of rocks just like knocking doors. We're just hiring a bunch of people and looking for the ones that stick with us. Um so probably make sure that you do that and then have a strong back end. If you're going to run setter closer model because of how fast the companies grow, you've got to have a good back end. And when I say POC, that's a point of contact. That means our sales reps are not the point of contact for the homeowner. I think it's the most ridiculous thing in the world to expect your sales rep to be the point of contact to a homeowner if the sales rep actually wants to scale and sell a lot. So what we'll do in you know, the cradle to grave type model where the sales rep sells it and then they run the adjuster meeting and then they go sign the contract and then if it gets denied, they have to fight the insurance and then if we do all that and blah blah blah blah blah, that is very inefficient for somebody that is a skilled salesperson. When I came into this, I came from the restaurant business. So for me, I was like why would somebody do all of those jobs? And the companies that I've grown in the past and now, we break everything up. One person is responsible for everything. So we have a POC that's in charge of all the communications with the homeowner. They're in the office all the time. They put everything in this the CRM correctly. All of their phone calls recorded. We don't have to worry did the did the did the sales rep follow up on this one? Did they put everything in the CRM correctly? Did all that happen? It's all automated. The AMCs um adjustment coordinators, they're the only person in the entire company that deals with insurance. They They can run the adjustment meetings if they want to or if they want to do John and Chris's evidence package. I'm leaning heavy into that because that thing works like crazy. Big shout out to John and Chris for that cuz that thing is absolutely killing it for our companies. I mean, we're seeing we're seeing two, three, maybe four out of 10 get approved before the adjustment with the evidence package. And then um we have one person that signs every contract. So production is significantly more efficient. Our design meeting coordinator is the only person that touches the money. It's the only person that signs the contracts. It's the only person that does any upgrades or financing. So what happens is when you break people down and they only do one job, they do it unbelievably well. Like they do it so well. And so that's kind of the system. Um I think I don't mind telling the setter closer model. I don't have no problem telling what it is because it's just like golf. Like people know what golf is. They know how to play it. They know how to swing a club. But until you work with somebody like me or one of my coaches, um I truly think you can't perfect it, right? It's not You're never going to be You're always just going to be trying it instead of actually getting it done. So I don't have any problem telling everybody what it is. Let's get them a little further down the road so they can like at least get onto the path. So that they have they have a path to optimize.
What else do they need to know? Like get us a little further here.
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Yeah, so uh so let's start with recruiting. So the very first part, just think of the acronym recruit. So we're going to run ads. We're going to check the eligibility, which for me candidly, I never checked eligibility for anybody. Uh if they can fog up a pocket mirror and show up in my office, I'll give them a chance as long as they don't smell uh or are detrimental to the business from in some way, I give them a shot cuz there's just no way. I mean, I've seen people with face tattoos win in this thing. I've seen fat people win. I've seen skinny people win. I've seen black, white win. I've seen everybody from every ethnicity, every race, every um gender, every anything I've seen win in roofing. Uh roofing is non-discriminatory. Like it's just not. It's like if you have the heart of a lion, you're going to win. Um so back to the acronym. So we're going to run ads, we're going to do the eligibility. Then we're going to um we're going to do a call to action, which just means how are we going to do our presentation? What are we doing? Then we're going to do our reminder. So we're going to call them and invite them to the office. Then we're going to remind them the morning of to come to the office. Then we're going to do the unite, right? Then we're going to unite everybody. That's the U. Then we'll do individual interviews and then we'll do training after that. And that's kind of the when you think about recruiting, if you think of the acronym recruit, that's the order in which we train people how to do that. So that's the first part of the setter closer model. Setter closer is broken into two things. First is the recruit uh the rep factory and the second part is the growth factory, which is like here's how we grow it, now here's how we sustain it because it's all about recruiting, training, and then retaining, which is the most important piece in my opinion. If you're going to spend time with people, let's retain them. Most companies here in Georgia, Texas, North Carolina, you train them how to do everything. Why would they not just go start their own company? Like it's ridiculous. Yeah. Um yeah, I think that is a crazy part about most roofing sales jobs is they really try to get you to be almost self-sufficient to a fault. Correct. Cuz it's the only way the owner knows how to get freedom, right? Why do we why do we start businesses? Cuz we want freedom. And the old way was to show everybody cradle to grave so they could have a business inside of your business. Well, what happens is to be completely candid, is the sales rep outgrows the owner. Right? The owner stops growing, they stop getting personally developed, they don't go to any more events, they don't grow themselves as a person, they don't like your people will follow you as long as their dreams fit inside of yours, but the moment that their dreams can't fit inside of yours, they're not going to follow you anywhere.
Jay, give me some other things that you think hold leaders back from implementing this. Um yeah, I just you know, I think a lot of it has to do with just knowledge. They just don't know about it, right? I think if everybody knew really what it was, it's not that hard to implement. It's just different. Um it's not the old cradle to grave like you know, throw somebody in your truck, get them on a roof, uh give them their first three deals, you know, so on so forth. I always just thought that was just crazy. It's like why would I why would I give all these people these deals? So as a leader, you just need to start putting structure in the business. Here's the difference. When I got into this, I was cradle to grave, sure. But 50% of my adjustor meetings, I picked up a check that day. Right? Cradle to grave is not as easy as it used to be. You can't start this business like we used to. Like it used to be that we could just go file a claim on a Thursday, run an adjustor meeting on a Tuesday, and have the check and the bill going on the next Thursday, and it took a week. You just don't have that anymore. There's no way. So if you're not building a system and a process to actually grow a company uh that people want to be a part of, then you're only as good as your next best sales rep, and whenever they leave, then your company falls apart. See it all the time, I'm sure you have too. When the sales rep leaves, the 80/20 rule, right? If you got 10 sales reps, two of them are bringing you 80% of your business. And if those two sales reps dip out, you lose your business. It happens all the time here in Georgia.
Yeah, that's the that's the that's the weird part about like growing. You almost you almost do need to grow past a certain because we always I always like, well, if you're not in growth mode, that's okay. It's okay to be a $2 million business. Nothing wrong with a $3 million business, right? But there is a point at which you kind of got to go past so that like I think I talk about like succession and like redundancy. There needs to be enough succession and redundancy in your business so that you don't get smashed by one person leaving. You know what I mean? Like just like, you know, in like my in my business, we would never want like no one customer is ever more than like 5% of our of our um money because we don't want like one person to go away and then we have to like fire people. That sucks. So it's kind of the same thing as like one rep. Like you would I think ideal scenario is less than 50 like anyone rep is less than 15% of your revenue is probably a good goal. Yeah. Or you're so good at at generating reps that they can be whatever they want to be Yeah. and they're always like so the way our reps run is all they do is climb and close. So they do nothing else. Well, they're not going to go to any other company until setter closer becomes a thing and everybody's running it, which is going to be a few short years from now when everybody's running setter closer. But uh right now, actively, there's nowhere else. So there's a sales rep, his name is Paul. He's with Greater Roofing Solutions down in Mobile. Paul in uh the first uh or in March, closed 36 deals in Mobile. It's not a storm market. They're they didn't have hail. I mean, they had a little bit of hail, they had a little bit of wind, they just had enough to kind of get some stuff going. But he got 36 deals. He broke the record for setter closer. That was that's the reason I know that is cuz that was a the the prior to that was 27 in one month. But he got 36 in a month. And so why would Paul leave? He's getting fed leads. He's going to make a half a million dollars in Mobile this year. Um there's no reason for him to go anywhere. Um if he leaves and goes and starts his own company, he's not going to make that kind of money that fast. It definitely not. Um not with that less stress cuz all he has to do is climb and close. By the way, no homeowner has his phone number. None. The only phone number they have is to the office. Mhm.
Why do you do it that way? Well, because I don't I don't want my sales reps to be bothered. I could care less. I don't want them Now, if they want to follow up, they certainly can, but all the business cards have the POC's contact. So the point of contact. So it's Sierra. So everybody talks to Sierra. They're always doing that because if he's got to take a 15-minute phone call out of the day on a day when he's having a Houdini day, which Houdini days are you close six in a day? Um if he's having a Houdini day and he takes 15 minutes off and it turns into a nickel day instead of a Houdini day, and that's one less job that he gets, that hurts him, that hurts the people that are setting for him, that helps that hurts the RTC, it hurts everybody involved. So if the POC can field that call, we'd much rather have that happen. Plus, Paul can go to his kids' basketball game, football game, soccer game, and not get phone calls from homeowners during the middle of the night or whenever. They have to call during business hours. We train our homeowners. Good stuff. I feel like there's a lot of good I hated I hated being in the movie theater and getting 17 text messages from homeowners back in the day. Yeah. That's good. I think like lots of good principles here. Training your homeowners, talking about specialization within your roofing company. I feel like um I guess how does this interact with maybe like an inside sales position? You know, that was that was kind of the big thing a couple years ago. Everyone was talking about inside sales at roofing companies. Somebody to follow up, somebody to do the the more like tedious tasks, but maybe they're incentivized too um in the team. Where where does this fit in with that model? Have you ever seen these go hand in hand?
Yeah, I mean, that's kind of Monarch, right? Monarch out of the Carolinas. I mean, those guys perfected the the deal. So I've kind of took literally, Tim, everything I'm doing I stole from companies. Like I stole all this stuff and just put it all together. I went, who does this best? Who does that best? Who's doing this the best? I mean, Grant Rocket with Apex Roofing and Restoration, $120 million company, I stole a ton from him, and I'll tell him to his face that I stole it from him cuz he's just good at it. Why would I not steal it from them? Just like anybody else would. If you're a football coach, you're watching what other football coaches are doing to steal their stuff. Um and maybe there is one or two things that I might have created potentially inside of the program that's my proprietary to me, but chances are no. Most of it I've stolen from somebody else. And I might have packaged it differently or said it differently. But yes, I mean, that that inside sales, that POC position. Now, for us, that POC does the follow-ups, does all that. Chances are they're just following up most of the time with people that we've actually already closed in the field. But they they still do the follow-ups, they do all that good stuff. There is there's nothing worse. I do have some companies in the setter closer model that will not buy in fully to it, and they still have their sales reps running the adjustor meetings, following up with the homeowners, signing the contracts. Those companies are significantly slower than the ones that buy into the full boat. Like like significantly.
So what is what is that like? >> I'm talking to them so they can hear me. Yeah, yeah. Tell me about what that is. What is what what is going on? Well, they're doing the front end, which is the setter closer, which is what most people think of setter closer, which is you have canvassers and then you have sales reps, right? That's truly only one little small piece of the entirety of the program because once we get the file into the office, then the POC handles it from there. The POC and we have an edification chain. I'm sure you have that with your company. I know you do. Where, you know, maybe an inbound person edifies the next person that they're going to speak to, and then that person edifies whoever their web developer is, and so on so forth. Um you know, like all the stuff that you've done with Hook, you couldn't have created that company as big as it was without having some type of edification chain inside of it amongst your teams Mhm. >> And we do that through the entirety of it. So, our POC edifies our AMC, our AMC edifies our POC. The POC then edifies the BMC, the BMC then edifies the crew. Um you know, so on so forth and we just kind of keep it keep it going like that. Well, I like it. Encouragement and
I think what we have is a culture of encouragement internally too. You know, like not to get into culture soft stuff over here, but I mean certainly when you're out in the field, I mean, I was just talking to Noah. He's like, "Yeah, we could probably get five roofs today." I'm so excited for him. I mean, it's great.
Um, I'm like, "He, he's like, even if we could just get..." Cuz I'm trying to do like, kind of rapid response marketing down there. It's like, it's not, that's not how traditionally my marketing works. It's a little bit more like, you, you are locally marketing and then you help people like, cuz it takes a while, right? The things we're doing take a while. It's hard to do like, "All right, real quick, bust out a landing page." Bust. We are trying, but it, it's like, it's not necessarily the primary function.
Um, but he's like, "Even if you just get a couple leads down here, it's going to help us because, you know, it's..." He's just like, "It's hard work." You know what I mean? When you're, when you're busting butt for every single deal, it's not glamorous. >> [snorts] >> Uh, no matter what, even if there is a storm, it's not that glamorous. You know what I mean?
Having Roof Nuts is, is where it's at because I think, I think the future's transparency. Yeah. I just truly think it is. Um, we're not going to be able to hoodwink and sign contingencies and be like, "We'll go off the insurance scope anymore." I think those days are over, or they're, they're slowly but surely feed, feed, fading fast. Um, I think transparency's going to be everything, value add.
Um, you know, what you're talking about, a lot of that's branding. You know, you branded. You're probably one of the best branders that I've ever seen, right? You brand things really well. I mean, it's just like with Roof Nuts, you know, we try to brand, uh, you know, what I mean? >> Sick, dude. By the way, I love that hat. Show, show the camera that hat. That looks really good, dude. What's your guys's .com, by the way? roofnuts.com. Roof Nuts. Nice. roofnuts.com.
The where we are, shh, this is secret. Hook is maybe I heard it from a squirrel that it's maybe going to be branding companies besides itself and, and like after seeing Owl, like that's the crazy part is, okay, so, this is, this is what I'm saying for why you need a great brand. A great brand makes all your other marketing go easier. And like >> Well, it's fun, too. Yeah. And like, oh yeah, and it just, but words spread, dude. It's hard for word to spread when the name is unclear. That's, that's what's the, that's really hard. So, I think what the next three months will prove out is that our, our stuff is just going further because of a simpler name and a clearer logo. Um, and it makes deals easier to close, too.
I mean, like we, we would, we were knocking doors and people would open the door. Our, we have these yard signs out that just say, "Who?" Yeah. >> All over everything, right? Yeah. >> And there'd be people not opening the door and be like, "Who?" You know, it's just like, So good. It reinforces it. You know what I mean? So, I think like that's a good part about marketing, too. Brand is a big piece of it, but a great part about aggressive marketing is that it supports all your sales efforts. It makes the best marketing makes sales easier.
Well, I think it all starts with the. So, all of my companies, right? The nightclub that Kim and I and Blake owned was called Cowbells, all one word, right? Cowbells. Then my, my RV detail company was called Aqua Squad, all one word, capital A, capital S. >> Great name. Great name. Um, Secure Claim is our public adjusting company, all one word, capital S, capital C. Roof Nuts, obviously, all one word, roof, uh, capital R, capital N. And we've always just kind of played off of that and I think if the, if the brand is fun, it makes the marketing fun. Like when you have marketing meetings and I'm going to throw, uh, uh, Precision. Some of my friends that are here in Georgia, right? They go off Precision and we have Precision obviously in Texas with Cam and those guys are huge company. Um, but there's nothing to get, like you can't really play with that and for my personality, I'm like, I need something fun. Like I was just talking to Joe with Zeus Weather and we kind of changed his logo and made a Zeus guy out of it and did a few different things with Zeus and it's like, uh, we took Zeus and turned it into an acronym, which is zero excuses. Man, what was it? I can't remember, but anyway. But you can just start playing off of those things and, um, you know, I had a, I had a marketing degree. That's what I graduated in and I enjoyed the marketing and branding and then, um, really just trying to.
I think, I think too, it's like people talk about it, um, when you're not there and I think that's the most important thing is what do, what do people say whenever you're not in the room? And I think people say good things about Roof Nuts. I know that people say good things about Hook. Um, and, and now Owl. And so I think that's something you should definitely be proud of, man. I'm so proud. >> Keep it on the tip of the tongue, you know? What I mean? Like a good, a good name keeps things on the tip of the tongue. And, and, and I respect the out of people canvassing, people doing door-to-door. Respect you. Appreciate you helping the industry level up. It feels like anything to do with specialization, even if it's like, "Hey, knock on the..." You got different people doing different things. Is good for the industry. It ultimately helps us get a little bit more sophisticated and also just more mature. Allows people to do better work, too, because then they're not doing all the stuff that they're not as good at. Yeah. Yeah, 100%. Yeah, I'm excited, man. I, I appreciate it. I'm, I'm excited for you and I. We're going to figure something out to do together at some point in time. We're going to, we're going to link up. >> If you think of something, let me know cuz I would prefer, I would love to learn more about this and I'd love to maybe implement it at Owl, so I wanted to like, kind of broach the subject a little bit with you on this. I would love it if you give people, hey, tell people how to get started with you and maybe the best beginning offer there for for people.
Yeah. Yeah, just hit me up. Right now, we're doing founders fee for Setter Closers, 7,500 to get in lifetime. As long as I'm doing it, you're in it. And the reason I'm doing that is I need stories. I've done one-to-one for the last six years and ton of those companies have exited and so they sign NDAs, they can't tell their stories or they're proprietary or whatever. So, I, I lose their stories every time they sell to PE. So, uh, so I'm doing a founders deal this year, which is one-to-many. It's a virtual at 7,500. You're in for a lifetime. That comes with the course, four one-on-ones with me. You'll get also get a coach and you'll have the Wednesday mastermind with us. And, uh, all I'm doing is giving you a huge discount to buy your story at the end of the day. So, if anybody's interested in that, uh, hit me up. I'll be in St. Louis November the, excuse me, Octo- April the 30th. April 30th, I'll be in St. Louis, uh, speaking with, um, with, uh, Andrew Etnier with Masters Roofing and, um, and Billy Cox out of Dallas with, um, The Movement. And then we'll be in Chicago for Roof Camp June 18th, my birthday. Um, so, if you guys are in Chicago or want to come to Chicago, would love to see you at Roof Camp. And then the last Roof Camp of the year is going to be October the 15th and, um, Dalton, Georgia. That's where we have it every year and so love to see some folks there. So, I love meeting people and shaking hands and, uh, just, um, you know, feeling the love, man. There's, I know the roofing industry can be brutal sometimes and especially if you just watch it from Facebook, but if you watch it in person, it's pretty awesome. Appreciate you, Jay. Thank you for being part of the podcast and, um, I look forward to chatting with you sometime very soon. Thank you, brother. Appreciate you having me on, man. It was awesome. All right, everyone. See you guys later. See you on the next episode. Bye.
They're so thorough with every detail of the website. Working with Hook, the design is probably 50x better than any other design I've ever had. Their team is super communicative and I mean this genuinely. Um, I'm happy to pay you guys to to work with us. It's been a tremendous experience. >> [music]