Systems That Scale by CEO929.com
Systems That Scale is a business podcast for operators, founders, and consultants who are done guessing and ready to build repeatable, scalable systems.
Hosted by CEO929, this show breaks down the exact systems behind growth—sales, operations, marketing, automation, delegation, and execution—used by real businesses in the trenches. No hype. No theory. No “guru talk.”
Each episode delivers practical frameworks, breakdowns, and behind-the-scenes insights pulled directly from real-world implementation across service businesses, local brands, digital companies, and consulting operations.
If you’re building a business that needs structure, leverage, and scale—not motivation—this is your room.
Systems That Scale by CEO929.com
Marketing Leadership for Multi-Location Roofers | Systems That Scale
Welcome to Systems That Scale, the podcast from CEO 929. Each week, we break down the frameworks, automations, and revenue systems that help service businesses scale without the chaos. I'm your host, and today we're diving into marketing leadership for multi-location roofers. Let's get into it. Many roofing company owners build a solid business in one or two locations, hit a few million in revenue, and then decide it's time to expand. They buy more trucks, hire more crews, and open new branches. What they often don't account for is how marketing, sales, and operations suddenly become ten times more complex. What worked for a single location, maybe a few flyers, some local SEO and word of mouth, falls apart across multiple territories. The biggest trap multi-location roofers fall into is thinking that marketing is just a series of separate campaigns for each branch. They run Google Ads for Dallas, Facebook ads for Houston, and expect a cohesive brand and predictable revenue. It never works that way. You end up with fragmented messaging, inconsistent customer experiences, and a marketing budget that feels like it's hemorrhaging money without clear returns. It's not just about generating leads, it's about building a scalable, repeatable system that integrates across all your locations while maintaining local relevance. This is where true marketing leadership becomes non-negotiable. So, how do growing multi-location roofing businesses often try to solve this problem? They hire a marketing manager. But here's the thing: a marketing manager is typically a doer, someone great at executing campaigns, writing social media posts, or managing email lists. They are vital, no doubt. But what a scaling, multi-location roofing company truly needs is strategic marketing leadership. They need someone who can sit at the executive table, understand the full PL, and connect marketing efforts directly to the overall business strategy and growth targets. Sound familiar? Ever felt like you're just throwing money at marketing without a clear return? The CEO 929 team has seen countless examples of this. One client, a roofing company with four locations in Texas, was spending nearly$50,000 a month on various local marketing efforts. Each location manager had their own budget, preferred vendors, and a completely different idea of what marketing meant. The result? Brand confusion, duplicated efforts, and an inability to track true ROI. Their blended customer acquisition cost was unsustainable, hovering around$1,200 for a repair lead and$2,700 for a full replacement. That's just to get the lead in the door, not even considering the cost to convert. They needed a strategic overhaul, not just more ad spin. Antoine Campbell often says, scaling a roofing business across multiple locations isn't about doing more of the same. It's about instituting a robust, centralized marketing strategy that can be localized effectively. It's about thinking like a CEO, not just a contractor, and that requires a level of marketing leadership that many growing businesses simply don't have in-house. So what's the solution? It's often found in the concept of a fractional CMO or strategic advisory. This is about injecting that high-level strategic marketing leadership into your organization without the cost of a full-time million-dollar executive. This type of leader focuses on building the systems, setting the strategy, and establishing the KPIs that measure real business impact, not just vanity metrics like Facebook likes. They provide the roadmap, allowing your internal team or external agencies to execute with clarity and purpose, aligned with your larger business objectives. Let's break this down further. One of the core challenges for any multi-location service business, especially in roofing, is balancing a consistent brand identity with the need for local relevance. You want customers in Portland to recognize your name from advertisements they saw, but you also need your messaging in Seattle to resonate with local concerns, weather patterns, and competitive landscapes. The CEO 929 team recommends a hybrid approach that maintains brand consistency while empowering local adaptation. Your core brand identity, your logo, color palette, values, and overarching service promise must be uniform across all locations. This builds recognition and trust over time, but the packaging and delivery of that message need to be localized. For a roofing company, this means defining a central messaging framework. What are your key differentiators? Is it your warranty, your rapid response time, your storm damage expertise? This core message should be consistently communicated. Then, each local market can tailor their campaigns to specific needs. For instance, in areas prone to hail, your local marketing might emphasize your expertise in handling insurance claims and specific materials. In regions with heavy rain, it might be about leak prevention and gutter systems. The general we fix roofs becomes we specialize in hail-resistant roofing for your community. Antoine Campbell and his team once worked with a client operating in five cities across the Midwest. The issue was local PPC campaigns often contradicted the brand's premium positioning, focusing purely on cheap roof repair when the company's value proposition was quality and longevity. What they did was develop a brand playbook that outlined approved messaging, imagery, and campaign structures for local teams, even providing pre-approved ad copy templates that could be localized with specific geographic keywords. The result was a 15% increase in lead quality across all locations within six months because the messaging was finally aligned. Quick reminder: if you're getting value from this episode, you can apply for a free revenue system audit at CEO929.com audit. The CEO929 team will analyze your business and show you exactly where you're leaving money on the table. Now, back to the episode. So, what are three actionable takeaways you can implement today to start building stronger marketing leadership in your multi-location roofing business? 1. Conduct a brand alignment audit. Gather all your current marketing materials, ads, and messaging from every location. Are they consistent in tone, visual identity, and core value proposition? Identify any conflicting messages or fragmented efforts, and start drafting a brand playbook that establishes a central, consistent brand identity. 2. Map your customer journey, RevOps style. Don't just think about marketing or sales in silos. Map out the entire journey a prospect takes from initial awareness to a completed project for one of your locations. Identify every handoff point between marketing, sales, and operations. Where are the delays? Where are the dropped balls? Start brainstorming how you can streamline these transitions, perhaps by automating lead assignment or standardizing follow-up processes. 3. Systemize your referral and review generation. Stop leaving referrals and reviews to chance. Design a simple, repeatable process that automatically requests reviews and encourages referrals at key satisfaction points, like project completion. This could be an automated email sequence, a thank you card with a QR code, or training your crews to solicit feedback directly. Even a small, consistent effort here can yield significant results. That's a wrap on this episode of Systems That Scale. For more insights on building predictable revenue, visit CEO929.com blog. And when you're ready to install real systems in your business, apply for your free audit at CEO929.com audit. Until next time, keep building those systems.