Free Roofing Marketing Case Study
How Owl Roofing Got to $5M Year One
A brand-new roofer, ~$350K in marketing, and $5M in year one. Here’s the exact playbook: what worked, what flopped, and what we’re changing for 2027.
- 📈The 60/40 brand vs. lead gen split (and why most roofers should start at 80/20)
- 🪧The yard sign that beat every clever headline
- 📍The 5 zip codes that drove 42% of sold jobs
- ✂️Our keep / trim / cut list for 2027
Drop your info and get the full playbook instantly.
Part 1: Brand Before Leads
The bet most roofers won’t make:
- Why Owl went brand-heavy from day one
- The 60/40 split, and why 80/20 is the right start for most
- The 3 uniques that made us easy to pick
- Why the owl name could carry a brand campaign
Part 2: The Ground Game
Being everywhere in a tight radius:
- 5,000 yard signs and the “WHO?” headline that won
- Billboards vs. radio: what got the phone to ring
- Staying inside the circle: the five zips behind 42% of sold
- Referrals, gift boxes and community giving
Part 3: Lead Gen + What We’d Cut
The numbers behind year one:
- SEO, Google and Meta: where leads actually came from
- How unknown lead source dropped from 67% to 1%
- What underperformed and what we’re doing about it
- The 2027 plan: becoming a household name