You built the largest audience in roofing sales training through organic content alone. This package is the paid engine that scales what you already built.
You have 114,000 YouTube subscribers. 575 podcast episodes. A Free Training Center with 48,463 signups. You just raised your RSRA membership to $15,000 a year and close rates held. Churn is at an 8-month low.
That is a product that is ready to scale. But the growth engine is almost entirely organic. Paid acquisition is supplemental. There is no VSL in the funnel. 45,663 warm leads are sitting in a database without a remarketing system pulling them back. And 732 YouTube videos worth of proven content is not being tested as ad creative.
We built the system that fills those gaps. Everything in this package is specific to RSRA, written for your voice, and ready to implement.
15 minutes. We will show you how each piece connects and what to implement first.
Let's Talkor email directly
colin.d@crdmarketing.com5 specific gaps we found in RSRA's growth infrastructure. Each one includes what it is, what it costs you, and how to fix it.
You have 114,000 YouTube subscribers. 575 podcast episodes. 732 videos. A blog with 27 pages of content. You built the largest audience in roofing sales training through pure content.
And that content engine feeds your Free Training Center, which has pulled in 48,463 signups. From there, a fraction apply to RSRA and close at $13-15K/year.
The problem is not the content. The content is world-class. The problem is that content is doing 95% of the heavy lifting for new member acquisition, and paid ads are supplemental at best.
You recently raised your RSRA membership to $15K and close rates did not drop. You have the lowest churn in 8 months. That is textbook product-market fit. When you have a product that people pay more for and stay longer in, the only question is: how fast can you put qualified prospects in front of your sales team?
Organic content has a ceiling. YouTube grows on YouTube's timeline. Podcast grows on podcast's timeline. Paid acquisition has no ceiling. You set the budget and the algorithm finds buyers.
One additional RSRA member per month from paid = $180,000/year in new revenue. Ten per month = $1.8M/year. Those are not aspirational numbers. Those are math.
A dedicated paid acquisition system that runs parallel to your organic engine. Not instead of it. Alongside it. The organic content builds trust and authority. Paid ads put that trust in front of people who would never find your YouTube channel on their own.
The ad scripts, creative testing system, and remarketing blueprint in this package are the bones of that system. They are built specifically for RSRA's offer, Adam's voice, and the roofing company owner audience.
Your current funnel: Free Training Center signup, email nurture, RSRA application, sales call, close.
That works. Your numbers prove it works. But there is a massive gap between "application submitted" and "shows up to the call ready to buy."
Right now, every applicant shows up to the call cold. They have consumed free content. They have read the application page. But nobody has walked them through, in a focused 12-15 minute video, exactly why RSRA exists, what the transformation looks like, and what happens when they join. Nobody has pre-sold them before the rep picks up the phone.
Lower show rates. Longer sales calls. More objections. Lower close rates. Every applicant who no-shows or comes in skeptical is a prospect your team has to work twice as hard to close. Or they do not close at all.
A VSL between application and call does the pre-selling your team currently does in the first 20 minutes of every call. It filters out tire-kickers before they waste a rep's time. And it gets the serious buyers emotionally ready to say yes before the call even starts.
A 12-15 minute VSL script written for Adam's voice. Placed in the post-application confirmation flow. The applicant submits their application, lands on a confirmation page, and watches the video before their call. Or it is sent via email in the pre-call nurture sequence.
The full VSL outline is in Deliverable 4 below.
48,463 people signed up for the Free Training Center. 2,800 are RSRA members. That leaves 45,663 humans who know who Adam Bensman is, gave you their name, email, and phone number, expressed enough interest to sign up for training, and have NOT applied to RSRA.
These are not cold leads. These are people who raised their hand and said "I want to learn from you." They just have not taken the next step.
The most expensive part of any marketing system is getting the lead. You already HAVE 45,000+ leads. Remarketing to people who already know you costs a fraction of cold traffic. Conversion rates from warm audiences run 2-5x higher than cold.
If even 1% of those 45,663 leads converted to RSRA at $15K, that is $6.8 million in revenue sitting in your database.
A layered remarketing system that segments your warm audience by engagement level and serves them different ad creative at each stage. Video viewers get awareness content. Training center signups who never applied get consideration content with member results. Application starters who dropped off get urgency and objection-handling content.
The full remarketing blueprint is in Deliverable 5 below.
Your YouTube is dominant. 114,000 subscribers. 6.1 million views. 732 videos. That is the largest channel in roofing sales training.
But Instagram sits at 19K. TikTok at 12K. Facebook at 14K likes. For someone with your level of authority, your content output, and your brand recognition in the industry, those numbers are low.
Roofing company owners and sales reps live on Instagram and TikTok. They scroll during lunch, between jobs, on the drive home. Your YouTube videos are 10-30 minutes. The people who find those will become fans. But the ones who are never going to sit down and watch a 25-minute YouTube video? They need the 60-second clip that stops them mid-scroll.
You have 732 videos and 575 podcast episodes. That is thousands of potential short-form clips. The content already exists. It is not being distributed across the platforms where your next members are spending time.
Each platform is a separate acquisition channel. Instagram and TikTok feed the Free Training Center funnel the same way YouTube does. More followers = more signups = more applicants = more members.
A systematic content atomization workflow. Take the best-performing YouTube videos (sort by view count and engagement), extract the sharpest 30-90 second clips, add captions and hooks optimized for each platform's algorithm, and publish consistently. This is not a creative exercise. It is a distribution exercise. The creative already exists.
Both secure.rsra.org and rsra.org run on WordPress with Elementor. You have VWO running A/B tests on rsra.org. You have multiple form versions on the training center page (versions 2, 3, 10). You are actively trying to optimize conversion.
You are fighting the platform.
WordPress + Elementor pages are inherently slower than purpose-built funnel pages. You are compensating with LiteSpeed, WP Rocket, and Cloudflare CDN. Three caching layers to make up for platform overhead. Every 100ms of additional load time reduces conversions by approximately 7%.
On 48,000+ training center visits, a 10% improvement in page speed translates to hundreds more signups per year. At your funnel conversion rates, that is dozens more RSRA members.
Migrate your funnel pages (Free Training Center and RSRA application) to a purpose-built funnel platform. ClickFunnels, Webflow, or a custom Next.js build. Keep WordPress for the blog. But your money pages, the ones that convert traffic into leads and leads into applicants, should run on infrastructure built for conversion speed.
This is not a rebuild. It is a migration of 2-3 key pages. The content, copy, and offers stay the same. The delivery gets faster.
3 fresh ad scripts with angles you likely have not tested. Written for your voice and your audience. Ready to film.
Angle: Origin story / mission-driven
Format: Video (Adam speaking to camera, 60-90 seconds)
Target: Roofing company owners who are fed up with the state of the industry
"I started in roofing sales in 2011 making $19,000 a year. And the first thing I noticed was that the industry was full of fraud."
"I watched companies lie to homeowners. I watched reps chase commissions instead of doing the right thing. And I watched good people, honest roofers, get lumped in with the scam artists because nobody was willing to draw a line.
So I drew one.
I built RSRA. A community of roofing companies that refuse to operate like the rest of the industry. 337 companies in 44 states. The most followed roofing sales training in America."
"Our members close more sales. They recruit better people. They build companies that last. Not because they cut corners. Because they stopped cutting corners and started doing things the right way.
And right now, we are training the most advanced roofing sales teams in the country."
"If you own or run a roofing company and you are tired of competing with people who have no business being in this industry, click below. I built a free training platform with 300+ videos, checklists, and my book. It is free. Use it."
Angle: ROI / logical proof
Format: Video (Adam at whiteboard or talking head, 45-75 seconds)
Target: Analytically-minded roofing company owners who think in numbers
"RSRA costs $15,000 a year. Here is why every member makes that back in the first 60 days."
"Average residential roof job in the US: $12,000 to $15,000.
Your new sales rep closes one extra roof per month using our system. That is $12,000 in revenue. Month one: $12,000. Month two: $24,000. By month three, you have doubled your investment.
But it is not one rep. RSRA membership includes up to 5 team members. So your whole team gets the system. Your closer. Your canvasser. Your manager.
One extra roof per rep per month across a 3-person team: $36,000 a month. $432,000 a year. From a $15,000 investment."
"I have a free training platform with 300 videos, scripts, and checklists for roofing sales teams. Click below and try it. If the free stuff moves the needle, imagine what the full system does."
Angle: Social proof / curiosity gap
Format: Video (Adam talking head, 45-60 seconds)
Target: Roofing sales reps and owners who are curious but skeptical
"48,463 roofers signed up for my free training. 337 companies joined RSRA. What do those 337 know that the other 48,000 do not?"
"The free training teaches you how to pitch. How to handle objections. How to knock doors and close deals. And 48,000 people have used it to get better at selling roofs.
But the 337 companies inside RSRA? They are not just closing more sales. They are building systems. Recruiting teams. Running their companies like real businesses instead of a collection of individual sales reps hoping for a good month.
The difference is not information. The information is free. The difference is implementation. Structure. Accountability. A room full of people who think like owners, not just roofers."
"Start with the free training. 300+ videos, scripts, checklists. See if it changes how you sell. Then decide if you want the full system. Link is below."
A framework for turning your 732 YouTube videos and 575 podcast episodes into systematic ad creative. Your content library is an untapped goldmine.
Go through your top 50 YouTube videos by view count. For each video, extract the first 15 seconds. Those are your proven hooks. If they got someone to click on YouTube, they can stop a scroll on Facebook or Instagram.
Why this works: YouTube click-through rate is the closest proxy to ad hook performance. A video with 100K views and a 10% CTR has a hook that makes people stop and pay attention. That is exactly what you need in paid ads.
Take your best YouTube clips and turn them into standalone ad creative.
Volume target: 10 clips per week for the first month. Test all 40. Kill the bottom 50%. Scale the top 20%.
Week 1-2: Launch 10 ad variations. 5 different hooks x 2 audiences (owners vs reps). $20/day per variation. Total test budget: $200/day.
Week 3: Kill anything with a cost-per-click above $3 or a hook rate (3-second video view rate) below 25%. Usually 4-6 variations survive.
Week 4: Scale the survivors. Increase budget by 20% every 3 days on winners. Launch 5 new variations to replace the killed ones.
Ongoing: Always have 5-10 active variations. Kill and replace weekly. Never let your ad account run on fewer than 3 creatives. Fatigue kills performance faster than bad targeting.
Not all hooks work for all audiences. Match your creative to the viewer:
| Audience | Hook Type | Example |
|---|---|---|
| Cold (never heard of you) | Curiosity / bold claim | "48,463 roofers signed up for this" |
| Warm (watched videos, visited site) | Tactical tip / proof | "Here is how our members handle the 'I need 3 quotes' objection" |
| Hot (training center signup) | Results / urgency | "337 companies joined this year. Applications close Friday." |
| Retarget (opened app, didn't finish) | Objection-handling | "RSRA costs $15K. Here is why it pays for itself in 60 days." |
A 12-15 minute video sales letter designed to sit between application and sales call. Pre-sells the applicant before the rep picks up the phone.
"You just applied to RSRA. Before your call, I want to show you exactly what you are walking into. Not a pitch. Just the truth about what we built, why we built it, and what happens when you join. This will take 12 minutes."
"I started in roofing sales in 2011 making under $19,000 a year. I measured roofs by hand and submitted orders by fax.
Within a few years, I was COO of an $8 million a year in-home sales company. I trained hundreds of reps. I saw what worked and what did not.
But I also saw the other side. The fraud. The companies lying to homeowners. The reps chasing commissions without caring about the customer. And I saw good roofers, honest ones, getting dragged down because the whole industry had a reputation problem.
I built RSRA because nobody else was going to fix it. The name is the Roofing and Solar Reform Alliance. Reform is in the name for a reason. We are not just a training community. We are a movement of roofing companies that refuse to operate the way the rest of the industry does."
"If you are watching this, you probably already know what I am about to say. But I want to make sure we are on the same page.
Running a roofing company right now is harder than it was 3 years ago. More competition. Tighter margins. Insurance companies changing the rules. Homeowners who have been burned before and do not trust anyone.
And recruiting? You already know. Finding people who actually want to work, who show up, who can sell without cutting corners. It feels impossible some months.
Most owners I talk to are doing everything themselves. Selling, managing, training, handling customer issues. You started a company because you were great at roofing. Now you spend your days putting out fires.
The stress is eating you up. You feel alone. Nobody around you gets what you are going through."
"RSRA is not another course you buy, watch half of, and forget about. This is a community of 337 roofing companies in 44 states. Real owners. Real managers. Real sales teams. People who share what is working, call each other out when something is off, and hold each other accountable.
Here is what you get when you join:
The complete Roof Strategist sales training system. Storm and retail. Every pitch, every objection, every scenario your reps will face.
280+ done-for-you lead generation templates. Direct mail, door hangers, emails, commercial outreach, solar. Not theory. Templates your team can send today.
Live training 2-4 times per week. Not pre-recorded webinars from 2022. Live sessions where you can ask questions and get answers in real time.
A private community on our app. Separate spaces for owners, managers, and sales teams. A member directory so you can connect 1-on-1 with other companies in your market.
Leadership roundtables for owners and managers only. No reps in the room. Just leaders talking about the stuff you cannot talk about in front of your team.
And our annual event, The Room. Two days with the most advanced roofing companies in the country. In person. No fluff. Just execution."
"337 companies. 44 states. 2,800+ individual members. We just hit our lowest churn in 8 months. People join and they stay because the system works.
I am going to share a few stories. These are real members. Real results.
[INSERT 2-3 MEMBER CASE STUDIES WITH SPECIFIC RESULTS: revenue increase, close rate improvement, team growth, specific wins. Pull from member testimonials or case studies on rsra.org]
These are not outliers. This is what happens when you stop guessing and start running your company inside a system that was built for roofing."
"I know what you might be thinking. $15,000 is a lot of money.
It is. I am not going to pretend it is not.
But let me ask you this. One sales rep on your team closing one extra roof per month. At $12,000 average. That is $144,000 a year from a single rep getting slightly better.
Your RSRA membership includes up to 5 team members. Not one. Five. So if your closer, your two canvassers, and your manager all get better by one roof per month each, you are looking at $576,000 in new revenue.
From a $15,000 investment.
And the templates, the live training, the community? You do not lose those after a year. The skills your team builds compound. Every month they get sharper."
"You already applied. That tells me you are serious.
Your call is coming up. Here is what will happen. You will talk to someone on our team. They will ask about your company, your goals, and where you are right now. There is no hard sell. We turn people away who are not a fit. We are protective of the culture inside RSRA.
Show up to the call ready to talk honestly about your business. If we are the right fit, we will tell you. If we are not, we will tell you that too.
I built RSRA for the roofers who are done going at it alone. If that is you, I will see you inside."
A 4-layer remarketing system for the 45,663 warm leads who signed up for free training but have not applied to RSRA.
Audience: People who watched 50%+ of your YouTube videos or engaged with your Instagram/Facebook content but have NOT signed up for the Free Training Center.
Goal: Get them to sign up.
Audience: People in your email list who signed up for the Free Training Center but have never submitted an RSRA application.
Goal: Get them to apply.
Audience: People who started the RSRA application but did not finish it.
Goal: Get them to complete the application.
Audience: People who completed an application, had a sales call, and did not join.
Goal: Re-engage with a new angle and get them back on a call.
| Layer | Daily Budget | Monthly Budget |
|---|---|---|
| Layer 1: Video viewers | $30-50 | $900-1,500 |
| Layer 2: Signups, no application | $50-100 | $1,500-3,000 |
| Layer 3: Incomplete applications | $20-40 | $600-1,200 |
| Layer 4: Past applicants | $20-30 | $600-900 |
| Total | $120-220/day | $3,600-6,600/month |
At $15K per RSRA membership, you need 1 additional member per month from this system to be profitable. The math says you will get several.
Week 1: Set up custom audiences in Meta Ads Manager. Upload email list (Layer 2). Install conversion events for application start, application complete, call booked.
Week 2: Launch Layer 2 (highest ROI, warmest audience). Test 5 creatives.
Week 3: Launch Layer 1 (biggest audience pool). Test 5 creatives.
Week 4: Launch Layers 3 and 4. Review performance across all layers.
Month 2+: Kill underperformers. Scale winners. Refresh creative every 2 weeks for Layers 3-4 (small audiences fatigue faster).
Everything in this package is yours. Use it however you want. If you want us to implement it, let's talk.
Let's Talkor email directly
colin.d@crdmarketing.com