Roofing Marketing That Wins in a Tough Market | Abby Binder (Ep. 262)

Roofing marketing is getting ugly fast. PPC is draining budgets, fewer roofing leads are calling, and your roofing sales reps are competing against every clown in the market who's happy to sell like profit doesn't matter.

Abby Binder has NO patience for that model.

She built a women-led home improvement business from zero to nearly $20M a year and is host of her own roofing podcast, I Know A Girl Radio.

And she doesn't sugarcoat the game.

In this episode of The Wealthy Contractor Podcast, Abby breaks down what's ACTUALLY working in marketing and roofing sales right now…

How to stop attracting bottom-feeder leads…

And why dropping your prices and chasing volume is one of the DUMBEST moves a roofing contractor can make.

If you’re trying to grow a contractor business that actually makes money in this tough market, don’t miss this episode.

You'll discover:

🔥 Why chasing high-volume roofing jobs at rock-bottom prices is a business model designed to keep you broke (even when your calendar is packed solid)

🔥 The roofing marketing channels Abby uses INSTEAD of buying garbage paid leads

🔥 The 20% rule that protects your business from betting everything on a single lead source

🔥 The "tell selling" mistake that KILLS trust in the home before you even get to pricing

🔥 Why Abby ditched rigid word-for-word sales scripts in favor of a simpler, more human approach 

🔥 The insurance industry shift that's quietly creating a massive opportunity for metal roofing and "resilient products" 

If your leads feel like garbage, your marketing costs are out of control, or you're tired of competing against guys who give everything away… 

Catch the full episode now to swipe Abby’s strategies and build a profitable home improvement business.

Key Highlights: 

(00:00) Intro

(02:11) The ups and downs of 2026… plus which new initiatives are helping Abby grow while competitors struggle through a weird market

(03:29) The Amazon-like "Abby Cares" experience that homeowners can't get anywhere else

(04:30) Abby's alternative roofing marketing strategy for landing higher-quality leads (instead of price shoppers)

(05:43) The 20% rule: how much of your budget should go toward testing new lead sources (and why most contractors bet everything on one channel)

(07:03) The lead gen mistake too many contractors are STILL making after COVID (and how it's destroying margins in 2026)

(07:54) Why competing on cheap roofing and volume makes ZERO financial sense

(09:24) Roofing vs. baths vs. siding vs. metal roofing: which product opportunities are heating up and which ones are cooling off

(11:05) How long to give a new marketing source before you judge it (quit too early and you'll never know what could've worked…)

(12:15) Abby's "start small" TV strategy: how she tested the channel without blowing her budget (and why it paid off)

(13:35) What it's like leading a mostly male sales team in home improvement

(14:01) Why Abby moved away from rigid scripts and toward listening better (and how this shift boosted her close rate)

(18:18) What "tell selling" is and why it creates distrust and cancellations

(19:31) Building a business around cause, community, and philanthropy WITHOUT expectation

(21:57) Why private equity approaches Abby constantly… and the ONE reason she keeps turning them down

(25:32) What Abby still chooses to do in the business now that she doesn't have to do everything

(26:54) How she protects her sales team from burnout and keeps reps around longer than industry average

(28:04) How to build the dream business so you can do only what you want (and delegate or eliminate the rest)

(29:02) The best advice Abby ever got about risk, reward, and stepping out of the trenches

(30:55) Why mitigating risk is boring, necessary, and too often ignored until it's too late

(31:55) The real lessons Abby has taken from attending Accelerate LIVE!

👉 Subscribe to hear more stories, strategies, and secrets that top contractors use to grow their home improvement businesses and enjoy more success, wealth, and freedom.

Additional Resources:

⚡ Learn more about The Wealthy Contractor Success Society: https://TheWealthyContractor.com/Coaching/Success-Society  

⚡ Get Brian’s book, The 7 Secrets To Becoming A Wealthy Contractor, for FREE (just pay shipping). Visit https://www.TheWealthyContractor.com/ 

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