The Story
John owns a roofing company in Dallas, Texas. In 2022, he was doing 5-6 jobs per month, mostly from referrals and a basic website. Today, he's closing 50+ jobs per month, with 80% of revenue coming from bought leads.
The Starting Point
- Revenue: $150K/month
- Lead Sources: Website (2-3 leads/month), referrals (3-4/month)
- Marketing Spend: $2K/month (basic SEO)
- Team: John + 2 crews
The Turning Point
John bought his first 10 leads from a lead gen company. He spent $2,000 and closed 2 jobs worth $50,000. His ROI was 25x. He was hooked.
The Scaling Process
Month 1-3: Bought 50 leads/month at $200/lead = $10K spend. Closed 8 jobs = $200K revenue.
Month 4-6: Increased to 150 leads/month. Hired inside sales rep to handle follow-up. Closed 20 jobs = $500K revenue.
Month 7-12: Bought 300 leads/month across 3 verticals (roofing, gutters, siding). Closed 45 jobs = $1.2M revenue.
What Made It Work
- Speed to Lead: John's ISA called within 2 minutes, every time.
- Follow-Up System: 12-touch sequence over 30 days (call, text, email, voicemail).
- Free Inspections: Offered free roof inspections to 100% of leads. Got foot in door.
- Insurance Expertise: Learned to navigate insurance claims, which increased close rate from 8% to 15%.
- Referral Engine: Every closed job generated 2-3 referrals (which he also bought as leads).
The Numbers Today
- Lead Spend: $60K/month (300 leads at $200 avg)
- Closed Jobs: 50/month at $25K avg = $1.25M revenue
- Gross Margin: 60% = $750K
- Net Profit: ~$200K/month after labor, overhead, and lead spend
Key Takeaway
Bought leads aren't an expense—they're an investment. John didn't scale by being cheaper or better at roofing. He scaled by mastering lead acquisition and conversion.