Скачать или смотреть $200M Roofing CMO's Spills All: 97 Percent Answer Rates, 2-Min Speed-to-Lead, Hyperlocal SEO, AI

If you’re a growth-minded contractor looking to scale your business without wasting money on bad leads, this episode is for you. Ryan Groth sits down with Matt Tyner, Chief Marketing Officer at Bone Dry Roofing—a $200M+ regional powerhouse—to reveal the marketing and leadership moves that took their team to the next level.

You’ll hear how Bone Dry:

Boosted answer rates from 70% to 97%

Cut lead response times to under 2 minutes

More than doubled booking rates through better follow-up

Used hyperlocal SEO to expand profitably into new markets

Built a trusted brand without gimmicky discounts

Is using AI and automation to improve speed, service, and profitability

Matt also shares why storytelling beats offers, how to market across multiple locations, and how culture drives marketing performance in the trades.

Chapters:
00:00 – Why marketing is mission-critical for contractors today
03:20 – Matt’s background and lessons from HVAC, agency, and PE growth
06:50 – The first 90 days as CMO: listen, learn, and diagnose bottlenecks
09:45 – Boosting answer and booking rates through better systems
12:40 – Website fixes and technical SEO that actually matter
15:30 – Core marketing channels before adding new ones
18:30 – How to win with hyperlocal SEO and market expansion
21:30 – Creating engaging, funny, brand-building social content
24:10 – Using AI for after-hours calls, storms, and lead triage
30:10 – Brand-first email and community-driven marketing
35:20 – In-house marketing vs. agencies: what drives real results
40:00 – Manufacturer relationships vs. brand storytelling
44:00 – Leadership and culture as the foundation of great marketing

This episode is packed with proven, real-world insights for roofing and home service leaders who want predictable, profitable growth.
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