Building a roofing brokerage business from zero in a crowded and spammy market. Roofing Ralph's goal is to match homeowners with roofers they can trust. I handled everything from brand identity and web design to paid acquisition.
What does Roofing Ralph do
Roofing Ralph sits in the middle between homeowners and roofers. A homeowner needs a roof, so we match them with a roofer we've already vetted. When that match turns into a job, we collect a small referral fee on top.
It seems like a very simple model technically, but that's because all the work is in sourcing and finding reliable contractors. We're responsible for finding contractors who are actually licensed, insured, and reliable enough to put our name behind. That means doing the legwork upfront so the homeowner doesn't have to. Each roofer we partner with gets a custom profile page on the site that shows their credentials, service area, and what they specialize in. So they get more work than they had before plus a new channel of marketing for them.
The day to day process
The work breaks into two sides. On the leads side, I write and launch Meta ads, write SEO content, and reach out to realtors for referrals. I constantly test hooks, formats, and always try to improve the marketing. When a homeowner fills out the form, I follow up as quick as possible and provide the best possible customer support. Once I understand what they're looking for, I hand off their details to the best suited roofer.
On the roofer side, I'm reaching out to contractors, qualifying them, requesting their insurance etc, and making sure they actually follow through when a lead lands. Both sides need attention at the same time. If the ads are running but there's no roofer ready to take the call, the lead dies. If there's a great roofer but no leads coming in, nobody makes money.
