Fractional CMO for roofing companies
Your agency can be doing good work while you still decide what to spend, which jobs to pursue, and whether your crews have room. I work with your operations team and your agency to set priorities, recommend where the budget goes, and track the jobs you want to book. You keep final approval.
Storm leads fill the inbox, but you need retail replacements next month. I compare each source by inspections held and roofs sold, then recommend which campaigns your agency should fund.
Many roofing companies were built on storm years. That model is getting harder: Capstone Partners reported in October 2026 that lower storm activity, carrier exits and rising claim denials have shrunk the claims-funded re-roofing pool, and buyers now look for diversified lead generation and disciplined in-home sales.
Between $5 million and $20 million, most roofers have the budget to build that kind of pipeline but no one whose job is to lead it. A fractional CMO is that person, part time, accountable for the whole plan.
What Aaron leads in a roofing company
01
Storm work stays in the plan, but it stops being the plan. Aaron builds year-round retail replacement demand from homeowners with aging roofs: age-of-home targeting, financing offers, neighborhood campaigns around completed jobs, and content that answers the questions homeowners ask before they call.
02
Roofing companies often spend 7% to 12% of revenue on marketing across paid search, Local Services Ads, SEO, AI search, direct mail and canvassing. Aaron allocates that budget by cost per inspection and cost per sold roof, not cost per lead, and moves money as the evidence develops.
03
A homeowner who fills out a form at lunch usually calls the next roofer on the list by dinner. Aaron works with your appointment setters on response time, call scripts and follow-up cadence so paid leads become inspections while the homeowner is still deciding.
04
ServiceTitan, AccuLynx or JobNimbus is set up so each sold roof traces back to its source through the inspection. You see which channels produce signed contracts, which produce tire kickers, and what each sold roof actually cost to acquire.
Choose a recent group of leads that has had time to close. Separate retail from insurance work, then count inspections held and contracts signed by source. Compare spend per signed roof before moving budget.
When local search is a priority
If your roofing team wants to understand local visibility, Aaron tests questions such as “best roof replacement company near me” and records which companies appear, which sources the answers cite, and what your team can investigate.
01
One baseline score for how visible and recommendable your company is across AI answers, maps and search, with the evidence behind it.
02
What ChatGPT, Google AI Overviews and Perplexity say when homeowners in your market ask for the services you want to sell more of.
03
How often you are mentioned, recommended or cited compared with your top three local competitors on the same question set.
04
The directories, review sites, articles and pages the answers rely on, and which of them describe your company accurately.
05
Google Business Profile categories, services, photos, posts and map-pack position for your priority services and towns.
06
How fast new reviews arrive for you and for the companies you compete with, measured from public profiles.
07
The specific corrections, content and vendor assignments to make first, with an owner and a deadline for each.
AI answers change between sessions, so the Index is a documented baseline taken with a repeatable question set, not a permanent rank. Mentions, citations, referral visits, inquiries and booked jobs are recorded separately, following the published measurement methodology.
Discuss local visibility with AaronLeadership first. Execution when you need it.
You should not have to be the person connecting every marketing vendor, campaign and report. Aaron personally leads the plan, directs the people doing the work and turns performance data into decisions.
Starting at $7,000 per month
Satisfaction Guarantee
The priorities, positioning, marketing plan, budget recommendations, team and vendor direction, and performance oversight.
Starting at $4,500 per month
The production and implementation required by the plan. Keep your existing providers, or engage Sequoia for a defined execution scope.
When you engage Sequoia for both leadership and execution, the combined fee starts at $11,500 per month. All fees are in USD. Ad spend and approved third-party software are additional. Channels, production volumes and responsibilities are agreed in writing. Major website builds are quoted separately.
Operator proof
Aaron spent 13 years operating a residential HVAC and plumbing company. He scaled the team from zero to 133 employees and earned four consecutive Inc. 5000 appearances. Today he works directly with owners, dispatchers and marketing providers on the jobs their crews have room to take.
Results from home-service companies that approved being named, starting with a chimney and roofline service company. The same leadership and measurement discipline applies to roofing.
A Fireman's Chimney Sweep (AFCS)
365% more organic Google clicks
Google Search Console recorded 26 organic clicks in the baseline 30-day window and 121 in a later complete 30-day window for this chimney and roofline service company.
Source: Google Search Console, comparable 30-day windows
See the workKABAM Plumbing
More weekly calls and a growing team
Mike Bissett said KABAM used to receive 10 to 12 calls a week. He reported receiving 15 to 20 a week and adding to his team.
Source: Client-reported results and May 2026 owner video testimonial
See the workAmazing Air Solutions
50% more organic Google clicks
Sequoia rebuilt the website, fixed mobile navigation and the booking integration, and redirected old URLs. Google Search Console recorded 40 organic clicks April 10 to May 9 and 60 September 14 to October 13, 2026.
Source: Google Search Console, comparable 30-day windows
See the workClient results reflect each company's whole operation during the engagement. Search clicks are measured separately from calls, and calls separately from booked jobs. Past results do not guarantee future results.
This is a working plan with decisions and accountability, not a promise that every channel can be rebuilt in the first month.
You keep ownership of your CRM, ad and LSA accounts, Google Business Profile and website. Your appointment setters book inspections, your sales reps sell the roof, your crews install it, and you approve hiring and spending commitments. Aaron leads the marketing and holds every provider to the same scorecard.
Comparing options? Read the guide to roofing marketing agencies or see how AI search works for roofers.
Trades we lead
The leadership role is the same across trades. The demand patterns, call math and software are not. Each trade page explains how Aaron approaches that business.
HVAC
Booking rate, ServiceTitan source attribution, shoulder-season planning and the repair-to-replacement handoff.
Plumbing
Emergency call capture, after-hours booking, and a plan that fills the board with repipes, sewer, trenchless and septic work.
A fractional CMO for a roofing company leads the marketing function part time: the plan, the budget, the vendors and the measurement. At Sequoia GEO, Aaron Husak builds retail replacement demand that does not depend on storms, allocates spend by cost per sold roof, works with appointment setters on speed to lead, and connects your CRM so each sold roof traces back to its source.
Fractional CMO leadership starts at $7,000 per month, including AI search visibility strategy. Optional AI SEO and GEO execution starts at $4,500 per month, and both together start at $11,500 per month. Leadership has a six-month initial term and then continues month to month. Ad spend, direct mail and approved software are additional.
No. Storm and insurance work can stay in the mix. Capstone Partners reported in October 2026 that lower storm activity, carrier exits and rising claim denials have shrunk the claims-funded re-roofing pool, so the plan adds retail replacement demand and diversified lead sources that keep crews working between weather events.
The best fit is an independent residential roofing or exterior company doing roughly $5 million to $20 million a year, usually 30 to 120 employees and crews, spending $300,000 to $1 million or more on marketing, with an owner or sales manager still coordinating the vendors. Fit depends on your needs and resources, not company size alone.
Aaron works inside the system you already use, including ServiceTitan, AccuLynx and JobNimbus, where you grant access. You keep ownership of the account. The goal is a clean path from lead to inspection to sold roof by source, not a software migration.
When local search is a priority, we use the Local AI Visibility Index: an executive score, an AI recommendation map across ChatGPT, Google AI Overviews and Perplexity, share of AI voice against your top three local competitors, the sources AI cites, map-pack and GBP health, review velocity, and a 90-day action plan.
Bring one marketing decision you are stuck on. We can talk through how I would approach it with your team.
Talk with Aaron about leading your roofing marketingResults vary. Rankings, lead volume and AI recommendations are not guaranteed.