

About Chaffee Roofing
What They Needed
Chaffee Roofing, a 115-year-old commercial roofing company based in Providence, RI, has been serving private businesses in the New England area with top-notch roofing services.
Over the decades, Chaffee Roofing has experienced continuous growth. Still, in the evolving digital landscape, they recognized the need to move their roofer marketing efforts into the digital realm to compete more effectively and expand their market share.
In this case study, we’ll delve into the challenges Chaffee Roofing faced, why they chose us, the process we followed at Estes Media, and the remarkable results we achieved together.
The Challenges
President Peter Chaffee faced a crucial decision in 2022: hiring a full-time in-house marketer or partnering with a full-service digital marketing agency. To make this decision, Peter interviewed multiple agencies and full-time marketers, seeking a solution to help grow Chaffee Roofing in the aftermath of the pandemic. However, he noticed that most agencies offered vague promises and focused on metrics that failed to understand their business-specific needs. The challenges they faced included:
- Limited Digital Presence:Â Chaffee Roofing lacked a strong online presence, including an underperforming website and minimal engagement on social media platforms.
Ineffective Content: Previous agencies delivered blog posts and content needing more commercial roofing industry expertise. The content often required extensive rewrites, wasting valuable time for Chaffee Roofing’s team. - Marketing Expertise: Many competing agencies needed a deeper understanding of commercial roofing, resulting in marketing materials that failed to resonate with Chaffee Roofing’s target audience.
- Vague Promises: Most agencies made vague promises and focused on metrics that didn’t provide a comprehensive view of the marketing efforts’ effectiveness. Peter Chaffee sought transparency in his partnership, which was often lacking in other agencies’ proposals.
Why Estes Media Was Chosen?
Estes Media emerged as the standout choice for Chaffee Roofing due to several key factors:
- Expertise in Commercial Roofing:Â Estes Media demonstrated a profound understanding of the commercial roofing industry, setting them apart from other agencies.
- Full-Transparency:Â Estes Media promised transparency in its approach, fostering trust between Peter Chaffee and the agency.
- Full-Service Approach:Â Estes Media offers a comprehensive suite of services, including content creation, advertising, social media management, email campaigns, and website development.
- Customization: Estes Media customized its strategies and efforts to align with Chaffee Roofing’s unique needs and goals, bridging the gap between hiring a full-time employee and an agency.
Estes Media began its partnership with Chaffee Roofing by interviewing the company’s subject matter experts. This collaborative approach ensured that our content and strategies were tailored to the roofing industry.
The weekly meetings between Chaffee Roofing and Estes Media allowed for discussions about content, next steps, strategy updates, and a chance for Peter Chaffee to review and provide input before content was published and strategies implemented.
Estes Media brought proactive ideas to the table, involving the roofing company in the content creation process and providing clear direction. Estes Media’s efforts encompassed:
- Monthly content creation, including blogs, pages, and case studies.
- Search and Social Advertising Campaigns.
- Development and implementation of weekly social media posts.
- Creation and distribution of bi-monthly marketing emails.
Our partnership with Chaffee Roofing went beyond traditional digital marketing services. At Estes Media, we also offered guidance and suggestions related to branding, promotional items, and case studies. We actively worked to develop a roofing marketing mindset within the Chaffee Roofing team.
“Estes Media’s unique approach to content creation offers strategic insights and meticulous content review and sets them apart by truly understanding our industry, commercial roofing. In a world filled with generic content, their expertise shines through, ensuring the delivery of high-quality, authentic content that resonates with our audience. They are far from the cookie-cutter approach – they are the real deal.”
Peter Chaffee, President
Chaffee Roofing
Year One Estes Media Results: Over $1 Million in Additional Revenue
Since partnering with Estes Media, Chaffee Roofing has experienced significant improvements and results for their business:
- High-Quality Content: The content produced by Estes Media showcased their deep understanding of commercial roofing, addressing a long-standing issue for Chaffee Roofing. This improved content quality, saved time, and enhanced the company’s credibility.
- Customization and Expertise: Chaffee Roofing appreciated Estes Media’s customized approach and industry expertise. It made them feel like they had a team of specialists supporting their business development efforts.
- Marketing Mindset: The collaboration with Estes Media inspired Chaffee Roofing’s team to think more strategically about marketing. They began actively considering roofing digital marketing opportunities, such as case studies and customer references, which they hadn’t previously explored.
- Measurable Results: Estes Media provided clear metrics and insights into the performance of Chaffee Roofing’s digital marketing efforts. This transparency allowed for better-informed decision-making.
- Increased Leads: Chaffee Roofing’s sales team observed a surge in leads and opportunities. The company’s phone began ringing more frequently, and the quality of leads improved, resulting in stronger sales prospects.
- Continuous Growth:Â Despite the challenges posed by the pandemic and supply issues, Chaffee Roofing achieved unexpected growth. They exceeded their initial expectations, indicating the effectiveness of their partnership with Estes Media.
- Data & Conversion Tracking:Â We connected their CRM to HubSpot marketing automation and made sure that the data sets from all ads and organic leads were directly attributed to each deal thereby giving full insights to all marketing qualified leads and ROI generated from closed business.
The Results
This case study demonstrates the importance of selecting a marketing partner with industry-specific knowledge and a commitment to transparency to successfully drive digital transformation and business growth. The partnership with Estes Media transformed Chaffee Roofing’s digital marketing efforts and contributed significantly to its growth and success in a highly competitive industry. Our expertise as a construction marketing agency, roofing marketers, SEO expertise, full transparency, and comprehensive approach proved to be essential in achieving these results.
Join Us on Your Journey to Success
Whether you’re a venture-backed startup or a titan in construction, Estes Media is your partner in growth. With a track record of turning strategies into success stories, we invite you to embark on a journey of transformation with us.
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Let’s build, scale, and celebrate your brand’s legacy together.
Case Study
Meet The Companies
We’ve Transformed


Total Wrecking & Environmental
Total Wrecking needed SEO expertise, content strategy, branding, and a successful CRM system. Their website looked good but lacked optimization and a strong content strategy. Estes Media provided a comprehensive project management approach, conducting content interviews, creating a blog template, and performing competitive research. They trained the team on HubSpot CRM and developed original content. Weekly updates ensured accountability and collaboration.
As a result, Total Wrecking saw a 25% increase in organic search traffic, a 200% increase in website traffic, a 90% rise in social engagement, and 10 times more inbound phone calls in the first year.
Estes Media knows their stuff and they are an amazing marketing ally. I could not recommend them more to anyone who is looking for a new marketing partner or SEO company to bring on board.

Sandy Bodami
Director


Chaffee Roofing
Chaffee Roofing, a 115-year-old company in Providence, RI, recognized the need for digital marketing to stay competitive. President Peter Chaffee faced the decision of hiring a full-time marketer or an agency, opting for Estes Media for their expertise in commercial roofing and transparent approach. Estes Media conducted interviews with Chaffee Roofing's experts, held weekly meetings, and developed tailored strategies. Their services included content creation, advertising campaigns, social media management, and email marketing. This collaboration resulted in high-quality content, increased leads, and over $1 million in additional revenue. Peter Chaffee praised Estes Media for their industry knowledge and customized approach, significantly contributing to Chaffee Roofing's growth and success.
Estes Media's unique approach to content creation offers strategic insights and meticulous content review and sets them apart by truly understanding our industry, commercial roofing. In a world filled with generic content, their expertise shines through, ensuring the delivery of high-quality, authentic content that resonates with our audience. They are far from the cookie-cutter approach – they are the real deal.

Peter Chaffee
President

Simpson Unlimited
We provided comprehensive project management and transparency by building a detailed timeline, task list, and collaborative process to keep the project on-budget and on-time.
We conducted detailed content interviews with key stakeholders to understand their pain points in the sales process. We created a blog template from scratch and produced a monthly piece of pillar content.
We provided editable WordPress setup and design collaboration and conducted competitive research, keyword research, design/development testing, system integration, and training to ensure the website was equipped with every modern and forward-thinking functionality.
We implemented, customized and trained the team on how to best use HubSpot CRM for Commercial Construction and developed automated workflows and custom reports to help improve processes.
We provided weekly updates during standing call times for project/process accountability and ongoing collaboration.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Dan Saportas
Executive Vice President Simpson Unlimited, Inc.


AnchoRock
AnchoRock is a construction safety and compliance software company that provides mobile-first solutions designed specifically for contractors.
Their platform enables construction professionals to digitize safety programs and automate daily tasks, ensuring compliance and enhancing worker safety.
In June 2023, AnchoRock was acquired by KPA, a leading provider of Environment, Health, and Safety (EHS) software and solutions.
This acquisition aims to enhance KPA's offerings in the construction industry by integrating AnchoRock's specialized software, thereby helping contractors digitize safety programs, reduce incident rates, and maintain regulatory compliance.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Taylor Thorn
Cofounder & CEO


Derive Technologies
Derive Technologies is a privately held IT consultancy firm headquartered in New York, NY.
Established over 20 years ago, the company specializes in providing comprehensive IT support and services to a diverse range of industries, including advertising, education, financial services, government, healthcare, legal, retail, and transportation.
As a certified Minority-Owned Business Enterprise (MBE), Derive Technologies offers a wide array of services, such as infrastructure design and development, maintenance, security implementation, and network integration. Their consulting expertise encompasses areas like data storage, network virtualization, wireless technologies, cloud computing, data center solutions, mobility, collaboration, networking, security, and managed services.
Committed to delivering exceptional customer experiences, Derive Technologies maintains strong partnerships with leading manufacturers, ensuring access to the best volume discounts and buying programs.
Their mission focuses on leveraging collective customer experiences and a comprehensive portfolio of IT products and services to improve business processes, manage and consolidate enterprise information, and implement proven best practices.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Luis Zea
Director of Marketing


Malone Roofing
Malone Roofing is a reputable roofing company with a rich history spanning over 50 years. Founded by Horace J. Malone in the late 1940s in Hattiesburg, Mississippi, the company has grown from a local roofing outfit into an award-winning regional enterprise. Today, Malone Roofing operates across Mississippi, Alabama, Louisiana, and the Florida Panhandle, offering a comprehensive range of services, including commercial and residential roofing, service and maintenance, and metal wall panel installations.
The company remains family-owned and operated, with Roman and Ryan Malone leading as President and Vice President, respectively. Malone Roofing is committed to delivering high-quality roofing solutions that focus on quality, service, and value. They offer clients a full range of roofing options, from traditional crafts to new and innovative products and skills, in both new build and refurbishment roofing construction projects.
With a workforce of over 200 employees and a fleet of more than 100 vehicles, Malone Roofing serves a wide geographic area, providing services such as roof replacement, repair, inspection, and maintenance. The company also offers roof financing options and assistance with roof insurance claims, positioning itself as a trusted partner for quality roof replacements and services in the South.
Malone Roofing's dedication to excellence is evident in its long-standing history and the trust it has built with homeowners and businesses across the Southeastern United States. The company's focus on continuously improving and putting customers at the heart of everything they do has solidified their reputation as a leader in the roofing industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Roman Malone
President of Malone Roofing


PeopleJoy
PeopleJoy is a financial wellness company founded in 2016 by Emeka Oguh, headquartered in Philadelphia, Pennsylvania.
The company specializes in providing equity-based education assistance programs within the employee benefits sector, aiming to help employees manage and repay student loans effectively. PeopleJoy's platform offers a suite of services designed to attract and retain talent. By integrating these services into a unified digital platform, PeopleJoy aims to alleviate the burden of student debt, foster financial wellness, and support the professional growth of the modern workforce.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Emeka Oguh
CEO at PeopleJoy


SLC Southern Land Company
Southern Land Company (SLC), founded in 1986 by Tim Downey, is a privately held, full-service real estate development firm headquartered in Nashville, Tennessee. The company specializes in creating single-family homes, multifamily residences, and mixed-use communities across the United States.
SLC operates under a vertically integrated business model, encompassing development, infrastructure, design, construction, property management, garden services, and lifestyle amenities. This comprehensive approach enables seamless collaboration among various departments, ensuring cohesive and high-quality project delivery.
The company's core values include a warm welcome, commitment to excellence, dedication to teamwork, drive for innovation, and engagement with the community. These principles guide SLC in creating thoughtfully designed spaces that foster a sense of community and enhance the quality of life for residents.
Tim Downey, as the Founder and Chief Executive Officer, has been the visionary force behind SLC's mission to "create the extraordinary and cultivate joy." Under his leadership, SLC has expanded its footprint nationwide, establishing a reputation for creativity, quality, and integrity in the real estate development industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Jenna Lefever
Head of Public Relations


AnchoRock
AnchoRock is a construction safety and compliance software company that provides mobile-first solutions designed specifically for contractors.
Their platform enables construction professionals to digitize safety programs and automate daily tasks, ensuring compliance and enhancing worker safety.
In June 2023, AnchoRock was acquired by KPA, a leading provider of Environment, Health, and Safety (EHS) software and solutions.
This acquisition aims to enhance KPA’s offerings in the construction industry by integrating AnchoRock’s specialized software, thereby helping contractors digitize safety programs, reduce incident rates, and maintain regulatory compliance.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Taylor Thorn
Cofounder & CEO


SLC Southern Land Company
Southern Land Company (SLC), founded in 1986 by Tim Downey, is a privately held, full-service real estate development firm headquartered in Nashville, Tennessee. The company specializes in creating single-family homes, multifamily residences, and mixed-use communities across the United States.
SLC operates under a vertically integrated business model, encompassing development, infrastructure, design, construction, property management, garden services, and lifestyle amenities. This comprehensive approach enables seamless collaboration among various departments, ensuring cohesive and high-quality project delivery.
The company’s core values include a warm welcome, commitment to excellence, dedication to teamwork, drive for innovation, and engagement with the community. These principles guide SLC in creating thoughtfully designed spaces that foster a sense of community and enhance the quality of life for residents.
Tim Downey, as the Founder and Chief Executive Officer, has been the visionary force behind SLC’s mission to “create the extraordinary and cultivate joy.” Under his leadership, SLC has expanded its footprint nationwide, establishing a reputation for creativity, quality, and integrity in the real estate development industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Jenna Lefever
Head of Public Relations


PeopleJoy
PeopleJoy is a financial wellness company founded in 2016 by Emeka Oguh, headquartered in Philadelphia, Pennsylvania.
The company specializes in providing equity-based education assistance programs within the employee benefits sector, aiming to help employees manage and repay student loans effectively. PeopleJoy’s platform offers a suite of services designed to attract and retain talent. By integrating these services into a unified digital platform, PeopleJoy aims to alleviate the burden of student debt, foster financial wellness, and support the professional growth of the modern workforce.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Emeka Oguh
CEO at PeopleJoy


Malone Roofing
Malone Roofing is a reputable roofing company with a rich history spanning over 50 years. Founded by Horace J. Malone in the late 1940s in Hattiesburg, Mississippi, the company has grown from a local roofing outfit into an award-winning regional enterprise. Today, Malone Roofing operates across Mississippi, Alabama, Louisiana, and the Florida Panhandle, offering a comprehensive range of services, including commercial and residential roofing, service and maintenance, and metal wall panel installations.
The company remains family-owned and operated, with Roman and Ryan Malone leading as President and Vice President, respectively. Malone Roofing is committed to delivering high-quality roofing solutions that focus on quality, service, and value. They offer clients a full range of roofing options, from traditional crafts to new and innovative products and skills, in both new build and refurbishment roofing construction projects.
With a workforce of over 200 employees and a fleet of more than 100 vehicles, Malone Roofing serves a wide geographic area, providing services such as roof replacement, repair, inspection, and maintenance. The company also offers roof financing options and assistance with roof insurance claims, positioning itself as a trusted partner for quality roof replacements and services in the South.
Malone Roofing’s dedication to excellence is evident in its long-standing history and the trust it has built with homeowners and businesses across the Southeastern United States. The company’s focus on continuously improving and putting customers at the heart of everything they do has solidified their reputation as a leader in the roofing industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Roman Malone
President of Malone Roofing


Derive Technologies
Derive Technologies is a privately held IT consultancy firm headquartered in New York, NY.
Established over 20 years ago, the company specializes in providing comprehensive IT support and services to a diverse range of industries, including advertising, education, financial services, government, healthcare, legal, retail, and transportation.
As a certified Minority-Owned Business Enterprise (MBE), Derive Technologies offers a wide array of services, such as infrastructure design and development, maintenance, security implementation, and network integration. Their consulting expertise encompasses areas like data storage, network virtualization, wireless technologies, cloud computing, data center solutions, mobility, collaboration, networking, security, and managed services.
Committed to delivering exceptional customer experiences, Derive Technologies maintains strong partnerships with leading manufacturers, ensuring access to the best volume discounts and buying programs.
Their mission focuses on leveraging collective customer experiences and a comprehensive portfolio of IT products and services to improve business processes, manage and consolidate enterprise information, and implement proven best practices.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Luis Zea
Director of Marketing

Simpson Unlimited
We provided comprehensive project management and transparency by building a detailed timeline, task list, and collaborative process to keep the project on-budget and on-time.
We conducted detailed content interviews with key stakeholders to understand their pain points in the sales process. We created a blog template from scratch and produced a monthly piece of pillar content.
We provided editable WordPress setup and design collaboration and conducted competitive research, keyword research, design/development testing, system integration, and training to ensure the website was equipped with every modern and forward-thinking functionality.
We implemented, customized and trained the team on how to best use HubSpot CRM for Commercial Construction and developed automated workflows and custom reports to help improve processes.
We provided weekly updates during standing call times for project/process accountability and ongoing collaboration.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.

Dan Saportas
Executive Vice President Simpson Unlimited, Inc.


Chaffee Roofing
Chaffee Roofing, a 115-year-old company in Providence, RI, recognized the need for digital marketing to stay competitive. President Peter Chaffee faced the decision of hiring a full-time marketer or an agency, opting for Estes Media for their expertise in commercial roofing and transparent approach. Estes Media conducted interviews with Chaffee Roofing’s experts, held weekly meetings, and developed tailored strategies. Their services included content creation, advertising campaigns, social media management, and email marketing. This collaboration resulted in high-quality content, increased leads, and over $1 million in additional revenue. Peter Chaffee praised Estes Media for their industry knowledge and customized approach, significantly contributing to Chaffee Roofing’s growth and success.
Estes Media’s unique approach to content creation offers strategic insights and meticulous content review and sets them apart by truly understanding our industry, commercial roofing. In a world filled with generic content, their expertise shines through, ensuring the delivery of high-quality, authentic content that resonates with our audience. They are far from the cookie-cutter approach – they are the real deal.

Peter Chaffee
President


Total Wrecking & Environmental
Total Wrecking needed SEO expertise, content strategy, branding, and a successful CRM system. Their website looked good but lacked optimization and a strong content strategy. Estes Media provided a comprehensive project management approach, conducting content interviews, creating a blog template, and performing competitive research. They trained the team on HubSpot CRM and developed original content. Weekly updates ensured accountability and collaboration.
As a result, Total Wrecking saw a 25% increase in organic search traffic, a 200% increase in website traffic, a 90% rise in social engagement, and 10 times more inbound phone calls in the first year.
Estes Media knows their stuff and they are an amazing marketing ally. I could not recommend them more to anyone who is looking for a new marketing partner or SEO company to bring on board.

Sandy Bodami
Director
A New Jersey-Based
Other Case Studies
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Gemma Lolos
The team at Estes Media is both knowledgeable and reliable. I would happily recommend them to anyone looking to ramp up their marketing efforts!

Aaron Fischer
When starting my own business, I quickly learned there was a lot I didn’t know. Estes Media has helped us with branding and local search for leads to increase traffic and conversion. Highly recommend!

Anahi Chavarria
Estes Media is the best at what they do, Joshua, Andrew and the whole team work really hard to make their clients happy.

Wow This Is Angel
this media company is by far the most professional delivering high quality content and growing my brand! So reliable too!

Kristen Lawson
My company, Colbert Roofing Corp. recently brought Estes Media on to handle our marketing needs. Dan and his team have done an amazing job in all aspects keeping us in the loop with each part of the process. Their knowledge of “What Works” is 2nd to NONE!! Thank you Dan, Andrew, Josh and all of your team member for your efforts and constant support!

Asa Pitt
I brought Josh in to do some consulting and his guidance definitely sent my business in the right direction. If you’re serious about your online marketing and presence, you need to be serious about Estes Media.

Swapnil Parikh
Highly recommend the services. Josh is one of the most innovative and forward thinking marketers in the business. I’ve been super thankful for the work the team has done for the businesses I’ve been involved with as we’ve growth exponentially with their expertise.

Georgina Hernandez
The best to work with !!! Professional and the sweetest people!!! Defiantly recommend!!!!

Palmer Owen
Estes Media is a fantastic agency and great at providing growth marketing services. I highly recommend them.
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Ready To Take Your Business To New Heights?
Get started now by scheduling a call. We’ll talk about your goals for your company and how we can help you achieve them.

