About Malone Roofing
What They Needed
At Estes Media, our mission is to be more than just another marketing agency for our clients; we aim to be their trusted partner in achieving their marketing goals. Our collaboration with Malone Roofing is a testament to our commitment to understanding our client’s unique needs and helping them tell their story effectively in the digital landscape. In this case study, we’ll delve into the challenges Malone Roofing faced, the process we followed, and the remarkable results we achieved together.
“Understanding the power of marketing is essential, especially in industries like roofing. Malone Roofing’s commitment to building their brand and working with us to tell their story has been remarkable.”
Josh Estes, Partner & Founder at Estes Media
The Challenges
Malone Roofing, a prominent roofing contractor, approached us with specific challenges they were experiencing in their digital marketing efforts:
- Lack of Industry-Specific Expertise: Malone Roofing was searching for a marketing partner with experience in both commercial and residential roofing. They found that many agencies understood residential roofing but lacked expertise in the commercial sector.
- Understanding the Brand: A significant hurdle for Malone Roofing was finding a marketing company that truly understood “Who is Malone?” and what made them unique in the roofing industry.
- Previous Vendor Experience: Malone Roofing had previously worked with an in-house marketing manager and several marketing companies. However, these vendors fell short of fully comprehending the complexities of the roofing business and did not invest the time and energy to help Malone scale.
- Outsourcing Comprehensive Marketing Needs: Malone Roofing explored whether to hire an in-house marketer or outsource their marketing requirements. They sought a partner who could excel in SEO expertise, website design/development, social media, PPC, media, and unique marketing campaigns.
- Why Estes Media Was Chosen? After meeting the Estes team and hearing how much they were genuinely invested in helping Malone succeed paired with their industry expertise, Malone selected Estes Media as their partner.
Processes and Highlights
Our collaboration with Malone Roofing as their trusted marketing partner resulted in massive growth for the company.
- Starts with Understanding: We took the time to understand Malone Roofing’s identity, from its commercial and residential expertise to the underpinnings of its business operations in order to create a tailored marketing outline. This deep understanding allowed us to communicate their brand to their market effectively and execute a plan that would drive exponential growth.
- Building on The Fundamentals: From competitive research, implementing brand guidelines, standing up a marketing automation platform, and improving full-funnel analytics, Estes Media laid the foundation to run adaptable marketing strategies on.
- Adaptable Marketing Strategies: Estes Media invested time and effort in getting to know Malone Roofing’s people and their unique strengths. This deep understanding allowed us to craft marketing strategies that truly represented the essence of Malone, setting them apart from competitors. From developing a clean high converting website, improving content for SEO, setting intelligent ad targeting, and developing engaging creatives to drive conversions, Estes Media helped Malone’s inbound qualified leads grow by over 10x while reducing the amount of spam.
- Involving Key Players: Our collaborative approach involves weekly meetings with Malone Roofing to discuss marketing strategies and needs. This process is not limited to marketing personnel but extends to key players within the organization. This helps us all collaborate more effectively and truly function as the in-house team, fostering a deeper understanding of marketing’s impact on the business.
- Elevating the Brad Across Ads: Estes Media played a pivotal role in increasing Malone Roofing’s brand awareness across various advertising channels (Social, Search & Connected TV). This not only attracted leads but when paired with high quality email campaigns and automations drove conversions.
- Quality Leads: We refined Malone Roofing’s marketing approach to filter out low-quality leads. As a result, they started receiving quality leads with a significantly higher closing ratio. This shift positively impacted Malone Roofing’s sales efforts, with 90% customer retention.
- Sales Growth: Malone Roofing’s sales ability improved, even in a changing economic landscape. Our marketing efforts contributed to an increase in private negotiated work, accounting for 80% of their projects.
- Long-term Partnership: Malone Roofing appreciated our commitment to building deep relationships and working collaboratively. Our partnership extended beyond mere service provision, with Malone Roofing considering us as more than just a vendor.
“You guys have treated us more than just a customer. I’ve been really impressed with the way you guys took the time to understand who we are. In the past, marketing companies just wanted to put out ads, but you wanted to see our pictures, get to know our people, and that builds a lot for selling our brand. If you’re going to sell our brand, you’ve got to know who we are.”
Conclusion
The partnership between Estes Media and Malone Roofing exemplifies the value of a strong client and roofing marketing agency relationship. Estes Media’s dedication to understanding Malone Roofing’s brand, addressing their specific challenges, and continually adapting their roofing marketing strategies has led to improved sales, a better understanding of marketing within the organization, and enhanced brand recognition through SEO content creation services, social media management, creative roofing ads, and more. This case study demonstrates how a comprehensive, collaborative approach to digital roofer marketing can yield significant results in the roofing industry.
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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.
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
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
A New Jersey-Based
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