Background

Founded in 1995, Findlay Roofing was a multi-million dollar residential roofing specialist serving the Atlanta metropolitan area.  Despite a good reputation for quality work and many satisfied customers, they found that recent radio advertising and billboard campaigns were not delivering the results that had hoped for.  To make matters worse, The Home Depot had recently begun to use their marketing muscle to offer low priced roof installations through a network of independent contractors.  Findlay retained Chris Malone and his firm to develop a new brand strategy that would help them grow more quickly and defend against the competitive threat posed by Home Depot.

The Solution

After conducting a thorough review of the residential roofing market and its competitors in North Georgia, brand relationship research was completed with hundreds of previous and prospective Findlay Roofing customers.  Analysis of customer feedback revealed that home owners found purchasing a new roof to be a difficult and risky decision, given its significant cost and their inexperience with it.  As a result, they frequently sought trusted referrals from friends and neighbors to help them make the right decision.  In addition, they felt that most roofing contractors did not demonstrate the professionalism, reliability and expertise they expected for such a significant investment.

To counter this, an entirely new brand relationship strategy, marketing materials and sales process were developed that established Findlay Roofing as “North Georgia’s Most Trusted & Recommended Roofer”.  This brand strategy was implemented throughout the company and was reflected in everything that Findlay customers came in contact with.

Business Results

After implementing Chris’ recommendations and plans, Findlay Roofing increased its revenue by 460% within four years, firmly establishing it as the leading residential roofing company in all of Georgia.  Conversely, The Home Depot struggled to establish its residential roofing service in the Atlanta area due to inconsistent quality and stiff competition from Findlay Roofing, the leader in customer referrals.  In addition, Findlay became recognized as a Platinum Preferred Contractor by Owens Corning, a distinction held by less than 1% of roofing contractors nationwide.

“We originally hired Chris Malone and his firm to help us improve the effectiveness of our marketing efforts, but we actually got a lot more than that!  He led us through a disciplined process that enabled us to grow Findlay Roofing at a pace we never imagined.  The brand relationship research he conducted helped us understand our customers and our brand like never before.

In addition, his marketing materials, design guidance and sales process re-engineering helped us fully implement the new brand relationship strategy he developed.  I would strongly recommend Chris and his firm to any company seeking to accelerate growth.”

Benjamin A. Owens, President
Findlay Roofing & Construction, Inc.