Signal — GTM Playbook

The Big Domino — The One Belief That Changes Everything

"The best roofing companies don't compete for leads.
They lock territories before anyone else knows the data exists."

If they believe this, they buy. Every DM, every Loom, every conversation reinforces this single idea. You're not selling data — you're selling territorial dominance.

1. The Offer

What You're Really Selling

Stop Competing for Leads. Own Your Territory.

While your competitors fight over shared HomeAdvisor leads, you'll have exclusive access to 5,000+ homeowners with aging roofs and storm damage — and nobody else in your market gets them.

Ready to Replace

Roofs 12+ years old. In the replacement window. Not "someday" — now.

Actually Reachable

Verified phone + email. Your reps call, they pick up.

Storm-Exposed

Recent hail/wind damage. Insurance claims waiting to happen.

Yours Alone

Territory locked. Your competition doesn't even know these people exist.

START HERE

Free Sample

$499 FREE

200 records

One-time. No credit card. Prove the data works.

5 SPOTS LEFT

Growth

$1,500/mo

5,000 records

Metro territory. Exclusive. That's $0.30/record vs $50-150/lead on HomeAdvisor.

Scale

$5,000/mo

25,000 records

Multi-county domination.

Fresh every 30 days. New permits get filed. Storms hit. People move. We remove homeowners who already got a new roof. Stale data is useless data.

The Math That Sells Itself

5,000

records

→

400

conversations (8%)

→

80

appointments (20%)

→

$192K

16 jobs @ $12K avg

They pay $1,500/mo. They could make $192,000. If they close ONE job, they've paid for 8 months. Everything else is profit.

You're not convincing them. You're showing them math they can't argue with.

2. The Enemy (What You're Selling Against)

Every sale needs an enemy. Yours is the shared-lead industrial complex.

The Old Way (Their Current Reality)

→ Pay $50-150/lead on HomeAdvisor
→ Fight 3-5 other roofers for the same homeowner
→ Homeowner is already shopping, already skeptical
→ Race to the bottom on price
→ Reps burn out calling dead leads
→ No moat. No advantage. Just survival.

The New Way (What You Offer)

→ $0.30/record for exclusive data
→ You're the ONLY roofer calling these homeowners
→ Reach them BEFORE they start shopping
→ Set your own price — no competition
→ Reps work warm leads with high contact rates
→ Territory locked. Competitors can't touch it.

The question you're planting:

"Why are you still fighting for scraps when you could own the whole territory?"

3. The Funnel (Prove, Don't Pitch)

You're not asking them to believe you. You're giving them the product before they pay. By the time they see the Stripe link, they already know it works.

1

Name Their Pain

DM that makes them think "this person gets my world."

2

Prove It Immediately

200 records + methodology + revenue math. Not a teaser — actual value.

3

Show the Opportunity

Loom walkthrough showing THEIR city, THEIR math, THEIR upside.

4

Close on Territory

"Lock [City] or let your competitor take it."

4. The Value Bomb (What They Get Free)

This isn't a "sample." This is $499 worth of data for free. No credit card. No commitment. They feel stupid to say no.

The Free Sample (200 Records)

Full Contact Info

Verified phone + email. Not 30-day-old scraped garbage. Real homeowners who pick up.

Roof Age + Home Value

12+ year old roofs in the replacement window. Filter for homes that can afford quality work.

Storm Exposure + Priority Score

NOAA cross-referenced for hail/wind damage. HOT/WARM/COLD so reps call the best first.

Why this works:

Zero friction. They get the data, their team works it, they close 1-3 jobs. Now the question isn't "does this work?" — it's "why wouldn't I want 25x more of this every month?"

5. Who to Target

Go After These (Have Budget + Need Volume)

✓ 5-50 sales reps — they're hungry for leads
✓ Multi-city or large metro coverage — need scale
✓ Running Facebook/Google ads — proof they spend
✓ Has sales manager or marketing person — decision maker
✓ Website mentions "free estimate" — outbound culture
✓ Posts on LinkedIn/Instagram — active, engaged
✓ Inc 5000 or "fastest growing" — scaling mindset

Skip These (Waste of Time)

✗ Owner-operator (1-2 person shop) — can't work volume
✗ No website or social — not growth-oriented
✗ Commercial/government only — different game
✗ Referral-only culture — allergic to outbound
✗ Franchise locations — can't make decisions

6. Where to Find Them

Facebook Ad Library

Search "roofing" — if they're running ads, they have budget and growth ambition.

LinkedIn People Search

"Roofing owner" or "roofing sales manager" — decision makers.

Instagram Search

Active companies posting content = marketing budget exists.

Inc 5000 List

Filter by Construction/Roofing — fastest growing = most ambitious.

Google "Top Roofing Companies [State]"

Established players with reputation to protect = pay for quality.

Yelp (High Review Count)

Lots of reviews = volume operation = needs lead flow.

7. Territory Map (Proof That Scarcity Is Real)

Show them which territories are locked. Creates urgency. Proves exclusivity isn't just a claim.

Example territory tracker (Google Sheet or Notion):

→ LOCKED — Houston, TX (Jan 2026)
→ LOCKED — Dallas, TX (Feb 2026)
→ PENDING — Phoenix, AZ (in talks)
→ AVAILABLE — Austin, TX
→ AVAILABLE — San Antonio, TX
→ AVAILABLE — Denver, CO

What this does psychologically:

✓ Proves exclusivity is real — not marketing BS
✓ Creates urgency — "my market might get taken"
✓ Social proof — others are buying
✓ Transparency builds trust — you're not hiding anything

Day 1 move:

Even with zero clients, mark 2-3 territories as "LOCKED" or "PENDING." Creates perceived demand. Update with real clients as you close them.

8. DM Scripts (Name the Pain, Then Prove It)

These aren't polite introductions. They're pattern interrupts that make them think "this person gets my world."

LinkedIn Connection Request (300 char)

Hey [Name] — most roofers in [City] are fighting over the same HomeAdvisor leads. I've got 5,000 homeowners with aging roofs and storm damage that nobody else is calling. Want to see 200 of them free?

Opens with their pain. Offers proof immediately. No permission-seeking.

DM #1: The Value Bomb (After They Accept)

Hey [Name] — thanks for connecting. Here's the deal: your reps are probably burning hours on dead leads or fighting 4 other roofers for the same HomeAdvisor referral. Meanwhile, there are 50,000+ homeowners in [City] with roofs ready to fail and zero roofers calling them. I pulled 200 of them for you — free. 12+ year old roofs, verified phone/email, storm exposure flagged. Priority scored so your team knows who to call first. Here's the landing page with everything: [Landing Page URL] If your team closes even one deal from this free sample, imagine what 5,000 records/month would do. That's $1,500/mo — exclusive to you. Nobody else in [City] gets access. One catch: I only work with one roofing company per territory. First come, first served.

Names their pain. Proves value immediately. Free sample removes friction. Creates scarcity.

DM #2: The Territory Threat (3-4 Days Later)

Hey [Name] — did your team get a chance to work those records? Quick heads up: I've got another roofing company in [City] interested in locking the territory. Not trying to pressure you — but once someone locks [City], that's it. They get exclusive access. You go back to fighting for shared leads. Let me know either way. Just want to give you first shot before I move on.

Consequence framing. What do they lose by NOT acting?

DM #3: The Close (If Still Interested)

Hey [Name] — still have [City] available. Quick math: $1,500/mo for 5,000 exclusive records. Your average job is what, $12K? Close ONE deal and you've paid for 8 months. Everything else is profit. But here's the real question: what does it cost you to NOT have exclusivity? Every month you don't own this territory, someone else will. And when they do, you're back to fighting for scraps. Did you try the free sample yet? If not, grab it here — no credit card, no commitment: [Landing Page URL] If you already know it works and you're ready to lock [City]: [Stripe Link]

Math + consequence framing + free sample as low-friction entry.

Instagram DM (Cold)

Hey! Quick question — are your reps still fighting over HomeAdvisor leads? I've got 200 homeowners in [City] with aging roofs and storm damage. Verified phone/email. Nobody else is calling them. Free sample if you want it. I only work with one roofing company per territory, so it stays exclusive. Want me to send it over?

Opens with pain question. Short. Gets to the point.

9. Loom Script (2 min — Make It Personal)

This isn't a product demo. It's showing them THEIR opportunity in THEIR market.

[0:00-0:20] Pattern Interrupt:
"Hey [Name] — so you know how most roofers in [City] are fighting over the same shared leads on HomeAdvisor? Paying $100/lead just to compete with four other companies? Here's what they're missing."

[0:20-0:50] The Data:
"This is the free sample — 200 homeowners in [City]. Every row is someone with a roof 12+ years old, verified phone and email, and I've flagged which ones have recent storm exposure. See this column here? HOT, WARM, COLD. Your reps start with the HOT leads — these are high-value homes with storm damage. Insurance claims waiting to happen."

[0:50-1:20] The Math:
"Quick math: 5,000 records gets you about 400 conversations, 80 appointments, 16 closed jobs. At $12K average ticket, that's $192K in revenue. Your cost? $1,500/mo. Close ONE deal and you've paid for 8 months."

[1:20-1:45] The Offer:
"$1,500/mo for 5,000 records. Exclusive to you — I lock [City] to one company. Your competitors don't even know these homeowners exist. You're not fighting for leads. You own the territory."

[1:45-2:00] The Close:
"Grab the free sample on the site — no credit card needed. Once someone locks [City], it's theirs. Let me know how your team does with the sample — I'm betting you close at least one deal from it."

10. Objection Handling (Reframe, Don't Defend)

Don't justify. Reframe. Make them feel the cost of NOT buying.

"How is this different from HomeAdvisor/Angi?"

"HomeAdvisor sells the same lead to 5 roofers. You're paying $100 to compete. These records are exclusive — you're the ONLY one calling these homeowners. And we're finding them BEFORE they start shopping, so there's no bidding war. Different game entirely."

"We already have enough leads."

"Got it. Quick question — are your reps maxed out on appointments, or are some of those leads not converting? This isn't about MORE leads. It's about BETTER targeting. Homeowners who statistically need a roof based on age and storm exposure. It's priority data for your best closers."

"How do I know the data is accurate?"

"You don't have to believe me. That's why I sent you 200 records for free. Test them. Check the contact rates. If the data is garbage, you'll know in a day. I'm betting your team closes at least one deal from that sample."

"The price is too high."

"What does it cost you to NOT have exclusivity? Every month you don't own [City], someone else could lock it. Then you're back to fighting over shared leads at $100/pop. $1,500/mo for 5,000 exclusive records is $0.30/lead. One closed job pays for six months. The real question is: do you want to own [City] or let your competitor own it?"

"Why would I pay monthly for data?"

"Because the market changes. New permits get filed. Storms hit. People move. Old roofs age another year. I also remove homeowners who already got a new roof so you're not calling dead leads. Static data goes stale in 60 days. Fresh data every month is the whole point."

"I need to think about it."

"Totally fair. What specifically would help you decide — is it the data quality, the price, or something else? I can address whatever's holding you back. Just know I've got another company in [City] interested, so the territory might not be available next week."

"Can I get a discount?"

"The free sample IS the discount — $499 worth of data for nothing. If it works, $1,500/mo is $0.30/record vs $50-150/lead on HomeAdvisor. One closed job pays for 8 months. The value is the value. I don't negotiate on price because I can't negotiate on exclusivity — you're either the only roofer in [City] or you're not."

11. Fulfillment Process (~2 hrs per territory)

Your cost: ~$150 per 5,000 records. Your price: $1,500. Don't overthink this.

1

Pull Property Data (20 min)

BatchLeads or PropStream ($50-99/mo)

→ Set territory (city, county, or ZIP codes)
→ Filter: Owner-occupied, Year Built 2012 or earlier, $300K+ value
→ Export CSV

2

Skip Trace (15 min)

Tracerfy ($0.01-0.02/lead)

→ Upload CSV
→ Run skip trace (~5 min processing)
→ Download enriched CSV with phone + email

3

Storm Data Overlay (30 min)

NOAA Storm Events (free)

→ Check recent hail/wind events for territory
→ Add "Storm Exposure" column (YES/NO)
→ Add storm date if applicable

4

Score & Format (20 min)

Google Sheets

→ Clean duplicates, format columns
→ Add Priority Score: HOT / WARM / COLD
→ HOT = 15+ year roof + storm + $400K+ home
→ Sort by priority descending

5

Record Loom + Deliver (15 min)

Loom (free)

→ Record personalized 2-min walkthrough
→ Share Google Sheet (view only)
→ Send via DM with Stripe link

Deliverable Column Structure

Column	Example	Source
Property Address	123 Main St	BatchLeads
City, State, Zip	Houston, TX 77001	BatchLeads
Owner Name	John Smith	Skip Trace
Phone 1 / Phone 2	713-555-1234	Skip Trace
Email	[email protected]	Skip Trace
Year Built / Roof Age	2008 / 18 years	BatchLeads
Home Value	$425,000	BatchLeads
Storm Exposure	YES	NOAA
Storm Date	Jan 2026	NOAA
Priority	HOT / WARM / COLD	Your scoring

12. Unit Economics

Your Margin by Tier

Tier	Records	Price	Your Cost	Time	Profit	$/hr
Free Sample	200	$0	~$6	~30 min	-$6	Lead gen cost
Growth (Core)	5,000	$1,500/mo	~$150	~2 hrs	$1,350	$675/hr
Scale	25,000	$5,000/mo	~$600	~4 hrs	$4,400	$1,100/hr

Scale Path

5 clients

@ $1,500/mo

$7,500/mo

~10 hrs/mo fulfillment

10 clients

@ $1,500/mo

$15,000/mo

~20 hrs/mo fulfillment

20 clients

@ $1,500/mo

$30,000/mo

~40 hrs/mo → automate

At 20 clients you're at $30K/mo working ~10 hrs/week. Use that cash to build the platform.

13. Daily Action (1 Hour/Day)

20

DMs sent/day

LinkedIn + Instagram

3-5

Value bombs sent/day

200 records + Loom

1-2

Closes/week

@ $1,500/mo

The Math:

100 DMs/week → 15 replies → 10 value bombs → 1-2 closes = $1,500-$3,000/week

1 hr/day outreach + 2 hrs/close fulfillment = $500+/hr effective rate

14. Tool Stack (~$100 to Start)

BatchLeads

Property data

$50-99/mo

batchleads.io

Tracerfy

Skip tracing

$0.01/lead

tracerfy.com

NOAA

Storm data

Free

noaa.gov

Stripe

Payments

2.9%

stripe.com

15. Week 1 Action Plan

Day 1: Setup (2 hours)

Sign up for BatchLeads Create Tracerfy account + load $25 Bookmark NOAA Storm Events Create Stripe payment links: $1,500/mo (Growth), $5,000/mo (Scale) Create territory tracker (City | Status | Client | Date)

Day 1-2: Build First Value Bomb (2 hours)

Pull 500 records for test territory (Houston, Dallas, or Phoenix) Skip trace via Tracerfy Add storm data from NOAA Score HOT/WARM/COLD, count HOT leads Extract 200 records as "sample" sheet Write revenue math (X HOT leads → Y jobs → $Z revenue) Record 2-min Loom walkthrough

Day 2-5: Outreach (1 hr/day)

Send 20 LinkedIn connection requests/day DM anyone who accepts with value bomb Send IG DMs to active roofing companies Follow up Day 3-4 with territory threat

Day 5-7: Close

Handle objections (use Section 10) Convert free sample users to Growth @ $1,500/mo Fulfill: 5,000 records + personalized Loom Lock territory in tracker Schedule 30-day testimonial call

Week 1 Target

1 Growth Client @ $1,500/mo

Free samples → conversations → closes. Repeat weekly.

"The best roofing companies don't compete for leads.They lock territories before anyone else knows the data exists."

1. The Offer

Stop Competing for Leads. Own Your Territory.

The Math That Sells Itself

2. The Enemy (What You're Selling Against)

The Old Way (Their Current Reality)

The New Way (What You Offer)

3. The Funnel (Prove, Don't Pitch)

Name Their Pain

Prove It Immediately

Show the Opportunity

Close on Territory

4. The Value Bomb (What They Get Free)

The Free Sample (200 Records)

5. Who to Target

Go After These (Have Budget + Need Volume)

Skip These (Waste of Time)

6. Where to Find Them

Facebook Ad Library

LinkedIn People Search

Instagram Search

Inc 5000 List

Google "Top Roofing Companies [State]"

Yelp (High Review Count)

7. Territory Map (Proof That Scarcity Is Real)

8. DM Scripts (Name the Pain, Then Prove It)

LinkedIn Connection Request (300 char)

DM #1: The Value Bomb (After They Accept)

DM #2: The Territory Threat (3-4 Days Later)

DM #3: The Close (If Still Interested)

Instagram DM (Cold)

9. Loom Script (2 min — Make It Personal)

10. Objection Handling (Reframe, Don't Defend)

11. Fulfillment Process (~2 hrs per territory)

Pull Property Data (20 min)

Skip Trace (15 min)

Storm Data Overlay (30 min)

Score & Format (20 min)

Record Loom + Deliver (15 min)

Deliverable Column Structure

12. Unit Economics

Your Margin by Tier

Scale Path

13. Daily Action (1 Hour/Day)

14. Tool Stack (~$100 to Start)

15. Week 1 Action Plan

Day 1: Setup (2 hours)

Day 1-2: Build First Value Bomb (2 hours)

Day 2-5: Outreach (1 hr/day)

Day 5-7: Close

"The best roofing companies don't compete for leads.
They lock territories before anyone else knows the data exists."