Executive Summary
NanoShield’s core challenge is that homeowners are not searching for roof rejuvenation because they do not know it exists. Traditional paid search campaigns fail because demand has not yet been cultivated.
Using Brandiscover™, The Addison Group will:
Clarify the ideal audience and buying triggers
Reframe the value proposition in aspirational, outcome-driven language
Build a trust-first gateway offer
Develop a realtor-driven referral engine
Deploy targeted SEO and content strategy with Firesky
Create a predictable, measurable lead pipeline
This is not a creative preference exercise.
This is a strategic demand-creation campaign rooted in buyer psychology.
What is Brandiscover™?
Brandiscover™ is a proprietary strategic framework developed by The Addison Group after decades of research, trial, error, pivots, and real-world campaigns.
It is a 10-step system that clarifies:
Who the buyer truly is
What pain they are trying to solve
What message makes them act
How to build a repeatable revenue engine
It replaces guesswork with positioning.
It replaces impressions with income.
Phase 1
Clarify the Target Audience
1. Transient Homeowners
Military families and short-term residents in Williamsburg and surrounding areas.
They prioritize:
Passing inspection
Avoiding major capital expense
Protecting resale value
Short-term ROI
They are not emotionally attached to a 30-year roof.
They want a smart financial bridge.
2. Realtors as Force Multipliers
Realtors:
Encounter roofing objections weekly
Need deals to close
Want solutions that protect their reputation
They are not just referral partners.
They are NanoShield’s distributed sales team.
Phase 2
Messaging Reframe
Current messaging likely leans technical.
That is logical.
But buyers are emotional and financial decision-makers first.
We reposition from:
“Extend the life of your roof.”
To:
“Rejuvenate your roof and protect your home for a fraction of replacement.”
And even stronger:
“Get 30-year protection for the price of 15.”
The shift is from chemistry to outcome.
From coating to confidence.
From maintenance to rejuvenation.
Phase 3
Gateway Trust Strategy
One insight from your meeting is critical:
Low close rates indicate they are being used as a free estimate comparison, not a serious contender.
Solution:
NanoShield offers traditional roof replacement as a credibility anchor.
Why this works:
Establishes legitimacy
Captures replacement-search traffic
Allows in-home education moment
Positions rejuvenation as the smart alternative
This becomes a strategic Trojan horse.
Phase 4
Realtor Referral Engine
This must enhance a realtor’s professional reputation, not feel transactional.
We develop:
Realtor Value Program
Co-branded educational flyers for listing packets
“Roof Rejuvenation Pre-Inspection Report” option
Lunch-and-learn CE-style sessions
Quick inspection turnaround guarantee
The positioning:
“You bring solutions before problems derail closings.”
That elevates their brand.
Not just their commission.
Phase 5
SEO Strategy with SEO
Because buyers are not searching for rejuvenation, we create search visibility around adjacent pain points.
SEO Pillars
1. Inspection & Appraisal Issues
“Roof failed inspection Williamsburg VA”
“Roof replacement required before selling”
“How to pass home inspection roof”
2. Cost Comparison Content
“Cost to replace roof Williamsburg VA”
“Roof repair vs replacement cost”
“Is full roof replacement necessary?”
3. Educational Category Creation
“Roof rejuvenation Virginia”
“Roof life extension treatment”
“Alternative to roof replacement”
Firesky will:
Build long-form educational landing pages
Create structured blog content clusters
Optimize Google Business Profile
Improve local map visibility
Track ranking and lead conversion metrics
We stop competing on “roofer near me.”
We build dominance in “roof problem solved affordably.”
Phase 6
Content Marketing That Educates the Market
Since this is category creation, we must publish educational authority content.
Opportunities:
Before-and-after case studies
Cost comparison charts
60-second explainer videos
“Should I Replace or Rejuvenate?” quiz
Military family resale strategy guide
This builds trust before the phone rings.
Phase 7
Paid Media Strategy Adjustment
Traditional search ads are ineffective when demand does not yet exist.
Instead:
Retarget website visitors
Target realtors via LinkedIn
Use short-form video to explain the alternative
Geo-target high-turnover neighborhoods
Paid media becomes amplification, not discovery.
Phase 8
Measurable Lead Funnel
We implement:
Clear lead capture forms
Distinct tracking for:
Homeowner leads
Realtor referrals
Replacement inquiries
CRM follow-up process
Monthly analytics review
No more vague “brand awareness” reporting.
Revenue metrics only.
Why This Works in Williamsburg
Williamsburg has:
Military relocation traffic
Strong realtor networks
Older roofing inventory
Cost-conscious sellers
This is fertile ground for category creation if positioned correctly.
Investment Model
Instead of paying several thousand per month for generic advertising:
We build a strategic engine:
Brandiscover™ positioning workshop
Messaging and website refinement
SEO implementation with Firesky
Realtor outreach assets
Lead tracking system
Monthly performance review
Clear deliverables. Clear KPIs. Clear accountability.