PART 1
Immediate action plan
The most urgent issue is Google Business Profile verification. Until that's resolved, R&R is operating with a significant disadvantage in local search. Phase 1: Fix the foundation. Recommended timeline: First 30 days
The dates above are recommended targets, not deadlines established during the meeting.
Important Google verification detail: The meeting discussed making a temporary banner appear permanent. I would change that recommendation. Install genuine, fixed business signage and follow Google's actual verification instructions. Video evidence should truthfully show the location, signage, access, and business operations. Google determines which verification methods are available, and signage alone does not guarantee approval.
PART 2
Six-month growth roadmap
PART 3
Brandiscover positioning
The meeting uncovered a compelling direction for R&R. The business should not compete primarily on price. Its story should center on protecting homes, doing beautiful work, and treating customers exceptionally well. Recommended brand promise
A Better Roof. A Better Experience.
For more than four decades, R&R Roofing and Siding has helped local homeowners protect what matters most. Today, we're carrying that tradition forward with exceptional craftsmanship, attentive service, and a commitment to leaving every property better protected and every customer confident in their decision.
The strongest marketing themes from the meeting are:
Protection: The real product isn't shingles. It's confidence that the family and home are protected.
Craftsmanship: Beautiful lines, precise installation, and attention to detail.
Cleanliness: The Equipter provides a tangible demonstration of respect for the customer's property.
Responsiveness: Answering the phone, arriving on time, and following through.
Community: Continuing R&R's longstanding local relationships while investing in the next generation of skilled tradespeople.
I'd retain the R&R name, as agreed during the meeting, and modernize the brand around these promises. For the proposed "families protected" counter, verify the historical number before publishing it.
PART 4
Recommended financial proposal
I would propose a one-time relaunch investment followed by a six-month growth partnership. This separates the intensive foundational work from ongoing marketing execution.
Initial relaunch: $1,500
Includes the Brandiscover strategy document, Google Business Profile verification assistance, social media identity cleanup, SEO and conversion audit, tracking configuration, initial website improvements, and Evan's sales enablement toolkit.
Monthly growth partnership: $1,250
Includes the following proposed deliverables:
Google verification support would continue during the engagement, but approval and timing remain under Google's control.
Additional costs
Google Ads spending, paid advertising management beyond the agreed scope, signage fabrication, printing, promotional merchandise, email platform subscriptions, and event expenses would be quoted separately and approved before purchase. Outside advertising costs are paid directly by R&R Roofing and Siding.
I would recommend testing Google Ads only after the Google profile situation is clarified and the website is properly tracking qualified leads. An initial media budget of $500–$750 per month could be considered, but it should remain optional rather than automatically included.
PART 5
Measuring success
The website's reported baseline is 78 visits and 125 page views in the previous month. Those are useful starting points, but they are not the most important indicators of success.
The goal is not simply more traffic. It is more qualified roofing estimates that turn into profitable installations.
To illustrate the economics, if the average replacement job were $12,000 and R&R gained two additional jobs each month, that would represent $24,000 in additional monthly revenue. That is a hypothetical example, not a forecast. We need John's actual average job value and margins to calculate meaningful return on investment.
PART 6
Proposal
A Better Roof. A Better Experience.
Building on a Legacy. Creating the Next Generation of Growth.
For more than four decades, R&R Roofing & Siding has built its reputation on quality craftsmanship, personal relationships, and the trust of local homeowners. That reputation is an extraordinary asset. Now it's time to make sure the next generation of homeowners can discover it.
With the new website established, R&R has a strong digital foundation. However, a lack of Google Business Profile verification, inconsistent online branding, and limited search visibility are preventing the business from reaching its full potential. Our next step is not simply more advertising. It's building a coordinated marketing and sales system that makes R&R easier to find, easier to trust, and easier to hire.
Our Objective: Position R&R Roofing & Siding as a trusted choice for residential roof replacement throughout Suffolk, Smithfield, and surrounding communities, while generating measurable opportunities for new business.
Phase One: Reestablishing Our Digital Foundation
We'll begin by addressing the barriers preventing customers from finding and contacting R&R. Our initial work includes:
Assisting with Google Business Profile verification and optimizing the existing listing.
Standardizing Facebook, Instagram, and website branding.
Reviewing website search performance, content, and lead-capture opportunities.
Establishing consistent business information and customer communication.
Completing our Brandiscover strategy to clarify R&R's competitive advantages.
Developing an initial sales and referral toolkit for Evan.
Initial Brandiscover & Digital Relaunch Investment: $1,500
Phase Two: Building a Consistent Lead-Generation Engine
With the foundation established, The Addison Group will implement a focused six-month marketing program designed to increase visibility, strengthen credibility, and generate qualified roofing opportunities.
Local Search Visibility
We'll improve R&R's search presence with geographically targeted content, beginning with Suffolk and Smithfield. Our strategy will emphasize roof replacements, repair services, and the specific questions homeowners ask when evaluating a roofing contractor.
Helpful Content That Builds Confidence
We'll create search-focused website content that answers real customer concerns, including roofing costs, replacement versus repair, installation timelines, warranties, property protection, and the advantages of R&R's equipment and craftsmanship.
Reputation and Customer Relationships
We'll develop a practical process for requesting authentic customer reviews, maintaining relationships with past customers, and encouraging referrals. We'll also introduce helpful email communications to customers who have opted in.
Social Media and Community Presence
We'll establish consistent messaging across Facebook and Instagram, highlighting completed projects, customer experiences, team members, and R&R's commitment to the community.
Sales Support and Lead Development
We'll provide Evan with scripts, outreach templates, and practical sales-building tools to support neighborhood prospecting, customer follow-ups, and referral partnerships.
Measurement and Accountability
We'll track the results that matter: qualified inquiries, estimates, closed jobs, and revenue opportunities. Each month, we'll review performance and adjust our priorities accordingly.
Monthly Digital Growth Partnership: $1,250 | Initial Term: Six Months
Our Investment in Growth
Initial Brandiscover & Digital Relaunch: $1,500
Monthly Growth Partnership: $1,250
Six-Month Marketing Partnership: $7,500
Total Six-Month Investment: $9,000
Payment terms: Continue our trade agreement.
More Than Roofing
What makes R&R different isn't simply the roof installed. It's the people behind the work. We believe the company's commitment to craftsmanship, genuine customer care, community involvement, and the next generation of skilled tradespeople creates a story worth sharing. Our marketing will communicate that story naturally and consistently, helping homeowners understand why choosing R&R means more than hiring another roofing contractor.
The Result We're Working Toward
A stronger local search presence. A more recognizable brand. More qualified roofing inquiries. A better-equipped sales team. And a sustainable system for growing the business beyond traditional word-of-mouth referrals. R&R has spent decades building its reputation. Our job is to help the next generation of customers discover it.