Guest:
Davey Cox – Founder, Cox Roofing (St. Louis)

Guest Socials:
Facebook: https://www.facebook.com/david.cox.1420354/
Company: https://coxroof.com/

This episode tells the raw, unfiltered story behind Cox Roofing’s resurgence, exploring how discipline, patience, and relentless execution rebuilt a roofing company after an eight-year federal prison sentence. It breaks down how Davey Cox returned to the industry in 2024 with zero shortcuts, rebuilt trust through transparency, and turned Cox Roofing into one of the most recognizable brands in St. Louis in under two years without relying on Google Ads or traditional paid media. The episode dives into street-level marketing tactics that actually work, including advanced yard sign placement strategies, branding simplicity, truck uniformity, and neighborhood saturation rooted in repetition rather than volume. It explores how skills from seemingly unrelated past experiences graffiti, street hustle, and door-to-door discipline translate directly into modern roofing marketing, sales psychology, and territory dominance. The discussion also covers why most companies misunderstand brand recognition, how visibility compounds faster than lead gen, and why placement matters more than scale. Beyond marketing, the episode examines sales culture at Cox Roofing, including hands-on owner involvement, daily ride-alongs, zero-tolerance standards, and why retaining elite sales reps requires personal investment rather than commissions alone. It also unpacks the creation and impact of one of the largest roofing Facebook communities in the country, how authentic content outperforms polished messaging, and why open dialogue even chaos builds real influence. The episode closes by emphasizing patience, self-accountability, and long-term thinking as the true drivers of sustainable success, showing how slowing decisions, avoiding emotional spending, and staying present in the work ultimately separate surviving contractors from dominant ones.

Guest:
Paul Burleson – Sales Strategist & Consultant, Westlake Royal Building Products

Guest Links:
Website: https://www.westlakeroyalbuildingproducts.com
Instagram: https://www.instagram.com/remodelingrockstar
LinkedIn: https://www.linkedin.com/in/paul-burleson-34464a43/

This episode explores the evolution of roofing and home improvement sales, tracing how the industry moved from high-pressure, scripted closing tactics to modern, consultative systems built on trust, psychology, and simplicity. It explains why relying solely on insurance proceeds limits both customer outcomes and contractor profitability, and how reframing sales around homeowner needs creates stronger closes and longer-term relationships. The episode breaks down why rigid, overcomplicated sales systems often fail at scale, how unnecessary steps kill momentum, and why elite sales teams learn to read buying signals instead of blindly following scripts. It dives into objection handling early in the process, the importance of uncovering the true reason a homeowner called, and why asking better questions consistently outperforms talking more. The discussion also covers how homeowners now arrive educated through AI tools, why sales professionals must reclaim expert positioning through preparation and product mastery, and how affirming buyers instead of fighting them increases trust. The episode examines mindset shifts that separate average salespeople from top performers, including viewing sales as service, understanding the emotional impact of home improvement decisions, and recognizing the responsibility to protect homeowners from poor outcomes. It also unpacks the concept of “the better the show, the better the dough,” explaining how storytelling, humor, personalization, and even pet acknowledgment reduce anxiety and increase engagement. The episode concludes by showing how modern sales success comes from simplification, empathy, and repeatable systems that allow teams not just individuals to win consistently in an increasingly competitive market.

Guest:
Zachiary Kuper – Owner, SNK Construction & Remodeling

Guest Links:
Website: https://skroofingandconstruction.com

This episode dives deep into advanced DIY roofing SEO strategies that go far beyond basic meta titles and keyword research, using real-world execution from a roofing website with one of the strongest organic footprints in the industry. It breaks down how Zachiary Kuper built long-term search authority through consistent, field-driven content creation, why answering highly technical homeowner questions compounds trust and rankings simultaneously, and how real jobsite scenarios translate into high-performing blog content. The episode explores advanced keyword research methods rooted in homeowner pain points, inspection conversations, and technical roofing problems rather than relying solely on third-party SEO tools. It explains how internal linking, topical siloing, and location-based service pages work together to strengthen relevance, how to identify striking-distance keywords with real purchase intent, and why local intent terms often outperform higher-volume national keywords. The discussion also unpacks backlink strategy at an advanced level, including anchor text ratios, brand-link cushioning, guest posts versus link inserts, niche directories, and when higher-risk tactics like expired domains may or may not make sense. It further examines why updating top-performing pages annually, adding original diagrams and jobsite photos, and optimizing image naming and alt text unlock additional traffic from both search and image results. The episode closes by covering Google Business Profile optimization, the real impact of photos and reviews, common myths around geo-tagging and CTR manipulation, and why disciplined execution of fundamentals over time consistently outperforms shortcuts.