Roofing Company Quotes $1 Million in New Jobs in 2 Months on Wonderly

This company hired and fired seven marketing agencies.

Evan Braun has been in roofing his whole life. When he took over Genesis Roofing in Toronto, he 4x'd the business on referrals and good work alone.

But referrals only go so far. To keep growing, he needed marketing. And marketing was the one part of the business he couldn't crack.

"I went through, I want to say, no less than seven different marketing agencies, and it was really, really difficult," says Evan. "It was a really steep learning curve to understand the costs and quality of a lead and nurturing a lead and all the things that came along with it."

Every agency ran the same playbook: collect a monthly fee, run some ads, and take no responsibility for what happened next.

"What I learned was that it's a little bit of the Wild West out there for marketing agencies … It was just people that wanted to get a monthly fee, and then we would end up blowing a bunch of marketing dollars, and by the time you took the fee and the marketing dollars and put them together, we wouldn't make any money." – Evan Braun, Owner of Genesis Roofing

One ad brought in 40 or 50 leads, but they were bad leads.

The leads the agencies sent weren't just low quality; they were expensive. Every bad lead cost Evan's team a drive across Toronto and time creating an estimate.

"One summer, we sent out an ad, and I want to say we got like 40 or 50 leads from this ad, and we maybe closed like four or five deals," says Evan. "It was crazy. We spun our wheels meeting all these people, pricing all these jobs, and then nothing converted." 

"You're better to have less leads, higher quality, than more leads, low quality." – Evan Braun, Owner of Genesis Roofing

Evan realized he'd been losing money for months.

That summer campaign had been running since May. Toward the end of the season, Evan was away on vacation when he sat down with the agency to go through the numbers. He was getting leads, but then he factored in what it cost his team to actually go see each lead.

"I did the math, and we were behind a few grand or something like that in cost, even though we'd sold a few deals," says Evan. "So it was costing us money beyond our ad spend … It was months of losing money that I didn't even realize was happening until the end. It ruined my vacation."

And it wasn't one bad agency. It was every agency.

"Every time we got into a marketing program, it would be the same set of problems — poor-quality leads, and everybody scrambling to try to convert them, and nothing happening … There were a lot of times where I was like, 'I don't know if we're ever going to get out of this cycle.'" – Evan Braun, Owner of Genesis Roofing

Then he heard about Wonderly. He didn't expect much.

Evan found Wonderly through an Instagram ad. He got on a call with Bishop from the Wonderly team, who walked him through the platform: 

• Wonderly provides all your business software — a CRM, AI receptionist, invoicing, quoting, and more.
• Wonderly launches and manages Google ads, Meta ads, a new website, SEO optimization, automation, and more.
• Wonderly covers all of the costs — including ad spend. 
• Business owners pay a small percentage of the revenue from deals they close that Wonderly provided.

"It seemed like a no-brainer," says Evan.

But after seven agencies, he'd learned not to expect much. His plan: give it 30 days, and if it didn't work, move on.

The first night, his phone wouldn't stop dinging — over 15 leads in one day.

Wonderly launched Evan's ads about a day after he first talked to them. He'd set the platform to notify him every time a lead came in.

"I remember that night ... I think we got like 15 or 20 leads in the first day. I call [my sales rep] and I'm like, 'Alright, man, is this what you wanted?' And he's like, 'Oh yeah, I'm going to be busy for the next few days.'" – Evan Braun, Owner of Genesis Roofing

But Evan had seen big lead numbers before. The question was whether these leads would actually close.

"The leads have been pretty good. For the Meta ads that we've been running, I would say they're on the higher quality of the leads that I've gotten out of any other campaign." – Evan Braun, Owner of Genesis Roofing

Two months in, he'd quoted $1 million from Wonderly leads, and revenue was on track to double.

The results came fast.

"We've five-x'ed our lead flow with Wonderly, for sure," says Evan. "And since we started with Wonderly, we've hired two new reps to manage that lead flow. We're on track to hire two more." 

Even better, the new leads are turning into revenue. 

"We have about a million dollars of additional lead flow from Wonderly in the pipeline right now, and we're suspecting we're going to close a fairly good majority of that. We're hoping to double our revenue." – Evan Braun, Owner of Genesis Roofing

And that's after roughly two months.

"If you're prepared to handle a lot of volume and grow your business, then Wonderly is a great partner to have, for sure." – Evan Braun, Owner of Genesis Roofing

"I'm not a marketer. I'm a roofer by trade."

For Evan, the biggest change is that marketing — the problem he was stuck on for years — is finally off his plate.

"It's really allowed me to focus on the business instead of being in business," says Evan. "I've been able to move on to other problems. At the end of the day, I'm not a marketer. I'm a roofer by trade. Finding someone to partner with that knows what they're doing takes an unbelievable amount of stress off of my plate." – Evan Braun, Owner of Genesis Roofing