How we turned a busy roofing crew’s busiest season into one spot, one stubborn line, and a phone that wouldn’t stop ringing.
New Heights had the trucks, the crews, and a five-star reputation in a service area that didn’t know their name. Every spring they competed with the same wall of look-alike roofing ads: drone shot of a suburban house, a guy in a polo, a phone number nobody remembers.
The brief was simple and a little terrifying: own the busy season. Be the roofer people think of before the storm, not the one they Google after. And do it on a regional budget, against national franchises with deeper pockets.
“Welcome home” is what a finished job actually says. A roof isn’t shingles and nails, it’s the thing standing between a family and the weather. So we stopped advertising roofing and started advertising the feeling of a house that’s handled.
Every spot plays the storm against the calm: weather gathering outside while, under it all, a family stays warm, dry, and completely at ease, never once thinking about the roof quietly doing its job. That peace is the whole point. No drone-over-suburbia, no polo-shirt handshake, just real crews and real roofs landing every cut on the same two words: welcome home.
New Heights isn't a new logo to us. We've ridden along with the crews for a while now, so we already know their season, their margins, and what a booked job is actually worth.
“Welcome home.” The line, the script, and an offer structure built to convert, not just charm.
Two days, real roofs, golden-hour call times. Plus a still library for paid social and OOH.
Geo-targeted by zip, weighted to pre-season, with call tracking wired into every channel.
Calls and forms matched back to spots and zips. Plain-English readout every two weeks.
