Morgul Marketing

    Fixing what happens between the roof survey and the board vote

    Inquiries from condominium boards and property managers rarely die in the first hour. They die in the weeks after the roof survey, while a proposal sits in a folder waiting for a meeting, alongside two other proposals that look identical to a group of people who do not read roofing drawings for a living. Conversion work for a low-slope and waterproofing contractor in Miami-Dade is therefore not a matter of form fields and button copy. It is the shape of the proposal, who stands up to explain it, and whether anybody in your office is tracking the building rather than the contact.

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    The gap between the roof survey and the board vote is where the job dies

    Most lost commercial re-roofs were never lost to a competitor; they were lost to a calendar nobody asked about.

    Map the stages properly: inquiry received, survey scheduled, survey completed, proposal delivered, proposal presented to the decision makers, decision. Then record how long each one takes. The stage that swallows time is almost always the one after delivery.

    A residential roofer measures speed to first call. In association work the equivalent question is different: when does this board meet, what does the packet need, and who assembles it. Ask on the survey, write the answer down, and work backward from the meeting date.

    Delivery is not presentation. A proposal emailed to a manager three weeks before a meeting will be forwarded, skimmed, and compared on price by people with no context. Treat delivery and presentation as separate events with separate follow up.

    Measure the ratio you can actually change: surveys completed to proposals presented. It moves faster than the close rate and it tells you whether the handover is working.

    Your proposal is read by nine people, and none of them are roofers

    A document written for a general contractor will be judged by volunteers who compare the only thing they recognize, which is the total.

    Lead with one page in plain language: what is wrong with the roof, what you propose to do, what it costs, how long the building is disrupted, and what happens if they wait a year. Everything technical goes behind that page, not in front of it.

    Answer resident questions explicitly, because those are the questions the board will actually be asked. Noise, access to units, protection of an amenity deck, parking and staging, what happens when it rains during a tear-off.

    Format for the packet. A clean PDF that a manager can attach without reformatting gets circulated; a proposal that needs editing before it can be sent often does not travel.

    State exclusions in the open rather than in fine print. Boards forgive a clearly stated allowance for deck repair. They do not forgive a change order that arrives as a surprise, and the manager who was blamed for it will remember.

    Track buildings through the pipeline, because a contact record never will

    One building generates several people and several conversations, and a pipeline keyed to individuals loses the opportunity as soon as somebody changes jobs.

    Make the address the record. Attach every contact, survey, photograph, proposal and note to the building, so a manager who leaves in March does not take the history with them.

    Add a dormant state. In this market a proposal that stalls is frequently waiting on a budget cycle rather than on a decision, and treating it as lost hands the job to whoever is still in touch when the money appears.

    Set genuine re-contact dates instead of vague reminders. If a board defers to the next budget, the follow up belongs on the calendar with a reason attached, not in somebody's memory.

    Watch for external triggers, gently. Buildings in Miami-Dade become subject to recertification under Section 8-11(f) once a building reaches the age the county sets, and periodically after that, generally with a report from a registered professional engineer or architect, and those events reliably restart conversations. The trigger age was lowered when the county amended the program in 2022 and differs for some coastal condominium buildings, so an owner who receives a notice should confirm the current requirement with Miami-Dade rather than rely on a figure published anywhere. Timing is a reason to check in, never a reason to tell an owner what their obligations are.

    Somebody has to stand up at the association meeting, and it should be you

    The single largest conversion gain available to most commercial roofers is being in the room when the decision is discussed.

    Offer it every time, in writing, at proposal delivery. A short, calm presentation with a sample of the assembly and a straight answer about disruption will beat a lower bid more often than most contractors expect.

    Prepare for the questions that actually get asked, which are rarely technical. How long will the noise last, can residents use the pool deck, what happens to the roof access hatch, will there be workers near the balconies.

    Have a fallback. Some managers will not put a contractor in front of a board, so record a short video walking the roof and explaining the recommendation. A manager can play it in the meeting, and it beats a document read aloud by somebody who did not write it.

    Bring a Spanish speaker when the building calls for it. Across much of this county a board discussion moves into Spanish once the formal part ends, and the firm that can follow it holds an advantage no proposal formatting will match.

    The cheaper bid is usually a thinner assembly, and your proposal should prove it

    Boards do not choose the low bid because they are cheap; they choose it because nobody gave them a way to see the difference.

    Put a comparison sheet inside the proposal: a short list of what your price includes and where competing bids commonly differ. Deck repair allowance, fastening pattern, insulation, flashing details, warranty terms, permit handling and clean up.

    Keep it factual and unnamed. Attacking a competitor reads badly to volunteers. Describing what to check in any bid reads as helpful, and it quietly makes you the standard everyone else is measured against.

    Approvals belong here too. Assemblies in the High Velocity Hurricane Zone generally carry a Miami-Dade Notice of Acceptance or an HVHZ marked Florida Product Approval, and a board is entitled to ask which specific assembly each bidder has priced. Requirements change, so keep the language current and suggest confirming details with the building official.

    Then hand the manager the sheet as a standalone document. Managers who use it to run their own comparison tend to keep using it, and that is a source of future invitations.

    When the sample is buildings rather than clicks, interviews beat split tests

    A contractor working a few dozen serious opportunities a year cannot detect a small improvement statistically, so gather the evidence a different way.

    Accept the arithmetic. Split testing a proposal format against this kind of volume would take an implausibly long time to produce a trustworthy result, and half measured tests produce confident nonsense.

    Test where the sample is larger instead. Inquiry to survey scheduled produces more events than survey to signed contract, so intake response, form length and first call scripting can be evaluated far sooner than proposal changes.

    For the slow end of the funnel, run structured loss reviews. Call the managers on the three or four buildings that chose somebody else and ask what decided it. The answers are usually specific, repeatable and unflattering, which is what makes them useful.

    Change one thing at a time and hold it long enough to see a pattern across buildings rather than across weeks. Judgment informed by ten honest conversations beats a test that never reached significance.

    Questions we get

    Where do most condominium re-roof inquiries actually leak?
    Based on how this trade operates, the two common points are the handover from survey to proposal, where technical detail crowds out plain language, and the weeks between delivering a proposal and the meeting where it is discussed. Both are process problems rather than website problems.
    How quickly should we respond to a property manager's inquiry?
    Fast, but the reason differs from residential work. A manager juggling a portfolio is not comparing response times emotionally; they are trying to close a task. Being the contractor who replies with a survey time and a short list of what you need is often enough to end their search.
    Should we chase a board that has gone quiet after a proposal?
    Yes, with a reason rather than a reminder. Silence usually means the meeting has not happened or the budget is not there yet. Ask the manager when the item is scheduled, offer to attend, and set a genuine re-contact date if it slips to the next cycle.
    Is it worth split testing our website?
    At the intake end, sometimes. Response handling, form length and first call scripting produce enough events to learn from. At the proposal and contract end, the volume in a single metro will not support reliable testing, so structured loss interviews and one change at a time are the better use of the effort.
    Can we tell a board that their building needs work because of recertification?
    Be careful with the framing. County recertification requirements under Section 8-11(f) generally apply once a building reaches the age the county sets, and periodically after that, with reports prepared by a registered engineer or architect, but eligibility and timing are not yours to rule on. Note that the process often surfaces roof and water intrusion issues, and tell them to confirm with the building official or their own counsel.

    Rules that affect your marketing

    Florida has tightened what a roofing contractor may say to a homeowner about an insurance claim, and the rules around soliciting claim work carry real consequences for the client rather than the agency. Design wind speed and product approval also vary by county, so a re-roof specification is a local document. Marketing built around storm claims needs legal review before it runs.

    Written by KC Thompson, Morgul Marketing. Updated .

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