Morgul Marketing

    West Palm Beach, FL

    What Palm Beach County requires is also what a roofer should film

    A roofing feed in Palm Beach County is shaped by two things nobody mentions in the general advice: what the covering will physically let a person stand on, and what the county wants documented before the new roof goes down. Barrel tile breaks under a boot, so the walking shot most roofing accounts are built on is not available on a large part of the work here. The roof-to-wall connections the county asks you to summarize on a form are buried under the new covering by early afternoon. Both facts point the camera the same way, and the posts that come out of them answer questions homeowners in El Cid, Wellington and unincorporated Palm Beach County are already asking out loud.

    You cannot walk a barrel tile roof, so the camera works from the ladder

    Tile is the default covering across a lot of this county, and a boot in the wrong place turns a filming session into a repair.

    Tile carries weight only where it is supported, and your crew already knows which courses take a foot and which do not. Somebody holding a phone who does not know is how a video costs you a morning.

    The workable camera positions are fixed and few. From the ladder at the eave, from a lift, from a pole held out over the field, and from inside the attic looking up at daylight through a cracked pan.

    Say that in the post. Owners in El Cid and Old Northwood have watched somebody cross their roof and wondered what it cost them, and a company that explains where a person may safely stand sounds like one that has worked on tile before.

    Shingle jobs out in the western communities are where the roomier footage comes from, so use them for the wide shots. Chasing the same frames on a tile job is how tile gets broken.

    The roof-to-wall connection is covered by lunchtime and never seen again

    The county wants the connection retrofit accounted for on a reroofing form, and the owner paying for it will never lay eyes on the work.

    Once the deck is dry and the covering starts going down, the straps and the retrofit are gone for the life of the roof. What the owner keeps is a line on the Palm Beach County Reroofing Installation Summary Form and whatever your crew thought to photograph.

    So photograph it deliberately and publish the general version. What a roof-to-wall connection is doing, why the county asks about it on a reroof rather than only on new construction, and what it looks like in the hour before it disappears.

    Very little of this has been explained plainly anywhere in the market, and it is the line on the estimate homeowners argue about hardest, because it is the one thing they cannot go outside and look at.

    It gives your estimators something to point at as well. Work an owner will never be able to inspect is easier to sign for when the company has already shown it in public.

    The design wind speed changes before you leave the county

    The Palm Beach County Ultimate Design Wind Speed map moves across the county, so a caption naming one system as the answer is wrong for part of your own service area.

    A tile assembly specified for a house near the water is not what a house out toward Loxahatchee needs, and the number driving that difference shifts inside county lines rather than at the state border.

    Write captions that carry the location along with the assembly. A post saying what went on a roof in Riviera Beach, and saying where, teaches something. One saying this is the system we install invites an owner in Royal Palm Beach to price you against a job nothing like theirs.

    It protects the comments too. Somebody always replies that their contractor quoted something else, and often both quotes are correct for their own addresses.

    The map is public. Pointing at it beats arguing, and it turns a disagreement into the most useful post of the month.

    Your Certificate of Competency decides what you can narrate on camera

    Contractors here are certified through the Construction Industry Licensing Board of Palm Beach County, and a video advertises whatever it shows a crew doing.

    A roofing certificate covers roofing. Footage of your people patching stucco, resetting a screen enclosure or rewiring a soffit light reads as an offer to do that work, whatever the narration says.

    The fix is small. Narrate the roof, name the other trade by trade rather than by company, and the clip stops making a claim you never meant to make.

    It cuts the other way as well. A Palm Beach County Certificate of Competency is a real credential and most homeowners have no idea the county issues one, so explaining what it is and how anybody can check a contractor's standing is a post almost nobody in this market bothers to publish.

    The general half of the channel, who holds the camera, how often to post and what to do with a clip that travels, works the same in any market, so we keep it on our roofing social media page rather than repeating it on every city page.

    Questions we actually get

    Our best jobs are barrel tile and we cannot walk them. What is there to film?
    The parts nobody sees. Tile coming off in one section and being stacked to go back on, the underlayment going down, the deck repair, the connection work before it is covered. Shoot from the ladder at the eave, from a lift or with the phone on a pole, and use shingle work in Wellington or Royal Palm Beach when you need a wide shot with room to move.
    A homeowner says our quote is higher than one they got in Loxahatchee. How do we answer publicly?
    With the map rather than with an argument. The Palm Beach County Ultimate Design Wind Speed map changes across the county, and two addresses in the same county can genuinely need different assemblies. Explain the general reason, avoid saying anything about what their specific house requires, and tell them the number is tied to their address rather than to the contractor.
    Can we post video of the roof-to-wall retrofit?
    Yes, and it is one of the few pieces of roofing content in this county nobody else is producing. Film the connection before the covering goes over it and explain what it does. Shoot it on the day it happens, because there is no second chance once the underlayment and the tile start going down over the top of it.
    Our crew does small stucco and soffit repairs during a reroof. Should that be in the video?
    Be careful. A Certificate of Competency is issued for a category of work, and footage of your people doing something outside it reads as an advertisement for that service. Narrate the roofing, say plainly that another trade handled the rest, and you keep the useful footage without making a claim you did not intend.
    Somebody asked in the comments whether they can just put a new covering over the old tile.
    Explain the general considerations and refuse the specific answer. What is possible depends on the existing assembly, the deck condition and what the reroofing paperwork for that address requires, none of which you can see from a comment thread. Offer to look, and say clearly that the reply is not an approval.

    What is different here

    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.

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