Mike Feazel says Google’s push into AI Overviews drove his average lead cost from about $350 to well over $600. According to the episode description, it tripled in some markets, and Roof Maxx shut off national marketing for the first time in three years. Mike calls the last 12 months the biggest change he has seen in 40 years of home services.
Mike Feazel says the way to build a scalable trades team is to always be recruiting and to treat training as essential. He explains that rejuvenation is simpler work than roof replacement, so dealers can hire from a wider talent pool. He also shares how Roof Maxx University grew from FaceTime calls into a formal training platform.
Mike Feazel explains that Roof Maxx is a plant-based bio-oil sprayed onto asphalt shingles to restore their flexibility. He says shingles fail faster today because they contain less asphalt, which means less oil. According to Mike, each treatment is good for five years and can be repeated. He also describes the warranty, the environmental benefit and how homeowners request a quote.
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