As I talk to prospects about the advantages of owning an Honest Abe Roofing franchise,
they want to learn about our business model. Quite often the prospect has researched
our competitors who place much more emphasis on pursuing storm damage and the
ensuing insurance claims. The Honest Abe Roofing business model is to target
residential homeowners looking to replace their roofs for any reason. We do work with
homeowners on insurance claims, but to focus solely on the insurance segment would
be chasing only a small portion of the market.
According to Verisk Analytics[1] $19 Billion of the $56.7 Billion roofing industry market[2]
is insurance related. That equates to 33% of the roofing industry market. Conversely,
67%, or, 2/3 of the roofing industry is NOT insurance related. There are franchises and
independent roofing companies whose business strategy is to compete for that 1/3 of
the market by repairing or replacing roofs through insurance claims. At Honest Abe
Roofing we will work with homeowners looking for a roofing solution regardless of the
reason. Approaching the roofing market in this fashion avoids limiting our franchisees to
a segment of the market.
Our strategy of selling Honest Abe Roofing to customers needing to replace their roofs
proactively, rather than waiting for a storm and subsequent insurance claims, offers
several key advantages. First, it provides peace of mind to homeowners. Proactive roof
replacement ensures that the roof is in optimal condition, reducing the risk of sudden,
severe damage that can occur during a storm. This preventive measure can help avoid
the stress and potential financial burden of emergency repairs, as well as the
inconvenience of dealing with extensive water damage or other structural issues that
can arise from a compromised roof.
Moreover, choosing Honest Abe Roofing allows homeowners to benefit from high-
quality materials and professional installation. Honest Abe Roofing is known for its
commitment to excellence, using durable materials that withstand harsh weather
conditions and providing expert craftsmanship. By selecting a reputable roofing
company like Honest Abe Roofing, homeowners can be confident that their investment
will offer long-lasting protection. This proactive approach also means they can take the
time to choose the best options for their needs and preferences, rather than making
rushed decisions under the pressure of storm damage.
Finally, relying on insurance claims to cover storm damage can be a complex and
uncertain process. Insurance companies often require extensive documentation and
can take time to approve and process claims, delaying necessary repairs. Additionally,
not all storm damage is fully covered by insurance policies, potentially leaving
homeowners with out-of-pocket expenses. By choosing to replace their roofs with
Honest Abe Roofing ahead of any potential storm, homeowners can avoid the hassle of
navigating insurance claims and ensure their homes are safeguarded against future
weather events, providing long-term value and security.
Brian Kiefer is the VP of Franchise Sales at Honest Abe Roofing Franchise, Inc. He
views the industry through the eyes of his prospects, offering a different perspective.
Brian is working on a series of articles highlighting the Honest Abe Roofing advantages.
[1] Khamsaeng, S, 05/17/2022, Capturing the flavors of roof risk with reliable data.
[2] Statler, J, 08/07/2023, 31 Roofing Industry Statistics Every Roofer Should
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