Confidential Business Plan · TN · NC · GA · AL
In-Home Roofing
Without the Crew.
Without the Risk.
National Install, Inc. places in-home estimators in residential markets who sell roof replacements at a compelling price — then fulfills every job through licensed broker roofers at a fixed per-square-foot cost. NII owns the client, controls the price, and keeps the margin.
Fixed-Rate Roofer
NII contracts licensed roofers to complete every job at a flat $333/sq ft. On the avg 30 sq ft roof, that's $9,990 to the roofer — guaranteed, no negotiation.
NII Client Price
$700–$800/sqftNII charges the homeowner $700–$800/sq ft. Avg 30 sq ft roof = $21,000–$24,000. Margin to NII: $11,010–$14,010 per roof.
Broker License Structure
NII operates under the contractor's license of the partner roofer — who is already licensed across TN, NC, GA, and AL. No separate licensing required per market.
In-Home Estimators
5 reps per state. 100% commission. Each rep closes 5–15 roofs per month. No base salary, no overhead on labor. Cash paid per closed job.
State-by-State Rollout
Year 1: Tennessee. Year 2: North Carolina. Year 3: Georgia + Alabama simultaneously. Each state replicates the same proven playbook.
Zoom-Based Training
All rep onboarding, script training, objection handling, and product knowledge done 100% via Zoom. No physical office required to launch any market.
| Roof size (avg) | 30 sq ft |
| NII charge to client | $750/sq ft (mid) |
| Total project price | $22,500 |
| Financed over | 120 months |
| Monthly payment | $500/mo |
| Roofer cost ($333 × 30) | −$9,990 |
| Rep commission | −$1,500 |
| Lead / CPA cost | −$1,650 |
| NII Net Per Job | $9,360 |
| Roof size (avg) | 30 sq ft |
| NII charge to client | $750/sq ft + $30 upgrade |
| Total project price | $22,500 + $900 sealant |
| Financed over | 120 months |
| Monthly payment | $570/mo (+$70/mo vs std) |
| Roofer cost ($333 × 30) | −$9,990 |
| Rep commission | −$1,500 |
| Lead / CPA cost | −$1,650 |
| NII Net Per Job | $10,260 |
⭐ The Upgrade Package — Sealant Warranty Add-On
Rep presents a premium sealant protection warranty at the close — an add-on of $30/sq ft (avg $900 total). Client pays only $70 more per month for 10 years vs. the standard package. Upgrade closes at the same appointment. No rescheduling. No friction.
Buy the Lead
Google Local Services Ads (LSA) + PPC. Avg $275/lead. Takes 6 leads to produce 1 closed sale. CPA ≈ $1,500–$1,650.
Book Appointment
VA or call center contacts lead within 2 hrs. Qualifies homeowner and books in-home estimate within 48 hours.
In-Home Estimate
NII rep visits home, measures roof, presents standard vs. upgrade package. 15% of all estimates close on-site.
Close + Collect
Rep presents financing ($500 or $570/mo × 120 mo), pitches upgrade, collects signed agreement and deposit. Rep earns $1,500 cash.
Dispatch Roofer
NII dispatches broker roofer under their existing license. Roofer invoices NII at $333/sq ft. Homeowner never deals with the roofer directly.
Job Complete
Roofer installs. NII collects remaining balance. NII pays roofer $9,990. NII keeps $9,360–$10,260 per job after all costs.
Google Local Services Ads (LSA)
Primary channel. "Google Guaranteed" badge builds instant trust. Homeowners searching "roof replacement near me" see NII first. Pay per verified lead, not per click.
$200–$300 / lead · Primary ChannelGoogle PPC (Search Ads)
Complements LSA. Targets high-intent keywords: "roof replacement cost," "new roof estimate," "roof financing." Geo-targeted by county within each state market.
$250–$350 / leadStorm Response Canvassing
After any hail or wind event, NII teams canvass affected neighborhoods. Highest close rate of any channel — homeowner is already motivated and may have insurance coverage.
$15–$40 / leadFacebook / Meta Ads
Geo-targeted to homeowners 35–65 in target zip codes. "Free roof inspection" and "see if your roof qualifies" creative. Lower cost per lead, slightly longer nurture cycle.
$60–$120 / leadReferral Program
Every completed client receives a $200 referral credit for each neighbor who signs. Strong in suburban HOA communities. Word-of-mouth flywheel compounds by month 3.
$200 / converted referralInsurance Adjuster Network
Partner with public adjusters who recommend NII to storm-damage policyholders. Pre-qualified, high-ticket, high-intent leads with insurance backing.
15% referral fee / closed jobEach rep runs 5–15 in-home estimates per month depending on lead volume and activity. 15% close rate. Commission: $1,500 cash per closed job, paid same day deposit is collected.
| Scenario | Roofs/Rep/Mo | Rep Earnings/Mo | Rep Earnings/Yr | Leads Needed/Rep | Lead Cost/Rep | State Jobs/Mo (5 reps) | State Rev/Mo | State NII Net/Mo |
|---|---|---|---|---|---|---|---|---|
| 🔵 Low (slow start) | 5 roofs | $7,500 | $90,000 | 33 leads | $9,075 | 25 jobs | $562,500 | $234,000 |
| 🟡 Mid (steady state) | 10 roofs | $15,000 | $180,000 | 67 leads | $18,425 | 50 jobs | $1,125,000 | $468,000 |
| 🟢 High (full ramp) | 15 roofs | $22,500 | $270,000 | 100 leads | $27,500 | 75 jobs | $1,687,500 | $702,000 |
| Top Rep Annual Earnings at Full Ramp | 15 roofs/mo × $1,500 × 12 months | $270,000/yr | ||||||
* State Rev/Mo uses $22,500 avg project (mid of $700–$800/sqft range). NII Net/Mo = Revenue − Roofer cost − Rep commissions − Lead/CPA costs. Overhead not deducted here — see P&L table below.
| Launch Month | Month 1 · 2025 |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 1 | $4,450,800 |
| Launch Month | Month 13 · 2026 |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 2 | $4,450,800 |
| Launch Month | Month 25 · 2027 |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 3A | $4,450,800 |
| Launch Month | Month 25 · 2027 (simultaneous) |
| Reps | 5 (100% commission) |
| Ramp: Jobs/Mo Q1→Q4 | 25 → 35 → 45 → 55 |
| Annual Jobs | 480 |
| Annual Revenue | $10,800,000 |
| Roofer Cost | −$4,795,200 |
| Rep Commissions | −$720,000 |
| Lead / CPA Costs | −$792,000 |
| Overhead (Mgmt/Ops) | −$42,000 |
| NII Net Year 3B | $4,450,800 |
Avg project $22,500 · Roofer cost $9,990 · Rep commission $1,500/job · CPA $1,650/job · Overhead $3,500/state/mo · Ramp: Q1=25 jobs/mo · Q2=35 · Q3=45 · Q4=55 per active state
| Period | Active States | Jobs/Mo | Monthly Rev | Roofer Cost | Rep Comm | Lead / CPA | Overhead | NII Net/Mo |
|---|---|---|---|---|---|---|---|---|
| YEAR 1 — TENNESSEE ONLY | ||||||||
| Q1 (Mo 1–3) | TN | 25 | $562,500 | $249,750 | $37,500 | $41,250 | $3,500 | $230,500 |
| Q2 (Mo 4–6) | TN | 35 | $787,500 | $349,650 | $52,500 | $57,750 | $3,500 | $324,100 |
| Q3 (Mo 7–9) | TN | 45 | $1,012,500 | $449,550 | $67,500 | $74,250 | $3,500 | $417,700 |
| Q4 (Mo 10–12) | TN | 55 | $1,237,500 | $549,450 | $82,500 | $90,750 | $3,500 | $511,300 |
| YEAR 1 TOTAL | TN · 480 jobs | — | $10,800,000 | $4,795,200 | $720,000 | $792,000 | $42,000 | $4,450,800 |
| YEAR 2 — TENNESSEE + NORTH CAROLINA | ||||||||
| Q1 (Mo 13–15) | TN + NC | 110 | $2,475,000 | $1,099,890 | $165,000 | $181,500 | $7,000 | $1,021,610 |
| Q2 (Mo 16–18) | TN + NC | 130 | $2,925,000 | $1,298,700 | $195,000 | $214,500 | $7,000 | $1,209,800 |
| Q3 (Mo 19–21) | TN + NC | 150 | $3,375,000 | $1,498,500 | $225,000 | $247,500 | $7,000 | $1,397,000 |
| Q4 (Mo 22–24) | TN + NC | 170 | $3,825,000 | $1,698,300 | $255,000 | $280,500 | $7,000 | $1,584,200 |
| YEAR 2 TOTAL | TN + NC · 1,380 jobs | — | $31,050,000 | $13,808,700 | $2,070,000 | $2,277,000 | $84,000 | $12,810,300 |
| YEAR 3 — ALL 4 STATES (TN · NC · GA · AL) | ||||||||
| Q1 (Mo 25–27) | TN+NC+GA+AL | 220 | $4,950,000 | $2,197,800 | $330,000 | $363,000 | $14,000 | $2,045,200 |
| Q2 (Mo 28–30) | TN+NC+GA+AL | 260 | $5,850,000 | $2,597,400 | $390,000 | $429,000 | $14,000 | $2,419,600 |
| Q3 (Mo 31–33) | TN+NC+GA+AL | 300 | $6,750,000 | $2,997,000 | $450,000 | $495,000 | $14,000 | $2,794,000 |
| Q4 (Mo 34–36) | TN+NC+GA+AL | 340 | $7,650,000 | $3,396,600 | $510,000 | $561,000 | $14,000 | $3,168,400 |
| YEAR 3 TOTAL | 4 States · 3,360 jobs | — | $75,600,000 | $33,588,000 | $5,040,000 | $5,544,000 | $168,000 | $31,260,000 |
| 3-YEAR GRAND TOTAL | 4 States | 5,220 jobs | $117,450,000 | $52,191,900 | $7,830,000 | $8,613,000 | $294,000 | $48,521,100 |
* TN carries over at 55 jobs/mo (full ramp) into Years 2 and 3. NC adds 55 jobs/mo by Q4 Yr 2. GA + AL each add 55 jobs/mo by Q4 Yr 3. Year 2 TN shown at maintained 55 jobs/mo. All figures based on $22,500 avg project (mid-range).
What Reps Learn (Week 1–2)
- NII pitch script — from door intro to financing close
- How to read and measure a roof (sq ft basics)
- Presenting standard vs. upgrade package side-by-side
- Financing objection handling ("just $500/mo" framing)
- How to close the upgrade add-on at the same appointment
- CRM entry, photo documentation, deposit collection process
- What happens after the close — setting homeowner expectations
Ongoing Zoom Support
- Weekly Monday group call — pipeline review, top objections
- Role-play sessions — reps practice close with each other live
- Deal review — manager walks through won/lost estimates each week
- New market onboarding call — before each state launch
- Script updates pushed via Zoom recording library
- 1:1 coaching call for any rep below 10% close rate
- Upgrade package training refresher every 60 days