Dmitry and Roofing Insights have found themselves entangled in another beef, this time with Joe Radcliff, a man our viewers learned a little bit about in one of our recent videos. The dispute is over door knocking vs digital marketing.
Radcliff recently went online to rant about his distaste for the SEO and social media model many roofing companies now employ. As a seasoned storm chaser, Radcliff despises investing money into building an online presence.
Good old-fashioned door-knocking.
Radcliff swears by the method, and during a recent profanity-laced diatribe on Facebook Live, Radcliff went in on companies who have taken the online approach.
“If you’re a stormer, this is the message you need to hear: F*** SEO,”
Radcliff demonstrably asserted, advising all roofers to ditch their phones and tablets and begin ringing doorbells.
As times have evolved, so too has business. Radcliff isn’t wrong when he says that door-knocking is a time-tested method for acquiring new business, but he also is failing to grasp the bigger picture, a future that perhaps will further cement SEO and social media branding as the next wave of client generation.
Radcliff is also only appealing to storm chasers when he shares his opinions, and not to local businesses who are trying to build in their cities.
But for a man like Radcliff, who on numerous occasions has told his audience that he’s run businesses in 16 different states over the last two decades, a future without door-knocking is not one he wants to be a part of.
At 28:30 of this video, the self-proclaimed OG of the roofing industry begins his assault on the next generation of roofers, taking particular aim at Dmitry and Roofing Insights. In the clip, Radcliff refused to specify Dmitry by name, and once his criticism concluded, he even offered praise to Dmitry.
“I know you’re watching. I’m proud of you, brother. And you know what? I’m willing to support you again,”
Lost throughout Radcliff’s tirade is the reality that while he’s bashing social media, he’s also using it to promote his brand and company.
Towards the end of the video, Radcliff walked back on his impassioned stance, conveniently telling his audience that he does all his own social media, thus suggesting that Radcliff doesn’t dispute the value of social media as a tool for your business, but instead takes umbrage with paying third-party companies to help owners manage their accounts.
And so enters another critic of Roofing Insights’ effort to distribute the best learning tools for roofers with businesses of all sizes.
This resistance is nothing new for Roofing Insights, and we will not change our position regarding the value that social media can have for your business, especially for local businesses.
But for storm chasers, maybe a different business paradigm applies.
Perhaps Joe Radcliff knows something we don’t.
Only time will tell.
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