The situation
Schena Roofing has been in business since 1969, doing industrial and custom sheet metal roofing across Michigan, Ohio, and Indiana. The problem wasn’t reputation — it was seasonality. Big roof-replacement demand swings with the calendar, which made expanding the customer base hard, and the tight labor market meant qualified salespeople were nearly impossible to find.
What we built
Instead of adding headcount, Schena brought in a dedicated outbound program tailored to how a roofing year actually works: during peak season, outreach targeted large roof replacements; in slower months, it shifted to preventative maintenance agreements and smaller project work so the pipeline never went quiet. As the partnership matured, a nurture agreement was added to keep long-cycle prospects warm.
The numbers
In one year: 167 qualified appointments, nearly $200,000 in closed business, and an additional $500,000 in proposals on the table — roughly $700K in total opportunities created.
Why it worked
The program treated seasonality as a targeting problem, not a fact of life. Matching the offer to the season — replacements when buyers are buying, maintenance when they’re planning — kept meetings flowing all twelve months. Schena’s owner has since referred other companies to Abstrakt.