From generic contractor to category leader: How Perun became the go-to for slate & tile roofing in Oak Park
Slavi, the owner of Perun Roofing, and his team had a rare skill: they could restore century-old slate and tile roofs that most contractors wouldn't touch. But they looked like just another roofing company fighting on price for regular asphalt work. They wanted to attract customers who owned old homes and needed special care. But looking like a "general roofing company" made it hard to charge good rates and get the right customers.
When someone with a 100-year-old tile roof started calling around, most roofers would either ghost the job or pressure them into ripping out original materials for a cheap asphalt replacement. Perun was getting lost in that mix instead of standing out as the clear choice.
Slavi was even writing personal letters to homeowners, offering his services door-to-door. But the message wasn't working because it didn't show why Perun was different from every other roofer.
Before working together, Perun Roofing had:
- Generic message as "roofing services"
- Nothing that made them stand out from regular roofers
- Messaging about services, not their special skills
Now Perun Roofing has:
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Clear message as "The Slate & Tile Roofing Experts"
- 40% increase in qualified leads
- 2x higher average project value
We created a complete brand strategy for them which included:
- A clear position that owns the old roof space
- Messaging that spoke directly to historic homeowners' fears
- We mapped out how high-value restoration projects happen
Perun Roofing now has:
- Premium pricing without objections
- Leads who come looking for slate and tile experts
- No fighting with regular contractors in their space
SharkStrat helped me fix my positioning, and I secured two historic tile restoration projects worth $50K without dropping my prices. Now homeowners call me because they need a slate and tile expert, not just any roofer.
Get brand strategy that positions you as the obvious choice.
