When CEOs ask how to generate more qualified leads without relying on agencies, Roe Painting has a story that answers it.
Andy Roe started his business 25 years ago as a solo painter on the north shore of Kauai. What began as a one-man operation focused on quality craftsmanship has grown into a multi-division company serving southern Idaho and northern Nevada. Today, Roe Painting does much more than paint homes and commercial spaces. They create videos, publish educational articles, and generate a steady flow of leads by focusing on one powerful principle: answer the questions buyers are already asking.
This transformation didn’t happen overnight, and it didn’t start with a flashy rebrand or a paid ad campaign. The real change came when Andy and his team embraced the Endless Customers System™ (formerly They Ask, You Answer). Instead of chasing clicks, they committed to a long-term strategy rooted in trust, transparency, and helpful content.
The results? A marketing engine that actually delivers.
We sat down with Andy Roe, marketing manager Ashley Jensen, and IMPACT website strategist Janet Mendez-Latouche to hear how they brought this strategy to life inside Roe Painting. From hiring the right content manager to launching a new website, they’ve reshaped how their company connects with buyers.
If you're a CEO or marketing leader tired of outsourcing and guessing, and you’re ready to build a marketing system that actually works, this story is your blueprint.
It didn’t come from a vendor or a keynote. It came from his own team.
His VP of Sales, Jud Masters, had read They Ask, You Answer (now Endless Customers) and couldn’t stop thinking about how it applied to Roe Painting. He passed it to another team member, Suzanne. Both of them were convinced. This was the way forward.
“He was like, ‘You need to read this. Now,” Andy said. “Jud always ran our sales. I ran marketing. And we were frustrated because they weren’t aligned. We both wanted the same outcome, but we didn’t have a roadmap.”
Andy admits it took him a minute to actually read it. “I had other things going on,” he said. “But once I picked it up, I couldn’t put it down.”
What struck him most wasn’t the tactics. It was the story. Marcus Sheridan’s experience during the 2008 crash felt uncomfortably familiar. “I remember sitting on the hearth in my house during the recession, just thinking, how am I going to make payroll?” Andy said. “Reading Marcus’s story—I felt seen. He’d been where I’d been. And he’d found a way forward.”
That moment gave Andy the push to act. Not to hire more agencies or do another round of rebranding, but to actually shift how the company worked. He and Jud finally had a shared framework for sales and marketing to move in the same direction.
It wasn’t magic. It was structured. And it changed everything.
Like many businesses, Roe Painting had worked with agencies and freelancers. Some delivered decent work, others fell short. They were caught in a cycle of outsourcing without ever building real momentum. Andy described it as “churning through vendors and getting marginal gains.” It wasn’t that the work was bad. It just didn’t feel connected to their brand, their voice, or their strategy.
Then came IMPACT Live, where the cracks became clear. The event was packed with stories and frameworks from companies that had brought their marketing in-house. As Andy listened, he started to see how disconnected things really were.
“We had signed the contract to build a new website,” he said. “But at the event, I realized the person we had in the content seat just wasn’t the right fit.”
The writer they had at the time wasn’t bad. But they weren’t embedded in the business. They weren’t close enough to sales. They didn’t have the accountability or the context to be truly effective. Andy realized that if they were going to do this right, they needed someone inside the company who could own it.
It was a tough call. The kind that makes your stomach flip.
But in hindsight, letting go of the wrong hire was the best thing Roe Painting could’ve done. Because it opened the door for the right one.
Enter Ashley Jensen.
Janet, who was leading the website project at the time, remembers the moment. “We were staring down this massive new site build and asking ourselves, ‘Who the heck is going to write all of this content?’ Then Ashley joined, and we all just exhaled.”
Ashley didn’t just show up with writing chops. She brought fresh perspective, contagious energy, and something rare in content roles: full-on ownership.
Before Roe Painting, Ashley was a freelancer. She’d ghostwrite blogs, ship them off, and never hear a word about what happened next. “I felt like a robot,” she said. “I’d hand over content and never get feedback. Never see what worked. Never know if it helped anyone.”
That all changed when she joined the team.
Now she was in the room. Literally.
Ashley sat in on sales meetings. She interviewed subject-matter experts. She asked uncomfortable buyer questions. She picked up the language real customers were using and implemented it right back into the content. That’s where the magic happens.
This wasn’t content marketing for the sake of traffic. It was content to move real people toward confident buying decisions.
And the shift was immediate.
Her writing didn’t just sound better, it was better. Not because it had more flair, but because it had more empathy. She wasn't writing about painting. She was writing for the homeowner, pacing their garage floor on a Saturday, wondering what it would cost to fix the concrete.
“She reached the heart and soul of our company,” Andy said. “And that’s not something you can teach.”
The blog got sharper. The service pages got smarter. Even the tone of the entire site evolved. It wasn’t trying to impress Google—it was trying to help people. That’s what trust feels like on a webpage.
The team felt it too.
Not bad, right?
It’s the kind of alignment most companies dream about, and Roe Painting is living it, article by article, meeting by meeting.
For Roe Painting, the transformation didn’t happen overnight. But when it clicked, everything changed.
“I think I’ve always been a media company with a painting problem,” Andy joked.
That mindset might’ve started as a quip, but it stuck. Back in 2019, Andy was the one writing Roe Painting’s website content. “It had heart,” he said. “But then it got changed by SEO companies. It lost its soul. It became written for robots.”
That shift, from creator to bystander, didn’t sit well. The content might’ve checked boxes, but it didn’t reflect who they really were. Roe Painting was known for craftsmanship, honesty, and real answers. The old site? Not so much.
Everything changed when Ashley joined the team, and they embraced the Endless Customers principles. They weren’t just building pages. They were building trust.
That authenticity came from a deeper change in how they viewed their role as a business.
They weren’t just painting homes. They were teaching people how to make smart decisions about their homes.
That’s when the real shift happened.
“There’s a quiet but powerful mindset change that takes hold when you adopt the Endless Customers SystemTM,” Andy said. “You stop thinking like a marketer. You start thinking like a teacher.”
That switch, from promotion to education, redefined how Roe Painting approached everything: their blog, their videos, even sales conversations.
“We started seeing ourselves as a company that teaches first and sells second,” he explained. “It changed everything about how we created content. We weren’t just pitching our services. We were answering real questions buyers had. On camera, on our website, everywhere.”
Janet added, “That mindset shift doesn’t happen all at once. But once it clicks, it changes how you see your website, your team, and your customer experience. Everything.”
They weren’t chasing traffic. They were becoming the most trusted voice in their market.
Roe Painting has seen real lead generation results from their new approach. Since March, they’ve generated 52 leads through their website. Andy mentioned, “It’s not a floodgate yet, but it’s happening. Real people. Real inquiries.”
So what sparked this traction?
Clearer content: They updated their core pages to speak directly to buyer questions. “We simplified the language and made sure our service area pages were easy to understand,” Ashley said. “That’s when we started to see movement.”
They also began prioritizing educational content. Topics like “How much does epoxy flooring cost?” or “What to expect during a cabinet refinishing project” answered questions buyers were already Googling. This approach didn’t just boost visibility. It built trust.
A pricing tool: One of the key trust-builders was a transparent pricing page and calculator. People don’t want to fill out forms just to get a ballpark number. “This tool alone brought in multiple leads,” Andy noted.
Visitors now had a way to self-educate and get clarity on costs before even picking up the phone. That transparency removed friction and made it easier for the sales team to qualify leads.
Service area pages: With Janet’s help, they launched localized pages that targeted the specific areas they serve. These weren’t just carbon copies. Each page was tailored to reflect the local community, common project types, and geographic-specific search terms.
While early results are modest, they’re trending up. “We’re learning and iterating as we go,” Ashley said. These pages are already helping them appear in more local searches and capture leads from nearby cities they hadn’t reached before.
Video content: Roe Painting leaned into video. From short explainer clips to walk-throughs of completed projects, they started showing their work instead of just describing it. This visual proof helped buyers feel more confident. It also gave the sales team a powerful tool to use during early conversations.
Sales and marketing alignment: Most importantly, they didn’t let the marketing team work in a silo. Ashley joined sales calls, and the sales team gave regular feedback on the questions they were hearing. That tight feedback loop made every piece of content more targeted and more effective.
Local pages aren’t sexy. But you know what is? Leads from people ready to buy.
And here’s the kicker. With HubSpot in place, they can now trace closed revenue back to specific content. That means less guessing and more confidence in what’s working.
If you asked Andy to sum it up in three words, he’d say this: Don’t. Dabble. Period.
Building trust through content isn’t something you try for a quarter. It’s something you commit to.
For any CEO thinking about starting their own content engine, here’s what Roe Painting would tell you:
Sound refreshing? That’s the Endless Customers SystemTM.
And once Roe Painting committed, things started falling into place.
Roe Painting didn’t hire a massive agency. They didn’t flood Instagram with ads. They didn’t chase the next shiny tool.
They made a decision to become the most trusted voice in their market. And they backed it up with consistent content, honest answers, and a team aligned around one goal: helping buyers feel confident.
The result? A website that sells. A sales process that moves faster. And a steady stream of qualified leads that keeps growing.
If you’re frustrated with long sales cycles, marketing that doesn’t convert, and a website that feels more like a brochure than a salesperson, you’re not alone.
Start small. Stay consistent. Don’t wait for perfection.
Because the companies that win in this market won’t be the loudest.
They’ll be the most helpful.
Ready to build your own lead-generating website? Download the Endless Customers 90-Day Starter Guide and start your journey today. You'll follow the same path Roe Painting used to align sales and marketing, publish helpful content, and become the most trusted brand in their market.
You don’t need perfection. You need a plan, and this is it.
Connect with Roe Painting
For over 23 years, Roe Painting has served Idaho & Nevada in the painting and coatings industry. We work with a diverse portfolio of clients including general contractors, commercial businesses, industrial site purchasers, and residential home owners.
All of our clients receive the peace of mind that comes with expert project management, safe, skilled, and experienced painters, and professional-grade equipment. At Roe Painting, we prioritize offering a stress-free experience, focusing on delivering quality services.
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Connect with Ashley Jensen on LinkedIn
Connect with Andy Roe on LinkedIn
It’s a trust-based sales and marketing framework designed to help businesses become the most known and trusted voice in their market. At its core, it teaches companies to answer buyer questions with radical honesty, align marketing with sales goals, and stop relying on outside agencies. The system focuses on five key areas: content, website, sales activities, technology, and internal culture. It’s a full transformation of how your business communicates, educates, and builds relationships with buyers.
They focused on creating educational content that answered the real questions buyers were asking. By simplifying their website, adding a transparent pricing tool, and launching localized service area pages, they turned their site into a lead-generating asset. These efforts built trust with potential customers, leading to more qualified inquiries directly through their website.
Roe Painting realized that outsourced content lacked the authenticity and strategic alignment needed to truly connect with buyers. Their freelance writers didn’t have enough context, weren’t integrated with the sales team, and couldn’t speak with the brand’s voice. Hiring an in-house content manager meant they had someone embedded in the team; attending meetings, asking better questions, and owning the mission of educating buyers.
Sales became a key source of insight for content creation. The team shared the most common buyer questions they were hearing, reviewed draft content for accuracy and usefulness, and used finished articles and videos in the sales process. This alignment helped reduce objections and shorten the sales cycle, turning content into a real tool for revenue generation.
Several tools and strategies powered their success:
Together, these tools created a seamless, transparent buyer experience that led to trust and action.