If you’re like most local service businesses, marketing probably feels like an uphill climb. It’s hard to make work, even harder to measure, and almost impossible to make interesting.
Bill Ragan Roofing in Nashville has found a way to change that. Through radical transparency and consistent education, they’ve redefined what local marketing can look like. What began as a traditional roofing business has become something few would expect: a trusted voice in the roofing world, known nationally for honesty, creativity, and long-term success. Taffy Ragan, General Manager and Owner, and Matt Carter, Content Manager, have turned an old-school trade into a digital content powerhouse. Their story goes beyond roofing. It shows any business how to win the marketing marathon without losing its soul. In this episode of Endless Customers, you’ll hear how they did it, what they learned, and how you can use their approach to drive leads, connections, and growth in your own business.
Every success story starts with a spark, and for Taffy, that spark happened somewhere she didn’t expect: a marketing conference in San Diego. Picture it: a room full of agencies, speakers, and brands talking about the future of digital marketing. Taffy raised her hand and said what a lot of local business owners think but rarely admit out loud. “We’re a roofing company,” she told a consultant. “It’s boring.”
The consultant smiled and said, “Have you ever heard Marcus Sheridan speak?” She hadn’t, but she made a note of the name. Back home in Nashville, she picked up They Ask, You Answer and read it cover to cover. Halfway through, she handed the book to her husband, Bill, and said, “You need to read this.”
That book flipped a switch. “I was going to Google, asking it questions all the time,” Taffy remembered. “So when I read Marcus’s book, it just made sense. We needed to be the ones answering the questions people were searching for.”
So she got to work. She started writing articles herself. Covering topics like roof repairs, replacements, and even common mistakes to avoid when hiring a contractor. She trained her team to help, pushed through writer’s block, and kept publishing. The first few pieces didn’t make waves, but the philosophy behind them did. “We started thinking differently,” she said. “We stopped trying to sell and started trying to help.” That’s where the magic happens.
Still, she quickly realized something: this couldn’t just be a side project. “It’s not something you do on top of your normal job,” she said. “It needed structure, strategy, and someone to own it full-time.”
Then came 2019. At an IMPACT event that year, Taffy finally met Marcus in person. During a Q&A session, she asked him how to really make They Ask, You Answer, now Endless Customers work inside her company. His answer was simple, and it changed everything. “You can’t do this alone,” he said. “You need a Content Manager.”
That moment became the turning point. Taffy went home, made a plan, and decided to stop treating marketing like an afterthought. She reached out to IMPACT, signed up for coaching, and began what she now calls their Endless Customers journey, the process that would eventually turn Bill Ragan Roofing into one of the most recognizable roofing brands in the country.
When Taffy started looking for a Content Manager, she wasn’t just hiring for a position; she was looking for someone who could take her vision and bring it to life every single week. That’s where Matt Carter came in. Matt had always been a writer. He loved words, storytelling, and connecting ideas, but he didn’t yet see how those skills could build a business. “I was a writer without a plan,” he said with a grin. “Then I found out there was a whole world behind writing; strategy, SEO, analytics, and actually using content to drive revenue. That was new to me.”
When he joined Bill Ragan Roofing, he didn’t step into a company half-convinced about the process. “There’s no ifs, ands, or buts,” he said. “This is what we’re doing.” Taffy had already made the commitment, which meant Matt’s first day wasn’t about persuasion; it was about execution. And execute he did.
At first, the pace was fast. “It’s like being thrown into the deep end with a map and a life vest,” Matt joked. IMPACT coaching paired him with mentors who guided his growth every step of the way. “It wasn’t just, ‘we’re going to do it for you,’” he explained. “It was, ‘go start doing stuff, and we’ll coach you through it.’” That hands-on approach gave him ownership from day one. “It’s drinking through a fire hose, but the roadmap made it seamless.”
As weeks turned into months, Matt’s role evolved far beyond writing blog posts. He learned how to track analytics, interpret data, and optimize articles for search. He discovered the power of video and began scripting YouTube content that would later rack up thousands of views. “At first, I thought SEO was just a bunch of keywords,” he laughed. “Now I see it’s about aligning with what people actually want to know.”
Over six years, that roadmap transformed Matt from a writer into a full-fledged digital marketer and, in many ways, the voice of the company. “Even now,” he said, “I’m still learning things constantly. Continuing the journey I started six years ago.” That mindset of continuous improvement is part of what keeps Bill Ragan Roofing ahead of competitors who are still figuring out how to even start.
Step inside Bill Ragan Roofing’s office, and you’ll immediately notice something that tells you this team means business. Between Matt’s office and the videographer’s space hangs a large, laminated Endless Customers Scorecard™. It’s not tucked away or collecting dust; it’s front and center, filled with notes, dates, and bright red checkmarks that mark each milestone they’ve hit along their journey. You can feel the pride in every stroke of that marker.
That scorecard represents more than a list of accomplishments. It’s a living record of accountability, a visual reminder of how far they’ve come. “We were dead serious about it,” Taffy said with a smile. “They told us it would take a year and a half to two years. We did it in one.”
That kind of commitment doesn’t happen by accident. It came from leadership buy-in at every level. Taffy didn’t just talk about alignment; she modeled it. Weekly meetings became the heartbeat of the company. Sales and marketing started showing up with shared data, discussing what content was driving leads and which videos were closing deals. When a salesperson heard a new buyer question, they didn’t just handle it on the spot, they sent it to Matt for the next blog or video. That’s where the real cultural shift happened.
Over time, this rhythm created something powerful: trust within the team. The roofers trusted marketing to deliver qualified leads, and marketing trusted sales to use the content they created. “We started speaking the same language,” Matt said. “Once that happened, everything got easier.”
By the time they officially graduated from the program, the change was obvious, not just in the data, but in the energy of the team. The office buzzed with momentum. People weren’t guessing what was working anymore; they could see it. And that kind of clarity, as any business leader knows, is worth its weight in gold.
What content made the biggest impact?
One of Matt’s biggest discoveries was how powerful educational content could be, especially around insurance. “Insurance is confusing. It’s a dirty industry, kind of like roofing itself,” he said. Articles about deductibles, claims, and payment processes started pulling in traffic and credibility.
But at first, they went too broad. “We were getting calls from everywhere,” Taffy shared. “A woman from Alberta, Canada, left us a one-star review because we wouldn’t repair her roof.” They even got invited to do a roof in London. That’s reach, alright.
Eventually, they localized their content, targeting Nashville homeowners specifically, and saw consistent traffic growth month after month. “It went from 235 visitors to thousands,” Taffy said. “It was like watching a snowball grow.”
Their YouTube channel exploded, too, drawing both homeowners and other roofing professionals. “People at industry events tell us they use our content to train their teams,” Taffy said proudly. “We’ve got insurance adjusters referring us because they learn from our videos.” Now we’re talking.
The Endless Customers System™ is not just about publishing articles or videos. It is about changing how your business sells, moving from chasing to attracting. That is where Assignment Selling comes in. You use educational content to prepare buyers before they ever meet with your sales team. At Bill Ragan Roofing, this is now standard.
Taffy put it plainly: “We create one-to-one videos and send them to customers with articles that will help them before we even visit. It shortens the sales cycle and builds a connection.”
These videos are short, personal, and human. The rep speaks directly to the homeowner by name and references the exact project or question. “Hey Susan, before we meet tomorrow, I thought you might find this helpful.” The message includes links to clear articles about roofing costs, materials, timelines, and what to expect during installation.
By the time the rep arrives, the buyer already feels familiar with the person who is visiting. They have heard their voice, seen their face, and learned from their content. The early minutes of the appointment feel easier because the homeowner already has context.
Enter Josh, a newer rep on the team. Within his first few weeks, he landed an $80,000 contract. It was his first sale. He simply followed the Assignment Selling playbook.
“The homeowner came through a search for ‘how much does a metal roof cost in Nashville,’” Matt said. “Josh sent him a video comparing metal and asphalt roofs, followed by an article on what to expect during installation. After that, the guy was ready to go.”
Josh did not rely on pressure. The content did the heavy lifting and gave the homeowner the confidence to decide. “By the time I got there,” Josh later told Taffy, “it did not even feel like selling. It felt like helping.” Not bad, right?
That is the power of Assignment Selling. It is not about closing faster. It is about showing up to a conversation where the buyer already feels equipped and supported.
Today, every salesperson at Bill Ragan Roofing uses the same approach. Each rep has a content library to pull from, with videos, articles, and guides that match different stages of the buying journey. If someone asks about cost, they send the pricing article. If a homeowner is nervous about warranties, there is a clear explainer video for that.
The result is simple. Shorter sales cycles. Fewer objections. Higher close rates.
When marketing and sales operate from the same playbook, buyers feel it. As Taffy said, “We are not chasing people anymore. They come to us ready to buy.”
A few years into their content journey, the Bill Ragan Roofing team noticed something interesting in their analytics. Website traffic was growing, content engagement was strong, but when it came to direct searches for their brand name, something was off.
“Our competitor had around 300 direct brand searches,” Taffy recalled. “We had 35. That’s when I said, Okay, we have a branding problem.”
People were reading their articles, watching their videos, and learning from their content, but they were not yet connecting the helpful roofing company online with the name Bill Ragan Roofing. The challenge was not awareness of what they did, it was awareness of who they were.
So they decided to get creative. Taffy and Matt brought in a marketing consultant named JD to help them find new ways to get in front of Nashville homeowners. JD spent time learning about the team, their voice, and their culture. He quickly landed on the perfect hook: Bill himself.
Bill Ragan has always been known for his big personality, warmth, and sense of humor. So instead of doing stiff or overly polished radio spots, they leaned into that energy. They built the campaign around their trademarked hashtag, #FunRoofer, and let Bill be Bill.
The spots were short, quirky, and funny. They sounded more like stories than ads. One fan favorite had Bill reminiscing about dropping his ice cream at a street vendor, only to have a raccoon swoop in and steal it. “Folks, I can’t make this stuff up,” he says, laughing. “Things happen in life. That’s why we have a lifetime workmanship warranty.”
The story made people smile. It also tied directly back to what mattered most, quality and reliability. “It was so different from what anyone else in our industry was doing,” Taffy said. “We stopped trying to sound corporate and started sounding like ourselves.”
Matt worked closely with JD to make sure the radio campaign matched their digital brand voice. “We’ve got more than 400 pieces of content online,” Matt said. “We wanted to make sure nothing contradicted that. The radio needed to feel like an extension of what people already experienced on our website and YouTube channel.”
That consistency paid off. Calls started to increase, and the name “Bill Ragan Roofing” began popping up in more searches. Homeowners would mention hearing Bill on the radio, sometimes quoting the commercials word-for-word. The brand that once struggled with visibility was now everywhere.
The campaign didn’t just bring in new leads. It made the company more recognizable, approachable, and memorable. “People would call and say, ‘You’re the fun roofer!’” Taffy laughed. “And that’s exactly what we wanted.”
Today, the #FunRoofer campaign continues to evolve, blending humor with authenticity in every format, from radio spots to social clips. It is proof that even in a serious industry like roofing, personality sells.
The result? More calls. More recognition. More roofs.
When Taffy and Matt first started working with IMPACT back in 2019, they were already creating content but didn’t yet have the structure to make it drive consistent results. “We had a few articles up, and some were performing okay,” Taffy said. “But there was no system. We were just hoping for the best.”
The results? Nothing short of remarkable.
Since 2019, Bill Ragan Roofing has tripled its revenue. “This year will be the biggest in company history,” Taffy said proudly. “And not just in revenue. Our bottom line is stronger than ever.”
That growth didn’t come from luck. It came from consistency. Even when the roofing industry slowed last year, they kept their momentum. “We were able to sustain it because of the foundation we built,” Taffy said. “A lot of businesses couldn’t.”
What’s most impressive isn’t the numbers, it’s the resilience behind them. The systems, habits, and mindset they built gave them staying power. They don’t panic when the market dips or competitors get louder. They just keep showing up with helpful content and honest communication. “That’s what playing the long game looks like,” Taffy said.
Their journey reveals five lessons every business can apply right now:
1. Hire a content manager.
If you want this to work, you need someone dedicated to it full-time. It’s not something you squeeze in between emails. It’s a real role with real impact.
2. Make the scorecard visible.
Success happens when progress is visible. Keep your team accountable by tracking wins and milestones where everyone can see them. It builds energy and pride.
3. Localize your content.
Reach is great, but relevance wins. National traffic doesn’t help if those leads can’t buy from you. Focus on your region, your buyers, your community.
4. Bring sales and marketing together.
When your revenue team meets regularly, magic happens. Content becomes a shared tool, not a marketing side project. The sales team uses it to close, and marketing uses their feedback to create even better resources.
5. Play the long game.
Taffy said it best: “You’ve got to be willing to play the long game.” Building authority takes time. But once the trust is there, everything else gets easier: sales conversations, referrals, even hiring.
What Bill Ragan Roofing built is something every business can build too. It’s not a secret formula or a one-time campaign. It’s a commitment to consistency, transparency, and teamwork.
And here’s the part I love most: their success didn’t just make them more profitable. It made them more confident, more connected, and more proud of what they do every day.
If there’s one takeaway from Bill Ragan Roofing’s journey, it’s that content isn’t a marketing tactic; it’s a business transformation tool. It can turn an everyday local company into an industry leader. But only if you commit.
As Matt put it, “Do you want to get left behind?”
Start small, stay consistent, and keep your focus on education over promotion. Because when you help people make smarter buying decisions, you don’t just earn clicks, you earn customers for life.
If you’re wondering, “How do I start building a content strategy that actually drives sales?”, our team can help.
We’ve guided hundreds of local and national brands through the Endless Customers System™, helping them align sales and marketing, hire the right talent, and turn content into revenue.
Talk to our team today to see how the system can work for your business.
Taffy Ragan leads Bill Ragan Roofing in Nashville with a steady mix of heart and accountability. She championed Endless Customers inside the company, aligning sales and marketing around honest, educational content and a visible scorecard that kept the team moving together. Under her leadership, the company scaled significantly while staying true to its homeowner-first values. Taffy’s day-to-day focus is simple. Build a culture that teaches, serves, and grows on purpose.
Matt Carter turns homeowner questions into content that actually helps. He joined Bill Ragan Roofing as a writer and grew into the team’s content and digital marketing lead, publishing hundreds of articles and videos that power search, sales conversations, and Assignment Selling. Matt collaborates with the revenue team, builds content libraries reps can send before appointments, and keeps messaging consistent across web, YouTube, and even radio. His mantra is clear. Teach first, sell easier.
How long does it take to see results from content marketing?
Most businesses start seeing steady traffic growth within 6 to 12 months. The more consistently you publish helpful, search-focused content, the faster your visibility and lead quality improve.
Do I need a Content Manager for this to work?
Yes. Someone must own content full-time to keep it consistent, measurable, and aligned with your sales goals. When it is everyone’s job, it quickly becomes no one’s priority.
What if my industry isn’t “interesting”?
Every buyer has questions, and that is your opportunity. Even “boring” industries win when they focus on being helpful, transparent, and easy to understand.
How often should we publish?
Aim for at least three high-quality articles or videos per week. Consistency beats volume every time. Publishing regularly builds momentum, strengthens visibility, and keeps your audience coming back.