Core Customer: Caliche Roofing
Your core customer is Bob, the San Antonio homeowner who just got hit by a hail or wind event, has an open insurance claim, and needs a roofing contractor who can handle the adjuster process so he does not have to.
The Card
| Persona | Portrait | Top pain | Why they buy from us |
|---|---|---|---|
| Bob, the insurance-claim homeowner | 45 to 65, owns a home in a San Antonio north-side suburb, has never filed a roofing claim before and does not know what he is doing | Afraid the insurance company will lowball him and he will end up paying out of pocket for a roof he thought was covered | We handle the adjuster, the supplement, and the paperwork; he does not have to learn the process |
| Carol, the retail-replacement homeowner | 50s to 70s, home is 15 to 20 years old, roof is failing on its own timeline, no claim involved | Afraid of getting ripped off by a contractor she cannot evaluate | We show up when we say, finish on schedule, and do not disappear after the check clears |
What they share and what is different. Both are homeowners who do not want to think about roofing. Bob is driven by urgency and a claim deadline. Carol is driven by anxiety about a big purchase she has no frame of reference for. You reach Bob through storm-chasing timing, adjuster relationships, and referrals from public adjusters. You reach Carol through Google reviews, neighbor referrals, and yard signs after a nearby job.
Why they end up buying from us. Caliche handles the insurance process end to end, which most residential roofers in San Antonio cannot do competently. For Bob, that is the whole product. For Carol, the same operational discipline, showing up, finishing, and communicating, is what separates Caliche from the contractors she is afraid of. The owner's involvement in supplements today is the proof of that competence; the goal is to get that competence into the team so it does not require the owner.
Customer Evidence
| Customer | What they buy | Roughly pays | Referred anyone | Why we love them | Why they love us back | How they found us |
|---|---|---|---|---|---|---|
| Insurance-claim homeowner, hail event (draft) | Full roof replacement, gutters added to most jobs | $12,000 to $22,000 depending on home size and supplement outcome | Yes, neighbors in the same storm event often refer (draft) | Job is scoped, supplement is handled, crew runs it, minimal back-and-forth | They did not have to fight the insurance company alone | Storm canvassing, adjuster referral, neighbor referral |
| Insurance-claim homeowner, wind event (draft) | Partial or full replacement, insurance-driven scope | $8,000 to $18,000 (draft) | Sometimes, less clustered than hail (draft) | Same as above | Same as above | Adjuster referral, Google search after the claim is filed |
| Retail-replacement homeowner, aging roof (draft) | Full replacement, gutters common add-on | $10,000 to $16,000 (draft) | Yes, neighbor referrals after yard sign (draft) | Clean job, no drama, pays on time | Contractor showed up and finished; rare experience in this market | Google search, neighbor referral, yard sign |
| Repeat insurance customer, second storm (draft) | Second full replacement on same home | $14,000 to $20,000 (draft) | High referral rate (draft) | Already knows the process, zero hand-holding | Trusted us the first time | Called us directly |
| Retail-replacement homeowner, home sale or refinance (draft) | Full replacement driven by inspection report | $10,000 to $15,000 (draft) | Occasionally, through real estate agent network (draft) | Clear deadline, motivated to close fast | We met the timeline | Real estate agent referral |
| Line | Share of revenue | Share of profit | Who actually buys it |
|---|---|---|---|
| Insurance-driven roof replacement | 65% | Higher share than revenue (draft) | Bob, the insurance-claim homeowner |
| Retail roof replacement | 27% | Roughly in line with revenue share (draft) | Carol, the retail-replacement homeowner |
| Gutters (add-on) | 8% | Lower share than revenue (draft) | Almost always added to a Bob or Carol roofing job; rarely the entry point |
Where love and money overlap. Insurance-driven replacement is where the money is heaviest and where the team has the deepest skill. The supplement capability is a real differentiator that most competitors cannot match, and it is the reason the margin on insurance jobs is likely higher than retail. Gutters at 8% of revenue are almost always attached to a roofing job, not a standalone entry point; the product line stays, and the question is only whether to accept gutters when there is no roofing job attached. Repair jobs under $1,500 are the real tension: they consume crew time and do not convert to replacement at a meaningful rate, and they are already on the stop-doing list in the Priorities doc.
Cluster Map
| Cluster | The person | The reason they buy | Six traits: strong, weak | Clone test | Vehicle test | Verdict |
|---|---|---|---|---|---|---|
| Insurance-claim homeowner | San Antonio homeowner, 45 to 65, north-side suburbs, has an open claim, does not know the adjuster process | Needs someone to handle the insurance process so they do not get shortchanged | Strong: valuable, pays well, refers neighbors in the same event, loves the outcome, findable by storm timing and adjuster network, repeatable storm by storm | Clone this one as many times as needed; the supplement skill is the moat | Different from Carol: the trigger is external (the storm), the urgency is real, and the adjuster relationship is the channel | Primary |
| Retail-replacement homeowner | San Antonio homeowner, 50s to 70s, aging roof, no claim | Roof is failing and they need a contractor they can trust | Strong: pays well, refers neighbors, loves a clean job; weaker on findable (Google dependent) and repeatable (one roof per home per decade) | Would clone if the pipeline were easier to fill; harder to find than Bob | Same product as Bob, different trigger and different channel; genuinely a different buying reason | Survives |
| Gutter add-on customer | Bob or Carol, already buying a roofing job | Gutters are failing or missing; added while the crew is already there | Strong as an add-on: attached to a job we already love, easy to scope, improves the ticket; weak as a standalone entry point | Not a standalone clone target; valuable as an attachment to the primary job | Same person as Bob or Carol; not a separate cluster | Add-on only: keep on roofing jobs, question standalone gutter-only tickets |
| Repair-job customer (under $1,500) | Homeowner with a small leak or minor damage | Wants a cheap fix, not a replacement | Weak on all six traits; already on the stop-doing list in the Priorities doc | Would not clone | Different product, different reason, already flagged for removal | Kill list |
Primary core customer. Bob, the insurance-claim homeowner. He passes all six traits, he is the revenue and profit majority, he refers neighbors in clusters after storm events, and the supplement capability is a findable and repeatable reason to choose Caliche over any other roofer in San Antonio.
Not our core customer. Repair-job customers under $1,500: already on the stop-doing list, consumes crew time, does not convert to replacement at a meaningful rate (draft assumption; worth confirming). Standalone gutter-only jobs with no roofing attachment: thin margin, does not pull through to a roofing job, not worth chasing as an entry point.
What would prove this right or wrong. Pull the last 12 months of closed jobs and split revenue and gross margin by job type: insurance replacement, retail replacement, gutters as add-on, gutters standalone, and repairs. If insurance replacement is not at least 60% of revenue and a higher share of margin than its revenue share, the primary pick needs revisiting. If retail replacement is closer to 35% of revenue, Carol may need to move up.
Pain Map
Bob, the insurance-claim homeowner
Trigger. A hail or wind event hit the neighborhood. A neighbor mentioned they filed a claim, or an adjuster knocked on the door, or Bob noticed missing shingles and called his insurance company. The claim is open and he does not know what happens next.
What he is trying to avoid. Getting a settlement that does not cover a real replacement. Hiring a contractor who disappears after the deposit. Having to take time off work to manage the adjuster process. Getting a new roof that leaks in two years.
What he tried before. Called the number on a flyer left at the door. Got a quote from a contractor who could not explain the supplement process. May have talked to a neighbor who had a bad experience with a storm chaser from out of state.
Where he wants to be, in his own words. "I just want this handled. I don't want to think about it." (to gather)
What almost stopped him from buying. Not sure if the contractor would actually know how to deal with his insurance company. Worried about a deposit disappearing. Did not know how to evaluate one roofer from another.
Dual wants. Personal: he wants the stress gone and the roof fixed without drama. Practical: he wants the insurance to pay for as much as possible so his out-of-pocket is as low as possible.
Carol, the retail-replacement homeowner
Trigger. The roof is visibly aging, there was a small leak, or a home inspector flagged it during a refinance or sale. No insurance claim. She has been putting it off and something finally made it urgent.
What she is trying to avoid. Getting overcharged by a contractor she cannot evaluate. Hiring someone who does shoddy work and is unreachable afterward. Disrupting the house for longer than necessary.
What she tried before. Got two or three quotes. One contractor never called back. One gave a quote with no detail. She asked a neighbor who had roofing done recently.
Where she wants to be, in her own words. "I just want it done right and I don't want to have to worry about it." (to gather)
What almost stopped her from buying. Price was higher than she expected. Was not sure if the company would still be around if something went wrong. Did not know how to tell a good roofer from a bad one.
Dual wants. Personal: she wants the decision behind her and the house protected. Practical: she wants a warranty she can read and a contractor she can call if something goes wrong.
Personas
Bob, the insurance-claim homeowner who just wants this handled
Snapshot. 45 to 65, owns a home in a San Antonio north-side suburb (Alamo Ranch, Stone Oak, Helotes, Converse, Schertz area, draft). Works full time, probably in a trade, management, or a service job. Has owned the home for at least five years. Has never filed a roofing claim before. Not handy enough to evaluate roofing quality himself.
What he wants as a human. To get through this without it becoming a second job. To feel like someone competent is in his corner. To not look foolish in front of his wife or neighbors for picking the wrong contractor.
What he wants in his role as homeowner. Maximum insurance payout, minimum out-of-pocket, a roof that passes inspection and does not leak, and a contractor who handles the paperwork.
What hurts. He does not know what a fair settlement looks like, so he cannot tell if he is being shortchanged. The one that matters most: he is afraid of hiring the wrong contractor and having no recourse.
How he thinks and decides. Decides on trust, not price. Asks a neighbor or looks at Google reviews. Wants someone to tell him what to do, not give him three options and make him choose. Does not read long proposals; he wants a clear answer and a confident handshake. Talk to him like a straight-talking tradesman: tell him what you are going to do, what it will cost him out of pocket, and what happens next. One clear recommendation, no jargon.
Where he sits on the adoption curve. Early majority. He is not looking for the newest thing; he wants proof that it worked for someone like him. Reviews, neighbor referrals, and a clear explanation of the process close him. A slick pitch without references does not.
Where to find him. Storm-event canvassing in affected neighborhoods. Public adjuster referral networks. Google search in the days after a claim is filed ("roofing contractor San Antonio insurance claim"). Nextdoor and neighborhood Facebook groups after a storm. Yard signs in the neighborhood where a job is running.
Why he buys from us. We know the insurance process better than he does and better than most of our competitors. He does not have to manage the adjuster. We show up and finish.
In their own words. "I don't know anything about roofs. I just need someone I can trust to handle it." (to gather)
Carol, the retail-replacement homeowner who is done putting it off
Snapshot. Early 50s to early 70s, owns a home in San Antonio, roof is 15 to 20 years old. May be approaching retirement or already there. Has time to research but not the expertise to evaluate what she finds. Cares about the house. Possibly a widow or empty-nester making this decision without a partner (draft assumption).
What hurts. She has no way to tell a good roofer from a bad one, so every quote feels like a gamble. The one that matters most: she is afraid of paying a lot of money and ending up with a contractor who does not stand behind the work.
How she thinks and decides. Deliberate. Gets multiple quotes. Reads reviews carefully. Asks neighbors. Wants to feel heard, not rushed. Does not respond well to high-pressure closes. Talk to her with patience and specifics: show her the warranty in writing, explain what happens if something goes wrong, and give her a realistic timeline. She will take a day or two to decide and that is fine.
Where she sits on the adoption curve. Early majority to late majority. She needs references, a warranty she can read, and ideally a neighbor who used you. She is not buying a vision; she is buying proof.
Where to find her. Neighbor referrals after a nearby job. Yard signs. Google reviews (she reads them). Referrals from real estate agents during a home sale or refinance. Home services platforms (Angi, HomeAdvisor, draft).
Why she buys from us. We show up when we say, finish on schedule, and are reachable after the job. In a market where that is not the norm, it is enough.
In their own words. "I just want to know it's going to be done right and that someone will answer the phone if there's a problem." (to gather)
Customer Interview Kit
How to use it. Run three to five conversations per group. The goal is to listen, not pitch. Bring the notes back and rewrite the personas against what you actually heard. If a quote lands, write it down word for word. The assumptions marked (draft) throughout this document are the ones most worth testing.
Current best customers (insurance and retail replacement jobs you loved working with)
- "Walk me through what was happening right before you called us. What made you start looking for a roofer?" [Tests: trigger moment for Bob and Carol; is it the claim or the aging roof?]
- "Had you worked with a roofer before? What happened?" [Tests: tried-before assumption; are competitors really as bad as assumed?]
- "What made you decide to go with us over the other options?" [Tests: why-they-buy assumption; is it the insurance process, the reviews, or something else?]
- "What were you most worried about before you signed?" [Tests: near-miss assumption; is it the deposit, the quality, or the adjuster outcome?]
- "What would you tell a neighbor who asked you why you used us?" [Tests: referral language; this is the verbatim we need for the value proposition]
- "Did you refer anyone to us? What did you tell them?" [Tests: referral rate and referral trigger]
- "Was there anything about the process that surprised you, good or bad?" [Tests: delivery gaps and unexpected wins]
- "How did you find us in the first place?" [Tests: channel assumptions; is it Google, neighbor, adjuster, or canvassing?]
- "If you had to describe us to someone who had never heard of us, what would you say?" [Tests: the ten-second card; does it match what we think?]
- "Is there anything you wish we had done differently?" [Tests: retention and referral risk; honest mirror]
Past and lost customers (jobs that did not close, or customers who did not come back)
- "You got a quote from us and went a different direction. Can you tell me what happened?" [Tests: kill-list accuracy; are we losing on price, trust, or process?]
- "What did the contractor you chose do differently from us?" [Tests: differentiation claim; is the insurance process actually the deciding factor?]
- "Was price the main reason, or was there something else?" [Tests: whether the retail segment is price-sensitive in a way the insurance segment is not]
- "Did you feel like we understood what you were dealing with?" [Tests: whether the sales conversation is connecting with the pain or talking past it]
- "What would have made you more comfortable going with us?" [Tests: near-miss objections; is it the warranty, the deposit, the timeline?]
- "Did you end up happy with the contractor you chose?" [Tests: whether lost customers are a future opportunity]
- "Would you consider calling us again for a future job?" [Tests: whether the relationship is salvageable]
- "Is there anything we could have done differently in the conversation that would have changed your mind?" [Tests: sales process gaps; feeds back to Marco and the estimators]
Prospects (homeowners in the pipeline who have not signed yet)
- "What made you start looking for a roofer right now?" [Tests: trigger moment; is the urgency real or browsing?]
- "Have you gotten other quotes? What are you comparing?" [Tests: competitive set; who are we actually up against?]
- "What is the most important thing to you in picking a roofer?" [Tests: decision criteria; is it price, trust, process, or speed?]
- "How familiar are you with the insurance claim process?" [Tests: whether Bob needs education or just reassurance]
- "What would make you feel confident enough to move forward?" [Tests: the specific objection blocking the close]
- "How did you hear about us?" [Tests: channel assumptions for the activity plan]
- "Have you had roofing work done before? How did that go?" [Tests: prior experience shaping expectations]
- "Is there anyone else involved in making this decision?" [Tests: whether Carol or Bob is the sole decision-maker or has a spouse or family member in the room]
What to Check First
- Revenue and margin split by job type. The 65/27/8 split is a draft. Pull the last 12 months of closed jobs from Dana's billing records and split by type: insurance replacement, retail replacement, gutters as add-on, gutters standalone, and repairs. If the actual split is materially different, the cluster map and the kill list change.
- The love list. The customer evidence table uses types, not names, because I do not have them. Replace at least three rows with real customers: name, what they bought, roughly what they paid, and whether they referred anyone. That is the foundation the interview kit runs on.
- The supplement capability as a differentiator. The primary cluster and the value proposition seed both rest on the claim that Caliche handles the adjuster and supplement process better than most competitors in San Antonio. If three other roofers in the market do it just as well, the differentiation claim needs to change before the value proposition is written.