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As Seen on TV: How the Power of Broadcast with KENS5 Helped Roof Fix Become One of the Fastest-Growing Companies in San Antonio
“There’s loyalty that comes from the TV industry that I really appreciate,” says Duane Charping, owner of Roof Fix. “They called you because they saw you on TV. They trust you because you’re on TV, and they relate to you and the KENS5 family.”
The pandemic created an onslaught of home improvement projects for homeowners everywhere – and it’s a fact that Roof Fix in San Antonio knows well.
“We grew about 380% during Covid, and we have recently been named one of the fastest growing companies and all of San Antonio,” says Duane Charping, owner of Roof Fix. “We’re probably looking at $38 million in revenue this year based on what broadcast TV and radio does for us.”
What’s the secret to this success? In part, it’s thanks to teaming up with their local news station, KENS5, harnessing the power of Broadcast TV, national know-how on a local level, and benefiting from the station’s positive halo.
“They really changed our entire business in how we can get our message to our ideal customer,” says Charping. “Really, if we did not have the success we had in broadcast TV, we would not be here today.”
As part of its partnership with TEGNA’s KENS5, the roofers are featured during sponsored on-air segments and Great Day SA. During these segments, they share new innovations in the field, such as using drones to detect gas leaks and tips and tricks detailing the nuances of using solar.
“I will say there’s loyalty that comes from the TV industry that I really appreciate,” says Charping. “They called you because they saw you on TV. They trust you because you’re on TV, and they relate to you and the KENS5 family.”
And that trust translates into serious results. According to Charping, Roof Fix typically sees anywhere from 40 to 50 appointments booked after one segment airs. “It’s like fireworks. I can’t believe how much the phone rings,” he says.
Better yet, Charping notes that not only is TV brand effective, but it’s also cost-effective, meaning there’s a bigger payoff at the end.
“TV can be scary for people who don’t understand how the cost works. It looks really expensive, but it’s not,” Charping advises. “It’s probably the smartest marketing strategy I’ve ever chosen because it’s by far the least expensive with the biggest turnaround.”
Plus, there’s the added bonus of becoming a local celebrity.
‘I’ve been on TV so long every day I’m recognized in the stores everywhere I go, and that’s a privilege. I never get used to it.” Charping notes. “But it’s not instant. You have to build the trust of the viewer.”
Building this trust is where KENS5 plays an even bigger role in growing the business. By really understanding Roof Fix’s needs and applying national know-how from TEGNA, the team guided Charping through the process with care, teaching Charping best practices along the way.
“I had to learn TV, and the TEGNA team taught me there’s a tremendous to build integrity by sharing your knowledge and your passion,” says Charping. “But they also managed my expectations in explaining the phones wouldn’t start ringing for maybe two or three weeks. The campaigns had to build our reputation – the viewers didn’t trust us yet. But with branding, repetition, and a great call to action, it’s freaking exciting because you see your money going to work for you.”
Sound Good?
Don’t just take Roof Fix’s word for it. If your brand is ready to branch out with broadcast and see amazing results for yourself, let’s get in touch.
