Case Study · Neill & Son Roofing
Neill & Son scaled.
Here's what we did together.
A 30-year Western Pennsylvania family roofing business. When we took over their marketing in the summer of 2024, they were doing $4.4M a year out of a single office with one closer. 21 months later they're running a $6.5M annualized business out of two offices, with every single-month, single-week, and single-job record in company history broken.
$4.4M → $6.5M
Annualized run rate, 2023 to April 2026.
20 → 80
Booked appointments, July 2023 to July 2024.
$1,000,000
First million-dollar month in company history. March 2026.
$227,000
Largest single project ever closed. Dec 2025 organic "roof leak" lead.
The business
The business when we met them
Neill & Son Roofing has been in Western Pennsylvania for roughly three decades. Kevin Neill founded it. Today his son Eric Neill runs the company as CEO and Production Manager. Joe Mischler co-owns and runs operations. Kevin still shows up as the old-school knowledge source. That's the family, and that's the company.
When we started working with them, this is what the business looked like on paper:
2022 revenue: $2.4M
2023 revenue: $4.4M
2024 goal the owners had written down for themselves: $5M
Average job: $13,000
Sales team: 1 closer
Lead volume in a "best" month: 50 to 60 calls and forms
Website: already their #1 source of calls and forms (60 of 70 monthly leads)
Brand: an "NSR" monogram inside a house-shape outline, charcoal and tan, no mascot, no color system
Seven channels were running (Google, Facebook, truck wraps, door hangers, door-knocking, networking, signage) and each of them was doing its own thing.
Here's the part worth saying plainly, because it shaped everything we did. Their website was already generating most of their calls and forms. Revenue had grown from $2.4M in 2022 to $4.4M in 2023. Eric and Joe knew what they were doing. The question they came to us with was how to scale what was already working without breaking it.
That's the case study.
THE SWITCH, IN JOE'S WORDS
"We were spending the same amount of money with you as we were as our other company. And our phone calls and forms doubled like overnight."
Joe Mischler · Co-owner, Neill & Son Roofing · November 2024 · From the full interview ↓
July 2024 · The breakout
80
appts
VERSUS 20 IN JULY 2023
Eric and Joe moved their marketing to us in the middle of 2024. The first full month of new ads running, new website live, and new brand hitting Google was July. July is historically the worst month of the year for leads in their market.
They generated more leads in July 2024 than they had in any single month in the history of the business.
Joe, the day they shared the numbers: "Last year in July, we probably saw about 20 people. This year, 80 appointments. This is historically our worst month. So you guys are making me look really good and I appreciate that."
The shape of that month:
252 phone calls
35 form submissions
80 booked appointments (versus roughly 20 in July 2023)
Seasonally, their slowest month of the year
A couple of weeks into the ramp, Ashley (their receptionist) walked in and said, "I don't know what you're doing, but can you chill out a little bit?"
That was the first moment anyone inside the office felt the new volume land on the ground.
The rebrand
New brand, new website, new traffic.
All hitting at once.
The marketing work started with the brand, because there was a real ceiling inside the old identity and no one wanted to pour paid dollars into traffic that would land on a website that looked smaller than the business had grown to be.
The old logo was a monogram inside a house-shape outline, rendered in charcoal and tan. We replaced it with a red-and-navy mascot system built around Eric and Kevin as characters, and a full template library running across social, print, fleet, yard signs, backdrops, business cards, brochures, and the in-home proposal deck. Every surface the homeowner sees is now speaking the same brand.
BEFORE
BEFORE & AFTER
AFTER
The visual system
Six pieces of the full kit we built, from identity through fleet, print, and in-home sales.
Website
Business cards
Door hangers
Backdrop
Brochure
"Next steps" page
"Anybody I've ever talked to about it loves it. It's so different. I've gotten a lot: 'you guys look bigger than you are.' And that's a good thing."
Eric Neill · CEO, Neill & Son · November 2024, on the rebrand launch
"In a weird way, our brand sets the expectation for our company before you even know us. We wanted to look bigger than we are, but we also wanted them to realize, 'oh, these guys are local, they care about me.' The soft touch of the family business, but we can deliver like the bigger corporate companies."
Joe Mischler · Co-owner, Neill & Son · November 2024
Late 2024 · Compounding
Scaling the system
Once the brand and the ads were running, the system started compounding.
First 100-appointment month in company history hit in late 2024. The prior ceiling had been the 80-appointment month from July, which itself had been an all-time record.
Cost per lead, finally visible. Eric, in the November interview: "Before, it wasn't transparent. Now we know. When we understand what a lead costs, we can budget our entire year. We know how many people we need, how much structure and process, trucks, trailers, everything."
The Homeowner Education Magazine launched in August 2024, a branded 12-page print piece that educates homeowners on roof condition, warranty, and what to expect from a contractor. This became the "Remembered" layer of the marketing, something homeowners hold onto between a quote and a call.
Their dedicated account strategist, Dylan, runs the plan: "Every single time we meet with him, we're talking about the next thing we're going to do. The next month, the next couple of months, the next quarter, the next year. We're already planning out the future."
December 27, 2024
The paperwork catches up
On December 27, 2024, Eric filled out the formal marketing onboarding questionnaire. By this point the work had been running for roughly five months. On the form, the 2025 revenue goal he set for the business was $6,000,000. Sales team size: one closer. Monthly lead volume goal: 100.
They beat every one of those targets.
2025 & 2026 · Compounding
The records that followed
Every single-month, single-week, and single-job record in company history has been broken since the work started.
JANUARY 2025
Marketing Audit report delivered.
Baseline performance across Google Ads, LSAs, Facebook, website, GBP, and SEO locked in.
THROUGH 2025
Second office opens in Erie, PA.
One Google Business listing with 93 reviews becomes two listings with 290 total reviews (4.9 stars in Monaca, 5.0 in Erie).
DECEMBER 2025
$227,000 single-job record.
An organic SEO lead who searched for "roof leak" converts into the largest project Neill & Son has ever closed. Traces directly back to first-page organic rank in Monaca.
Q1 2026 · SEO
#1 organic in Monaca. Every month of the quarter.
#5 in Pittsburgh. Organic visibility up +8% (Monaca) and +4% (Pittsburgh) QoQ. Organic traffic up +23.89%. 206 new keywords, 260 calls and 244 direction requests from GBP, 72 backlinks earned, 6 blog posts shipped.
MARCH 2026
$1,000,000 month. $300,000 week.
First million-dollar month in company history. Same month: first $300,000 week in company history. Both firsts.
APRIL 2026 · TODAY
$6.5M annualized run rate.
Two offices. A growing sales team. A compounding marketing engine across paid, organic, print, fleet, and homeowner education.
WE WANT TO BE CLEAR:
Their website was already working
When Neill & Son came to us, 60 of their 70 monthly leads were already coming from their own website.
Our job was to scale what was already working and build the real system around it. The brand, the new website, paid media across Google, LSAs, and Facebook. SEO and GBP across two locations, print, fleet, the homeowner education magazine, a documented multi-location playbook, and a weekly partnership with one strategist (Dylan) who knows the account cold.
That's what we did. The numbers above are what the Neill & Son family and the Marketing 411 team built together.
What we actually ran
The full Plan, live on the account today
Marketing 411's 360 approach: get you Seen through paid and organic, make the brand Remembered through print, fleet, and homeowner education, and make sure you Capture the intent on a website built to convert.
Brand rebuild
Logo, mascot system, color palette, full guideline set, fleet wraps, yard signs, business cards, brochures, in-home proposal deck, homeowner education magazine.
Website
New website build and ongoing website management, designed for local intent and conversion.
Google PPC
Search campaigns targeting high-intent roofing keywords across the Western PA service radius.
Google LSAs
Local Service Ads optimized for cost-per-lead, verified and managed across both office locations.
Facebook advertising
Meta campaigns tied to seasonal offers, branded creative, and homeowner-intent audiences.
SEO & GBP
Search engine optimization and Google Business Profile management across Monaca and Erie.
Print marketing
Homeowner education magazine, door-hangers, branded one-sheets, direct-mail pieces.
Fleet wraps
Truck and van wraps that turn every service call into rolling brand exposure.
Monthly social
Monthly social content production, mascot-led posts, and a library that keeps feeding the brand between seasons.
Dedicated strategist
Dylan runs the account. Monthly and quarterly planning sessions, live strategic partnership, not ticket-based support.
Marketing dashboard
Real-time performance dashboard with transparent reporting across every channel.
Multi-location playbook
Documented system that handled the Erie expansion and can be replicated for every future office.
Joe's close
"Do you want to be a winner? Because this is a partnership. Not only are you guys holding us accountable, you're challenging us to push, to get better, to be better. If you want to take this thing to the next step, you know what to do. It's time to make the change."
Joe Mischler · Co-owner, Neill & Son Roofing · November 2024 · From the full interview ↓
ABOUT MARKETING 411
Marketing 411 is a performance-focused marketing agency built exclusively for roofing and home service companies.
Founded by Elizabeth Holguin and Arielle Cohen, we were built around one core belief: marketing is not a service: it's a system.
From lead generation and branding to paid ads and conversion strategy, we build predictable pipelines and measurable ROI for contractors who are ready to start scaling.
Want the same work on your BUSINESS?
Book a marketing assessment. It's a live 1-on-1 diagnostic that's closer to a doctor's consult than a discovery call. We look at your current marketing, name what's broken, and give you a real roadmap you can run yourself.
If the diagnosis calls for outside help, we'll talk plans at the end of the call. Otherwise, you leave with the roadmap and we wish you well.
THE RAW TAPE · 22 minutes
interview with Eric & Joe
Still on the fence? Here's the full 2024 conversation with Eric, Joe, and Arielle. Every quote on this page came from this video, unedited.
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