DRAFT — Spencer review required.PRIORITY — shoot this first. The price angle, and the money angle. Adapted from the dollar-anchor script Spencer originally ran for Lamar Roofing. Structure is different from Kit B/C: instead of 10 hooks × 3 bodies, it's ONE constant core body ("The Truth Reveal") with 10 swappable price hooks — the hook changes, the body stays the same. Owner on camera, selfie-style, phone-quality — real beats polished. Record ~13 short clips; we assemble up to 20 ads.
💲 KIT A · Price · PRIORITY📱 9:16 Vertical · Selfie🎙️ Steven or Eli on camera (pick ONE)📍 Miami-Dade + Broward · Office on Sheridan St🧩 1 body × 10 hooks × 2 CTAs = 20 ads🪪 Lic. CCC1332476 · 7 years
💲 This is KIT A — the PRIORITY kit, shoot it first.Kit A (this doc) is the price / affordability angle — the money angle — leads with a real low price, then tells the truth about why Roof Giants can charge less without cutting quality. Kit B (Honesty / Hope) is the always-on baseline — runs 365 days a year. Kit C (Anti-Storm-Chaser) is the reactive strike — pushed to the front for 2–3 weeks after a hurricane. Shoot all three kits in the SAME session (same owner, wardrobe, location — the clips are interchangeable). Kit A's twist: one core body, recorded once, with 10 price hooks that swap in front of it. The hook is the variable; the truth-reveal is the constant.
🔴 THIS KIT LIVES OR DIES ON HONESTY. Kit A is 100% price claims, so every number on camera must be literally true and fact-checkable. Two hard rules: (1) the anchor price is bracketed, never hard-coded — Lamar's "$5,999" was a North Carolina number and will NOT be real in South Florida (intake starter said ~$9,000); fill with a real re-roof price Roof Giants will actually honor, never bait. (2)NEVER invent a proof stat — the intake ad-ammo fields came back EMPTY, so every number in Hooks 3, 5, 6, 7 is bracketed and DO NOT AIR until Steven/Eli confirm a true figure. Can't back it? The hook gets cut, not faked.
🎬 How this kit works. A modular matrix built inside-out from Kit B/C: HOOK → BODY → CTA, but here there's only ONE body. Record all 10 price hooks (3–5s each), the single core body ("The Truth Reveal," 25–30s), and the 2 CTAs (5–7s) — same shirt, same spot, same framing — so any hook snaps onto the body. ~13 clips total → up to 20 assembled ads. Hooks verbatim where there's no bracket; where there's a bracket, fill it with a real number or cut the hook.
🧩 Fill Before Shooting
confirm every number
Token
Value
Company
Roof Giants
Owner on camera
[Steven or Eli — pick one] and keep him in every clip; do not mix presenters within a shoot
Miami-Dade + Broward — say "South Florida" out loud; name real cities/neighborhoods, never "the greater area"
What we're selling
Residential full re-roofs — flat, metal, shingle, tile
Financing
Available — soft mention only ("and we've got financing if the timing's rough")
[ANCHOR PRICE] · 💲 must be real
[$X,XXX — Roof Giants' REAL lowest honorable re-roof price — confirm before shooting; intake starter said ~$9,000]. Appears in H1, H3, H6 & the CTAs. See the anchor-price guardrail below.
[NEIGHBORHOOD]s
Real recent job sites — e.g. Hollywood, Davie, Pembroke Pines, Miramar, Cooper City, Weston, Coral Springs, Aventura. Use the ones where you've actually put roofs on. Specificity = credibility.
🔴 ANCHOR-PRICE GUARDRAIL — read before anyone says a dollar figure on camera. The anchor number (the "$X,XXX for a roof?" figure) must be a real re-roof Roof Giants will actually do at that price, for a real (basic / small / simple) South Florida job. It's the honest floor, not a teaser.
NEVER use Lamar's $5,999. That was North Carolina. South Florida re-roofs cost more; the intake starter tier said ~$9,000. Use a real Roof Giants number — likely in the ~$9,000 area (confirm) — not a made-up low number to win the click.
It must be a price they'll honor for a homeowner who calls with that basic job. If the smallest honest re-roof is $8,900, say $8,900 — not "$5,999." Bait-and-switch pricing torches trust and invites compliance problems.
If Steven/Eli won't commit to a real floor price, CUT the dollar-anchor hooks (H1, H3, H6) and run the kit on the myth-bust / value hooks instead. A price angle with no honest price is not a price angle.
⚠️ Proof-stat guardrail: The intake's ad-ammo fields (roof counts, competitor quote comparisons, "% cheaper" figures, customer stories) came back EMPTY. So every number in Hooks 3, 5, 6, and 7 is bracketed and marked DO NOT AIR until Steven/Eli confirm a true, verifiable figure. If they can't back the number, the hook gets cut — not faked. Nothing goes on camera a homeowner couldn't fact-check.
⚠️ Compliance
price lane · carry verbatim, non-negotiable
NEVER the word "leads" in any client-facing or ad text. Say inspection / quote / jobs.
Button on every assembled ad = Learn More. No "See Details," no "Book Now."
Every dollar figure is bracketed and must be true. No hard-coded anchor price, no invented proof stats. (See the two guardrail boxes above.)
The "insured" beat is about ROOF GIANTS being licensed & insured — NOT homeowner insurance claims. State the real status: fully licensed and insured in Florida, CCC1332476. No "may qualify," no "deductible," no claim language — that's Kit C's lane, not Kit A's.
Residential full re-roofs is the target. Repairs appear only as an honesty beat ("if it's a small repair, I'll tell you that instead of selling you a roof") — never repairs-led, never commercial.
On set: any unconfirmed number, fake roof count, unbacked "% cheaper," or "free roof / guaranteed approval" — reshoot.
🥩 The Core Body — "The Truth Reveal"
THE CONSTANT · record once · 25–30s · your own words, hit the beats
This body is the same across all 10 hooks. Record it once; every hook cuts into it. Say it in your own words — hit the 5 beats, talk like you'd talk to a neighbor, don't read.
★
"The Truth Reveal" — the one body
Transition (2–3s): quick cut to owner on a real job site / in front of the truck / the Sheridan Street office.
Beat 1 · Price clarification — show different roof sizes / types (shingle, tile, metal, flat)
"Now look — not every roof is [ANCHOR PRICE]. Some are ten, twenty, even thirty grand, depending on the size of your home, the pitch, and whether it's shingle, tile, metal, or flat."
Beat 2 · Contrarian truth — show quality materials going on a real roof
"But here's what nobody else in South Florida is telling you: our roofs actually are more affordable than most of the big names down here. And it has nothing to do with cheap materials."
Beat 3 · The real reason — cuts of the actual crew working · ⚠️ SPENCER: confirm the true "why" before this shoots (flag below)
"We're not a national brand pouring millions into billboards, call centers, and a fifty-truck fleet — because all that overhead comes straight out of your quote. We keep it tight: our own crews, smart marketing, clean books. Less waste on our side."
"Less overhead for us means a better price for you — using the exact same top-shelf materials the big guys put on and charge way more for."
Beat 5 · Credibility: licensed & insured — license number on screen / the truck / a badge
"And yes — we're fully licensed and insured right here in Florida. License number CCC1332476. You can look it up."
⚠️ SPENCER FLAG — Beat 3 "the real reason we're more affordable" MUST be literally true.
The Lamar original said "we're not some massive company with 20 offices, 50 trucks, 100 billboards… we run lean, small team, solo shop."That does not fit Roof Giants as written. Roof Giants is a ~$6–7M/yr company with multiple reps — NOT a scrappy solo shop. Claiming "small team" would be false and would undercut the whole honesty play.
The version above is a defensible rewrite — "we're not a national brand pouring millions into billboards, call centers, and a 50-truck fleet; that overhead comes out of your quote." That's plausibly true (Roof Giants is regional, not a national franchise). But Spencer must confirm the ACTUAL, literally-true reason Roof Giants can price lower and lock Beat 3 to it before the shoot. Candidate true reasons to verify with Steven/Eli:
Regional operator, not a national franchise carrying franchise fees / corporate overhead.
Own crews (not marked-up subcontractors) — confirm they self-perform.
Direct material buying / supplier relationships — confirm.
Efficient marketing (that's literally us) vs. big-brand ad + call-center spend.
Do not shoot Beat 3 on a reason nobody can defend. The whole kit's credibility rides on this beat being true.
Core CTA (5–7s)
"Tap Learn More for a fast, free, no-obligation roof inspection and an honest quote — today." (optional close): "Let's get your roof done right — for the right price."
Button on every assembled ad = Learn More.
🎣 The 10 Price Hooks
3–5s each · record ALL 10 · same shirt/location · the ONLY variable
Every hook is a price / affordability open, and the hook is the only thing that changes ad-to-ad — all 10 cut into the same core body above. Legend:💲 = uses the [ANCHOR PRICE] (must be a real honorable floor) · 🔴 = contains a proof stat that is DO-NOT-AIR until Steven/Eli confirm a true, verifiable figure — can't back it, cut it, don't fake it.
💲 Dollar-anchor cluster→ real floor price only
H1 💲
direct price
"[ANCHOR PRICE] for a roof? Yeah — we actually did that."
H3 💲🔴
curiosity loop · stat
"We just finished this roof for [ANCHOR PRICE]. This homeowner had been quoted [$## — REAL competitor quote — DO NOT AIR until confirmed] everywhere else. Here's how we did it."
H6 💲🔴
social-proof shock · stat
"We've done [## — REAL Roof Giants number — DO NOT AIR until confirmed] roofs this year under [ANCHOR PRICE / a real ceiling]. Every single one got quoted higher somewhere else first." Needs BOTH a real count AND a real price — can't back both, cut H6.
Myth-bust / no-number cluster→ safe · launch these first
H2
problem-agitation / myth-bust
"Everybody down here thinks a quality roof has to start at fifteen grand minimum. That's exactly what the big companies want you to believe." ("Fifteen grand" = the market myth we're busting, not our price — safe.)
H4
pain point
"If you've been putting off your roof because every quote keeps coming back at fifteen, twenty, twenty-five grand — you need to hear this." (The homeowner's own quote experience, not our claim — safe.)
H8
time-sensitive
"If your roof's over fifteen years old, you're rolling the dice every time it rains down here. But replacing it doesn't have to drain your savings." ("Over fifteen years" = general roofing knowledge — safe.)
H9
relatable reference
"You know how everybody says 'you get what you pay for'? In roofing, that's only half true. Here's the half nobody mentions."
H10
benefit-first
"If you want a roof that'll hold up to South Florida weather for years without the twenty-thousand-dollar quote, there's something you should know about how roofing companies actually price a job." ("Twenty-thousand-dollar quote" = the fear number, framed as what you WON'T spend — NOT a lifespan/warranty promise.)
🔴 Stat-dependent cluster→ HOLD until numbers confirmed
H5 🔴
authority challenge · stat
"The big roofing companies in South Florida are charging you [##% — REAL figure — DO NOT AIR until confirmed] more than they need to. And I'm about to show you exactly why." No defensible % figure? Reword: "…charging you a lot more than they need to…" Confirm which version airs.
H7 🔴
contrarian snapback · stat
"Most roofers won't tell you this — but you're probably overpaying by [$#,### — REAL figure — DO NOT AIR until confirmed] or more. Let me explain." No defensible dollar figure? Reword: "…overpaying by a lot…" Confirm which version airs.
🇪🇸 Optional Spanish tag (doesn't count against the 10 — only if it comes out natural on camera): end H1 with "…y sí, hablamos español," or open any hook bilingual and continue into the same core body in whichever language is most natural.
📣 The 2 CTAs
5–7s each · record both
C1 · Honest-quote (primary)
"Tap Learn More for a fast, free, no-obligation roof inspection and an honest quote — today. If it's a small repair, I'll tell you that instead of selling you a roof."
C2 · Right-price close
"Tap Learn More and let's get your roof done right — for the right price. Free inspection, honest quote, and we've got financing if the timing's rough."
Button on every assembled ad = Learn More.
🧩 Assembly Map
the modular OS — inverted
1 core body × 10 hooks × 2 CTAs = 20 unique cuts off ~13 clips
This is the inverse of Kit B/C. There, 10 hooks fanned across 3 bodies. Here, 10 hooks fan across ONE body — so the truth-reveal message is identical every time and only the open changes. That's deliberate: the body is the offer's honest core; we're just testing which price hook makes the most people stop.
The 3 "house" ads (launch these first — all stat-free): H1 → BODY → C1 💲 · H2 → BODY → C1 · H4 → BODY → C1 Lead with hooks that need NO unconfirmed proof stat — H1 uses only the real anchor price; H2 & H4 use no Roof Giants number at all. Hold the stat hooks (H3, H5, H6, H7) until the figures are confirmed.
Shoot order: all 10 hooks back-to-back (same shirt/location), then the ONE core body, then the 2 CTAs. ~13 clips total. Shoot Kit A, Kit B, and Kit C in the same session so all three kits' clips are interchangeable.
Naming convention:RG-A_H01_DirectPrice · RG-A_BODY_TruthReveal · RG-A_CTA1_HonestQuote · Final = RG-A_FIN_H01-BODY-C1(the -A tags the kit so A / B / C files never collide).
Test plan (hook-first — the whole point of this kit):
Launch the 3 stat-free house ads (H1, H2, H4) for a clean read without waiting on unconfirmed figures.
Rotate hooks against the constant body — body + CTA held fixed, swap the open. Because the body never changes, hook performance is isolated cleanly (hook ≈ 80% of performance). This is exactly what the one-body structure is built to measure.
Add the stat hooks (H3, H5, H6, H7) only once the numbers are confirmed — then test them against the winning stat-free hooks.
Lock the 2–3 winning hooks, then test the two CTAs (direct-price vs. right-price close) against them.
🛠️ Shoot & Upload Notes
Fill/confirm before a single frame rolls: the real [ANCHOR PRICE] (or cut H1/H3/H6) · the four proof-stat brackets in H3/H5/H6/H7 (or cut those hooks) · Beat 3's true "why we're affordable" reason (Spencer gate) · [Owner name] · real [NEIGHBORHOOD]s if named.
Body once, hooks ten times. Record the core body a couple clean takes, then bang out all 10 hooks in the same shirt/spot. The body is the constant — protect its takes.
Delivery — confident, not salesy. Price ads tank when they sound like a used-car pitch. Sound like a guy letting you in on how the money actually works, not hyping a deal. Slow down on Beat 3 and Beat 4 — that's the "aha."
Show, don't just say, on the beats: Beat 1 = different roof types/sizes · Beat 2 = quality materials on a real roof · Beat 3 = the actual crew working · Beat 4 = materials close-up / comparison · Beat 5 = the license number on screen.
Pick ONE owner and stick with him across A, B, and C — the face is the brand.
Upload: tag Kit A finals RG-A_FIN_... so the price angle is easy to pull as its own test cell. Back up raw clips to the Roof Giants Basecamp Videos folder (10120123985).
Compliance on set: any unconfirmed number, fake roof count, unbacked "% cheaper," or "free roof / guaranteed approval" = reshoot. The insured beat is about US being licensed (CCC1332476), NOT homeowner insurance claims.
📝 Ready-to-Paste Meta Ad Copy
price angle · button = Learn More · honest
Every dollar figure below is bracketed — fill with a real Roof Giants number or cut the line. Do not publish an invented price or stat.
A · Direct price (H1 → body) 💲
Primary:[ANCHOR PRICE] for a roof? Yeah — we actually did that. Now, not every roof is that price — bigger homes, steeper pitches, tile and metal run more. But here's what the big names in South Florida won't tell you: our roofs really are more affordable than most of theirs, and it's got nothing to do with cheap materials. We're not a national brand pouring millions into billboards, call centers, and a huge truck fleet — that overhead comes out of your quote. We keep it tight, use the same top-shelf materials the big guys charge more for, and pass the difference to you. Roof Giants, Hollywood, FL — fully licensed and insured (CCC1332476). Tap Learn More for a free, no-obligation inspection and an honest quote.
Headline: A Real Roof for a Real Price in South Florida.
Description: Free inspection, honest quote — same materials the big guys charge more for.
Button: LEARN_MORE
B · Myth-bust the price (H2 → body)
Primary: Everybody down here thinks a quality roof has to start at fifteen grand. That's exactly what the big companies want you to believe — because their price has to cover billboards, call centers, and a fifty-truck fleet before it covers your roof. We're Roof Giants, out of Hollywood, FL. We run tight, use the same top-shelf materials the big brands put on, and charge what the roof actually costs — not what their overhead costs. Fully licensed and insured in Florida (CCC1332476). Tap Learn More for a free inspection and an honest quote, and we'll show you what your roof should actually cost.
Headline: Quality Roofing Doesn't Have to Start at $15k.
Description: The big brands' overhead is baked into your quote. Ours isn't.
Button: LEARN_MORE
C · The value / how-we-do-it (H10 → body)
Primary: Want a roof that holds up to South Florida weather without the twenty-thousand-dollar quote? Here's how roofing companies actually price a job. Most of what you're quoted by the big names isn't the roof — it's their marketing, their call center, their fleet. We're Roof Giants, Hollywood, FL: our own crews, smart marketing, clean books, and the exact same materials the big guys use. Less overhead on our side, better price on yours. Fully licensed and insured (CCC1332476). Tap Learn More for a free, no-obligation inspection and an honest quote — and if it's a small repair, we'll tell you that instead of selling you a roof.
Headline: Here's What You're Really Paying For in a Roof Quote.
Description: Same materials, less overhead — a better price, done right.