Lamar Roofing

Commercial + Churches

Commercial Roofing Shoot Script

Owner David Lamar, selfie-style, for commercial building owners, property managers — and church boards. Each script block = its 5 hooks → its body. Then snap on a shared CTA. The argument: most flat roofs can be repaired, David gets on the roof himself, and you get the honest verdict either way.

📱 9:16 Vertical · Selfie 🎙️ David Lamar on camera 🏢 Commercial + ⛪ Churches 🧩 ~25 clips → ~60 ads

📋 Read this first · 2 minutes

How to record this (you've got this)

You don't need to be a videographer or memorize anything. Every line in this doc is its own short, separate clip — just work down the list and record them one at a time on your phone. Follow the four rules below and you'll nail it. When in doubt, do 2–3 takes and we'll pick the best.

🔊 Audio Most important

This matters more than how the video looks. Bad audio is the #1 thing that kills a clip — clear audio is the #1 thing that saves it.
Record somewhere quiet. No fans, AC, TV, traffic, or wind. Big empty rooms echo — a normal furnished room sounds better.
Get the mic close. Best: a cheap clip-on lav mic (~$20) or your wired earbuds with the built-in mic. No mic? Keep the phone about an arm's length away, not across the room.
Test before you commit. Record 10 seconds, play it back, make sure your voice is crisp — then record the rest.

📱 Shoot vertical

Hold the phone upright (portrait), never sideways. If it's filmed horizontal we can't use it for Reels/Stories/TikTok.
Frame yourself from mid-chest up, eyes in the upper third, a little space above your head.
Keep it steady. Prop the phone against something or have someone hold it — no shaky, walking-and-talking handheld.

💡 Lighting

Light on your face, not behind you. Face the window or the sun — never stand with a bright window/sky behind you (that turns you into a shadow).
Outdoors: open shade or early-morning / late-afternoon light is gold. Avoid harsh midday sun that makes you squint and casts hard shadows.
Indoors: face a window, add a lamp if it's dim. Even, natural light beats a dark "cinematic" look every time.

🎬 Record modular (this is what makes it easy)

One line = one clip. Don't try to perform the whole ad in a single take. Say one line, stop, record the next. We assemble them afterward.
Stay consistent the whole session — same shirt, same spot, same framing — so any clip snaps together with any other. This is the secret to the 60-ad system.
Mess up? No problem. Just re-record that one line. Give us 2–3 takes of each and we'll grab the best one.
Talk to one person — the property manager who's been burned, the deacon holding three bids. Real and natural beats polished. Pauses are totally fine.
Suggested order: Script 1 hooks + body, Script 2 hooks + body, Script 3 hooks + body, then the universal hooks, then the 2 CTAs.

🎬 How this kit works — read first. A matrix, not 3 standalone ads: HOOK → BODY → CTA. Each script block below sits as a unit — its 5 🔒 angle-locked hooks right above its body (those only work in front of that body). After the three blocks come the shared pieces: a 🔓 universal hook bank (bolts onto ANY body), the 2 CTAs, and the assembly map.

~25 clips: 5 hooks × 3 scripts + 5 universal + 3 bodies + 2 CTAs. Same wardrobe/setting for all so any hook edits onto any body. Best setting: standing on a flat roof, or a church exterior behind you.

"7 Out of 10"

Flat-roof repair vs. replace — the proven primary-text argument, on camera

🔒 Angle-locked hooks · record all 5 · 0–4s each

S1-H1

ICP + secret

"If you own or manage a commercial building with a flat roof, there's something roofing companies aren't telling you."

S1-H2

the number

"In my experience, 7 out of 10 flat roofs I get called to don't need to be replaced. Let me explain why you keep hearing otherwise."

S1-H3

stop before you sign

"Before you sign off on a full flat-roof replacement for your building — stop. There's a real chance you don't need one."

S1-H4

why they all say replace

"Here's why every roofer who looks at your commercial building says the same four words: 'you need a replacement.'"

S1-H5

persistent leak

"If your building's flat roof keeps leaking no matter who's patched it — this is the reason."

↓

B1 · Body

Standing on or beside a flat roof if possible. Gesture at the surface on "water travels."

"Here's the truth about flat roofs: most of them can be repaired. Most of them do not need to be replaced. So why does every roofer quote you a full replacement? Because finding the real source of a leak on a flat roof is hard. Water travels — it gets in one place and shows up thirty feet away. And if a roofer can't find the actual cause, the only thing he can guarantee you is a brand-new roof. Will that fix it? Probably. But you just paid tens of thousands of dollars for a diagnosis he couldn't make. In my experience, 7 out of 10 flat roofs I get called to can be repaired — TPO, metal, doesn't matter. You just need somebody willing to get up there and find the problem instead of quoting around it."

→ then bolt on any CTA (shared section below)

"Five Churches This Year"

Church stewardship — congregation money deserves a straight answer

🔒 Angle-locked hooks · record all 5 · 0–4s each

S2-H1

direct callout

"If you're a pastor, a deacon, or you sit on your church's building committee — this next 30 seconds is for you."

S2-H2

proof

"I've roofed five churches this year alone. Let me tell you what I've learned about church roofs."

S2-H3

stewardship

"When a church roof leaks, it's not a company's money on the line — it's the congregation's. That should change how the job gets quoted."

S2-H4

the bid problem

"Most churches collecting roof bids right now are about to spend way more than they need to — and the board won't find out until it's done."

S2-H5

sanctuary stain

"That water stain spreading across the sanctuary ceiling? Here's what it's actually telling you."

↓

B2 · Body

Talk like you're addressing one trustee across a table. Count the materials on your fingers.

"Churches are some of my favorite buildings to work on — I've done five of them this year alone. Shingle, metal, TPO — all of it. And here's what I know about church roofs: the money that pays for them isn't corporate money. It's offerings. It's what the congregation gave. So when a roofer quotes a full replacement without ever truly diagnosing the problem, that's not just an expensive roof — that's the congregation's giving going further than it ever needed to. When I look at a church roof, I get up there myself, find what's actually wrong, and give the board a straight answer they can take back to the congregation: here's what it needs, here's what it doesn't, and here's what it costs. If it can be repaired, I'll tell you. If it truly needs replacing, I'll show you exactly why."

→ then bolt on any CTA (shared section below)

"I Get On the Roof Myself"

Honest diagnosis / trust — the quote you got came from the parking lot

🔒 Angle-locked hooks · record all 5 · 0–4s each

S3-H1

two different guys

"The guy who quotes your commercial roof and the guy who actually fixes it are usually two different people. That's a problem — here's why."

S3-H2

the tell

"Want to know if a commercial roofer is worth trusting? Watch one thing: whether he actually gets on the roof."

S3-H3

roofer against interest

"I'm a roofer, and I'm telling you — never accept a replacement quote from somebody who never set foot on your roof."

S3-H4

patched three times

"If the same leak on your building has been patched three times and keeps coming back, nobody's found the real problem yet."

S3-H5

favorite roofs

"Flat roofs are my favorite roofs to work on. I know that sounds crazy — but here's why it matters to your building."

↓

B3 · Body

Relaxed, half-smile on "favorite part of this job." B-roll if available: David on a ladder / walking TPO / kneeling at a seam.

"Here's how it usually goes: a salesman walks your parking lot, snaps a few pictures — maybe flies a drone — and hands you a replacement quote. Because when you can't find the leak, a new roof is the safest thing to sell. I do it differently. I get up on the roof myself. Every time. Honestly, diagnosing a flat roof is my favorite part of this job — water travels, and finding where it actually gets in takes experience, not a sales script. And when I come down, you get the whole story: what's wrong, what caused it, and the most cost-effective way to fix it. If it's a repair, I'll tell you. If it genuinely needs replacing, I'll show you why — photos and all. No more wondering if you're being taken advantage of. Persistent leak, solved. Headache, gone."

→ then bolt on any CTA (shared section below)

＋

Optional — B4 "Restoration"

⚠️ ONLY record if Lamar actually offers coating/restoration — keep only the bracketed claims that are true

B4 · Optional body

S1 hooks and all universal hooks pair with this body. Skip entirely if restoration isn't offered — the kit is complete without it.

"And between 'patch it' and 'replace it,' there's a third option most building owners never hear about: restoration. [IF TRUE: We clean and repair the roof, then coat the whole thing with a seamless membrane that seals out water, reflects heat, and adds years — often 10 or more — to the roof you already own.] It's not a patch job — it's a full-roof solution [IF TRUE: at a fraction of replacement cost]. It's not right for every roof — some are too far gone, and I'll tell you if yours is. But if your roof qualifies, it's usually the smartest money you can spend on the building."

Shared Modular Pieces

🔓 Universal Hook Bank

bolt onto ANY body

Promise nothing specific — so B1, B2, or B3 all pay them off. Use these to test the same opener across all 3 angles.

Universal→ B1, B2, OR B3

responsibility callout

"If you're the one responsible for a commercial building around here — the roof, the budget, the headaches — give me 30 seconds."

before you spend

"Before you spend another dollar on that flat roof, watch this."

getting bids

"Getting roof bids for your building right now? Don't sign anything yet."

the roof is talking

"Your building's roof is trying to tell you something. Most roofers aren't listening — they're just quoting."

geo

"Commercial building owners and property managers here in [Raleigh / Eastern NC] — this 30 seconds could save your roof budget this year."

📣 CTAs

bolt onto ANY body · record both

CTA-1 · Soft / honest assessment

"I'm David Lamar with Lamar Roofing — local, right here in [Raleigh / Eastern NC]. Tap below and I'll come out, get up on your roof myself, and tell you straight what it needs — and what it doesn't. Free, no pressure. If it can be repaired, I'll tell you. Worst case, you get the truth for free."

CTA-2 · Direct / leak diagnosis

"I'm David Lamar with Lamar Roofing. If your building's got a leak nobody's been able to solve — or you just want to know where your roof really stands — tap below. I'll get up there, find the actual cause, and give you the most cost-effective fix. Free inspection, no obligation. Persistent leak, solved. Headache, gone."

🧩 The Assembly Map

Hooks	Theme	Bolts onto
`S1-H1…H5`	repair-vs-replace openers	B1 only (also OK on B4)
`S2-H1…H5`	church / stewardship openers	B2 only
`S3-H1…H5`	diagnosis / trust openers	B3 only
`U1…U5`	generic commercial-roof	B1, B2, OR B3 (or B4)
`CTA-1 · CTA-2`	honest assessment / leak diagnosis	any body

30 angle-locked ads+30 universal ads=~60 adsoff ~25 clips

Test plan:

Split churches into their own campaign/ad set from day one — different decision-maker, its own copy. Commercial-general (S1 + S3 + universals) runs together.
Start with the 3 "house" ads: S1-H1→B1→CTA-1, S2-H1→B2→CTA-1, S3-H2→B3→CTA-2. See which angle gets traction first.
Rotate hooks inside the winning angle: hold body + CTA constant, swap the other 4 locked hooks → best opener for that angle.
Use universals to settle hook-vs-angle: run U1 in front of all 3 bodies. Same hook, different body wins → the angle is the lever. Hook wins everywhere → scale the hook.
CTAs last: A/B CTA-1 vs CTA-2 on the winning combos — judged on booked inspections, not clicks.

Naming: LAMAR_COMM_S2-H03 · LAMAR_COMM_U01 · LAMAR_COMM_B2 · LAMAR_COMM_CTA1 → LAMAR_COMM_FIN_S2H03-B2-CTA1

Truth guardrails: "7 out of 10" is always David's experience ("in my experience," "of the flat roofs I get called to") — never quoted as an industry statistic. Church proof line: "five churches this year alone" — shingle, metal, TPO. No dollar-savings claims in the core scripts; the optional B4 restoration body only gets recorded if the service and claims are actually true. The villain is "the industry default," never a named competitor.

📝 Ad Copy (Post Text)

pair to the matching angle

A · Repair-vs-replace (B1)

Primary: There's something roofing companies aren't telling you about your building's flat roof: most flat roofs CAN be repaired. Most do NOT need to be replaced. So why does every bid say "full replacement"? Because if a roofer can't find the source of the leak, a new roof is the only thing he can guarantee — and you pay tens of thousands for a diagnosis he couldn't make. In my experience, 7 out of 10 flat roofs I get called to can be repaired. I'm David Lamar, I'm local, and I get up on the roof myself. If it can be repaired, I'll tell you. If it can't, I'll show you exactly why. Persistent leaks, solved. Headache, gone. Free honest assessment 👇

Headline: Most Flat Roofs Don't Need Replacing.

Description: Free honest roof assessment — repair, replace, or leave it alone.

Button: LEARN_MORE

B · Churches (B2)

Primary: If you're a pastor, deacon, or on your church's building committee — read this before you accept a roof bid. I've roofed five churches this year alone (shingle, metal, and TPO), and here's what I know: church roof money is congregation money. It deserves a real diagnosis, not a parking-lot quote. I get up on the roof myself, find what's actually wrong, and give your board a straight answer to take back to the congregation — what it needs, what it doesn't, what it costs. If it can be repaired, I'll tell you. If it truly needs replacing, I'll show you exactly why. Free inspection, no pressure 👇

Headline: Church Roof Bids? Get a Straight Answer First.

Description: 5 church roofs this year. Free honest inspection for your board.

Button: BOOK_NOW

C · Honest diagnosis (B3)

Primary: The guy who quotes your commercial roof and the guy who fixes it are usually two different people. That's why every bid says "replace" — when you can't find the leak, a new roof is the safest thing to sell. I do it differently. I'm David Lamar, I'm local, and I get on the roof myself — flat roofs are honestly my favorite thing to diagnose. You get the whole story: what's wrong, what caused it, and the most cost-effective fix. No more wondering if you're being taken advantage of. Free inspection for your building 👇

Headline: Never Trust a Quote From the Parking Lot.

Description: He gets on the roof himself. Free honest inspection.

Button: BOOK_NOW