Greenville Roofing
Greenville County, SC · UGC Ad Kit

"The Corner They Skip" — Conversion Rebuild

The ice-and-water/eaves video, repackaged from an education piece into a conversion ad: keep the killer scroll-stop, add a re-hook that calls out the homeowner + opens a new curiosity loop, then land a real next step.

🎤 On camera: Tim 📱 9:16 Vertical 🎙️ Talking Head / On-Roof ⏱️ ~14 clips (V1) + 6 clips (V2) 🗂 Two versions — toggle below
📋 Read this first · 2 minutes

How to record this (you've got this)

Hey Tim — you don't need to be a videographer or memorize anything. Every numbered 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 numbered 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 — imagine a neighbor across the fence, not "a camera." Real and natural beats polished. Pauses are totally fine.
  • Suggested order: read the ⭐ Flagship Script first to feel the flow, then knock out the banks top to bottom — Openers → Re-hooks → Body → CTAs.
The Hope spine: SC code requires ice-and-water at the eaves. Greenville County doesn't enforce it — so most roofers skip it to save money. We do it anyway, at no cost, because it's right. That's the trust argument: people who do the right thing when nobody's checking. The ad's job is to give a burned, skeptical homeowner hope they finally found the real thing — then a safe next step.

⭐ Flagship Script

~50s · O1 + R1 + Body A + CTA1

The direct repackage of the original video. Read top to bottom — this is the full conversion cut.

O1
Opener · universal · ~2s · KEEP original energy
"Whoa, whoa — wait. Stop scrolling. Let me show you something."
R1
Re-hook · audience callout + NEW curiosity loop · ~4s
"If you own a home in Greenville County and your roof's got any age on it — pay attention. Because there's a corner almost every roofer around here cuts, and it's the one that rots your roof out from the inside."
A
Body · the meat, repackaged as proof · ~30s
"This is ice-and-water shield — peel-and-stick. Most companies only put it in the valleys. We put it in the valleys, around every penetration, and along your eaves — the edge of your roof, right above your gutters. Here's why that matters: when we get ice — like we did a few months ago — that's exactly where it builds up. Then it seeps into the plywood and quietly turns it into rot and mold. On over 90% of the re-roofs we do in Greenville County, that rot is already there — because the last roofer skipped this. And get this: South Carolina code actually requires it at the eaves. Greenville County just doesn't enforce it. So most guys skip it to save a few bucks. We do it anyway — at no extra cost to you."
1
CTA · connect the dots + safe next step · ~10s
"That's the difference — we don't cut the corner you can't see. So if your roof's due and you want it done right the first time, by people who do the right thing when nobody's checking — tap the link below and book a free, no-pressure inspection. We'll get up there, show you exactly what's going on, and give you the honest truth. Worst case, it's free peace of mind."

🎣 Opener Bank

~1–2s each · record all 6

Universal scroll-stop. Record each ONCE, edit in front of every re-hook. A/B these first — biggest lever.

1
Broad · the control (original)
"Whoa, whoa — wait. Stop scrolling. Let me show you something."
2
Broad
"If you own your home, don't get a single roofing quote until you've seen this."
3
Broad
"Hold on — before you hire any roofer, you need to see what most of them skip."
4
Geo
"Greenville County homeowners — stop scrolling. This one's for you."
5
Geo
"If your home's in Greenville County, this is the 30 seconds that could save your roof."
6
Geo
"Attention Greenville County — here's the roofing corner nobody around here talks about."

🪝 Re-hook Bank

~3s each · record all 5

Carries the angle + opens the second loop. All flow into Body A.

R1
Pain / aging roof — flagship
"If your roof's got any age on it, pay attention — there's a corner almost every roofer around here cuts, and it's the one that rots your roof out from the inside."
R2
Real vs. cheap
"Here's how to tell a roofer who does it right from one who's cutting corners to be the cheapest bid — before you ever sign anything."
R3
Disarming honesty
"I'm gonna show you the exact spot most roofers skip to save money — and why we refuse to."
R4
The fear
"The scariest part of a new roof isn't the price. It's not knowing if they're quietly cutting a corner you'll pay for in two years."
R5
Myth-bust
"Everybody thinks all roofs are basically the same. Let me show you the one detail that separates a roof that lasts from one that rots."

📣 Calls To Action

~10s each · record all 2
1
Soft / honest — flagship
"So if your roof's due, tap below and book a free, no-pressure inspection. We'll get up there, show you what's really going on, and give you the honest truth. Worst case, it's free peace of mind."
2
Direct / book
"If you want it done right the first time — by people who do the right thing when nobody's checking — tap the link and book your free roof inspection. We'll tell you what you need, and what you don't."

🧩 How It Comes Together

6 Openers×5 Re-hooks×1 Body×2 CTAs=60 Ads
  • Shoot order: all 6 openers back-to-back → 5 re-hooks → Body A → 2 CTAs. Same wardrobe/spot (on the roof or by the truck).
  • Consistency: identical setting so any opener edits onto any re-hook onto the body.
  • Delivery: talk to one person, not a camera. Slow down on the body — that's what earns the call.
  • Naming: GVL_O1 · GVL_R01 · GVL_M01 · GVL_CTA01 → GVL_FIN_O1-R01-M01-CTA01
  • Test plan: openers first (control = O1+R1+A+CTA1) → re-hooks → CTAs → geo-vs-broad openers. Isolate one variable at a time.

📝 Ad Copy (Post Text)

pick one per ad
Option 1 · Curiosity → Trust
Primary: There's one corner most roofers in Greenville County quietly skip — the eaves. It's where ice builds up, seeps into your plywood, and rots your roof from the inside. On 90% of the re-roofs we do, that rot is already there. South Carolina code says to protect it. The county doesn't enforce it. So most guys skip it. We don't — at no extra cost to you. That's the difference. 👉 Book a free, no-pressure roof inspection and we'll show you exactly what's going on up there.
Headline: The Roofing Corner 90% of Greenville County Roofs Are Hiding
Description: Free, no-pressure inspection — the honest truth about your roof.
Button: BOOK_NOW
Option 2 · Integrity / Short
Primary: SC code requires ice-and-water protection at your roof's eaves. Greenville County doesn't enforce it — so most roofers skip it to save a few bucks. We do it anyway, at no cost to you, because it's the right thing. If you want a roofer who does it right when nobody's checking, book a free inspection. 👇
Headline: We Do the Right Thing When Nobody's Checking
Description: Free roof inspection. Honest truth, no pressure.
Button: BOOK_NOW
⚡ What V2 is · read this first

Same ad. Now with the receipts.

Hey Tim — after you walked us through the details (the code number, what skipping it actually saves, the drip edge, your guarantee), we upgraded the kit. V1 argued the principle: "we do the right thing when nobody's checking." V2 proves it with your specifics — and specifics are what make a skeptical homeowner believe. Nothing in V1 is wasted: every V1 clip still works, and everything below snaps into the same modular system.

How V2 is different

V1 says "most roofers skip it." V2 says what it costs (~$1,000), the exact code (R905.1.2), why it matters here (snow every year, the January ice storm, second-coldest county in SC), and adds the drip edge — a second corner they skip — plus your Love Your Roof Guarantee.

What you actually need to do

Record just 6 new clips (~10 minutes): 1 opener, 3 re-hooks, 1 new body, 1 new CTA. Same rules as before — same shirt, same spot, one line per clip, 2–3 takes each. The recording rules on the V1 tab still apply.

Why we're doing this

The first thing we test is which argument converts better: the principle (V1) or the proof (V2). Your answers gave us ammo no competitor around here can copy without admitting they skip it.

What stays the same

The angle, the offer (free, no-pressure inspection), the modular assembly system, and your delivery: talk to one neighbor, not a camera. Slow down on the body — that's what earns the call.

The V2 spine: everything in V1, now carried by evidence — R905.1.2, ~$1,000 in skipped materials, the January ice storm, second-coldest county in SC, zero-barrier tear-offs, the drip edge, and a real labor warranty. Every claim below is Tim's own statement.

🎣 New Opener

record 1
7
Broad · money curiosity · ~2s
"Want to see what a thousand-dollar corner looks like?"

🪝 New Re-hooks

record all 3 · pair best with Body B
R6
The $1,000 receipt
"Skipping this saves a roofer about a thousand dollars in materials. Guess who ends up paying for it later."
R7
The January ice storm
"Remember that ice storm this past January? Roofs all over Greenville County are quietly rotting because of it — here's why."
R8
The code line
"There's a line in the South Carolina building code most roofers around here hope you never read. R905.1.2. Let me show you what it says."

🥩 Body B — "The Thousand-Dollar Corner"

~40s · the upgraded meat

V1's Body A argued honesty. Body B adds the evidence: the code number, the money, the weather, the drip edge, and what Tim actually finds at tear-off. Slow down on this one — it's the whole ad.

B
Body · proof-loaded · hold up the materials if you have them on hand
"Here's the deal. South Carolina building code — R905.1.2 — says ice-and-water barrier has to be installed anywhere with a history of ice damming. We get snow every year. We had a major ice storm this past January. And Greenville is the second-coldest county in South Carolina. But the county doesn't enforce that code. So most roofers skip it — because it's about a thousand dollars more in materials. We tear off roofs all the time with ZERO ice-and-water barrier and ZERO drip edge. And guess what we find at the eaves almost every time? Rotted plywood we've got to replace. And that drip edge matters just as much — it protects the exact spot where your shingles end and your walls begin, so water drains into your gutters instead of behind your walls. We install both, on every roof, at no extra cost. Because a thousand bucks is not worth your roof rotting from the inside."

📣 New CTA

record 1
3
Love Your Roof Guarantee + local
"And every roof we do is backed by our Love Your Roof Guarantee — a real labor warranty. If something's not right, we make it right. Period. So tap below and book a free, no-pressure inspection with a local Greenville County crew. We'll get up there, show you exactly what's going on, and tell you the honest truth — what you need, and what you don't."

🧩 V2 Assembly

7 Openers×8 Re-hooks×2 Bodies×3 CTAs=336 Combos
  • Flagship V2 cut: O7 + R6 + Body B + CTA3 (~55s). Launch this against the V1 flagship — same opener-first test plan.
  • Pairings: R6–R8 pair best with Body B (they promise the specifics only B delivers). R1–R5 work with either body. All CTAs work with everything.
  • Naming: GVL_O7 · GVL_R06–R08 · GVL_M02 · GVL_CTA03
  • Truth guardrails: every claim here is Tim's own statement — code cite R905.1.2, ~$1,000 materials, January ice storm, second-coldest county, zero-barrier tear-offs, no-extra-cost install, Love Your Roof labor warranty. Tim: double-check the code number reads exactly R905.1.2 before the shoot; if "second-coldest county" ever feels shaky, say "one of the coldest counties in the state."
  • Prop tip: if Tim can hold a roll of ice-and-water shield or a piece of drip edge while delivering Body B, do it — pointing at the real material is worth more than any graphic.

📝 V2 Ad Copy (Post Text)

Option 3 · The $1,000 Corner
Primary: Skipping ice-and-water barrier and drip edge saves a roofer about $1,000 in materials. South Carolina code (R905.1.2) requires ice barrier anywhere with a history of ice damming — we get snow every year, we had a major ice storm this January, and Greenville is the second-coldest county in the state. The county just doesn't enforce it. So most roofers skip it — and we find the result at almost every tear-off: rotted plywood at the eaves. We install both, on every roof, at no extra cost. And we back it with our Love Your Roof Guarantee — a real labor warranty. 👉 Book a free, no-pressure inspection from a local Greenville County crew. We'll tell you what you need — and what you don't.
Headline: The $1,000 Corner Most Greenville Roofers Skip
Description: Free inspection · Love Your Roof Guarantee · Local Greenville County crew
Button: BOOK_NOW

🗄️ New Trust Ammo — Where It Goes

  • Insurance advocacy ("we advocate for every homeowner, don't ghost when the going gets tough, work with carriers on approvals") — not this campaign's push (Tim's call). Save it for the landing page, nurture emails, and a future storm-damage angle.
  • "Every roof is a billboard for us" + referral-heavy — future ad angle: the reputation body ("we live here, our name is on every roof we do"). Strong Script-2 candidate after the $1,000-corner angle has run.
  • "We care more. We build better." — tagline candidate for end-cards and text overlays.
  • Local investment in Greenville County — already baked into CTA3 and the geo openers; also confirms the targeting call: Greenville County first wherever lead volume allows.