HARO Response Templates

Subject: Expert Source: Roof Replacement Costs [Your Deadline] Hi [Reporter Name], I'm Jaime Holland, owner of Holland Exteriors, a GAF Master Elite certified roofing contractor in Milwaukee, Wisconsin. I've completed over 1,500 roofing projects and can provide real-world pricing data. **What Does a New Roof Actually Cost?** The honest answer: $8,000 to $25,000 for most homes, with the average landing around $12,000-$15,000. Here's what actually drives that price: - Roof size (measured in "squares" - 100 sq ft each) - Pitch/steepness (steep roofs cost 30-40% more) - Material choice (basic shingles vs. architectural vs. metal) - Complexity (dormers, valleys, chimneys add labor) - Your region's labor costs The biggest mistake homeowners make is comparing quotes without comparing scope. A $8,000 quote that skips proper ventilation or uses cheaper materials will cost you more in 10 years than a $12,000 quote done right. My advice: Get at least 3 written quotes with itemized materials and warranties. Ask about their manufacturer certifications—it matters more than most people realize. [INCLUDE CREDENTIALS BLOCK]

Subject: Expert Source: Ice Dam Prevention & Costs [Your Deadline] Hi [Reporter Name], I'm Jaime Holland, owner of Holland Exteriors in Milwaukee, Wisconsin. We handle 200+ ice dam emergency calls each winter, and I can share data-driven insights on this topic. **The Real Cost of Ice Dams** Based on our service data from 1,247 ice dam calls (2020-2024): - Average total damage: $4,847 per incident - 68% of ice dams cause interior water damage - 79% of calls occur in January-February - Emergency removal alone costs $400-$1,200 **Why Ice Dams Form** The root cause is almost always poor attic ventilation combined with inadequate insulation. Heat escapes into the attic, melts snow on the roof, and that water refreezes at the cold eave edge. **Prevention That Actually Works** Our data shows: - Ventilation + insulation improvements: 94% success rate - Ice & water shield at eaves: 87% success rate - Heat cables alone: only 72% success rate The most cost-effective solution is fixing the root cause—proper ventilation and insulation—rather than treating symptoms with heat cables. [INCLUDE CREDENTIALS BLOCK]

Subject: Expert Source: Storm/Hail Damage & Insurance [Your Deadline] Hi [Reporter Name], I'm Jaime Holland, owner of Holland Exteriors, a GAF Master Elite certified roofing contractor in Milwaukee. I've helped hundreds of homeowners navigate storm damage claims and can speak to what actually happens after severe weather. **What Homeowners Should Do After a Storm** 1. Document everything with photos/video BEFORE any cleanup 2. Don't sign anything with door-knockers—legitimate contractors don't need to chase storms 3. Call your insurance company first, then get a reputable contractor to assess 4. Get written estimates from at least 2-3 established local companies **How to Spot Hail Damage** - Shingles: Random dents, exposed fiberglass, granule loss in impact patterns - Gutters: Dents or dimples on flat surfaces - Soft metals: Dings on vents, flashing, downspouts Important: Not all damage is hail damage. Many contractors claim "hail damage" when it's actually normal wear and aging. Get an honest assessment from someone who will tell you when you DON'T need work. **Insurance Claim Tips** - File promptly—most policies have time limits - Request an in-person adjuster visit (not just phone/satellite) - Have your contractor present during the inspection - Know that you can negotiate or request a re-inspection [INCLUDE CREDENTIALS BLOCK]

Subject: Expert Source: Choosing a Roofing Contractor [Your Deadline] Hi [Reporter Name], I'm Jaime Holland, owner of Holland Exteriors in Milwaukee. As a GAF Master Elite certified contractor (top 2% nationwide), I can share insider perspective on what separates good contractors from bad ones. **Red Flags to Avoid** 1. Door-knockers after storms (legitimate contractors don't need to canvass) 2. Pressure to "sign today" for a discount 3. No physical address or just a PO Box 4. Can't show proof of insurance or licensing 5. Demands full payment upfront 6. Won't provide written warranties **Green Flags to Look For** 1. Manufacturer certifications (GAF Master Elite, Owens Corning Preferred, etc.) 2. Established local presence (physical address, years in business) 3. Reviews across multiple platforms (Google, BBB, Angi) 4. Detailed written estimates with itemized materials 5. Willing to explain what you DON'T need 6. Clear warranty terms in writing **Questions to Ask** - "How long have you been in business at this location?" - "Can I see your certificate of insurance?" - "What manufacturer certifications do you hold?" - "Will you provide a written workmanship warranty?" - "Can you provide references from jobs completed over a year ago?" The best contractors are willing to tell you when you don't need work. Be suspicious of anyone who always finds something wrong. [INCLUDE CREDENTIALS BLOCK]

Subject: Expert Source: Roofing ROI & Home Value [Your Deadline] Hi [Reporter Name], I'm Jaime Holland, owner of Holland Exteriors in Milwaukee. I work with many homeowners preparing to sell and can share real data on how roofing affects home value. **Does a New Roof Increase Home Value?** Yes, but the ROI depends on the situation: - Average cost recovery at sale: 60-70% (per Remodeling Magazine) - Curb appeal impact: Can make or break a first impression - Inspection impact: A roof issue is one of the top deal-killers **When Roofing Really Pays Off** 1. Selling soon: A new roof can justify a higher asking price and speeds up sales 2. Visible damage: Buyers notice and adjust offers accordingly 3. Competing in your market: In neighborhoods with updated homes, an old roof stands out **When NOT to Replace** If your roof has 5+ years left and no visible issues, cosmetic-only replacement rarely pays off financially. Focus on repairs and cleaning instead. **The Honest Answer** You rarely make money on a roof replacement—but you often lose money without one. A bad roof is a negotiating point that costs sellers $10,000-$20,000 in buyer demands or price reductions. [INCLUDE CREDENTIALS BLOCK]