Ideal Customer Profiles
Purpose: This doc defines who Summit sells to best, so everyone from Rosa at intake to Marcus's sales reps can recognize a strong lead fast and route it correctly. It sits alongside Best Fit Customers and Bad Fit Customers in the Offer Library folder; those docs give the fit rules, this one describes the people behind them.
The three profiles
Summit serves three distinct customer types. Everything in the sales playbook maps back to one of these.
| Profile | Share of revenue (approx.) | Typical job value | Primary service lines |
|---|---|---|---|
| Established homeowner | ~60% | $650 repair to $38,000 replacement; remodels $15k–$150k | Roofing Services, Remodeling Services, Exterior Restoration |
| Light-commercial property manager | ~25% | Varies; often multi-property | Roofing Services, Exterior Restoration, Emergency Repair |
| Insurance restoration customer | ~15% | Claim-driven; usually roof + exterior | Exterior Restoration, Roofing Services, Emergency Repair |
Percentages are rough working figures Marcus uses for planning, not audited numbers.
Profile 1: Established homeowner
- Owns a single-family home in the Riverton metro or one of the surrounding towns within our ~45-minute service radius (see Locations and Service Areas).
- Has owned the home long enough that major systems are aging: roof 15+ years old, original siding, dated kitchen or bath.
- Values doing it right over doing it cheap, but still gets 2–3 bids on big work.
- Found us through referral, Google search, or our Google Business Profile reviews.
- Detailed persona: Homeowner Persona.
Profile 2: Light-commercial property manager
- Manages small multi-unit residential buildings, strip retail, or professional offices in our service area.
- Cares about response time, documentation, and not hearing from tenants twice about the same problem.
- Often becomes a repeat account: one good emergency response leads to portfolio work.
- Detailed persona: Property Manager Persona.
Profile 3: Insurance restoration customer
- A homeowner (occasionally a property manager) with storm damage and an active or likely insurance claim.
- Usually enters through the emergency line or a storm-season inspection request.
- Needs more hand-holding and clearer boundaries than the other two profiles; see Insurance Restoration Customer for exactly where Summit does and does not get involved in the claim.
What all three have in common
- Property inside the service radius. We do not stretch the map for a good-sounding job.
- A real problem or a real project, not a price-shopping exercise on work they may never do.
- Willingness to schedule a site visit. We quote ranges on the phone, never firm prices; if a lead refuses a site visit or photo review, they are usually not a fit.
- Decision authority, or a clear path to it. For property managers that means knowing who signs off and at what dollar amount.
Who is explicitly not an ICP
Covered fully in Bad Fit Customers and What We Do Not Do, but the short list Rosa uses at intake:
- New-construction roofing for builders (we do not chase builder-grade volume work).
- Properties outside the service radius.
- Callers who want a firm price over the phone with no site visit or photos.
- Anyone asking Summit to inflate or misstate an insurance claim scope. Immediate, polite no.
How to use this doc
- Rosa: at intake, tag the lead with the profile that fits and note it in GHL before the lead moves past
New Lead. - Sales reps: read the matching persona doc before a discovery call. The Discovery Call Framework assumes you know which profile you are talking to.
- Jenna: campaign messaging should target one profile at a time, not all three at once.
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