About This Episode:
When Andy Roe started Roe Paint 25 years ago on the north shore of Kauai, he never imagined he’d one day be leading a media company. He was a one-man crew with a paintbrush, focused on craftsmanship and client satisfaction. What started as a small operation on an island eventually grew into a multi-division company serving southern Idaho, northern Nevada, and beyond.
Andy’s passion for branding and customer service was clear early on. He tells a story about seeing his brother’s painting company logo on a T-shirt and feeling a surge of inspiration. “I remember being like, wow, look at that. He’s got a T-shirt with his name on it.” That pride in branding and presentation stuck with him.
As Roe Paint expanded over the years, Andy wore many hats: project manager, salesperson, and yes, marketer. Like many business owners, he navigated the evolution of marketing the hard way. From a templated website to industry-specific agencies to SEO vendors, Andy had tried just about everything. Some of it worked. A lot of it didn’t. Fast-forward to 2025. Roe Paint isn’t just painting homes, industrial floors, or commercial buildings anymore. They’re publishing articles, producing videos, running webinars, and generating leads through educational content. They’ve embraced the Endless Customers System™, and it’s transforming their business.
That transformation wasn’t about chasing trends. It was about solving a real problem: how to build trust and connect with today’s buyer. And that meant rethinking everything about how they approached sales and marketing.
We had the chance to sit down with Andy, Ashley Jensen (Roe Paint’s Marketing and Content Manager), and Janet Mendez-Latouche (Website Strategist at IMPACT) to talk about how this shift happened. We covered everything from hiring a content manager to rebuilding their website to learning how to market in a way that actually earns trust.
If you’re a CEO or marketing leader trying to figure out how to get more qualified leads and turn your content into revenue, this story is for you.
How Roe Paint discovered a better way
That’s what Andy told us about his early introduction to the Endless Customers SystemTM. It didn’t come from a vendor or a keynote. It came from his own team.
His VP of Sales, Jud Masters, had read They Ask, You Answer (now Endless Customers) and couldn’t stop thinking about how it applied to Roe Paint. He passed it to another team member, Suzanne. Both of them were convinced. This was the way forward.
“He was like, ‘You need to read this. Now,” Andy said. “Jud always ran our sales. I ran marketing. And we were frustrated because they weren’t aligned. We both wanted the same outcome, but we didn’t have a roadmap.”
Andy admits it took him a minute to actually read it. “I had other things going on,” he said. “But once I picked it up, I couldn’t put it down.”
What struck him most wasn’t the tactics. It was the story. Marcus Sheridan’s experience during the 2008 crash felt uncomfortably familiar. “I remember sitting on the hearth in my house during the recession, just thinking, how am I going to make payroll?” Andy said. “Reading Marcus’s story—I felt seen. He’d been where I’d been. And he’d found a way forward.”
That moment gave Andy the push to act. Not to hire more agencies or do another round of rebranding, but to actually shift how the company worked. He and Jud finally had a shared framework for sales and marketing to move in the same direction.
It wasn’t magic. It was structure. And it changed everything.
Why their content strategy wasn’t working
Like many businesses, Roe Paint had worked with agencies and freelancers. Some delivered decent work, others fell short. They were caught in a cycle of outsourcing without ever building real momentum. Andy described it as “churning through vendors and getting marginal gains.” It wasn’t that the work was bad. It just didn’t feel connected to their brand, their voice, or their strategy.
Then came IMPACT Live, where the cracks became clear. The event was packed with stories and frameworks from companies that had brought their marketing in-house. As Andy listened, he started to see how disconnected things really were.
“We had signed the contract to build a new website,” he said. “But at the event, I realized the person we had in the content seat just wasn’t the right fit.”
The writer they had at the time wasn’t bad. But they weren’t embedded in the business. They weren’t close enough to sales. They didn’t have the accountability or the context to be truly effective. Andy realized that if they were going to do this right, they needed someone inside the company who could own it.
Hiring a content manager who owned the mission
It was a tough call. The kind that makes your stomach flip.
But in hindsight, letting go of the wrong hire was the best thing Roe Paint could’ve done. Because it opened the door for the right one.
Enter Ashley Jensen.
Janet, who was leading the website project at the time, remembers the moment. “We were staring down this massive new site build and asking ourselves, ‘Who the heck is going to write all of this content?’ Then Ashley joined, and we all just exhaled.”
Ashley didn’t just show up with writing chops. She brought fresh perspective, contagious energy, and something rare in content roles: full-on ownership.
Before Roe Paint, Ashley was a freelancer. She’d ghostwrite blogs, ship them off, and never hear a word about what happened next. “I felt like a robot,” she said. “I’d hand over content and never get feedback. Never see what worked. Never know if it helped anyone.”
That all changed when she joined the team.
Now she was in the room. Literally.
Ashley sat in on sales meetings. She interviewed subject-matter experts. She asked uncomfortable buyer questions. She picked up the language real customers were using and implemented it right back into the content. That’s where the magic happens.
This wasn’t content marketing for the sake of traffic. It was content to move real people toward confident buying decisions.
And the shift was immediate.
Her writing didn’t just sound better, it was better. Not because it had more flair, but because it had more empathy. She wasn’t writing about painting. She was writing for the homeowner, pacing their garage floor on a Saturday, wondering what it would cost to fix the concrete.
“She reached the heart and soul of our company,” Andy said. “And that’s not something you can teach.”
The blog got sharper. The service pages got smarter. Even the tone of the entire site evolved. It wasn’t trying to impress Google—it was trying to help people. That’s what trust feels like on a webpage.
The team felt it too.
Not bad, right?
It’s the kind of alignment most companies dream about, and Roe Paint is living it, article by article, meeting by meeting.
Becoming a media company that builds trust, not just traffic
For Roe Paint, the transformation didn’t happen overnight. But when it clicked, everything changed.
“I think I’ve always been a media company with a painting problem,” Andy joked.
That mindset might’ve started as a quip, but it stuck. Back in 2019, Andy was the one writing Roe Paint’s website content. “It had heart,” he said. “But then it got changed by SEO companies. It lost its soul. It became written for robots.”
That shift, from creator to bystander, didn’t sit well. The content might’ve checked boxes, but it didn’t reflect who they really were. Roe Paint was known for craftsmanship, honesty, and real answers. The old site? Not so much.
Everything changed when Ashley joined the team, and they embraced the Endless Customers principles. They weren’t just building pages. They were building trust.
That authenticity came from a deeper change in how they viewed their role as a business.
They weren’t just painting homes. They were teaching people how to make smart decisions about their homes.
That’s when the real shift happened.
“There’s a quiet but powerful mindset change that takes hold when you adopt the Endless Customers SystemTM,” Andy said. “You stop thinking like a marketer. You start thinking like a teacher.”
That switch, from promotion to education, redefined how Roe Paint approached everything: their blog, their videos, even sales conversations.
“We started seeing ourselves as a company that teaches first and sells second,” he explained. “It changed everything about how we created content. We weren’t just pitching our services. We were answering real questions buyers had. On camera, on our website, everywhere.”
Janet added, “That mindset shift doesn’t happen all at once. But once it clicks, it changes how you see your website, your team, and your customer experience. Everything.”
They weren’t chasing traffic. They were becoming the most trusted voice in their market.
Real tools, real trust: What’s actually driving results
Roe Paint has seen real lead generation results from their new approach. Since March, they’ve generated 52 leads through their website. Andy mentioned, “It’s not a floodgate yet, but it’s happening. Real people. Real inquiries.”
So what sparked this traction?
Clearer content: They updated their core pages to speak directly to buyer questions. “We simplified the language and made sure our service area pages were easy to understand,” Ashley said. “That’s when we started to see movement.”
They also began prioritizing educational content. Topics like “How much does epoxy flooring cost?” or “What to expect during a cabinet refinishing project” answered questions buyers were already Googling. This approach didn’t just boost visibility. It built trust.
A pricing tool: One of the key trust-builders was a transparent pricing page and calculator. People don’t want to fill out forms just to get a ballpark number. “This tool alone brought in multiple leads,” Andy noted.
Visitors now had a way to self-educate and get clarity on costs before even picking up the phone. That transparency removed friction and made it easier for the sales team to qualify leads.
Service area pages: With Janet’s help, they launched localized pages that targeted the specific areas they serve. These weren’t just carbon copies. Each page was tailored to reflect the local community, common project types, and geographic-specific search terms.
While early results are modest, they’re trending up. “We’re learning and iterating as we go,” Ashley said. These pages are already helping them appear in more local searches and capture leads from nearby cities they hadn’t reached before.
Video content: Roe Paint leaned into video. From short explainer clips to walk-throughs of completed projects, they started showing their work instead of just describing it. This visual proof helped buyers feel more confident. It also gave the sales team a powerful tool to use during early conversations.
Sales and marketing alignment: Most importantly, they didn’t let the marketing team work in a silo. Ashley joined sales calls, and the sales team gave regular feedback on the questions they were hearing. That tight feedback loop made every piece of content more targeted and more effective.
Local pages aren’t sexy. But you know what is? Leads from people ready to buy.
And here’s the kicker. With HubSpot in place, they can now trace closed revenue back to specific content. That means less guessing and more confidence in what’s working.
Advice for CEOs: “Don’t dabble. Commit.”
If you asked Andy to sum it up in three words, he’d say this: Don’t. Dabble. Period.
Building trust through content isn’t something you try for a quarter. It’s something you commit to.
For any CEO thinking about starting their own content engine, here’s what Roe Paint would tell you:
Start with The Big 5TM. Focus on what buyers actually search for: pricing, problems, comparisons, reviews, and best-in-class content. That’s your foundation.
Perfect is the enemy of done. “Our first articles weren’t award-winning,” Ashley said. “But they answered real questions. That’s what mattered.”
Hire the right people, but build the right systems. People will change. Roles will evolve. A strong system keeps everything moving forward.
Tie content to sales. Andy put it plainly. “Our sales team uses the content now. That’s where it really pays off.”
They didn’t just tweak a few tactics. They adopted a new way of doing business. One where transparency drives growth and buyers feel confident every step of the way.
Sound refreshing? That’s the Endless Customers SystemTM.
And once Roe Paint committed, things started falling into place.
Ready to turn your content into qualified leads?
Roe Paint didn’t hire a massive agency. They didn’t flood Instagram with ads. They didn’t chase the next shiny tool.
They made a decision to become the most trusted voice in their market. And they backed it up with consistent content, honest answers, and a team aligned around one goal: helping buyers feel confident.
The result? A website that sells. A sales process that moves faster. And a steady stream of qualified leads that keeps growing.
If you’re frustrated with long sales cycles, marketing that doesn’t convert, and a website that feels more like a brochure than a salesperson, you’re not alone.
Start small. Stay consistent. Don’t wait for perfection.
Because the companies that win in this market won’t be the loudest.
They’ll be the most helpful.
Ready to stop guessing and start building? Download the Endless Customers 90-Day Starter Guide and follow the path that’s helped companies like Roe Paint generate real results.
You don’t need perfection. You need a plan, and this is it.
Connect with Roe Paint
Check out Roe Paint
Connect with Ashley Jensen on LinkedIn
Connect with Andy Roe on LinkedIn
Keep Learning
Watch: Why Every Business Must Think Like a Media Company
Read: Why Buyers Now Control the Sales Process (And What You Should Do About It)
Free Assessment: How Does Your Sales and Marketing Measure Up?
