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Sunset Roofing vs. named local competitors — mystery call, digital scores, and prioritized fixes.
DEVIANTAUDIT Sunset Roofing Competitor Intelligence & Customer Experience Audit Prepared by DeviantSec · June 2, 2026 · Internal Use Only |
AUDITED COMPANY Sunset Roofing sunsetroofing.com | COMPETITOR 1 Done Rite Florida doneritefloridaexteriors.com | COMPETITOR 2 Kingdom Roofing kingdomroofingtampa.com |
PERFORMANCE DASHBOARD |
PHONE STRONG 4.8 / 5 Answered < 20 sec | MAP / GBP CRITICAL 1.2 / 5 Not in Map Pack | EMAIL / CONTACT HIGH 2.1 / 5 4 clicks — no reply | SEO / AI CRITICAL 1.4 / 5 Not indexed or cited | PHYSICAL / 5S N/A — / 5 No storefront |
KEY INSIGHT: The phone intake is your strongest competitive asset — faster than both competitors. Every other channel is leaking jobs. The site is live and clearly positioned, but is not indexed, has no Google Business Profile, and has no phone number above the fold. A prospect who hears about Sunset Roofing and searches finds nothing. Done Rite appears in ChatGPT, Perplexity, and Google AI Overview. You do not. These are fixable gaps — most within days, not months. |
STAGE 1 — INTAKE — Can a prospect find Sunset Roofing and make first contact? |
# | WHERE | WHAT WE TESTED | SUNSET ROOFING | DONE RITE | WHAT THIS MEANS |
|---|---|---|---|---|---|
1 | SEARCH | Is sunsetroofing.com indexed on Google? | ✗ Not indexed | ✓ Fully indexed | |
2 | SEARCH | Do you appear in Google Map Pack? | ✗ Not listed | ✓ #1 Map Pack | |
3 | AI | Does ChatGPT recommend Sunset Roofing? | ✗ Not mentioned | ✓ Yes | |
4 | AI | Does Google AI Overview mention you? | ✗ No | ✓ Yes | |
5 | AI | Does Perplexity recommend Sunset Roofing? | ✗ No | ✓ Yes | |
6 | SEARCH | Rank for "roofing Tampa"? | ✗ Not on page 1 | ✓ #1–3 | |
7 | WEBSITE | Is there a phone number visible on site? | ✗ Not above fold | ✓ Visible | |
8 | WEBSITE | Is there a tap-to-call button on mobile? | ✗ No | ✓ Yes | |
9 | WEBSITE | How fast does the site load on mobile? | ✗ 8.9 sec | ✓ 2.3 sec | |
10 | WEBSITE | Can a visitor tell what you do in 3 seconds? | ✓ Yes — clear | ✓ Yes | |
11 | WEBSITE | How many clicks to contact form? | ✗ 4 clicks | ✗ 4 clicks | |
12 | WEBSITE | Is the site SSL secured? | ✓ Yes | ✓ Yes | |
13 | UX | Does the design feel approachable to a trades buyer? | ✗ Too dark | ✓ Clean | |
14 | Time to reply to test contact form submission? | ✗ No reply / 24hr | ✓ < 4 hours | ||
15 | Is there an auto-reply on form submission? | ✗ None | ✓ Yes | ||
16 | TEXT | Is there a text number on the site? | ✗ No | ✗ No | |
17 | TEXT | Do they reply to test texts? | ✗ No reply | ✗ No reply |
STAGE 1.5 — PHYSICAL PRESENCE — Applicable to businesses with a customer-facing location |
NOT APPLICABLE — CURRENT AUDIT Sunset Roofing operates as a mobile/field service business without a public-facing storefront or customer reception area. This stage is scored N/A for this audit. IF A STOREFRONT OR YARD OPENS — THIS STAGE WILL EVALUATE: | |||||
# | 5S PILLAR | WHAT WE EVALUATE | SCORE (1–5) | PHOTO REF | NOTES |
1 | SORT | No unnecessary items in customer-facing areas. Yard, reception, vehicles. | — / 5 | — | N/A this audit |
2 | SET IN ORDER | Tools, materials, signage in consistent, labeled locations. | — / 5 | — | N/A this audit |
3 | SHINE | Cleanliness of exterior, vehicles, uniforms, waiting area. | — / 5 | — | N/A this audit |
4 | STANDARDIZE | Consistent branding, signage, staff presentation across all touchpoints. | — / 5 | — | N/A this audit |
5 | SUSTAIN | Evidence of ongoing maintenance: checklists, schedules, accountability. | — / 5 | — | N/A this audit |
STAGE 2 — PROCESS — What happens during the engagement? |
MYSTERY CALL SUMMARY: We called Sunset Roofing as a prospect with storm damage. Phone answered in under 20 seconds — faster than both competitors. However the call ended without a booked appointment, a quoted price, or a confirmed next step. Done Rite gave a same-day date, a ballpark price, and booked on the first call. Sunset Roofing said they would "call back." |
# | WHERE | WHAT WE TESTED | SUNSET ROOFING | DONE RITE | WHAT THIS MEANS |
|---|---|---|---|---|---|
1 | PROCESS | How soon can someone come out? | ✗ Vague — no date | ✓ Same day | |
2 | PROCESS | Was a ballpark price given on the call? | ✗ No | ✓ Yes | |
3 | PROCESS | Did they ask for the caller's name? | ✗ No | ✓ Yes | |
4 | PROCESS | Did they attempt to book before hanging up? | ✗ No | ✓ Every call | |
5 | PROCESS | Was a specific next step confirmed? | ✗ "We'll call you" | ✓ Booked Thu 2pm | |
6 | PROCESS | Can someone book after hours without calling? | ✗ No | ✓ Online booking | |
7 | PROCESS | Is there a CRM or lead tracking system? | ✗ Not evident | ✓ Yes | |
8 | PROCESS | Do they follow up after a missed call? | ✗ No system | ✓ Auto-callback |
STAGE 3 — OUTPUT — Social proof — can a new prospect verify that Sunset Roofing delivers? |
REVIEW SUMMARY: Sunset Roofing has 8 Google reviews with 0 added in 4 months. Done Rite has 287 reviews at 4.9 stars, adding 14 new reviews per month via automated text request. Kingdom Roofing has 194 at 4.8 stars. A prospect checking reviews sees Done Rite as the clear market leader. The methodology and positioning are strong — but a bold promise with no third-party proof creates doubt at the decision point. |
# | WHERE | WHAT WE TESTED | SUNSET ROOFING | DONE RITE | WHAT THIS MEANS |
|---|---|---|---|---|---|
1 | REVIEWS | How many Google reviews? | ✗ 8 reviews | ✓ 287 reviews | |
2 | REVIEWS | New reviews per month? | ✗ 0 / month | ✓ 14 / month | |
3 | REVIEWS | Google star rating? | — (new) | ✓ 4.9 ★ | |
4 | REVIEWS | Do they respond to reviews? | ✗ No | ✓ 97% replied | |
5 | REVIEWS | Last review date? | ✗ 4 months ago | ✓ This week | |
6 | SOCIAL | Is there a case study or named testimonial? | ✗ None yet | ✓ Multiple | |
7 | SOCIAL | Presence on Facebook / Instagram? | ✗ Minimal | ✓ Active | |
8 | SOCIAL | Is there a completed project gallery? | ✗ No | ✓ Yes |
WHAT SUNSET ROOFING IS LEAKING |
Enter your average job fee — the rest is calculated from the audit findings above. Your average job fee: $ _______________ × estimated lost leads/mo × 12 = $ _______________ per year Example: $9,000 average job · 397 lost leads/mo · × 12 = $42.8M per year at current gap |
CHANNEL | WHAT WE FOUND | EST. LEADS LOST/MO | LOST PER YEAR | FASTEST FIX |
|---|---|---|---|---|
SEARCH | Not indexed. No GBP. No Map Pack. No keyword rankings. | ~152/mo | × fee × 12 | Claim GBP today. Submit sitemap. Build roofing keyword pages. |
AI SEARCH | Not listed in ChatGPT, Perplexity, or Google AI Overview. | ~48/mo | × fee × 12 | Reviews + schema markup feeds AI citation results. |
WEBSITE | No phone above fold. 8.9sec load. No tap-to-call. 4 clicks to form. | ~72/mo | × fee × 12 | Phone number top of page. Speed fix. Tap-to-call button. |
No reply in 24hrs. No auto-reply. Both competitors respond < 4hrs. | ~56/mo | × fee × 12 | Auto-reply in seconds. Human reply under 1 hour. | |
TEXT | No text number. No reply to test text. No review request system. | ~69/mo | × fee × 12 | Add text number. Auto-reply. Review request after every job. |
PHONE PROCESS | Fast pickup but no booking attempt, no date given, no price signal. | ~est./mo | × fee × 12 | AI phone script + booking system converts calls to appointments. |
TOTAL | Phone intake is your #1 asset. Every other stage leaks to Done Rite daily. | ~397/mo | $ ___ × 12 | Fix 1: Claim GBP today. Free. Takes 10 minutes. |
CRITICAL FIXES · COMPETITIVE ADVANTAGES |
CRITICAL FIXES — DO THESE FIRST | YOUR COMPETITIVE ADVANTAGES — NEITHER COMPETITOR HAS THESE |
1. Claim Google Business Profile today. Free. This single step unlocks Map Pack eligibility and is the highest-leverage fix in this entire report. 2. Add a text number and auto-reply. Storm damage leads at 9pm go to whoever texts back first. 3. Add online booking. After-hours leads cannot reach you. Both competitors accept bookings while you sleep. 4. Set up an automated text review request after every job. One text = 3–5x more reviews than asking in person. Done Rite's 14/month comes from this. 5. Fix mobile page speed. 8.9 seconds causes Google to penalize rankings and causes 53% of visitors to leave before the page loads. | 1. Mystery call methodology — neither Done Rite nor Kingdom Roofing calls your business and documents the conversation. That is your product. 2. No text capability confirmed at either competitor. First roofer to add text auto-reply owns this channel in Tampa. 3. Review quality is strong at 4.1 stars. The gap is velocity, not rating. One automated text system closes this within 60 days. 4. Word-of-mouth reputation exists but is not captured publicly. Every customer who would refer you verbally could leave a Google review with one tap. 5. All fixes are operational, not creative. No rebrand required. No new website required. The highest-value fix is free and takes 10 minutes. |
EVIDENCE & AUDIT DOCUMENTATION |
All findings in this report are documented below. Evidence is organized by audit channel in the same order as the report. Screenshots, call logs, and test submission records are attached or available on request. |
E1 — PHONE AUDIT | |
Date / Time of Call | June 2, 2026 · 2:14 PM EST |
Number Dialed | [Business phone number] |
Rings to Answer | 3 rings · < 20 seconds |
Who Answered | Male, identified as staff — did not give name |
Scenario Used | "Hi, I had some storm damage on my roof last week and I'm trying to get a few estimates." |
Call Duration | 4 min 12 sec |
Appointment Booked? | No — "Someone will call you back" |
Price Given? | No |
Name Asked? | No |
Next Step Confirmed? | No specific date or time given |
Auditor Notes | Friendly tone. Good energy. Did not ask qualifying questions. Did not attempt to book. Call ended without a confirmed action. Strongest asset is speed of answer — worst asset is intake conversion. A simple script would close this gap. |
Done Rite Comparison Call | June 2, 2026 · 2:31 PM · Booked same-day site visit · Ballpark: $8,500–12,000 · Duration: 6 min 44 sec |
Kingdom Comparison Call | June 2, 2026 · 2:48 PM · Booked next-day visit · Ballpark given · Duration: 5 min 20 sec |
Recordings / Notes | [Attach call recording or handwritten notes as Appendix A] |
E2 — WEBSITE & SPEED AUDIT | |
Audit Date | June 2, 2026 · 1:40 PM EST |
URL Fetched | sunsetroofing.com · Direct fetch confirmed |
Mobile Load Speed | 8.9 seconds · Source: PageSpeed Insights · [Screenshot: Appendix B] |
Desktop Load Speed | [Run and record here] |
Done Rite Mobile Speed | 2.3 seconds · Source: PageSpeed Insights |
Kingdom Mobile Speed | 2.8 seconds · Source: PageSpeed Insights |
Phone Number Visible Above Fold? | No · [Screenshot: Appendix C — mobile above-fold view] |
Tap-to-Call Button? | No · Confirmed on iOS Safari and Android Chrome |
Contact Form Path | Home → About → Contact → Form · 4 clicks documented · [Screenshot path: Appendix D] |
Form Submission Test | June 2, 2026 · 1:52 PM · Test name: "John Davis" · Test number: [test number] |
Auto-Reply Received? | No · Inbox checked at 1:52, 2:52, and 4:52 PM — no response |
Human Reply Received? | No reply received within 24 hours |
SSL Certificate | Valid · Confirmed via browser |
Above-Fold Clarity Test | Can identify service + location in < 3 seconds · Pass |
E3 — SEARCH & AI AUDIT | |
Audit Date | June 2, 2026 · 1:00 PM EST · Incognito browser · Tampa, FL IP |
Google Index Check | Query: site:sunsetroofing.com · Result: 0 pages indexed · [Screenshot: Appendix E] |
GBP Status | Not claimed · No map listing appears for business name · [Screenshot: Appendix F] |
Map Pack — "roofing Tampa" | Done Rite: Position 1 · Kingdom: Position 2 · Sunset: Not listed · [Screenshot: Appendix G] |
Map Pack — "roof repair Tampa" | Done Rite: Position 1 · Kingdom: Position 3 · Sunset: Not listed |
Map Pack — "storm damage roofing Tampa" | Done Rite: Position 2 · Sunset: Not listed |
ChatGPT Query | "Who are the best roofers in Tampa FL?" · Date: June 2, 2026 · Done Rite mentioned · Sunset not mentioned · [Screenshot: Appendix H] |
Perplexity Query | "Best roofing companies in Tampa" · Done Rite mentioned · Sunset not mentioned · [Screenshot: Appendix I] |
Google AI Overview | "roofing companies Tampa" · Done Rite cited · Sunset not cited · [Screenshot: Appendix J] |
Organic Rank — "roofing Tampa" | Sunset: Not on page 1 or 2 · Done Rite: Position 2 · Kingdom: Position 5 |
E4 — REVIEWS & SOCIAL PROOF AUDIT | |
Audit Date | June 2, 2026 · 1:15 PM EST |
Sunset — Google Review Count | 8 reviews · [Screenshot: Appendix K] |
Sunset — Star Rating | 4.1 stars |
Sunset — Most Recent Review | February 2026 · 4 months ago |
Sunset — Review Responses | 0 responses to any review |
Sunset — Monthly Velocity | ~0 new reviews/month (last 4 months) |
Done Rite — Google Review Count | 287 reviews · 4.9 stars · [Screenshot: Appendix L] |
Done Rite — Monthly Velocity | ~14 new reviews/month · Estimated from review date timestamps |
Done Rite — Review System | Post-job text request system evident from review recency pattern |
Kingdom — Google Review Count | 194 reviews · 4.8 stars |
Kingdom — Monthly Velocity | ~9 new reviews/month |
Social — Facebook | Sunset: Minimal activity · Done Rite: Active, weekly posts · [Screenshots: Appendix M] |
Project Gallery | Sunset: No before/after gallery · Done Rite: Extensive gallery with named projects |
E5 — PHYSICAL / 5S AUDIT (Template — Complete When Applicable) | |
Visit Date / Time | [Date] · [Time] · Duration: [X min] · Auditor: [Name] |
Address Visited | [Street address] |
Exterior Signage | Score: __ / 5 · Notes: [Visible from street? Lit? Branded?] · [Photo: Appendix] |
Parking & Access | Score: __ / 5 · Notes: [Clear? Marked? Accessible?] · [Photo: Appendix] |
Reception / Entry Area | Score: __ / 5 · Notes: [Cleanliness, branding, wait time] · [Photo: Appendix] |
Staff Presentation | Score: __ / 5 · Notes: [Uniform, greeting, professionalism] |
Yard / Storage (5S Sort) | Score: __ / 5 · Notes: [Unnecessary items present?] · [Photo: Appendix] |
Organization (5S Set) | Score: __ / 5 · Notes: [Labeled locations? Consistent layout?] · [Photo: Appendix] |
Cleanliness (5S Shine) | Score: __ / 5 · Notes: [Vehicles, surfaces, tools] · [Photo: Appendix] |
Branding Consistency (5S Standardize) | Score: __ / 5 · Notes: [Signage, uniforms, vehicles match brand?] |
Ongoing Maintenance (5S Sustain) | Score: __ / 5 · Notes: [Visible checklists, schedules, accountability?] |
Overall 5S Score | __ / 25 · (__ / 5 normalized) |
Auditor Notes | [Freeform observations — first impression, standout positives, biggest gaps] |
Photo Log | [List photos: P1 — exterior sign, P2 — parking, P3 — reception, P4 — yard, etc.] |
E6 — EMAIL & CONTACT FORM AUDIT | |
Form Submission Date/Time | June 2, 2026 · 1:52 PM EST |
Test Name Used | "John Davis" |
Test Phone Used | [Test number — not real customer number] |
Test Message | "I have some shingles that blew off in a storm last week. Looking for someone to come take a look and give me a quote." |
Auto-Reply Received? | No · Checked at +0 min, +60 min, +180 min |
Human Reply Received? | No reply within 24 hours · Final check: June 3, 2026 · 1:52 PM |
Done Rite Form Test | June 2, 2026 · 2:05 PM · Auto-reply received in 47 seconds · Human reply in 3hr 12min |
Kingdom Form Test | June 2, 2026 · 2:18 PM · Auto-reply received in 2 min · Human reply in 4hr 45min |
Screenshot Reference | [Appendix N — form path screenshots] · [Appendix O — inbox showing no reply] |
NEXT STEPS A report and a fix list. · Or we rebuild everything. · Or we run it for you every month. Whatever makes sense for your business. (407) 242-3967 · deviantsec.com |
All competitor data observed June 2, 2026 from publicly available sources. Sunset Roofing site fetched directly. Done Rite and Kingdom Roofing data from their public websites, Google search results, and direct test interactions. This document is for internal use only.
Illustrative example — fictional client with real methodology and competitor benchmarks.
Download full report (Word)They're almost always wrong.
Not because they don't care. Because they're too close to it. You built this business. You know your crew, your work, your reputation. But the customer calling for the first time doesn't know any of that. They only see what Google shows them, how fast your site loads, how easy it is to reach you, and how many reviews you have compared to the guy down the street. That gap — between what you believe and what the customer actually experiences — is where jobs are lost every single day.
We learned this from 20 years inside Fortune 500 manufacturing operations, lean process improvement, safety systems, banking, and cybersecurity. The gap between perceived performance and actual performance is the most expensive problem in any organization — and the hardest to see from the inside. The only way to close it is to test it from the outside.
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Outside-in truth — from people who run real trades businesses, not marketing agencies.
Representative feedback from founding audit clients in the Tampa market.
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