About Our Partner
Midwest Diversified built its reputation long before it built a pipeline. Keith got his start in roofing and construction in 1977, launched the company in 2004, and held Conklin Preferred Contractor status year after year. The crews were skilled and the work held up, so when Midwest Diversified got in front of a building owner, they usually won the job. The problem was getting in front of them at all.
“The first call I actually went out on, I sold the project within three days,” said Keith, owner of Midwest Diversified.
Client’s Challenges
For five years, revenue sat just above $1 million and refused to move. Referrals and repeat customers kept the schedule full enough to operate, but nothing new was coming in, and nothing about that was going to change on its own. Keith had been burned by outside help before, so he was skeptical when a firm called offering to set appointments. He heard them out, then walked away over a wrong address on the contract. Abstrakt’s rep called him back and asked to meet in person. Keith drove down, toured the floor, and shook hands with the team that would be making his calls. Then he signed.
Our Solution
A commercial roof gets replaced every fifteen to twenty years, which means that on any given day almost no one in the market is actively buying. Outbound works by finding the buyers who are ready and getting into the conversation before the decision is made. Forrester found that 68% of B2B buyers already have a front-runner in mind at the start of the buying process, and that front-runner wins the large majority of the time. The contractors who show up consistently become that front-runner; the ones who wait for referrals arrive after the decision has already been made.
Abstrakt runs four channels together, phone, email, LinkedIn, and direct mail, coordinated around a single prospect list and one dedicated SDR team. The list is built from Abstrakt’s real-time intelligence platform of more than 125 million records, then validated for Midwest Diversified’s market: verified decision-makers, accurate contact data, and the commercial properties across Kansas City most likely to need roofing work. Behind the outreach runs a defined process: qualify the decision-maker, book the meeting when the timing is right, and nurture the rest until a buying window opens. On a fifteen-year replacement cycle, most of the opportunity lives in that follow-up. Across Abstrakt’s programs, nearly half of all booked appointments come out of nurture rather than first contact.
The Excellent Results
$2,710,258 closed · 433 appointments booked · 8 years · $26,829 average new business per month.
The program produces at every size of job. A corporate facilities lead responsible for fifteen buildings started Midwest Diversified on a single 35,000-square-foot repair; that relationship has grown into steady service work worth six figures a year and $778,478 closed to date. An owner staring at quotes to fully replace 64,000 square feet of flat roof took a smarter repair-and-coating path instead, closing $410,000 in about four months. A facilities manager who insisted he had no roofing needs resurfaced months later with three aging roofs and a competitor already scheduled; a patient follow-up cadence kept Midwest Diversified in the running and closed $342,068.
Across 34 projects, eleven cleared $50,000 and drove most of the revenue, while the rest ranged from a $37,000 job down to an $800 repair, a program that produces at every size, which keeps crews working while the big jobs develop. The buyers span an automotive dealer group, manufacturers, a cookware company, a casino, and an ambulance district. Same crews, same reputation, now working a steady stream of qualified opportunities instead of waiting for the phone to ring. Midwest Diversified rates the partnership a 5 out of 5, and the program is still running.
Hear it from Midwest Diversified
- Commercial roofing lead generation
Midwest Diversified
Keith Steiner closed a project within three days of his first appointment. Since then, Midwest Diversified has turned those first meetings into repeat six-figure work, including a car dealership account with 15 buildings and crews on site every week.
Results from Abstrakt program records for this client, first published October 2025. Results vary by market, offer and program.
