Your behind-the-scenes referral program partner

By Jenny Yu.  

gFour Marketing acts as an extension of your business, saving you time and money to develop processes that result in high-quality leads.  

At the 2026 International Roofing Expo, Lauren White of The Coffee Shops™ spoke with Rebecca (Becca) Mayo, director of partnerships at gFour Marketing, about the power of building a referral program into one’s business operations. 

Founded in 2009 by a roofing and home professional, gFour Marketing has been in the game for quite a while. “Our founder identified a need and acted upon it,” Becca shared. “We are a company that helps you supercharge your customers and turn them into raving fans from a referral and reactivation standpoint.” 

With almost 20 years of helping home improvement contractors expand their brands and bottom lines, gFour has gained a strong reputation. “A lot of clients come to us because they see a gap in the business regarding asking for referrals,” Becca stated, explaining the process behind onboarding new clients. “First and foremost, we help them identify a process by serving as an extension of their business, and then we help them develop a plan to get more referral business through the door.” 

These plans often include running reactivation campaigns, making sure the company’s sales teams are trained on how to ask for referrals and making sure they are capitalizing on the customer data already available in their CRM systems. “A lot of people don’t realize there’s a gold mine in the CRM, so we help coach them on how to activate that,” Becca explained.  

Contractors often identify a lack of time as the main barrier to building a referral program. “Contractors are busy roofing, doing the things they specialize in,” Becca said. At IRE, several contractors acknowledged the importance of referrals while also noting the time constraints that keep them from starting. “People have come up to us saying, ‘I know this will save us a ton of money in our marketing spend in 2026, but we just don't have the time or team structure to do this ourselves. We need help.’”  

That’s where gFour comes in. While the cost of leads continues to climb, gFour does the behind-the-scenes work to build out referral and reactivation processes that ultimately lower the amount of money contractors spend while increasing the conversion of high-quality leads. 

For contractors seeking a simple first step, Becca suggests making the ask. “If you’re not asking for referrals, that’s a great place to start,” she said. “76% of referrals come from friends and family members, so tell your customers to reach out to their family and friends. Just start by asking. You can’t win what you don’t ask for.” 

Watch the interview to learn more about how gFour Marketing can help you supercharge your customers into raving fans!