The Roofer Show

Most roofing contractors think they have a lead problem.After working with hundreds of roofing companies over the years, I've learned that's usually not the real issue.The contractors who stay stuck are often dealing with the same challenges: No clear vision for where they're goingWorking in the business instead of on the businessBad financial informationNo scoreboard or KPIsNo sales systemNo clear identity or storyChasing shiny objects instead of focusing on fundamentalsIn this episode, I break down the seven most common problems I see in roofing companies and share practical insights from my own experience building and selling a roofing company, as well as working with contractors across North America.If you're working harder than ever but feel like you're not getting ahead, this episode is for you.Whether your goal is more profit, more freedom, a better team, or building a business that can run without you, these lessons will help you identify what's really holding you back.WHAT YOU'LL LEARNWhy more leads usually aren't the answerThe Two Week Vacation Test and what it reveals about your businessThe difference between financials and scorekeepingWhy most contractors leave money sitting in their CRMHow your story impacts sales and pricingWhy shiny object syndrome keeps contractors stuckThe Sell Work, Do Work, Keep Score frameworkSPONSORSSMA SupportMissed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month.SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies.Learn more:https://theroofercoach.com/smaProLineProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey.From lead management to production and reporting, ProLine helps contractors create the systems needed to scale.Learn more:https://theroofercoach.com/prolineRESOURCESThe Roofer Coachhttps://theroofercoach.comFree Roofing Business Resourceshttps://theroofercoach.com/resourcesRoofing Business Success Audithttps://theroofercoach.com/resourcesFacebook:https://facebook.com/theroofercoachYouTube:https://youtube.com/@TheRooferCoach About The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

What separates a roofing business from a roofing job?In this replay episode, Dave Sullivan sits down with Tommy Mello, founder of A1 Garage Door Service and one of the most influential entrepreneurs in the home service industry.Tommy shares lessons learned while building a highly valuable company, including how to create a business that works without you, why profit must come before growth, how to hire and retain great people, and why most contractors never build a company that can actually be sold.Whether you’re trying to grow your roofing company, improve profitability, or build a business that gives you more freedom, this episode is packed with practical insights.In this episode you’ll learn:The difference between owning a business and owning a jobWhy most contractors struggle to build a sellable companyHow EBITDA impacts business valueThe importance of profit before growthWhy hiring A-players changes everythingHow to create accountability with KPIs and scorecardsThe power of delegation and building systemsWhy culture is one of your greatest competitive advantagesHow successful contractors build teams that operate without themLessons from scaling a home service companyResources Mentioned:Tommy MelloA1 Garage Door ServiceHome Service MillionaireThe E-Myth RevisitedRocket FuelThe Dream ManagerThe One ThingSponsors:ProLine CRM: theroofercoach.com/prolineBuilt specifically for contractors to help manage leads, sales, production, follow-up, and customer communication.SMA Support: theroofercoach.com/smaVirtual team members for lead management, appointment setting, customer follow-up, CRM management, and administrative support.Connect with Dave Sullivan:Website:https://theroofercoach.comYouTube:https://www.youtube.com/@DaveSullivanRooferShowSubscribe to The Roofer Show for weekly conversations focused on the business end of the roofing business About The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

Selling the job is only the beginning.In Part 2 of this conversation, Dave Sullivan and John DeLaurie get into the next two legs of the stool:doing the workand keeping scoreThey talk about:where roofing companies start losing moneycommunication breakdowns with homeownersproduction handoff problemscustomer experience and reviewsjob costingdashboards and KPIsbookkeeping and cash flowaccountability and ownershipAI and operational systemsThis episode focuses on what actually happens after the sale — and why so many roofing companies struggle operationally even when sales are strong.Looking for help building a more profitable roofing business with better systems and accountability? Let’s talk.Take the Profit Leak Audit:https://theroofercoach.com/auditRecommended ToolsProLine CRM – Know your numbers and close more jobs.Track your leads, follow-ups, and pipeline so nothing falls through the cracks.👉 Check it out: https://theroofercoach.com/prolineSMA Support – Never miss another call or follow-up.They handle your calls and lead follow-up so you stop losing the jobs you’re already paying for.👉 Learn more: https://theroofercoach.com/smaAbout The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

If you’re a roofing contractor tired of chasing jobs and inconsistent revenue… this episode will change how you think about your business.In this episode, I sit down with Bryan Mitchell to break down how to build a profitable repair and maintenance division—and why it can be one of the most overlooked opportunities in roofing.We walk through it step-by-step:Why only 5–7% of roofs get replaced each yearHow service creates recurring revenueWhat a service division actually looks likeHow to start (even if you’re small)The numbers behind a $500K service truckHow to find opportunities and win the workThe biggest mistakes contractors makeThis isn’t theory—this is how real roofing businesses build profit, stability, and long-term value.Learn more about Bryan Mitchell:https://serviceadvantedge.netLooking for a mentor to help build a more profitable roofing business?https://theroofercoach.comSPONSOR:SMA Supporthttps://theroofercoach.com/sma About The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

Most roofing contractors think they need more leads…But the real problem is what happens AFTER the lead comes in.In this episode, we break down what it actually costs to get a customer — and why chasing more leads is probably costing you thousands.If you’ve been spending money on Google Ads, SEO, or lead services and not seeing the results you want… this will change how you look at your business.👉 Find your biggest profit leak in 2 minutes:https://theroofercoach.com/auditIn this episode:The real cost per lead and cost per customerWhy most contractors don’t know their close rateHow one job should create multiple opportunitiesThe simple referral system most companies skipHow to grow without relying on more leadsLooking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.Take the Profit Leak Audit:https://theroofercoach.com/auditRecommended ToolsProLine CRM – Know your numbers and close more jobs.Track your leads, follow-ups, and pipeline so nothing falls through the cracks.👉 Check it out: https://useproline.com/SMA Support – Never miss another call or follow-up.They handle your calls and lead follow-up so you stop losing the jobs you’re already paying for.👉 Learn more: https://funnels.smasupport.us/the-roofer-show

Most roofing contractors don’t have a lead problem—they’re losing money in their follow-up, systems, and execution.In this episode, I sit down with Chris Diroll from SMA Support to break down 5 profit leaks that are quietly costing roofing businesses serious revenue.We cover:The 1-minute rule (speed to lead)Mining your CRM graveyard (rehash opportunities)Keeping your reps focused on sellingNeighborhood marketing for free leadsBuilding a referral system that actually workIf you fix these, you don’t need more leads—you just need to convert better.LINKS:Take the Profit Leak Audit:https://theroofercoach.com/smaBook a Free Strategy Call:Schedule NowProLine (Recommended Tool):https://useproline.com/Watch on YouTube:https://youtu.be/YVmloP2au3kAbout The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

If you’re struggling to find good employees, you’re not alone.Most roofing contractors say the same thing:“There’s no good people out there.”But that’s not the real problem.The truth is — there ARE good people.They’re just not working for you.In this episode, I sit down with Paul from Contractor Staffing Source to break down how to actually build a recruiting system that attracts better people, responds faster, and helps you stop the revolving door.We cover:Why writing a job post doesn’t work (and what to do instead)The biggest mistake contractors make when hiringWhy speed matters more than you thinkHow to filter and assess the right candidatesWhy hiring the wrong person can cost you $50,000+If you want to build a business that doesn’t rely on you for everything, this is a must-listen.👉 Want help building a more profitable roofing business?Book a free strategy call:https://theroofercoach.com🔖 SHOW NOTESGuest: Paul Sandeman – Contractor Staffing SourceKey Takeaways:Always be recruitingWrite an ad, not a job postSpeed to lead applies to hiringYou can’t fix character — hire for itBuild a system or expect a revolving doorLooking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk. About The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

Most homeowners don’t have $25,000 sitting around for a new roof.In this episode of The Roofer Show, Dave Sullivan talks with financing expert Chris Scoville about how roofing contractors can use financing to close more jobs.With roofing prices higher than ever, many homeowners don’t have the cash available to pay for a new roof upfront. Contractors who offer financing give customers more options and remove one of the biggest barriers to saying yes.Chris explains why contractors should offer financing early, always, and often, and how monthly payment options help homeowners move forward with roofing projects.They also discuss how financing can be integrated into proposals, websites, and CRM systems like ProLine to make the process simple for both contractors and homeowners.If you're not offering financing, you may be losing jobs to competitors who are.Episode Highlights• Why many roofing contractors lose jobs because they don’t offer financing• The rule: offer financing early, always, and often• Why homeowners respond better to monthly payments than total price• How financing helps contractors close more jobs without lowering their price• Simple ways to integrate financing into proposals and websitesShow NotesMany roofing contractors struggle with price objections when presenting large projects to homeowners.Financing can remove one of the biggest barriers to closing roofing jobs by giving customers options and spreading payments over time.In this episode, Dave Sullivan sits down with financing expert Chris Scoville to discuss how contractors can use financing effectively to grow their business and close more jobs.Chris shares practical advice on how financing works, why contractors should present it early in the sales process, and how showing monthly payment options can dramatically change how homeowners make decisions.If you’re not offering financing today, this conversation may change the way you approach selling roofing projects.HostDave SullivanThe Roofer CoachHelping roofing contractors grow their businesses, make more money, and have more free time.If you're looking for help building a more profitable roofing business, let’s talk.Visit:https://theroofercoach.comPodcast LinksWebsitehttps://theroofercoach.comYouTubehttps://www.youtube.com/@DaveSullivanRooferShowRoofing Business Podcast Topics CoveredThis episode discusses topics important to roofing contractors including:• roofing financing• roofing sales strategies• selling high-ticket roofing projects• roofing business growth• contractor marketing and sales• closing more roofing jobsAbout The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

EPISODE DESCRIPTIONThinking about starting a roofing business? Or trying to run yours more professionally?In this episode, Dave sits down with former co-host and roofing business owner John Delaurier to talk about what it actually takes to build a profitable roofing company in 2026.They cover profit margins, speed to lead, branding, hiring your first sales rep, neighborhood domination marketing, and the key KPIs every contractor must track.If you want to build it right — this episode is for you.📄 SHOW NOTESHow to Start a Roofing Business in 2026: Profit, Systems & What Most Get WrongA lot of contractors want to start a roofing company.Very few understand what it actually takes to build one that’s profitable, stable, and scalable.In this episode, Dave Sullivan sits down with former co-host and former coaching client John Delaurier — who started a roofing company from scratch, built it to $3M, ran it profitably, and eventually sold it.Now working with contractors across the country, John shares what he’s seeing in today’s market and what separates contractors who win from those who struggle.What We Cover:Why “slow market” doesn’t mean you can’t winThe importance of defining your “why” before startingWhy revenue means nothing without marginWhy 35% gross profit should be your minimum target (retail)The 4–5M revenue sweet spot for lifestyle + profitabilitySpeed-to-lead and why seconds matterBranding mistakes most contractors makeWhy you must dominate neighborhoodsWhy the owner should sell the first $1MHiring and training your first sales repThe three KPIs that drive everything:Close rateAverage ticket sizeGross profit marginWhy job costing must happen on every single jobKey TakeawaysYou don’t grow into profitability — you build it intentionally.If you’re not tracking your numbers, you’re guessing.Speed to lead wins in a shrinking market.Branding is about your customer — not your ego.You must learn to sell before you hire salespeople.SponsorsRubyIf your phone isn’t getting answered live, you’re losing jobs.Ruby provides professional virtual receptionists who answer calls and book appointments so you never miss an opportunity.👉 theroofercoach.com/rubySMA SupportAs your roofing business grows, operations get messy fast.SMA Support helps simplify and systemize your back-end operations so you can scale without chaos.👉 smasupport.usResources MentionedProLine CRM – useproline.comTop RepSTG (Sales Transformation Group)KickCharge Branding (Dan Antonelli)Brad Akers – Neighborhood Domination StrategyLooking for Mentorship?If you’re serious about building a profitable roofing business and want accountability and guidance…👉 Head over to theroofercoach.com and schedule a call.⏱ TIMESTAMPS (Chapters)00:00 – Intro03:00 – State of the roofing market in 2025–202610:54 – Defining your “why” before starting13:51 – Reverse engineering income goals15:30 – Revenue per capita and staffing17:00 – Why 35% gross profit matters23:00 – Branding mistakes contractors make32:00 – Speed to lead and instant response systems37:40 – Neighborhood domination marketing48:18 – Why the owner sells the first $1M57:04 – The 3 KPIs every contractor must track1:00:20 – Financials, bookkeeping, and keeping score

EPISODE SUMMARYMost roofers think they need more leads.But leads don’t fix a broken roofing business — they amplify the chaos.In this episode, Dave Sullivan explains why the “boring” foundation work — answering the phone, follow-up, systems, process, and finishing jobs the right way — is what actually creates profit, control, and time off.This episode ties directly to last week’s show (Your Roofing Company Isn’t Ready for More Leads) and sets the stage for upcoming episodes on markup vs profit and what a website is really supposed to do.If you’re tired of being busy, stressed, and wondering where the money went, this is a Start Here episode.EPISODE DESCRIPTIONRoofing contractors love exciting goals: more leads, more sales, bigger numbers.But here’s the truth — if your systems can’t handle growth, growth will punish you.In this episode, Dave breaks down why most roofing businesses struggle even when revenue is up and what must be fixed before you chase more leads or scale.Dave also shares a real-world lesson from a recent home renovation project and why the last 5–10% of a job — the walkthrough, closeout, and customer experience — is what actually drives 5-star reviews, referrals, and long-term brand value.This is the foundation work most contractors avoid because it feels boring — and exactly why it works.IN THIS EPISODE, YOU’LL LEARNWhy more leads don’t solve broken systemsThe real job of your website (and what it’s NOT)Why speed-to-lead and live phone answering matterHow follow-up automation changes close ratesWhy most contractors struggle to convert opportunitiesThe “2-week vacation test” to see who really owns the businessWhy finishing strong is what earns reviews and referralsWhy mentoring beats one-time courses when plans changeRESOURCES & LINKSFree 2026 Roofing Business Success Audit(50 yes/no questions + a score you can compare to other companies) Visit the Resources page at TheRooferCoach.comRuby ReceptionistsLive, professional phone answering that converts calls into appointments theroofercoach.com/ruby(Get $150 off your first month – tell them Dave sent you)ProLine CRMFollow-up automation, quotes, updates, and review requests — done for you useproline.com(Tell them you heard about ProLine on The Roofer Show)SMA SupportInside sales and operations support so nothing falls through the cracks smasupport.us(Tell them Dave sent you)

EPISODE SUMMARYMost roofers chase leads. The best roofers build a brand.In this episode, Dave and Crystal Williams explain why branding—not just ads—is what makes leads cheaper, customers more loyal, and businesses more valuable over time.EPISODE DESCRIPTIONRoofers are obsessed with leads.But leads get more expensive every year — unless you build something that makes people remember you, trust you, and look for you by name.That’s called branding.In this episode, Dave Sullivan sits down with Crystal Williams of Lemon Seed Marketing to explain what branding actually means for roofing companies — and how to build it while still generating leads today.They break down:Why most roofers look the sameHow differentiation keeps you out of price warsHow mascots, billboards, trucks, and storytelling really workWhy “direct search” is the real scorecard for brandingAnd why marketing cannot fix broken operationsCrystal also shares the real-world case study of Eminem Roofing and Rufus the Armadillo, showing how consistent branding helped turn a small roofing company into a dominant regional player.If you want cheaper leads, better customers, and a business that’s worth more than its trucks — this is where it starts.YOU’LL LEARNWhat branding actually means (it’s not your logo)Why differentiation lets you charge moreHow branding and lead gen should run togetherWhy mascots work — if you commitHow to measure branding using direct searchWhy marketing exposes bad operationsWhen it’s time to rebrandHow consistent branding lowers your cost per leadTIMESTAMPS00:00 – Why branding matters01:16 – What branding really is03:45 – Storytelling and emotional connection06:45 – Differentiation vs being a commodity09:02 – Brand personality and origin stories13:29 – Eminem Roofing case study17:16 – Rufus the Armadillo and mascots23:24 – When mascots work (and when they don’t)29:47 – Ideal customer avatars and audits35:21 – How to measure brand ROI41:14 – Branding is a long-term commitment43:09 – Why marketing can’t fix bad operations48:15 – When to rebrand53:45 – Final takeaways54:19 – How to reach CrystalRESOURCESLemon Seed Marketinghttps://lemonseedmarketing.comEmail: hello@lemonseedmarketing.comEmail: crystal@lemonseedmarketing.comLINKSWork with Dave / Mentoringhttps://theroofercoach.com/mentoring/Free Resourceshttps://theroofercoach.com/resources/Text Dave(510) 612-1450Free Strategy Callhttps://davesullivan.as.me/free-strategy-callFree 1-Page Business Planhttps://theroofercoach.com/planTRUSTED & VETTED SPONSORSRuby ReceptionistsUS-based professionals who answer your phones live and tee up the saleGet $150 off → https://theroofercoach.com/rubyProLineAutomated follow-up, texts, emails, and CRM for roofers50% off first month with code DAVE50 → https://useproline.comSMA SupportRoofing-specific virtual assistantshttps://smasupport.us

As we head into 2026, many roofing contractors are rethinking how they build their business—focusing less on chaos and top-line growth, and more on profitability, structure, and long-term value.In this episode, Dave Sullivan sits down with Tim Brown of Hook Agency, who’s doing something unexpected: launching his own roofing company, Owl Roofing. Dave walks Tim through the One-Page Business Plan framework to pressure-test the idea, clarify the strategy, and uncover the real challenges that come with starting a roofing business the right way.This conversation goes far beyond marketing. Tim and Dave dig into storm work vs. retail, branding and positioning, financing-first selling, leadership depth, production risks, and what it really takes to build a roofing company that can grow without relying on the owner every day.If you’re planning your 2026 strategy—or thinking about starting, scaling, or eventually stepping back from your business—this episode will sharpen your thinking fast.What you’ll hear in this episode:Why Tim Brown is launching Owl Roofing and what he hopes to buildUsing the One-Page Business Plan to create clarity and directionStorm work vs. retail roofing and how to think about the mixWhy being “five-mile-famous” beats spreading marketing thinThe two biggest homeowner complaints: communication and clean-upFinancing-first selling: why homeowners buy payments, not pricesDave’s three-legged stool framework: Sell Work, Do Work, Keep ScoreThe real risks in roofing: hiring, production handoffs, insurance tightening, and cash flowBuilding a business that creates options—sell it, step back, or keep it cash flowingResources mentioned:Free One-Page Business Plan for Roofing Contractors → https://theroofercoach.com/resourcesRoofing Success Audit → https://theroofercoach.com/resourcesHook Agency → https://hookagency.comTrusted & Vetted Sponsors:Ruby Receptionists – US-based professionals who answer your phones live, create a great first impression, and tee up the sale so you can focus on running your business.Get $150 off your first month → https://theroofercoach.com/rubyProLine – The roofing CRM that sells more jobs and helps you make it home for dinner. Automate follow-up, quoting, and communication in one simple platform.Try it FREE + save 50% off your first month with code DAVE50 → https://useproline.comSMA Support – Roofing-specific virtual assistants who understand the business. Outsource admin, marketing, and customer service tasks to free up your time.Learn more → https://smasupport.usConnect with Tim:Facebook: https://facebook.com/invigoratedOwlRoofing.comWork with Dave (2026):Looking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.Book a free strategy call → https://davesullivan.as.me/free-strategy-callWatch on YouTube:Subscribe for full episodes and short-form roofing business insights → @DaveSullivanRooferShow

As contractors move through 2025 and begin planning for 2026, many are rethinking the type of work they want to focus on. Residential, commercial, storm work, or a mix of everything — each path comes with tradeoffs that aren’t always obvious. In this episode, Dave walks through the real pros and cons of residential and commercial roofing and explains how to make strategic decisions that reduce chaos and improve profitability.One of the biggest decisions roofing contractors wrestle with is whether to focus on residential, commercial, or try to do both.In this episode, I break down the real differences between residential and commercial roofing, the hidden challenges of each, and why trying to do everything often leads to confusion, thin margins, and burnout.This isn’t about which is “better.”It’s about choosing the right lane for your business, your goals, and your lifestyle — and building systems that actually support it.Many roofing contractors believe that doing both residential and commercial work will diversify risk and increase profits — but in reality, it often creates complexity, cash flow problems, and operational strain.In this episode, Dave Sullivan walks through the pros and cons of residential vs. commercial roofing based on decades of real-world experience. He explains how sales cycles, margins, staffing, systems, and customer expectations differ between the two — and why contractors often underestimate what it takes to run both successfully.Dave also introduces the idea of focus as a growth strategy, explaining how specialization can improve marketing, operations, profitability, and even business value. The goal isn’t to limit opportunity, it’s to build a business that runs cleanly, predictably, and profitably without constant firefighting.If you’ve ever felt torn between chasing bigger commercial jobs or sticking with residential work, this episode will help you make a clearer, more confident decision.This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant as contractors plan for 2026.Original episode: https://theroofershow.com/417What you’ll hear in this episode:Residential and commercial roofing require very different systemsTrying to do both often increases complexity and stressFocus leads to better margins and stronger executionCash flow and sales cycles differ dramatically between marketsSpecialization improves marketing clarity and positioningThe right choice depends on your goals, not industry hypeResources:Connect with Dave!Text Dave: (510) 612-1450Free Strategy CallWant to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-callFree ResourceDownload your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/planWatch on YouTubeSubscribe for weekly tips and full episodes → @DaveSullivanRooferShowTrusted & Vetted SponsorsRuby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby.ProLine – Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com.SMA Support – Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us.