Avsnitt
-
Can you leave your roofing business for two weeks and know everything will be okay?
I'm recording this bonus episode while on vacation in Europe, and it reminded me of one of the biggest lessons I learned building my roofing company.
The real measure of success isn't revenue.
It's building a business that gives you choices.
I share why taking my family to Europe every summer became one of my biggest goals, how that vision shaped the way I built my company, and why I decided to replay my conversation with my longtime business coach, Rick Dutmer.
If you haven't listened to that episode yet, I hope you will. The lessons on profitability, systems, leadership, and building a business that doesn't depend on you are more relevant today than ever.
SHOW NOTESFor years, one of my biggest goals wasn't becoming the biggest roofing contractor.
It was building a business that would allow me to spend time with my family and travel without worrying about what was happening back at the office.
In this short bonus episode, recorded from Italy, I talk about why that goal changed the way I ran my business—and why it's exactly what my recent conversation with Rick Dutmer was all about.
In this episode:
Why freedom starts with systems—not luck.The real reason most owners can't take time away.Why profitability creates options.How building the right team changes everything.Why every contractor should ask, "Could I leave for two weeks?"If you haven't listened to Episode 485 with Rick Dutmer, go back and give it a listen. I think it's one of the most important conversations I've ever shared.
🎧 Episode 485: Replay | The Business Plan That Took My Roofing Company from Chaos to Cash-Out
Resources📥 Download my FREE One Page Business Plan:
https://theroofercoach.com/resources
📅 Book a free Roofing Business Strategy Call:
https://theroofercoach.com
Thanks to Our SponsorsSMA 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/sma
ProLineProLine 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/proline
About The Roofer Show
The 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.
-
Originally released as Episode 444, I’m bringing this conversation back because the lessons are even more relevant today than when we first recorded it.
Most roofing contractors don’t have a business plan—they have ideas, goals, and good intentions.
That was me too… until everything changed.
In this episode, I sit down with my longtime business coach, Rick Dutmer, to share how a simple business plan transformed my roofing company from chaos and constant firefighting into a profitable business I was ultimately able to sell.
If you’re working too many hours, making every decision yourself, or wondering whether all your hard work will ever pay off someday, this episode will show you what’s possible when you stop reacting and start running your business on purpose.
SHOW NOTESRunning a roofing company without a clear business plan almost guarantees stress, burnout, and uncertainty—even when sales are strong.
In this replay, I sit down with my longtime business coach, Rick Dutmer, to discuss the strategies that helped transform my roofing company into a profitable, systems-driven business that no longer depended on me for every decision.
We cover why most contractors avoid planning, why chasing revenue can actually make your business weaker, and how focusing on profitability, leadership, and systems creates a company that’s easier to run, more enjoyable to own, and ultimately far more valuable.
Whether your goal is to make more money, take more time off, or someday sell your business, the principles in this episode are just as relevant today as when we first recorded it.
In this episode you’ll learn:
Why “Volume kills, profit thrills.”Why growth without profit can destroy a business.How a simple business plan creates clarity and confidence.Why profitability matters more than revenue.How to build a management team that doesn’t depend on you.What makes a roofing company valuable to a future buyer.Why planning years ahead gives you more options and more freedom.
Resources📥 Download my FREE One Page Business Plan:
https://theroofercoach.com/resources
📅 Book a free Roofing Business Strategy Call:
https://theroofercoach.com
Thanks to Our SponsorsSMA 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/sma
ProLineProLine 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/proline
About The Roofer Show
The 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.
-
Saknas det avsnitt?
-
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 framework
SPONSORSSMA 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/sma
ProLineProLine 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/proline
RESOURCESThe Roofer Coach
https://theroofercoach.com
Free Roofing Business Resources
https://theroofercoach.com/resources
Roofing Business Success Audit
https://theroofercoach.com/resources
Facebook:
https://facebook.com/theroofercoach
YouTube:
https://youtube.com/@TheRooferCoach
About The Roofer Show
The 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 growth comes from more leads.
John Starry took a different approach.
In just three years, he built Steadfast Roofing into a $13 million company while earning nearly 800 Google reviews, creating a strong company culture, and building systems that support sustainable growth.
In this episode, John shares how his team generates referrals from every project, follows up with leads faster, creates a consistent customer experience, and tracks profitability as the company grows.
If you’re looking to grow your roofing company without creating more chaos, this episode is packed with practical lessons you can apply immediately.
WHAT YOU’LL LEARNHow John built a $13M roofing company in just three yearsHow Steadfast Roofing earned nearly 800 Google reviewsThe review process that creates consistent 5-star customer experiencesWhy speed-to-lead is critical for converting expensive leadsHow to generate referrals from every job siteThe systems and processes that support sustainable growthHow company culture impacts accountability and performanceWhy job costing and profitability tracking matter as you scale
CHAPTERS00:00 Introduction
05:13 Starting Steadfast Roofing
08:36 Growing to $3.7M in Year One
12:00 Neighborhood Marketing and Referrals
13:42 How They Earned Nearly 800 Google Reviews
16:47 Lead Generation That Works
18:40 Speed-to-Lead and Follow-Up
23:39 Building a Website That Converts
25:40 Growing to $13M
30:45 Managing a Growing Sales Team
33:13 Building Company Culture
34:29 Production Systems and Communication
42:00 Job Costing and Profitability
47:24 Managing Growth and Cash Flow
51:32 Lessons Learned
53:19 Final Thoughts
SPONSORSSMA 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/sma
ProLineProLine 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/proline
RESOURCESThe Roofer Coach
https://theroofercoach.com
Free Roofing Business Resources
https://theroofercoach.com/resources
Roofing Business Success Audit
https://theroofercoach.com/resources
CONNECTIf you enjoyed this episode, subscribe to The Roofer Show and leave a review. It helps other roofing contractors build more profitable businesses with less stress and more freedom.
About The Roofer Show
The 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 company
Resources Mentioned:Tommy MelloA1 Garage Door ServiceHome Service MillionaireThe E-Myth RevisitedRocket FuelThe Dream ManagerThe One Thing
Sponsors:ProLine CRM: theroofercoach.com/proline
Built specifically for contractors to help manage leads, sales, production, follow-up, and customer communication.
SMA Support: theroofercoach.com/sma
Virtual team members for lead management, appointment setting, customer follow-up, CRM management, and administrative support.
Connect with Dave Sullivan:Website:
https://theroofercoach.com
YouTube:
https://www.youtube.com/@DaveSullivanRooferShow
Subscribe to The Roofer Show for weekly conversations focused on the business end of the roofing business
About The Roofer Show
The 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.
-
Thinking about starting a roofing business in 2026 — or trying to grow the one you already have?
In this episode, Dave Sullivan sits down with former Roofer Show co-host John DeLaurier to break down what it actually takes to build a profitable roofing company in today’s market.
John started a roofing business from scratch, built it into a successful company, eventually sold it, and now works with roofing contractors across the country through ProLine CRM. Together, Dave and John discuss the systems, numbers, leadership, marketing, customer experience, and technology that separate successful roofing businesses from the ones that struggle.
They cover:
Why profit matters more than revenueHow to reverse engineer your business goalsThe importance of branding and customer experience Speed to lead and follow-up systemsHiring and building a sales teamMarketing strategies that actually workCRM systems, automations, and KPIsWhat most roofing contractors get wrong when starting outIf you want to build a roofing business that’s profitable, scalable, and less dependent on you — this episode is packed with practical advice.
SPONSORS:SMA SupportAs your roofing company grows, the chaos usually grows with it: production tracking, supplements, admin work, scheduling, follow-up, and more.
SMA Support helps roofing companies simplify operations with trained virtual assistants, inside sales support, CRM management, and back-office help so owners can focus on growing the business instead of constantly putting out fires.
Learn more at:
https://theroofercoach.com/sma
ProLine CRM
Most roofing companies don’t have a lead problem — they have a follow-up problem.
ProLine CRM helps roofing contractors automate follow-up, manage pipelines, track leads, build proposals, and sell more jobs without the chaos.
Learn more at:
https://theroofercoach.com/proline
Use promo code DAVE50 for 50% off your first month.WEBSITE:
https://theroofercoach.com
YOUTUBE:https://www.youtube.com/@TheRooferShow
Looking for guidance and accountability to help build a more profitable roofing business?
Schedule a strategy call at:
https://davesullivan.as.me/free-strategy-call
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 score
They 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/audit
Recommended 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/proline
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://theroofercoach.com/sma
About The Roofer Show
The 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 companies don’t have a lead problem — they have a systems problem.
In this episode, Dave Sullivan sits down with John DeLaurie to talk about:
what top roofing contractors are doing differentlywhy so many companies stay stuck operationallylead generation that actually workssales process and follow-upanswering the phone and speed to lead CRM systems and automationsbuilding a roofing business that runs profitablyJohn also shares insights from talking with contractors around the country and what separates companies that are growing from those that stay stuck.
Next week, Dave and John get into the next two legs of the stool — doing the work and keeping score — where most roofing companies really start losing money.
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/audit
Recommended Tools
ProLine 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
About The Roofer Show
The 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.net
Looking for a mentor to help build a more profitable roofing business?
https://theroofercoach.com
SPONSOR:SMA Support
https://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.
-
If you had to step away from your business for two weeks… would it run—or fall apart?
In this episode, I break down the “2-Week Vacation Test”—a simple way to see whether you actually own a business… or just a job.
Most contractors don’t have a lead problem. They have a structure problem.
If everything depends on you—calls, sales, production, decisions—your business can’t grow.
We walk through the 3 core areas every roofing business needs to function without the owner:
Selling the work (lead handling & follow-up)Doing the work (production & accountability)Keeping score (financial visibility)I’ll also show you where most contractors are leaking money—and how to start fixing it.
If you want to know exactly where your business is breaking, download the Roofing Business Success Audit below.
LINKS:👉 Roofing Business Success Audit:
https://theroofercoach.com/audit
👉 Learn more about SMA Support:
https://theroofercoach.com/sma
👉 Learn more about ProLine CRM:
https://theroofercoach.com/proline
TIMESTAMPS:00:00 – The 2-Week Vacation Test
00:30 – Welcome to The Roofer Show
01:15 – The Real Problem (You Are the System)
03:30 – The 3-Legged Stool Explained
07:00 – Run the Test on Your Business
10:00 – Fixing the Bottlenecks
10:30 – SMA (Lead Handling & Follow-Up)
11:45 – ProLine CRM (Systems & Pipeline)
13:00 – Why This Actually Matters
16:00 – Download the Audit
18:30 – Final Thoughts
Download the Roofing Business Success Audit:
https://theroofercoach.com/download-audit
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/audit
In 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/audit
Recommended 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 go out of business because of lack of leads.
They go out of business because they don’t understand their numbers.
In this episode, Dave Sullivan breaks down why contractors stay busy but still go broke—and what to fix before it’s too late.
Featuring insights from Michael Stone from Markup and Profit , this episode covers:
Why 9 out of 10 contractors failThe biggest pricing mistakes roofers makeThe difference between markup and marginWhy more sales can actually make things worseThe minimum profit you need to stay in businessIf you’re not clear on your numbers, none of the marketing or leads matter.
📺 Watch this episode on YouTube (recommended to see the slides and numbers):
Watch Now
📊 Want help breaking down your business?
Book a Free Roofing Business Review:
https://davesullivan.as.me/free-strategy-call
🔧 ProLine CRM (built for roofing contractors):
Track your leads, follow up consistently, and close more jobs
👉https://useproline.com
📞 SMA Support:
Never miss calls or follow-ups again—turn more leads into jobs
👉 https://www.smasupport.us/contractor-back-office-outsourcing-bpo-services-about/contact/
📚 Learn more from Michael Stone:
https://markupandprofit.com
🎧 More from The Roofer Show:
https://theroofercoach.com
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 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/sma
Book a Free Strategy Call:
Schedule Now
ProLine (Recommended Tool):
https://useproline.com/
Watch on YouTube:
https://youtu.be/YVmloP2au3k
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 hiring a salesperson will solve their problems.
In reality… it usually creates new ones.
In this episode, I break down why your first sales hire often costs you money, how it impacts your margins, and what you need in place before you even think about bringing someone on.
If you’re doing $1M–$4M and thinking about hiring—or already have salespeople and things aren’t working the way you expected—this episode will help you take back control.
Show NotesIn this episode, we cover:
Why most contractors screw up their first sales hireThe truth about “commission-only” salespeopleHow hiring too early actually reduces your profitThe math behind what a salesperson really needs to produceWhy this is a control problem—not a sales problemWhat needs to be in place before you hire
LinksFree 1-Page Business Plan:
https://theroofercoach.com
2026 Roofing Business Success Audit:
https://theroofercoach.com/resources/
ProLine CRM:
https://useproline.com
SMA Support:
https://smasupport.us
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.
-
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 Source
Key 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 roofing companies try to solve their marketing problems by buying more leads.
But what if that’s actually the problem?
In this episode of The Roofer Show, I talk with Joe Hughes from Contractor Dynamics about why traditional roofing marketing isn’t working like it used to — and what contractors should be doing instead.
We break down how to build your own in-house marketing machine so you’re not dependent on agencies, lead services, or constantly chasing new leads.
In this episode, we cover:
Why blindly outsourcing marketing doesn’t work anymore The idea of becoming the “general contractor” of your marketingWhy homeowners are more skeptical than everThe importance of speed to lead and answering the phoneHow to become “five mile famous” in your marketWhat marketing is actually working right nowIf you want more consistent leads and a more profitable roofing business, this episode will change how you think about marketing.
Resources & Links:Contractor Dynamics
https://contractordynamics.com/
Call to Action:
Looking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.
Schedule Now
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 websites
Show 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 Sullivan
The Roofer Coach
Helping 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.com
Podcast LinksWebsite
https://theroofercoach.com
YouTube
https://www.youtube.com/@DaveSullivanRooferShow
Roofing 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 jobs
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.
-
EPISODE SUMMARY
In this episode, I’m joined by Michael Stone, author of Markup & Profit, to talk about the real reason so many roofing contractors go broke: they don’t charge enough and they don’t know their numbers. We break down markup vs. profit, why job costing is mandatory, how to set pricing to cover overhead + owner pay + net profit, and how to market to the right customer so you can charge what you’re worth.
EPISODE DESCRIPTIONMost roofing contractors don’t go out of business because they can’t sell.
They go out of business because they don’t charge enough, don’t job cost, and don’t know their real numbers.
In this episode, I’m joined by Michael Stone, author of the classic book Markup & Profit, to talk about the fundamentals that never change — and why “the market price” mentality keeps contractors broke.
We cover:Why 9 out of 10 contractors go broke (and what the profitable ones do differently)The difference between markup and gross profit (and why it matters)Why job costing is non-negotiable if you want consistent profitHow to set pricing to cover overhead, owner pay, and net profitWhy “being competitive” is optional — but being profitable isn’tHow to market to the right customer so you can charge what you’re worthCash flow and payment schedules: why contractors run out of cash even when they’re busyBuilding a business that’s actually sellable (systems + financials + profit)
Connect with Michael Stone:Website: markupandprofit.com
Connect with Dave / The Roofer Coach:Free Strategy Call: Schedule Now
Free Resource (1-Page Business Plan): theroofercoach.com/plan
Text Dave: (510) 612-1450
SPONSORS:✅ ProLine — Automate follow-up and close more jobs with text + email. Try it FREE and save 50% off your first month with code DAVE50 → useproline.com
✅ SMA Support — Virtual assistants for roofing companies (calls, admin, lead follow-up) → smasupport.us
-
EPISODE DESCRIPTION
Thinking 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 Wrong
A 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.
SponsorsRuby
If 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/ruby
SMA Support
As 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.us
Resources Mentioned
ProLine CRM – useproline.com
Top Rep
STG (Sales Transformation Group)
KickCharge Branding (Dan Antonelli)
Brad Akers – Neighborhood Domination Strategy
Looking 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 – Intro
03:00 – State of the roofing market in 2025–2026
10:54 – Defining your “why” before starting
13:51 – Reverse engineering income goals
15:30 – Revenue per capita and staffing
17:00 – Why 35% gross profit matters
23:00 – Branding mistakes contractors make
32:00 – Speed to lead and instant response systems
37:40 – Neighborhood domination marketing
48:18 – Why the owner sells the first $1M
57:04 – The 3 KPIs every contractor must track
1:00:20 – Financials, bookkeeping, and keeping score
-
EPISODE SUMMARY
What actually makes a roofing website convert in 2026 — and why most contractors waste money on marketing because their foundation is weak.
EPISODE DESCRIPTION
Most roofing websites are built to look good.
The only thing that matters is whether they generate qualified appointments.
In this episode of The Roofer Show, I sit down with Cody from Hook Agency to break down what actually makes a roofing website convert in 2026.
We cover:
• What a roofing website is actually supposed to do
• What makes a homepage convert in the first 5 seconds
• Why your About page builds trust (or kills it)
• Service pages and location pages (and why most contractors get this wrong)
• Google Ads vs Meta Ads
• The biggest DIY advertising mistakes
• What transparent marketing reporting should look like
• How to measure ROI the right way
If you’re spending money on SEO or paid ads and not seeing results, this episode will help you rethink your foundation.
Your website is the hub of your marketing.
If it doesn’t convert, everything else struggles.
KEY TAKEAWAYS
A roofing website must confirm, build trust, and drive a clear action.Most contractors design for ego instead of conversion.Location pages are essential for local SEO.Clicks and impressions don’t matter — appointments do.DIY Google Ads without strategy wastes money.Marketing reporting must focus on ROI, not vanity metrics.RESOURCES & LINKS
Hook Agency
https://hookagency.com
Ruby Receptionists
Live, professional phone answering that converts calls into appointments
theroofercoach.com/ruby (Get $150 off your first month – tell them Dave sent you)
ProLine CRM
Follow-up automation, quotes, updates, and review requests — done for you
useproline.com (Tell them you heard about ProLine on The Roofer Show)
SMA Support
Inside sales and operations support so nothing falls through the cracks
smasupport.us (Tell them Dave sent you)
Download Dave’s Free 1-Page Business Plan
https://theroofercoach.com
Book a Coaching Call
https://theroofercoach.com
- Visa fler
