Steve Adjemian on Dominating Your Market, Leading From The Front, and Scaling w/o Burning Your Team

In this episode, I sit down with Steve from Red Rock Roofing, one of the most respected roofing companies along Colorado’s Front Range. We dive into how he went from tax law to building an 8 figure roofing company that’s known for its culture, systems, and “firing on all cylinders” marketing philosophy. If you’re a roofing company doing (or aiming for) $3M+ per year, this one’s packed with practical insight on growth, leadership, and building a team that actually wants to stay. In this episode, you’ll hear about: • How a random phone call took Steve from tax law into roofing — and how he did 110 roofs his first year • Why marketing on all cylinders (awareness, consideration, conversion) helps Red Rock win even in non-hail years • How Steve thinks about brand awareness vs. direct response and why now is the best time to grab market share • The Realtor strategy that quietly became Red Rock’s “bread and butter” lead source • How he structures his sales org into lanes (prospectors, in-home sales, project managers) to prevent burnout and increase close rates • Why BNI and relationship-based networking still work in 2025—and how one BNI connection led to entire neighborhoods • The systems behind the scenes that keep 5–8 roofs a day running smoothly • How Red Rock has kept key team members for nearly a decade and why culture, generosity, and paying well/on time actually make the company more profitable • Steve’s take on leadership, ego, faith, money, and responsibility when you’re feeding multiple families, not just yourself • Where he sees the roofing industry going: higher deductibles, more financing, technology, AI, and purpose-driven culture If you’re tired of “just sell more roofs” advice and want to hear how a real operator thinks about systems, people, and marketing strategy, this conversation will hit home. ⸻ 👷‍♂️ About the show – NaiL It NaiL It is for roofing owners who are serious about scaling past $3–5M+ without letting calls slip, systems break, or culture collapse. We talk marketing, operations, AI, and leadership with the people actually doing it. 💻 Learn more about what we do at NaiL (AI receptionists, follow-up, and growth systems for roofers): https://usenail.com/