The Roofer Show

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.

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/prolineTIMESTAMPS:00:00 – The 2-Week Vacation Test00:30 – Welcome to The Roofer Show01:15 – The Real Problem (You Are the System)03:30 – The 3-Legged Stool Explained07:00 – Run the Test on Your Business10:00 – Fixing the Bottlenecks10:30 – SMA (Lead Handling & Follow-Up)11:45 – ProLine CRM (Systems & Pipeline)13:00 – Why This Actually Matters16:00 – Download the Audit18:30 – Final ThoughtsDownload the Roofing Business Success Audit:https://theroofercoach.com/download-auditAbout 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 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/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.

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 hireLinksFree 1-Page Business Plan:https://theroofercoach.com2026 Roofing Business Success Audit:https://theroofercoach.com/resources/ProLine CRM:https://useproline.comSMA 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 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 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 Dynamicshttps://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 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 SUMMARYIn 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.comConnect with Dave / The Roofer Coach:Free Strategy Call: Schedule NowFree Resource (1-Page Business Plan): theroofercoach.com/planText Dave: (510) 612-1450SPONSORS:✅ 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 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 SUMMARYWhat actually makes a roofing website convert in 2026 — and why most contractors waste money on marketing because their foundation is weak.EPISODE DESCRIPTIONMost 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 wayIf 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 TAKEAWAYSA 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 & LINKSHook Agencyhttps://hookagency.comRuby ReceptionistsLive, professional phone answering that converts calls into appointmentstheroofercoach.com/ruby (Get $150 off your first month – tell them Dave sent you)ProLine CRMFollow-up automation, quotes, updates, and review requests — done for youuseproline.com (Tell them you heard about ProLine on The Roofer Show)SMA SupportInside sales and operations support so nothing falls through the crackssmasupport.us (Tell them Dave sent you)Download Dave’s Free 1-Page Business Planhttps://theroofercoach.comBook a Coaching Callhttps://theroofercoach.com

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 think they need more leads.In reality, most have a foundation problem.In this episode, Dave Sullivan explains why missed calls, weak follow-up, messy books, and lack of planning are the real reasons roofing companies struggle — and why buying more leads only makes the problem worse.EPISODE DESCRIPTIONRoofers are obsessed with leads.But more leads won’t fix a broken business.If your roofing company feels busy but broke, the problem usually isn’t marketing — it’s systems, sales process, job costing, and financial clarity.In this solo episode, Dave Sullivan walks through his Roofing Business Success Audit and One-Page Business Plan, and explains why every contractor must master the fundamentals before trying to scale.Dave breaks down:Why most roofing companies aren’t ready for growthHow to improve results by raising your close rateWhy missed calls and poor follow-up quietly kill profitsThe Three-Legged Stool: Sell Work / Do Work / Keep ScoreWhy messy books force CPAs to file extensionsHow bad job costing destroys pricing and marginsWhy top-line revenue is vanity and profit is realityIf you want a business that actually makes money — not just looks busy — this episode is your reality check.YOU’LL LEARNWhy more leads won’t solve your problemsHow to close more deals without spending more on adsWhy sales process matters more than marketingHow job costing affects your pricingWhy QuickBooks out-of-the-box doesn’t work for contractorsHow to use financial statements to make decisionsWhy planning beats reactingHow to use the Roofing Business Audit as a diagnostic toolTIMESTAMPS00:00 – Sponsor: Ruby Receptionists01:25 – Busy but broke: the real problem04:16 – Why leads aren’t the issue05:46 – Close rate and sales fundamentals08:05 – Back to basics (golf analogy)09:05 – The business checkup mindset09:49 – Sponsor: ProLine CRM11:00 – Sell Work: sales process and follow-up14:20 – Do Work: production and job costing15:23 – Keep Score: financials and reports17:06 – Why QuickBooks isn’t set up for contractors18:09 – Bookkeeping cleanup and Tisha19:20 – Workers’ comp and miscategorized job costs21:25 – Sponsor: SMA Support22:19 – Why business plans matter23:46 – Why scaling without profit fails26:21 – Scott Tebay story on success27:43 – John DeLorian and annual planning29:36 – Mike Tyson quote: planning vs reacting32:02 – Download the Audit and Plan33:02 – Tax season warning: extensions34:05 – Final takeaways and contact infoRESOURCESThe Roofer Coachhttps://theroofercoach.comFree 1-Page Business Planhttps://theroofercoach.com/plan2026 Roofing Business Success Audithttps://theroofercoach.com/resources/LINKSWork with Dave / Mentoringhttps://theroofercoach.com/mentoring/Free Resourceshttps://theroofercoach.com/resources/Text Dave(510) 612-1450Free Strategy Callhttps://davesullivan.as.me/free-strategy-callTRUSTED & 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

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: [email protected]: [email protected] 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

EPISODE SUMMARYThis episode was recorded during the roofing boom—when being busy hid bad numbers. Today, work is slower and margins are tighter. Dave explains why job costing is now the difference between surviving and disappearing, and why “gut feel” leaves contractors broke even even when they’re busy.EPISODE DESCRIPTIONThis interview was recorded a few years ago when the roofing market was on fire. Phones were ringing, jobs were everywhere, and being busy hid a lot of sins.Today it’s different.Jobs are harder to get. Margins are thinner. And the contractors who don’t truly understand their numbers—what jobs actually make money, what crews are profitable, what their real labor cost is—those companies won’t survive this market.I hear it every week:“Dave, we’re working like crazy… but there’s never any money in the bank.”That’s not bad luck. That’s no job costing.Successful contractors job cost every job. Unsuccessful ones run on gut feel—and in this market, gut feel will put you out of business.In this conversation, Dave Sullivan sits down with construction finance expert Leslie Shiner to break down the simple job costing system profitable roofers use to protect margins and make real decisions.You’ll LearnWhy “gut feel” lies—and cash proves itThe real reason busy roofers still have no moneyHow to calculate true labor cost (labor burden)Paid hours vs billable hours = labor utilizationWhy labor overruns destroy profit faster than materialsHow estimate vs actual fixes bad pricingHow to see which crews and job types make moneyTwo KPIs every roofer must trackTIMESTAMPS00:00 – Why this matters now02:20 – Gut feel vs real profit06:20 – What job costing actually means10:15 – True labor cost & labor burden17:30 – Labor utilization explained24:15 – Estimate vs actual the right way30:25 – Fixing downtime & productivity36:40 – Sales to production handoff40:35 – KPIs that matter44:15 – Improving your systemRESOURCESShiner Group: https://www.shinergroup.comFree Labor Burden Calculator (on Leslie’s site)LINKSWork with Dave / Mentoring: https://theroofercoach.com/mentoring/Free resources: https://theroofercoach.com/resources/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 → theroofercoach.com/planWatch on YouTubeSubscribe for weekly tips and full episodes → @DaveSullivanRooferShowTrusted & Vetted SponsorsRuby ReceptionistsUS-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/rubyProLineAutomate 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.comSMA SupportRoofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.usGUESTLeslie Shiner – Shiner Grouphttps://www.shinergroup.com

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 we head into 2026, homeowners are still turning to Google when they need a roofer, and local visibility continues to drive high-quality leads. Many contractors spend money on marketing without understanding how local SEO and Google Maps actually work. In this episode, Dave breaks down the fundamentals of local search, what really drives inbound leads, and how to improve visibility without relying solely on paid ads.If homeowners can’t find you on Google, you don’t exist.In this episode, I sit down with local SEO expert Dima Sobovoy to break down how roofing contractors can win more jobs by showing up where it matters most, Google Maps and local search.We talk about why many roofing websites and SEO campaigns fail, what Google actually looks for when ranking local contractors, and how simple changes can dramatically improve visibility without chasing gimmicks or shortcuts.This episode is about building a strong local presence that consistently generates qualified leads, not just clicks.Local SEO isn’t optional for roofing contractors; it’s foundational.In this episode, Dave Sullivan talks with Dima Sobovoy about what actually drives local rankings for roofers and home service businesses. They break down the common mistakes contractors make with SEO, why “set it and forget it” marketing doesn’t work, and how Google Maps has become one of the most powerful lead sources in local markets.Dima explains the importance of Google Business Profiles, reviews, proximity, relevance, and consistency, and how contractors can improve their local presence without massive ad budgets. The conversation also covers how SEO fits into a broader business system, so leads don’t go to waste once the phone starts ringing.If you want more inbound leads from homeowners actively searching for a roofer in your area, this episode lays out the fundamentals you need to understand.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/418What you’ll hear in this episode:Google Maps visibility is critical for roofing contractorsLocal SEO drives higher-intent leads than many paid adsGoogle Business Profiles must be actively managed, not ignoredReviews, consistency, and relevance matter more than tricksSEO only works when paired with strong follow-up systemsLong-term local visibility beats short-term marketing hacksResources: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.

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.

As we close out the year and plan for 2025, many roofing contractors are thinking about profitability, freedom, and the long-term value of the business they’re building. Too often, owners stay busy without understanding what actually makes a roofing company valuable. In this episode, Dave breaks down what creates real business value, why systems and profit matter more than revenue alone, and how thinking like an owner changes everything.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 heading into 2025.Original episode: https://theroofershow.com/416In this episode, I sit down with Greg DeSimone to break down what truly creates value in a roofing business, and why so many contractors end up walking away with far less than they expected when it’s time to exit.This conversation isn’t just about selling your business. It’s about building a company that’s profitable, transferable, and not dependent on you showing up every day.Many roofing contractors assume that revenue alone determines business value, but buyers and private equity groups see things very differently.Today, Dave Sullivan and Greg DeSimone discuss the real drivers of business valuation in the roofing and home services industry. They unpack why systems, leadership depth, clean financials, and predictable profits matter far more than top-line sales.Dave shares firsthand insight from building and exiting his own roofing company, explaining how contractors can unintentionally trap themselves inside their business by failing to delegate, document processes, and build a leadership team.The key takeaway is simple:You don’t build value at the end; you build it years in advance.Whether you plan to sell, step back, or just run a stronger business, this episode lays out what needs to be in place to make your company valuable, on your terms.What you’ll hear in this episode:Revenue alone does not equal business valueBuyers look for systems, leadership, and clean financialsA business dependent on the owner has limited valueProfitability and predictability matter more than growthExit planning should start years before you plan to sellStrong businesses are built to run without the ownerResources: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.

Summary / IntroMost roofing contractors don’t have a marketing problem — they have a clarity problem.In this episode, I break down the biggest red flags I see when contractors say, “My marketing isn’t working.” We talk about why spending more money won’t fix a broken system, how to spot underperforming vendors, and which KPIs actually matter if you want profitable growth.If you’re heading into 2026 without a clear plan, clean numbers, and accountability around your marketing spend, this episode will help you reset, refocus, and stop guessing.Show NotesRoofing marketing is full of noise, promises, and shiny tactics — but very little accountability.In this episode, Dave Sullivan pulls back the curtain on what’s really happening behind the scenes in many roofing companies’ marketing efforts. He explains why contractors often feel frustrated with agencies, SEO providers, and lead vendors, and how the real issue usually isn’t marketing — it’s the lack of clear goals, tracking, and ownership.Dave walks through the most common marketing red flags, including:Not knowing your true cost per lead or cost per saleNo connection between marketing spend and financial resultsRelying on “activity” instead of performanceMaking decisions based on emotion instead of numbersThe conversation shifts into what contractors should be tracking, including the KPIs that tie marketing directly to sales, production, and profitability. Dave also explains why marketing must be built on a solid operational foundation — because leads don’t fix broken systems.This episode is especially valuable for contractors planning ahead for 2026 who want fewer surprises, better margins, and marketing that actually supports a profitable business.TakeawaysMarketing problems are usually business clarity problemsIf you don’t know your numbers, marketing will always feel brokenCost per lead means nothing without cost per saleSystems and follow-up matter more than lead volumeMarketing should support profit, not just growthClear KPIs create better decisions and less stressChapters00:00 – Introduction to Roofing Marketing Reality05:42 – Common Marketing Red Flags Contractors Miss12:18 – Why “More Leads” Isn’t the Answer19:07 – KPIs That Actually Matter in Roofing27:34 – Connecting Marketing to Sales and Profit35:10 – Why Broken Systems Kill Good Marketing44:02 – Planning Smarter for 202652:41 – Final Thoughts on Marketing ClarityLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourceshttps://smasupport.ushttps://useproline.comCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download the Roofing Business Success Audit attheroofercoach.com/resources

Summary / IntroFor a long time, I thought bigger was always better.More revenue. More locations. More chaos.In this episode, I explain why I intentionally walked away from a $100M roofing goal — and why building a focused, profitable $10M lifestyle business turned out to be the smarter move.This isn’t an anti-growth conversation. It’s about intentional growth, profit, freedom, and building a business that actually supports your life instead of consuming it.Show NotesIn the roofing industry, growth is often treated as the ultimate scoreboard — but revenue alone doesn’t equal success.In this episode, Dave Sullivan shares the real story behind walking away from an aggressive $100M growth target and choosing to build a highly profitable, well-run $10M roofing business instead. He breaks down the hidden costs of chasing scale too early, including stress, operational breakdowns, thin margins, and losing control of your time.Dave explains why many contractors feel trapped despite strong sales numbers, and how growth without systems, leadership, and financial clarity often leads to burnout rather than freedom. The conversation focuses on aligning business goals with personal goals — something most contractors never stop to consider.This episode challenges the idea that “bigger is always better” and offers a different framework: build a business that’s profitable, stable, and capable of running without you at the center.If you’ve ever questioned whether your current growth path is actually worth it, this episode will help you think differently.TakeawaysRevenue alone is not a measure of successGrowth without systems creates stress, not freedomProfit and control matter more than top-line numbersLifestyle goals should drive business decisionsA smaller, well-run business can be far more valuableIntentional growth beats uncontrolled expansionChapters00:00 – Introduction04:32 – The $100M Goal and Why It Looked Attractive10:18 – The Hidden Cost of Scaling Too Fast18:44 – What Contractors Don’t See About Big Growth26:11 – Redefining Success in Roofing34:27 – Building a Lifestyle Business on Purpose42:06 – Profit, Control, and Freedom49:55 – Final Thoughts on Intentional GrowthLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download the Roofing Business Success Audit attheroofercoach.com/resources

Summary / IntroScaling a roofing business isn’t about working harder — it’s about building the right foundation.In this episode, I sit down with a roofing contractor who successfully scaled his business in just three years by focusing on technology, company culture, and systems, instead of chasing chaos or volume.We talk about what actually drives sustainable growth, how to avoid common scaling mistakes, and why leadership and structure matter more than leads.Show NotesMost roofing contractors want to scale, but very few do it without breaking their business in the process.In this episode, Dave Sullivan talks with a roofing contractor who scaled his company in just three years by focusing on the fundamentals: the right technology, a strong company culture, and repeatable systems. Instead of chasing every opportunity or growing too fast, this business focused on clarity, accountability, and building a team that could execute consistently.The conversation covers how technology can support — not replace — good leadership, why culture becomes more important as a business grows, and how systems create consistency across sales, production, and customer experience.Dave also breaks down common scaling traps that cause contractors to stall or burn out, including hiring too fast, skipping financial discipline, and trying to grow without structure.This episode is a practical look at what sustainable growth actually looks like in the roofing industry.TakeawaysSustainable growth starts with systems, not speedTechnology supports leadership — it doesn’t replace itCulture drives accountability and performanceClear processes reduce chaos as a business scalesScaling without structure leads to burnoutStrong foundations create repeatable resultsChapters00:00 – Introduction05:11 – The First 3 Years of Growth12:44 – The Role of Technology in Scaling21:08 – Building and Protecting Company Culture29:36 – Systems That Support Growth37:54 – Leadership Challenges During Expansion46:02 – Lessons Learned From Scaling54:31 – Final Thoughts on Sustainable GrowthLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download the Roofing Business Success Audit attheroofercoach.com/resources

Summary / IntroBig results don’t come from secret tactics — they come from doing the fundamentals better than everyone else.In this episode, I sit down with Matt Tyner to break down how a $200 million roofing company consistently generates leads — and more importantly, how those same principles apply to contractors at any size.This conversation isn’t about hacks or hype. It’s about systems, brand, consistency, and doing the right things long enough to win.Show NotesMany roofing contractors believe that large companies have access to special lead sources that smaller operators don’t.That’s not true.In this episode, Dave Sullivan talks with Matt Tyner about how a $200 million roofing company actually generates leads — and why most of those strategies are available to any contractor willing to focus on the fundamentals.They discuss the importance of brand recognition, speed to lead, consistent follow-up, and marketing that’s built to support long-term growth instead of short-term spikes. Matt shares insights into how large roofing companies think about lead generation differently — not as a one-time tactic, but as a system that supports sales, operations, and customer experience.Dave also explains why most contractors struggle with lead generation not because of traffic or spend, but because of breakdowns after the phone rings.This episode is a reality check for contractors chasing the next marketing trick instead of building a repeatable lead engine.TakeawaysBig roofing companies win by executing fundamentals consistentlyLead generation is a system, not a tacticBrand recognition compounds over timeSpeed to lead is still one of the biggest advantagesFollow-up and process matter more than volumeSmaller contractors can apply the same principles at their scaleChapters00:00 – Introduction04:58 – How Big Roofing Companies Think About Leads12:41 – Brand vs. Tactics in Lead Generation20:36 – Why Speed to Lead Still Wins29:14 – Follow-Up Systems That Convert38:07 – Applying Big-Company Lessons at Any Size46:52 – Common Mistakes Contractors Make55:11 – Final Thoughts on Sustainable Lead GenerationLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download the Roofing Business Success Audit attheroofercoach.com/resources

Summary / IntroMost roofing contractors are busy — but they’re not clear.They’re reacting instead of planning.In this episode, I break down the One-Page Roofing Business Plan, a simple system designed to help contractors stop guessing and start making intentional decisions as they head into 2026.This isn’t about long, complicated business plans. It’s about clarity, focus, and creating a roadmap your team can actually follow.Show NotesToo many roofing contractors run their businesses without a written plan — and it shows up as stress, inconsistency, and missed opportunities.In this episode, Dave Sullivan introduces the One-Page Roofing Business Plan, a practical framework built specifically for roofing contractors and home service business owners. Instead of overwhelming spreadsheets or thick binders that never get used, this plan focuses on the few things that actually drive results.Dave explains why clarity beats complexity, how a simple plan creates alignment across marketing, sales, production, and finances, and why most contractors struggle not because they lack effort — but because they lack direction.The episode walks through how a one-page plan helps contractors set priorities, make better decisions, and stop chasing distractions. It also explains how planning ahead — especially going into 2026 — allows business owners to be proactive instead of constantly reacting to problems.If you want more control, better margins, and a business that doesn’t rely entirely on you, this episode gives you a simple place to start.TakeawaysClarity is more powerful than complexityA simple written plan beats no plan at allOne page creates focus and accountabilityPlanning reduces stress and reactive decision-makingAlignment across the business improves executionIntentional planning leads to better profitabilityChapters00:00 – Introduction04:12 – Why Most Contractors Don’t Have a Plan10:46 – The Problem With Traditional Business Plans18:22 – What Belongs on a One-Page Plan26:41 – How Planning Creates Better Decisions35:05 – Using the Plan to Align Your Team43:18 – Planning Ahead for 202650:54 – Final Thoughts on Business ClarityLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download the One-Page Roofing Business Plan attheroofercoach.com/resources

Summary / IntroMost roofing contractors blame their CRM when things feel messy.But the problem usually isn’t the software — it’s how the business is running.In this episode, I break down why CRMs fail in roofing businesses and what actually needs to be fixed for them to work properly. We talk about systems, data discipline, follow-up, and why technology only works when leadership and processes come first.If you’re frustrated with your CRM, this episode will help you understand what to fix before switching tools.Show NotesRoofing contractors switch CRMs all the time, hoping the next platform will magically fix their problems. But without clear systems, accurate data, and consistent follow-up, no CRM will ever deliver results.In this episode, Dave Sullivan explains why most CRM frustrations come from process issues—not software limitations. He breaks down the most common mistakes contractors make when using a CRM, including poor data entry, lack of accountability, and no defined workflow from lead to close.Dave also explains how CRMs should support the business—not run it—and why leadership, systems, and discipline must come first. When those are in place, a CRM becomes a powerful tool instead of an expensive headache.This episode is essential listening for contractors who want clarity, better follow-up, and systems that actually support growth.TakeawaysCRMs fail when systems are unclear or inconsistentClean data is required for meaningful reports and decisionsFollow-up systems matter more than software featuresLeadership and accountability drive CRM successTechnology supports systems — it doesn’t replace themChapters00:00 – Why CRMs Get Blamed05:30 – The Real Reasons CRMs Fail12:10 – Data Discipline and Follow-Up18:45 – Systems Before Software26:30 – Making Your CRM Actually WorkLinks Referencedhttps://theroofercoach.comhttps://theroofercoach.com/resourceshttps://useproline.comhttps://smasupport.usCompanies MentionedProlineSMA SupportRuby Receptionists👉 Download the Roofing Business Success Audit attheroofercoach.com/resources

Summary / IntroMost roofing contractors don’t have a sales problem — they have a sales system problem.In this episode, I sit down with Ryan Groth to break down what it actually takes to build a roofing sales organization that converts consistently, not just when the owner is involved.We talk about structure, accountability, training, and why most sales teams fail before they ever get a real chance to succeed.Show NotesHiring salespeople doesn’t automatically fix your sales issues — and in many roofing businesses, it actually creates new ones.In this episode, Dave Sullivan and sales expert Ryan Groth break down how to build a roofing sales organization that consistently converts leads into profitable jobs. They explain why most contractors struggle with sales despite having plenty of leads, and how the lack of structure, accountability, and clear expectations causes sales teams to underperform.Ryan shares practical insights into building repeatable sales systems, training sales reps the right way, and setting up accountability without micromanaging. Dave adds real-world perspective from decades in the roofing business, explaining how sales leadership must evolve as a company grows.This conversation goes beyond scripts and closes — it focuses on building a sales organization that works even when the owner isn’t involved in every deal.If you want higher close rates, less chaos, and a sales team you can trust, this episode lays out the foundation.TakeawaysSales problems usually come from system problemsClear expectations improve sales performanceAccountability beats motivation aloneTraining must be ongoing, not one-timeStructure allows sales teams to scaleOwners must shift from selling to leadingChapters00:00 – Introduction03:15 – Why Roofing Sales Teams Struggle10:51 – Building a Repeatable Sales Process18:02 – Accountability Without Micromanagement27:48 – Training and Coaching Sales Reps36:10 – Owner Transition: From Sales to Leadership44:32 – Common Mistakes in Roofing Sales Teams52:05 – Final Advice for Building a Sales OrganizationLinks Referenced in This Episodehttps://theroofercoach.comhttps://salestransformationgroup.comCompanies MentionedSales Transformation GroupRuby ReceptionistsSMA SupportProline👉 Learn more about building systems, leadership, and accountability attheroofercoach.com

Summary / IntroMost roofing contractors outsource their marketing — and still don’t know what’s working.In this episode, I sit down with Joseph Hughes to break down how roofing companies can build an in-house marketing machine that creates consistent leads, brand awareness, and long-term growth.We talk about control, clarity, systems, and why understanding your own marketing is critical if you want predictable results instead of guessing every month.Show NotesMany roofing businesses spend thousands on marketing every month without truly understanding where their leads come from or how to improve results.In this episode, Dave Sullivan talks with marketing strategist Joseph Hughes about how roofing contractors can bring marketing in-house without turning it into chaos. They discuss why relying entirely on agencies often leads to frustration, poor transparency, and inconsistent performance.Joseph explains how contractors can build simple, repeatable marketing systems that focus on brand, trust, and long-term visibility instead of chasing quick wins. Dave adds perspective from working with hundreds of contractors who struggle because marketing isn’t aligned with their operations, sales process, or capacity.This episode is about ownership — owning your message, your data, and your growth — so marketing becomes an asset instead of an expense.TakeawaysMarketing works best when you understand and control itIn-house marketing creates clarity and accountabilityBrand consistency improves trust and conversionSystems matter more than tacticsMarketing must align with sales and operationsLong-term visibility beats short-term lead chasingChapters00:00 – Introduction04:12 – Why Most Roofing Marketing Fails11:06 – The Case for In-House Marketing19:40 – Systems vs Tactics in Marketing27:18 – Brand, Trust, and Consistency35:52 – Tracking What Actually Works43:09 – Aligning Marketing With Operations50:41 – Final Advice for Roofing ContractorsLinks Referenced in This Episodehttps://theroofercoach.comhttps://contractordynamics.comCompanies MentionedContractor DynamicsRuby ReceptionistsSMA SupportProline👉 Get tools, frameworks, and systems for roofing business growth attheroofercoach.com

Summary / IntroMany roofing contractors think growth means spending more on marketing.In reality, most businesses don’t have a lead problem — they have a foundation problem.In this episode, I break down how roofing contractors can do more with what they already have by strengthening their systems, tightening operations, and lowering customer acquisition costs without burning cash or chasing every new lead source.Show NotesToo many roofing businesses try to grow by pouring money into marketing before their foundation is solid.In this episode, Dave Sullivan explains why contractors who focus on systems, process, and execution can dramatically reduce customer acquisition costs while increasing profitability. Instead of constantly chasing new leads, Dave walks through how improving conversion, follow-up, customer experience, and internal clarity allows businesses to grow smarter — not harder.The conversation focuses on identifying leaks in your business: missed calls, slow response times, unclear messaging, poor handoffs between sales and production, and lack of tracking. Fixing these issues allows contractors to get more value from every lead they already generate.This episode is for roofing contractors who want to scale responsibly, protect cash flow, and build a business that isn’t dependent on nonstop spending to survive.TakeawaysGrowth starts with a strong foundation, not more leadsLowering customer acquisition cost increases profitability fastBetter systems improve conversion without more ad spendSpeed, clarity, and follow-up matter more than volumeFixing internal leaks creates immediate ROISustainable growth comes from execution, not hustleChapters00:00 – Introduction05:02 – Why Marketing Costs Keep Rising12:14 – Foundation vs Lead Generation19:36 – Where Contractors Lose Money27:08 – Improving Conversion Without More Leads35:41 – Systems That Reduce CAC44:22 – Doing More With What You Have52:10 – Final Thoughts on Sustainable GrowthLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and frameworks attheroofercoach.com/resources

Today, host Dave Sullivan reminds us that it’s the fourth quarter, and while most contractors are ready to coast into the holidays, the smart ones are stepping on the gas. Today, we’re talking about how to tighten up your numbers, clean up your operations, and build a simple one-page business plan that sets you up for your best year yet. I’ll walk you through the process of running a winning roofing business, selling the work, doing the work, and keeping score to finish 2025 strong and hit the ground running in 2026.What you’ll hear in this episode:Importance of finishing the fourth quarter strong for business growthNeed for a one-page business plan for the upcoming year (2026)Monthly financial reviews and understanding key performance indicators (KPIs)The significance of consistent marketing and sales effortsImportance of diligent follow-up on open quotes to maximize salesThe "three-legged stool" concept: selling work, doing work, and keeping scoreUtilizing CRM systems for effective lead management and follow-upStrategies for improving job efficiency and maximizing profit marginsImportance of securing customer satisfaction and obtaining positive reviewsPlanning for growth by understanding financial implications and setting clear goalsResources:Connect with DaveFree 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.

Summary / IntroMost roofing sales problems don’t come from bad reps — they come from bad systems.In this episode, I sit down with Adam Bensman to break down what it really takes to build a high-performing roofing sales team. We cover hiring the right people, structuring pay plans that actually drive behavior, and training sales reps so they perform consistently instead of relying on talent or luck.If you want predictable sales, better close rates, and a sales team that doesn’t depend on you to survive, this episode lays out the foundation.Show NotesBuilding a successful roofing sales organization requires more than hiring “closers” and hoping for the best.In this episode, Dave Sullivan and Adam Bensman dive deep into what separates struggling sales teams from scalable, professional organizations. They discuss why most roofing companies fail at sales hiring, how misaligned compensation plans create chaos, and why training and accountability are non-negotiable if you want consistent results.Adam explains how to identify the right sales talent, structure compensation that rewards the right behavior, and build a repeatable sales process that works across markets and personalities. The conversation also highlights the importance of leadership, expectations, and systems that allow sales reps to succeed without constant micromanagement.This episode is essential listening for contractors who want to grow revenue responsibly, improve margins, and stop riding the sales roller coaster.TakeawaysSales success starts with systems, not personalitiesHiring without a process leads to turnover and inconsistencyPay plans drive behavior — whether you intend them to or notTraining creates confidence, consistency, and higher close ratesAccountability improves performance across the entire teamA strong sales system reduces owner dependenceChapters00:00 – Introduction06:11 – Why Most Roofing Sales Teams Struggle14:28 – Hiring the Right Salespeople23:45 – Designing Effective Pay Plans33:17 – Training vs Talent42:06 – Accountability and Expectations51:34 – Scaling a Sales Organization59:22 – Final Thoughts on Sales LeadershipLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRoof StrategistRuby ReceptionistsSMA SupportProline👉 Download free tools and frameworks attheroofercoach.com/resources

Today, host Dave Sullivan sits down with Remko Bloemhard, the founder of SuppTrax, a company that’s changing the game for roofing contractors when it comes to insurance claim supplementing. Remko breaks down what supplementing really means (think: going back to the insurance company for those extra costs that often get missed in the initial estimate) and why it’s such a crucial step for contractors who want to ensure they’re getting every dollar they deserve.You’ll hear Remko explain how the SuppTrax software makes managing these claims way easier, and how it can even sync up with the CRM systems you’re already using. Plus, Dave shares some insights about his own mentoring program, designed to help contractors not just grow their businesses, but also boost profits and carve out more free time.If you’re a roofing contractor looking to get the most out of your insurance claims and your business, this is one episode you won’t want to miss!What you’ll hear in this episode:Importance of supplementing in insurance claims for roofing contractorsOverview of the insurance claim supplementing processChallenges faced by contractors in managing insurance claimsDevelopment and features of a specialized supplement management softwareBenefits of faster payment and improved cash flow through supplementingIntegration of supplement management with existing CRM systemsStrategies for contractors to maximize insurance claim payoutsThe role of inside sales support in enhancing contractor operationsPersonal anecdotes and insights from industry experiencesResources available for contractors to improve their business practices and supplementing capabilitiesResources:Connect with [email protected](937) 869-1536www.supptrax.comFacebookConnect with DaveFree 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.

Ready to unlock the secrets behind building a multi-million-dollar roofing business? In this episode of The Roofer Show, host Dave Sullivan sits down with entrepreneur Teddy Slack, who’s got a wealth of experience in home services and environmental businesses. Teddy gets real about what it takes to grow and sell a thriving company, from mastering your finances to pinpointing the most profitable services and getting creative with your marketing.Dave and Teddy dive into the ups and downs of running a family business, why having solid systems and learning to delegate are game-changers, and how you can set your roofing company apart as you scale up. They also share why business education, finding the right mentors, and making smart moves are absolutely essential if you want to stand out in the crowded roofing industry. Don’t miss this episode packed with actionable insights and inspiration for roofers ready to take their business to the next level!What you’ll hear in this episode:Strategies for rapid business growth using innovative marketing techniques, such as early pay-per-click (PPC) advertisingChallenges faced in family businesses and personal hardships impacting business decisionsFocusing on core, profitable services rather than spreading too thin across multiple venturesLessons learned from failures, including the significance of understanding financials and cash flow managementBuilding a business that can operate independently of the owner's constant involvementDifferentiation in marketing strategies, with an emphasis on local SEO and content creation over traditional advertisingAccountability and effective management in scaling a businessLead generation, sales strategies, and nurturing customer relationships for repeat business.Importance of continuous education and mentorship in developing business acumen and achieving long-term successResources:Connect with TeddyModern ContractorBiz ScoreFree 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.

Today’s show answers the #1 question in Facebook roofing groups. Everyone has an opinion about CRMs, but who can you trust? Join Dave Sullivan, John DeLaurier, and their guest, Scott Tebay, as they tackle the big question: “What’s the best CRM for roofers?”Scott Tebay is the owner/operator of Rainstoppers Roofing, and he’s been in the construction industry for almost 20 years. Scott is committed to providing 5-star service to every customer by being professional, responsive, and courteous at every step of the roofing process. Scott hosts the Small Town Roofer Podcast and lives with his wife and two young sons in Marietta, Ohio. What you’ll hear in this episode:Understand the WHY of a CRM in light of your entire sales processThe best question to ask: “What problems do I have that I need to solve with a piece of software?”What is a CRM—and why do I need one?What is most important in a CRM?The key that is missing in most CRMs is the communication tool that builds the know, like, and trust factor.Scott’s perspective on eliminating company phones for his employeesAccountability for every single team member through a CRMJohn’s perspective on the advantages of ProLine regarding speed to lead, customized proposals, and 5-star reviewsAutomated follow-ups let the customer know that you want to work with them. Automations work!Your CRM can help track your KPIs.Scott’s take on how a CRM performs a sales manager role for his companyResources:Connect with Scott Tebay: Website, Email, and the Small Town Roofer PodcastResources:Free 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.

Summary / IntroMost roofing contractors don’t actually own a business — they own a job with a lot of stress.In this episode, I break down the 12 essential fundamentals every roofing contractor must have to build a profitable business that runs without constant owner involvement. These aren’t hacks or shortcuts. They’re the proven building blocks that create clarity, stability, and long-term value.If your business depends on you to sell every job, solve every problem, and make every decision, this episode will help you start fixing that — one system at a time.Show NotesRunning a roofing business without clear fundamentals is exhausting — and unnecessary.In this episode, Dave Sullivan walks through the 12 essentials required to build a roofing business that’s profitable, sustainable, and not dependent on the owner. These essentials touch every part of the business, including leadership, sales systems, operations, financial clarity, accountability, and team structure.Dave explains why most contractors stay stuck despite working hard, and how missing just one or two fundamentals can cause constant stress, cash flow problems, and burnout. The focus isn’t on growth for growth’s sake — it’s on building a business that works even when the owner steps away.This episode is ideal for contractors who want fewer fires, more control, and a business that supports their life instead of consuming it.TakeawaysA real business should not rely entirely on the ownerClear systems reduce stress and increase profitabilityFinancial clarity is required before meaningful growthLeadership means building people, not doing everything yourselfConsistency beats hustle in the long runStrong foundations create long-term business valueChapters00:00 – Introduction04:52 – Why Most Roofing Businesses Stay Stuck12:15 – The Role of Leadership in Business Success21:40 – Systems vs Hustle31:06 – Financial Clarity and Scorekeeping41:18 – Building Accountability Into the Business52:10 – Creating a Business That Runs Without You01:02:45 – Final Thoughts on Roofing SuccessLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and frameworks attheroofercoach.com/resources

Summary / IntroMost roofing contractors think they know their customer acquisition cost.They don’t.In this episode, I break down why CAC is almost always higher than contractors realize, what most people leave out when calculating it, and how misunderstanding this number quietly destroys profitability.If you’re spending money on marketing, salespeople, or agencies — and not truly tracking what it costs to land a customer — this episode will open your eyes and help you protect your margins.Show NotesCustomer Acquisition Cost (CAC) is one of the most misunderstood — and most dangerous — numbers in a roofing business.In this episode, Dave Sullivan explains why many contractors believe their marketing is “working” while profits continue to disappear. The problem isn’t leads — it’s the failure to understand the true cost of acquiring a customer.Dave walks through what must be included in CAC, including marketing spend, sales costs, overhead, follow-up systems, missed calls, and poor conversion rates. He explains how small improvements in close rate can dramatically reduce CAC without spending another dollar on marketing.This episode is essential listening for contractors who want to stop guessing, stop overspending, and start making decisions based on real numbers instead of gut feel.TakeawaysCustomer acquisition cost is more than just ad spendSales costs and overhead must be included in CACPoor follow-up and missed calls increase CAC dramaticallyImproving close rate is often cheaper than buying more leadsKnowing your CAC protects profitability and cash flowYou can’t scale profitably without understanding this numberChapters00:00 – Introduction05:40 – Why Most Contractors Miscalculate CAC13:12 – What Should Be Included in Customer Acquisition Cost24:05 – How Missed Calls and Poor Follow-Up Increase Costs34:18 – Improving Close Rate vs Buying More Leads44:30 – Using CAC to Make Smarter Business Decisions56:10 – Final Thoughts on ProfitabilityLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and resources attheroofercoach.com/resources

Ready to stay ahead in the ever-evolving roofing industry? Today, host Dave Sullivan speaks with Jon Gardner from Owens Corning for an eye-opening conversation you won’t want to miss! Discover how the pandemic turbocharged technology adoption and transformed what homeowners expect from contractors. Jon shares how Owens Corning is leading the way with investments in contractor education, cutting-edge technology, and business audits through Owens Corning University. Tune in as they break down the top growth drivers for contractors: warranties, insights, resources, technology, and training, and reveal why operational excellence, financial know-how, and lightning-fast lead response are the keys to thriving in today’s competitive market. Don’t miss these actionable insights to future-proof your roofing business!What you’ll hear in this episode:Significant changes in the roofing industry over the past five years, particularly due to the COVID-19 pandemicShifts in homeowner expectations for faster, more transparent service and seamless communicationIncreasing role of private equity in the roofing industry and its impact on efficiency and technology adoptionOwens Corning's investments in resources and tools to support contractors, including educational programsImportance of fundamentals in roofing application and operational excellence for contractorsCritical role of speed in lead response and its effect on closing salesThe roofing industry's reputation, including its high ranking in customer complaints despite positive reviewsThe comprehensive training and audit programs offered by Owens Corning to help contractors improve their businessesKey factors for contractors to prioritize for growth including warranties, insights, resources, technology, and ongoing trainingThe necessity of mentorship and continuous education for contractors to adapt and thrive in a competitive marketResources:Owenscorning.com (Go to the Pro section to become a contractor rewards member!)Check out this episode on our YouTube channel at @DaveSullivanRooferShow or use this link - https://youtu.be/N7F2wJVbfwkBe sure to subscribe, like, and comment!Set up a FREE strategy call with Dave and get a few tips on how you can improve your business: https://davesullivan.as.me/free-strategy-callInterested in learning more about our 1-on-1 coaching, mastermind groups, or fractional CFO services? Email me or send me a text at (510) 612-1450.No Plan? No problem. Download our FREE 1-Page Business Plan For Roofing Contractors: https://theroofershow.com/planThe Roofer Show’s Vetted SponsorsCheck out this episode on our YouTube channel at @DaveSullivanRooferShow. Have RUBY answer your phones and tee up the sale by leaving a great first impression. Use this link to get up to $150 off your first month’s service: theroofercoach.com/ruby.          Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “DAVE50” to get 50% off your first month’s service.

Summary / IntroMost 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 share how working with my coach, Rick Dutmer, and implementing a simple, disciplined business plantook my roofing company from chaos and stress to clarity, profitability, and ultimately a successful exit.If you’ve ever felt overwhelmed, reactive, or unsure whether all your hard work will actually pay off someday, this episode will show you what’s possible when you stop winging it 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 episode, Dave Sullivan explains how working with business coach Rick Dutmer helped him step back, gain clarity, and build a real plan that transformed his roofing company. What started as a chaotic operation turned into a structured, profitable business that no longer depended on Dave being involved in every decision.Dave breaks down why most contractors avoid business planning, why complicated plans fail, and how a simple, focused plan can create massive momentum. He also explains how planning impacts leadership, delegation, financial discipline, and ultimately business value.This episode is especially important for contractors who want their business to work for them — not trap them — and for those who want the option to sell, step back, or take real time off in the future.TakeawaysA business plan creates clarity, not restrictionChaos often comes from lack of direction, not lack of effortSimple plans outperform complex onesPlanning allows you to delegate with confidenceBusinesses with systems and plans are far more valuableYou can’t cash out of chaos — value requires structureChapters00:00 – Introduction06:45 – Life Before a Real Business Plan14:20 – Meeting Rick Dutmer and Shifting Perspective22:40 – Why Most Contractors Resist Planning32:15 – How Planning Created Clarity and Profit41:05 – Building a Business That Doesn’t Rely on You52:30 – Preparing for Exit and Cash-Out01:02:10 – Final Lessons on Leadership and PlanningLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedRick Dutmer CoachingRuby ReceptionistsSMA SupportProline👉 Download free tools and resources attheroofercoach.com/resources

Summary / IntroOne of the biggest mistakes roofing contractors make happens early — their first hire.In this episode, I break down who you should hire first in your roofing business, who you should absolutely avoid hiring too early, and why getting this decision wrong creates years of stress, wasted money, and stalled growth.If your business still depends heavily on you for sales, phones, scheduling, or finances, this episode will help you make a smarter move and build a company that doesn’t fall apart when you step away.Show NotesHiring your first employee is one of the most important decisions you’ll ever make as a roofing contractor — and it’s also where many contractors go wrong.In this episode, Dave Sullivan explains why hiring a salesperson too early is usually a mistake, and why your first hire should focus on removing you from the day-to-day chaos, not adding more volume you can’t support.Dave walks through real-world examples from his own business and from contractors he coaches, showing how the wrong first hire leads to confusion, poor cash flow, and burnout. He explains how outsourcing and administrative support can often be a smarter first step than hiring full-time sales or production roles.This episode gives you a clear framework to decide when you’re ready to hire, who to hire first, and how to build systems that support growth instead of magnifying problems.TakeawaysYour first hire should buy back your time, not add complexityHiring sales too early usually creates more problems than profitSystems must come before scalingAdministrative and operational support often delivers the fastest ROIClear roles and expectations prevent hiring regretThe goal is a business that runs without youChapters00:00 – Introduction04:17 – Why the First Hire Matters So Much13:51 – The Mistake of Hiring Sales Too Early24:21 – Outsourcing vs Full-Time Hiring31:36 – Financial Clarity Before Growth42:07 – Transitioning from Chaos to Structure50:30 – Building a Business That Doesn’t Rely on YouLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourceshttps://smasupport.ushttps://useproline.comCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and resources attheroofercoach.com/resources

In this episode of The Roofer Show, Dave Sullivan sits down with Brian Huff, the guy behind Modern Roofing Group in Denver and Littleton, CO. Brian dives into his story of how he got into the roofing world and even started his own business right in the middle of the COVID-19 pandemic! He discusses how crucial it is to build a solid reputation and tackle financial hurdles, and how mastermind groups can be a game-changer for contractors. They chat about how Brian uses CRM systems to make things run smoother, keep up with follow-ups, and improve how they interact with customers. Plus, Brian shares some cool marketing strategies and why keeping an eye on ROI is so important. This episode is packed with great tips for contractors looking to grow their business and boost customer service, so tune in!What you’ll hear in this episode:Importance of having a reliable Customer Relationship Management (CRM) system for roofing contractorsBrian Huff's journey into the roofing industry and his experiences working for various companiesChallenges of starting a roofing business during the COVID-19 pandemic with limited financial resourcesSignificance of maintaining a strong reputation in a competitive marketValue of networking and being part of a mastermind group for contractorsInnovative strategies for business growth through technology and automationLead generation techniques and the importance of quality leads over quantityTracking return on investment (ROI) for marketing strategies and adapting to regional market conditionsUse of automation in managing customer interactions and streamlining operationsImportance of continuous learning and adaptation in the roofing industry for sustained successResources:Connect with Brian Huff and Modern Roofing Group!Modern Roofing Group, Call Brian! (720) 334-3449Check out this episode on our Youtube channel at @DaveSullivanRooferShow" or use this link - https://youtu.be/N7F2wJVbfwkBe sure to subscribe, like, and comment!Set up a FREE strategy call with Dave and get a few tips on how you can improve your business: https://davesullivan.as.me/free-strategy-callInterested in learning more about our 1-on-1 coaching, mastermind groups, or fractional CFO services? Email me or send me a text at (510) 612-1450.No Plan? No problem. Download our FREE 1-Page Business Plan For Roofing Contractors: https://theroofershow.com/planThe Roofer Show’s Vetted SponsorsCheck out this episode on our YouTube channel at @DaveSullivanRooferShow. Have RUBY answer your phones and tee up the sale by leaving a great first impression. Use this link to get up to $150 off your first month’s service: theroofercoach.com/ruby.          Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “DAVE50” to get 50% off your first month’s service.

Summary / IntroMost roofing contractors work hard, stay busy, and still feel like they’re stuck.The problem usually isn’t effort — it’s clarity.In this episode, I walk you through the Roofing Business Success Audit, a simple framework designed to help contractors identify what’s actually holding their business back. We cover the key areas that most roofing companies struggle with, including finances, leadership, systems, and personal decision-making.This isn’t about adding more tools or chasing more leads. It’s about understanding where your foundation is weak so you can fix the right things, in the right order, and build a business that’s profitable, sustainable, and doesn’t depend entirely on you.Show NotesRunning a roofing business without regularly auditing it is like driving without a dashboard — you might be moving fast, but you don’t really know where you’re headed.In this episode, Dave Sullivan breaks down the Roofing Business Success Audit, a practical tool built specifically for roofing contractors and home service business owners. The audit helps you evaluate where your business stands today across several critical areas, including financial management, leadership structure, operations, marketing, and personal clarity.Dave explains why so many contractors stay busy but never feel in control, and how a lack of clear systems and financial understanding often leads to stress, cash flow problems, and burnout. The audit uses simple yes/no questions to expose blind spots and spark honest conversations about what needs attention.The goal isn’t perfection — it’s awareness. Once you know what’s broken or missing, you can prioritize fixes that actually move the needle instead of guessing or reacting.This episode is a starting point for contractors who want more profit, more freedom, and a business that works without constant firefighting.TakeawaysYou can’t fix what you don’t measure — clarity starts with honest assessmentProfit problems usually come from system problems, not lack of workUnderstanding your financials is essential to making good decisionsClear roles and structure improve leadership and accountabilitySimple systems create smoother operations and better customer experienceKnowing your key numbers helps you focus on what really mattersChapters00:00 – Introduction to The Roofer Show06:18 – Understanding Business Profitability06:57 – Building a Strong Foundation for Business Success15:10 – Starting Point: Understanding Your Business Today19:43 – Personal Finance Education and Training31:28 – Transitioning to Effective Business Leadership33:45 – Financial Management Essentials37:55 – Understanding Cash Flow and Financial Management44:35 – Understanding Financial Statements and Marketing Budgets49:02 – Optimizing Your Website for Sales58:41 – Operations and Customer Engagement Strategies01:03:20 – Analyzing Budget Versus Actual ResultsLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourceshttps://smasupport.ushttps://useproline.comCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download the Roofing Business Success Audit at theroofercoach.com/resources

Today, host Dave Sullivan speaks with Emily May, the owner of M&M Roofing in Texas. Emily opens up about her inspiring journey, how she went from working as an ICU nurse to becoming a roofing entrepreneur. She discusses what it was like to acquire and grow an existing company, the hurdles she faced in breaking into the industry, and why educating customers is so important to her.Emily also shares how she’s built a strong team and found ways to balance work and life. She emphasizes the need for strategic, sustainable growth, creative branding, and consistently prioritizing quality and integrity. Her story is packed with practical advice for contractors who want to grow their businesses while staying true to their values and supporting their teams.What you’ll hear in this episode:Transition from nursing to roofing entrepreneurshipAcquisition of an existing roofing company through seller financingImportance of marketing, branding, and technology in the roofing industryStrategies for business growth and expansionChallenges of hiring, training, and retaining quality employeesEmphasis on customer education and transparency in roofing salesThe role of networking and learning from industry peersBalancing work-life commitments and setting boundariesImportance of building a strong company culture and team investmentInsights on maintaining quality and integrity in business practicesResources:Connect with Emily MayM&M RoofingGet in touch with M&M Roofing.M&M Roofing YouTubeInstagramFacebookConnect with DaveCheck out this episode on our YouTube channel at @DaveSullivanRooferShow or use this link - https://www.youtube.com/@DaveSullivanRooferShowBe sure to subscribe, like, and comment!Set up a FREE strategy call with Dave and get a few tips on how you can improve your business: https://davesullivan.as.me/free-strategy-call.Interested in learning more about our 1-on-1 coaching, mastermind groups, or fractional CFO services? Email me or send me a text at (510) 612-1450.No Plan? No problem. Download our FREE 1-Page Business Plan For Roofing Contractors: https://theroofershow.com/planThe Roofer Show’s Vetted SponsorsAutomate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/?via=roofercoach. Use promo code DAVE50 for $50 off your first month’s service!Have RUBY answer your phones and tee up the sale by leaving a great first impression. Use this link to get up to $150 off your first month’s service: theroofershow.com/ruby.SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMAsupport.us (Tell them Dave sent you.)

Summary / IntroFor many roofing contractors, labor compliance is one of the most stressful — and misunderstood — parts of the business.In this episode, I’m joined by labor and employment attorney Philip Siegel to talk about what really happens when ICE shows up at a roofing job site, what your rights are as a business owner, and how to protect yourself before a problem ever arises.This is a must-listen for contractors who want to reduce risk, stay compliant, and avoid mistakes that can shut down a business overnight.Show NotesLabor shortages and immigration enforcement are realities every roofing contractor must take seriously.In this episode, Dave Sullivan sits down with Philip Siegel, a labor attorney who specializes in the construction and roofing industries, to break down exactly what contractors need to know about ICE audits, I-9 compliance, and employment verification.Philip explains the difference between a job-site visit and a formal audit, what contractors are legally required to do (and not do), and the common mistakes that turn manageable situations into costly disasters. The conversation also covers misclassification issues, documentation best practices, and how proactive self-audits can significantly reduce fines and liability.This episode isn’t about fear — it’s about preparation. Contractors who have systems, documentation, and legal guidance in place sleep better at night and protect the long-term value of their businesses.TakeawaysICE audits are increasing in construction and roofingKnowing your rights prevents costly mistakes during inspectionsProper I-9 documentation is critical to business survivalSelf-audits can significantly reduce penalties and riskMisclassification issues often trigger deeper investigationsStrong systems protect both profitability and peace of mindChapters00:10 – The Reality of Labor Challenges in Roofing07:24 – Understanding I-9 Audits11:23 – Common Compliance Mistakes23:12 – Misclassification and Worker Status27:22 – What Happens During an ICE Audit32:44 – Protecting Your Business Proactively41:42 – From Compliance to Stronger SystemsLinks Referenced in This Episodehttps://theroofercoach.comhttps://smasupport.ushttps://useproline.comhttps://pjslaw.comCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and resources attheroofercoach.com/resources

Summary / IntroGetting paid shouldn’t be the hardest part of running a roofing business — but for many contractors, it is.In this episode, I sit down with construction attorney Alex Barthet to break down the legal and contractual mistakes that cause roofers to wait too long (or never get paid at all). We cover lien rights, contracts, payment timelines, and the systems contractors need in place to protect their cash flow.If you’re tired of chasing checks and dealing with payment delays, this episode will give you practical steps to tighten things up and get paid faster.Show NotesCash flow problems are one of the top reasons roofing contractors struggle — even when sales are strong.In this episode, Dave Sullivan talks with Alex Barthet, a construction attorney who works extensively with roofing and home service contractors. Alex explains why many contractors unknowingly give up leverage before a job even starts and how simple contract language, lien rights, and documentation can dramatically improve payment speed and certainty.The conversation covers how and when to send notices, why understanding lien laws matters even if you never plan to file one, and how contractors can protect themselves from stalled payments, scope disputes, and legal surprises. Alex also explains why having systems — not just good intentions — is critical when it comes to getting paid consistently.This episode is about prevention, not conflict. Contractors who understand the rules and use them properly avoid stress, protect profit, and keep their businesses healthy.TakeawaysGetting paid starts with the contract, not the invoiceUnderstanding lien rights gives contractors leverage — even if never usedClear documentation prevents payment disputesDelayed payments often come from weak systems, not bad customersLegal knowledge protects cash flow and long-term profitabilityStrong processes reduce stress and financial uncertaintyChapters00:00 – Introduction to The Roofer Show05:18 – Why Contractors Struggle to Get Paid15:34 – Understanding Lien Rights and Notices29:16 – Contract Language That Protects You43:25 – Subcontractor and Payment Pitfalls51:24 – Legal Systems That Improve Cash Flow59:14 – Avoiding Litigation Through PreparationLinks Referenced in This Episodehttps://theroofercoach.comhttps://contractdetective.comhttps://smasupport.ushttps://useproline.comCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and resources attheroofercoach.com/resources

Summary / IntroSEO is changing fast — and roofing contractors who don’t adapt are going to get left behind.In this episode, I sit down with Aaron Hockel, SEO expert and founder of Roofing SEO Webmasters, to talk about how search is evolving from traditional Google results to AI-driven platforms like ChatGPT. We break down what actually matters for roofers in 2025 and beyond, what hasn’t changed, and where contractors are wasting time and money.If you want more leads without chasing every new marketing trend, this episode will help you focus on the fundamentals that still drive visibility, trust, and sales.Show NotesThe way homeowners search for roofing contractors is changing — but the fundamentals of SEO still matter more than ever.In this episode, Dave Sullivan is joined by Aaron Hockel, a long-time SEO expert in the roofing industry, to discuss how contractors should think about search engines, AI tools like ChatGPT, and long-term visibility. Aaron explains why SEO isn’t about tricks or hacks, but about building authority, credibility, and clear messaging that both humans and algorithms understand.The conversation covers how Google, AI search, and voice search are influencing buying behavior, why reviews and content matter more than ever, and how roofing contractors can position themselves as the obvious local expert. Dave and Aaron also discuss common SEO mistakes contractors make — including chasing rankings without tracking leads or ROI.This episode is about clarity, not complexity. Contractors who focus on strong foundations, consistent messaging, and systems will win no matter how search technology evolves.TakeawaysSEO is evolving, but fundamentals like trust and authority still matterAI tools reward clear, helpful, expert-driven contentReviews and reputation are critical for visibility and conversionsContractors must track leads — not just rankingsStrong branding improves both SEO and close ratesLong-term strategy beats short-term SEO tacticsChapters00:00 – Introduction to The Roofer Show06:46 – How Search Is Changing for Contractors15:40 – AI, ChatGPT, and the Future of SEO22:23 – Topical Authority and Content Strategy29:09 – Google Maps and Local SEO37:08 – Reviews, Reputation, and Trust44:22 – Branding and First Impressions54:15 – Tracking Leads and SEO ROI01:12:26 – Video, YouTube, and VisibilityLinks Referenced in This Episodehttps://theroofercoach.comhttps://roofingseowebmasters.comhttps://smasupport.ushttps://callruby.comCompanies MentionedRuby ReceptionistsSMA SupportRoofing SEO Webmasters👉 Download free tools and resources attheroofercoach.com/resources

Summary / IntroMost roofing contractors think they’re making money — until they look at the numbers.In this episode, I sit down with Michael Stone, one of the most respected voices in construction financial education, to break down one of the most misunderstood topics in roofing: markup vs. margin. We explain why confusing the two destroys profit, how contractors accidentally underprice jobs, and what it really takes to price work correctly.If you want consistent profit instead of riding the gross profit roller coaster, this episode is required listening.Show NotesPricing mistakes are one of the biggest reasons roofing contractors struggle — even when sales are strong.In this episode, Dave Sullivan talks with Michael Stone about the financial fundamentals every roofing contractor must understand to stay profitable. The conversation centers on the critical difference between markup and margin, and why confusing these two concepts leads to chronic underpricing and cash flow problems.Michael explains how overhead, job costing, and pricing discipline all work together — and why “industry averages” are dangerous if you don’t know your own numbers. Dave and Michael also discuss warning signs contractors miss, how profit fade happens over time, and why many businesses look busy on the outside but are bleeding internally.This episode is about clarity. When contractors understand their numbers, they gain control — and control leads to profit, stability, and freedom.TakeawaysMarkup and margin are not the same — confusing them kills profitAccurate job costing is essential for pricing correctlyOverhead must be included in every pricing decisionGross profit should be consistent, not a guessing gameCash flow problems often start with pricing errorsKnowing your numbers gives you control and confidenceChapters00:00 – Introduction to The Roofer Show05:37 – Why Contractors Fail Financially12:37 – Understanding Markup vs. Margin18:33 – Overhead and True Job Costs30:22 – Accounting Red Flags and Embezzlement36:35 – Gross Profit Margins Explained45:51 – Job Costing and Financial Discipline55:22 – Coaching, Mentorship, and AccountabilityLinks Referenced in This Episodehttps://theroofercoach.comhttps://markupandprofit.comhttps://smasupport.ushttps://useproline.comCompanies MentionedRuby ReceptionistsSMA SupportProlineMarkup & Profit👉 Download free tools and resources attheroofercoach.com/resources

In this episode of "The Roofer Show," host Dave Sullivan interviews Jon Starry, owner of Steadfast Roofing in Tampa Bay, FL. Jon shares his journey from IT to roofing, highlighting the company’s rapid growth, the importance of in-house crews for consistent quality, and leveraging technology like CRM systems and virtual assistants. He discusses effective lead generation, job costing, and building a strong company culture. Jon also offers practical advice on cash flow management, sales incentives, and continuous learning, providing valuable insights for contractors aiming to grow and improve their roofing businesses. Tune in to hear more!What you’ll hear in this episode:Transition from IT to the roofing industryImportance of customer service in business growthLead generation strategies and techniquesBuilding a strong online presence and utilizing SEOSignificance of having a robust CRM systemManaging cash flow and financial planningTracking key performance indicators (KPIs) for marketing effectivenessCreating a positive company culture to retain talentImplementing effective project management and communication strategiesEmphasizing quality control and consistency in work standardsResources:Steadfast RoofingCheck out this episode on our YouTube channel at @DaveSullivanRooferShow or use this link - https://www.youtube.com/@DaveSullivanRooferShowBe sure to subscribe, like, and comment!Set up a FREE strategy call with Dave and get a few tips on how you can improve your business: https://davesullivan.as.me/free-strategy-call.Interested in learning more about our 1-on-1 coaching, mastermind groups, or fractional CFO services? Email me or send me a text at (510) 612-1450.No Plan? No problem. Download our FREE 1-Page Business Plan For Roofing Contractors: https://theroofershow.com/planThe Roofer Show’s Vetted SponsorsAutomate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/?via=roofercoach. Use promo code DAVE50 for $50 off your first month’s service!Have RUBY answer your phones and tee up the sale by leaving a great first impression. Use this link to get up to $150 off your first month’s service: ruby.com/roofershow.SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMAsupport.us (Tell them Dave sent you.)

Summary / IntroMost roofing companies look the same — and that’s a problem.In this episode, we talk about why being “just another roofer” is killing your close rate and driving your marketing costs up. Homeowners don’t remember average, and they definitely don’t trust it.We break down what branding really means for roofing contractors, why brand isn’t a logo or a truck wrap, and how the right brand positioning helps you book more jobs without racing to the bottom on price.Show NotesIf your roofing business relies only on leads and price to win jobs, your brand is probably forgettable — even if your work is solid.In this episode, Dave Sullivan explains why branding matters more than ever in the roofing and home services world. With increased competition and rising advertising costs, contractors who fail to differentiate themselves blend into the noise and struggle to convert leads into signed contracts.Dave walks through the real purpose of branding: trust, clarity, and confidence. He explains how homeowners make decisions, why familiarity beats features, and how consistent messaging across your website, trucks, proposals, and sales process creates credibility before you ever show up at the house.This episode challenges contractors to stop thinking like tradespeople and start thinking like business owners — building a brand that attracts the right customers, supports premium pricing, and makes sales easier.TakeawaysIf you look like every other roofer, homeowners will shop you on priceBranding is about trust and clarity, not just logosStrong brands shorten the sales cycle and improve close ratesConsistency across marketing and sales builds confidenceBeing memorable helps you compete without racing to the bottomA clear message attracts better customers and better jobsChapters00:00 – Introduction to The Roofer Show05:10 – Why Most Roofing Brands Blend Together12:45 – How Homeowners Choose Contractors20:18 – Branding vs. Marketing: What’s the Difference28:40 – Consistency Across Website, Trucks, and Proposals36:22 – Pricing Power and Brand Trust44:05 – How to Position Yourself in Your MarketLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourceshttps://useproline.comhttps://smasupport.usCompanies MentionedRuby ReceptionistsSMA SupportProline👉 Download free tools and resources attheroofercoach.com/resources

Summary / IntroThe first question every homeowner asks is simple: “How much is this going to cost?”In this episode, we talk about why roofing sales are changing fast — and why contractors who hide pricing or avoid the conversation are losing trust before they ever step foot on the property.I’m joined by Mike Goldenstein from Roof Quote Pro to discuss how transparent pricing tools are reshaping the buying experience, improving lead quality, and helping contractors close more jobs with less friction.Show NotesRoofing sales are evolving, and homeowners expect faster answers, clearer pricing, and more transparency than ever before.In this episode, Dave Sullivan sits down with Mike Goldenstein of Roof Quote Pro to break down how instant pricing tools are changing the way roofing contractors attract, qualify, and convert leads. Instead of forcing homeowners to wait days for an estimate, Roof Quote Pro allows contractors to provide real pricing ranges upfront — building trust before the first phone call.Dave and Mike discuss why pricing transparency doesn’t hurt sales — it improves them. Contractors who embrace clear pricing often attract better leads, reduce tire-kickers, and shorten the sales cycle. The conversation also covers how technology fits into a larger system, supporting better marketing, stronger branding, and more efficient operations.This episode is a must-listen for contractors who want to modernize their sales process, improve customer experience, and scale without burning out their sales team.TakeawaysHomeowners want pricing clarity early in the buying processTransparent pricing builds trust and improves lead qualityTechnology can shorten the sales cycle and reduce wasted appointmentsClear systems make sales easier and more consistentModern tools support growth without adding complexityChapters00:00 – Introduction to The Roofer Show02:51 – Why Homeowners Ask About Price First10:45 – The Problem With Hiding Pricing16:18 – How Roof Quote Pro Works21:55 – Transparency, Trust, and Conversion28:25 – Technology’s Role in Modern Roofing Sales35:56 – The Future of Roofing SalesLinks Referenced in This Episodehttps://theroofercoach.comhttps://roofquotepro.comhttps://smasupport.usCompanies MentionedRoof Quote ProSMA Support👉 Download free tools and resources attheroofercoach.com/resources

Summary / IntroMost roofing businesses don’t fail because of a lack of work — they fail because of chaos.In this episode, I sit down with John DeLaurier to talk about what it really takes to move from reacting all day to running a business with control, clarity, and confidence. We break down the systems every growing roofing company needs to handle more work without more stress.Show NotesGrowth is exciting — until it isn’t.Many roofing contractors hit a point where sales increase, but everything else starts to break. Jobs slip through the cracks, customers get frustrated, cash flow tightens, and the owner becomes the bottleneck. That’s not a growth problem — it’s a systems problem.In this episode, Dave Sullivan talks with John DeLaurier about how contractors can move from daily chaos to operational control by installing simple, proven systems across sales, production, and administration. John shares real-world insights from working with contractors who scaled successfully — and those who didn’t — highlighting the key differences between the two.They discuss why systems don’t slow you down, how clear processes improve accountability, and why documented workflows are essential if you want a business that can grow without relying on you for every decision.If your business feels busy but fragile, this episode will help you understand what to fix — and where to start.TakeawaysGrowth without systems creates stress, not freedomClear processes improve accountability and consistencySystems reduce errors and improve customer experienceOwners must stop being the bottleneck to scaleControl comes from clarity, not working harderChapters00:00 – Introduction to The Roofer Show03:45 – Why Growth Creates Chaos09:30 – The Difference Between Busy and Scalable15:20 – Systems That Create Control23:10 – Accountability Through Process31:45 – Getting the Owner Out of the Bottleneck39:20 – Building a Business That Runs Without YouLinks Referenced in This Episodehttps://theroofercoach.comhttps://theroofercoach.com/resourcesCompanies MentionedThe Roofer Coach👉 Download free tools and resources attheroofercoach.com/resources