BusinessEntrepreneurshipManagement

The Roofer Show

Dave Sullivan

If you’re a Roofing Contractor looking to grow your
business, make more money, and have more free
time this is the podcast for you. Your host Dave Sullivan has been a successful roofing contractor for over 30 years and he shares the good, bad, and the ugly of his experience in contracting.
Each week Dave interviews the industry’s top
experts to pull out their best business tips and
strategies that you can use to take your business to
the next level. Get the answers to the questions you have to the
day to day problems you face in the “real world of
construction” from those that have been there and done it.
Whether you have a shop of 1 or 100 there’s something here for you.

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22 episodes
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Avg 35 min
English

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Friday · 25 min
496: Why Your Roof Repairs Aren’t as Profitable as You Think
Roof repairs can look very profitable until you add up what they really cost. Dave Sullivan breaks down roof repair pricing, hidden costs, the right customer, repair operations, and the numbers contractors need to track to know if their repairs are actually making money. EPISODE DESCRIPTION Roof repairs look profitable. A $600 repair. A couple hours of labor. Maybe $75 in materials. Looks like easy money, right? Not so fast. What about the cost of the lead, answering the phone, scheduling, drive time, the truck, fuel, insurance, trips to the supply house, documentation, billing, collections and callbacks? There may be a lot more money tied up in that repair than you realize. In this episode, I break down what it really costs to run a roof repair business and why you can’t price repairs based simply on how long your technician spends on the roof. I also share what I learned building a commercial service and maintenance operation that eventually did about $4 million a year. In this episode: Why repairs need to be treated as a separate business The hidden costs contractors often miss Why I won’t give you a magic price for a roof repair How to determine what you need to charge How to identify your ideal repair customer What repair customers are really paying you for Why repairs need their own sales and service process How repair customers can become future reroof customers Why a good production roofer isn’t automatically a good repair technician The numbers you need to track to know if repairs are actually profitable Repairs can be a very profitable part of your roofing business. But don’t do them just to keep everybody busy. Know why you’re doing them. Know what they cost. Charge enough to make a profit. And keep score. Not sure where the profit is going in your roofing business? Start with the Roofing Business Health Check. We’ll look at the whole business through the three things every successful roofing company has to do well: Sell the Work. Do the Work. Keep Score. We’ll identify where you’re making money, where you’re leaking it, and the three things I’d focus on over the next 90 days. SPONSORS ProLine theroofercoach.com/proline Promo code: DAVE50 SMA Support theroofercoach.com/smasupport Further Listening Episode #478, the service/repair truck episode Episode #490, Why Your Roofing Company Has Plenty of Work—but No Money
September 13 · 23 min
495: Where Did the Cash Go? 5 Cash Flow Mistakes That Can Kill a Roofing Business
A roofing company can have plenty of money in the bank and still have a serious cash flow problem. Customer deposits may already be committed to jobs you haven’t produced. Material bills, payroll, subcontractors and taxes are coming due. And if you’re growing, the cash problem can get worse fast. In this episode of The Roofer Show, Dave Sullivan revisits a conversation with credit and collections expert Thea Dudley and breaks down five common cash flow mistakes roofing contractors make. You’ll learn: The difference between cash in the bank and healthy cash flow Why your order-to-cash process matters How slow collections can turn 30-day receivables into 60- or 90-day problems Why billing quickly is critical to cash flow How to protect your receivables and lien rights Why supplier discounts can disappear when cash is tight How growing too fast can create even bigger cash flow problems Why your back office systems have to keep up with sales Having more sales doesn’t automatically solve a cash problem. If your jobs aren’t producing enough gross profit, more volume can actually make the problem worse. Sometimes you have to get above the day-to-day and look at the whole business: What do you have? What do you owe? Who owes you money? And are you actually making money? Roofing Business Health Check: https://theroofercoach.com/health-check/ ProLine: https://theroofercoach.com/proline Promo code: DAVE50 SMA Support: https://theroofercoach.com/smasupport
September 4 · 30 min
494: Your Roofing Company Made Money. Can You Trust the Numbers?
An eight-figure roofing company is busy and completing plenty of work, but the profit is not what the owner expects. Dave Sullivan and construction accounting expert Diane Gilson explain how the timing of income and job costs can distort a roofing company’s monthly profit. DESCRIPTION How can an eight-figure roofing company stay busy, complete plenty of work, and still wonder where the money went? The owner’s accountant recommends cash-basis accounting. Other successful roofing contractors are telling him cash basis is completely wrong for a company his size. So who is right? Possibly both of them. The accounting method used to prepare a company’s tax return may not provide the information an owner needs to manage the business. In this episode, Dave revisits an important conversation with construction accounting expert Diane Gilson. They explain why a roofing company can appear highly profitable one month and lose money the next, even when its pricing and production have not substantially changed. Diane calls this the gross profit roller coaster. ROOFING BUSINESS HEALTH CHECK Are you busy but still wondering where the money is going? The Roofing Business Health Check examines your financials, sales and marketing, operations, leadership, and systems. Dave identifies the real problems and the three things you should fix first. Learn more and talk with Dave: https://theroofercoach.com/health-check/ IN THIS EPISODE, YOU’LL LEARN: The difference between cash and accrual accounting Why tax accounting and management accounting serve different purposes How the timing of customer payments and job costs distorts gross profit Why accrual accounting alone may not completely solve the problem How percentage-of-completion adjustments match income with job costs Why accurate estimates and job costing are essential What roofing owners should ask their accountants How to determine whether your financial statements are telling the truth This is not an accounting class. You do not need to become a bookkeeper or CPA. But as the owner, you need to understand enough to know whether your roofing company is actually making money. ABOUT DIANE GILSON Diane Gilson specializes in construction accounting, job costing, management reporting, and helping contractors understand their numbers. https://buildyournumbers.com/ TRUSTED AND VETTED SPONSORS SMA SUPPORT Get roofing-trained support for lead intake, follow-up, appointment setting, CRM management, rehash, reviews, and administrative work. https://theroofercoach.com/smasupport PROLINE Manage leads, automate follow-up, schedule appointments, send proposals, and see what is happening throughout your sales pipeline. https://theroofercoach.com/proline Use promo code DAVE50. CONNECT WITH DAVE The Roofer Coach: https://theroofercoach.com/ The Roofer Show helps roofing contractors build more profitable businesses, develop dependable systems, understand their numbers, and reclaim their time.
August 30 · 19 min
493: Stop Guessing What’s Wrong With Your Roofing Business
A $4 million roofing contractor is busy and short on cash. He thinks he needs more leads. But once we examine the whole business, the real problems are somewhere else. A roofing contractor calls me and says: Dave, we’re doing $4 million a year. We’re busy, but there’s never enough cash. I think we need more leads. Maybe he does. But what if leads aren’t the problem? What if spending more money on marketing actually makes things worse? In this episode, I walk through a fictional $4 million roofing company using the same whole-business approach behind my new Roofing Business Health Check. We examine all three legs of a healthy roofing business: • Sell Work • Do Work • Keep Score The owner thinks he needs more leads, but we find missed calls, estimates nobody followed up on and old opportunities sitting untouched in the CRM. Then we look at production. Sales promises aren’t making it into the job package, change orders aren’t always collected and completed jobs aren’t being properly job-costed. Finally, we examine the numbers. Gross profit is slipping, overhead is growing and the owner is running a $4 million company without a clear financial scorecard. More leads won’t fix those problems. They could make them worse. In this episode, you’ll learn: Why revenue doesn’t tell you whether your business is healthy How poor follow-up wastes leads you already paid for Why more sales can make a weak production system worse How a seven-point gross profit drop can cost a $4 million company $280,000 Why leadership, ownership and accountability matter How to use the Two-Week Vacation test The three priorities I would give this contractor Why you need to diagnose the real problem before deciding on the solution ROOFING BUSINESS HEALTH CHECK The Roofing Business Health Check is a whole-business examination with me, Dave Sullivan. We’ll look at: Financial Health Sales and Marketing Operations Leadership Systems We’ll spend up to two hours looking at the business. I’ll identify the three things I believe should be addressed first. Within two business days, the contractor will receive a personalized Roofing Business Health Record and written 90-Day Action Plan. Financial statements are strongly recommended, but they are not required. The cost is $495. This isn’t a big program, a long-term commitment or a promise to 10X the business. It’s about finding the real problems, getting the basics right and building a strong foundation to grow on. Go to TheRooferCoach.com, click on Roofing Business Health Check and book a quick 15-minute call with me. There is no obligation. We’ll discuss what is happening in the business, answer any questions and decide whether the Health Check makes sense. LINKS Roofing Business Health Check: https://theroofercoach.com/health-check/ ProLine CRM: https://theroofercoach.com/proline SMA Support: https://theroofercoach.com/smasupport Linked Episodes #489: Is Your Roofing Business Healthy? #490: Why Your Roofing Company Has Plenty of Work But No Money #491: Sell Work with John DeLaurier of ProLine #492: Do Work with Chris Diroll of SMA Support
August 21 · 47 min
492: Why More Roofing Leads Won’t Fix a Broken Sales Process with Chris Diroll
Chris Diroll of SMA Support explains why roofing contractors may not need more leads—they may need better follow-up, clearer processes and someone responsible for consistent implementation. Show Notes: Most roofing contractors believe more leads will solve their sales problems. But what if the real problem is that the leads they already paid for are slipping through the cracks? In this third installment of the Roofing Business Health Check series, Dave Sullivan is joined by Chris Diroll of SMA Support to discuss the missing implementation piece behind a healthy roofing business. Financial statements and CRM dashboards give you the lab work, but they only provide a snapshot. Before you can make an accurate diagnosis and decide what to fix, someone must keep the information accurate, maintain the CRM and make sure the processes are followed consistently. Chris shares how he once believed he needed more leads. Instead, he followed up with approximately 200 open estimates in only 22 minutes—and had two or three signed the following morning. In this episode, you’ll learn: Why more leads may be the wrong prescription Where opportunities leak out of the sales process Why your CRM needs one clearly responsible owner The difference between hiring a VA and installing a managed process Why recruiting, role fit, training and accountability matter How missed calls and inconsistent follow-up waste marketing dollars Why accurate information must be maintained consistently How back-office support can free the owner for higher-value work Why job costing and accurate bookkeeping complete the Health Check The goal is not simply to add more software, employees or leads. It is to diagnose the real constraint, assign ownership and consistently implement the right process. RESOURCES Roofing Business Health Check: https://theroofercoach.com/health-check/ Learn more about SMA Support: https://theroofercoach.com/smasupport Learn more about ProLine: https://theroofercoach.com/proline Episode 490 — Financial Health: https://theroofercoach.com/490 Episode 491 — Sales Health with John DeLaurier: https://theroofercoach.com/491 Schedule a call with Dave: https://davesullivan.as.me/consulting-call Keep an eye out for the upcoming live Roofing Business Health Check webinar with Dave Sullivan, Chris Diroll and John DeLaurier.
August 16 · 1 hr
491: Your Roofing Closing Rate Is Wrong with John DeLaurier | Roofing Business Health Check
Most roofing contractors believe they know their closing rate. The problem is that they are usually calculating it incorrectly—or relying on gut feeling instead of accurate numbers. In this episode, Dave is joined by former Roofer Show co-host John DeLaurier from ProLine to examine the sales leg of the Roofing Business Health Check. They explain why “we need more leads” is often the wrong diagnosis, what a CRM should actually do for a roofing contractor and which numbers belong on a useful sales dashboard. You’ll learn: Why most contractors don’t know their true closing rate The difference between an inquiry, qualified lead and presented proposal Why open quotes make closing rates misleading How missed calls and slow follow-up waste marketing dollars Why every opportunity needs a clearly documented next step What a properly configured CRM should automate Which sales numbers should appear on the owner’s dashboard Why a low closing rate may indicate bad leads, poor follow-up, weak sales skills or incorrect pricing Why an unusually high closing rate can also signal a problem How average job size, sales cycle and conversion rates help forecast future revenue Why accurate sales numbers are essential to the Roofing Business Health Check The takeaway is simple: You cannot accurately diagnose a sales or marketing problem until you can trust the numbers in your CRM. LINKS AND RESOURCES: Roofing Business Health Check: https://theroofercoach.com/health-check Learn more about ProLine and use code DAVE50: https://theroofercoach.com/proline Learn more about SMA Support: https://theroofercoach.com/smasupport Schedule a strategy call with Dave: https://davesullivan.as.me/consulting-call About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
August 10 · 23 min
490: Why Your Roofing Company Has Plenty of Work—but No Money
How can a roofing company have plenty of work—and still have no money? The phones are ringing, salespeople are selling, crews are busy, and revenue may even be growing. But the owner is putting money into the company, credit-card balances are increasing, and every dollar that comes in seems to disappear. Most contractors assume the answer is more sales. But more sales don’t solve bad math—they multiply it. In this episode, Dave explains why financial health must be the first part of a Roofing Business Health Check and why the financial statements many contractors rely on may be incomplete, outdated, or set up incorrectly. SHOW NOTES In this episode, you’ll learn: Why revenue, money in the bank, and being busy do not prove that a roofing company is profitable The five financial vital signs every roofing contractor should understand Why QuickBooks must be set up specifically for a construction business The difference between the bookkeeper’s job, the CPA’s job, and the owner’s responsibility How to recognize the gross-profit roller coaster Why bad financial information leads to bad estimates and pricing Why selling more work can make a cash problem worse How the Roofing Business Health Check identifies the real problem before prescribing a solution You don’t need to become an accountant. But you do need to understand the scoreboard well enough to know whether your company is winning or losing. Before making decisions about hiring, pricing, marketing, borrowing, or growth, ask two questions: What do the numbers say? And are they telling the truth? RESOURCES Roofing Business Health Check: https://theroofercoach.com/health-check/ Episode 489 — Is Your Roofing Business Healthy? https://theroofercoach.com/489 SPONSORS ProLine CRM helps roofing contractors follow up consistently, manage their sales process, and prevent leads from falling through the cracks. Learn more: https://theroofercoach.com/proline Use code DAVE50. SMA Support provides trained virtual assistants and support teams who can help answer phones, follow up with leads, rehash old opportunities, request reviews, manage the CRM, and keep routine work from falling back onto the owner. Learn more: https://theroofercoach.com/smasupport CONNECT WITH DAVE Learn more about The Roofer Coach: https://theroofercoach.com/ Subscribe to The Roofer Show wherever you listen to podcasts. If the show has helped you build a more profitable roofing business, please leave a review. About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
August 1 · 10 min
Podcast 489: Is Your Roofing Business Healthy? The Silent Problems That Hurt Profits Before You Even Know They’re There
Every healthy roofing business is built on a strong foundation. In this episode, Dave shares why the smartest contractors inspect their business just as carefully as they inspect every roof. EPISODE DESCRIPTION Is your roofing business healthy? Most roofing contractors know exactly what's happening on every roof they're working on—but very few know the true health of the business they're building. The biggest business problems usually don't happen overnight. Just like high blood pressure, they often develop quietly over time until they become expensive and difficult to fix. In this solo episode, Dave Sullivan introduces a different way of looking at your business. Instead of chasing the latest marketing tactic or trying to "10X" your company, Dave explains why building a healthy business starts with understanding your financials, your systems, and your foundation. In this episode you'll learn: Why most contractors treat symptoms instead of the real problem The "Three-Legged Stool" framework: Sell Work • Do Work • Keep Score Why revenue alone doesn't tell you if your business is healthy The silent warning signs every roofing contractor should recognize Why diagnosis should always come before advice Whether you're doing $500,000 or $10 million in annual sales, this episode will help you step back, evaluate your business differently, and focus on what really matters. Resources Mentioned The Roofing Business Health Check™ A personalized one-on-one evaluation of your roofing business designed to help you identify strengths, uncover hidden profit leaks, and build a healthier, more profitable company. Learn more or schedule a consultation: https://theroofercoach.com/health-check/ Sponsors SMA Support Need help answering phones, following up with leads, scheduling appointments, or handling administrative work? SMA Support provides trained virtual team members who specialize in the roofing industry, helping contractors free up their time and focus on growing their business. Learn more at: https://theroofercoach.com/sma ProLine If you're serious about knowing the health of your business, you need accurate information. ProLine helps roofing contractors manage sales, production, job costing, and financial reporting—all in one place—so you can make better business decisions with confidence. Learn more at: https://theroofercoach.com/proline Use promo code: DAVE50 Connect with Dave 🌐 Website https://TheRooferCoach.com 🎙 Podcast The Roofer Show 📅 Schedule a Strategy Call https://davesullivan.as.me/free-strategy-call About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
July 27 · 25 min
Podcast 488: More Roofing Leads Won’t Fix a Broken Sales System—with Ryan Groth
Most roofing contractors don’t have a lead problem—they have a sales-system problem. In this episode, Dave Sullivan sits down with sales expert Ryan Groth to explain how roofing contractors can build a sales organization that converts leads consistently, even when the owner isn’t personally involved in every sale. EPISODE DESCRIPTION Hiring salespeople doesn’t automatically fix your sales problems. Without a defined process, training, accountability, and consistent follow-up, adding salespeople can create even more chaos. Dave Sullivan and Ryan Groth break down what roofing contractors need to build a predictable sales organization. They discuss speed-to-lead, booking rates, consultative selling, sales meetings, coaching, and the key performance indicators every contractor should track. Ryan explains why many salespeople rely on “quote and hope” instead of following a repeatable process. Dave shares how he managed his own sales organization, used reports to stay informed while away from the business, and held his team accountable without becoming involved in every sale. The message is simple: before you spend more money generating leads, make sure you have a system that converts the leads you already have. This conversation was originally published in October 2025. We’re bringing it back because contractors are paying more than ever for leads, making sales conversion and follow-up even more important today. YOU’LL LEARN Why more leads won’t fix a broken sales process How speed-to-lead affects your booking rate Why salespeople need a defined, repeatable process The difference between consultative selling and “quote and hope” How to set realistic individual and team sales goals Which sales KPIs every roofing contractor should track How to structure an effective weekly sales meeting Why ongoing coaching and role-playing matter When the owner should manage sales—and when to delegate it How better follow-up increases sales without lowering your price RESOURCES Ready to Find Out Where Your Business Is Losing Money? Schedule a free Roofing Business Review with Dave Sullivan. We’ll look at where your company is today, where you want it to go, and the problems that may be holding it back. Book your free Roofing Business Review: https://davesullivan.as.me/free-strategy-call LINKS The Roofer Coach: https://theroofercoach.com Sales Transformation Group: https://salestransformationgroup.com TRUSTED & VETTED SPONSORS ProLine CRM Automate your follow-up, improve speed-to-lead, and close more of the opportunities you already have. Save 50% off your first month with promo code DAVE50. https://theroofercoach.com/proline SMA Support Get roofing-trained support for lead intake, follow-up, scheduling, estimating assistance, customer communication, and the administrative work that keeps your business moving. https://theroofercoach.com/sma GUEST Ryan Groth Sales Transformation Group https://salestransformationgroup.com HOST Dave Sullivan The Roofer Coach Dave helps roofing contractors grow more profitable businesses, build dependable systems, understand their numbers, and reclaim their time. https://theroofercoach.com About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
July 17 · 18 min
487: Before You Try to Grow Your Roofing Company, Answer This One Question
How to build the right roofing business instead of chasing someone else's roadmap. Episode Description Every roofing owner wants to grow. But before you spend another dollar on marketing, hire another salesperson, or invest in a new CRM, there's one question you need to answer. What are you really trying to build? In this solo episode, Dave Sullivan shares the exact process he uses before working with a new coaching client. Instead of jumping straight to marketing or sales, he starts by understanding the owner's goals, diagnosing the business, and identifying the real constraint that's holding the company back. You'll learn why the problem you think you have is often just a symptom—and how defining the right destination leads to better decisions, better systems, and more profitable growth. In This Episode: Why the problem you call about is rarely the real problem Why every roofing business needs a different roadmap The first things Dave reviews before meeting a new client How your website and Google reviews reveal hidden opportunities Why "Sell Work • Do Work • Keep Score" is the foundation of every roofing business The numbers every owner should understand How to identify the biggest constraint in your business Why profit and freedom often matter more than growth Free Resource Download Dave's FREE One-Page Business Plan. Before you worry about more leads, get clear on your destination, your ideal customer, and the business you're trying to build. 👉 https://theroofercoach.com/1-page-plan/ Sponsors SMA Support Need help building systems without adding more to your plate? SMA Support provides trained virtual team members for roofing contractors, including inside sales, customer service, production support, bookkeeping, and administrative assistance. Learn more. ProLine Once you know where you're going, you need the systems to get there. ProLine helps roofing contractors manage leads, estimates, follow-up, customer communication, production, and reporting—all in one place. Check out ProLine. Connect with Dave 🌐 https://theroofercoach.com 📅 Schedule a Roofing Business Review https://davesullivan.as.me/consulting-call About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
July 10 · 1 hr 4 min
486: Can Your Roofing Website Pass the 5-Second Test?
How to turn more website visitors into qualified roofing appointments with Cody Warren. Episode Summary: Most roofing contractors think they have a lead problem. In reality, many have a website conversion problem. If you’re spending money on Google Ads, SEO, referrals, or social media but your website isn’t turning visitors into appointments, you’re leaving money on the table. In this episode, Dave Sullivan sits down with Cody Warren, President of Hook Agency, to discuss what actually makes a roofing website convert. They cover the simple improvements every roofing contractor should make before spending more money on marketing. In this episode you’ll learn: The 5-second test every roofing website should pass The biggest homepage mistakes roofing contractors make Why your About page is one of your most important pages How to build trust with homeowners before you ever meet them Why your website should speak to your ideal customer—not everyone Why local city pages matter for SEO The importance of financing, mobile design, and clear calls to action Why SEO is a long-term investment, not a quick fix Free Download Download Dave’s FREE One-Page Roofing Business Plan Define your ideal customer, your unique selling proposition, and the message your website should communicate before you spend money on marketing. 👉 https://theroofercoach.com/1-page-plan/ Resources Mentioned Hook Agency Roof Quote Pro ProLine CRM SMA Support Connect with Dave 🌐 https://theroofercoach.com 📅 Schedule a Free Roofing Business Review https://davesullivan.as.me/free-strategy-call About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
July 3 · 5 min
Bonus Episode: The Real Test of Your Roofing Business
Can you leave your roofing business for two weeks and know everything will be okay? I'm recording this bonus episode while on vacation in Europe, and it reminded me of one of the biggest lessons I learned building my roofing company. The real measure of success isn't revenue. It's building a business that gives you choices. I share why taking my family to Europe every summer became one of my biggest goals, how that vision shaped the way I built my company, and why I decided to replay my conversation with my longtime business coach, Rick Dutmer. If you haven't listened to that episode yet, I hope you will. The lessons on profitability, systems, leadership, and building a business that doesn't depend on you are more relevant today than ever. SHOW NOTES For years, one of my biggest goals wasn't becoming the biggest roofing contractor. It was building a business that would allow me to spend time with my family and travel without worrying about what was happening back at the office. In this short bonus episode, recorded from Italy, I talk about why that goal changed the way I ran my business—and why it's exactly what my recent conversation with Rick Dutmer was all about. In this episode: Why freedom starts with systems—not luck. The real reason most owners can't take time away. Why profitability creates options. How building the right team changes everything. Why every contractor should ask, "Could I leave for two weeks?" If you haven't listened to Episode 485 with Rick Dutmer, go back and give it a listen. I think it's one of the most important conversations I've ever shared. 🎧 Episode 485: Replay | The Business Plan That Took My Roofing Company from Chaos to Cash-Out Resources 📥 Download my FREE One Page Business Plan: https://theroofercoach.com/resources 📅 Book a free Roofing Business Strategy Call: https://theroofercoach.com Thanks to Our Sponsors SMA Support Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month. SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies. Learn more: https://theroofercoach.com/sma ProLine ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey. From lead management to production and reporting, ProLine helps contractors create the systems needed to scale. Learn more: https://theroofercoach.com/proline About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
June 30 · 1 hr 8 min
485: Encore | The Business Plan That Took My Roofing Company from Chaos to Cash-Out (With My Coach Rick Dutmer)
Originally released as Episode 444, I’m bringing this conversation back because the lessons are even more relevant today than when we first recorded it. Most roofing contractors don’t have a business plan—they have ideas, goals, and good intentions. That was me too… until everything changed. In this episode, I sit down with my longtime business coach, Rick Dutmer, to share how a simple business plan transformed my roofing company from chaos and constant firefighting into a profitable business I was ultimately able to sell. If you’re working too many hours, making every decision yourself, or wondering whether all your hard work will ever pay off someday, this episode will show you what’s possible when you stop reacting and start running your business on purpose. SHOW NOTES Running a roofing company without a clear business plan almost guarantees stress, burnout, and uncertainty—even when sales are strong. In this replay, I sit down with my longtime business coach, Rick Dutmer, to discuss the strategies that helped transform my roofing company into a profitable, systems-driven business that no longer depended on me for every decision. We cover why most contractors avoid planning, why chasing revenue can actually make your business weaker, and how focusing on profitability, leadership, and systems creates a company that’s easier to run, more enjoyable to own, and ultimately far more valuable. Whether your goal is to make more money, take more time off, or someday sell your business, the principles in this episode are just as relevant today as when we first recorded it. In this episode you’ll learn: Why “Volume kills, profit thrills.” Why growth without profit can destroy a business. How a simple business plan creates clarity and confidence. Why profitability matters more than revenue. How to build a management team that doesn’t depend on you. What makes a roofing company valuable to a future buyer. Why planning years ahead gives you more options and more freedom. Resources 📥 Download my FREE One Page Business Plan: https://theroofercoach.com/resources 📅 Book a free Roofing Business Strategy Call: https://theroofercoach.com Thanks to Our Sponsors SMA Support Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month. SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies. Learn more: https://theroofercoach.com/sma ProLine ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey. From lead management to production and reporting, ProLine helps contractors create the systems needed to scale. Learn more: https://theroofercoach.com/proline About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
June 19 · 21 min
484: Why Good Roofing Contractors Stay Stuck: The 7 Problems I See Over and Over Again
Most roofing contractors think they have a lead problem. After working with hundreds of roofing companies over the years, I've learned that's usually not the real issue. The contractors who stay stuck are often dealing with the same challenges: No clear vision for where they're going Working in the business instead of on the business Bad financial information No scoreboard or KPIs No sales system No clear identity or story Chasing shiny objects instead of focusing on fundamentals In this episode, I break down the seven most common problems I see in roofing companies and share practical insights from my own experience building and selling a roofing company, as well as working with contractors across North America. If you're working harder than ever but feel like you're not getting ahead, this episode is for you. Whether your goal is more profit, more freedom, a better team, or building a business that can run without you, these lessons will help you identify what's really holding you back. WHAT YOU'LL LEARN Why more leads usually aren't the answer The Two Week Vacation Test and what it reveals about your business The difference between financials and scorekeeping Why most contractors leave money sitting in their CRM How your story impacts sales and pricing Why shiny object syndrome keeps contractors stuck The Sell Work, Do Work, Keep Score framework SPONSORS SMA Support Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month. SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies. Learn more: https://theroofercoach.com/sma ProLine ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey. From lead management to production and reporting, ProLine helps contractors create the systems needed to scale. Learn more: https://theroofercoach.com/proline RESOURCES The Roofer Coach https://theroofercoach.com Free Roofing Business Resources https://theroofercoach.com/resources Roofing Business Success Audit https://theroofercoach.com/resources Facebook: https://facebook.com/theroofercoach YouTube: https://youtube.com/@TheRooferCoach About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
June 12 · 50 min
483: How He Built a $13M Roofing Company in Just 3 Years
Most roofing contractors think growth comes from more leads. John Starry took a different approach. In just three years, he built Steadfast Roofing into a $13 million company while earning nearly 800 Google reviews, creating a strong company culture, and building systems that support sustainable growth. In this episode, John shares how his team generates referrals from every project, follows up with leads faster, creates a consistent customer experience, and tracks profitability as the company grows. If you’re looking to grow your roofing company without creating more chaos, this episode is packed with practical lessons you can apply immediately. WHAT YOU’LL LEARN How John built a $13M roofing company in just three years How Steadfast Roofing earned nearly 800 Google reviews The review process that creates consistent 5-star customer experiences Why speed-to-lead is critical for converting expensive leads How to generate referrals from every job site The systems and processes that support sustainable growth How company culture impacts accountability and performance Why job costing and profitability tracking matter as you scale CHAPTERS 00:00 Introduction 05:13 Starting Steadfast Roofing 08:36 Growing to $3.7M in Year One 12:00 Neighborhood Marketing and Referrals 13:42 How They Earned Nearly 800 Google Reviews 16:47 Lead Generation That Works 18:40 Speed-to-Lead and Follow-Up 23:39 Building a Website That Converts 25:40 Growing to $13M 30:45 Managing a Growing Sales Team 33:13 Building Company Culture 34:29 Production Systems and Communication 42:00 Job Costing and Profitability 47:24 Managing Growth and Cash Flow 51:32 Lessons Learned 53:19 Final Thoughts SPONSORS SMA Support Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month. SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies. Learn more: https://theroofercoach.com/sma ProLine ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey. From lead management to production and reporting, ProLine helps contractors create the systems needed to scale. Learn more: https://theroofercoach.com/proline RESOURCES The Roofer Coach https://theroofercoach.com Free Roofing Business Resources https://theroofercoach.com/resources Roofing Business Success Audit https://theroofercoach.com/resources CONNECT If you enjoyed this episode, subscribe to The Roofer Show and leave a review. It helps other roofing contractors build more profitable businesses with less stress and more freedom. About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
June 5 · 48 min
482: Tommy Mello: Build a Roofing Business That Works Without You
What separates a roofing business from a roofing job? In this replay episode, Dave Sullivan sits down with Tommy Mello, founder of A1 Garage Door Service and one of the most influential entrepreneurs in the home service industry. Tommy shares lessons learned while building a highly valuable company, including how to create a business that works without you, why profit must come before growth, how to hire and retain great people, and why most contractors never build a company that can actually be sold. Whether you’re trying to grow your roofing company, improve profitability, or build a business that gives you more freedom, this episode is packed with practical insights. In this episode you’ll learn: The difference between owning a business and owning a job Why most contractors struggle to build a sellable company How EBITDA impacts business value The importance of profit before growth Why hiring A-players changes everything How to create accountability with KPIs and scorecards The power of delegation and building systems Why culture is one of your greatest competitive advantages How successful contractors build teams that operate without them Lessons from scaling a home service company Resources Mentioned: Tommy Mello A1 Garage Door Service Home Service Millionaire The E-Myth Revisited Rocket Fuel The Dream Manager The One Thing Sponsors: ProLine CRM: theroofercoach.com/proline Built specifically for contractors to help manage leads, sales, production, follow-up, and customer communication. SMA Support: theroofercoach.com/sma Virtual team members for lead management, appointment setting, customer follow-up, CRM management, and administrative support. Connect with Dave Sullivan: Website: https://theroofercoach.com YouTube: https://www.youtube.com/@DaveSullivanRooferShow Subscribe to The Roofer Show for weekly conversations focused on the business end of the roofing business About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
May 29 · 1 hr 4 min
481: How to Start a Roofing Business in 2026 (What Most Roofers Get Wrong)
Thinking about starting a roofing business in 2026 — or trying to grow the one you already have? In this episode, Dave Sullivan sits down with former Roofer Show co-host John DeLaurier to break down what it actually takes to build a profitable roofing company in today’s market. John started a roofing business from scratch, built it into a successful company, eventually sold it, and now works with roofing contractors across the country through ProLine CRM. Together, Dave and John discuss the systems, numbers, leadership, marketing, customer experience, and technology that separate successful roofing businesses from the ones that struggle. They cover: Why profit matters more than revenue How to reverse engineer your business goals The importance of branding and customer experience Speed to lead and follow-up systems Hiring and building a sales team Marketing strategies that actually work CRM systems, automations, and KPIs What most roofing contractors get wrong when starting out If you want to build a roofing business that’s profitable, scalable, and less dependent on you — this episode is packed with practical advice. SPONSORS: SMA Support As your roofing company grows, the chaos usually grows with it: production tracking, supplements, admin work, scheduling, follow-up, and more. SMA Support helps roofing companies simplify operations with trained virtual assistants, inside sales support, CRM management, and back-office help so owners can focus on growing the business instead of constantly putting out fires. Learn more at: https://theroofercoach.com/sma ProLine CRM Most roofing companies don’t have a lead problem — they have a follow-up problem. ProLine CRM helps roofing contractors automate follow-up, manage pipelines, track leads, build proposals, and sell more jobs without the chaos. Learn more at: https://theroofercoach.com/proline Use promo code DAVE50 for 50% off your first month. WEBSITE: https://theroofercoach.com YOUTUBE: https://www.youtube.com/@TheRooferShow Looking for guidance and accountability to help build a more profitable roofing business? Schedule a strategy call at: https://davesullivan.as.me/free-strategy-call About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
May 22 · 23 min
480: THIS IS WHERE PROFITS DISAPPEAR
Selling the job is only the beginning. In Part 2 of this conversation, Dave Sullivan and John DeLaurie get into the next two legs of the stool: doing the work and keeping score They talk about: where roofing companies start losing money communication breakdowns with homeowners production handoff problems customer experience and reviews job costing dashboards and KPIs bookkeeping and cash flow accountability and ownership AI and operational systems This episode focuses on what actually happens after the sale — and why so many roofing companies struggle operationally even when sales are strong. Looking for help building a more profitable roofing business with better systems and accountability? Let’s talk. Take the Profit Leak Audit: https://theroofercoach.com/audit Recommended Tools ProLine CRM – Know your numbers and close more jobs. Track your leads, follow-ups, and pipeline so nothing falls through the cracks. 👉 Check it out: https://theroofercoach.com/proline SMA Support – Never miss another call or follow-up. They handle your calls and lead follow-up so you stop losing the jobs you’re already paying for. 👉 Learn more: https://theroofercoach.com/sma About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
May 15 · 51 min
479: Why Most Roofing Companies Stay Stuck
Most roofing companies don’t have a lead problem — they have a systems problem. In this episode, Dave Sullivan sits down with John DeLaurie to talk about: what top roofing contractors are doing differently why so many companies stay stuck operationally lead generation that actually works sales process and follow-up answering the phone and speed to lead CRM systems and automations building a roofing business that runs profitably John also shares insights from talking with contractors around the country and what separates companies that are growing from those that stay stuck. Next week, Dave and John get into the next two legs of the stool — doing the work and keeping score — where most roofing companies really start losing money. Looking for help building a more profitable roofing business with better systems and accountability? Let’s talk. Take the Profit Leak Audit: https://theroofercoach.com/audit Recommended Tools ProLine CRM – Know your numbers and close more jobs. Track your leads, follow-ups, and pipeline so nothing falls through the cracks. 👉 Check it out: https://useproline.com/ SMA Support – Never miss another call or follow-up. They handle your calls and lead follow-up so you stop losing the jobs you’re already paying for. 👉 Learn more: https://funnels.smasupport.us/the-roofer-show About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.
May 11 · 32 min
478: How to Build a $500K Service Truck (Roofing Maintenance Step-by-Step)
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 year How service creates recurring revenue What a service division actually looks like How to start (even if you’re small) The numbers behind a $500K service truck How to find opportunities and win the work The biggest mistakes contractors make This isn’t theory—this is how real roofing businesses build profit, stability, and long-term value. Learn more about Bryan Mitchell: https://serviceadvantedge.net Looking for a mentor to help build a more profitable roofing business? https://theroofercoach.com SPONSOR: SMA Support https://theroofercoach.com/sma About The Roofer Show The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

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