Épisodes

  • 454: Stop Buying Roofing Leads: Build Your Own Marketing Machine with Joe Hughes

    454: Stop Buying Roofing Leads: Build Your Own Marketing Machine with Joe Hughes
    Mar 20 2026

    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:

    1. Why blindly outsourcing marketing doesn’t work anymore
    2. The idea of becoming the “general contractor” of your marketing
    3. Why homeowners are more skeptical than ever
    4. The importance of speed to lead and answering the phone
    5. How to become “five mile famous” in your market
    6. What marketing is actually working right now

    If you want more consistent leads and a more profitable roofing business, this episode will change how you think about marketing.

    Resources & Links:

    Contractor Dynamics

    https://contractordynamics.com/

    Call to Action:

    Looking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.

    Schedule Now


    About The Roofer 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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    1 h et 2 min
  • 431: Roofing Financing: Close More Jobs Without Lowering Your Price

    431: Roofing Financing: Close More Jobs Without Lowering Your Price
    Mar 13 2026

    Most homeowners don’t have $25,000 sitting around for a new roof.

    In this episode of The Roofer Show, Dave Sullivan talks with financing expert Chris Scoville about how roofing contractors can use financing to close more jobs.

    With roofing prices higher than ever, many homeowners don’t have the cash available to pay for a new roof upfront. Contractors who offer financing give customers more options and remove one of the biggest barriers to saying yes.

    Chris explains why contractors should offer financing early, always, and often, and how monthly payment options help homeowners move forward with roofing projects.

    They also discuss how financing can be integrated into proposals, websites, and CRM systems like ProLine to make the process simple for both contractors and homeowners.

    If you're not offering financing, you may be losing jobs to competitors who are.

    Episode Highlights

    • Why many roofing contractors lose jobs because they don’t offer financing

    • The rule: offer financing early, always, and often

    • Why homeowners respond better to monthly payments than total price

    • How financing helps contractors close more jobs without lowering their price

    • Simple ways to integrate financing into proposals and websites

    Show Notes

    Many 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.

    Host

    Dave Sullivan

    The Roofer Coach

    Helping roofing contractors grow their businesses, make more money, and have more free time.

    If you're looking for help building a more profitable roofing business, let’s talk.

    Visit:

    https://theroofercoach.com

    Podcast Links

    Website

    https://theroofercoach.com

    YouTube

    https://www.youtube.com/@DaveSullivanRooferShow

    Roofing Business Podcast Topics Covered

    This episode discusses topics important to roofing contractors including:

    • roofing financing

    • roofing sales strategies

    • selling high-ticket roofing projects

    • roofing business growth

    • contractor marketing and sales

    • closing more roofing jobs


    About The Roofer 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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    30 min
  • 469: Why Roofers Stay Busy but Still Go Broke: Markup & Profit with Michael Stone

    469: Why Roofers Stay Busy but Still Go Broke: Markup & Profit with Michael Stone
    Mar 6 2026
    EPISODE SUMMARY

    In this episode, I’m joined by Michael Stone, author of Markup & Profit, to talk about the real reason so many roofing contractors go broke: they don’t charge enough and they don’t know their numbers. We break down markup vs. profit, why job costing is mandatory, how to set pricing to cover overhead + owner pay + net profit, and how to market to the right customer so you can charge what you’re worth.

    EPISODE DESCRIPTION

    Most 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:
    1. Why 9 out of 10 contractors go broke (and what the profitable ones do differently)
    2. The difference between markup and gross profit (and why it matters)
    3. Why job costing is non-negotiable if you want consistent profit
    4. How to set pricing to cover overhead, owner pay, and net profit
    5. Why “being competitive” is optional — but being profitable isn’t
    6. How to market to the right customer so you can charge what you’re worth
    7. Cash flow and payment schedules: why contractors run out of cash even when they’re busy
    8. Building a business that’s actually sellable (systems + financials + profit)

    Connect with Michael Stone:

    Website: markupprofit.com

    Connect with Dave / The Roofer Coach:

    Free Strategy Call: Schedule Now

    Free Resource (1-Page Business Plan): theroofercoach.com/plan

    Text Dave: (510) 612-1450

    SPONSORS:

    ✅ ProLine — Automate follow-up and close more jobs with text + email. Try it FREE and save 50% off your first month with code DAVE50 → useproline.com

    ✅ SMA Support — Virtual assistants for roofing companies (calls, admin, lead follow-up) → smasupport.us
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    37 min
  • 468: How to Start a Roofing Business in 2026: Profit, Systems & What Most Get Wrong

    468: How to Start a Roofing Business in 2026: Profit, Systems & What Most Get Wrong
    Feb 27 2026
    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
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    1 h et 6 min
  • 467: Is Your Roofing Website Costing You Jobs?

    467: Is Your Roofing Website Costing You Jobs?
    Feb 20 2026

    EPISODE SUMMARY

    What actually makes a roofing website convert in 2026 — and why most contractors waste money on marketing because their foundation is weak.

    EPISODE DESCRIPTION

    Most roofing websites are built to look good.

    The only thing that matters is whether they generate qualified appointments.

    In this episode of The Roofer Show, I sit down with Cody from Hook Agency to break down what actually makes a roofing website convert in 2026.

    We cover:

    • What a roofing website is actually supposed to do

    • What makes a homepage convert in the first 5 seconds

    • Why your About page builds trust (or kills it)

    • Service pages and location pages (and why most contractors get this wrong)

    • Google Ads vs Meta Ads

    • The biggest DIY advertising mistakes

    • What transparent marketing reporting should look like

    • How to measure ROI the right way

    If you’re spending money on SEO or paid ads and not seeing results, this episode will help you rethink your foundation.

    Your website is the hub of your marketing.

    If it doesn’t convert, everything else struggles.

    KEY TAKEAWAYS

    1. A roofing website must confirm, build trust, and drive a clear action.
    2. Most contractors design for ego instead of conversion.
    3. Location pages are essential for local SEO.
    4. Clicks and impressions don’t matter — appointments do.
    5. DIY Google Ads without strategy wastes money.
    6. Marketing reporting must focus on ROI, not vanity metrics.


    RESOURCES & LINKS

    Hook Agency

    https://hookagency.com

    Ruby Receptionists

    Live, professional phone answering that converts calls into appointments

    theroofercoach.com/ruby (Get $150 off your first month – tell them Dave sent you)

    ProLine CRM

    Follow-up automation, quotes, updates, and review requests — done for you

    useproline.com (Tell them you heard about ProLine on The Roofer Show)

    SMA Support

    Inside sales and operations support so nothing falls through the cracks

    smasupport.us (Tell them Dave sent you)

    Download Dave’s Free 1-Page Business Plan

    https://theroofercoach.com

    Book a Coaching Call

    https://theroofercoach.com
    Voir plus Voir moins
    1 h et 2 min
  • 466: Boring Pays: Why Roofing Growth Without Systems Will Break Your Business

    466: Boring Pays: Why Roofing Growth Without Systems Will Break Your Business
    Feb 6 2026

    EPISODE SUMMARY

    Most 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 DESCRIPTION

    Roofing 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 LEARN

    1. Why more leads don’t solve broken systems
    2. The real job of your website (and what it’s NOT)
    3. Why speed-to-lead and live phone answering matter
    4. How follow-up automation changes close rates
    5. Why most contractors struggle to convert opportunities
    6. The “2-week vacation test” to see who really owns the business
    7. Why finishing strong is what earns reviews and referrals
    8. Why mentoring beats one-time courses when plans change

    RESOURCES & LINKS

    1. Free 2026 Roofing Business Success Audit
    2. (50 yes/no questions + a score you can compare to other companies)
    3. Visit the Resources page at TheRooferCoach.com
    4. Ruby Receptionists
    5. Live, professional phone answering that converts calls into appointments
    6. theroofercoach.com/ruby
    7. (Get $150 off your first month – tell them Dave sent you)
    8. ProLine CRM
    9. Follow-up automation, quotes, updates, and review requests — done for you
    10. useproline.com
    11. (Tell them you heard about ProLine on The Roofer Show)
    12. SMA Support
    13. Inside sales and operations support so nothing falls through the cracks
    14. smasupport.us
    15. (Tell them Dave sent you)
    Voir plus Voir moins
    30 min
  • 465: Your Roofing Company Isn’t Ready for More Leads

    465: Your Roofing Company Isn’t Ready for More Leads
    Jan 30 2026
    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
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    35 min
  • 464: Branding for Roofers: How to Stand Out, Charge More, and Get Cheaper Leads

    464: Branding for Roofers: How to Stand Out, Charge More, and Get Cheaper Leads
    Jan 23 2026
    EPISODE SUMMARYMost roofers chase leads. The best roofers build a brand.In this episode, Dave and Crystal Williams explain why branding—not just ads—is what makes leads cheaper, customers more loyal, and businesses more valuable over time.EPISODE DESCRIPTIONRoofers are obsessed with leads.But leads get more expensive every year — unless you build something that makes people remember you, trust you, and look for you by name.That’s called branding.In this episode, Dave Sullivan sits down with Crystal Williams of Lemon Seed Marketing to explain what branding actually means for roofing companies — and how to build it while still generating leads today.They break down:Why most roofers look the sameHow differentiation keeps you out of price warsHow mascots, billboards, trucks, and storytelling really workWhy “direct search” is the real scorecard for brandingAnd why marketing cannot fix broken operationsCrystal also shares the real-world case study of Eminem Roofing and Rufus the Armadillo, showing how consistent branding helped turn a small roofing company into a dominant regional player.If you want cheaper leads, better customers, and a business that’s worth more than its trucks — this is where it starts.YOU’LL LEARNWhat branding actually means (it’s not your logo)Why differentiation lets you charge moreHow branding and lead gen should run togetherWhy mascots work — if you commitHow to measure branding using direct searchWhy marketing exposes bad operationsWhen it’s time to rebrandHow consistent branding lowers your cost per leadTIMESTAMPS00:00 – Why branding matters01:16 – What branding really is03:45 – Storytelling and emotional connection06:45 – Differentiation vs being a commodity09:02 – Brand personality and origin stories13:29 – Eminem Roofing case study17:16 – Rufus the Armadillo and mascots23:24 – When mascots work (and when they don’t)29:47 – Ideal customer avatars and audits35:21 – How to measure brand ROI41:14 – Branding is a long-term commitment43:09 – Why marketing can’t fix bad operations48:15 – When to rebrand53:45 – Final takeaways54:19 – How to reach CrystalRESOURCESLemon Seed Marketinghttps://lemonseedmarketing.comEmail: hello@lemonseedmarketing.comEmail: crystal@lemonseedmarketing.comLINKSWork with Dave / Mentoringhttps://theroofercoach.com/mentoring/Free Resourceshttps://theroofercoach.com/resources/Text Dave(510) 612-1450Free Strategy Callhttps://davesullivan.as.me/free-strategy-callFree 1-Page Business Planhttps://theroofercoach.com/planTRUSTED & VETTED SPONSORSRuby ReceptionistsUS-based professionals who answer your phones live and tee up the saleGet $150 off → https://theroofercoach.com/rubyProLineAutomated follow-up, texts, emails, and CRM for roofers50% off first month with code DAVE50 → https://useproline.comSMA SupportRoofing-specific virtual assistantshttps://smasupport.us
    Voir plus Voir moins
    56 min