Our guest today is Todd Miller — co-owner of Isaiah Industries and a true pioneer in residential metal roofing. Over the last 35+ years, Todd’s helped grow the market share of metal roofs in North America from just 2% to over 15%. He’s shaped not only a business, but an entire industry.

In this episode, we dive into the evolution of Isaiah Industries, what it really takes to scale a product-based business, how contractors can train better sales teams, and why knowing your numbers is the most underrated growth lever.

Plus: the future of AI in construction, the death of insurance-based roofing, and how to build a brand that makes people trust you before they even know your name.

Show Notes:

(0:00) Intro to Todd Miller (1:05) From fast food chains to nationwide residential (5:10) What makes metal roofing a “make market” opportunity (8:45) How to train contractors to sell, not just install (13:30) Going direct to consumer — and what they learned (18:00) Why virtual sales calls actually work (22:25) Scaling secrets: know your chicken sandwich (26:40) Should contractors niche down or stay flexible? (30:20) Personal brand vs company brand (34:55) The power of trade associations (and why Todd joined) (40:10) How to earn trust from manufacturers and get better deals (44:45) What makes contractors fail — and how to avoid it (50:00) Building a leadership team that scales (55:20) Where the industry’s heading: VC, AI, and bigger players (1:02:00) Marketing budgets: from 5% to 20% (1:06:45) Why you must know your numbers to scale

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Links:

• Isaiah Industries • Construction Disruption podcast • Ask Todd Miller • Rilla Voice • Qualified Remodeler

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Charlie’s LinkedIn

Todd’s LinkedIn

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