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 fail The biggest...

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 selling N...

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...

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 peop...

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 n...

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 option...

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 ch...

EPISODE DESCRIPTION Thinking 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...

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...

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...

EPISODE SUMMARY Most 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 DESCRIPTION Roofers are obsessed with leads. But more leads won’t fix a brok...

EPISODE SUMMARY Most 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 DESCRIPTION Roofers are obsessed with leads. But leads get more expensive every year — unless you build something that makes people remember you, trus...

EPISODE SUMMARY This 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 DESCRIPTION This interview was recorded a few years ago when the roofing market was o...

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...

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 relyi...

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 cha...

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 t...

Summary / Intro Most 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 y...

Summary / Intro For 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 build...

Summary / Intro Scaling 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...

Summary / Intro Big 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, bra...

Summary / Intro Most 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...

Summary / Intro Most 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...

Summary / Intro Most 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...

Summary / Intro Most 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 marke...