The Roofer Show

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, Dav...

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 bigge...

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 pl...

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...

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 wi...

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...

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...

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 acco...

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 roofin...

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 e...

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...

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 busines...

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...