Guest: Chris Zimmerman

• Owner, At Your Service Roofing and Remodeling
• Co-founder, Master Your Craft (with John Lombard)
• 15+ years in roofing industry
• Owens Corning Platinum Preferred Contractor
• Based in Cincinnati, OH with branch in Cleveland

Key Topics Discussed:

Industry Transformation (2024)

• Market down 20-40% for most contractors
• Chris achieved best year ever despite no major storms
• The "thinning of the herd" is finally happening
• Shift from storm-dependent to sustainable business models

New Ventures with John Lombard:

1. Scientific Hail Damage Testing Service - Methodical testing to determine actual hail damage vs. "magnetic hail"
2. AI-Powered Claims Assistance Tool - Downloads expertise from Chris, John, and industry leaders to help contractors communicate effectively with insurance carriers

The Great Pivot: Restoration to Retail

• Burned company to the ground (Labor Day 2024)
• Eliminated 2 of 5 divisions
• Complete restructuring of leadership and processes
• Unified process for repairs, retail, and claims
• Eliminated door knocking entirely
• Focus on referral partnerships over cold leads

Three Mindset Shifts for Retail Success:

1. Price - You can charge premium prices in retail (just like restoration)
2. Opportunity - Build referral networks, don't rely on door knocking or expensive marketing
3. Service - Run every appointment through the same process regardless of type

Insurance Industry Challenges:

• COVID doubled claim costs while premiums stayed regulated
• Carriers forced into "poor behavior" due to financial constraints
• Fraud was "priced in" but became unmanageable
• Homeowners deserve indemnification regardless of carrier challenges

Communication is King:

• "If your skill level is a 4 and your communication level is a 9, your effectiveness is a 4" - John Lombard
• Understanding the "why" behind strategies vs. memorizing scripts
• Most contractors can't effectively "sell value"

Industry Red Flags:

• "Insurance claim specialist" = UPA violations
• Flexing on social media vs. building sustainable business
• Short-term thinking vs. long-term wealth building
• Lambos in year 2-3 = cash flow problems ahead

Advice for New Roofers:

1. Develop strong work ethic first
2. Read books constantly (1% better with each one)
3. Block out the noise and social media drama
4. Treat roofing as a career, not a job
5. Build reputation over revenue
6. Focus on long-term strategy
7. Take advantage of training resources (NTS, Master Your Craft)

Master Your Craft Details:

• Online community: $1,000-$1,500/month for 20 users
• 15-35 pre-recorded 2-hour trainings
• 3 new trainings monthly (Chris, John, + guest expert)
• Private trainings available
• Free Owens Corning University classes
• In-person classes: ~$500-600/ticket

Resources Mentioned:

• Master Your Craft
• NTS (National Testing Services)
• RSRA (Roofing & Siding Restoration Alliance) - Adam Bensman
• Owens Corning University
• Power Home Remodeling

Key Quotes:

• "Your reputation is your net worth"
• "It's way harder to sell restoration than retail these days"
• "The problem with arguing with a fool is that people from a distance can't tell who's who"
• "Slow down, make your money, do good, help people out—that good's gonna come back to you"
• "Keep it stupid simple" (KISS principle)