In this episode of What It Takes, host Jamie Seeker sits down with Kody Landals, a USMC veteran and founder of Reimagine Roofing, to discuss how he’s transforming the roofing and solar industry. Frustrated with unreliable roofing companies while working in solar sales, Kody decided to create a more transparent, efficient, and customer-focused roofing company. In just a few years, he’s scaled Reimagine Roofing to a multi-state operation, offering real-time quotes, no-pressure sales, and innovative digital solutions.

Kody shares his biggest challenges, including how the collapse of the solar industry nearly took his company down, and the leadership strategies he used to rebuild and thrive. He also discusses his work with the Roofing and Solar Reform Alliance (RSRA), which helps contractors elevate industry standards through mentorship and collaboration.

At the end, Kody answers the signature question and shares the 3 C’s for success: Clarity, Commitment, and Confidence.

🏗️ Problems in the Roofing & Solar Industry

• Many companies lack structure and are not run like real businesses.
• Homeowners often get left with no warranty when companies go bankrupt.
• Poor customer service, outdated sales tactics, and slow quoting processes frustrate customers.

🌟 How Reimagine Roofing is Changing the Game

✅ 100% Remote Roof Buying: The only roofing company where you can buy a roof over the phone.

✅ No Hard Sales Tactics: Eliminated in-home, high-pressure sales.

✅ Instant, Real-Time Quotes: Uses satellite measurements & AI to generate quotes in 15 minutes or less.

✅ Educational First Approach: Strong YouTube presence to help homeowners make informed decisions.

📈 Challenges in Scaling the Business

• Biggest hurdle: Solar sales reps were not roofing experts, leading to miscommunication with homeowners.
• Solution: Created video sales letters (YouTube videos explaining roofing options).
• Pivoted from B2B (working with solar companies) to direct-to-consumer when the solar industry began to struggle.

💥 The Solar Industry Crash & Business Crisis

• A major solar company went bankrupt, causing banks to change their lending policies overnight.
• Multiple solar partners defaulted on payments, leaving Reimagine Roofing financially stranded.
• Kody immediately called a team-wide meeting and showed them Jocko Willink’s "Good" motivational video to shift their mindset.
• Rebuilt the business by cutting costs, restructuring, and pivoting to a direct-to-consumer model.

🏆 The Roofing and Solar Reform Alliance (RSRA)

• Over 350 contractors across the U.S., Canada, and even Sweden.
• Helps contractors run better businesses and provide superior customer experiences.
• Promotes collaboration over competition to elevate industry standards.

📚 Key Business Lessons from Kody

• Always be learning: Uses audiobooks & YouTube for...