Guest: Noah Berglin — Co-Founder, Owl Roofing
Guest Links: Website: https://owlroofing.com

A year ago he said don't join the roofing industry. Now he runs a roofing company. Real numbers, no spin.

Noah Berglin came on this podcast a year ago and vented about how rough it was to be a roofing sales rep in the Twin Cities. That episode kicked off him leaving his company and co-founding Owl Roofing. This is the honest one-year check-in: $4 million sold, $5 million collected, aiming for $7 to $10 million, with roughly 50/50 retail and insurance work. He explains why the insurance model is quietly converting to retail whether contractors like it or not (3:42), why door knocking underperformed expectations (17:18), and why he thinks financing is the actual future of roofing (27:46).

You'll learn:

• Why actual cash value and roof payment schedules are turning insurance jobs into retail sales
• The real split: what's working and what isn't at the one year mark
• Why sold and collected are different numbers, and why deposits are the scariest trap in roofing
• How much cash a roofing company should carry into winter
• The $30K storm response budget sitting ready for digital billboards and postcards
• Why 100 doors a week got harder when leads went up
• The dad joke yard sign strategy and how to A/B test 500 signs at a time
• Why you're not competing with other roofers, you're competing for attention

Guest: Brianna Skiffington — Founder, Free Agency | Co-Founder, Space Heroes HVAC
Guest Links: https://callspaceheroes.com | https://freeagency.ai | https://cxc.ai

A fractional CMO who spent 10 years marketing the trades just started her own HVAC company. Goal: $10M next year.

Brianna Skiffington runs Free Agency, publishes Moneyball Marketing, and just launched Space Heroes HVAC in Huntsville, Alabama, remotely. She built the website with Claude in three days, is budgeting 25 to 30% on marketing through 2030, and is finally testing everything she's been telling clients to do for a decade (44:59). The conversation also gets into lead aggregators most roofers dismiss (14:38), the satellite GBP playbook after running 50 of them (40:00), and why marketers should stop pitching against each other.

You'll learn:

• The lead aggregators everyone says suck that actually work (Thumbtack, HomeAdvisor, Yelp, Modernize)
• The car insurance story behind her "call three times in one minute" rule
• Why speed to lead beats everything and how to wire it into your CRM
• How to open a satellite GBP the right way (citations first, internet bill, Chrome hack)
• Why you check the top 3 reviewed companies before betting on LSAs in a new market
• The voice memo to blog pipeline she runs with field techs from 800 miles away
• Tim's backlink reverse-engineering play: write for what AI wants to cite, not your ideal customer (35:00)

Guest: Sam Tacheny — Owner, Tacheny Exteriors
Guest Links: Website: https://tachenyexteriors.com

Two Twin Cities roofing competitors sit down and share everything. Culture, sales systems, PE horror stories.

Sam Tacheny runs Tacheny Exteriors in the Twin Cities and reached out to talk shop instead of treating the competition like the enemy. The conversation gets into why private equity is flooding the roofing market and what happens when it goes wrong (14:36), the Roscoe bankruptcy that left homeowners with unfinished work, why family owned businesses should act like enterprise companies anyway, and Sam's three recommendations for building a sales team without wrecking it (21:22).

You'll learn:

• Why most price objections are actually a lack of discovery
• How to find your real core values instead of aspirational ones on a wall
• Why you need one documented selling system, not "here's some videos, good luck"
• Why the insurance game is getting harder and retail should be your focus
• What to watch for in PE acceleration clauses before you sign
• The hook, open loop, and pattern interrupt formula for contractor video (32:56)