Every healthy roofing business is built on a strong foundation. In this episode, Dave shares why the smartest contractors inspect their business just as carefully as they inspect every roof.

Is your roofing business healthy?

Most roofing contractors know exactly what's happening on every roof they're working on—but very few know the true health of the business they're building.

The biggest business problems usually don't happen overnight. Just like high blood pressure, they often develop quietly over time until they become expensive and difficult to fix.

In this solo episode, Dave Sullivan introduces a different way of looking at your business. Instead of chasing the latest marketing tactic or trying to "10X" your company, Dave explains why building a healthy business starts with understanding your financials, your systems, and your foundation.

• Why most contractors treat symptoms instead of the real problem
• The "Three-Legged Stool" framework: Sell Work • Do Work • Keep Score
• Why revenue alone doesn't tell you if your business is healthy
• The silent warning signs every roofing contractor should recognize
• Why diagnosis should always come before advice

Whether you're doing $500,000 or $10 million in annual sales, this episode will help you step back, evaluate your business differently, and focus on what really matters.

The Roofing Business Health Check™

A personalized one-on-one evaluation of your roofing business designed to help you identify strengths, uncover hidden profit leaks, and build a healthier, more profitable company.

Learn more or schedule a consultation:

https://theroofercoach.com

SMA Support

Need help answering phones, following up with leads, scheduling appointments, or handling administrative work?

SMA Support provides trained virtual team members who specialize in the roofing industry, helping contractors free up their time and focus on growing their business.

Learn more at:

https://theroofercoach.com/sma

ProLine

If you're serious about knowing the health of your business, you need accurate information.

ProLine helps roofing contractors manage sales, production, job costing, and financial reporting—all in one place—so you can make better business decisions with confidence.

Learn more at:

https://theroofercoach.com/proline

Use promo code:

DAVE50

🌐 Website

https://TheRooferCoach.com

🎙 Podcast

The Roofer Show

📅 Schedule a Strategy Call

https://davesullivan.as.me/free-strategy-call

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

Most roofing contractors don’t have a lead problem—they have a sales-system problem.

In this episode, Dave Sullivan sits down with sales expert Ryan Groth to explain how roofing contractors can build a sales organization that converts leads consistently, even when the owner isn’t personally involved in every sale.

Hiring salespeople doesn’t automatically fix your sales problems. Without a defined process, training, accountability, and consistent follow-up, adding salespeople can create even more chaos.

Dave Sullivan and Ryan Groth break down what roofing contractors need to build a predictable sales organization. They discuss speed-to-lead, booking rates, consultative selling, sales meetings, coaching, and the key performance indicators every contractor should track.

Ryan explains why many salespeople rely on “quote and hope” instead of following a repeatable process. Dave shares how he managed his own sales organization, used reports to stay informed while away from the business, and held his team accountable without becoming involved in every sale.

The message is simple: before you spend more money generating leads, make sure you have a system that converts the leads you already have.

This conversation was originally published in October 2025. We’re bringing it back because contractors are paying more than ever for leads, making sales conversion and follow-up even more important today.

• Why more leads won’t fix a broken sales process
• How speed-to-lead affects your booking rate
• Why salespeople need a defined, repeatable process
• The difference between consultative selling and “quote and hope”
• How to set realistic individual and team sales goals
• Which sales KPIs every roofing contractor should track
• How to structure an effective weekly sales meeting
• Why ongoing coaching and role-playing matter
• When the owner should manage sales—and when to delegate it
• How better follow-up increases sales without lowering your price

Ready to Find Out Where Your Business Is Losing Money?

Schedule a free Roofing Business Review with Dave Sullivan. We’ll look at where your company is today, where you want it to go, and the problems that may be holding it back.

Book your free Roofing Business Review:

https://davesullivan.as.me/free-strategy-call

The Roofer Coach:

https://theroofercoach.com

Sales Transformation Group:

https://salestransformationgroup.com

ProLine CRM

Automate your follow-up, improve speed-to-lead, and close more of the opportunities you already have. Save 50% off your first month with promo code DAVE50.

https://theroofercoach.com/proline

SMA Support

Get roofing-trained support for lead intake, follow-up, scheduling, estimating assistance, customer communication, and the administrative work that keeps your business moving.

https://theroofercoach.com/sma

GUEST

Ryan Groth

Sales Transformation Group

https://salestransformationgroup.com

HOST

Dave Sullivan

The Roofer Coach

Dave helps roofing contractors grow more profitable businesses, build dependable systems, understand their numbers, and reclaim their time.

https://theroofercoach.com

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

How to build the right roofing business instead of chasing someone else's roadmap.

Every roofing owner wants to grow.

But before you spend another dollar on marketing, hire another salesperson, or invest in a new CRM, there's one question you need to answer.

What are you really trying to build?

In this solo episode, Dave Sullivan shares the exact process he uses before working with a new coaching client. Instead of jumping straight to marketing or sales, he starts by understanding the owner's goals, diagnosing the business, and identifying the real constraint that's holding the company back.

You'll learn why the problem you think you have is often just a symptom—and how defining the right destination leads to better decisions, better systems, and more profitable growth.

• Why the problem you call about is rarely the real problem
• Why every roofing business needs a different roadmap
• The first things Dave reviews before meeting a new client
• How your website and Google reviews reveal hidden opportunities
• Why "Sell Work • Do Work • Keep Score" is the foundation of every roofing business
• The numbers every owner should understand
• How to identify the biggest constraint in your business
• Why profit and freedom often matter more than growth

Download Dave's FREE One-Page Business Plan.

Before you worry about more leads, get clear on your destination, your ideal customer, and the business you're trying to build.

👉 https://theroofercoach.com/1-page-plan/

Need help building systems without adding more to your plate?

SMA Support provides trained virtual team members for roofing contractors, including inside sales, customer service, production support, bookkeeping, and administrative assistance.

Learn more.

Once you know where you're going, you need the systems to get there.

ProLine helps roofing contractors manage leads, estimates, follow-up, customer communication, production, and reporting—all in one place.

Check out ProLine.

🌐 https://theroofercoach.com

📅 Schedule a Roofing Business Review

https://davesullivan.as.me/consulting-call

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

How to turn more website visitors into qualified roofing appointments with Cody Warren.

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, Dave Sullivan sits down with Cody Warren, President of Hook Agency, to discuss what actually makes a roofing website convert.

They cover the simple improvements every roofing contractor should make before spending more money on marketing.

• The 5-second test every roofing website should pass
• The biggest homepage mistakes roofing contractors make
• Why your About page is one of your most important pages
• How to build trust with homeowners before you ever meet them
• Why your website should speak to your ideal customer—not everyone
• Why local city pages matter for SEO
• The importance of financing, mobile design, and clear calls to action
• Why SEO is a long-term investment, not a quick fix

Download Dave’s FREE One-Page Roofing Business Plan

Define your ideal customer, your unique selling proposition, and the message your website should communicate before you spend money on marketing.

👉 https://theroofercoach.com/1-page-plan/

Hook Agency

Roof Quote Pro

ProLine CRM

SMA Support

🌐 https://theroofercoach.com

📅 Schedule a Free Roofing Business Review

https://davesullivan.as.me/free-strategy-call

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

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 biggest goals, how that vision shaped the way I built my company, and why I decided to replay my conversation with my longtime business coach, Rick Dutmer.

If you haven't listened to that episode yet, I hope you will. The lessons on profitability, systems, leadership, and building a business that doesn't depend on you are more relevant today than ever.

For years, one of my biggest goals wasn't becoming the biggest roofing contractor.

It was building a business that would allow me to spend time with my family and travel without worrying about what was happening back at the office.

In this short bonus episode, recorded from Italy, I talk about why that goal changed the way I ran my business—and why it's exactly what my recent conversation with Rick Dutmer was all about.

In this episode:

• Why freedom starts with systems—not luck.
• The real reason most owners can't take time away.
• Why profitability creates options.
• How building the right team changes everything.
• Why every contractor should ask, "Could I leave for two weeks?"

If you haven't listened to Episode 485 with Rick Dutmer, go back and give it a listen. I think it's one of the most important conversations I've ever shared.

🎧 Episode 485: Replay | The Business Plan That Took My Roofing Company from Chaos to Cash-Out

📥 Download my FREE One Page Business Plan:

https://theroofercoach.com/resources

📅 Book a free Roofing Business Strategy Call:

https://theroofercoach.com

SMA Support

Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month.

SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies.

Learn more:

https://theroofercoach.com/sma

ProLine

ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey.

From lead management to production and reporting, ProLine helps contractors create the systems needed to scale.

Learn more:

https://theroofercoach.com/proline

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

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 plan transformed my roofing company from chaos and constant firefighting into a profitable business I was ultimately able to sell.

If you’re working too many hours, making every decision yourself, or wondering whether all your hard work will ever pay off someday, this episode will show you what’s possible when you stop reacting and start running your business on purpose.

Running a roofing company without a clear business plan almost guarantees stress, burnout, and uncertainty—even when sales are strong.

In this replay, I sit down with my longtime business coach, Rick Dutmer, to discuss the strategies that helped transform my roofing company into a profitable, systems-driven business that no longer depended on me for every decision.

We cover why most contractors avoid planning, why chasing revenue can actually make your business weaker, and how focusing on profitability, leadership, and systems creates a company that’s easier to run, more enjoyable to own, and ultimately far more valuable.

Whether your goal is to make more money, take more time off, or someday sell your business, the principles in this episode are just as relevant today as when we first recorded it.

In this episode you’ll learn:

• Why “Volume kills, profit thrills.”
• Why growth without profit can destroy a business.
• How a simple business plan creates clarity and confidence.
• Why profitability matters more than revenue.
• How to build a management team that doesn’t depend on you.
• What makes a roofing company valuable to a future buyer.
• Why planning years ahead gives you more options and more freedom.

📥 Download my FREE One Page Business Plan:

https://theroofercoach.com/resources

📅 Book a free Roofing Business Strategy Call:

https://theroofercoach.com

SMA Support

Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month.

SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies.

Learn more:

https://theroofercoach.com/sma

ProLine

ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey.

From lead management to production and reporting, ProLine helps contractors create the systems needed to scale.

Learn more:

https://theroofercoach.com/proline

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

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
• No clear identity or story
• Chasing shiny objects instead of focusing on fundamentals

In this episode, I break down the seven most common problems I see in roofing companies and share practical insights from my own experience building and selling a roofing company, as well as working with contractors across North America.

If you're working harder than ever but feel like you're not getting ahead, this episode is for you.

Whether your goal is more profit, more freedom, a better team, or building a business that can run without you, these lessons will help you identify what's really holding you back.

• Why more leads usually aren't the answer
• The Two Week Vacation Test and what it reveals about your business
• The difference between financials and scorekeeping
• Why most contractors leave money sitting in their CRM
• How your story impacts sales and pricing
• Why shiny object syndrome keeps contractors stuck
• The Sell Work, Do Work, Keep Score framework

SMA Support

Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month.

SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies.

Learn more:

https://theroofercoach.com/sma

ProLine

ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey.

From lead management to production and reporting, ProLine helps contractors create the systems needed to scale.

Learn more:

https://theroofercoach.com/proline

The Roofer Coach

https://theroofercoach.com

Free Roofing Business Resources

https://theroofercoach.com/resources

Roofing Business Success Audit

https://theroofercoach.com/resources

Facebook:

https://facebook.com/theroofercoach

YouTube:

https://youtube.com/@TheRooferCoach

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

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 with leads faster, creates a consistent customer experience, and tracks profitability as the company grows.

If you’re looking to grow your roofing company without creating more chaos, this episode is packed with practical lessons you can apply immediately.

• How John built a $13M roofing company in just three years
• How Steadfast Roofing earned nearly 800 Google reviews
• The review process that creates consistent 5-star customer experiences
• Why speed-to-lead is critical for converting expensive leads
• How to generate referrals from every job site
• The systems and processes that support sustainable growth
• How company culture impacts accountability and performance
• Why job costing and profitability tracking matter as you scale

00:00 Introduction

05:13 Starting Steadfast Roofing

08:36 Growing to $3.7M in Year One

12:00 Neighborhood Marketing and Referrals

13:42 How They Earned Nearly 800 Google Reviews

16:47 Lead Generation That Works

18:40 Speed-to-Lead and Follow-Up

23:39 Building a Website That Converts

25:40 Growing to $13M

30:45 Managing a Growing Sales Team

33:13 Building Company Culture

34:29 Production Systems and Communication

42:00 Job Costing and Profitability

47:24 Managing Growth and Cash Flow

51:32 Lessons Learned

53:19 Final Thoughts

SMA Support

Missed calls, poor follow-up, and stale estimates are costing roofing contractors thousands every month.

SMA Support provides trained virtual assistants, inside sales support, lead follow-up, CRM management, and administrative support built specifically for roofing companies.

Learn more:

https://theroofercoach.com/sma

ProLine

ProLine helps roofing contractors streamline operations, automate follow-up, improve communication, and gain visibility into every stage of the customer journey.

From lead management to production and reporting, ProLine helps contractors create the systems needed to scale.

Learn more:

https://theroofercoach.com/proline

The Roofer Coach

https://theroofercoach.com

Free Roofing Business Resources

https://theroofercoach.com/resources

Roofing Business Success Audit

https://theroofercoach.com/resources

CONNECT

If you enjoyed this episode, subscribe to The Roofer Show and leave a review. It helps other roofing contractors build more profitable businesses with less stress and more freedom.

About The Roofer Show

The Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time.

Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.