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 Roofing Company Isn’t Ready for More Leads) and sets the stage for upcoming episodes on markup vs profit and what a website is really supposed to do.

If you’re tired of being busy, stressed, and wondering where the money went, this is a Start Here episode.

EPISODE DESCRIPTION

Roofing contractors love exciting goals: more leads, more sales, bigger numbers.

But here’s the truth — if your systems can’t handle growth, growth will punish you.

In this episode, Dave breaks down why most roofing businesses struggle even when revenue is up and what must be fixed before you chase more leads or scale.

Dave also shares a real-world lesson from a recent home renovation project and why the last 5–10% of a job — the walkthrough, closeout, and customer experience — is what actually drives 5-star reviews, referrals, and long-term brand value.

This is the foundation work most contractors avoid because it feels boring — and exactly why it works.

IN THIS EPISODE, YOU’LL LEARN

1. Why more leads don’t solve broken systems
2. The real job of your website (and what it’s NOT)
3. Why speed-to-lead and live phone answering matter
4. How follow-up automation changes close rates
5. Why most contractors struggle to convert opportunities
6. The “2-week vacation test” to see who really owns the business
7. Why finishing strong is what earns reviews and referrals
8. Why mentoring beats one-time courses when plans change

RESOURCES & LINKS

1. Free 2026 Roofing Business Success Audit
2. (50 yes/no questions + a score you can compare to other companies)
3. Visit the Resources page at TheRooferCoach.com
4. Ruby Receptionists
5. Live, professional phone answering that converts calls into appointments
6. theroofercoach.com/ruby
7. (Get $150 off your first month – tell them Dave sent you)
8. ProLine CRM
9. Follow-up automation, quotes, updates, and review requests — done for you

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 broken business.

If your roofing company feels busy but broke, the problem usually isn’t marketing — it’s systems, sales process, job costing, and financial clarity.

In this solo episode, Dave Sullivan walks through his Roofing Business Success Audit and One-Page Business Plan, and explains why every contractor must master the fundamentals before trying to scale.

Dave breaks down:

Why most roofing companies aren’t ready for growth

How to improve results by raising your close rate

Why missed calls and poor follow-up quietly kill profits

The Three-Legged Stool: Sell Work / Do Work / Keep Score

Why messy books force CPAs to file extensions

How bad job costing destroys pricing and margins

Why top-line revenue is vanity and profit is reality

If you want a business that actually makes money — not just looks busy — this episode is your reality check.

YOU’LL LEARN

Why more leads won’t solve your problems

How to close more deals without spending more on ads

Why sales process matters more than marketing

How job costing affects your pricing

Why QuickBooks out-of-the-box doesn’t work for contractors

How to use financial statements to make decisions

Why planning beats reacting

How to use the Roofing Business Audit as a diagnostic tool

TIMESTAMPS

00:00 – Sponsor: Ruby Receptionists

01:25 – Busy but broke: the real problem

04:16 – Why leads aren’t the issue

05:46 – Close rate and sales fundamentals

08:05 – Back to basics (golf analogy)

09:05 – The business checkup mindset

09:49 – Sponsor: ProLine CRM

11:00 – Sell Work: sales process and follow-up

14:20 – Do Work: production and job costing

15:23 – Keep Score: financials and reports

17:06 – Why QuickBooks isn’t set up for contractors

18:09 – Bookkeeping cleanup and Tisha

19:20 – Workers’ comp and miscategorized job costs

21:25 – Sponsor: SMA Support

22:19 – Why business plans matter

23:46 – Why scaling without profit fails

26:21 – Scott Tebay story on success

27:43 – John DeLorian and annual planning

29:36 – Mike Tyson quote: planning vs reacting

32:02 – Download the Audit and Plan

33:02 – Tax season warning: extensions

34:05 – Final takeaways and contact info

RESOURCES

The Roofer Coach

https://theroofercoach.com

Free 1-Page Business Plan

https://theroofercoach.com/plan

2026 Roofing Business Success Audit

https://theroofercoach.com/resources/

LINKS

Work with Dave / Mentoring

https://theroofercoach.com/mentoring/

Free Resources

https://theroofercoach.com/resources/

Text Dave

(510) 612-1450

Free Strategy Call

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, trust you, and look for you by name.

That’s called branding.

In this episode, Dave Sullivan sits down with Crystal Williams of Lemon Seed Marketing to explain what branding actually means for roofing companies — and how to build it while still generating leads today.

They break down:

1. Why most roofers look the same
2. How differentiation keeps you out of price wars
3. How mascots, billboards, trucks, and storytelling really work
4. Why “direct search” is the real scorecard for branding
5. And why marketing cannot fix broken operations

Crystal also shares the real-world case study of Eminem Roofing and Rufus the Armadillo, showing how consistent branding helped turn a small roofing company into a dominant regional player.

If you want cheaper leads, better customers, and a business that’s worth more than its trucks — this is where it starts.

YOU’LL LEARN

1. What branding actually means (it’s not your logo)
2. Why differentiation lets you charge more
3. How branding and lead gen should run together
4. Why mascots work — if you commit
5. How to measure branding using direct search
6. Why marketing exposes bad operations
7. When it’s time to rebrand
8. How consistent branding lowers your cost per lead

TIMESTAMPS

00:00 – Why branding matters

01:16 – What branding really is

03:45 – Storytelling and emotional connection

06:45 – Differentiation vs being a commodity

09:02 – Brand personality and origin stories

13:29 – Eminem Roofing case study

17:16 – Rufus the Armadillo and mascots

23:24 – When mascots work (and when they don’t)

29:47 – Ideal customer avatars and audits

35:21 – How to measure brand ROI

41:14 – Branding is a long-term commitment

43:09 – Why marketing can’t fix bad operations

48:15 – When to rebrand

53:45 – Final takeaways

54:19 – How to reach Crystal

RESOURCES

Lemon Seed Marketing

https://lemonseedmarketing.com

Email: hello@lemonseedmarketing.com

Email: crystal@lemonseedmarketing.com

LINKS

Work with...

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.

This interview was recorded a few years ago when the roofing market was on fire. Phones were ringing, jobs were everywhere, and being busy hid a lot of sins.

Today it’s different.

Jobs are harder to get. Margins are thinner. And the contractors who don’t truly understand their numbers—what jobs actually make money, what crews are profitable, what their real labor cost is—those companies won’t survive this market.

I hear it every week:

“Dave, we’re working like crazy… but there’s never any money in the bank.”

That’s not bad luck. That’s no job costing.

Successful contractors job cost every job. Unsuccessful ones run on gut feel—and in this market, gut feel will put you out of business.

In this conversation, Dave Sullivan sits down with construction finance expert Leslie Shiner to break down the simple job costing system profitable roofers use to protect margins and make real decisions.

You’ll Learn

1. Why “gut feel” lies—and cash proves it
2. The real reason busy roofers still have no money
3. How to calculate true labor cost (labor burden)
4. Paid hours vs billable hours = labor utilization
5. Why labor overruns destroy profit faster than materials
6. How estimate vs actual fixes bad pricing
7. How to see which crews and job types make money
8. Two KPIs every roofer must track

00:00 – Why this matters now

02:20 – Gut feel vs real profit

06:20 – What job costing actually means

10:15 – True labor cost & labor burden

17:30 – Labor utilization explained

24:15 – Estimate vs actual the right way

30:25 – Fixing downtime & productivity

36:40 – Sales to production handoff

40:35 – KPIs that matter

44:15 – Improving your system

Shiner Group: https://www.shinergroup.com

Free Labor Burden Calculator (on Leslie’s site)

Work with Dave / Mentoring: https://theroofercoach.com/mentoring/

Free resources: https://theroofercoach.com/resources/

Connect with Dave!

Text Dave: (510) 612-1450

Free Strategy Call

Want to grow a more profitable roofing business?

Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofercoach.com/plan

Watch on...

As we head into 2026, many roofing contractors are rethinking how they build their business—focusing less on chaos and top-line growth, and more on profitability, structure, and long-term value.

In this episode, Dave Sullivan sits down with Tim Brown of Hook Agency, who’s doing something unexpected: launching his own roofing company, Owl Roofing. Dave walks Tim through the One-Page Business Plan framework to pressure-test the idea, clarify the strategy, and uncover the real challenges that come with starting a roofing business the right way.

This conversation goes far beyond marketing. Tim and Dave dig into storm work vs. retail, branding and positioning, financing-first selling, leadership depth, production risks, and what it really takes to build a roofing company that can grow without relying on the owner every day.

If you’re planning your 2026 strategy—or thinking about starting, scaling, or eventually stepping back from your business—this episode will sharpen your thinking fast.

What you’ll hear in this episode:

1. Why Tim Brown is launching Owl Roofing and what he hopes to build
2. Using the One-Page Business Plan to create clarity and direction
3. Storm work vs. retail roofing and how to think about the mix
4. Why being “five-mile-famous” beats spreading marketing thin
5. The two biggest homeowner complaints: communication and clean-up
6. Financing-first selling: why homeowners buy payments, not prices
7. Dave’s three-legged stool framework: Sell Work, Do Work, Keep Score
8. The real risks in roofing: hiring, production handoffs, insurance tightening, and cash flow
9. Building a business that creates options—sell it, step back, or keep it cash flowing

Resources mentioned:

1. Free One-Page Business Plan for Roofing Contractors → https://theroofercoach.com/resources
2. Roofing Success Audit → https://theroofercoach.com/resources
3. Hook Agency → https://hookagency.com

Trusted & Vetted Sponsors:

1. Ruby Receptionists – US-based professionals who answer your phones live, create a great first impression, and tee up the sale so you can focus on running your business.
2. Get $150 off your first month → https://theroofercoach.com/ruby
3. ProLine – The roofing CRM that sells more jobs and helps you make it home for dinner. Automate follow-up, quoting, and...

As we head into 2026, homeowners are still turning to Google when they need a roofer, and local visibility continues to drive high-quality leads. Many contractors spend money on marketing without understanding how local SEO and Google Maps actually work. In this episode, Dave breaks down the fundamentals of local search, what really drives inbound leads, and how to improve visibility without relying solely on paid ads.

If homeowners can’t find you on Google, you don’t exist.

In this episode, I sit down with local SEO expert Dima Sobovoy to break down how roofing contractors can win more jobs by showing up where it matters most, Google Maps and local search.

We talk about why many roofing websites and SEO campaigns fail, what Google actually looks for when ranking local contractors, and how simple changes can dramatically improve visibility without chasing gimmicks or shortcuts.

This episode is about building a strong local presence that consistently generates qualified leads, not just clicks.

Local SEO isn’t optional for roofing contractors; it’s foundational.

In this episode, Dave Sullivan talks with Dima Sobovoy about what actually drives local rankings for roofers and home service businesses. They break down the common mistakes contractors make with SEO, why “set it and forget it” marketing doesn’t work, and how Google Maps has become one of the most powerful lead sources in local markets.

Dima explains the importance of Google Business Profiles, reviews, proximity, relevance, and consistency, and how contractors can improve their local presence without massive ad budgets. The conversation also covers how SEO fits into a broader business system, so leads don’t go to waste once the phone starts ringing.

If you want more inbound leads from homeowners actively searching for a roofer in your area, this episode lays out the fundamentals you need to understand.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant as contractors plan for 2026.

Original episode: https://theroofershow.com/418

What you’ll hear in this episode:

1. Google Maps visibility is critical for roofing contractors
2. Local SEO drives higher-intent leads than many paid ads
3. Google Business Profiles must be actively managed, not ignored
4. Reviews, consistency, and relevance matter more than tricks
5. SEO only works when paired with strong follow-up systems
6. Long-term local visibility beats short-term marketing hacks

Resources:

Connect with Dave!

Text Dave: (510) 612-1450

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes →

As contractors move through 2025 and begin planning for 2026, many are rethinking the type of work they want to focus on. Residential, commercial, storm work, or a mix of everything — each path comes with tradeoffs that aren’t always obvious. In this episode, Dave walks through the real pros and cons of residential and commercial roofing and explains how to make strategic decisions that reduce chaos and improve profitability.

One of the biggest decisions roofing contractors wrestle with is whether to focus on residential, commercial, or try to do both.

In this episode, I break down the real differences between residential and commercial roofing, the hidden challenges of each, and why trying to do everything often leads to confusion, thin margins, and burnout.

This isn’t about which is “better.”

It’s about choosing the right lane for your business, your goals, and your lifestyle — and building systems that actually support it.

Many roofing contractors believe that doing both residential and commercial work will diversify risk and increase profits — but in reality, it often creates complexity, cash flow problems, and operational strain.

In this episode, Dave Sullivan walks through the pros and cons of residential vs. commercial roofing based on decades of real-world experience. He explains how sales cycles, margins, staffing, systems, and customer expectations differ between the two — and why contractors often underestimate what it takes to run both successfully.

Dave also introduces the idea of focus as a growth strategy, explaining how specialization can improve marketing, operations, profitability, and even business value. The goal isn’t to limit opportunity, it’s to build a business that runs cleanly, predictably, and profitably without constant firefighting.

If you’ve ever felt torn between chasing bigger commercial jobs or sticking with residential work, this episode will help you make a clearer, more confident decision.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant as contractors plan for 2026.

Original episode: https://theroofershow.com/417

What you’ll hear in this episode:

1. Residential and commercial roofing require very different systems
2. Trying to do both often increases complexity and stress
3. Focus leads to better margins and stronger execution
4. Cash flow and sales cycles differ dramatically between markets
5. Specialization improves marketing clarity and positioning
6. The right choice depends on your goals, not industry hype

Resources:

Connect with Dave!

Text Dave: (510) 612-1450

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for

As we close out the year and plan for 2025, many roofing contractors are thinking about profitability, freedom, and the long-term value of the business they’re building. Too often, owners stay busy without understanding what actually makes a roofing company valuable. In this episode, Dave breaks down what creates real business value, why systems and profit matter more than revenue alone, and how thinking like an owner changes everything.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant heading into 2025.

Original episode: https://theroofershow.com/416

In this episode, I sit down with Greg DeSimone to break down what truly creates value in a roofing business, and why so many contractors end up walking away with far less than they expected when it’s time to exit.

This conversation isn’t just about selling your business. It’s about building a company that’s profitable, transferable, and not dependent on you showing up every day.

Many roofing contractors assume that revenue alone determines business value, but buyers and private equity groups see things very differently.

Today, Dave Sullivan and Greg DeSimone discuss the real drivers of business valuation in the roofing and home services industry. They unpack why systems, leadership depth, clean financials, and predictable profits matter far more than top-line sales.

Dave shares firsthand insight from building and exiting his own roofing company, explaining how contractors can unintentionally trap themselves inside their business by failing to delegate, document processes, and build a leadership team.

The key takeaway is simple:

You don’t build value at the end; you build it years in advance.

Whether you plan to sell, step back, or just run a stronger business, this episode lays out what needs to be in place to make your company valuable, on your terms.

What you’ll hear in this episode:

1. Revenue alone does not equal business value
2. Buyers look for systems, leadership, and clean financials
3. A business dependent on the owner has limited value
4. Profitability and predictability matter more than growth
5. Exit planning should start years before you plan to sell
6. Strong businesses are built to run without the owner

Resources:

Connect with Dave!

Text Dave: (510) 612-1450

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and