Roofing business owners think their people problem is a recruiting problem.

Reggie Brock has spent 16 years in roofing and 25 years in insurance watching that exact belief quietly destroys companies from the inside, and he's here to challenge it directly.

In this episode of The Roofing Millionaires, I sit down with Reggie Brock - founder of Cultural Disruptor and one of the most honest voices in roofing when it comes to culture, retention, and what it actually takes to build a team that stays, for a conversation that goes far beyond anything you'll hear at a roofing conference.

Reggie breaks down why the roofing industry has normalized turnover instead of fixing it, what quiet quitting actually looks like inside a roofing company before you see it coming, and why the answer to your hiring problems has nothing to do with finding better people and everything to do with preparing a business they'd actually want to stay in.

He brings the data, the stories, and the frameworks - including his grandfather's Law of Plenty, the four signs someone is quietly on their way out the door, and why replacing one $50,000 employee costs you $10,000 before the new person even shows up.

This is not a motivation talk. This is a direct, experience-backed case for why the way most roofing companies hire, manage, and lead people is the most expensive problem on their P&L, and what to do about it.

What we cover:

- Why roofing companies obsess over finding better people while ignoring the environment they're putting them into

- The Law of Plenty, seed vs. soil and what it means for how you hire

- What quiet quitting actually looks like on a Tuesday afternoon inside a roofing company

-The statistic that should stop every owner cold: 50-60% of employed Americans are on a path to leaving right now

- Why 85% of that group is preventable if you know what to look for

- The 20% rule, what it actually costs to replace someone vs. what it costs to keep them

- The 9 motivational languages and why treating your whole team the same is costing you performance

- The difference between clarity, communication, chemistry, and creativity — and how the absence of any one of them starts the exit process

- Why ego is the single biggest barrier between a roofing owner and a culture people don't want to leave

- The difference between a coach and a mentor — and why Reggie operates mostly as the latter

- The one thing a roofing owner can implement immediately after watching this episode

🎙️ Guest: Reggie Brock | Founder, Cultural Disruptor | 16 Years in Roofing | 25 Years in Insurance

🔗 culturaldisruptor.com

Timestamps

0:00 Highlights

01:45 Introduction

07:07 Mistakes in organization culture today

18:55 Quiet quitting

26:25 How to figure out the purpose of your organization

35:42 Signs of quiet quitting

46:48 Mistakes roofers often make

54:06 Do more mentality

Subscribe to The Roofing Millionaires for weekly conversations with the contractors, leaders, and industry veterans who are building something that lasts.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#roofingculture #roofing #theroofingmillionaires

Every roofing contractor has heard it: just compete on value, not price. But when a homeowner opens the door and the first question out of their mouth is "what's your price?" - that advice collapses instantly. So what actually works in the real world?

In this episode of The Roofing Millionaires, I sit down with Jared Rand - owner of Full Circle Roofing in Omaha, Nebraska, and founder of ORCA (Omaha Restoration Contractor Association) — for an honest conversation about how roofing contractors can build a business where trust drives the sale, price becomes secondary, and the right customers find you.

Jared has been in the roofing and restoration industry since 2011, worked hurricane claims in Florida, and came back to Nebraska with a perspective most local contractors don't have: what a regulated, quality-driven market looks like, and what it costs homeowners when that doesn't exist.

This episode is not about telling you to charge more. It's about understanding why the cheapest contractors also become the most expensive problem for homeowners and for themselves.

What we cover:

- Why the roofing industry got addicted to price-first selling — and how it happened

- The diagnosis approach that makes homeowners scared to go with the cheaper option

- How to understand the homeowner's ROI, not just your own commission

- The fast vs. cheap vs. quality framework — and how to find out which one your customer actually wants

- Why customers who demand the lowest price also become your most expensive customers to serve

- The self-limiting belief most roofers carry that keeps them from charging what they're worth

- Why pricing per square is the wrong approach for a service-based business

- What happens after the sale that either builds or destroys trust — and why post-sale communication is the most underrated part of the roofing process

- ORCA: what it is, how it's vetting contractors, and why "are you ORCA certified?" could become the question homeowners start asking

- How local, community-rooted contractors will outlast the private equity rollup model

- The one step a price-focused contractor can take today to start moving in a different direction

Timestamps

0:00 Highlights

01:48 Introduction

05:27 Its not always about price

19:20 Building a roofing business

22:32 Is having a pricing structure important?

27:25 Ideal customer profile and online presence

32:37 ORCA: How does it help contractors?

32:40 Self limiting thoughts contractors have

47:13 Premium vs cheap customers

54:07 Message for contractors

🎙️ Guest: Jared Rand | Owner, Full Circle Roofing | Founder, ORCA — Omaha Restoration Contractor Association

🔗 ORCA: orcassociation.org

Subscribe to The Roofing Millionaires for weekly conversations with the contractors, leaders, and industry veterans who are building something that lasts.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#orca #omaharoofing #theroofingmillionaires

There's a version of success in roofing that looks great on paper and feels completely empty in real life. Corey Combes lived it.

Corey is the owner of Southshore Roofing and Exteriors in Tampa, Florida, a contractor with 30 years in construction who built his company to $22 million and then watched the thing he loved about his business quietly disappear.

In this episode, we don't talk about tactics. We don't talk about lead generation or closing ratios. We talk about what happens when a roofing business owner gets everything they chased and realizes that was the wrong thing to be chasing.

Corey gets honest about the spending trap that exposed itself when revenue dropped, why stepping away from customers was the beginning of losing his company's identity, what the transition from $22M back toward $8M actually felt like, and why he's now convinced that $8M at 15-20% net profit means more than $22M with a fractional CFO spending a month cutting expenses just to survive.

We also get into the Uncle Bill idea, that a roofing business in your community is more like the local farm everyone trusts than a corporation trying to scale. And what happens to that identity when you start running it like a machine that shouldn't need you.

This is one of the most honest conversations we've had on The Roofing Millionaires. If you've ever felt like growth was pulling you away from the reason you started - this one is for you.

What we cover:

- The spending trap that hits when revenue suddenly drops

- Why removing yourself from customer interactions kills your business's identity

- The difference between a business that can run without you vs. one you've abandoned

- What Corey actually lost when he scaled from $8M to $22M

- Why "run it like a machine" is incomplete advice and what the coaches selling it get wrong

- Redefining what scaling actually means for a roofing business

- The Uncle Bill principle, and why roofing was never meant to be Amazon

- Purpose vs. revenue as the metric that matters

- Financial discipline, fear, and the anxiety that comes from being over-leveraged

- The Florida market right now, consumer confidence, insurance, and what's coming

- Private equity - the good, the predatory, and what it's actually done to the industry

- Diversification as survival: why being a one-trick pony is dangerous right now

- The version of Corey that comes out the other side of this chapter

🎙️ Guest: Corey Combes | Owner, Southshore Roofing and Exteriors | Tampa, Florida

Timestamps

0:00 Highlights

01:33 How much have you changed since we last met?

08:02 A business should run like a machine?

16:37 A business that connects with customers

32:32 The role of purpose in a business

37:15 Future of the roofing industry and consumer behaviour

47:57 Is private equity a trap?

Subscribe to The Roofing Millionaires for weekly conversations with the contractors, leaders, and industry veterans who are building something that lasts.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#businessguide #roofingwork #theroofingmillionaires

In this episode of The Roofing Millionaires, I sit down with Rick Ringer - a 46-year roofing industry veteran, former sales team manager, supply-side expert, and author of the upcoming book Beating the Curve, for one of the most honest and experience-rich conversations we've ever had on this show.

Rick breaks down the concept of the learning curve, why contractors fall off it, why success itself is often what pulls them away from the basics, and what it actually takes to get back on track.

We go deep on why most roofing marketing fails, the 55 Mile Rule for yard signs, the real difference between sales and marketing, and why Rick believes one-call closing creates more tension than it closes. He makes the case for connection-based roofing over transaction-based roofing — and explains why going back to the basics might be the most sophisticated business strategy in today's market.

If you're a roofing contractor trying to figure out why growth feels harder than it used to or why the new things you're trying aren't working, this episode was made for you.

What we cover:

- The learning curve: what it is, why you fall off it, how to get back

- Why people leave what made them successful and what that costs them

- The 55 Mile Rule and visibility basics most contractors are ignoring

- The difference between sales and marketing — and why most marketing fails

- How to build a sales system that actually fits your business

- Why you should stop trying to sell everyone

- Pressure selling vs. multiple touchpoints — which actually converts

- Transaction-based vs. connection-based roofing companies

- Surviving price hikes, market shifts, and economic uncertainty

- Private equity's impact on the roofing industry

- How Rick plans to give back after 46 years in the game

Timestamps:

0:00 Highlights

01:31 Brief Intro

05:36 What has kept you going?

07:57 What is the learning curve?

18:06 Business owners only care about price?

29:37 The perfect sales system

41:55 Real function of marketing

48:35 Scaling a business

52:57 Transactions vs Connections

55:46 Advice for roofing contractors

🎙️ Guest: Rick Ringer | Ethical Building Solutions | Author of Beating the Curve (Coming Soon)

Subscribe to The Roofing Millionaires for weekly conversations with the contractors, leaders, and industry veterans who are building something that lasts.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#roofingcontractor #roofingwork #theroofingmillionaires

In this episode of The Roofing Millionaires Podcast, I sat down with Joe Stephens, owner of Sure Claims, to break down what’s actually happening behind the scenes when roofers handle insurance claims, supplements, and appraisals.

We talked about:

- Why supplement companies are often seen as “middlemen” — and when that’s true

- The 3 types of supplement companies (and why most roofers choose the wrong one)

- What really changes financially, operationally, and emotionally when you outsource

- When you should keep claims in-house vs bring in a supplement partner

- The moment your business starts breaking because of claims overload

- How poor systems and CRM usage silently kill your operations

- Real scenarios where roofers leave money on the table without realizing it

- The role of appraisals and where most contractors misunderstand them

🎯 Who This Episode Is For:

Roofing owners handling their own claims and feeling overwhelmed

Companies scaling past $1M–$5M and hitting operational bottlenecks

Sales managers stuck managing supplements instead of closing deals

Roofers trying to decide between in-house vs outsourced claims

Timestamps

0:00 Highlights

01:30 Brief introduction

02:31 Importance of supplement companies in roofing

08:39 Effect of supplement companies on revenue

16:59 Factors to consider before choosing a supplement company

23:08 Mistakes to avoid as a contractor

29:41 Quality Control and expectations from supplement companies

39:16 Appraisal process for claims

43:52 Strategies for customer coaching and CRM

📌 Key Question to Ask Yourself:

Are you running your claims process…Or is your claims process running your business?

If this shifts your perspective, share it with another roofer who needs to see this.

🔗 Connect with Joe Stephens:

Website: https://sureclaims.com/

🔔 Subscribe to The Roofing Millionaires Podcast for more practical, experience-based episodes that help roofers build better companies and stronger teams.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#insurancesupport #supplements #homeinsurance

In this episode of The Roofing Millionaires, I sit down with Dominick Fraser, a $30M roofing business owner who has spent over two decades in the industry to talk about something deeper than business.

We talk about:

- What it means to be an independent thinker in a world full of noise

- Why most roofing companies fail when conditions get tough

- How global uncertainty impacts the roofing industry (materials, pricing, mindset)

- The difference between transactional businesses and relational businesses

- Why leadership starts at home before it shows up in your company

- The real responsibility of a business owner toward their team and community

- Faith, purpose, and “pulling people out of the mud”

Dominick shares real experiences, from building his company over 21 years to completely changing his life after hitting rock bottom and explains why success without character means nothing.

If you’re a roofing business owner (or any business owner), this episode will challenge how you think about:

- growth

- leadership

- responsibility

and the kind of man you are becoming

Because at the end of the day…

This isn’t just about roofing.

It’s about who you become while building something.

Timestamps

0:00 Highlights

01:43 Being an independent thinker and a leader

03:56 What is your definition of a prototypical roofer?

10:57 Should leaders set examples of love?

17:21 Put your spouse before your business

19:27 A business owner’s presence on social media

24:09 The importance of traveling

28:50 Future of roofing industry in times of uncertainty

37:32 Pulling people out of the mud

44:56 Advice for young business owners

🎯 Connect with Dominick Fraser:

https://www.facebook.com/dominick.fraser.3

🔔 Subscribe to The Roofing Millionaires Podcast for more practical, experience-based episodes that help roofers build better companies and stronger teams.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#lovegod #dividedworld #theroofingmillionaires

Most roofing business owners spend decades building their company.

But very few ever think seriously about what happens when it’s time to step away.

In this episode of The Roofing Millionaires Podcast, Muhammad Faiz sits down with Graeme Millar, former Chairman of the @nfrc and former Chairman of the International Federation for the Roofing Trade, to talk about a topic the industry rarely discusses openly: retirement.

After decades in leadership roles across the roofing industry, Graeme shares what life actually looks like after stepping away and what contractors should start preparing long before that day arrives.

This conversation explores the financial, operational, and emotional side of retirement for roofing business owners.

Topics we cover include:

•⁠ ⁠How to prepare your roofing business so it can run without you

•⁠ ⁠The identity crisis many contractors face after retiring

•⁠ ⁠How to know when it’s time to let go of control

•⁠ ⁠Preparing financially vs preparing mentally for retirement

•⁠ ⁠What chaotic businesses must fix before an owner can step away

•⁠ ⁠Loneliness, routine, and purpose after leaving daily operations

•⁠ ⁠Why many contractors struggle to walk away from the company they built

Graeme also shares practical advice for roofers who want to retire without watching their business fall apart after they leave.

If you’re a roofing business owner thinking about the future of your company whether that’s 5 years or 25 years away, this conversation will make you think differently about what it actually means to step away.

Timestamps

0:00 Highlights

01:35 Fear of retirement and becoming irrelevant

17:09 What happens to the company after retiring?

24:33 Financial planning for retirement

34:17 would you change anything in your retirement planning?

37:10 Friendships and retirement

42:31 US vs UK roofing industry

49:47 Mindset shift you need right now

🔔 Subscribe to The Roofing Millionaires Podcast for more practical, experience-based episodes that help roofers build better companies and stronger teams.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#retirementplan #roofingbusiness #theroofingmillionaires

In this episode of The Roofing Millionaires, we sit down with Aaron Haddock - someone who operates on both sides of the industry:

• Commercial sales

• Roofing supply

• East Texas market dynamics

This isn’t a promotional conversation but a behind-the-scenes breakdown of how commercial roofing actually works.

We discuss:

- Why smaller contractors get overlooked by suppliers

- How material allocation really works during shortages

- What you must do to earn better pricing

- Where contractors miscalculate margins on large jobs

- How to make more money from accessories

- The two things that matter most in commercial sales

- Why tight margins are usually a strategy problem

- How niching down in commercial roofing increases pricing power

If you’re bidding commercial jobs and wondering why the numbers feel tight…

If you feel like big companies always get better treatment…

If you’re trying to move from transactional work to positioned expertise…

This episode will force you to rethink how you operate. Watch carefully.

Timestamps

0:00 Highlights

01:19 Intro and background

07:27 Logistics, material and pricing

15:45 Mistakes contractors make

18:37 Expectations of a contractor

20:50 Craziest experience so far

24:50 Patience and positioning

29:23 Mistakes you made

32:59 lies contractors tell themselves

37:25 Role of trust in roofing

45:10 What do contractors not like about you

🔔 Subscribe to The Roofing Millionaires Podcast for more practical, experience-based episodes that help roofers build better companies and stronger teams.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#commercialroofing #roofingmaterials #theroofingmillionaires