Big Roofs Podcast

Jim Johnson built a roofing company to $40M in annual revenue, spent 28 years in the industry, and now coaches contractors through the system that cut his cash flow cycle from 133 days to 13. In this episode of the Big Roofs Podcast, Jim and John break down the big squeeze hitting roofing contractors right now, why most roofing sales reps are order takers who never learned to actually close, and the neuro-story sales framework behind 63% close rates across his client base.

If you're serious about roofing sales training, tightening your roofing business cash flow, or building a roofing sales presentation that closes at a higher rate, this one earns the full hour.

0:00 Introduction

1:47 Why Selling on Price Is Killing Your Margins

4:53 The Roofing Cash Flow Breakthrough

13:01 Why Your Roofing Sales Reps Keep Losing Deals

17:21 Emotional Drivers and the Logic Sequence in a Roofing Sales Presentation

23:01 Community Presence, Personal Branding, and Showing Up as a Human

26:17 The 3 KPIs That Actually Tell You If a Rep Is Performing

38:52 Online Roofing Sales

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Michael Fredricks has been in home improvement sales since 1990, long before mobile apps, CRMs, or instant credit decisions existed

He watched the industry go from paper loan applications faxed to human underwriters to GreenSky's first mobile app to what Skeps is building now: a financing platform with 25+ lenders, no bank fees, and a pre-screen that routes customers to approvals before a turndown ever happens.

Follow Michael: https://www.linkedin.com/in/michaelfredricks/

Learn more about Skeps: https://www.skeps.com/

0:00 Introduction

1:00 Michael's 30-Year Background in Home Improvement

2:00 What Contractor Financing Looked Like in 1990

4:03 The Sears Lesson: Sell the Payment, Not the Price

5:14 Green Sky and the First Mobile Financing App

6:10 Second-Look Financing and the Platform Evolution

7:55 How Skeps Is Built Differently

9:44 25 Lenders, Real-Time Reporting, No Bank Fees

11:02 John's Story: Roofing in 2009 With No Technology

13:39 Why Roofing Lags Behind HVAC on Financing

15:02 The Credit Turndown Problem and How Skeps Solves It

17:37 Who Skeps Works With

22:38 The Broadway Show: Sell the Experience, Not the Product

24:00 Stop Prejudging Customers at the Door

26:57 Servant Leadership and Building Your Team

40:55 The Baptist Church Story

43:07 The Stethoscope Trick

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Mike Rains built LumaNail around one frustration: dropped nails on a finished job that cost contractors five-star reviews. The fix turned into a powder-coated, electro-galvanized nail that outperforms every standard coil nail on corrosion resistance, glows under black light for end-of-day cleanup, and, most importantly for retail contractors, sells itself in the home the moment you set it next to a regular coil.

We cover the full case: why nails almost never come up in product presentations (and why that's an opening), how shiners become liability calls years later, what the actual cost difference looks like per job ($40 to $100 on a 30-square roof), and how contractors are already using Lumino to close deals the same day.

00:00 — LumaNail origin story

02:06 — Nail innovation explained

03:22 — Go-to-market strategy

04:17 — Why cleanup matters

06:27 — Sales advantage of nails

08:08 — Product differentiation

10:24 — What are shiners

12:30 — Cost vs ROI breakdown

15:48 — Story + customer experience

18:02 — Adoption and growth

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Riley Omanson from Sequifi breaks down why roofing sales reps walk out the door. It has nothing to do with the commission percentage. The real problem is transparency. Reps don't know what they're owed, when they're getting it, or why it changed.

This episode covers commission structures that actually drive behavior, how tiered plans and milestone payments create the dopamine hit that keeps reps producing, and why one guy stayed trapped at a company that owed him six figures for nine months.

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Most roofing contractors think they're using automation to grow. They're actually using it to destroy trust. In this episode, John DeLaurier breaks down why the wrong automation pushes homeowners away, what the biggest follow-up mistake in roofing is, and how the right automation sells jobs while you sleep.

John built and sold his own roofing company over almost 10 years, closing millions in revenue across two Georgia markets while being the most expensive contractor in both.

He explains the psychology behind why homeowners respond to some messages and ignore others, and walks through exactly how automated follow-up should work to keep relationships alive for weeks or even months.

0:00 You Can Automate Follow-Up or Automate Failure

0:35 The Trust Problem Nobody Talks About

1:21 Who Would You Trust More?

2:14 When Automation Feels Like Spam

2:43 Automation Should Scale Trust, Not Replace It

3:22 The Biggest Mistake: Automating Messages Instead of Relationships

4:21 How Roofers Make It Home for Dinner

5:04 Automation Never Forgets, Never Avoids, Never Gets Tired

5:21 A Real Follow-Up Scenario, Monday Through Next Week

6:25 Selling Jobs While You Sleep 

7:07 Relationship Continuity

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Most roofing contractors don't have a lead problem. They have a priority problem.

In this episode, John DeLaurier breaks down the three biggest ways to change your roofing business in 2026: speed to lead, sales follow-up, and review generation. He walks through the real math on what a missed call costs you per year, why most deals aren't lost but abandoned, and how reviews sell jobs before your sales rep ever shows up.

For each one, John answers the same question: why aren't contractors already doing this? The answer is almost always the same. It's not that they don't care.

They just haven't made it important enough. John shares lessons from almost 10 years running his own roofing company across two Georgia markets, where he was consistently the most expensive contractor and still won.

0:00 Three Biggest Ways to Change Your Roofing Business in 2026

0:36 The Promise: Speed, Follow-Up, and Reviews

0:56 Section One: Speed to Lead

1:21 The Company That Responds Quicker Usually Wins

1:40 The Math: What a Missed Call Costs You Per Year

2:02 Why Aren't Contractors Answering Their Phone?

2:30 How to Fix It: Real Person, VA, or AI Voice Agent

3:08 Speed Builds Trust and Stops the Homeowner From Calling Competitors

3:47 Section Two: Sales Follow-Up

3:53 Most Deals Are Not Lost, They're Abandoned

4:55 The Math: What Better Follow-Up Is Worth Per Year

5:18 Why Aren't Contractors Following Up?

5:41 A Simple Follow-Up Plan That Works

6:09 Follow-Up Is Service, Not Pressure

6:34 Section Three: Review Generation

6:43 Reviews Sell Jobs Before Your Sales Rep Shows Up

6:54 Why Aren't Contractors Getting More Reviews?

7:16 How to Fix It: One Click, Every Customer, Every Time

7:52 How All Three Connect: Capture, Convert, Create

8:08 The Common Theme Is Priority

8:30 You Don't Need More Leads, Stop Wasting the Ones You Have

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Most roofing contractors treat their estimate like paperwork. Send a number, hope for a callback, move on. In this episode, John DeLaurier explains why your estimate is actually the continuation of a trust-building process that should already be halfway done before the customer even sees a price.

He breaks down what a great estimate actually does (clarity, confidence, and reinforcement), why sending one option is killing your close rate, how inspection photos and annotations remove objections before they start, and why follow-up after the estimate is where most of the money is lost.

John also covers the good-better best pricing approach, when to introduce financing, and why no CRM or software can fix a broken sales process.

0:00 The Truth About Roofing Estimates

0:42 How Your Estimate Fits Into the Customer Experience

1:00 The Sale Should Be Halfway Done Before the Estimate

2:20 The Estimate Is Not the Beginning of Trust

2:28 The Homeowner Doesn't Care About Your Roofing CRM

3:14 What Happens When You Just Send a PDF With Numbers

4:01 Most Homeowners Don't Buy Right Away

4:36 What a Great Estimate Actually Does

5:59 Show Their Roof, Not Your Accolades

7:51 Follow-Up Is Where Most Money Is Lost

9:06 Staying Present Until They're Ready to Say Yes

9:45 Why One Option Isn't Enough

10:39 Financing Should Be Part of the Estimate Conversation

11:11 The Best Companies Present Solutions, Not Estimates

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Every roofing company hits a ceiling, and it's almost never a revenue problem. In this final episode of the series, John DeLaurier breaks down why leadership and talent are the real multiplier behind profitable growth. He explains why promoting your best sales rep into management is one of the most common and costly mistakes contractors make, how to use personality assessments to put the right people in the right seats, and what real leadership KPIs look like beyond just production numbers. John shares lessons from running his own roofing company for almost 10 years, including the seasons where he was the bottleneck and what changed when he stopped trying to own everything. He also recaps all six episodes in the series: brand, speed, sales follow-up, operational discipline, retail vs. insurance, and leadership.

0:00 Leadership and Talent

0:33 Are You Building a Business or Just a Job?

1:11 This Episode Is for the $3M to $10M Contractor

1:31 If You're Not Making Money, It's a Leadership Problem

2:00 The Biggest Mistake

2:47 Why DISC Assessments Change Everything

3:15 Hiring Leadership Is Different Than Hiring Production

4:11 Leadership Is About Clarity and Ownership

4:30 KPIs Your Leaders Should Be Watching Daily

5:53 What Real Leadership Thinking Looks Like

6:58 Culture Is Designed, Not Accidental

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Most insurance restoration contractors don't have a sales process. They have a storm process. In Episode 5 of the $1M Gross Profit series, John DeLaurier breaks down why insurance dependency is killing roofing businesses and what retail-first companies actually do differently to build predictable, lasting profit.

0:00 – Most Insurance Contractors Don't Have a Real Sales Process

0:40 – Insurance Work Isn't Bad, But....

2:12 – The Shift Happening in Roofing Right Now

2:50 – Insurance Model vs. Retail Model

4:03 – Retail Exposes Weak Sales Systems

5:37 – The Hybrid Model?

6:56 – What Retail Winners Actually Do Differently

7:49 – The Long-Term Advantage of Retail

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?

Jacob McCallum had no sales team, no big budget, and no roofing background.

He had a phone, a Facebook ad account, and a process he wrote down from day one.

8 months later: $2 million in roofing sales. Solo.

In this episode Jacob breaks down exactly how he did it: the ad formula, the sales process, and the franchise model he's now building around it.

0:00 – Meet Jacob McCallum

1:32 – Why writing your process down changes everything

4:06 – His numbers: 136 roofs, $15K average, $2M in 8 months

7:45 – Close rate vs. profit margin (the math most reps ignore)

14:00 – How to justify premium pricing before you even quote

20:07 – Selling roofs you never show up to (the Loom method)

24:32 – The Facebook ad system: phone, 15 seconds, $25 leads

27:28 – Hook, body, CTA: the exact ad formula he used

35:41 – What happens when you grow too fast

44:02 – The 4 bosses every roofing company has to beat

47:16 – The profit math (fewer roofs, more money)

50:03 – SRS Roofing and the franchise model explained

52:11 – Where to find Jacob

Want a Roofing CRM that sells more jobs for you?

Go here: ➡ https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Watch These Next if You’re a Roofer: https://www.youtube.com/playlist?list=PLWe3-KYbzYzhMIwGT1hJJ2jnTtkiMY9zo

Subscribe to our Podcast channel: https://www.youtube.com/@BigRoofsClips

___________________________________

Ways to Work with Us:ProLine Office Hours w/ our Emily, VP of Support & Success (Tuesdays 4:30PM EST Weekly)https://us06web.zoom.us/j/86305653101

Get your Roofing Questions Answered on Roofer2Roofer (Monday 4:30PM EST Weekly) https://us06web.zoom.us/j/81260583471

Book a Demo with our Team to Explore ProLine CRM:https://www.useproline.com/sell-more-roofing-jobs/?utm_source=youtube&utm_medium=video&utm_campaign=brpepisode

Create a Free ProLine CRM Account:https://proline.app/get-started

_________________________________________

Connect with us!

IG: https://www.instagram.com/prolineapp/

FB: https://www.facebook.com/prolineapp

LinkedIn: https://www.linkedin.com/company/prolineapp

Twitter: https://x.com/prolineapp

Tiktok: https://www.tiktok.com/@prolineapp

Question - What is your Roofing CRM missing?