Five years ago, Garen Armstrong was running a $5M roofing company. Today, he’s the CEO of Shamrock Roofing & Construction, one of America’s Top 100 contractors, doing over $70M across 18 locations in 10 states.

Garen’s journey is both entrepreneurial and personal — he’s a serial entrepreneur, philanthropist, and heart transplant survivor whose leadership philosophy has shaped Shamrock’s culture of loyalty and growth.

In this episode, Garen and Mauricio dive deep into:

- Culture & Leadership: How Garen’s health journey transformed him into a servant leader and built Shamrock’s winning culture.

- Marketing at Scale: Why Shamrock invests in an in-house team, spends three months marketing before entering a new market, and gets its best ROI from Google Ads, LSAs, and reviews.

- The Power of Reviews & Content: How Shamrock creates thousands of local reviews and constant video content to build trust with increasingly educated consumers.

- AI & Trussi.ai: Why Garen believes contractors must “evolve or dissolve” with AI, and how Shamrock’s self-built CRM (Trussi.ai) is already saving $150K+ annually while reshaping operations.

- Call Center Mastery: How Shamrock built an in-house call center, trained eight reps on roofing knowledge, and layered AI into lead scoring, routing, and follow-up.

- Expansion Lessons: What Garen learned from opening 18 markets, the mistakes he made along the way, and why focus — “burgers and fries” — beats overcommitting to too many services.

Whether you’re a $2M contractor trying to expand into a second city, or you’re curious about how AI is already being used in roofing, this episode delivers a blueprint for scaling smart, building culture, and future-proofing your company.

📝 Episode Notes / Key Takeaways

- Surround yourself with loyal people. Loyalty + culture is what holds a fast-scaling business together.

- Your health changes your leadership. Garen’s heart transplant shifted him from “General Patton” to servant leadership.

- Invest in marketing early. Shamrock spends 3 months marketing before opening new markets.

- Best ROI today = Google Ads + LSAs + reviews. Traditional TV is dying, OTT is still hard to track.

- Control your ecosystem. Shamrock runs marketing in-house, builds its own software, and trains its own people.

- Reviews win trust. Thousands of local reviews (with photos and PM names) directly drive calls and sales.

- AI is no longer optional. Shamrock’s Trussi.ai CRM + AI workflows save $150K/year and accelerate everything from content creation to call center operations.

- Call center = conversion engine. Eight in-house reps, AI-integrated with Nextiva, ensure no lead is wasted.

- Not all customers are good customers. Learn to qualify and walk away from tire-kickers.

- Stay focused. Expansion mistakes came from overcommitting — success came from sticking to “roofs and gutters.”

- Marketing spend = 5% of revenue. New market entries may need 6–7%, but consistent investment is non-negotiable.

Timestraps:

00:00 Introduction

01:18 From $5M to $70M in 5 Years

03:20 Culture Built on Loyalty (and a Heart Transplant)

04:19 Early Adopter of Digital Marketing

08:28 Building Trussi.ai: AI + Roofing CRM

10:37 From Patton to Servant Leader

12:59 Creating Leaders at Scale

16:50 From Forklift Driver to $500K Salesman

17:45 Why Shamrock Keeps Marketing In-House

21:00 AI for Content & Social

24:32 Marketing Spend: $150K a Month

26:30 Reviews That Name Names

29:41 How To Recruit People

31:20 Marketing Before You Open

34:28 Consumers are more edicated than ever

37:03 AI: Evolve or Dissolve

38:44 Safety Over $150k/year

40:38 Bringing the Call Center In-House

43:55 AI in Sales Training

45:50 Maintaining Culture Across 18 Markets

47:17 Biggest Expansion Mistakes

48:36 Marketing Budget = 5% of Revenue

50:33 Where to Find Garen

Links & Resources:

Instagram: https://www.instagram.com/thegarenarmstrong/

Facebook: https://www.facebook.com/garen.armstrong

Website: https://www.garenarmstrong.com/

Linkedin: https://www.linkedin.com/in/garenarmstrong/

Company website: https://www.shamrockroofer.com/