Mission Control Podcast

In this episode of the Mission Control podcast, Mike Stearns welcomes George Schiano, the owner of Epic Exteriors in New Jersey. George shares the compelling story of launching his business six years ago, driven to start his own LLC the very night his previous employer announced a cut to his sales commissions. Starting with a hyper-focus on roofing, George explains how he organically expanded his services to include siding, windows, doors, and more by fulfilling the requests of past clients who already trusted his work. The conversation explores his unique sales strategies, such as leading with 48 months of interest-free financing, and the importance of taking full accountability, highlighted by a wild story of making things right after a nail gun accidentally fell through a client's ceiling.

Interested in learning more about Roofr? Get your first roof measurement report for free:

https://shorturl.at/quCQ5

George Schiano:

Facebook: https://www.facebook.com/george.schiano.58

LinkedIn: https://www.linkedin.com/in/george-schiano-2b052b1a7/

Instagram: https://www.instagram.com/schiano39/

Epic Exteriors:

Website: https://epicexteriorsnj.com/

Facebook: https://www.facebook.com/EpicExteriorsNJ/

Youtube: https://www.youtube.com/@epicexteriorsnj

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

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

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

Follow Ascend Digital Agency:

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

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

In this episode of the Mission Control Podcast, Mike Stearns sits down with Pete McKendrick, the Product Strategy Lead at Roofr, to break down the shifting landscape of the roofing industry as it enters 2026. Reflecting on a "stormless" 2025 that saw many contractors struggling with a lack of weather-driven sales, Pete emphasizes the critical need for robust internal systems and business diversification into services like siding and gutters to maintain profitability during down years. The conversation dives deep into the "high floor" strategy for 2026, touching on the rising costs of customer acquisition and the emerging influence of AI-powered search engines on homeowner behavior. Pete offers a powerful piece of leadership advice for the year ahead

Interested in learning more about Roofr? Get your first roof measurement report for free:

https://shorturl.at/quCQ5

Roofr:

Website: https://roofr.com/

Facebook: https://www.facebook.com/getroofr

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

TikTok: https://www.tiktok.com/@getroofr

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

YouTube: https://www.youtube.com/@UCkQY-QKisn1rQSLwVgPIydQ

Pete McKendrick:

Facebook: https://www.facebook.com/pete.mckendrick.7

LinkedIn: https://www.linkedin.com/in/pete-mckendrick-089079174/

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

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

Follow Ascend Digital Agency:

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

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

In this episode, Mike Stearns sits down with Andy Keys, Owner and CEO of FoxHaven Roofing Group for a raw conversation about what it truly takes to build an empire. Andy shares his incredible journey from battling addiction and living in his car to running massive roofing and metal supply companies.

They dive into the exact strategies fueling his growth—from why hiding your prices online is costing you leads, to the absolute necessity of shooting video content even when it's uncomfortable. They also break down the future of SEO with AI search, the importance of tracking true ROAS based on gross profit, and how to transition from chasing short-term leads to playing the long game.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Andy Keys:

Facebook: https://www.facebook.com/andy.keys.522

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

TikTok: https://www.tiktok.com/@theandykeys_

YouTube: https://www.youtube.com/@theandykeys

Metal Ops:

Website: https://metal-ops.com/

Facebook: https://www.facebook.com/profile.php?id=61565566779182

YouTube: https://www.youtube.com/@Metal-Ops

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

TikTok: https://www.tiktok.com/@metal.ops

FoxHaven Roofing Group:

Website: https://foxhavenroof.com/

Facebook: https://www.facebook.com/foxhavenroofing

YouTube: https://www.youtube.com/@UC3pkM6f-6toklxvpWCZ6jNQ

TikTok: https://www.tiktok.com/@foxhavenroofing

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

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

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

Follow Ascend Digital Agency:

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

Facebook: https://www.facebook.com/takeoffwithascend

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87

In this episode of the Mission Control podcast, Mike Stearns interviews Pancho Serrano, founder of Roofers Going Digital, about his journey from a corporate BMW role in Mexico to the U.S. roofing industry. Pancho details his transition into commercial roofing sales and the eventual launch of his agency, which focuses on a "three-pillar" LinkedIn strategy involving organic content, Sales Navigator prospecting, and targeted ads.

The conversation highlights the critical importance of building an authentic brand and maintaining "back to basics" fundamentals like networking and local community involvement to stay competitive as AI changes the digital landscape.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Pancho Serrano:

Facebook: https://www.facebook.com/pancho.serrano.731

Instagram: https://www.instagram.com/panchoserrano101/

TikTok: https://www.tiktok.com/@panchoserrano9

LinkedIn: https://www.linkedin.com/in/franciscoserranoroofingmarketing/

Roofers Going Digital:

Website: https://roofersgoingdigital.com/

Facebook: https://www.facebook.com/roofersgoingdigital/

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

X: https://x.com/roofersgoingdig

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

TikTok: https://www.tiktok.com/@roofersgoingdigital?

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

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

Follow Ascend Digital Agency:

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

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87

In this special episode of the Mission Control podcast, Mike sits down with Sheldon Murphy, the owner & CEO at TSM Roofing in Phoenix, Arizona, and Raymond Wendell Little, the former owner and founder of Perimeter Roofing in Atlanta, Georgia. The trio explores the challenges of recruiting top-tier sales talent, comparing Sheldon's preference for stable, family-oriented producers with Raymond's success in hiring "gunslingers" and second-chance individuals. They share unconventional scouting methods, such as finding disciplined recruits at gyms or local 5K races, and emphasize that true discipline is often visible through punctuality and physical fitness before an interview even begins.

The conversation also dives into the leadership required to scale a business, discussing the transition from a "boss" to a "leader" within the 1099 model. They break down why salespeople often fail due to complacency or a lack of pipeline management and explain how owners can intervene by getting back in the truck to coach reps through authentic, one-on-one mentorship. From navigating insurance compliance to the importance of being an "authority in roofing," this episode provides raw insights into building a high-performance culture that thrives on the "eat what you kill" mentality.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

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ABOUT TSM ROOFING LLC

TSM Roofing LLC is a licensed, bonded, and insured roofing company serving the state of Arizona with physical offices in Phoenix (Maricopa County) and Prescott Valley (Yavapai County). Under the leadership of founder Sheldon Murphy, TSM Roofing LLC has established a reputation for excellence in roof replacement, repair, and solar detachment services.

The organization is a recognized Owens Corning Platinum Preferred Contractor, a distinction held by only approximately the top 1% of roofers nationwide. We are dedicated to providing durable roofing solutions and active community support throughout the Phoenix Metro and Quad-City regions.

Facebook: https://www.facebook.com/TSMRoofingLLC/

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

LinkedIn: https://www.linkedin.com/company/tsm-roofing-llc

BBB: https://www.bbb.org/us/az/phoenix/profile/roofing-contractors/tsm-roofing-1126-1000054487

Owens Corning Platinum Preferred: https://www.owenscorning.com/en-us/roofing/contractors/contractor-profile/232418

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ABOUT THE OWNER:

TSM Roofing LLC was founded by Sheldon Murphy, a second-generation roofer with deep roots in the Arizona construction industry. Sheldon's expertise isn't just academic, it was earned on the rooftops of Arizona.

Hands-On Experience: Sheldon first set foot on a roof at age 14, spending his summers as a laborer learning the fundamentals of roof installation and tear-offs.

Professional Pedigree: Before founding TSM Roofing, Sheldon completed a rigorous Union Carpenter's Apprenticeship, earning Journeyman status. This technical background ensures that every TSM project adheres to the highest structural standards.

Industry Leadership: Under Sheldon's leadership, TSM Roofing has achieved the Owens Corning Platinum Preferred Contractor status, a distinction held by only the top 1% of roofing contractors in the nation. He is also a certified member of the Tile Roofing Industry (TRI) Alliance.

Facebook: https://www.facebook.com/smurph39

LinkedIn: https://www.linkedin.com/in/sheldon-murphy-tsmroofing/

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Follow Raymond Wendell Little:

Facebook: https://www.facebook.com/raymond.little.520

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Contact us : [email protected]

Let's Connect! ==== ==== ====

Website: https://bit.ly/3NQXXKK

Facebook: https://bit.ly/3xH8VaT

Linkedin: https://bit.ly/3RWTSyr

In this episode of the Mission Control podcast, host Mike sits down with Michael Gogan, Vice President of Sales at Alivo, to explore the rapidly shifting landscape of the roofing and home services industry. As modern roofing contractors face a "microwave mentality" where consumers demand instant confirmation, Gogan explains how Alivo's AI agents, Lily and Evan, solve the critical problem of unanswered calls at inopportune times. These agents handle everything from voice calls and appointment booking to automated text follow-ups, evidenced by a success story where a contractor secured a $40,000 roof sale at 2 a.m.. Beyond automation, the discussion offers strategic advice for 2026, emphasizing a "high floor" approach that prioritizes efficient lead intake and building trust through localized video testimonials. Gogan concludes by warning against sweeping, rash changes after a flat year, suggesting instead that contractors use a scientific method to isolate and repair specific variables within their sales and marketing equations.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Check Out Ascend + Alivo Partnership:

http://alivo.ai/partner/ascend

Alivo:

Website: https://www.alivo.ai/

Facebook: https://www.facebook.com/profile.php?id=100093503955810

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

Instagram: https://www.instagram.com/alivo.ai/

Michael Gogan:

Facebook: https://www.facebook.com/michael.gogan

LinkedIn: https://www.linkedin.com/in/michael-gogan-977a812a6/

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

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

Follow Ascend Digital Agency:

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

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87

YouTube: https://www.youtube.com/@AscendDigitalAgency

In this episode of the Mission Control Podcast, Mike sits down with Sheldon Murphy, the founder of TSM Roofing in Arizona. They explore the operational realities of scaling a business, specifically how to navigate the chaotic "waterboarding" phase of growth by establishing organizational clarity and defining non-negotiable roles for 2026.

The duo also dives into a recent crisis where TSM Roofing was targeted by a spam attack of fake Google reviews, detailing the exact steps they took to remove the reviews in less than 24 hours. Finally, they discuss the critical importance of modernizing communication, highlighting how Sheldon uses tools like Alivo to execute "speed to lead" strategies and capture leads 24/7.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Contact us : [email protected]

Let's Connect! ==== ==== ====

Website: https://bit.ly/3NQXXKK

Facebook: https://bit.ly/3xH8VaT

Linkedin: https://bit.ly/3RWTSyr

Sheldon Murphy:

Facebook: https://www.facebook.com/smurph39

LinkedIn: https://www.linkedin.com/in/sheldon-murphy-tsmroofing/

In this episode of the Mission Control Podcast, Mike sits down with David Carroll — Founder of DOPE Marketing and one of the most radically self-aware entrepreneurs in the contractor space.

David's story is nothing short of wild. From spending ages 21 to 25 in prison, to rebuilding his life from scratch, to becoming a leader, father, and business owner with a completely different outlook on discipline, gratitude, and growth — this conversation goes deep.

Mike and David break down what it actually takes to reinvent yourself, how destructive habits can silently run your life, why gratitude doesn't come naturally to most entrepreneurs, and the internal work required to stop running on chaos and start living with intention. David opens up about sobriety, fatherhood, ego, expectations, and the turning points that forced him to confront who he really wanted to be.

If you're a contractor, business owner, or anyone trying to rewrite your story while building something meaningful, this episode hits different. It's raw, honest, and packed with lessons from someone who's lived every chapter — the highs, the lows, and the work it takes to grow through all of it.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Contact us : [email protected]

Let's Connect! ==== ==== ====

Website: https://bit.ly/3NQXXKK

Facebook: https://bit.ly/3xH8VaT

Linkedin: https://bit.ly/3RWTSyr

David Carroll:

Facebook: https://www.facebook.com/david.l.carroll.7

Dope Marketing:

Facebook: https://www.facebook.com/DopeMktg

Youtube: https://www.youtube.com/@UCwhQCqt3WGZN-skFCnvE2RA

Website: https://www.dopemarketing.com/

In this episode of the Mission Control Podcast, Mike sits down with Larry Landwher, owner of Grand View Roofing & Exteriors in New Jersey. Larry shares his journey from working long hours as a subcontractor to running a growing roofing and exteriors company — and the mental toll that came with it.

They dive into what it takes to transition from sub-work to full ownership, how to stay clear-headed when business feels like you're being waterboarded, and why vulnerability and networking can change everything. Larry opens up about the fear that almost ended it all, the systems that saved him, and the lessons he's learned scaling from 11 to 34 employees in just a year.

If you're a contractor chasing growth, battling burnout, or just trying to keep your head above water — this one's for you.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Contact us : [email protected]

Let's Connect! ==== ==== ====

Website: https://bit.ly/3NQXXKK

Facebook: https://bit.ly/3xH8VaT

Linkedin: https://bit.ly/3RWTSyr

Larry Landwher

Facebook: https://www.facebook.com/larry.landwher.5

LinkedIn: https://www.linkedin.com/in/larry-landwher-63a798226/

Website: https://www.gvexteriors.com/

In this episode of the Mission Control Podcast, Mike sits down with Adam Fedale, CEO of G. Fedale Roofing & Siding, a family-run company based in Wilmington, Delaware with multiple locations across the East Coast. Adam shares the story of building and scaling a business with his brothers, the challenges and rewards of mixing family with entrepreneurship, and why clear expectations and accountability are non-negotiable for success

We dive into everything from core values and company culture to handling tough customers, implementing effective SOPs, and the role of extreme ownership and grace in leadership.

Adam also opens up about how his team keeps follow-up personal and genuine, why not every customer is the right customer, and what it takes to keep 85+ employees aligned and thriving.

Whether you're leading a roofing company, running a family business, or just want to hear insights on leadership, accountability, and growth—you'll take a ton from Adam's journey.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Contact us : [email protected]

Let's Connect! ==== ==== ====

Website: https://bit.ly/3NQXXKK

Facebook: https://bit.ly/3xH8VaT

Linkedin: https://bit.ly/3RWTSyr

Adam Fedale:

Facebook: https://www.facebook.com/adam.fedale

LinkedIn: https://www.linkedin.com/in/adam-fedale-5540a530/

Website: https://gfedale.com/

Kyle Hoffman (Business Coach):

LinkedIn: https://www.linkedin.com/company/kyle-hoffman-llc/

Facebook: https://www.facebook.com/kylehoffmanllc