In this episode of What It Takes, host Jamie Seeker sits down with Kody Landals, a USMC veteran and founder of Reimagine Roofing, to discuss how he’s transforming the roofing and solar industry. Frustrated with unreliable roofing companies while working in solar sales, Kody decided to create a more transparent, efficient, and customer-focused roofing company. In just a few years, he’s scaled Reimagine Roofing to a multi-state operation, offering real-time quotes, no-pressure sales, and innovative digital solutions.

Kody shares his biggest challenges, including how the collapse of the solar industry nearly took his company down, and the leadership strategies he used to rebuild and thrive. He also discusses his work with the Roofing and Solar Reform Alliance (RSRA), which helps contractors elevate industry standards through mentorship and collaboration.

At the end, Kody answers the signature question and shares the 3 C’s for success: Clarity, Commitment, and Confidence.

• Many companies lack structure and are not run like real businesses.
• Homeowners often get left with no warranty when companies go bankrupt.
• Poor customer service, outdated sales tactics, and slow quoting processes frustrate customers.

✅ 100% Remote Roof Buying: The only roofing company where you can buy a roof over the phone.

✅ No Hard Sales Tactics: Eliminated in-home, high-pressure sales.

✅ Instant, Real-Time Quotes: Uses satellite measurements & AI to generate quotes in 15 minutes or less.

✅ Educational First Approach: Strong YouTube presence to help homeowners make informed decisions.

• Biggest hurdle: Solar sales reps were not roofing experts, leading to miscommunication with homeowners.
• Solution: Created video sales letters (YouTube videos explaining roofing options).
• Pivoted from B2B (working with solar companies) to direct-to-consumer when the solar industry began to struggle.

• A major solar company went bankrupt, causing banks to change their lending policies overnight.
• Multiple solar partners defaulted on payments, leaving Reimagine Roofing financially stranded.
• Kody immediately called a team-wide meeting and showed them Jocko Willink’s "Good" motivational video to shift their mindset.
• Rebuilt the business by cutting costs, restructuring, and pivoting to a direct-to-consumer model.

• Over 350 contractors across the U.S., Canada, and even Sweden.
• Helps contractors run better businesses and provide superior customer experiences.
• Promotes collaboration over competition to elevate industry standards.

• Always be learning: Uses audiobooks & YouTube for daily self-improvement.
• Build a vision that includes your team’s aspirations.
• Help others succeed: Mentored multiple employees to start their own roofing companies.

💡 "I learned more in saving the business than building the business."

💡 "When you start viewing competitors as collaborators, the world opens up."

💡 "The three C’s of success: Clarity, Commitment, Confidence."

💡 "You commit 100% to something, and you really have clarity on what that commitment is—you’ll be confident about your actions."

💡 "If we can elevate the industry, that becomes the new standard. I’m not competing against other great contractors—I’m competing against those who refuse to improve."

💡 "My vision has to be big enough that my team’s vision can live inside of it."

💡 "Sales reps were giving homeowners bad information, not because they were dishonest, but because they weren’t roofers—so I made videos to educate homeowners before they even called us."

Jamie: "Kody, in your experience, what does it take to build a successful business and disrupt an industry?"

Kody’s Answer:

👉 The 3 C’s: Clarity, Commitment, Confidence

• Clarity – Know what kind of business owner you want to be.
• Commitment – Go all-in on your vision.
• Confidence – Comes naturally when clarity and commitment are aligned.

🌐 Website: www.reimagineroofing.com

📺 YouTube (Reimagine Roofing): Reimagine Roofing YouTube Channel

🎥 YouTube (Kody’s Leadership Channel): Kody Landals YouTube Channel

🏗️ RSRA (For Roofing & Solar Contractors): www.rsra.org

📞 Phone: 480-90-ROOF

🚀 If you're a homeowner, check out Reimagine Roofing’s website or YouTube for educational content.

🏗️ If you're a roofing/solar contractor, consider joining the Roofing and Solar Reform Alliance to elevate your business.

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