Most roofing companies have a story, but Ted Sellers has built something truly different.

In this interview, Ted shares how he went from working in marketing to building Sellers Roofing, one of the few Black-owned, union roofing companies in Minnesota. Along the way, he opens up about the hard lessons that shaped his business, from cash flow struggles and hiring mistakes to finding the right people and building a company that customers trust.

We also talk about what it really means to be a union contractor, how it has helped his team deliver better work, and why focusing on education instead of high-pressure sales has been a big part of his growth.

If you're a roofing company owner looking to build a stronger business, create a better customer experience, and stand out in a competitive market, you'll find plenty of practical lessons in this conversation.

Connect with Ted: 
https://roofingexpertsstpaul.com
https://www.facebook.com/SellersRoofingCompanyNewBrighton
https://www.instagram.com/roofingexpertsstpaul
https://www.youtube.com/channel/UCY5VMUhnAC5BwIpHym7h-2w

Listen to the episode on Spotify & Apple Podcasts (317) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
00:00 Why People Didn't Trust Me
00:39 Meet Ted Sellers
01:11 From Marketing to Roofing Business Owner
03:47 How Education Became His Best Sales Strategy
07:19 Growing Too Fast & Cash Flow Lessons
14:09 The Business Mistakes Every Contractor Should Avoid
17:30 Building Trust as a Black-Owned Roofing Company
29:08 Why Going Union Changed Everything
52:08 What Success Really Means

Everyone is talking about AI, zero-click searches, and the death of Google Ads. But is that actually what's happening?

In this episode, Jim Ahlin digs into the numbers behind the headlines and explains why Google isn't walking away from advertising anytime soon. More importantly, he shares what roofing companies should be focusing on today to generate more leads, waste less ad spend, and stay competitive as search continues to evolve.

If you're investing in Google Ads, paying an agency, or wondering how AI will impact your marketing, this episode will help you separate the hype from what's really happening.

Listen to the episode on Spotify & Apple Podcasts (316) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Join our Roofing Success Skool community: https://www.skool.com/roofing-success/about

Chapters:
00:00 Is AI Killing Google Search?
03:05 Does Google Still Make Money From Ads?
06:26 Are Google Ads Still Worth It for Roofers?
13:22 How AI Is Changing the Roofing Customer Journey
16:34 Why Speed to Lead Matters More Than Ever
19:18 How to Audit Your Google Ads Agency
29:18 How Negative Keywords Lower Your Cost Per Lead
35:32 The Biggest Google Ads Mistakes Roofers Make
44:27 The Future of AI, Google Ads, and Roofing Marketing

Scott Huffman built GSAS Construction Group to nearly $4M in his first full year of roofing, then hit a wall. Hustle got him there, but it couldn't get him further.

Scott shares what broke through the ceiling, from hiring a consultant to turning a 12-page notes doc into real SOPs, plus how his journey from prison to business owner built a company where second chances create top performers.

What you'll learn:
- The weekly sales metrics that finally got reps to buy in (150 doors, 120 cold calls)
- How to spot when you've hit your ceiling as an owner and what to do next
- Hard hiring lessons: friends and family, trust but verify, and right people in right seats

Connect with Scott: 
https://gsasconstructiongroup.com
https://www.linkedin.com/company/gsasconstructiongroup
https://www.facebook.com/p/GSAS-Construction-Group-100092974238646/
https://www.instagram.com/gsasconstructiongroup

Listen to the episode on Spotify & Apple Podcasts (315) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
0:00 When hustle stops working (cold open)
1:48 From prison to sign language interpreter to roofing
7:04 Starting GSAS
12:54 The hidden costs of running a business
21:19 SOPs: hustle with no reference points
27:28 The sales metrics that finally stuck
39:03 Right people, right seats
46:27 Red flags and trust but verify
50:19 Redemption and second chances

What happens when the owner's phone finally stops ringing?

For most roofing company owners, that sounds like something is wrong.

For Eric and Sej at Capital Roofing... it meant they were finally building a business that didn't depend on them every minute of the day.

In this episode, Sej Sorathia Deribin shares how they went from doing everything themselves to building systems, hiring the right people, documenting SOPs, and creating a customer experience that drives referrals and repeat business.

We also dive into why communication is their biggest marketing advantage, how outsourcing the right roles helped them buy back time, and what it really takes to let go as an owner without losing control.

If you feel like your business can't run without you, this conversation will show you what's possible.

Connect with Sej: 
https://capitolroofingco.com/
https://www.facebook.com/CapitolRoofingCo
https://www.instagram.com/capitolroofingco

Listen to the episode on Spotify & Apple Podcasts (314) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
00:00 From Chaos to Calm: The Owner's Phone Finally Stops Ringing
00:33 The Next Stage of Capital Roofing's Growth
02:02 Why Hiring a Virtual Admin Changed Everything
05:25 Building a Team That Doesn't Depend on the Owner
08:23 The Customer Experience Starts With the First Phone Call
12:54 The 24-Hour Response Rule That Wins More Customers
15:23 Why Overcommunication Is Their Best Marketing Strategy
22:04 The Maintenance Program That Creates Lifetime Customers
24:48 Should You Outsource Admin, Marketing, or Bookkeeping?
39:09 Hiring the Right People to Buy Back Your Time
44:14 Why Networking Beats Social Media for Their Roofing Company
52:49 The Moment They Knew the Business Could Run Without Them

Most roofing company owners think they need more leads.

But what if the real problem is that you don’t know your numbers?

In this episode of the Roofing Success Podcast, Jim Ahlin sits down with Jon Broce to unpack the biggest blind spots holding roofing companies back. 

They discuss why revenue can be misleading, how small improvements create massive gains, why so many owners make decisions based on gut instinct, and what private equity understands that most contractors miss.

You’ll also learn why set rate is one of the most overlooked metrics in roofing, how to think differently about hiring, and why knowing your numbers is the foundation for scaling a profitable business.

If you want better profit margins, stronger systems, and more confidence in your decisions, this episode is for you.

Connect with Jon: 
https://day41thrive.com
https://www.linkedin.com/company/day-41-thrive-consulting-llc/
https://www.instagram.com/jonathonbroce
https://www.facebook.com/jonathon.broce.5


Listen to the episode on Spotify & Apple Podcasts (313) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
00:00 Why Most Roofers Stay Stuck
04:16 Finding the Blind Spots in Your Business
09:14 Know Your Numbers Before You Hire
14:05 The Most Overlooked Metric in Roofing
19:48 How to Improve Profit Without More Sales
24:00 Why Customer Experience Drives Growth
29:06 The Real Reason You Should Raise Prices
34:20 What Private Equity Understands Better
39:01 The Future of Roofing Marketing
43:40 Be the GC of Your Finances
49:57 Simple Financial Changes That Increase Profit
54:52 How to Actually Implement What You Learn

Most roofers spend more money on marketing when they want more leads.

Nicholas Riley believes there's a better way.

After spending nearly a decade in consulting with KPMG and Deloitte, Nick left the corporate world to buy Driftwood Builders Roofing in Austin, Texas. What he discovered surprised him: some of the best growth opportunities don't come from marketing. They come from relationships.

In this episode, Nick shares why networking with realtors, insurance agents, and other local professionals has become a key part of his growth strategy. He also explains how he applies lessons from consulting, data analysis, and business acquisitions to build a stronger roofing company.

If you're looking for more leads, stronger referral sources, and a smarter way to grow your roofing business, this conversation is for you.

Connect with Nicholas:
Website: https://driftwoodbuildersroofing.com
Instagram: https://www.instagram.com/driftwoodbuildersroofing/
Facebook: https://www.facebook.com/driftwoodbuildersroofing
YouTube: https://www.youtube.com/@driftwoodbuilders2592

Listen to the episode on Spotify & Apple Podcasts (312) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
00:00 Why Networking Beats Marketing in Roofing
01:20 From Montana Laborer to Roofing Company Owner
05:39 How Nick Bought Driftwood Builders Roofing
10:00 Consulting Lessons Roofers Can Use Today
13:49 Testing Marketing Ideas with Data
16:09 Customer Feedback Creates New Revenue Streams
19:50 The Cost-Benefit Analysis Every Roofer Should Run
22:03 How Referral Partners Outperform Vendor Discounts
28:28 Working On the Business vs In the Business
31:35 Why Private Equity Loves Roofing Companies
35:48 The Real Purpose of Networking and Relationships
41:36 How Sponsoring Local Events Generates Roofing Leads
48:18 Using YouTube and AI to Build Trust and Win More Jobs

Building a successful roofing company isn't just about selling more roofs. It's about creating a business that gives you freedom, predictable profits, and a team that loves coming to work.

In this episode, Jim Ahlin sits down with Kody Landals, founder of Reimagine Roofing and Reimagine Your Sales, to discuss the lessons he learned building, scaling, and exiting a roofing company.

In this conversation, you'll learn:

• How Kody built and scaled Reimagine Roofing into a private-equity-backed company
• Why virtual roofing sales can increase efficiency without sacrificing close rates
• The key financial and marketing metrics every roofing owner should track
• How to improve margins, build accountability, and create a business you actually enjoy running

Connect with Kody: 
https://calendar.app.google/YNWv3h8ambny45qV7

Listen to the episode on Spotify & Apple Podcasts (311) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
0:00 The Margin Fix That Adds $300K+ to Your Business
0:38 Welcome to the Roofing Success Podcast
3:22 How Kody Landals Got Started in Roofing
7:50 Building Reimagine Roofing & 15-Minute Roof Quotes
10:08 The Birth of Virtual Roofing Sales
15:07 Why Homeowners Prefer a Low-Friction Buying Process
16:24 The Private Equity Journey & Selling Reimagine Roofing
20:45 How Roofing Companies Create Predictable Revenue
25:38 The KPIs Every Roofing Owner Must Track
37:30 Financial Literacy, P&Ls & Building an Exit-Ready Company
43:17 The Profit Levers That Increase Roofing Margins
58:00 Leadership, Accountability & Building a Strong Team
1:07:50 Final Advice: Build a Roofing Business You Love

Most roofing companies hit a wall.

The owner becomes the bottleneck. Growth creates chaos. And every problem ends up back on their desk.

In this episode, Jim sits down with Chance Peare, COO of SkyRight Roofing & Gutters and founder of Framework OPS, to talk about what it really takes to scale a roofing company without losing control.

Chance isn't a consultant teaching theory. He's in the trenches every day managing operations, building teams, creating systems, and solving the same challenges roofing owners face as they grow.

We discuss the lessons learned from rapid growth, building an accountability-driven culture, creating clear roles and responsibilities, forecasting for growth, and developing the operational infrastructure needed to scale successfully.

If you're the reason everything runs—and also the reason everything slows down—this conversation will show you how to build a company that can grow without depending on you for every decision.

Connect with Chance:
https://skyright.com
https://frameworkopsllc.com

Listen to the episode on Spotify & Apple Podcasts (310) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters:
00:00 How to Scale a Roofing Company Without Losing Control
05:02 Roofing Company Org Charts & Accountability Systems
07:48 Getting Roofing Employees to Follow Processes
16:00 Residential vs Commercial Roofing Growth Strategies
19:07 How to Add Commercial Roofing Revenue Streams
25:01 How to Get Commercial Roofing Leads Without Marketing
29:51 Commercial Roofing Bid Process Explained
39:44 Roofing KPIs, Margins & Job Costing
43:10 Preventing Material Price Increases from Killing Profit
47:02 Roofing Company Budgeting & Forecasting
51:04 Capacity Planning for Roofing Contractors
55:59 Roofing Operations Audit: What to Fix First

What actually makes a roofing company successful long term?

According to Jon Abernathy, it’s not having the biggest sales team. It’s having the right people, the right culture, and the right systems.

Jon is the founder of Abernathy Roofing and a longtime roofing contractor with more than 25 years of experience in the industry. After building one of the strongest roofing brands in his market, he went on to help TAMKO redesign its Contractor Edge program and now coaches contractors through the Roofing Strong Alliance.

In this episode, Jon shares the lessons he learned from swinging hammers and framing houses to scaling a multi-location roofing business. He breaks down the hiring mistakes that cost him the most money, why culture always beats talent, and how focusing on customer experience completely changed the trajectory of his company.

We also dive into project management, production systems, profit sharing, speed to lead, and the operational leaks that quietly kill roofing companies. Jon explains how simple process changes saved hundreds of thousands of dollars, improved customer satisfaction, and helped his team scale without losing quality.

If you’re an owner trying to build a better team, tighten up operations, or create a company people actually want to work for, this conversation is packed with practical takeaways you can implement immediately.

Learn more about TAMKO: 
https://www.tamko.com

Listen to the episode on Spotify & Apple Podcasts (309) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review

Chapters: 
0:00 – Why Culture Matters More Than Money in Roofing Sales
1:27 – Jon Abernathy’s Journey from Homebuilding to Roofing Success
3:10 – How Jon Built a Roofing Empire & Partnered with TAMKO
5:49 – Hiring Roofing Sales Reps: Slow to Hire, Fast to Fire
10:21 – The Biggest Red Flags When Hiring Roofing Salespeople
13:13 – Building a Roofing Company Culture Focused on Family & Community
17:48 – The Cost of Keeping Toxic High-Producing Sales Reps Too Long
21:45 – Where Jon Found His Best Roofing Salespeople
26:27 – The “Dumb Tax” Roofing Contractors Pay on Bad Install Quality
32:30 – Why Roofing Sales Reps Make Terrible Project Managers
37:21 – Roofing Profitability Secrets: Efficiency, Waste Reduction & Incentives
46:40 – Why Most Roofing Companies Don’t Need More Leads, They Need Better Processes

500+ roofing reviews don’t happen by accident.

Mike Cochran of APEX Roofing built one of the most trusted roofing companies in Texas by focusing on one thing most roofers overlook… customer experience. From communication and follow-up to handling mistakes the right way, Mike shares the systems and mindset that helped APEX grow through referrals, repeat business, and loyal relationships.

In this episode, you’ll learn:
- Why Mike DOESN’T want a perfect 5.0 rating
- How great communication creates more referrals
- The customer experience details that separate great companies from average ones

If you want to grow a roofing company people trust — this episode is for you.

Check out APEX Roofing: 
https://apexroofingcompanies.com

Listen to the episode on Spotify & Apple Podcasts (308) 👇
🎧 https://roofingpod.com/spotify
🍏 https://roofingpod.com/apple-podcasts

PODCAST SPONSORS: 
- Coast: https://roofingpod.com/Coast
- JobNimbus Marketing: https://roofingpod.com/jobnimbus-marketing-get-started
- Day 41 Thrive: https://roofingpod.com/day-41-thrive

IG: https://www.instagram.com/roofingsuccess/
FB: https://www.facebook.com/groups/roofingsuccess
Join Our Facebook Group: https://roofingpod.com/facebook

📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review