As we close out the year and plan for 2025, many roofing contractors are thinking about profitability, freedom, and the long-term value of the business they’re building. Too often, owners stay busy without understanding what actually makes a roofing company valuable. In this episode, Dave breaks down what creates real business value, why systems and profit matter more than revenue alone, and how thinking like an owner changes everything.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant heading into 2025.

Original episode: https://theroofershow.com/416

In this episode, I sit down with Greg DeSimone to break down what truly creates value in a roofing business, and why so many contractors end up walking away with far less than they expected when it’s time to exit.

This conversation isn’t just about selling your business. It’s about building a company that’s profitable, transferable, and not dependent on you showing up every day.

Many roofing contractors assume that revenue alone determines business value, but buyers and private equity groups see things very differently.

Today, Dave Sullivan and Greg DeSimone discuss the real drivers of business valuation in the roofing and home services industry. They unpack why systems, leadership depth, clean financials, and predictable profits matter far more than top-line sales.

Dave shares firsthand insight from building and exiting his own roofing company, explaining how contractors can unintentionally trap themselves inside their business by failing to delegate, document processes, and build a leadership team.

The key takeaway is simple:

You don’t build value at the end; you build it years in advance.

Whether you plan to sell, step back, or just run a stronger business, this episode lays out what needs to be in place to make your company valuable, on your terms.

What you’ll hear in this episode:

1. Revenue alone does not equal business value
2. Buyers look for systems, leadership, and clean financials
3. A business dependent on the owner has limited value
4. Profitability and predictability matter more than growth
5. Exit planning should start years before you plan to sell
6. Strong businesses are built to run without the owner

Resources:

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Most roofing contractors don’t have a marketing problem — they have a clarity problem.

In this episode, I break down the biggest red flags I see when contractors say, “My marketing isn’t working.” We talk about why spending more money won’t fix a broken system, how to spot underperforming vendors, and which KPIs actually matter if you want profitable growth.

If you’re heading into 2026 without a clear plan, clean numbers, and accountability around your marketing spend, this episode will help you reset, refocus, and stop guessing.

Roofing marketing is full of noise, promises, and shiny tactics — but very little accountability.

In this episode, Dave Sullivan pulls back the curtain on what’s really happening behind the scenes in many roofing companies’ marketing efforts. He explains why contractors often feel frustrated with agencies, SEO providers, and lead vendors, and how the real issue usually isn’t marketing — it’s the lack of clear goals, tracking, and ownership.

Dave walks through the most common marketing red flags, including:

• Not knowing your true cost per lead or cost per sale
• No connection between marketing spend and financial results
• Relying on “activity” instead of performance
• Making decisions based on emotion instead of numbers

The conversation shifts into what contractors should be tracking, including the KPIs that tie marketing directly to sales, production, and profitability. Dave also explains why marketing must be built on a solid operational foundation — because leads don’t fix broken systems.

This episode is especially valuable for contractors planning ahead for 2026 who want fewer surprises, better margins, and marketing that actually supports a profitable business.

• Marketing problems are usually business clarity problems
• If you don’t know your numbers, marketing will always feel broken
• Cost per lead means nothing without cost per sale
• Systems and follow-up matter more than lead volume
• Marketing should support profit, not just growth
• Clear KPIs create better decisions and less stress

00:00 – Introduction to Roofing Marketing Reality

05:42 – Common Marketing Red Flags Contractors Miss

12:18 – Why “More Leads” Isn’t the Answer

19:07 – KPIs That Actually Matter in Roofing

27:34 – Connecting Marketing to Sales and Profit

35:10 – Why Broken Systems Kill Good Marketing

44:02 – Planning Smarter for 2026

52:41 – Final Thoughts on Marketing Clarity

https://theroofercoach.com

https://theroofercoach.com/resources

https://smasupport.us

https://useproline.com

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

For a long time, I thought bigger was always better.

More revenue. More locations. More chaos.

In this episode, I explain why I intentionally walked away from a $100M roofing goal — and why building a focused, profitable $10M lifestyle business turned out to be the smarter move.

This isn’t an anti-growth conversation. It’s about intentional growth, profit, freedom, and building a business that actually supports your life instead of consuming it.

In the roofing industry, growth is often treated as the ultimate scoreboard — but revenue alone doesn’t equal success.

In this episode, Dave Sullivan shares the real story behind walking away from an aggressive $100M growth target and choosing to build a highly profitable, well-run $10M roofing business instead. He breaks down the hidden costs of chasing scale too early, including stress, operational breakdowns, thin margins, and losing control of your time.

Dave explains why many contractors feel trapped despite strong sales numbers, and how growth without systems, leadership, and financial clarity often leads to burnout rather than freedom. The conversation focuses on aligning business goals with personal goals — something most contractors never stop to consider.

This episode challenges the idea that “bigger is always better” and offers a different framework: build a business that’s profitable, stable, and capable of running without you at the center.

If you’ve ever questioned whether your current growth path is actually worth it, this episode will help you think differently.

• Revenue alone is not a measure of success
• Growth without systems creates stress, not freedom
• Profit and control matter more than top-line numbers
• Lifestyle goals should drive business decisions
• A smaller, well-run business can be far more valuable
• Intentional growth beats uncontrolled expansion

00:00 – Introduction

04:32 – The $100M Goal and Why It Looked Attractive

10:18 – The Hidden Cost of Scaling Too Fast

18:44 – What Contractors Don’t See About Big Growth

26:11 – Redefining Success in Roofing

34:27 – Building a Lifestyle Business on Purpose

42:06 – Profit, Control, and Freedom

49:55 – Final Thoughts on Intentional Growth

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

Scaling a roofing business isn’t about working harder — it’s about building the right foundation.

In this episode, I sit down with a roofing contractor who successfully scaled his business in just three years by focusing on technology, company culture, and systems, instead of chasing chaos or volume.

We talk about what actually drives sustainable growth, how to avoid common scaling mistakes, and why leadership and structure matter more than leads.

Most roofing contractors want to scale, but very few do it without breaking their business in the process.

In this episode, Dave Sullivan talks with a roofing contractor who scaled his company in just three years by focusing on the fundamentals: the right technology, a strong company culture, and repeatable systems. Instead of chasing every opportunity or growing too fast, this business focused on clarity, accountability, and building a team that could execute consistently.

The conversation covers how technology can support — not replace — good leadership, why culture becomes more important as a business grows, and how systems create consistency across sales, production, and customer experience.

Dave also breaks down common scaling traps that cause contractors to stall or burn out, including hiring too fast, skipping financial discipline, and trying to grow without structure.

This episode is a practical look at what sustainable growth actually looks like in the roofing industry.

• Sustainable growth starts with systems, not speed
• Technology supports leadership — it doesn’t replace it
• Culture drives accountability and performance
• Clear processes reduce chaos as a business scales
• Scaling without structure leads to burnout
• Strong foundations create repeatable results

00:00 – Introduction

05:11 – The First 3 Years of Growth

12:44 – The Role of Technology in Scaling

21:08 – Building and Protecting Company Culture

29:36 – Systems That Support Growth

37:54 – Leadership Challenges During Expansion

46:02 – Lessons Learned From Scaling

54:31 – Final Thoughts on Sustainable Growth

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

Big results don’t come from secret tactics — they come from doing the fundamentals better than everyone else.

In this episode, I sit down with Matt Tyner to break down how a $200 million roofing company consistently generates leads — and more importantly, how those same principles apply to contractors at any size.

This conversation isn’t about hacks or hype. It’s about systems, brand, consistency, and doing the right things long enough to win.

Many roofing contractors believe that large companies have access to special lead sources that smaller operators don’t.

That’s not true.

In this episode, Dave Sullivan talks with Matt Tyner about how a $200 million roofing company actually generates leads — and why most of those strategies are available to any contractor willing to focus on the fundamentals.

They discuss the importance of brand recognition, speed to lead, consistent follow-up, and marketing that’s built to support long-term growth instead of short-term spikes. Matt shares insights into how large roofing companies think about lead generation differently — not as a one-time tactic, but as a system that supports sales, operations, and customer experience.

Dave also explains why most contractors struggle with lead generation not because of traffic or spend, but because of breakdowns after the phone rings.

This episode is a reality check for contractors chasing the next marketing trick instead of building a repeatable lead engine.

• Big roofing companies win by executing fundamentals consistently
• Lead generation is a system, not a tactic
• Brand recognition compounds over time
• Speed to lead is still one of the biggest advantages
• Follow-up and process matter more than volume
• Smaller contractors can apply the same principles at their scale

00:00 – Introduction

04:58 – How Big Roofing Companies Think About Leads

12:41 – Brand vs. Tactics in Lead Generation

20:36 – Why Speed to Lead Still Wins

29:14 – Follow-Up Systems That Convert

38:07 – Applying Big-Company Lessons at Any Size

46:52 – Common Mistakes Contractors Make

55:11 – Final Thoughts on Sustainable Lead Generation

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

Most roofing contractors are busy — but they’re not clear.

They’re reacting instead of planning.

In this episode, I break down the One-Page Roofing Business Plan, a simple system designed to help contractors stop guessing and start making intentional decisions as they head into 2026.

This isn’t about long, complicated business plans. It’s about clarity, focus, and creating a roadmap your team can actually follow.

Too many roofing contractors run their businesses without a written plan — and it shows up as stress, inconsistency, and missed opportunities.

In this episode, Dave Sullivan introduces the One-Page Roofing Business Plan, a practical framework built specifically for roofing contractors and home service business owners. Instead of overwhelming spreadsheets or thick binders that never get used, this plan focuses on the few things that actually drive results.

Dave explains why clarity beats complexity, how a simple plan creates alignment across marketing, sales, production, and finances, and why most contractors struggle not because they lack effort — but because they lack direction.

The episode walks through how a one-page plan helps contractors set priorities, make better decisions, and stop chasing distractions. It also explains how planning ahead — especially going into 2026 — allows business owners to be proactive instead of constantly reacting to problems.

If you want more control, better margins, and a business that doesn’t rely entirely on you, this episode gives you a simple place to start.

• Clarity is more powerful than complexity
• A simple written plan beats no plan at all
• One page creates focus and accountability
• Planning reduces stress and reactive decision-making
• Alignment across the business improves execution
• Intentional planning leads to better profitability

00:00 – Introduction

04:12 – Why Most Contractors Don’t Have a Plan

10:46 – The Problem With Traditional Business Plans

18:22 – What Belongs on a One-Page Plan

26:41 – How Planning Creates Better Decisions

35:05 – Using the Plan to Align Your Team

43:18 – Planning Ahead for 2026

50:54 – Final Thoughts on Business Clarity

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download the One-Page Roofing Business Plan at

theroofercoach.com/resources

Most roofing contractors blame their CRM when things feel messy.

But the problem usually isn’t the software — it’s how the business is running.

In this episode, I break down why CRMs fail in roofing businesses and what actually needs to be fixed for them to work properly. We talk about systems, data discipline, follow-up, and why technology only works when leadership and processes come first.

If you’re frustrated with your CRM, this episode will help you understand what to fix before switching tools.

Roofing contractors switch CRMs all the time, hoping the next platform will magically fix their problems. But without clear systems, accurate data, and consistent follow-up, no CRM will ever deliver results.

In this episode, Dave Sullivan explains why most CRM frustrations come from process issues—not software limitations. He breaks down the most common mistakes contractors make when using a CRM, including poor data entry, lack of accountability, and no defined workflow from lead to close.

Dave also explains how CRMs should support the business—not run it—and why leadership, systems, and discipline must come first. When those are in place, a CRM becomes a powerful tool instead of an expensive headache.

This episode is essential listening for contractors who want clarity, better follow-up, and systems that actually support growth.

CRMs fail when systems are unclear or inconsistent

Clean data is required for meaningful reports and decisions

Follow-up systems matter more than software features

Leadership and accountability drive CRM success

Technology supports systems — it doesn’t replace them

00:00 – Why CRMs Get Blamed

05:30 – The Real Reasons CRMs Fail

12:10 – Data Discipline and Follow-Up

18:45 – Systems Before Software

26:30 – Making Your CRM Actually Work

https://theroofercoach.com

https://theroofercoach.com/resources

https://useproline.com

https://smasupport.us

Proline

SMA Support

Ruby Receptionists

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

Most roofing contractors don’t have a sales problem — they have a sales system problem.

In this episode, I sit down with Ryan Groth to break down what it actually takes to build a roofing sales organization that converts consistently, not just when the owner is involved.

We talk about structure, accountability, training, and why most sales teams fail before they ever get a real chance to succeed.

Hiring salespeople doesn’t automatically fix your sales issues — and in many roofing businesses, it actually creates new ones.

In this episode, Dave Sullivan and sales expert Ryan Groth break down how to build a roofing sales organization that consistently converts leads into profitable jobs. They explain why most contractors struggle with sales despite having plenty of leads, and how the lack of structure, accountability, and clear expectations causes sales teams to underperform.

Ryan shares practical insights into building repeatable sales systems, training sales reps the right way, and setting up accountability without micromanaging. Dave adds real-world perspective from decades in the roofing business, explaining how sales leadership must evolve as a company grows.

This conversation goes beyond scripts and closes — it focuses on building a sales organization that works even when the owner isn’t involved in every deal.

If you want higher close rates, less chaos, and a sales team you can trust, this episode lays out the foundation.

• Sales problems usually come from system problems
• Clear expectations improve sales performance
• Accountability beats motivation alone
• Training must be ongoing, not one-time
• Structure allows sales teams to scale
• Owners must shift from selling to leading

00:00 – Introduction

03:15 – Why Roofing Sales Teams Struggle

10:51 – Building a Repeatable Sales Process

18:02 – Accountability Without Micromanagement

27:48 – Training and Coaching Sales Reps

36:10 – Owner Transition: From Sales to Leadership

44:32 – Common Mistakes in Roofing Sales Teams

52:05 – Final Advice for Building a Sales Organization

https://theroofercoach.com

https://salestransformationgroup.com

Sales Transformation Group

Ruby Receptionists

SMA Support

Proline

👉 Learn more about building systems, leadership, and accountability at

theroofercoach.com

Most roofing contractors outsource their marketing — and still don’t know what’s working.

In this episode, I sit down with Joseph Hughes to break down how roofing companies can build an in-house marketing machine that creates consistent leads, brand awareness, and long-term growth.

We talk about control, clarity, systems, and why understanding your own marketing is critical if you want predictable results instead of guessing every month.

Many roofing businesses spend thousands on marketing every month without truly understanding where their leads come from or how to improve results.

In this episode, Dave Sullivan talks with marketing strategist Joseph Hughes about how roofing contractors can bring marketing in-house without turning it into chaos. They discuss why relying entirely on agencies often leads to frustration, poor transparency, and inconsistent performance.

Joseph explains how contractors can build simple, repeatable marketing systems that focus on brand, trust, and long-term visibility instead of chasing quick wins. Dave adds perspective from working with hundreds of contractors who struggle because marketing isn’t aligned with their operations, sales process, or capacity.

This episode is about ownership — owning your message, your data, and your growth — so marketing becomes an asset instead of an expense.

• Marketing works best when you understand and control it
• In-house marketing creates clarity and accountability
• Brand consistency improves trust and conversion
• Systems matter more than tactics
• Marketing must align with sales and operations
• Long-term visibility beats short-term lead chasing

00:00 – Introduction

04:12 – Why Most Roofing Marketing Fails

11:06 – The Case for In-House Marketing

19:40 – Systems vs Tactics in Marketing

27:18 – Brand, Trust, and Consistency

35:52 – Tracking What Actually Works

43:09 – Aligning Marketing With Operations

50:41 – Final Advice for Roofing Contractors

https://theroofercoach.com

https://contractordynamics.com

Contractor Dynamics

Ruby Receptionists

SMA Support

Proline

👉 Get tools, frameworks, and systems for roofing business growth at

theroofercoach.com

Many roofing contractors think growth means spending more on marketing.

In reality, most businesses don’t have a lead problem — they have a foundation problem.

In this episode, I break down how roofing contractors can do more with what they already have by strengthening their systems, tightening operations, and lowering customer acquisition costs without burning cash or chasing every new lead source.

Too many roofing businesses try to grow by pouring money into marketing before their foundation is solid.

In this episode, Dave Sullivan explains why contractors who focus on systems, process, and execution can dramatically reduce customer acquisition costs while increasing profitability. Instead of constantly chasing new leads, Dave walks through how improving conversion, follow-up, customer experience, and internal clarity allows businesses to grow smarter — not harder.

The conversation focuses on identifying leaks in your business: missed calls, slow response times, unclear messaging, poor handoffs between sales and production, and lack of tracking. Fixing these issues allows contractors to get more value from every lead they already generate.

This episode is for roofing contractors who want to scale responsibly, protect cash flow, and build a business that isn’t dependent on nonstop spending to survive.

• Growth starts with a strong foundation, not more leads
• Lowering customer acquisition cost increases profitability fast
• Better systems improve conversion without more ad spend
• Speed, clarity, and follow-up matter more than volume
• Fixing internal leaks creates immediate ROI
• Sustainable growth comes from execution, not hustle

00:00 – Introduction

05:02 – Why Marketing Costs Keep Rising

12:14 – Foundation vs Lead Generation

19:36 – Where Contractors Lose Money

27:08 – Improving Conversion Without More Leads

35:41 – Systems That Reduce CAC

44:22 – Doing More With What You Have

52:10 – Final Thoughts on Sustainable Growth

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download free tools and frameworks at

theroofercoach.com/resources