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

Today, host Dave Sullivan reminds us that it’s the fourth quarter, and while most contractors are ready to coast into the holidays, the smart ones are stepping on the gas. Today, we’re talking about how to tighten up your numbers, clean up your operations, and build a simple one-page business plan that sets you up for your best year yet. I’ll walk you through the process of running a winning roofing business, selling the work, doing the work, and keeping score to finish 2025 strong and hit the ground running in 2026.

What you’ll hear in this episode:

• Importance of finishing the fourth quarter strong for business growth
• Need for a one-page business plan for the upcoming year (2026)
• Monthly financial reviews and understanding key performance indicators (KPIs)
• The significance of consistent marketing and sales efforts
• Importance of diligent follow-up on open quotes to maximize sales
• The "three-legged stool" concept: selling work, doing work, and keeping score
• Utilizing CRM systems for effective lead management and follow-up
• Strategies for improving job efficiency and maximizing profit margins
• Importance of securing customer satisfaction and obtaining positive reviews
• Planning for growth by understanding financial implications and setting clear goals

Resources:

Connect with Dave

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby.

ProLine – Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com.

SMA Support – Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us.

Most roofing sales problems don’t come from bad reps — they come from bad systems.

In this episode, I sit down with Adam Bensman to break down what it really takes to build a high-performing roofing sales team. We cover hiring the right people, structuring pay plans that actually drive behavior, and training sales reps so they perform consistently instead of relying on talent or luck.

If you want predictable sales, better close rates, and a sales team that doesn’t depend on you to survive, this episode lays out the foundation.

Building a successful roofing sales organization requires more than hiring “closers” and hoping for the best.

In this episode, Dave Sullivan and Adam Bensman dive deep into what separates struggling sales teams from scalable, professional organizations. They discuss why most roofing companies fail at sales hiring, how misaligned compensation plans create chaos, and why training and accountability are non-negotiable if you want consistent results.

Adam explains how to identify the right sales talent, structure compensation that rewards the right behavior, and build a repeatable sales process that works across markets and personalities. The conversation also highlights the importance of leadership, expectations, and systems that allow sales reps to succeed without constant micromanagement.

This episode is essential listening for contractors who want to grow revenue responsibly, improve margins, and stop riding the sales roller coaster.

• Sales success starts with systems, not personalities
• Hiring without a process leads to turnover and inconsistency
• Pay plans drive behavior — whether you intend them to or not
• Training creates confidence, consistency, and higher close rates
• Accountability improves performance across the entire team
• A strong sales system reduces owner dependence

00:00 – Introduction

06:11 – Why Most Roofing Sales Teams Struggle

14:28 – Hiring the Right Salespeople

23:45 – Designing Effective Pay Plans

33:17 – Training vs Talent

42:06 – Accountability and Expectations

51:34 – Scaling a Sales Organization

59:22 – Final Thoughts on Sales Leadership

https://theroofercoach.com

https://theroofercoach.com/resources

Roof Strategist

Ruby Receptionists

SMA Support

Proline

👉 Download free tools and frameworks at

theroofercoach.com/resources

Today, host Dave Sullivan sits down with Remko Bloemhard, the founder of SuppTrax, a company that’s changing the game for roofing contractors when it comes to insurance claim supplementing. Remko breaks down what supplementing really means (think: going back to the insurance company for those extra costs that often get missed in the initial estimate) and why it’s such a crucial step for contractors who want to ensure they’re getting every dollar they deserve.

You’ll hear Remko explain how the SuppTrax software makes managing these claims way easier, and how it can even sync up with the CRM systems you’re already using. Plus, Dave shares some insights about his own mentoring program, designed to help contractors not just grow their businesses, but also boost profits and carve out more free time.

If you’re a roofing contractor looking to get the most out of your insurance claims and your business, this is one episode you won’t want to miss!

What you’ll hear in this episode:

• Importance of supplementing in insurance claims for roofing contractors
• Overview of the insurance claim supplementing process
• Challenges faced by contractors in managing insurance claims
• Development and features of a specialized supplement management software
• Benefits of faster payment and improved cash flow through supplementing
• Integration of supplement management with existing CRM systems
• Strategies for contractors to maximize insurance claim payouts
• The role of inside sales support in enhancing contractor operations
• Personal anecdotes and insights from industry experiences
• Resources available for contractors to improve their business practices and supplementing capabilities

Resources:

Connect with Remko

[email protected]

(937) 869-1536

www.supptrax.com

Facebook

Connect with Dave

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby.

ProLine – Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com.

SMA Support – Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us.

Ready to unlock the secrets behind building a multi-million-dollar roofing business? In this episode of The Roofer Show, host Dave Sullivan sits down with entrepreneur Teddy Slack, who’s got a wealth of experience in home services and environmental businesses. Teddy gets real about what it takes to grow and sell a thriving company, from mastering your finances to pinpointing the most profitable services and getting creative with your marketing.

Dave and Teddy dive into the ups and downs of running a family business, why having solid systems and learning to delegate are game-changers, and how you can set your roofing company apart as you scale up. They also share why business education, finding the right mentors, and making smart moves are absolutely essential if you want to stand out in the crowded roofing industry. Don’t miss this episode packed with actionable insights and inspiration for roofers ready to take their business to the next level!

What you’ll hear in this episode:

• Strategies for rapid business growth using innovative marketing techniques, such as early pay-per-click (PPC) advertising
• Challenges faced in family businesses and personal hardships impacting business decisions
• Focusing on core, profitable services rather than spreading too thin across multiple ventures
• Lessons learned from failures, including the significance of understanding financials and cash flow management
• Building a business that can operate independently of the owner's constant involvement
• Differentiation in marketing strategies, with an emphasis on local SEO and content creation over traditional advertising
• Accountability and effective management in scaling a business
• Lead generation, sales strategies, and nurturing customer relationships for repeat business.
• Importance of continuous education and mentorship in developing business acumen and achieving long-term success

Resources:

Connect with Teddy

Modern Contractor

Biz Score

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby.

ProLine – Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com.

SMA Support – Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us.

Today’s show answers the #1 question in Facebook roofing groups. Everyone has an opinion about CRMs, but who can you trust? Join Dave Sullivan, John DeLaurier, and their guest, Scott Tebay, as they tackle the big question: “What’s the best CRM for roofers?”

Scott Tebay is the owner/operator of Rainstoppers Roofing, and he’s been in the construction industry for almost 20 years. Scott is committed to providing 5-star service to every customer by being professional, responsive, and courteous at every step of the roofing process. Scott hosts the Small Town Roofer Podcast and lives with his wife and two young sons in Marietta, Ohio. 

What you’ll hear in this episode:

• Understand the WHY of a CRM in light of your entire sales process
• The best question to ask: “What problems do I have that I need to solve with a piece of software?”
• What is a CRM—and why do I need one?
• What is most important in a CRM?
• The key that is missing in most CRMs is the communication tool that builds the know, like, and trust factor.
• Scott’s perspective on eliminating company phones for his employees
• Accountability for every single team member through a CRM
• John’s perspective on the advantages of ProLine regarding speed to lead, customized proposals, and 5-star reviews
• Automated follow-ups let the customer know that you want to work with them. Automations work!
• Your CRM can help track your KPIs.
• Scott’s take on how a CRM performs a sales manager role for his company

Resources:

Connect with Scott Tebay: Website, Email, and the Small Town Roofer Podcast

Resources:

Free Strategy Call

Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call

Free Resource

Download your FREE 1-Page Business Plan for Roofing Contractors → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby Receptionists – US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby.

ProLine – Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com.

SMA Support – Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us.

Most roofing contractors don’t actually own a business — they own a job with a lot of stress.

In this episode, I break down the 12 essential fundamentals every roofing contractor must have to build a profitable business that runs without constant owner involvement. These aren’t hacks or shortcuts. They’re the proven building blocks that create clarity, stability, and long-term value.

If your business depends on you to sell every job, solve every problem, and make every decision, this episode will help you start fixing that — one system at a time.

Running a roofing business without clear fundamentals is exhausting — and unnecessary.

In this episode, Dave Sullivan walks through the 12 essentials required to build a roofing business that’s profitable, sustainable, and not dependent on the owner. These essentials touch every part of the business, including leadership, sales systems, operations, financial clarity, accountability, and team structure.

Dave explains why most contractors stay stuck despite working hard, and how missing just one or two fundamentals can cause constant stress, cash flow problems, and burnout. The focus isn’t on growth for growth’s sake — it’s on building a business that works even when the owner steps away.

This episode is ideal for contractors who want fewer fires, more control, and a business that supports their life instead of consuming it.

• A real business should not rely entirely on the owner
• Clear systems reduce stress and increase profitability
• Financial clarity is required before meaningful growth
• Leadership means building people, not doing everything yourself
• Consistency beats hustle in the long run
• Strong foundations create long-term business value

00:00 – Introduction

04:52 – Why Most Roofing Businesses Stay Stuck

12:15 – The Role of Leadership in Business Success

21:40 – Systems vs Hustle

31:06 – Financial Clarity and Scorekeeping

41:18 – Building Accountability Into the Business

52:10 – Creating a Business That Runs Without You

01:02:45 – Final Thoughts on Roofing Success

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download free tools and frameworks at

theroofercoach.com/resources

Most roofing contractors think they know their customer acquisition cost.

They don’t.

In this episode, I break down why CAC is almost always higher than contractors realize, what most people leave out when calculating it, and how misunderstanding this number quietly destroys profitability.

If you’re spending money on marketing, salespeople, or agencies — and not truly tracking what it costs to land a customer — this episode will open your eyes and help you protect your margins.

Customer Acquisition Cost (CAC) is one of the most misunderstood — and most dangerous — numbers in a roofing business.

In this episode, Dave Sullivan explains why many contractors believe their marketing is “working” while profits continue to disappear. The problem isn’t leads — it’s the failure to understand the true cost of acquiring a customer.

Dave walks through what must be included in CAC, including marketing spend, sales costs, overhead, follow-up systems, missed calls, and poor conversion rates. He explains how small improvements in close rate can dramatically reduce CAC without spending another dollar on marketing.

This episode is essential listening for contractors who want to stop guessing, stop overspending, and start making decisions based on real numbers instead of gut feel.

• Customer acquisition cost is more than just ad spend
• Sales costs and overhead must be included in CAC
• Poor follow-up and missed calls increase CAC dramatically
• Improving close rate is often cheaper than buying more leads
• Knowing your CAC protects profitability and cash flow
• You can’t scale profitably without understanding this number

00:00 – Introduction

05:40 – Why Most Contractors Miscalculate CAC

13:12 – What Should Be Included in Customer Acquisition Cost

24:05 – How Missed Calls and Poor Follow-Up Increase Costs

34:18 – Improving Close Rate vs Buying More Leads

44:30 – Using CAC to Make Smarter Business Decisions

56:10 – Final Thoughts on Profitability

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download free tools and resources at

theroofercoach.com/resources

Ready to stay ahead in the ever-evolving roofing industry? Today, host Dave Sullivan speaks with Jon Gardner from Owens Corning for an eye-opening conversation you won’t want to miss!

Discover how the pandemic turbocharged technology adoption and transformed what homeowners expect from contractors. Jon shares how Owens Corning is leading the way with investments in contractor education, cutting-edge technology, and business audits through Owens Corning University.

Tune in as they break down the top growth drivers for contractors: warranties, insights, resources, technology, and training, and reveal why operational excellence, financial know-how, and lightning-fast lead response are the keys to thriving in today’s competitive market. Don’t miss these actionable insights to future-proof your roofing business!

What you’ll hear in this episode:

• Significant changes in the roofing industry over the past five years, particularly due to the COVID-19 pandemic
• Shifts in homeowner expectations for faster, more transparent service and seamless communication
• Increasing role of private equity in the roofing industry and its impact on efficiency and technology adoption
• Owens Corning's investments in resources and tools to support contractors, including educational programs
• Importance of fundamentals in roofing application and operational excellence for contractors
• Critical role of speed in lead response and its effect on closing sales
• The roofing industry's reputation, including its high ranking in customer complaints despite positive reviews
• The comprehensive training and audit programs offered by Owens Corning to help contractors improve their businesses
• Key factors for contractors to prioritize for growth including warranties, insights, resources, technology, and ongoing training
• The necessity of mentorship and continuous education for contractors to adapt and thrive in a competitive market

Resources:

Owenscorning.com (Go to the Pro section to become a contractor rewards member!)

Check out this episode on our YouTube channel at @DaveSullivanRooferShow or use this link - https://youtu.be/N7F2wJVbfwk

Be sure to subscribe, like, and comment!

Set up a FREE strategy call with Dave and get a few tips on how you can improve your business: https://davesullivan.as.me/free-strategy-call

Interested in learning more about our 1-on-1 coaching, mastermind groups, or fractional CFO services? Email me or send me a text at (510) 612-1450.

No Plan? No problem. Download our FREE 1-Page Business Plan For Roofing Contractors: https://theroofershow.com/plan

The Roofer Show’s Vetted Sponsors

Check out this episode on our YouTube channel at @DaveSullivanRooferShow. 

Have RUBY answer your phones and tee up the sale by leaving a great first impression. Use this link to get up to $150 off your first month’s service: theroofercoach.com/ruby.          

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “DAVE50” to get 50% off your first month’s service.

Most roofing contractors don’t have a business plan — they have ideas, goals, and good intentions.

That was me too… until everything changed.

In this episode, I share how working with my coach, Rick Dutmer, and implementing a simple, disciplined business plantook my roofing company from chaos and stress to clarity, profitability, and ultimately a successful exit.

If you’ve ever felt overwhelmed, reactive, or unsure whether all your hard work will actually pay off someday, this episode will show you what’s possible when you stop winging it and start running your business on purpose.

Running a roofing company without a clear business plan almost guarantees stress, burnout, and uncertainty — even when sales are strong.

In this episode, Dave Sullivan explains how working with business coach Rick Dutmer helped him step back, gain clarity, and build a real plan that transformed his roofing company. What started as a chaotic operation turned into a structured, profitable business that no longer depended on Dave being involved in every decision.

Dave breaks down why most contractors avoid business planning, why complicated plans fail, and how a simple, focused plan can create massive momentum. He also explains how planning impacts leadership, delegation, financial discipline, and ultimately business value.

This episode is especially important for contractors who want their business to work for them — not trap them — and for those who want the option to sell, step back, or take real time off in the future.

• A business plan creates clarity, not restriction
• Chaos often comes from lack of direction, not lack of effort
• Simple plans outperform complex ones
• Planning allows you to delegate with confidence
• Businesses with systems and plans are far more valuable
• You can’t cash out of chaos — value requires structure

00:00 – Introduction

06:45 – Life Before a Real Business Plan

14:20 – Meeting Rick Dutmer and Shifting Perspective

22:40 – Why Most Contractors Resist Planning

32:15 – How Planning Created Clarity and Profit

41:05 – Building a Business That Doesn’t Rely on You

52:30 – Preparing for Exit and Cash-Out

01:02:10 – Final Lessons on Leadership and Planning

https://theroofercoach.com

https://theroofercoach.com/resources

Rick Dutmer Coaching

Ruby Receptionists

SMA Support

Proline

👉 Download free tools and resources at

theroofercoach.com/resources