Most roofing contractors work hard every day — but very few actually know if they’re winning.

In this episode, I sit down with Diane Gilson to talk about one of the most overlooked parts of running a profitable roofing business: keeping score.

We break down why so many contractors feel busy but still stressed, confused, or broke — and how the lack of clear financial scorekeeping is usually the root cause. This conversation isn’t about accounting jargon or complex spreadsheets. It’s about understanding the few numbers that actually tell you whether your business is healthy or heading for trouble.

If you’ve ever said “I think we’re doing okay” or “I’ll know at the end of the year,” this episode will challenge that mindset and show you a better way.

Running a roofing business without clear financial scorekeeping is like playing a game without a scoreboard — you might be putting in effort, but you don’t know if you’re winning or losing.

In this episode, Dave Sullivan is joined by Diane Gilson to break down why “keeping score” is one of the most important responsibilities of a roofing business owner. Together, they explain why many contractors avoid their numbers, how that avoidance leads to cash flow problems and stress, and what simple systems can bring clarity and control back into the business.

Diane shares practical insights on the difference between being busy and being profitable, why gut feel is dangerous in business decisions, and how consistent financial review helps contractors make smarter choices. This episode focuses on clarity — knowing your revenue, margins, overhead, and cash position — so you can lead with confidence instead of reacting to problems after they show up.

This conversation is especially valuable for contractors who want a business that runs on facts, not feelings.

• You can’t run a profitable roofing business without clear scorekeeping
• Being busy does not mean you’re making money
• Regular review of financials prevents surprises and cash flow issues
• Simple systems create clarity and better decision-making
• Knowing your numbers makes you a stronger leader
• Consistent scorekeeping reduces stress and improves confidence

00:00 – Introduction to The Roofer Show

04:32 – Why Contractors Avoid Their Numbers

10:15 – The Cost of Not Keeping Score

18:40 – Busy vs Profitable

27:05 – What Numbers Actually Matter

36:12 – Creating Simple Scorekeeping Systems

45:50 – Leading With Confidence Through Clarity

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Get clarity in your business. Download free tools at

theroofercoach.com/resources

In this episode of "The Roofer Show," host Dave Sullivan discusses addiction in the roofing industry with Kim and Paul Reed, co-founders of Roofers in Recovery. Dave shares his background in roofing and podcasting, while Kim explains their organization's mission to support individuals struggling with addiction through comprehensive recovery services. Paul recounts his personal journey of addiction and recovery, emphasizing the need to break the stigma around addiction in the industry. We highlight the importance of community support, mentorship, and creating a culture of understanding to help those in need.

Tune in!

What you’ll hear in this episode:

• Challenges of addiction within the roofing industry
• Mission and services provided by Roofers in Recovery
• Personal stories of addiction and recovery from industry professionals
• Importance of breaking the stigma surrounding addiction
• Creating a supportive community for individuals in recovery
• Financial barriers to addiction treatment and support options
• Role of mentorship and coaching in the roofing business
• Insights on private equity's impact on the roofing industry
• Educational initiatives through the Commercial Roofing Academy
• Encouragement for individuals to seek help and support for addiction issues

Connect with Kim and Paul Reed

Roofers In Recovery

The Commercial Roofing Academy

(The next class is March 13th-15th in Denver, Colorado.)

Call Kahli Reed: (720) 633-6700 or Paul (719) 588-4361

Resources Mentioned: 

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

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: ruby.com/roofershow.

SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMAsupport.us (Tell them Dave sent you.)

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “Dave50” for $50 off your first month’s service!

If homeowners can’t find you on Google, you don’t exist.

In this episode, I sit down with local SEO expert Dima Sobovoy to break down how roofing contractors can win more jobs by showing up where it matters most — Google Maps and local search.

We talk about why many roofing websites and SEO campaigns fail, what Google actually looks for when ranking local contractors, and how simple changes can dramatically improve visibility without chasing gimmicks or shortcuts.

This episode is about building a strong local presence that consistently brings in qualified leads — not just clicks.

Local SEO isn’t optional for roofing contractors — it’s foundational.

In this episode, Dave Sullivan talks with Dima Sobovoy about what actually drives local rankings for roofers and home service businesses. They break down the common mistakes contractors make with SEO, why “set it and forget it” marketing doesn’t work, and how Google Maps has become one of the most powerful lead sources in local markets.

Dima explains the importance of Google Business Profiles, reviews, proximity, relevance, and consistency — and how contractors can improve their local presence without massive ad budgets. The conversation also covers how SEO fits into a bigger business system, so leads don’t get wasted once the phone starts ringing.

If you want more inbound leads from homeowners actively searching for a roofer in your area, this episode lays out the fundamentals you need to understand.

• Google Maps visibility is critical for roofing contractors
• Local SEO drives higher-intent leads than many paid ads
• Google Business Profiles must be actively managed, not ignored
• Reviews, consistency, and relevance matter more than tricks
• SEO only works when paired with strong follow-up systems
• Long-term local visibility beats short-term marketing hacks

00:00 – Introduction to The Roofer Show

03:58 – Why Local SEO Matters for Roofers

10:12 – Common SEO Mistakes Contractors Make

18:45 – Google Business Profile Optimization

26:30 – Reviews, Trust, and Local Authority

35:10 – Turning Local Visibility Into Real Leads

44:05 – SEO as Part of a Bigger Business System

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Build a stronger local foundati

One of the biggest decisions roofing contractors wrestle with is whether to focus on residential, commercial — or try to do both.

In this episode, I break down the real differences between residential and commercial roofing, the hidden challenges of each, and why trying to do everything often leads to confusion, thin margins, and burnout.

This isn’t about which is “better.”

It’s about choosing the right lane for your business, your goals, and your lifestyle — and building systems that actually support it.

Many roofing contractors believe that doing both residential and commercial work will diversify risk and increase profits — but in reality, it often creates complexity, cash flow problems, and operational strain.

In this episode, Dave Sullivan walks through the pros and cons of residential vs. commercial roofing based on decades of real-world experience. He explains how sales cycles, margins, staffing, systems, and customer expectations differ between the two — and why contractors often underestimate what it takes to run both successfully.

Dave also introduces the idea of focus as a growth strategy, explaining how specialization can improve marketing, operations, profitability, and even business value. The goal isn’t to limit opportunity — it’s to build a business that runs cleanly, predictably, and profitably without constant firefighting.

If you’ve ever felt torn between chasing bigger commercial jobs or sticking with residential work, this episode will help you make a clearer, more confident decision.

• Residential and commercial roofing require very different systems
• Trying to do both often increases complexity and stress
• Focus leads to better margins and stronger execution
• Cash flow and sales cycles differ dramatically between markets
• Specialization improves marketing clarity and positioning
• The right choice depends on your goals, not industry hype

00:00 – Introduction to The Roofer Show

04:18 – Residential vs. Commercial Roofing Overview

12:40 – Sales Cycles and Cash Flow Differences

22:55 – Operational Complexity and Staffing

34:10 – Why Focus Beats “Doing Everything”

43:20 – Choosing the Right Path for Your Business

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Build clarity and focus in your roofing business. Get free resources at

theroofercoach.com/resources

Most roofing contractors work for decades and never stop to ask a critical question:

What is my business actually worth?

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.

In this episode, 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.

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

00:00 – Introduction to The Roofer Show

04:55 – What Creates Real Business Value

12:20 – Why Revenue Isn’t Enough

22:10 – Systems, Leadership, and Transferability

33:40 – Private Equity vs. Owner-Operators

44:05 – Preparing Your Business for an Exit

56:15 – Building a Business That Works Without You

https://theroofercoach.com

https://theroofercoach.com/resources

Catapult Advisory Group

Ruby Receptionists

SMA Support

Proline

👉 If you want to build a roofing business with real value, start with clarity.

Get free tools and resources at

theroofercoach.com/resources

Today, Dave Sullivan and John DeLaurier chat with Brad Akers about drumming up business and keeping customers coming back. They dive into why it's crucial to make the most of the leads you already have instead of just trying to get more. Brad points out that SEO and ads are getting pricier, so he suggests focusing on personal connections and getting referrals. John talks about the importance of having a consistent and strategic marketing plan, which should include video content and even old-school methods like sending out postcards. They also touch on why it's important to know your key metrics so you can make smart business choices. Overall, the episode highlights the need to build strong relationships and offer top-notch service to succeed in the competitive roofing world.

What you’ll hear in this episode:

• Challenges in lead generation and customer acquisition for roofing contractors
• Importance of maximizing the value of existing leads rather than just increasing lead volume
• Effective marketing strategies for roofing contractors, including SEO and content creation
• Building relationships and trust with potential clients
• The role of video content in marketing and establishing connections with customers
• Impact of traditional marketing methods, such as yard signs and postcards, on customer engagement
• The necessity of understanding key metrics, such as customer acquisition costs and lead-to-appointment ratios
• Value of referrals and exceptional customer service in generating high-quality leads
• Strategies for creating a sustainable marketing approach that adapts to changing market conditions
• Having a clear business plan and proactive leadership in achieving business goals

Resources Mentioned: 

Connect with Brad Akers:  Website, The Built Right Contractor, and 832-275-0581

Check out our YouTube channel and be sure to subscribe:

https://www.youtube.com/@DaveSullivanRooferShow

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

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: ruby.com/roofershow.

SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMA Support Services! (Tell them Dave sent you.)

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “Dave50” for $50 off your first month’s service!

Today, John and I have a great discussion with Chris Scoville from Improvifi about the importance of financing in the roofing industry. We’ll explore how offering financing options can significantly boost roofing sales, talk about the ever-evolving lending landscape, and discuss the need for contractors to present financing early in the sales process. John emphasizes the importance of training contractors to sell financing effectively. Integrating financing into business strategies can enhance sales and customer satisfaction, so tune in to hear more!

What you’ll hear in this episode:

• The critical role of financing in the roofing industry
• Changes in the financing landscape and consumer preferences
• Importance of offering financing options to increase sales
• Strategies for effectively presenting financing to customers
• Common misconceptions among contractors regarding financing
• Significance of training and education for contractors on financing
• Impact of financing on customer satisfaction and project accessibility
• Tools and technologies to streamline the financing application process
• Building authentic relationships with consumers through financing discussions

Resources Mentioned: 

Check out our YouTube channel and be sure to subscribe:

https://www.youtube.com/@DaveSullivanRooferShow

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

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: ruby.com/roofershow.

SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMA Support Services! (Tell them Dave sent you.)

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “Dave50” for $50 off your first month’s service!

Connect with Christopher Scoville

Improvifi

LinkedIn

Facebook

Today, we reflect on 2024 and prepare for 2025 by discussing common mistakes made by roofing contractors last year. This annual tradition, replayed since 2017, highlights the top ten recurring errors. Dave emphasizes the importance of having a clear business plan, understanding one's ideal customer, and charging appropriately for services and underscores creating a business that allows for personal freedom. We hope this episode will help contractors improve their operations by learning from past mistakes and setting actionable goals for the future.

We hope what is shared with you today is going to help to get you unstuck and back on track to running a profitable roofing business in 2025!

What you’ll hear in this episode:

• Reflection on the past year (2024) and preparation for the upcoming year (2025)
• Common mistakes made by roofing contractors
• Importance of having a clear business plan and understanding success metrics
• Understanding and targeting the ideal customer for effective marketing
• Strategies for appropriate pricing and avoiding under-pricing services
• Building a business that allows for personal freedom and work-life balance
• Emphasis on learning from past mistakes and experiences
• Importance of financial understanding, including cash flow and gross profit
• Implementation of processes and systems for operational efficiency

Resources Mentioned: 

Check out our YouTube channel and be sure to subscribe:

https://www.youtube.com/@DaveSullivanRooferShow

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

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: ruby.com/roofershow. 

SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMA Support Services! (Tell them Dave sent you.)

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “Dave50” for $50 off your first month’s service!

What is the #1 question from homeowners regarding the roofing industry? “How much is my roof going to cost?” The team at Roofle has developed a powerful price quoting tool called Roof Quote PRO that can enhance your customer service in every way. Times are changing in the roofing industry, and old-school methods don’t work with today’s consumers. Join us to learn more about this cutting-edge technology that is available now!

Dave and John are joined by Mike Goldenstein, the Chief Revenue Officer at Roofle. Mike logged over 30 years in every aspect of the roofing industry before joining Roofle last year. He explains how Roof Quote PRO is changing everything in the customer experience around getting a new roof and why Roofle remains committed to innovation and simplicity in everything they do.

Before they talk with Mike, Dave and John discuss the latest developments in the rebranding of DeLaurier Roofing to Peach State Roofing, along with why rebranding is a BIG deal with many details to consider.

What you’ll hear in this episode:

• How things are changing rapidly in the roofing industry and requiring a mindset shift from roofing contractors
• How Roof Quote PRO works like no other tool in the roofing industry
• How to give the customer a great experience with Roof Quote PRO
• John’s perspective as a roofing business owner about how Roof Quote PRO solves problems and helps his business in various ways
• Why customers trust a roofing business more if you are transparent with your price
• Why price is just one of the pillars that customers consider in the value their roofing contractor can bring them
• How Roof Quote PRO can be a tool to connect roofing contractors to local realtors for additional leads
• What Mike sees in lead magnets that actually work
• Why the Roofle team is committed to making Roof Quote PRO “always innovative and profoundly simple”
• Mike’s overview of the new features in Roof Quote PRO that will enhance the customer experience

Resources:

Connect with Mike Goldenstein:

Website, Instagram, Facebook, and LinkedIn

Check out our YouTube channel and be sure to subscribe:

https://www.youtube.com/@DaveSullivanRooferShow

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

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: ruby.com/roofershow.

SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMA Support Services! (Tell them Dave sent you.)

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “Dave50” for $50 off your first month’s service!

Welcome to this episode of The Roofer Show! My co-host, John DeLaurier, is not with us today because he is attending a seminar and learning cool, new stuff. I’m talking with one of our mastermind group members about why and when you might need an attorney when working with insurance companies. Join us to learn more!    

Brian Huf is the owner of Modern Roofing Group in Denver, Colorado. We are getting Brian’s take on working with insurance companies and how he’s learned to make this relationship work. His attorney, Michelle Le, joins us to give valuable insight from her role in the process. She is the owner of her practice, the Law Offices of Michelle C. Le, and is licensed to practice law in four states: Texas, Colorado, Kansas, and Mississippi.     

What you’ll hear in this episode:

• What Brian gets out of our residential mastermind group at The Roofer Coach
•  Brian’s background and work as the owner of Modern Roofing Group
• Michelle’s background and work as the owner of her law practice
• What Brian sees as the problem AND the solution in working with insurance companies
• How Brian gains the trust of the homeowner by being transparent and educating them about the roofing and insurance claim process
• Why Brian works with Michelle to address problems when insurance companies don’t want to pay    
• How Brian works with insurance adjusters and gets paid
• How Michelle works on a contingency fee agreement to get paid
• What roofing contractors can do to improve their process and get paid
• Brian’s recent rebrand and how it’s made him easier for people to find

Resources Mentioned: 

Connect with Brian Huf: Modern Roofing Group website  or text 720-334-3449  

Connect with Michelle C. Le: The Law Offices of Michelle C. Le website  or text 210-491-2054  

Check out our YouTube channel and be sure to subscribe:

https://www.youtube.com/@DaveSullivanRooferShow

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

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: ruby.com/roofershow.

SMA Support Services fills a need by empowering contractors to simplify and optimize their operational processes with virtual assistant services. Explore what a virtual assistant can do for your contracting business. Let SMA do the hiring, training, and onboarding. Check out SMA Support Services! (Tell them Dave sent you.)

Automate your follow-up process and close more sales with ProLine. Get started for FREE at https://useproline.com/. Use promo code “Dave50” for $50 off your first month’s service!