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This Man Built The $30B Metal Roofing Industry & Now Shares All His Trade Secrets
Our guest today is Todd Miller — co-owner of Isaiah Industries and a true pioneer in residential metal roofing. Over the last 35+ years, Todd’s helped grow the market share of metal roofs in North America from just 2% to over 15%. He’s shaped not only a business, but an entire industry.
In this episode, we dive into the evolution of Isaiah Industries, what it really takes to scale a product-based business, how contractors can train better sales teams, and why knowing your numbers is the most underrated growth lever.
Plus: the future of AI in construction, the death of insurance-based roofing, and how to build a brand that makes people trust you before they even know your name.
Show Notes:
(0:00) Intro to Todd Miller
(1:05) From fast food chains to nationwide residential
(5:10) What makes metal roofing a “make market” opportunity
(8:45) How to train contractors to sell, not just install
(13:30) Going direct to consumer — and what they learned
(18:00) Why virtual sales calls actually work
(22:25) Scaling secrets: know your chicken sandwich
(26:40) Should contractors niche down or stay flexible?
(30:20) Personal brand vs company brand
(34:55) The power of trade associations (and why Todd joined)
(40:10) How to earn trust from manufacturers and get better deals
(44:45) What makes contractors fail — and how to avoid it
(50:00) Building a leadership team that scales
(55:20) Where the industry’s heading: VC, AI, and bigger players
(1:02:00) Marketing budgets: from 5% to 20%
(1:06:45) Why you must know your numbers to scale
—
Links:
• Construction Disruption podcast
• Ask Todd Miller
• Rilla Voice
• Qualified Remodeler
—
Charlie’s LinkedIn
Todd’s LinkedIn
—
Brought to you by Digital Rainmaker
We help contractors scale with search-optimized websites, smart systems, and lead-gen that actually works.
📈 Want to know how your business stacks up?
Let’s chat.
View all episodes
By Charlie BrambleOur guest today is Todd Miller — co-owner of Isaiah Industries and a true pioneer in residential metal roofing. Over the last 35+ years, Todd’s helped grow the market share of metal roofs in North America from just 2% to over 15%. He’s shaped not only a business, but an entire industry.
In this episode, we dive into the evolution of Isaiah Industries, what it really takes to scale a product-based business, how contractors can train better sales teams, and why knowing your numbers is the most underrated growth lever.
Plus: the future of AI in construction, the death of insurance-based roofing, and how to build a brand that makes people trust you before they even know your name.
Show Notes:
(0:00) Intro to Todd Miller
(1:05) From fast food chains to nationwide residential
(5:10) What makes metal roofing a “make market” opportunity
(8:45) How to train contractors to sell, not just install
(13:30) Going direct to consumer — and what they learned
(18:00) Why virtual sales calls actually work
(22:25) Scaling secrets: know your chicken sandwich
(26:40) Should contractors niche down or stay flexible?
(30:20) Personal brand vs company brand
(34:55) The power of trade associations (and why Todd joined)
(40:10) How to earn trust from manufacturers and get better deals
(44:45) What makes contractors fail — and how to avoid it
(50:00) Building a leadership team that scales
(55:20) Where the industry’s heading: VC, AI, and bigger players
(1:02:00) Marketing budgets: from 5% to 20%
(1:06:45) Why you must know your numbers to scale
—
Links:
• Construction Disruption podcast
• Ask Todd Miller
• Rilla Voice
• Qualified Remodeler
—
Charlie’s LinkedIn
Todd’s LinkedIn
—
Brought to you by Digital Rainmaker
We help contractors scale with search-optimized websites, smart systems, and lead-gen that actually works.
📈 Want to know how your business stacks up?
Let’s chat.