The Roofer Show
If you’re a Roofing Contractor looking to grow your business, make more money, and have more free time this is the podcast for you. Your host Dave Sullivan has been a successful roofing contractor for over 30 years and he shares the good, bad, and the ugly of his experience in contracting. Each week Dave interviews the industry’s top experts to pull out their best business tips and strategies that you can use to take your business to the next level. Get the answers to the questions you have to the day to day problems you face in the “real w...
500: I Sold My Roofing Company and Didn't Like the View
After 30 years in roofing and 500 podcast episodes, Dave Sullivan shares how a one-page roofing business plan gave him the freedom to travel and enjoy his family, and what he didn't plan for when he finally sold his company. Plus, get his free 2027 One-Page Roofing Business Plan.
In this episode about building a roofing business plan around the life you want, Dave Sullivan celebrates 500 episodes of The Roofer Show by telling his own story.
It started with a reel from Tommy Mello of A1 Garage Door Service, standing in front of his bucket list map, asking...
499: $10 Million Roofing Business. Less Than 20 Hours a Week
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What if you could build a $10 million roofing business, make good money, and work less than 20 hours a week?
Scott Tibay of Rain Stoppers Roofing did just that. But his original goal was to build a $100 million roofing company.
So what changed?
In this episode of The Roofer Show, Dave Sullivan talks with Scott about building a profitable roofing business, changing priorities, and creating a company that doesn’t depend on...
498: Why More Sales Won’t Fix a Broken Roofing Business
Your roofing company is doing millions in revenue. You're selling jobs, keeping your crews busy, and working harder than ever.
So why isn't there more money in the bank? And why can't you take a two-week vacation without worrying about the business?
More leads and more sales aren't necessarily the answer.
In this episode of The Roofer Show, I sit down with John DeLaurier from ProLine and Chris Diroll from SMA Support to talk about what really makes a roofing business profitable.
All three of us have owned roofing companies, and...
497: More Roofing Jobs, Less Profit? 12 Essentials to Fix It
Stop cutting your roofing prices. On a job with a 30% gross margin, a 10% discount means you need 50% more jobs just to earn the same gross profit.
As you look at this year’s results and plan for next year, I walk through 12 essentials for a more profitable roofing business: pricing from your costs, following up with prospects, protecting profit in production, and keeping score.
Pick the one or two you need to work on first, then use the free One-Page Business Plan to put your priorities on paper.
Free One-Page Business Plan: https://th...
496: Why Your Roof Repairs Aren’t as Profitable as You Think
Roof repairs can look very profitable until you add up what they really cost. Dave Sullivan breaks down roof repair pricing, hidden costs, the right customer, repair operations, and the numbers contractors need to track to know if their repairs are actually making money.
EPISODE DESCRIPTION
Roof repairs look profitable.
A $600 repair. A couple hours of labor. Maybe $75 in materials.
Looks like easy money, right?
Not so fast.
What about the cost of the lead, answering the phone, scheduling, drive time, the truck, fuel, insurance, trips to...
495: Where Did the Cash Go? 5 Cash Flow Mistakes That Can Kill a Roofing Business
A roofing company can have plenty of money in the bank and still have a serious cash flow problem.
Customer deposits may already be committed to jobs you haven’t produced. Material bills, payroll, subcontractors and taxes are coming due. And if you’re growing, the cash problem can get worse fast.
In this episode of The Roofer Show, Dave Sullivan revisits a conversation with credit and collections expert Thea Dudley and breaks down five common cash flow mistakes roofing contractors make.
You’ll learn:
The difference between cash in the bank and he...494: Your Roofing Company Made Money. Can You Trust the Numbers?
An eight-figure roofing company is busy and completing plenty of work, but the profit is not what the owner expects. Dave Sullivan and construction accounting expert Diane Gilson explain how the timing of income and job costs can distort a roofing company’s monthly profit.
DESCRIPTION
How can an eight-figure roofing company stay busy, complete plenty of work, and still wonder where the money went?
The owner’s accountant recommends cash-basis accounting. Other successful roofing contractors are telling him cash basis is completely wrong for a company his size.
So who is r...
493: Stop Guessing What’s Wrong With Your Roofing Business
A $4 million roofing contractor is busy and short on cash. He thinks he needs more leads. But once we examine the whole business, the real problems are somewhere else.
A roofing contractor calls me and says:
Dave, we’re doing $4 million a year. We’re busy, but there’s never enough cash. I think we need more leads.Maybe he does.
But what if leads aren’t the problem? What if spending more money on marketing actually makes things worse?
In this episode, I walk through a fictional $4 million roofing company using th...
492: Why More Roofing Leads Won’t Fix a Broken Sales Process with Chris Diroll
Chris Diroll of SMA Support explains why roofing contractors may not need more leads—they may need better follow-up, clearer processes and someone responsible for consistent implementation.
Show Notes:
Most roofing contractors believe more leads will solve their sales problems. But what if the real problem is that the leads they already paid for are slipping through the cracks?
In this third installment of the Roofing Business Health Check series, Dave Sullivan is joined by Chris Diroll of SMA Support to discuss the missing implementation piece behind a healthy roofing business.
Fi...
491: Your Roofing Closing Rate Is Wrong with John DeLaurier | Roofing Business Health Check
Most roofing contractors believe they know their closing rate. The problem is that they are usually calculating it incorrectly—or relying on gut feeling instead of accurate numbers.
In this episode, Dave is joined by former Roofer Show co-host John DeLaurier from ProLine to examine the sales leg of the Roofing Business Health Check.
They explain why “we need more leads” is often the wrong diagnosis, what a CRM should actually do for a roofing contractor and which numbers belong on a useful sales dashboard.
You’ll learn:
Why most contractors don’t know the...490: Why Your Roofing Company Has Plenty of Work—but No Money
How can a roofing company have plenty of work—and still have no money?
The phones are ringing, salespeople are selling, crews are busy, and revenue may even be growing. But the owner is putting money into the company, credit-card balances are increasing, and every dollar that comes in seems to disappear.
Most contractors assume the answer is more sales. But more sales don’t solve bad math—they multiply it.
In this episode, Dave explains why financial health must be the first part of a Roofing Business Health Check and why the financ...
Podcast 489: Is Your Roofing Business Healthy? The Silent Problems That Hurt Profits Before You Even Know They’re There
Every healthy roofing business is built on a strong foundation. In this episode, Dave shares why the smartest contractors inspect their business just as carefully as they inspect every roof.
EPISODE DESCRIPTION
Is your roofing business healthy?
Most roofing contractors know exactly what's happening on every roof they're working on—but very few know the true health of the business they're building.
The biggest business problems usually don't happen overnight. Just like high blood pressure, they often develop quietly over time until they become expensive and difficult to fix.
...Podcast 488: More Roofing Leads Won’t Fix a Broken Sales System—with Ryan Groth
Most roofing contractors don’t have a lead problem—they have a sales-system problem.
In this episode, Dave Sullivan sits down with sales expert Ryan Groth to explain how roofing contractors can build a sales organization that converts leads consistently, even when the owner isn’t personally involved in every sale.
EPISODE DESCRIPTION
Hiring salespeople doesn’t automatically fix your sales problems. Without a defined process, training, accountability, and consistent follow-up, adding salespeople can create even more chaos.
Dave Sullivan and Ryan Groth break down what roofing contractors need to build a predic...
487: Before You Try to Grow Your Roofing Company, Answer This One Question
How to build the right roofing business instead of chasing someone else's roadmap.
Episode Description
Every roofing owner wants to grow.
But before you spend another dollar on marketing, hire another salesperson, or invest in a new CRM, there's one question you need to answer.
What are you really trying to build?
In this solo episode, Dave Sullivan shares the exact process he uses before working with a new coaching client. Instead of jumping straight to marketing or sales, he starts by understanding the owner's goals, diagnosing the business...
486: Can Your Roofing Website Pass the 5-Second Test?
How to turn more website visitors into qualified roofing appointments with Cody Warren.
Episode Summary:
Most roofing contractors think they have a lead problem.
In reality, many have a website conversion problem.
If you’re spending money on Google Ads, SEO, referrals, or social media but your website isn’t turning visitors into appointments, you’re leaving money on the table.
In this episode, Dave Sullivan sits down with Cody Warren, President of Hook Agency, to discuss what actually makes a roofing website convert.
They cover the simple...
Bonus Episode: The Real Test of Your Roofing Business
Can you leave your roofing business for two weeks and know everything will be okay?
I'm recording this bonus episode while on vacation in Europe, and it reminded me of one of the biggest lessons I learned building my roofing company.
The real measure of success isn't revenue.
It's building a business that gives you choices.
I share why taking my family to Europe every summer became one of my biggest goals, how that vision shaped the way I built my company, and why I decided to replay my conversation with...
485: Encore | The Business Plan That Took My Roofing Company from Chaos to Cash-Out (With My Coach Rick Dutmer)
Originally released as Episode 444, I’m bringing this conversation back because the lessons are even more relevant today than when we first recorded it.
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 sit down with my longtime business coach, Rick Dutmer, to share how a simple business plan transformed my roofing company from chaos and constant firefighting into a profitable business I was ultimately able to sell.
If you’re working too many hours...
484: Why Good Roofing Contractors Stay Stuck: The 7 Problems I See Over and Over Again
Most roofing contractors think they have a lead problem.
After working with hundreds of roofing companies over the years, I've learned that's usually not the real issue.
The contractors who stay stuck are often dealing with the same challenges:
No clear vision for where they're goingWorking in the business instead of on the businessBad financial informationNo scoreboard or KPIsNo sales systemNo clear identity or storyChasing shiny objects instead of focusing on fundamentalsIn this episode, I break down the seven most common problems I see in roofing companies and share practical insights...
483: How He Built a $13M Roofing Company in Just 3 Years
Most roofing contractors think growth comes from more leads.
John Starry took a different approach.
In just three years, he built Steadfast Roofing into a $13 million company while earning nearly 800 Google reviews, creating a strong company culture, and building systems that support sustainable growth.
In this episode, John shares how his team generates referrals from every project, follows up with leads faster, creates a consistent customer experience, and tracks profitability as the company grows.
If you’re looking to grow your roofing company without creating more chaos, this episode is packed wi...
482: Tommy Mello: Build a Roofing Business That Works Without You
What separates a roofing business from a roofing job?
In this replay episode, Dave Sullivan sits down with Tommy Mello, founder of A1 Garage Door Service and one of the most influential entrepreneurs in the home service industry.
Tommy shares lessons learned while building a highly valuable company, including how to create a business that works without you, why profit must come before growth, how to hire and retain great people, and why most contractors never build a company that can actually be sold.
Whether you’re trying to grow your roofing company, im...
481: How to Start a Roofing Business in 2026 (What Most Roofers Get Wrong)
Thinking about starting a roofing business in 2026 — or trying to grow the one you already have?
In this episode, Dave Sullivan sits down with former Roofer Show co-host John DeLaurier to break down what it actually takes to build a profitable roofing company in today’s market.
John started a roofing business from scratch, built it into a successful company, eventually sold it, and now works with roofing contractors across the country through ProLine CRM. Together, Dave and John discuss the systems, numbers, leadership, marketing, customer experience, and technology that separate successful roofing businesses from the...
480: THIS IS WHERE PROFITS DISAPPEAR
Selling the job is only the beginning.
In Part 2 of this conversation, Dave Sullivan and John DeLaurie get into the next two legs of the stool:
doing the workand keeping scoreThey talk about:
where roofing companies start losing moneycommunication breakdowns with homeownersproduction handoff problemscustomer experience and reviewsjob costingdashboards and KPIsbookkeeping and cash flowaccountability and ownershipAI and operational systemsThis episode focuses on what actually happens after the sale — and why so many roofing companies struggle operationally even when sales are strong.
Looking for help building a mo...
479: Why Most Roofing Companies Stay Stuck
Most roofing companies don’t have a lead problem — they have a systems problem.
In this episode, Dave Sullivan sits down with John DeLaurie to talk about:
what top roofing contractors are doing differentlywhy so many companies stay stuck operationallylead generation that actually workssales process and follow-upanswering the phone and speed to lead CRM systems and automationsbuilding a roofing business that runs profitablyJohn also shares insights from talking with contractors around the country and what separates companies that are growing from those that stay stuck.
Next week, Dave and John get into...
478: How to Build a $500K Service Truck (Roofing Maintenance Step-by-Step)
If you’re a roofing contractor tired of chasing jobs and inconsistent revenue… this episode will change how you think about your business.
In this episode, I sit down with Bryan Mitchell to break down how to build a profitable repair and maintenance division—and why it can be one of the most overlooked opportunities in roofing.
We walk through it step-by-step:Why only 5–7% of roofs get replaced each yearHow service creates recurring revenueWhat a service division actually looks likeHow to start (even if you’re small)The numbers behind a $500K service truckHow to find opportunit...477: The 2-Week Vacation Test: Why Your Roofing Business Still Owns You
If you had to step away from your business for two weeks… would it run—or fall apart?
In this episode, I break down the “2-Week Vacation Test”—a simple way to see whether you actually own a business… or just a job.
Most contractors don’t have a lead problem. They have a structure problem.
If everything depends on you—calls, sales, production, decisions—your business can’t grow.
We walk through the 3 core areas every roofing business needs to function without the owner:
Selling the work (lead handling & follow-up)Doing the...476: Stop Buying Roofing Leads: The $3,000 Mistake Most Contractors Make
Most roofing contractors think they need more leads…
But the real problem is what happens AFTER the lead comes in.
In this episode, we break down what it actually costs to get a customer — and why chasing more leads is probably costing you thousands.
If you’ve been spending money on Google Ads, SEO, or lead services and not seeing the results you want… this will change how you look at your business.
👉 Find your biggest profit leak in 2 minutes:
https://theroofercoach.com/audit
In this episode:
The real...475: The #1 Reason Roofing Contractors Go Broke (It’s Not Leads)
Most roofing contractors don’t go out of business because of lack of leads.
They go out of business because they don’t understand their numbers.
In this episode, Dave Sullivan breaks down why contractors stay busy but still go broke—and what to fix before it’s too late.
Featuring insights from Michael Stone from Markup and Profit , this episode covers:
Why 9 out of 10 contractors failThe biggest pricing mistakes roofers makeThe difference between markup and marginWhy more sales can actually make things worseThe minimum profit you need to stay in businessI...
474: 5 Profit Leaks Costing Roofers $1M+ (Without Buying More Leads)
Most roofing contractors don’t have a lead problem—they’re losing money in their follow-up, systems, and execution.
In this episode, I sit down with Chris Diroll from SMA Support to break down 5 profit leaks that are quietly costing roofing businesses serious revenue.
We cover:
The 1-minute rule (speed to lead)Mining your CRM graveyard (rehash opportunities)Keeping your reps focused on sellingNeighborhood marketing for free leadsBuilding a referral system that actually workIf you fix these, you don’t need more leads—you just need to convert better.
LINKS:
473: The Biggest Sales Hiring Mistake Roofing Contractors Make
Most roofing contractors think hiring a salesperson will solve their problems.
In reality… it usually creates new ones.
In this episode, I break down why your first sales hire often costs you money, how it impacts your margins, and what you need in place before you even think about bringing someone on.
If you’re doing $1M–$4M and thinking about hiring—or already have salespeople and things aren’t working the way you expected—this episode will help you take back control.
Show Notes
In this episode, we cover:
Wh...472: Why You Can’t Find Good Employees (And What to Do Instead)
If you’re struggling to find good employees, you’re not alone.
Most roofing contractors say the same thing:
“There’s no good people out there.”
But that’s not the real problem.
The truth is — there ARE good people.
They’re just not working for you.
In this episode, I sit down with Paul from Contractor Staffing Source to break down how to actually build a recruiting system that attracts better people, responds faster, and helps you stop the revolving door.
We cover:
Why writing a jo...471: Stop Buying Roofing Leads: Build Your Own Marketing Machine with Joe Hughes
Most roofing companies try to solve their marketing problems by buying more leads.
But what if that’s actually the problem?
In this episode of The Roofer Show, I talk with Joe Hughes from Contractor Dynamics about why traditional roofing marketing isn’t working like it used to — and what contractors should be doing instead.
We break down how to build your own in-house marketing machine so you’re not dependent on agencies, lead services, or constantly chasing new leads.
In this episode, we cover:
Why blindly outsourcing marketing doesn’t work any...470: Roofing Financing: Close More Jobs Without Lowering Your Price
Most homeowners don’t have $25,000 sitting around for a new roof.
In this episode of The Roofer Show, Dave Sullivan talks with financing expert Chris Scoville about how roofing contractors can use financing to close more jobs.
With roofing prices higher than ever, many homeowners don’t have the cash available to pay for a new roof upfront. Contractors who offer financing give customers more options and remove one of the biggest barriers to saying yes.
Chris explains why contractors should offer financing early, always, and often, and how monthly payment options help home...
469: Why Roofers Stay Busy but Still Go Broke: Markup & Profit with Michael Stone
EPISODE SUMMARY
In this episode, I’m joined by Michael Stone, author of Markup & Profit, to talk about the real reason so many roofing contractors go broke: they don’t charge enough and they don’t know their numbers. We break down markup vs. profit, why job costing is mandatory, how to set pricing to cover overhead + owner pay + net profit, and how to market to the right customer so you can charge what you’re worth.
EPISODE DESCRIPTION
Most roofing contractors don’t go out of business because they can’t sell.
They go...
468: How to Start a Roofing Business in 2026: Profit, Systems & What Most Get Wrong
EPISODE DESCRIPTION
Thinking about starting a roofing business? Or trying to run yours more professionally?
In this episode, Dave sits down with former co-host and roofing business owner John Delaurier to talk about what it actually takes to build a profitable roofing company in 2026.
They cover profit margins, speed to lead, branding, hiring your first sales rep, neighborhood domination marketing, and the key KPIs every contractor must track.
If you want to build it right — this episode is for you.
📄 SHOW NOTES
How to Start a Roofing Busin...
467: Is Your Roofing Website Costing You Jobs?
EPISODE SUMMARY
What actually makes a roofing website convert in 2026 — and why most contractors waste money on marketing because their foundation is weak.
EPISODE DESCRIPTION
Most roofing websites are built to look good.
The only thing that matters is whether they generate qualified appointments.
In this episode of The Roofer Show, I sit down with Cody from Hook Agency to break down what actually makes a roofing website convert in 2026.
We cover:
• What a roofing website is actually supposed to do
• What makes a home...
466: Boring Pays: Why Roofing Growth Without Systems Will Break Your Business
EPISODE SUMMARY
Most roofers think they need more leads.
But leads don’t fix a broken roofing business — they amplify the chaos.
In this episode, Dave Sullivan explains why the “boring” foundation work — answering the phone, follow-up, systems, process, and finishing jobs the right way — is what actually creates profit, control, and time off.
This episode ties directly to last week’s show (Your Roofing Company Isn’t Ready for More Leads) and sets the stage for upcoming episodes on markup vs profit and what a website is really supposed to do.
If you...
465: Your Roofing Company Isn’t Ready for More Leads
EPISODE SUMMARY
Most roofers think they need more leads.
In reality, most have a foundation problem.
In this episode, Dave Sullivan explains why missed calls, weak follow-up, messy books, and lack of planning are the real reasons roofing companies struggle — and why buying more leads only makes the problem worse.
EPISODE DESCRIPTION
Roofers are obsessed with leads.
But more leads won’t fix a broken business.
If your roofing company feels busy but broke, the problem usually isn’t marketing — it’s systems, sales process, job costin...
464: Branding for Roofers: How to Stand Out, Charge More, and Get Cheaper Leads
EPISODE SUMMARY
Most roofers chase leads. The best roofers build a brand.
In this episode, Dave and Crystal Williams explain why branding—not just ads—is what makes leads cheaper, customers more loyal, and businesses more valuable over time.
EPISODE DESCRIPTION
Roofers are obsessed with leads.
But leads get more expensive every year — unless you build something that makes people remember you, trust you, and look for you by name.
That’s called branding.
In this episode, Dave Sullivan sits down with Crystal Williams of Lemon Se...
463: Roofers Who Don’t Know Their Numbers Won’t Survive This Market
EPISODE SUMMARY
This episode was recorded during the roofing boom—when being busy hid bad numbers. Today, work is slower and margins are tighter. Dave explains why job costing is now the difference between surviving and disappearing, and why “gut feel” leaves contractors broke even even when they’re busy.
EPISODE DESCRIPTION
This interview was recorded a few years ago when the roofing market was on fire. Phones were ringing, jobs were everywhere, and being busy hid a lot of sins.
Today it’s different.
Jobs are harder to get. Margi...
462: Tim Brown’s New Roofing Company: Building “Owl Roofing” with a One-Page Business Plan
As we head into 2026, many roofing contractors are rethinking how they build their business—focusing less on chaos and top-line growth, and more on profitability, structure, and long-term value.
In this episode, Dave Sullivan sits down with Tim Brown of Hook Agency, who’s doing something unexpected: launching his own roofing company, Owl Roofing. Dave walks Tim through the One-Page Business Plan framework to pressure-test the idea, clarify the strategy, and uncover the real challenges that come with starting a roofing business the right way.
This conversation goes far beyond marketing. Tim and Dave dig into...
