The Roofr Report | Podcast in RSS.com

The Roofr Report

The Roofr Report

di Roofr

Imprenditoria Marketing

Stagione 5

60 Billboards & Zero Middlemen: How Ken Conrad Built a $20M Roofing Company

Ken Conrad didn't grow up dreaming about roofing. He dropped out in the 10th grade, never got a GED, and spent his early twenties getting doors slammed in his face in Oklahoma City. 18 years later, he's running one of Tulsa's biggest roofing companies — projecting $20-21M this year, in a market with 8,000-10,000 roofers all competing for the same jobs. His approach? Cut out every middleman he can find. Conrad's Roofing private-labels its own nails, felt, sealants, and pipe boots. And they're currently designing their own shingle. Add 60 billboards driving 40-50% of his calls, a "Roof Now, Pay Later" strategy to move homeowners off insurance and onto cash, and a customer experience philosophy borrowed straight from Disney World, and you've got a company that looks nothing like its competitors, on purpose. This one's for any roofer who's tired of competing on price, chasing insurance checks, or waiting on a distributor to tell them what they can and can't do. In This Episode: • Why the name "Affordable Roofing" became a liability • "Roof Now, Pay Later" strategy to move homeowners off insurance • Vertical integration and private-labeling your own materials • Billboard strategy that doubled revenue overnight • The most integral hire Ken ever made (hint: it's his wife) • Ken's "Disney World" philosophy on customer experience • Advice for anyone starting out in roofing today

Roof Coatings First: How Salus Exteriors Broke Into Commercial (with Juan Rodriguez)

Sallas Exteriors didn't jump into commercial roofing headfirst. They started with roof coatings. And it changed everything. Based out of Houston, Juan Rodriguez and his team launched in early 2024 as a residential outfit. Commercial was always part of the five-year plan. They just got there a lot faster than expected. How? Roof coatings. Acrylic, silicone, and a local manufacturer relationship that meant materials showed up when they needed them, not weeks later. That low-risk entry point taught the crew how to evaluate a roof, understand NDL warranties, and eventually graduate into TPO and modified bitumen. Now they're chasing high-rise and mid-rise multifamily work, still lean, still small, and still winning against companies ten times their size. This one's for any residential roofer eyeing the commercial side and wondering where to even start. In This Episode: • Why roof coatings are the lowest-risk way into commercial work • Acrylic vs. silicone — and when to use which • How manufacturer partnerships (and NDL warranties) win jobs • The cost of underestimating material and labor on commercial bids • Why referral partners matter more in commercial than residential • Competing with commercial companies while staying lean

Changing the Game: 95% Retail Jobs, 100% W2 Employees (with Quintin Wilsford)

E.N.G. Roofing is changing the game. Based out of Waller, TX, Quintin Wilsford and his team are flipping the script on how a roofing company operates. We're talking W2 employees across the board (yes, even the door knockers), hourly pay + commission, and a marketing machine that spans TikTok, LinkedIn, TV commercials, and 1.5M-follower local media partnerships. In just a few months, E.N.G. has grown from ~8 employees to 50+, hit nearly $400K in roofs in a single month — almost entirely retail — and are gunning for $10M this year. This isn't your average roofer story. In This Episode: • How to build a W2 team that sticks around • Winning in a saturated market • Why retail-first beats storm chasing • A multi-platform marketing playbook • Diversification done right

Repairs, Not Re-Roofs: The Strategy That Built a $2M Business (with Michael Hill)

What if scaling back was actually the smartest move you could make for your business and your life? That was certainly the case for Michael Hill of Boise Roof Repair — a former insurance claims adjuster who walked away from corporate life in 2020 to build a lean, profitable roofing business on his own terms. Michael shares how he carved out a niche in a retail-only market by focusing almost entirely on repairs, and how that strategy created an unplanned (and powerful) long game with customers. Michael also digs into the tools that keep his one-man operation running smoothly, including how a $150/month virtual office changed everything, and how Roofr's automations replaced a patchwork of four different software programs. In this episode: How to play the long game with a repair-first roofing business Why scaling hurt Michael's profits — and what he did about it The power of a virtual office for solo operators (for just $150/month) Using Roofr as a full CRM, from measurements to invoicing Big goals, like Michael building a legacy for his kids

Market While You Sleep: The Power of Traditional Marketing with Dave from DOPE Marketing

What if the best marketing move you can make has nothing to do with SEO, social media, or paid ads? Leaning on his 17+ years in home service work, Dave Carroll of Dope Marketing gives Pete the case for traditional, guerrilla-style marketing. Listen in to learn why postcards and door hangers are still some of the most effective tools a roofer can use. From reaching customers in unique and memorable ways to staying hyper-local and owning your neighborhoods, Dave’s got practical advice you can put to work for your roofing business right now. In this episode: Creative ways to get in front of customers (QR codes, Christmas lights, and more) The case for print marketing vs. digital for lead quality Marketing vs. branding (and why you need both) Automatic postcard marketing integrations with DOPE and Roofr Plus AI tools, building a hyper-local presence, and more

"You Don't Find Roofing—Roofing Finds You" with Matthew Marsh

From Disney to the Marine Corps to Roofing. This week, we're talking to our May Roofr of the Month, Matthew Marsh of Eastern Shore Roofing and Remodeling in Maryland. Matthew shares the story of how bad contractor communication led him to start his company three years ago, reaching $700K+ with three trusted crews and a 70/30 roofing-to-remodeling mix. Pete and Matthew discuss everything under the sun: Matthew's background as a carpenter Finding reliable roofing crews The pitfalls of per-square pricing How roofing tech touches every part of the business Growing toward $5M in revenue It's a great story with a lot to take away. Listen in with us!

Get Your Knuckles a Little Scratched Up: Putting in the Work with Cameron Burns

How'd Cam Burns hit $500k revenue in year one? Rejuvenation, not reroofing, was the spark. On this week's podcast, Pete sits down with our April Roofr of the Month, Cameron Burns of OK Roof Revival in Kelowna, British Columbia. West coast Canucks rise up! Cameron shares how he left 15 years in oil and gas construction to launch a roofing company in late 2022, and went on to acquire Canadian distribution rights with licensed applicators. Pete and Cam get into: How rejuvenation gets earlier leads and builds trust Watching maintenance become reroof jobs High-end offerings (metal, torch-on, Brava synthetic tiles, etc.) The challenges of winter seasonality and ethical rework How tech like Roofr and CompanyCam helps If you, like Cameron, aren't afraid to get your knuckles a little scratched up, listen up for a lot of solid advice for your own roofing business.

Putting Your Expertise to Work as Digital Content with Phil Risher

This week on the Roofr Report, Pete sits down with Phil Risher to talk about LLMs, return on ad spend (ROAS), and marketing that actually converts. They discuss what works, what doesn’t, and why finding that right balance is so frustrating for so many roofing companies. Phil explains how to stop guessing, start tracking the right things, and build marketing that actually supports your business goals. The shift to conversational AI search Using call data to improve your marketing Visibility, conversion, and re-targeting ROAS reporting and more If trying to effectively market your local roofing business in 2026 feels overwhelming and unclear, this episode will help bring it back down to earth.

No Customer Left Behind: Putting Community First with John & Carrie McClung

After nearly 22 years in business, John and Carrie McClung have a clear philosophy: “We don’t live to roof. We roof to live.” To celebrate our March Roofr of the Month winners, Pete sits down with John and Carrie McClung to discuss how success arises from taking an active part in the roofing community. From disaster response to backpack giveaways to breast cancer fundraisers, McClung Roofing has built a business rooted in service. In this episode: How community investment fuels long-term growth Why reputation beats price What legacy really means in contracting It's a story about business, but also heart.

Connection, Authenticity, and Caring the Most with Chuck Allen

This week, Pete catches up with Chuck Allen, our February Roofr of the Month. Chuck shares his transformation from crane operator to roofing business owner at San Antonio’s Rio Blanco Roofing. Chuck’s been around the block, and shares some great business insight into: Targeting your clients instead of casting a wide net Building your brand by being honest and authentic Keeping quality service and high production standards Setting proper customer expectations Leaning on the right tech, and the right people, to grow without waste Learn how Chuck and his team have set Rio Blanco apart in a highly competitive market — and how your own roofing company can follow a few key principles to achieve the same.

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