Roofing Podcast: Hook Better Leads

Hosted by Tim Brown

Business Marketing Leisure

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Episodes

386

Latest episode

Jun 2026

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EN-US

About the show

✔ Only for roofers and other contractors ✔ Amazing tips for hooking better leads ✔ Leadership, tools, and mindset as well!

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60 recent

June 12, 2026Episode 41250 min

Leadership Lessons from My Brother Jon, The Pastor

Guest: Jon Brown — Executive Pastor, Journey Church (Kenosha, WI) Guest Links: Instagram: @PJon | YouTube: JRNY ChurchJon Brown has spent 25 years at the same church, working his way up from youth pastor to executive pastor overseeing 36 staff pastors, 75% of whom he developed from a young age. In this episode, recorded in Italy, he breaks down the universal leadership principles that apply whether you're running a church, a roofing company, or a marketing agency: how to actually grow yourself before you grow others, why your competition should become your allies, how to handle the pressure of perfection when everyone expects you to have it together, and the Sabbath discipline that keeps high performers from burning out on the long haul.You'll learn:Why leading yourself is the hardest leadership job you'll ever haveHow to build a personal growth plan that targets your actual blind spotsWindshield time: turning drive time into learning time with audiobooks"If you want to go fast, go alone. If you want to go farther, go together"How jealousy of competitors reveals your own insecurities (the Joseph Kellogg story)Why you should reach out and encourage the person you're most jealous ofTreat people like they love you, and eventually they'll start to believe itHow to handle critics who question your motives and characterWhy leaders don't get to have a bad day (chug the Red Bull in your truck)Complain up, never down: why you need someone above you to vent toIf you don't heal what hurt you, you'll bleed on people who don't deserve itJohn Maxwell's 5 levels of leadership: position, permission, production, people development, pinnacleWhy 25 years in one place creates compounding mastery and generational impactThe Sabbath principle: one day a week fully unplugged (and the auto-text that protects it)Why hobbies and play make the other six days more effective

May 26, 2026Episode 4111 hr 7 min

$20M Roofer Ranks the MOST Profitable Trades for 2026

Guest: Tony Vincent — Owner, Ultimate Roofing | Ultimate Properties | Ultimate Tree Service | Ultimate Equipment Rentals Guest Links: Website: https://getultimateroofing.com | Facebook: Ultimate Roofing WVTony Vincent runs four businesses out of West Virginia and has built Ultimate Roofing into a $20 million operation with 100+ employees across 5 states, while quietly stacking $9 million in heavy equipment and 70 rental properties on the side. In this episode, he ranks the most lucrative home service industries for 2026, breaks down why he stopped chasing top-line revenue at 16% net, and pulls back the curtain on the systems that let him manage 100 people without losing his mind. The conversation also dives into the financing playbook that gets him to 90% financed jobs, why blown-in insulation and gutter guards are the secret weapons for landing premium roofs, and how a single $1 door hanger incentive turns laborers into canvassers.You'll learn:Tony's ranked list of the most lucrative home service businesses for 2026Why tree service has 75-80% GP and is one of the best businesses to add to roofingThe "less saturated = more lucrative" rule for picking your next tradeWhy he killed the fencing offshoot after 100 jobsThe 5-or-6-manager hierarchy that lets him run 100 employees from a distanceWhy titles motivate people more than monetary compensationThe low-base, high-KPI compensation structure used on every single employeeHow a $1 per door hanger incentive generates real referral jobsWhy he stopped chasing $50M revenue and dialed in at $20M with 16% netThe "control the supply chain" rule that drove his decision to drop fencing, gutters, soffit, fascia, doorsWhy his ad spend is $80K on Google for roofing vs $1K for equipment rentalsHow to use Service Finance for 90% financed jobs (and why Foundation is the wrong primary)The "what's your budget look like?" frame that closes more roofs like car salesWhy blown-in insulation and gutter guards at zero margin land $25K roofsThe 55% close rate that comes from giving away promotional itemsWhy most contractors should be financing every job over $10,000How his real estate portfolio (70 properties) became his retirement plan after stocks

May 19, 2026Episode 41047 min

From Local Roofer to Multi-Location Brand

Guest: Kris Werner — President, Werner Roofing | IHS Group (Infinity Home Services) Guest Links: Website: https://www.wernerroofing.com | Phone: (616) 638-4662Kris Werner runs Werner Roofing in Grand Haven, Michigan, a "five mile famous" brand he built slowly from a one-man job into a multi-trade home service operation now partnered with Infinity Home Services. In this episode, he gets practical about what actually changes when you join a private equity backed family of brands, why best practice sharing with 25 other roofing companies is the unfair advantage most owners don't have, and the operational details that separate a $4M roofer from a $10M+ company. The conversation also goes into adding trades the right way, why Werner doesn't chase storms, how Castle and Diamond metal shingles compare, what's actually slowing down GAF solar shingle adoption, and why a "divine discontent" customer expectation curve is reshaping the entire industry.You'll learn:Why "five mile famous" beats trying to be a regional powerhouseHow to add metal roofing, gutters, siding, and windows without breaking your opsWhat private equity actually changes (and what stays the same)How 25 brand presidents share best practices daily across IHSWhy collecting accounts receivable matters more in winter than you thinkHow to pick a second location and the first two hires that matterThe "law of the lid" that keeps owners stuck at $3-5MWhy retail roofing beats waiting on storms (even in storm markets)How to treat roofing crews so they stay loyal to your brandJust-in-time material delivery vs full roof load: pros and consWhy the synthetic roofing market is only 2% (and what could change)The new GAF, Castle, Diamond, and Tesla metal products worth watchingThe Jeff Bezos "divine discontent" effect on customer expectationsWhy reading the same business books 3 times beats reading 30 new ones

May 12, 2026Episode 40952 min

Roofing Production vs. Marketing at Owl Roofing

Guest: Pedro Rodriguez — Production, Owl Roofing Guest Links: Instagram: @P1Rodriguez | Website: https://owlroofing.comInside the real tension between sales, marketing, and production at a brand-new roofing company. Pedro Rodriguez runs production at Owl Roofing, the new Minneapolis venture that hit nearly half a million in sold revenue in its first real month. In this episode, the conversation gets raw about the friction that comes with going aggressive on marketing out of the gate: lead overflow, the sales-to-production handoff, scrambling to fulfill what marketing promises, and why most roofing companies stay stuck at $2-3M for years.You'll learn:Why aggressive marketing creates production tension and how to manage itThe sales-to-production handoff problem (and the document that fixes it)Why 200 pictures per inspection isn't excessive, it's the bare minimumHow to spend 10% on marketing without breaking your companyThe choice between hiring veterans vs training from scratchWhy they're recruiting $1M reps to turn into $2M reps (not chasing $3-5M superstars)How to build master networkers, not just master door knockersWhy manufacturers (GAF, Iko, Owens Corning) will determine the future of roofingThe bottleneck every new business owner hits and how to delegate around itReal numbers: $487K in month one, 25 leads a week from marketing aloneHow to keep retail roofing healthy without depending on stormsWhy the right culture reinvigorates burned-out reps from bad ownership

May 5, 2026Episode 40837 min

Building Owl Roofing: The Story Behind the Growth

Guest: Tim Brown — Founder, Hook Agency | Co-Founder, Owl Roofing Guest Links: Website: https://owlroofing.com | https://hookagency.comThe marketer who built Hook Agency advising roofing companies for over a decade just started one of his own. In this episode, Tim Brown takes the guest seat to break down Owl Roofing, his new home service venture in Minneapolis that hit $480K sold in its first real month of business. He covers what actually transfers from running a 10-year-old marketing agency to launching a roofing company from scratch, what's working faster than expected, and the mistakes he's actively trying to avoid based on a decade of watching other roofers make them.You'll learn:Why he started a roofing company on top of running Hook Agency and raising two kidsWhat it actually feels like to step away from the company that made your nameHow $161,000 of starting capital changed the entire game vs. starting from $20KWhy Google Organic and Google Paid are crushing every other lead source out of the gateThe "lead babies" problem: why giving reps too many leads kills their hungerCash flow trap most new roofing companies fall into (the bank account isn't your money)Why a short, iconic, emoji-friendly brand name compounds every marketing dollarThe full court press strategy: take every conceivable advantage from day one350 yard signs in one market and the police calls that came with itWhy brand effort lowers cost per lead on Google Ads (the Monarch Roofing case)Pre-revenue marketing: what to do when you have no budget percentage to work withThe two sharpest tools in his roofing toolbox right now (sales enablement + weekly role play)

April 28, 2026Episode 40745 min

Raymond Little on Sales Leadership: Leading From The Front

Guest: Raymond Little — Founder, SVG Roofing Coaching | Contra ShoesGuest Links: Facebook: Raymond Wendell Little | Instagram: https://www.instagram.com/rwl612/Raymond Little built a roofing company from zero to nearly $100 million, exited to private equity for $40 million, and now runs SVG helping owner-operators between $1M and $10M break through their plateaus. In this episode, Raymond gets raw about what actually works in roofing sales in 2026, starting with storm vs retail in today's market, why wind claims are getting harder everywhere, and why the four-to-eight knocking window beats the nine-to-five mindset most new companies are still stuck in. He breaks down why you should never poach million-dollar producers from other companies but instead build them yourself, why a hefty override or ownership needs to be in the field driving the team daily, and his rule that you can't develop anyone greater than yourself. The conversation digs into Raymond's hiring philosophy built around second-chance people, team players, and good energy over credentials or personality tests, his 90-day ride-along system where new reps work the first 4-5 deals in the truck with him from knock to build, and the sales tactic of using the adjuster and homeowner as "teachers" to elevate new reps while making the process fully transparent. Raymond also shares why personal development around physical health, clean living, and healthy relationships is the foundation his entire company was built on, the real numbers on what 1099 reps should earn per lead, why one roof a week pays the bills and three a week means you stop checking price tags, and his mentor story of following Kurt the Nintendo and hitting half of what that man accomplished as his own definition of success. He also gets into Contra Shoes, the lightweight flexible roofing shoe a quarter the weight of Cougar Paws, designed for reps who knock and climb all day.

April 21, 2026Episode 40648 min

Setter Closer Model for Roofing Door-knocking (Mistakes to Avoid)

Guest: Ryan Fitzgerald — Plumbing Department Leader, Fitzgerald Heating Air and Plumbing (Las Vegas, NV)Guest Links: Facebook: Ryan Fitzgerald (Las Vegas, Nevada)This episode covers how to layer a plumbing department onto an existing HVAC company and scale it from almost nothing to over $5 million in a single year. Ryan Fitzgerald joined a company in Las Vegas that was doing $14 million in HVAC but only $400,000 in plumbing, and within his first full year built the plumbing side to $5.4 million with a team of eight technicians and four installers. He breaks down exactly how that happened: a dedicated outbound team hammering phones to fill the board, assigning calls based on each tech's strengths and weaknesses, a four-option sales process where the homeowner feels empowered to choose rather than pressured, and leveraging HVAC cross-selling to get plumbing in the door. The conversation gets into why implementing systems too early can actually hurt you, including a real example of a field manager role they tried at $5 million that created friction between installers and sales techs and had to be pulled back until $7 or $8 million. Ryan also shares how growing too fast led to warranty callbacks when his install crew got overloaded, how he trains techs to turn leak detection and water quality testing into high-ticket opportunities in the Las Vegas market through education rather than pressure selling, and why the culture shift between HVAC and plumbing went from "redheaded stepchild" to healthy competition once the plumbing guys started keeping pace on revenue. He explains his leadership approach of quarterly deep dives with each team member, leading by example by still jumping into the trenches, and why accountability has to go both ways between leaders and the team.

April 14, 2026Episode 40546 min

How Roofers Can Utilize Claude w/ Brad Strawbridge

Guest: Brad Strawbridge — Founder, Capital City Roofing & BuilderLyncGuest Links: Website: https://builderlync.com/This episode covers practical, real-world ways roofing companies are using AI right now to automate non-revenue tasks and free up teams to focus on selling and customer experience. Brad Strawbridge walks through how he uses Claude Co-Work to build reusable workflows that automate everything from proposal creation to dispatching sales reps, how the teach feature lets you record clicks and turn any repetitive CRM process into a saved workflow you can trigger with a forward slash command or put on a schedule. He explains how he built Capital City University, a full training curriculum for roofing using Notebook LM with manufacturer materials and RCA-approved content uploaded as knowledge sources. The conversation also covers BuilderLync, an all-in-one CRM built specifically for roofers that replaces five or six separate tools, handling everything from AI-powered cold outreach and lead nurturing to scheduling, dispatching, supplements, bookkeeping, and payment collection. Brad shares his take on why newer roofing companies have a massive advantage right now by starting AI-first instead of trying to retrofit old processes, why the best way to use AI is to give it a ridiculous amount of context before asking for answers, and his five-year outlook on where roofing is headed with the Roofing Alliance bringing the trade into universities and driving technology adoption across the industry.

April 7, 2026Episode 40441 min

Is PE is Scared? PE is Not Only Buyer in 2026

Guest: Claudio Vilas – Roofing Biz BrokerGuest Links: Website: https://theroofingbizbroker.com/This episode breaks down what is actually changing in private equity for roofing in 2026, why the easy “gold rush” era has cooled off, and what roofing owners need to understand before they assume a sale is guaranteed. It explains how a weaker recent roofing market, tougher integration lessons, and more mature buyers have made private equity groups significantly more selective, with many now looking for stronger EBITDA, more sustainable leadership structures, better earnings visibility, and businesses that operate like real transferable assets instead of owner-dependent lifestyle companies. The conversation dives into what buyers are getting pickier about, including sustainable growth, crisis resilience, variable cost structures, leadership depth, financial sophistication, and repeatable processes, while also unpacking the difference between being sold as a platform company versus an add-on and why those two paths come with very different risks and upside. The episode also explores the growing skepticism many roofing owners now feel toward private equity, why that fear is not necessarily a bad thing, and how sellers should respond by asking better questions about leverage, prior acquisitions, capital structure, management quality, and how buyers behaved during downturns. It also explains why the fine print matters as much as the multiple, why the wrong rollover structure can quietly destroy a deal, and why owners should never go into a transaction without strong legal and financial guidance. At the same time, the conversation makes the case that private equity is not the only buyer in town and not every buyer is the same, emphasizing that ethical, long-term-minded capital partners do exist—and that the real opportunity for good roofing companies is learning how to identify the right kind of partner before signing away the biggest asset they have ever built.

March 31, 2026Episode 40337 min

Roofing Franchise vs. PE vs. Going it Alone

Guest: Mark Easton – Founder, Bucko’s RoofingGuest Links: Website: https://www.buccosroofing.com/ Franchise: https://franchise.buccosroofing.com/This episode breaks down the real differences between franchising, private equity, and scaling a roofing company on your own, using Bucko’s Roofing as a case study in how systems, timing, and long-term philosophy shape the growth path. It explains how Bucko’s started with just $1,500, a LegalZoom filing, a used truck deal, and a single Craigslist lead that turned into 60 roofs in one neighborhood, then grew into a business now focused on franchising instead of selling to private equity. The episode dives into what franchise support actually solves for roofing owners marketing waste, vehicle decisions, process maturity, training systems, and scalability while also comparing that with the private equity model, where buyers typically want established companies, optimize EBITDA, and prepare for a future roll-up exit rather than building something from scratch. It also explores why private equity can be attractive financially yet still fail to align with operators who care deeply about customer experience, company identity, and long-term control. Beyond business models, the discussion gets into founder psychology, including how to avoid burnout, why some owners sell because of accumulated misery rather than lack of money, and how growth can be designed in a way that protects quality of life without killing ambition. It also unpacks recruiting, compensation, culture, integrity, training systems, and the importance of building a business around strong relationships with employees, manufacturers, suppliers, and local partners. Ultimately, this episode is a practical guide for roofing owners trying to decide whether they should stay independent, plug into a franchise, or position themselves for private equity and what each path really costs and rewards.