Roofing Podcast: Hook Better Leads

Hosted by Tim Brown

Business Marketing Leisure

Website RSS feed

Episodes

388

Latest episode

Aug 2026

Language

EN-US

About the show

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

Listen to episodes

60 recent

September 1, 2026Episode 41546 min

Why Most Home Service Companies Get Stuck at $3M

Guest: Tom and Karen Belko — Owners, Vector Services Guest Links: Website: https://callvector.com How this HVAC and plumbing company went from $3M to over $10M in two years. Three moves did it. Tom and Karen run Vector Services in the Twin Cities doing HVAC, plumbing, electrical, and drains. In 2023 they were nine employees running white vans out of their houses. Now they're pushing $12.5 million and hiring a sales director. They break down the three moves that got them there: going deep on Service Titan instead of treating a CRM like a bolt-on (2:38), the Kick Charge rebrand with Dan Antonelli that put their wraps all over the metro (18:44), and hiring people smarter than them and actually getting out of the way (19:54). You'll learn: How to get technicians to actually adopt new software The follow-up dashboard and daily report that holds salespeople accountable Why your CRM setup IS your business process, not an add-on The difference between a high performing salesperson and a real sales leader (25:06) Why family owned beats PE-backed when you're recruiting The yard sign and wrapped bus strategy for cities that ban billboards

August 25, 2026Episode 41439 min

From Bankrupt to $150M: Lance Bachmann’s Home Services Playbook

Guest: Lance Bachmann — Founder & Owner, LB Capital | MN Exteriors Guest Links: Website: https://lbachmanncapital.com Lance Bachmann grew up in foster care and group homes, went bankrupt in his 30s, and now runs LB Capital, a home service platform on track for $150 to $175 million in revenue with 14 roofing companies under MN Exteriors, all funded with his own money and zero private equity. In this episode, he explains why roofing in 2026 is where HVAC was 30 years ago, breaks down the LB Capital 50% partnership model and why retaining local brand equity is non-negotiable, and gets blunt about the three metrics that actually matter. It's a raw conversation about energy, marriage, haters, gratitude, and why most people overcomplicate a business that comes down to sold revenue, gross profit, and net income. You'll learn: Why roofing in 2026 is where HVAC was 30 years ago (and why PE can't find good companies) The LB Capital model: 50% equity, operational control, and full playbook access Why retaining local brand equity beats consolidating under one name How adding roofing to an HVAC and plumbing business added $15M in revenue The three metrics that actually matter: sold revenue, gross profit, net income Why 50% gross profit almost guarantees 15 to 20% net if operations are right The daily automated text report he gets at 6am (leads, booking rate, close rate, average ticket, rehash) Why he fired his own mother from bookkeeping over a mindset mismatch Why he never discusses business with his wife (and why he thinks no one should) How bankruptcy happened: no financial literacy, not a bad economy Why he owns real estate outright so he can never go bankrupt again Sauna, ice bath, prayer, and cutting alcohol: the energy management routine The Man in the Arena principle and why haters don't get attention Why he'll sell the platform but only to someone who keeps him leading it "We have obstacles, not problems" and the gratitude mindset behind it

August 18, 2026Episode 41341 min

Can AI Diagnose a HVAC or Plumbing Problem?

Guests: Steve Akian — Owner, Akian Plumbing, Heating, Cooling & Electric | Co-Founder, Fix to Finish Eric Karofsky — Founder, VectorHX | Co-Founder, Fix to Finish Guest Links: Website: https://fixtofinish.ai Steve Akian is a plumber by trade who grew Akian Plumbing to $14 million over ten years. Eric Karofsky spent 25 years leading digital programs for Michelin, Royal Caribbean, Fidelity, and the Broad Institute of MIT and Harvard. Together they're building Fix to Finish, an AI platform that lets a homeowner diagnose their own plumbing problem, see real pricing, and book the job in five minutes, trained on 50,000 real work orders from Steve's company. In this episode, they break down what AI can actually do in a home service business right now, why customer expectations in the trades haven't changed in 40 years, and how one Saturday water heater call got cut in half because the tech showed up already knowing exactly what to do. You'll learn: Can AI actually diagnose an HVAC or plumbing problem (and why they started with plumbing) How 50,000 work orders became the training data for a real diagnostic tool The Saturday water heater story that cut job time by 50% Why techs who hate selling are the ones most excited about this The win-win-win philosophy: company, customer, and platform all benefit Why home service customer experience hasn't changed in 30 to 40 years How the inventory tool matches receipts to photos for real job costing Why technicians buy five valves when they only need three The app adoption problem and why leadership and culture make it non-negotiable Why enterprise AI still isn't taking off (it's a stickiness problem, not a budget problem) Design by HIPPO: why the highest paid person's opinion ruins products How to segment and test with real customers instead of random panels Why one angry customer is not a reason to change your process (but a cluster is) The Blockbuster and taxi industry warning for contractors who wait too long

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 Church Jon 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 have How to build a personal growth plan that targets your actual blind spots Windshield 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 of Treat people like they love you, and eventually they'll start to believe it How to handle critics who question your motives and character Why 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 to If you don't heal what hurt you, you'll bleed on people who don't deserve it John Maxwell's 5 levels of leadership: position, permission, production, people development, pinnacle Why 25 years in one place creates compounding mastery and generational impact The 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 WV Tony 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 2026 Why tree service has 75-80% GP and is one of the best businesses to add to roofing The "less saturated = more lucrative" rule for picking your next trade Why he killed the fencing offshoot after 100 jobs The 5-or-6-manager hierarchy that lets him run 100 employees from a distance Why titles motivate people more than monetary compensation The low-base, high-KPI compensation structure used on every single employee How a $1 per door hanger incentive generates real referral jobs Why he stopped chasing $50M revenue and dialed in at $20M with 16% net The "control the supply chain" rule that drove his decision to drop fencing, gutters, soffit, fascia, doors Why his ad spend is $80K on Google for roofing vs $1K for equipment rentals How 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 sales Why blown-in insulation and gutter guards at zero margin land $25K roofs The 55% close rate that comes from giving away promotional items Why most contractors should be financing every job over $10,000 How 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) 638-4662 Kris 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 powerhouse How to add metal roofing, gutters, siding, and windows without breaking your ops What private equity actually changes (and what stays the same) How 25 brand presidents share best practices daily across IHS Why collecting accounts receivable matters more in winter than you think How to pick a second location and the first two hires that matter The "law of the lid" that keeps owners stuck at $3-5M Why retail roofing beats waiting on storms (even in storm markets) How to treat roofing crews so they stay loyal to your brand Just-in-time material delivery vs full roof load: pros and cons Why the synthetic roofing market is only 2% (and what could change) The new GAF, Castle, Diamond, and Tesla metal products worth watching The Jeff Bezos "divine discontent" effect on customer expectations Why 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.com Inside 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 it The sales-to-production handoff problem (and the document that fixes it) Why 200 pictures per inspection isn't excessive, it's the bare minimum How to spend 10% on marketing without breaking your company The choice between hiring veterans vs training from scratch Why they're recruiting $1M reps to turn into $2M reps (not chasing $3-5M superstars) How to build master networkers, not just master door knockers Why manufacturers (GAF, Iko, Owens Corning) will determine the future of roofing The bottleneck every new business owner hits and how to delegate around it Real numbers: $487K in month one, 25 leads a week from marketing alone How to keep retail roofing healthy without depending on storms Why 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.com The 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 kids What it actually feels like to step away from the company that made your name How $161,000 of starting capital changed the entire game vs. starting from $20K Why Google Organic and Google Paid are crushing every other lead source out of the gate The "lead babies" problem: why giving reps too many leads kills their hunger Cash 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 dollar The full court press strategy: take every conceivable advantage from day one 350 yard signs in one market and the police calls that came with it Why 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 with The 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 Shoes Guest 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.