The Roofer Show

Dave Sullivan
  • 4.9 (143)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

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 world of construction” from those that have been there and done it. Whether you have a shop of 1 or 100 there’s something here for you.

  1. 431: Roofing Financing: Close More Jobs Without Lowering Your Price

    3D AGO

    431: 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 homeowners move forward with roofing projects. They also discuss how financing can be integrated into proposals, websites, and CRM systems like ProLine to make the process simple for both contractors and homeowners. If you're not offering financing, you may be losing jobs to competitors who are. Episode Highlights• Why many roofing contractors lose jobs because they don’t offer financing • The rule: offer financing early, always, and often • Why homeowners respond better to monthly payments than total price • How financing helps contractors close more jobs without lowering their price • Simple ways to integrate financing into proposals and websites Show NotesMany roofing contractors struggle with price objections when presenting large projects to homeowners. Financing can remove one of the biggest barriers to closing roofing jobs by giving customers options and spreading payments over time. In this episode, Dave Sullivan sits down with financing expert Chris Scoville to discuss how contractors can use financing effectively to grow their business and close more jobs. Chris shares practical advice on how financing works, why contractors should present it early in the sales process, and how showing monthly payment options can dramatically change how homeowners make decisions. If you’re not offering financing today, this conversation may change the way you approach selling roofing projects. HostDave Sullivan The Roofer Coach Helping roofing contractors grow their businesses, make more money, and have more free time. If you're looking for help building a more profitable roofing business, let’s talk. Visit: https://theroofercoach.com Podcast LinksWebsite https://theroofercoach.com YouTube https://www.youtube.com/@DaveSullivanRooferShow Roofing Business Podcast Topics CoveredThis episode discusses topics important to roofing contractors including: • roofing financing • roofing sales strategies • selling high-ticket roofing projects • roofing business growth • contractor marketing and sales • closing more roofing jobs About The Roofer ShowThe Roofer Show Podcast helps roofing contractors grow their businesses, make more money, and have more free time. Hosted by Dave Sullivan, The Roofer Coach, the show shares practical advice on roofing sales, marketing, operations, leadership, and financial management.

    30 min
  2. 469: Why Roofers Stay Busy but Still Go Broke: Markup & Profit with Michael Stone

    MAR 6

    469: Why Roofers Stay Busy but Still Go Broke: Markup & Profit with Michael Stone

    EPISODE SUMMARYIn 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 DESCRIPTIONMost roofing contractors don’t go out of business because they can’t sell. They go out of business because they don’t charge enough, don’t job cost, and don’t know their real numbers. In this episode, I’m joined by Michael Stone, author of the classic book Markup & Profit, to talk about the fundamentals that never change — and why “the market price” mentality keeps contractors broke. We cover:Why 9 out of 10 contractors go broke (and what the profitable ones do differently)The difference between markup and gross profit (and why it matters)Why job costing is non-negotiable if you want consistent profitHow to set pricing to cover overhead, owner pay, and net profitWhy “being competitive” is optional — but being profitable isn’tHow to market to the right customer so you can charge what you’re worthCash flow and payment schedules: why contractors run out of cash even when they’re busyBuilding a business that’s actually sellable (systems + financials + profit) Connect with Michael Stone:Website: markupprofit.com Connect with Dave / The Roofer Coach:Free Strategy Call: Schedule Now Free Resource (1-Page Business Plan): theroofercoach.com/plan Text Dave: (510) 612-1450 SPONSORS:✅ ProLine — Automate follow-up and close more jobs with text + email. Try it FREE and save 50% off your first month with code DAVE50 → useproline.com ✅ SMA Support — Virtual assistants for roofing companies (calls, admin, lead follow-up) → smasupport.us

    37 min
  3. 468: How to Start a Roofing Business in 2026: Profit, Systems & What Most Get Wrong

    FEB 27

    468: How to Start a Roofing Business in 2026: Profit, Systems & What Most Get Wrong

    EPISODE DESCRIPTIONThinking 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 NOTESHow to Start a Roofing Business in 2026: Profit, Systems & What Most Get Wrong A lot of contractors want to start a roofing company. Very few understand what it actually takes to build one that’s profitable, stable, and scalable. In this episode, Dave Sullivan sits down with former co-host and former coaching client John Delaurier — who started a roofing company from scratch, built it to $3M, ran it profitably, and eventually sold it. Now working with contractors across the country, John shares what he’s seeing in today’s market and what separates contractors who win from those who struggle. What We Cover: Why “slow market” doesn’t mean you can’t winThe importance of defining your “why” before startingWhy revenue means nothing without marginWhy 35% gross profit should be your minimum target (retail)The 4–5M revenue sweet spot for lifestyle + profitabilitySpeed-to-lead and why seconds matterBranding mistakes most contractors makeWhy you must dominate neighborhoodsWhy the owner should sell the first $1MHiring and training your first sales repThe three KPIs that drive everything:Close rateAverage ticket sizeGross profit marginWhy job costing must happen on every single jobKey TakeawaysYou don’t grow into profitability — you build it intentionally.If you’re not tracking your numbers, you’re guessing.Speed to lead wins in a shrinking market.Branding is about your customer — not your ego.You must learn to sell before you hire salespeople. Sponsors Ruby If your phone isn’t getting answered live, you’re losing jobs. Ruby provides professional virtual receptionists who answer calls and book appointments so you never miss an opportunity. 👉 theroofercoach.com/ruby SMA Support As your roofing business grows, operations get messy fast. SMA Support helps simplify and systemize your back-end operations so you can scale without chaos. 👉 smasupport.us Resources Mentioned ProLine CRM – useproline.com Top Rep STG (Sales Transformation Group) KickCharge Branding (Dan Antonelli) Brad Akers – Neighborhood Domination Strategy Looking for Mentorship? If you’re serious about building a profitable roofing business and want accountability and guidance… 👉 Head over to theroofercoach.com and schedule a call. ⏱ TIMESTAMPS (Chapters)00:00 – Intro 03:00 – State of the roofing market in 2025–2026 10:54 – Defining your “why” before starting 13:51 – Reverse engineering income goals 15:30 – Revenue per capita and staffing 17:00 – Why 35% gross profit matters 23:00 – Branding mistakes contractors make 32:00 – Speed to lead and instant response systems 37:40 – Neighborhood domination marketing 48:18 – Why the owner sells the first $1M 57:04 – The 3 KPIs every contractor must track 1:00:20 – Financials, bookkeeping, and keeping score

    1h 6m
  4. 467: Is Your Roofing Website Costing You Jobs?

    FEB 20

    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 homepage convert in the first 5 seconds • Why your About page builds trust (or kills it) • Service pages and location pages (and why most contractors get this wrong) • Google Ads vs Meta Ads • The biggest DIY advertising mistakes • What transparent marketing reporting should look like • How to measure ROI the right way If you’re spending money on SEO or paid ads and not seeing results, this episode will help you rethink your foundation. Your website is the hub of your marketing. If it doesn’t convert, everything else struggles. KEY TAKEAWAYS A roofing website must confirm, build trust, and drive a clear action.Most contractors design for ego instead of conversion.Location pages are essential for local SEO.Clicks and impressions don’t matter — appointments do.DIY Google Ads without strategy wastes money.Marketing reporting must focus on ROI, not vanity metrics. RESOURCES & LINKS Hook Agency https://hookagency.com Ruby Receptionists Live, professional phone answering that converts calls into appointments theroofercoach.com/ruby (Get $150 off your first month – tell them Dave sent you) ProLine CRM Follow-up automation, quotes, updates, and review requests — done for you useproline.com (Tell them you heard about ProLine on The Roofer Show) SMA Support Inside sales and operations support so nothing falls through the cracks smasupport.us (Tell them Dave sent you) Download Dave’s Free 1-Page Business Plan https://theroofercoach.com Book a Coaching Call https://theroofercoach.com

    1h 2m
  5. 466: Boring Pays: Why Roofing Growth Without Systems Will Break Your Business

    FEB 6

    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’re tired of being busy, stressed, and wondering where the money went, this is a Start Here episode. EPISODE DESCRIPTION Roofing contractors love exciting goals: more leads, more sales, bigger numbers. But here’s the truth — if your systems can’t handle growth, growth will punish you. In this episode, Dave breaks down why most roofing businesses struggle even when revenue is up and what must be fixed before you chase more leads or scale. Dave also shares a real-world lesson from a recent home renovation project and why the last 5–10% of a job — the walkthrough, closeout, and customer experience — is what actually drives 5-star reviews, referrals, and long-term brand value. This is the foundation work most contractors avoid because it feels boring — and exactly why it works. IN THIS EPISODE, YOU’LL LEARN Why more leads don’t solve broken systemsThe real job of your website (and what it’s NOT)Why speed-to-lead and live phone answering matterHow follow-up automation changes close ratesWhy most contractors struggle to convert opportunitiesThe “2-week vacation test” to see who really owns the businessWhy finishing strong is what earns reviews and referralsWhy mentoring beats one-time courses when plans change RESOURCES & LINKS Free 2026 Roofing Business Success Audit(50 yes/no questions + a score you can compare to other companies) Visit the Resources page at TheRooferCoach.comRuby ReceptionistsLive, professional phone answering that converts calls into appointments theroofercoach.com/ruby(Get $150 off your first month – tell them Dave sent you)ProLine CRMFollow-up automation, quotes, updates, and review requests — done for you useproline.com(Tell them you heard about ProLine on The Roofer Show)SMA SupportInside sales and operations support so nothing falls through the cracks smasupport.us(Tell them Dave sent you)

    30 min
  6. 465: Your Roofing Company Isn’t Ready for More Leads

    JAN 30

    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 costing, and financial clarity. In this solo episode, Dave Sullivan walks through his Roofing Business Success Audit and One-Page Business Plan, and explains why every contractor must master the fundamentals before trying to scale. Dave breaks down: Why most roofing companies aren’t ready for growth How to improve results by raising your close rate Why missed calls and poor follow-up quietly kill profits The Three-Legged Stool: Sell Work / Do Work / Keep Score Why messy books force CPAs to file extensions How bad job costing destroys pricing and margins Why top-line revenue is vanity and profit is reality If you want a business that actually makes money — not just looks busy — this episode is your reality check. YOU’LL LEARN Why more leads won’t solve your problems How to close more deals without spending more on ads Why sales process matters more than marketing How job costing affects your pricing Why QuickBooks out-of-the-box doesn’t work for contractors How to use financial statements to make decisions Why planning beats reacting How to use the Roofing Business Audit as a diagnostic tool TIMESTAMPS 00:00 – Sponsor: Ruby Receptionists 01:25 – Busy but broke: the real problem 04:16 – Why leads aren’t the issue 05:46 – Close rate and sales fundamentals 08:05 – Back to basics (golf analogy) 09:05 – The business checkup mindset 09:49 – Sponsor: ProLine CRM 11:00 – Sell Work: sales process and follow-up 14:20 – Do Work: production and job costing 15:23 – Keep Score: financials and reports 17:06 – Why QuickBooks isn’t set up for contractors 18:09 – Bookkeeping cleanup and Tisha 19:20 – Workers’ comp and miscategorized job costs 21:25 – Sponsor: SMA Support 22:19 – Why business plans matter 23:46 – Why scaling without profit fails 26:21 – Scott Tebay story on success 27:43 – John DeLorian and annual planning 29:36 – Mike Tyson quote: planning vs reacting 32:02 – Download the Audit and Plan 33:02 – Tax season warning: extensions 34:05 – Final takeaways and contact info RESOURCES The Roofer Coach https://theroofercoach.com Free 1-Page Business Plan https://theroofercoach.com/plan 2026 Roofing Business Success Audit https://theroofercoach.com/resources/ LINKS Work with Dave / Mentoring https://theroofercoach.com/mentoring/ Free Resources https://theroofercoach.com/resources/ Text Dave (510) 612-1450 Free Strategy Call https://davesullivan.as.me/free-strategy-call TRUSTED & VETTED SPONSORS Ruby Receptionists US-based professionals who answer your phones live and tee up the sale Get $150 off → https://theroofercoach.com/ruby ProLine Automated follow-up, texts, emails, and CRM for roofers 50% off first month with code DAVE50 → https://useproline.com SMA Support Roofing-specific virtual assistants https://smasupport.us

    35 min
  7. 464: Branding for Roofers: How to Stand Out, Charge More, and Get Cheaper Leads

    JAN 23

    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 Seed Marketing to explain what branding actually means for roofing companies — and how to build it while still generating leads today. They break down: Why most roofers look the sameHow differentiation keeps you out of price warsHow mascots, billboards, trucks, and storytelling really workWhy “direct search” is the real scorecard for brandingAnd why marketing cannot fix broken operations Crystal also shares the real-world case study of Eminem Roofing and Rufus the Armadillo, showing how consistent branding helped turn a small roofing company into a dominant regional player. If you want cheaper leads, better customers, and a business that’s worth more than its trucks — this is where it starts. YOU’LL LEARN What branding actually means (it’s not your logo)Why differentiation lets you charge moreHow branding and lead gen should run togetherWhy mascots work — if you commitHow to measure branding using direct searchWhy marketing exposes bad operationsWhen it’s time to rebrandHow consistent branding lowers your cost per lead TIMESTAMPS 00:00 – Why branding matters 01:16 – What branding really is 03:45 – Storytelling and emotional connection 06:45 – Differentiation vs being a commodity 09:02 – Brand personality and origin stories 13:29 – Eminem Roofing case study 17:16 – Rufus the Armadillo and mascots 23:24 – When mascots work (and when they don’t) 29:47 – Ideal customer avatars and audits 35:21 – How to measure brand ROI 41:14 – Branding is a long-term commitment 43:09 – Why marketing can’t fix bad operations 48:15 – When to rebrand 53:45 – Final takeaways 54:19 – How to reach Crystal RESOURCES Lemon Seed Marketing https://lemonseedmarketing.com Email: hello@lemonseedmarketing.com Email: crystal@lemonseedmarketing.com LINKS Work with Dave / Mentoring https://theroofercoach.com/mentoring/ Free Resources https://theroofercoach.com/resources/ Text Dave (510) 612-1450 Free Strategy Call https://davesullivan.as.me/free-strategy-call Free 1-Page Business Plan https://theroofercoach.com/plan TRUSTED & VETTED SPONSORS Ruby Receptionists US-based professionals who answer your phones live and tee up the sale Get $150 off → https://theroofercoach.com/ruby ProLine Automated follow-up, texts, emails, and CRM for roofers 50% off first month with code DAVE50 → https://useproline.com SMA Support Roofing-specific virtual assistants https://smasupport.us

    56 min
  8. 463: Roofers Who Don’t Know Their Numbers Won’t Survive This Market

    JAN 16

    463: Roofers Who Don’t Know Their Numbers Won’t Survive This Market

    EPISODE SUMMARYThis 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 DESCRIPTIONThis 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. Margins are thinner. And the contractors who don’t truly understand their numbers—what jobs actually make money, what crews are profitable, what their real labor cost is—those companies won’t survive this market. I hear it every week: “Dave, we’re working like crazy… but there’s never any money in the bank.” That’s not bad luck. That’s no job costing. Successful contractors job cost every job. Unsuccessful ones run on gut feel—and in this market, gut feel will put you out of business. In this conversation, Dave Sullivan sits down with construction finance expert Leslie Shiner to break down the simple job costing system profitable roofers use to protect margins and make real decisions. You’ll LearnWhy “gut feel” lies—and cash proves itThe real reason busy roofers still have no moneyHow to calculate true labor cost (labor burden)Paid hours vs billable hours = labor utilizationWhy labor overruns destroy profit faster than materialsHow estimate vs actual fixes bad pricingHow to see which crews and job types make moneyTwo KPIs every roofer must track TIMESTAMPS00:00 – Why this matters now 02:20 – Gut feel vs real profit 06:20 – What job costing actually means 10:15 – True labor cost & labor burden 17:30 – Labor utilization explained 24:15 – Estimate vs actual the right way 30:25 – Fixing downtime & productivity 36:40 – Sales to production handoff 40:35 – KPIs that matter 44:15 – Improving your system RESOURCESShiner Group: https://www.shinergroup.com Free Labor Burden Calculator (on Leslie’s site) LINKSWork with Dave / Mentoring: https://theroofercoach.com/mentoring/ Free resources: https://theroofercoach.com/resources/ Connect with Dave! Text Dave: (510) 612-1450 Free Strategy Call Want to grow a more profitable roofing business? Book a free strategy call with Dave here → davesullivan.as.me/free-strategy-call Free Resource Download your FREE 1-Page Business Plan for Roofing Contractors → theroofercoach.com/plan Watch on YouTube Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow Trusted & Vetted SponsorsRuby Receptionists US-based professionals who answer your phones live, leave a great first impression, and tee up the sale. Get $150 off your first month → theroofercoach.com/ruby ProLine Automate your follow-up and close more jobs with text, email, and CRM integration. Try it FREE + save 50% off your first month with code DAVE50 → useproline.com SMA Support Roofing-specific virtual assistants who know the business. Free up your time by outsourcing admin, marketing, and customer service tasks → smasupport.us GUESTLeslie Shiner – Shiner Group https://www.shinergroup.com

    55 min
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4.9
out of 5
143 Ratings

About

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 world of construction” from those that have been there and done it. Whether you have a shop of 1 or 100 there’s something here for you.

Information

  • Creator
    Dave Sullivan
  • Years Active
    2017 - 2026
  • Episodes
    487
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Dave Sullivan
  • Show Website
    The Roofer Show

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