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

1. The real cost per lead and cost per customer
2. Why most contractors don’t know their close rate
3. How one job should create multiple opportunities
4. The simple referral system most companies skip
5. How to grow without relying on more leads

Looking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.

Take the Profit Leak Audit:

https://theroofercoach.com/audit

ProLine CRM – Know your numbers and close more jobs.

Track your leads, follow-ups, and pipeline so nothing falls through the cracks.

👉 Check it out: https://useproline.com/

SMA Support – Never miss another call or follow-up.

They handle your calls and lead follow-up so you stop losing the jobs you’re already paying for.

👉 Learn more: https://funnels.smasupport.us/the-roofer-show

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 fail
• The biggest pricing mistakes roofers make
• The difference between markup and margin
• Why more sales can actually make things worse
• The minimum profit you need to stay in business

If you’re not clear on your numbers, none of the marketing or leads matter.

📺 Watch this episode on YouTube (recommended to see the slides and numbers):

Watch Now

📊 Want help breaking down your business?

Book a Free Roofing Business Review:

https://davesullivan.as.me/free-strategy-call

🔧 ProLine CRM (built for roofing contractors):

Track your leads, follow up consistently, and close more jobs

👉https://useproline.com

📞 SMA Support:

Never miss calls or follow-ups again—turn more leads into jobs

👉 https://www.smasupport.us/contractor-back-office-outsourcing-bpo-services-about/contact/

📚 Learn more from Michael Stone:

https://markupandprofit.com

🎧 More from The Roofer Show:

https://theroofercoach.com

About The Roofer Show

The 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.

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.

1. The 1-minute rule (speed to lead)
2. Mining your CRM graveyard (rehash opportunities)
3. Keeping your reps focused on selling
4. Neighborhood marketing for free leads
5. Building a referral system that actually work

If you fix these, you don’t need more leads—you just need to convert better.

Take the Profit Leak Audit:

https://theroofercoach.com/sma

Book a Free Strategy Call:

Schedule Now

ProLine (Recommended Tool):

https://useproline.com/

Watch on YouTube:

https://youtu.be/YVmloP2au3k

About The Roofer Show

The 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.

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.

In this episode, we cover:

• Why most contractors screw up their first sales hire
• The truth about “commission-only” salespeople
• How hiring too early actually reduces your profit
• The math behind what a salesperson really needs to produce
• Why this is a control problem—not a sales problem
• What needs to be in place before you hire

Free 1-Page Business Plan:

https://theroofercoach.com

2026 Roofing Business Success Audit:

https://theroofercoach.com/resources/

ProLine CRM:

https://useproline.com

SMA Support:

https://smasupport.us

About The Roofer Show

The 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.

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 job post doesn’t work (and what to do instead)
• The biggest mistake contractors make when hiring
• Why speed matters more than you think
• How to filter and assess the right candidates
• Why hiring the wrong person can cost you $50,000+

If you want to build a business that doesn’t rely on you for everything, this is a must-listen.

👉 Want help building a more profitable roofing business?

Book a free strategy call:

https://theroofercoach.com

Guest: Paul Sandeman – Contractor Staffing Source

Key Takeaways:

• Always be recruiting
• Write an ad, not a job post
• Speed to lead applies to hiring
• You can’t fix character — hire for it
• Build a system or expect a revolving door

Looking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.

About The Roofer Show

The 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.

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:

1. Why blindly outsourcing marketing doesn’t work anymore
2. The idea of becoming the “general contractor” of your marketing
3. Why homeowners are more skeptical than ever
4. The importance of speed to lead and answering the phone
5. How to become “five mile famous” in your market
6. What marketing is actually working right now

If you want more consistent leads and a more profitable roofing business, this episode will change how you think about marketing.

Contractor Dynamics

https://contractordynamics.com/

Call to Action:

Looking for a mentor to help guide you and accountability to building a more profitable roofing business? Let’s talk.

Schedule Now

About The Roofer Show

The 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.

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.

• 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

Many 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.

Host

Dave 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 Links

Website

https://theroofercoach.com

YouTube

https://www.youtube.com/@DaveSullivanRooferShow

Roofing Business Podcast Topics Covered

This 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 Show

The 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.

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.

Most 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.

1. Why 9 out of 10 contractors go broke (and what the profitable ones do differently)
2. The difference between markup and gross profit (and why it matters)
3. Why job costing is non-negotiable if you want consistent profit
4. How to set pricing to cover overhead, owner pay, and net profit
5. Why “being competitive” is optional — but being profitable isn’t
6. How to market to the right customer so you can charge what you’re worth
7. Cash flow and payment schedules: why contractors run out of cash even when they’re busy
8. Building a business that’s actually sellable (systems + financials + profit)

Connect with Michael Stone:

Website: markupandprofit.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