Heading into 2025, homeowners are still turning to Google when they need a roofer, and local visibility continues to drive high-quality leads. Many contractors spend money on marketing without understanding how local SEO and Google Maps actually work. In this episode, Dave breaks down the fundamentals of local search, what really drives inbound leads, and how to improve visibility without relying solely on paid ads.

In this episode, I sit down with Greg DeSimone to break down what truly creates value in a roofing business, and why so many contractors end up walking away with far less than they expected when it’s time to exit.

This conversation isn’t just about selling your business. It’s about building a company that’s profitable, transferable, and not dependent on you showing up every day.

Many roofing contractors assume that revenue alone determines business value, but buyers and private equity groups see things very differently.

Today, Dave Sullivan and Greg DeSimone discuss the real drivers of business valuation in the roofing and home services industry. They unpack why systems, leadership depth, clean financials, and predictable profits matter far more than top-line sales.

Dave shares firsthand insight from building and exiting his own roofing company, explaining how contractors can unintentionally trap themselves inside their business by failing to delegate, document processes, and build a leadership team.

The key takeaway is simple:

You don’t build value at the end; you build it years in advance.

Whether you plan to sell, step back, or just run a stronger business, this episode lays out what needs to be in place to make your company valuable, on your terms.

What you’ll hear in this episode:

1. Revenue alone does not equal business value
2. Buyers look for systems, leadership, and clean financials
3. A business dependent on the owner has limited value
4. Profitability and predictability matter more than growth
5. Exit planning should start years before you plan to sell
6. Strong businesses are built to run without the owner

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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...

Today, host Dave Sullivan dives into the marketing challenges that roofing contractors deal with every day. He really stresses the importance of transparency and actually understanding where your marketing dollars are going. Dave shares some real-life lessons from his coaching clients, pointing out why it’s crucial to track key metrics, pre-qualify your leads, and make sure your sales and marketing teams are working together. He also gives some super practical tips on how to audit your marketing agency, set the right KPIs, and use tools like Proline CRM to see what’s actually working. Dave encourages contractors to focus on booking appointments, building a strong sales team, and joining mastermind groups for extra support. It’s all about helping you grow a profitable roofing business, without all the stress!

What you’ll hear in this episode:

• Importance of marketing for roofing contractors and common challenges faced
• Insights into a client's struggles with marketing despite high spending
• The three critical components of a roofing business: selling work, doing work, and keeping score
• Necessity of understanding financial metrics and key performance indicators (KPIs)
• Issues with transparency and clarity in marketing expenditures and results
• The significance of pre-qualifying leads and tracking conversion rates
• Recommendations for effective marketing strategies and budget allocation
• Role of independent audits to assess marketing effectiveness and agency performance
• The need for a solid sales process to convert leads into customers
• Emphasis on continuous improvement, tracking, and accountability in marketing and sales efforts

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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.

Today, Dave Sullivan sits down with Scott Tebay, a fellow roofing business owner and a voice behind Roofer2Roofer podcast, for a real, no-nonsense chat about what it really takes to run a successful roofing company without losing your sanity. Scott opens up about his own journey, from chasing nonstop growth to building a business that actually fits his life. He gets honest about why he’s wary of private equity, and why having a loyal team matters so much.

You’ll hear them swap stories and tips on everything from rebranding and grassroots marketing to making the most of virtual assistants, tracking the right numbers, and leading with authenticity. If you’re a contractor looking for practical advice on growing your business sustainably, while still having a life, this episode is packed with insights you can actually use. Don’t miss it!

What you’ll hear in this episode:

• Strategies for growing a roofing business and increasing profitability
• Balancing work and family life as a roofing contractor
• The impact of private equity on the roofing industry and business ownership
• Importance of defining personal success and creating a roadmap to achieve it
• Effective marketing strategies, including organic lead generation and community engagement
• The role of virtual assistants in streamlining business operations
• Key performance indicators (KPIs) for monitoring business health and profitability
• Significance of maintaining a strong team and company culture
• Insights on rebranding and its potential risks and rewards
• Challenges and considerations of managing repairs versus full roof replacements

Resources:

Connect with Scott!

Website, Email, and the Small Town Roofer Podcast

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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.

In this episode of "The Roofer Show," host Dave Sullivan interviews Jon Starry, owner of Steadfast Roofing in Tampa Bay, FL. Jon shares his journey from IT to roofing, highlighting the company’s rapid growth, the importance of in-house crews for consistent quality, and leveraging technology like CRM systems and virtual assistants. He discusses effective lead generation, job costing, and building a strong company culture. Jon also offers practical advice on cash flow management, sales incentives, and continuous learning, providing valuable insights for contractors aiming to grow and improve their roofing businesses. Tune in to hear more!

What you’ll hear in this episode:

• Transition from IT to the roofing industry
• Importance of customer service in business growth
• Lead generation strategies and techniques
• Building a strong online presence and utilizing SEO
• Significance of having a robust CRM system
• Managing cash flow and financial planning
• Tracking key performance indicators (KPIs) for marketing effectiveness
• Creating a positive company culture to retain talent
• Implementing effective project management and communication strategies
• Emphasizing quality control and consistency in work standards

Resources:

Steadfast Roofing

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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.

Today, Dave Sullivan chats with Matt Tyner, who’s the VP of Marketing at Bone Dry Roofing. They dive into what really works when it comes to marketing for roofing contractors. Matt talks about how to find the right balance between digital and traditional advertising, why building a trustworthy brand matters, and which metrics are actually worth tracking. He also explains how marketing and operations can work hand-in-hand. Plus, Matt shares why getting involved in your community and focusing on real human connections, rather than just relying on AI, can make a big difference in customer service. You’ll hear plenty of practical tips for growing your business in a sustainable way. If you’re a contractor looking to boost profits, run things more smoothly, and build strong relationships with your customers, this episode is packed with useful advice.

What you’ll hear in this episode:

• Importance of effective lead capture and management for roofing contractors
• Differences in marketing strategies between HVAC and roofing industries
• Significance of brand building and community involvement in marketing
• The role of traditional advertising channels (TV, billboards) in enhancing brand awareness
• Necessity of tracking key performance indicators (KPIs) for marketing effectiveness
• Impact of customer experience and trust on lead conversion and retention
• Evolving role of AI in marketing and customer interactions within the roofing industry
• Strategies for nurturing leads and maintaining customer relationships over time
• The challenges of marketing for multi-location roofing companies and the need for localized content
• Consistent processes in soliciting customer reviews and optimizing SEO

Resources:

Connect with Matt!

Bonedry.com

LinkedIn

matttyner@bonedry.com

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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.

Today, Dave Sullivan explores why having a solid business plan is essential for roofing contractors. He discusses the importance of knowing where your business is headed and the reasons behind your goals. He also talks about the key role financial statements and cash flow management play in running a successful business. Plus, he mentions a handy free resource—a "one-page business plan" that you can grab from his website. If you want to write a strong business plan, Dave will give you what you need to get it done, so tune in!

What you’ll hear in this episode:

• Importance of a well-rounded business plan for roofing contractors
• Understanding the destination and "why" behind the business
• Significance of financial statements and cash flow management
• Common pitfalls faced by contractors in financial management
• Development of a mentoring program for ongoing support and accountability
• Eight essential steps to building a solid business plan
• Importance of customer service and operational efficiency
• Introduction of a free resource: the "one-page business plan"
• Emphasis on tracking key performance indicators (KPIs)
• Planning for long-term goals and exit strategies in business

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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.

Today, host Dave Sullivan speaks with Chris Diroll from SMA Support to discuss the real-world challenges that roofing contractors face with CRM systems. They dive into some of the most common issues, like messy data entry, missed follow-ups, and swap tips on how to clean up your data, switch from one CRM to another, and automate your lead management. Chris really drives home how crucial it is to follow up quickly and communicate well, while Dave talks about why having someone dedicated to managing your CRM can make all the difference. Together, they share practical advice to help contractors get the most out of their CRMs, boost sales, strengthen customer relationships, and grow their businesses. Tune in!

What you’ll hear in this episode:

• Importance of Customer Relationship Management (CRM) systems for roofing contractors
• Common challenges contractors face with CRM tools
• The significance of proper CRM setup and data management for business growth
• Role of data migration and cleanup in optimizing CRM usage
• Benefits of human and automated phone answering services for lead capture
• Strategies for effective follow-up with leads and past customers
• Importance of maintaining clean and organized data within the CRM
• Utilizing CRM data to identify additional sales opportunities and improve marketing strategies
• The concept of "rehash" and its role in converting open leads into sales
• Recommendations for integrating various software tools to streamline workflows and enhance lead management

Resources:

Connect with Chris Diroll!

SMA Website

Book a Call!

To get a business process audit, click here.

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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.

In this episode of The Roofer Show, host Dave Sullivan is joined once again by Ryan Groth from Sales Transformation Group. They dive into how roofing contractors can actually make more money, not by just chasing after more leads, but by getting better at turning those leads into real jobs. Dave and Ryan chat about what it takes to build a strong sales team, why having a clear sales process matters, and how setting up accountability and clear KPIs can make a big difference. Ryan also shares some great tips for handling sales when business is slow, how to use technology to your advantage, and why fractional sales management might be worth considering. If you’re a contractor looking for practical ways to grow your business, run things more smoothly, and build a sales team that really performs, you’ll find plenty of useful advice in this episode.

What you’ll hear in this episode:

• Converting existing leads versus generating more leads for roofing contractors
• Strategies for building effective sales teams within roofing businesses
• The importance of implementing structured sales processes and accountability measures
• Utilizing technology and AI to enhance lead response and booking efficiency
• Having a consultative, question-based sales approach to improve customer engagement
• Tracking key performance indicators (KPIs) to measure sales effectiveness and drive accountability
• Role of referrals and self-generated leads in achieving higher conversion rates
• Planning and strategizing for slower sales seasons to maintain business momentum
• Necessity of creating systems that allow business owners to step back from daily operations
• Ongoing training and coaching for sales teams to foster growth and performance improvement

Resources:

Connect with Ryan Groth and the Sales Transformation Group

Website Book a Call!

Sales Athlete podcast

LinkedIn

YouTube

Connect with Dave!

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 → theroofershow.com/plan

Watch on YouTube

Subscribe for weekly tips and full episodes → @DaveSullivanRooferShow

Trusted & Vetted Sponsors

Ruby 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...