In this episode of the Mission Control Podcast, Mike Stearns sits down with Pete McKendrick, the Product Strategy Lead at Roofr, to break down the shifting landscape of the roofing industry as it enters 2026. Reflecting on a "stormless" 2025 that saw many contractors struggling with a lack of weather-driven sales, Pete emphasizes the critical need for robust internal systems and business diversification into services like siding and gutters to maintain profitability during down years. The conversation dives deep into the "high floor" strategy for 2026, touching on the rising costs of customer acquisition and the emerging influence of AI-powered search engines on homeowner behavior. Pete offers a powerful piece of leadership advice for the year ahead

Interested in learning more about Roofr? Get your first roof measurement report for free:

https://shorturl.at/quCQ5

Roofr:

Website: https://roofr.com/

Facebook: https://www.facebook.com/getroofr

Instagram: https://www.instagram.com/getroofr/

TikTok: https://www.tiktok.com/@getroofr

LinkedIn: https://www.linkedin.com/company/roofr/

YouTube: https://www.youtube.com/@UCkQY-QKisn1rQSLwVgPIydQ

Pete McKendrick:

Facebook: https://www.facebook.com/pete.mckendrick.7

LinkedIn: https://www.linkedin.com/in/pete-mckendrick-089079174/

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

Instagram: https://www.instagram.com/takeoffwithascend/

Follow Ascend Digital Agency:

Instagram: https://www.instagram.com/takeoffwithascend/

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

In this episode of the Mission Control podcast, Mike Stearns interviews Pancho Serrano, founder of Roofers Going Digital, about his journey from a corporate BMW role in Mexico to the U.S. roofing industry. Pancho details his transition into commercial roofing sales and the eventual launch of his agency, which focuses on a "three-pillar" LinkedIn strategy involving organic content, Sales Navigator prospecting, and targeted ads.

The conversation highlights the critical importance of building an authentic brand and maintaining "back to basics" fundamentals like networking and local community involvement to stay competitive as AI changes the digital landscape.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Pancho Serrano:

Facebook: https://www.facebook.com/pancho.serrano.731

Instagram: https://www.instagram.com/panchoserrano101/

TikTok: https://www.tiktok.com/@panchoserrano9

LinkedIn: https://www.linkedin.com/in/franciscoserranoroofingmarketing/

Roofers Going Digital:

Website: https://roofersgoingdigital.com/

Facebook: https://www.facebook.com/roofersgoingdigital/

Instagram: https://www.instagram.com/roofersgoingdigital/

X: https://x.com/roofersgoingdig

LinkedIn: https://www.linkedin.com/company/roofersgoingdigital/

TikTok: https://www.tiktok.com/@roofersgoingdigital?

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

Instagram: https://www.instagram.com/takeoffwithascend/

Follow Ascend Digital Agency:

Instagram: https://www.instagram.com/takeoffwithascend/

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87