This 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.

This 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 Learn

1. Why “gut feel” lies—and cash proves it
2. The real reason busy roofers still have no money
3. How to calculate true labor cost (labor burden)
4. Paid hours vs billable hours = labor utilization
5. Why labor overruns destroy profit faster than materials
6. How estimate vs actual fixes bad pricing
7. How to see which crews and job types make money
8. Two KPIs every roofer must track

00:00 – 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

Shiner Group: https://www.shinergroup.com

Free Labor Burden Calculator (on Leslie’s site)

Work 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...

As we head into 2026, many roofing contractors are rethinking how they build their business—focusing less on chaos and top-line growth, and more on profitability, structure, and long-term value.

In this episode, Dave Sullivan sits down with Tim Brown of Hook Agency, who’s doing something unexpected: launching his own roofing company, Owl Roofing. Dave walks Tim through the One-Page Business Plan framework to pressure-test the idea, clarify the strategy, and uncover the real challenges that come with starting a roofing business the right way.

This conversation goes far beyond marketing. Tim and Dave dig into storm work vs. retail, branding and positioning, financing-first selling, leadership depth, production risks, and what it really takes to build a roofing company that can grow without relying on the owner every day.

If you’re planning your 2026 strategy—or thinking about starting, scaling, or eventually stepping back from your business—this episode will sharpen your thinking fast.

What you’ll hear in this episode:

1. Why Tim Brown is launching Owl Roofing and what he hopes to build
2. Using the One-Page Business Plan to create clarity and direction
3. Storm work vs. retail roofing and how to think about the mix
4. Why being “five-mile-famous” beats spreading marketing thin
5. The two biggest homeowner complaints: communication and clean-up
6. Financing-first selling: why homeowners buy payments, not prices
7. Dave’s three-legged stool framework: Sell Work, Do Work, Keep Score
8. The real risks in roofing: hiring, production handoffs, insurance tightening, and cash flow
9. Building a business that creates options—sell it, step back, or keep it cash flowing

Resources mentioned:

1. Free One-Page Business Plan for Roofing Contractors → https://theroofercoach.com/resources
2. Roofing Success Audit → https://theroofercoach.com/resources
3. Hook Agency → https://hookagency.com

Trusted & Vetted Sponsors:

1. Ruby Receptionists – US-based professionals who answer your phones live, create a great first impression, and tee up the sale so you can focus on running your business.
2. Get $150 off your first month → https://theroofercoach.com/ruby
3. ProLine – The roofing CRM that sells more jobs and helps you make it home for dinner. Automate follow-up, quoting, and...

As we head into 2026, 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.

If homeowners can’t find you on Google, you don’t exist.

In this episode, I sit down with local SEO expert Dima Sobovoy to break down how roofing contractors can win more jobs by showing up where it matters most, Google Maps and local search.

We talk about why many roofing websites and SEO campaigns fail, what Google actually looks for when ranking local contractors, and how simple changes can dramatically improve visibility without chasing gimmicks or shortcuts.

This episode is about building a strong local presence that consistently generates qualified leads, not just clicks.

Local SEO isn’t optional for roofing contractors; it’s foundational.

In this episode, Dave Sullivan talks with Dima Sobovoy about what actually drives local rankings for roofers and home service businesses. They break down the common mistakes contractors make with SEO, why “set it and forget it” marketing doesn’t work, and how Google Maps has become one of the most powerful lead sources in local markets.

Dima explains the importance of Google Business Profiles, reviews, proximity, relevance, and consistency, and how contractors can improve their local presence without massive ad budgets. The conversation also covers how SEO fits into a broader business system, so leads don’t go to waste once the phone starts ringing.

If you want more inbound leads from homeowners actively searching for a roofer in your area, this episode lays out the fundamentals you need to understand.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant as contractors plan for 2026.

Original episode: https://theroofershow.com/418

What you’ll hear in this episode:

1. Google Maps visibility is critical for roofing contractors
2. Local SEO drives higher-intent leads than many paid ads
3. Google Business Profiles must be actively managed, not ignored
4. Reviews, consistency, and relevance matter more than tricks
5. SEO only works when paired with strong follow-up systems
6. Long-term local visibility beats short-term marketing hacks

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 →

As contractors move through 2025 and begin planning for 2026, many are rethinking the type of work they want to focus on. Residential, commercial, storm work, or a mix of everything — each path comes with tradeoffs that aren’t always obvious. In this episode, Dave walks through the real pros and cons of residential and commercial roofing and explains how to make strategic decisions that reduce chaos and improve profitability.

One of the biggest decisions roofing contractors wrestle with is whether to focus on residential, commercial, or try to do both.

In this episode, I break down the real differences between residential and commercial roofing, the hidden challenges of each, and why trying to do everything often leads to confusion, thin margins, and burnout.

This isn’t about which is “better.”

It’s about choosing the right lane for your business, your goals, and your lifestyle — and building systems that actually support it.

Many roofing contractors believe that doing both residential and commercial work will diversify risk and increase profits — but in reality, it often creates complexity, cash flow problems, and operational strain.

In this episode, Dave Sullivan walks through the pros and cons of residential vs. commercial roofing based on decades of real-world experience. He explains how sales cycles, margins, staffing, systems, and customer expectations differ between the two — and why contractors often underestimate what it takes to run both successfully.

Dave also introduces the idea of focus as a growth strategy, explaining how specialization can improve marketing, operations, profitability, and even business value. The goal isn’t to limit opportunity, it’s to build a business that runs cleanly, predictably, and profitably without constant firefighting.

If you’ve ever felt torn between chasing bigger commercial jobs or sticking with residential work, this episode will help you make a clearer, more confident decision.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant as contractors plan for 2026.

Original episode: https://theroofershow.com/417

What you’ll hear in this episode:

1. Residential and commercial roofing require very different systems
2. Trying to do both often increases complexity and stress
3. Focus leads to better margins and stronger execution
4. Cash flow and sales cycles differ dramatically between markets
5. Specialization improves marketing clarity and positioning
6. The right choice depends on your goals, not industry hype

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

As we close out the year and plan for 2025, many roofing contractors are thinking about profitability, freedom, and the long-term value of the business they’re building. Too often, owners stay busy without understanding what actually makes a roofing company valuable. In this episode, Dave breaks down what creates real business value, why systems and profit matter more than revenue alone, and how thinking like an owner changes everything.

This episode is a replay of a previously published episode of The Roofer Show. We’re bringing it back because the message is especially relevant heading into 2025.

Original episode: https://theroofershow.com/416

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

Most roofing contractors don’t have a marketing problem — they have a clarity problem.

In this episode, I break down the biggest red flags I see when contractors say, “My marketing isn’t working.” We talk about why spending more money won’t fix a broken system, how to spot underperforming vendors, and which KPIs actually matter if you want profitable growth.

If you’re heading into 2026 without a clear plan, clean numbers, and accountability around your marketing spend, this episode will help you reset, refocus, and stop guessing.

Roofing marketing is full of noise, promises, and shiny tactics — but very little accountability.

In this episode, Dave Sullivan pulls back the curtain on what’s really happening behind the scenes in many roofing companies’ marketing efforts. He explains why contractors often feel frustrated with agencies, SEO providers, and lead vendors, and how the real issue usually isn’t marketing — it’s the lack of clear goals, tracking, and ownership.

Dave walks through the most common marketing red flags, including:

• Not knowing your true cost per lead or cost per sale
• No connection between marketing spend and financial results
• Relying on “activity” instead of performance
• Making decisions based on emotion instead of numbers

The conversation shifts into what contractors should be tracking, including the KPIs that tie marketing directly to sales, production, and profitability. Dave also explains why marketing must be built on a solid operational foundation — because leads don’t fix broken systems.

This episode is especially valuable for contractors planning ahead for 2026 who want fewer surprises, better margins, and marketing that actually supports a profitable business.

• Marketing problems are usually business clarity problems
• If you don’t know your numbers, marketing will always feel broken
• Cost per lead means nothing without cost per sale
• Systems and follow-up matter more than lead volume
• Marketing should support profit, not just growth
• Clear KPIs create better decisions and less stress

00:00 – Introduction to Roofing Marketing Reality

05:42 – Common Marketing Red Flags Contractors Miss

12:18 – Why “More Leads” Isn’t the Answer

19:07 – KPIs That Actually Matter in Roofing

27:34 – Connecting Marketing to Sales and Profit

35:10 – Why Broken Systems Kill Good Marketing

44:02 – Planning Smarter for 2026

52:41 – Final Thoughts on Marketing Clarity

https://theroofercoach.com

https://theroofercoach.com/resources

https://smasupport.us

https://useproline.com

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

For a long time, I thought bigger was always better.

More revenue. More locations. More chaos.

In this episode, I explain why I intentionally walked away from a $100M roofing goal — and why building a focused, profitable $10M lifestyle business turned out to be the smarter move.

This isn’t an anti-growth conversation. It’s about intentional growth, profit, freedom, and building a business that actually supports your life instead of consuming it.

In the roofing industry, growth is often treated as the ultimate scoreboard — but revenue alone doesn’t equal success.

In this episode, Dave Sullivan shares the real story behind walking away from an aggressive $100M growth target and choosing to build a highly profitable, well-run $10M roofing business instead. He breaks down the hidden costs of chasing scale too early, including stress, operational breakdowns, thin margins, and losing control of your time.

Dave explains why many contractors feel trapped despite strong sales numbers, and how growth without systems, leadership, and financial clarity often leads to burnout rather than freedom. The conversation focuses on aligning business goals with personal goals — something most contractors never stop to consider.

This episode challenges the idea that “bigger is always better” and offers a different framework: build a business that’s profitable, stable, and capable of running without you at the center.

If you’ve ever questioned whether your current growth path is actually worth it, this episode will help you think differently.

• Revenue alone is not a measure of success
• Growth without systems creates stress, not freedom
• Profit and control matter more than top-line numbers
• Lifestyle goals should drive business decisions
• A smaller, well-run business can be far more valuable
• Intentional growth beats uncontrolled expansion

00:00 – Introduction

04:32 – The $100M Goal and Why It Looked Attractive

10:18 – The Hidden Cost of Scaling Too Fast

18:44 – What Contractors Don’t See About Big Growth

26:11 – Redefining Success in Roofing

34:27 – Building a Lifestyle Business on Purpose

42:06 – Profit, Control, and Freedom

49:55 – Final Thoughts on Intentional Growth

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources

Scaling a roofing business isn’t about working harder — it’s about building the right foundation.

In this episode, I sit down with a roofing contractor who successfully scaled his business in just three years by focusing on technology, company culture, and systems, instead of chasing chaos or volume.

We talk about what actually drives sustainable growth, how to avoid common scaling mistakes, and why leadership and structure matter more than leads.

Most roofing contractors want to scale, but very few do it without breaking their business in the process.

In this episode, Dave Sullivan talks with a roofing contractor who scaled his company in just three years by focusing on the fundamentals: the right technology, a strong company culture, and repeatable systems. Instead of chasing every opportunity or growing too fast, this business focused on clarity, accountability, and building a team that could execute consistently.

The conversation covers how technology can support — not replace — good leadership, why culture becomes more important as a business grows, and how systems create consistency across sales, production, and customer experience.

Dave also breaks down common scaling traps that cause contractors to stall or burn out, including hiring too fast, skipping financial discipline, and trying to grow without structure.

This episode is a practical look at what sustainable growth actually looks like in the roofing industry.

• Sustainable growth starts with systems, not speed
• Technology supports leadership — it doesn’t replace it
• Culture drives accountability and performance
• Clear processes reduce chaos as a business scales
• Scaling without structure leads to burnout
• Strong foundations create repeatable results

00:00 – Introduction

05:11 – The First 3 Years of Growth

12:44 – The Role of Technology in Scaling

21:08 – Building and Protecting Company Culture

29:36 – Systems That Support Growth

37:54 – Leadership Challenges During Expansion

46:02 – Lessons Learned From Scaling

54:31 – Final Thoughts on Sustainable Growth

https://theroofercoach.com

https://theroofercoach.com/resources

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources