How to Get Into Commercial Roofing: Advice From Roofers Who Made the Jump

Every residential roofer eventually looks at a big flat roof on a strip mall and thinks, “Why not us?”

I asked my Facebook feed: If I was trying to get into commercial roofing, who’s the person who can simplify it and is a great communicator? I said IF. We put in a couple of commercial bids at Owl Roofing this year, but I wanted to hear from people who’ve lived it.

Ninety-plus comments later, I got two things: a clear short list of who to learn from, and a pile of hard-won warnings. Here’s all of it.

Why commercial roofing is a different business

Commercial looks like residential with bigger numbers. It isn’t. The buyer is different, the sales cycle is longer, the systems are different (TPO, EPDM, mod bit, coatings), and the money moves slower. The roofers in this thread were clear: go in with your eyes open.

Who to learn from: the names that kept coming up

Two names dominated the thread. Each got more than ten separate recommendations.

• Paul Reed and the Commercial Roofing Academy. Called “the OG of roofing” and “the Big Daddy of ’em all.” Paul co-founded the academy, and several commenters had taken its class.
• Cody Kline of CommercialRoofer.com. “The best out there right now” and “a good dude” came up again and again.
• Sean Moriarty of Executive Roof Coach. One roofer said simply, “Sean Moriarty is our commercial coach.”
• Jason Burg and Matt Spanton also got multiple tags from roofers who’ve worked with them.

I transitioned from residential to commercial about 7 years ago and it’s a learning curve. If you’re looking for a formal class and education, Paul Reed and Kimberly Michelle Reed teach CRA and that class is amazing. I highly recommend it!

Aaron Haddock

Thanks for the recommendation and trust. While I could certainly help, in this case I’d recommend Paul Reed and the Commercial Roofing Academy as well.

Jim Johnson

When a coach who got tagged points you to someone else, pay attention.

Ask yourself: which kind of commercial?

Before you pick a teacher, pick a lane. Several commenters fired the question right back at me.

There are a handful of really good commercial coaches, but the layered question is what areas of commercial do you want to learn?

Jason Burg

He’s right. Re-roofs, insurance losses, new construction, maintenance and repair, coatings and restoration, multifamily. Each one has different buyers and different math. Insurance-driven re-roofs on retail buildings are a different world from bidding new construction through general contractors.

The cash flow trap

Commercial work is cool but it’s a cash flow suck and margins are considerably lower and also dictated by market conditions. Usually it’s low bidder on most stuff. If you get in the right places you can find great customers, and those are MONEY. Pay down payments, pay upon completion. Great marketing makes you look legit on a big project.

Miguel Chavez

Be very, very careful! I know you said if, but I’ve seen some very, very good residential companies go broke dabbling in the commercial world. It’s a very competitive and complex business that must be treated with white gloves, especially when you get into NDLs and manufacturer spec jobs. Do your math. One small mistake can cause huge headaches and revenue losses.

Bradford Roofing Supply

When your supplier warns you, listen. They see who pays and who doesn’t.

How to actually learn the trade

Join the NRCA and start attending seminars to get yourself familiar with systems. Better yet, go work for a commercial roofer in sales or as an office helper. Show a willingness to spend time in the field with different crews.

Cris Bodine

Go ask your supplier for their flat rep and become their best friend. Or make them your production manager’s new best friend.

Ricky Delmedico

I’ve been in commercial flat roofing for 29 years and I’m still going, from TPO to torch down. Take steps and know your playground before you play.

Bobby Atkinson

A 70-year-old retired union roofer added a long, detailed breakdown of single-ply, EPDM and modified systems, penetrations, drainage and cold-weather adhesives. His one-line summary is worth framing: a little bit of knowledge is a dangerous thing.

Run it like a commercial company

Know your flat roofing products. Know your local building codes. They’re just larger jobs, and it’s really not that difficult. Hire a safety compliance manager in-house. Have proper safety manuals. Have detailed material and debris staging areas with rental fencing. Have quarterly check-ins with your insurance agent on workers’ comp and liability.

Most people try to do the Costco effect with lower pricing. In fact, your premiums are based on total revenue, which means you sometimes need larger margins on jobs.

And for the love of God, do not subcontract. In-house and pay hourly.

Eric Richardson

Understand it’s a different game and scoreboard. Relationships are what matter, and jobs are not won when the problem surfaces or when the bid goes out. They’re won way before that.

You’ll need systems and training. Systems are the processes that are duplicated and scalable, not dependent on one superstar who can make it rain. That will only get you so far, and your capacity will max out at the hours in the day.

Great people are nearly impossible to find in this industry unless you grow them organically, and your commercial relationships will fade if you can’t grow with your customer.

Chad Westbrook, Co-founder, Service Alignment

Don’t outgrow yourself

I’m not discouraging you from anything, but master one thing at a time. Otherwise you can outgrow yourself and cause a lot of problems. Baby steps make the money. Do what you know now and slowly integrate.

Derick E Hihn

Don’t wait. Step into the game right away. Every day that goes by is another opportunity to capture it.

Tyler Weyer

Both are right, for different companies. If your residential machine is humming and your cash is strong, start now with a narrow lane. If you’re still fixing your residential ops, fix those first. Commercial magnifies every crack.

The funny answers

The person you want is someone who dropped out of high school, is a HAAG-certified commercial roof inspector and has toddlers.

Howard Hudson

He asked for help in commercial roofing, not aggressive male hugging, or as you like to call it, jiu jitsu.

Cody Brasher

Takeaways: how to get into commercial roofing

1. Pick a lane first. Re-roof, insurance, maintenance, coatings or new construction. Don’t try to learn all of it at once.
2. Get real training. The Commercial Roofing Academy and Cody Kline were the thread’s clear favorites. NRCA seminars and a flat-roof rep at your supplier are free ways to start.
3. Protect your cash. Expect low-bid pressure and slow payments. Structure deposits and progress payments, and price in your higher insurance costs.
4. Build relationships before the bid. Property managers and facility directors buy from people they already trust.
5. Run it in-house and safe. Safety manager, safety manuals, staging plans and regular insurance check-ins.
6. Look legit. A commercial page on your site, real project photos and case studies make you credible on a six-figure job.

Thinking about adding commercial to your roofing company? Start with one lane, one teacher and one profitable job. Then do it again.