Building a successful roofing business from the ground up is a journey. Many roofing company owners start alone, wearing every hat from installer to sales rep to bookkeeper.
- But growing into a profitable, team-run business is not only possible—many have done it and shared insights to help others achieve the same.
- Here, we explore expert tips directly from successful roofing entrepreneurs and outline practical steps to help you scale sustainably.
Several of these tips are from roofers past 10 million including amazing Hook Agency clients Sam Stilley, Amstill Roofing and Dan Young, Young Construction.
1. Start with a Strong Foundation: Vision and Culture
Having a clear vision is the starting point for any successful business. For many in the roofing industry, this clarity only comes after trial and error. Austin Taylor, a roofing business owner, calls this step “the baby” stage: “Your business is like a baby—you have to think of what you want it to grow up to be, then make decisions that support that.”
It’s about defining your company’s purpose, culture, and goals before building out operations and hiring. Brian Farr advises, “Build mission and vision. Build HR systems, processes, and SOPs. Create training materials for each position.” Starting with a solid foundation allows for smoother growth and a clearer path for new hires, setting the business up for success from the start.
Why It Matters: Retaining Employees and Defining Direction
A study by Glassdoor found that company culture is a top reason employees stay with an organization. For roofing companies, a clear mission and supportive culture improve both employee retention and job satisfaction—an essential factor in a trade often known for high turnover.
2. Develop Systems and Document Your Processes
One of the most common tips from successful roofing entrepreneurs is the importance of creating Standard Operating Procedures (SOPs) and systems. Lisa Cimaroli emphasizes, “The faster you can get knowledge out of your head and into your team’s hands, the faster you can shift control and become more confident they are doing what you expect.”
Building SOPs helps to create a roadmap for each process, from lead generation to project completion. It’s the backbone of training, accountability, and scalability, ensuring new hires understand their roles and responsibilities.
Kevin Dickman explains, “Recording SOPs will lay the foundation for training future employees.” SOPs enable roofing companies to standardize operations, reduce errors, and ultimately provide a better customer experience. In fact, a study by McKinsey & Company found that standardized processes lead to a 33% increase in operational efficiency—an invaluable boost for any growing business.
3. Invest in Relationships and Prioritize Communication
One of the keys to sustainable growth is the focus on relationships. Benny Fisher stresses that relationships with customers and team members should be intentional and genuine. “Relationships matter. Real reviews matter. Don’t worry about the competition—the only competition is in your head.”
Prioritizing customer communication, prompt responses, and transparency builds trust and credibility. Brandon McCullough echoes this sentiment: “Answer your phone. Respond to people. Do what you say you’re going to do.” Reputation drives referrals, which remain one of the most effective and cost-efficient lead sources in the home services industry.
Statistics Back This Up
According to the 2019 State of Referral Marketing report, 86% of consumers trust referrals from people they know. By building a company culture focused on communication and integrity, roofing companies can tap into referrals as a sustainable growth driver.
4. Hire Strategically and Set Clear Expectations
Many roofing business owners mention the challenges of hiring and the importance of hiring intentionally. Sam Stilley, who grew his business from one employee to 46 in eight years, says, “Hired people to do things I wasn’t good at, built out systems, accepted things won’t be perfect always, budgeted, forecasted, and planned exactly.”
Hiring with purpose, rather than filling roles quickly, allows businesses to find team members who align with their culture and are ready to commit long-term. Shawn Hicks shares his journey: “Started with my daughter answering phones and pulling permits…then I hired my buddy to start selling. Gradually, I added people who shared my values and understood our company mission.”
Strategic hiring prevents the “revolving door” problem. According to the Work Institute, replacing an employee costs about 33% of their annual salary, so retaining quality hires is essential for minimizing costs and ensuring team stability.
5. Find Your Niche and Market Smartly
Success in the roofing business is not just about scaling up—it’s about finding the right type of growth. Andy Near mentions how he scaled his business by focusing on a profitable niche, rather than expanding in all directions. “What did it for me was finding a high-paying niche, learning how to market that roofing niche, and pricing it accordingly,” he explains. Near’s approach has allowed him to be more profitable with fewer employees, ultimately reducing operational complexities.
Marketing plays a huge role in this, and successful roofing companies often leverage both local SEO and customer relationships to stand out. Whether through building a strong online presence or cultivating referrals, defining a target market allows companies to position themselves uniquely, even in competitive areas.
6. Learn from Mentors and Join Peer Groups
The value of mentorship and peer support is echoed throughout the industry. Russell Cazeault advises new business owners to join peer groups, such as Prosult. “Forced growth and being too fixed on what you want everything to look like will frustrate you,” Cazeault warns. Mentorship allows business owners to gain perspectives from those who have already faced similar challenges and found successful solutions.
Mastermind groups and industry events provide business owners with networking opportunities, practical tips, and accountability. Studies by Harvard Business Review show that leaders who regularly engage with mentors or peer groups make better, more confident decisions—a crucial factor for any company undergoing growth.
7. Embrace a Growth Mindset and Adaptability
Running a successful roofing company requires adaptability and a willingness to learn. Daniel Young, who’s been in the business for over two decades, advises focusing on adapting during downturns as much as during growth spurts. “It’s not scaling up when times are good; it’s scaling down when they’re not good,” Young says. The roofing industry is cyclical, so understanding the market and having the flexibility to adjust operations is essential.
Many business owners recommend Traction by Gino Wickman as a foundational book for those looking to structure their growth and stay agile. Traction emphasizes the importance of measurable goals, accountability, and transparency, which help businesses thrive even in unpredictable markets.
Why Hook Agency Is the Right Partner for Roofing Businesses Looking to Grow
As you implement these strategies and build your roofing business, having a strong marketing foundation is essential. At Hook Agency, we specialize in creating marketing systems that roofing companies can rely on for consistent, qualified leads. Unlike door-knocking or other labor-intensive methods, our approach focuses on building your brand’s visibility and attracting clients who are actively searching for roofing services.
What Makes Hook Agency Different?
- Customized SEO and PPC Solutions: We understand that every roofing business is unique, so we create tailored SEO and PPC strategies that help you reach your specific target market.
- Proven Results and Transparent Processes: Our team uses a data-driven approach to help you grow sustainably. From SEO to paid advertising, we offer clear reporting and measurable outcomes.
- Customer-Centric Focus: Like the industry leaders quoted here, we prioritize communication and relationship-building. Our goal is to help you build a brand that clients trust and remember.
- Dedicated Support and Industry Knowledge: With years of experience in home services, our team knows what works for roofing companies. We’re committed to helping you achieve sustainable growth through marketing strategies that elevate your business.
Conclusion: Start Building Your Dream Roofing Business
Creating a successful roofing business isn’t just about the work you do on rooftops—it’s about having a vision, creating effective processes, building strong relationships, and constantly learning. By following these steps and partnering with experts like Hook Agency, you’ll be better equipped to build a roofing company that grows sustainably and becomes a trusted name in your community.
Let Hook Agency help you lay the groundwork for consistent leads and lasting success. Contact us today to learn how we can support your roofing business with custom marketing solutions that align with your goals.
