Let me be real with you for a second.
Most roofing companies don’t fail because they can’t sell roofs. They fail because the business behind the roofs is broken.
Every January, I talk to owners who did good revenue last year, but they’re exhausted, cash-tight, and frustrated because it doesn’t feel like success. If that sounds familiar, you’re not alone.
In 2026, the roofing companies that win aren’t the ones chasing more leads. They’re the ones fixing their systems, pricing, and cash flow.
Let’s talk about what actually matters.
If You Don’t Have Systems, Growth Will Hurt
I see this all the time.
An owner says, “We just need more sales.”
What they really mean is, “Everything breaks when volume goes up.”
If your business depends on:
- You being involved in every decision
- Jobs living in someone’s head instead of a system
- Constant fire-fighting
Member Spotlight
This month, we’re spotlighting Joey White of White Roofing for his intentional, behind-the-scenes work that’s setting his business up for long-term success.
Joey invested the time to clearly map out his entire process—from lead intake all the way through paid and closed jobs. He broke down each milestone, defined ownership across his team, and brought real clarity to how prospects and clients move through their funnel.
What stood out most was Joey’s commitment to structure. By outlining roles, responsibilities, and handoffs, we were able to build automated task types and role-specific forms that support accountability, streamline communication, and ensure the right data is captured for accurate job close-out reporting.
This wasn’t a one-and-done effort. Joey tackled the work step by step, making the build-out easier to visualize and execute—and more importantly, scalable as his company grows.
As he shared at the end of our time together, the process gave him even greater confidence heading into 2026. That kind of clarity and preparation is what separates busy companies from stable, sustainable ones. We’re proud to recognize the work you’re putting in, Joey.
Announcements
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The Academy's Spotlight
Should You Sell Your Roofing Business Now?
In this episode, I sit down with Claudio Vilas, a business broker who specializes in helping roofing contractors prepare, position, and sell their companies the right way. Before becoming the go-to expert in roofing business acquisitions, Claudio built and sold several of his own companies—and now helps others do the same.
Claudio shares what most contractors get wrong when it comes to building a sellable business—and how to start making changes today that increase the value of your company long-term.
We talk about why passion is non-negotiable, the importance of humility in leadership, and the mindset shift every entrepreneur must make if they want to build something that can run without them.
His advice? Lead with systems. Build with intention. Sell when the time is right.
Claudio also breaks down what buyers are really looking for, how to reverse-engineer a sale, and why every business owner—regardless of timeline—should prepare as if they might sell tomorrow.
If you’re a roofing contractor or entrepreneur looking to create long-term value, lead with excellence, and maybe even sell your company one day—this episode will give you the roadmap.
The Start Build Grow Show is all about helping business owners start, build, and grow their companies by sharing real stories from entrepreneurs in the contracting and roofing industries.
Do you have a story worth sharing? Or know someone whose journey could inspire others?
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We’re always looking for passionate leaders and innovative thinkers to join us on the show!
If You Don’t Track These 3 Numbers, Your Roofing Business Is At Risk
Most owners focus on revenue, but revenue alone doesn’t tell you if your business is healthy. In this month’s featured video, I break down the three numbers that actually determine whether your roofing company grows or collapses: gross profit, overhead, and net profit. These metrics show you how efficient your jobs are, what it costs to keep the doors open, and what’s truly left at the end of the month.
Early in my journey, I realized I wasn’t making bad decisions—I was making blind decisions. Once I started tracking these numbers consistently, everything changed. Suddenly the gaps were obvious, the fixes were clear, and I could steer the company instead of reacting to chaos.
In this video, I walk you through exactly what each number means, how often to measure them, and why reviewing them monthly gives you control over your business instead of letting it control you. These aren’t “nice to have” metrics—these are survival metrics.
If you’re unsure where your numbers really stand—or if you want clarity on how to improve them—this video is the perfect starting point. Watch it, apply it, and give your business the leadership it needs to win.
Industry News
As we move into 2026, the U.S. roofing industry stands at a pivotal moment. Roofing contractors are navigating a shifting landscape shaped by economic forces, workforce challenges, material cost pressures, and rapid technology adoption. Below is a breakdown of the key trends, opportunities, and challenges that roofing business owners need to understand heading into the year.
1. Roofing Demand Is Still there — But Cooling in Some Segments
One of the biggest stories from late 2025 into 2026 is that reroofing demand across North America showed signs of cooling, particularly in the third quarter of 2025. While long-term installation activity remains steady, some contractors reported a decline in customer inquiries compared to previous years, indicating softer momentum in parts of the market.
For contractors, this signals the importance of:
- Strengthening lead generation pipelines
- Diversifying residential and commercial work
Industry Events
1. International Roofing Expo (IRE)
Dates: January 20–22, 2026
Location: Las Vegas Convention Center
Pricing: Starting at $110
The International Roofing Expo returns January 20–22 in Las Vegas, bringing together residential and commercial roofing professionals, contractors, and industry innovators from across the country. As one of the largest roofing events in the world, IRE offers access to new products, hands-on demonstrations, expert-led training sessions, and unmatched networking opportunities.
Attendees can explore the latest advancements from top suppliers and gain practical, high-value insights through the expo floor, educational programming, and product showcases. Whether you’re looking to stay ahead of industry trends, sharpen your skills, or make meaningful connections, IRE delivers the tools and knowledge needed to grow your roofing business.
If you want to kick off the year with fresh ideas, cutting-edge resources, and industry-leading education, IRE 2026 is a must-attend event.
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