08: Systems and Strategies for Roofing Company Success with Josh Henderson

Small Town Roofer

The roofing industry is one of the most essential aspects of construction and home improvement, riddled with challenges, opportunities, and continuous developments. As such, roofing businesses like Patriot Roofing & Exteriors play a crucial role in delivering quality services that meet the diverse needs of customers through strategic planning and a commitment to excellence.

I’m glad to be joined by Josh Henderson – owner of Patriot Roofing & Exteriors – in this episode where we tackle more about the roofing industry. Josh shares his valuable insights from his own experiences, shedding light on the strategies and systems that have contributed to the success of his company.

Snow removal techniques and safety precautions for roofs.

In the Pacific Northwest, particularly in regions like Spokane, North Idaho, and Coeur d'Alene, the weather can be quite erratic, ranging from snowy days with heavy snow loads to sudden temperature shifts. While winters can bring significant snowfall, summers are marked by the threat of wildfires and heavy smoke. Despite the occasional windstorms, the region is spared from hurricanes and tornadoes.

Preparing for the new roofing season in the northern states, especially during the harsh winter months, requires careful planning. While the weather can be unpredictable, with potential snowfall as early as October, roofing work often slows down significantly from December to February. However, proactive contractors anticipate this lull and plan accordingly. Some diversify their services, like offering snow removal to keep busy during the winter.

Snow removal involves specialized tools like roof rakes and shovels designed to safely clear snow without damaging the roof. It's a critical service, especially when heavy snow accumulation poses a risk of structural damage. Typically, snow removal becomes necessary when there's about two feet of snow on the roof, as excessive weight can lead to roof collapses. It's a challenging but essential aspect of roofing in regions with harsh winters.

The Arctic steamer, a revolutionary product in the roofing industry, stands out as a specialized power washer designed specifically for ice dam removal. Unlike traditional methods, this innovative tool produces steam, offering a more effective and efficient solution for tackling stubborn ice dams. This can prevent potential roof damage, making it a preferred option for both homeowners and insurance companies alike.

Roofing business and its early stages.

Josh's journey from a background in property management and finance to becoming a successful entrepreneur is nothing short of inspiring. Despite starting with minimal knowledge about roofing, he quickly realized the importance of customer service and salesmanship in the industry. His natural ability to connect with clients and close deals propelled him forward, leading to early success in roofing sales.

As Patriot Roofing & Exteriors continued to grow, his role evolved, eventually stepping into operations. Despite the challenges of navigating a new field, his dedication to learning and improvement never wavered. He immersed himself in podcasts and industry resources, mastering the intricacies of roofing operations and management. Through perseverance and hard work, Patriot Roofing & Exteriors has flourished under Josh's leadership, demonstrating the remarkable growth and success achievable through passion, dedication, and a commitment to excellence.

Business awards and their impact on credibility and authority.

Maintaining a successful roofing business requires a keen understanding of its operational and financial aspects. Despite the industry's unique challenges, running a roofing company is fundamentally no different from managing any other business. Just like in any industry, monitoring financials and establishing key performance indicators (KPIs) are crucial for success.

Despite limited experience, Josh took the leap and founded his own company, which has now thrived into its second year, surpassing seven-figure revenues. And recently, Josh received exciting news that his company was voted the number three top roofing firm in Spokane. This achievement not only validates their commitment to excellence but also reinforces their credibility and authority within the community.

Josh acknowledges the significance of such recognition, as it reflects the support and satisfaction of past customers, who played a crucial role in their success. He reminisces about his past experiences with winning awards, highlighting how community recognition not only boosts morale but also enhances the company's reputation.

Home shows, pricing, and competition.

Despite the focus on revenue, Josh highlights the importance of profitability, emphasizing the need for contractors to ensure they are making money. He shares how his business successfully navigated through three months without additional revenue, demonstrating its financial stability and resilience. Josh also underscores the importance of ensuring proper budgeting and preparation for future hiring needs.

Josh also shares his own experience with home shows, where despite booking numerous appointments, he found the competitive environment challenging due to the presence of multiple roofing companies offering low bids. Reflecting on this, he emphasizes the importance of reasonable pricing and suggests that home shows should limit the number of competing roofers to ensure a more equitable environment for contractors. Despite his mixed experience with home shows, he remains focused on finding effective marketing strategies to grow his business.

Using Facebook ads and giveaways to generate leads and increase followers.

With regard to future marketing efforts, Josh plans on focusing on driving traffic to their website through instant quote submissions via Roof Quote PRO. He explains how this approach not only captures potential customers' information but also allows for retargeting through Facebook and Google ads.

Also, Josh recounts past experiences where their business gained significant organic followers through charitable initiatives. By tying follower growth to donations for foster children's Christmas gifts, they were able to significantly expand their Facebook following. Similarly, a promotion offering a free roof for a veteran, which required liking and following their page for entry, also contributed to their community engagement efforts. Despite the challenges of promotional rules on Facebook, Josh emphasizes the value of genuine community involvement in growing their online presence.

Roofing business and labor force challenges.

Last year, Josh and his team had an idea to provide a roof for a deserving veteran using surplus shingles accumulated from job sites, particularly focusing on their popular Midnight Black color. Although their plans shifted towards assisting a foster family, they're keen to revive the veteran roofing project this year.

Josh also underscores the significance of community engagement and the positive impact it has on brand reputation and local goodwill. By actively participating in initiatives that benefit the community, such as providing roofs for veterans or supporting foster families, businesses can foster stronger connections and loyalty among customers and stakeholders.

Using softwares for roofing business, including Proline and CompanyCam.

Keeping up with technological advancements, Josh makes use of platforms like Roof Quote PRO, ProLine, and CompanyCam. He elaborates on how each tool contributes to the overall efficiency and effectiveness of the business operations, from lead generation to project management and customer relationship management.

He discusses how ProLine's CRM features have revolutionized their sales approach, enabling automated follow-ups and personalized communication with potential clients. By leveraging these tools, Josh's team can maintain a proactive and organized approach to customer engagement, ultimately leading to increased conversions and client satisfaction.

Moreover, Josh reflects on the financial impact of these technologies, emphasizing their cost-effectiveness and the significant return on investment they offer. He highlights the value of ProLine's automation capabilities in driving sales and streamlining administrative tasks, ultimately contributing to the bottom line of the business.

By intentionally introducing errors into the text messages, they were able to create a more authentic and engaging communication style, resulting in a significant uptick in responses. Despite occasional negative reactions, Josh emphasizes the overall effectiveness of their approach in driving customer engagement and conversions.

Business growth and sales strategies with a focus on commission-based compensation.

Josh touches on the shift to commission-based payroll for their sales team, highlighting the need to adapt their compensation structure to accommodate their growing workforce and align with industry standards. He highlights the importance of providing comprehensive training to ensure the team's success and mentions his intention to potentially bring in additional in-house labor to scale operations.

As regards their sales team's expansion, Josh outlines their hiring strategy, including the recruitment of a salesperson with a strong background in corporate sales. This new addition is tasked with spearheading growth in a specific market, leveraging their extensive sales experience to drive results.

The commission-based payroll system provides stability even during slower periods, with one successful sale often offsetting any debts accrued. While the system may seem complex, it offers security for the sales team. This approach ensures a culture of proactive engagement, where success is a shared goal, not just an individual pursuit.

Reflecting on past success, Josh emphasizes that such achievements require deliberate planning and strategy, not mere chance. He underscores the importance of setting clear goals, creating actionable plans, and remaining adaptable in the face of challenges.

Links and Resources:

Patriot Roofing and Exteriors

Rainstoppers Roofing