The Roofr Report

Join our host Pete McKendrick as we bring on seasoned guests with hands-on experience to offer their insight on topics like roofing, technology, and entrepreneurship. Brought to you by roofr.com.

The Roofr Report is a business podcast hosted by Unknown Host, with 62 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Unknown Host hosts The Roofr Report, a business show with 62 episodes published.

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  Episode #12

  Referral Partners and the New Rules of Marketing (with Michael Stearns)

  Aug 16, 202647 minS5

  What if your best referral partner isn't a past customer at all, but your pool guy? That's one of the plays Michael Stearns of Ascend brings to Pete in this episode. Michael runs a marketing agency built around custom websites, SEO/AEO/GEO, and Google Ads for roofers. He doesn't sugarcoat where most contractors go wrong: chasing lead volume instead of understanding what it actually costs to land a customer. Michael breaks down the difference between "tag team trades" (HVAC, plumbing, landscapers) and "power partners" (real estate agents, property managers, insurance agents) — and why the second group can feed you leads before a homeowner even knows they need a roof. He also gets into how AI search is changing what "ranking on page one" even means, and why the roofers showing up in ChatGPT results are the ones getting cited as trusted sources, not just optimizing for keywords. In this episode: Why cost per acquired customer matters more than raw lead count Tag team trades vs. power partners — the referral network most roofers ignore Using real estate agents and property managers as a built-in lead source How to actually show up when homeowners search on ChatGPT, not just Google A simple system for batching a month of social content in 90 minutes Where the roofing industry is headed after a slow start to the season

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  Episode #11

  60 Billboards & Zero Middlemen: How Ken Conrad Built a $20M Roofing Company

  Jul 31, 202636 minS5

  Ken Conrad didn't grow up dreaming about roofing. He dropped out in the 10th grade, never got a GED, and spent his early twenties getting doors slammed in his face in Oklahoma City. 18 years later, he's running one of Tulsa's biggest roofing companies — projecting $20-21M this year, in a market with 8,000-10,000 roofers all competing for the same jobs. His approach? Cut out every middleman he can find. Conrad's Roofing private-labels its own nails, felt, sealants, and pipe boots. And they're currently designing their own shingle. Add 60 billboards driving 40-50% of his calls, a "Roof Now, Pay Later" strategy to move homeowners off insurance and onto cash, and a customer experience philosophy borrowed straight from Disney World, and you've got a company that looks nothing like its competitors, on purpose. This one's for any roofer who's tired of competing on price, chasing insurance checks, or waiting on a distributor to tell them what they can and can't do. In This Episode: • Why the name "Affordable Roofing" became a liability • "Roof Now, Pay Later" strategy to move homeowners off insurance • Vertical integration and private-labeling your own materials • Billboard strategy that doubled revenue overnight • The most integral hire Ken ever made (hint: it's his wife) • Ken's "Disney World" philosophy on customer experience • Advice for anyone starting out in roofing today

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  Episode #10

  Roof Coatings First: How Salus Exteriors Broke Into Commercial (with Juan Rodriguez)

  Jul 15, 202644 minS5

  Sallas Exteriors didn't jump into commercial roofing headfirst. They started with roof coatings. And it changed everything. Based out of Houston, Juan Rodriguez and his team launched in early 2024 as a residential outfit. Commercial was always part of the five-year plan. They just got there a lot faster than expected. How? Roof coatings. Acrylic, silicone, and a local manufacturer relationship that meant materials showed up when they needed them, not weeks later. That low-risk entry point taught the crew how to evaluate a roof, understand NDL warranties, and eventually graduate into TPO and modified bitumen. Now they're chasing high-rise and mid-rise multifamily work, still lean, still small, and still winning against companies ten times their size. This one's for any residential roofer eyeing the commercial side and wondering where to even start. In This Episode: • Why roof coatings are the lowest-risk way into commercial work • Acrylic vs. silicone — and when to use which • How manufacturer partnerships (and NDL warranties) win jobs • The cost of underestimating material and labor on commercial bids • Why referral partners matter more in commercial than residential • Competing with commercial companies while staying lean

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  Episode #9

  Changing the Game: 95% Retail Jobs, 100% W2 Employees (with Quintin Wilsford)

  Jun 30, 202633 minS5

  E.N.G. Roofing is changing the game. Based out of Waller, TX, Quintin Wilsford and his team are flipping the script on how a roofing company operates. We're talking W2 employees across the board (yes, even the door knockers), hourly pay + commission, and a marketing machine that spans TikTok, LinkedIn, TV commercials, and 1.5M-follower local media partnerships. In just a few months, E.N.G. has grown from ~8 employees to 50+, hit nearly $400K in roofs in a single month — almost entirely retail — and are gunning for $10M this year. This isn't your average roofer story. In This Episode: • How to build a W2 team that sticks around • Winning in a saturated market • Why retail-first beats storm chasing • A multi-platform marketing playbook • Diversification done right

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  Episode #8

  Repairs, Not Re-Roofs: The Strategy That Built a $2M Business (with Michael Hill)

  May 31, 202642 minS5

  What if scaling back was actually the smartest move you could make for your business and your life? That was certainly the case for Michael Hill of Boise Roof Repair — a former insurance claims adjuster who walked away from corporate life in 2020 to build a lean, profitable roofing business on his own terms. Michael shares how he carved out a niche in a retail-only market by focusing almost entirely on repairs, and how that strategy created an unplanned (and powerful) long game with customers. Michael also digs into the tools that keep his one-man operation running smoothly, including how a $150/month virtual office changed everything, and how Roofr's automations replaced a patchwork of four different software programs. In this episode: How to play the long game with a repair-first roofing business Why scaling hurt Michael's profits — and what he did about it The power of a virtual office for solo operators (for just $150/month) Using Roofr as a full CRM, from measurements to invoicing Big goals, like Michael building a legacy for his kids

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