Broader horizons

When it comes to growing their businesses, roofing contractors have many paths to consider. Some businesses pursue organic growth driven by sales and referrals. Others seek to grow through mergers and acquisitions or by entering new markets. And some seek to grow their businesses by expanding the scope of products and services they offer.

The surge in home improvement projects during the global pandemic prompted many roofing contractors to consider adding services beyond roofing. The boost a roof system replacement brings to a home’s exterior can inspire customers to take additional steps in the home makeover process. Potential add-on home enhancements include solar technology, skylights, siding, gutters, windows, porch overhangs, masonry and more.

During a recent Owens Corning conference, three roofing contractors shared some lessons they learned as they expanded their offerings beyond roofing. Gene Judd, owner and president of NRCA member Bone Dry Roofing Inc., Indianapolis; Dana Logsdon, owner of Logsdon Roofing & Solar, El Cajon, Calif., based in the San Diego County area; and Greg Tittle, owner of Tittle Brothers Construction, Brownstown Township, Mich., participated in an Owens Corning panel discussion titled “More than a Roof.” Logsdon Roofing & Solar and Tittle Brothers Construction are not NRCA members.

Following are some key takeaways.

Lead with your reputation

A roofing business that has established a strong reputation in its market must diligently protect that reputation.

“If you don’t do a given trade every day, it’s hard to be good. You’ve got to be good at estimating, build a steady crew trained in the trade and know all the parts of offering that trade. It takes time and it’s important not to rush in before you’re ready,” Judd explains. “If we do a good job with roofing work, generally, owners will trust us to do other services. We strive to build a team and establish an infrastructure before we roll out other trades in a given market.”

Judd’s company has grown to 19 offices and offers nonroofing exterior services on a location-by-location basis. The company’s Indianapolis operation offers solar systems, gutters, insulation, masonry, siding, windows, painting and HVAC including roofing services. However, the essential service remains roofing.

New products can help a roofing contractor keep a competitive edge in his or her market.

Consider your market

The southern California market’s focus on energy conservation and its sunny climate have primed homeowners for solar solutions. So it makes sense solar roofing products are a popular option there.

But contractors also should consider what products and services are not being offered in their markets. Tittle’s business has carved out a niche in patio overhangs that has helped turn roof system replacements into exterior makeovers.

“There is not a lot of competition in our market for overhangs, and these projects tend to lead to new siding, trim and gutters so the whole exterior comes together,” he says.

Tittle’s team makes the decision to add services easy for the customer by providing financing. Some customers aren’t comfortable asking about financing, so Tittle’s team makes finance options part of the conversation.

“A lot of people are too proud to tell you they need financing, so we just talk about the options available as a part of the conversation,” he says.

In the Midwest, masonry chimneys are popular and have presented an add-on opportunity for Bone Dry Roofing. Masonry tuckpointing, installing brick and fixing cracked crowns all complement the company’s roofing services.

“Customers expect our roofs to be ‘bone dry,’ so it’s a pretty tough conversation if there is a leak because of a problem with tuckpointing,” Judd says. He says that beyond generating revenue, the masonry tuckpointing results in a better system for customers.

And, sometimes, expanding your market geographically can be an option.

“Winters are winters in the Midwest,” Judd continues. “If customers don’t want you on their roofs, they probably don’t want you popping out windows. That’s one reason we’ve opened some branches in Florida. We’ve got a 12-month season in Florida, and it helps offset the winter in our other locations. The commercial side of our business helps, too. Building owners typically don’t mind you being on their low-slope roof during the winter.”

Tap into strengths

There are many parts of a home that will need to be maintained or replaced over a home’s life. Logsdon’s company’s estimates and invoices make note of the various home improvement services available, reminding customers of all the services offered.

“If you’re not constantly reminding people of what you do for a living, you’re leaving yourself open to competition,” he says.

But even the most premium home improvement offering can easily fail if the right people are not on board and equipped with the skills and knowledge to support the new offering. Bone Dry Roofing brought in an experienced leader to support the addition of its masonry business.

“Our clients appreciate it when a salesperson shares they can bring in an expert to address a certain issue,” Judd says.

Logsdon advises: “Make sure you have the right people in place to grow a new part of the company. That’s the key: getting the right people in the right position to do a specialty.”

Although salespeople can be trained to discuss all products with homeowners, Tittle suggests identifying the strong suits of each team member.

“Find what salespeople are good at. Everyone wants to sell roofing because a roof system replacement can be a quick and easy sell,” he says. “But when team members understand they can make additional money because they’re selling more jobs, they’ll focus more on those areas.”

Every member of the team has a role to play when it comes to achieving success. Tittle invested in a large wheel that has become a central part of growth initiatives. All staff members have a chance to spin the wheel and win a prize.

“Everybody is pushing as a team to help us hit our goals,” he says.

Words of wisdom

Judd, Logsdon and Tittle emphasize the primary part of a business must be operating perfectly before efforts are made to expand to other trades. Deliberation and caution also are advised.

“Think through every part of the new offering; get the right people; and deliver the best experience,” Tittle advises.

Guarding against complacency can help spur growth, and new products can help a roofing contractor keep a competitive edge in his or her market.

“Your primary trade can become automatic, so be alert to what’s changing,” Logsdon says. “Always look at the younger generation, and watch what they’re doing to accelerate growth and stay open to new ideas.”

Judd sums it up: “I used to run fast and roof fast. What I’ve learned is to take my time and make sure good people and processes are in place before we bring in a new trade.”

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