10 Ways to Make the Most of Every Roofing Lead

After Danny McLaughlin became the president and CEO of Scro's Roofing Company in 2011, he looked for new ways to scale the business—and he was successful in doing so. "It was on my heart for a long time to be successful but not to stop at success," says McLaughlin. "I wanted to teach others how we got here." Now, he's giving back to the roofing industry by providing mentorship to fellow roofers. Securing a Strong Foundation When Scro's Roofing started in 1996, Hurricane Fran had just caused massive destruction across the Carolinas. "A lot of storm chasers were taking advantage, charging $1,500 to tarp a house," says McLaughin. "Our hearts were to help the community. By tarping roofs for $300, we made a name for ourselves—in the Raleigh community and with real estate agents—as honest and trustworthy." That values-driven approach to business has been the foundation of the company since day one. With decades of roofing experience under his belt, McLaughlin coaches other contractors by volunteering his time and knowledge to help others strengthen their roofing businesses. The Secrets to Success McLaughlin shares his secrets to success openly, on two conditions: pay it forward and don't take advantage of anyone or their kindness. With the "one person helps the next" approach, McLaughlin is fostering a growing network of contractors who implement positive change in the industry. And that's the kind of change that he would like to see more of: addressing the stigma around contractors so that consumers feel comfortable hiring them for their roofing projects. McLaughlin's informal mentorship network began as a result of his local, in-person bible study with 12 of his biggest competitors. After bible study, the group would talk about roofing and share tips for improvement. As he began sharing educational videos on his Facebook and YouTube channels, people began to reach out to him via social media. "Soon, roofing companies from across the country were contacting me," he says. "Now, I meet with contractors from all over, and they ask questions about how to navigate problems in their company or how to set up their CRM. I teach them how to delegate. I show them what we did." Lifting the Industry One success story comes from a roofing company operating in an area neighboring Scro's home base of Raleigh, North Carolina. "In 1.5 years, we've taken this owner and his company from being GAF-certified with a gross revenue of $1 million to being GAF Master Elite certified with a gross revenue of $3 million," says McLaughlin. GAF also provides resources to support Scro's Roofing success. He credits his faith, regional director Noreen Spuhler, and GAF for the success of his company. "Noreen encouraged us to get into insurance work when I first took over at Scro's. I expressed concern, but she said, 'Don't worry about out-of-state storm chasers. I can teach you how to do insurance work, and you'll be unstoppable.'" Now, insurance work makes up 80% of Scro's business, and McLaughlin freely teaches other contractors how to get started in insurance like he did. When he meets contractors who are just beginning their business, McLaughlin encourages them to focus on people first. Putting people first requires recognizing that there's room for competition. Making a Path for Better Business It's never too late to turn around a faltering business or off-track practices. By sharing his real-life work experiences, McLaughlin hopes to help new or struggling business owners shape their companies and their employees. "I don't have to change the world, but if I can shift one perspective, that matters," he says. "I want to do everything I can to pour truthful and great information out so that others might run their companies in a similar fashion." In addition to the charity work the company provides to the greater Raleigh community, McLaughlin currently dedicates 20–25 hours per week to speaking with contractors one on one and creating educational videos for Facebook and the Scro's Roofing Company YouTube channel. His goal in coaching other contractors free of charge and building an informal mentorship network is to carry forward a message of honesty and doing right. Ready to grow your business with the right tools, materials, and training? Get there with GAF.

When Chad Muth founded Muth & Company Roofing 30 years ago, he had no way of knowing that a service and maintenance program would be one of the keys to his business success. What he did know was that if he was devoted, honest, and had integrity, he could be successful within the roofing industry—and he was right. Muth & Company Roofing is a GAF-certified Master Elite roofing contractor* with an extensive residential roofing division based in Columbus, Ohio. During GAF's annual WealthBuilder Conference that brings contractors together for idea sharing and business building, Muth was able to take an idea and turn it into a million-dollar-plus revenue stream. Maintenance Plans Lead to Additional Work In a recent Real Talk episode, Muth shared the story of his success. He explained that while attending WealthBuilder, he spent time talking to commercial roofing contractors about how their maintenance programs lead to repeat business each year and eventually reroofs. A contractor from Oregon shared that he provided a maintenance program for wood shake roofs that included algae removal and inspections each year. After speaking with these other contractors, Muth decided that his customers and community could benefit from a maintenance program as well. "There were so many issues that our repair department found that could have been prevented," says Muth. Muth says it's an easy sell when you arrive to repair a leak and educate the homeowner that with a regular maintenance plan, this leak most likely could have been prevented. An "Oil Change" for Your Roof Muth and his team at Muth & Company Roofing like to refer to this maintenance as an "oil change" for your roof. "We pound all the loose nails, we caulk and seal all the flashing details, we paint everything, and then we give a detailed report," he says. They also clean the gutters and do an attic inspection, making sure baffles and intakes are correct and that bathroom fans are vented outside, not in the attic. Muth also says that he's seeing the roof life being extended anywhere from three to seven years for homeowners who take advantage of the maintenance program, which his company calls an extended service plan (ESP). One of Muth & Company Roofing's ESP customers had been in the program for about five years when they began to experience some deterioration that indicated it was time to get a new roof. After showing the owner photos of the issues and providing an estimate for a new roof, they signed without hesitation. "A five-year care and maintenance plan, which developed the relationship, turned into a just shy of $15,000 roof five years later," shares Muth. "What we've found is a way to keep in contact with the customer, reach out to them every single year, extend the life of their roof, and catch problems before they have them. It's just been absolutely amazing for us." Service after the Sale Muth has found success in selling his ESP plan to his new roof customers as well. While 99% of the roofs he installs come with a GAF Golden Pledge Warranty, the roof is still subject to the elements and can benefit from inspections and maintenance. Muth adds an addendum at the bottom of the contract that allows the homeowner the option to purchase a five-year ESP for $875, which starts during the second year of the roof's lifespan and is paid for at the time of the roof purchase. He likens it to regular vehicle maintenance when purchasing a new car. Being in the neighborhood has been good for word-of-mouth referrals as well. Muth says that neighbors will see their trucks and their crew and ask the homeowner why the roofing company was there—especially since the roof was recently replaced. They tell them about the program, leading to more potential inquiries. Training Opportunities Muth said that the program has added benefits for his company, especially when it comes to training new hires. "We put a lot of new guys with some of our seniors to go out and do the maintenance, because one of the best ways to teach a guy to roof is to show him the problems," says Muth. Adding the maintenance program has been one of the best boosters for Muth's business. "We get training out of it, we get repeat customers out of it, we get to build our reputation," he says. "It's been amazing, because it's allowed our company to grow in every single aspect." If you're inspired by Muth & Company Roofing's story and ready to find ways to grow your business, be sure to take advantage of the resources that GAF has to offer at gaf.com/getthere. You'll get access to exclusive tools and benefits that can help your roofing company grow and succeed. *Contractors enrolled in GAF certification programs are not employees or agents of GAF, and GAF does not control or otherwise supervise these independent businesses. Contractors may receive benefits, such as loyalty rewards points and discounts on marketing tools from GAF for participating in the program and offering GAF enhanced warranties, which require the use of a minimum amount of GAF products.

From his original dream of traveling the world on missions as a priest, to coming to the United States at the age of 22 and working in the horse and restaurant industries, Luis Velasquez truly understands the value of hard work. All of these experiences have helped him to discover his passion for entrepreneurship—and eventually led Velasquez to a career in roofing. His company, Dynamic Restoration, has built a large operation serving greater Kentucky. Velasquez himself has become an invaluable resource for fellow Latino contractors who are looking to start their own roofing businesses. Embracing Entrepreneurship Born in Cubarral, Colombia, Velasquez came to the United States more than two decades ago, living in Wisconsin, Florida, and Tennessee before finally coming to Kentucky. He worked his way up from washing dishes to opening four restaurants—one of which had a regular customer employed in the roofing industry. Velasquez's conversations with this customer and his friends piqued his interest, and he began doing more research on the roofing industry. Velasquez then decided to take the leap and start his own roofing company. He launched Dynamic Roofing in 2008, while he was still working in the restaurant business. "The restaurant business is very time-consuming, so I looked for other opportunities," he says. Over three years, Velasquez built his business before eventually closing Dynamic Roofing and opening Dynamic Restoration to expand the services he offered. A huge hail storm had hit the following year, and the coincidental timing enabled Velasquez to begin learning about insurance claims and sales processes. "Prior to 2012, our company mostly was being subcontracted by other companies. We had not been generating our own business," he says. "In 2012, we learned what it meant to knock on doors, advertise, and network to gain customers. That same year, we obtained two salesmen and had a small team of part-time telemarketers. That was our start in sales." Overcoming Fear and Building a Legacy Nearly 10 years later, Dynamic Restoration continues to grow. The company offers a range of residential and commercial roofing services and is now a full-service home improvement and construction company. Dynamic Restoration currently has seven offices, 11 office staff, 13 sales representatives, and several subcontractors. Velasquez has also expanded the business into labor contracting, real estate development, and graphic design and promotions company. In 2014, Velasquez's wife left her job to work full time with the company. She now serves as Dynamic Restoration's vice president. According to Velasquez, all of this wouldn't have been possible if he had succumbed to the typical fears people have about entrepreneurship. He says it would have been easier for him to remain a subcontractor—but learning sales and establishing a business has allowed him to make his own way. "Sometimes our friends, family, and community will tell us, 'Stick with what you know. You're safe. You can feed your family. You can pay your rent. You can do everything,'" Velasquez says. "But if you face that fear and take it by the hand, you can do greater things. Walk hand in hand with fear, but don't quit if you are afraid." Inspiring and Training Latino Contractors Velasquez has brought this same spirit to his work training Latino contractors. He's launched a new business, Entrenando Latinos, to empower Latino contractors to build their own legacies. Entrenando Latinos teaches contractors about sales and provides both education and resources, helping them grow a business or transition from being an installer or subcontractor to creating their own companies. Dynamic Restoration, a GAF Master Elite contractor, collaborated with the GAF CARE team (Center for the Advancement of Roofing Excellence) to conduct training in Kentucky for Latino contractors in mid-May. Six Latino-owned roofing companies participated in the training, which was led by Alan Lopez, lead CARE training manager at GAF. Velasquez says during these training sessions, he tries to distill his key ingredients for success: discipline, perseverance, and preparation. "Every day a company that is starting up or a company that is in training calls us and asks us the same question: 'What do we have to do to succeed?' The first thing to do is to get out of your comfort zone," he says. "We have to be disciplined, and we have to persevere. What does perseverance mean? To fight for our dreams. Maybe in the first negotiation, in the first sale, or in the first two or three sales, we're not going to do very well. But every time we start a project after having failed, we start with wisdom. We learn something." Velasquez's sage advice comes from everything he's gone through to achieve success. Velasquez's experiences have taught him that many people who come from backgrounds similar to his can accomplish their dreams. "Succeeding in the United States as a Latino is possible. That's what we came here for," he says. "We are intelligent, and we came here to succeed. Fear is an obstacle, but it cannot stop us." For additional resources to help you grow your business, visit gaf.com/getthere, which is available in english and spanish.