#176 - LEGENDS: The Roofing Kingpin: How Paul Reed Went From Local Player to Multi-Million Dollar Roofer
Mar 11, 2025
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Paul Reed, a roofing industry mogul, shares his transformative journey from a local player to the head of a multi-million dollar operation. He delves into the revival of Northwest Roofing and the essential strategies for scaling in a competitive market. Reed discusses the shift toward higher professionalism in sales roles and the impact of storm-related projects on business dynamics. He also highlights the benefits of focusing on commercial roofing for profitability and offers invaluable insights for aspiring entrepreneurs navigating the evolving roofing landscape.
Maximizing local service ads and optimizing Google My Business profiles significantly increase revenue and lead generation for home service businesses.
Reviving a dormant roofing company through strategic branding and location expansion demonstrates the importance of legacy and adaptability in business growth.
Deep dives
Maximizing Local Service Ads and Google My Business
Focusing on maximizing local service ads (LSAs) and optimizing Google My Business (GMB) profiles has proven to be highly beneficial for increasing revenue. LSAs are tailored to provide optimal return on investment, ensuring that the ads are activated when needed. Similarly, enhancing GMB profiles has been likened to a contemporary approach to search engine optimization, where consistently enriching the profile yields better performance. The significance of these strategies is underscored by the dramatic increase in the number of leads generated, with GMB currently recognized as the most impactful organic lead channel, resulting in hundreds of thousands of dollars in sales weekly.
The Journey of Northwest Roofing
Northwest Roofing was established in 1963 but became dormant until a partnership brought it back to life in 2004. Initially starting with zero revenue, the partners managed to scale the business to $7 million shortly after taking over. The company's resurgence involved reviving the brand and leveraging the reputation built over decades, including purchasing the name from the original owner's grandson. This strategic move showcased the importance of maintaining a legacy while reinvigorating the business to capture opportunities in the market.
Adapting to Market Dynamics and Expansion Strategies
The roofing business has adapted to changing market conditions, including capitalizing on storm chasing opportunities and expanding into new states as they arise. Historically, storm damage in regions like Denver has driven much of the business; however, the firm has also embraced a retail model for stability. Pieces of the strategy include establishing branches in various locations based on storm activity and maintaining some as permanent operations. This flexibility allows the company to meet market demand while tapping into both storm restoration and retail opportunities.
Sales Techniques and Mindset Transformation
Transforming the mindset of sales reps is crucial for increasing productivity in the roofing industry. The focus shifted from celebrating sales milestones of a million dollars annually to aiming for four to six million, reflecting the industry's evolving landscape. By emphasizing commitment and treating sales roles like a full-time profession, productivity increased significantly, resulting in individuals achieving heights previously deemed unattainable. This shift not only improved revenue but fostered a culture of ambition and high performance within the sales team.
Paul Reed from Northwest Roofing shares his journey from chasing business opportunities to running a multi-state roofing business including the route to building permanent locations and what it really takes to scale a roofing company.
Whether you're a roofing pro or just looking to grow your home service business, this episode is packed with insights you won’t want to miss.
We’ve been partnering with Service Scalers to maximize our Local Service Ads (LSAs) and optimize our Google My Business profiles and the results have been incredible.
With hundreds of thousands in sales and 900+ calls in a single week, GMBs are now our top-performing organic lead channel.
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