How To Build A Successful Roofing Business: Insights From Seasoned Player In Roofing, Trenton Wisecup

Venturing into the world of entrepreneurship has its own set of challenges, especially in the roofing industry which is as demanding as it is challenging. In a crowded market with high competition and often taxing clients, success in roofing needs both great skills and smart business acumen. 

Haag and Ventilation certified GAF Master Elite Contractor and the highly accomplished owner of Arrow Roofing and Empower Me Consulting, Trenton Wisecup points out the major reasons many new roofing entrepreneurs fail and shares the four fundamental laws for business success in the roofing sector.

Photo: Trenton Wisecup

What would signify as success for a roofing business?

As an entrepreneur, you may think that being successful in a business means earning high profits, increasing revenue every year, clearing initial investment debts, etc etc. etc., and to a great extent, you'd be right. However, according to Trenton Wisecup, the milestone that signifies true success in a business is automation. You may be doing well in your business, but the pinnacle of achievement comes when all business operations run smoothly, while consistently maintaining its stellar reputation and empowered team, even if the owner is no longer around. He calls it the "Hit by a Bus" test. 

When the owner has just started building the business, he/she is doing the majority of tasks, wearing multiple hats. Of course, profit-making and all those other stuff are a priority then. But the breakthrough point, when you'd be called established in the business, comes when the CEO/owner can step away and the sales, operations, business growth – everything runs effectively, without losing a single beat. 

So how does one get to this point of success in a roofing business?

According to Trenton, once a business can command the following 4, from there it's a cakewalk to the point of true success in roofing: 

1. Company Culture: Trenton says that at the core of every successful roofing venture lies a strong company culture that sets it apart from the competition. This starts with having clarity on your company’s vision and establishing core values that everyone can align with. This develops a sense of belonging and common purpose among the employees that drives the business forward. 
2. Resilient Employer Brand: When you're in an industry as competitive as roofing, standing out from the crowd is crucial for attracting not only clients but also top talents to your company; and that's what a powerful brand identity does. For this, just creating a logo and a website is not enough; you need to demonstrate a unique value proposition and a commitment to employee growth and well-being, which will in turn convey your company’s values and mission to your audience in a way that resonates with them.
3. Exceptional Customer Service: It is obvious that to be known as the best in a roofing business, you need to offer the highest quality installations. However, what comes even before top skills is customer satisfaction because this is the key to earning loyal, long-term clients and building reputation as a trusted partner. This goes beyond just delivering on your promises; Trenton stresses on the importance of going above and beyond for customers, prioritizing clear communication, transparency, and responsiveness.
4. Mastering Recruitment Strategies: No roofing business can thrive without a steady influx of talented individuals; and in a competitive field like roofing, employee turnover rate is quite high. Trenton advocates for a multifaceted approach: aside from third-party recruiting tools, he highlights the importance of leveraging technology and personal connections to find and evaluate talent. “Recruitment is more than just filling positions; it’s about building a team that shares your vision,” he explains. By cultivating relationships and investing in training, a roofing business can build a strong team capable of overcoming any challenges.

Okay, the business reached success. Now, how to sustain it?

Trenton points out that in order to gain success in the roofing industry, you will require grit, tenacity, as well as ambition. Every day in roofing comes with new challenges, and business owners must be able to navigate these hurdles with a positive attitude while leading their teams effectively and sustain the business. Nevertheless, even the grittiest roofing entrepreneur will need to follow tried and tested leadership strategies in order to maintain the success for a long time.

Arrow Roofing has consistently performed well in the roofing industry since its inception in 2017, maintaining a strong position throughout. With a hands-on approach to his team and astute leadership strategies, Trenton continued to grow the company, restoring hundreds of homes in Michigan. Eventually, along with clients' trust, Arrow Roofing also earned accolades like an A- BBB rating, as well as the esteemed GAF Master Elite Contractor title, a distinction held by only the top 2% of residential roofers in America. He offers a step-by-step playbook on his business strategies in his recently launched advisory firm, Empower Me Consulting, to help fresh roofing entrepreneurs learn his systems and make their ventures successful.

Trenton claims the recipe for sustained success in roofing business is to prepare Standard Operating Procedures (SOPs) and compile a list of frequently asked questions for employees to reference for day-to-day tasks as well as any new challenges. This enables self-sufficiency among staff, freeing up the management to focus on core tasks. In addition to this, to take the business to the pinnacle of success, the owner should maintain the above-mentioned 4 pillars of success, along with fostering an environment of consistent learning, improvement, and growth among all employees.

What are the owner’s duties once they reach this milestone of success?

The reason, Trenton says, for owners to have this milestone as their target is that then the owner can work on making the business better by auditing and refining his/her system – make better SOPs, bring more clarity in business operations, better incentives, promotion structure and learning opportunities, improve company culture and recruitment, and much more. In his words, "Then you’re able to take a step back, go up 30,000ft, and review everything." You get the time and energy to focus on more external investments too.

Success in roofing isn’t a sprint; it’s a marathon — it’s an ongoing journey marked by innovation, resilience, and a commitment to excellence. Armed with the wisdom shared by Trenton Wisecup, however, aspiring roofing moguls can navigate this landscape with confidence and set themselves up for greatness. With a clear vision, a rock-solid company culture, and a relentless dedication to customer satisfaction, the sky’s the limit in the world of roofing.

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