253: Most Roofers Are Doing Referrals ALL WRONG—Here’s the Fix with Steven Ragsdale
Roofing Referrals Aren’t Luck…They’re a System. Here’s the Blueprint.
Referrals Aren’t a Strategy—They’re a Culture
Steven Ragsdale built a multi-million-dollar roofing company in a storm-heavy market without door-knocking, lead-buying, or storm chasing. How? Referrals.
But here’s the thing: referrals aren’t something you “do”—they’re something you earn, over time, through intentional culture, process, and people.
In this episode, Steven breaks down how Blacksmith Roofing in Broken Arrow, OK scaled a $6M+ business on almost nothing but word-of-mouth—and why most roofers have it totally backwards.
“We don’t buy leads. We don’t knock doors. We barely market. We just take care of people—our customers, our team, and our partners.”
The Three Referral Avatars: Customers, Agents, Realtors
Most roofers think of referrals as something that comes from past customers. That’s only one-third of the opportunity.
At Blacksmith, Steven trains his team to sell to three audiences—and understand what each needs:
- Insurance Agents want trust. Don’t file shady claims or put their reputation at risk.
- Realtors want speed. Help them get to closing—even if it’s just a repair.
- Homeowners want reassurance. Make them feel seen, heard, and valued.
“Roofing isn’t exciting. It’s not a kitchen remodel. But if you can make it feel like one, they’ll tell everyone about you.”
Hobby-Based Marketing: The Referral Secret Weapon
Cold calls and chamber mixers not your thing? That’s fine. Steven teaches his team to lean into hobby-based marketing—a term he coined that flips traditional sales on its head.
Each sales rep picks a personal interest (golf, cars, church groups, basketball) and builds relationships within that community. Because referrals happen more naturally when the walls are already down.
“When someone knows you as Steven the golfer or Steven the dad, and then finds out you do roofing—that’s a warmer lead than any ad will ever get you.”
The result? A steady stream of referral business, with reps who feel like they’re just living their lives—not begging for deals.
Build a Sales Team That Doesn’t Burn Out (or Bolt)
Steven and his partner realized early that the traditional roofing sales model—where reps wear every hat—creates high turnover and burnout.
So they flipped the script:
- In-house inspector handles all roof assessments
- Production manager runs jobs, warranties, repairs
- Office manager manages paperwork, insurance docs, and supports marketing
That leaves reps to focus on selling—and building the relationships that drive referrals.
“You can’t afford not to afford help. If you want to grow, you need to build a real team.”
By removing friction and giving sales reps their time back, Blacksmith turned $1M reps into $2M+ producers—and dramatically improved customer experience along the way.
Systems Over Superstars: How Blacksmith Scales Consistently
Steven doesn’t want unicorn salespeople. He wants a repeatable system.
So he built one:
- Weekly sales training with structured topics
- Defined processes in Acculynx for every role
- Standardized sales reports and inspection review
- Monthly goals tied to tangible rewards (not just cash)
This has created alignment across departments—sales, production, admin—and clarity on who does what, when, and how.
“We’re not trying to carbon copy a person. We’re building a repeatable model.”
And it’s working. March—typically a slower month—was a record-setter, with over $600K in closed sales.
Culture Isn’t a Buzzword—It’s a Business Strategy
Blacksmith’s biggest growth lever? Team culture.
Every hire is values-aligned. The office feels like family. Team outings, shared wins, and support during tough times aren’t the exception—they’re the norm.
“If I got a flat tire, any one of my team would show up to help. That’s who we are.”
This intentional culture reduces turnover, boosts performance, and makes Blacksmith a magnet for both talent and customers.
Stop Doing Business Like Every Other Roofer
Steven’s parting advice?
Be different. Most roofers try to grow by doing more of the same: more ads, more sales pressure, more chaos.
Instead, slow down. Focus on your team, your processes, and your referral network. Build a company you’d actually want to work at—and people will notice.
