Most roofing companies respond to slow lead flow the same way: spend more money on marketing.
More Google Ads. More direct mail. More lead services. More door knocking.
But what if the better answer isn’t spending more money at all?
In this episode of the Roofing Success Podcast, Jim Ahlin sits down with Nicholas Riley, owner of Driftwood Builders Roofing in Austin, Texas, to discuss why networking, referral partnerships, and long-term relationship building may be some of the most overlooked growth strategies in roofing today. Nick brings a unique perspective to the industry after spending nearly a decade consulting for Fortune 100 companies through KPMG and Deloitte before purchasing an established roofing company through acquisition.
His journey from corporate consulting to roofing ownership offers valuable lessons for contractors looking to create sustainable growth, improve decision-making, and build a business that isn’t entirely dependent on marketing spend.
From Corporate Consulting to Roofing Ownership
Nick’s path into roofing wasn’t traditional.
Growing up in Montana, he was surrounded by home service businesses. His father owned a landscape construction company, his uncle owned a masonry business, and the family regularly built homes. Like many kids growing up in a family business, he spent his summers working on job sites and learning the value of hard work.
At the same time, those experiences motivated him to pursue higher education and a corporate career. After graduating from the University of Montana with high honors, Nick became a CPA and spent nine years working with KPMG and Deloitte, consulting for major organizations including Meta, Google, and Tesla.
While the work was intellectually challenging, he eventually found himself missing something.
“I really started to miss home services and helping everyday people,” he explained during the conversation.
That realization led him to entrepreneurship through acquisition, a strategy where entrepreneurs buy existing businesses instead of starting from scratch. After evaluating roughly 2,000 businesses over several years, Nick ultimately purchased Driftwood Builders Roofing in Austin, Texas.
One lesson stood out throughout that process: trust matters more than spreadsheets.
While financial analysis was important, Nick believed the character and integrity of the seller revealed far more about the health of the business. If a seller was honest, transparent, and treated people well during negotiations, that often reflected how they treated customers, employees, and referral partners as well.
Applying Big Business Thinking to a Small Business
One of the biggest advantages Nick brought from the consulting world was a structured approach to problem-solving.
Consultants spend much of their time creating hypotheses, testing assumptions, and using data to determine what actually works. Rather than relying on opinions, they rely on experimentation.
When Nick purchased Driftwood Builders Roofing, his first challenge was one every roofing contractor understands: generating more leads.
Instead of betting everything on a single marketing channel, he began testing multiple ideas simultaneously and measuring the results against a benchmark. In Driftwood’s case, postcards had historically delivered strong returns, so every new idea had to outperform what was already working.
This framework can apply to almost any roofing business decision:
- Testing marketing messages
- Evaluating referral partnerships
- Comparing vendors
- Introducing new services
- Improving internal processes
Rather than asking, “Do I think this will work?” Nick focuses on asking, “How can I test whether this works?”
That subtle shift can prevent expensive mistakes and lead to better decisions over time.
Let Your Customers Tell You What to Build
Many roofing companies decide what services to offer based on assumptions.
Nick recommends listening to customers instead.
When he first purchased the company, he believed commercial roofing might be the next logical growth opportunity. However, as he spoke with homeowners, he noticed a different pattern. Customers repeatedly asked whether Driftwood offered siding services. After hearing the same request over and over again, he decided to follow the market’s demand rather than his own assumptions.
That experience reinforced a lesson many contractors overlook: customers often tell you exactly where your next opportunity is.
Nick regularly follows up with customers after projects and asks for feedback. Those conversations provide insights that many business owners never uncover because they simply don’t ask the questions.
For roofing contractors looking for new revenue streams, operational improvements, or ways to improve customer satisfaction, the answers may already exist within their customer base.
Why Networking Creates Better Long-Term Growth
The central theme of the episode was Nick’s belief that networking can outperform traditional marketing.
While marketing certainly has value, he believes many roofing companies are overlooking one of the most powerful lead generation tools available: referral relationships.
Instead of focusing exclusively on homeowners, Nick spends significant time building relationships with realtors, insurance agents, property managers, and other local professionals. These individuals are constantly interacting with homeowners who may need roofing services.
A single strong referral relationship can generate opportunities for years.
As Nick pointed out, an insurance agent who sends five roofing referrals every year may ultimately produce far more value than thousands of dollars spent on short-term advertising campaigns.
He also sees a competitive advantage in this strategy.
Private equity firms are aggressively acquiring roofing companies across the country, but large organizations often struggle to replicate genuine community involvement and personal relationships. Nick believes smaller, locally focused contractors can win by becoming deeply connected within their communities.
Start With Generosity, Not Sales
One of the most interesting parts of the conversation was how Nick approaches networking.
Many contractors walk into a realtor’s office or insurance agency asking for referrals. Nick learned that approach rarely works.
Instead, he starts by asking how he can help.
His company sponsors local events, supports community activities, and looks for opportunities to contribute before expecting anything in return. Rather than approaching relationships transactionally, he focuses on becoming a valuable resource within the local business ecosystem.
That strategy doesn’t always produce immediate results.
Some sponsorships generate little return. Some relationships never develop. Some people simply aren’t interested.
However, Nick views these opportunities as what he calls “asymmetric bets.” A small investment may not always work, but when it does, the return can be substantial.
He shared an example where a $500 sponsorship ultimately led to a referral relationship that generated a roofing project worth approximately $30,000 in profit.
The lesson isn’t that every sponsorship will work.
The lesson is that building relationships creates opportunities that advertising alone often cannot.
Networking Must Be Scheduled
Another important takeaway is that networking isn’t something Nick does when he has spare time.
It’s built directly into his schedule.
Every week, he blocks dedicated time for relationship-building activities. That includes making phone calls, following up with referral partners, sending emails, and checking in with key contacts. He uses CRM tools and systems to help manage these relationships and ensure people don’t fall through the cracks.
The goal isn’t to ask for business every time.
The goal is simply to stay top-of-mind.
When an insurance agent receives a call about storm damage or a realtor encounters a home that needs a roof replacement, Nick wants Driftwood Builders Roofing to be one of the first companies they think about.
Consistency is what turns networking into a growth strategy rather than a random activity.
Using AI to Scale Relationship Building
Despite his emphasis on personal relationships, Nick is also enthusiastic about using AI tools to improve efficiency.
His team uses technology to identify local professionals, automate initial outreach, and organize follow-up communication. AI helps create more opportunities to start conversations, but it doesn’t replace the relationship itself.
The actual trust-building still happens person-to-person.
This balance between technology and human connection is becoming increasingly important as AI continues to reshape the business landscape.
The companies that thrive will likely be the ones that use technology to become more efficient while continuing to strengthen genuine human relationships.
Education Creates Trust
Another area where Driftwood Builders Roofing stands out is education.
Before purchasing the company, Nick analyzed customer reviews and discovered a recurring theme.
Homeowners consistently praised the company’s willingness to educate them throughout the roofing process. Even when Driftwood wasn’t the lowest-priced option, customers appreciated the extra time spent explaining solutions and helping them make informed decisions.
That insight has become a core part of the company’s strategy.
Nick is investing in educational content through YouTube and other channels to answer common homeowner questions and build trust before appointments even occur. The content serves multiple purposes: it improves online visibility, supports the sales process, and positions the company as a trusted expert.
Rather than relying solely on sales tactics, Driftwood focuses on helping homeowners understand their options.
That trust often leads to stronger close rates and better customer relationships.
The Long-Term Advantage Most Roofers Ignore
Perhaps the biggest lesson from this conversation is the value of long-term thinking.
Many roofing companies focus heavily on immediate revenue. They prioritize the largest jobs, the fastest wins, and the quickest return on investment.
Nick encourages contractors to think differently.
A repair today may become a replacement tomorrow. A satisfied customer may refer multiple neighbors. A realtor relationship may generate business for the next decade. A small sponsorship may create opportunities that can’t be predicted today.
When viewed through a long-term lens, many decisions look very different.
The most successful roofing companies aren’t always the ones spending the most money on marketing. Often, they’re the ones investing consistently in relationships, trust, education, and community involvement.
For roofing contractors looking to create sustainable growth, Nick’s message is simple: focus on relationships first.
Because in the long run, networking may be one of the best marketing strategies you’ll ever implement.
