Most roofing companies hit a wall somewhere around $2M–$3M. The owner is doing everything, sales are inconsistent, and the business never truly grows beyond the “owner-operator” stage.
But Randy Hurtado — CEO, leader, and now COO of The Good Contractor List — took a roofing company stuck under $2M and scaled it to over $30M in roofing revenue and nearly $50M across all DT Companies.
His story isn’t the typical “my dad was a roofer” background. Randy spent 20+ years in computers and cybersecurity, even working with the Office of the Secretary of Defense. After an unexpected layoff, he entered roofing — and changed the direction of a company and his life forever.
Purpose: Understand What Business You’re Really In
Randy didn’t join DT Roofing to sell roofs.
He joined because he saw a bigger opportunity: build a real company, not just a job.
He realized something quickly — roofing isn’t construction.
It’s relationships.
“Relationships, relationships, relationships,” Randy says.
DT Roofing didn’t focus on flashy branding or slogans.
They focused on trust, consistency, and deep involvement in the communities they served:
churches, chambers, food banks, schools, charity events, and small local businesses.
That purpose-driven approach created loyalty money can’t buy.
People: The Hardest Shift for Owners — And the One That Unlocks Scale
Most owners know they need help… but few let go of control.
Randy’s breakthrough came from stepping out of sales completely — even though he made half the company’s revenue at the time.
His logic:
“I can hire and train more salespeople and grow faster than I ever could selling on my own.”
The result?
The company doubled the next year.
But here’s the twist:
He didn’t hire seasoned roofing pros.
He hired character, not experience.
Top reps came from non-roofing roles:
• billboard installer
• radiology tech
• IT background
Skill can be trained. Character cannot.
And hiring this way protects culture long-term.
Product: Don’t Be “Everything Roofing & More” — Build Real Identity
Companies get stuck when they lose focus.
DT Roofing eventually added gutters, remodeling, garage doors, and more — but each became its own separate company with its own brand and P&L.
Why?
Because when homeowners see:
“Jim’s Roofing, Painting, Siding & Construction”
…they have no idea what you actually do well.
As Randy puts it:
“Identity matters. If we’re going to do a trade, it needs to be its own company.”
This preserves roofing identity while allowing profitable expansion.
Promotion: Community Involvement Beats Every Paid Lead Source
Most roofers chase leads: HomeAdvisor, Angi, Facebook ads, Google ads.
Randy flipped it.
Community first. Marketing second.
When DT opens a new market, the first move isn’t ads — it’s supporting a local business.
Example:
When launching in Parker County, they bought free malts for two hours at a local shop. Massive turnout. Not because of the malts — but the relationships.
Community involvement makes every marketing channel hit harder because people already know, like, and trust you.
Prestige: Become the Company People Brag About Choosing
The more the DT team showed up in the community, the more they became the trusted local name.
Awards grew. Reviews exploded. Referrals multiplied.
Then Randy doubled down by partnering with The Good Contractor List — long before becoming its COO.
The directory guarantees every job up to $25,000, eliminating risk.
“Homeowners aren’t choosing the best roofer. They’re choosing the least risk.”
That guarantee wins deals even against bigger competitors.
Process & Profit: The Real Reason Companies Stay Under $5M
According to Randy, companies usually struggle because owners are either:
1. Doing too much.
They handle sales, supplements, production, admin, accounting — everything.
They become the bottleneck.
2. Doing too little.
They hire too soon, avoid hard conversations, skip training, and fail to build culture.
To scale, you must either:
• take more hats (if you’re not grinding), or
• take hats off (if you’re drowning)
Growth requires ruthless honesty.
Closing Reflection
You’re not stuck because the market is bad or competitors are bigger.
You’re stuck because your business has outgrown the version of you that built it.
When you embrace leadership, hire for character, build real community relationships, create clear identities, and work on the business — not in it — you stop being the bottleneck…
…and you become the reason your company scales.
