Guest: Taylor Miller, Miller Storm
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/fired-up-broke-to-20m-roofing-business-taylor-miller
Links:
https://www.millerstorm.com
https://www.instagram.com/millerstormroofing
https://www.facebook.com/millerstormroofing
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How Miller Storm Roofing Turned a Crisis into a Multi-Million Dollar Business
In 2020, Taylor Miller and her husband Jay were not planning to start a roofing company. They had solid experience in sales and operations, but the idea of handling payroll, hiring, production, and every other responsibility that comes with ownership did not sound appealing. That changed overnight when a former boss threatened Jay’s commissions. For Taylor, that was the breaking point. She decided no one would ever control their income again.
Within months, Miller Storm Roofing was up and running. What started out of necessity has grown into one of Texas’s fastest-growing roofing companies, now on track for $20 million in annual revenue. In this episode, Taylor explains how she built the business on systems, culture, and consistent communication.
From Single Mom to Roofing Business Leader
Taylor’s path into roofing began with her mother, who had experienced her own dramatic transformation. After years of addiction and incarceration, her mother rebuilt her life in the roofing industry, starting as a door knocker and working her way to partner in a successful company.
Inspired by that example, Taylor joined the industry. But when her mother relapsed and lost her business, Taylor and Jay moved on to other companies, helping create systems, processes, and sales teams for small startups. Those experiences would later give them the tools to launch Miller Storm.
Starting During an Unpredictable Year
While many people saw 2020 as a terrible time for door-to-door sales, the Texas market proved different. People were home more than ever, often looking for interaction. Miller Storm quickly gained momentum, but the early excitement was followed by the reality of what running a company really involves.
“Being the boss is hard,” Taylor recalls. “You cannot be everyone’s friend. You are wearing all the hats, and you deal with everything from warranty calls to bad subcontractors.”
Developing a Stronger Leadership Style
In the beginning, Taylor led with what she calls an “iron fist,” worried that kindness would be seen as weakness. Over time, she learned that true leadership requires a mix of compassion and firm boundaries.
She invested in personal development through books such as The 21 Irrefutable Laws of Leadership and How to Win Friends and Influence People, podcasts from business leaders like Layla Hormozi, and even online tutorials for handling difficult conversations. This growth allowed her to improve communication, set clear expectations, and attract higher-quality team members.
Creating Systems that Run Smoothly
One of Taylor’s biggest realizations was that clarity and automation are essential. Every department at Miller Storm knows its exact responsibilities, understands what qualifies as an urgent “fire,” and knows when to escalate. Weekly meetings keep feedback flowing and prevent constant interruptions.
Automation handles much of the customer communication, from scheduling notifications to installation reminders. This ensures homeowners always know the next step without having to reach out for updates.
Hiring the Right People
When it comes to building a team, Taylor has learned to value humility over big talk. “The good ones are usually the most humble,” she says. The company uses performance metrics and clear cultural standards to guide hiring and firing, making decisions based on data instead of emotion.
Growing with Financial Discipline
Miller Storm grew from a $5,000 starting fund to more than $10 million in annual revenue by staying disciplined with cash flow. There were no luxury purchases or unnecessary expenses. The focus stayed on reinvesting into the company.
The goal for this year is 1,000 completed roofs, $20 million in revenue, and continued expansion into commercial projects and new markets such as San Antonio and Houston.
Making Customer Communication a Priority
Taylor sees over-communication as a major competitive advantage. Homeowners are included on every supplement, invoice, and warranty filing. This proactive approach eliminates confusion and builds trust, which drives repeat and referral business.
A Culture of Speed and Connection
Although it is not a formally written core value, speed is part of the company’s culture. Jobs move quickly, feedback is prompt, and communication is constant. At the same time, the company prioritizes team connection with events like boat parties, paintball outings, conference trips, and even a Mexico getaway for top producers.
Taylor believes roofing is more than just a business. It is a lifestyle that requires hard work, strong systems, and a team culture that makes people want to stay and grow.
Looking Ahead
For Taylor, the most rewarding part of building Miller Storm has been watching people’s lives change. Team members have improved their finances, purchased homes and vehicles, and gained confidence in their abilities. “That is better than any amount of money we could put in the bank,” she says.
Miller Storm’s story is a reminder that with the right systems, leadership growth, and team culture, it is possible to turn a moment of crisis into lasting success.
FAQs: Roofing Business Takeaways from This Episode
Topic: Operations-Management
Q: How can I prevent constant interruptions from my team during the workday?
A: Establish regular meeting times so employees know when they can bring up non-urgent issues. Taylor Miller found that setting weekly department meetings allowed her team to hold onto questions until the right time, keeping daily operations focused and productive.
Topic: Customer-Service
Q: What is the best way to keep homeowners updated during a roofing project?
A: Proactive communication is key. Send updates at every stage, such as scheduling, installation reminders, and warranty filing. Miller Storm includes homeowners on every supplement, invoice, and warranty email, so they never have to ask for a status update.
Topic: Operations-Management
Q: How do I decide if a problem in my business is urgent?
A: Taylor uses three criteria: Is anyone’s safety at risk, could it result in legal trouble, or could it cause significant financial loss? If the answer is yes to any of these, it is a fire that must be addressed immediately. Everything else can be scheduled for later discussion.
Topic: Growth-Expansion
Q: When should a roofing company expand into new markets or services?
A: Only expand when you have the right people in place who can own the role. Miller Storm added a commercial division by bringing in an experienced leader with crews and contacts, which allowed the new service to run smoothly from day one.
Topic: Marketing
Q: How can I get more referrals from past customers?
A: Provide an exceptional experience during the job. Over-communicate, follow through on promises, and make the process easy for the homeowner. Customers who never have to chase you for updates are more likely to recommend you.
Topic: Education-Training
Q: How can I improve my leadership skills as a roofing business owner?
A: Invest in personal development through books, podcasts, and mentorship. Taylor credits resources like The 21 Irrefutable Laws of Leadership and How to Win Friends and Influence People for helping her balance compassion with firm boundaries.
Topic: Hiring
Q: How do I hire the right sales reps and team members?
A: Focus on cultural fit and proven work ethic over flashy claims. Taylor has found that the most humble candidates often perform the best. Use metrics and clearly defined expectations to make data-driven hiring and firing decisions.
Topic: Finance-Accounting
Q: How can I improve cash flow in my roofing business?
A: Speed up payment collection by offering multiple payment options like credit cards, ACH, and financing. Miller Storm also proactively follows up with homeowners and mortgage companies to ensure insurance checks are sent and processed quickly.
Topic: Technology-Innovation
Q: What are the best ways to use automation in a roofing company?
A: Automate customer updates, internal task assignments, and milestone notifications in your CRM. This keeps projects on track, reduces manual follow-up, and improves both customer and team communication.
Topic: Operations-Management
Q: How rigid should my SOPs be?
A: Treat SOPs as living documents. Keep the core process consistent but allow room for team members to improve and streamline steps. This balance creates consistency while encouraging innovation.
Topic: Culture
Q: How can I keep my roofing team engaged and motivated?
A: Combine a fast-paced, results-driven work environment with team-building events and recognition. Miller Storm hosts outings like boat parties, paintball, and trips for top producers, reinforcing both performance and camaraderie.
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