Guest: Taylor Speirs, Veterans Roofing
Host: Jim Ahlin, Roofing Success Podcast
Links:
https://veteransroofingnj.com
https://www.facebook.com/VeteransRoofingNJ
https://www.youtube.com/@UCHb_BX4VL4yaTGRMeFmVzSQ
https://www.instagram.com/veteransroofingnj
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Redefining What “Local” Really Means in Roofing
Every roofing company calls itself local. But Taylor Speirs from Veterans Roofing believes the industry has watered that word down. Just paying taxes in a town does not make you local. Being local means being present, being involved, and being committed to the people around you.
“You shouldn’t be allowed to call yourself a local company just because you pay taxes in the local community if you’re not doing anything for that community.”
In today’s crowded roofing market, where many companies lean heavily on digital ads and lead aggregators, Veterans Roofing stands out by doing something simple and rare. They show up. They serve. And they pour back into their own backyard.
Their “Mayor of Your Town” mindset is not just a catchy training idea for new reps. It is the backbone of a brand that homeowners already trust before they ever make a call.
A Roofing Business Born From Doing Things Differently
Taylor never planned to be a roofing owner. After leaving the Marine Corps during the uncertainty of 2020, he found himself without work and with a baby on the way. He returned to construction but quickly discovered that the company he worked for cut corners and broke promises.
That experience stuck with him. The customer backlash, the broken trust, and the disappointment were unacceptable. Taylor and his business partner, Paul, saw the same problems in their communities. Contractors showed up after storms, collected money, and disappeared.
So they built Veterans Roofing with one goal: follow through on every promise. Whether that meant coming back for an extra cleanup, over-communicating during production, or treating the homeowner with respect, they made it non-negotiable.
“The backlash I kept getting from customers left a bad taste in my mouth.”
Their commitment to honesty and transparency became their competitive advantage.
How Military Values Built a Family-Focused Culture
Taylor credits much of their company culture to the discipline and accountability he learned in the Marines. Veterans Roofing operates like a tight-knit unit. Crews and salespeople spend time together outside of work. Their families grow up together. Their kids play together.
Just like in the military, no one gets left behind. If something goes wrong, they fix it. If someone needs help, they step in. And when hardship hits, they adapt and overcome.
“Be solution oriented. No matter what life throws at you, you figure it out.”
This level of teamwork not only makes the company stronger but also makes the customer experience smoother and more trustworthy.
The Marketing Strategy Most Roofers Overlook: Community
At industry events, contractors often talk about the next software tool, the next paid lead option, or the next digital trend. Meanwhile, Veterans Roofing has built a multimillion-dollar brand by doing something timeless.
They invest in their community.
Road Cleanups
The team volunteers four times a year. When they first started, no one knew who they were. Now, people greet them with hugs.
Youth Sports Support
Veterans Roofing replaces roofs on baseball dugouts, football equipment buildings, and other structures at no charge. In response, teams install permanent signs and banners thanking the company.
Those signs stay visible for years.
Breast Cancer Awareness Shirts
Instead of cheap swag, Veterans Roofing creates meaningful apparel. People donate any amount they choose, and the shirts spread both awareness and brand visibility.
Parades and Local Events
They show up heavily at seasonal parades, community gatherings, and charity events. These are moments where thousands see their logo, shake hands, and make memories.
Supporting Veterans Through Last Salute
Perhaps most meaningful is their involvement with Last Salute, a local honor guard that performs military funeral ceremonies. Veterans Roofing donates time, support, and now even a full company vehicle to help them serve families with dignity.
This kind of involvement cannot be faked, and it cannot be bought through ads. It creates a reputation rooted in genuine connection.
People trust the companies they see investing in the things they care about.
Training Reps to Be the “Mayor” of Their Town
If you work in sales at Veterans Roofing, community involvement is not optional. It is a job requirement.
Taylor teaches reps to walk into any store or restaurant and be someone people recognize. Use people’s names. Ask questions. Learn their world. Break the robotic small talk.
“If you treat people like humans instead of transactions, you will get results.”
This approach makes reps memorable. And in roofing, trust flows through familiarity.
When storms hit or repairs are needed, homeowners call the people they know.
Why Cross-Training Eliminates the Sales vs Production Fight
Veterans Roofing also cross trains its teams. Sales reps run jobs. Office staff spend time on job sites. Production learns how admin works behind the scenes.
This breaks down silos and eliminates the classic “just sell it” vs “just install it” mindset.
A rep who has run a job understands why accuracy matters.
An office member who has stood on a roof understands crew challenges.
A production worker who has heard customer calls understands communication.
Cross training creates respect, reduces mistakes, and builds a healthier work environment.
Why Being Truly Local Is Your Biggest Advantage
Any company can buy leads. Any company can run ads. But you cannot buy trust. You cannot buy belonging. You cannot buy being the first name that comes to mind in a community.
Taylor’s message is simple.
Being local is not a geographic claim.
It is a responsibility.
Serve your town consistently, and the town will serve you back.
FAQs: Roofing Business Takeaways from This Episode
1. Topic: Marketing
Q: How can roofers grow without relying on expensive paid leads?
A: Invest time in your community. Volunteer, attend events, and support local sports. Consistent visibility and service build trust that naturally leads to inbound business.
2. Topic: Sales
Q: How does the “Mayor of Your Town” strategy help roofing sales reps?
A: It encourages reps to build real relationships, not just look for transactions. When reps become familiar faces in stores, restaurants, and neighborhoods, referrals grow naturally.
3. Topic: Customer-Service
Q: What is the best way roofers can reassure nervous homeowners?
A: Over communicate. Homeowners rarely replace their roof more than once, so clear updates, photos, and follow-through reduce anxiety and build trust.
4. Topic: Operations-Management
Q: How does cross training improve communication inside a roofing company?
A: When sales, production, and admin understand each other’s jobs, misunderstandings drop and teamwork improves. Each department gains a deeper respect for the others.
5. Topic: Growth-Expansion
Q: What marketing should small roofing companies start with?
A: Relationship marketing. Community involvement is the highest ROI strategy for early-stage roofers and works better than most paid lead tactics.
6. Topic: Finance-Accounting
Q: Why do small estimating mistakes hurt profitability?
A: Missing parts or incorrect measurements cause delays, added labor, fuel costs, and administrative time. These small errors create large ripple effects across the business.
7. Topic: Education-Training
Q: What makes a strong training program for roofing sales reps?
A: Hands-on experience. When reps run jobs, they understand production needs and sell more accurately, which reduces errors and increases profit.
8. Topic: Niche Services
Q: How can giving back through sports facilities or community buildings help roofers?
A: Donating work earns long-term goodwill, permanent signage, and strong referrals. It positions your company as a trusted local brand, not just another contractor.
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