The roofing industry is more competitive than ever. Homeowners have countless companies to choose from, insurance work continues to evolve, and standing out takes more than offering quality workmanship. The contractors who consistently win are often the ones who have earned trust long before they ever step onto a roof.
For Ted Sellers, owner of Sellers Roofing Company, that philosophy has guided his business from day one. In this episode of the Roofing Success Podcast, Ted shares how his background in marketing shaped the way he built his company, the lessons he learned through rapid growth, and why creating trust at every stage of the customer journey has become his greatest competitive advantage.
Education Creates Better Customers
Unlike many roofing contractors, Ted didn’t begin his career on a roofing crew. He came from the marketing world, helping roofing companies generate leads before eventually starting his own business. That experience taught him something many contractors still overlook: homeowners want answers before they want a sales pitch.
Instead of relying solely on advertising, Ted focused on creating educational content that explained the roofing process, answered common homeowner questions, and helped people understand what to expect. By the time someone contacted Sellers Roofing, they already had confidence in the company’s expertise, making the sales conversation much easier.
Educational content isn’t just good for SEO. It builds credibility, reduces uncertainty, and helps homeowners feel like they’re working with someone who genuinely wants to help instead of simply making a sale.
Strong Marketing Starts with Trust
Another major source of early success was Ted’s Google Business Profile. He intentionally made it stand out by focusing on reviews, photos, and providing homeowners with the information they needed to feel confident reaching out.
When you combine a strong online reputation with helpful educational content, prospects begin building trust before they’ve ever spoken to your company. That’s exactly what happened for Sellers Roofing, and it’s a strategy that continues to pay off today.
Marketing isn’t just about generating more traffic. It’s about making the decision easier once people find you.
Rapid Growth Comes With New Challenges
Shortly after launching the company, a major storm created more demand than Ted had anticipated. While most contractors dream about having a full pipeline, he quickly discovered that rapid growth brings an entirely different set of problems.
Managing production, supplier payments, customer expectations, and cash flow all became more complicated than simply selling another roof. Looking back, Ted says he probably would have slowed production instead of continuing to pile more work into the schedule before the business was fully prepared to handle it.
It’s a valuable reminder that growth should always be supported by strong systems. More sales don’t automatically create a healthier business if operations can’t keep up.
Cash Flow Is More Than Just Revenue
One lesson Ted emphasized was the importance of understanding how money actually moves through a roofing business. Today, his team intentionally schedules many projects earlier in the month so customer payments better align with supplier payment terms.
He also encourages contractors to build stronger relationships with their suppliers. Simply understanding how payment cycles work can improve cash flow without increasing sales, and those conversations often uncover opportunities that many business owners never think to ask about.
Sometimes improving profitability isn’t about selling more roofs. It’s about managing the business more efficiently.
Surround Yourself With the Right Professionals
When Jim asked Ted what mistake he would never repeat, his answer had nothing to do with marketing or sales. Instead, he pointed to hiring an accountant who didn’t understand construction.
Roofing companies have unique payroll, labor, and workers’ compensation requirements. If financial records aren’t categorized correctly, contractors can find themselves facing costly audits or unexpected tax issues.
Ted believes every roofing contractor should invest in a knowledgeable construction attorney and an accountant who specializes in the industry. Those relationships may not seem exciting, but they can save business owners from expensive problems down the road.
Building Trust Became the Competitive Advantage
One of the most meaningful parts of the conversation centered around trust. As one of Minnesota’s only Black-owned union roofing companies, Ted shared some of the unique challenges he faced early in his career and how those experiences shaped the way he built his business.
Rather than allowing those obstacles to hold him back, he focused on creating as many trust signals as possible. From educational marketing and customer reviews to professionalism throughout the sales process, every decision was designed to help homeowners feel confident choosing Sellers Roofing.
That commitment eventually led the company to become a union roofing contractor, adding yet another layer of credibility that helped them stand apart from competitors.
Why Going Union Changed the Business
Joining the union wasn’t an easy decision. The process required additional standards, training, and accountability, but Ted quickly realized the long-term value.
Beyond improving installer training and safety, becoming a union contractor opened doors to multifamily projects, government work, and larger commercial opportunities that weren’t previously available. It also became another reason homeowners trusted the company, creating a competitive advantage that extended far beyond residential roofing.
Today, Sellers Roofing regularly receives opportunities simply because clients are specifically looking for a union contractor.
Looking Beyond Storm Restoration
Like many companies in Minnesota, Sellers Roofing originally relied heavily on insurance restoration work. Over time, Ted intentionally diversified by expanding into retail roofing, multifamily projects, government contracts, and partnerships with larger general contractors.
Even the company’s website evolved to reflect that shift. Rather than focusing almost entirely on storm restoration, the messaging now speaks to homeowners looking for a trusted roofing contractor regardless of how they’re paying for the project.
That diversification has created greater stability while allowing the company to continue serving insurance customers when opportunities arise.
Success Looks Different Today
Early in his career, success simply meant paying the bills. Today, Ted measures success by the relationships his company has built, the referrals they receive, and the opportunity to help both customers and future roofing professionals succeed.
His story is a reminder that while marketing strategies, operations, and financial systems all matter, trust is what ties everything together. Companies that consistently educate homeowners, deliver on their promises, and invest in long-term relationships will always have an advantage in an increasingly competitive roofing industry.
