Guest: Jordan White, SeekOne Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/from-couch-to-roofing-empire-luxury-markets-jordan-white
Links:
https://seekoneroof.com
https://www.instagram.com/seekoneroof
https://www.facebook.com/SeekOneRoofing
https://www.linkedin.com/company/seekone-roofing-company/
https://www.youtube.com/@seekoneconstruction6086
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How Jordan White Built a Luxury Roofing Powerhouse by Age 26
Starting from Scratch in a New City
At just 22 years old, Jordan White made the leap from Atlanta to Nashville with little more than a vision, determination, and a place to crash on a stranger’s couch. With no local connections, no office, and no safety net, he launched SeekOne Roofing in one of the most competitive, high-end markets in Tennessee. Four years later, at age 26, he’s leading a company that has become synonymous with elite service, rapid growth, and customer-first execution in affluent neighborhoods like Franklin and Brentwood.
Learning What to Do — and What Not to Do
Jordan’s background in a fast-growing Atlanta roofing company gave him a front-row seat to scaling a business to nine locations and $100 million in revenue in just six years. But the experience also showed him the pitfalls of rapid expansion, particularly in customer communication and team culture.
His takeaway was clear: communication isn’t just part of construction — it is the product. By focusing on consistent, proactive updates before, during, and after the build, SeekOne Roofing turns what many companies overlook into a competitive edge.
Engineering a World-Class Customer Journey
Jordan identified two major “dead zones” in the roofing customer experience — the weeks between signing a contract and starting the build, and the weeks after completion while waiting for insurance payments. Most companies drop communication in these stages; Sequent fills them with structured touchpoints:
- Automated text updates tied to each project phase
- Pre-build reminders and superintendent introductions
- Post-build surveys, walkthroughs, and thank-you gifts
- A tangible “roadmap” given at the start so clients know exactly what’s next
As Jordan puts it: “The job starts when the job’s done.”
This relentless attention to “in-between moments” has boosted referrals, shortened collections cycles, and created a loyal customer base that acts as brand ambassadors.
High Standards for the Team — and High Investment in Them
Jordan saw another scaling pitfall in his previous role: as teams grew, personal connection between leadership and sales reps faded. At Sequent, leadership stays deeply engaged with every team member, holding weekly and daily meetings, equipping reps with professional gear, and recognizing achievements regularly.
The philosophy is simple: “Too much is given, much is required” — and the reverse is also true. The company invests heavily in its people so it can expect top-tier performance in return.
Data-Driven Scaling
From the early days, Sequent invested in custom dashboards to track every measurable element of the business — from average ticket size to build schedules, repair timelines, and team leader performance. This data discipline enables strategic decision-making, keeps the company nimble during weather disruptions, and ensures the capacity to scale without chaos.
For other contractors, Jordan’s advice is to start with whatever metrics you can — even simple CRM reports — and expand as you grow. When you’re ready to scale aggressively, “to scale it, you’ve got to nail it” with detailed tracking.
Breaking Into Luxury Markets
From day one, Jordan targeted the most exclusive neighborhoods in the region — places like Laurel Brook and The Governor’s Club — knowing that high-profile projects would fast-track brand recognition and credibility. His reasoning: fewer but larger jobs meant less operational strain and faster name recognition among both clients and competitors.
The approach worked. Executing flawlessly on complex, high-value projects earned Sequent the trust of homeowners and the respect of industry peers.
Building the Right Team
Sequent’s hiring philosophy is about quality over quantity. Jordan recruits individuals who are coachable, committed, and culturally aligned — often former athletes and college graduates who bring discipline and a team mentality. The company has a clearly defined “employee avatar” for sales and production roles, ensuring every hire strengthens the culture rather than diluting it.
Retention is a point of pride; new hires are onboarded with a six-week training academy, provided with top-tier tools and gear, and supported in ways that make them think twice before leaving. As Jordan notes, “We serve our people so they’ll serve us, and together we can do something great.”
Expansion with Purpose
With dominance in Middle Tennessee, Sequent has begun expanding into new markets like Huntsville, AL, with plans for Louisville and Knoxville. Expansion is tied to leadership development — only team leaders who’ve proven their ability to manage people and processes at a high level are given the opportunity to run new markets.
The Secret to Rapid Growth
Jordan credits Sequent’s trajectory to two things: an obsession with perfecting the customer journey and a culture that puts people first — both customers and employees.
“If we can do all the little things, we can be great,” he says. And at just 26, he’s proving that in one of the toughest segments of the roofing industry.
FAQs: Roofing Business Takeaways from This Episode
Topic: Customer-Service
Q: How can I improve communication with roofing clients between contract signing and the build?
A: Create a structured communication plan that includes automated updates, personalized check-ins, and reminders about what’s next. Tie messages to a physical or digital “roadmap” you give clients upfront so they can follow along. This keeps them informed, builds trust, and reduces last-minute surprises.
Topic: Customer-Service
Q: Why is post-build follow-up so important in roofing?
A: The weeks after a build are critical for securing referrals, ensuring satisfaction, and collecting final payments. Sending thank-you gifts, conducting walkthroughs, and requesting reviews keeps your brand top of mind and turns customers into advocates.
Topic: Operations-Management
Q: How can I prevent jobs from “disappearing” off my radar after the contract is signed?
A: Assign a dedicated customer service or project coordinator to manage communication from contract to build. Use software like Podium or similar CRM tools to automate updates and track project stages.
Topic: Marketing
Q: What’s the best way to break into high-end roofing markets?
A: Target a few large, complex projects in affluent neighborhoods, execute flawlessly, and leverage those jobs as proof of expertise. Word travels fast in these communities, especially when you deliver exceptional results.
Topic: Sales
Q: How do I compete against established roofing companies in luxury neighborhoods?
A: Differentiate through service and execution rather than price. Provide a premium customer journey, show meticulous attention to detail, and build relationships that lead to word-of-mouth referrals.
Topic: Growth-Expansion
Q: When should I start tracking advanced KPIs in my roofing business?
A: Begin with basic CRM reporting on revenue per rep, scope amounts, and project status. Once you plan to scale beyond $5–6 million, invest in detailed dashboards to monitor every department and decision in real time.
Topic: Operations-Management
Q: What metrics matter most for a roofing sales leader?
A: Key numbers include current and month-to-date revenue, average ticket size, number of signed contingencies, approvals, builds, and approval rates. These metrics help forecast revenue and manage capacity.
Topic: Education-Training
Q: How do I build a strong onboarding program for roofing sales reps?
A: Implement a structured multi-week training academy with clear expectations, hands-on mentoring, and regular check-ins. Provide all necessary tools, branded gear, and sales materials from day one to signal professionalism.
Topic: People
Q: How can I maintain company culture as my roofing business scales?
A: Stay actively involved in day-to-day operations, hold regular meetings, invest in team gear and events, and recognize achievements. High visibility and consistent leadership engagement keep culture strong.
Topic: Marketing
Q: Can online reviews help recruit roofing sales talent?
A: Absolutely. Many recruits research roofing companies before applying. A strong base of five-star reviews signals a healthy company culture and excellent customer service, making it easier to attract quality candidates.
Topic: Growth-Expansion
Q: How do I decide when to open a new roofing location?
A: Expansion should follow proven leadership development. Only promote individuals who’ve demonstrated success managing teams, meeting KPIs, and upholding company culture. Ensure your current market can sustain the change without losing momentum.
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