Guest: Cole Haynes of Escalade Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/from-rock-bottom-to-roofing-empire-cole-haynes-258
🔗 https://escaladeroofing.com/
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From a life trapped in addiction to running one of North Carolina’s fastest-growing roofing companies, Cole Haynes’ journey is nothing short of extraordinary. In just over a year, he went from launching Escalade Roofing with no outside funding to leading a storm-ready sales team that landed more than 50 contracts in a single week.
In Episode 258 of the Roofing Success Podcast, Cole shares the mindset, strategies, and tools that turned his life around and catapulted his company toward an ambitious $10 million revenue goal. If you’re early in your journey—or pushing past the $3 million ceiling—this episode delivers the practical and motivational fuel you need.
From Addiction to Action: Cole’s Personal Transformation
Cole’s path into roofing started from a place many would consider hopeless. After years of addiction and hardship, he found faith, moved to North Carolina, and gradually rebuilt his life. His first exposure to roofing came when he noticed the wealth generated by a friend’s father who owned a contracting business.
That curiosity led to opportunity. Within one summer, Cole sold over 50 roofs and earned more than $60,000—planting the seed for his future as a roofing entrepreneur.
“That first $1,000 check from roofing? I was off to the races.”
Starting Escalade Roofing—The Leap of Faith
After helping another roofing company grow (with little credit or compensation), Cole decided it was time to launch his own venture. In March 2023, Escalade Roofing was born. He began with grit and a mission: deliver five-star customer service, build a solid team, and never leave a homeowner unsatisfied.
Cole’s growth plan started with pure hustle—knocking doors, networking locally, and leveraging Google reviews. His commitment to providing a “family experience” for every customer paid off. Escalade now boasts over 125 five-star Google reviews and a reputation that fuels consistent referrals.
Door Knocking, Gym Buddies & BNI: Building a Sales Powerhouse
Cole built his sales team from unlikely but motivated recruits: friends from church, gym connections, even sauna conversations. He looked for people with grit, coachability, and a drive to succeed.
His top reps have impressive stories. One sales rep, Rob, went from gym buddy to roofing machine—signing 20+ contracts in just two weeks after a major storm.
“People that grow up poor—when they find this thing—they grind harder. They’re hungry to build a better life.”
To support growth, Cole invested in door-to-door sales training through Sam Taggart’s D2D University, 14-day onboarding programs, and ongoing mentoring that pushes every team member to hit their numbers and grow as professionals.
Tracking What Matters: Metrics, Motivation, and Culture
Once Escalade hit a certain size, Cole realized they needed more structure. He upgraded from casual coffee shop meetups to a dedicated office space, whiteboard tracking, and weekly goal setting. Each rep is responsible for tracking:
- Contracts signed
- Revenue produced
- Doors knocked
- Retail vs. insurance jobs
This visibility helped reps become more competitive, accountable, and aligned. Cole emphasizes tracking activity over talent and believes quantity leads to quality.
The Power of Systems and Technology
To scale quickly, Cole didn’t just rely on hustle—he leaned hard into systems. Key tools that power Escalade Roofing include:
- RoofLink: CRM built by roofers, automates steps from inspection to invoice
- SalesRabbit: Helps reps track canvassing, homeowner interactions, and neighborhood activity
- HailTrace: Used to identify high-impact areas for storm outreach
- Review Automation Tools: Follows up with customers to generate consistent Google reviews
Networking That Delivers: BNI and Community Involvement
Cole’s secret to consistent lead flow? Building strong relationships. He and his reps attend multiple BNI chapters across different cities, creating a web of referrals from insurance agents, realtors, and property managers.
“Networking groups grow your business because people refer who they know. And when they know you as ‘the roofer,’ that’s gold.”
He also invests in local sponsorships and community outreach—from stadium signage to donating to schools—all of which increase brand exposure and deepen community ties.
Scaling with Integrity: Hiring and Culture
Not everyone’s cut out for roofing sales, Cole admits. But those who have the hunger and show up for training can thrive. Escalade’s culture is driven by competition, spiritual growth, and accountability.
Each sales meeting opens with a devotional, and their team Bible verse (Ephesians 3:20) reinforces the company’s faith-first philosophy.
“God multiplied what I was trying to add. He opened doors I could never have opened myself.”
Escalade’s hiring now operates like a tree: reps refer friends, who refer others. This approach has brought in top performers who come pre-vetted, trusted, and motivated.
Final Takeaway: From $3M to $10M—What It Really Takes
To break past the $3 million barrier, Cole believes roofers must invest in infrastructure: project supervisors, office staff, marketing, and CRM tools. More importantly, they must stop trying to do everything themselves.
If you want to scale:
- Get your legal, insurance, and hiring systems right
- Invest in tools that automate and track your workflows
- Build a culture rooted in values and fueled by energy
- Pour into your people—and give them room to fail and grow
“Plant seeds everywhere. You never know which one will grow into a $600,000 project.”
Cole’s journey proves that roofing can transform lives. From broken beginnings to multi-million-dollar momentum, it’s about hustle, faith, and the courage to go all in.
FAQs: Marketing Takeaways from This Workshop
Topic: Digital Marketing for Tour Operators
Q: How can roofing companies get more leads without relying solely on ads?
A: Like Cole did with Escalade Roofing, building a strong referral network through local BNI groups, door-to-door outreach, and five-star Google reviews can create an inbound engine. Focus on authentic content, real relationships, and quality service—customers will refer you.
Topic: Tourism Social Media
Q: Is social content really worth it for a local service business?
A: Absolutely. Cole credits much of Escalade’s growth to raw, real-life content—behind-the-scenes videos, family stories, and job site walk-throughs. You don’t need fancy production. Pull out your phone and be consistent.
Topic: Local SEO for Travel Agencies
Q: How can local service businesses rank better on Google?
A: Regular Google reviews are critical. Cole’s team uses automated tools to request reviews at every stage. Paired with local citations (like Chamber of Commerce listings) and strong Google My Business optimization, this boosts search rankings fast.
Topic: Tour Operator Website Design
Q: What website features matter most for converting leads?
A: For roofers, just like tour operators, clear CTAs, trust signals (like reviews), and mobile responsiveness are key. Include videos, project photos, and easy quote request forms to build credibility.
Topic: Booking Software
Q: How can technology help a small business scale quickly?
A: Cole’s use of RoofLink, SalesRabbit, and automation apps show how software streamlines sales, scheduling, and communication—freeing up time to focus on growth.
Topic: Tour Operator Booking
Q: What’s one overlooked way to close more sales?
A: For Escalade, door-to-door reps armed with testimonials and video content closed faster. Video reviews serve as social proof that builds instant trust.
Topic: Digital Marketing for Tour Operators
Q: What role do business cards still play today?
A: Surprisingly, a lot. One of Cole’s reps closed a $618,000 deal from handing out cards. Physical branding still works—especially when paired with strong follow-up.
Topic: Beginners Guide to Local SEO
Q: Does community involvement impact SEO or just branding?
A: Both. Sponsoring local events and sports teams earns backlinks and builds visibility. This signals local relevance to search engines while also generating leads.
Topic: SEO for Tour Operators
Q: How important are online reviews for service businesses?
A: They’re everything. Cole won’t allow unhappy customers. That mindset led to 125+ five-star reviews—essential for SEO and trust-building.
Topic: Marketing Tours
Q: What’s the first step to building a referral-based business?
A: Be exceptional. Cole’s policy: “When we step on your lawn, you become family.” Treat every client as a relationship, not a transaction.visibility, and attracts like-minded collaborators.
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