How to Build a Legacy Roofing Company (Without Burning Out) with Curtis Eshghy
Guest: Curtis Eshghy, CEO of CN Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/growing-too-fast-can-destroy-your-roofing-business-curtis-eshghy-250/
🔗 Visit CN Roofing
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Scaling Isn’t Just About Growth — It’s About Maturity
Curtis Eshghy leads one of the fastest-growing roofing companies in the country, with over $30 million in annual revenue and 250+ employees. But as he tells it, his real growth didn’t come from hiring more salespeople or launching new offices. It came from stepping back, thinking bigger, and evolving as a leader.
This episode is packed with insights into what it takes to grow a truly legacy-driven roofing business — without losing yourself in the process.
From Doer to Coach: Seeing the Whole Field
Curtis compares his leadership evolution to football. Early on, he was on the field, making every play. But as the company scaled, he learned to become the coach, then the offensive coordinator, and eventually the GM watching from the skybox.
“You don’t see the whole field until you step back. That’s when you start making better decisions for everyone.”
That shift gave him clarity — and helped him understand where he was the best asset, and where others could shine brighter.
150 Installers, 4 Gutter Trucks, and a Tough Lesson
In an ambitious move, CN Roofing hired 150 full-time installers and built an in-house labor force. They also purchased and staffed full gutter operations.
It was a massive operational lift — and a huge liability.
While the strategy taught them a ton, Curtis emphasizes the importance of evaluating ROI, adjusting quickly, and not holding onto ideas just because they’re ambitious.
“Playing it safe will never get you anywhere. But when you take risks, make sure you’re ready to adjust fast.”
Ego vs. Efficiency: Letting Go of What No Longer Works
One of the biggest challenges Curtis faced was learning when to walk away — not just from bad hires, but from entire ideas, offices, or projects that weren’t working.
“There’s no glory in keeping seven offices open if three are dragging down the other four.”
In 2024, CN Roofing focused on balance — scaling intentionally, cutting what didn’t work, and making space for what did. This also meant pulling out of ego-driven decisions and realigning the company with its original values.
Leading Leaders: Empowering the Team to Own Their Roles
Curtis didn’t grow a powerhouse company by micromanaging. In fact, 2024 became a year of delegating decision-making and letting team members live with the outcomes.
That includes sales leaders, production heads, and even back-office staff — many of whom started in entry-level roles and worked their way up.
“The guy running production today? He was in accounting last year. The year before that, he was in sales. Now he sees the whole process and solves problems before they start.”
This cross-functional understanding gives CN Roofing a huge edge. It also creates loyalty and long-term leadership from within.
Risk Reduction: The Hidden Growth Lever
Curtis’s biggest mindset shift? Realizing that with growth comes greater risk — and responsibility.
“I’ve got 250 people counting on me. I can’t afford to make careless decisions anymore. That means personal risk reduction too.”
That includes how he drives, who he talks to, and how available he makes himself. Being the face of a high-profile brand means staying protected legally, financially, and personally.
Marketing That Moves the Needle
Curtis didn’t hold back in 2024. He went big on brand with billboards on expressways, a new AI-optimized website, and heavy outside marketing investments. The goal? Let the brand sell, not just the sales team.
“We’re not just selling roofs anymore. We’re selling a brand — and the brand is what sells the roofs.”
It’s working. CN Roofing had three reps close over $2.3M each in sales, thanks to tighter systems, stronger leadership, and better lead flow.
Culture Isn’t an Accident — It’s a Legacy
The emotional high point of the episode? Curtis reflecting on the Christmas party, where employees celebrated each other like family.
“Watching the camaraderie and the joy — it hit me. We built something real.”
Many employees are close friends and family. But the culture goes beyond that. It’s about creating opportunity for people to transform their lives — and watching that happen is the real reward.
Final Reflection: Growth With Purpose
Curtis isn’t chasing a 9-figure exit (though private equity is knocking). His vision is about more than money:
“I just want to spend my life around the people I choose — and who choose me.”
That’s the heartbeat of CN Roofing. Yes, the company is scaling. But it’s scaling with purpose, led by someone who’s just as focused on who they’re building with as what they’re building.
FAQs: Roofing Business Takeaways from This Episode
Leadership-Development
Q: What’s the key to evolving from a technician to a true business leader?
A: Step back and learn to view your business from above. When you move from doing everything yourself to coaching others and empowering your team, you unlock real growth and better decision-making.
Operations-Management
Q: How can I tell when it’s time to shut down a struggling office or project?
A: If the numbers, morale, or alignment aren’t there — and it’s draining energy from your core — it may be time to cut. Ego can’t drive decisions. Let performance and impact lead the way.
People
Q: How do I build long-term leaders inside my roofing company?
A: Promote from within. Let team members rotate through roles so they understand the full business. That knowledge helps them troubleshoot issues and grow into strong, autonomous leaders.
Finance-Accounting
Q: What’s one overlooked way to protect my roofing business financially?
A: Reduce personal risk. As the business grows, your exposure does too. Avoid liability by separating personal decisions from business assets and limiting unnecessary involvement in every decision.
Growth-Expansion
Q: Is hiring a massive labor force worth it?
A: It depends. Curtis hired 150 installers and learned the hard way — growth must be matched with structure, compliance, and clarity. Otherwise, it becomes a liability rather than an asset.
Customer-Service
Q: How do I maintain quality when scaling quickly?
A: Keep your core values front and center. As you grow, make sure new hires are trained by your best people and understand they represent everyone in the company — not just themselves.
Marketing
Q: When should a roofing company invest in brand awareness like billboards?
A: When your systems can handle increased demand and your brand is well-defined. At that point, your name becomes a selling tool and can drive growth beyond your sales team’s reach.
Education-Training
Q: How do I train team members to become cross-functional leaders?
A: Let them rotate through departments and experience different challenges. That creates adaptable, high-level leaders who understand the entire business, not just one piece.
Topic: Legal-Compliance
Q: What are the risks of hiring a large labor force in-house?
A: It increases compliance and safety liability — from OSHA rules to labor laws. Ensure you’re structured properly before making that kind of leap. Documentation and training are key.
Technology-Innovation
Q: What role does technology play in Curtis’s growth strategy?
A: CN Roofing rebuilt their website with AI-driven SEO tools and invested in systems that improve performance tracking, customer flow, and marketing ROI — all key to scaling efficiently.
253: Most Roofers Are Doing Referrals ALL WRONG—Here’s the Fix with Steven Ragsdale
Roofing Referrals Aren’t Luck…They’re a System. Here’s the Blueprint.
Guest: Steven Ragsdale, Co-Owner of Blacksmith Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/roofers-are-doing-referrals-all-wrong-steven-ragsdale-253/
🔗 https://blacksmithroofing.com/
🤖 Have a question? Ask this customized ChatGPT for the answer! Specifically designed for this episode, it’s here to help:
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Referrals Aren’t a Strategy—They’re a Culture
Steven Ragsdale built a multi-million-dollar roofing company in a storm-heavy market without door-knocking, lead-buying, or storm chasing. How? Referrals.
But here’s the thing: referrals aren’t something you “do”—they’re something you earn, over time, through intentional culture, process, and people.
In this episode, Steven breaks down how Blacksmith Roofing in Broken Arrow, OK scaled a $6M+ business on almost nothing but word-of-mouth—and why most roofers have it totally backwards.
“We don’t buy leads. We don’t knock doors. We barely market. We just take care of people—our customers, our team, and our partners.”
The Three Referral Avatars: Customers, Agents, Realtors
Most roofers think of referrals as something that comes from past customers. That’s only one-third of the opportunity.
At Blacksmith, Steven trains his team to sell to three audiences—and understand what each needs:
- Insurance Agents want trust. Don’t file shady claims or put their reputation at risk.
- Realtors want speed. Help them get to closing—even if it’s just a repair.
- Homeowners want reassurance. Make them feel seen, heard, and valued.
“Roofing isn’t exciting. It’s not a kitchen remodel. But if you can make it feel like one, they’ll tell everyone about you.”
Hobby-Based Marketing: The Referral Secret Weapon
Cold calls and chamber mixers not your thing? That’s fine. Steven teaches his team to lean into hobby-based marketing—a term he coined that flips traditional sales on its head.
Each sales rep picks a personal interest (golf, cars, church groups, basketball) and builds relationships within that community. Because referrals happen more naturally when the walls are already down.
“When someone knows you as Steven the golfer or Steven the dad, and then finds out you do roofing—that’s a warmer lead than any ad will ever get you.”
The result? A steady stream of referral business, with reps who feel like they’re just living their lives—not begging for deals.
Build a Sales Team That Doesn’t Burn Out (or Bolt)
Steven and his partner realized early that the traditional roofing sales model—where reps wear every hat—creates high turnover and burnout.
So they flipped the script:
- In-house inspector handles all roof assessments
- Production manager runs jobs, warranties, repairs
- Office manager manages paperwork, insurance docs, and supports marketing
That leaves reps to focus on selling—and building the relationships that drive referrals.
“You can’t afford not to afford help. If you want to grow, you need to build a real team.”
By removing friction and giving sales reps their time back, Blacksmith turned $1M reps into $2M+ producers—and dramatically improved customer experience along the way.
Systems Over Superstars: How Blacksmith Scales Consistently
Steven doesn’t want unicorn salespeople. He wants a repeatable system.
So he built one:
- Weekly sales training with structured topics
- Defined processes in Acculynx for every role
- Standardized sales reports and inspection review
- Monthly goals tied to tangible rewards (not just cash)
This has created alignment across departments—sales, production, admin—and clarity on who does what, when, and how.
“We’re not trying to carbon copy a person. We’re building a repeatable model.”
And it’s working. March—typically a slower month—was a record-setter, with over $600K in closed sales.
Culture Isn’t a Buzzword—It’s a Business Strategy
Blacksmith’s biggest growth lever? Team culture.
Every hire is values-aligned. The office feels like family. Team outings, shared wins, and support during tough times aren’t the exception—they’re the norm.
“If I got a flat tire, any one of my team would show up to help. That’s who we are.”
This intentional culture reduces turnover, boosts performance, and makes Blacksmith a magnet for both talent and customers.
Stop Doing Business Like Every Other Roofer
Steven’s parting advice?
Be different. Most roofers try to grow by doing more of the same: more ads, more sales pressure, more chaos.
Instead, slow down. Focus on your team, your processes, and your referral network. Build a company you’d actually want to work at—and people will notice.
“If you want to go fast, go alone. But if you want to go far, go together.”
FAQs: Roofing Business Takeaways from This Episode
Topic: Marketing
Q: What is hobby-based marketing and how can roofers use it?
A: Hobby-based marketing is about networking through your passions—like golf, cars, or fitness—to create organic conversations and relationships that lead to referrals. It’s more effective (and less awkward) than traditional cold outreach.
Topic: Sales
Q: How do I train my team to generate more referrals?
A: Teach them to think in terms of three referral sources: past customers, insurance agents, and realtors. Customize messaging and follow-up to each group’s needs and pain points.
Topic: Operations-Management
Q: How can I prevent sales rep burnout in my roofing company?
A: Remove non-sales tasks from their plates. Hire an in-house inspector, office admin, and production manager to handle paperwork, logistics, and customer service—freeing reps to focus on selling.
Topic: Growth-Expansion
Q: Is it possible to grow a roofing business without buying leads?
A: Yes—if you build a strong referral engine. By focusing on customer experience, reputation, and community relationships, Steven Ragsdale grew Blacksmith Roofing to $6M+ without paying for leads.
Topic: Customer-Service
Q: How do I turn customers into raving fans?
A: Go beyond the job. Communicate clearly, follow through on promises, fix mistakes quickly, and make people feel cared for. Great service = more referrals.
Topic: Education-Training
Q: What should roofing sales training include?
A: Cover more than product knowledge. Teach communication skills, referral techniques, role-specific strategies for homeowners, agents, and realtors, and how to use your CRM effectively.
Topic: Finance-Accounting
Q: How do systems impact profitability?
A: Streamlined systems reduce waste, improve estimating accuracy, and increase capacity. At Blacksmith, process improvements in production and estimating led to higher margins—even with the same job volume.
Topic: Legal-Compliance
Q: How do I avoid issues with insurance agents?
A: Don’t file questionable claims. Make it clear you’re a team player, only filing when appropriate. This builds trust and leads to long-term referral relationships.
Topic: Technology-Innovation
Q: How does Blacksmith Roofing use technology to scale?
A: They leverage Acculynx to manage workflows, automate estimates, and ensure clear handoffs between sales, admin, and production—making the team more efficient and aligned.
Topic: Niche Services
Q: Can roofing companies add other services like windows without losing focus?
A: Yes—if it complements your core business and you have real expertise. Blacksmith added a window division because of existing relationships and experience in that area.
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