Guest: Aaron Rogers of Pro Exteriors
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/how-this-roofer-makes-more-profit-at-4m-than-most-at-10m-257
🔗 https://www.askproexteriors.com/
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What if chasing top-line revenue is costing you everything that really matters? That’s the central theme in this compelling conversation with Aaron Rogers of Pro Exteriors. Aaron has experienced the highs and lows of building a multimillion-dollar roofing business—but it wasn’t until he redefined what success meant that everything changed.
In this episode, we dive deep into what makes his lean, purpose-driven business more profitable and fulfilling at $4 million than most roofing companies are at $10 million.
From Wrenches to Roofing: How Aaron Found His True Calling
Aaron didn’t plan on becoming a roofing contractor. His first love was cars, but a sobering talk with a seasoned mechanic convinced him that there wasn’t much financial upside in automotive work. Pivoting to business classes and working with his contractor father, Aaron discovered a love for entrepreneurship and construction. By 2005, Pro Exteriors was born.
“I enjoyed it. Who doesn’t like building stuff with their hands?”
What started as a hands-on hustle turned into a company built for margin, meaning, and mission.
Metrics That Matter: Profit Over Vanity
Aaron is a numbers guy—and not the type chasing vanity metrics like gross revenue. Instead, he focuses on profitability, team health, and customer happiness. At the core of his strategy is this simple truth:
“It doesn’t matter how many millions you make if your net profit isn’t growing.”
Aaron explained that some years Pro Exteriors hit $5M+ in revenue but felt like a grind with little gain. In contrast, his most profitable and fulfilling year came at around $4M.
Why? Because at that size, he found a balance: solid margins, happy clients, and a motivated team without burnout or bloated overhead.
The Numbers That Drive Smart Growth
Aaron tracks data obsessively but practically. He recommends:
- Budgeting by category (marketing, equipment, labor)
- Monitoring lead cost, sales closing ratios, and job-specific profitability
- Using AI tools like ChatGPT to build out initial budgets and refine processes
- Assigning ownership of department-level KPIs through an EOS-style system
He emphasizes starting with the basics, especially if you’re the “everything” person in your business—from sales to job site supervision.
Culture Comes First
Aaron hires for personality, not just skills. Why? Because one wrong hire can wreck company culture. He lays out clear, simple metrics for every role—especially sales—and evaluates staff based on contribution to culture and client satisfaction.
“Hire for personality and teach skills.”
Knowing When Not to Grow
One of the most refreshing parts of Aaron’s story is his honesty about the downsides of growth. Between $3–7M, the business demanded more people, more trucks, more stress. It stole time from his family and his community.
So he stopped chasing scale for the sake of it.
“I prefer to be happy and content and have a manageable company where people enjoy coming to work.”
He’s not interested in being a $10M company if it means sacrificing peace, purpose, and people.
Purpose-Driven Roofing: Giving Back Through Hammers for Heart
Aaron’s deeper motivation comes through his nonprofit, Hammers for Heart, which provides small home repairs, ramp builds, and clean-ups for those in need.
The roofing business is now the vehicle that funds and supports that mission. His company’s core values include service, faith, and community involvement.
Pro Exteriors regularly partners with Habitat for Humanity, supports food drives, and even has a “Community Pro Pledge” that formalizes its commitment to giving back.
“The most important part of all of this? Our company just feeds the mission.”
Building Team Buy-In for a Bigger Cause
While not every team member shares Aaron’s personal faith or mission, the culture at Pro Exteriors encourages voluntary participation in service work. Whether paid or donated time, employees show up willingly and enjoy the camaraderie and purpose it provides.
Aaron emphasizes not forcing internal missions but allowing staff to rally around shared external missions—like excellent customer service and community impact.
Podcasting for Local Impact
Aaron also launched “You Ask, The Pros Answer,” a podcast to educate homeowners and highlight other local professionals. It started with roofing tips but has evolved into a platform for collaboration and community storytelling. The response? Local recognition, business growth, and more inbound engagement than expected.
FAQs: Roofing Business Takeaways from This Episode
Topic: Finance-Accounting
Q: What’s more important—gross revenue or net profit?
A: Net profit is far more important. Aaron explained that they once added $1.7M in revenue but saw minimal profit. Without margin, bigger numbers just mean bigger problems. Profit should be the primary metric guiding growth.
Topic: Operations-Management
Q: How do I avoid burnout while scaling my roofing business?
A: Know your limits and define your “enough.” Aaron found that $4M in revenue was his sweet spot—a level that kept both the team and finances healthy without overextending resources.
Topic: Education-Training
Q: What’s the best way to build a roofing company budget from scratch?
A: Start simple. Use AI tools like ChatGPT to get a rough draft, then refine with real numbers. Aaron recommends reaching out to seasoned contractors and doing research rather than trying to guess your way through.
Topic: Technology-Innovation
Q: How can roofing contractors use AI to run their business better?
A: AI can help with budgeting, internal communication, and decision-making support. Aaron uses it for quick task generation, roleplaying tough conversations, and building planning frameworks.
Topic: Customer-Service
Q: How can I ensure a great customer experience as my company grows?
A: Track client happiness as a KPI and hire culturally aligned staff. Aaron’s team uses metrics like review generation and completion times, and they deeply value feedback.
Topic: Sales
Q: What are the key metrics for a new roofing salesperson?
A: Start with three simple targets: revenue sold, closing rate, and average margin per job. Adjust based on seasonal and market conditions.
Topic: Legal-Compliance
Q: How should roofing companies handle late payments?
A: Be aggressive about collections. Know your state’s lien laws, track red flags, and send demand letters promptly. Waiting too long often means forfeiting payment.
Topic: People
Q: Should I hire fast or slow when building my team?
A: Aaron hires fast and fires fast. He focuses on personality fit first, then trains skills. If someone’s not working out culturally or performance-wise, he moves on quickly.
Topic: Growth-Expansion
Q: Is growing past $5M always a good idea?
A: Not necessarily. Aaron found that beyond $4M–5M, the stress and overhead increased exponentially. Growth should serve your life, not consume it.
Topic: Purpose
Q: How can I align my roofing business with a greater mission?
A: Consider starting a nonprofit or partnering with local charities. Aaron uses his business to support “Kingdom work” through Hammers for Heart, aligning financial goals with service.
Topic: Marketing
Q: Is starting a podcast a good marketing strategy for roofing companies?
A: Yes, especially for local branding. Aaron’s podcast helps build trust in the community, creates business visibility, and attracts like-minded collaborators.
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