How to Build a Billion-Dollar Roofing Business Framework with J. Cron
Guest: Jonathan “J. Cron” Cronstedt, Author of The Billion Dollar Bullseye, Former President of Kajabi
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/how-to-scale-your-roofing-company-without-more-leads-jonathan-cronstedt-251/
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https://roofingpod.com/chatgpt-251-jcron
The Billion-Dollar Bullseye: Aim at a Bigger Target
What if growing your roofing business didn’t require more leads, more ads, or more salespeople? In this powerful conversation, J. Cron reveals the real blueprint for growth. Drawing from his experience scaling Kajabi to a $2B valuation, he introduces the Seven Ps Framework — a practical and transformational model any roofing company can use to grow profitably.
1. Purpose: Internal vs. External Drivers
J. Cron breaks down purpose into two clear categories:
- Internal Purpose: Your personal “why” — the thing that gets you out of bed, whether it’s financial freedom or a flexible lifestyle.
- External Purpose: The transformation you create for customers. In roofing, this might be peace of mind and safety under a reliable roof.
He urges owners to stop forcing values down employees’ throats. Instead, let people align naturally with the company’s external mission while pursuing their own internal goals.
2. Profit: No Numbers, No Business
“If you don’t know your numbers, you don’t have a business — you have liability.”
You don’t need to become an accountant, but you do need to understand top-line revenue, job averages, and margins. Track them often. As Cron says, measure daily and you’ll only have bad days. Measure monthly, and you’ll suffer bad months. Don’t measure at all? Good luck.
3. Product: Could You Turn Off Marketing Tomorrow?
The most uncomfortable question for many roofing companies:
“If you stopped all marketing and sales efforts, would your business survive?”
If not, the real problem is your product. In a commoditized industry, product means experience. Are customers happy? Do they refer you? If they’re not, no ad in the world can save you.
4. Prestige: Become the Brand People Trust
Prestige is your reputation, and in home services, it’s everything. Cron advises owners to “experience their experience” — mystery shop your business. Call your own phone number, submit a lead, talk to customers post-job.
Did you know: Leads responded to in under 60 seconds are 8x more likely to convert. Are you hitting that mark?
And if your name (or your technician’s) shows up in online reviews, that’s real brand equity. Multiply that.
5. Promotion: Marketing That Educates
Promotion is Cron’s favorite — but he warns that it’s a trap for business owners who haven’t done the work in the previous Ps.
Great marketing educates buyers and helps them choose you by setting the buying criteria upfront. Show them why certifications, warranties, quality installs, and clean work sites matter. If your customers don’t know what to compare, they’ll default to price.
6. Persuasion: Ethical Sales and Confidence
“You have a moral responsibility to sell if you’re the best option.”
Sales is not about pressure — it’s about helping people make the right decision. If you know your team delivers top-tier roofing service, it’s your duty to guide customers away from cheap, risky competitors.
Cron emphasizes that confident walkaways are powerful. If a customer is hyper price-focused, don’t be afraid to say, “We’re probably not the right fit.” That confidence builds credibility.
7. People: Hire After You Build the Machine
Why are people last in the framework?
Because too many contractors hire before building systems. They bring on new reps or techs and drop them into chaos. That’s not delegation — it’s abdication.
People become force multipliers only after your business is dialed in. When the first six Ps are working, you’ll attract the right talent and keep them.
Closing Reflection
J. Cron’s Seven Ps framework is about creating aligned leverage — where every part of your business supports the others. When you dial in purpose, profit, product, prestige, promotion, persuasion, and people, you build a company that scales sustainably. A business that works even when you’re not chasing leads 24/7.
FAQs: Roofing Business Takeaways from This Episode
Operations-Management
Q: How do I know if my roofing company is scalable?
A: If you turned off marketing today, would your company still get calls, referrals, and repeat business? If not, you’re overly dependent on lead generation. Scalable companies create value through systems, customer experience, and team performance.
Finance-Accounting
Q: What financial numbers should I check weekly?
A: Focus on topline revenue, profit margin, and average job size. These indicators help you catch issues early and stay in control of your cash flow.
People
Q: When should I hire more reps or crew members?
A: Only after you’ve built reliable systems for onboarding, training, and lead flow. Otherwise, you’ll burn people out and blame them for a broken system.
Customer-Service
Q: What’s the fastest way to improve customer satisfaction?
A: Audit your process. Call your office. Submit a lead form. Follow up with past customers. Fix what feels broken — and improve response time. Every minute counts.
Marketing
Q: How can I attract better-fit roofing customers?
A: Use your marketing to educate. Show homeowners what “quality” looks like. Define the difference between your service and budget competitors so buyers come pre-qualified.
Sales
Q: How should I handle customers who want the lowest price?
A: Don’t chase them. Confidently explain what your price includes and why cutting corners is risky. Walk away if it’s not a fit. That approach earns trust.
Education-Training
Q: How do I help new hires succeed faster?
A: Build a clear, repeatable process. Use your experience to train and equip them. If they can walk into a proven system, they’ll win. If not, they’ll churn.
Growth-Expansion
Q: What’s the best path to scaling my roofing business?
A: Stack the Seven Ps: start with purpose and profit, then work your way through product, prestige, promotion, persuasion, and people. Each layer multiplies the others.
Technology-Innovation
Q: Can AI help with lead response?
A: Yes. Automated voice systems and AI tools can help you respond to leads in under 60 seconds — dramatically increasing your conversion rates.
Legal-Compliance
Q: Should I include insurance and licensing in my sales pitch?
A: Absolutely. Most homeowners don’t realize how important this is. Educating them on liability protection makes you look more professional and earns their trust.
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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