Guest: Martin Shepard, Reset Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/reset-your-roofing-company-martin-shepard-274
Links:
https://linktr.ee/Resetroofing
https://www.instagram.com/reset.roofing/?hl=en
tiktok.com/@resetroofing
youtube.com/@resetroofing
https://www.facebook.com/resetroofing/
🤖 Have a question? Ask this customized ChatGPT for the answer! Specifically designed for this episode, it’s here to help:
https://roofingpod.com/chatgpt-274
Hit the Reset Button: How Martin Shepard Rebuilt His Roofing Company with Culture and Purpose
Running a roofing company is never simple. Between sales, operations, insurance, and keeping your team motivated, it can feel like a constant balancing act. On Episode 274 of the Roofing Success Podcast, host Jim Ahlin sat down with Martin Shepard, founder of Reset Roofing and host of The Hard Reset Podcast.
Martin shared how he went from being a burned-out 1099 sales rep to building a thriving, values-driven roofing company. His story highlights the power of transparency, empathy, and building a culture that puts people first. For roofing contractors who feel stuck, his journey is a clear example of what it looks like to hit pause, rethink your approach, and start again with clarity.
From College Dropout to Roofing Business Owner
Martin didn’t grow up planning to run a roofing company. In 2006, after being asked not to return to college and facing $25,000 in student loan debt, he stumbled across an ad for a sales and marketing position at a residential roofing company in Roswell, Georgia.
With experience in food and beverage service, he was comfortable talking with people and quickly became a top sales rep. But working under a 1099 model opened his eyes to the flaws in the system. Reps had to rent their own trucks, buy their own shirts, and secure their own insurance. “It was like, if you want a truck, you rent a truck. If you want shirts, you buy your own shirts. It always felt like everyone was just on their own,” he recalled.
By 2016, Martin decided to step out on his own. He launched Reset Roofing with a clear vision: create a company that values people and builds more than just roofs.
Creating a Culture That Puts People First
At Reset Roofing, the culture is intentionally different from the transactional feel Martin experienced early in his career. Every day starts with a guiding principle: “How can we obsess over the customer experience?”
Instead of hiring only experienced roofing salespeople, Martin looks for individuals with strong customer service backgrounds. His team includes former bartenders, a missionary, a golf pro, and even a special education teacher. “They are customer service people who happen to sell roofs,” Martin explained. This approach ensures homeowners feel cared for, not sold to.
Teamwork Over Transactions
Reset Roofing runs on what Martin calls a hero sales culture. That means sales reps are accountable not just for their own commissions but for setting up the operations and invoicing teams for success.
“At the end of the day, the buck stops with the sales team,” Martin said. “If they are not performing, the whole company feels it. So what can we do to make sure the phones always ring and the work flows smoothly?”
To reinforce team unity, Reset hosts Friday lunches to bring the whole crew together after a busy week. They also plan quarterly outings that are more about building relationships than just talking business. Whether it is racing go-karts or making perfume, the goal is the same: connection.
Boundaries in a Family Business
Martin’s wife joined Reset Roofing as the office manager, overseeing customer service, marketing, and finances. Working with a spouse can be tricky, but Martin says therapy and boundaries made all the difference.
“I always thought if you are in an argument, you are meant to win it. But in marriage and business, there is no winning and losing. My wife is way smarter than me, and she helps me see things differently,” he shared.
One of their key practices is shutting down work conversations at home after 6 p.m. This ensures their relationship and family time remain strong and separate from the business.
Hard Lessons in Business
Like many contractors, Martin learned some lessons the hard way. One of the biggest was understanding insurance. Early on, he underestimated his revenue when reporting to his insurance provider. When the company grew faster than expected, he got hit with a massive $25,000 audit bill.
He also experienced the frustration of dealing with dishonest customers. In one case, a client refused to pay for a completed roof, claiming work was missing even though it had been done correctly. Martin learned two lessons from that: always document your work, and remember that you cannot make everyone happy. As he put it, “Some people are just going to be difficult. That is why you have an attorney. Do your best, but don’t take it personally”.
The Hard Reset Mindset
The concept of a hard reset is more than a catchy business name. In 2021, Martin personally faced a health crisis after contracting COVID that led to mania and psychosis. With the support of his wife, brother, and therapist, he entered a psychiatric hospital and began a journey of healing.
Out of that season came his podcast, The Hard Reset, where he and his guests share stories of transformation. “A hard reset is like a 180. You are going one way, then you unplug the cord and start fresh,” Martin explained.
For roofing contractors, a business reset may look like stepping back, reevaluating your systems, and rebuilding with a clear sense of purpose. It is about choosing to learn, adapt, and grow.
Standing Out With Memorable Customer Experiences
Reset Roofing is known for going above and beyond to make homeowners feel valued. One standout tradition is the underlayment blessing. Before a new roof is installed, families are invited to write prayers, messages, or drawings on the underlayment. Once the shingles go on, those words are sealed into the roof, symbolically protecting the home.
Customers love it. “It wasn’t just that we put a roof on. We welcomed them into the project,” Martin said. That personal touch helps build lasting relationships and generates strong word-of-mouth referrals.
Another shift was in scheduling. Early on, Reset would ask customers what day worked best for roof installation. It seemed like good customer service, but it created bottlenecks when no one wanted Monday or Friday jobs. Now, the company sets the schedule and communicates it clearly. This simple change keeps production running smoothly without compromising customer satisfaction.
Slowing Down to Grow Stronger
If Martin had to start over today, he would do one thing differently: slow down. In his early years, he was racing from appointment to appointment, trying to do as much as possible. Now he knows that slowing down to fully answer customer questions, nurture relationships, and build the right team creates stronger long-term growth.
He would also make the same hiring decisions again. The diverse backgrounds of his team—bartenders, teachers, and service professionals—have become the backbone of Reset Roofing’s success. “I would hire the exact same team that I have now. They care so much about the customer experience, and I would put them up against anyone’s team,” he said.
Final Reflection
For many roofing contractors, the day-to-day grind can feel overwhelming. You may be chasing jobs, dealing with audits, or struggling with team culture. Martin Shepard’s story is proof that it is never too late to reset.
By focusing on purpose, people, and process, you can build a roofing company that is not only profitable but also deeply rewarding. As Martin reminds us, “Reset isn’t just a name, it is a daily mindset”.
So ask yourself: is it time to hit the reset button in your roofing business?
FAQs: Roofing Business Takeaways from This Episode
Marketing
Q: How can roofing companies stand out in their local market?
A: Instead of relying only on flashy drone videos, focus on authentic content that entertains and educates. Sharing behind-the-scenes stories or involving homeowners in unique traditions like underlayment blessings builds trust and creates memorable experiences.
Sales
Q: What is a hero sales culture in roofing?
A: A hero sales culture means sales reps go beyond closing deals. They take responsibility for ensuring operations and invoicing teams are set up for success. This teamwork leads to smoother projects and happier clients.
Operations-Management
Q: How can roofers improve the handoff between sales and production?
A: A reliable CRM is key. Martin’s company switched to ProLine to make sure contracts, color selections, and material orders transfer seamlessly to operations. This reduces mistakes and improves efficiency.
Customer-Service
Q: What unique practice does Reset Roofing use to involve homeowners?
A: They invite families to write prayers, drawings, or messages on the underlayment before the roof goes on. This creates an emotional connection and turns the project into a memorable experience.
Customer-Service
Q: How should roofing companies deal with difficult customers?
A: Do your best work, document everything, and avoid taking disputes personally. Some clients will never be satisfied. Protect your business with proper contracts and legal support.
Finance-Accounting
Q: What is the most overlooked cost in roofing businesses?
A: Insurance premiums tied to revenue. If you underreport and then grow, audits can leave you with surprise bills. Always project revenue realistically.
Finance-Accounting
Q: How can roofers prepare for unexpected expenses like audits?
A: Build a financial cushion for what Martin calls “dumb taxes”—unexpected costs that come with growth. Planning ahead prevents one surprise bill from derailing your business.
Growth-Expansion
Q: What is the first step for a roofing company that needs a reset?
A: Hire a mentor. Pride can hold contractors back, but seeking help from peers and industry leaders provides clarity and proven strategies for growth.
People
Q: Should I only hire experienced roofing salespeople?
A: Not always. Martin hires service-minded people from backgrounds like bartending, teaching, and coaching. Roofing skills can be taught, but empathy and communication skills are invaluable.
Operations-Management
Q: How do you avoid scheduling conflicts with homeowners?
A: Instead of asking homeowners to pick any date, assign a schedule that works for your production calendar. This keeps crews busy and projects on track while still showing flexibility when needed.
Education-Training
Q: How can personal growth impact business leadership?
A: Therapy taught Martin that leadership is about empathy and understanding, not winning arguments. Building self-awareness and communication skills directly improved his ability to lead his team.
Legal-Compliance
Q: Do roofing companies really need legal counsel?
A: Yes. Having a trusted attorney is essential for handling disputes, especially with clients who may try to avoid paying. Legal protection is part of running a sustainable roofing business.
Growth-Expansion
Q: Why is slowing down important for growth?
A: Taking extra time with each homeowner builds trust and reduces mistakes. While it may feel slower in the moment, this approach creates stronger relationships and long-term business growth
📚 Resources & Links:
🎯 Join Our Facebook Group: https://roofingpod.com/facebook
📱 Text Jim @ (612) 512-1812 – Say Hi!
💬 Leave Us a Review: https://roofingpod.com/review
🤝 Our Sponsors:
The Roofing & Solar Reform Alliance (RSRA)
Tired of predatory practices and shady players? RSRA is leading the charge to create a better future for roofing and solar contractors through education, community, and real reform.
PowerUp Agents AI
This AI tool helps your sales reps follow up faster, handle objections better, and close more deals. It’s like giving every rep a personal sales coach, on demand.
Day 41 Thrive
Day 41 Thrive specializes in coaching, mentoring, and consulting for entrepreneurs and home service companies. Whether you’re building your leadership skills or developing a stronger team, they help you lead with purpose, and thrive no matter the season.
