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:
https://roofingpod.com/chatgpt-253
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.
📚 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.
JobNimbus Marketing
JobNimbus Marketing is the industry’s leading marketing agency, crafted exclusively for roofers and contractors. From strategy to execution, they’ll help you attract more leads, close more jobs, and experience the growth your business deserves.
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.
