Fighting for Roofing Contractors’ Rights and Scaling with Strategy
Guest: Garen Armstrong, Shamrock Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/the-war-on-roofing-contractors-247
🤖 Have a question? Ask this customized ChatGPT for the answer! Specifically designed for this episode, it’s here to help! https://roofingpod.com/chatgpt-247
Taking a Stand: Fighting Unfair Roofing Regulations in Iowa
What happens when government overreach threatens your business—not because of poor workmanship, but due to vague language in the law? Garen Armstrong, CEO of Shamrock Roofing, is not just running a successful multi-state operation; he’s leading a legal battle to protect the rights of roofing contractors in Iowa.
The Iowa Insurance Department (IID) has aggressively targeted contractors with cease-and-desist orders—some stemming from nothing more than a Google review mentioning the word “process.” According to Garen, the IID’s enforcement is driven not by homeowner protection, but by insurance industry pressure to reduce payouts.
“They should be protecting homeowners, but instead, they’re putting family businesses out of work.” — Garen Armstrong
Rather than fight in state courts, Garen escalated the issue to federal court, arguing that these vague regulations violate First Amendment rights. His mission is to create a clear, fair operating environment for contractors—and he’s urging others to get involved.
Multi-State Expansion Through Operational Precision
Shamrock Roofing operates in nine states and sixteen markets, each with its own regulatory landscape. To manage this complexity, Garen has implemented a hub-and-spoke operational model:
- Centralized HQ in Kansas City manages permitting, payroll, dispatching, and compliance.
- Local branch managers focus on training, quality control, and field operations.
This setup enables Shamrock to scale rapidly while maintaining consistency, even when navigating widely different municipal codes and licensing rules.
“We can confidently open new markets because we’ve built a repeatable system.”
Geographic Diversification to Combat Seasonality
With harsh winters in the Midwest, Garen expanded Shamrock Roofing into southern markets like Oklahoma, Texas, and Arkansas. This move allowed the company to maintain steady revenue and workforce continuity year-round, regardless of weather disruptions.
Entering New Markets with Momentum
Shamrock doesn’t wait to open before generating leads. Their market entry strategy includes launching full-scale marketing campaigns 90 days before the official branch opening:
- Google & Facebook Ads
- OTT (streaming) commercials
- Direct mail
- Recruiting campaigns
By the time doors open, they already have homeowner interest and a candidate pipeline in place.
“We usually have leads coming in and hires ready to go before we even open.” — Garen Armstrong
Supply Chain Advantage: Bulk Purchasing and Warehousing
During the COVID-era supply chain crisis, Shamrock shifted to buying materials by the truckload and established its own warehousing operation. This includes forklifts, conveyor trucks, and job-specific, shrink-wrapped pallets.
Benefits:
- Locks in prices ahead of quarterly increases
- Ensures material availability
- Improves delivery efficiency
Though the initial investment was high, the strategy now gives Shamrock a competitive edge in both cost and logistics.
Building a Leadership Pipeline
Culture is at the core of Shamrock’s success. Garen refers to the company’s ethos as “Shamrock Nation,” emphasizing servant leadership, internal promotion, and long-term development.
Leadership Path:
- Project Manager → Field Trainer → Branch Manager
By promoting from within, Shamrock ensures cultural alignment and creates confident leaders equipped to replicate success in new markets.
Disciplined Lead Distribution
With a strong inbound lead flow, it would be easy for reps to coast—but not at Shamrock. Leads are awarded to reps who actively hustle, knock doors, and drive their own pipeline. This ensures that sales professionals stay sharp and results-driven.
“If you’re just waiting for leads, you might be out of luck.”
Preparing for the Future of Roofing
Garen predicts continued tightening from insurance carriers, making retail sales and financing more essential than ever. Shamrock is actively investing in:
- In-house financing to offer payment plans
- Consistent quality across locations
- Training for younger, less experienced hires
“We want clean job sites, good warranties, and real accountability.”
Final Words of Advice for Roofing Contractors
Garen encourages contractors to:
- Get involved in legislation
- Unite with other contractors
- Invest in culture and leadership
- Avoid volume for volume’s sake
“Keep selling profitably. Don’t undercut yourself just to grab volume.” — Garen Armstrong
FAQs: Roofing Business Takeaways from This Episode
Topic: Legal-Compliance
Q: What can I do if my roofing business is facing unfair state regulations?
A: Rally with other contractors, consult with legal experts, and consider challenging unclear laws in federal court. Garen Armstrong’s federal case in Iowa is setting a precedent for defending contractors’ rights to market and operate without vague restrictions.
Topic: Operations-Management
Q: How can I manage a roofing business across multiple states with different regulations?
A: Implement a hub-and-spoke model—centralize back-office tasks like permitting and payroll, while empowering local managers to focus on field operations and customer service.
Topic: Growth-Expansion
Q: How should I prepare to launch my roofing company in a new market?
A: Start marketing 90 days before opening with digital ads, OTT, and recruiting campaigns. Preload your pipeline with leads and job candidates before launching.
Topic: Customer-Service
Q: How can I maintain service consistency across multiple locations?
A: Build a leadership development system that promotes from within and instills company values. Consistency starts with training, quality control, and servant leadership at every level.
Topic: Finance-Accounting
Q: Does bulk purchasing help save money in roofing?
A: Yes. Buying in bulk locks in material pricing and ensures availability. While it requires upfront investment, warehousing can reduce costs and improve delivery speed long-term.
Topic: Sales
Q: How do I prevent my roofing sales reps from relying only on inbound leads?
A: Reward hustle. Give leads to reps who knock doors and actively prospect. This keeps your team motivated and your closing rates high.
Topic: Marketing
Q: What marketing channels work best before opening a new roofing location?
A: A mix of Google Ads, Facebook Ads, OTT streaming commercials, direct mail, and job ads works well. Target both homeowners and potential hires early.
Topic: Education-Training
Q: How do I develop leadership in my roofing company?
A: Promote from within and focus on servant leadership. Build a structured path from project management to leadership roles, backed by regular training.
Topic: Technology-Innovation
Q: What’s the benefit of building a warehouse and logistics system for roofing?
A: It increases efficiency, reduces delays, and offers cost control—especially useful during material shortages or price hikes.
Topic: Growth-Expansion
Q: How do I decide when to exit or scale back from a roofing market?
A: Evaluate market conditions. If licensing is nonexistent and pricing is too competitive (like in DFW), it may not be worth the resource drain.
Topic: Finance-Accounting
Q: Should I offer financing for roof replacements?
A: Yes. As insurance carriers tighten up, offering financing allows you to serve more homeowners who can’t wait for claim approvals.
Topic: Legal-Compliance
Q: What role does legislative advocacy play in protecting roofing businesses?
A: A big one. Engage with local lawmakers, support industry associations, and help create clearer, contractor-friendly policies.
Want to stay ahead of the curve in roofing? Follow the Roofing Success Podcast for more episodes like this, and check out Shamrock Roofing’s story for inspiration on growing your business while fighting for what’s right.
