How Legends Sell Commercial Roofs – Paul Reed & Jonathan Sherwood

Jonathan Sherwood's 'Roofers Helping Roofers' model makes the contractor who brings the deal the raving-fan client who keeps the profit - he takes the smallest cut but wins on volume of square footage.

Give value away for free (the GaryVee model): free workshops and turnkey training generate deals organically, even when clients 'graduate' and buy their own foam rigs.

A metal roof that already sheds water is a 'cream puff' restoration - getting water off the roof is the single best thing you can do, and a good fluid restoration can extend it 10-20 years.

You don't need a storm market - any city in America has roofs with issues, and a scalable business can be built on repairs and maintenance, not just full replacements.

The repair-maintain-replace model builds five-year relationships that turn a customer into a raving fan who won't call anyone else when it's finally time to replace the roof.

Never wake up on January 1st at zero: Paul pre-sells and plans years ahead (30M+ already booked), so he operates from a seat of power instead of rebuilding the company every year.

Offer 'good-better-best' options - full SPF foam, a hybrid foam-as-needed-plus-coating, or a TPO retrofit - and sometimes recommend a lower price point to protect the long-term relationship.

CompanyCam documents every pain point so office staff can build accurate estimates remotely (curb heights, penetrations, pipe jacks) and the rep never has to return to the job.

Sell with speed-to-market: get off the roof, build and send a CompanyCam report the same day to create urgency, then follow with the formal estimate a few days later when the buyer is ready.