Most roofers think growth comes from better numbers - more leads, more replacements, and bigger jobs.

John Tucker from Friends in Roofing proves that mindset is exactly why most roofing companies never become real brands.

In this episode, we break down why roofers need to stop looking at the world through spreadsheets and start understanding psychology, emotions, and human behavior if they want to become the only choice for homeowners.

John explains:

- Why repairs, not replacements, are the hidden profit center most roofers ignore

- Why chasing transactions kills trust, loyalty, and long-term growth

- How emotional connection creates exclusivity (even in crowded markets)

- Why branding has nothing to do with logos — and everything to do with purpose

- How Friends in Roofing became a premium, trusted name by how they think, not how they sell

This conversation ended early due to a connection issue but don’t mistake that for incomplete value.

If you actually listen, this episode will change how you look at customers, pricing, and what it means to build a roofing brand people don’t want to lose.

Timestamps

0:00 Highlights

01:13 What is branding?

01:35 Logic vs Emotion

13:09 Practical example of understanding a customer

19:37 Why choose this path?

29:35 Talking about numbers makes you successful?

39:21 What is ‘right’?

47:10 What did you unlearn in this process?

This conversation isn’t about roofing.

It’s about why craftsmanship is dying, why most founders fail to attract the right people, and why speed has quietly destroyed quality across the trades.

John Chan returns for a deeper, more uncomfortable conversation — one that goes beyond construction and into the foundations that shape societies, businesses, and the people inside them.

We break down:

- Why most people don’t do their best work anymore

- Why artists of the craft are disappearing in trade businesses

- How money, fame, and shortcuts replaced pride and mastery

- Why founders struggle to build strong teams when they’re unclear on purpose

- How professionalism is eroding — and how to bring it back

- Why you can’t be everything to everyone (and why exclusivity matters)

- How roofing contractors can build internal courses that actually develop people

- How John is refining training inside his own company

- Why speed vs quality is a false battle — and why speed kills creativity

- How industry awards and recognition really work — and how to position for them

This episode is for contractors, founders, and leaders who care about:

- Standards over shortcuts

- Legacy over likes

- Craft over clout

If you’re building a company you want to be proud of 10–20 years from now, this conversation matters.

Chapters:

0:00 Highlights

01:41 What has changed in this year?

09:24 Has passion died?

19:53 Artists and businessmen

32:40 Attracting the right kind of people

43:02 Preserving

01:00:46 Relationships and responsibility

01:03:05 Speed vs quality

01:08:17 Hustle culture in the US

01:16:05 Do you feel isolated?

01:32:50 Awards and Certification

🔔 Subscribe to The Roofing Millionaires Podcast for more practical, experience-based episodes that help roofers build better companies and stronger teams.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingmillionaires/

-Facebook: https://www.facebook.com/theroofingmillionaires/

#durableroofing #roofingbusiness #roofingmillionaires

Most roofing contractors have heard of FORTIFIED but very few actually understand what it is, how it works, or whether it’s worth it.

In this episode of The Roofing Millionaires, I sit down with Fred Malik, Director of the FORTIFIED Program, to break down the entire system, without marketing fluff.

We cover:

- Why FORTIFIED was created in the first place

- What FORTIFIED actually is (and what it’s not)

- The step-by-step process to become a FORTIFIED certified contractor

- How FORTIFIED is different from every other “roofing certification”

- The real difference between a FORTIFIED roofer vs a standard roofer

- Costs, inspections, approvals, and what contractors need to prepare for

- The challenges FORTIFIED is facing today — and how they’re fixing them

- How FORTIFIED ensures contractors don’t cut corners or game the system

- What training, courses, or qualifications contractors actually need

- How FORTIFIED helps contractors who don’t fully understand advanced standards

- How FORTIFIED-certified homes protect homeowners long-term

- What FORTIFIED is doing to create homeowner demand, so contractors aren’t selling uphill

- What Fred would improve inside FORTIFIED if he could change things faster

This conversation is designed to bridge the gap between:

Roofing contractors who want clarity

And FORTIFIED leadership that wants proper adoption

If you’re a roofing company owner, project manager, or industry leader trying to understand whether FORTIFIED matters — this episode will save you months of confusion.

🔔 Subscribe to The Roofing Millionaires Podcast for more practical, experience-based episodes that help roofers build better companies and stronger teams.

-Website: https://www.theroofingmillionaires.com

-Instagram: https://www.instagram.com/theroofingm...

-Facebook: https://www.facebook.com/theroofingmi...

#fortifiedroofing #fortified #roofingbusiness