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

Most roofers destroy their health without realizing it and then wonder why they’re burned out, overweight, stressed, and mentally checked out.

This episode with Renny Desangles, owner of Reign Exteriors (Nebraska), is the first real conversation in roofing that breaks down physical, mental, and spiritual health as one system not motivation fluff.

We talked about:

- Why energy drinks and sugary drinks quietly ruin your body on job sites

- What to replace them with that actually works in the field

- The dehydration problem no one talks about in roofing

- Processed food vs organic food, and how each one affects business performance, not just your body

- How roofers can stay fit with or without money

- The right type of workouts for people in physically demanding trades

- How leaders can influence their crews to care about their health

- Mental peace, success, family, and God — without burning one to build the other

- The biggest lie roofers believe about “eating junk and still being healthy”

If you’re a laborer, manager, owner, or executive in construction - this isn’t about looking good.

It’s about having energy, clarity, discipline, and longevity in an industry that chews people up.

This episode might save you years - not exaggerating.

Timestamps

0:00 misconceptions about health and what should a leader do about it?

07:16 fitness advice on a budget

12:54 Effects of not sleeping enough

23:33 The right composition of hormones in blood

31:07 How to do a detox from bad eating habits?

37:31 Discipline in fitness journey

49:57 Why is spirituality important in our life?

58:34 30-day fitness challenge for roofers

01:05:56 Signing off notes!

🔔 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/

#healthpodcast #roofingcompanies #theroofingmillionaires

Most roofing businesses don’t fail because they’re bad at roofing.

They fail because they try to serve everyone.

In this episode, I sat down with Chelsea Smith Fauver from TLC Roofing (Texas) to break down why niching down is no longer optional if you want to build a profitable, sustainable roofing company.

We talk about:

- Why “every job is your job” is the fastest way to lose money

- How your ideal customer should shape your company culture, not the other way around

- Why specializing early helps you identify your strengths and weaknesses faster

- How difficult customers quietly drain profit, time, and energy

- Why reputation - not volume, determines pricing power

- How quality, preparation, and education let you outsell competitors

- Why the roofing industry is moving toward organization, not chaos

Chelsea explains how chasing every customer keeps roofers busy but broke, and why focusing on the smallest viable market leads to better margins, stronger teams, and long-term growth.

If you’re starting a roofing company or stuck trying to scale one, this conversation will force you to rethink who you’re actually building for.

Every job is not your job.

🔔 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/

#idealcustomer #roofingbusiness #theroofingmillionaires

This is the most in-depth roofing content creation masterclass ever recorded.

In this two-part episode of The Roofing Millionaires Podcast, I sat down with Andrew Itnyre from Masters Roofing in Memphis, Tennnessee - one of the most influential roofing creators online with millions of views, brand collaborations, and a powerful educational presence for both homeowners and roofing company owners.

We went deep into the real side of content creation for roofers.

Not the generic “post more videos” advice… but the strategy, mindset, tools, and systems that actually build a brand, drive sales, and make people trust you online.

Across these two parts, we covered:

- Why roofing companies MUST create content in 2026

- How to define your real audience as a roofer

- Fear of the camera & the psychology behind showing up online

- Authenticity vs. fakeness - how people can spot both instantly

- Misconceptions about roofing content (and what actually works)

- Alternatives for people who don’t want to be on camera

- AI tools for scripting, editing, scheduling & repurposing

- AI content vs human content - what wins and why

- The tools & gadgets you need at each stage (beginner → advanced)

- How content creation drives more roofing sales

- Distribution strategy: social media & NON-social media channels

- How to scale your content system without burning out

This is the kind of conversation Andrew has never had publicly before. It is deep, tactical, and brutally honest. Every roofing company owner, marketer, and salesperson needs to watch this episode.

🔔 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/

This is the most in-depth roofing content creation masterclass ever recorded.

In this two-part episode of The Roofing Millionaires Podcast, I sat down with Andrew Itnyre from Masters Roofing in Memphis, Tennnessee - one of the most influential roofing creators online with millions of views, brand collaborations, and a powerful educational presence for both homeowners and roofing company owners.

We went deep into the real side of content creation for roofers.

Not the generic “post more videos” advice… but the strategy, mindset, tools, and systems that actually build a brand, drive sales, and make people trust you online.

Across these two parts, we covered:

- Why roofing companies MUST create content in 2026

- How to define your real audience as a roofer

- Fear of the camera & the psychology behind showing up online

- Authenticity vs. fakeness - how people can spot both instantly

- Misconceptions about roofing content (and what actually works)

- Alternatives for people who don’t want to be on camera

- AI tools for scripting, editing, scheduling & repurposing

- AI content vs human content - what wins and why

- The tools & gadgets you need at each stage (beginner → advanced)

- How content creation drives more roofing sales

- Distribution strategy: social media & NON-social media channels

- How to scale your content system without burning out

This is the kind of conversation Andrew has never had publicly before. It is deep, tactical, and brutally honest. Every roofing company owner, marketer, and salesperson needs to watch this episode.

🔔 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/

#contentcreation #roofingbusiness

In this episode, Muhammad Faiz sits down with Adrian Oliver from @homegrownroof in Colorado for a deep dive into the world of specialty roofing - metal, cedar, slate, and synthetic systems. Adrian shares what it really takes to run premium roofing projects from building the right crew and forming supplier relationships to understanding materials, logistics, and mindset.

You’ll learn:

-The skill, structure, and experience required to handle metal & specialty roofs

- How to build supplier & installer networks that actually work

- What type of crews fit best for premium projects

- The technical mistakes that ruin high-end installs

- How to think, plan, and execute like a premium roofing contractor

Whether you’re a roofer wanting to level up, or you’re just curious how top operators think about complex roofing systems, this is a true specialty roofing masterclass.

🔔 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/

#SpecialtyRoofing, #RoofingContractor, #RoofingTips, #HomeImprovement, #MetalRoofing, #RoofingBusiness, #ConsultativeSelling, #AdrianOliver