451: Roofing Marketing Exposed: Red Flags, KPIs, and a Smarter Plan for 2026

Summary / Intro

Most roofing contractors don’t have a marketing problem — they have a clarity problem.

In this episode, I break down the biggest red flags I see when contractors say, “My marketing isn’t working.” We talk about why spending more money won’t fix a broken system, how to spot underperforming vendors, and which KPIs actually matter if you want profitable growth.

If you’re heading into 2026 without a clear plan, clean numbers, and accountability around your marketing spend, this episode will help you reset, refocus, and stop guessing.

Show Notes

Roofing marketing is full of noise, promises, and shiny tactics — but very little accountability.

In this episode, Dave Sullivan pulls back the curtain on what’s really happening behind the scenes in many roofing companies’ marketing efforts. He explains why contractors often feel frustrated with agencies, SEO providers, and lead vendors, and how the real issue usually isn’t marketing — it’s the lack of clear goals, tracking, and ownership.

Dave walks through the most common marketing red flags, including:

• Not knowing your true cost per lead or cost per sale
• No connection between marketing spend and financial results
• Relying on “activity” instead of performance
• Making decisions based on emotion instead of numbers

The conversation shifts into what contractors should be tracking, including the KPIs that tie marketing directly to sales, production, and profitability. Dave also explains why marketing must be built on a solid operational foundation — because leads don’t fix broken systems.

This episode is especially valuable for contractors planning ahead for 2026 who want fewer surprises, better margins, and marketing that actually supports a profitable business.

Takeaways

• Marketing problems are usually business clarity problems
• If you don’t know your numbers, marketing will always feel broken
• Cost per lead means nothing without cost per sale
• Systems and follow-up matter more than lead volume
• Marketing should support profit, not just growth
• Clear KPIs create better decisions and less stress

Chapters

00:00 – Introduction to Roofing Marketing Reality

05:42 – Common Marketing Red Flags Contractors Miss

12:18 – Why “More Leads” Isn’t the Answer

19:07 – KPIs That Actually Matter in Roofing

27:34 – Connecting Marketing to Sales and Profit

35:10 – Why Broken Systems Kill Good Marketing

44:02 – Planning Smarter for 2026

52:41 – Final Thoughts on Marketing Clarity

Links Referenced in This Episode

https://theroofercoach.com

https://theroofercoach.com/resources

https://smasupport.us

https://useproline.com

Companies Mentioned

Ruby Receptionists

SMA Support

Proline

👉 Download the Roofing Business Success Audit at

theroofercoach.com/resources