HeyJaredThe Roofr Report
Join our host Pete McKendrick as we bring on seasoned guests with hands-on experience to offer their insight on topics like roofing, technology, and entrepreneurship. Brought to you by roofr.com.
- Indexed episodes, last 90 days
- 4
- Latest publication
- Sep 1, 2026
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- Earliest in this view
- Jul 16, 2026
Latest episodes
Staying Lean, Winning Retail, and the 60 Second Response Time (opens the original)
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Owen Atherton almost became a doctor. Five years into a pre-med degree and college baseball career, back-to-back injuries and a new marriage forced a hard pivot. A teammate got him into roofing sales. Three years later, at 23 years old, he launched Rocket Roofing out of Minnetonka, Minnesota. Owen breaks down why he walked away from storm and insurance work entirely to go all-in on retail roofing, and the cash-flow math that made the decision easy. He gets specific on his marketing stack — direc
Referral Partners and the New Rules of Marketing (with Michael Stearns) (opens the original)
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What if your best referral partner isn't a past customer at all, but your pool guy? That's one of the plays Michael Stearns of Ascend brings to Pete in this episode. Michael runs a marketing agency built around custom websites, SEO/AEO/GEO, and Google Ads for roofers. He doesn't sugarcoat where most contractors go wrong: chasing lead volume instead of understanding what it actually costs to land a customer. Michael breaks down the difference between "tag team trades" (HVAC, plumbing, landscapers
60 Billboards & Zero Middlemen: How Ken Conrad Built a $20M Roofing Company (opens the original)
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Ken Conrad didn't grow up dreaming about roofing. He dropped out in the 10th grade, never got a GED, and spent his early twenties getting doors slammed in his face in Oklahoma City. 18 years later, he's running one of Tulsa's biggest roofing companies — projecting $20-21M this year, in a market with 8,000-10,000 roofers all competing for the same jobs. His approach? Cut out every middleman he can find. Conrad's Roofing private-labels its own nails, felt, sealants, and pipe boots. And they're cur
Roof Coatings First: How Salus Exteriors Broke Into Commercial (with Juan Rodriguez) (opens the original)
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Sallas Exteriors didn't jump into commercial roofing headfirst. They started with roof coatings. And it changed everything. Based out of Houston, Juan Rodriguez and his team launched in early 2024 as a residential outfit. Commercial was always part of the five-year plan. They just got there a lot faster than expected. How? Roof coatings. Acrylic, silicone, and a local manufacturer relationship that meant materials showed up when they needed them, not weeks later. That low-risk entry point taught
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