5 Things Top Roofing Sales Earners Will Do (2025–2028)

The top earners in roofing sales in 2025-2028 will be doing these five things and I'm sharing them with you now to give you the first mover advantage. Because you'll be doing all five of these things and in a year or so when everyone else catches on, they're going to be trying to play catch up. Now I'm making this video because, well, it was inspired by two things. One is the obvious. Looking back in time, the trailing 36 months in in roofing can show us where we're headed in the next 36 months. But it really only shows us a glimpse because over the last 36 months we've seen some sod. We have seen some seismic shifts in our industry. Material pricing going crazy, interest rates going all over the place, homeowners peeling back their spending. We have watched private equity inject crazy amounts of cash through this Pac man style strategy of gobbling up roofing companies. We've seen publicly traded companies like Verisk buying Accu links for over 2 billion with a B dollars. These changes show us that the future is not going to be the same game we've been playing now. My hope is to empower you through this video, not doom and gloom. To empower you on the opportunities. Because as Curtis Chang says, where there is anxiety, there is opportunity. There is no secret that there is anxiety in the market. Just listen on the industry groups and go look at the Reddit roofing sales group and you will see that the majority of posts are anxiety. But you, my friend, get to see the opportunity. So here's to a prosperous future together. Let's get started. Hey, welcome or welcome back. Adam Bensman here and I'm so excited to dive into this because I have spent countless hours and sleepless nights putting together this brand new 2025-2028 roofing market report. If you go to roofmarketreport.com now or click the link in the description, you can get a free copy. What you'll see is in this report I've broken down these nine market conditions and I end it with what I call a bulletproof strategy to build a profitable future proof company that you love. So as we get into the items on our list here, I want to start off with number one and you're going to see why in just a minute. This is so important. Number one is that the top earners of 2025 to 2028 will be tech enabled. Now what do I mean by that? Tech enabled. Now when we turn our attention over to this report. By the way, you're going to see in the sales section as we scroll down that we can expect more sales per rep. That's what I've highlighted here. Now, more sales per rep is a result of a couple of things. With tech enablement in AI, it will reduce the amount of administrative tasks in potentially running around that sales reps like yourself or maybe your team are going to need to do. So in the past, people strove to be the $1 million per year producer. And I know when I got into the business in 2011 that was the target. But if I look at what I sold in 2011 and I repriced it today, with today's prices, my sales would literally double because the price of roofing has gone up so much. So in my opinion, to be a million dollar producer is really more like 2 million. But if you think from a practical standpoint, if a sales rep has to drive out to the house, hop up on the roof, do an inspection, take photo and video update the CRM, put together the estimate, blah blah blah, get down off the roof, there's all of this workload. But through tech enablement, which I'll break down in a little bit more detail in a moment we will see that a sales rep who may had to invest, let's say three to four hours per homeowner or between appointments and administrative load, averaging out follow ups and drive time, that might shrink down to one hour or even less. Now as a result, the salesperson's capacity will increase. That's what we mean by seeing a potential to expect more sales per rep. Now this will be done by tech enablement using drones, which I know many companies are, or they are sometimes. But it's forecasted that within the next three years it will become pretty much standard. Now there's also predictions that in the next three years this could be possible. A homeowner could sit at their home and literally fill out a form on Google or even, you know, by going through an ad or on Facebook by clicking an ad that would dispatch a drone to visually inspect the roof, put together a photo, video report, estimate and virtual reality presentation and then sell the roof. Or with little to no human interaction. Now I know the sales reps might be freaking out when they hear that and that might be you. But don't worry, not everyone's going to be adopting this and not everyone's going to be adopting it all at once. There are people that want human relationships, but what is important is that you use all of the tech at your fingertips to reduce your workload and increase your capacity. When you do this, you are going to be able to earn more money. An average salesperson might be feeling like they're running around like a chicken with their head cut off at 2 to 3 million dollars a year peak. But I just talked to someone who lives in Canada who's selling remote, who at the time of this recording, it is September 2nd, has done over 9 million in sales. That's one person. Now it's done all remote and all he does all day is sell roofs over zoom, which some people are doing over Zoom, some people are doing over the phone. More on that in a little bit. The key point as we get back to our list is that you become a tech enabled salesperson. So in the past, you know, there could be people that came into this business, I could barely even check your email. Those people are going to have a really, really hard time surviving. So tech enablement is number one. Number two on the list is using AI. And by the way, I should add in here tech enablement, meaning drones in software. Okay, just so we have a distinction for, for this next category, which is using AI to streamline their workflow and work processes. Now I recognize that many roofing companies will be doing this on behalf of the salespeople. They will be setting up workflows and automations and AI agents. In fact, just recently, a big shout out to one of our members named Joey. Thank you, Joey inside rsra who just ran one of our, we call them roundtables where we share our secrets, what we're doing. And Joey ran a session sharing how he's using, how he's building AI agents. And it was so well received that we're actually doing another one in Joey's presenting. This is what I mean by using AI is whether you're in sales or whether you're in a management role, you thinking through using AI can change the game. As simple as something like this using, let's say Otter AI or any of the other tools that can just record on your phone. In fact, I just hired a professional to work in our home and they recorded the entire meeting. It cracked me up. I was giving him like access codes and some information for this and that. And I was like, how are you keeping track of this? And they go, oh, I'm recording everything. And I was like, wow. And then we got the summary. It's like she knew exactly what to do and all the details and nothing was lost. And that allowed her to work more quickly and have a higher Level of accuracy. So for you in a sales role, you can use AI to streamline or find the most efficient routes, help keep you on track, update your CRM, record your meetings. Use it for coaching feedback. Use it for advice. When you get a text message from a homeowner and you don't know quite how to respond, using it for sales training by doing role play research, advancing your skills, jumping on and saying, hey, what are the top five sales books that I should listen to? Summarize them, put them into a list, give me like, it is amazing what is out there and how quick you can learn. So using AI to streamline your process. This, my friend, is so important for you to be a top earner in 2025-2028. Now let's continue on our list here. Number three is the ability to learn how to sell over text. And I'm going to add in email. And the only reason for that is because when I sell, when I say sell over text, I mean sell in the written form because it is amazing what gets lost. Watch this. Now, I switched my cameras and I want you to pay attention. I'm going to step up and you're not going to see my hands. I want you to feel the difference when all you can read is the body language signals on my face, you can hear the changes in my tonality, the speed in my cadence. But as soon as you have a full view with my hands and everything, you see an entirely different picture because of all the body language signals. But when I go to just a blank screen and all you're hearing is me talking, now all you can experience is the difference in my tonality and my cadence. But then if I lose just that, you are left reading the words and relying on your brain's visual images that are creating images as you read the words. So to sell over text and email is an entirely different skill set that many people, myself included, struggled to learn. Because selling in person, we're in the same room, we have this energy and a captive audience. But selling over text and email is an entirely different animal. Now, I don't have the time in this video to break it down, so at the end of this I'm going to link to one of those videos. But I'd love to hear from you, like, what has been your biggest learning that you've had that has empowered you to sell over text or as opposed to being in person because homeowners aren't answering their phone. So drop that below. What's your biggest learning on the changes you've had to make to sell over text. And again, as we wrap this up, I'll link to that video so you can jump into that one and dive right into that topic. All right, let's get into number four on the list. Number four is to learn how to sell over the phone. Now, I gave you that example of the difference in feeling between having my full body there versus just my head. And when we start shifting into what I call the future of roofing sales. Well, it's really not the future. It's here. You know Cody Landels, who built Reimagine Roofing. He was a CEO of Reimagine Roofing. Good friend of mine, fellow mentor in rsra, built and sold his company to another one of our members, gentleman named Mike, who runs elite construction groups. One of my first RS or my first clients as the roof strategist, way, way back when. But anyway, Cody built his company and he's selling millions per month over the phone. In fact, he has been leading many of our members in rsra, teaching them how to do sales over the phone. And yes, we're not talking zoom, we're literally talking over the phone in his sweet spot is retail metal roofing. And now Cody is just absolutely crushing it in the role, bringing this to a greater market. In fact, we did a RSRA members only event at Cody's office. His physical location, touring him around, even secret shopping. The company in this way of serving homeowners that seems futuristic now is going to become commonplace. And there's a lot that gets lost when you're used to selling in person like this. And again, having the physical presence and the body language and the ability to really hold people's attention, when you lose all that, it requires different sets of skills. And if you heard, and I don't remember the exact number at today's time, but Cody measures his average call time. And the average call time is about a third of what most people spend with a homeowner in the house. A third. And it's over the phone. Which brings us. Let's wrap up with number five is a sales process. And this is more important now than ever before. And I'm going to finish this note, but I want you to, I want you to hang with me here. Sales process. Now, many people don't have a repeatable process. They kind of wing it or they have a pitch deck. But this process really needs to be focused on three things. And I'm going to go ahead and enlist these out so you can see them. We're going to go 1, 2 and 3. Okay. The sales process needs to be focused on ROI. And I did a recent video on this because homeowners are staying in their home longer because of feeling trapped due to rising interest rates when everyone purchased or refinanced during COVID times. So in that era when people were hey, I'm going to be moving in, you know, three, four, five years, I just need a roof to get by. Now people are looking at ROI and longevity because they say, hey, this might be the last roof I ever sell. Which is why it is so important in sales to have an upsell path or an upgrade offering higher end roofing, Whether it's Class 4 impact resistant shingles, metal roofing like standing seam or stone coated steel, some sort of ultra premium product along with cost effective solutions. Now, cost effective does not mean a race to the bottom. Cost effective means you have the ability to kick butt offering financing. Now I just ran a video that you should go check out on closing in 2025-2028 to show you what it is that you need to learn in order to start closing even more sales based on these consumer patterns. So we can get into that in another video. But this right here, these are the five different things that you need to be doing if you want to be a top earner in 25 to 28. Because adaptability is the new strategy. And those that act now like you, you will get the first mover advantage. So if you want to hone in on that skill of selling over text messages because that's what you need to learn because that's what people are doing, jump right into this video and I'll see you in the next one.