In this episode of the Mission Control podcast, Mike Stearns interviews Pancho Serrano, founder of Roofers Going Digital, about his journey from a corporate BMW role in Mexico to the U.S. roofing industry. Pancho details his transition into commercial roofing sales and the eventual launch of his agency, which focuses on a "three-pillar" LinkedIn strategy involving organic content, Sales Navigator prospecting, and targeted ads.

The conversation highlights the critical importance of building an authentic brand and maintaining "back to basics" fundamentals like networking and local community involvement to stay competitive as AI changes the digital landscape.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Pancho Serrano:

Facebook: https://www.facebook.com/pancho.serrano.731

Instagram: https://www.instagram.com/panchoserrano101/

TikTok: https://www.tiktok.com/@panchoserrano9

LinkedIn: https://www.linkedin.com/in/franciscoserranoroofingmarketing/

Roofers Going Digital:

Website: https://roofersgoingdigital.com/

Facebook: https://www.facebook.com/roofersgoingdigital/

Instagram: https://www.instagram.com/roofersgoingdigital/

X: https://x.com/roofersgoingdig

LinkedIn: https://www.linkedin.com/company/roofersgoingdigital/

TikTok: https://www.tiktok.com/@roofersgoingdigital?

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

Instagram: https://www.instagram.com/takeoffwithascend/

Follow Ascend Digital Agency:

Instagram: https://www.instagram.com/takeoffwithascend/

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control Podcast!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87

In this special episode of the Mission Control podcast, Mike sits down with Sheldon Murphy, the owner & CEO at TSM Roofing in Phoenix, Arizona, and Raymond Wendell Little, the former owner and founder of Perimeter Roofing in Atlanta, Georgia. The trio explores the challenges of recruiting top-tier sales talent, comparing Sheldon's preference for stable, family-oriented producers with Raymond's success in hiring "gunslingers" and second-chance individuals. They share unconventional scouting methods, such as finding disciplined recruits at gyms or local 5K races, and emphasize that true discipline is often visible through punctuality and physical fitness before an interview even begins.

The conversation also dives into the leadership required to scale a business, discussing the transition from a "boss" to a "leader" within the 1099 model. They break down why salespeople often fail due to complacency or a lack of pipeline management and explain how owners can intervene by getting back in the truck to coach reps through authentic, one-on-one mentorship. From navigating insurance compliance to the importance of being an "authority in roofing," this episode provides raw insights into building a high-performance culture that thrives on the "eat what you kill" mentality.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

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ABOUT TSM ROOFING LLC

TSM Roofing LLC is a licensed, bonded, and insured roofing company serving the state of Arizona with physical offices in Phoenix (Maricopa County) and Prescott Valley (Yavapai County). Under the leadership of founder Sheldon Murphy, TSM Roofing LLC has established a reputation for excellence in roof replacement, repair, and solar detachment services.

The organization is a recognized Owens Corning Platinum Preferred Contractor, a distinction held by only approximately the top 1% of roofers nationwide. We are dedicated to providing durable roofing solutions and active community support throughout the Phoenix Metro and Quad-City regions.

Facebook: https://www.facebook.com/TSMRoofingLLC/

Instagram: https://www.instagram.com/tsm_roofing

LinkedIn: https://www.linkedin.com/company/tsm-roofing-llc

BBB: https://www.bbb.org/us/az/phoenix/profile/roofing-contractors/tsm-roofing-1126-1000054487

Owens Corning Platinum Preferred: https://www.owenscorning.com/en-us/roofing/contractors/contractor-profile/232418

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ABOUT THE OWNER:

TSM Roofing LLC was founded by Sheldon Murphy, a second-generation roofer with deep roots in the Arizona construction industry. Sheldon's expertise isn't just academic, it was earned on the rooftops of Arizona.

Hands-On Experience: Sheldon first set foot on a roof at age 14, spending his summers as a laborer learning the fundamentals of roof installation and tear-offs.

Professional Pedigree: Before founding TSM Roofing, Sheldon completed a rigorous Union Carpenter's Apprenticeship, earning Journeyman status. This technical background ensures that every TSM project adheres to the highest structural standards.

Industry Leadership: Under Sheldon's leadership, TSM Roofing has achieved the Owens Corning Platinum Preferred Contractor status, a distinction held by only the top 1% of roofing contractors in the nation. He is also a certified member of the Tile Roofing Industry (TRI) Alliance.

Facebook: https://www.facebook.com/smurph39

LinkedIn: https://www.linkedin.com/in/sheldon-murphy-tsmroofing/

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Follow Raymond Wendell Little:

Facebook: https://www.facebook.com/raymond.little.520

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Contact us : takeoff@ascenddigitalexperts.com

Let's Connect! ==== ==== ====

Website: https://bit.ly/3NQXXKK

Facebook: https://bit.ly/3xH8VaT

Linkedin: https://bit.ly/3RWTSyr

In this episode of the Mission Control podcast, host Mike sits down with Michael Gogan, Vice President of Sales at Alivo, to explore the rapidly shifting landscape of the roofing and home services industry. As modern roofing contractors face a "microwave mentality" where consumers demand instant confirmation, Gogan explains how Alivo's AI agents, Lily and Evan, solve the critical problem of unanswered calls at inopportune times. These agents handle everything from voice calls and appointment booking to automated text follow-ups, evidenced by a success story where a contractor secured a $40,000 roof sale at 2 a.m.. Beyond automation, the discussion offers strategic advice for 2026, emphasizing a "high floor" approach that prioritizes efficient lead intake and building trust through localized video testimonials. Gogan concludes by warning against sweeping, rash changes after a flat year, suggesting instead that contractors use a scientific method to isolate and repair specific variables within their sales and marketing equations.

Interested in learning more about Roofr? Get your first roof measurement report for free: https://shorturl.at/quCQ5

Check Out Ascend + Alivo Partnership:

http://alivo.ai/partner/ascend

Alivo:

Website: https://www.alivo.ai/

Facebook: https://www.facebook.com/profile.php?id=100093503955810

LinkedIn: https://www.linkedin.com/company/alivoai/

Instagram: https://www.instagram.com/alivo.ai/

Michael Gogan:

Facebook: https://www.facebook.com/michael.gogan

LinkedIn: https://www.linkedin.com/in/michael-gogan-977a812a6/

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:

Website: https://ascenddigitalexperts.com/

Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:

LinkedIn: https://www.linkedin.com/in/michaelstearns/

Facebook: https://www.facebook.com/michael.stearns.16

Instagram: https://www.instagram.com/takeoffwithascend/

Follow Ascend Digital Agency:

Instagram: https://www.instagram.com/takeoffwithascend/

Facebook: https://www.facebook.com/takeoffwithascend/

TikTok: https://www.tiktok.com/@ascenddigital

Subscribe to Mission Control!

New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87

YouTube: https://www.youtube.com/@AscendDigitalAgency