Most roofing companies don't fail because they do poor work.

They fail because of what happens behind the scenes – OPS.

In this episode of the Top 3 Roofers Podcast, Carm Taglia sits down with Marlene Segura, founder of OnTop Roof Support, to discuss the operational blind spots that quietly destroy profitability in roofing companies.

From cash flow problems and deposit policies to job costing, systems, and scaling challenges, Marlene shares what she's learned working directly inside roofing businesses. She breaks down why contractors can be booked solid and still struggle to make payroll, the true cost of operating without systems, and what must change as a company grows from $2 million to $5 million in revenue.

If you're a roofing contractor who feels like growth has created more chaos instead of more freedom, this episode is for you.

Topics Covered:

• Why revenue and cash flow are not the same thing
• The hidden dangers of poor deposit structures
• Why most contractors hire before building systems
• Real-time job costing and protecting profit margins
• What changes operationally between $2M and $5M
• How to identify the bottlenecks holding your company back
• Practical steps contractors can take this week to regain control

Guest:
Marlene Segura
OnTop Roof Support
ontoproofsupport.com

Host:
Carm Taglia
Roofing REV Marketing
roofingrevmarketing.com

Top 3 Roofers Podcast
top3roofers.com

In this episode of the Top 3 Roofers Podcast, Carm Taglia sits down with Ethan Van De Hey from Infinity Exteriors to break down what private equity-backed roofing companies are doing differently when it comes to AI, marketing, customer experience, lead handling, and scale.

They unpack how AI platforms like OpenAI, Google, and Claude are changing how homeowners choose roofing companies — and why reviews, trust signals, local authority, and authentic content matter more than ever.

Topics include:

• How AI is influencing roofing buying decisions
• Why reviews and customer experience are becoming your biggest ranking factor
• Speed-to-lead and after-hours AI answering systems
• Why small roofers waste money on traditional media too early
• The importance of local branding and community roots
• Lead nurturing, rehash campaigns, and follow-up systems
• Why stock images hurt roofing marketing
• Building a personal brand alongside your roofing company
• What PE-backed roofing companies get right operationally
• Easy low-cost marketing strategies roofers can implement immediately

Ethan also shares real-world insights from scaling multiple markets across Wisconsin and explains why most roofing companies overcomplicate marketing instead of mastering the fundamentals.

Guest: Ethan Van De Hey
Company: https://www.infinityroofing.com/
Podcast: https://www.youtube.com/@EncourageMindsetPodcast

Hosted by Carm Taglia
Podcast: https://top3roofers.com

Founder: https://www.roofingrevenuemarketing.com/

In this episode, Carm sits down with Tom Gunsinger of Bel-Con Design Builders and SnowVent Co. to break down what’s really happening inside the roofing and construction industry right now.

They dive into how steel and aluminum tariffs are disrupting projects, driving up costs, and forcing tough decisions across commercial and residential jobs. But beyond tariffs, the bigger issue might be contractor mindset—why roofers continue choosing cheaper, lower-quality materials even when it costs more in the long run.

Tom also shares the story behind SnowVent Co.—an innovative roof vent designed to stop snow, water, and debris intrusion—and why even a clearly superior product struggles to gain adoption in a price-driven market.

This episode is a real-world look at pricing pressure, product resistance, and the decisions that separate short-term savings from long-term profit.

What You’ll Learn:

• How tariffs are impacting roofing and construction projects
• Why pricing volatility is delaying jobs and killing momentum
• The real reason better products don’t always win
• How small cost decisions turn into big long-term losses
• The story behind SnowVent Co. and its market challenge

Guest:
Tom Gunsinger

• Bel-Con Design Builders (Design-Build Construction)
• SnowVent Co.

Links & Resources:
🌐 SnowVent Co.: https://www.snowventco.com/
🌐 Bel-Con Design Builders: https://www.bel-con.com/

Connect with Carm:
📅 Book a Podcast https://go.roofingrevenuemarketing.com/top-3-roofers-podcast-booking