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

Breaking into commercial roofing sounds like the next big move… but for most contractors, it’s where things start to fall apart.

In this episode, Fernando Saavedra, founder of Veristra, pulls back the curtain on why so many roofers fail when they make the jump from residential to commercial. From bidding and estimating mistakes to cash flow traps and relationship-driven deals, this conversation dives into what actually happens behind the scenes on commercial jobs.

Fernando shares real-world insights on:

• Why most commercial bids never win
• The costly estimating mistakes that can bankrupt a company
• How margins, retainage, and delays crush cash flow
• The mindset shift required to succeed in commercial roofing
• Why relationships matter more than numbers
• And how to properly transition from residential without risking your business

If you’re thinking about getting into commercial—or already struggling to make it work—this episode will show you where things go wrong and how to avoid the same mistakes.

Guest Links:

Fernando Saavedra - https://www.linkedin.com/in/f-saavedra/

Veristra - https://www.veristra.us/

In this episode, Carm Taglia sits down with Blair Witkowski to break down how AI is already changing the way contractors get found—and why most are behind.

They dive into real examples of roofers getting calls directly from AI platforms, why tracking is still messy, and how buyer behavior is shifting fast. Today’s customer isn’t just searching—they’re asking AI who to hire.

They also cover what actually moves the needle right now: fixing your foundation, building trust signals, and showing up where AI is pulling data—not just your website.

If you’re still relying on referrals or outdated SEO, you’re not just behind—you’re invisible.

What You’ll Learn

• How AI is already driving calls for contractors
• Why most tracking is broken (and what to do instead)
• The shift from traffic to visibility
• How to audit what AI says about your business
• The trust signals AI actually looks for
• Simple ways to get ahead before everyone else catches on

Connect with Blair

https://blairwitkowski.com

Want more calls?
https://go.roofingrevenuemarketing.com

GUEST: James Peel – Longboat Key Roofing INC

GUEST LINKS: https://www.longboatkeyroofing.net/

Most roofing jobs don’t fail because of materials.

They fail because of poor execution, lack of oversight, and rushed work.

James Peel joins the show to break down what it really takes to succeed in Sarasota’s high-end roofing market, where homeowners expect quality, communication, and accountability.

If you’ve ever wondered why some roofing companies win premium jobs while others struggle, this episode explains why.

High-end roofing markets demand consistency, not speed.

Most homeowners don’t know what’s happening on their roof, which makes trust and communication critical.

Roofing companies that control their crews and supervise properly deliver a completely different experience.

Cutting corners early leads to bigger problems later, for both the contractor and the homeowner.

The companies that win long-term are the ones that prioritize quality, relationships, and doing the job right the first time.

GUEST: Ron Snouffer – Pubic Insurance Adjuster, National Claims Negotiators

GUEST LINKS:

https://nationalclaimsnegotiators.com/

Most roof claims don’t fail because of damage — they fail because of documentation, policy traps, and bad timing.

Public adjuster Ron Snouffer joins the show to explain what actually happens when claims go sideways, why insurance companies push back, and how roofers can protect themselves and their customers during the process.

If you’ve ever watched a claim fall apart, this episode explains why.

• Many legitimate roof claims fail because of poor documentation and policy exclusions.
• Insurance negotiations are complex and often favor the carrier unless the claim is well prepared.
• Roofers who understand the claims process protect their customers — and their profits.
• Large losses often require a public adjuster to properly negotiate with the carrier.
• Timing, communication, and documentation can determine whether a claim gets paid or denied.