We know what it takes to grow a successful service department—because we’ve done it ourselves. With over 25 years of combined experience in the commercial roofing industry, we’ve worked in every key role within the service side of the low-slope sector. That hands-on experience gave us the insight to develop systems, tools, and strategies that truly work.

Today, we help contractors of all sizes build and strengthen their service departments to improve efficiency, customer satisfaction, and profit margins. Whether you're starting from scratch or refining an existing team, our solutions are built to meet you where you are.

Our services include:

• Total Access Consulting – Unlimited remote support from Tracey Donels, an industry leader known for applying The Golden Rule to service excellence

• On-Demand Estimating – A self-funding estimating service tailored specifically for the service side of low-slope roofing

• Service-Focused Peer Groups – Structured, EOS-style group sessions that promote collaboration, accountability, and growth

• Training & Resources – Ready-to-use presentations, software libraries, SOPs, and marketing materials to streamline your operations

We’re here to help you overcome the common hurdles of growing a service department—so you can focus on growing your business.

Learn more.

Service First Solutions - Roof Service Summit

Some of the confirmed speakers include, but are not limited to: 

• Diana King - Springer Peterson - Lakeland FL
• Nick Sweeney - Delta Innovative Services - KC MO
• Corina Ngan Tian - Transona - Manitoba, Canada
• David Borges - Chaffee Industrial Roofing

And other speakers covering property management and sales! This event is for Service First Solutions members only.

Learn more about Service First Solutions' exclusive events.

Meet the heart behind Service First Solutions

This new 5-minute video introduces you to our founder Tracey, and the journey that shaped our mission to help roofers build better service departments.

"I've done all the roles and I've walked through those shoes. So I really know what our customers are walking through and the battles they're facing."

Tracey thought he was opening a consulting company. What he really built is a coaching company driven by passion, real-world experience, and a deep love for the people in this industry.

Learn more about growing your service department.

People Make Roofing with Tracey Donnels

Welcome to People Make Roofing, a call to action led by Roofing Talent America andRoofersCoffeeShop®, with Heidi J. Ellsworth and Luke McCormack. In this episode, Heidi and Luke talk with Tracey Donels, founder of Service First Solutions, about the power of mentorship, service-driven growth and the entrepreneurial journey in the roofing industry. Tracey shares how his unexpected start at KPost Roofing evolved into a 20-year career dedicated to repair and maintenance, culminating in the launch of his national training and coaching business. The conversation dives into creating career paths for young professionals, embracing innovation and building a roofing culture rooted in education and opportunity. Tune in for this inspiring story of grit, growth and giving back!

Watch the video!

Service First Solutions LIVE from ServiceCon 2025!

At Service First Solutions, our mission is to coach and train commercial roofing companies to  achieve exceptional growth and operational excellence. We specialize in transforming service  departments into significant profit centers that pave the way for broader business opportunities.  By providing expert consulting services, from strategic planning to hands-on training and peer  support, we guide our customers to new heights.

 Visit our website to learn more.

Understanding the Essentials of a Maintenance Department

A strong maintenance department plays a key role in reducing downtime, managing costs, and ensuring operational reliability. Whether you're starting fresh or refining existing systems, asking these questions is the first step:

• Why is a service department critical to operations?
• What tools, systems and personnel are needed to succeed?
• How do you build, implement and manage an effective program?
• Where does the funding typically come from to get started?
• How can you grow or scale a maintenance department over time?
• What does it take to build and retain a reliable maintenance team?

Get these questions answered.

Ways to Grow your Service Department

Total Access Consulting

Our consulting program provides remote support to elevate your service department, with direct access to Tracey and his expert team. 

• Weekly scorecards to track progress & growth.
• Virtual team engagement to refine processes across roles.
• Customized training & software guidance. 
• Access to Digital Desk with SOPs, training tools & templates.

 Learn more about Total Access Consulting.

Service-focused Peer Groups

Service-Focused Peer Group program uses EOS-style meeting agendas to help roofing professionals grow their service departments. The program goes beyond consultancy by creating a community where non-competing professionals collaborate, share experiences, and work together toward success.

• Non-competing professionals collaborate and share insights.
• Focus on growth and problem-solving.
• A supportive community for success.

Learn more about our service-focused peer groups.

Intensive Contractor Visits

Our two-day contractor visits program delivers in-person consulting to transform your service department. We prioritize face-to-face collaboration, offering strategic insights and support digital tools can’t match. 

• In-person collaboration for effective communication.
• Pre-visit video conferences to align on goals & processes.
• Custom weekly scorecard to track progress.

 Learn more about our intensive contractor visits.

Exclusive On-site Training

Service First Solutions (SFS) offers an on-site training opportunity for its peer group customers, designed to teach waterproofing skills. Led by Marcelino Torres, a seasoned waterproofer and roofer who owns a waterproofing company in Dallas, TX., these trainings offer practical, real-world expertise.

• Programs available in both English and Spanish.

• Hands-on Classes in the morning and site visits in the afternoon to apply learned skill.

• Practical, real-world expertise from an advanced, seasoned technician.

Register now!

Testimonials

Hear from contractors who’ve transformed their service and maintenance departments with help from Service First Solutions.

See how we have helped other contractors grow their maintenance department.

See how we have helped other contractors grow their maintenance department.

Meet Tracey Donels

Tracey Donels is a recognized leader in the commercial roofing industry and an advocate for applying the Golden Rule to customer service. He emphasizes the importance of creating exceptional client experiences while helping companies maximize sales and increase profit margins.

With more than 15 years of experience in service operations, Tracey grew a commercial roofing service department from $800,000 to $8.5 million in annual revenue, while boosting margins by 50%. Today, he uses that experience to help contractors strengthen their service departments and improve overall business performance.

Ready to grow your service department?

Ellishia Loftus

“We are thrilled to have Ellisha join our team," said Tracey Donels, founder of Service First Solutions. "Her extensive experience and strategic insight are invaluable assets that will contribute to our clients' overall success. Ellisha's passion for fostering strong client relationships and her innovative approach to business development make her a perfect fit." 

In her new role, Loftus will focus on identifying growth opportunities, optimizing client engagement strategies and enhancing service offerings to meet the evolving needs of the roofing industry. Her proven track record in developing and executing successful growth initiatives aligns seamlessly with Service First Solutions' commitment to delivering exceptional value to its clients. 

Visit our website.

Latest Promotions and Rebates

Get down to business and train your waterproofing team with Service First Solutions!

Let's get down to business and train your waterproofing team! As a Service First Solutions (SFS) peer group customer, there's a special training opportunity waiting for you in both English and Spanish! With hands-on classes in the morning to site visits in the afternoon, SFS can make a waterproofer out of ...
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Latest Spanish Content

Día 2: Competencias estudiantiles, sesiones educativas y la ceremonia de premiación de la NRCA en IRE 2025

Por Dani Sheehan, traducido por Jessica Bravo. Con un horario lleno de sesiones educativas y eventos de networking, ¡asegúrate de planificar con anticipación para IRE 2025! Probablemente ya tengas tus zapatos cómodos y tarjetas de negocio en tu lista de cosas por empacar para International Roofing Expo (IRE) 2025, ...
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¡Bienvenido a ServiceCon 2025, el evento #1 para iniciar y hacer crecer tu negocio de techado!

Únete a nosotros en Houston, Texas, mientras reunimos a líderes y expertos de la industria para dos días completos de aprendizaje, networking e inspiración. ServiceCon 2025 está diseñado para proporcionar a los contratistas de techado y sus principales gerentes los conocimientos, herramientas y conexiones que necesitan para llevar su negocio al ...
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¡Expande tu negocio de techado con capacitación bilingüe en campo y en impermeabilización!

Service First Solutions quiere ayudarte a #ExpandirTuNegocioDeRoofing con estas ofertas de capacitación. Por Jessica Bravo. Service First Solutions, una empresa dedicada a ayudar a los propietarios de negocios a hacer crecer sus operaciones de techado se complace en anunciar capacitaciones bilingües en campo y en impermeabilización. Con esta nueva oferta, ...
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Latest Podcasts

From the Field to the Future: Dataforma at PSU 2025

In this episode of Roofing Road Trips, Megan Ellsworth talks to Brian Cook from Dataforma and Tracey Donels from Service First Solutions about what to expect from Dataforma’s user conference, PSU 2025! Brian and Tracey talk about What PSU is and why they decided to collaborate on the conference this ...
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Ellisha Loftus - Service Leadership Starts with Strategy

In this Roofing Road Trips® episode, Megan Ellsworth sits down with Ellisha Loftus, the newest growth consultant at Service First Solutions, to talk about her journey through the industry. Listen in to find out what drew her to join the Service First team and why she’s passionate about helping contractors ...
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Ellisha Loftus - Service Leadership Starts with Strategy

In this Roofing Road Trips® episode, Megan Ellsworth sits down with Ellisha Loftus, the newest growth consultant at Service First Solutions, to talk about her journey through the industry. Listen in to find out what drew her to join the Service First team and why she’s passionate about helping contractors ...
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Latest Webinars

Service First Solutions and Jolly Roofing and Contracting

Who doesn’t need a coffee break? Join RoofersCoffeeShop for a coffee break every third Tuesday of the month at 10 a.m. PT. In the March 2025 Coffee Break, we are joined by Tracey Donels from Service First Solutions. Be sure to tune in to learn about TOPIC! We will also ...
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Latest Classifieds

Register for Service First Solutions' Roof Service Summit 2025

October 8-10th, 2025 - Dallas/Forth Worth Confirmed Speakers: Service manager panel: Diana King: Springer Peterson - Lakeland, Florida Nick Sweeney: Delta Innovative Services - Kansas City, Missouri Corina Ngan Tian: Transona - Manitoba, Canada David Borges: Chaffee Industrial Roofing Property manager panel: Doug Johnson: Vice president of Property Management Hillwood Properties Jeff Paschel: Partner at Whiteriver Partners Two ...
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Get down to business and train your waterproofing team with Service First Solutions!

As a Service First Solutions (SFS) peer group customer, there's a special training opportunity waiting for you in both English and Spanish! With hands-on classes in the morning to site visits in the afternoon, SFS can make a waterproofer out of anyone. These trainings, starting at $5,000 and ranging from ...
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Haz crecer tu Servicio de techado

¡Manos a la obra y formemos a tu equipo de impermeabilización! Como cliente del grupo de pares de Service First Solutions (SFS), ¡hay una oportunidad especial de capacitación esperándolo tanto en inglés como en español! Desde clases prácticas por la mañana hasta visitas al sitio por la tarde, SFS puede ...
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Buy Online

Let's get down to business and train your waterproofing team! As a Service First Solutions (SFS) peer group customer, there's a special training opportunity waiting for you in both English and Spanish! With hands-on classes in the morning to site visits in the afternoon, SFS can make a waterproofer out of ...
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Latest Videos

Service First Solutions Videos

To learn more about Service First Solutions, visit their RCS Directory. SFS BrandFilm V5 People Make Roofing - Chris Coryell How do you anticipate changes in your service department? What's the Digital Desk? What are service focused peer groups? Why is service critical to your overall roofing business? How does Service First Solutions help service departments stay ...
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Service First Solutions Trade Show Playlist

To learn more about Service First Solutions, visit their RCS Directory. Live from ServiceCon 2025 with Service First Solutions! Live from IRE 2025 with Service First Solutions! LIVE From RCAT 2024 With Service First Solutions!
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Partner Photo Gallery