Re-roof leads

I have been in new construction for years ans now everyone is talking me re-roofing is where the $$$ is at. Recently got duro-last certified. Have been working with a Versico guy for years on new construction but duro-last pushes re-roofs. Basically do you knock on doors and cold call? How do you convince an owner to spend a ton of money on a new roof? I've tried a couple but they would rather "deal with the leaks and a bad roof" than to pay up.