Inside the strategies transforming roofing businesses

By Jesse Sanchez.

Peer collaboration, clear processes and a focus on service are setting the tone for 2025 growth.

For roofing contractors wondering how to scale from a one-truck operation into a full-fledged service department, the final day of ServiceCon 2025 offered more than just theory — it offered proof of concept.

Tracey Donels of Service First Solutions took center stage in discussion with Heidi J. Ellsworth and provided a clear message: growth isn't just about more trucks — it's about building the internal systems that can support them.

“What we really talked about is how do we scale those internal staff members to be able to support the external staff members,” Tracey said during a live interview at the event. “If we don’t provide good service, if we don’t have a good quality product to sell, all the sales and marketing is not going to work.”

Held in Houston, this year’s ServiceCon gathered contractors and service professionals from across the country, each at different stages of business development. But what united them was a shared interest in one thing: sustainable growth through better service models. From peer group workshops to idea-heavy presentations, the conference represented just how critical infrastructure and communication are to long-term success.

One recurring theme? Documentation. “Everybody talked about documentation, about how important it was or how much it helped them once they finally took the time to document what their processes were.,” Tracey said. This simple step, he noted, makes training easier, highlights inefficiencies and increases accountability across teams.

But the standout value came from the power of peer networks. Tracey leads national peer groups that bring together non-competing contractors in a confidential, collaborative setting. These groups meet online monthly and in-person three times a year. He stated, “Within 30 minutes I have five possible options to try to tackle that problem.”

Service, he expressed, is recession resistant. In an uncertain economy, building owners are looking for cost-effective ways to extend the life of their investments — and proactive roof service can be a key part of that.

Watch the full interview and discover how peer-driven insights and process-driven growth could reshape your service department in 2025!