The best roofing companies never stop learning

By Jesse Sanchez. 

CertainTeed’s Better Business Workshops show how education, collaboration and a clear understanding of customers can help contractors strengthen their businesses. 

Strong roofing businesses are built by leaders who keep learning. At CertainTeed’s Better Business Workshops (BBW), contractors have opportunities to sharpen their business skills, exchange ideas with industry peers and hear from experts about the challenges shaping today’s market. During a BBW event in New Orleans, Heidi J. Ellsworth spoke with Joseph Hughes, founder of Contractor Dynamics, about the importance of education and a focused marketing strategy. Contractor Dynamics trains roofing companies to build and run their own marketing, beginning with a clear understanding of what a company wants to accomplish and who it wants to serve. 

When discussing that foundation, Joseph emphasized the importance of identifying business goals, ideal clients and the types of projects a company wants to pursue. He explained, “That clarity is really the first step in anything you do in business.”  

Continuous education also helps contractors navigate an increasingly complex marketplace. Technology, artificial intelligence (AI) and changing consumer behavior mean companies may need to consider multiple marketing channels rather than relying on one approach. Looking ahead, Joseph encouraged contractors to keep the customer at the center of decisions about new technology, sharing, “It’s not just about, ‘Oh, AI is the new thing. I have to change my business.’ It’s connecting with the consumer with what they want.” 

Opportunities to learn from other industry leaders can help contractors make those decisions with greater understanding. Reflecting on the value of the Better Business Workshops, Joseph stressed, “Education is everything.” The sessions bring together roofing professionals with varying levels of marketing experience while creating opportunities to learn, exchange ideas and make more informed business decisions. 

CertainTeed extends that commitment to professional development beyond the workshops through its Pro Center, which provides educational opportunities, credentialing programs, continuing education, product knowledge resources and tools designed for professionals. 

For contractors building stronger companies and preparing future leaders, continued learning offers a way to stay focused, understand customers and adapt as the industry changes. 

Learn more about how continuous education and resources from CertainTeed can help contractors strengthen their businesses and prepare for what comes next!