Thriving through market changes

RCS Influencer Patrick Cochran says it’s more important than ever for contractors to stick to the basics as the market landscape shifts.

Contractors can remain competitive and differentiate themselves in markets experiencing significant mergers and acquisitions by focusing on customer service, employee retention, community involvement and a strong referral program.

As roofing companies grow larger in certain markets through M&A activity, their ability to adapt to market changes, maintain consistent customer experiences and retain employees often takes a hit. In our market, we’ve seen a noticeable shift in how companies operate post-acquisition. Many have lost key employees and as internal processes change, they start to face real challenges in the field.

For companies trying to stay competitive, being adaptable and committed to providing a consistently great customer experience is key. This not only helps retain top talent, but it also generates a steady stream of client referrals — one of the most valuable forms of lead generation.

Traditionally, many people get into the roofing industry to avoid the corporate lifestyle. But with all the recent mergers and acquisitions, some companies are becoming more corporate — and that alone is pushing employees away. When you add in changes to pay structures and business processes, it’s no surprise that talented employees are re-entering the job market. This creates an opportunity for companies with strong recruiting and retention strategies to attract high-quality team members. 

Beyond customer service and employee retention, local community involvement also plays a big role in standing out. It generates low- to no-cost leads and builds brand trust. Staying involved helps create visibility and credibility — two things larger companies may start to neglect. As lead costs go up in certain markets (thanks to aggressive ad spending on platforms like Google), having a reliable referral program and alternative lead sources can keep your marketing spend aligned with your projected revenue. 

As the market continues to shift, it’s more important than ever for contractors to stick to the basics: Provide great customer service, treat employees well and focus on building referral business and community ties. With strong leadership — someone actively monitoring the market and willing to adapt — contractors cannot only survive these changes in the roofing industry, but thrive through them.