Why every roofing company needs a service division

By Jesse Sanchez.

Revealing why service divisions are the key to long-term success — and how even the smallest of roofing teams can build a reputation that lasts.

In the world of commercial roofing, service and maintenance isn't just a sideline — it’s a foundation. That’s the message Tracey Donels of Service First Solutions drives home in this episode of Roofing Road Trips®, where he outlines why and how contractors should build dedicated service departments, no matter their size.

“Service has been my number one focus since the day I entered the industry,” said Tracey, who has spent two decades building and guiding service operations across the U.S. “Every roofer needs to have a service department,” he expressed. “But the ones that really take advantage of it and really chase it can really develop those relationships and grab all of those long-term benefits.”

The benefits go beyond revenue. Tracey points to customer loyalty and cash flow stability as critical upsides: “In a good economy, service is important. In a bad economy, service is vital. Very few people in their daily lives fire a service provider that they like and does good work.”

Tracey breaks down how most small roofing firms handle service work — often with a single overworked individual juggling scheduling, estimating and paperwork. “They're a food truck,” he said. “They got one person and they're just working as fast as they can to produce that work.”

His advice? Start with a two-person team — ideally someone in the field and someone managing operations. “Service is all about capacity. Do we have time to address the customer's need? And the need could be several different things.”

Tracey also highlights a common mistake: letting service tasks take a back seat. “Too often when we share roles, service gets pushed to the back,” he warned. “Service needs to be prioritized. Service needs to happen right now.”

To manage growth and ensure quality, he advocates for structure — specifically tracking performance with weekly scorecards. “We track how many bids did we deliver, what was the dollar value and how many bids do we owe the customer,” he said. These metrics expose hidden backlogs and help companies scale operations without losing responsiveness.

And when it comes to invoicing? Tracey noted that delayed billing often creates avoidable cash flow headaches. “If we were to invoice them the same day or the next business day, it's amazing how much easier those collections get.”  

Tracey’s approach is rooted in real-world experience helping companies grow, whether that be from zero trucks to 25 trucks or 10 to 20. His core belief is that service is not just an afterthought — it’s a business model. He shared, “Service, it's a special discipline and it's not roofing. It's communication and documentation.”

For any roofing company eyeing more stability, better margins and deeper client relationships, Tracey makes a compelling case: the future starts with service.

Read the transcript or Listen to the Podcast to learn how to structure your service department from the ground up!