Why service initiatives are no longer optional in commercial roofing

By Jesse Sanchez.

As service and maintenance initiatives reshape the roofing industry, experts say it's adapt — or get left behind.

At ServiceCon 2025, a powerful conversation unfolded that made one thing clear: service and maintenance are no longer optional offerings in commercial roofing — they're essential strategies for survival and growth.

"Service and repairs are important in a good economy," said Tracey Donalds of Service First Solutions. "And in a bad economy, they're vital." That shift, fueled by economic uncertainty and customer expectations, is reshaping the roofing landscape. Tracey was part of a panel including Greg Hayne, Chad Westbrooks and Cody Kline, all hosted by Heidi J. Ellsworth on this Roofing Road Trips® podcast, recorded live at the conference.

What’s driving this evolution? A new generation of decision-makers, increasingly tech-savvy and less experienced with the physical nuances of roofing, are now at the helm. That demands more than technical know-how — it demands communication, speed and clarity.

Chad, founder of Service Alignment, pointed to rising expectations driven by other industries: “Sales makes a promise. Operations has to deliver on that promise... Our customers want to know how many stops away our truck is.”

That kind of expectation isn’t a passing trend — it's a market reset. As Chad noted, “We can do beautiful work and still get fired… simply because the experience they had was underwhelming.”

The conversation highlighted that service work isn't just a tactic — it's a business model. Cody of CommercialRoofer.com offered a sharp market analysis: if a commercial roof lasts about 25 years, only 4% of roofs are ready for replacement at any given time. “All of our competitors along with us [are] chasing that 4%. So how can we differentiate? We chase the 96% that are not ready for replacement.”

Greg, of the Hane Coaching Group, added another layer: “As our customers have gotten more sophisticated, they become more demanding.” And with that comes the pressure to evolve or fall behind.

The panel digs deep into a fundamental question: what does it take to not just survive, but lead in the future of roofing? The answers begin with a mindset shift — from roofing as a reactive industry to one rooted in proactive service, communication and strategic value.

Read the transcript, Listen to the podcast or Watch the webinar to learn more about how this new service-first approach is reshaping operations, training and customer expectations!