Florida Roofing – August 2025

Florida

August 2025

ROOFING A Publication of FRSA – Florida’s Association of Roofing Professionals

Meet the New FRSA Executive Committee

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FRSA Executive Committee and their better halves.

Contents 10 | Meet the 2025-2026 Executive Committee 16 | Charlie Kennedy Honored with Campanella Award 32 | Todd Brown Receives Honorary Membership 49 | Convention by the Numbers

FRSA-Florida Roofing Magazine Contacts: For advertising inquiries, contact: Skip Heymann at: skip@floridaroof.com (800) 767-3772 ext. 127 All feedback and reprint permission requests (please include your full name and address) contact: Lisa Pate, Editor, at: lisapate@floridaroof.com (800) 767-3772 ext. 157 Florida Roofing Magazine PO Box 4850 Winter Park, FL 32793-4850 View media kit at: www.floridaroof.com/ florida-roofing-magazine/

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ROOFING Available Online at www.floridaroof.com/florida-roofing-magazine/

August 2025

Any material submitted for publication in Florida Roofing becomes the property of the publication. Statements of fact and opinion are the responsibility of the author(s) alone and do not imply an opinion or endorsement on the part of the officers or the membership of FRSA. No part of this publication may be reproduced or transmitted in any form or by any means, without permission from the publisher.

Florida Roofing (VOL. 10, NO. 8), August 2025, (ISSN 0191-4618) is published monthly by FRSA, 3855 N. Econlockhatchee Trl. Orlando, FL 32817. Periodicals Postage paid at Orlando, FL. POSTMASTER: Please send address corrections (form 3579) to Florida Roofing, PO Box 4850, Winter Park, FL 32793-4850.

www.floridaroof.com | FLORIDA ROOFING

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Educating Consumers on Finding the Right Roof System FRSA President Tibor Torok, Bob Hilson & Co. Inc. Florida’s unique climate presents both challenges and opportunities when it comes to roofing; high humidity, frequent rainstorms and high wind events make choosing the right roofing system essential for homeowners and businesses alike. A roof in Florida doesn’t just provide shelter, it’s a front line defense against nature’s extremes.

Our climate is defined by high temperatures, intense sunlight, heavy rainfall, strong winds and the ever-present threat of hurricanes and tropical storms. Hurricane season brings powerful storms capable of causing severe roof damage, including shingle loss, impact damage from flying debris, structural compromise and water infiltration.

Year round, we experience frequent thunderstorms, torrential downpours and occasionally hail, which can expose any weaknesses in a roof’s structure and lead to leaks and water damage. The sun, with its UV radiation, accelerates the deterioration of roofing materials, causing cracking, fading and weakening of protective layers. Over time, this leads to brittleness and a shortened lifespan for many roofing products. In coastal areas, saltwater exposure further complicates maintenance by corroding metal components and accelerating rust, particularly for homes near the Gulf or Atlantic coasts.

Several roofing materials dominate the steep-slope market, each with its own strengths: Asphalt shingles: The most common and budgetfriendly option, asphalt shingles, are easy to install and repair. However, they’re less durable in extreme conditions and typically last 15-30 years.

Metal roofing: Known for durability and wind resistance, metal roofs can last 40-70 years and reflect sunlight, reducing cooling costs. They’re ideal for hurricane-prone areas and coastal homes. Metal roofs require periodic inspections and maintenance to prevent corrosion.

The quality of installation is a critical factor in roof performance. Poor workmanship, use of substandard materials or failure to adhere to the Florida Building Code can lead to premature roof failure and costly repairs.

Common construction defects include improperly installed membranes and flashing and failure to adhere to the Notice of Acceptance, the Florida Product Approval and the manufacturer’s installation instructions. These issues are often exacerbated by the state’s demanding climate, making regular inspections and maintenance essential to achieve the longest service life possible.

Roofing in Florida is more than an aesthetic design choice; it’s a strategic decision that affects safety, energy efficiency and installed costs. Whether opting for the affordability of asphalt shingles or the resilience of metal and tile, Floridians must weigh aesthetics, performance and climate resilience. It is up to us, the professionals, to assist and educate the product specifiers, architects and consumers to make the best choice for their buildings.

Kind regards,

Tibor Torok FRSA President slrcbhc@msn.com

Tile roofing (clay or concrete): These roofs offer exceptional longevity – often 50-plus years – and resist both heat and moisture.

Slate roofing: Less common but highly durable, slate can last over a century. It’s heavy and expensive but environmentally friendly and fire-resistant.

Wood shakes: While aesthetically pleasing and salt-resistant, wood shakes are flammable and require regular maintenance.

www.floridaroof.com | FLORIDA ROOFING

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Meet the 2025-2026 Executive Committee Tibor Torok | President

Tibor is a state certified roofing contractor and is President of Bob Hilson & Company Inc., Homestead. He has been in the roofing industry for 42 years.

Tibor attended the University of Texas at Arlington, studying engineering and is a United States Marine Corp veteran. Tibor and Toni have been married for 22 years and have two daughters, a son and three grandchildren. Tibor enjoys the camaraderie of professional roofers and believes contractors need to support their local associations. He is Past President of his local affiliate, the Roofing Contractors Association of South Florida.

Matthew Leonard | President Elect

Matthew is a second-generation state certified roofing contractor, dedicated to the ongoing growth and success of Architectural Sheet Metal, Inc., a 32-year-old company that he and his business partner acquired from his father. Outside of work, Matthew prioritizes spending time with his wife, Megan, and their two young sons. He has a passion for travel and enjoys exploring new places whenever he can. Having grown up in the roofing industry, Matthew holds a deep appreciation for the business and hopes to instill that same passion in his children while also sharing it with others.

Steven James II, CPRC | Vice President

Steven is a state certified roofing contractor and President of James Roofing Services Inc., St. Petersburg. He is a second-generation roofing professional and currently sits on the Pinellas County Construction Industry Licensing Board as a roofing representative. Steven has been married to Alexandra for 10 years and they have two daughters. He is an avid outdoor enthusiast who enjoys deer and turkey hunting. Steven has been involved in FRSA almost his entire life, having spent many years in the Kids’ Program during the annual Convention while his father worked with now Technical Director Mike Silvers, CPRC.

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Lyle Jacobs | Secretary Treasurer

Lyle is a second-generation roofer who began his career in 1990 working for his uncle’s roofing company, Countyline Contractors, in South Florida. With a strong commitment to his craft, Lyle has played an active role in the roofing industry, serving on the Technical and Safety Committees of the Roofing Contractors Association of South Florida (RCASF), as well as holding the position of Past President. Driven by a passion for continuous learning, Lyle has successfully transitioned from residential roofing to leading large-scale commercial projects. His extensive experience has taken him from Florida to the Grenadines, where he has spearheaded numerous high-profile roofing ventures. Outside of work, Lyle is a dedicated father who enjoys scuba diving, fishing and drawing, always finding time to appreciate life’s simple pleasures.

Manny Oyola | Immediate Past President

After almost two decades working as Technical Manager Eastern Region Florida for Eagle Roofing Products, Manny retired at the end of June. He will embark on a new venture in the industry, putting his many years of experience and knowledge to good use. Manny received his Florida registered roofing contractor license in 1981 and owned a roofing business in South Florida. He has been married to Arlene for 51 years and they have four daughters and eight grandchildren. Manny is an FRSA Honorary Member and has received the Bieler Enthusiasm Gets It Done Award and the Earl Blank Memorial Heart Award. Manny loves the friends he’s made through FRSA and strives to educate professional contractors in the industry. He’s a member of the Palm Beach County Roofing and Sheet Metal Contractors Association.

www.floridaroof.com | FLORIDA ROOFING

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Charlie Kennedy Honored With Campanella Award FRSA’s highest honor is the Bob Campanella Award, which is presented each year to the FRSA member who is deemed most worthy of recognition for service to his or her community, the Association and to the industry. The award was initiated in 1965 by the Saint Petersburg Roofing and Sheet Metal Contractors’ Association as a memorial tribute to the late Bob Campanella, owner of Ace Roofing Company in St. Petersburg.

The award was presented during the Casino Party held at Convention. The 2024 Campanella Award recipient, Ralph Davis, Streamline Roofing & Construction Inc., Tallahassee, had the honor of making the presentation.

For those of you not familiar with our Campanella Award tradition, here are a few details. Suggestions are taken from the membership and submitted to the committee of previous Campanella Award recipients, who select the new recipient each year. We don't announce the name of the recipient at the beginning of the presentation. Instead, we provide details about him and his service to the industry. You'll notice members in the audience trying to figure out who we are talking about and the best part is when it dawns on the recipient that we're speaking about him.

Charlie Kennedy is hard working, grew up in the roofing industry and owns his own company. He sits on many FRSA committees and doesn’t know how to say no when asked to take on another committee or project.

He has won various FRSA awards over the years, including the President’s Award and the Enthusiasm Gets It Done Award. If there was an attendance award for Board of Directors and committee meetings, Charlie would qualify for that too.

Charlie is involved in his community and strives to make things better and brighter for the future. He is happily married with amazing children and is one of those people who believes that you can’t complain about something if you aren’t willing to be a part of the solution. Many may call him an overachiever but he’s not satisfied unless he's going 90 miles an hour with his tail on fire.

So, how’d Charlie get to be this dedicated? Let’s start at the beginning. He’s a third-generation roofer who originally hails from South Florida – but don’t try to pin him down geographically. His family moved around quite a bit while he was growing up, giving him a statewide tour from the Panhandle to North Florida and beyond.

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FLORIDA ROOFING | August 2025

Ralph Davis and Charlie Kennedy

His education? Well, let’s just say it started early – riding shotgun with his grandpa and dad, picking up day workers and learning the ins and outs of running a crew from the front seat of a pickup truck. After high school, Charlie decided to shake things up and took a brief detour away from the family business, heading out of state for a while.

Eventually, Charlie found his way into county government, working in several departments – including a stint as a wildland firefighter for the Division of Forestry. Turns out, running into burning forests wasn’t quite his long-term calling. So, like any sensible person faced with fire and chaos, he returned to something familiar: roofing. Since then, he’s built a reputation as a leader in the industry. As mentioned earlier, he’s received several awards from FRSA and is a Life Member and Past President.

When he’s not working, Charlie’s got a full life outdoors and at home. He’s the President of a hunting club in Georgia, a husband of 23 years, a proud father of four grown children: Taylor, Chase, Grace and AJ. Now he’s a doting “Chappy” to three grandkids, Magnolia, Bentley and Maebry.

And then there are the Yorkies. Two tiny dogs that have completely taken over his heart and home. He treats them like royalty – maybe even better than he treated his kids growing up. Don’t worry, the kids are fine – they just laugh and roll their eyes.

Charlie has a quick sense of humor and is king of the one liners. He loves to cook and has catered many Continued on page 36

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Affiliate Competition Winner Each year during Convention, FRSA’s Affiliate Council plans a friendly competitive event and invites the 11 state affiliate chapters to participate. Entry fees and rules are established by the Affiliate Council, which is made up of the Affiliate Representative and the President from each chapter. Affiliates compete for bragging rights and get their name engraved on the FRSA Affiliate Challenge Cup. This tradition has taken place every year since 1982.

Of course, the real winner is the President’s Charity of Choice – this year, the Educational Foundation Scholarships. Entry fees and buy-in bets from the competition, along with donations made through the Convention registration site and personal donations to the charity, enabled FRSA to donate $70,000 to the Foundation Scholarships – the largest amount to date raised for a charity.

This year’s Affiliate Competition was a Texas Hold ‘Em Poker Tournament. Participants played like it was real money until one winner, Jacob Piazza, was left. The winners of this year’s competition were:

Kenny Harp and Jacob Piazza

First Place – North Central Florida Roofing & Sheet Metal Contractors Association Second Place – Polk County Roofing Contractors Association Third Place – Southwest Florida Roofing Contractors Association We thank the Affiliates and those who made donations to the 2025 Charity of Choice!

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Industry Updates Gulfeagle Supply Purchases Broward Roofing Supply

Gulfeagle Supply, a leading national distributor of roofing and building materials, has purchased select assets from Broward Roofing Supply as part of its continued investment and growth in South Florida.

As a result of this purchase, Gulfeagle will relocate its Dania Beach branch operations to the former Broward Roofing Supply facility. In August, the Hallandale Beach location will officially operate as a Gulfeagle Supply branch.

“This relocation supports our ongoing efforts to improve operational efficiency, optimize resources and expand service capabilities in key markets,” said Brad Resch, President of Gulfeagle Supply. “With a stronger footprint in South Florida, we are better positioned to meet the growing needs of our customers.” The new 22

FLORIDA ROOFING | August 2025

location will offer improved space, inventory capacity and accessibility. The current Dania Beach team will continue serving customers under the leadership of Branch Manager Todd Fowler at the new Hallandale Beach facility located at 1751 S. Park Road, Hallandale Beach.

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Heart Award Presented to Brian Barlow, RRO The Earl Blank Memorial Heart Award is presented annually to an FRSA Associate member who exemplifies the traits of Mr. Blank in his work in the industry: dedication and respect for his customers and competitors alike.

Brian Barlow is an individual who follows in those same footsteps. He serves on FRSA’s Membership Committee and Affiliate Council, where he represents his local affiliate as the President of the Northeast Florida Roofing and Sheet Metal Contractors Association.

Over the past few years, Brian has worked relentlessly to rejuvenate his affiliate and has been quite successful in growing it.

His positive energy flows into the committees that he serves on. Brian has shared successful ideas with the Affiliate Council and encouraged other affiliate members to re-engage their chapters.

In growing his affiliate, he’s also brought new members into the Association, introducing them to what it means to be part of a community of industry professionals. For all that he has achieved, FRSA congratulates Brian Barlow, RRO, Barber Klein Roofing, Jacksonville, as the Earl Blank Memorial Heart Award recipient!

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Brian Barlow, RRO and Les Sims, CPRC

Tammy Hall Bieler Enthusiasm Award Recipient Bill Bieler was an extremely enthusiastic and active member in FRSA during the 1990s. His brand of enthusiasm was one you couldn’t miss – always volunteering to lead whenever needed.

In fact, Bill is the reason we have an Auction, which originally served to raise funds for FRSA’s Political Action Committee.

Tammy Hall shares that same enthusiasm and is the reason we have Roofing Day in Florida. As one of the chairs for the Governmental Affairs Committee, she saw the need for FRSA members to participate in face-to-face interaction with legislators. We recently completed our third Roofing Day and were very successful in the initiatives that were most important to us and the industry. Most notably, the roof-to-wall connections bill was recently signed into legislation by Governor DeSantis.

Tammy was also a strong advocate in suggesting alternative language to the 10-day contract language.

Tammy works very closely with staff and Chris Dawson to ensure that we continue to focus on important legislative matters. For her continued support and leadership in the legislative arena, Tammy Hall has been awarded the 2025 Bieler Enthusiasm Award. FRSA congratulates Tammy Hall, CFS Roofing Services LLC, Ft. Myers!

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FLORIDA ROOFING | August 2025

Tammy Hall and Les Sims, CPRC

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Todd Brown Receives Honorary Membership Honorary members are recognized for their significant contributions to FRSA and the industry and are selected by the Nominating Committee.

Todd Brown has been involved with the roofing industry and FRSA for 31 years. He has attended countless affiliate meetings over the years and has served on the board of at least five different affiliate groups. He has personally introduced multiple contractors to FRSA over the years, along with the companies he has worked for – if they were not already members.

Todd ran FRSA's Convention Fishing Tournament for many years and currently serves on the FRSA Codes, Governmental Affairs and Convention Committees. He is a long-time member of the FRSA Board of Directors and is known by FRSA staff as someone who is always ready to assist whenever needed.

Todd was presented the Earl Blank Memorial Heart Award in 2000, the Charlie Raymond Membership Award in 2017 and the Bieler Enthusiasm Award in 2023. This year’s award makes him one of very few four-time FRSA award winners.

For his constant positive outlook and support of FRSA and the industry, we are pleased to congratulate Todd Brown, SPEC Building Materials, Jacksonville, on his Honorary Membership!

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Todd Brown and Les Sims, CPRC

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FLORIDA ROOFING | August 2025

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FRSA President’s Award Presented to Mike Silvers, CPRC The President’s Award was created so that the FRSA President could recognize a special individual who has assisted them during their term.

“I knew right away who I would select,” stated FRSA President Manny Oyola. “Not just for the support I’ve received from him this year – but for the unwavering support that has been shared over the past decade. Mike Silvers, CPRC has worked tirelessly over the last three code cycles – nine years – to ensure Florida’s Building Code is one we can live with. He pulls everyone together, reaching across the aisle to work

Manny Oyola and Mike Silvers, CPRC

with building departments, industry partners and, most recently, home inspectors to accomplish what’s best for the industry. On a personal level, we have a shared respect and mutual admiration for what has been achieved and I’m proud to call him my friend.”

Unfortunately, Manny was unable to present the award to Silvers during the luncheon and instead presented it to him on the Expo floor. FRSA congratulates Mike Silvers, CPRC on the President’s Award!

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Mike Silvers, CPRC and Les Sims, CPRC

Campanella Award, continued from page 16

events, including an open house at FRSA’s building. He is an official Pit Master.

Charlie has been active in his local affiliate, the North Central Florida Roofing and Sheet Metal Contractors Association, where he has served as President three times. In 2009, he joined FRSA and has served on every committee over the years.

When FRSA was constructing its new office building, he chaired the Building Committee, overseeing construction. Charlie chairs FRSA’s Codes Committee 36

FLORIDA ROOFING | August 2025

and serves on the Codes Subcommittee and Board of Directors. He also serves on the Florida Building Commission Roofing TAC when needed.

Charlie was FRSA President in 2017 and his theme was Honoring Our Heritage. And last year, he was elected Levy County Commissioner.

FRSA congratulates Charlie Kennedy, Gainesville Roofing & Co., Inc., Gainesville, as the 2025 Campanella Award recipient!

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Navigating Immigration Challenges Trent Cotney, Attorney & Partner, Adams & Reese Florida’s roofing sector continues to face a stubborn labor shortage as the state’s rapid growth collides with tightening federal enforcement and new state mandates on employment verification. Contractors who once relied on a steady flow of experienced foreign workers now find hiring and retention more complex and missteps can lead to stiff penalties, project delays or even criminal exposure. The good news is that proactive planning can transform immigration uncertainty into a competitive advantage. The following guidance, grounded in current federal rules and Florida’s latest statutes, lays out practical measures roofing employers can adopt today to protect their businesses and their workforce.

First, double‑check your Form I‑9 process from the ground up. The latest version of the I‑9, released in August 2023, must be used for every new hire. Florida law now requires private employers with 25 or more employees to run each new hire through E‑Verify and the statute directs Florida Commerce to audit records for at least three of the preceding calendar years. Set up a calendar reminder so completed I‑9s and E‑Verify confirmations are retained for the longer of three years after the date of hire or one year after the date of termination. Train the front‑line human resources staff who actually handle onboarding because inconsistent practice is the most common source of fines.

Next, conduct an internal audit before the government does it for you. Pull a random sample of I‑9 files, confirm the form version, verify that every applicable box is complete and correct minor technical errors with the guidance of counsel. If you discover potential knowingly‑hiring violations, consult counsel before making any changes. An internal audit not only uncovers mistakes but also establishes a good‑faith narrative that can mitigate civil penalties under 8 U.S.C. § 1324a.

Consider enrolling in the IMAGE program, the ICE Mutual Agreement between Government and Employers. Although participation is voluntary, companies that pass the program’s rigorous compliance review often receive reduced fine ranges and may avoid repeated audits. If joining IMAGE feels too burdensome (or risky), adopt its core elements: a written immigration‑compliance policy, annual self‑audits and documented training for staff and supervisors.

Because the domestic labor pool is shrinking, explore lawful visa options early in the construction season. The H‑2B temporary non‑agricultural worker program remains the best fit for roofing crews but competition for the 66,000 annual‑cap visas is fierce. Employers that file during the first three business days of the semi‑annual window and request a 40

FLORIDA ROOFING | August 2025

returning‑worker carve‑out typically stand the greatest chance of success.

If your workflow peaks during Florida’s rainy months, petition for the second‑half allotment, jobs starting April 1 through September 30, and prepare the prevailing‑wage determination at least two months in advance. Some contractors have also used the TN classification for Canadian production managers or engineers who oversee multiple worksites; while not a crew solution, this visa can backfill key technical roles.

Retention is as important as recruitment. Documented and undocumented workers alike are more likely to stay when employers invest in English‑language tutoring, safety certifications and clear paths to advancement. Pair new hires with bilingual mentors who reinforce safety culture and productivity expectations. A small tuition reimbursement program for safety coursework often costs less than the profit lost to rehiring.

Do not ignore compliance duties once crews are on the roof. Unannounced site visits from the Department of Homeland Security or state agencies are becoming more common. Designate one prepared supervisor to greet agents, verify the scope of any investigation or warrant and direct the crew to a break area while the documentation is reviewed.

Contract language is another overlooked tool.

When subcontracting, include an immigration compliance warranty that requires the subcontractor to maintain I‑9s, use E‑Verify and indemnify the prime contractor for any resulting fines. Tie payment releases to written certification that all employment verification obligations have been met. For new bids, adjust scheduling clauses so force‑majeure language encompasses visa allocation shortfalls and government processing delays; that allocation risk should not sit solely on the contractor’s balance sheet.

Community partnerships can stretch limited resources. Local vocational schools often have adult‑education grants that subsidize English-as-aSecond‑Language classes delivered after hours at a jobsite. Non‑profit legal clinics can assist employees in assembling immigration‑benefits packages, which in turn reduces turnover.

Finally, join the policy conversation. Provide written testimony explaining how visa caps and lagging processing times drive up project costs and dampen hurricane‑recovery efforts. Contractors are uniquely positioned to show that immigration enforcement and economic growth are not mutually exclusive.

Lawmakers often temper enforcement‑only bills when employers present credible data on lost production.

Immigration will remain a moving target but roofing employers who combine scrupulous compliance with forward‑looking workforce strategies can insulate themselves from enforcement shocks and position their companies as employers of choice. The steps outlined above – diligent I‑9 practices, early visa planning, thoughtful retention investments, airtight contract clauses and active advocacy – do not eliminate risk but they place that risk inside a managed framework. With market demand for qualified crews at an all‑time high, staying ahead of immigration pressures may be the most profitable safety measure a Florida roofing contractor can take.

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constitute legal advice, nor should it be relied upon as legal advice for your specific factual pattern or situation.

Trent Cotney is a Partner and Construction Team Leader at the law firm of Adams & Reese and FRSA General Counsel. You can reach him at trent.cotney@arlaw.com or 866-303-5868.

Free Legal Helpline for FRSA Members

Adams & Reese is a full-service law firm dedicated to serving the roofing industry. FRSA members can contact Trent Cotney to discuss and identify legal issues and to ask general questions through access to specialized counsel. They offer free advice (up to 15 minutes) for members. If additional legal work is required, members will receive discounted rates. This is a pro bono benefit provided to FRSA members only.

Contact Trent at 866-303-5868.

The information contained in this article is for general educational information only. This information does not constitute legal advice, is not intended to

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Smart Sales Operations: Structuring Your Roofing Sales Team for Profit and Growth John Kenney, CPRC, CEO, Cotney Consulting Group In many roofing companies, sales are often the least structured part of the business. While estimating, production and project management typically run on systems, sales are frequently left to personality, gut instinct or inherited practices. The result? Inconsistent revenue, low-margin jobs and salespeople who operate in silos with minimal accountability.

Roofing contractors must move beyond transactional selling to grow sustainably and protect margins.

The goal isn’t just to “close more jobs.” It’s to build a sales operation that drives profitable work, aligns with production capacity and sets the tone for long-term client relationships. Whether you’re residential, commercial or service-focused, smart sales operations are now essential to business.

Dedicated Sales Reps Best for: Companies with steady lead volume Pros: Focused on relationship-building Cons: Can lack estimating or technical depth

Hybrid EstimatorSales Roles Best for: Commercial or technical roofing Pros: Deep understanding of cost and constructability

Sales Is a System – Not Just a Skill

Cons: Often overextended; prone to burnout Roofing sales are often reduced to “who can close the deal.” However, successful companies understand that Inside vs. Outside Sales Inside: Handles inbound calls, estimates, service selling is a multi-step process, not a one-call event. It maintenance includes: ■ Lead qualification and intake ■ Needs assessment ■ Scope and expectations alignment ■ Handoff to estimating or pre-construction ■ Proposal development and delivery ■ Follow-up communication ■ Job setup and transition to operations When even one of these stages is missing or unclear, opportunities fall through the cracks, client expectations are misaligned or jobs go to contract with insufficient detail. A smart sales operation eliminates these risks through repeatable, documented systems.

Choosing a Sales Model That Fits Your Business

Not every roofing business should structure its sales team the same way. Your model should reflect your market, service mix and growth goals. Here are common sales structures:

Owner-Led Sales Best for: Startups or small shops Pros: Strong control and trust Cons: Not scalable, often reactive

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FLORIDA ROOFING | August 2025

Outside: Focuses on new development, facility managers, GCs Evaluate your model regularly. Roles may need specialization and responsibilities may be split as your company grows to avoid bottlenecks.

What this Means for Contractors: Your sales model should be by design – not default. Choose a structure based on your business maturity, service lines and margin targets.

Building a Repeatable Sales Process

Documenting your sales process is the foundation of consistency. This doesn’t have to be complicated but it does need to be precise. Define each stage from lead to close. For example: ■ Initial contact and intake ■ Qualification (budget, timing, decision-maker) ■ Site visit or virtual consult ■ Scope review and estimating handoff ■ Proposal delivery ■ Client Q&A and follow-up ■ Signed contract and project launch Use this process to train new hires, identify bottlenecks and ensure accountability across your team.

Even a basic CRM or project board can help visualize where every opportunity stands.

Why this Matters: Eliminates guesswork. When every rep follows the same process, you eliminate chaos and guesswork. Clients receive consistent experience and managers can forecast revenue with greater reliability.

Sales and Operations Must Be Aligned

One of the most costly problems in roofing is the disconnect between sales and production. The sales team sells one thing; the production team delivers another. To solve this: ■ Schedule pre-job kickoff meetings between sales and operations.

■ Standardize documentation for scopes, expectations and special conditions.

■ Give field leaders visibility into what was sold and why.

Train sales reps to consider scheduling, access, safety constraints and production realities when quoting jobs. A job sold correctly is 50 percent of the way to being executed profitably.

Training: Your Sales Team Needs it Too

Roofing companies often invest in field training but leave sales personnel to figure it out alone. This limits your close rate and creates friction between sales and production. Sales reps should be trained on: ■ Product and system knowledge ■ Installation methods and limitations ■ Objection handling and client education ■ Proposal delivery and follow-up techniques ■ Margin awareness and job profitability basics Invest in both technical and soft skill development. It strengthens client trust and ensures reps don’t unintentionally overpromise or underbid.

Sales KPIs Every Roofing Business Should Track

Data-driven sales management is essential to improving results. Key performance indicators to track include: ■ Close rate (quotes vs. wins) ■ Average job size ■ Sales cycle length ■ Revenue booked vs. goal ■ Gross margin per sale

identify patterns. Over time, you’ll build a more innovative sales engine.

Incentives That Drive the Right Behavior

Sales incentives work but only when they reward the proper outcomes. Volume alone can encourage reckless selling. Instead, consider compensation tied to: ■ Profitability or margin thresholds ■ Quality of handoff to operations ■ Customer satisfaction or repeat work ■ Sales-to-collection timelines (to discourage over-selling or slow jobs) ■ Well-aligned incentives drive consistent behavior and unify the sales team with the rest of the organization.

Client Experience Begins With Sales

Remember, the sales experience is often a client’s first impression of your company. A responsive, professional, well-structured process builds trust from the first call. It also reduces buyer’s remorse and scope disputes down the line.

Sales is not just a function – it’s a key brand touchpoint. And it’s the beginning of the production experience. Treat it with the same purpose as your jobsite performance or warranty process.

Build a Sales Operation That Can Grow With You

Sales don’t have to be chaotic, personality-driven or a constant source of margin stress. With a clearly defined process, aligned team structure, consistent KPIs and proper training, roofing contractors can turn sales into a reliable, scalable growth engine.

If your sales department feels like a black hole or a roller coaster, start by mapping your process, aligning your teams and measuring what matters. Smart sales operations don’t just win more jobs – they win better jobs, improve profits and create better client experiences from day one.

FRM John Kenney, CPRC has over 50 years of experience in the roofing industry. He started his career by working as a roofing apprentice at a family business in the Northeast and worked his way up to operating multiple Top 100 Roofing Contractors. As CEO, John is intimately familiar with all aspects of roofing production, estimating and operations. If you would like further information on this or another subject, you can contact John at jkenney@cotneyconsulting.com.

■ Lead source conversion rate ■ Win/loss reason codes Review these KPIs in weekly or bi-weekly sales meetings. Celebrate wins, troubleshoot pending deals and www.floridaroof.com | FLORIDA ROOFING

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Convention by the Numbers Affiliate Competition Winners 1st NCFRSA 2nd PCRCA 3rd SWFRCA Amount raised from the competition for charity

$1,450

$33,800

Highest grossing item

$5,500

STAR Awards 42 Submissions 11 S.T.A.R. Award

Recipients One Shining Star Congratulations Huber & Associates!

Number of items 122 Average bids per item 5 Total number of bids 546

Sports Tournaments 225 Participants

Seminars 26 Educational seminars 19 Speakers 31 CE credits offered 1,424 Seminar attendees

Ed Foundation $5K Raffle Winner

Scholarships

3,268 Total hotel

Number of recipients 28 Total awarded $70,000

Social Media Engagement LinkedIn

1.915k followers Facebook

New Members 11 Signed up onsite

Team FRSA 13 Staff members

Foundation Auction

Auction funds raised

Total raised for the Charity of Choice $70,000

Engaged 6.1k people 2.2k followers 2.196k likes 23.864k impressions

Instagram

1.738k

Richard Kasper II

room nights 5,240 Convention & Expo Registrations

511

Booths Sold

253

Exhibiting Companies

121

Event Sponsors

followers

18.286k impressions

X

1.064k followers

2026 Expo Hall 100% Sold out!

565 Booths Largest Expo Ever! www.floridaroof.com | FLORIDA ROOFING

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FRSA and the Roofing Industry Being Heard as the 2026 FBC Takes Shape Mike Silvers, CPRC, Owner, Silvers Systems Inc. and FRSA Technical Director

Florida Roofing & Sheet Metal Contractors Association Our members’ ongoing desire to remain up to date on building code issues is a testament to their professionalism. Our representation at the June Florida Building Commission’s Technical Advisory Committee (TAC) meetings in Gainesville demonstrates how serious our industry is about being part of the process.

We are fortunate to have five FRSA members who serve on the Commission, Roofing and Energy TACs and workgroups. Several members of FRSA’s Codes Subcommittee also joined us. This set of meetings was for the TACs to consider public comments or proposed code modifications submitted during the first 45-day comment period.

With the continued support of our leadership, committees and members, I have the privilege of

presenting our positions both for approval or denial before the various TACs. It is just as important to block unfavorable changes as to include beneficial ones. Our positions have been previously decided on and approved by our Codes Committee and Board of Directors. Our positions prevailed in 142 of 150 of the modifications that the Association took a position on.

Only a few of the eight that didn’t go our way are of any significance. Our Codes Subcommittee will meet and review our position on those and any others that need our attention. We will work with other stakeholders as needed to offer alternate language during the second 45-day comment period.

Any modification can be brought back for reconsideration by a public recommendation or by submitting

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proposed alternate language. Those changes will be either denied or approved by the TACs and then forwarded as the TACs recommendations to the Commission for its final decision. To receive a TAC recommendation for approval, a 66 percent threshold is needed and approval by the Commission requires a 75 percent threshold. So, there is still a lot of work to be done, presentations to be made and votes to be taken – nothing is etched in stone quite yet but, with that said, we now have a good idea of what the new code should look like. As the code progresses, we will share that information over the coming months and year through articles, meetings and seminars to prepare you for what changes to expect in the new 2026 9th Edition of the FBC that will become effective on December 31, 2026.

The success we’ve had with our positions has been aided by our collaboration with many other stakeholders, including TRI, ARMA, FHBA, BOAF, Miami-Dade County and others. By communicating with them ahead of the meetings and explaining why we intend to take a particular position, we greatly increase our chances of success. By including representatives from all segments of the roofing industry on our Codes Committee, we can offer proposals and take positions that have been thoroughly reviewed and vetted, adding credibility to our positions.

We owe gratitude to those who graciously volunteer their time to serve on the Commission, TAC or workgroup capacity. We also want to thank the members of our subcommittee and all our dedicated members who help to steer our efforts in improving the code. FRSA is viewed as a group that finds solutions to code-related issues and has led the effort to make Florida’s roofing-related code requirements – by every measure – the most effective in the country.

The consistency in which we have approached the challenges we have faced for our trade, our industry and, most importantly, Florida’s citizens, continue to elevate the overall perception of our trade and what our industry brings to the table.

Program Oversight Committees (POC) and Workgroups (Underlined committees indicate FRSA involvement)

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Mike Silvers, CPRC, is Owner of Silvers Systems Inc. and is consulting with FRSA as Director of Technical Services. Mike is an FRSA Past President, Life Member and Campanella Award recipient and brings over 50 years of industry knowledge and experience to FRSA’s team.

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Convention Tournament Winners Each year, during FRSA’s Annual Convention, sports tournaments are held the first day and include fishing, golfing and clay shooting events.

Fishing Tournament

The fishing tournament sponsored by Walker Rep Group took place in Cape Canaveral with 45 anglers on 10 boats.

Tournament winners: First Place – Tim Tincher, 26.1 pounds Second Place – Sam Ofori, 20.2 pounds Third Place – Eric Cartwright, 19.0 pounds Lady Angler – Louisa, 15.3 pounds

Clay Shooting Tournament

The clay shooting tournament sponsored by Drexel Metals was held at Tenoroc Shooting Range in Lakeland and hosted 49 people.

Tournament winners: First Place – Chris Beall, score 48 Second Place – Robert DeHaan, score 44 Third Place tied – Jamey Clemons and

Steven James, score 42

Golf Tournament

The golf tournament, held at Falcon’s Fire Golf Club, sponsored by Acrisure and Sika Roofing, hosted 131 golfers.

Tournament winners: First Place Team Chris Niles Levi Langley Patrick Hughes Robert Robertson Second Place Team Jeffrey Hanshew Cody Thorne Jamison Stallard Brandon Campbell Congratulations to all!

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Mastering CCN’s 10-Step Conflict Resolution Process Gary A. Cohen, Executive Vice President, Certified Contractors Network (CCN) As a roofing contractor, conflict with clients is almost inevitable. Even the most reputable contractors face frustrated homeowners who say things like, “Your crew didn’t show up,” or “This project cost more than you said it would.” Misunderstandings, unmet expectations and unforeseen costs are the “big three” reasons customer relationships break down.

However, a problem doesn’t have to ruin your reputation. At Certified Contractors Network (CCN), we believe conflict is a natural part of doing business and how you handle it can define your company’s success. That’s why we developed the 10-Step Conflict Resolution Process: a proven system to transform tense conversations into opportunities for trust and loyalty.

Here’s how you can master these 10 steps and turn dissatisfied customers into raving fans.

1. Let the Owner Vent

Many conflicts stem from misunderstandings or incomplete information.

Often, there’s a logical reason the problem occurred but the customer isn’t aware of it. This is your chance to explain – without defensiveness – why the situation arose. For example, if the weather delayed your schedule or if hidden structural damage caused unexpected costs, explain it simply. Be clear and factual so the client understands this wasn’t about negligence or a bait-and-switch tactic.

When a customer is upset, the first instinct is often to defend yourself. Resist that impulse. The first step is to let the owner vent. Don’t interrupt, argue or debate.

Instead, listen intently and take notes. Show genuine respect and empathy for their feelings, even if you believe their concerns are unfounded. Remember: most customers want to feel heard more than anything else.

Your calm presence will set the tone for the entire interaction.

5. Expect a Rebuttal

2. Restate the Owner’s Position

After the customer has finished, restate what you heard. Use phrases like, “So what I hear you saying is…” and “Are there any other issues we should talk about before we move forward?” Summarizing all issues upfront ensures you won’t be blindsided later in the conversation and demonstrates that you are actively listening. This step alone can de-escalate emotion and create space for problem-solving.

At this point, it’s time to reinforce your shared goal.

Remind the customer that your objective is their satisfaction. Acknowledge that the situation was unexpected and emphasize that you are committed to resolving it fairly. This step appeals to their sense of fairness and trust in you as the professional contractor they chose. Phrases like “Our goal is 100 percent customer satisfaction,” and “We want to make this right,” are powerful here.

3. Establish Positive Ground

7. Expect a Rebuttal, Again

It’s easy for homeowners to forget all the good things about a project when a problem arises. Your goal here is to help them regain perspective. Gently guide them to talk about the positive aspects: the quality of the materials, the professionalism of your crew, the improvements to their home. Framing the issue as one small part of a larger successful project helps balance their emotions and reminds them why they chose you in the first place.

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4. Explain Why the Situation Exists

FLORIDA ROOFING | August 2025

Even after you’ve clarified the situation, expect that the customer will rebut or restate their frustration.

This is normal. Stay patient and let them vent again if necessary. Avoid arguing or escalating. Think of this step as part of a cycle: listening, clarifying and allowing space for emotion to settle.

6. State the Company Owner's Relationship Objective

Be prepared for another round of objections or complaints. You might hear the “guilt trip tactic,” comments designed to make you feel personally responsible or to extract concessions. Don’t take it personally. Stay patient, respectful and focused on resolution. Maintaining your emotional neutrality here is essential. Losing your temper or getting defensive will only confirm their suspicions.

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8. The Crystal Ball Technique

Sometimes a customer believes you should have predicted every possible issue. To defuse this, use the Crystal Ball Technique. Ask them to imagine: “If we had a crystal ball when we estimated this job and you knew about this issue in advance; would you have done something differently?” This thought exercise helps the customer see that neither of you could have foreseen the problem and that they are not an “injured party.” It reframes the conversation from blame to understanding.

9. Expect a Final Rebuttal

Even after the Crystal Ball exercise, the customer may push back one last time. This is often the most challenging moment. Be firm but not combative. Revisit what is fair and reasonable. Ask, “What would make you feel satisfied?” But be clear that you are not automatically accepting blame. This step is about finding a solution both parties can live with and without undermining your integrity or giving away unnecessary concessions.

10. Confirm in Writing

Once you’ve reached an agreement, put it in writing.

A verbal understanding is not enough. Document what you agreed to do, any timeline adjustments and any financial considerations. Have both you and the customer sign the Dispute Resolution form. Putting everything in writing prevents future misunderstandings and shows professionalism.

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The Importance of Behavior Styles

One of the most unique aspects of CCN’s process is understanding DISC behavior styles. Each customer processes conflict differently: ■ D Style (Dominant): They want fast answers and action. Be direct, confident and efficient.

■ I Style (Influential): They crave reassurance and want to feel liked. Show warmth and restore the relationship.

■ S Style (Steady): They fear change and need stability. Be patient, detail-oriented and calm.

■ C Style (Conscientious): They need logic and proof.

Provide data and clear explanations.

Adapting your approach to what you feel matches the customer’s behavioral style increases trust and makes resolution smoother.

Why This Process Works

Conflict resolution is not about “winning” or giving in to every demand. It’s about doing the right thing, preserving your reputation and showing you care.

CCN’s 10-Step Process empowers contractors to stay in control of difficult conversations without sacrificing professionalism or profitability. When done well, it transforms angry customers into advocates who appreciate your integrity.

Mastery Takes Practice

Like any skill, mastering conflict resolution requires practice. Role-play these steps with your team. Train your project managers and sales staff to use them consistently. Encourage your employees to keep emotion out of the process and focus on clear communication and fair solutions.

By implementing this process, you’ll find that fewer disputes escalate, more customers trust you and your business benefits from repeat clients and referrals.

Conflict doesn’t have to be an obstacle. With CCN’s 10-Step Conflict Resolution Process, it can be an opportunity to demonstrate why you are the professional contractor homeowners want on their side.

FRM Gary A. Cohen is Executive Vice President of Certified Contractors Network (CCN), North America’s leading training, coaching and networking organization for home improvement contractors. With over 30 years of industry experience and a background in business education, Gary specializes in helping contractors achieve scalable growth through proven systems and processes. He can be reached at gary@contractors.net.

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