Why service and maintenance are more than just repairs

By Jesse Sanchez.

Roofing contractors are leveraging strategy, technology and leadership to transform their offerings into essential business drivers.

Service and maintenance offerings have become the backbone of success for roofing contractors, shifting from secondary business components to essential revenue drivers. In this episode of Roofing Road Trips®, host Heidi J. Ellsworth sat down with industry veterans Greg Hayne, Chad Westbrook and Kerrick Willis to discuss the evolving landscape of roofing service and why it’s no longer just about fixing leaks — it’s about long-term strategy and customer value.

Greg, founder of Hayne Coaching Group, covered the growing importance of service departments. He shared, “One of the premises of this, of people that are coming [to ServiceCon], is they want to get better at service. I don’t think that any of us believe that we’re there to convince people that they need to do that. I think the convincing is already done.” Greg, who has spent over 15 years training roofing contractors, believes that service is more than just repairs; it’s a way to create a sustainable, customer-focused business.

For many contractors, the COVID-19 pandemic was a turning point that reinforced the necessity of service divisions. Chad, founder of Service Alignment, shared how service became a critical lifeline during economic uncertainty. He explained, “When COVID came into play, I was sitting as a leader within a commercial roofing company and all of our capital went away. It didn’t change the fact that we still had employees, we still had an operational business to run, and service was really the backbone of that.”

But successful service and maintenance programs require more than just a shift in business priorities — they demand the right leadership and execution. A key talking point of the discussion was the need for full engagement from company owners. “The number one key to building a successful service organization is to have proper engagement from the owner of the roofing company,” Greg stressed. He urged service managers to encourage their bosses to attend ServiceCon, a premier event in 2025 designed to help contractors refine and expand their service divisions.

Additionally, the role of technology in roofing services cannot be ignored. Drones, software and streamlined data collection processes are transforming how inspections and maintenance are performed. Centerpoint Connect, a key player in roofing service technology, is also driving industry innovation by offering digital solutions that streamline service management and enhance efficiency for contractors.  

Kerrick, a second-generation roofer and founder of GeoSpatial Integrations, highlighted the benefits of drone technology, noting that it improves efficiency, reduces safety risks and enhances data accuracy. Explaining how drones can minimize on-site risks and improve workflow, he said, “There are a lot of times where you don't always need boots on the roof.”

With service becoming a major competitive advantage, contractors need to rethink their approach. Whether it’s better training, leveraging technology or enhancing leadership engagement, the message is clear: the future of roofing is in service.

Read the transcript or Listen to the podcast to explore the strategies that are shaping the next generation of roofing service!