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In this week’s episode of the OWNR OPS podcast, we had the privilege of hearing from Sam Allsopp, the managing partner of Neal Roofing. With a revenue goal of $50M for 2025 and a proven strategy that saw his company close $25.7M in 2024, Sam’s insights on growing a business in the competitive roofing industry are invaluable.
From $0 to $25M: The Key Drivers of Neal Roofing’s Success
In just five years, Neal Roofing has gone from a startup to a $25M powerhouse in the roofing industry. Sam attributes much of this success to a data-driven approach and an obsessive focus on daily metrics. He breaks down his annual revenue goals into manageable, actionable KPIs—everything from how many leads, booked appointments, and sales he needs to generate each day to ensuring his marketing budget aligns with these targets.
Marketing Focus: Leveraging Data and Adjusting Daily
One of the key takeaways from Sam’s journey is the importance of having a structured marketing strategy with real-time data tracking. “It all starts with your marketing,” Sam explains. “It’s about how many appointments you’re booking and breaking down the numbers every single day.”
To reach its ambitious goals, Neal Roofing uses a variety of channels, including Google Ads, Local Services Ads (LSA), Yelp, Thumbtack, and more. The secret, however, lies not in just spending money on these platforms but in smartly allocating the budget based on performance and adjusting it on the fly. “We track daily how much we’ve spent and how many appointments we’ve booked. If we’re behind, we increase spending on platforms like PPC or LSA.”
Sam goes on to emphasize that while cost-per-lead (CPL) is important, cost-per-acquisition (CPA) is the metric that truly matters. By analyzing the full customer acquisition journey, Sam can allocate funds more efficiently, ensuring that each dollar spent results in high-quality leads that convert into real revenue.
Scaling with the Right Team and Operations
To meet these increasing demands, Sam’s team has expanded rapidly. Neal Roofing maintains a balance between in-house employees and subcontractors. This hybrid model allows for both flexibility and quality control, ensuring each project meets the company’s high standards while maintaining scalability.
Sam also invests heavily in training and systems to keep his team performing at a high level. “We’ve built out an entire team for managing appointments, tracking leads, and working with customers,” he shares. “We’re obsessed with speed. Our speed-to-lead is under 30 seconds. We don’t miss a call, and we reach out to every form fill within seconds.”
Smart Budgeting for Maximum Impact
Another fascinating aspect of Sam’s approach is his budgeting strategy. Sam suggests roofing companies should allocate around 7–10% of their total revenue toward marketing, depending on their growth stage and target goals. He advises smaller companies (aiming for $2M in revenue) to begin with 10–15% of their annual revenue in marketing and use that spend to build a solid foundation.
Sam also dives into seasonality and how he adjusts his marketing spend during slow months. For instance, in colder months, when roofing projects slow down, Neal Roofing scales back its spend, using the savings to boost marketing efforts during peak demand seasons.
Growing a Referral Network
When asked about the most effective lead generation strategy, Sam emphasizes the power of referrals. While digital ads and door-to-door campaigns are critical to driving new business, Sam insists that customers can be some of the best advocates. His referral program incentivizes clients to share leads, offering them rewards for every successful referral that results in a job. This simple, effective strategy has proven invaluable in scaling Neal Roofing’s operations.
"We'll give you X amount of dollars for a lead. If the lead turns into a signed contract, we'll give you more," Sam shares. For companies like Neal Roofing, paying for qualified leads can be more cost-effective than traditional marketing channels, especially when clients turn into repeat customers and advocates for the business.
Looking Ahead: Doubling Again in 2025
With a $50M revenue goal for 2025, Sam is determined to scale Neal Roofing even further. Despite the challenges of managing rapid growth, he’s confident in the systems and processes he’s put in place. “We’ve been executing on our KPIs and doubling down on what works,” he says. “As long as we continue to execute our marketing strategy, we know we’ll hit our targets.”
Sam’s long-term goal is even more ambitious: to build a $100M roofing business. With his data-driven mindset, commitment to operational excellence, and a team that consistently executes, it’s safe to say that Sam’s journey is just getting started.
Key Takeaways:
- Track Daily Metrics: Break down your revenue goals and daily KPIs. Monitor your numbers consistently to adjust your strategies in real time.
- Allocate Marketing Budgets Wisely: Focus on high-conversion channels and flex your budget as needed based on lead quality and acquisition costs.
- Referral Programs are Gold: Build a simple but effective referral program that encourages satisfied clients to spread the word about your services.
- Focus on Sales and Marketing KPIs: Ensure your team is aligned on the daily appointment and revenue goals, and be prepared to adjust strategies if you’re falling behind.
- Scale Smartly: Invest in systems, training, and people to scale your operations while maintaining quality.
For roofing contractors and business owners in other industries, Sam’s insights are an invaluable resource for creating a profitable, scalable business.
Stay tuned for more insights from Sam Allsopp on how he plans to double his $25M roofing business in 2025, and if you’re looking for hands-on help with your marketing or scaling your business, reach out to him on X (Twitter) @Sam_Allsopp.
Looking to take your local service business to the next level? Get more practical tips and strategies by subscribing to the OWNR OPS Podcast on Spotify or Apple Podcasts.
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