Elevating service departments with real-world expertise

By Jesse Sanchez.

Roofing professionals will gain insights from industry leaders at the premier service-focused event.

ServiceCon 2025 is set to bring together some of the brightest minds in commercial roofing service. Taking place March 12-14 in Houston, Texas, the event provides a unique opportunity for professionals to network, learn and refine their service operations. Among the standout speakers this year is Tracey Donels, founder of Service First Solutions, who brings a wealth of hands-on experience and a no-nonsense approach to scaling a service department successfully.

With decades of experience in the roofing industry, Tracey has climbed the ranks from fieldwork to executive leadership. "I started in a truck and have been an inspector, foreman, superintendent, manager, estimator, salesperson. I was a gopher at the very beginning, right all the way up to executive or vice president of services," he shares. This hands-on journey differentiates him from many in the industry who have observed service operations from a distance. His comprehensive understanding of each role allows him to offer practical, real-world strategies for growing and maintaining a thriving service division.

At ServiceCon, Tracey plans to focus on the importance of operations over sales. "A good salesperson can sell a bad operation once or twice, but if you pair a good salesperson with a great operation, it’s amazing what we can do," he explains. His session will outline how to effectively scale a service department by structuring teams, tracking performance with scorecards and ensuring that operational growth keeps pace with revenue.

The key to growth: A strong service foundation

For Tracey, success in service is about more than just hiring salespeople — it’s about structuring an operation that can support sustainable growth. He will outline key roles essential to a high-performing service team, from coordinators to estimators and superintendents and explain how these positions evolve as a company expands.

As the industry shifts, Tracey predicts that two major trends will define the future of commercial roofing service: recurring preventive maintenance programs and specialized training.

Preventive maintenance programs, often compared to auto maintenance plans, create predictable revenue streams and help companies stay ahead of potential issues. "Roofers are starting to realize the money they're leaving on the table," Tracey notes.

However, the biggest challenge facing service departments in 2025 won’t be finding customers — it will be finding skilled employees. "We are no longer competing for jobs in this industry; we are competing for employees," Tracey says. Companies that invest in training, particularly in service-specific skills, will have a competitive advantage.

Secure your spot at ServiceCon 2025

With industry trends shifting and competition growing, ServiceCon 2025 is a must-attend event for roofing professionals looking to strengthen their service departments. Whether you’re a small operation or managing dozens of crews, Tracey’s insights offer actionable strategies that can transform the way you do business.

Register today and join the conversation on how to build a stronger, more resilient service department.