How service is reshaping commercial roofing

By Jesse Sanchez. 

Emphasizing your company’s service and maintenance divisions can turn them into long-term business drivers rather than reactive necessities.  

Service divisions are gaining renewed attention as commercial roofing companies look for ways to build stability, value and long-term resilience. That shift was the focus of this episode of Roofing Road Trips®, where host Karen Edwards spoke with Cody Kline of CommercialRoofer.com about how service and maintenance programs and events like ServiceCon are helping shape more sustainable growth strategies across the commercial sector. 

Cody’s perspective is rooted in firsthand experience. After spending years as a roofing company owner and later participating in mergers and leading large sales organizations, he stepped back to reassess his path. That reflection led to the launch of CommercialRoofer.com, where his work now centers on helping contractors intentionally build sales teams alongside structured service and maintenance operations that support expansion in the commercial market. 

At the core of Cody’s argument is enterprise value. Contractors who depend primarily on one-time replacement projects often struggle to build businesses that retain value beyond the next job cycle. “I explain it as it’s the difference between a hobby business and a real business,” he said. Service and maintenance programs, by contrast, create continuity that supports long-term planning and eventual ownership transitions. 

A focus on service also reframes how contractors approach customer relationships. Winning a new client requires significant time and resources, yet many companies disengage once the initial project is complete. Cody encouraged contractors to view the roof as an evolving system rather than a single transaction. “The roof is a life cycle,” he said. Ongoing maintenance allows contractors to stay involved at every stage while building trust with owners and asset managers. 

Reactive work will always have a place in roofing, but Cody cautioned against letting it define the business. “Being reactive is a necessary evil,” he said, noting that emergency calls can become gateways to broader evaluations and proactive planning. That approach becomes especially important during periods of economic uncertainty, when capital projects slow but leaks and asset protection cannot be deferred. He shared, “They’re never going to stop fixing the leaks.” 

Cody also warned against common pitfalls, including expecting technicians to carry the sales burden. In his view, effective service divisions rely on collaboration between technical experts and dedicated sales professionals who can translate inspections into long-term solutions. 

These strategies will be explored in depth at ServiceCon, taking place March 2–4, 2026 in Houston, Texas. Contractors interested in attending can use the promo code ROOFERSCOFFEE15 to receive 15% off registration! 

Listen to the podcast or Watch the conversation to learn more about how service and maintenance can strengthen enterprise value and create stability for commercial roofing businesses!