What’s driving the next wave of growth in exteriors?

By Jesse Sanchez. 

A revealing new report hints at disruption and opportunity across roofing, siding and more. 

A new trends report from ServiceTitan, the 2025 Exterior Trades Market Report, offers a data-driven pulse check on where the roofing and exteriors industry is headed and what’s standing in its way. More than 1,000 owners and executives from companies earning over $1 million annually were surveyed in early 2025. Their top priorities? Growth and profitability. But ambition is running into headwinds, from spiking material costs to a lingering labor shortage. 

What’s shifting is how contractors aim to grow. Rather than simply adding headcount, the focus is tilting toward doing more with less, using software to streamline workflows, optimizing marketing spend and targeting high-margin opportunities. “We are starting to see a shift toward a profit-focused approach over sheer volume,” said Sue Drummond, roofing industry advisor at ServiceTitan. 

Roofing and exterior contractors are turning to modernization. That means digitizing customer experiences, automating internal processes and upgrading their tech stack. Still, technology adoption remains fragmented. According to the report, 37% of respondents say they want software tailored to their business needs and 36% prioritize automation. Customer experience also plays a pivotal role. The data shows that 52% of businesses see personalizing service as a top opportunity. In fact, referrals now outrank digital ads as a top revenue channel. “The likelihood that we convert them to a sale… comes down to that personal connection and building rapport with that homeowner,” added another ServiceTitan industry advisor. 

Meanwhile, private equity is watching. Firms with $10 million-plus revenue and multi-location operations are increasingly attractive to investors. That pressure is pushing businesses to embrace KPIs, analytics and scalable processes. 

The full report explores pricing strategies, emerging trades and which growth tactics are likely to define the next two years. If you’re in the roofing and exterior trades, this is one trends report you don’t want to miss!