Why roofing service is surging

By Jesse Sanchez. 

From customer expectations to repeatable systems, panelists said service growth will favor contractors who build consistency in the field and clarity in the office. 

In an episode of Roofing Road Trips® recorded live at ServiceCon 2025, host Heidi J. Ellsworth moderated a panel discussion featuring Chad Westbrook of Service Alignment, Tracey Donels of Service First Solutions, Greg Hayne of the Hayne Coaching Group and Cody Kline of Commercialroofer.com. Speaking to an audience of service professionals, the group explored the rapid rise of commercial roofing professionals prioritizing service and maintenance and why the category has evolved from what was once considered negotiated work into a primary growth strategy. As building owners demand faster response, clearer communication and more reliable outcomes, contractors must find a way to provide quality solutions. 

Tracey linked today’s momentum to economic pressure and shifting customer awareness. “Service and repairs are important in a good economy. And in a bad economy, they're vital and they become really necessary,” he said. He added that many owners still do not understand what proactive roofing support can prevent, saying, “Our clients, our building owners, they have no idea of all the things they need us for and we're just learning.” 

Chad framed service expansion as a disciplined build rather than a reactive response to market demand. He explained that his work centers on “building eight figure service divisions with contractors across the US,” an approach rooted in intentional structure instead of short-term growth. Westbrook tied that scale to alignment across “the right people, process, technology and goals,” noting that sustainable service operations depend on clearly defined roles, repeatable workflows and systems that support consistent decision-making in the field. The emphasis, he said, is on creating a service organization that performs reliably day after day, regardless of technician, market or workload. 

Greg said he has watched contractor interest accelerate as customers bring higher service standards into roofing. There's an expectation that commercial roofing service should mirror what customers experience in everyday transactions, he said, pointing to brands like Chick-fil-A as the benchmark for consistency. 

Cody approached the trend through market math. With replacement demand representing only a small portion of the market in any given year, he argued that service helps contractors compete beyond the replacement cycle. “How can we differentiate ourselves to create that blue ocean and chase the 96% of roofs that are not ready for replacement?” 

As the conversation moved from broad trends to day-to-day execution, panelists agreed that successful service operations are built on consistency and regular training, with systems designed to support strong teams rather than replace them. Much of that discussion centered on how technology fits into the service workflow, with panelists emphasizing that digital tools should create clarity and speed in communication, scheduling and follow-through, not serve as shortcuts around accountability or craftsmanship. 

Within that framework, Chad expressed the importance of experience alongside execution. He noted that even high-quality workmanship can fall short if the customer experience does not meet expectations, reinforcing that in a service-driven market, how the work is delivered is inseparable from the quality of the work itself. 

Read the transcript, Listen to the podcast or Watch the conversation to learn more about service and maintenance resources!