KEY POINTS
- Diversification is Survival: In the volatile home services market, adding verticals like roofing and HVAC is no longer optional—it's the key to future-proofing your business.
- The Bitcoin Principle: The solar boom, fueled by 0% interest rates, was unsustainable; companies that didn't prepare for the inevitable "correction" are now too asset-heavy to survive the dip.
- Networking is a Force Multiplier: Industry events don't just offer tips; they create breakthrough opportunities and critical relationships that can save a sales career or business.
Feel like the home services game changes every time you blink?
You’re not crazy. The market’s shaking, financing rules keep moving, and a lot of companies are one bad month away from folding. The question isn’t whether a correction is coming, it’s already here. The real question is how tough your team is and whether your business model can take a punch without going down.
In this episode of The D2D Podcast, host Sam Taggart sits down with J.D. De La Rosa, founder of Roofio and co-founder of Services Summit. With nearly two decades of experience in security, solar, and roofing, J.D. has a unique vantage point on the industry’s volatility. He shares why adaptability and diversification are critical for long-term growth and reveals the lessons he learned from surviving multiple industry shake-ups. You can watch the full conversation on the D2D Experts YouTube channel or read on for his playbook on building sustainable D2D teams.
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Guest: J.D. De La Rosa, CEO of Roofio and Founding Partner of Services Summit.
Key Takeaways: How to Survive Door to Door Industry Disruption
J.D.’s journey in direct sales started in 2005 with Firstline Security. During his second year, he ran the famous Prodigy recruiting event, using the promise of a reality TV show to effortlessly fill his offices. After a seven-figure exit from his own security company, Vault Security, J.D. jumped into solar and later founded Roofio.
1. Why Companies Collapse
J.D. saw firsthand why the solar boom couldn’t last, calling it the “Bitcoin Principle”. Companies that grew too fast during the 0% interest rate era became “too top heavy”. They invested heavily in assets like warehouses, trucks, and massive W2 payrolls. When interest rates rose, and it became harder to pencil deals, these mega-companies couldn’t support their overhead and fell apart.
2. The Solution is Consolidation
J.D. believes the future of home services is in consolidation: “Solar and roofing will marry each other”. Eventually, a new roof will come with solar tiles, forcing contractors to become full-service providers. This is why his company, Roofio, prepares for this future by specializing in both verticals. For leaders today, diversification (solar, roofing, HVAC) is the only way to future-proof against the market’s constant, inevitable corrections.
3. The Power of Networking
J.D. emphasizes that industry events like Services Summit are crucial for breakthrough opportunities. He shares a story of two attendees at his first summit who made a handshake that eventually led to Brian Tracy speaking at a solar conference. This proves that investing in events is like buying real estate—you don’t know the exact returns, but you know your exposure to opportunities multiplies significantly. He advises showing up and asking, “How can I serve you today?” to make valuable connections.
4. Trust the Process
When asked what advice he’d give his younger self, J.D. says simply: “It’s all gonna be okay”. He urges new reps to trust the process and focus on becoming a better version of themselves. He reminds veterans that in the face of setbacks, the key is not how hard you can hit, but “how many hits you can take and get back up”.
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