Jonathan Sherwood: Examining a Major Shift in The Roofing Industry

By The D2D Experts

14 Min Read

Last Updated: October 11, 2021

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00:20

So guys, Sam Taggart here my man Jonathan Sherwood, for longtime coming, we’ve probably been to how many events together since the last count man?

And we’re sitting here at Rukh Khan in Orlando, Florida. And we’re just like, you know, let’s wing it. Let’s go to a podcast and see if we can create some cool content called chop it up adds value to you guys.

So Jonathan, tell us kind of like I don’t even know how to put it like you run Commercial Roofing all over the place. You’re on the board at Roofers in recovery and trying to help people to recovery you ran and sold roofing companies I can like kind of give us your your overview in a nutshell. Yeah, so

00:59

Thanks Sam for carving out some time and chatting with me. I’ve been wanting to connect with you quite some time and this one just kind of happened organically and it was just like give some value add so myself in a nutshell, managing partners for fire seamless systems. It’s a national foaming coatings company. You know I said before that I would never own another roofing company. And now I do I use that GE to Roofing and Construction, which we were speaking about earlier, where I completely start everything door knocking residential, built that up and we sold it to the Regional Operations Manager John man’s go in September 2016. Meanwhile, I’d been going back and forth between Denver and Dallas and it was kind of like a gunslinger for hired a consultant to come meet me chair at development company started the commercial division, got him in the top 100 roofing companies to president’s chair and said he’s gonna go on my own and go solo started Hooper’s helping roofers, not even to monetize off but just helping others for the passion I had in

01:53
the industry. That’s how I started. And it’s called can’t knock this when I first started, not a lot of people know that. It was just like a poster tips and tricks and helping each other,

02:03
or whatever, we just document the value in and end up coming into work with other contractors in the nation for Project recruitment and fulfillment. And then the thing that I like the most is obviously the passion I have for the industry and being in recovery that’s been on the board of Roofers in recovery. So just immersed in the industry completely.

02:18
I love that. I’ve found that the roofing space has a beautiful character usually make up like just to kind of like a reefer profile. You have a lot of people that come from maybe rough backgrounds, you know, because they were like, in drugs or in jail and things like that, then you have a lot of the blue collar that were just come from humble beginnings that are like, you know, I was a roofer. And then I switched into sales. And then I started my own business. And that’s like, oh, fetch, I started making a million dollars a year. You know, I mean, it’s just a cool makeup. And to dive in, like you have has been, you know, obviously fruitful and cool. And you made a difference in a lot of people’s lives. So what is like one thing that you’re really passionate about right now? Other than like, I guess you could go into roofers and recovery a little bit like what’s driving you right now, versus maybe where you were 10 years ago?

03:05
The thing that I like right now about the industry is I’ve seen a little bit of a shift. And that’s kind of really why I wanted to connect with you. Because I feel like the industry over the last couple of years has come to a place where they’re looking for leaders of what is right not followers, what is wrong, right? There’s a little bit of a bad rap and some of the Substance Abuse and different things that go on. But the reality of it is there’s some amazing people in this industry, that I’ve met some of my closest friends in this industry. And if you look out there, there are folks doing things really right and influencing people to be a lot better. And let’s look at the COVID pandemic, you know, that happened. And there were so many companies I knew of Northwest versus the construction, foothills myself, that we’re all doing things for the people in the community as we were getting pressed, given our stimulus checks, giving out gift cards and toilet papers, doing things for people’s groceries. So I just think that we’re at this place where we’ve seen a shift in the roofing industry, and those leaders are rising to the top. And that’s kind of the reason I’ve always kind of kept my finger on what you were doing. I believe one of those leaders and we’re seeing that rumination get pressed, but we’re seeing different stuff come out than what we’re used to seeing come out, which is going to be a complete dynamic shift industry, in my opinion, different conferences, different types of people, different types of things going on, but all for the greater good.

04:15
That was you know, when I started this very simple it was like roofers, helping roofers I just said DDD guys help indeed an ego. Yeah. And I mean, everybody. It was actually, I was taken away when I came to my first roofing conference because I didn’t know that there were other competitors all meeting up and sharing tips and tricks like this reefing convention are the ones we’ve been to and I started doing an aircon and everybody was like, There’s no way this is gonna work. You better bring a frickin MMA octagon. And these competitors in Utah. They’re all cutthroat. Like, they’re just, it’s like living at a lower frequency where they’re like, I win, you lose. And I was like, No, there’s a game we can play called Win win. Yeah, I win. You win. There’s an abundance of opportunity out there. Sales Reps XYZ stop playing a low level game. And I saw a lot of people that were so money driven, so fake when it came to relationships. They’re like, Oh, he doesn’t work for me. He sucks. He’s the worst person pennies. I’m like, Are you effing kidding me? Like, like, when I got fired, or I got fired from a company, they didn’t pay me like hundreds of 1000s of dollars, because they don’t want to pay me. I quit one company, they said, they fired me and they threw my name through the mud. And I’m, like, just do what you say you’re gonna do. And we need to like rise up and just like be good people,

05:30
you know, it’s wild about this is you hit the nail on the head when he said, you know, working together, he was like, No, it’s never gonna happen. But now look where the industry is. roofers are working with roofers all the time, they’re making more money, celebrating each other’s wins. And understanding that both parties have to win and cultivate the relationship that brings value on both sides. Everything’s just kind of changing. But I’m obviously reselling rooms, a big advocate of that. But I love that I love watching people work together in the same space now normally be competitors, making money together celebrating the wins.

06:01
So what advice would you give like a brand new roofer? You’ve been in the space a long time, and I kept meeting at this conference, I’ve been meeting a lot of people that I’ve seen throughout the years, because I’ve spoken a lot of these. And they’re like, Hey, I saw you speak like three years ago. And since then, I’ve broke off and started my own roofing company about six months ago, or something like that. Like, how would you help that guy, you know what I mean?

06:25
I would say for them, get your eyes fixed on somebody who’s doing it right, that you admire, and pick their brain, so that you’re not trying to fail your way to success. And you’re paying less dumb tax by having somebody speak in your life that’s already paid it and doing it the way that you would like to mimic. And the other thing I would say is, pick what you’re good at, have your niche and find other things you want to tackle. Maybe you’re doing door to door sales, it’s great cash flow, you’re having residential, but you’re thinking about commercial, but you don’t know what you’re gonna need cash flow for commercial, you don’t know the system and stuff, or partner with somebody in the industry, a little bit of something is better than nothing. Make sure you’re not stretched too thin, and learn from them, steal shamelessly duplicate yourself, build yourself up and then pay it forward and do it.

07:09
I love that. And so many people let the ego get in the way. You know, I mean, it’s like the egos the enemy. It’s one of my favorite books by Ryan Holiday. And it’s like, when I watch these business owners hold on to their, well, this is how it’s done. And this is how I’m gonna do it. And I’m too afraid to spend money on investment and coaching and training and mentorship, like, you know that the humility of being able to go to somebody and say, Hey, respect and honor what you’ve built. And that is amazing. Is there anything you can do or valued back to me? And what’s and then if that person’s like, I value my time too much to sit here and just pour into you be like, can I compensate you partner with you? What value can reciprocate? Yeah, because a lot of times people in those situations are, like, too cheap to say, Oh, they should just freely give. And I’m like deserving. And it’s like, sometimes it cost money. Sometimes it costs like finding ways to reciprocate value in another way. But like, being willing to say that stay in the humble spot. And like you said, kind of extract this like to avoid the dumb tax I love that is powerful. You

08:17
know, it’s crazy, because they get so caught up on the monetary for that moment, oh, if I pay for this coaching, if I pay for DDD, if I pay for consulting group or someone rivers, whatever I pay for it for I could have done it on my own? Well, you could have, but you would have paid a lot more. In the end, trying to find out what works than just getting catapulted right into it doing a couple deals that have paid for itself.

08:40
I went through this twice. Yeah. And so I brought on a new CRM, Salesforce, probably a year and a half ago. So I switch CRMs. And I hire a guy for like 60 grand a year that had some background in Salesforce development. Because I was like, why don’t want to pay 200 bucks an hour to the Salesforce gurus to like go build this thing. So he did it. And then he ended up not being productive. And I fired him because I didn’t oversee him. I was like, That sucks. And so then I hire another guy. He’s like, Yeah, no Salesforce, I’m like, okay, like, he was kind of doing two jobs. He worked for my company in a different department. So then he was kind of helping out the Salesforce. And then he rebuilt it kind of and like got 75% done, and that just like wasn’t getting anywhere. It’s like it still doesn’t give me what I’m looking for. I want this, this, this and this. And I was so clear. And he’s like, Yeah, I’m trying and this and that. And I eventually fired the guy. Recently, I had the Salesforce consultants come in and pitch me like, Hey, let’s go build out your thing. And they’re 200 something bucks an hour and I was like, hell no, I was like, Wait a minute. Am I practicing what I’m preaching? Damn it. These guys are the experts in Salesforce. And I was like, shooting myself in the frickin foot and I was like, okay, then map out the project. This is gonna take this many hours to be 17 grand, and I was like, I just paid the damn 70 grand up front. I wouldn’t have paid a year and a half of salaries to these dumb asses. And you know, I mean, it was it cost me way more than 17 grand, but I was trying to cut corners of having my full time my own in house, you know, I mean thinking I can do it and I’m like you got this? Ducks did it? Yeah, right there. Right. So what about like, what’s your two cents because door knocking right now you don’t do a ton of but in your own world, what is your form of door knocking?

10:28
So in my world my form of door knocking right now is strategic networking? Yes because it’s getting in front of the customer right then and there. So how am I doing? For example, I do quite a bit of multifamily for apartment complex roofing that everybody wants to get into their thinking they can use costar, they can use Rami and the other different things and I’m not saying that you can’t. What I’ve learned with multifamily is you have to get to the megaphone or the decision maker, right? Well, it’s not the leasing office is really not the property management company. It’s usually the syndicate investor, who owns the property management company as well as all the properties. So how do I get to that I find the events they’re doing. I sponsor, I stay consistent with the sponsorship and I never miss anything. I’m always there with the different investors. Example. Last week, we were at the old capital conference. If the Ranger statement blue light field and Texas there was 500 owners apartment complexes, we are platinum sponsor and I just got to mingle with all of them. So I was knocking on everybody’s door, a lot of walking up shaking their hand, I don’t think there’s anything better than getting yourself in the room with the decision maker. So then there’s people listening, right? They’re like, Well, how do I do that? I don’t have the luxury of knowing all those people yet. Before I knew those people. It’s almost like recovery. I got a sponsor, but a business sponsor, I got somebody that could get me in the room with those people because I couldn’t get myself there. And then I’m catapulted my way up through it. Once I got myself,

11:48
people fail to realize that every opportunity that you’re seeking, and you’re like, I want that lies behind some kind of door. And I love what my lead said yesterday is like your one client and one relationship one door away from the life changing life.

12:03
You know, it only takes one good account. Yeah, gonna change everything in

12:06
that one business sponsor that got you in that door that then opened up these 100 unit apartment complex that then opened up his friend, then you know what I mean? And it’s just like, sometimes we forget that it’s like, are you just too timid to go knock that one door? Are you too afraid? Is your anxiety is your I don’t know, lack the your fear just stopping you from saying what’s the worst that could happen? That business mentor that one deal that one relationships, like not interested, you’re like, cool, I can now say at least I know. So, what’s next? Like? What’s the what’s the dream? Where’s the vision? Well, what’s that?

12:45
You know, for me? We were talking about this earlier, too. Before we end up on camera, it’s kind of like almost talking about, I guess you could sum it up is work life balance? Yeah, I will. We were talking about you know, having that number and wanting to hit that higher number and then getting there and then wanting to hit a higher number. Well, now it’s been wanting to live my life and have more time for me. And you were kind of sharing that with me. So it was to be rigorously honest, for me, it’s to spend more time with my family to enjoy my relationship or with my lady to do the things that is that I want to do. And just kind of let the business work itself. So I can focus on more what I believe is the planet purpose and destiny for my life. And that’s helping people in recovery being an influencer, just do it with the planet, God is on my life, really. So I want to be doing that more than trying to make money, and then be thankful for the money he’s given me because the one thing I had when I was broke, cuz I told God, I said, I want to be able to do whatever I want to do for you, and never have to ask for $1 to do it. And he’s brought me to that point where I can pick and choose what I want to do. And I can bank roll without worried about it and still in the business.

13:43
I love that. No, and I’m on the same journey, like, Couldn’t have said it more aligned with where I’m at. And I think what’s interesting is I’ve, it’s that’s true trust and true, like confidence in God to say, Hey, I think I’m good. Why am I forgetting that he’s so much better. And saying, Hey, I will show up powerfully as a humble like, messenger in your world and impact. And he’ll take care of like, you’ll figure it out. And I found that too often. The trick is, it’s actually we’re tricking ourselves by chasing so hard. We’re forgetting that the law of attraction because we’re chasing that 10 million to 20 million 30 million, and we’re failing to be fulfilled because we’re always going to be wanting more because we never feel enough. And the moment once we feel enough, and we feel worthy, and we just are and we’re like I’m exactly where I need to be. And I’m showing up powerfully in the present. All of a sudden, all those other things take care of themselves,

14:44
you know, it’s wild is when you’re toiling and trying so hard to hit the number. It’s just so exhausted, he’s living and then when you start focusing on being purpose driven, it’s just given to you. It’s like I don’t even look for that like you want this big deal. You want to go do this do what I like where were you guys want to try and wait, wait, it’s because I’m not focusing on John or live on John’s dreams anymore. You’re trying to live on God’s terms. And he’s just giving me what I need to do. So let’s

15:07
say we forget that it’s like, he has so much more, he will put the person in the place he will. It’s just trust. It’s like, that’s true faith. And I think that as long as we’re showing up authentically with our true self, and every moment and an alignment, then it’s just gonna, like, I’ve been on this mission. And I’m like, Cool. If God wants me to be like, a million followers on YouTube one day, like he will, he’ll do one of my videos that go viral, just like that, you know what I mean? Like, if he wants me to make no money and be broke, and go through a journey, like you just said, you’re like, I’m in this in between, I’m like, beautiful. That’s where you’re supposed to be. And it’s the message that you’re gonna learn from that. And if you’ve never had to learn through that and live through that, then then you’re never gonna be able to pack a punch. When you tell the story later on. Had you not gone to your recovery, had you not gone through your shit? Had you not been broke ass, like, you wouldn’t have had a punch to pack. So I mean, it’s like, that’s life and we got to keep living it just wake up and say we’re in it. Instead of going for tomorrow had to learn how

16:07
to enjoy it. You know, somebody close to me told me their days, like, you’re so busy trying to find what it is that you want, that your life’s passing me by, and it really sat on me. That’s when it clicked. I was like, Man, I got to start living my life. I’ve got everything I’ve wanted God’s given me why don’t I just enjoy what I have. And ever since then, it’s been.

16:25
So we’re gonna end with this and I’m gonna leave you guys with my my mantra. I have started to live buy as of like a year ago, asked me what time it is.

16:33
Sam, what time is it?

16:35
Now, I like to look into this and I’m gonna look at this in and it’s like freckle, Pastor hair. It’s a federal pass there. There’s really a freckle there. Time is now. And I just think so many people live in the VA. And so if you guys got some value out of this guys, go follow Jonathan Sherwood. He is dumb. And he’s roofers, helping roofers and roofers and recovery. Two things. If you’re in need of help and sponsor, the first step of any kind of recovery is admitting and saying, let me reach out for help. Because that’s showing confidence and courage, not showing shame. And if you’re living in this world of shame, that’s one of the lowest frequencies we can live on. So stop living in shame and realizing and owning and saying I need to admit that I want help and need help and it’s okay to reach out. Second thing is if you’re somebody that has been through recovery or supports those guys, go donate Don’t be somebody who’s afraid that let’s let go some money, invest in them, and they’re willing to put that money to work and they know the right places to put that money. So Roofers in recovery, go check them out, willing to help and support and super excited I hope to see it door to door con in January. So awesome. Thank you guys.

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