Commercial roofing can be a lucrative business, whether there’s a lot of new construction underway or in markets where inventory is plentiful. Where some contractors can really excel beyond their competition is whether they’re able to capture revenue from preventative roof maintenance agreements with customers in large volume.

Tracey Donels saw the impact and then helped drive the potential of selling preventative roof maintenance while working his way up the ranks at KPost Roofing & Waterproofing in Dallas. For 15 years, from his days as a service tech to becoming vice president of service, Donels saw how excelling at service not only propelled the company to record revenue but also transformed crew members into future industry leaders.

He also lived it.

Donels played a key role in transforming the service department at KPost from an afterthought into a consistent job generator. He led its expansion from three dedicated trucks serving the Dallas-Fort Worth area to 25 service trucks. By prioritizing high-quality customer service, repeatable procedures, and accountability from a dedicated staff, his team significantly increased growth by 40%, pushing annual revenue from $800,000 to $8.5 million in a relatively short time.

He’ll also tell you it wasn’t easy, but totally worth it, when he shares his story during the International Roofing Expo Session “Blueprint for Excellence: Building a Thriving Maintenance and Repair Department” at 9:45 a.m. Feb. 20.

“A high-performing maintenance and repair department can set a company apart in today's competitive commercial roofing industry,” Donels said. “This presentation provides a clear, actionable roadmap to build and enhance maintenance operations, ensuring efficiency, customer satisfaction, and long-term growth.” 

Now, he’s running his own business, Service First Solutions, where he provides consulting and coaching services to roofing contractors coast to coast. Using his extensive industry experience and understanding of the unique needs commercial roofing contractors have in order to stay competitive, Donels is growing his business from a start-up to a leading voice on maintenance in the field. 

Attendees will explore essential strategies to optimize every component of their department, including the roles of office and field personnel, effective service vehicle management, essential tools and equipment, and the integration of advanced technologies like work order and CRM software. The session also emphasizes the importance of fostering a customer-centric culture and equipping sales teams to promote services and build lasting client relationships. 

Designed for a wide range of professionals in the roofing industry, this presentation benefits anyone responsible for maintenance and repair services. By focusing on real-world examples and best practices, attendees will leave with the tools and insights needed to create efficient processes that enhance productivity and profitability.

The information should appeal to commercial roofers from companies of any size located in any market with established demand, Donels said. Roofers of any experience level will find it beneficial as well, regardless of whether their maintenance departments are already in practice or still in development. 

“Whether establishing a new department or refining an existing one, this session provides the knowledge and strategies to take your operations to the next level,” he said.

“You will walk away with actionable steps to drive growth, exceed customer expectations, and position your company as a leader in the roofing industry.”

WHAT YOU WILL GET:

• A better understanding of the mechanics of selling preventative roof maintenance 
• Actionable advice and strategies on how to sell preventative maintenance and service agreements
• Real-world examples of success in a service-oriented marketplace
• Ideas on how to organize and optimize roles in services and repairs
• How to prioritize customer satisfaction in ways that don’t impact efficiency.