Ask a contractor to name the best part of running a small business, and “continuing education” probably won’t top the list.

In a fast-paced and highly competitive industry, time is scarce. The common advice to “work on the business” rather than just “in the business” is easier said than done — especially for contractors who built their skills on the jobsite. Business-critical tasks, such as hiring, training, or reviewing contracts, often require a different skill set than hands-on trade experience.

Once a contractor commits to education, more questions arise: What content helps every team member grow and scale the business? How can training be delivered flexibly to workers onsite, remotely, or in the field? Who should deliver the content? How do you tailor it for roles ranging from HR to sales and installation?

These questions underscore a broader challenge: Can contractors develop a holistic, accessible learning strategy for their entire team?

That question helped inspire Owens Corning University — a contractor-focused education platform launched in 2018 that goes beyond technical know-how to support overall business growth.

If You Build It, Will They Come?

Six years and one pandemic later, the answer appears to be yes. In 2024, more than 7,500 contractors attended OCU Live! sessions nationwide, while online training course completions approached 30,000. Initially focused on roofing and sales fundamentals, the curriculum now encompasses broader skills for small business ownership.

Three Key Pillars of Contractor Education

1. Talent Development: Recruitment, growth, and retention of skilled team members are foundational for scaling a business.
2. Financial Acumen: Contractors must learn to read and act on business metrics to drive growth and profitability.
3. Sales Strategy: Sales extend beyond the sales team—every lead source must be optimized to convert interest into jobs.

Coaching and Technology: A Powerful Pair

Contractor education doesn’t need to be a solo effort. OCU's coaching council includes legal, business, and marketing experts like attorney Trent Cotney, consultant John Senac, coach Sue Hawkes, and marketing strategist Anna Anderson. These partners help contractors stay current, improve operations, and develop leadership skills.

Tech partnerships round out the offering. Tools like Get the Referral, Roofle Technologies, Podium, and Toolsey enable digital transformation by streamlining lead management, customer interactions, and workflow integration.

The Post-2020 Learning Curve

Although COVID-19 sparked a boom in online education, demand has only grown. In 2024, OCU saw even higher attendance than during the peak of the pandemic. Contractors increasingly turn to technology to manage multiple lead sources, respond faster to customers, and enhance the homeowner experience with tools like virtual style boards.

Meanwhile, private equity investment is infusing capital into contractor businesses—raising the stakes for financial literacy and scalability.

For example, Toolsey helps aggregate and respond to leads from 15 to 20 sources. It enables contractors to evaluate lead quality and return on investment with greater precision.

The Future: VR, Metrics and Culture

OCU’s future-forward education includes virtual reality training through OCCraft, which mimics on-site experiences. Ninety VR trainings were completed in 2024, with OCCraft 3.0 on the horizon.

Looking ahead, contractors want to measure the return on education. Future training will include key performance indicators to show concrete business gains—like increased sales—directly tied to training efforts.

But technology alone isn’t enough. Strong leadership and company culture are essential. In 2024, OCU partnered with leadership expert Sue Hawkes to launch a 5-star leadership development resource. A new collaboration with Cornell University also provides contractors with affordable, flexible online learning to strengthen core business skills through an e-Cornell certificate program.

Final Thoughts: Geometry as a Business Metaphor

Picture a contractor’s business as an isosceles triangle. The apex—where the sides meet—is the contractor’s team. The triangle's base is education. The sides? Tools and technologies. When the base is strong, everything else rises in support of a winning team.