Building a commercial roof service program that customers value

By Jesse Sanchez. 

A clearly defined maintenance program can help contractors protect roof assets, strengthen customer relationships and create recurring opportunities. 

Commercial roofing contractors often begin customer relationships with small repairs, but a structured service department can turn those initial calls into long-term partnerships. During this CoatingsTalk, Chris Huettig, vice president of technical services at KARNAK and Tracey Donels, owner of Service First Solutions, discussed how contractors can develop maintenance offerings that provide measurable value. 

Why is a service and maintenance department essential? 

Tracey explained that small service jobs give contractors an opportunity to demonstrate reliability and build relationships before larger roofing needs arise. “The thing that gets us started in business is those small jobs that can help us build the trust and the relationships with those customers, leading forward,” Tracey shared. 

With the right structure, a service department becomes more than a necessary part of operating a commercial roofing business. It can support customer retention and create opportunities for future maintenance, restoration and replacement work. 

How should contractors define their initial offerings? 

Chris encouraged contractors to clearly explain what customers are purchasing and to consider presenting maintenance as a form of asset protection. He shared, “When you define what you're doing, the building owners clearly understand what they're buying as that asset protection program.” 

A clearly defined scope also helps contractors separate included services from additional work that may require a new proposal. Contractors can create different service levels based on each building’s condition, use and inspection needs. 

What separates preventive maintenance from an inspection? 

Tracey cautioned contractors against labeling a basic inspection and report as a preventive maintenance program. “They're calling it preventive maintenance, but all they're doing is going out there, doing an inspection and providing a report,” according to Tracey. 

True preventive maintenance includes work such as removing debris, cleaning gutters and completing minor repairs. A defined menu of services also makes it easier for salespeople to educate building owners about solutions beyond leak response and roof replacement. 

Building type, roof age, rooftop traffic and surrounding conditions should guide the frequency and scope of each program. Chris noted that inspection schedules should be adjusted to the needs of each property. “There are instances where that needs to be increased. It depends on each building owner and the situation there,” he explained. Restaurants may have grease near exhaust systems, while shopping centers can experience frequent traffic from heating, ventilation and air conditioning technicians and other trades. Older roofs or buildings surrounded by trees may also require closer attention. 

By defining services clearly and matching them to individual properties, contractors can establish expectations, protect customer assets and create a foundation for more efficient operations. 

Listen to the entire podcast or Watch the conversation to learn more about building a commercial roof service program.