By Jessica Bravo. 

A look back at one of the top events for commercial roofing service professionals. 

From March 2–4, RoofersCoffeeShop® attended ServiceCon 2026 in Houston, Texas, an event dedicated to helping commercial roofing professionals strengthen and grow their service departments. 

Conversations with industry leaders 

Megan Ellsworth spoke with several industry experts about the future of roofing service and the importance of strong operational systems. 

Chad Westbrook from Service Alignment shared insights on aligning service operations for long-term success. 

Cody Kline from CommercialRoofer.com, joined by his eight-year-old son Jagger Kline. 

Other conversations included Tracey Donels from Service First Solutions, Bryan Mitchell from Service AdvantEdge, Luke McCormack of Roofing Talent America and Emmitt White from Tidewater Roofing and Rapid Roof Care. 

Collaboration and networking 

The event also included peer groups and breakout workshops where attendees had the opportunity to ask industry leaders their most pressing questions. These sessions gave contractors and business owners actionable ideas they could bring back to their companies to strengthen and expand their service offerings. 

Contractor panel 

The event featured interviews, networking opportunities and a contractor panel moderated by Megan Ellsworth. Attendees shared ideas, discussed challenges and learned how service divisions can become a powerful driver of business growth. 

For many contractors and roofing business owners, developing a strong service program has become a gateway to scaling their businesses. ServiceCon brought together experienced leaders in the industry who shared practical strategies and real-world lessons on building successful service operations. 

Events like ServiceCon show how collaboration and open conversations within the industry can lead to real results. 

Be sure to watch all of the interviews from ServiceCon 2026 and stay tuned for updates on the next event.

By Service Alignment.

Take the 6 Minute Scorecard Assessment to get instant results and personalized insights that will boost your service operations. 

The free 6-Minute Scorecard Assessment is a first-of-its-kind benchmarking tool built specifically for commercial roofing contractors who want to understand how strong their service division really is.

Most contractors know service is important, but very few have a clear way to measure whether their division is actually built to scale or just reacting to leaks. This assessment changes that. In just a few minutes, contractors answer a series of targeted questions that evaluate their operation across the 5 Service Revenue Drivers proven to create consistent, high-margin service growth.

These drivers include how effectively technicians generate onsite upsells, whether service tickets consistently turn into follow-up proposals, how complete and valuable proposals really are, how well contractors maximize revenue from existing clients and how efficiently they attract and convert new service customers.

Once completed, participants receive a detailed PDF scorecard delivered directly to their inbox. The report includes an overall Service Division Score, a breakdown across each of the five revenue drivers and clear insight into where revenue is being captured or left behind. Contractors also learn where they compare to the nation’s top-performing service divisions.

This assessment is not a personality quiz or a generic business survey. It is built from real field data, proven processes and decades of experience scaling commercial roofing service divisions from the ground up. For contractors serious about growing service revenue without adding chaos, this assessment provides clarity, direction and a measurable starting point.

It’s the fastest way for a contractor to understand what’s holding their service division back, and what to fix first.

Discover your Service Score.

By Jesse Sanchez. 

On a job site, the difference between chaos and control is rarely the crew producing the work, but the process behind what they’re doing. 

Most service departments don’t fail in a single moment. They slowly unravel. Follow-ups start slipping. Tickets get closed without full documentation. Invoices trail behind the work. Technicians complete solid repairs, yet customers still feel uncertain because no one connects the work to what actually matters to their business. 

That disconnect is what Chad Westbrook has spent his career addressing. 

As the founder of Service Alignment and a longtime commercial roofing operator, Chad learned early that service only becomes reliable when it’s built as a system. Not a reaction. Not a scramble. A repeatable operating model that holds up when weather hits, volume spikes and pressure increases. 
 
The philosophy is simple but disruptive: nobody cares about the roof itself. They care about what the roof is doing for their business (protecting it). 

That mindset reshaped how Chad helped contractors rebuild their service operations. Service stopped being a series of emergency calls and started functioning like an operating system. One designed to create consistency, accountability and trust at scale. 

Over the past two decades, Chad has helped contractors build and grow service departments from the ground up into multi-million-dollar operations. In one case, a service division scaled to $4 million in service revenue in just 18 months after establishing clear dispatch rules, standardized documentation and defined ownership of follow-up. The work didn’t change. The structure behind it did. 

In another organization, national accounts grew to $18 million by tightening handoffs between field and office and standardizing the service experience across multiple markets. The team didn’t work harder. They worked with clarity and confidence. Customers felt the difference, margins stabilized and leadership stopped managing chaos. 

This is the core of Service Alignment’s approach: connecting what happens in the office to what happens on the roof so service becomes proactive, profitable and predictable. 

At ServiceCon 2026, Chad will break down the most practical levers behind that transformation. Attendees will learn how dispatch decisions quietly affect margins, how invoicing systems reinforce or erode accountability and what changes when technicians are trained to communicate in business terms instead of roofing terms. These aren’t theoretical concepts. They are systems designed to survive real jobsites and real-world pressure. 

ServiceCon takes place March 2–4, 2026.

For those looking to take service even further, Chad will also present the career ladder framework that allows companies to promote from within, retain their top performers and turn service into a long-term talent engine instead of a revolving door. 

Learn more about Chad Westbrook’s ServiceCon 2026 session and how disciplined service systems reshape roofing businesses!

By Jesse Sanchez. 

From customer expectations to repeatable systems, panelists said service growth will favor contractors who build consistency in the field and clarity in the office. 

In an episode of Roofing Road Trips® recorded live at ServiceCon 2025, host Heidi J. Ellsworth moderated a panel discussion featuring Chad Westbrook of Service Alignment, Tracey Donels of Service First Solutions, Greg Hayne of the Hayne Coaching Group and Cody Kline of Commercialroofer.com. Speaking to an audience of service professionals, the group explored the rapid rise of commercial roofing professionals prioritizing service and maintenance and why the category has evolved from what was once considered negotiated work into a primary growth strategy. As building owners demand faster response, clearer communication and more reliable outcomes, contractors must find a way to provide quality solutions. 

Tracey linked today’s momentum to economic pressure and shifting customer awareness. “Service and repairs are important in a good economy. And in a bad economy, they're vital and they become really necessary,” he said. He added that many owners still do not understand what proactive roofing support can prevent, saying, “Our clients, our building owners, they have no idea of all the things they need us for and we're just learning.” 

Chad framed service expansion as a disciplined build rather than a reactive response to market demand. He explained that his work centers on “building eight figure service divisions with contractors across the US,” an approach rooted in intentional structure instead of short-term growth. Westbrook tied that scale to alignment across “the right people, process, technology and goals,” noting that sustainable service operations depend on clearly defined roles, repeatable workflows and systems that support consistent decision-making in the field. The emphasis, he said, is on creating a service organization that performs reliably day after day, regardless of technician, market or workload. 

Greg said he has watched contractor interest accelerate as customers bring higher service standards into roofing. There's an expectation that commercial roofing service should mirror what customers experience in everyday transactions, he said, pointing to brands like Chick-fil-A as the benchmark for consistency. 

Cody approached the trend through market math. With replacement demand representing only a small portion of the market in any given year, he argued that service helps contractors compete beyond the replacement cycle. “How can we differentiate ourselves to create that blue ocean and chase the 96% of roofs that are not ready for replacement?” 

As the conversation moved from broad trends to day-to-day execution, panelists agreed that successful service operations are built on consistency and regular training, with systems designed to support strong teams rather than replace them. Much of that discussion centered on how technology fits into the service workflow, with panelists emphasizing that digital tools should create clarity and speed in communication, scheduling and follow-through, not serve as shortcuts around accountability or craftsmanship. 

Within that framework, Chad expressed the importance of experience alongside execution. He noted that even high-quality workmanship can fall short if the customer experience does not meet expectations, reinforcing that in a service-driven market, how the work is delivered is inseparable from the quality of the work itself. 

Read the transcript, Listen to the podcast or Watch the conversation to learn more about service and maintenance resources! 

By Chad Westbrook, Service Alignment.

Why I’m giving away my commercial service playbook for free — and inviting you to join me in building real, recurring revenue this quarter.

I’ve been in the commercial roofing trenches for over two decades. As founder of Service Alignment, I’ve scaled service divisions from zero to six and seven figures. I’ve seen contractor friends chase every rainy day, sell themselves into insolvency on fixed-bids and collapse when a big reroof cycle dries up. But in all those years, one truth has haunted me: so many roofers waste their upside by not owning recurring revenue.

Here’s the thing — I have too many stories, too many systems, too many wins and too many lessons to squeeze into a single blog or social post. The deeper strategies are usually reserved for private clients. But this quarter, I decided to try something wild: I’m giving away free access to my Recurring Revenue Builder course — the same strategies we normally reserve for real-deal clients. No upsell. No gatekeepers. No strings. Just the tools, the map and the push.

I walked into my office today imagining how many service agreements we could get signed in the roofing industry before December 31 if everyone who believed in recurring revenue simply ran with it. That’s the experiment. That’s the proof we’ll build together.

The moment that changed everything

A few years back I sat in a contractor’s lunchroom. He was proud, he shared, “We did a dozen reroofs this quarter.” But when I ask what service billed, silence. I asked: “Imagine if you knew every roof replacement that your client was doing before anyone else?” Well, it’s possible…

Today, I can confidently say we have duplicated the success to over 30+ contractors across the US and Canada.

The free drop and the challenge

Here’s what I’m doing:

• For Q4 only, I’m opening free onboarding and access to the Recurring Revenue Builder system.
• No sales pitch, no hidden upsell. Just the same framework, agreements, scripts and training.
• All I ask in return is that you share your numbers — how many agreements you sell this quarter. We’ll consolidate the data and publish the result.
• Together, we’ll prove that commercial roofers can shift from chasing jobs to owning predictable income.

I want the roofing community to see real, documented proof — not hypothetical case studies. How many contractors will step up? How many service deals will get signed?

If you want in, here’s the link: https://service-alignment.com/rrb

Why this matters more than ever

Storm cycles are unpredictable. Material costs rise, labor becomes scarce and margins shrink. Contractors who depend solely on reroofs are effectively betting the company on a broken roulette wheel. But when you build recurring revenue, you create a cushion, a backbone, that carries you through lean times.

What I’m asking from you

If you believe recurring revenue is the next frontier of roofing, here’s your invitation:

1 - Sign up for free access.

2 - Run the system.

3 - Report back how many service agreements you closed by December 31.

We’ll publish a weekly scoreboard — the real numbers, the wins — so everyone in the industry can see what’s possible when you lean into service.

If you’re done gambling on storms and you want to build a business that pays you whether it’s sunny or raining, join the Recurring Revenue Builder free drop today at https://service-alignment.com/rrb.

Let’s prove to the roofing world what happens when service becomes your foundation.

By Jesse Sanchez. 

From big wins in 2025 to bold goals for 2026, the service and maintenance side of the roofing industry is gaining momentum. 

Service and maintenance have long been the unsung heroes of the roofing industry, but that’s changing fast. At the heart of this evolution is ServiceCon, the dedicated event designed to help roofing professionals build smarter, more profitable service operations. Hosted by CenterPoint Connect, ServiceCon is back for 2026 following a breakout event in 2025 that sparked candid conversations, real-world solutions and powerful networking among the industry's most service-driven leaders. 

Last year’s event in Houston drew national attention as top contractors, tech innovators and operations experts unpacked how service and maintenance can do more than plug revenue gaps; they can change a company’s success trajectory. Attendees didn’t just listen to these inspirational conversations; they rolled up their sleeves and got to work. 

Chad Westbrook of Service Alignment joined Greg Hayne of Hayne Coaching Group and Kerrick Willis of GeoSpatial Integrations on an episode of the Roofing Road Trips® podcast to preview what made last year’s event different. Each speaker highlighted the shift in mindset happening across the industry, from treating service as a sideline to recognizing it as a core business strategy. 

One of the recurring themes? Leadership. Whether it was hiring the right techs, implementing technology like drones or building processes that stick, every solution pointed back to one key ingredient: commitment from the top. 

From drone technology reducing crew hours to career ladders for service techs, the 2025 event spotlighted a future-focused approach that will only deepen in 2026. And it wasn’t just the big names leading the charge; up-and-comers found a platform, too.  

ServiceCon 2026 aims to build on that energy with a sharpened focus on growth-stage strategies, integrated technology and cross-department collaboration. Organizers are already curating speaker lineups and workshop tracks to meet contractors where they are, whether launching their first service truck or scaling an entire division. 

Learn more about how ServiceCon 2026 can help your roofing business build recurring revenue, stronger customer relationships and a sharper competitive edge!

By Service Alignment.

Use service to get in early, build trust and win reroofs before the bids ever go out.

Picture this: mid-July, an Atlanta rooftop, the heat bouncing off the TPO so hard that you could fry an egg on it. 

I wasn’t there by accident. My company knew what was coming. Back in 1996, Atlanta had poured $1.7 billion into preparing for the Olympics — new buildings, new infrastructure and a whole lot of new roofs. 

Fast forward 20 years to 2016. Every one of those roofs was nearing the end of its manufacturer’s warranty. That meant a tidal wave of replacements was about to crash. Want to know about these things when they happen? Join our 8-figure community!

My role? Build out a service division that could get us on those roofs early — finding replacement candidates one leak at a time. 

And it worked. Service became the front door. A small repair led to inspections. Inspections led to trust. Trust led to negotiated reroofs. We didn’t have to chase the bid lists — we were already there, already the advisor, already the first call. 

Here’s why this matters today: the same cycle is happening again — right now — with Aldi. 

They’re in the middle of their biggest-ever U.S. expansion — 225 new stores this year, 2,600 total by 2025. That’s thousands of new roofs being installed… and in 15–20 years, thousands of replacements up for grabs. 

The question isn’t if they’ll need service. It’s who they’ll call first. 

That’s what we’re building inside the 8-Figure Service Division Community — a group of owners and service leaders learning how to get ahead of these cycles, turn leaks into long-term clients and win the reroofs of tomorrow. Get free access here! 

If you’re ready to stop playing catch-up and start playing the long game, come join us. Pull up a chair, grab a coffee and let’s talk about how to win more roofs. 

By Chad Westbrook, Service Alignment.

Most roofers are sitting on six figures in untapped service revenue, here’s how Mike stopped leaving money on the table and started turning routine jobs into serious profit. 

Mike had that look on his face. 

You know the one — laptop open, three half-read emails pulled up, coffee gone cold. His service tech just called in sick, a client’s asking about a proposal that’s “still not ready,” and his dispatcher is waiting for direction on where to send the crew. 

Classic Monday. 

Mike runs a solid commercial roofing company. Kills it on reroofs. But service? That’s where things feel like duct tape and hope. 

What drives him nuts isn’t the work — it’s knowing he’s leaving money on the table. That his trucks are rolling every day… without pulling in what they could. 

If that’s sounding familiar, you’re not alone. Most roofers I talk to are sitting on six (or even seven) figures in untapped service revenue. 

So let’s break down five simple levers Mike (and you) can pull to start winning more roofs — without adding chaos to your week. 

1 — Onsite upsells: “While we’re up here…” 

Mike’s crew patched a leak on a local strip mall. As they were wrapping up, they noticed a big seam split over the tenant next door. 

Old Mike would’ve shrugged. New Mike? He trained his techs to flag and snap a photo. 

The result? A $2,400 same-day upsell that took an extra 45 minutes. 

Want to see how to bake this into your process without making techs feel like salespeople? Check out this guide on service revenue drivers. 

2 — Post-job proposals: Don’t just leave a patch — Leave a plan 

Mike used to finish a job and… move on. 

Now? He’s trained his coordinator to review every completed ticket and ask: “What else does this customer need?” 

Think gutter cleaning, minor restoration or even a budget repair plan. One client turned a $1,500 repair into a $9,000 seasonal maintenance package because Mike made the ask. 

Need help turning work orders into reorders? This free breakdown shows you how. 

3 — Maximizing proposals: Quote like you mean it 

Back in the day, Mike would send a proposal with one option — maybe two if he was feeling spicy. 

Now he uses “Good, Better, Best” framing to give the client a choice… and anchor the high-value option. 

It’s not just about quoting more. It’s about quoting smarter. 

Want to sell bigger tickets without feeling pushy? This free resource walks through it step-by-step. 

4 — Scale your customer: Mine the gold you already have 

Here’s a stat that hit Mike like a dropped wrench — his top 10 clients had 42 buildings… but he was only servicing 14 of them. 

Once he had visibility, he started scheduling portfolio reviews. “What else can we help you with?” turned into dozens of new tickets — no cold calls needed. 

Already got great customers? Here’s how to get more from them. 

5 — Grow the business: Find new clients without more chaos 

Let’s be real — Mike didn’t have time to “do more marketing.” 

But he did have time to bring on a part-time SDR who started calling property managers from a targeted list. 

Week one? Two meetings booked. Month three? $60K in proposals. 

You don’t need a massive team — just a system that works. This guide lays it all out. 

Wrapping it up 

Mike didn’t magically grow his service division overnight. 

But once he locked in these five revenue drivers — and built a system around them — everything changed. He went from reacting to revenue… to creating it. 

If you’re ready to do the same, grab the free Service Revenue Drivers guide here and start turning your service trucks into profit machines. 

Coffee’s optional. Winning more roofs isn’t. 

With one truck and routine service calls, Mike uncovered a strategy that drove 20% of his company’s revenue — over $2 million.

Mike leaned back in his chair, coffee going cold on the desk. He’d been flipping through the year-end P&L for hours, trying to figure out where the year’s big wins had really come from. The service division — just one truck — had billed $512,384. Solid numbers, but nothing shocking. 

Then he traced back the re-roof jobs they’d landed. Four, five, six big contracts… all started with a service call from that same truck. He did the math twice. The number stared back at him: $2,046,000 in total revenue tied to that single rig. More than 20% of the entire company’s income… all from “just” service work. 

Sound familiar? Here’s how Mike figured it out — and why it changed the way he looked at service. 

1 – The door-opener effect 

Every time Mike’s tech rolled up for a PM or leak repair, it meant legal, approved access to the roof. That access uncovered membranes separating, seams pulling and drains choked with debris — issues that weren’t “today problems” yet, but were time bombs waiting to go off. When those clients’ leak tolerance finally ran out, Mike’s company was already in position. 
Here’s how to spot and log those opportunities. 

2 – The “not today” list 

Mike started having his tech document every major finding in their CRM — photos, notes and cost estimates — even if the client said, “Let’s wait.” That built a live pipeline of roofs with expiration dates. When the inevitable Monday-morning leak call came, Mike’s team didn’t just answer — they already had the proposal ready. 
See how a simple tracking system can work for you. 

3 – Trust before ticket size 

Instead of pushing every repair, Mike’s tech explained what he saw, why it mattered and when it might need attention. That built trust and trust is the currency that buys you the $350K re-roof six months later — not just the $800 leak ticket today. 
Learn how to build credibility on every visit. 

4 – Data-driven follow-up 

Mike realized the real gold wasn’t the service ticket — it was the follow-up. Six months after flagging a failing roof section at a distribution center, his office sent the original photos back with a gentle reminder. By then, the buckets and tarps had worn out their welcome and Mike’s crew was the first choice for the replacement. 
Here’s how to automate that follow-up process. 

5 – From cost center to growth engine 

That “one truck” service division wasn’t just a $500K line item — it was a $2M catalyst. It fed the pipeline, built trust and kept the company first in line for the big jobs. Once Mike saw that connection, he stopped looking at service as a side hustle and started treating it as a strategic growth engine. His secret? A simple service checklist his crew used on every visit to ensure a consistent client experience — one so good it left Mike admired by his competition. 

When you see service as more than repairs, you unlock its real value: consistent access, a reason to stay in touch and the trust to win big-ticket work without chasing cold bids. The ROI on Mike’s $500K truck wasn’t just four times the revenue — it was a competitive moat. Every visit built a little more loyalty, every documented issue planted a seed and every follow-up harvested the kind of jobs most contractors only get to bid cold. 

Grab the same checklist Mike used and start winning more roofs!

A trusted partner for roofing contractors, Service Alignment is a powerhouse in commercial roofing growth, strategic service development and scalable business transformation. 

The Coffee Shops™, the award-winning online communities where the industries meet for technologies, safety, information and education for the construction trades of roofing, metal, coatings, are pleased to welcome Service Alignment into their community.   

Service Alignment is the strategic engine behind the 8-Figure Service Division, a proven growth roadmap designed specifically for ambitious commercial roofing contractors looking to elevate their service divisions with scalable, repeatable processes that deliver results. 

From Service Alignment, you can expect: 

• Proven sales frameworks developed from over $840 million in commercial sales 
• Field-tested service processes that have dispatched more than 29,000 leaks and serviced over 4,000 agreements 
• Mentorship that transforms service divisions into profit-driving machines 
• Fractional leadership and certifications, including the industry's only Commercial Service Manager Certification 
• A five-phase roadmap that includes sales conversion, funnel expansion, customer service and operational efficiency 

Founded by Chad Westbrook and David Bonney, Service Alignment has become a trusted partner for roofing contractors across the country. Their strategies aren’t theoretical, they’re built on decades of real-world experience and tailored for companies tired of chasing low-margin projects and ready to scale on their own terms. 

Service Alignment brings a refreshing, no-nonsense approach to growth that resonates with contractors at every stage, from $500,000 service divisions just getting off the ground to $5 million operations ready to dominate their territories. With their support, teams aren’t just trained, they're transformed. 

The Coffee Shops are proud to welcome Service Alignment!

About Service Alignment 

Service Alignment empowers commercial roofing contractors to build high-performing service divisions with predictable revenue and strong profit margins. Their proprietary 8-Figure Service Roadmap is based on over 30 years of commercial B2B experience, supporting contractors through sales, marketing, customer service and leadership development.