By Emma Peterson. 

Randy Chaffee explains how real jobsite moments and authentic culture can inspire young people to join the roofing trade. 

As many of our experienced roofers and contractors reach the age of retirement, the labor shortage in construction has become more apparent than ever. To learn about how the roofing industry can address this issue and find new talent, Karen Edwards hosted Randy Chaffee from Source One Marketing for an episode of MetalCast™. 

The biggest point that Randy made in this episode was that many young folks do not know that roofing is a career option. He used his own life as an example:  

I grew up on a farm, but I didn't grow up thinking I'm going to sling metal or build barns or do roofing, let alone sell the stuff. As boys, we were all thinking about being a fireman or a soldier or something. Unless you’re a legacy, like your dad or uncle or someone was in it, no one really knows about the roofing industry as a kid.  

Because of this, the first step to bringing new people into roofing is helping them understand everything this industry has to offer. Randy explained, “Show them the early morning arrival and the guys busting each other's chops. Show them the jobsite. Show them crews singing songs while they're building, some good old rock and roll. Show them talking to the customer, telling them what a great job they did today. Show them the industry.” 

This is especially important with the younger generation, who want more than just a paycheck; they want a purpose and a community. Randy elaborated on this, sharing, “They want more. They want to think they're doing something good for society. They want to think they're working for somebody that believes in sustainability. They want a purpose and that's not bad. I respect that they want to enjoy their life and their job.” 

So, how do you show newcomers that they can get that purpose, that career and that sense of belonging in the roofing industry? Social media is a powerful way to give them a window into your company culture. Randy explained, “People want raw, organic and authentic. They don't want Hollywood-style perfection. Just take your iPhone or your Android and just go shoot a video of you and your crew talking about the job you’re doing or hanging out off-the-job, that’s the stuff they want to see. And that’s the stuff that will bring them in and show them that you are more than a business, you are a team and culture.” 

Listen to the recording or Watch the entire podcast to hear more from Randy about bringing in new talent to the roofing industry. 

By Jenny Yu.  

Two industry veterans discuss the evolving role of manufacturer representatives in today’s technological landscape. 

Manufacturer representatives have long served as a vital link between manufacturers, distributors and contractors. In a recent Roofing Road Trips® episode, Heidi J. Ellsworth spoke with Jim Rizzo of PermaBond and Randy Chaffee, RCS Influencer and owner of Source One Marketing, to explore how the rep role has evolved and why relationships remain at the center of roofing and metal construction. 

Jim brings 45 years of roofing industry experience to the table, bringing with him a knowledge of spanning product innovation, national sales networks and emerging technology. From introducing modified bitumen products and ice and water shields to developing EternaBond, Jim has seen the rep model transform firsthand. “I've been in the industry for a while; I’ve worked with reps, I've hired reps, I've been a rep,” Jim shared. “It’s fun to go through this with guys like Randy who are out there doing their thing.” 

He explained that consolidation among distributors has made the job more complex. “To get products into QXO and the big guys, it’s harder,” Jim said. “They've got to work the back-end deals. They’ve got to do more training and demos and get more engaged with contractors because that’s where it’s at today.” 

Randy agreed, stressing the importance of adapting to the times and technological trends in order for reps to stay relevant. “I've been around the industry for almost 50 years, and my latest mission is converting everybody to use more digital, more virtual,” Randy stated. “For reps or salespeople out in the field, there's a lot of great technology that we can use as a force multiplier.” 

Randy’s experiences led him to write a book focused on his lessons learned while bridging the old-school relationship of building with modern virtual engagement. “The book starts with lessons from my dad about being true to who you are,” Randy shared. “Then I walk through my journey from old school to new school into more of a hybrid version of showing up, whether it's on screen or in person.” 

Both Jim and Randy agreed that despite changing tools and technology, people remain at the core of the business. “The reps are the keystone to that relationship with the contractor and the distributor and the architect,” Jim expressed. “These reps today, they have to be more engaged than ever.” 

Listen to the podcast to learn more about why manufacturer reps still matter.

RCS Influencers celebrate their tenth year of giving back to the roofing industry. 

The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2026 Influencers for RoofersCoffeeShop®.  

Each month, Influencers weigh in on timely topics impacting their respective industries, from technology strategy and diversifying services to leveraging associations, immigration compliance and workforce disruptions. RoofersCoffeeShop delivers these perspectives through interviews, videos and articles. The Influencers represent all facets of the roofing industry, including contractors, associations, manufacturers and service providers. Their insights are featured in dedicated website sections, amplified across social media and highlighted in our weekly eNews, Week in Roofing. 

“Our mission has always been to amplify the voices of professionals who are shaping the future of the trades,” said The Coffee Shops President and CEO Heidi J. Ellsworth. “As we celebrate the ten-year anniversary of the RCS Influencers, we are proud of the impact this community has made by sharing real-world expertise, tackling today’s challenges and helping move the industry forward.” 

 We are proud to announce the following 2026 RoofersCoffeeShop Influencers: 

• Trent Cotney – Adams & Reese 
• Rich Carroll – Carroll Consulting Group 
• Melissa Chapman – The GLO Group 
• Tammy Hall – Hall & Company  
• John Kenney – Cotney Consulting Group 
• Allison Woslager – Integrity PNW 
• Erica Reed – Elite Roofing Solutions 
• Ashley and Seth Pietsch – Integrity Insurance & Bonding Inc. 
• Randy Chaffee – Source One Marketing 
• Wendy Marvin – Matrix Roofing and Home Solutions 
• Will Lorenz – General Coatings 
• Bridget Wilson – Cardinal Roofing 
• Aaron Weinstein – Terial  
• Katie Clymer – Armored Roofing 
• Gottron Group 

Find more information on the 2026 RCS Influencers.

About RoofersCoffeeShop 

As an award-winning website and online community, RoofersCoffeeShop is committed to being a roofing professional advocate by supplying consistent information, education and communication avenues for all roofing professionals, and especially contractors, while promoting the positive growth, education and success of the roofing industry overall. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and the overall roofing trade. From the rooftop to the board room, RoofersCoffeeShop.com is “Where the Industry Meets!” For more information, visit www.rooferscoffeeshop.com. 

About The Coffee Shops 

Award-winning websites and online communities make up The Coffee Shops. Starting with RoofersCoffeeShop, which launched in 2002, the growth of the sites has been explosive for the construction trades of roofing, metal, coatings and their customers. Currently featuring four Coffee Shops, RoofersCoffeeShop, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop™ and their sister site AskARoofer™, all the sites are committed to advocating for the construction trades by supplying consistent information, education and communication avenues for all contractors, while promoting positive growth, education and success of construction industries overall. The Coffee Shops also feature strong microsites with RoofersCoffeeShop.ca, RoofersCoffeeShop.uk and En Español. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and overall construction information and education. The Coffee Shops are “Where the Industries Meet!” For more information, visit www.thecoffeeshops.online. 

By Randy Chaffee, Source One Marketing. 

The next generation isn’t here to erase what we've built — they’re here to continue the legacy. 

If you’ve been in this business for a while, you’ve probably noticed that the next generation isn’t coming. They’re already on the jobsite! They may not swing a hammer quite the way you did, but don’t mistake that for lack of skill or drive. They think differently, learn differently and expect more from the work than just a paycheck. The question isn’t whether they’re ready for roofing, it’s whether we’re ready for them.

For decades, roofing has been about grit, loyalty and showing up no matter the weather. That’s still true, but the modern crew also wants purpose and balance. They want to see that what they’re building matters. They value mentorship, communication and yes, technology. To some of us old-school types, that can feel foreign. But remember when nail guns and cordless drills first hit the scene? We adapted then, and we can adapt now.

The best leaders in roofing today are the ones blending old-world craftsmanship with new-world tools. They’re the ones saying, “Let me show you why this matters,” not just “Do it because I said so.” They’re using drones, estimating software and digital photos to get the job done faster and safer, and they’re inviting younger team members to help lead the charge. 

We’ve got to stop treating technology like an invasion and start seeing it as a bridge. The new generation isn’t lazy or distracted. They just don’t see the world through a paper and clipboard lens. They grew up with access to information instantly, so let’s give them leadership that’s equally responsive. 

Roofing is still one of the most honest careers out there. It’s tangible, it’s essential and it’s rewarding. But if we want to keep attracting bright, young talent, we need to show them that our industry is forward-looking, not stuck in the past.

Train them well. Challenge them. Respect what they bring to the table. Because the future of roofing isn’t some far-off dream. It’s standing right next to you on the roof, holding the next tool and waiting to learn if you’re willing to teach. Like I said in my book Asphalt and Algorithms, it’s not about replacing the old ways, it’s about refining them. The next generation isn’t here to erase what we built. They’re here to build on it. 

By Randy Chaffee, Source One Marketing. 

Don't just roof it. Prove it. 

Here at Source One Marketing, we want roofing contractors to understand that every new roof you install tells a story. Don’t let that story disappear the moment the crew packs up and the truck pulls away. 

That brand-new roof isn’t just shingles or panels; it’s a billboard with your signature on it. Show it off. Snap sharp photos from the street, take a short video of the finished lines, maybe grab a quick before-and-after if you can. It doesn’t take long, but it pays off big. 

And here’s the kicker. Nothing sells future jobs better than a thrilled homeowner telling their story on camera. A quick video testimony — even thirty seconds —captures real emotion that polished ads can’t touch. A smiling customer saying how much they love their new roof? That’s marketing gold. 

Every time you share that new roof on social media, you’re doing two things: (1) showing your craftsmanship and (2) reminding your community that you’re the go-to pro when it’s time for their own project. That one roof can generate the next five leads if you give it the visibility it deserves. 

So don’t just roof it. Prove it. Because in this business, the best marketing tool is the work you’ve already done. 

By Randy Chaffee, Source One Marketing.

You don’t need to "be in sales.” You just need to own the role you already play. 

Let’s clear something up. You don’t need to carry a briefcase to be in sales. You don’t need a quota, a CRM or never an ending “sales strategy meetings” to be a salesperson. If you’re a roofer, you’re in sales — whether you admit it or not. 

That might ruffle a few shingles, but it’s true. 

Every time you show up to a jobsite, how you carry yourself sells something. Your truck, your gear, your crew, your attitude, your work — they all tell a story. And if you think you’re just there to hammer nails and not build trust, you’re missing the point. 

The sale doesn’t start when someone writes a check. It starts the first time they lay eyes on you. Maybe it’s a yard sign. Maybe it’s your social media post. Maybe it’s how you explained the job to a homeowner who doesn’t know ridge cap from drip edge. That’s the sales moment. And most of the time, it doesn’t feel like a pitch — it feels like clarity, confidence and character. 

Here’s the twist: most folks don’t realize some of today’s best salespeople still swing hammers. They just know that good work and good communication are both part of the gig. Swinging a hammer doesn’t keep you from being a salesman — it augments it. You don’t need to be slick. You don’t want to be. Just be someone people trust. 

I’ve been in this industry long enough to know the guys who stay busy year-round aren’t just great installers. They’re pros who get it. They show up on time, do what they say and explain things in plain language. That’s selling. 

You don’t need to “be in sales.” You just need to own the role you already play. 

And if that still makes you uncomfortable, think of it this way: when a neighbor sees that finished roof and asks who did the job, you want the homeowner to say YOUR name without hesitation. That’s the win. That’s the referral. That’s sales.