How roofers are rethinking business development

By John Kenney, Cotney Consulting Group. 

A strategic, long-term approach to business development helps align your roofing business with the right opportunities, partners and markets. 

Many roofing contractors are realizing that business development isn’t just about closing more deals or spending more on ads, it’s about something bigger. It’s the strategic engine that guides where your company grows, how it adapts and who it partners with to thrive long term. At Cotney Consulting Group, we see business development as a forward-looking discipline that helps roofing companies build resilience, create lasting value and stand out in a competitive market. In the industry, the real advantage lies in thinking long-term and that starts with redefining what business development can do. 

Defining business development in roofing 

Business development involves identifying and building long-term value through strategic partnerships, market positioning and sustainable growth opportunities. Unlike marketing, which attracts potential customers and sales, which converts leads into contracts, business development: 

• Focuses on partnerships 
• Opens new markets 
• Aligns internal operations with growth opportunities 
• Helps your company pivot or expand intelligently 

Early-stage versus growth-stage development 

Your business development strategy will look different depending on your company's stage: 

In the early stage: 

• You're validating your services and value in the market. 
• You're identifying whether there's traction in residential versus. commercial. 
• The goal is to prove your model and refine your service offering. 

In the growth stage: 

• You're analyzing current clients and identifying which to double down on. 
• You begin targeting strategic partnerships (e.g., insurance, property management, HOAs). 
• The goal shifts to scaling without overextending. 

2025 roofing industry business development trends 

Here's what's new or evolved in how roofing contractors should think about business development today: 

Service diversification 

Roofers are adding services like solar, drone inspections, preventative maintenance plans and energy audits. Business development is the vehicle for deciding which new services to pursue and when. 

Tech-enabled partnerships 

Software companies, insurance networks and property tech platforms increasingly seek roofing contractors as ecosystem partners. Business development helps you navigate and vet these opportunities. 

Customer experience is a differentiator 

Roofers with strong BD programs use Customer Relationship Management (CRM) systems, follow-up automations and post-job check-ins for sales and relationship-building that fuel referrals and long-term accounts. 

Key business development tactics for roofers 

1 – Focus on strategic relationships 

Partner with builders, remodelers, commercial facility managers, real estate firms and even local municipalities. These relationships feed consistent work into your pipeline. 

2 – Use customer feedback to evolve 

Take testimonials seriously. Don't just collect them — analyze the feedback to identify what makes your service stand out and where there's room to improve. 

3 – Control growth pace 

Too many partnerships or expansion attempts at once can overwhelm your team. Grow smart, not just fast. 

4 – Empower your business developer 

Whether it's you or a hired role, ensure the person in charge of business development isn't just selling. They must: 

• Research potential markets and trends 
• Evaluate the ROI of new partnerships 
• Understand your brand's position in the market 

How business development differs from sales and marketing 

Final word 

Business development is not about closing the next sale or posting more ads — it's about purposefully growing your roofing business. In today's environment, where labor shortages, rising costs and shifting customer expectations are the norm, a clear and evolving BD strategy is not optional but essential. 

When you approach growth with a business development mindset, you're not just chasing jobs — you're building a company that thrives for the long haul. 

Original article and photo source: Cotney Consulting Group