Out-care the competition

CCS Influencer Shawn Morgan says that being the contractor that’s trusted, specialized and responsive is what keeps you competitive.

When the market is full of private equity group buy-outs, mergers and acquisitions, it can feel like the bigger roofing companies have all the advantages. But honestly, that’s also where a privately held contractor can compete if we focus on the right things. 

First…Concentrate on your relationships. When companies get bigger, they tend to lose the personal touch. That’s our chance to lean into relationships. Be the one who calls back quickly, sends photos after a repair and explains what’s going on with the roof in plain language. People will remember the contractor they trust — not the logo on the biggest truck. Offer more than just a bid.  Don’t just hand over a price. Bundle in something that helps owners protect their investment, like an annual inspection and maintenance plan. Or set up a discounted inspection program for property managers who oversee multiple buildings, so they have one clear plan to manage all their roofs. That’s real value. 

Second...Learn what you are best at. You don’t need to be everything to everyone. Maybe you’re the go-to for coatings, waterproofing or chasing leaks. Maybe you’re the contractor who knows how to keep hospitals leak-free. Specializing makes you memorable, and harder to replace. Market your credentials. The big guys love to say they’re the best, but you can prove it. Lean on awards, safety records, NRCA or ABC credentials, and manufacturer designations. That kind of third-party validation is powerful when an owner’s deciding who to trust.   

Third...Become proficient with the latest technology. Speed and clarity go a long way. Fast proposals with drone photos, easy-to-read inspection reports or even a simple portal where clients can see their roofs’ history… all that makes you look polished and professional compared to your competitors.  

Fourth...Brag about your people. Here’s something owners notice more than you’d think: workforce stability. When other companies are going through layoffs or culture shakeups, show that your crews are experienced, safe and happy to be on the job. A stable team is a big selling point.  

Fifth and finally...Don’t just rely on your own brand. Align with manufacturers, distributors and even other trades that have similar values as you. Being known as the contractor who works well with others makes you easier to bring onto projects. 

You don’t have to outgrow the competition — you just have to out-care them. Be the contractor that’s trusted, specialized and responsive, and you’ll stay competitive no matter how many mergers are happening around you.