Jacob Lee started with humble beginnings. He helped his family as needed, repairing roofs with his father, and later found a summer roofing job by age 14. At age 16 he knew he could handle roofing full time, and since that point he hasn’t left the industry.
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His successful business serves mostly Ohio and Pennsylvania. His family is in the industry in other parts of the country, so from time to time they enjoy partnering together and traveling for bigger projects.
Though his in-house crew is small, Jacob has a large team of contractors in the area he relies on to help. “A smaller employee base can bring a larger profit margin” and allows him to pay his employees well, while earning a good living himself. Jacob says, “when you pay your workers better, you get the best, a much higher caliber person.”
Sticking with commercial roofing and liquid applied systems, Jacob finds the commercial customer is usually easier to work with. “If you build a good relationship of trust with a building owner, they will remain loyal and depend on you to fix their problems. You can also afford to give them the royal treatment because of the profit margin.”
Going from residential to commercial requires a change in your training and marketing strategy. You cannot count on referrals as much as you can with residential customers. Gaining manufacturer relationships is part of the overall picture as well. Those vendors you choose, ask them for guidance on their products. Companies will often provide training and help you gain knowledge about the system. Get good at one system as you transition into commercial then expand into other areas. Find someone who has already done what you want to do (whatever system you choose) and ask for help.
Jacob and his team are big fans of liquid applied. He encourages you to “start with a lot of service calls. Scratch the itch of the leak or problem bothering the person about their roof”. This allows you to gain experience as well. And don’t be afraid to reach out to other contractors to help you fix a problem you don’t know how to fix; most people are happy to share their knowledge.
A fluid-applied system is great for restoring the existing membrane, but sometimes it simply won’t work, and you have to say no to a liquid applied approach and fully replace. If the building owner trusts you from your repair work, they will believe you when it’s truly time for a full replacement.
The “fake it until you make it” mindset only goes so far. Always show confidence and let the building owner know you will do your research and get back to them with the right solution. Be professional. In a world of social media stars, you stand out when you are sincere and authentic. “They see you as secure and real and not trying to be something you’re not.”
Be creative and turn the negative into a positive. Explain to the customer they are helping you grow by letting you work on something you may not have as much experience with, but in return they will receive the best customer service because you want to get it right and earn their trust. Most communication is nonverbal body language, so show no bull; the customer will smell it.
Let’s Get to Business is Jacob’s podcast where he enjoys conversations about biblical principles in business. “It is not unbiblical for a Christian to earn a good living; this enables you to share more as you become a good steward with your finances. Treat your customers very well and you will reap what you sow. Faithfulness in small things can bless you in larger things.” Ultimately, Jacob wants to help others from poor and humble backgrounds become successful. “It’s thrilling to me to help people with no experience and help them get started in business.”