About the Podcast

The Roofing Business Growth Circle empowers roofers and home repair professionals to become more profitable, scalable, and exit-ready through smarter strategy, innovation, and automation.

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Roofing profitability • Contractor marketing • Sales systems • Automation • AI • Tax strategy • Business growth

Description:

Most roofing contractors compete on price.

And that’s exactly why their margins shrink.

In this episode of the Roofing Business Growth Circle, Jacques Skuteeki interviews marketing strategist and author Shel Horowitz, who explains why green roofing isn’t just environmental, it’s a powerful differentiation strategy.

If you're tired of:

• Competing with low-bid contractors

• Watching margins disappear

• Attracting price shoppers

• Fighting in a race to the bottom

This episode will shift how you think about positioning.

Shel breaks down:

✔ Why competing on price is a losing game

✔ How eco-roofing creates premium niches

✔ Solar roofing tiles, deep insulation & green roofs explained

✔ “Press partnership to profit” marketing strategy

✔ How to pivot into consulting later in your career

✔ Why higher purpose actually increases profitability

✔ The long-term ROI conversation contractors must have

You’ll also hear examples from companies like Patagonia, Ben & Jerry's, and Interface, plus insights from the deep retrofit of the Empire State Building.

This conversation is about future-proofing your roofing company.

Because when you differentiate, you control pricing.

👉 Get Shel's free gift in the Vault: https://roofingbusinessgrowthcircle.com/gift-vault