Mastering Roofing Sales: Lessons from a Third-Generation Contractor

Limitless Roofing Show

What does it really take to build a thriving roofing business in today's competitive market? According to Ronnie Lawler, CEO of Avco Roofing, the answer might surprise you.
"The most important part of our business is the people side," reveals Lawler in this compelling conversation that peels back the curtain on what truly drives sustainable growth in the roofing industry. From his unlikely start as an 11-year-old newspaper salesman knocking doors in New Jersey to building a multimillion-dollar roofing company, Lawler shares the hard-won wisdom that comes from being in the trenches.
Lawler doesn't shy away from discussing the mistakes that shaped his leadership philosophy. He candidly explains how promoting top salespeople into management roles backfired when they lacked leadership skills, and how ignoring "yellow flags" about character in favor of potential performance created costly problems. These lessons transformed how Avco approaches hiring, training, and retention.
Perhaps most valuable is Lawler's insight into why door-to-door sales remains effective despite changing times. "Our number one sales guy this year has knocked the most doors," he notes, while breaking down the psychology that separates successful reps from those who fail. His practical advice for overcoming mental barriers and rejection will resonate with anyone who's ever felt anxiety about prospecting.
What truly sets this conversation apart is Lawler's counterintuitive approach to retaining talent. Despite not being the highest-paying company in their markets, Avco rarely loses employees to competitors. The secret? Lawler blocks the first hour of every day for connecting with team members – no meetings, no exceptions – a practice he's maintained for seven years. "Professional problems are personal problems, just in fancier clothes," he explains, emphasizing the power of understanding the whole person.
Whether you're running a roofing business or simply interested in leadership principles that work, this episode delivers actionable strategies for building systems, developing people, and creating a culture where everyone thrives. Subscribe now and discover why the human element remains the ultimate competitive advantage.

Chapters

1. Introducing Ronnie Lawler (00:00:00)

2. Early Career: Door Knocking Since Age 11 (00:06:12)

3. Transition to Roofing Sales (00:11:21)

4. Building Avco Roofing (00:16:10)

5. Growing Pains and People Mistakes (00:22:57)

6. Recruiting the Right People (00:31:33)

7. Why Companies Struggle with Sales (00:38:10)

8. Door Knocking Psychology and Strategy (00:43:12)

9. Connection: The Secret to Retention (00:49:27)

10. Work-Life Synergy and Leadership (00:51:50)