From Tariffs to Tech: The Essentials of Modern Roofing Sales

Featuring Jen Silver, Owner of Roofing Utah

“If you look at the roofing industry over the last few years, the challenges have been stacking up.” –Jen Silver

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Meet Jen Silver—Owner of Roofing Utah

“I’ve been in roofing for about eight years now,” says Jen Silver, owner of Roofing Utah. “But beyond that, I’m passionate about rebuilding the trades pipeline.”

Jen’s résumé speaks to every roofing sales professional who spends the day closing deals. She runs a respected contracting firm and co‑founded Bring Back Trades, a nonprofit steering high‑school students into the trades. When she talks about what’s here and coming in 2025—tariffs, rising deductibles, labor shortages—you should listen.

The Industry Is Shifting—Fast

“If you look at the roofing industry over the last few years, the challenges have been stacking up,” Jen shares. “It’s not just tariffs—it’s a real labor crisis too. And the traditional contractor base? They’re aging out fast.”

Regulatory changes in states such as Florida, combined with material tariffs and tightening insurance language, are reshaping the conversation at the kitchen table. Reps who recite the same old script risk losing the sale.

(Speaking of regulation, do you need a roofing license to start work?)

“We’re going to see homeowners spending less, simply because they have less to spend,” Jen predicts. “And with percentage-based deductibles becoming more common, it’s going to be harder for contractors and insurance companies to bridge that gap.”

Insurance Realities: Set the Right Expectations

“In theory, the contractor is there to help the homeowner get repairs done, and the homeowner works with their insurance to cover the costs,” Jen explains.

“But in reality? Because most homeowners don’t know much about roofing, contractors often become their advocates—pushing claims through, fighting for fair coverage, and sometimes building their entire business models around that role.”

For field reps, that advocacy role remains—but the “free roof” narrative no longer holds. Train your pitch around transparency: show homeowners the likely deductible, outline realistic out‑of‑pocket costs, and highlight financing or phased repair programs.

Tariffs and Materials: Guard Your Margin Early

“We haven’t seen full clarity yet around how the new tariffs will impact material costs,” says Jen. “But we have seen early signs—distributors are announcing 10–20% increases across the board.”

(More roofing stats to check out.)

“Margins are tight already. For many roofing companies, that 10-20% is all of their net profit—and sometimes even a chunk of their gross.”

Sales teams that price jobs months in advance need a hedge. Jen’s approach is both simple and customer‑friendly:

“I’m upfront with my customers. I explain, ‘Here’s where prices are now. If materials go up, I’ll only charge you the difference—no extra profit added.’ That honesty builds trust.”

Pro tip from Jen: Ask your distributors smart questions—like how much inventory they have and when they expect to start importing tariffed goods. “You don’t have to know every detail, but being proactive lets you plan, price, and protect your margins.”

Labor Shortage: Sell Quality, Recruit Talent

“Roofing’s a tough sell,” Jen admits. “You’re up high, in the heat, swinging hammers. It’s dangerous, technical, and just plain hard.”

“There are lots of great sales organizations, but selling a roof isn’t the same as knowing how to replace one the right way.”

If your production schedule is the bottleneck, your commission pipeline will follow.

Jen’s recruiting playbook offers leads you can share with ownership:

Military transition programs—earn‑as‑you‑learn pathways for veterans
Second‑chance hiring—a motivated labor pool that values opportunity
High‑school outreach—sell the idea of a debt‑free career with rapid earning potential

“Utah just doubled its trades apprenticeships from 5,000 to 10,000,” Jen says. “Contractors have to actively tap into these programs—the opportunities are out there.”

Talking Price with Homeowners

Inflation, tariffs, and supply constraints drive costs up whether a storm hits or not. Reps who help homeowners stay ahead of repairs become trusted advisors.

“Think preventatively. Don’t wait until your roof leaks. Being proactive gives contractors the chance to offer more affordable options and prevents emergency-level pricing.”

Frame maintenance contracts and annual inspections as cost‑control measures, not upsells.

Technology Is the Multiplier

“We use CRMs, automations, measurement tools, and even design to better present options to homeowners,” says Jen. “It lets us grow faster, because the systems do a lot of the heavy lifting.”

For RoofLink users, that means unified job tracking, real‑time office‑field communication, and instant material estimating that lets you quote with confidence while still on the driveway.

Action Plan for 2025

“Resiliency in this market comes down to thinking one step ahead,” Jen says. “Not in a doomsday way — but in a proactive, strategic way.”

Build a repair and maintenance line of business to smooth revenue between replacements.
Keep a running nurture list for prospects waiting on deductibles or credit approval.
Strengthen supplier relationships; secure pricing and delivery windows before you sell the job.
Adopt field‑first technology that cuts admin time and keeps reps selling.
Invest in recruiting pipelines now, before the season peaks.

“This market rewards the ones who are willing to plan, pivot, and stay positive.”