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Our guest today did not enter roofing with a trade background or a polished growth plan. He entered after Hurricane Florence, learned the business under pressure, and eventually launched his own company with payroll depending on money he still had to collect. Instead of racing to expand, he and his wife spent their first year at the kitchen table handwriting mailers, testing systems, and fixing problems before anyone was watching.
He explains why clean trucks, clear communication, and the right technology matter as much as the work on the roof. He shares how a loose training process became a 167-page manual, how an unexpected opportunity led to the first franchise location, and why every business problem eventually becomes a people problem. He also breaks down the strengths that helped him move beyond roofing into garage doors, insulation, fitness, and commercial space. Today's Margin Maker is Reed Westra.
In this episode:
- Why Reed intentionally avoided growth during his first year in business
- What scrambling to cover Friday payroll taught him about cash flow
- How clean trucks, uniforms, and better presentations build homeowner trust
- Why riding in Reed's truck failed as training and led to a 167-page manual
- How a former employee's return created an unexpected path into Virginia
- Why every scaling challenge eventually becomes a people problem
"It doesn't matter what business you're in, it's a people business, and people will people." - Reed Westra
Timestamps:
(00:00) - Intro
(00:58) - Finding Roofing by Accident
(03:45) - Learning the Business
(06:10) - Systems and Technology
(08:06) - Presentation Builds Trust
(12:47) - Refusing to Grow
(16:04) - Scrambling to Make Payroll
(17:07) - The Virginia Expansion
(20:11) - Building a Franchise
(21:44) - It's a People Business
(23:16) - Expanding Beyond Roofing
Connect with Reed Westra:
Website: https://www.ibcroofing.com/
LinkedIn: https://www.linkedin.com/in/reed-westra-8a65148
Instagram: https://www.instagram.com/reed_westra/
About the Show
Margin Makers is hosted by Bennie Sheally, entrepreneur and insurance agency founder, and co-host Danny Reynolds. The podcast features conversations with founders and operators across the trades, property management, insurance, and service industries who are building real businesses and learning through experience. Each episode focuses on practical lessons around leadership, operations, profitability, growth, and the challenges that come with scaling a business while staying grounded in the work.
Connect with Bennie Sheally:
LinkedIn: https://www.linkedin.com/in/bennie-sheally-1240b340/
Connect with Danny Reynolds:
LinkedIn: https://www.linkedin.com/in/dannyreynolds1/
Find Margin Makers Here:
YouTube: https://www.youtube.com/@Margin_makers
Apple Podcasts: https://podcasts.apple.com/us/podcast/margin-makers/id1887598203
Spotify: https://open.spotify.com/show/0VlwVmNIppKpOTsnqBhYRe
Instagram: https://www.instagram.com/marginmakerspodcast/
Produced by UNFLTR
