Private equity discipline for residential roofers
We grow, operate and fund established roofing companies, and build them into businesses worth selling.
The GRS model
From tear-off to a finished company
Example month · $500k run rate
42jobs sold
from 275 leads and 140 appointments at $135 each
Operating standards we hold every company to
15days
to close the books each month
Planning scenario · illustrative, not a valuation
$3.25M
group earnings a year after central cost
Sold individually or as a group. No multiple assumed.
Fully integrated
Agencies bolt on from the outside. We plug a full operating system into your business: the people, the process and the tools, connected to one pipeline and one set of numbers.
Your roofing company
What we do
Most roofers buy marketing from one firm, advice from another and money from a bank. We do all of it as one team, and we measure ourselves on the value of your company.
01
Meta and Google ads, SEO, content, video and websites, judged on booked inspections and signed jobs.
02
A sales process that closes, job-level margins, monthly reporting and managers who run the day-to-day.
03
Supplier credit, SBA loans, equipment finance or equity, matched to what the money is for.
04
When you want to, a prepared sale on your own or as part of a group, with your own advisers.
Growth partner
Lead and appointment sellers hand over a batch of names and leave the rest to you. We build the whole engine with you: the leads, the booked appointments, the brand and the vision for your company, with our operators inside your business to execute it.
| Lead or appointment provider | Kona Capital | |
|---|---|---|
| What you get | A monthly batch of leads or appointments | Leads, booked appointments, your brand and a growth plan |
| Who executes | Your team, on its own | Our operators, inside your business |
| Measured on | Lead volume | Booked jobs, margin and company value |
| Time horizon | Month to month | 3 to 5 years |
| When it ends | The leads stop | A stronger company, with the option to sell |
Selling is always available and never required. Plenty of owners simply keep a better company. Why Kona
If you choose to sell
Joining the programme does not transfer ownership or commit you to selling. If you decide to explore it later, this is how it works.
You stay independently owned. We deliver contracted services with separate records and reporting.
With your authority, we build a data room, review sustainable earnings and resolve issues before anyone sees it.
A properly engaged transaction adviser tests whether buyers want a regional group, individual companies, or both.
Each company has its own valuation and terms. You can withdraw, and no one else’s deal depends on yours unless you agree.
No guaranteed exit timing, valuation or multiple. Transaction work runs under a separate agreement with independent advisers.
How we sell05 · Fund
Working capital, new crews, acquisitions and group structures. We build the case and raise the capital, so growth does not stall on cash.
How capital raising worksFund materials, crews and receivables so more sales do not squeeze cash.
New crews, trucks, equipment and territories, financed against a clear plan.
Buy a competitor or an add-on business with debt, equity, seller financing or a mix.
Capital for structures that bring several roofing companies together under shared ownership.
Who we work with
We work with a small number of owner-operated residential roofers at a time, in one region, so delivery stays hands-on. If we are not the right fit, we will say so on the first call.
100 points
Scored once records are shared. 80 or more moves to a detailed assessment.
Your first 120 days
Days 1–30
Financials, lead pipeline, capacity, job margins, owner duties and liabilities.
Done whenA signed operating plan with accountable people and budget.
Days 31–75
Lead handling, estimate follow-up, pricing discipline, scheduling and job-cost capture.
Done whenA traceable pipeline and completed-job results.
Days 76–120
Controlled marketing tests and production accountability.
Done whenCampaign economics that work, without quality falling.
The programme
Choose the support that matches your next stage: more opportunities, stronger operating systems, or a business that depends less on you.
Tier 1
$12,000for 120 days
Acquisition and sales foundations
A consistent customer acquisition system, better lead handling, and clear visibility over enquiries and sales conversion.
Tier 2
$19,000for 120 days
Growth supported by better systems
A more predictable growth engine, backed by structured sales processes, financial visibility and repeatable operating systems.
Tier 3
$30,000for 120 days
Management and long-term scalability
The foundations for a management-led operation, reduced founder dependency, and longer-term growth or sale readiness.
| Deliverable | Tier 1Growth Foundation$12,000 | Tier 2Growth & Systems$19,000 | Tier 3Business Transformation$30,000 |
|---|---|---|---|
| Customer acquisition | |||
| Meta ads strategy & management | Included | Included | Included |
| Advertising creative production | Included | Included | Included |
| Lead generation funnels | Included | Included | Included |
| Campaign monitoring & optimisation | Included | Included | Included |
| Local market expansion strategy | Not included | Included | Included |
| Sales infrastructure | |||
| CRM pipeline setup | Included | Included | Included |
| Automated lead follow-up | Included | Included | Included |
| Sales pipeline development | Basic | Advanced | Advanced |
| Sales team SOPs | Not included | Included | Included |
| Sales performance dashboard | Not included | Included | Included |
| Sales team accountability | Not included | Included | Included |
| Operations & financials | |||
| Job profitability tracking | Not included | Included | Included |
| Monthly financial reporting structure | Not included | Included | Included |
| Production workflow SOPs | Not included | Included | Included |
| Management dashboards | Not included | Basic | Advanced |
| Business transformation | |||
| Organisational structure development | Not included | Not included | Included |
| Owner responsibility mapping | Not included | Not included | Included |
| Management recruitment strategy | Not included | Not included | Included |
| Founder-dependency assessment | Not included | Not included | Included |
| Management transition roadmap | Not included | Not included | Included |
| Business scalability & sale-readiness preparation | Not included | Not included | Included |
| 12-month strategic growth roadmap | Not included | Not included | Included |
| Support & reporting | |||
| Weekly performance reviews | Included | Included | Included |
| Monthly strategic reviews | Not included | Included | Included |
| Strategic advisory | Not included | Not included | Included |
Does it pay for itself?
This is the test we use before taking on a roofer. Pick a programme, put in your own figures and see the next 120 days month by month: appointments growing, jobs sold, revenue and the profit left after ad spend and our fee.
Illustration only, not a forecast. Profit margin must already allow for labor, materials, commissions, disposal and a warranty allowance. Allow for cancellations and timing, and track results by lead cohort rather than crediting every sale to advertising.
Fixed scope, fixed price, and clear evidence of completion at each stage.
Leads, appointments, jobs sold and completed-job contribution, every week.
Your company stays independently owned. You keep pricing, contracts, crews and warranties.
Paid directly by you, and agreed only after we review your lead economics and capacity.
Leads and booked appointments are part of what we do, but they are where we start, not where we stop. We also build your brand, put operators inside your business and plan with you over 3 to 5 years. If you only want a batch of leads each month, we are probably not the right fit.
No. Most clients join to grow and run a better business. The programme never transfers ownership or commits you to a sale. If you want to explore one later, it runs under a separate agreement.
No. Programme fees cover our work for 120 days. Ad spend is paid directly by you, and we agree the budget only after reviewing your current lead economics and capacity.
Owner-operated residential replacement roofers, usually doing $1.5M to $5M a year, with at least five years of trading and profitable jobs. Larger companies are assessed case by case.
We prefer most revenue, ideally 60% or more, to come from ordinary local replacement demand. Businesses that depend on storm seasons need a different plan, so we look at your non-storm base first.
Job pricing, contracting, production, warranties, licensing, safety and trade compliance. We build the growth engine and the systems; you run the roofs.
Build a roofing company that grows without you, and would be worth buying.
Partners
Independent roofing, exterior and remodeling companies we work alongside. Every one of them stays independently owned and runs its own crews.
Residential roofing and exterior companies.
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(opens in a new tab)Home remodeling and custom construction companies.
We take on a small number of residential roofers at a time.
About us
Kona Capital grows, runs and prepares residential roofing companies for the next stage. We are a small senior team with backgrounds in roofing sales, advertising, operations and finance.
A small senior team. The people you meet on the first call are the people who do the work.
Founder & CEO
Elan founded Kona Capital to bring private-equity discipline to residential roofing. He has built and scaled growth engines for companies across e-commerce, manufacturing and home improvement, and now leads strategy, positioning and customer acquisition for every company we work with. He is also an active angel investor.
Head of Funding & Owner Relations
Michael leads our funding work and owner relationships, from the first call through to commercial terms. A repeat founder who has built and funded companies across e-commerce, manufacturing and home improvement, he brings an operator’s view to every raise and every conversation with an owner.
Growth Operator & Roofing Sales Manager
Dan runs the sales side. He closed $3 million in roofing and landscaping deals in a single year, and puts a proven sales process, training and weekly accountability to work inside each roofer’s team.
AI Consultant
Ben leads our AI buildouts. He has designed and rolled out large-scale AI systems for home improvement franchises running 30+ locations, and he is here to bring that same firepower to residential roofing: faster lead response, smarter follow-up and operations that run without the owner.
CFO
Uzair leads the financial side: the reporting standards, earnings reviews and financial models behind every engagement, capital raise and sale-readiness review.
Legal Strategist
Paige leads legal strategy across our engagements, funding work and transactions. She is a securities and complex commercial litigator.
We are a small team and we grow carefully. If you have sold, run or financed roofing work, or you are excellent at paid social, sales operations or reporting, we would like to hear from you.
You work directly with owners. No layers, no handoffs.
Booked jobs, profitable work and clean numbers, reviewed every week.
We work with residential roofing and exterior companies, so you go deep on one trade.
No open roles are listed right now. We still read every introduction.
Send a short note, your LinkedIn and the role or skill you would bring.
Client portal
For Kona Capital clients. Use the email or username we set up for you.
Forgot your password? Email us elan@seevamedia.com
Not a client yet? See if you qualify
Services
One team for growth and funding. Growth covers marketing, sales systems, operations and management. Funding covers the capital that growth, acquisitions and ownership changes need.
Ads, SEO, websites and content to win the work, then the systems to sell it, run it and step back. What is included depends on your programme; anything outside it is scoped separately.
Marketing and content that fills the calendar with the right homeowners.
Strategy, creative and daily management of Facebook and Instagram campaigns.
How we run itSearch campaigns for homeowners already looking for a roofer.
How we run itLocal search, Google Business Profile and service-area pages that rank.
How we run itPosts, emails and job stories that keep your company in front of homeowners.
How we run itCrew, job-site and customer footage for ads, your website and social.
How we run itFast websites and landing pages built to book inspections.
How we run itSales systems and automation, so every lead gets a fast answer and a follow-up.
AI assistants that answer enquiries, qualify leads and book appointments, plus automations for your office.
Every lead, estimate and job in one pipeline you can trust.
Texts and emails that go out on time, every time.
A repeatable sales process, a performance dashboard and weekly reviews.
Operations and financial visibility, so growth adds profit, not just volume.
Contribution on every completed job, so you know what to sell more of.
A monthly reporting structure with a close you can rely on.
Scheduling, quality and crew workflows written down and followed.
The few numbers that tell you how the week went.
Management and structure, so the business runs without you on every call.
Every decision you make each week, written down and assigned.
Promote from within or hire. Often a production manager comes first.
Defined authority, incentives and a handover that sticks.
Clear roles and reporting lines for a management-led company.
Growth, acquisitions and ownership changes often need outside capital. We size the need, build the case and raise it from lenders and investors suited to roofing, working alongside licensed partners where a raise requires them.
Fund materials, crews and receivables so more sales do not squeeze cash.
New crews, trucks, equipment and territories, financed against a clear plan.
Buy a competitor or an add-on business with debt, equity, seller financing or a mix.
Capital for structures that bring several roofing companies together under shared ownership.
Credit stack, SBA loan or a raise, compared side by side
Read more7(a), Express and 504 loans: limits, rules and how to apply
Read moreSupplier terms, lines of credit and finance for trucks and tools
Read moreEquity for acquisitions, regional groups and bigger plans
Read moreHow much, what for, when the cash is needed and how it gets repaid.
Clean monthly accounts, job-level margins, sustainable earnings and a forecast funders can test.
Debt, equity, seller financing or a combination, from funders that understand roofing.
Terms reviewed with your own advisers, then the reporting funders expect after closing.
Funders and buyers look for the same things. The reporting our programme builds is what makes a raise possible.
Funding is never guaranteed, and terms depend on your business and the market. Where a raise involves securities, it is carried out with appropriately licensed partners. Nothing on this page is an offer to buy or sell securities.
Three questions, and we will suggest where to start.
The model
We plan with you over 3 to 5 years and build a better operating roofing company first: reliable leads, disciplined sales, visible margins, clean reporting and management that reduces founder dependence. A sale, on its own or as part of a group, is an option the business earns, never a condition.
Days 1–30
We baseline the business before changing anything: financials, lead pipeline, capacity, job margins, owner duties and liabilities.
Done whenA signed operating plan with accountable people and budget.
Days 31–120
We fix lead handling and estimate follow-up, tighten pricing, then run controlled marketing tests once capacity can take the work.
Done whenA traceable pipeline and campaign economics that work without quality falling.
Growth servicesMonths 5–7
We make the numbers dependable and the work repeatable, so growth adds profit, not just volume.
Done whenRegular monthly accounts and team-led weekly meetings.
Months 8–12
We hand the owner’s decisions to a management team, track how often they still need the owner, and fund growth where it pays.
Done whenThe business performs during planned owner absences.
FundingAfter 12 months or more of consistent reporting
When the owner wants to, we prepare the business and test buyers, either on its own or as part of a coordinated group of compatible roofers.
Done whenA sale on the owner’s terms, or a better business if they keep it.
How we sellEvery stage leaves the owner with a stronger company, whether or not it is ever sold.
Joining the programme does not transfer ownership or commit you to selling.
Each stage has a clear test of completion before we move on.
We work with a small number of owner-operated residential roofers at a time, in one region, so delivery stays hands-on. If we are not the right fit, we will say so on the first call.
100 points
Scored once records are shared. 80 or more moves to a detailed assessment.
When an owner chooses to sell, we prepare the business, run a disciplined buyer process with independent advisers, and keep the owner in control of every decision. Selling is always optional.
Your company is prepared and taken to buyers individually, with its own earnings assessment and terms.
Several compatible roofers go to market together. Buyers can bid for a regional group, individual companies, or an anchor plus smaller additions.
You stay independently owned while we build reporting, margins and management.
With your authority, we build a data room, review sustainable earnings and resolve issues before anyone sees them. Confidentiality, costs, timing and consent are agreed in writing.
A properly engaged transaction adviser tests buyer demand. If one owner withdraws, the rest of the group has a viable path.
Sale documents set what transfers, liabilities, employment, seller notes and rollover equity. You can withdraw before you sign.
The kind of group a coordinated sale is built around. Illustrative, not a valuation.
| Line | Per company | Five companies |
|---|---|---|
| Revenue | $2,000,000 | $10,000,000 |
| EBITDA after local management cost | $250,000 | $1,250,000 |
| Central platform cost | ($250,000) | |
| Earnings after central cost | $1,000,000 |
The $10 million figure is a first milestone, not an exit trigger. No valuation multiple is assumed; buyer feedback and independent advice set value.
A headline price is not cash at closing. Your proceeds depend on debt, cash, working capital, expenses, taxes, seller notes, earnouts and rollover equity. We model this with you before you commit.
No guaranteed exit timing, valuation, multiple or buyer interest.
Start with where the business is today. We will tell you what a buyer would see.
Why Kona
Most roofing owners are offered a lead list, a coach or a buyer. We are none of those. We are a long-term partner that grows the company, runs it on investor-grade numbers and gives you real options: keep it, raise capital, or sell, on your own or as part of a group.
We do not mix unrelated roofing models to pile up revenue. Commercial maintenance, new construction and storm chasing need different playbooks, so we keep them separate.
Replacement-led local work, not storm seasons. We look for most revenue, ideally 60% or more, to come from ordinary local demand, and measure repair and replacement economics separately.
Crews, capacity, supplier terms, scheduling and safety are part of the assessment. We confirm the business can serve more work before we add demand.
We know what buyers of roofing companies check: twelve months of clean reporting, earnings after paying for management, licences, warranties and liabilities.
Leads, booked appointments and your brand come first. Then our operators work inside your business on sales, production and reporting, so the plan actually gets executed.
Every engagement starts with 30 days on your financials, pipeline, capacity, job margins and owner duties. Each stage has a clear test of completion before we move on.
A monthly close within 15 business days, job-level costs on every completed job, and a named person for every pipeline stage. The same numbers lenders, investors and buyers ask for.
Our founders have raised $60M+ for US companies and have $100M+ in active raises. A CFO and a securities-trained legal strategist sit on the same team.
You keep pricing, contracts, crews and warranties. Any sale runs under its own agreement with independent advisers, and if we are ever on more than one side of a deal, we tell you.
We take on a small number of roofers at a time, in one region. If the extra jobs will not pay for the ad spend and our fee, we say so before you sign.
| Lead or appointment agency | Consultant or coach | Private equity buyer | Kona Capital | |
|---|---|---|---|---|
| Leads and booked appointments | Yes | Rarely | Varies after they buy | Yes, plus your brand |
| Who executes | Your team | Your team, with advice | Their team, after they buy | Our operators, inside your business |
| Reporting and systems | No | Sometimes | Yes, after they buy | Yes, from month one |
| Capital raising | No | No | Their fund’s capital | Yes, for growth or acquisitions |
| Ownership | You keep it | You keep it | You sell control up front | You keep it unless you choose to sell |
| Time horizon | Month to month | Length of the engagement | The fund’s timeline | 3 to 5 years, at your pace |
A general comparison. Individual firms vary.
49%
of homeowner improvement spending in 2023 went to replacement projects such as roofing, windows and HVAC.
Harvard Joint Center for Housing Studies, 2025. Broad replacement spending, not roofing revenue or a growth guarantee.
Selling now means selling on today’s numbers and usually handing over control. Working with us first builds the reporting, margins and management that buyers look for, and you decide later whether to sell, on your own or alongside other roofers.
You keep a stronger company. Every stage of the model is designed to be useful even if a sale never happens.
Three years of financials and current job data, room to take on more work profitably, and a willingness to delegate defined authority to your team.
We run the numbers with you before you sign: extra appointments, close rate, job value and margin against ad spend and our fee. If it does not work on paper, we will not start.
No pressure and no commitment to sell. Start with a conversation about where the business is today.
Growth
Most homeowners are not searching for a roofer until something leaks. Meta lets us reach them before that, in the exact neighbourhoods where roofs are due for replacement. We build the offer, shoot the creative, run the campaigns daily and judge every dollar on booked appointments and sold jobs, not clicks.
Service area, housing age, storm history, average ticket and what competitors are running in the Meta Ad Library. We decide where the money goes before any of it is spent.
A reason to book now that fits your business: a free inspection, a financing option, a seasonal slot or a warranty upgrade. The offer does more work than the targeting.
Your crews, your trucks, your finished roofs and your customers on camera. Several hooks, cuts and formats per offer, so we can see what works fast.
Pixel and Conversions API, with appointment-set and job-sold events sent back from your CRM, so Meta learns to find homeowners who buy, not just people who fill in forms.
Every lead gets an instant text and a call from your team or our AI assistant. Most of the cost per job is decided in the first five minutes.
Budgets moved to what is booking, tired ads paused, new creative tested every week. You get one monthly review on cost per appointment and cost per sold job.
They are earlier in the decision, so they need faster follow-up and a clearer offer. Run properly, Meta is usually the cheaper source of booked inspections at scale. We judge both channels on cost per sold job, not cost per lead.
Yes, carefully. Ads that lead with credit or financing fall under Meta’s special ad category rules, which restrict detailed targeting. We plan the creative and audiences around those rules from day one.
You do. Campaigns run in your business account, and the data, pixels and audiences stay with your company.
Book a call and we will show you what it would look like in your market.
Growth
Someone searching “roof replacement near me” wants a roofer this week. We make sure they find you first, through Search campaigns and Google Local Services Ads, with every call recorded, every lead tracked into your CRM and every dollar measured against sold jobs.
Replacement, repair, storm and insurance terms by city and ZIP, weighted to the jobs you most want. Search terms that waste money (jobs, DIY, materials prices, commercial) are blocked from the start.
We set up and manage your Google Guaranteed profile: licence, insurance and background checks, service areas, hours and reviews. You pay per lead rather than per click, and we dispute leads that do not qualify.
Tightly grouped campaigns with ad copy and landing pages that match what was searched, plus call assets and location assets so homeowners can call straight from the results.
Every call is tracked to its campaign and recorded. We listen, score the answer rate and feed the lessons to your office team.
Booked appointments and sold jobs are sent back to Google from your CRM, so bidding favours the searches that turn into revenue.
Search-term reviews, bid and budget changes, ad tests and schedule changes, judged on cost per appointment and cost per sold job.
Usually both. Local Services Ads sit at the very top of the results and charge per lead. Search gives more control over terms, territory and landing pages. We split budget by what books jobs in your market.
Search can produce calls within days of launch. The first month is spent cutting waste; the second and third are where cost per job usually comes down.
Google screens the business, typically checking licensing, insurance and background checks for the owner and field staff, depending on your state. We prepare everything and manage the process.
Book a call and we will show you what it would look like in your market.
Growth
Ads stop when the budget stops. Rankings keep sending calls. We have taken roofers to the number one position in Google’s map pack and organic results in their core service areas, by getting the fundamentals right and then out-working the competition month after month.
Where you rank today, street by street, for the terms that matter. Plus a technical audit of your site and a review of your top three competitors.
Categories, services, service areas, photos, posts and Q&A, kept complete and current. For local roofing, this profile drives more calls than the website.
An automatic review request after every completed job, with responses to every review. Steady, genuine reviews are one of the strongest local ranking signals. We never offer incentives for reviews.
A real page for every service and every town you work in, with local job photos, projects and answers to the questions homeowners actually ask.
Page speed, mobile layout, RoofingContractor schema, clean site structure and a consistent name, address and phone across directories and manufacturer listings.
Local sponsorships, supplier and manufacturer listings, community coverage and useful content that other sites want to link to.
Profile and review work can move map rankings within weeks. Competitive organic terms usually take three to six months of steady work. We show progress monthly so you are never guessing.
No one honest can. Google decides. What we can promise is the work, the reporting, and a track record of getting roofers there.
Not always. If your current site is slow, thin or hard to edit, rebuilding it is usually faster than fixing it. We will tell you which after the audit.
Book a call and we will show you what it would look like in your market.
Growth
The content we produce for roofers has been viewed millions of times. Not because it is clever, but because it shows real crews, real roofs and real homeowners, posted consistently, in the formats each platform rewards. It builds the trust that makes every ad and every sales visit easier.
A content calendar built around your season, your offers and the questions homeowners ask: what a replacement costs, how long it takes, what to do after a storm.
Footage and photos from shoot days and from your crews in the field, using a simple shot list so nothing good is missed.
Short vertical video for Reels, TikTok and Shorts; longer walkthroughs for YouTube and your website; photo posts for Facebook and your Google profile.
Posted on schedule and answered quickly. Comments and messages that look like leads go straight to your sales team.
A regular email to past customers and lost estimates: maintenance reminders, referral asks and seasonal offers. Your cheapest source of jobs.
Organic posts that perform get turned into ads. Content and paid media share one library, so nothing is made twice.
It helps, but it is not required. Many of the best-performing videos feature crews, project managers and customers.
A shoot day each month, plus quick clips from the field using a shot list. We handle the rest.
Book a call and we will show you what it would look like in your market.
Growth
A roof is hard to judge from the ground. Video fixes that. Our videography teams come to your jobs and film the crews, the process, the finished roof from the air and the homeowner at the end. One shoot day turns into a month of ads, posts and website content.
We pick the jobs, write the shot list and the interview questions, and agree with you which offers and messages the footage needs to support.
Crew at work, tear-off and install, safety practices, owner and project manager interviews, and homeowner testimonials, with consent recorded on the day.
Drone shots of before and after, flown by an FAA Part 107 certified pilot where the location allows it.
Several hooks and cuts per message, in vertical, square and wide formats, with captions for people watching with the sound off.
Website hero video, a company story film, recruitment clips and longer project walkthroughs.
Everything organised in one library you own, tagged by job, service and message, so the next campaign starts with material in hand.
Most clients have a shoot day every month or every quarter, depending on their ad spend and how fast creative wears out.
Only with their consent. We collect written releases on the day for anyone who appears on camera.
Book a call and we will show you what it would look like in your market.
Growth
Every ad, ranking and video ends on a page. If that page is slow, vague or hard to use on a phone, the money is wasted. We build fast, clear roofing websites and campaign funnels with one job: turn a visitor into a booked appointment.
Who you serve, what you do best and why a homeowner should trust you, said plainly at the top of every page, with one clear next step.
Reviews, manufacturer certifications, warranties, licence and insurance details, financing options and real job photos placed where people hesitate.
Short forms, click-to-call, online scheduling and instant confirmation by text, all connected straight into your CRM.
A dedicated landing page for every major offer and campaign, matched to the ad that sent the visitor, with no menu to wander off into.
Most roofing traffic is mobile. Pages are built light, load quickly and are tested on real devices before launch.
Headlines, offers, forms and layouts tested against each other. The winners stay, and conversion rates are reported monthly.
Whatever fits your team. What matters is speed, easy editing and clean tracking. You own the site and the domain.
Campaign landing pages can be live in days. A full website usually takes four to eight weeks, depending on content and shoots.
Book a call and we will show you what it would look like in your market.
Sales & operations
Leads are wasted in the office more often than in the ad account. We build the sales machine behind the marketing: instant response, a pipeline you can trust, follow-up that never forgets, and a repeatable in-home process your reps follow and are coached on every week.
An instant text, then a call within minutes, around the clock. Our AI assistant answers, qualifies and books when your office cannot.
Every lead, appointment, estimate and job in one CRM, with stages, owners and due dates. If it is not in the pipeline, it did not happen.
Texts, emails and call tasks for unbooked leads, no-shows and open estimates, spread over weeks, stopping the moment someone replies.
Inspection, photos, a clear explanation of what was found, good-better-best options, financing where it fits, and a confident ask. Written down and trained.
Damage documented properly for homeowners with a claim, inside your state’s rules on what a contractor may and may not do in the claims process.
Rep scorecards, call and appointment reviews, and a weekly sales meeting run on numbers, led by an experienced roofing sales manager.
No. We make your team better and give them a process. If a role is missing, we help you hire for it.
We work with the roofing CRMs most companies already run, and set one up if you have none. The process matters more than the software.
Book a call and we will show you what it would look like in your market.
Sales & operations
More jobs can mean less money if pricing, production and cash are not under control. We put the financial and operational basics in place so you know what every job made, where the cash is and what to fix first.
Materials, labour, dumpsters, permits, commissions and warranty reserve on every completed job, so contribution margin is known job by job.
A target contribution margin by job type, with pricing rules that protect it, and a weekly look at jobs that fell short.
A reliable monthly financial close within 15 business days, with a reporting pack that owners, lenders and buyers can all read.
A rolling 13-week cash forecast covering deposits, supplier payments, payroll and insurance receivables, so growth never surprises the bank balance.
Pre-job checks, material ordering, crew scheduling, safety and fall protection, quality photos, final walkthrough and warranty registration, written down and followed.
A short weekly scorecard and a monthly operating review, so problems are caught in days, not at year end.
Rarely. We usually work with what you have and fix how it is set up and used.
Lenders and buyers price what they can verify. Twelve months of clean monthly reporting is often the difference between a good offer and no offer.
Book a call and we will show you what it would look like in your market.
Sales & operations
Most roofing owners are the bottleneck: every decision, every escalation and every big sale goes through them. That caps growth and caps value. We map what you do, build the team to take it on, and hand it over in stages until the business is management-led.
Every task and decision you handle in a normal week, written down, timed and sorted into keep, delegate, systemise or stop.
The roles the company needs at its next size, usually a production manager first, then sales and office leadership, with clear reporting lines.
Job descriptions, scorecards and incentives, then hiring or promoting the right people, with support through their first 90 days.
Who can approve what, up to which amount, so managers decide without waiting for you.
Weekly leadership meetings, a shared scorecard and quarterly priorities. The meetings run on numbers, not memory.
Responsibilities move over on a written timeline, with checkpoints, until the business runs a normal week without you.
No. Many owners step back and keep the business. A management-led company is simply more valuable and more enjoyable to own.
Usually 12 to 24 months to be fully management-led, depending on the team you have today.
Book a call and we will show you what it would look like in your market.
Funding
Not every growth plan needs investors, and not every problem should be solved with debt. We start with what the money is for, how fast it pays back and what you are willing to give up, then match the cheapest capital that does the job.
Materials and payroll gaps, trucks and equipment, new crews and territories, buying a competitor, or buying out a partner. Each points to a different kind of capital.
Short gaps suit revolving credit. Assets suit equipment finance. Multi-year growth and acquisitions suit term loans or equity.
Lenders look at cash flow after debt payments. We model repayment against your real numbers before anything is applied for.
Personal guarantees, collateral, covenants or a share of the company. We lay out the trade-offs plainly.
| Best for | Typical size | Speed | What you give | |
|---|---|---|---|---|
| Supplier trade credit | Materials on each job | Set by each supplier | Days to weeks | Paying on time, sometimes a guarantee |
| Business line of credit | Short cash gaps, payroll, deposits | Based on revenue and credit | Weeks | Personal guarantee, sometimes collateral |
| Equipment and vehicle finance | Trucks, trailers, lifts, tools | Value of the asset | Days to weeks | The asset as collateral |
| SBA 7(a) and SBA Express | Working capital, expansion, acquisitions | Up to $5M (Express up to $500k) | 30 to 90 days | Personal guarantee from 20%+ owners |
| SBA 504 | Buildings and long-life equipment | Up to $5M from the SBA portion | 60 to 120 days | Down payment, usually 10% |
| Seller financing | Buying another roofer | Part of the price | Negotiated in the deal | Payments to the seller over time |
| Equity raise | Acquisitions, platforms, large growth plans | Sized to the plan | Months | A share of the company |
Typical speeds are indicative. SBA limits are as published by the SBA and lenders in 2026; your lender confirms what applies to you.
Often, yes. For a roofer growing from internal cash flow, supplier terms, a line of credit and equipment finance cover most needs, cost the least and keep full ownership. We build that first.
When you need a larger, longer-term loan than a bank would make on its own: expansion, refinancing expensive debt, buying a building, or acquiring another roofing company.
When the plan is bigger than the debt the business can carry: buying several companies, building a regional group, or partnering with investors ahead of a sale.
Merchant cash advances and stacked short-term loans with daily repayments. They are fast, but the cost is high and they squeeze the cash a growing roofer needs.
No. We prepare the business, build the case and introduce you to lenders and investors who fit. The lender or investor makes the decision.
Funding support is scoped separately from growth programmes. We agree the fee in writing before any work begins.
Tell us what the capital is for and we will tell you which route fits and what it takes.
Funding
SBA loans are made by banks and approved lenders, with part of the loan guaranteed by the US Small Business Administration. That guarantee lets lenders offer larger amounts and longer terms than a normal bank loan. The rules changed several times in 2025 and 2026, so here is where things stand.
Usually three years of business and personal tax returns, a current profit and loss statement and balance sheet, a debt schedule, a personal financial statement for each owner and a short plan for the money.
Preferred SBA lenders can approve loans themselves, which is faster. The SBA’s Lender Match tool can introduce you; we also know lenders who understand roofing.
The lender checks cash flow after debt payments, credit history, collateral, owner equity and eligibility. For smaller loans many lenders use a credit score called SBSS as a first screen.
The lender approves under its own authority or sends the loan to the SBA. Then come closing documents, the personal guarantees and funding.
| Use it for | Limit | Worth knowing | |
|---|---|---|---|
| SBA 7(a) | Working capital, equipment, expansion, refinancing, buying a business or a partner’s share | Up to $5M. 7(a) small loans up to $350k | The SBA’s main programme. Upfront guaranty fees were reinstated in 2025. |
| SBA Express | Lines of credit and smaller term loans when speed matters | Up to $500k | The lender decides quickly under its own authority; the SBA guarantees up to 50%. |
| SBA 504 | Buying or improving a building, or long-life equipment | Up to $5M SBA portion ($5.5M for manufacturing and some energy projects) | Usually about 50% bank, 40% Certified Development Company and 10% from you, at a long-term fixed rate on the CDC portion. |
From July 4, 2026, a borrower can hold up to $5M in 7(a) and $5M in 504 at the same time, a combined $10M (SBA Policy Notice 5000-879058). This is an administrative change, not law, and can be changed again.
SBA rules on who can own a borrowing business tightened in 2025 and again in 2026. Under SOP 50 10 8.1, for loans numbered on or after October 1, 2026, owners must be US citizens or US nationals with their main home in the United States. Check eligibility before you apply.
Acquisitions need a cash injection, generally at least 10% of the project. Under SOP 50 10 8.1, seller notes and similar non-cash sources can make up no more than half of that minimum, and buyers must show enough cash to run the business after closing.
Lenders test whether cash flow covers all debt payments with room to spare. SOP 50 10 8.1 raises the minimum for most change-of-ownership loans from 1.15 times to 1.25 times.
Owners of 20% or more of the business are generally required to personally guarantee an SBA loan. Plan for it.
No. The lender and, where required, the SBA make the decision. We make sure the application is complete, the numbers are clean and the lender is a good fit.
An Express loan can be decided within days once the file is complete. Standard 7(a) and 504 loans usually take one to three months.
Clean monthly accounts, job-level margins, cash flow that comfortably covers repayments, a clear use of funds and owners with good personal credit. Our Run it well work builds exactly that.
Information current as of November 2026 and drawn from published SBA notices and lender guides. It is general information, not financial or legal advice. Your lender confirms the rules, rates and fees that apply to your loan.
Tell us what the capital is for and we will tell you which route fits and what it takes.
Funding
Most roofers do not need investors to grow. They need the right layers of credit, set up before they are needed, so materials, payroll and new trucks never hold back a good month. We build the stack in order, from cheapest and simplest up.
Terms with your roofing distributors, so materials are paid after the job is collected rather than before it starts. Often the cheapest credit you will ever have.
A business bank account, an EIN and a D-U-N-S number, with on-time payments reported to the business credit bureaus. It takes months to build, so we start early.
From a bank or through SBA Express, sized to cover deposits, payroll and insurance receivables in your busy season. Drawn when needed, repaid as jobs collect.
Trucks, trailers, dump trailers, lifts and tools financed against the asset itself. Talk to your accountant about how depreciation rules such as Section 179 apply.
Cards for fuel, permits and small purchases, with limits per person and spending that flows straight into your books.
When a new territory or acquisition needs more than the stack can carry, we move to an SBA loan or a raise.
We advise against it for growth. Daily repayments and high effective costs can starve a roofing business of cash in a slow month.
Many lenders check personal credit and ask for a personal guarantee, especially for younger businesses. Building business credit reduces that over time.
General information, not financial, tax or legal advice. Lenders set their own terms and make their own decisions.
Tell us what the capital is for and we will tell you which route fits and what it takes.
Funding
When the plan is to buy other roofers, build a regional group or bring in a partner ahead of a sale, debt alone will not carry it. Our founders have raised more than $60 million for US companies and are working on more than $100 million in active raises. We bring that experience to roofing.
What the capital is for, how much, when it is needed, and how investors get their money back. The answer decides whether this should be equity, debt or both.
Twelve months or more of clean monthly reporting, job-level margins, earnings adjusted for a market-rate management team and a forecast that holds up to questions.
A short teaser, an investor presentation, a financial model and an organised data room.
A minority growth investment, a majority recapitalisation with rollover equity, or a platform company that acquires other roofers. Each has different control and payout terms.
Targeted outreach to family offices, independent sponsors and private equity groups that invest in home services, with every term reviewed by your own advisers.
Legal documents, the right securities filings, and the monthly and quarterly reporting investors will expect afterwards.
| Rule 506(b) | Rule 506(c) | |
|---|---|---|
| Advertising the raise | Not allowed | Allowed |
| Who can invest | Unlimited accredited investors, plus up to 35 sophisticated non-accredited investors | Accredited investors only |
| Investor checks | Investors can self-certify; disclosure rules apply to non-accredited investors | The company must take reasonable steps to verify each investor is accredited |
| Filing | Form D within 15 days of the first sale, plus state notices | Form D within 15 days of the first sale, plus state notices |
Regulation D under the Securities Act of 1933. Summary only; securities counsel decides the right exemption for your raise.
Only if you choose a structure that does. Minority investments leave you in control; majority deals usually come with rollover equity and a seat at the table.
No. Where a raise involves selling securities, it is carried out with appropriately licensed partners and your own legal counsel.
Nothing on this page is an offer to buy or sell securities. Capital raising is subject to securities laws; any offering is made only through proper documents and licensed partners where required.
Tell us what the capital is for and we will tell you which route fits and what it takes.
This page loads no analytics or trackers. The fit check and calculator run in your browser and send nothing; the only way your answers reach us is if you choose to email them. Questions: elan@seevamedia.com.