Roofing sales and operations coaching, taught by someone who still runs a roof company.
RoofMastery works with roofing company owners, the sales managers who run their teams, and the reps out knocking every afternoon. We install sales processes that survive a bad month, comp plans that pay for the behaviour you actually want, and operating rhythms that stop the office from being one person's memory. We do not sell roofs. We teach the people who do.
Most roofing companies don't have a sales problem. They have a system problem.
Ask an owner what is wrong and you will usually hear "we need more leads." Sit in the truck for two days and you find something else: three reps running three different pitches, none of them written down; a follow-up process that consists of a rep remembering; a comp plan that pays the same on a discounted job as a full one; and a backlog the office is discovering through angry phone calls instead of a schedule.
None of that is fixed by more leads. More leads into a broken process produces the same close rate on a bigger number, a rep who burns out faster, and a production team that falls further behind. The companies that grow through a slow season are not the ones with a better lead source. They are the ones where the process is written down, taught, measured, and enforced by somebody other than the owner's mood.
That is the work here. Not motivation, not a mindset weekend, and not a script you paste over whatever is already broken. A sales and operating system your company can run when you are not in the room — built for how roofing actually sells in this part of the country. See how an engagement runs, stage by stage.
Symptoms owners describe to us
- The revenue is in your head. Nobody else can quote, price or close without asking you first.
- Production is outrunning the office. Sold jobs sit for weeks and the customer finds out by calling.
- Every rep sells differently. You have no idea why one closes and one doesn't, so you can't fix either.
- Storm chasing is the plan. When nothing blows through, the year quietly ends in March.
Symptoms reps describe to us
- You can pitch but you can't close. The conversation goes well and then nothing happens.
- Your training was a ride-along and a shrug. Nobody ever taught you a process.
- Your pipeline is a phone full of maybes. No follow-up cadence, so the maybes die quietly.
- You discount to feel safe. Then work twice as hard for the same cheque.
Pick the one that matches how much help you actually want
The same material sits underneath all four. What changes is how much of the work you do yourself, how much access you get, and whether the change happens on your calendar or inside your company. Full detail on each of these is on the programs page.
Self-paced training
The recorded curriculum and the playbooks behind it: the sales process end to end, objection handling, pricing conversations, follow-up cadence, and the operating documents you can copy into your own company. Work through it on your schedule, at your desk or on a phone between appointments.
What's in the course 021:1 coaching
Ongoing, individual, and built around your company or your book rather than a generic curriculum. Recurring calls, review of your real numbers and real deals, and someone to be accountable to between them. For owners carrying the business alone and for managers with nobody above them to learn from.
How 1:1 works 03Group coaching & mastermind
A cohort of operators and managers on recurring group calls, with a community between them and accountability that comes from peers as much as from us. You get the training, the room, and the thing you cannot buy alone: other people solving the same problem three markets over.
Inside the mastermind 04Done-with-you consulting
A project engagement inside your company. We diagnose, design and install the thing that is actually broken — the sales process, the comp plan, the hiring and onboarding system, or the operating cadence — and we stay in it until your people are running it without us.
Scope of a consulting engagementThree people, three completely different problems
Owners, managers and reps all say they want "better sales." They mean three different things, and coaching that treats them the same helps none of them. Each is written out properly on who it's for.
Roofing company owners
You built this by outworking everybody, and now the ceiling is you. You are the best closer, the pricing authority, the escalation path and the hiring committee. Growth means handing pieces of that to other people, which requires those pieces to exist as something other than instinct.
The work is turning what you know into a documented process someone else can run, then building the comp, the scoreboard and the cadence that keep it running when you are on a roof or on holiday.
Sales managers & directors
You own a number you can only hit through other people, and you were almost certainly promoted for being the best rep rather than for knowing how to build one. Most managers in this trade are running ride-alongs and a Monday meeting and calling it management.
The work is a real system: an onboarding ramp that gets a new rep productive on a defined timeline, weekly one-to-ones with an agenda, pipeline review that isn't guesswork, and coaching against a standard rather than against your own habits.
Individual sales reps
You are paid on results and nobody has ever taught you a repeatable way of getting them. You can knock, you can talk, you can get on a roof — and then the conversation stalls somewhere between the inspection and the signature, and you never quite know where.
The work is a process you own: how to open, how to run an inspection that earns the right to talk price, how to handle the four objections that end most roofing deals, and a follow-up cadence that turns a phone full of maybes into a book of business.
Built for Florida and the Southeast, not for a national webinar
Plenty of roofing coaching is written for everywhere and therefore for nowhere. It is full of advice that works fine in a market with a stable insurance environment, a twenty-year replacement cycle and a hiring pool that stays put. That is not this market.
Here, the same set of conditions shapes every company: one building code, a property insurance market that changes what a homeowner will even entertain, a hurricane season that compresses half the year's opportunity into a few months, and a labour market where your best rep and your best crew lead are both being recruited by the company down the road. A comp plan that ignores seasonality here will produce a great summer and a mutiny in February.
Working regionally also means the conversation is specific. When you say the carrier is pushing back or the inspector wants something on the final, nobody has to have it explained to them first. Same codes, same carriers, same storm season, same labour market — and, often enough, someone in the room who has worked the same neighbourhoods you are working.
We do not claim a national client base and are not trying to build one. Our standards page sets out what else we will and won't say about ourselves.
What "regional" actually buys you
- Shared conditions. One code, one insurance market, one storm season shaping your whole calendar.
- Comparable numbers. Peers whose pricing, cycle times and seasonality are close enough to yours to mean something.
- The same labour pool. Hiring, ramping and keeping reps in a market where everyone is recruiting the same people.
- Real proximity. A consulting engagement can happen in your office, not only on a call.
The person on the call still runs a roofing company
RoofMastery was founded by Corben Hogan. He owns and operates Hogan Roofing, a Florida roofing contractor based in Winter Springs and serving Central Florida, and he holds the Certified Professional Roof Contractor designation awarded by the Florida Roofing & Sheet Metal Contractors Association — scoring 98% on the Florida roofing trades exam, one of fewer than 60 CPRC holders in the state.
That matters here for one reason. Everything taught through RoofMastery is being run somewhere real, this season, against the same insurance market and the same labour market you are working in. Not recalled from a company sold a decade ago, and not assembled from other people's content.
Read the full background, and why it qualifies him to teach this
One thing to be clear about
RoofMastery is a consulting and education company. It is not a roofing contractor, it does not hold a contractor licence, and it does not need one — teaching and consulting are not licensed contracting work.
Hogan Roofing is the licensed contractor, and it is a separate company with its own customers. Where credentials are cited on this site, they belong to Corben personally or to Hogan Roofing, and they are named that way every time.
If you are a homeowner who needs a roof, nothing here is for you — we do not sell, install, repair or inspect roofs for the public.
Before you get in touch
Is RoofMastery a roofing contractor?
No. RoofMastery is a consulting and education company. It sells training, coaching and consulting to roofing companies and to the people who sell for them. It does not sell, install, repair or inspect roofs, it does not hold a contractor licence, and it does not work for homeowners.
If you are a homeowner looking for a roofer, this is not the right place, and no page on this site will try to become one.
Who is this actually for?
Three groups. Roofing company owners and owner-operators who want to grow or systematize what they have built. Sales managers and directors who run a team of reps and are accountable for that team's number. And individual sales reps — door-knockers, closers, anyone paid on results — who buy training for themselves because nobody at their company is going to teach them properly.
Each of those is a genuinely different problem, and who it's for takes them one at a time.
Why only Florida and the Southeast?
Because roofing is a regional business and useful advice has to be regional too. Companies here work under the same building code, deal with the same property insurance market, hire out of the same labour pool, and organise their whole year around the same June-to-November storm season.
A coach who has never sat through a Florida insurance conversation will give you advice that is one state's worth of wrong — confidently. Staying regional keeps the examples specific and lets consulting work happen in your office rather than only on a call.
What are the four ways to work with you?
Self-paced courses and training you work through on your own schedule. One-to-one coaching for an owner or a manager, ongoing and built around your business. Group coaching and mastermind — a cohort with recurring calls, a community and real accountability. And done-with-you consulting, where the work happens inside your company on the sales process, the comp plan, the hiring system or operations.
The programs page explains what each one is, who it suits, and what changes as a result.
Why aren't there prices on the site?
Because the honest answer depends on which of the four programs it is, how many people it covers and how long it runs, and a number invented for a web page would be wrong for most of the people reading it.
What we will commit to is the process: you get the scope, the duration and the price in writing before you pay for anything, and nothing gets added to it later without your agreement in writing. That commitment, and several others, are set out on our standards page.
Do you guarantee results?
No, and be careful with anyone in this space who does. Your results depend on your market, your pricing, your crews, your capital, your hiring and how much of the work you actually do — most of which is outside anyone's control but yours.
What we will tell you is exactly what is delivered, over what period, and what is expected of you in return. You will find no earnings claims, no income screenshots and no invented statistics anywhere on this site, for the same reason there are no testimonials on it.
Tell us what's actually broken.
A short conversation about your company or your book, and a straight answer about which of the four programs fits — including "none of them, yet," when that is the truth.