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How a New Model Cut Roofing Costs by 50%
An interview with Mike Harvey at Roof Resource
Bryan Shankman
July 19, 2025
Welcome to this week’s edition of The Workbench, a resource-rich weekly newsletter and podcast for home services entrepreneurs.
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This week, I had the pleasure of chatting with Mike Harvey, the founder and CEO of Roof Resource, a company transforming the way roofs are sold, installed, and priced across the country.
Mike shared how he left corporate America, uncovered some of the roofing industry's most outdated practices, and decided to flip the script with a transparent, volume-driven, franchise-focused model.
If you've ever wanted a crash course on innovative business models, franchising, and winning in a legacy industry—especially one with sky-high ticket prices—this conversation delivers.
The 6 Key Takeaways
Below are the most essential insights from my conversation that you can apply to your home services business today.
1. Transparent Pricing Model
Roof Resource throws out the high-pressure, negotiate-at-the-kitchen-table approach so common in roofing sales. Instead, they lead their proposals with a flat, transparent fee—which can come in up to 50% less than typical retail or insurance-driven quotes. The entire process happens virtually, with detailed technology reports and all costs itemized.
"We lead the proposal with price. It's the 800-pound elephant that's never at the end because we're a service. There's no markup in materials, labor, dumpster, permit—we break it all down for the customer. Our flat fee is up front, so they're never guessing what they're paying for, and it’s usually a big relief compared to what they’re used to hearing."
2. Fixing Incentives With Volume, Not Markup
Instead of inflating prices or playing games with insurance, Roof Resource operates on national buying power and simplicity. By focusing on volume and flat fees, they're able to keep costs low, quality high, and eliminate the push to oversell or drag out claims—making everyone from installers to insurers and homeowners happier (except maybe traditional competitors).
"It's all about volume and ease for the customer. Because we operate nationally and have national rates for materials and installation, we’re able to keep our prices consistently low—there’s no incentive to upcharge or play the negotiation game. Everyone knows exactly what they're getting, and it takes the stress out of the equation for everyone involved."
3. Removing Risk for Homeowners
Many homeowners don’t realize that if a roofing contractor defaults on their material credit lines, they could end up facing a lien—even if they already paid for the work. Roof Resource’s model requires all materials to be paid upfront, eliminating this risk entirely—something almost no other company in the industry does.
"We’re the only roofing company in the country that pays for 100% of materials before they leave the yard. Other companies run up credit lines, and if they go out of business, homeowners can get stuck with liens on their homes. Our model wasn't created for this reason—but it turned out to be a huge benefit for customers and suppliers alike."
4. Strategic Growth Through Partnerships
Rather than just relying on Google or direct sales, Mike is focused on building large-scale partnerships with major real estate and insurance brands to drive volume and credibility. These deals, like with AAA and Michigan Farm Bureau, took years to land but give Roof Resource an edge and pipeline that most home services businesses can only dream of.
"For me, it's about strategic partnerships with big brand firms—real estate, insurance. We're about to do something major with AAA, and Farm Bureau's already brought us customers. They've really seen we deliver, not just once but consistently, which is what big partners want. That kind of trust opens doors you can’t get with just ads."
5. Vetting Franchisees for Community Fit
Rapid franchise growth only works with the right people. Mike’s approach is to vet potential franchisees over 3–4 months, making sure they're actually a great fit for the local market and for the company’s core values. Local knowledge and commitment matter more than generic business experience.
"We really have to get to know people and make sure they align with our core values. It’s not about who has run a business before, it’s about who knows their community and wants to plant their feet with us. That process can take up to four months—we don't just hand out franchises to anyone."
6. Advice on Build vs. Buy for Home Service Entrepreneurs
With so many people in home services choosing between starting from scratch or joining a franchise, Mike offers advice tailored to personality type and vision. He stresses that franchises are best for those who thrive with systems and process, not for the lone-wolf entrepreneur. But the key to success, franchise or not, is having a compelling value proposition.
"If you want to blaze your own trail, franchising probably isn’t for you. Franchises are for people who can follow a process and love systems. But whatever you do, make sure you have a unique value proposition—don’t just be another roofer or dry cleaner. That’s what separates those who win from those who get lost in the noise."
Looking Ahead
Mike isn’t stopping at roofs. With a goal of 100 units by the end of this year and a long-term vision to keep 80% company-owned and 20% franchised, Roof Resource is eyeing expansions into gutters, gutter guards, and eventually windows—all with the same transparent, volume-driven model.
"By the end of this year, we’re looking to have 100 units—some franchised, some wholly owned. We’re about to roll out gutter guards at a fraction of the big guys’ prices, and next year we plan to move into windows. It’s all about making the process simple, transparent, and stress-free for the homeowner—no matter the service."
Wow! You made it to the end; thanks for sticking with us.
The full interview is available on YouTube below, Spotify here, and Apple Podcasts here.