Instead of moving from one product category to another, Mark Kaufman stuck to what he knew — roofing — and in the course of the last five years implemented job costing, customer satisfaction systems, sales systems, and other measures that have driven growth and profitability at his company. He credits this to the contractor education courses and seminars he availed himself of. He has made a point to make such education available to his employees.

“It got exciting when I started putting things in place,” he says. Sales, profitability, and the percentage of his business coming from referrals all have increased steadily in the last five years.

At a time when many residential roofers in Florida were struggling, Kaufman built his business by ensuring that customers were wholly satisfied. His company uses multiple checklists for each stage of the roofing system installation. Customers were satisfied enough to provide Mark Kaufman Roofing with 370 referrals last year, 60% of which became sold jobs. A recent innovation has the company’s foremen rating one another’s installation skills.