Mastering the Craft: Chris Zimmerman's Blueprint for Roofing Success in 2026
In this explosive episode of The Kitchen Table Podcast, host Ken Baden welcomes Chris Zimmerman, owner of At Your Service Roofing and co-founder of Master Your Craft. Chris pulls back the curtain on the roofing industry's massive transformation, revealing why 2024 was both the best and most challenging year for contractors. Chris discusses his complete business overhaul—eliminating two divisions, restructuring leadership, and pivoting from 90% restoration to 70% retail revenue. Despite his market being down 20-40%, Chris achieved record-breaking numbers by simplifying processes and focusing on what matters: customer service, quality, and building sustainable systems. The conversation dives deep into the "magnetic hail" phenomenon, insurance carrier challenges, the importance of mastering retail sales, and why reputation trumps revenue. Chris also teases two exciting new ventures with John Lombard: a scientific hail damage testing service and an AI tool that will revolutionize how contractors handle insurance claims. Whether you're a seasoned contractor or just starting out, Chris delivers actionable insights on surviving and thriving in an increasingly competitive market.
The Kitchen Table · Chris Zimmerman, Ken Baden
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Show Notes
Guest: Chris Zimmerman
- Owner, At Your Service Roofing and Remodeling
- Co-founder, Master Your Craft (with John Lombard)
- 15+ years in roofing industry
- Owens Corning Platinum Preferred Contractor
- Based in Cincinnati, OH with branch in Cleveland
Key Topics Discussed:
Industry Transformation (2024)
- Market down 20-40% for most contractors
- Chris achieved best year ever despite no major storms
- The "thinning of the herd" is finally happening
- Shift from storm-dependent to sustainable business models
New Ventures with John Lombard:
- Scientific Hail Damage Testing Service - Methodical testing to determine actual hail damage vs. "magnetic hail"
- AI-Powered Claims Assistance Tool - Downloads expertise from Chris, John, and industry leaders to help contractors communicate effectively with insurance carriers
The Great Pivot: Restoration to Retail
- Burned company to the ground (Labor Day 2024)
- Eliminated 2 of 5 divisions
- Complete restructuring of leadership and processes
- Unified process for repairs, retail, and claims
- Eliminated door knocking entirely
- Focus on referral partnerships over cold leads
Three Mindset Shifts for Retail Success:
- Price - You can charge premium prices in retail (just like restoration)
- Opportunity - Build referral networks, don't rely on door knocking or expensive marketing
- Service - Run every appointment through the same process regardless of type
Insurance Industry Challenges:
- COVID doubled claim costs while premiums stayed regulated
- Carriers forced into "poor behavior" due to financial constraints
- Fraud was "priced in" but became unmanageable
- Homeowners deserve indemnification regardless of carrier challenges
Communication is King:
- "If your skill level is a 4 and your communication level is a 9, your effectiveness is a 4" - John Lombard
- Understanding the "why" behind strategies vs. memorizing scripts
- Most contractors can't effectively "sell value"
Industry Red Flags:
- "Insurance claim specialist" = UPA violations
- Flexing on social media vs. building sustainable business
- Short-term thinking vs. long-term wealth building
- Lambos in year 2-3 = cash flow problems ahead
Advice for New Roofers:
- Develop strong work ethic first
- Read books constantly (1% better with each one)
- Block out the noise and social media drama
- Treat roofing as a career, not a job
- Build reputation over revenue
- Focus on long-term strategy
- Take advantage of training resources (NTS, Master Your Craft)
Master Your Craft Details:
- Online community: $1,000-$1,500/month for 20 users
- 15-35 pre-recorded 2-hour trainings
- 3 new trainings monthly (Chris, John, + guest expert)
- Private trainings available
- Free Owens Corning University classes
- In-person classes: ~$500-600/ticket
Resources Mentioned:
- Master Your Craft
- NTS (National Testing Services)
- RSRA (Roofing & Siding Restoration Alliance) - Adam Bensman
- Owens Corning University
- Power Home Remodeling
Key Quotes:
- "Your reputation is your net worth"
- "It's way harder to sell restoration than retail these days"
- "The problem with arguing with a fool is that people from a distance can't tell who's who"
- "Slow down, make your money, do good, help people out—that good's gonna come back to you"
- "Keep it stupid simple" (KISS principle)