Jake Denning spent eight months moving All Ears Roofing from ninety percent insurance to ninety percent retail, trading the storm-chasing rollercoaster for predictable revenue.

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On the Roofing CEO Podcast, host Mike Abramowitz talks with Jake Denning, owner of All Ears Roofing (formerly Manchak Roofing) in Webster, Texas. Jake explains why he deliberately shifted from an insurance-driven model to a retail one to cut volatility, and how that forced him to rebuild the whole machine: separating canvassing from in-home sales, generating leads so reps run one to three appointments a day, and treating recruiting and a three-week training program as the real engine of growth. He shares how he and his partner split the business and why a five-star experience for both customers and employees is the priority on the road to twenty to thirty million.

Jake Denning is the owner of All Ears Roofing (rebranded from Manchak Roofing in 2025) in Webster, Texas, a retail-focused roofing company in the $5 to $10 million range. He came up through insurance and storm restoration before building a retail operation.

Questions this episode answers:

• How do you switch a roofing company from insurance to retail?
• Why go retail instead of insurance roofing?
• How do you recruit and train retail roofing sales reps?
• How do you build predictable revenue in roofing?
• How do you structure a retail roofing sales team?

What you'll learn in this episode:

• Why Jake moved from ninety percent insurance to ninety percent retail, and what it did for stability
• How the retail model forced a full redesign of hiring and sales roles
• Separating canvassing from in-home sales, and feeding reps one to three appointments a day
• Why recruiting and a three-week training program are the real scaling engine
• How he and his partner split marketing and sales versus training and production on the way to $20 to $30 million

This show is brought to you in partnership with Forge and D2D Experts. A predictable, sellable roofing company runs on systems, not on storms. Owner's OS is the operating system built for it: https://ownersos.com/?utm_source=youtube&utm_medium=description&utm_campaign=ownersos&utm_content=how-this-roofer-switched-from-insurance-to-retail

Connect with Jake: allearsroofing.com · Instagram @allearsroofing