Episode
469: Why Roofers Stay Busy but Still Go Broke: Markup & Profit with Michael Stone
- Podcast
- The Roofer Show
- Published
- Mar 6, 2026
- Duration seconds
- 2212
- Processing state
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Summary
EPISODE SUMMARY In this episode, I’m joined by Michael Stone, author of Markup & Profit, to talk about the real reason so many roofing contractors go broke: they don’t charge enough and they don’t know their numbers. We break down markup vs. profit, why job costing is mandatory, how to set pricing to cover overhead + owner pay + net profit, and how to market to the right customer so you can charge what you’re worth. EPISODE DESCRIPTION Most roofing contractors don’t go out of business because they can’t sell. They go out of business because they don’t charge enough, don’t job cost, and don’t know their real numbers. In this episode, I’m joined by Michael Stone, author of the classic book Markup & Profit, to talk about the fundamentals that never change — and why “the market price” mentality keeps contractors broke. We cover: Why 9 out of 10 contractors go broke (and what the profitable ones do differently) The difference between markup and gross profit (and why it matters) Why job costing is non-negotiable if you want consistent profit How to set pricing to cover overhead, owner pay, and net profit Why “being competitive” is optional — but being profitable isn’t How to market to the right customer so you can charge what you’re worth Cash flow and payment schedules: why contractors run out of cash even when they’re busy Building a business that’s actually sellable (systems + financials + profit) Connect with Michael Stone: Website: markupandprofit.com Connect with Dave / The Roofer Coach: Free Strategy Call: Schedule Now Free Resource (1-Page Business Plan): theroofercoach.com/plan Text Dave: (510) 612-1450 SPONSORS: ✅ ProLine — Automate follow-up and close more jobs with text + email. Try it FREE and save 50% off your first month with code DAVE50 → useproline.c…