What would it change in a trades business if the sales team stopped waiting on leads and started owning the pipeline? In this episode, Jordan White tells Chad Peterman how he moved to Nashville with a beat-up truck, slept on a kid's couch, and built a high-end roofing company that grew from $2M to just over $20M in four years, almost entirely off door-to-door hustle.
Jordan breaks down how he and his partner built a visionary/integrator partnership, fed the business first instead of chasing early distributions, and created a culture where clean-cut, young hustlers can make multiple six figures by knocking on doors in affluent neighborhoods. The conversation connects directly to HVAC, plumbing, electrical, and other home service leaders who are tired of blaming "the market" or "this generation" and are ready to build a scoreboard-driven, people-first sales culture instead.
If you lead a trades business and want a place to work on your leadership, culture, and growth strategy with other owners who get it, get plugged into The Arena, the private community built for home service leaders who refuse to coast.
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Additional Resources:
Connect with Jordan White on LinkedIn Learn more about SeekOne Roofing
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Connect with Chad on LinkedIn
Chad Peterman | CEO | Author
Learn more about the Peterman Brothers
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Key Takeaways:
- From top sales rep to founder – how Jordan left a "safe" high-commission role to launch a roofing company in a brand-new market.
- Visionary and integrator for trades growth – how he and his partner split roles so the business isn't dependent on one person.
- Reinvesting profits to scale revenue – why they let the business eat first and delayed big distributions past $10M and $20M.
- Building a door-to-door sales machine – the recruiting, training, and culture that turns hungry talent into "shark" closers.
- Scorecards, KPIs, and accountability – how tracking numbers removes drama from coaching and drives higher sales performance.
- Marketing and builder partnerships for recurring revenue – how retail marketing and custom homebuilder relationships create predictable, long-term growth.
