Why Is Your Roofing Company Stuck at $2M

Marlene Segura builds roofing production systems that actually work. As a seasoned roofing operations leader with over 10 years of experience, she specializes in scaling production, stabilizing complex workflows, and managing high-volume residential installs across multi-branch environments nationwide.

Marlene’s operational capability is proven at the highest levels. At peak volume, she oversaw 60 to 70 residential roofing installs per week, directly managing production execution across $1.5M to $1.75M in weekly installed work spanning eight branches across both East and West Coast markets.

Her background is deeply rooted in the trenches of daily operations. Marlene isn’t a consultant who studied the roofing industry from the outside—she lived it from the inside, giving her the unique insight required to bring structure, accountability, and clarity to fast-moving production environments.

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In this episode, Carm sits down with Marlene Segura, founder of On Top Roof Support and a roofing back office operations specialist, to break down the invisible, chaotic problems that quietly destroy a roofing company's profitability.

They dive into the dangerous trap of confusing high revenue with actual cash flow, explaining how operating out of memory and Post-it notes inevitably catches up to contractors at the end of the year. Marlene shares why she is a strong advocate for strictly building with deposits, the critical need for structured 48-hour invoicing, and how to protect your margins against inflation and delayed insurance payouts.

As a prominent woman in a male-dominated industry, Marlene also pulls back the curtain on what it takes to earn respect in the field, the power of sisterhood in roofing, and what it truly takes for a contractor to break through the chaos and successfully scale from a $2 million "one-man show" to a thriving $5 million operation.

What You’ll Learn:

Revenue vs. Cash Flow: Why successful-on-paper companies fail and how to stop acting like a "free bank" for your clients.

The Power of Systems: How to stop hiring staff into chaos and start utilizing your CRM to its full, automated capacity.

Scaling From $2M to $5M: The necessary mindset shift, clear job handoffs, and operational structures required to grow without drowning in bottlenecks.

Navigating the Modern Market: Dealing with price volatility, setting strict estimate expiration dates, and handling tough insurance workflows.

Thriving Against the Odds: Marlene's personal experience overcoming ego, proving herself as a woman in construction, and leveraging local support networks.