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ROOFING LEADERSHIP LAB
Your roofing business, 5% better every other Thursday.
Install one specific change in your roofing company every 14 days with Elizabeth Holguin, live every other Thursday at 2pm ET.
In just 2 hours, you’ll leave each session with one practical move to implement, building momentum with every step.
NEXT SESSION
Roofing Sales Managers Masterclass
Build a sales team that doesn't need you to close every deal
Thursday, October 15th, 2pm ET.
Most roofing companies promote their best rep to sales manager, and that rep keeps closing deals instead of leading. We'll show you the structure, coaching, and pipeline reviews that change that.
Hosted by Elizabeth Holguin
Founder & CEO at Business 411
Hosted by Elizabeth Holguin
Founder & CEO at Business 411
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What is the Roofing Leadership Lab?
The Lab is one of the only live working sessions in this industry built for roofing owners and managers. It runs every other Thursday, all year, with guest speakers joining along the way.
Each session, Elizabeth Holguin breaks down one specific change a roofing company can make in 14 days, from sales to hiring, leadership, marketing, production and operations.
What's in it for you?
You bring the company you're running and leave with one move to put to work before the next session.
One change every two weeks, broken into the exact steps to make it stick.
Built for the people who answer for the numbers, with Q&A so you can bring the problem you're actually stuck on.
It compounds: every change is permanent, and the next session builds on the last.
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Helping contractors grow with business development training and resources.
As of October 2026
COMING UP NEXT
Roofing Sales Managers Masterclass
Build a sales team that doesn't need you to close every deal
Thursday, October 15th
Most roofing companies promote their best rep to sales manager, and that rep keeps closing deals instead of leading. We'll show you the structure, coaching, and pipeline reviews that change that.
What's on deck
Building your sales management structure: How to structure your team so you're not the one managing every rep: what roles you need, when to hire them, and how to divide responsibilities.
Training managers who can coach: Your best rep doesn't automatically know how to coach others. We're covering the coaching framework that works: how to run one-on-ones, and how to give feedback that changes behavior.
Pipeline management: Most pipeline reviews waste everyone's time. We'll show you how to run them so they actually move deals forward: what questions to ask, and what metrics matter.
Comp structures: How to structure base, commission, bonuses, and accelerators so your reps are motivated to do the right things, not just chase volume.
Hiring and onboarding: How to hire sales managers who can do the job and how to onboard them so they're effective in 90 days.
Meet your instructor
Elizabeth Holguin, Founder & CEO of Business 411
With over a decade of experience working with roofing contractors globally, Elizabeth has helped companies from $1M to $60M+ implement the operational structures they need to scale profitably. She's studied business processes across thousands of roofing companies, identifying what separates top performers from everyone else.
Through Business 411 and Roof Team University, Elizabeth has transformed how roofing contractors approach operations, training, and business growth.
GUEST SPEAKER
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Past sessions
These are the kinds of installs roofing leaders are working through inside the Lab. Full replays are available inside Roof Team University.
Ep [N], Episode title
Air date and episode description.
Business 411
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Phone: 844-424-9411
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