LIVE: Staying Profitable in a Market That Won’t Sit Still

The roofing industry isn’t just feeling economic pressure, it’s being reshaped by it. In this live Read Listen Watch®, Heidi J. Ellsworth sits down LIVE from the NRCA midyear meetings with Fred Castonguay of Reworked.ai, Wendy Marvin of Matrix Roof & Home and Dean Jagusch of Wagner Roofing to dig into what it really takes to lead in a market defined by uncertainty, shifting customer behavior and longer, more hesitant buying cycles. Wendy and Dean are on the front lines, seeing owners pause, question and delay while costs climb and labor remains tight, forcing a complete rethink of traditional sales, lead generation and growth strategies. Instead of waiting for stability, they are doubling down on relationships, building trust earlier and staying engaged longer to meet customers where they are today, while also redefining operational efficiency to stay competitive. With insights from Fred, the conversation explores how technology and AI are helping contractors cut through the noise, respond faster and make smarter decisions in real time. This is an honest, real-world look at how leading contractors are not just surviving the chaos, but using it to their advantage, creating new dynamics that position their businesses for long-term resilience and growth in a market that refuses to stand still.

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