From Sales Rep to $28M: What Jordan White Learned Building Seek One Roofing
The Home Service Expert Podcast
Tommy Mello
4.7 • 793 Ratings
🗓️ 4 May 2026
⏱️ 64 minutes
🧾️ Download transcript
Summary
🚀 FREEDOM 2026 Get your Tickets Today! https://homeservicefreedom.com/
💎 Top 5 Takes for this Episode! There are two types of business owners — those who build for cash flow, and those who build enterprise value to sell.
Know which one you are before you start. More marketing never fixes a broken operation. Fix your booking rate, cancellation rate, and conversion rate first. Then scale spend. A players today can become C players in two years.
The business grows, the people don't always grow with it. Watch for it. Never take on work outside your lane just because it's a big dollar. Scope creep creates liability, inflates AR, and distracts the whole team.
"Everybody wants the views, but very few people are willing to take the hike." — the one quote that defines the cost of real success.
-- 🕐 TIMESTAMPS 🕐 --
00:00 - Introducing Jordan White and Seek One Roofing
01:13 - The hardest thing in business right now
03:13 - Building a business as an asset vs. a cash flow machine
04:50 - Year by year: $2.5M to $28M in four years
07:32 - What salespeople don't know when they start a company
09:57 - Why some industries are impossible to scale
12:37 - Building trust and credibility before you have a brand
13:25 - What happens at $28M — private equity, roll equity, or rebuild
17:52 - How faith shows up in real business decisions
20:49 - Protecting integrity while training salespeople to win
22:20 - The marketing formula nobody talks about
23:30 - Why adding more marketing spend right now is a mistake
24:44 - Building a real-time data dashboard with custom metrics
26:58 - Why you should own a market before you enter a new one
29:47 - When to walk away from a market (we pulled out of 7)
31:35 - The hardest leadership lesson Jordan learned
33:17 - Turning down an $8.3M commercial job and why
36:31 - Aaron Stokes tribute — the plane accident and what it meant
38:53 - What loss teaches you about enjoying the journey
41:47 - If you don't enjoy the journey, the destination won't change it
43:01 - Don't tie your identity to your business
43:12 - What changes as a leader when the company outgrows you
45:57 - The CFO who sees around corners
1:04:30 - Colin's story: from Tractor Supply at 19 to $273K in year one
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Transcript
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| 0:00.0 | Year one, we did two and a half million, year two, five and a half, year three, ten and a half, |
| 0:04.6 | year four, twenty. This year we're on pace to do twenty-eight to thirty-two. We really |
| 0:09.1 | measure about everything we need to to be able to continue for this business to sort. |
| 0:15.0 | What's one thing you're going through right now? that's the hardest thing in business for you |
| 0:21.7 | that you've ever dealt with. |
| 0:23.6 | Marketing. |
| 0:24.6 | We're dealing with it right now, taking the business, diversifying it. |
| 0:28.6 | And roofing, it's a lot of door-to-door, and we're really focused on building two or three |
| 0:33.6 | different legs and tiers to this business to diversify and create predictability |
| 0:37.7 | and reoccurring. |
| 0:39.1 | And so it's really understanding the different channels of fueling this business to take |
| 0:43.8 | us to 50 million here in the next two years through marketing. |
| 0:48.5 | And do you love insurance or do you hate it or a little bit of insurance and regular clients? |
| 0:57.2 | Yeah, I absolutely love it. |
| 0:58.5 | You know, a lot of people say, hey, you know, insurance, re-roofing, the industry is changing, |
| 1:03.4 | a lot of shifting. |
| 1:04.7 | At the end of the day, I think it's great to be able to adapt and play ball and have a blend |
| 1:08.3 | of everything, right? |
| 1:09.3 | And so that's our main goal here at Seek 1 is we want to diversify and have about a 33% split amongst, you know, resi retail |
| 1:18.9 | roofing and in about 33% you know, resi re-roofing and in about 33% residential custom home build, |
| 1:28.3 | new construction roofing. |
| 1:29.3 | So we're really focused right now on trying to, |
... |
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