Top Rep Retention Playbook for Roofing Companies

Your top producer is worth $150k-300k in gross margin to the company in a normal year. Losing one to a competitor usually costs 18-24 months of market share because the relationships and training walk out the door. The comp delta to keep them is small compared to the cost of replacement. Most owners still underinvest in retention.

What a Top Rep Actually Wants

Surveys of $1M+ producers consistently list:

1. Predictable, fair comp
2. Respect and autonomy
3. A growth path beyond selling
4. Tools that do not slow them down
5. Participation in the upside they help create

Money matters but it is rarely the top reason a top rep leaves. The leaving reasons, in order: "I did not feel valued," "owner would not trust me with a bigger role," "comp plan changed without warning."

Comp Benchmarks

Production TierBase (if hybrid)Commission RateTotal Target $500k-$750k$35k4%$55k-$65k $750k-$1M$40k4.5%$70k-$85k $1M-$1.5M$45k5%$95k-$120k $1.5M-$2M$50k5.5%$130k-$160k $2M+$55k-$60k6%$175k+

Pure commission reps at these volumes earn similar totals with no base. The hybrid structure is for retention and recruiting, see hourly plus commission structure.

Company Truck vs Mileage Reimbursement

StructureAnnual Cost to CompanyAppeal to Rep Company truck + gas card$12k-$18kVery high Truck allowance ($500/mo)$6kMedium IRS mileage ($0.67/mile)$5k-$8kLow Nothing$0Negative

A company truck is a strong retention lever for the same reason a cell phone was 20 years ago: it removes a monthly financial grinding point and signals the rep is someone the company invests in. Teams offering trucks to $1M+ reps report 40%+ lower voluntary turnover at that tier.

Path to Sales Manager

Your top reps will eventually plateau as individual contributors. The two common paths:

1. Player-coach (recommended): keep 60-70% of personal production, add 30-40% time on team coaching and new rep onboarding. Comp: personal commission at regular rate plus 0.5-1% override on team production.
2. Full sales manager: no personal production, all coaching and territory management. Comp: $85k-$120k base plus bonus on team targets.

Player-coach keeps top reps in the field (where they want to be) while starting a management track. Full manager transitions often fail because the comp drops and the rep misses selling. Do player-coach for 12 months before committing to a full manager role.

Equity Discussion at $1M+

Equity is complicated for small roofing businesses, but the conversation matters once a rep is producing $1M+. Options:

• Phantom equity: rep gets a percentage of company value increase on paper, paid as a bonus at sale or annual milestone. No ownership dilution, no complicated tax setup. 1-3% common.
• Profit interest: small percentage of operating profit above threshold. 1-2% typical.
• Actual equity (rare): direct ownership shares with voting rights. Most owners do not offer this and reps rarely request it. Requires an operating agreement amendment and tax planning.

Most top reps prefer phantom equity or profit interest. They want upside without headaches. Model it on a 4-year vest to tie retention to the comp.

Tools That Respect Their Time

A top rep hates three things:

1. Data entry that could be automated
2. Meetings that could be emails
3. Paperwork that could be templated

If your CRM requires 20 minutes of logging per day, your top rep is logging 10 and mis-logging the rest. Tools that capture contract data, claim stages, and supplements automatically save 5-8 hours per week. RoofKnockers automates about half of the common admin load. See the automation features.

The Annual Retention Conversation

Once a year, 30 minutes, not tied to a performance review:

• "What is working. What is not."
• "What would make you leave."
• "What would make you stay five more years."

Write down the answers. Share them with the owner/manager partner. Address the top 3 items within 60 days. If you cannot address them, explain why in writing.

Non-Compete Reality Check

Non-competes are enforceable in roofing in some states (Texas, Florida, with narrow scope) and essentially unenforceable in others (California, Oklahoma). Do not rely on a non-compete to retain a top rep. Rely on the stack above. A non-compete filed against your former top rep costs $15k-40k in legal fees and wins 40-50% of the time when it goes to trial. Even when you win, the rep is no longer selling for you and the money is spent.

Better to keep them in the first place.

Related: commission dispute arbitration, hourly plus commission, and burnout prevention.

See pricing or start a trial.

FAQ

Should the same comp plan apply to all reps?

The structure, yes. The tier thresholds and rates, yes. Individual side letters for specific top reps (phantom equity, truck upgrade, territory bonus) are normal and expected. Document them.

What if a top rep demands a raise I cannot afford?

Run the math. If losing them costs $150k over 18 months and the raise is $20k/year, you can afford it. If the raise is $60k and would blow up your margin, counter with equity or a clear path to match over 2 years.

How do I handle a top rep's underperforming spouse/friend/nephew on the team?

This is the second-most-common retention conversation we see. Treat the underperformer on merits, not on relationship. The top rep respects fair process. The rep who insists you keep an unproductive relative is telling you their standards, not yours.