Intensive
Weekend Intensive
Two days in Ken's world. Business diagnosis, sales sharpening, and a tight set of practical next steps.
See the weekendFor Storm & Insurance Roofers:
We install a premium retail roofing division inside your business in 90 days.
Ken Baden is the CEO of Potomac Custom Remodeling — a multi-state 8-figure roofing and remodeling company — and has spent years behind the scenes helping insurance restoration roofers install and scale profitable retail divisions. Multiple clients past $2.5M in year one at 20%+ net margins. Closers, canvassers, pricing, vendor leverage, SOPs — built and running, not theorized.
Watch — 2 minutes with Ken
For roofers already running a business. Not startups. Not dreamers.
Why Ken
Not a coach who read a book on roofing.
An owner running the exact business he helps other roofing owners build.
8-figure CEO
CEO of Potomac Custom Remodeling — a multi-state roofing and remodeling company he built and still runs.
$2.5M+ in year one
Has taken multiple clients past $2.5M in their first year working together — with 20%+ net margins, not vanity revenue.
Quiet track record
Years spent behind the scenes installing retail arms into insurance restoration roofers. This is the first time that work is open publicly.
Fits your business? Start the conversation.
Day 90 outcome
What you actually have at the end.
3 to 5
Trained closers in the house
30 to 40%
In-home close rate
~$1,200/sq
Premium pricing locked
3:1
Canvasser-to-closer ratio
~20%
Canvasser demo rate
Day 91
Retail arm running independently
The install
How the 90 days work.
Three months. Audit first, then leadership and recruiting, then sales and canvassing. Nothing gets built on guesswork.
Month 1
Audit & Economics
We start by reverse-engineering your business. CFO-led review of your numbers, pricing, margins, vendor costs, and rebates. We set up SRS exclusive pricing, manufacturer and distributor connections, and certified contractor status. By the end of month one your target gross/net, $/square, close rate, and demo rate are all locked before we recruit a single rep.
Month 2
Leadership + Recruiting
You (and your VP or sales manager) fly out for the Owner Weekend Intensive. Full immersion in the sales methodology so ownership runs the system, not just a sales manager. Then we install the recruiting engine: Indeed ads, candidate screening, interview SOPs, and the opportunity deck your team uses on every hire.
Month 3
Sales, Canvassing & Handoff
Closers trained on the methodology with the full manuals, scripts, and training schedule. Canvasser recruiting and training, lead-flow structure, demo SOPs. Contracts, legal, and operating docs handed over. Day 91 the arm runs independently with closers in the house, canvasser support, premium pricing, and close rate hitting target.
Ready to talk through what this looks like inside your business?
Vendor leverage
The pricing edge alone can pay for the install.
SRS exclusive pricing. Rebates you're probably not getting. Manufacturer connections and a path to exclusivity. For many owners, the savings on materials and rebates alone justify the engagement before a single retail deal closes.
The Filter
This is selective on purpose.
Who this is for
- Storm or insurance roofing owner already doing real revenue
- Tired of chasing supplements and adjuster games
- Ready to build a premium retail arm in the next 90 days
- Prepared to implement — not just consume
Who this isn't for
- Pre-revenue or first-year roofers still figuring it out
- Hunting for free advice or cheap coaching
- Looking for branding, marketing, or social deliverables
- Want to pick Ken's brain instead of work with him
Sound like you? Book the call.
Why Ken is The Diversified Roofer
Roofing didn't just build his business. It rebuilt him.
Ken hit the bottom and used a ladder to climb out. The trade gave him discipline, sales mastery, and the operating instincts most contractors never figure out.
That's why this isn't theory for him — it's the industry he now helps serious owners install into their own companies.
Guarantee
We back our work with a results guarantee.
The number is tied to your situation: your starting point, your market, your team. Ken walks you through it directly on the call.
Another way in
Not ready for the full install?
Spend a weekend in Ken's world before committing to the 90-day build.
Apply
Application only. One conversation if there's a fit.
Engagements are taken in limited numbers and only with owners who already have the revenue and intent to execute.