Residential Roofing Franchise Serves an Essential and High-Value Need
Just about every home has a roof and eventually, every one of them will need repair or replacement. That steady demand has helped make roofing is a $92.5 billion industry in the United States in 2026, according to IBISWorld. “Most people aren’t thinking about their roofs on a day-to-day basis, until there’s water pouring into their kitchen and they need it repaired immediately,” says Patrick Breen, chief marketing officer for Honest Abe Roofing.
Built-in demand inspired founder Kevin Newton to create Honest Abe Roofing. He named the brand to send a message of honesty, transparency and doing right by the community.
A Refined Model
Newton launched the business in 2007 in Terre Haute, Ind. After years in general construction, he made a deliberate choice to focus on residential roofing and to do it exceptionally well. Over the next decade, he fine-tuned every aspect of the company.
Residential roofing remains the core service, but the model allows for strategic expansion once a franchisee is established. “We offer add-on services for roofing or for gutters, siding, and we can move as far as into insulation, ventilation, pretty much everything to do with the roof and exterior of their home,” Breen says.
The first franchise opened in Evansville, Ind., in late 2017. Today, the emerging brand has 20 operating service areas across Indiana, Tennessee, Texas, Kentucky, Ohio, Florida and South Carolina. With franchise development partner FranGrowth, expansion is gaining momentum heading into 2026. “Kevin built an amazing brand, and we’re excited to see it grow across the county,” says Dan Glaser, founder and president of FranGrowth.
A Practical, Profitable Business Model
Franchisees typically purchase two territories covering 100,000 to 200,000 homes. With roof replacements often ranging from $16,000 to $25,000, capturing even a small share of that market can translate into significant revenue.
“A lot of our franchisees have the ability to get into the low-and mid-seven figures within the first year or two of being in business,” Breen says. “The original Evansville franchisee is now nearing $9 million to $10 million in annual revenue.”
The operating model is designed to stay lean and scalable. Franchisees typically run the business from a 600-to-800-square-foot office with a straightforward showroom layout. The space includes a reception area, displays of shingle and material samples, private meeting space for homeowner consultations and offices for staff. A small warehouse area accommodates vehicles and limited material storage. Lease expenses are intentionally controlled, typically targeted at about 1% of annual revenue.
Owners can function as the general manager or hire one. A typical team includes roofing advisors who conduct in-home consultations, a receptionist or inside salesperson who manages calls and scheduling, and a field manager who oversees job quality and project execution. “All of the labor is through subcontractors, and we have a very robust way of finding subcontractors for everybody,” Breen says. “The subcontractor model keeps overhead flexible while helping protect margins and allowing owners to scale up or down as needed.”
Technology and Marketing
Honest Abe Roofing sets itself apart with a proprietary CRM system built specifically for its model. “We’re not using plug and play systems,” Breen says. “We have an ecosystem that works together flawlessly.”
The CRM connects sales, marketing and operations into one streamlined platform. Paired with AI tools, it allows franchisees to respond to homeowner inquiries almost immediately. “Our systems allow us to communicate with those homeowners in under five minutes or less, which is crucial in an emergency situation,” Breen says.
On the marketing side, the franchisor offers a built-in agency. While franchisees fund their local media spend, the in-house team handles strategy, creative development and performance tracking without charging additional agency fees.
“We have a team ready to help with strategy, creating videos, graphics and any materials that franchise owners need, as well as giving them any assistance that they want,” says Breen. “If they want to be in the local parade or the local anything they do in their market, we help them measure the success of that just as a marketing agency would. But there’s no additional cost to that, which typically can save a small business owner.”
Learn more about the Honest Abe Roofing franchise opportunity.
