Dennis Cohen is the Owner and Operator of JJM Roofing & Waterproofing, a company providing residential and commercial roofing, siding, gutters, and waterproofing across Long Island and New York City. Working in the trade since 1985, Dennis oversees projects, crews, and customer relationships, drawing on decades of hands-on expertise in roof systems and leak prevention. His career includes major projects for the United Nations and New York City School Construction Authority. He also provides roof rejuvenation treatments that help homeowners extend the life of their existing roofs.
Here’s a glimpse of what you’ll learn
- [1:28] Dennis Cohen’s family roofing legacy, and the story behind JJM Roofing & Waterproofing
- [5:31] How decades of major roofing and waterproofing projects shaped Dennis’ problem-solving mindset
- [9:55] The importance of honesty, responsiveness, and earning homeowners’ trust
- [15:45] Dennis’ approach to listening to customers and exceeding expectations through attention to detail
- [22:29] What led Dennis to offer Roof Maxx treatments as a cost-effective alternative to premature roof replacements
- [29:08] Balancing advertising, word-of-mouth referrals, and persistent lead follow-up
- [33:06] Why Dennis prioritizes authentic Google reviews and quality work over monitoring competitors
In this episode…
Roofing customers aren’t just buying shingles or repairs; they’re trusting a contractor to protect their homes. A clean jobsite and a returned call can matter as much as the finished roof. What turns that trust into lasting business growth?
Building a successful roofing business starts with earning trust through every customer interaction. Roofing and waterproofing expert Dennis Cohen knows that listening, doing the job right, and fixing mistakes instead of hiding them are essential. From removing every nail from a driveway to responding promptly and honoring promises, small details shape the customer experience and generate referrals. Dennis also explains when roof rejuvenation treatments can extend the life of aging shingles instead of requiring an immediate replacement. His approach shows how strong workmanship and customer care create a reputation that advertising alone can’t buy.
In this episode of Outsmart & Outgrow, Hayden Bruce sits down with Dennis Cohen, Owner and Operator of JJM Roofing & Waterproofing, to discuss how customer-first service drives roofing business growth. Dennis shares lessons from large commercial projects, ways to earn homeowners’ trust through attention to detail, and the value of roof rejuvenation options. He also covers Google reviews, referrals, advertising, and effective lead follow-up.
Resources mentioned in this episode
- Hayden Bruce on LinkedIn
- Glen Moore on LinkedIn
- Bear Fox Marketing
- Dennis Cohen: LinkedIn | Bio
- JJM Roofing & Waterproofing: Website | Instagram | Facebook
- Roof Maxx
- Selective Remodeling
- Randy Goldbaum on LinkedIn
- “No Amount of Marketing Can Outplay a Relationship, With Robert Esposito of Relocators” on Outsmart & Outgrow
Quotable Moments
- “Not only does it have to work, but it has to look perfect.”
- “If you do a bad job, they’ll tell everybody.”
- “I tell everybody, if you don’t like the job I do, don’t pay me.”
- “I won’t let them pour good money into a bad roof.”
- “We do our work, and we don’t worry about the competitor.”
Action Steps
- Put customer trust ahead of the sale: Listening to homeowners, addressing their concerns, and recommending only necessary work builds confidence and stronger long-term relationships.
- Make attention to detail a priority: Maintaining clean job sites, delivering quality workmanship, and exceeding expectations help create positive customer experiences and lasting impressions.
- Take responsibility when problems arise: Acknowledging mistakes and resolving issues promptly demonstrates accountability and strengthens customer loyalty.
- Offer cost-effective alternatives to roof replacement: Evaluating roof conditions and recommending appropriate rejuvenation treatments helps homeowners extend roof life while avoiding unnecessary expenses.
- Turn customer satisfaction into business growth: Requesting detailed Google reviews, encouraging referrals, and consistently following up with leads help build credibility and generate new opportunities.
Sponsor for this episode…
This episode is brought to you by Bear Fox Marketing — a digital marketing agency helping ambitious businesses get found, attract better leads, and grow with confidence.
Through SEO, AI Search Optimization, content marketing, paid search, social advertising, and local marketing, Bear Fox has helped more than 1,000 home services, HVAC, manufacturing, and technology companies drive qualified traffic and increase their revenue.
Explore our services to learn more and book a free strategy call.
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