Bridgehead Prepared for Frank at ProFormance Builder Solutions
ProFormance Builder Solutions For Frank

Roofing Contractors Sales Playbook

Frank, we’ll build your new Chief Sales Officer’s first 100 accounts in 10 days. The first 25 are below, and they’re yours either way.

If your Chief Sales Officer seat stays open another quarter, ignore this. If it doesn’t, the next two minutes are worth it.

What we noticed

You support approximately 20,000 homes a year across eight branches, and your own post lists what builders’ purchasing teams score: schedule reliability, warranty callbacks and clean paperwork. That is a record a new Chief Sales Officer can open doors with.

Your Chief Sales Officer posting asks one leader to build the sales operating system, the forecasting, the compensation plans and the territory plan. The builder list is the part that can be finished before they arrive.

What changes for your new AE

Your new Chief Sales Officer starts day one with 100 builder accounts you approved, each with the reason to call now, and drafts written to the first five, instead of spending the first weeks deciding where to point the sales team. Your purchasing contacts get a call from someone who already knows what changed at their company.

Your first 25 accounts

Picked from how your posts describe builders’ purchasing teams and how your site describes who you serve. Each one has the reason it’s here and the source.

Yours either wayKeep these 25 whether or not we ever talk.
Cut any you wouldn’t callTell us why, and we replace it. We keep going until you’d keep at least 80 of the 100.
  1. Mattamy Homes Tampa Bay, FL; Fort Mill, SC · North America's largest family-owned homebuilder
    1

    Three new communities in Tampa Bay and one in the Carolinas in the same year means new starts in two of your regions at once, from a builder that is not on your logo list.

    Signal: Mar 30, 2026 Source
    Buyer: Division purchasing director
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  2. Eastwood Homes Greenville, SC; Atlanta, GA · Charlotte-based, privately held, ranked No. 11 among private builders
    2

    Five new Upstate communities in the market where you already have a branch, with siding written into the spec, is the cleanest match on this list.

    Signal: Mar 6, 2026 Source
    Buyer: Greenville division purchasing lead
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  3. Smith Douglas Homes Atlanta, GA and the Southeast · 2,908 closings in 2025, No. 33 on the Builder 100
    3

    A Georgia-headquartered builder whose backlog grew by a quarter has homes to start, and its gross margin fell from 21.0% to 16.3%, which puts every trade's price in front of it.

    Signal: Nov 4, 2026 Source
    Buyer: Purchasing director
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  4. Davidson Homes Charlotte, NC; Raleigh, NC · No. 43 on the 2026 Builder 100
    4

    A builder with about 1,000 Raleigh closings has just opened a second Carolina market, and a new market is where it picks its roofing and siding partner.

    Signal: Apr 30, 2026 Source
    Buyer: Charlotte division purchasing manager
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  5. Mungo Homes South Carolina and Savannah, GA · Unit of Berkshire Hathaway's Clayton Home Building Group
    5

    A builder that just absorbed 993 annual closings now buys for those homes in one place or two, and the call on trades is open.

    Signal: Jul 8, 2026 Source
    Buyer: Purchasing lead, Mungo
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  6. Tri Pointe Homes Bluffton and Charleston, SC · Large national builder, being acquired by Sumitomo Forestry
    6

    A new Carolinas division bought land this fall and is still opening its first communities.

    Signal: Sep 24, 2026 Source
    Buyer: Coastal Carolinas division purchasing lead
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  7. Neal Communities Estero and Southwest Florida · Southwest Florida builder and developer
    7

    Neal is building next to two builders you already serve, so the crews your logo-list builders use are working in the same neighborhood.

    Signal: Sep 15, 2026 Source
    Buyer: Purchasing manager
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.
  8. Flamingo Homes Tampa, FL; Dade City and Auburndale, FL · Tampa-based, family-owned builder founded in 2019
    8

    A smaller builder with fresh capital is the kind of account that wants the proactive communication your site promises to growing local teams.

    Signal: Jul 5, 2026 Source
    Buyer: Owner or head of construction
    Why it’s ranked here

    A strong fit.

    • A homebuilder or build-to-rent builder working in ProFormance’s footprint: Florida, Georgia and the Carolinas.
    • Something changed in the last nine months: land bought, a new market, a new community or an acquisition.
    • A volume of single-family or townhome starts that keeps crews busy.
    • A purchasing team that decides roofing and siding for its communities, not a parent that decides for it.
    • Not already on the customer logos on probld.com. A builder on that list comes off.
    • Looks like the builders ProFormance already serves: national and regional production builders with several communities in a market.

Your new Chief Sales Officer’s first 100 accounts, in 10 days

The first 25 are above, and they’re yours either way.

Email Kash

We build a handful of these a month, for founders hiring now.

10 days

from kickoff to your team running it

  • 100 accounts you approve, each with the reason
  • Drafts to the first five, in your voice
  • Your team runs it without us
  • Any account you cut, we replace

How does ProFormance Builder Solutions sell?

An outside read from your posts, your site and your Chief Sales Officer posting, built to be corrected: tell us anything that’s wrong. Tap a clip to play it from that moment.

In your posts and interviews6 quotes
  1. Who buys
    “I talk to purchasing managers and directors of purchasing at builders every week”
    Your post on what builders’ purchasing teams score, June 12
  2. Who buys
    “purchasing managers aren't trying to squeeze you. They're trying to look good to THEIR boss.”
    Your post on what builders’ purchasing teams score, June 12
  3. The problem
    “Price gets you the meeting. It doesn't keep you on the bid list.”
    Your post on what builders’ purchasing teams score, June 12
  4. The problem
    “One blown cycle time costs them more than your price advantage ever saved them.”
    Your post on what builders’ purchasing teams score, June 12
  5. The problem
    “The sub who's $800 cheaper but generates twice the warranty work is the expensive one.”
    Your post on what builders’ purchasing teams score, June 12
  6. Why you win
    “The subs who call before the super finds the problem are the ones who survive the next rebid.”
    Your post on what builders’ purchasing teams score, June 12
What your customers sayFrom probld.com, Chief Sales Officer posting
  1. Pprobld.com
    “ProFormance is the safety-oriented roofing and siding partner for new construction builders of every size, from growing local teams to high-volume production builders.”
    probld.com · probld.com
  2. Pprobld.com
    “Every day across the south east, ProFormance starts 80+ roofing, siding, house wrap, and soffit & fascia installs for home builders.”
    probld.com · probld.com
  3. Pprobld.com
    “Our custom AI-powered project management tools give every builder faster answers, cleaner handoffs, and fewer surprises.”
    probld.com · probld.com
  4. PPProFormance posting
    “Build a scalable sales operating system capable of supporting significant multi-market expansion.”
    ProFormance posting · Chief Sales Officer posting
  5. PPProFormance posting
    “Design and refine territory strategy, market expansion priorities, compensation plans, quota structures, and incentives.”
    ProFormance posting · Chief Sales Officer posting

Words you use

  • “Honest capacity”
  • “Schedule reliability”
  • “Warranty callbacks”

How the list learns your calls

In the first session you react to accounts like these: keep or cut, and why, the way you’d tell a cofounder. Each reason becomes a rule you can read, the pool re-scores, and ten more show whether it learned. Keep eight of ten and the hundred is built on your rules.

  1. You cut one on the call, and say why
  2. It becomes a rule
  3. The pool re-scores
  4. Ten more test it

Which questions can only you answer?

Your posts and your site say what builders’ purchasing teams score, but not which builders you would never spend a bid on, or what a purchasing director has to see before moving a community to you. About 30 minutes of you reacting to real accounts answers these.

  1. 1

    Which builder shape closes fastest for your team: a national production builder, a regional builder or a build-to-rent builder?

    Rows 1 and 3 are production builders; rows 16 to 18 are build-to-rent. Your answer reorders the list.

  2. 2

    When a builder is acquired, does the decision move to the parent?

    Rows 20 and 22 (McGuinn and Peachtree) and row 24 (United Homes Group) stay or go on this one.

  3. 3

    If a builder is buying one of your customers, is that a reason to call or to wait?

    Row 21 (Dream Finders, buying Beazer) tests it.

  4. 4

    Is a community that sells in 2027 worth a call now?

    Row 11 (David Weekley, Verona) sells in summer 2027 and row 8 (Flamingo) has communities still coming out of the ground.

  5. 5

    Does a land seller or a rental owner belong on a first list?

    Row 25 (Walton Global) and row 23 (Invitation Homes) test the line.

What does your Chief Sales Officer’s first morning look like?

Without

The CRM you have now. The early weeks go to learning which accounts you’d call, and why.

With · Chief Sales Officer, first morning

  • MHMattamy HomesDraft written
  • EHEastwood HomesDraft written
  • SDSmith Douglas HomesDraft written
  • DHDavidson HomesDraft written
  • MHMungo HomesDraft written

A hundred accounts you approved, the rules behind them and drafts to the first five, so their time goes to buyers.

From week two, your mornings too: one brief, drafts to approve, every message sent by you.

How the 10 days run

What happens in the ten working days?

November 16, 2026 to December 1, 2026. About a day of your time in total.

  1. Before by November 16

    You send the customers you’d clone and three deals that went wrong, plus 10 to 20 emails or posts you wrote. “How you sell” is drafted from your talks and posts.

    You: 20 minutes
  2. Day 1 November 16

    The playbook session: we fill the gaps and correct the draft together. Your CRM is connected.

    You: 2 hours
  3. Day 2 November 17

    Your first rules are written; a few hundred companies are scored against them.

    You: none
  4. Day 3 November 18

    You review the first 25 (talking it through is fine).

    You: 30 minutes
  5. Day 4 November 19

    Your reasons become rules; you see the re-score and judge 10 more. First touches are written in your voice to the accounts you kept, and you read ten. Touches start logging to the CRM.

    You: 30 minutes
  6. Day 5 November 20

    The hundred is built. The research tool is set up; you test it on three accounts you know.

    You: 15 minutes
  7. Day 6 November 23

    The morning run is set up; your first morning, with us.

    You: 30 minutes
  8. Day 7 November 24

    You review all hundred, and any cut is replaced. Team training, session one.

    You: 1 hour 20 minutes
  9. Day 8 November 25

    Your first morning on your own. Training session two, hands-on for each person.

    You: 1 hour plus your morning
  10. Day 9 November 30

    Your second morning on your own. Each person on your team runs the morning alone.

    You: your morning
  11. Day 10 December 1

    Your third morning on your own. A week of touches is in the CRM. Handover sign-off.

    You: 30 minutes plus your morning
Kash Badami

Who builds it?

The person in the video does the work with you, from the first session to the handover.

$100M+in deals sold in a single year
$0 to $10MARR in 12 months, for a company I built
  1. “Kash and I built ERT Credit together in 2021. He took my MVP and turned it into a SaaS that hit $10M ARR in twelve months.”

    Jordan Anderson, CEO, PayStreetgobridgehead.ai/about

  2. “Analytical in approach, technologically-knowledgeable, and earnest in conviction, Kash was able to drive pipeline in a notoriously challenging tech region.”

    JBJason Brandt, Managing Director, Sales, ePlus inc.LinkedIn recommendation, April 2020

Where does this go from here?

Three options. Each one is fine.

Not a fit

Say so in a line, and that’s the end of it.

Not now

Keep the 25 and the read on how you sell, and share them. When the role fills, the offer stands.

Talk with Kash

Ask Kash to call you, or email him. He calls to set up a 30-minute strategy session. Bring your cofounder or your sales leader.

Your new Chief Sales Officer’s first 100 accounts, in 10 days

The first 25 are above, and they’re yours either way.

Email Kash

We build a handful of these a month, for founders hiring now.

10 days

from kickoff to your team running it

  • 100 accounts you approve, each with the reason
  • Drafts to the first five, in your voice
  • Your team runs it without us
  • Any account you cut, we replace

ProFormance Builder Solutions sales playbook, in brief

ProFormance Builder Solutions is a roofing and siding partner for new-construction builders in the Southeast, supporting approximately 20,000 homes a year across eight branches, and is hiring a Chief Sales Officer.Chief Sales Officer posting, probld.com

The posting asks the CSO to “Build a scalable sales operating system capable of supporting significant multi-market expansion.”Chief Sales Officer posting

Frank Hessburg says builders’ purchasing teams score schedule reliability, warranty callbacks, clean paperwork, honest capacity and how a trade communicates when something goes wrong, and that “Price gets you the meeting.”Your post on what builders’ purchasing teams score

The first 25 accounts for a new Chief Sales Officer are homebuilders and build-to-rent builders in the Southeast, each scored on six rules and backed by a dated, sourced signal such as a land purchase, a new market or an acquisition: eleven strong fits, eight in the middle and six edge cases that test the rules.

Prepared by at Bridgehead · November 9, 2026 · Every source

Questions founders ask

Can’t my AE build this when they start?

They can. But wouldn’t you rather they were selling? Reps spend 28% of their time selling, and the average new AE takes 6.2 months to ramp. This replaces the weeks they would spend building the list and learning what you already know.

28%: Salesforce, State of Sales (7,700+ sellers, 2022) · 6.2 months: Bridge Group, 2026 AE report (158 companies)

How much sooner does my new AE get to work?

From day one, because the accounts you approved and the first drafts are waiting. The average new AE takes 6.2 months to ramp, and at a $200K median OTE that is about $103K paid before they are fully productive. Only 48% of AEs hit quota.

6.2 months: Bridge Group, 2026 AE report (158 companies) · $103K: arithmetic ($200K median OTE × 6.2 months ÷ 12); Bridge Group, 2026 AE report (158 companies) · 48%: Bridge Group, 2026 AE report (158 companies)

We tried an outreach tool and it sounded like a robot. How is this different?

Nothing goes out on its own. Every account on the list is one you approved, every draft is written to one person, and you send each message yourself. It learns your voice from what you’ve written and from every edit you make.

How much of my time does it take?

About a day, spread across the ten working days: the 2-hour session on how you sell, short list reviews you can talk through, two training sessions and your first mornings. The hours your AE gets back go to selling, where reps spend just 28% of their time today.

28%: Salesforce, State of Sales (7,700+ sellers, 2022)

What happens after you leave?

It keeps learning. Each week it proposes rule changes from what your cuts, replies and silences showed, and you approve or reject each in a line.

Where does my data live?

In your own accounts: your Claude, your CRM, your files. Nothing runs on anyone else’s side, and any rule can be changed in plain English.

How is it priced?

The first engagement is one fixed price for the ten days. It depends on how many people we train and which systems we connect, so Kash quotes it on a short call. After handover, you can keep us on a retainer to keep supporting your sales process and refining it, if you choose that route.

The research behind this page 5 sources · 1 postings · 12 customers · 41 stores looked at

Your talks and posts

  1. probld.com
  2. probld.com/our-work
  3. Your post on integrity in construction, June 4, 2026
  4. Your post on what builders’ purchasing teams score, June 12, 2026
  5. Your post on the cost of regulation, June 15, 2026

Your open roles

  1. Chief Sales Officer, first posted November 4, 2026

Your customers

Ashton Woods · Beazer · Century · D.R. Horton · KB Home · Lennar · Meritage · Pulte · Ryan · Stanley Martin · Taylor Morrison · Maronda (santehq.com/customers and your posts). Customer photos are from santehq.com/customers.

How the 25 were picked

41 stores found and scored on 6 rules; the 25 chosen to teach: 11 strong, 8 middle, 6 at the edges. Logos are from each store’s own site.

  • Sources: your three LinkedIn posts, the posting and probld.com, plus trade press, builder newsrooms and earnings releases, each opened and saved on November 9, 2026.
  • The 20 logos on probld.com (including Ashton Woods, Beazer, Century, D.R. Horton, KB Home, Lennar, Meritage, Pulte, Ryan, Stanley Martin and Taylor Morrison) are customers, so none of them is on this list. Taylor Morrison and Pulte rows from the first draft were dropped for that reason.
  • Rows 20 to 25 are on the list to test the rules. Rows 20, 22 and 24 sit under, or are about to sit under, a parent, and row 24’s parent and row 21’s target are already your customers. Where a builder sits under a parent, the decision may too.
  • A purchasing contact is named only where the source names one. Otherwise the buyer title is a role.
  • Where an article gives only a month, the date shown is the article’s date.