Daniel Cherniske | Roof Leopard | Mission Control Podcast

In this episode of the mission control podcast Mike sits down with Daniel Cherniske, Co-Founder of Roof Leopard, to discuss his journey from teaching prison aquaponics to building a high-growth roofing company in Western New York. Daniel shares how he pivoted from a niche consulting background to the roofing industry, where he and his partner Willie have focused on professionalizing the trade and moving past the "Uncle’s roofing" stigma. The conversation dives into Mike’s "solutions, not excuses" philosophy, the importance of delegating production to maintain quality, and tactical sales advice—including a role-play on how to secure reviews from every prospect. From scaling standing seam metal roofing to leveraging micro-websites for lead flow, Daniel breaks down the strategies Roof Leopard is using to stay ahead in 2026.

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00:00:00 - Intro
00:02:25 - Aquaponics
00:06:29 - Roof Leopard
00:15:23 - Sales Success
00:19:55 - Referral Relationships
00:27:58 - Handling Crisis
00:39:13 - Reviews
00:44:16 - Upcoming Challenges
00:51:33 - AI Adoption

About Roof Leopard:

Founded by construction veterans Willie Jay and Daniel Cherniske, Roof Leopard is a community-focused team dedicated to raising the bar for local roofing. Known for their high standards and "precision-first" approach, they aim to turn what is often a stressful, confusing investment into a transparent and seamless process. By prioritizing 5-star customer service alongside expert craftsmanship, Roof Leopard provides neighbors with an honest, professional experience that makes protecting a home feel remarkably easy.

Roof Leopard:
Facebook: https://www.facebook.com/profile.php?id=61571148012857
Instagram: https://www.instagram.com/roofleopard/

About Michael Stearns & Ascend Digital Agency

Ascend Digital Agency is a premier roofing-exclusive marketing agency founded by Michael Stearns, host of the Mission Control Podcast. Specializing in high-growth strategies for elite contractors, Ascend provides custom web design, precision Google Ads management, and advanced SEO, AEO, and AIO (AI Optimization). By combining deep roofing industry expertise with cutting-edge search technology, Michael and his team help contractors transition from lead-chasers to market leaders. Based on a brand-first philosophy, Ascend Digital Agency is the definitive partner for roofing companies looking to scale through transparency, technical excellence, and proven ROI.

Work with Ascend Digital Agency:
Website: https://ascenddigitalexperts.com/
Request a Consultation: https://ascenddigitalexperts.com/contact/

Follow Michael Stearns:
LinkedIn: https://www.linkedin.com/in/michaelstearns/
Facebook: https://www.facebook.com/michael.stearns.16
Instagram: https://www.instagram.com/takeoffwithascend/

Follow Ascend Digital Agency:
Instagram: https://www.instagram.com/takeoffwithascend/
Facebook: https://www.facebook.com/takeoffwithascend/
TikTok: https://www.tiktok.com/@ascenddigital

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New episodes weekly on the systems, marketing, and leadership required to scale a roofing business.

Apple Podcasts: https://podcasts.apple.com/us/podcast/mission-control-podcast/id1646120629

Spotify: https://open.spotify.com/show/1VX3wdC4b2j5Fb1V9V9yNo?si=8e1b139e5f1a4e87

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