There
is something notable about a husband and wife team operating as
partners within the building envelope that often speaks of a shared
mindset. As co-principals of Sustainable Roofing, Robby and Jaycee
Wilkerson fit the bill with their mantra, “a better approach to
roofing.”
Having moved to the Brazos Valley region of Texas from
Portland, Ore., the couple appreciated the crucial importance of proper
ventilation in maintaining a healthy roof, given the heavy precipitation
of the Pacific Northwest and its propensity to foster mold.
Precisely
because of its intrinsic yet often underappreciated value, the couple
has leaned into ventilation as an area of expertise in the company’s
positioning within a larger sustainability framework — and marrying that
operational mindset to the value proposition couples bring to a
customer-centric perspective.
They decided to start their own
company in College Park, a high-growth area in central Texas known as
the Texas Triangle, where they saw an untapped market for a more
eco-focused approach to roofing contracting that was also
budget-friendly.
Positioning your firm in the vanguard, where
sustainability largely remains for smaller start-ups like theirs,
requires staying up-to-date on current trends in product offerings and
techniques, which they do and is a shared point of pride.
The
couple first appeared in this magazine after being mentioned in a column
discussing the importance of workforce development written by Paul
Scelsi in October 2023 titled, “Take the Time to Train,” where Scelsi
mentioned them while referencing a regular podcast he conducts.
“The
value of training is limitless, and it comes in so many different
forms,” Robby told Scelsi. “For example, I’ve had team members who were
not as well versed on attic ventilation as I am; they were tripped up
while on the project and had to reach out to me for assistance to
explain to the homeowner why we wanted to correct the attic ventilation.
[I]f you have the entire team trained [in] all the same knowledge, it
guarantees the same results and a seamless sales process.”
The
operational side of running a firm is bifurcated into managing customers
and employees, and another tenet of the couple’s shared outlook is
employee retention, which includes training and maintaining morale,
because we all know happy workers build happy roofs.
The Wilkersons engaged with Roofing Contractor magazine for a Contractor Q&A, and below are their responses.
[Editor’s Note: Responses edited for clarity.]
Sustainable Roofing attends training events held by Air Vent Inc. to stay informed on the science and practicality of proper attic ventilation.
RC: How did you two first get involved with roofing?
SR: We
have always discussed having our own roofing company. In 2020, Robby
was working sales for a local roofing company when we realized there was
a better approach to roofing, and what better way to do it than to
create it ourselves.
RC: How did Sustainable Roofing come into being, and how does the company operate?
SR: The
background to “a better approach to roofing” started when we lived in
Portland, Ore. The study of ventilation, where you could physically see
mold growing, and the importance of attic ventilation … would be
[essential for] Texas attic temperatures.
Pairing [that]
knowledge with a cleaner construction site [translated into] more value
to every transaction as a business model. From landscaping protection to
an onsite restroom facility… [it] provides a morale boost for our team
[and] peace of mind and sanitation for our customers. As we continue to
make ripples in our community, we can’t help but know we’re moving the
roofing industry in the right direction.
We’re still a small outfit, and as the owners, we’re still hands-on with administrative, leads and customer support.
RC:
Sustainability is part of your company’s name and, based on your
conversation with Paul Scelsi last fall, seems to extend to your
employees’ well-being; how do you ensure their safety at work?
SR: Always
listen to concerns, no matter how small. We had a repair scheduled that
needed to be postponed for the employee’s safety due to several wasp
nests. A job can always be put on hold. Furthermore, having the correct
equipment and tools and inspecting to make sure they’re in good
condition before a job is a huge part of safety for our team.
RC: But there’s more to it than that, right, since happy roofers build happy roofs?
SR: We
always seek to go to events as a team, including our production
manager, with us at conferences [and] training. This aids the company as
a whole [in being] sharp and in tune with what’s [happening] in the
roofing industry.
We have been utterly grateful for how skilled
our sales team is with customer service. Our main advice is to be honest
and transparent when it comes to any situation, whether that be the
company’s fault or a misunderstanding on behalf of the homeowner.
On build days, we love to provide lunch or a tasty variety of fruits and Chamoy
[a Mexican condiment and sauce made from pickled fruit] to keep the
crew hydrated. Tying in with the onsite restroom also means having a
higher level of productivity and team spirit. We’ve been told by our
crew that we have a fancy work environment. They love it!
Sustainable Roofing owners Robby and Jaycee Wilkerson with Malarkey representatives at a Roofing Contractors Association of Texas Conference in San Antonio.
RC: Does ‘happy’ translate into quality? In other words, how does Sustainable Roofing ensure it delivers a quality product?
SR: Training!
As a team, it’s important we’re all on the same page [regarding]
expectations. Additionally, every job always [has] an onsite project
manager. This ensures that any questions or concerns the homeowner may
have are answered right away and any issues are caught instantly instead
of after completion.
RC: How does Sustainable Roofing attract clients and build relationships with them?
SR:
We have tried a little bit of everything [but] find social media to be
the most successful. The population spends [much] time looking at their
cell phones, so it’s a no-brainer.
We are a husband-and-wife
team, which often “softens” the sales experience for homeowners.
Construction can be intimidating, and we work together to create a safe
space for any questions or concerns the homeowner may have. We always
aim to educate everyone and often hear that our transactions are fun and
knowledgeable.
RC: Couples are popular — see HGTV
— but Texas must be a challenging market considering the number of
roofing contractors operating there; describe what that’s like.
SR: Having
had a few hailstorms in the past five years, our market has received an
influx of out-of-town roofing companies. Leads are divided into more
companies than our current market can hold.
Although the
foundation we have created for our company has allowed us to sustain
during slower periods, we have a heavily saturated market of roofing
companies in our area. Stepping outside the generic company models is a
must to set yourself apart.
RC: No operation succeeds in a vacuum; which manufacturers and suppliers have helped you succeed?
SR: Although
we’re still growing, we have appreciated the great brands leading [the]
industry, such as Malarkey Roofing Products and Attic Breeze. We also
thank our supplier, Beacon Building Products, and their team for working
with smaller roofing companies to allow us a chance to grow in such a
competitive market.
RC:
How does Sustainable Roofing leverage its relationship with its
suppliers and distributors to increase business or add value?
SR: Being
an eco-focused company, we love to recognize days like World
Environment Day and Earth Day where [we can] give back to our community
for a great cause. We love to offer ventilation upgrades or a free solar
fan as a giveaway through our supplier, Beacon Building Products, and
our distributor, Attic Breeze.
Sustainable Roofing
Headquarters: College Station, Texas
Specialty: Residential roofing and ventilation
Number of Employees: Less than 20
Website: sustainableroofingllc.com
RC: For any suppliers reading this, how can they help roofing contractors — their clients — increase contractors’ market share?
SR: Continue
to host workshops for up-to-date industry knowledge and allow some
pushback for smaller companies to have a fighting chance on price
increases.
RC:
What tips would you offer readers looking to stand out from their
competitors or add value to a client’s experience when shopping for
roofing needs?
SR: Ventilation is
key to prolonging the lifespan of [a] roof, especially in hotter
climates like Texas. Hot attic spaces can prematurely age your roof and
cause your utilities to be [more expensive] than normal. [Advocate for]
attics to be inspected … adding the right course of action for a roof
can save [homeowners] thousands of dollars in the long run.
Also,
work on your brand. What sets your company apart from your competitors?
How will your business operate five or 10 years from now? Focus on
morale and always work as a team: when they succeed, your company
succeeds.
Lastly, never stop learning. If you’re not learning
you’re not growing. There will always be someone smarter, younger, or
more experienced, [so] you must never stay stagnant.
RC: Consumers can be finicky; what’s an experience the company had — good or bad — that offers a takeaway for readers?
SR: We
had a customer with a historic home call us to inspect her ventilation
system. She had zero ventilation: no exhaust and no intake. After going
in and adding edge vents and an attic solar fan, the customer saved $100
dollars on her first utility bill!
We love helping customers
save through those hot months. [Regarding] our worst experience, we’ve
learned that sometimes walking away and allowing the customer to be
right — and avoid the negative backlash — is sometimes part of owning a
business. Is an extra $200 [in revenue] worth a negative review or bad
publicity?
RC:
Summarize Sustainable Roofing’s approach to operating in a competitive
industry, where pricing sometimes becomes a race to the bottom.
SR: Looking
at the entire process from start to finish, we want a hassle-free and
premium customer experience. We like to use “A Better Approach to
Roofing” as our [mission] statement. As mentioned earlier, creating a
greener and more streamlined approach creates an inviting and beneficial
experience for all parties involved.
www.roofingcontractor.com
https://www.roofingcontractor.com/articles/99364-sustainable-roofing-helping-roofs-breathe-easier
