SPOTLIGHT ON BUSINESS MAGAZINE SEPTEMBER 2016
RoofCARE
Some people have a tendency to cover up personal inaction with pretense. We’ve all been in line behind “that guy” at a coffee chain, lecturing his friend about the virtues of buying local, with his left hand authoritatively gesturing to an invisible orchestra, while his right hand clasps a big-box store plastic bag, exploding with obvious impulse purchases. That guy couldn’t hold a candle to the folks at RoofCARE, in New Mexico. For this team, Sustainability is not a self-serving rhetorical device; it’s a business practice. And apparently, it’s an approach that residents of the Land of Enchantment are warming up to.
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SPOTLIGHT ON BUSINESS • SEPTEMBER 2016
By David MacDonald A t its core, the term Sustainable means “Able to be maintained at a certain rate or level,” explains Louis Zaina, CEO and co-founder of RoofCARE. “Sadly, our industry is one of the least sustainable around. The roofing industry as a whole tends to default to tear-off and replacement as the answer to most roofing problems. Far too often, roofs are replaced prematurely. As a result, tons of perfectly functional roof systems end up in landfills, often replaced by less sustainable systems. RoofCARE’s commitment to taking the time to assess and diagnose roofs enable us to present the client with the ability to focus on correcting only the failed components, which typically constitute less
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SEPTEMBER 2016 • SPOTLIGHT ON BUSINESS
than 20% of the existing roof system. This approach not only keeps roofs out of landfills, but often includes the ability to convert a non-reflective roof to an Energy Star Rated roof. This typically results in a 15% reduction in cooling costs. We are proud that our approach promotes both fiscal and environmental stewardship.” This twofold stewardship is what Zaina and co-founders Tony Bunnell and Milt Freer had in mind from the very beginning in April 2008. As they met in hotel lobbies and used a storage unit for equipment and materials and dispatching the crews these gentlemen recognized “too many in the roofing industry adopt and adapt popular business models that emphasize expedited services” Zaina explained. “There were few, if any roofing contractors focusing on service work [maintenance and repairs] and we felt we could fill that much-needed niche in the local roofing market. RoofCARE takes the time to gather the necessary infor- mation, perform detailed inspections and conduct a variety of diagnostic tests. Without these vital steps, we wouldn’t be able to make proper recommendations to our clients. For instance, in certain situations, we will take core samples of the roof system to analyze its physical makeup and condition, conduct infrared ther- mography scans and utilize moisture
scanners to determine if there’s moisture in the system. These steps are crucial in proposing sustainable, cost effective solutions that will perform long-term.”
“Far too often, roofs are replaced prematurely. As a result, tons of perfectly functional roof systems end up in landfills, often replaced by less sustainable systems. RoofCARE’s commitment to taking the time to assess and diagnose roofs enable us to present the client with the ability to focus on correcting only the failed components, which typically constitute less than 20% of the existing roof system.” The SmartCARE program, offered throughout RoofCARE’s New Mexico and West Texas service area is the ultimate manifestation of Zaina, Bunnell and Freer’s sustainable vision. “We developed SmartCARE to more effectively manage the roofing asset. It is designed to proactively manage the lifespan of roofs, which saves building owners from the unpredictable costs and stress of a reactive approach. In addition to huge financial savings, this program allows building owners and/or managers to gain an understanding of their roofing
inventories and make educated decisions to properly maintain them. SmartCARE is available in three tiers with the option of multiple add-on services, meaning it can be customized for any situation. Services within the program include a 5-year management plan, preventative mainte- nance, warranty options and leak repairs at no additional cost,” he says. “SmartCARE is available in three tiers with the option of multiple add-on services, meaning it can be customized for any situation. Services within the program include a 5-year management plan, preventative maintenance, warranty options and leak repairs at no additional cost.” A preventative approach over a reactive one just seems more honest, more tactful. What’s more, it’s proof that RoofCARE walks the talk. The company’s stated purpose: “Truth in Roofing,” and vision: “No roof replaced before its time” guide everything – and it hasn’t gone unnoticed
by the sort of folks who appreciate active and ongoing civic consciousness. “We love clients that value what we specialize in and invite us back over and over again,” Zaina explains. “Some of our Public School clients utilize SmartCARE for their entire district,” Zaina explains. “We have seen great success from these partnerships. The Facilities Management staff love the fact that their roofs are covered under the program and that they don’t have to deal with the unexpected costs and stress associated with reactive roofing. Clients consistently report a 90% reduction in reactive costs following the implementa- tion of SmartCARE.” Unfortunately, many homeowners and business owners are caught in the vicious cycle of planned obsolescence and succumb to the pressures of the reactive roofing sales pitch. Zaina wants these future clients to know that “There are several differentiators that separate us from other roofing contractors, starting with our core business model, which sets out to take the proper approach to roofing and in the process, save the customer from the drawbacks of reactive roofing. We invest significantly in safety, training and professional development for our staff. We strive to deliver excep- tional customer service and high quality work. We’re also big proponents of marketing the field of roofing as a career to a younger audience.” Zaina believes that “The industry will benefit from fresh, creative perspec- tives and diversity of thought. We say, invest in them and believe in them, even when they don’t believe in themselves. Helping people discover their calling is a special responsibility for small business owners.” There’s another reason RoofCARE stands a head higher than the competition. In 2012, Zaina and his team began what has become an annual philanthropic event called the Roof Angel Project, wherein RoofCARE donates their services to a local non-profit organization – like the Center Against Family Violence or the Albuquerque Rescue Mission – in need of roof repairs. “We also raise awareness for their cause in the process” he explains. A quick YouTube search for the Roof Angel Project will show you what he means. “We fulfill our moral duty by giving back to the communities we call home” says Zaina. “We love clients that value what we specialize in and invite us back over and over again.” Quality service coupled with community service is a powerful combo. We’ve got a lot of other exciting things going on right now, like the new website” says Zaina. “It’s optimized for mobile devices, has a fresh new design and is easier to navigate, thanks to a refined menu and
page structure. We have a page for each of our services, a photo and video gallery, a page where customers can submit a Free Inspection Request and several others that customers can explore to learn more about RoofCARE and how we operate. We’re also planning on continuing our expansion into West Texas. Setting up a branch that State is the next logical step.” The team at RoofCARE won’t be taking this big step without precedence. First, they’re planning to set up a satellite office in Southeast New Mexico. “We’ve been looking for the right opportunity to open a branch in that area for a while. Once we have an office and ware- house space there, that branch will act as the hub location for clients throughout Southeast NM and parts of West Texas. That will allow us to serve them more efficiently,” Zaina explains. While we’re on the growth note, RoofCARE has experi- enced a 58% growth rate since 2013. Quite simply, Zaina attributes their success to “Our people.” While he holds to the solid business model that he, Bunnell and Freer dreamed up and brought to life, he knows that “it is only as good as the employees that are executing it daily. From the very beginning, RoofCARE has been committed to hiring the best and brightest, delegating the workload and measuring the results. Our standards are quite high, which actually results in slower, more manageable growth. We believe in our model, so we are always looking for top talent to join the team.” Zaina’s belief in the new guy is genuine. As the founding trio sat in hotel lobbies in the early days with Blackberry phones and work orders in hand, they were rookies. Their enrolment and subsequent rental of their first space in the WESST Enterprise Center in August 2009 was beyond integral. The WESST Incubation Program provided opera- tional support, business development consulting, training and other resources that help accelerate growth during the critical start-up phase. Since then, they’ve graduated from the WESST Program, opened a branch in Las Cruces, NM, and moved their corporate office and Albuquerque Branch to a space three times larger than before. They really do know why helping someone find their calling is so rewarding.
“We fulfill our moral duty by giving back to the communities we call home.”
many thanks to our advertisers
ronald.may@pcmnm.com
RoofCARE
14810 Central Ave SE Albuquerque, NM 87123 505-246-6960 • info@roofcare.us 151 S. Walnut St, Ste B10 Las Cruces, NM 88001 575-805-6796 • info@roofcare.us
www.westerncolloid.com
www.roofcare.us
as spotlighted in the SEPTEMBER 2016 issue of SPOTLIGHT ON BUSINESS MAGAZINE
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