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 aware- ness 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.
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SPOTLIGHT ON BUSINESS • SEPTEMBER 2016
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